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The  Library  of  Congress 


AUDIO-VISUAL  CONSERVATION 
at  The  LIBRARY  of  CONGRESS 


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for  Audio  Visual  Conservation 
www.loc.gov/avconservation 


IS 


In  This  Issue:  The^Emhassy  Theatre 


m 


II 


THOMAS 

NEIGH  AN 

'The  Man  Who  (I 
Found  Himself  f 


Bp 


*?*jr**tp.jf  ddapted  from  the 
$  //    original  story  by 
BOOTH  TARKINGTON 

Scenario  by 
TOM  J.CERAGHTY 


with 

VIRGINIA  VALLI 

Directed  by  ALFRED  E.GREEN 

PBES'NTcD 

ADOLPH  ZUKOR  U JES5E  L.LASKY 


August  29,  1925 


HIS  ISSUE  8,037  Copies 


Price  20  Cents 


COMEDIES  THAT  WILL  ADD 

-VITALITY 

TO  ANY  PROGRAM 


52 


RIOTS 


ISIBILITY 


it 


HEY  FELLAS"!  J 


COMEDIES 

The  Doin's  and  Disasters  of  Young  America 

(Released  Every  Other  Week) 


26 


26 


SHEIKS  and  SHE 

COMEDIES 

OF  FLAPPER  AMERICANS 

(Released  Every  Other  Week) 


AS" 


Made  by  McKnight-Womack  Productions,  Inc. 

FOR 

Davis  Distributing  Division,  Inc. 


J.  CHARLES  DAVIS,  II,  President 


218  West  42nd  Street 

Released 


New  York,  N.  Y. 


Through  VITAL  EXCHANGES,  INC 

except  in  Boston,  New  York,  Philadelphia,  Chicago,  San  Francisco  and  Los  AngMes 


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  year.    Entered  as  second-class  matter  Aug.     5,   1922,  at  postoffice  at  East  Stroudsburg,  Pa.,  under  act  of  March  3  1879 


EXTRA  SHOW! — To  accomodate 
the  throngs,  doors  open  9  A.  M.; 
last  show  starts  10.25  P.  M. 


This  marvelous  box-office  attraction  made 
it  necessary  to  run  extra  shows  at  the 
Roosevelt  Theatre  in  Chicago. 

At  the  Imperial  Theatre  in  San  Francisco 
crowds  stood  in  line  from  eight-thirty  in 
the  morning  for  the  nine  o'clock  opening, 
and  the  theatre  has  been  doing  capacity 
business  ever  since. 


NOW! 


Smashing!  Flashing!  Dashing!  Crashing! 


r 

DOUGLAS  <g 

hairban 

SOhi  OF  ZORRO 

Dare-devil  Doug  cracking  a  wbip ! 
Stunt*  he  never  dared  before! 
Fights,  romance,  mystery,  comedy. 

Extra  Show!  To  accommodate  th& 
^hrongs,  doors  open  9  A.  \L;  las*^ 
show  starts  10:25  P.  M. 


Roosevelt , 

»  STATE  ST  NEAR  WASHINGTON  ^kk*J 


Now  Booking 

UNITED  ARTISTS  CORPORATION 

OMary  Pickford  Charles  Chaplin 

Douglas  Fairbanks  D.W.  Qriffiih 

Oiiram  Qbrams,  President         Joseph  M.Jchcnck,  Chairman,  Board  of  Direcforj: 


EXHIBITORS 

Offering--»for  the  first  time— -a  stan 
schedule,  filled  with  cashable 

and  advertising  of 


OF  THE  BIG  EVE 


'Don't 


The  First  Monthly 

SHORT  SUBJECTS 

Number  of 

TRADE  REVIEW 

dard  publication  on  a  once-a-month 
aids  to  the  booking,  exploiting 
good  short  pictures  . 

Miss  It! 


JohnM.Stahl 

PRO  DUCTION 

FINE  CLOTHES 

LEWIS  STONE  PERCY  MARMONT  ALMA  RUBENS, 
RAYMOND  GRIFFITH  EILEEN  PERCY  and  WILLIAM  V  MONC 

fyrom  thr  famous  <Ugr  plan  '9aSflJCmi  fo' Me*    by     FRANZ  MOLNAR. 

(JtUttcd  by  ■      -BENJAMIN  CLA2ER 

din  Directs'  CEDRIC  C1EBCNS,  - 

CamtramtA   -  •  FRANK.  OQOS 

Jut  Virata  SIDNEY  ALG1ER 

One  of  any  years  finest  of 

Eictures.^Never  Jias  there 
een  seen  such  directing  and 
acting  as  are  found  in  this 
delightful  story  that  sur 
rounds  a  girls  search  for 
happiness.Jrom  every  angle 
of  entertainment JohnlTlJtaJil's 
latest  is  a  perfect  creation 


A  Hui  notional  Pifcture 


August  29,  1925  Page  7 

^£25253252525252525252525252^^ 


EXHIBITORS 

CTmik  REVIEW 

%e  Business  %per  of  the  Motion  Victors Industrf 

WILLARD  C.  HOWE,  Editor 


H.   K.  CRUIKSHANK,  Associate  Bditor 
H.  A.  LINET,  Exploitation  Editor 

JAMES  A.  CRON,  Advertising  Manager 
H.  J.  SCHLEIER,  Business  Manager 
L.  S.  HARRIS,  Equipment  Manager 


Vol.  18 


August  29,  1925 


No.  14 


CONTENTS 

PICTORIAL  PRESENTATIONS 

"The  Gold  Rush"  _  i  Frontispiece 

"The  Merry  Widow"   _  _  :   34 

FEATURE  SECTIONS 

"The  Embassy  Theatre"    _  t  35 

HIGHLIGHTS  IN  THE  NEWS 

TIochreich  Asks  New  Contract  From  Seider.   10 

Chadwick  Completes  Seven   _._   11 

Red  Seal  Sells  Foreign  Rights  _   11 

New  Patheserial  in  Work   _   12 

Chaplin  Smashes  Strand  Record   _  _   12 

Four  Neilans  for  Pro-Dis-Co   13 

Fitzgerald  in  Independent  Field    13 

Hugh  Davis  Joins  Davis  Distributing   14 

Fannie  Hurst  Wins  Liberty  Prize   _   14 

Rowland  Reviews  Coast  Pictures    15 

Schenck  Calls  Films  Ambassadors   15 

Lasky  Sees  New  Product   18 

Pro-Dis-Co  Completes  First  Five  _   18 

M-G-M  Production  at  Full  Blast   18 

REGULAR  DEPARTMENTS 

Editorials   -    — ■  -  -   9 

Sales  News  and  Personalities    19 

Exhibitor  News   -  -  -  -  -   20 

Production  Highlights   -   23 

Exploitation  Ideas  -  -  -   24 

Rig  Little  Features  ■,   28 

Box  Office  Reviews   30 

Equipment  News    45 


Copyright  1925  by  Exhibitors  Review  Publishing  Corporation 
Geo.  C.  Williams,  President;  Willard  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  Etxhibitors  Review  Publishing  Corporation. 
Member  Audit  Bureau  of  Circulations.  Subscription  Rates:  Postage  paid 
per  year.  United  States,  $2;  Canada,,  $3;  Foreign,  $6;  single  copies,  20 
cents.     Remit  by  check,  money   order,  currency  or  postage. 

WEST  COAST  REPRESENTATIVE 
F.  HEATH  COBB 
1432  GOWER  ST.,  HOLLYWOOD 


Lillian 
Gish  i 
Romola 

with  DOROTHY  GISH 
directed  by  Henry  King 

An  Inspiration  Picture  (Chas.  H.  Duell,  Pres.) 


The 
Star 
of 
"The 
White 
Sister" 
in 

Another 
Big 
Hit. 
It's  ' 
Just 
One  of 


Metro- 
>J/oldwun~ 
flayer 


j 


Page  8 


Exhibitors  Trade  Review 


C CHARLIE  CHAPLIN 
in  ''The  Gold  Rush" 
A  United  Artists  Release 


C1B665911 

AUG  25  1925 


EXHIBITORS 

Vmde  REVIEW 

9he  dusiness  Taper  of  the  Motion  lecture Industry 

Editorial 


WORD  comes  over  the  telephone  to 
the  effect  that  his  friends  in  the  mo- 
tion picture  business  are  opening  cam- 
paign headquarters  at  1600  Broadway, 
in  behalf  of  the  candidacy  of  Hon.  James 
J.  Walker,  for  Mayor  of  New  York. 

It  looks  as  if  this  must  refer  to  our  own 
Jimmy  Walker. 

Which  designation  is  more  in  keeping 
with  the  motion  picture  industry's  very 
real  affection  for  the  man  who  is  going 
to  be  the  next  mayor  of  the  world's  lar- 
gest city. 

It's  a  big  job — one  of  the  biggest  jobs 
in  this  country. 

It  calls  for  a  combination  of  ability, 
personal  magnetism,  courage  and  moral 
force  that  are  rather  rare.  Jimmy 
Walker  meets  the  specifications. 

So  this  industry  may  be  pardoned  if  it 
throws  out  its  chest  a  bit,  over  the  fact 
that  the  candidacy  of  a  man  who  has 
arouses  a  remarkable  wave  of  popular 
been  a  part  of  it,  one  of  its  1  eaders, 
enthusiasm. 

Regardless  of  political  affiliations,  we 
all  have  reason  to  be  proud  of  Walker. 


THERE  are  some  wise  folks  in  this 
business  who  have  been  very  sure 
that  the  long  interval  between  Chaplin 
pictures  would  be  fatal  to  Charlie's  pres- 
tige with  the  fans.  Right  now  they  are 
fairly  busy  trying  to  explain  how  it  hap- 
pened that  "The  Gold  Rush"  promptly 
broke  he  Strand's  house  record  and  pro- 
vided an  annoying  problem  for  the  traf- 
fic division  of  the  police  department.  That 
it  is  a  great  picture  seems  to  be  the  uni- 
versal opinion.  That  it  is  a  Chaplin, 
however,  is  even  more  important.  Be- 
cause therein  lies  a  box-office  value  that 


may  be  a  mystery  to  the  envious,  but 
that  is  none  the  less  tangible. 

*  *  * 

THE  PREMIERE  of  Universale 
"Phantom  of  the  Opera"  is  announced 
for  September  6  at  the  Astor  Theatre, 
New  York.  That  it  will  oe  one  of  the 
most  interesting  events  of  the  season 
goes  without  saying.  Because  great  ex- 
pectations have  been  built  for  this  one. 

*  #  * 

SERIOUS  prospects  arise  in  connection 
with  the  Connecticut  film  tax  matter. 
With  the  tax  of  $10  a  reel  sustained  by 
the  Federal  Court,  hope  of  relief  must  lie 
in  appeal  to  the  United  States  Supreme 
Court,  or  in  some  new  form  of  test  action. 
It  is  obvious  that  the  industry  as  a  whole 
could  not  stand  up  under  such  a  burden 
as  has  been  imposed  by  the  Connecticut 
Act.  It  is  likely,  also,  that  if  this  legisla- 
tion is  upheld  other  states  will  try  to  levy 
similar  taxes.  Thus  the  issue  becomes 
one  for  the  earnest  and  immediate  atten- 
tion of  every  organization  in  the  film 
business. 

*  -X-  * 

LOT  of  rumblings  about  the  uniform 
contract  and  its  possible  revision. 
Just  what  they  signify  is  a  hard  question. 
But  the  work  Joe  Seider  is  doing,  in  be- 
half of  the  M.  P.  T.  0.  A.,  is  serving  to 
clarify  the  issue  and  to  focus  attention 
on  the  features  of  the  arbitration  system 
which,  from  the  standpoint  of  a  very 
large  body  of  exhibitors,  need  fixing. 
This,  in  itself,  is  progress.  And  no  one 
can  fairly  charge  Seider  with  any  motive 
other  than  that  of  securing  for  exhibitors 
a  square  deal. 


Page  10 


Exhibitors  Trade  Review 


Seider  Asked  To  Frame 


Contract  By  Hochreicli 


Vital  Exchanges  Plans  To  Use  Instrument 

In  All  Dealings  With  Exhibitor  Customers 


DAVID  R.  HOCHREICH  and  his  asso- 
ciates in  the  newly  formed  Vital  Ex- 
changes, Inc.,  have  invited  Joseph  M. 
Seider,  chairman  of  the  Arbitration  and 
Contract  Committee  of  the  Motion  Picture 
Theatre  Owners  of  America,  to  write  a  new 
distributor-exhibitor  contract  to  be  used  by 
Vital  Exchanges  and  exhibitors  taking  its 
service. 

Mr.  Seider  has  signified  his  willingness  to 
offer  Mr.  Hochreich  the  requested  new  con- 
tract and  doubtless  he  will  embody  in  it 
these  principles  which  will  make  for  fairer 
arbitration  between  exhibitor  and  distributor. 
Mr.  Seider  is  making  every  possible  effort  to 
deliver  the  new  contract  into  Mr.  Hoch- 
reich's  hands  at  an  early  date. 

The  controversey  between  Mr.  Seider  and 
Charles  C.  Pettijohn,  general  counsel  for  the 
Film  Boards,  of  Trade  and  for  the  Motior, 
Picture  Producers  and  Distributors  of  Amer- 
ica, is  based,  not  so  much  on  the  uniform 
contract  now  in  use,  but  on  the  methods  of 
arbitration  employed  in  making  settlements 
provided  for  in  the  contract. 

It  is  to  be  assumed,  therefore,  that  Mr. 
Seider  will  frame  his  new  contract  so  as  to 
avoid  such  arbitration  disputes.  Taken  in  this 
light,  the  Hochrcich-Seider  contract,  even  in 
embryo,  becomes  an  important  instrument. 

Mr.  Pettijohn  in  a  recent  statement  said  : 
"The  principle  of  arbitrat'on  cannot  be  im- 
proved upon,  but  the  arbitration  piocedure 
can  be."  He  adds  that  if  arbitration  can  be 
perfected  within  the  industry  in  the  short 
space  of  three  years,  little  moie  can  be 
asked  for. 

Mr.  Seider  has  taken  this  staten-ent  to  be 
an  admittance  of  the  Motion  Picture  Thea- 
tre Owners'  claims.  Mr.  Seider  has  also  asked 
Mr.  Pettijohn  when  the  "improvements"  are 
going  to  be  started. 

TN  view  of  Mr.  Seiders  repeated  state- 
ments  that  the  methods  of  arbitration  as 
now  pursued  are  unfair  to  the  independent 
exhibitor,  it  will  be  interesting  to  see  what 
precautions  he  takes  in  drawing  up  a  new 
contract.  The  clauses  concerning  arbitration 
will  doubtless  be  those  accentuated. 

It  is  realized  that  one  of  the  most  serious 
problems  within  the  industry  toclav  is  the  dis- 
satisfaction that  exists  with  the  existing 
forms  of  contract  between  exhibitors  and 
exchanges.  The  "uniform  contract"  has  been 
in  use  for  three  years  and  while  in  many 
cases  it  functions  properlv  it  has  furnished 
more  cases  for  the  F  1.  L.  M.  Boards  than 
any  other  one  point  of  difference. 

With  the  formation  of  Vital  Exchanges, 
Inc.,  Mr.  Hochreich  and  his  associates  de- 
termined that  this  state  of  affairs  would  not 
arise  between  his  organization  and  the  ex- 
hibitors of  the  United  States  and  Canada. 
His  announcement  that  Vital  under  the  "live 
and  let  live"  basis  was  no  mere  gesture,  it 
was  founded  on  the  firmest  of  resolutions  to 
live  up  to  such  a  policy  absolutely  four- 
square. 

Believing  that  the  concrete  wishes  of  the 
exhibitors  of  this  country  were  well  repre- 
sented by  the  Contract  and  Arbitration  Com- 


mittee of  the  M.  P.  T.  O.  A.,  of  which  Mr. 
Joseph  M.  Seider,  president  of  the  Motion 
Picture  Theatre  Owners  of  New  Jersey,  is 
chairman,  Mr.  Hochreich  wrote  Mr.  Seider 
as  follows : 

"I  believe,  with  you,  that  fairness  in  the 
motion  picture  industry  must  begin  with  the 
buying  and  selling  of  pictures.  The  exchange- 
exhibitor  contract  must  express,  therefore, 
absolute  fairness  to  both  parties,  and  I  feel 
that  this  is  exactly  what  you  have  in  mind, 
and  it  is  also  what  my  associates,  J.  Charles 
Davis  2nd  and  J.  K.  Adams,  and  I  have  in 
mind  for  our  Vital  contract  with  the  ex- 
hibitor. 


VITAL  EXCHANGES,  one 
week  old,  has  already  estab- 
lished itself  in  the  distribution 
field  by  inviting  Joseph  M.  Sei- 
der, Chairman  of  the  Exhibit- 
ors' Arbitration  and  Contract 
Committee,  to  frame  a  new  ex- 
hibitor-distributor contract. 

Mr.  Seider  promises  an  early 
delivery.  He  will  emphasize  the 
arbitration  clause. 

Mr.  Hochreich  tells  here  why 
he  wants  a  new  contract. 

Mr.  Seider  tells  why  he  pro- 
poses to  deliver  one. 


"I  realize  that  a  contract  is  the  written 
evidence  of  the  meeting  of  the  minds  of 
both  parties  at  the  time  it  is  made,  and  we 
propose  to  meet  our  exhibitor  friends 
squarely  on  the  ground  of  the  cleanest  kind 
of  fair  dealing. 

"Therefore,  I  put  it  up  to  you,  as  chair- 
man of  the  Contract  and  Arbitration  Com- 
mittee of  the  Motion  Picture  Theatre  Own- 
ers of  America,  to  write  the  Vital  contract 
with  the  exhibitors  of  America. 

"It  is  the  firm  purpose  of  Vital  Exchanges, 
Inc.,  net  to  become  a  member  of  the  Motion 
Picture  Producers  and  Distributors  Associa- 
tion, or  to  become  affiliated  with  F.  I.  L.  M. 
clubs  under  their  present  rules  and  regula- 
tions, as  we  intend  to  keep  our  dealings 
with  the  exhibitor  strictly  confidential,  and' 
this  is  not  possible  under  present  conditions. 

"Vital  Exchanges,  Inc.,  stands  alone  and 
squarely  on  an  independent  basis  and  it  is 
our  determination  to  win  the  complete  con- 
fidence, respect  and  gocd  will  of  the  Motion 
Picture  Theatre  Owners. 

"I  feel  that  you  will  co-operate  with  us  in 
the  matter  of  writing  the  Vital  contract  in 
the  same  spirit  for  the  cause  of  independence 
which  brings  about  this  request." 

J CHARLES  DAVIS  2ND,  speaking  for 
Davis  Distributing  Division,  Inc.,  whose 
product  Vital  Exchanges  will  handle  exclu- 


sively, said :  "Our  company  was  formed  for 
the  purpose  of  giving  the  exhibitors  better 
pictures  for  less  money  on  a  square  deal 
basis.  That  has  been  our  policy  from  the 
beginning  and  will  continue  to  be.  When 
Vital  Exchanges  was  formed  the  short  form 
equitable  contract  was  one  of  the  basic  prin- 
ciples agreed  upon  between  us. 

"Mr.  Hochreich  has  the  full  and  hearty 
support  of  the  Davis  Distributing  Division, 
Inc.    We  stand  back  of  him  and  his  ideas." 

Mr.  Seider's  reply  to  Mr.  Hochreich  stated 
in  part : 

"We  will  make  every  effort  to  submit 
within  the  earliest  possible  time  the  form  of 
contract  requested  by  you  in  your  letter  of 
August  10th. 

"We  will  submit  a  short,  clear  and  ample 
contract.  We  will  propose  a  system  of  arbi- 
tration with  a  view  of  eliminating  the  pres- 
ent collection  agency  that  deprives  the  thea- 
tre owner  of  his  property  rights. 

"The  contract  is  the  foundation  for  square 
dealing  in  the  buying,  selling  and  booking  of 
pictures.  By  your  asking  us  to  write  "our 
own  ticket"  you  manifest  and  give  concrete 
evidence  of  the  sincerity  of  ycur  statement 
that  it  is  your  purpose  to  conduct  the  Vital 
Exchanges,  Inc.,  on  a  'live  and  let  live' 
basis. 

"Please  accept  my  sincere  wishes  for  your 
success  in  your  undertaking." 


YjfJ  HEN  asked  for  information  on  this 
*'  subject,  Mr.  Hochreich  said,  "1  have 
absolute  faith  in  the  fairness  of  Mr.  Seider 
and  his  committee  and  we  will  accept,  with- 
out question,  any  contract  which  he  draws 
up,  because  I  know  that  it  will  be  equitable 
to  both  sides.  As  outlined  to  me,  this  con- 
tract will  all  be  printed  on  one  side  of  the 
sheet.  It  will  have  no  fine  type  clauses  oi 
jokers.  The  main  points  covered  will  be  the 
name  of  the  picture,  the  play  date  and  the 
price  and  arbitration  clause.  This  latter 
clause  will  have  nothing  to  do  with  the  so- 
called  arbitration  boards  now  in  existence, 
but  will  cover  the  appointment  of  one  man 
by  each  side  and  if  these  two  cannot  agree,  a 
third  man  will  be  appointed  by  these  two 
and  both  parties  will  be  governed  absolutely 
by  the  ruling  of  this  committee. 

"Thus,  the  Vital  contract,  which  means 
'Live  and  let  live'  for  both  exhibitors  and 
exchange,  will  become  a  real  bond  of  re- 
liance and  friendship." 

Joseph  M.  Seider,  and  Oscar  Neufeldt, 
chairman  of  the  contract  committee  of  the 
Independent  Motion  Picture  Association  of 
America,  agreed  upon  August  24  as  the  date 
for  conferences  on  a  new  equitable  contract 
and  arbitration  system. 


T^HIS  meeting  was  a  direct  result  of  the 
Asbury  Park  convention  of  the  New  Jer- 
sey M.  P.  T.  O.,  at  which  Frederick  H.  El- 
liott, general  manager  of  the  independents, 
pledged  his  association  to  appoint  a  confer- 
ence committee  not  later  than  July  It). 


August  29,  1925 


Page  11 


CHADWICK  COMPLETES  7  ON  NEW  LIST 

Semon,  Ray,  Walsh  and  Theda  Bara  Represented 
in  New  Independent  Productions 


Chadwick  Pictures  Corporation  has  com- 
pleted seven  productions  of  the  large  pro- 
gram which  has  been  announced  for  the 
coming  season.  One  production  is  now  in 
work  and  two  others  will  be  started  short- 
ly by  the  west  coast  studios  of  this  corpora- 
tion. 

"The^  Wizard  of  Oz,"  and  "The  Perfect 
Clown,"  two  comedy  productions  starring 
Larry  Semon,  have  been  finished.  "The 
Wizard  of  Oz"  which  is  an  adaptation  of 
the  world's  famous  fantasy  by  L.  Frank 
Baum,  has  already  been  released  and  has  es- 
tablished records  in  several  of  the  key  cities 
where  it  has  shown.  "The  Perfect  Clown" 
is  an  original  story  written  especially  for 
Mr.  Semon  which  was  directed  by  Fred 
Newmeyer  who  has  been  responsible  for 
the  direction  of  several  of  Harold  Lloyd's 
most  successful  comedies.  This  production 
is  now  being  edited  and  titled  by  Mr.  Semon 
and  Mr.  Newmeyer. 

"The  Unchastened  Woman,"  Douglas 
Loty's  adaptation  of  the  drama  by  Louis  X. 
Anspacher,  which  marks  the  return  to  the 
screen  of  Theda  Bara  after  an  absence  of 
five  years,  has  been  completed  and  will  be 
released  within  another  month.  "The  Un- 
chastened Woman,"  which  was  directed  by 
James  Young,  is  one  of  the  most  preten- 
tious productions  ever  made  by  Chadwick 
Pictures  Corporation.  The  cast  includes  sev- 
eral popular  favorites.  Wyndham  Standing 
plays  the  leading  role  opposite  the  star  and 
the  others  include,  Eileen  Percy,  John  Mil- 
jan,  Dale  Fuller,  Milla  Davenport,  Eric 
Mayno,  Mayme  Kelso  and  Frederic  Kovert. 

Charles  Ray,  who  is  returning  to  the  type 
of  rural  comedy  which  established  him 
among  the  great  stars  of  the  screen,  has 
completed  "Some  Pun'kins,"  and  "Sweet 
Adeline."  Both  of  these  pictures  are  from 
original  stories  written  for  Mr.  Ray  and  are 
typical  of  his  most  successful  comedies. 
Jerome  Storm,  who  has  directed  more  than 
twenty  of  Ray's  best  pictures,  directed  both 
these  productions  for  Chadwick.  The  cast 
of  "Some  Pun'kins,"  includes  Duane  Thomp- 
son, Bert  Woodruff,  George  Fawcett,  Wil- 
liam Courtright  and  Fanny  Midgley.  An- 
other group  of  popular  players  will  be  seen 
in  "Sweet  Adeline."  These  include :  Ger- 
trude Olmstead,  Gertrude  Short,  J.  P.  Lock- 
ney,  Frank  Austin,  Sybil  Johnson  and  Jack 
Clifford. 

George  Walsh,  who  will  make  a  series  of 
six  American  action  romances  for  Chadwick 
Pictures  Corporation  this  year,  has  com- 
pleted two  of  them  and  is  now  working  on 
the  final  scenes  of  a  third.  The  first  Walsh 
release  will  be  "American  Pluck"  an  adapta- 
tion by  Ralph  Spence  of  the  popular  novel 
"Blaze  Derringer"  by  Eugene  P.  Lyle,  Jr. 
Spence  also  wrote  the  titles.  The  cast  of 
"American  Pluck"  includes  Wanda  Hawley 
in  the  leading  role  opposite  the  star,  Sidney 
De  Grey,  Frank  Leigh,  Tom  Wilson,  Leo 
White  and  Dan  Mason.  John  Gorman, 
director  of  several  former  Chadwick  success- 
es, directed  "The  Prince  of  Broadway"  un- 
der the  personal  supervision  of  Hampton 
Del  Ruth,  who  is  now  in  charge  of  produc- 
tion for  Chadwick  Pictures  Corporation  in 
Los  Angeles. 

"The  Prince  of  Broadway"  which  is  a 
story  of  sporting  life  in  New  York,  will 
bring  to  the  screen  many  well  known  pugil- 


ists and  other  athletes  of  renown.  The  cast 
includes,  Alyce  Mills,  Frank  Campeau, 
Alma  Bennett,  Freeman  Wood,  Dick  Suther- 
land, James  Jeffries,  Tommy  Ryan,  and  Bob 
Roper. 

The  third  George  Walsh  release  for  next 
season's  program  will  be  "Blue  Blood." 
"Blue  Blood"  is  an  original  story  written 
especially  for  Mr.  Walsh  by  Harvey  Clark. 
The  cast  of  "Blue  Blood"  includes  Cecille 
Evans,  Philo  McCullough,  Joan  Meredith, 
Harvey  Clarke,  Robert  Boulder,  G.  Howe 
Black  and  Eugene  Borden. 

SAX  SECURES  TITLE  TO 
"BUTTER  AND  EGG  MAN" 

Negotiations  were  completed  whereby  Sam 
Sax  secured  the  screen  rights  to  the  title 
"The  Butter  and  Egg  Man,"  which  will  be 
produced  as  a  Gotham  Production  in  feature 
comedy  length  along  the  lines  contemplated 
by  the  same  company  for  "McFadden's  Row 
of  Flats." 

The  screen  version  of  "The  Butter  and 
Egg  Man"  will  be  based  on  a  magazine  story 
by  Peggy  Gaddis,  who  is  author  of '  "The 
Part  Time  Wife,"  one  of  this  season's  Goth- 
am Releases. 

*    #  ❖ 

WARNERS  BROADCAST 
ON  TREASURY  STEPS 

The  steps  of  the  Sub-Treasury  building  in 
Wall  Street,  New  York,  were  used  for  a 
unique  radio  program  given  on  th^.t  site. 
This  program  was  the  contribution  of  Warn- 
er Brothers  to  the  success  of  Greater  Movie 
Season.  The  function  in  Wall  Street  was 
formally  opened  with  a  series  of  short  ad- 
dresses by  a  group  of  leading  citizens. 

Vincent  Lopez  was  among  the  first  to  ac- 
cept the  invitation  of  the  Warner  Brothers 
to  take  part  in  the  entertainment. 

%       ^  $z 

CARMEL  MYERS  CAST  IN 

CHRISTIANSON'S  NEXT 

Harry  Rapf,  associate  Metro-Goldwyn- 
Mayer  studio  executive,  announced  that  he 
had  assigned  Carmel  Myers  the  leading  role 
in  Benjamin  Christianson's  next  production 
for  M-G-M,  which  has  not  as  yet  been  titled. 

Owing  to  the  fact  that  she  has  been 
enacting  the  role  of  Iras  in  "Ben  Hur,"  un- 
der the  direction  of  Fred  Niblo,  Miss  Myers 
has  not  been  able  to  appear  in  any  other  film 
production  for  the  past  several  months. 

%    %  £ 

POWELL  DIRECTS  STRONGHEART 

Paul  Powell  has  been  engaged  by  Howard 
Estabrook  to  guide  the  noted  canine  star, 
"Strongheart,"  in  a  picturization  of  Rufus 
King's  novel,  "North  Star,"  which  will  be 
released  by  Associated  Exhibitors. 

Powell  recently  returned  to  Los  Angeles 
from  San  Francisco,  where  he  directed  a 
series  of  pictures.  "North  Star"  is  being 
adapted  to  the  screen  by  Charles  Horan. 


Red  Seal  Sells 
Foreign  Rights  To 
Metro  Goldwyn 

Edwin  Miles  Fadman,  president  of  Red 
Seal  Pictures  Corporation,  announces  the 
successful  negotiation  of  a  contract  made 
with  Arthur  Loew,  vice-president  of  Metro- 
Goldwyn,  just  before  the  latter  sailed  for 
Europe,  that  gives  the  famous  "Out  of  the 
Inkwell''  series,  the  creations  of  Max 
Fleischer,  representation  all  over  the  world.. 

With  the  new  contract,  Metro-Goldwyn 
takes  over  the  distribution  of  the  "Inkwell" 
series  in  the  following  territories :  France, 
Belgium,  Switzerland,  Holland,  Soam,  Port- 
ugal, Italy,  Germany,  Czecho-Slovakia,  Aus- 
tria, Hungary,  Roumania,  Poland,  Egypt, 
Syria,  Palestine,  Russia,  Sweden,  Norway, 
Denmark,  Finland,  Mexico,  Cuba,  West  In- 
dies, Argentina,  Brazil,  Australia,  New  Zea- 
land, India,  Burma,  Ceylon,  China,  Japan, 
the  Philippines,  South  Africa,  the  Guianas, 
Yugo-Slavia,  Bulgaria,  Greece,  Turkey,  Co- 
lombia, Danish  East  Indies,  Central  Ameri- 
ca, Venezuela,  Panama  nd  Kingston. 

With  Red  Seal  operating  its  own  ex- 
changes in  this  country,  and  Pathe  control- 
ling the  distribution  rights  in  Great  Britain, 
this  virtually  gives  the  "Inkwell''  product 
representation  all  over  the  civilized  world. 

"TATOOED  COUNTESS" 

FOR  POLA  NEGRI 

"The  Tattooed  Countess,"  Carl  Van  V ech- 
tan's  novel,  will  be  Poli  Negri's  next  Para- 
mount picture. 

"The  Tatooed  Countess,"  will  be  directed 
by  Mai  St.  Clair,  whose  latest  released  pic- 
tures are  "Are  Parents  People?"  and  "The 
Trouble  with  Wives."  St.  Clair  has  just 
completed  "The  Grand  Duchess  and  the 
Waiter." 

"The  Tattooed  Countess"  was  published  a 
year  ago.  Mr.  Van  Vechten  is  the  author  of 
"Peter  Whiffle,"  "The  Blind  Bowboy,"  and 
other  stories. 

*    *  * 

"PONY  EXPRESS  RIDER" 
SIXTH  IN  AYWON  SERIES 

Nathan  Hirsh,  president  of.  the  Aywon 
Film  Corporation,  announces  that  "The  Pony 
Express  Rider,"  sixth  in  his  Western  series, 
has  been  completed.    .  , 

Kit  Carson  enacts  the  leading  role.  He 
is  suported  by  Pauline  Curley,  Bud  Osborne, 
Hal,  Ferner,  Edith  Clifton,  Oliver  Jones  and 
two  Indian  chiefs. 

Through  the  courtesy  of  B.  P.  Schulberg, 
Alyce  Mills  has  been  loaned  to  Chadwick  Pic- 
tures for  the  feminine  lead  opposite  George 
Walsh  in  "The  Prince  of  Broadway."  Miss 
Mills  has  finished  the  principal  role  in  Fred 
C.  Windermere's  production  "With  This 
Ring,"  a  Preferred  Picture  scheduled  for 
September  release. 


FLEMING  RESIGNED  BY  F-P-L 

That  Victor  Fleming  will  continue  as  a 
Paramount  producer  for  several  years  to 
come  was  assured  by  the  signing  of  a  new 
long  term  contract  I.e. ween  the  director  and 
Jesse  L.  Lasky.  Although  Mr.  Fleming's  con- 
tract still  had  a  number  of  months  to  run, 
the  new  one  was  drawn  up  in  order  to  com- 
plete arrangements  for  the  coming  year's  pro- 
duction plans  and  to  retain  Mr.  Fleming  as 
a  permanent  member  of  Paramount'?  direc- 
torial forces. 


Page  12 


Exhibitors  Trade  Review 


"Green  Archer",  New  Patheserial 

Goes  In  Work  at  Astoria  Studio 

Allene  Ray  and  Walter  Miller,  Co-Stars  of  "Play  Ball,"  Again 
Take  Leading  Roles,  Spencer  Bennet  Directs 


A  new  Patheserial  based  upon  Edgar  Wal- 
lace's novel,  "The  Green  Archer,"  is  in  pro- 
duction at  the  Long  Island  Studio  in  As- 
toria, L.  I.  Frank  Leon  Smith  adapted  the 
novel  to  the  screen  and  Spencer  Bennet  is 
directing  this  ten-chapter  screen  play.  Al- 
lene Ray  and  Walter  Miller  known  to  all 
Patheserial  followers,  again  appear  at  the 
head  of  the  cast,  which  includes  Burr  Mc- 
intosh, Stephen  Grattan  and  Frank  Lack- 
teen. 

"The  Green  Archer"  blends  mystery  and 
romance.  The  acquisition  of  this  best  seller 
as  the  basis  of  a  serial  story  is  a  continua- 
tion of  the  Pathe  plan  of  securing  the  best 
possible  story  backgrounds  for  its  continued- 
chapter  plays.  The  current  serial,  "Play 
Ball,"  is  based  upon  a  story  by  Manager 
John  J.  McGraw  of  the  New  York  Giants. 
Other  recent  Patheserials  based  upon  the 
works  of  popular  writers  are  "Sunken  Sil- 
ver" adapted  from  "Black  Caesar's  Clan"  by 
Albert  Payson  Terhune,  "Into  the  Net"  by 
New  York's  Police  Commissioner  Richard 
E.  Enright,  "Idaho"  which  was  adapted  from 
"The  Girl  Vigilante"  by  Theodore  Burrell, 


SCHULBERG  SIGNS 

ROBERT  FRAZER 

Will  Have  Principal  Role  in  "The 
Other  Woman's  Story" 

B.  P.  Schulberg  signed  Robert  Frazer  for 
the  lead  in  his  Preferred  Picture,  "The 
Other  Woman's  Story,"  which  Gasnier  will 
direct  from  the  story  by  Peggy  Gaddis.  This 
"brings  Frazer  to  the  independent  market  for 
the  first  time  since  his  recent  success. 

During  recent  months  _  Mr.  Schulberg  has 
sponsored  the  first  independent  appearance  of 
five  other  prominent  players,  Anita  Stewart, 
Bert  Lytell,  Ethel  Clayton,  Mae  Busch  and 
Alice  Joyce. 

Frazer  has  appeared  exclusively  in  the  past 
for  Metro-Goldwyn  with  the  exception  of  a 
few  roles  for  other  national  organizations, 
for  which  his  services  were  loaned.  He  is 
the  first  of  several  prominent  players  with 
whom  Mr.  Schulberg  is  now  negotiating  to 
appear  in  the  new  Preferred  program  to 
carry  out  his  intention  of  supplying  the  in- 
dependent field  with  talent  commensurate 
in  box-office  power  with  that  used  by  any 
other  producing  body. 

Alice  Calhoun  will  play  the  feminine  lead 
in  this  film,  while  Helen  Lee  Worthing, 
David  Torrence,  Mahlon  Hamilton  and  Ger- 
trude Short  are  others  in  the  cast. 

*  '*  * 

FERDINAND  EARLE'S  ART 

TO  EXPLOIT  "BEN  HUR" 

The  services  of  Ferdinand  Earle,  noted 
artist  at  the  Metro-Goldwyn-Mayer  studio 
has  been  enlisted  to  the  cause  of  publicizing 
"Ben  Hur." 

With  the  assistance  of  Gordon  B.  Pollock, 
well  known  photographer,  Mr.  Earle  is  cre- 
ating special  photographic  conceptions  which 
will  be  used  to  advertise  this  production. 

Specially  painted  backgrounds  are  being 
prepared  by  him  before  which  Ramon  No- 
varro  and  other  characters  of  the  produc- 
tions are  being  photographed. 


and  "The  Way  of  a  Man"  by  Emerson 
Hough. 

Allene  Ray  has  been  featured  in  six  pre- 
vious Patheserials  and  has  shared  honors 
with  Walter  Miller  in  two  recent  chapter 
plays.  Frank  Lackteen,  polite  villain  of 
many  serials,  again  joins  the  Pathe  ranks 
and  Wally  Oettel,  who  provided  the  comic 
relief  in  "Play  Ball"  continues  before  the 
Pathe  camera.  Burr  Mcintosh  and  Stephan 
Grattan  are  both  veterans  of  stage  and 
screen. 

To  insure  the  accuracy  of  the  archery 
action  in  "The  Green  Archer,"  Pathe  has 
engaged  Earl  B.  Powell,  nationally  known  as 
an  expert,  to  instruct  the  cast  in  the  trse 
of  the  bow  and  arrow.  Mr.  Powell  served 
as  archery  instructor  for  Douglas  Fairbanks 
in  "Robin  Hood,"  and  supervised  the  bow- 
man in  Cecil  B.  DeMille's  "The  Ten  Com- 
mandments." 

This  serial  based  upon  "The  Green  Arch- 
er" will  probably  follow  "Wild  West"  on 
the  Patheserial  release  schedule.  The  west- 
ern serial  will  follow  the  current  baseball 
chapter-film  "Play  Ball." 


Lew  Cody  Signed 
On  Long  Contract 
By  Metro-Goldwyn 

Lew  Cody  has  been  placed  under  a  long 
term  contract  by  Metro-Goldwyn-Mayer. 
The  contract  is  to  take  effect  immediately. 

During  the  past  several  months  Metro- 
Goldwyn-Mayer  have  experimented  with  Lew- 
Cody  in  light  comedy  roles  which  have  vir- 
tually taken  the  country  by  storm.  In  "A 
Slave  of  Fashion,"  Cody  has  met  with  na- 
tionwide success  as  a  subtle  comedian.  His 
future  work  for  M-G-M  will  be  chiefly  along 
these  lines  in  leading  roles. 

Among  Lew  Cody's  more  recent  pictures 
are  "So  This  Is  Marriage,"  "Man  and  Maid," 
"The  Sporting  Venus,"  "A  SlaVe  of  Fash- 
ion" and  "Time  the  Comedian."  His  next 
pictures  for  Metro-Goldwyn-Mayer  will  be 
"Exchange  of  Wives"  in  which  he  will  ap- 
pear with  Eleanor  Boardman  and  Renee 
Adoree,  and  "Dance  Madness,"  in  which  he 
will  appear  with  Aileen  Pringle. 

♦  ♦  ♦ 

PICCADILLY  PASSES 

Warner  Brothers,  who  recently  acquired 
the  Piccadilly  Theatre,  New  York,  an- 
nounced that  the  theatre's  name  would  be 
changed  to  "Warners'  Theatre." 

*  *  * 
"Plastic  Age"  Cast 

A  number  of  box-office  names  were  added 
by  B.  P.  Schulberg  to  the  cast  of  the  Pre- 
ferred Picture,  "The  Plastic  Age,"  a  screen 
version  of  the  novel  by  Percy  Marks.  Henry 
B.  Walthall,  David  Butler  and  Joan  Stand- 
ing were  signed  by  the  producer  and  will  be 
seen  in  three  important  roles.  The  leads  are 
in  the  hands  of  Clara  Bow  and  Donald  Keith 
with  the  next  parts  of  importance  being 
played  by  Mary  Alden  and  Gilbert  Roland. 


CHAPLIN  SMASHES 
STRAND  RECORD 

"Gold  Rush"  Tops  18,000  Paid 
Admissions 

Charlie  Chaplin's  "The  Gold  Rush"  has 
broken  the  box-office  record  of  the  Strand 
Theatre,  New  York,  for  a  day's  business,  arid 
bids  fair  to  shatter  the  records  for  a  week's 
business  and  a  long  run  in  the  bargain. 

On  the  opening  Sunday  the  picture  played 
to  more  than  18,000  paid  admissions.  The 
former  Strand  high  mark  was  also  held  by  a 
Chaplin  picture,  "The  Kid,"  which  played  the 
house  in  February,  1921,  having  the  benefit 
of  cold  weather,  as  against  the  heat  of  the 
first  Sunday  of  "The  Gold  Rush." 

Joseph  L.  Plunkett,  managing  director  of 
the  Strand,  has  put  back  the  closing  hour  of 
the  theatre.  The  house  runs  an  extra  show, 
~from  11  till  12:30  at  night,  to  accommodate 
the  Chaplin  crowds. 

The  Chaplin  picture  was  inaugurated  by  a 
special  performance  at  midnight  the  Satur- 
day before  the  regular  Sunday  opening.  Tick- 
ets were  disposed  of  at  $3.30  top,  including 
tax  and  though  there  naturally  was  a  large 
amount  of  paper  in  the.  house  the  box-office 
business  at  this  show  was  spectacular. 

Among  the  film  notables  who  attended  the 
opening  were  Gloria  Swanson,  Richard  Bar- 
thelmess,  Mabel  Normand,  Constance  Ben- 
nett, Hugo  Reisenfeld,  Will  Rogers,  Owen 
Moore,  Robert  Flaherty,  Jesse  L.  Lasky, 
Major  Edward  Bowes,  James  Quirk,  Josiah 
Zuro  and  John  Wenger. 

"Charlie  Chaplin's  'The  Gold  Rush*  broke 
all  records  since  the  house  was  opened  seven- 
teen years  ago,"  telegraphed  Aaron  Jones,  of 
Jones,  Linick  &  Schaeffer,  to  Hiram  Abrams, 
president  of  United  Artists  Corporation,  aft- 
er this  new  Chaplin  dramatic  comedy  opened 
at  the  Orpheum  Theatre,  Chicago.  "All  I  can 
say  is  that  it  is  marvelous.  Congratulations !" 
the  message  continued. 

*  *  * 

Chadwick  Engages 
Reichenbach 

Harry  Reichenbach  has  been  signed  by 
Chadwick  Pictures  Corporation  to  handle 
special  exploitation  and  publicity  on  the 
forthcoming  programr 

"The  Wizard  of  Oz,"  two  of  the  George 
Walsh  series,  "The  Unchastened  Woman," 
and  two  of  the  Charles  Ray  series  are  com- 
pleted and  ready  for  release.  All  of  these 
productions  are  included  in  the  1925-1926 
season  program,  and  Reichenbach  will  be 
largely  instrumental  in  exploiting  them. 

*  *  * 

FROM  FILMS  TO  LEGIT 

C.  R.  Rogers  has  purchased  from  Mrs. 
Anna  Shuss  two  frame  buildings  on  North 
Center  street,  Corry,  Pa.,  and  later  will  raze 
them  to  afford  space  for  an  addition  to  the 
Grand  theatre,  at  present  a  motion  picture 
house.  When  remodeled  the  house  will  be 
used  for  legitimate  attractions. 

*  *  * 

METRO-GOLDWYN  DIVIDEND 

The  board  of  directors  has  declared  a 
quarterly  dividend  of  1J4  per  cent  on  the 
preferred  stock  of  the  company,  payable  Sep- 
tember 15th,  1925,  to  stockholders  of  record 
at  the  close  of  business  on  August  31st,  1925. 

*  *  * 

Owing  to  the  success  of  "The  Rag  Man," 
Jackie  Coogan  will  hereafter  devote  himself 
to  the  production  of  comedy  features.  Al 
Austin,  comedy  specialist,  has  joined  the 
Coogan  staff  as  advisor  to  Eddie  Cline,  di- 
rector, and  the  star's  father. 


August  29,  1925 


Page  13 


FOUR  NEILANS  FOR 
PRO  DIS-CO  RELEASE 

New  Contract  Signed  in  Los  An- 
geles by  Director  and  Flinn 

Under  the  terms  of  a  new  contract  signed 
in  Los  Angeles  by  Marshall  Neilan  and  John 
C.  Flinn,  Producers  Distributing  Corpora- 
tion will  release  four  Marshall  Neilan  pro- 
ductions during  the  current  fiscal  year,  in- 
stead of  two  pictures,  as  originally  planned. 

This  new  contract  makes  Neilan  an  ex- 
clusive Pro-Dis-Co  contributor  and  adds 
materially  to  the  strength  of  the  program 
which  John  Flinn  has  arranged  since  the 
first  of  the  year.  It  also  brings  another  big 
studio,  the  Marshall  Neilan  studio  at  Clan- 
dale,  Calif.,  into  the  affiliation,  which  al- 
ready includes  the  De  Mille,  Christie  and 
Hollywood  studios. 

A  compilation  of  Neilan's  work  recalls 
such  pictures  as  "Rebecca  of  Sunnybrook 
Farm,"  "M'liss,"  "The  Little  Princess," 
"Amnrilly  ot  Clothes  Line  Alley,'  and 
"Stella  Maris,"  starring  Mary  Pickford. 
"Hit-the-'i  rail  Holiday'  and  'Hearts  ot  tne 
Wild,'  with  George  M.  Cohen  and  Elsis 
Ferguson,  respectively,  starred. 

He  then  directed  Mary  Pickford  in  "Dad- 
dy Long  Legs,"  Blanche  Sweet  in  "The  Un- 
pardonable Sin,"  Anita  Stewart  in  "In  Old 
Kentucky."  Each  of  these  pictures  have 
created  records. 

He  also  directed  "The  River's  End,"  "Don't 
Ever  Marry,"  "Go  and  Get  It,"  "Dinty," 
"Bob  Hampton  of  Placer,"  "Penrod,"  "Fools 
First,"  "The  Lotus  Eater,"  "The  Strangers 
Banquet,"  "The  Eternal  Three,"  "The  Ren- 
dezvous" and  "Tess  of  the  D'Urbvilles." 

"The  Sporting  Venus,"  "Mike"  and  "The 
Sky  Rocket,"  his  latest,  are  yet  to  be  re- 
leased. 

Nolan's  fi-s.  P.  D.  C.  picture  is  yet  to  be 
del  -'  .mined  thonUi  he  has  scverai  stories  i.i 
hi;,  possession.  These  include  "Ladies  of 
Leisure,"  "The  Unwelcome  Guest,''  "Hps  and 
L'cwns,'  "The  House  with  a  Bal  Name,'' 
>y  Perley  Poore  Sheehan ;  "Fdith,"  by  Olga 
ir.-lvl!  •  Adela  Rogers  St.  John's  "The  Con- 
suming Fires"  and  "The  Man  With  a  Shady 
Past,"  by  Arthur  Somers  Roche.  Many  of 
these  stories  have  been  published  either  in 
magazine  or  book  form. 


WARNERS  TO  OPERATE 
EASTERN  LABORATORY 

Warner  Brothers  are  opening  the  former 
Vitagraph  film  laboratory  in  fiatbush,  New 
York,,  in  conjunction  with  their  huge  labora- 
tory in  Hollywood. 

This  does  not  mean  that  the  Eastern  studio 
is  being  opened  for  production  purposes.  Ar- 
rangements for  the  entire  40  pictures  on  this 
year's  program  are  all  to  be  made  in  Holly- 
wood. 

All  film  will  continue  to  be  developed  in 
Hollywood,  but  one  negative  will  be  shipped 
East  for  print  distribution  in  Eastern  terri- 
tory. The  New  York  plant  will  be  in  opera- 
tion in  about  sixty  days  and  when  in  opera- 
tion will  employ  350  people. 

*    *  * 

Mai  St.  Clair,  Paramount  director  and  nat- 
ive son  of  California,  is  in  New  York  for 
the  first  time. 

Mildred  Davis  Returns  to  Screen 

Mildred  Davis  (Mrs.  Harold  Lloyd)  re- 
turns to  the  screen  in  "The  Spoils  of  War," 
in  which  production  she  will  play  the  feature 
feminine  lead.  Victor  Fleming  will  direct  the 
production  for  Paramount. 


Marshall  ISeilan,  who  has   signed   a  New 
Contract  with  Producers  Distributing 
Corporation. 


BARTHELMESS  HOST 

AT  TEC-ART  STUDIOS 

There  are  studio  parties  and  studio  parties, 
but  Richard  Barthelmess  staged  one  on  Wed- 
nesday, August  12,  that  was  indeed  unique. 

Mr.  Barthelmess  is  very  busy  making  his 
new  picture,  the  working  title  of  which  is 
"The  Beautiful  City",  in  several  of  the  se- 
quences the  interior  of  a  Chinese  theatre 
is  shown,  and  Chinese  actors  are  depicted 
putting  on  a  real  Oriental  drama. 

Many  of  the  real  actors  from  New  York's 
Chinatown  were  secured  for  these  shots, 
and  upon  the  occasion  of  the  gathering  men- 
tioned, the  men  and  women  of  the  motion 
picture  press  were  asked  over  to  watch  the 
slant-eyed  thespians  do  their  stuff. 

The  acting  was  strange  enough  to  Occi- 
dental eyes,  but  the  Chinese  music  reg- 
istered upon  white  ears  like  a  combination 
of  a  rasping  file,  a  boiler  factory,  a  flat- 
wheeled  car  and  a  screaming  siren  whistle. 
Mr.  Barthelmess  who  is  intensely  interested 
in  Oriental  art  explained  to  the  gathering 
that  each  seemingly  meaningless  motion  of 
the  Chinese  actors  had  a  meaning  all  its 
own.  The  elevation  of  one  foot  indicated 
that  the  character  was  mounting  his  horse, 
in  fact  every  wave  of  a  fan  carried  a  story 
to  the  Orientals  that  formed  the  audience. 

Later  Mr.  Barthelmess  staged  a  bang  up 
battle  with  villain  William  H.  Powell,  who 
appears  in  the  cast  with  Dorothy  Gish, 
Frank  Puglia,  Florence  Auer  and  Beryl 
Halley. 

*  *  * 

Richard  Dix.  having  finished  his  work  in 
"The  Vanishing  American,"  has  arrived  in 
New  York  to  take  up  his  star  role  in  Para- 
mount's  "Womanhandled." 

*  *  * 

STILL  TIME! 

IT  is  not  too  late  for  exhibitors  to  join 
in  Greater  Movie  Season.  Several  cities 
will  not  begin  their  drives  before  Septem- 
ber, and  many  centers  hitherto  unor- 
ganized are  only  jusi.  now  preparing  to 
hold  the  celebration. 

Although  the  national  movement  re- 
quires no  further  impetus,  the  Hays  Office 
will  maintain  an  organization  to  serve  in- 
dividual localities  where  the  celebration  is 
planned  for  later  in  the  year. 


FITZGERALD  IN 
INDEPENDENT  FIELD 

First  Production  Will  Be  "Wives 
of  the  Prophet" 

J.  A.  Fitzgerald  Productions,  Inc.,  of  Har- 
risonburg, Va.,  started  production  of  Opie 
Read's  "The  Wives  of  the  Prophet,"  for  the 
Independent  market.  The  Lee-Bradford  Cor- 
poration will  handle  the  sales. 

James  A.  Fitzgerald,  is  one  of  the  pioneers 
of  the  industry.  He  entered  the  motion  pic- 
ture business  in  1912,  with  the  old  Imp 
Company,  when  that  company  was  the  main- 
stay of  Universal.  He  was  the  first  to  dis- 
cover the  film  value  of  H.  C.  Witwer's 
writings. 

For  several  months  Mr.  Fitzgerald  has 
been  working  on  the  plans  for  this  picture. 
He  is  now  at  work  in  Harrisonburg,  Va., 
on  exteriors. 

The  cast  is  as  follows :  Alice  Lake,  Ruth 
Stonehouse,  Violet  Mersereau,  Jeanne 
Greene,  Dorothy  Henry,  Edith  Sherry,  Jane 
Jennings,  Niles  Welch  (the  Prophet),  War- 
ner Richmond,  Harlan  Knight,  Harry  Lee„ 
Ed  Roseman,  Leslie  Hunt  and  Morgaa 
Jones. 

The  cast  was  engaged  by  J.  W.  Crosby. 
Walter  Sheridan,  until  recently  location  di- 
rector of  the  First  National  Eastern  Studios,, 
is  assisting  Mr.  Fitzgerald. 

The  camera  work  is  in  the  hands  of  Law- 
rence A.  Williams. 

Interiors  are  to  be  made  in  New  York,  at 
a  studio  to  be  selected  later. 

*  *    *  „ 

Paramount  Week 
Brings  Impetus 
To  Movie  Season 

Impetus  will  be  added  to  Greater  Movie- 
Season  by  the  eighth  annual  Paramount 
Week,  which  begins  Sunday,  September  5, 
and  will  be  observed  by  from  7,000  to  8,000- 
theatres  situated  in  approximately  2,000  cities 
in  the  United  States.  The  keynote  of  the 
advertising  for  Paramount  Week  is  "Con- 
tinuing Greater  Movie  Season." 

As  in  previous  years,  every  exhibitor  who 
books  Paramount  pictures  for  the  solid  week 
of  September  6-12  will  get  the  benefit  of  the 
free  newspaper  advertising  which  is  sched- 
uled for  display  in  3,500  newspapers.  The  size 
of  the  insertions  will  vary  according  to  the 
number  of  theatres  represented  in  a  given, 
city,  but  in  no  instance  will  the  display  space 
be  under  845  lines,  while  arrangements  have 
been  made  to  allow  for  advertisements  as  big 
as  1,600  lines. 

It  is  expected  that  the  representatives  of 
Paramount's  division  of  exploitation  will  line 
up  in  many  of  the  towns  the  single  and 
double  page  co-operative  advertisements 
which  have  marked  the  fact  in  previous  years, 
that .  Paramount  Week  is  regarded  by  mer- 
chants as  a  local  event  and  more  than  a 
theatrical  anniversary.  That  this  same  atti- 
tude is  held  by  the  newspapers  is  borne  out 
by  the  fact  that  a  large  proportion  of  the- 
newspapers  are  using  the  event  of  Paramount: 
Week  to  urge  advertisers  to  increase  display 
space  on  the  grounds  that  not  only  are  peo- 
ple drawn  to  the  shopping  and  theatrical 
districts,  but  people  from  neighboring  sub- 
urban and  rural  districts  are  attracted  to 
town,  as  well. 

*  *  * 

Bebe  Daniels  will  play  the  title  role 
"Polly  of  the  Ballet,"  which  is  to  be  William 
de  Mille's  most  pretentious  1925  production, 
fo*-  Paramount. 


Page  14 


Exhibitors  Trade  Review 


HUGH  DAVIS  JOINS 
DAVIS  DIST.  DIV. 

Becomes  Assistant  Treasurer 

After  Labor  Day 

Hugh  G.  Davis,  one  of  the  veterans  in  the 
production  of  motion  pictures,  will  join  the 
Davis  Distributing  Division  as  assistant 
treasurer  and  chief  accountant  after  Labor 
Day.  He  has  been  with  Arrow  Film  Corp. 
for  the  past  five  years. 

Mr.  Davis'  connection  with  the  film  busi- 
ness started  in  1912,  at  which  time  he  joined 
the  old  Consolidated  Film  and  Supply  Com- 
pany Exchange  in  New  Orleans.  The  next 
step  was  a  change  to  Mutual,  also  in  New 
Orleans,  in  the  capacity  of  bookkeeper  and 
cashier. 

Then  started  the  rapid  "climb  up  the  lad- 
der" of  responsibility,  the  first  step  being  to 
Memphis  as  assistant  manager  ot  the  ex- 
change there ;  next  to  Charlotte,  North  Car- 
olina, as  manager,  and  in  June,  1913,  to  the 
Mutual  home  ottice  in  New  ifork  to  a  position 
in  the  accounting  department. 

With  the  formation  of  the  Syndicate  Film 
Corporation  to  produce  and  distribute  the 
famous  "Million  Dollar  Mystery  senai,  Mr. 
Davis  left  Mutual  ana  was  With  Synuicate 
irom  its  inception  to  its  wina-up.  a  he  pic- 
ture was  made  at  the  old  ihanhauser  S.udio 
in  New  Rocheiie  and  distribution  was  made 
through  Mutual. 

James  S.  Sheldon  was  president  of  Syndi- 
cate Jtulm  Corporation  ana  Mr.  Davis  stayed 
with  him  for  several  years  in  the  capacity  of 
chief  accountant,  office  manager,  financial  and 
confidential  man.  Succeeding  the  tremen- 
dously successful  "Million  Dollar  Mys.ery" 
serial,  this  company  produced  ana  distributed 
"Gloria's  Romance,"  starring  Billie  Burke. 

With  the  passing  of  Syndicate,  Mr.  Davis 
then  undertook  the  production  and  distribu- 
tion of  the  Charles  Frchman  plays  wmch 
were  released  through  the  Mutual. 

Then  when  Mr.  Sheldon  took  charge  of  the 
Mutual  affairs  in  Chicago,  Mr.  Davis  was 
again  associated  with  him  as  long  as  that 
company  remained  in  business.  About  five 
years  ago  he  joined  Arrow  Pictures.  At  the 
time  of  his  resignation,  Mr.  Davis  was  assist- 
ant treasurer  and  assistant  secretary,  as  well 
.as  director  of  the  Arrow  Film  Corporation. 
His  resignation  takes  effect  September  3. 

In  announcing  his  appointment,  J.  Charles 
Davis,  2nd,  President  of  Davis  Distributing 
Division,  said,  "I  have  known  Hugh  for  a 
number  of  years  and  I  know  something  of 
his  ability.  When  he  told  me  of  his  resig- 
nation from  his  present  position,  I  was  very 
much  surprised  but  1  certainly  leel  that  our 
company  is  fortunate  in  being  able  to  secure 
his  services." 

HUGHES  CAST  AGAIN 

Lloyd  Hughes,  First  National  leading  man, 
returned  to  New  York  to  play  the  feature 
male  role  with  Mary  Astor  in  "The  Scarlet 
Saint,"  which  will  be  produced  at  the  New 
York  studio  of  First  National. 

*    *  # 

DOTY  SIGNED  BY  DE  MD1LE 

Douglas  Z.  Doty,  former  editor  of  Cen- 
tury Magazine  and  rapidly  becoming  one  of 
the  screen's  best  known  scenarists  in  Holly- 
wood, has  been  placed  under  a  year's  con- 
tract by  Cecil  B.  De  Mille.  Doty  will  join 
the  De  Mille  writing  staff  as  soon  as  he  has 
completed  "The  King,"  which  he  is  now  pre- 
paring for  Famous  Players-Lasky,  as  a 
screen  vehicle  for  Adolph  Menjou. 


Hugh  G.  Davis,  Who  Joins  Davis  Distribut- 
ing Division  in    an    Important  Capacity. 


Dierker  Directing 
Second  Picture 
For  True  Story 

With  the  second  Bernarr  Macfadden  True 
Story  picture  in  production  at  the  Pathe 
studio  in  the  Bronx,  the  Macfadden  Publi- 
cations and  Astor  Distributing  Corporation 
have  launched  a  new  and  intensive  exploita- 
tion campaign  to  bring  True  Story  films  di- 
rectly to  the  attention  of  the  16,400,000  read- 
ers of  the  Macfadden  magazines. 

The  second  Macfadden  picture  is  "False 
Pride."  It  stars  Owen  Moore  with  Faire  Bjn- 
ney.  In  support  of  Moore  and  Miss  Bin- 
ney  are  Ruth  Stonehouse,  Bradley  Barker, 
and  Jane  Jennings,  who  has  "mothered"  al- 
most every  film  star  in  the  industry. 

Owing  to  the  unexpected  departure  of  Bar- 
ton King  for  California,  "False  Pride"  is 
being  directed  by  Hugh  Dierker,  with  Ber- 
nard McEveety  as  assistant  and  Charles 
Davis,  John  Brown  and  Fred  Chaston  on  the 
cameras.  King  was  under  contract  to  go  to 
California  to  produce  a  picture  with  Betty 
Compson  when  she  was  ready  for  work.  It 
was  thought  he  would  have  time  to  complete 
the  Macfadden  contract  before  leaving,  but 
the  producers  of  the  Compson  picture  wired 
him  the  day  he  was  to  have  begun  work  for 
Macfadden's  company. 

As  a  part  of  the  intensive  campaign  to  ex- 
ploit the  Macfadden  True  Story  Films, 
"False  Pride"  will  be  published  as  a  serial  in 
four  issues  of  "True  Romances,"  one  of  the 
most  widely  circulated  of  the  Macfadden  pub- 
lications. 

In  addition,  placards  are  being  sent  to 
every  newstand  in  the  country  where  Mac- 
fadden Publications  are  sold,  calling  atten- 
tion to  the  first  Macfadden  True  Story  film, 
"The  Wrongdoers,"  which  stars  Lionel  Barry- 
more  and  has  a  cast  including  Anne  Cornwall, 
Henry  Hull,  Henry  Sedley  and  Tom  Brown, 
the  boy  actor  from  the  New  York  stage  suc- 
cess, "Is  Zat  So." 

Full  page  advertising  of  Macfadden-M'1  de- 
Movies  is  being  carried  in  nine  of  the  Mac- 
fadden magazines,  "True  Detective,"  "Dream 
World,"  "Sportlife,"  "Dance  Lovers,"  "Mod- 
ern Marriage  Problems,"  "True  Romance," 
and  a  full  page  advertisement  every  week  in 
Movie  Weekly. 


FANNIE  HURST  WINS 
LIBERTY'S  PRIZE 

Story   Entitled    "The  Moving 
Finger"  for  Paramount 
Production 

Announcement  was  made  that  Fannie 
Hurst,  with  a  story  entitled  "The  Moving 
Finger,"  won  the  $50,000  story  and  scenario 
contest  conducted  by  Liberty  Magazine  in 
conjunction  with  Famous  Players-Lasky  Cor- 
poration. 

It  also  became  known  that  Miss  Hurst  has 
been  at  the  Famous  Players-Lasky  studio  in 
Hollywood  for  several  weeks  working  in 
collaboration  with  Walter  Woods  on  the 
scenario  of  "The  Moving  Finger." 

As  previously  announced,  James  Cruze  will 
direct  the  picture  version  of  the  prize  story. 
It  will  first  appear  as  a  serial  in  Liberty, 
.  blowing  which  the  picturization  will  be 
i  ■  oed  on  the  market. 

Miss  Hurst's  manuscript  was  chosen  the 
winner  over  100,000  submitted  in  the  contest. 
*    *  * 

VITAL  AND  DAVIS 
CONGRATULATED 

Many    Endorsements  Received 

From  Independents 

As  soon  as  the  news  of  the  contract  be- 
tween Vital  Exchanges,  Inc.,  and  Davis  Dis- 
tributing Division,  Inc.,  announced  last  week 
became  public,  J.  Charles  Davis,  President 
of  the  Division,  began  to  receive  wires  from 
all  parts  of  the  country. 

Among  the  wires  received  are  the  follow- 
ing: 

"Your  wonderful  work  in  closing  with 
Vital  Exchanges  fully  appreciated.  Will  sup- 
ply product  that  will  meet  most  sanguine 
expectations  of  Vital  Exchanges  and  you. 
Regards. 

Aetna  Finance  Corp." 
"Good  luck  to  you  and  Vital  Exchanges' 
sincerest  congratulations. 

Ben  Wilson." 
"Congratulations  best  wishes  to  Vital  Ex- 
changes and  yourselves. 

Marilyn  Mills  Productions." 
"Congratulations  on  Vital  deal  with  you 
one  hundred  percent. 

Peggy  O'Day  Productions." 
"Wish  you  every  possible  success  in  your 
new  venture. 

Lacy  W.  Kastner." 
"Accept  congratulations  your  big  deal  suc- 
cess. 

C.  B.  McKnight." 
"Congratulations  to  you  and  Vital  Ex- 
changes.   We  will  deliver  one  hundred  per- 
cent product  to  you  both. 

J.  J.  Fleming  Productions,  Inc." 
"Congratulations  and  best  wishes  for  the 
success    of    the    Vital    Exchanges.  More 
power  and  good  luck  to  you. 

M.  J.  Mintz  and  Jimmy  Bradford." 
"Sincere  felicitations  and  every  anticipa- 
tion that  Vital  Exchanges  will  infuse  a  lot 
of  vitality  into  the  independent  market. 

Rex  Hedwig  Laboratories." 
"Congratulations  and  every  good  wish  you 
can  count  on  me  for  the  best  pictures  I  can 
make. 

Ken  Maynard." 
"Good  luck  to  you  and  Vital.    Count  on 
my  best  efforts  always. 

Al  Ferguson." 


August  29,  1925 


Page  15 


ROWLAND  REVIEWS 
COAST  PICTURES 

First    National    Executive  Sees 
New  Product 

Richard  A.  Rowland,  general  manager  of 
First  National  Pictures,  is  back  in  New  York 
after  a  visit  to  the  West  Coast  Studios.  The 
purpose  of  his  trip  was  to  make  a  survey  of 
the  West  Coast  production  activities  and  con- 
fer on  future  plans  of  First  National  with 
John  E.  McCormick,  head  of  the  Western 
division  of  production  for  that  organization. 

"I  am  enthusiastic  over  the  forthcoming 
First  National  productions  and  those  that  are 
just  being  completed,"  says  Rowland.  "First 
National  is  enjoying  a  most  successful  season 
and  our  program  is  greater  today  than  it  has 
ever  been  before 

"The  many  production  units  of  First  Na- 
tional will  be  kept  here  and  will  be  busy 
through  the  entire  season,"  continued  Mr. 
Rowland. 

During  his  stay,  the  executive  previewed 
Edwin  Carewe's  recently  finished  picture, 
"Dangerous  Currents,"  Corinne  Griffith's 
"Classified,"  "What  Fools  Men,"  directed  by 
George  Archainbaud ;  "The  Dark  Angel,"  di- 
rected by  George  Fitzmaurice ;  "Winds  of 
Chance,"  the  latest  Fanny  Lloyd  production ; 
Norma  Talmadge's  "Graustark" ;  Constance 
Talmadge's  "Her  Sister  from  Paris,"  and 
other  product. 

Mr.  Rowland  conferred  with  Frank  Lloyd, 
Edwin  Carewe,  June  Mathis,  E.  M.  Asher,  of 
Corinne  Griffith  Productions,  and  other  pro- 
ducer-directors. 

"I  am  highly  pleased  with  the  schedule  of 
production  that  Joseph  M.  Schenck  has  map- 
ped out  for  First  National,"  said  Mr.  Row- 
land. "Needless  to  say,  I  feel  that  Norma 
Talmadge's  "Graustark"  and  Constance  Tal- 
madge's "Her  Sister  from  Paris"  will  be  two 
of  the  outstanding  pictures  of  the  year._  Mr. 
Schenck's  activities  are  of  greatest  signifi- 
cance to  the  entire  industry." 

Albertine  Rasch,  dancer,  cut  short  her 
European  trip  and  arrived  on  the  Olympic 
to  direct  the  Faust  ballet  for  the  prologue  of 
"The  Phantom  of  the  Opera,"  _  Universal's 
spectacular  mystery-romance,  which  opens  at 
the  Astor  Theatre,  New  York,  September 
6th.  This  ballet  adds  another  _  highlight  to 
an  elaborate  presentation  in  which  Thurston 
the  magician,  has  accepted  Universal's  chal- 
lenge to  produce  a  phantom  and  Gustav  Hin- 
richs,  the  noted  musical  director,  will  conduct 
a  full  orchestra  playing  his  specially  arranged 


COMPREHENSIVE  TRAILER 

FOR  PRO-DIS-CO  RELEASES 

John  C.  Flinn,  vice  president  and  general 
manager  of  Producers  Distributing  Corpora- 
tion, has  arranged  for  the  preparation  of  a 
fifteen  hundred  foot  "trailer"  consisting  of 
comprehensive  scenes  from  the  first  ten  pro- 
ductions to  be  released  by  Pro-Dis-Co  during 
the  1925-26  season. 

Prints  will  be  sent  to  all  Pro-Dis-Co  ex- 
changes as  a  direct-from-the-studio  aid  to 
the  sales  department,  and  it  will  be  used  as 
concrete  evidence  of  the  quality  of  the  pro- 
ductions offered. 


MRS.  VALENTINO  HERE 

Natacha  Rambova  (Mrs.  Rudolph  Valen- 
tino) is  in  New  York  to  arrange  a  release 
for  "What  Price  Beauty,"  which  she  wrote 
and  produced.  She  is  accompanied  by  S. 
George  Ullman,  business  manager  for  the 
Valentinos. 


Pictures  Are  Our  Ambassadors 

By  Joseph  M.  Schenck 


Motion  pictures  constitute  the  greatest  in- 
fluence in  the  world  today. 

No  other  industry  approaches  the  cinema 
in  molding  public  opinion;  no  business, 
science  or  form  of  art  plays  such  a  part  in 
the  daily  lives  of  the  millions  all  over  the 
globe.  In  matters  of  dress,  trade  and  home 
life,  motion  pictures  are  without  a  peer  when 
it  comes  to  wielding  universal  influence.  Pro- 
ducers are  united  in  their  determination  that 
they  shall  be  an  influence  for  good. 

Pioneering  ahead  of  any  phase  of  scientfi: 
progress,  the  screen  invades  every  corner  oi 
the  teeming  cities  and  constantly  advances 
into  the   farthermost  points  of   the  earth. 

In  the  remote  regions  of  Africa,  South 
America,  the  Far  and  Near  East  and  tht 
frozen  North,  millions  who  never  saw  an 
American  automoboile,  an  American  home 
or  any  of  our  everyday  necessities  are  famil- 
iar with  these  things  through  the  medium 
of  the  silent  drama.  They  do  not  know  our 
language,  but  our  ways  and  mode  of  life 
constantly  are  before  them.  That  is  why  pic- 
tures made  in  the  United  States  are  the 
greatest  trade  missionaries,  creating  good 
will  for  American  goods,  and  laying  the 
groundwork  for  increases  in  industrial  ex- 
ports. 

Motion  pictures  have  erased  the  "back- 
woods" sections  of  our  country.  The  people 
in  the  smallest  hamlet  see  how  New  York, 
Paris,  Los  Angeles  and  London  live,  what 
they  wear  and  eat.  The  screen  has  given  a 


new  meaning  to  the  expression,  "Sisters 
under  the  skin."  No  more  has  the  colonel's 
fair  lady  in  Gotham  any  advantage  over  Mrs 
O'Grady  in  Simpson's  Corners  when  it  comes 
to  the  late.it  styles.  The  ideas  of  the  leading 
modistes  are  available  everywhere.  What  is 
worn  on  the  boulevards  of  Paris  and  New 
York's  Fifth  avenue  are  seen  on  Ivlain  street 
within  a  short  time. 

Take  the  youth  of  New  England,  Kansas, 
or  Georgia,  set  him  down  any  place  and  he 
would  look  like  an  American — not  like  a 
Yankee,  a  Middle  Westerner,  Northwesterner 
or  a  Southerner.  The  screen  has  wiped  out 
geographical  lines  of  dress  and  custom. 

As  an  international  salesman,  motion  pic- 
tures rank  as  America's  greatest.  People  m 
far-off  lands  enjoy  American  conveniences 
because  our  motion  pictures  were  the  cata- 
logs that  sold  them.  They  saw  our  products 
on  the  screen,  visualized  them  in  the  atmos- 
phere of  their  own  communities  and  im- 
porters were  quick  to  meet  the  demand. 
Many  American  exporters  look  upon  motion 
pictures  as  their  most  efficient  trade  envoys. 

Another  and  perhaps  a  more  important 
phase,  is  the  spirit  of  international  good  will 
promulgated  by  the  silent  drama.  For  the 
people  of  the  world  to  see  themselves  as 
others  see  them  is  bound  to  heal  misunder- 
standings and  help  abolish  age-old  hates.  Ig- 
norance breeds  intolerance.  Pictures  stand 
alone  as  an  international  educational  medium. 


IT  DRAWS! 


99 


Featuring  "The  Great  Train  Robbery' 


REVIVAL  OF  "GREAT 
TRAIN  ROBBERY"  DRAWS 


Ballyhoo  as  One  of  First  Pic- 
tures Ever  Made  Does 
It  at  Providence 


Providence,  Aug.  11. 
(Drawing  Population,  300,000) 

Old  man  weather  helped  the  local 
showmen  last  week  by  throwing  in 
a  couple  of  fairly  cool  days.  Week- 
end biz  was  reported  as  better  than 
in  previous  weeks. 

In  addition  to  its  two  features,  the 
Victory  sprung  a  surprise  feature  in 
"The  Great  Train  Robbery,"  a  short 
"meller,"  which  got  quite  a  bit  of 
publicity  as  one  of  the  first  motion 
pictures  ever  filmed.  Incidentally  it 
was  among  the  best  of  the  pioneers. 

Last  Week's  Estimates 
Victory  (1.950;  15-40)— "The  Teas 

er,"   "Under  Fire"  and  revival  of 

"Great  Train  Robbery."  Latter  stunt 

pulled  well.    Around  $4,500. 

Rialto  (1.448;  10-40)— "The  Worn 

an  Hater"  and  "The  Quidk  Change. 

Not  bad  at  V  "°0. 


Book  by  Wire  or  Letter 


"THIRTY  yp  •  — 
,M  W/ns..  pVT/ARS  AGO" 

theatre,"  exterior    „Je  and  j 

Was  "Then     The  "feat,?  Were  cued/ 

the  Eaison    *  1900  and  *   bery<"  the 
the  »  ,S,CUtJ,°s     Th  Produet  of 

stai»PJng  anrt    0,6   *ore  !frfieein- 

'  g* hi*         *55R*  cfe,4' 

L»    "e  old.*,- Wretch**     • "  on 
duee<J  fafnf,    a  *»ovf«    W        left  ! 


From 


SHORT  FILMS  SYNDICATE 

729  Seventh  Ave.,  New  York  City 

(OR  PHONE  LONG  DISTANCE,  BRYANT  9397) 


"Sure  I'll  help.  It's  a  great 
idea,"  said  Maurice  (Lefty) 
Flynn,  F.  B.  O.  star,  when 
questioned  about  the  Greater 
Movie  Season. 


Sweet    Blanche    Sweet.  First 
National's  contribution    to  the 
beauties  of  filmdom,  is  actively 
engaged  on  eastern  lots. 


The  radio  displaces  the  megaphone  in  picture  directing  on  the 
Warner  Bros.  lot.    Roy  Del  Ruth,  who  is  making  "Hogan's 
Alley"  for  Warner  Bros.,  issues  orders  while  Monte  Blue, 
the  star,  gives  a  demonstration. 


Harry  Goldberg,  Omaha  theatrical  man- 
ager, visits  Jackie  Coogan  at  the  Metro- 
Goldwyn-Mayer  Studios  where  the  youth- 
ful star  is  making  his  new  picture,  "Old 
Clothes."  Jackie  and  his  visitor  found  an 
item  of  interest  in  the  Nile  Edition  of  the 
Egyptian  Daily  News. 


(Right)  La  Verne 
Lindsay,  of  Holly- 
wood, takes  a  regular 
lesson  in  horseman- 
ship on  the  paths  in 
Central  Park,  N.  Y., 
from  an  instructor  of 
the  Paramount  Pic- 
ture School. 


Chinese  love  bird  attaches  itself  to  the 
Universal  star,  Jack  Dougherty.  The  bird 
is  a  gift  from  the  Orient,  and  is  very  rare. 


Hal  Roach's  "Our  Gang"  scoundrels  think  the  Greater  Movie  Parade  is  just  some 
more  fun,  and  so  they  start  out  in  one  of  their  regular  "toys." 


A  portrait  done  in  celluloid.  Joseph  Shildkraut,  who  is  play- 
ing the  male  lead  in  Cecil  De  Mille's  "The  Road  to  Yester- 
day" introduces  his  mother  to  his  likeness  on  a  strip  of  fihn. 


"He  must  be  home  by  six."  Mr.  Laemmle,"  says  Helen  Fer- 
guson, recent  bride  of  William  Russell,  now  playing  in  Uni- 
versal's  new  thriller,  "The  Still  Alarm.".  Such  is  married  life. 


No.  More  Bath  Robes.  Shirley  Mason,  First 
National  star,  decrees  the  bath  shawl, 
brightly  colored  and  embroidered.  Quite  an 
improvement,    say    we,    on    first  glance. 


"Great  Stuff"  is  the  opinion  of  Bebe  Daniefc, 
Paramount  star,  when  she  recently  looked 
over  the  posters  made  up  for  the  Greater 
Movie  Season  campaign. 


Something  for  the  evolutionists  to 
ponder  over,  thinks  Julian  Eltinge, 
new  P.  D.  C.  star,  when  he  compares 
his  Pekinese  puppy  with  Bobby,  the 
studio  monk. 


Below — Alice  Calhoun,  Dorothy  Devore  and  the  Costello  sisters,  Warner  Bros,  stars, 
enter  into  the  spirit  of  the  sands  down  on  the  California  beach. 


Page  18 


Exhibitors  Trade  Review 


Lasky  Sees  New  Product 


Great  In 

Returning  from  Hollywood  where  he  spent 
four  months  supervising  the  heaviest  produc- 
tion schedule  in  the  history  of  the  Famous 
Players-Lasky  Corporation,  Jesse  L.  Lasky, 
advised  other  officials  of  Famous  Players  that 
the  group  of  pictures  just  finished  in  the 
Lasky  studio  exceeds  expectations. 

Before  Mr.  Lasky  returned  to  New  York 
he  had  seen  either  all  or  most  of  the  film 
taken  on  these  productions :  James  Cruze's 
picture,  "The  Pony  Express,"  "The  Vanish- 
ing American,"  the  epic  of  the  Indian ;  Herge- 
sheimer's  original  story,  "Flower  of  Night," 
starring  Pola  Negri ;  Raymond  Griffith's  com- 
edy, "He's  a  Prince" ;  Clarence  Badger's  pro- 
duction, "The  Golden  Princess";  William 
de  Mille's  new  picture,  "New  Brooms" ;  Sid- 
ney Olcott's  production  of  the  New  York 
stage  hit,  "The  Best  People,"  and  Irvin  Wil- 
lat's  picture  of  James  Oliver  Curwood's 
story,  "The  Ancient  Highway." 

"I  saw  all  of  'The  Pony  Express'  in  its 
rough  form  before  I  left  the  studio,"  said  Mr. 
Lasky,  "and  I  am  firmly  convinced  that  this 
picture  is  as  great  if  not  greater  than  "The 
Covered  Wagon."  Mr.  Cruze  has  done  a 
remarkable  piece  of  directing. 

"Another  production  which  I  saw  in  the 
studio  the  night  before  I  left  was  Zane 
Grey's  story  of  the  red  man,  'The  Vanishing 
American,'  in  which  Richard  Dix  does  the 
greatest  work  of  his  career  as  the  young 
Navajo  Indian. 

"Another  picture  I  saw  just  before  leaving 
Hollywood  was  'Lord  Jim.'   This  story  is  the 

*    *  * 

M.-G.-M.  PRODUCTION 
AT  FULL  BLAST 

The  high  peak  of  summer  production  is 
being  approached  at  the  Metro-Goldwyn- 
Mayer  studio  where  practically  every  depart- 
ment of  the  lot  is  working  at  full  capacity. 

Mae  Murray  is  appearing  in  "The  Masked 
Bride,"  adapted  by  Carey  Wilson  from  Leon 
Abrams'  original  story.  Robert  Z.  Leonard 
is  directing  Charlie  Ray  and  Pauline  Starke 
in  "A  Little  Bit  of  Broadway,"  and  John 
M.  Stahl  is  directing  an  all  star  cast  in 
"Memory  Lane,"  adapted  by  Benjamin 
Glazer  from  Stahl's  original  story.  This  pic- 
ture is  to  be  released  by  First  National. 

Construction  work  on  the  gigantic  Circus 
of  Antioch  set  for  "Ben  Hur"  is  being  rush- 
ed by  a  construction  force  of  approximately 
a  thousand  men  and  Director  Fred  Niblo  will 
film  the  chariot  race  sequence  next  month, 
using  some  fifteen  thousand  people. 

King  Vidor's  "The  Big  Parade,"  is  ready 
for  editing  and  titling  as  are  William  Well- 
man's  "I'll  Tell  the  World"  and  Hobart  Hen- 
ley's "An  Exchange  of  Wives."  The  follow- 
ing have  been  almost  completely  cut:  "The 
Mystic,"  Christy  Cabanne's ;  "The  Midship- 
man," starring  Ramon  Novarro,  and  Victor 
Seastrom's  "The  Tower  of  Lies,"  co-starring 
Lon  Chaney  and  Norma  Shearer. 

Edmund  Goulding  is  beginning  to  cast  for 
"Sally,  Irene  and  Mary,"  and  King  Vidor  is 
preparing  for  rehearsal  of  Lillian  Gish's  first 
Metro-Goldwyn-Mayer  vehicle,  "LaBoheme," 
Christy  Cabanne  .has  been  given  his  script  of 
"Dance  Madness"  and  the  continuity  of  Di- 
rector, Benjamin  Christianson's  "The  Light 
Eternal,"  has  been  delivered. 

"Morals  for  Men,"  suggested  by  "The  Love 
Serum,"  by  Gouverneur  Morris,  will  be  the 
fourth  of  Tiffany's  Big  Twelve. 


Special  Value 

most  famous  of  all  Conrad's  works,  and 
because  it  is  the  favorite  novel  of  so  many 
of  Conrad's  admirers  throughout  the  world 
we  took  particular  care  that  it  would  be 
a  faithful  translation  of  the  story  as  Conrad 
wrote  it.  Victor  Fleming  who  directed  'Lord 
Jim'  has  caught  the  story  of  this  great  tale 
and  has  transferred  that  story  to  the  screen 
in  a  way  that  makes  this  production  one  of 
the  really  big  things  which  we  have  ever 
done. 

"  'He's  a  Prince,'  is  the  first  production 
which  Raymond  Griffith  has  made  with  his 
new  comedy  unit,  and  to  me  it  is  one  of  the 
greatest  comedies  that  the  screen  has  ever 
seen. 

"Another  picture  that  has  been  finished  is 
'The  Golden  Princess,'  featuring  Betty  Bron- 
son,  Neil  Hamilton,  Rockliffe  Fellowes  and 
Phyllis  Haver.  Laid  in  California  during  the 
days  of  the  gold  rush  in  1849,  this  picture  was 
produced  by  Clarence  Badger  in  the  heart 
of  the  Sierras  made  famous  by  Bret  Harte's 
stories  of  early.  California.  It  is  not  only 
a  moving  drama  but  this  picture  also  has 
some  of  the  most  beautiful  scenery  I  have 
ever  seen  on  the  screen. 

"William  DeMille  was  well  into  his  produc- 
tion of  the  stage  success  'New  Brooms,'  when 
I  left.  In  this  picture  are  Neil  Hamilton, 
Bessie  Love,  Phyllis  Haver  and  Robert  Mc- 
Wade.  Mr.  DeMille  will  make  a  production 
which  I  feel  will  meet  with  great  popularity. 

"Pola  Negri  has  come  into  her  own  in 
'Flower  of  Night,'  written  especially  for  her 
by  Joseph  Hergesheimer." 

KERMAN  FILMS  GETS  RIGHTS 

ON  "THAT  OLD  GANG  OF  MINE" 

Kerman  Films,  Inc.,  has  acquired  world 
rights  on  "That  Old  Gang  of  Mine."  Moe 
Kerman,  president,  closed  the  deal  with  Saul 
H.  Bornstein  and  Max  Winslow,  treasurer 
and  vice-president,  respectively,  of  Irving 
Berlin,  Inc.,  who  produced  the  picture. 

The  cast  of  "That  Old  Gang  of  Mine"  is 
headed  by  Macklyn  Arbuckle. 


Pro-Dis-Co.  Completes 
First  Five  Films  For 

Season  1925-1926 

With  the  first  five  pictures  on  the  1925-26 
schedule  completed,  production  activities  for 
Producers'  Distributing  Corporation  have 
been  increased  over  one  hundred  percent,  and 
four  big  studios  are  now  being  taxed  to  the 
limit  of  their  facilities  on  twelve  produc- 
tions for  fall  and  early  winter  release. 

The  Cecil  B.  DeMille  studio  at  Culver  City 
is  on  five  pictures:  "The  Road  to  Yester- 
day," DeMille's  personally  directed  produc- 
tion^ "The  Wedding  Song,"  "Braveheart," 
"Eve's  Leaves,"  and  "Three  Faces  East." 

At  the  Hollywood  studios  mobility  is  re- 
volving around  five  other  productions;  "The 
People  vs.  Nancy  Preston,"  "Simon  the  Jes- 
ter," "The  Man  from  Reg  Gulch,"  "Fifth 
Avenue,"  and  "The  Last  Frontier." 

At  the  Christie  Studio  Scott  Sidney  and  his 
staff  of  gag  men  are  working  day  and  night 
on  Al.  Christie's  next  big  feature,  "Madame 
Lucy"  the  French  farce  in  which  Julian  El- 
tinge  is  featured,  with  Ann  Pennington  and 
a  troupe  of  Christie  headliners  in  the  sup- 
porting cast. 

*   *  * 

Sam  Sax  Signs  Newmeyer 
For  Comedy  Special 

Sam  Sax  has  signed  Fred  Newmeyer  to 
direct  "MacFadden's  Row  of  Flats."  Mr. 
Newmeyer  is  a  comedy  specialist  and  is 
known  by  his  work  with  Harold  Lloyd.  Mr. 
Newmeyer  will  in  all  probability  start  the 
new  production  immediately  after  he  has 
completed  his  present  Douglas  McLean 
picture. 

One  of  the  featured  roles  has  already  been 
assigned  to  Ford  Sterling  and  it  is  very 
likely  that  Charles  Murray  will  play  opposite 
Mr.  Sterling.  Snitz  Edwards  has  already 
been  selected. 

INSPECTOR  ORDERS  CHANGES 

Numerous  changes  have  been  ordered  in  the 
construction,  arrangement  an<J  equipment  of 
every  theatre  in  Batavia,  N.  Y.,  following  a 
recent  visit  to  the  city  by  a  state  building 
inspector. 


August  29,  1925  Page  19 

Sales  News  and  Personalities  of  the  Week 


Renown 
Personalities. , 
Left:  Jerry 
Abrams,  new 
Midwest  District 
Manager  for 
Tiffany  and 

Truart. 
Right:  A.  H. 
McLaughlin, 
Appointed  by 
M.  H.  Hoffman 
to  Succeed 
Abrams  as 
Branch  Manager 
of  the  Chicago 
Exchange. 


ALBANY 

Charles  Walder,  who  was  recently  named 
as  manager  of  the  Fox  exchange,  resigned 
and  left  for  Miami,  where  he  will  engage  in 
the  real  estate  business.  He  has  been  suc- 
ceeded by  James  F.  Dermody,  of  New  Haven 
who  was  connected  with  the  exchange  there 
as  manager  for  sometime  past  and  who  has 
been  with  Fox  for  about  six  years.  Mr.  Der- 
mody brought  with  him  to  Albany,  Austin  In- 
terrante,  as  salesman. 

*  *  * 

There  was  a  change  at  Warner  Brothers' 
exchange  when  Samuel  Burns  was  supplanted 
by  Joseph  Klein,  of  Boston. 

*  *  * 

The  Rialto,  in  Little  Falls,  formerly  run 
by  Robert  Wagner,  and  which  was  sold  to 
the  Schine  Brothers,  reopened.  Mr.  Wag- 
ner has  gone  with  Renown,  and  will  work 
out  of  the  Albany  territory. 

$   $  $ 

Lee  Langdon,  one  time  booker  for  First 
National,  is  again  on  Film  Row,  as  the  rep- 
resentative of  the  Freedom  Film  Company. 
If  business  warrants,  the  companv  will  open 
an  exchange  here. 

*  *  * 

ATLANTA 

K.  C.  Kingman,  salesman  for  Paramount 
out  of  the  New  Orleans  exchange,  has  re- 
signed his  position  to  travel  for  Warner 
Brothers,  same  territory. 

*  *  * 

E.  M.  Adams,  formerly  of  the  Monarch 
Manufacturing  Company,  Atlanta,  is  travel- 
ing the  north  Georgia  territory  for  Famous 
Players.  He  succeeds  R.  B.  Wilbanks  in  this 
work,  who  has  resumed  the  duties  of  booking 
in  the  Paramount  Exchange  here. 

*  *  * 

Roy  Campbell,  who  has  been  in  the  Ala- 
bama territory  for  Universal  for  the  past 
year,  has  assumed  the  management  of  the 
two  Universal  theatres  in  St.  Augustine, 
Florida. 

*  *  * 

Miss  Sara  Tarramano  has  been  employed 
by  H.  G.  Ballance  to  assist  Mrs.  English  in 
her  work  in  the  district  office  of  Famous 
Players. 

*  *  * 

MINIATURE  "U"  STUDIO 

CHICAGO,  Aug.  21.— Universal  Film  has 
created  a  large  local  interest  with  a  small 
sized  replica  of  the  Los  Angeles  studio  dis- 
played in  a  local  window. 


KANSAS  CITY 

If  the  interest  of  the  general  public  of 
Kansas  City  in  Greater  Movie  Season  can 
be  gauged  in  accordance  with  the  number 
of  essays  received  by  the  Greater  Movie 
Season  Editor  of  the  Kansas  City  Star  dur- 
ing the  first  two  weeks  of  the  contest,  then 
there  is  a  whale  of  concern  about  the  screen 
in  Kansas  City. 

In  selecting  the  essay  judges  the  committee 
saw  to  it  that  virtually  every  civic  and  in- 
dustrial phase  was  represented. 

The  judges  were:  W.  M.  Symon,  manager 
of  the  convention  bureau,  Chamber  of  Com- 
merce ;  Mrs.  Eleanore  Walton,  chairman  of 
the  Better  Films  Committee,  Women's  City 
Club;  Mrs.  E.  M.  Metcalf,  chairman  of  the 
Motion  Picture  Committee,  Parent-Teacher 
Association ;  Katherine  S.  Prosser,  Motion 
picture  editor,  Kansas  City  Star;  C.  E.  Cook, 
business  manager,  M.  P.  T.  O.  Kansas- 
Missouri. 

*  *  * 

Clarence  "Bones"  Smith,  former  mana- 
ger of  the  Tenth  Street  Theatre,  Kansas 
City,  Kans.,  has  decided  to  try  life  "on  the 
other  side  of  the  fence"  for  a  while,  having 
joined  the  sales  force  of  Associated  Exhibi- 
tors in  Kansas  City.  He  will  travel  in  Kansas. 

*  *  * 

Not  99  per  cent,  but  actually  100  per  cent 
has  been  obtained  by  William  Burford,  of  the 
New  Burford  Theatre,  Arkansas  City,  Kans., 
in  putting  over  a  campaign  in  conjunction 
with  "Old  Home  Week,"  he  says.  All  civic 
and  educational,  as  well  as  church  organiza- 
tions, co-operated. 

*  *  * 

SCHMIDT  ASSUMES  NEW 
DUTIES  FOR  F.  B.  O. 

A.  A.  Schmidt,  for  the  last  three  years 
West  Coast  Division  manager  of  Film  Book- 
ing Offices  of  America,  Inc.,  was  promoted 
to  the  position  of  West  Coast  representative 
of  the  company,  to  act  as  intermediary  and 
contact  man  between  the  production  depart- 
ment at  the  studio  and  executive  offices  in 
New  York,  in  addition  to  his  present  duties 
with  relation  to  distribution  and  sales. 

The  appointment  of  Mr.  Schmidt  to  this 
post  will  permit  B.  P.  Fineman,  production 
manager,  to  concentrate  all  of  his  attention 
on  production  activities. 

$  '  -  jje  # 

PELLA,  la.,  Aug.  21.  — Van  Dyke  and 
Young  have  re-opened  the  Alamo. 

*  #•  * 

CLINTON,  la.,  Aug.  21.— Harry  Herman 
former  salesman  for  Metro-Goldw  -n,  has 
become  manager  of  the  Orpheum  Theatre, 
one  of  the  A.  H.  Blank  theatres. 


1ST  NAT'L  MANAGERS 
ATTEND  CONVENTION 

Eschman  Addresses  Supervisors  at 
New  York  Meeting 

The  First  National  sales  convention  was 
conducted  at  the  Hotel  Roosevelt,  New  York 
City,  and  was  attended  by  supervisors  and 
branch  managers  from  the  country  over. 

The  business  sessions  were  presided  over 
by  E.  A.  Eschman,  who  informed  the  con- 
vention completely  concerning  the  details  of 
the  new  First  National  product. 

Among  those  in  attendance  were : 

A.  J.  Herman,  Albany ;  C.  R.  Beacham, 
Atlanta;  T.  B.  Spry,  Boston;  F.  f.  A.  Mc- 
Carthy, Buffalo;  F.  P.  Bryan,  Charlotte;  C. 
E.  Bond,  Chicago ;  R.  H.  Haines,  Cincinnati ; 

G.  L.  Sears,  Cleveland ;  Leslie  Wilkes,  Dal- 
las ;  J.  H.  Ashby,  Denver ;  E.  J.  Tilton,  Des 
Moines ;  F.  E.  North,  Detroit ;  Floyd  Brown, 
Indianapolis;  T.  O.  Byerle,  Kansas  City;  N. 

H.  Brower,  Los  Angeles ;  Paul  E.  Krieger, 
Louisville ;  H.  J.  Fitzgerald,  Milwaukee ;  L. 
E.  Davis,  Minneapolis ;  M.  H.  Keleher,  New 
Haven;  J.  C.  Vergesslich,  New  Jersey;  L. 
Connor,  New  Orleans ;  S.  W.  Hand,  New 
York;  E.  D.  Brewer,  Oklahoma  City. 

J.  S.  Abrose,  Omaha;  W.  J.  Heenan,  Phil- 
adelphia; R.  S.  Wehrle,  Pittsburgh;  C.  W. 
Koerner,  Portland  ;Harry  Weiss,  St.  Louis ; 
William  F.  Gordon,  Salt  Lake  City;  Charles 
H.  Muehlman,  San  Francisco ;  Fred  G.  Sliter, 
Seattle ;  Robert  Smelter,  Washington ;  E.  H. 
Teel,  Calgary ;  A.  Gorman,  Montreal ;  Wil- 
liam J.  Melody,  St.  John;  B.  D.  Murphy, 
Toronto ;  W.  H.  Mitchell,  Vancouver ;  J.  C. 
James,  Winnipeg ;  Fred  Rodriguez,  Mexico 
City ;  R.  C.  Seery,  Chicago ;  H.  A.  Bandy, 
Cleveland;  W.  E.  Callaway,  New  Orleans; 
Joseph  S.  Skirboll,  Los  Angeles ;  R.  T. 
Nolan,  Denver ;  C.  J.  Appel,  Toronto. 

SCREEN  CLASSICS 

TAKE  PREFERRED 

Bachman  Closes  Deal  for  Minne- 
apolis Territory 

An  exchange  deal  of  importance  was  closed 
between  J.  B.  Bachman,  general  manager  of 
distribution  for  B.  P.  Schulberg  Productions, 
and  Screen  Classics  Corporation  for  the  re- 
lease of  thirty  Preferred  Pictures  in  Minnea- 
polis. 

Screen  Classics  will  take  over  the  distribu- 
tion of  the  ten  current  Preferred  Pictures 
formerly  handled  by  Friedman  Film  Corpor- 
ation. These  productions  are  "The  Breath  of 
Scandal,"  "White  Man,"  "The  _  Triflers," 
"Capital  Punishment,"  "The  Parasite,"  "The 
Mansion  of  Aching  Hearts,"  "The  Boomer- 
ang,"  "Go  Straight  V  "Faint  Perfume,"  and 
"My  Ladys  Lips." 

The  new  franchise  also  gives  Screen  Clas- 
sics the  rights  to  the  twenty  pictures  on  the 
new  seasons  schedule  announced  by  Schulberg 
Productions. 

COLONEL  LEVY  GOES  ABROAD 

Colonel  Fred  Levy,  First  National  fran- 
chise holder  of  Louisville  Kentucky,  sailed 
on  the  Leviathan  to  enjoy  a  three  weeks' 
pleasure  trip  abroad.  During  his  sojourn  he 
will  visit  the  First  National  offices  in  London 
and  Paris. 


Page  20 


Exhibitors  Trade  Review 


News  of  Exhibitor  Activities 


New  Theatre  in 
Pontiac,  Mich.,  for 
Col.  Butterfield 

DETROIT,  MICH.,  Aug.  21— A  deal  was 
consumated  between  Messrs.  D.  R.  and  C.  B. 
Wilson,  Manufacturers,  of  Pontiac,  and  Col. 
W.  S.  Butterfield,  president  of  the  Bijou 
Theatrical  Enterprise  Company,  whereby  the 
Messrs.  Wilson  plan  the  erection  of  a  new 
theatre  in  Pontiac  for  Mr.  Butterfield  at  a 
cost  of  $260,000. 

The  new  theatre  will  be  located  on  Sagi- 
naw Street,  on  a  plot  of  ground  sixty  by  one 
hundred  and  forty-five  feet,  across  from  the 
Oakland  Theatre,  which  was  recently  pur- 
chased by  Mr.  Butterfield  and  the  occupancy 
of  which  he  will  secure  in  about  a  year  and 
a  half's  time. 

At  the  same  time  Col.  Butterfield  an- 
nounced that  articles  of  association  for  the 
Bay  City  Theatre  Company  were  filed  and  all 
arrangements  have  been  made  with  contract- 
ors for  the  building  of  a  new  theatre  in  Bay 
City. 

John  Eberson  has  completed  plans  for  the 
erection  of  the  new  theatre  which  will  be 
known  as  the  Capitol.  The  estimated  cost 
will  be  $350,000,  and  it  will  be_  the  largest 
theatre  and  auditorium  in  Bay  City. 

Col.  Butterfield  announces  that  during  the 
coming  year  he  will  build  several  other  thea- 
tres in  Michigan  cities  and  increase  his  hold- 
ing in  the  smaller  towns.  The  Butterfield 
Circuit  now  comprises  some  forty-six  thea- 
tres in  Michigan. 

*    *  * 

ALBANY  HOUSES  USE 
BIG  PRODUCTIONS 

ALBANY,  Aug.  21.— Motion  picture  thea- 
tres in  summer  resort  towns  in  New  York 
State  are  using  the  bigest  pictures  obtain- 
able at  the  present  time  and  report  excellent 
business.  "The  Iron  Horse"  played  at  the 
Hunter  Theater  on  August  17  and  in  Tanners- 
ville  on  August  18  and  19,  the  two  houses 
being  owned  by  Julius  Byck,  a  deaf  mute.  In 
Saratoga  Springs  "The  Ten  Commandments" 
ran  four  days  last  week  to  capacity  business 
at  the  Congress,  owned  by  William  Benton. 

sjc 

NEW  BUFFALO  HOUSE 

Plans  for  the  new  motion  picture  theatre 
to  be  built  at  1588-1598  Genesee  street,  in- 
cluding seven  stores  and  offices,  have  been 
filed  with  the  bureau  of  buildings  in  Buffalo, 
N.  Y.  The  new  house  will  be  built  by  Bar- 
ney Vohwinkel,  who  has  operated  the  Oriole 
theatre  for  many  years.  When  completed 
the  house  will  be  leased  by  the  Shea  Amuse- 
ment company.  The  theatre  and  stores  will 
cost  $350,000.  The  seating  capacity  will  be 
1710. 

REISTER  APPOINTED 

George  Reister  has  been  appointed  general 
manager  for  the  Erie,  Pa.,  division  of  the 
Rowland  &  Clark  theatre  interests. 


FILM  TAX  UPHELD  BY 
CONNECTICUT  COURTS 

Case  Will  Be  Appealed  to 
Washington,  Hays  Says 

The  special  Federal,  Court,  sitting  at  New 
Haven,  Conn.,  has  handed  clown  a  decision 
affirming  the  constitutionality  of  the  Con- 
necticut state  law  providing  for  a  tax  upon 
motion  picture  films  brought  into  the  state 
and  also  for  censorship  of  pictures  by  the 
state  tax  commissioner,  i 

In  connection  with  this  decision  the  special 
court  refused  an  injunction  filed  by  the  Fox 
Film  Corporation  and  the  American  Feature 
Film  Company,  Inc.,  of  Boston,  to  restrain 
the  tax  commissioner  from  enforcing  the 
law. 

According  to  Will  H.  Hays,  president  of 
the  Motion  Picture  Producers  and  Distribu- 
tors of  America,  the  decision  will  be  ap- 
pealed immediately  to  the  Supreme  Court 
at  Washington. 

The  special  court  was  composed  of  Fed- 
eral Judges  Henry  Wade  Rogers,  Henry 
Goddard  and  Thomas  Thatcher.  George  W. 
Wickersham  represented  the  industry  nation- 
ally when  the  case  ws  first  argued  last  month. 
Benedict  M.  Holden,  of  Hartford,  Conn., 
counsel  for  the  plaintiffs,  also  stated  that  the 
case  would  be  carried  to  the  Supreme  Court. 

The  Connecticut  tax  is  $10  on  the  first 
thousand  feet  of  film  and  50  cents  for 
each  additional  hundred  feet.  News  reels, 
educationals  and  scientific  subjects  are  ex- 
empt. 

The  law  became  effective  July  1  and  tax- 
ing was  to  have  commenced  one  week  there- 
after, but  was  postponed  when  the  case  was 
brought  into  court.  William  H.  Blodgett, 
State  Tax  Commissioner,  at  that  time  noti- 
fied all  exhibitors  to  keep  a  record  of  films 
shown  so  that  the  tax  could  be  collected  in 
case  the  law  was  sustained. 

Connecticut  exhibitors  are  now,  therefore, 
subject  to  tax  on  films  received  since  July  8, 
unless  a  stay  is  secured  pending  the  decision 
of  the  Supreme  Court. 

If  the  decision  had  held  that  films  were  in- 
terstate commerce  and  as  such  not  subject 
to  tax,  it  had  been  planned  to  move  Con- 
necticut exchanges  across  the  state  line  into 
Port  Chester,  N.  Y.  However,  the  decision 
provides  the  tax  on  motion  picture  films 
"brought  into  the  state." 

*    *  * 

ALBANY  FILM  BOARD  SET  FOR 
ANNUAL  OUTING 

ALBANY,  Aug.  21.— The  program  of  the 
annual  outing  of  the  Albany  Film  Board  of 
Trade,  to  be  held  at  Saratoga  Lake  on  Sep- 
tember 14,  has  been  issued  by  A.  J.  Herman, 
who  has  been  given  the  title  of  director  of 
sports.  The  attractions  will  get  under  way 
at  one  o'clock  with  a  baseball  game  between 
the  salesmen  and  managers.  There  will  be 
all  sorts  of  events  during  the  afternoon,  con- 
cluding with  a  dance  in  the  evening.  The 
suply  of  500  tickets  has  been  nearly  ex- 
hausted, giving  some  idea  of  the  heavy  de- 
mand that  has  come  not  only  from  this  ter- 
ritory but  from  elsewhere  throughout  the 
state. 


Managers  of  All 
Fields  Combine 
in  Los  Angeles 

LOS  ANGELES,  Cal.,  Aug.  21.  —  The 
Theatre  Managers'  Association  of  Los  An- 
geles, believed  to  be  the  first  organization  ire 
the  United  States  embodying  motion  pictures, 
vaudeville  and  legitimate  stage  interests,  has 
been  formed  here. 

At  a  session  scheduled  to  be  held  soon,  a. 
board  of  governors  will  be  selected  and  offV 
cers  chosen.  Included  in  the  personal  of  the 
organization  are  circuits  whose  headquarters 
are  here  and  which  control  theatres  in -many 
other  cities  and  states. 

The  newly  formed  association  includes : 
Wrst  Coast  Theatres.  A.  M.  Bowles;  Or- 
ph.um  Circuit,  Harry  Singer;  Baltimore  The- 
atre, V.  E  Kennedy ;  Ed  Smith  Productions 
ani  Mason  Theatre,  Jaques  Pierre;  Phil- 
harmonic Auditorium,  George  Smith ;  Orange 
Grove  Theatre  and  Thomas  Wilkes  Interests, 
Sydney  Miller ;  Frank  Egan  and  Egan  Thea- 
tre, Lee  Parvin ;  Pantages  Circuit,  Carl 
Walker ;  Grauman's  Egyptian  Theatre,  Sid 
Grauman ;  Majestic  Theatre,  Michael  Cor- 
per ;  Famous-Players  Lasky  theatres,  Frank 
L.  Newman. 

The  primary  motive  of  the  association  is 
to  promote  the  best  interests  of  theatrical 
activities  in  Los  Angeles,  both  in  a  social  and 
busmess  way. 

"It  is  a  broad  visioned  plan  for  co-opera- 
tion among  those  who  have  under  their  jur- 
isdiction the  management  of  theatres,"  de- 
clared a  prominent  member  of  the  new  or- 
ganization. "Such  interests  as  we  control  car- 
best  be  handled  through  effective  co-opera- 
tion, a  spirit  that  unquestionably  dominates 
our  new  body  ." 

*  *  * 

SELL  BIRMINGHAM'S 
RIALTO  THEATRE 

BIRMINGHAM,  Ala.,  August  21.  —  The 
Rialto  Theatre,  located  on  Third  Avenue, 
and  formerly  the  property  of  the  Mudd- 
Colley  Amusement  Company,  was  pur- 
chased by  R.  B.  Wilby  and  R.  M.  Kennedy. 

M.r.  Wilby  has  been  for  a  number  of 
years  district  supervisor  of  the  Southern  En- 
terprise Company.  Air.  Kennedy  has  been  af- 
filiated with  the  Marvin  Wise  Theatre  for 
several  years.  He  will  be  in  charge  of  the 
Rialto  as  general  manager. 

The  Rialto  will  continue  to  be  a  second 
run  house,  showing  three  changes  of  pro- 
gram every  week. 

Hfc  i£ 

B.  &  K.  HOUSE  OPENS 

CHICAGO,  Aug.  21.— The  $5,000,000  up- 
town theatre  of  Balaban  &  Katz,  which  seats 
5,000,  opened.  A  spectacular  series  of  parades 
and  free  entertainment  which  drew  100,000 
spectators  on  the  north  side,  lasted  all  week. 
The  entire  north  side  of  the  city  back  the 
project. 

*  *  * 

ALBANY,  Aug.  21.— Harry  Rose,  of  Sche- 
nectady, has  been  named  as  district  Mana- 
ger of  the  half  dozen  or  more  houses  in 
Troy,  Rennselaer  and  Kinderhook,  owned 
and  operated  by  James  Rose  and  Harry  Win- 
deknecht. 


August  29,  1925 


Page  21 


F.  &  R.  Company 
Buys  Into  Three 
Theatre  Chains 

MINNEAPOLIS,  Minn,  Aug.  21.— Fin- 
kelstein  &  Ruben  are  increasing  their  inter- 
ests in  Minnesota.  The  firm  recently  acquired 
a  half  interest  in  the  Rochester  Amusement 
Company,  Rochester;  the  Colonial  Amuse- 
ment Company,  Winona,  and  the  Owatonna 
Amusement  Company  in  Gwatonna. 

The  three  firms  operate  eight  houses  in 
the  three  cities  mentioned. 

*  *  * 

M.  P.  CAPITAL  HEAD 
IN  THEATRE  MOVE 

WATERLOO,  la,  Aug.  21.  — Frank  R. 
Wilson,  president  of  the  Motion  Picture 
Capital  Corporation,  the  company  whicn 
finances  a  number  of  Producers  Distributing 
Corporation  subsidiaries  and  other  producers, 
is  entering  the  exhibition  field.  He  is  listed 
as  the  president  of  the  Frank  Amusement 
Company  of  Waterloo,  la,  and  is  seeking 
control  of  ten  or  a  dozen  theatres  in  the 
territory  here.  Six  theatres  have  already  beerr 
acquired  in  Waterloo,  Cedar  Rapids,  Clinton 
and  Oelwein. 

*  *  * 

MOVIE  PARADE  IN  MINNEAPOLIS 

MINNEAPOLIS,  Minn,  Aug.  21.— Minne- 
apolis ushered  in  Greater  Movie  Season 
August  15  with  a  parade  a  mile  and  a  half 
long  in  which  uniq  -e  and  elaborately  deco- 
rated floats  a^  icvn  lands  took  par'  Tie 
1  arade  vva^  spoil  ;oeJ  by  local  exbiLi'urs 
a;.d  included  float's  ftp:"'. tenting  the  progress 
of  motion  pictures,  various  departments  of 
the  theatrical  craft,  and  productions  of  the 
coming  season.  Theatrical  attaches  and  offi- 
cials took  part  in  the  parade  and  5,000  free 
theatre  tickets  were  distributed  along  the 
line  of  march.  Among  the  organizations  par- 
ticipating in  the  parade  were  Paramount, 
First  National,  Universal,  United  Artists, 
Metro-Goldwyn,  Pathe,  Fox  and  Vitagraph. 

Theatres  represented  included  the  State, 
Strand,  Garrick,  Hennepin-Orpheum,  Pan- 
tages,  Gayety,  New  Lyric,  New  Astor,  New 
Grand,  New  Unique,  New  Garden  and  sev- 
eral suburban  houses. 

*  sK  ♦ 

Rial  to  Theatre 
R.  M.  Kennedy  Buys 

BIRMINGHAM,  Ala,  Aug.  21.— Richard 
M.  Kennedy,  for  some  years  general  mana- 
ger of  the  Marvin  Wise  theatres  here,  pur- 
chased the  Rialto  theatre,  from  Messrs. 
Mudd  and  Colley,  former  owners. 

Mr.  Kennedy  has  assumed  management 
and  will  continue  the  theatre's  policy  of 
presenting  second  run  pictures.  Associated 
with  him  in  his  new  house  is  R.  B.  Wilby, 
who  owns  an  interest  in  the  Cameo  Theatre 
here. 

*  *  * 

E.  A.  Eschmann,  general  manager  of  dis- 
tribution of  First  National  Pictures,  an- 
nounced the  appointment  of  Gradwell  L. 
Sears  as  manager  of  the  Cleveland  branch. 

Mr.  Sears  has  been  with  First  National 
for  a  number  of  years  as  city  sales  manager 
and  circuit  sales  manager  in  Chicago,  posi- 
tions that  he  held  at  the  time  of  his  transfer 
to  Cleveland. 


DELIVERY  OF  FILMS 
GETS  ATTENTION 

^pHE  Motion  Picture  Theatre  Own- 
-*-  ers  of  America,  through  its 
President,  R.  F.  Woodhull,  has  pe- 
titioned the  United  States  Postal  De- 
partment, for  prompt  and  careful 
handling  of  him  accessories  sent 
through  Parcel  Post.  The  letter  is 
from  Mr.  Woodhull  to  Hon.  George 
H.  Moses,  Chairman  of  the  Specir.l 
Joint  Sub-committee  on  Postal  Rates 
and  speaks  in  behalf  of  the  smaller 
exhibitors  of  the  United  States. 

In  the  meantime  the  Hays  office 
has  received  an  offer  from  one  of 
the  biggest  automobile  manufactur- 
ers in  the  United  States  to  inaugur- 
ate a  national  system  of  film  de- 
livery by  uniform  automobile  trucks 
operating  out  of  the  larger  key 
cities.  The  manufacturer  would 
start  with  the  eastern  half  of  the 
United  States  in  such  cities  as  New 
York,  Chicago,  Roston  and  Philadel- 
phia. 

The  Hays  office  was  requested  to 
forward  data  concerning  all  the 
ramifications  of  film  distribution.  It 
favors  the  scheme  if  it  can  be 
worked  feasibly. 

Bishop  Manages 
Metropolitan  in 
Winnepeg,  Can. 

WINNIPEG,  Man,  Aug.  21.  —  Harold 
Bishop,  the  new  manager  of  the  Metropoli- 
tan Theatre,  has  gathered  about  himself  a 
strong  group  of  staff  executives  who  are 
holding  sway  since  the  re-opening  of  the 
theatre.  The  new  musical  director  is  Albert 
Demkier,  formerly  assistant  to  Earle  Hill, 
conductor  of  the  orchestra  at  the  Capitol 
Theatre  here.  George  Parker,  also  formerly 
at  the  Capitol,  has  charge  of  the  mechanical 
staff,  while  Harold  St.  John  Naftel,  well 
known  in  Western  cities  as  well  as  formerly 
in  Detroit  and  other  American  centers,  is 
appointed  the  organists. 

On  ordinary  days  there  are  two  periods 
of  performances,  one  from  1  to  5  p.  m,  and 
the  other  from  7  to  11  p.  m.  Every  Saturday 
afternoon  children  are  admitted  for  15  cents, 
but  the  regular  prices  range  from  23  to  68 
cents. 

*    *  * 

SILLS  OPENS  PHILADELPHIA 

GREATER  MOVIE  SEASON 

Greater  Movie  Season  in  Philadelphia  was 
officially  opened  by  Milton  Sills,  First  Na- 
tional star,  who  was  the  guest  of  honor  and 
chief  speaker  at  the  formal  opening  held  at 
Gimbel  Brothers'  Radio  Station,  WIP. 

Vacation  in  Europe 

For  Sig  Samuels,  et  al 

ATLANTA,  Ga,  Aug.  21.— Mr.  and  Mrs. 
Sig  Samuels  are  the  latest  members  of  local 
film  circles  to  turn  Europeward  for  a  vaca- 
tion. They  left  New  York  on  the  S.  S.  Re- 
liance, bound  for  two  months  on  the  conti- 
nent. Their  first  visit  will  be  to  Mr.  Samuel's 
mother  in  Breslau.  Later  they  will  spend 
several  weeks  in  Paris  and  it  is  expected  that 
October  1  will  find  them  returning  to  the 
States. 


Seattle  Censors 
Would  Shut  Down 
All  Night  Houses 

SEATTLE,  Wash,  Aug.  21— The  board 
of  censors  in  Seattle  is  still  trying  to  close 
up  the  all  night  moving  picture  houses.  The 
board  seems  to  be  undaunted  by  several  fail- 
ures to  carry  through  their  program.  They 
recently  presented  their  case  to  the  Relig- 
ious Educational  Workers  at  their  weekly 
luncheon.  The  board  does  not  give  any  di- 
rect statements  or  examples  of  why  the 
theatres  should  be  closed  on  indecency 
grounds,  but  rather  hints  at  it.  Public  opin- 
ion seems  to  be  with  the  exhibitors.  The 
general  idea  is  that  the  houses  are  properly 
patrolled  by  a  matron  and  shelter  people 
who  might  otherwise  be  walking  the  streets 
and  getting  into  trouble. 

*  *  * 

Jack  O'Bryan  has  been  added  to  the  sales 
staff  of  United  Artists  out  of  the  Seattle 
office. 

Hp     ifl  4(L 

Frederick  Babcock,  formerly  dramatic  edi- 
tor of  the  Denver  Post,  has  joined  United 
Artists  Seattle  staff  as  exploitation  manager, 
assisting  exhibitors  in  putting  over  the  com- 
pany's "Big  Six." 

^     H1  # 

L.  W.  Weir,  western  district  manager  for 
Producers  Distributing  Corp,  is  in  Seattle. 
Mr.  Weir  has  installed  W.  J.  Drummond  as 
local  manager  succeeding  Chas.  Feldman  who 
resigned  to  enter  business  for  himself.  Mr. 
Drummond  is  an  old  timer  in  Seattle,  having 
been  representative  for  the  Kleine  interests 
(the  old  V.  L.  S.  E.)  in  Seattle  some  five 
years  ago.  He  has  been  with  First  National 
in  Canada  and  produced  pictures  in  California 
since  that  time. 

*  *  * 

W.  K.  Beckwith,  former  assistant  manager 
of  the  Seattle  Vitagraph  exchange,  has  been 
installed  as  manager  of  Warner  Brothers 
newly  opened  Portland  branch,  at  401  Davis 
Street.  These  quarters  are  temporary  as  the 
exchange  will  move  into  the  new  exchange 
building  as  soon  as  ^t  is  completed. 
*    #  # 

Warner  Brothers  have  opened  a  new 
Branch  exchange  in  Vancouver,  B.  C.  under 
the  management  of  A.  Farquahar,  who  was 
formerly  in  charge  of  the  Oregon  territory 
for  this  company. 

^  % 

Division  Manager  Harry  Lustig,  of  Warner 
Brothers,  was  in  Seattle  last  week.  Together 
with  Manager  H.  A.  Black  he  visited  Spokane 
and  Missoula,  and  is  now  in  the  Denver  ter- 
ritory. 

W.  H.  Rankin,  an  old  timer  in  the  Pacific 
Northwest  territory  has  been  appointed  a 
member  of  the  Seattle  Warner  Brothers 
sales  staff. 

*  *  * 

Mr.  Lawrence  has  arrived  in  Seattle  from 
Los  Angeles  to  become  exploitation  manager 
for  the  Seattle  Fox  Exchange. 

^       sfc  ^ 

■  Greater  Features,  Inc.,  has  transferred 
from  its  Denver  territory,  W.  K.  Millar,  who 
has  been  in  that  branch  of  the  company's 
activities  for  some  time.  Mr.  Millar  will 
have  charge  of  the  saleswork  in  the  Montana 
district.  He  will  headquarter  in  Butte.  Man- 
ager J.  T.  Sheffield  of  the  Seattle  headquar- 
ters, leaves  for  Butte  where  he  will  meet  Mr. 
Millar. 

KANSAS  CITY,  Mo.  Aug.  21— Ground 
was  broken  for  the  construction  of  the  new 
$275,000  theatre  at  Thirty-eighth  and  Main 
streets.    Jack  Roth  is  to  be  manager. 


Page  22 


Exhibitors  Trade  Review 


Metro-Goldwyn 
Takes  Garrick 

Minneapolis   House   Opens  With 
"Unholy  Three" 

MINNEAPOLIS,  Minn.,  Aug.  21.— Metro- 
Goldwyn  assumed  the  management  of  the 
Garrick  Theatre,  opening  with  Lon  Chaney 
in  "The  Unholy  Three."  The  Garrick  has 
been  under  the  management  of  Finkelstein  & 
Ruben,  while  Metro-Goldwyn  pictures  showed 
at  the  Lyceum  Theatre  last  year. 

William  Perry,  connected  with  Finkelstein 
&  Ruben  for  several  years,  will  have  charge 
of  the  Garrick  under  the  Metro-Goldwyn  re- 
gime. Eddie  Gallinagh,  who  has  been  doing 
press  work  for  F.  &  R.,  will  be  in  charge  of 
Garrick  publicity,  and  will  assist  with  the 
stage  presentations.  Al  Allard  succeeds  Mr. 
Gallinagh  as  publicity  man  for  F.  &  R. 

A  portable  stage,  said  to  be  the  only  one 
ever  installed  in  a  motion  picture  house  in 
the  northwest,  is  under  construction  at  the 
Garrick.  It  is  designed  to  accommodate  a 
number  of  elaborate  stage  presentations 
which  will  be  given  in  conjunction  with  the 
feature  films. 

*  *  * 

The  New  Aster,  Minneapolis,  hitherto  de- 
voted to  second  run  pictures,  inaugurated  its 
first  run  policy  August  15  with  "Lightnin'." 
It  will  show  Fox  pictures  exclusively. 

*  *  * 

NEW  F-P-L  MANAGER  AT 
WEST  PALM  BEACH 

ATLANTA,  Go.,  Aug.  21— Matt  Witham 
who  has  been  manager  of  the  Alamo  No.  2 
for  the  past  two  years  and  a  half,  left  to 
take  charge  of  the  Famous  Players-Lasky 
theatres  in  West  Palm  Beach.  Mr.  Witham 
has  put  over  a  great  deal  of  very  successful 
business  at  the  Alamo  and  has  made  him- 
self one  of  the  most  popular  members  of  the 
exhibitor  circles  in  Atlanta. 

*  *  * 

CLARKE  ON  TOUR 

Col.  W.  F.  Clarke,  vice-president  of  Cran- 
field  &  Clarke,  Inc.,  left  on  a  business  trip 
throughout  Canada  by  way  of  Montreal. 

4=    #  sfc 

NO  BERLIN  HOUSE  FOR  ROXY 

S.  L.  Rothafel  has  issued  an  emphatic 
denial  concerning  a  story  which  has  been 
given  some  circulation  to  the  effect  that  he 
would  build  in  Berlin,  Germany,  a  new 
theatre  for  the  Ufa  Enterprises. 

*  "Hp  '  ♦ 

WHARTON,  Tex.,  Aug.  21.— J.  L.  Santon 
opened  his  new  Queen  Theatre.  The  building 
cost  in  excess  of  $200,000. 

*  *  * 

SAN  ANTONIO,  Tex.,  Aug.  21.— Con- 
tracts for  the  construction  of  the  Aztec 
Theatre  were  awarded  to  local  concerns.  The 
Kelwood  Company  are  the  supervising  arch- 
itects. 

*  *  * 

EL  CAMPO,  Tex.,  Aug.  21.  — Mrs.  H. 
Boone  is  erecting  a  new  theatre. 

DALLAS,  Tex.,  Aug.  21— I.  Wyll  has 
purchased  the  Rex  Theatre. 

&  $ 

With  the  closing  of  a  deal  whereby  "The 
Lost  World"  will  be  played  over  the  entire 
Famous  Players  circuit,  and  another  contract 
with  Jensen  and  Von  Merberg  for  Portland 
Seattle  and  Tacoma,  First  National  an- 
nounces that  by  the  end  of  September  this 
super-special  will  have  been  played  in  every 
key  city  of  25,000  and  over. 


Leon  O.  Mumford 
to  Manage  New 
Capitol,  Newark 

Leon  O.  Mumford,  motion  picture  theatre 
manager  since  1907,  is  general  director  of  the 
executive  staff  of  the  new  Capitol  Theatre, 
Newark,  N.  J.,  which  opens  in  September 
with  Charlie  Chaplin  in  "The  Gold  Rush." 

Mr.  Mumford  leaves  the  directorship  of 
the  Gotham  Theatre  in  New  York,  a  3,000 
seat  house  situated  at  135th  Street,  to  as- 
sume his  new  duties. 

In  1907  Mr.  Mumford  opened  the  Arcade 
Theatre  on  Broad  Street,  Newark,  having 
managed,  up  until  that  time,  the  Manhattan 


Leon  O.  Mumford,  Veteran  Exhibitor, 
Takes  Charge  of    Big    House    in  Jersey. 

Theatre  at  Broadway  and  33rd  Street,  New 
York,  one  of  the  present  sites  of  Gimbel 
Brothers'  store  and  the  first  house  on  rBoad- 
way  to  show  motion  pictures.  He  now  makes 
a  similar  move  from  New  York  to  New 
Jersey. 

Mr.  Mumford's  most  recent  activities  in 
Newark  were  at  the  City  and  Tivoli  Thea- 
tres in  the  Rosevillle  section. 

One  of  the  policies  of  the  new  Capitol 
will  be  to  give  "road  show"  features  to  the 
Newark  public  at  popular  admission  prices. 

43  PASS  CENSORSHIP 
EXAMINATIONS 

ALBANY,  Aug.  21.— A  total  of  43  per- 
sons passed  the  civil  service  examination  and 
are  eligible  for  appointment  to  the  position 
of  reviewer  on  the  New  York  State  Motion 
Picture  Commission.  About  forty  failed  to 
pass.  The  position  pays  $1,800  a  year  in 
New  York  City  and  $1,600  outside,  together 
with  expenses.  Mrs.  Catherine  Siegrist,  of 
Buffalo,  topped  the  list. 

*  *  * 

George  J.  Walker,  8  Milton  street,  Buf- 
falo, has  been  appointed  manager  of  Shea's 
Court  street  theatre,  succeeding  the  late 
Henry  Carr. 

*  *  * 

"Borrowed  Finery,"  by  George  Bronson 
Howard,  the  third  of  the  Tiffany  Big 
Twelve  productions,  with  a  cast  including 
Gertrude  Astor,  Ward  Crane,  Louise  Lor- 
raine, Barbara  Tennant,  Lou  Tellegen,  Trixie 
Friganza,  Taylor  Holmes,  Hedda  Hopper, 
Otto  Lederer  and  Pat  Pendergast,  is  nearing 
completion. 


Seattle  Booms 
"Movie  Season" 

Prizes     for  Impersonations 
Feature  of  Parade 

SEATTLE,  Wash.,  Aug.  21.— Greater 
Movie  Season  is  now  in  full  swing,  and 
Seattle  has  not  been  neglectful  in  its  cele- 
bration. The  first  publicity  given  was  in  the 
form  of  a  teaser  campaign.  In  the  news- 
papers and  around  on  billboards  appeared 
large  figure  eights.  One  by  one  messages 
were  added  starting  with,  "They're  Better 
Than  Ever."  At  the  same  time  the  press 
contained  stories  of  moving  picture  activi- 
ties and  accomplishments.  This  pre-adver- 
tising  ended  in  a  big  Movie  Parade  in  which 
several  prizes  were  offered,  four,  ranging 
from  $50  to  $10,  for  the  best  impersonations 
of  movie  stars  in  the  parade  by  the  public; 
and  other  prizes  for  the  most  attractive 
floats  by  the  surburban  houses. 

Automobiles  represented  the  exchanges. 
These  were  all  decorated  alike.  The  street 
was  lined  with  crowds  who  seemed  to  delight 
particularly  in  a  sketch  given  by  a  group 
which  consisted  of  the  red  nosed  bum,  the 
beautiful  woman  or  princess  wit  ha  couple 
beautiful  woman  or  princess  with  a  couple  of 
comedy  policemen  and  the  camera  man  carry- 
ing a  fake  camera.  The  cameraman  was 
dashing  around  frantically  shooting  scenes. 

With  this  parade  opened  Greater  Movie 
Season  and  some  unusually  fine  pictures  at 
every  Seattle  house.  Even  the  weather  is 
supporting  Greater  Movie  Season  in  Seattle 
as  in  the  middle  of  the  first  week  comes  a 
streak  of  cooler  and  grayer  weather  to  break 
up  the  heat. 

jj.         £         £  ^-w1 

W.  D.  Gross,  of  Alaska,  has  been  spending 
several  weeks  in  Seattle.  Mr.  Gross  makes 
the  Seattle  trip  semi-annually.  He  owns  a 
large  chain  of  theatres  in  Alaska. 

The  Ideal  theatre  at  Pe  Ell,  Washington, 
has  been  sold  to  L.  V.  Cleworth,  who  lived 
formerly  in  Estacada,  Oregon.  The  Ideal 
was  owned  before  by  G.  D.  Wilkinson. 

+    ♦  if! 

The  Washington  M.  P.  T.  O.  at  a  recent 
trustee's  meeting,  set  Wednesday,  November 
fourth,  for  their  annual  convention. 

*  *  * 

Lincoln  Theatre 

Sold  to  Feltmans 

ALBANY,  Aug.  21.— The  Lincoln  Theatre 
in  Schenectady,  N.  Y.,  one  of  the  best  known 
residential  houses  in  that  city  and  operated 
for  the  past  five  years  by  Mrs.  Catherine 
Farrell  and  her  son,  Harold,  was  sold  to 
Jacob  Feltman  and  Son,  of  Albany. 

William  Shirley  and  Myer  Freedman,  of 
Schenectady,  are  reported  to  have  bought  the 
Woodlawn  Theatre  of  that  city.  Mr.  Shirley 
was  part  owner  of  the  houses  in  Farash 
Theatres,  Inc.,  of  Schenectady,  and  sold  out 
to  W.  W.  Farley  for  around  $150,000. 

*  *  * 

CEDAR  RAPIDS,  la.,  Aug.  21.— A.  H. 
Blank  has  bought  a  half-interest  in  the  Rial- 
to  Theatre. 

*  *  *• 

TORONTO,  Ont.,  Aug.  21.— The  Regent 
Theatre  re-opened  with  a  new  manager, 
Donold  Brown,  in  charge.  The  Strand  Thea- 
tre, a  downtown  theatre  on  Yonge  street,  re- 
opened under  the  management  of  Ncster  La- 
vene,  who  was  formerly  identified  with  the 
Star  Theatre.  I 


August  29,  1925 


Page  23 


PRODUCTION  HIGHLIGHTS 


Gloria  Swanson's 
Greatest  Performance, 
Paramount  Claims,  is 
Given  in  Allan  Dwan's 
"The  Cost  of  Folly." 


These  Three  Glimpses 

of  Her  Latest 
Characterization  Show 
Her  as  "Pollyanna," 
the  Girl,  and  the 
Girl's  Mother. 


GEORGE  FITZMAURICE  has  com- 
pleted production  of  "The  Dark  Angel," 
for  Samuel  Goldwyn  presentation  through 
First  National. 

*  *  * 

BESS  MEREDYTH,  scenarist  for  "Ben 
Hur"  as  well  as  a  long  line  of  released 
successes,  will  adapt  John  Barrymore's 
"Don  Juan"  for  Warners. 

♦  ♦  ♦ 

SCENES  FOR  Metro-Goldwyn-Mayer's 
"The  Big  Parade"  were  filmed  at  the  Saw- 
telle  Soldiers  Home,  near  Santa  Monica, 
Cal.  This  is  the  King  Vidor  war  picture 
from  Laurence  Stallings'  original. 


EDITH  ROBERTS  and  Wallace  Mac- 
Donald  head  the  cast  of  the  Spitzer- 
Jones  released,  "Heir-Looms"  which  Pathe 
will  release. 

IRVING  CUMMINGS  will  direct 
"Caesar's  Wife,"  Corinne  Griffith's  next 
for  First  National. 


AL  GREEN  is  to  direct  "Spanish  Sun- 
light," with  Barbara  La  Marr  and  Lewis 
Stone,  for  First  National. 

*  ♦  ♦ 

EVELYN  BRENT  is  at  work  on 
"Three  Wise  Crooks,"  for  F.  B.  O.,  under 
Harmon  Weight's  direction. 

*  ^  # 

FIFTEEN  THOUSAND  inhabitants  of 
Dublin,  Ireland,  took  such  an  enthusiast'c 
interest  in  watching  Tom  Meighan  work, 
or  try  to  work,  in  the  streets,  that  try  to 
work  was  all  he  did. 

FRED  THOMSON,  F.  B.  O.  star, 
made  his  first  "personal  appearance"  in 
the  San  Francisco  Greater  Movie  Season 
parade. 

*  *  * 

JAMES  J.  JEFFRIES.  Ad  Wolgast  and 
Tommy  Ryan,  all  ring  champions  in  their 
time,  have  been  cast  in  Warners'  "Hogan's 
Alley." 

*  *  * 

DOUGLAS  GILMORE,  actor,  and  a 
cousin  to  Lewis  Stone,  has  joined  the 
Metro-Goldwyn-Mayer  stock. 

/jfo  *    *  * 

BEN  CARRE,  technical  director,  and 
William  Koenig,  studio  manager  and  for- 
mer Minneapolis  exhibitor,  have  joined 
the  Warner  production  staff. 


FRANK  CAMPEAU  has  begun  work 
at  the  head  of  the  cast  of  picturesque  Bret 
Harte  characters  supporting  Harry  Carey 
in  his  latest  Hunt  Stromberg  production, 
"The  Idyll  of  Red  Gulch."  Stromberg 
has  signed  an  all-character  cast  to  portray 
the  Colonel  Starbottle,  Old  Man  Frisbf 
and  John  Falloner  that  Bret  Harte  made 
famous  in  the  story  of  early  Sacremento 
and  the  gold  fields. 

HENRY  B.  WALTHALL  has  finished 

his  work  in  "Simon  the  Jester,"  Frances 
Marion's  production  for  Pro-Die-Co.,  di- 
rected by  George  Melford  and  will  start 
with  B.  P.  Schulberg  as  the  idealistic 
father  of  the  hero  in  "The  Plastic  Age." 


Ruth  Stonehouse,  who  is  playing  in  the 
J.  A.  Fitzgerald  Production,  "The  Wives 
of  the  Prophet." 

GLADYS  BROCKWELL  has  been 
signed  by  Frank  Lloyd  to  play  one  of  the 
featured  roles  in  "The  Splendid  Road," 
this  producer's  next  film  for  First  National 
release.  Miss  Brockwell  has  just  finished 
"El  Pasado,"  a  Mexican  story  made  by 
Sanford  Productions,  at  F.  B.  O. 

*    *  * 

DALLAS  FITZGERALD  has  just  com- 
pleted the  direction  of  "Tess^"  from  the 
story  "Tessie  and  the  Little  Sap." 


AL  ROGELL  is  making  twin  pictures 
for  Universal  in  Deadwood,  South  Dakota. 
One  of  these  is  a  modern  story  titled 
"Red  Hot  Leather,"  the  other  is  a  period 
story  dated  in  1876 — both  starring  Jack 
Hoxie.  Rogell  is  author,  as  well  as  direc- 
tor, of  both  productions. 


JACK  CUNNINGHAM,  well  known  as 
the  adaptor  of  "The  Covered  Wagon."  and 
"Don  Q"  has  just  been  signed  by  United 
Artists  for  its  various  producing  units. 
Cunningham  recently  completed  an  adap- 
tation of  "The  Barrier"  for  M-G-M  and 
also  the  initial  treatment  of  "The  Black 
Pirate,"  Fairbanks'  next. 


MAUDE  FULTON,  author  and  star  of 
"The  Huming  Bird"  and  "The  Brat,"  has 
been  added  to  the  staff  of  Warner  Bros, 
and  is  to  devote  all  her  time  and  talents 
to  the  writing  of  screen  stories. 


CLYDE  COOK,  directed  by  Stan 
Laurel,  has  finished  his  latest  Hal  Roach 
comedy  under  the  supervision  of  F. 
Richard  Jones.  H.  M.  Walker  has  con- 
ferred the  highly  poetic  title  of  "Moon- 
light and  Noses"  upon  the  pioaucuon. 


NORMAN  DAWN,  director  and  cine- 
matographic expert,  has  been  signed  by 
Universal  Pictures  corporation.  Dawn  wi.I 
act  in  an  advisory  capacity  on  matters  of 
production  and  photography. 


WILLIAM  RUSSELL  has  completed 
his  starring  role  in  "The  Still  Alarm" 
which  Eddie  Laemmle  directed  for  Univer- 
sal. Aside  from  the  suffering  caused  by 
several  minor  burns  incurred  during  a 
thrilling  rescue  scene,  Russell  lost  ten 
pounds  during  the  filming  of  the  picture. 

*    *  * 

MARSHALL  NEILAN  has  signed 
Bobby  Agnew  for  one  of  the  starring  roles 
in  "Up  and  Down"  which  he  will  direct 
for  M-G-M. 

VIRGINIA  BROWN  FAIRE  has  com- 
pleted her  leading  feminine  role  opposite 
Hoot  Gibson  in  "The  Calgary  Stampede" 
which  was  filmed  in  Canada.  She  has  been 
assigned  one  of  the  stellar  roles  in  "His 
People'  'which  Ted  Sloman  is  directing  for 
Universal. 


Page  24 


Exhibitors  Trade  Review 


To  the  lett,  a  window  display  arranged 
for  a  jewelry  store.  No  definite  article 
of  jewelry  is  mentioned,  the  appeal  de- 
pending entirely  upon  the  copy  used.  Be- 
low shows  the  fashion  in  which  "Pretty 
Ladies,"  the  Metro-Goldwyn-Mayer  pic- 
ture, was  tied  up  with  the  Grebe  radio. 


The  Walkover  Shoes  cam4  in  for  a  good- 
ly portion  of  publicity  when  it  was  per- 
mitted to  tie-up  with  a  shoe-store  display 
on    "Pretty    Ladies,"    a    M-G-M  film. 


WHY  IT  SOLD 


WHEN  Loew's  Warfield 
Theatre  played  "Pretty 
Ladies,"  the  publicity  depart- 
ment planned  an  "A  to  Z" 
campaign  on  it.  The  result 
was  no  more  nor  less  than  was 
to  be  expected — a  sold  out 
house  for  the  length  of  the 
run. 

"Pretty  Ladies"  happens  to 
be  a  good  picture  anyway. 
But  any  picture,  given  the 
same  amount  of  exploitation, 
would  not  have  reacted  dif- 
ferently. The  campaign  was 
positive  proof  that  the  money 
house  is  the  house  that  sells 
its  pictures,  rather  than  that 
which  waits  for  the  customer 
to  come  in. 


wkherc  do  1hey  come  from  <k  j 
how  oo  they  live 
where  do  They  go 


mews  mm-mzt 


PRETTY  WE 


OF  THE  NEW  YORK 


•.THEATRE 

■3A 


1 


NICHT  LIFE/ 


WORLD  PREMIERE 


1,  ■'-^^fcv^^.^^ 


EVERYTHING,  from 
giant  sheets  to  window 
tie-ups  was  used.  On  this 
page  are  several  methods 
used.  The  window  tie-ups  are 
especially  of  interest,  since 
they  provide  one  of  the  finest 
methods.  It  is  such  tie-ups 
that  are  always  advocated  in 
the  National  Tie-up  Section 
of  Exhibitors  Trade  Re- 
view. 


This  giant  poster  to  the  left 
was  enough  to  attract  the  atten- 
tion of  all  but  the  stone  blind. 
But  then,  the  stone  blind  would 
not  care  about  Metro-Goldwyn- 
Mayer's  "Pretty  Ladies"  anyway. 


Automobile  stickers,  ("Pretty  Ladies" — Take  a  ride  with  me), 
went  a  long  way  towards  acquainting  everybody  in  town  that 
Metro's  "Pretty  Ladies"  was  playing  the  Warfield  Theatre. 


A  street  Teaser  Ballyhoo  found  great  favor  with  the  many 
passersby  whose  curiosity   could   no   longer  withstand  the 
onslaught  of  exploitation  on  Metro's  "Pretty  Ladies." 


it  It 

t~  A 

August  29,  1925 


Page  25 


"RECORD"  BALLYHOO  FOR 
PATHE'S  "BLACK  CYCLONE" 

Theatre  Manager  Plays  Safe 

THE  manager  of  the  Howard  Theatre,  Atlanta,  Ga.,  has  put 
one  over  on  his  patrons  in  telling  them  about  "Black  Cy- 
clone," the  Pathe  picture  featuring  Rex,  the  Wild  Horse. 
Advertise?    Sure!    But  he  figures  that  there  are  a  lot  of 
people  who  won't  stop  to  read  all  the  copy,  so  he  goes  out  into 
their  homes  and  tells  them  about  it. 

Wait  a  moment.  That's  a  fine  stunt  but  it  takes  time.  Figure 
it  out  for  yourself.  Talking  to  say,  a  thousand  people  at  ten 
minutes  a  talk  would  take  twenty-one  eight  hour  days,  and 
that's  too  much  for  any  manager,  however  ambitious,  to  put 
in  on  one  picture.  So  what  does  he  do  but  go  and  have  a 
little  talk  canned  on  a  tiny  phonograph  record  and  have  several 
thousand  copies  run  off.  He  sends  these  out  to  his  whole  list, 
attached  to  a  little  card  that  is  a  further  boost  for  "Black 
Cyclone"  and  lets  curiosity  do  the  rest. 
Here  is  what  Howard's  special  Rex  rec- 
ord relates : 


LISTEN  to  what  Elinor  Glyn  has  to 
say  about  Rex,  the  Wild  Horse, 
hero  of  'Black  Cyclone'  which  was  at 
the  Howard  the  week  of  July  27th :  T 
have  passed  a  perfectly  delightful  hour 
watching  primitive  nature  and  I  advise 
all  the  fans  who  want  to  see  that  which 
makes  the  world  go  round — Love,  Pride 
and  Achievement — to  go  and  call  on 
Rex. 

"  'I  should  recommend  all  mushy 
sweet  boys  allowing  little  girls  to  boss 
them  as  they  do,  to  go  and  see  how 
Rex  allures  and  yet  commands  his  lady. 
It  was  no  wonder  she  was  in  love  with 
him.  Don't  forget  to  see  'Black  Cy- 
clone' at  the  Howard  Theatre  all  dur- 
ing the  week  commencing  July  27th.'  " 


Something  New  in  Co-op  Pages 
For  Greater  Movie  Campaign 


OOMETHING  new  in  cooperative 
^  pages  was  devised  by  A.  J.  Shar- 
ick,  Universal  exploiteer,  for  the  "Oh, 
Doctor,"  engagement   at   the  Liberty 
Theatre,  Youngstown,  Ohio. 

Sharick  sold  11  ads  of  sizes  varying 
from  a  quarter  page  to  a  single  column, 
but  instead  of  having  them  concentrated 
on  'one  page,  he  had  them  laid  out  on 
two  pages  in  regulation  pyramid  style 
with  reading  matter  surrounding  them. 
Each  page  carried  a  publicity  story  on 


This  perambulating  24-sheet  was  used  to  exploit  B.  P.  Schulberg's  Preferred  Picture, 
"The  Boomerang,"  during  its  New  York  premier  at  the  Capitol  Theatre.  It  costs 
about  the  same  as  if  the  sheet  were  on  a  regular  bill-board,  and  it  certainly  requires 
no  argument  to  convince  one  of  the  added  value  it  has  by  its  being  moved  around 


the  picture,  and  each  ad  had  "Oh, 
Doctor"  inserted  in  a  prominent  place. 

Novel  Contest  Pulls 

A CONTEST  was  also  run  in  con- 
nection with  the  pages.  The  an- 
nouncement said  that  since  the  picture 
play  dealt  with  a  man  who  imagined  he 
had  all  kinds  of  cronic  ailments,  the 
contest  would  be  easy  for  an  essay  or 
outline  of  not  more  than  300  words  on 
the  theme:  "Why  should  a  person  en- 
joy perfect  health  who  patronized  ad- 
vertisers on  this  page  and  the  page  op- 
posite ?" 

One  of  the  requirements  was  that 
"each  entry  sent  in  must  mention  the 
article  or  articles  advertised  on  these 
pages  and  tell  why  each  should  help  to 
keep  one  healthy,  and  each  advertise- 
ment on  these  pages  must  be  covered 
in  the  essay." 

Two  cash  prizes  of  $15  and  $10  and 
a  number  of  ticket  awards  were  dis- 
tributed among  the  winners. 

*    *  * 

75  FOOT  BOARD  USED 

A  feature  of  the  unusually  heavy 
billing  given  to  First  National's  Corinne 
Griffith  picture,  "Declasse,"  by  Loew's 
Vendome  Theatre,  Nashville,  was  a 
seventy-five  foot  billboard  in  the  heart 
of  the  business  district,  at  the  corner 
of  Eighth  Avenue  and  Commerce 
street.  All  sizes  of  the  paper  except 
the  24's  were  used. 


Page  26 


Exhibitors  Trade  Review 


Fox's  "Havoc"  played  havoc  with  orthodox  exploitation  ideas  when  it  played  St.  Louis  recently. 

Big  Idea  for  Small  Theatres 


AN  outstanding  feature  of  the  ex- 
ploitation campaign  that  accom- 
panied the  St.  Louis  showing  of 
"Havoc"  was  an  auto  parade  that 
toured  the  streets  for  several  days  pre- 
ceding the  showing. 

The  auto  parade  was  made  possible 
by  a  tie-up  arrangement  with  the  Dur- 
ant  motor  car  company,  who  loaned 
fifteen  new  Star  cars  for  the  stunt.  The 
cars  bore  large  banners  reading :  "You 


Won't  Play  Havoc  If  You  Buy  a 
Star,"  "Buy  a  Star  and  You  Won't 
Play  HAVOC  With  Your  Bank  Roll," 
etc.  Other  banners  also  carried  the 
names  of  the  cast,  and  play  date. 

Two  laundry  wagons,  one  car  adver- 
tising a  shock-absorber  and  two  Chev- 
rolets  also  took  part  in  the  turnout. 
The  laundry  wagons  carried  signs  read- 
ing :  "The  National  Laundry  Won't 
Play  HAVOC  with  Your  Wash,"  with 


Have  One  on  the  House 


Free  Drinks  on  the  House 
Assure  Return  Visits 

It's  one  thing  to  "get  'em  in" :  and 
it's  another  thing  to  make  them  come 
again.  Manager  Levy  of  the  Wilmer 
and  Vincent's  "Capitol  Theatre",  the 
biggest  picture  house  in  Reading,  Pa., 
found  one  way  to  make  them  come 
back,  more  than  once,  at  that. 

Levy  realized  that  summer  months 
are  hot,  and  that  although  the  average 
American  does  want  to  see  pictures,  he 
should  like  to  get  at  least  an  even  break 
insofar  as  the  comfort  of  seeing  it  is 
concerned.  And  so  Mr.  Levy  fitted  up 
a  little  bar  in  the  theatre,  serving  grape 
juice  and  soda  pop,  on  the  house.  The 
bar  lacks  only  the  old-time  footrest  to 
suggest  the  pre- Volstead  days. 

The  cost  of  this  stunt  was  very  mod- 
erate, for  a  manufacturer  of  soft 
drinks  has  realized  the  tremendous  ad- 
vertising value  of  it,  and  provides  the 
stuff  at  a  very  large  reduction. 


THE  BAR  USED  BY  MANAGER  LEVY 


the  car  demonstrating  the  shock-ab- 
sorber, and  the  Chevrolets  carrying 
similar  Havoc  signs. 

The  great  length  of  this  stunt  tour- 
ing all  the  principal  thoroughfares  at- 
tracted great  attention,  and  undoubted- 
ly contributed  largely  to  the  successful 
engagements  of  "Havoc"  at  the  Kings 
and  Rivoli  Theatres.  The  parade  com- 
prised the  biggest  film  exploitation  stunt 
ever  seen  on  the  streets  of  St.  Louis, 
and  reflects  great  credit  on  Al  J.  Marks 
the  publicity  man  who  staged  it,  in  co- 
operation with  the  Fox  exploitation  de- 
partment. 

*    *  * 

Circus  Paper  For 
Circus  Pictures 

The  use  of  circus  paper  for  circus 
pictures  is  good  showmanship.  This 
has  been  demonstrated  time  after  time, 
for  there  is  something  about  the  circus 
that  sends  a  reminiscent  thrill  to  the 
hearts  of  old  and  young. 

A  rattling  good  herald  on  "He  Who 
Gets  Slapped"  recently  featured  all  the 
old  sawdust  stuff  in  great  style.  It 
mentioned  the  clowns,  the  man-eating 
lions,  the  fearless  bare-back  riders,  and 
every  other  act  we  are  used  to  seeing 
under  the  big  top. 

Next  time  you  show  a  film  redolent 
of  three  ring  atmosphere,  feed  the  town 
some  of  this  sort  of  exploitation,  and 
you'll  have  as  big  a  crowd  as  though 
you  were  really  the  proprietor  of  one 
of  the  "greatest  shows  on  earth." 


August  29,  1925 


Page  27 


LLOYD  HAMILTON 

is  a  builder  of  added  box-office  busi- 
ness all  year  round. 

Watch  for  the  first  Short  Subjects 
Number  of  Exhibitors  Trade  Review 
next  week  and  its  Special  Exploita- 
tion  Section  on 

HAMILTON 

I    B       COMEDIES       1  ^1 

There  are  many  Added  Dollars  for  YOU  in 

the  tie-ups  it  outlines 


fife, 


"the  Spice  of  the  program" 


EDUCATIONAL  FILM  EXCHANGES,  Inc. 

E.  W.  HAMMONS,  President 
370  Seventh  Avenue,  New  York,  N.  Y. 

MEMBER,  MOTION  PICTURE  PRODUCERS  AND  DISTRIBUTORS  OF  AMERICA,  INC.    Will  H.  Hays,  President. 


Page  28 


Exhibitors  Trade  Review 


The  <Bk[  Little  Feature 


"The  Wrestler" 

Fox  2  reels 

Reginald   Van   Bibber   Earle  Fox 

Sylvia   Florence  Gilbert 

Col.  Paddock   Frank  Beal 

The  Duke   Lynn  Cowan 

Strangler  Stranski   Lionel  Braham 

.  Van  Bibber  and  his  friends  are  visiting  the  Duke 
in  Russia.  Van  is  forced  to  rescue  Olga,  the  danc- 
er, from  the  approaches  of  Strangler  Stranski  a 
champion  wrestler.  Fate  helps  him  by  having  a 
heavy  weight  drop  on  the  champ's  head.  Later 
Van  is  mistaken  for  Stranski  because  of  altered 
captions  in  a  newspaper.  He  has  many  adventures, 
but  triumphs  accidently  over  all  enemies  and  re- 
mains the  hero  of  his  fiancee  Sylvia. 

This  is  an  exceptionally  good  comedy  based 
on  one  of  the  famous  Van  Bibber  stories 
written  by  the  late  Richard  Harding  Davis. 
It  does  not  rely  upon  slapstick  humor  to  win 
laughs,  but  tells  a  sufficiently  logical  story, 
and  gets  smiles  through  logically  developed 
humorous  situations. 

Van  Bibber  is  not  the  most  courageous 
chap  in  the  world,  but  he  has  a  faculty  for 
having  situations  forced  upon  him  that  de- 
mand heroics  on  his  part. 

Thus,  when  the  dancer  appeals  for  protec- 
tion from  the  monstrous  wrestler,  and  his 
own  sweetheart  urges  him  to  the  rescue,  he 
cannot  well  refuse  to  take  a  chance.  He  does 
so,  and  Fate  intervenes  to  help  him  conquer 
the  strong  man. 

One  of  the  most  humorous  episodes  is  that 
in  which  he  is  mistaken  for  the  Strangler, 
because  of  a  transposed  caption  on  his  pic- 
ture, and  is  besieged  on  all  sides  by  husky 
Russians  who  wish  to  throw  him  and  gain 
the  prize  of  10,000  rubles  which  the  Strangler 
has  offered  any  successful  opponent. 

Exploit  this  as  one  of  the  Van  Bibber 
series,  stressing  the  name  of  the  author, 
Richard  Harding  Davis,  and  featuring  the 
name  of  Earle  Fox. 

*    *  * 

"Educating  Buster  Brown" 

Universal  2  reels 

Buster  and  Tige  awake  and  start  forth  for  a  busy 
day.  Buster  begins  by  impersonating  a  cop  in  order 
to  obtain  some  extra  delicacies  from  the  cook.  Tige 
interferes  with  the  stilts  upon  which  he  is  mounted 
and  a  meringue  pipe  is  catapulted  into  the  cook's 
visage.  Arriving  at  school  with  Mary  Jane  and 
Tige,  the  kids  indulge  in  antics  that  drive  the 
teacher  to  desperation.  He  ejects  Tige,  who  goes  to 
the  dog  pound  for  his  own  gang.  They  return  and 
rout  the  school  master. 

This  is  the  first  of  a  series  of  Buster 
Brown  Comedies  made  by  Century  Comedies 
and  released  through  Universal.  They  are 
based  on  the  famous  cartoons  by  R.  F.  Oul- 
cault.  The  Director  is  Charles  Lamont,  and 
the  featured  players  are  Arthur  Trimb'e, 
Doreen  Turner  and  Pal,  who  plays  the  part 
of  the  well  known  Tige. 

If  the  remainder  of  the  series  are  up  to 
the  high  standard  set  by  this  one,  screen 
patrons  are  in  for  some  highly  enjoyable 
entertainment,  for  the  comedies  will  be  some- 
thing new  and  different.  They  have  special 
appeal  for  children,  but  are  not  too  childish 
to  bring  smiles  to  the  lips  of  the  grown-ups. 

One  of  the  best  sequences  in  this  one  is 
that  showing  Buster  and  Tige  in  bed.  They 
are  annoyed  by  a  fly  and  Tige's  almosi- 
human  actions  are  good  for  many  a  chuckle. 
Another  good  shot  has  to  do  with  the  intro- 
duction into  the  school  room  of  a  large 
luscious  Limburger  cheese.  The  result 
may  be  imagined.  To  get  even  with  the 
hard  hearted  school  master,  Tige  captures  a 
pole-cat  and  drops  it  into  the  class  room. 
This  breaks  up  the  session.  A  good  shot  is 
that  in  which  the  dog  carries  the  skunk  past 
a  fence  upon  which  are  perched  three  birds. 
As  the  aroma  reaches  the  feathered  victims, 
they  drop  dead  one  by  one. 


REVIEWED  IN  THIS  ISSUE 

Felix  Trifles  with  Time 

Educational 

Watch  Out  Educational 

The  Wrestler  Fox 

My  Own  Carolina  Fox 

The  Sky  Jumper  Fox 

Educating  Buster  Brown 

Universal 

Buster  Be  Good  Universal 
Butter  Fingers  Pathe 
Cold  Turkey  Pathe 
The  Window  Washer  Pathe 
In  Other  Lands  Commonwealth 
Babes  in  the  Woods  F.  B.  O. 
Shoes  Fox 
A  Business  Engagement  Fox 


The  direction  is  excellent,  and  the  kids 
deserve  much  credit  for  their  interpretations. 
Tige  is  a  great  asset  and  supplies  more  than 
his  share  of  the  humor  with  which  the  film  is 
loaded. 

By  all  means  use  heavy  exploitation  on  this 
worthwhile  product.  Stress  the  name  of  the 
famous  Buster,  tell  folks  that  he  has  finally 
reached  the  screen,  and  mention  the  name  of 
his  creator,  Outcault,  the  famed  cartoonist. 


'Butter  Fingers" 


Pathe  2  reels 

Nick  Alsock,  captain  and  trick  pitcher  of  the 
Bees  base  ball  team,  is  compromised  by  the  wife 
of  his  rival  who  is  captain  of  a  rival  team.  Nick 
is  allowed  to  go  free  on  the  condition  that  he  will 
lose  the  game.  The  manager  of  the  Bees  wagers 
five  thousand  dollars  that  his  team  will  he  victorious. 
In  the  ninth  inning  the  score  reads  103-100  in 
favor  of  the  opposing  team.  Nick  is  at  the  bat 
and  three  men  are  on  base,  he  hits  a  home  run 
and  saves   the  day. 

This  is  a  fast  moving  burlesque  on  base 
ball  featuring  Billy  Bevan  who  pitches  a 
wicked  ball  to  the  dismay  of  his  opponents. 
Billy  is  assisted  by  Andy  Clyde,  Ruth  Taylor, 
Kewpie  Morgan  and  Madeline  Hurlock.  In 
one  sequence  Billy  accidentally  wanders  into 
the  bathroom  harboring  the  wife  of  his  rival. 
She  leaves  the  room  and  Billy  is  forced  to 
jump  into  the  bathtub  to  hide. 

Hubby  deciding  to  take  a  bath,  discovers 
Billy  in  the  tub  and  forces  him  to  agree  to 
lose  the  game  to  his  team.  The  trick  pitching 
of  Billy  will  bring  forth  a  hearty  laugh  as  the 
ball  circles  around  the  head  of  the  catcher 
and  comes  back  to  Billy's  glove. 

Exploit  this  one  as  a  burlesque  on  base- 
ball and  tie-up  with  a  sporting  goods  store. 


Ofte^QuselofxF^ATU-RETTES 


When    "THRU    THREE    REIGNS"    played  at 
the    California  Theatre. 

"This  vivid  two-reeler  walks  away  with  the 
whole  program." — San  Francisco  Chronicle. 
"Mighty    interesting    film    and    good  enter- 
tainment."— Examiner. 
And  all  our  Featurettes  are  like  that ! 


729  Seventh 
Ave., 


N.  Y.  C. 
Edwin  Miles  Fadman,  Pres. 


Fox 


'The  Sky  Jumper' 


2  reels 


Reginald  Van  Bibber  and  his  friends  are  spending 
some  time  at  a  winter  resort  where  the  principal 
sport  is  ski  jumping.  The  champion  in  this  line  of 
endeavor  is  Van's  rival  for  the  aectons  of  his 
sweetheart,  Sylvia.  The  rival,  Bert,  badgers  Van 
into  a  skiing  contest,  and  although  Van  tries  to 
avoid  it,  the  champ  shoves  him  from  the  starting 
platform  and  he  careens  madly  over  the  course,  win- 
ning through  pure  luck.  Later  he  is  inveigled  into  a 
ski  race,  which  he  wins  because  of  his  terror  at 
being  pursued  by  a  pack  of  wolves  and  a  bear. 

This  Van  Bibber  comedy  is  well  gagged 
up  and  contains  a  number  of  very  ludicrous 
situations.  One  big  laugh  is  in  that  sequence 
depicting  Van  being  victimized  by  his  rival, 
and  finally  winning  a  ski-jumping  contest  by 
unintentionally  looping  the  loop  and  shoot- 
ing at  tremendous  speed  to  a  recording 
breaking  leap. 

Another  good  situation  is  that  in  which 
Van  finds  himself  chased  by  a  pack  of 
ravenous  wolves.  His  only  escape  is  through 
the  use  of  his  skis,  and  he  fairly  flies  in  fear 
of  his  pursuers.  Escaping  them  he  is  happily 
removing  the  hated  skis  when  a  big  bear 
decides  to  make  a  luncheon  of  him.  Again 
he  hurries  on  his  way,  and  his  precipitous 
flight  carries  him  along  the  ski-racing 
course,  and  to  victory  over  his  opponent. 

A  tie-up  with  sporting  goods  stores  will 
help  get  publicity  for  your  showing  of  this 
picture  and  with  all  the  Van  Bibber  series 
you  should  feature  the  names  of  the  author, 
Richard  Harding  Davis,  and  the  star,  Earle 
Fox.  The  stories  were  immensely  popular. 
The  films  will  be  more  so. 

*    *  * 

"My  Own  Carolina" 

Fox  1  reel 

The  titles  tell  the  tale  of  a  ch?p  sitting  in 
his  office,  gazing  down  into  the  canyons  of 
the  city,  and  pining  for  the  hills  of  the  Caro- 
lina that  he  loves. 

We  are  shown  the  beautiful  hills  and  dales 
of  the  Southland.  Shimmering  water  falls, 
fast  flowing  streams,  and  quiet  pools  where 
one  knows  trout  will  obligingly  rise  to  e.ven 
a  bent  pin. 

There  are  hunting  sequences  remarkable 
for  showing  some  wonderful  bird  dogs  rig- 
idly pointing  to  where  speckled  feathered 
beauties  wait  to  be  served  on  toast. 

It  is  a  beautiful  scenic,  and  cannot  help 
but  cause  the  city  dwellers  to  long  for  Car- 
olina, or  some  place  equally  alluring. 

,  *  £ 

"Buster  Be  Good" 

Universal  2  reels 

Buster  goes  touring  the  town  in  his  push-mobile 
and  gets  badly  tangled  in  traffic.  Escaping  the 
police  he  is  ensnared  by  a  dog  catcher  after  Tige, 
but  gets  away  and  calls  on  Mary  Jane.  They  hear 
of  a  spiritualistic  seance  and  get  the  rest  of  the  kid 
gang  to  help  raise  havoc.  The  kids  impersonate 
ghosts  and  goblins  and  succeed  in  breaking  up  the 
meeting.  In  the  end  Buster  is  caught  by  his  dad, 
soundly  spanked  and  makes  a  new  resolution. 

This  is  the  second  of  Universal's  Buster 
Brown  Century  Comedies  adapted  from  R.  F. 
Outcault's  famous  cartoons,  directed  by 
Charles  Lamont,  and  featuring  Arthur 
Trimble  as  Buster,  Doreen  Turner  as  Mary 
Jane,  and  Pal  as  Tige. 

This  one  is  not  so  funny  as  the  first  of  the 
series,  but  nevertheless  is  superior  to  many 
short  comedies  and  holds  special  appeal  for 
the  juvenile  trade. 

One  of  the  best  shots  is  that  in  which  Bus- 
ter aids  Mary  in  the  extraction  of  an  aching 
molar  through  the  simple  means  of  attach- 
ing a  sky-rocket  to  one  end  of  a  cord  which 
is  fastened  to  her  tooth.  When  the  rocket 
goes  off  out  comes  the  offending  tooth. 

Another  shot  good  for  a  laugh  is  that  in 
which  Buster  and  his  car  are  both  raised 
(Continued^  on  Page  29) 


August  29,  1925 


Page  29 


"Buster,  Be  Good" 

(Continued  from  Page  28) 

high  in  the  air  on  a  stream  of  water  emanat- 
ing from  a  broken  fire  plug. 

The  kid  actors  are  fine  and  not  a  bit  self 
conscious  or  strained.  Tige  the  dog,  deserves 
much  credit  for  making  these  comedies  a 
success.  He  is  a  wonderful  animal,  and  his 
little  bag  of  tricks  are  good  for  many  a 
laugh. 

Exploit  this  as  a  Buster  Brown  comedy 
adapted  from  the  famous  series  of  cartoons. 
Make  a  special  appeal  for  juvenile  trade,  run 
Saturday  morning  matinees,  and  effect  all 
possible  tie-ups  with  articles  manufactured 
for  juvenile  consumption. 

"Felix  the  Cat  Trifles  with  Time" 

Educational  I  reel 

This  is  another  Pat  Sullivan  animated  car- 
toon having  to  do  with  the  adventures  of  our 
old  friend,  Felix,  the  cat,  when  he  persuades 
Father  Time  to  transport  him  for  a  day  to 
the  Stone  Age. 

Felix  has  various  troubles  with  Mastodons, 
dinosaurs,  and  the  various  other  monstrous 
beasts  of  the  time,  and  is  mighty  glad  when 
he  is  recalled  to  modern  times. 

This  comedy  is  well  up  to  the  standard  set 
by  its  predecessors,  and  will  please  both  chil- 
dren and  grown-ups. 

%  3jg 


'In  Other  Lands" 


Commonwealth  Pictures 


1  reel 


''Beyond  the  Alps  Lies  Italy,"  and  this  Post 
Nature  Scenic  transports  us  to  the  Eternal 
City,  Rome.  Here  we  see  the  ruined  temple 
of  Saturn,  relics  of  Vespasian,  Nero,  Hadrian 
and  other  famous  or  notorious  Imperators. 
The  Forum  and  the  Capitoline  Hill  where 
much  of  the  history  of  the  world  was  enacted 
are  shown  in  all  their  crumbling  grandeur. 

Also  there  are  glimpses  of  modern  Rome, 
its  arches,  its  great  cathedral,  the  palace  of 
the  king,  and  the  sacred  Tiber,  itself,  to  which 
many  a  gallant  citizen  of  Rome  made  his 
obeisance. 

These  travel  pictures  are  well  worth  addi- 
tional exploitation.  They  are  educational  in 
the  broadest  sense,  and  will  enable  your 
townsfolk  to  become  citizens  of  the  world 
without  leaving  your  theatre.  Tie-up  with 
the  schools,  the  libraries,  and  where  possible, 
travel  bureaus. 


"Cold  Turkey" 

Pathe  2  reels 

Ray  and  Alice,  newlyvveds,  are  entertaining  Ray's 
brother  and  a  friend.  Alice's  mother  arrives  un- 
expectedly, and  turns  up  her  nose  at  the  visitors 
arousing  their  ire.  Alice  spills  alcohol  into  the  soup 
and  her  guests  become  chummy.  Mother's  parrot 
hops  into  the  turkey  and  starts  to  walk  away 
causing  every  one  to  flee.  Polly  hides  in  the  bed 
in  which  Alice  and  her  mother  are  sleeping.  The 
following  morning  Alice  rolls  out  of  bed  onto  a 
board  and  then  falls  to  the  ground.  Ray's  boss 
finds  her  and  brings  her  into  the  house.  Ray 
thinks  Alice  has  not  been  true  to  him.  Later  his 
boss  presents  him  with  a  contract  and  all  ends 
well. 

This  is  an  amusing  comedy  of  married  life 
in  which  the  mother-in-law,  unlike  other 
mothers-in-law,  is  welcomed  royally  by  her 
son-in-law,  Raymond  McKee.  Alice  Day, 
Pat  Harmon,  Sam  Lufkin,  William  McCall 
and  Sunshine  Hart  complete  the  cast.  The 
film  is  liberally  sprinkled  with  laughs  and 
comedy  gags.  Sunshine  Hart  as  the  mother- 
in-law  supplies  most  of  the  humor.  A  parrot 
plays  an  important  part.  In  one  incident 
while  the  guests  are  joking,  the  turkey  con- 
taining the  parrot,  rolls  on  the  platter  scar- 
ing the  guests  to  such  an  extent  that  they  run 
for  protection.  During  the  night  the  guests 
run  amuck  through  the  house  chasing  one 
another  finally  unearthing  the  cause  of  all 
their  misery. 

Exploit  this  as  a  Mack  Sennett  comedy ; 
feature  the  cast. 


Mr.  and  Mrs.  Lou  C.  Hutt,  explorers, 
spent  two  years  in  the  jungles,  filming 
"Wild  Beasts  of  Borneo,"  the  Special  Ad- 
venture Production  which  Educational  will 
release. 

"Watch  Out" 

Educational  2  reels 

Bobby,  a  college  youth,  accidentally  comes  into 
possession  of  the  Czar's  watch,  a  prize  from  the 
antique  col'ection  of  Silas  Creighton  and  his  beau- 
tiful grand  daughter.  In  endeavoring  to  return  the 
watch  he  encounters  the  villain  Razzputin  and  his 
henchmen  who  are  after  the  watch  at  all  costs.  He 
has  some  wild  adventures  in  avoiding  them,  but 
finally  succeeds  in  frustrating  their  efforts,  return- 
ing the  time  piece  and  marrying  the  girl. 

This  is  a  fast  moving  slap  stick  comedy 
featuring  Bobby  Vernon,  who  is  supported 
by  Jack  Duffy,  as  the  grandmother,  and 
Frances  Lee  as  the  girl.  There  are  some  good 
situations  dealing  with  Bobbie's  antics  in 
trying  to  retain  the  watch  long  enough  to 
return  it  to  the  girl.  But  the  chase  episodes 
are  much  too  long,  and  the  sequences  have 
been  photographed  in  such  a  manner  as  to 
create  a  feeling  of  dizziness  on  the  part  of 
the  onlooker. 

There  are  one  or  two  shots  that  are  of 
questionable  taste.  One  of  these  shows  the 
melting  of  a  wax  figure  that  looks  surpris- 
ingly human,  and  as  the  dummy  gradually 
succumbs  to  the  effects  of  steam,  its  eyes 
drop  out  and  its  features  disintegrate.  The 
impression  created  is  not  so  good.  In  an- 
other scene  a  fish  pops  out  of  a  gold  fish 
bowl  directly  into  the  mouth  of  one  of  the 
characters. 

On  the  whole,  this  effort  is  not  up  to  the 
level  of  the  usual  Bobby  Vernon  comedies. 
Your  exploitation  should  feature  Bobby  and 
Jack  Duffy,  and  your  advertising  copy  may 
contain  humorous  allusions  to  the  Czar's 
watch  and  excerpts  from  the  clever  titles. 


'Babes  in  the  Wood" 


F.  B.  O. 


1  reel 


This  is  a  Dinky  Doodle  Cartoon  that  is 
about  up  to  the  average  merit  of  the  product. 
The  remarkable  part  of  these  films  is  the 
combination  of  photography  with  the  car- 
toons. Thus  the  creator  of  Dinky  and  his 
dog  is  shown  with  them,  and  they  appear  re- 
markably alive. 

The  boss  tires  of  his  pen  children  and 
abandons  them  in  the  woods,  thence  they  are 
transported  to  another  planet  by  a  villain- 
ous cat  and  an  evil  old  witch.  The  intent  of 
the  kidnappers  is  to  feast  upon  the  frighten- 
ed duo,  but  first  an  effort  is  made  to  fatten 
them  up.  Fortunately  the  eyesight  of  the 
cannibals  is  not  so  good,  thus  Dinky  and  the 
purp  fool  them.  Finally  both  victims  are 
blown  up  to  bursting  point  with  a  pump,  but, 


lo,  instead  of  being  consumed  by  the  witch, 
they  are  wafted  skyward  and  blow  back  to 
earth.  Here  they  are  greeted  warmly  by  their 
owner  who  has  already  repented  of  losing  his 
pestiferous  friends. 

Exploit  this  as  one  of  the  Dinky  Doodle 
series  and  make  a  special  play  for  the  kid 
trade.  A  crowd  of  boys  leading  pups  and 
bearing  banners  will  call  attention  to  your 
theatre's  attraction. 


"The  Window  Washer" 

Pathe  1  reel 

The  moral,  so-called,  of  this  Aesop  Fable 
is  "Laugh  and  the  World  Laughs  With  You ; 
Snore  and  You  Sleep  Alone."  Which  after 
all  is  as  sensible  as  the  film,  and  will  doubt- 
less get  a  smile. 

The  usual  Chase  sequence  is  present  and  in 
the  fade-out  the  odd  looking  human  being  in 
the  cartoon  is  seen  being  pursued  by  a  horde 
of  mice  while  he  and  the  cat  vie  with  one 
another  to  increase  the  distance  between  them 
and  their  enemies. 

There  is  no  plot,  but  the  antics  of  the  car- 
tooned animals  are  pleasing  and  are  sure  to 
get  laughs  from  the  juveniles  of  all  ages. 
The  cat  is  shown  in  the  guise  of  a  window 
cleaner,  and  one  of  the  mice  help  him  along 
by  polishing  the  farmer's  specs  while  that 
worthy  dozes. 

Play  this  up  as  one  of  the  fables,  and 
make  the  characters  that  appear  in  the  series 
popular  and  well-known  in  your  town 
Offer  a  prize  for  an  additional  moral  to  the 
film. 

*       *  # 

"Shoes" 

Fox  2  reels 

CAST  AND  SYNOPSIS 

Rosine  Heinestetter   Marion  Harlan 

Johnny  Atwood    Harold  Goodwin 

Pinkney  Dawson   Brooks  Benedict 

Mr.  Heinestetter    Charles  French 

President  of  the  Republic    Harvey  Clark 

Johnny  goes  broke  when  he  tries  to  raise  cockle- 
burrs  without  stickers  for  cattle  fodder.  His  rival 
Pinkney  literally  gives  him  the  gate — the  gate  of 
his  sweetheart's  cottage — and  Johnny  departs  to 
be  Consul  to  a  South  American  republic,  where 
even  the  President  doesn't  wear  shoes.  Johnny 
receives  an  inquiry  from  the  home  town  regarding 
the  chances  for  opening  a  shoe  shop,  and  believing 
it  another  of  Pinkney's  jokes  replies  that  there 
isn't  a  shop  in  town.  His  sweetheart's  father  sinks 
his  fortune  in  shoes,  and  Johnny  by  a  clever  stroke 
saves  his  fortune,  puts  Pinkney  to  confusion  and 
wins   the  girl. 

O.  Henry,  beloved  of  thousands,  has  fin- 
ally reached  the  screen.  This  story  was  writ- 
ten by  him,  adapted  by  Beatrice  Van  and 
directed  by  Daniel  Keefe.  It  is  one  of  the 
best  short  comedies  ever  screened. 

In  the  first  place,  there  is  little  or  no  slap- 
stick. A  true  O.  Henry  plot  is  well  developed, 
and  the  surprise  twist  at  the  ending  is  such 
as  brought  the  author  fame,  if  not  fortune. 

The  best  sequence  is  that  in  which  the 
President  declares  a  fiesta,  and  the  population 
dance  barefoot  at  his  behest.  Johnny  and  his 
pal  suggest  that  they  do  an  American  dance 
for  the  assemblage,  and  then  cavort  all  over 
the  place  sprinkling  the  cockle-burrs  which 
they  have  ordered  shipped  from  the  villain 
Pinkney.  As  they  are  shod,  all  is  well,  but. 
when  the  natives,  including  the  President,, 
join  the  festivities  and  the  burrs  begin  to 
register,  pandemonium  breaks  loose. 

Johnny  comes  to  the  rescue  suggesting  that 
shoes  are  the  main  need  of  the  inhabitans, 
and  the  shop  is  sold  out  in  no  time_  at  all. 
Then  the  President  smells  several  mice  and 
seeks  the  owners  of  the  cockle-burrs.  At 
this  juncture  Pinkney  shows  up  with  several 
ship  loads  and  is  introduced  by  his  rival  to 
the  President.  He  receives  a  warm  recep- 
tion. 

Exploit  this  as  an  O.  Henry  story,  and  do 
not  hesitate  to  promise  your  patrons  several 
thousand  feet  of  merriment. 


Page  30 


Exhibitors  Trade  Review 


A  BUSINESS  ENAGEMENT 

Fox  2  reels 

CAST  AND  SYNOPSIS 

Helen    Kathryn  Perry 

Warren    Hallam  Cooley 

Peggy    Diana  Miller 

Trent    Babe  Lawrence 

Elliot    Bill  Davidson 

Taxi-driver    Hank  Mann 

Detective   Fred  Kelsey 

On  Helen's  birthday  Warren  has  an  important 
business  engagement.  He  leaves  after  a  scene,  and 
Helen  dashes  after  him  in  regretful  mood,  to  take 
him  the  pocketbook  he  has  forgotten.  She  spies 
him  with  a  vampish  woman,  and  herself  meets 
Trent  an  old  admirer.  After  many  adventures  it 
develops  that  Warren  had  been  left  with  the  girl 
by  Elliot,  his  friend,  who  went  in  search  of  the 
third  party  to  the  deal  who  is  none  other  than 
Trent  imself.  Through  Helen,  Warren  secures  his 
big  contract  and  all  ends  happily. 

THIS  short  comedy  has  enough  plot  for  a 
feature.  More  than  many.  It  tells  an  in- 
teresting story,  is  well  motivated,  the  eon 
tinuity  is  well  nigh  perfect,  and  the  plot  no- 
too  far-fetched.  Incidentally  it  has  been  pro- 
duced on  a  lavish  scale  for  product  of  its 
type. 

The  story  is  one  of  the  "Helen  and  War- 
ren" series  which  have  gained  popularity  in 
the  newspapers,  and  which  deal  with  the  diffi- 
culties encountered  by  a  young  married  couple 
who  have  not  yet  settled  down  to  the  bore- 
some  understanding  of  long  established  matri- 
mony. 

One  of  the  best  scenes  is  that  in  which 
Warren  follows  Helen  and  Trent  to  the  ele- 
vator which  they  take  to  dine  on  the  roof  of 
the  hotel.  The  car  stops  at  the  eighth  floor, 
as  shown  by  the  indicator,  for  another  pas- 
senger to  alight.  In  a  frenzy  of  jealousy 
Warren  suspects  his  innocent  wife  and  runs 
berserk  though  the  hotel. 

There  are  many  other  humorous  touches, 
such  as  the  piqued  wife  denying  that  she  ever 
saw  her  husband  before  when  his  peculiar  an- 
tics attract  the  attention  of  the  house  de- 
tective as  well  as  that  of  her  escort,  Trent. 

Exploit  this  as  a  fine  comedy  and  make 
the  most  of  the  possible  tie-up  with  the  news- 
paper stories.  The  series  should  be  very  pop- 
ular, acquaint  your  patrons  with  the  char- 
acters in  this  which  is  the  first  of  Lhe  series. 

Harry  Langdon  Gets 

New  Leading  Girl 

Peggy  Montgomery  is  the  latest  girl  to  ap- 
pear opposite  Harry  Langdon,  the  popular 
Mack  Sennett-Pathe  star,  showing  promise 
of  a  successful  career  in  films. 

In  a  picture  which  preceded  a  preview  of 
one  of  his  own  comedies,  Harry  Langdon,  in 
company  with  Harry  Edwards  and  Arthur 
Ripley,  his  director  and  scenario  chief,  re- 
spectively, was  impressed  very  much  with  the 
personality  of  the  attractive  leading  woman. 
He  drew  the  attention  of  his  companions  to 
her,  and  together  they  watched  her  perform- 
ance, with  the  result  that  the  young  lady  was 
engaged  to  play  Mr.  Langdon's  next  feminine 
lead. 

Critic  Calls  "Fables"  Funny 

"Paul  Terry's  Aesop  Fable  animal 
pictures  are  delighting  old  and  young. 
I  don't  know  of  anybody  who  can't  get 
a  few  health-giving  chuckles  out  of 
each  and  every  one,"  says  Mae  Tinee, 
critic  of  the  Chicago  Tribune. 

"These  comedies  have  consistently 
tickled  everybody  from  grandpa  down 
to  the  baby.  They  are  unfailingly  funny 
and  clever  as  the  dickens.  Their  cre- 
ators are  either  wizards  for  ideas  or 
victims  of  constant  nightmares,"  is  her 
enthusiastic  comment  on  the  series  of 
animated  cartoon  shorts  released  by 
Pathe. 


Evolution  Stirs  Critic 

In  a  criticism  published  in  the  Balti- 
more American  by  Robert  Garland  of  the 
picture  staff  of  a  bill  at  the  local  New 
Theatre,  it  was  unusual  to  see  the  Red 
Seal  short  subject  "EVOLUTION,"  the 
film  which  caused  widespread  interest  re- 
cently during  the  Scopes  trial,  featured 
above  the  feature  picture  "Grounds  for 
Divorce,"  in  the  review. 

The  head  of  the  review  was  set  in  14 
point  bold  type  and  read :  "Evolution 
Film  Showing  at  New"  Three  quarters 
of  the  article  was  devoted  to  a  detailed 
criticism  of  "Evolution"  and  in  conclud- 
ing his  story,  Garland  said : 

"Grounds  for  Divorce"  is  a  pleasing 
little  picture,  but  whatever  you  do, 
don't  miss  the  film  called  "Evolu- 
tion." Even  if  you  know  your  Dar- 
win backward,  it'll  be  a  revelation  of 
what  the  movies  can  do  in  the  way 
of  educational  entertainment. 


News  Reels  in  Brief 


Seven  Comedy  Companies 
At  Educational  Studio 

The  Educational  Studio  in  Hollywood  is 
going  full  blast  on  the  programs  for  the 
1925-26  season,  no  less  than  seven  Jack 
White  and  other  comedy  units  working  on 
productions. 

A  new  generator  plant  which  will  more 
than  triple  the  former  capacity  of  the  elec- 
trical equipment  of  the  huge  studio,  has  been 
installed,  permitting  pictures  to  go  ahead  un- 
interrupted. 

LLOYD  HAMILTON  has  started  work 
on  his  first  production  under  the  direction  of 
William  Goodrich.  One  big  set  in  the  Hamil- 
ton Comedy  will  be  larger  than  anything  else 
ever  seen  in  this  popular  brand  of  two- 
reelers. 

LIGE  CONLEY'S  Mermaid  Company, 
under  the  direction  of  Norman  Taurog,  is 
working  in  a  set  which  is  a  replica  of  one 
of  the  large  roller  skating  rinks  of  Los  An- 
geles. With  him  again  this  year  is  Estelle 
Bradley,  his  leading  lady  of  last  year.  Stan- 
ley Blystone  and  Babe  London  are  also  in 
the  cast. 

STEPHEN  ROBERTS  is  directing  Al 
St.  John  in  a  Mermaid  Comedy  with  Vir- 
ginia Vance  as  his  leading  lady.  Before  the 
comedy  is  finished  Roberts  will  have  worked 
lions,  tigers,  mountain  lions  and  elephants  in 
a  fast  action  story  of  married  life. 

LUPINO  LANE  is  starting  on  his  sec- 
ond picture  of  the  series  and  will  shortly  go 
to  a  desert  location  where  the  exterior  scenes 
of  an  African  sequence  will  be  filmed.  Jess 
Robbins  is  directing. 

THE  JUVENILE  COMPANY  under 
the  direction  of  Arvid  Gillstrom  is  well  into 
its  first  picture.  The  cast  is  composed  of 
new  youngsters  secured  through  an  advertis- 
ing campaign  in  daily  newspapers  and  by 
radio  broadcasting. 

TWO  CAMEO  COMEDY  companies 
are  also  at  work  producing  the  first  of  a 
series  of  twenty-four  of  these  popular  single- 
reel  comedies.  Cliff  Bowes  is  heading  the 
company  under  the  direction  of  Charles  La- 
mont,  while  Phil  Dunham,  Jimmy  Hertz  and 
Helen  Marlowe  are  in  the  company  under 
the  direction  of  Jules  White. 


Kinograms  No.  5109 

Athletics  The  Rage  with  Girls  Abroad — 
Stamford  Bridge,  Eng. — Fair  entrants  show 
wonderful  skill  in  exciting  field  and  track 
events.  "Women  Race  For  A.A.U.  Titles — 
Detroit — New  York  team  wins  all  honors  in 
outdoor  swimming  matches;  the  winners. 
Saint's  Bones  Are  Brought  from  Rome — 
New  York — BishoD  Schrembs,  of  Cleveland, 
returns  with  remains  of  Christina  the  Vir- 
gin, Pope's  gift.  Eastern  Regatta  A  Spec- 
tacle of  Beauty — Marblehead,  Mass. — 200 
yachts  of  all  classes  present  magnificent 
picture  in  bay.  Republicans  Name  Frank 
D.  Waterman.  —  New  York  —  millionaire 
manufacturer  is  chosen  to  run  in  mayor- 
alty race.  Discuss  Paying  U.  S.  $480,000,- 
000  debt — Washington,  D.  C. — Belgians  con- 
fer with  American  officials  on  funding  of 
obligation.  Swedish  Society  Out  for  Racing 
Opening — Stockholm — New  styles  are  seen 
as  big  throng  gathers  to  pay  homage  to 
King  Horse.  Children  Represent  12  Nations 
in  Dance — New  Haven — Youngsters  in  vivid 
pageant,  also  illustrate  work  of  the  Red 
Cross.  Look  Girls!  Big  oil  men  from  the 
west — Tulsa,  Okla., — Millionaire  owners  of 
famous  wells  dress  in  costume  at  annual 
reunion.  Daring  Log  Rollers  in  Exciting 
Tilts — Washburn,  Wis. — Crowds  gasp  as 
expert  steppers  compete  in  novel  balancing, 
tournamentns. 

International  News  No.  68 

Rhodesia,  Africa — Prince  of  Wales'  fare- 
well to  Africa  —  "Dream  Dance"  ex- 
presses natives'  sorrow  over  his  depart- 
ure. Lick  Pier,  Cal. —  (Omit  Boston)  from 
sea-skis  to  plane  at  60  miles  an  hour. 
Daredevil  Al  Strieker  tries  a  new  thriller 
and  gets  an  ocean  bath  for  his  pains.  Or- 
leans, Mass. — (Boston  Only) — Sword-fishing 
schooner  on  beach.  Life-savers  go  to  the 
rescue  of  stranded  craft.  Interesting  Snap- 
shots From  the  News  of  the  Day — Nome, 
Alaska — Eskimos  from  many  Arctic  islands 
hold    their    annual    high-kicking  contest. 

Le  Bourget,  France — French  officers  drink 
to  the  health  of  American  flyers  leaving  for 
service  against  the  Riffs  in  Africa.  Rainier 
National  Park,  Wash.  (Omit  New  York  City, 
Chicago,  Boston  and  Phila.)  Summer  tour- 
ists experience  all  the  perils  of  Alpine 
mountain  climbing  exploring  the  Nesqually 
Glacier.  Chicago,  111. — Little  Annie  De 
Koven,  from  Olathe,  Kansas  (by  Heck!) 
gives  wicked  Chicago  the  once-over  with  a 
couple  of  her  home-town  pals.  London. 
England — John  Daniel,  2nd,  only  gorilla  in 
captivity,  pays  a  visit  to  the  London  Zoo 
and  enioys  himself  immenselv.  New  York 
City — (New  York  City  Only — Here's  an  inti- 
mate glimpse  of  Frank  D.  Waterman,  can- 
didate for  the  Republican  mayorality  nom- 
ination— in  the  role  of  grandaddy.  New 
York  City,  Chicago,  Boston  and  Philadel- 
phia Only — Spectacular  finish  to  abandoned 
gas  plant.  East  Prussian-Polish  Borderline 
— Mothers  and  babes  exiled  in  aftermath  of 
world  war.  Hundreds  of  German  families 
evicted  after  vote  gives  territory  to  Poland 
in  accordance  with  peace  treaty.  Geneva, 
Switzerland — 20,000  gymnasts  sway  as  one 
simulating  "waving  corn."  Chanute  Field, 
Rantoul,  111. —  Thrills  galore  in  new  para- 
chute tests. — Pupils  in  air  service  make 
sensational  jumps  without  the  least  dan- 
ger. 

Fox  News  No.  92 

Southampton,  L.  I. — Society  leaders 
gather,  at  dog  show.  Yorktown,  Texas — 
Did  you  ever  see  a  cow  take  a  bath?  These 
hardy  cattle  of  the  plains  have  a  plunge 
every  six  weeks.  Phoenix,  Ariz. — Here's 
how  the  luscious  breakfast  cantaloupe  is 
raised  and  harvested  in  midst  of  the  melon 
belt. 

Lyons,  France — Brothers  who  invented  mo- 
tion pictures  pose  for  camera — Louis  Lum- 
iere,  on  the  left,  and  August.  Casper,  Wy- 
oming— Pipe  line  that  will  bring  oil  from 
distant  fields  to  railroads  is  laid  through 
miles  of  desert  country.  Berlin — The  Ger- 
mans have  hit  on  a  happy  way  to  pay  rep- 
arations— a  tax  on  the  beer  they  consume. 
Red  Bank,  N.  J. — Enterprising  boys  invent 
new  labor-saving  device,  profitable  com- 
bination of  lawn  mower  and  bicycle.  Cal- 
cutta, India — Thousands  of  followers  of  C. 
R.  Dass,  the  dead  Hindoo  leader,  gather  in 
honor  of  his  memory.  Alcova  Heights,  Va. 
— In  a  woodland  setting,  members  of  Amer- 
ican National  ballet  perform  their  classical 
dances.  West  Point,  N.  Y. — The  1925  foot- 
ball team  of  United  States  Military  Acad- 
emy prepares  for  next  Fall's  hard  schedule. 
Isle  of  Wight — Sir  Thomas  Lipton's  yacht 
Shamrock  wins  Royal  Cowes  regatta  from 
the  king's  entry. 


August  29,  1925 


Page  31 


KENTUCKY  PRIDE 

Fox  Photoplay.    Author,  Dorothy  Yost.  Di- 
rector John  Ford.    Length,  6,597  feet. 

CAST  AND  SYNOPSIS 

Mr.  Beaumont   Henry  Walthall 

Mike  Donovan   J.  Farrell  MacDonald 

Mrs.  Beaumont    Gertrude  Astor 

Greve  Carter    Malcolm  Waite 

Mrs.  Donovan    Belle  Stoddard 

Mike,  Jr  Winston  Miller 

Virginia  Beaumont    Peaches  Jackson 

Beaumont  is  ruined  when  his  mare  falls  while 
leading  the  field  in  the  Futurity.  Not  only  does  he 
lose  his  money,  but  also  his  wife,  who  deserts  him 
for  the  villain,  Carter.  Donovan,  his  trainer,  takes 
care  of  little  Virginia,  his  daughter,  and  retires 
Virginia's  Future,  the  injured  mare,  to  the  stud, 
despite  Mrs.  Beaumont's  orders  that  the  mare  be 
destroyed.  The  mare  herself  passes  into  the  hands 
of  a  junk  peddler,  but  is  rescued  by  Donovan,  now  a 
police  sergeant,  in  time  to  see  her  foal,  Confederacy, 
win  the  Derby,  and  rehabilitate  the  fortunes  of  all 
concerned. 

OFF  to  a  flying  start,  "Virginia's  Future," 
with  J.  Farrell  MacDonald  up,  and  Di- 
rector John  Ford  as  trainer,  carries  the  col- 
ors of  "Kentucky"  Pride"  to  box-office  vic- 
tory. 

A  unique  story  of  the  turf,  this  one  comes 
straight  from  the  stable,  for  the  crippled 
mare  herself  is  shown  telling  the  tale  to  a 
bunch  of  yearlings  in  the  blue  grass  pasture 
where  she  is  docilely  passing  a  contented  old 
age. 

The  tale  of  her  life  is  shown  on  the 
screen  from  the  time  when  she  was  a  long 
legged,  awkward  foal,  through  the  terrible 
experience  of  losing  the  big  race  and  break- 
ing her  leg,  to  the  glorious  moment  when 
she  witnesses  the  triumph  of  her  colt  in  the 
far-famed  Kentucky  Derby  at  Churchill 
Downs. 

The  racing  sequences  are  splendid.  They 
are  redolent  of  paddock  and  track,  and  there 
are  a  number  of  real  racing  shots,  including 
that  in  which  the  leading  "Virginia's  Future" 
crosses  her  forelegs  for  a  horrible  spill.  To 
add  to  the  realism,  the  crowned  monarchs  of 
the  turf  pass  in  review.  Such  magnificient 
creatures  as  The  Finn,  Man  o'  War,  Morvich, 
Fair  Play,  Negofol  and  others  arch  their 
glossy  necks  for  the  edification  and  enter- 
tainment of  picture  patrons. 

There  is  drama,  pathos,  thrills,  and  a  veri- 
table wealth  of  comedy.  The  latter  is  sup- 
plied by  that  wonderful  character  actor,  J. 
Farrell  MacDonald  in  the  role  of  the  old 
Irish  trainer,  Mike  Donovan,  later  Sergeant 
Michael  Donovan  of  the  police. 

MacDonald's  interpretation  of  this  rich 
role  surpasses  his  Corporal  Casey  of  "The 
Iron  Horse"  if,  indeed,  such  a  feat  be  pos- 
sible. He  extracts  every  bit  of  humor  from 
the  part,  yet  never  descends  to  obvious  gags 
or  strains  in  the  least  to  get  a  laugh. 

Henry  Walthall  is  fine  as  the  scion  of  a 
Kentucky  family  who  topples  from  pros- 
perity via  the  horse  and  card  route  only  to 
arise  from  the  lowly  life  of  a  race  track 
boot-legger  through  the  aid  of  the  parti- 
mutuel  machines  and  confidence  in  his  know- 
ledge of  horseflesh. 

The  remainder  of  the  cast  does  its  share 
in  making  this  picture  a  fine  racing  melo- 
drama, and  very  special  mention  must  be 
given  to  John  Ford,  whose  directorial  cun- 
ning has  made  the  tale  realistic  and  absorb- 
ingly interesting. 

Play  this  up  as  a  fine  tale  of  the  track, 
make  the  most  of  the  racing  sequences,  and 
feature  the  cast  with  special  emphasis  on  the 
name  of  J.  Farrell  MacDonald.  A  racing 
lobby,  whips,  horseshoes,  saddles,  bridles,  etc., 
will  attract  attention  as  will  a  bally  of  jockeys. 


FORT  FRAYNE 

Davis  Distributing  Division  Photoplay. 
Adapted  by  George  M.  Pyper  from  the 
novel  by  General  Charles  King.  Director, 
Ben  Wilson.   Length,  5,000  feet. 

CAST  AND  SYNOPSIS 

Capt.   Malcolm   Leale    Ben  Wilson 

Helen  Farrar    Neva  Gerber 

Mrs.  Daunton    Ruth  Royce 

Royle  Farrar    Bill  Patton 

Col.  Farrar    Lafe  McKee 

Mrs.  Farrar    Minna  Redman 

Sergeant  Rorke    Lou  Meehan 

Crow  Knife    Joe  De  La  Cruze 

Col.  Fenton    Major  McGuire 

The  renegade  son  of  the  Farrars  is  presumably 
dead  the  secret  that  he  remains  alive  being  shared 
by  Capt  Leal  and  Col.  Farrar.  The  Colonel  is 
slain  in  an  Indian  uprising.  Years  later  Mrs.  Far- 
rar and  Helen  return  to  the  post  together  with  a 
mysterious  Mrs.  Daunton,  who  in  reality  is  Royle 
Farrar's  wife.  Meantime  Royle  to  escape  imprison- 
ment has  enlisted  and  is  also  sent  to  the  fort, 
under  the  name  of  Graice.  Helen's  jealousy  of 
Mrs.  Daunton  is  aroused  because  of  secret  inter- 
views with  Capt.  Leale  who  has  recognized  her. 
Graice  kills  an  Indian  in  a  drunken  brawl  and 
the  redskins  rise  to  win  vengeance.  Graice  Is 
in  the  guardhouse  when  a  flaming  arrow  fires  the 
powder  magazine  nearby.  Leale  risks  his  life  to 
save  Graice  but  the  renegade  is  fatally  burned. 
Before  death  he  secures  the  forgiveness  of  wife, 
mother  and  sister,  and  by  his  confession  of  identity 
smooths  the  way  for  understanding  between  Helen 
and  Captain  Leale. 

FORT  FRAYNE"  is  the  second  of  the 
series  put  out  by  Davis  Distributing  Di- 
vision adapted  from  the  books  by  General 
Charles  King.  The  production  is  well  up  to 
the  high  standard  set  by  its  predecessor, 
"Warrior  Gap." 

The  stories  have  to  do  with  the  days  when 
the  noble  redmen  had  not  yet  been  reduced 
to  earning  a  livelihood  from  the  sale  of  bead- 
work  and  the  making  of  personal  appearance 
in  wild  west  shows.  They  were  a  bitter  lot 
capably  led  by  chieftains  who  were  fighting 
against  the  paleface  encroachments  on  their 
homelands  and  hunting  grounds. 

And  there  wasn't  much  flash  about  the 
United  States  troopers  who  met  these  braves 
on  their  own  territory  and  conquered  them. 
There  was  a  minimum  of  gold  lace  and  a 
maximum  of  sharp  shooting  bravery.  Thus 
the  combination  of  trooper  and  redskin 
wrought  into  colorful  melodrama  and  filmed 
against  log  block-houses  and  wooded  hills 
makes  unusual  and  interesting  material.  _ 

In  this  instance  a  story  has  actually  gained 
strength  in  transposition  to  the  screen,  for 
the  picture  is  better  than  General  King's  pop- 
ular book.  The  characterizations  are  in  per- 
fect keeping,  from  that  rendered  by  Ben  Wil- 
son as  the  dashing  captain  of  cavalry  to  that 
of  the  vicious  coward  Graice. 

There  are  a  number  of  thrilling  encounters 
between  the  soldiers  and  their  enemies  and 
two  especially  good  shots  of  life  in  the  tepees. 
One  of  these  shows  the  squaws  busily  en- 
gaged in  piling  faggots  at  the  feet  of  three 
hapless  white  captives,  and  the  other  shows 
the  braves  in  a  real  honest-to-goodness  war 
dance.  The  Indians  are  real,  too,  and  their 
painted  visages  are  such  as  to  strike  terror  to 
the  heart. 

Neva  Gerber  is  clad  in  the  attractive  cos- 
tumes of  the  period,  which  are  most  becom- 
ing to  her.  She  is  an  appealing  figure  and 
makes  much  of  her  role.  Ruth  Royce  is  the 
wronged  wife,  and  Bill  Patton  the  terrifying 
villain.  One  of  the  best  bits  is  contributed  by 
Joe  De  La  Cruze  as  a  friendly  Indian. 

In  exploiting  the  production  effect  tie-up 
with  public  library  and  book  shops  on  Gen- 
eral King's  novel.  Play  up  the  period  cos- 
tumes and  use  them  in  ballyhoo. 


PEACOCK  FEATHERS 

Universal- Jewel  Photoplay.  Author,  Temple 
Bailey.  Adapted  by  Svend  Gade  and  James 
0.  Spearing.  Director,  Svend  Gade  Length, 
6,747  feet. 

CAST  AND  SYNOPSIS 

Mimi  Le  Brun    Jacqueline  Logan 

Jerry  Chandler    Cullen  Landis 

Andy  Fuller    Ward  Crane 

Uncle  George    George  Fawcett 

Hayes    Edwin  J.  Brady 

Lionel  Clark    Youcca  Troubetzkoy 

Mrs.   Hayes    Aggie  Herring 

Mrs.  Le  Brun    Dunbar  Raymond 

Mimi  Le  Brun,  parasite  daughter  of  impoverished 
aristocracy,  leaves  her  wealthy  fiance  to  elope  with 
Jerry  who  inherits  a  ranch  which  he  has  never 
seen.  The  property  is  far  from  sufficient  to  make 
them  in  comfortable  circumstances,  and  Mimi  is 
keenly  disappointed.  She  decides  not  to  quit,  how- 
ever, and  tries  to  do  her  share.  Andy,  the  jilted 
suitor,  visits  the  ranch  and  persuades  Mimi  to  re- 
turn to  the  big  city  with  him.  Meantime  Jerry  is 
injured  in  a  snow  slide,  and  Mimi  perceives  his 
signal  fires.  The  great  fact  of  her  love  for  him 
dawns  upon  her  and  she  heads  a  rescuing  party. 
Andy  leaves  Mimi  and  Jerry  happy  in  their  love. 

THIS  is  a  passable  picture  which  should 
offers  a  moderatly  entertaining  evening. 
The  plot  is  quite  obvious,  although  in  early 
sequences  one  might  be  led  to  suspect  that 
Director  Gade  had  a  trick  or  two  up  his 
sleeve  with  which  to  give  the  film  a  different 
twist  toward  the  end.  For  instance,  the 
young  artist  Clark  points  out  the  wealthy 
Fuller  to  the  impecunious  writer,  Jerry,  and 
remarks :  "In  real  life  that  is  the  chap  who 
wins  the  girl."  And  his  statement  is  quite 
true,  for  no  Mimi  in  this  world  of  monetary 
standards  would  have  forsaken  affluence  to 
share  a  tumble-down  shack  either  in  Athlone 
or  the  open  spaces  of  the  Southwest. 

There  are  a  number  of  interesting  shots, 
and  perhaps  the  best  of  these  is  that  de- 
picting the  utter  disillusionment  of  the  young 
couple  when  first  they  glimpse  the  ram- 
shackle building  that  Uncle  George  has  des- 
cribed as  a  veritable  castle  in  Spain.  The 
girl  believes  she  has  been  tricked  into  mar- 
riage. Jerry  is  deeply  hurt.  He  knows  she 
believes  him  a  cheat,  and  is  himself  resentful 
of  the  hoax  which  his  uncle  has  played. 

There  is  a  thrill  in  the  sequence  showing 
Jerry  caught  with  his  new-cut  Christmas 
tree  in  a  mountain  snow-slide,  and  some  good 
comedy  is  afforded  by  the  foreman,  Hays,  his 
good  wife,  and  their  several  brawling  off- 
spring. The  scene  of  the  first  dinner  at  the 
ranch  house  is  at  once  humorous  and  pathet- 
ic. Mimi  insists  upon  dressing  for  dinner, 
and  then  is  forced  to  submit  to  having  her 
soup  flavored  with  the  thumb  of  Mrs.  Hays. 

Jacqueline  Logan  is  equally  seductive  as 
the  society  peacock  and  the  little  amateur 
milkmaid  who  sallies  forth  to  milk  a  docile 
bossy  and  encounters  the  male  of  the  species, 
much  to  her  dismay. 

Cullen  Landis  is  rather  a  weak  sister  as  a 
Yale  man  with  writing  aspirations,  and  does 
not  carry  conviction  in  the  role  of  Jerry 
Chandler.  Ward  Crane,  as  usual,  is  a  com- 
petent heavy  of  the  not  too  villainous  type, 
and  the  supporting  cast  is  satisfactory.  It  is 
of  special  interest  to  watch  the  handsome 
young  Prince  Youcca  Troubetzkoy  in  his  bit 
as  a  wealthy  and  talented  artist. 

There  are  some  good  pulling  names  in 
the  cast,  and  the  title  may  be  featured  in 
your  exploitation.  Throwaways  of  peacock 
feathers,  even  paper  ones,  will  impress  folks, 
and  you  may  also  renew  the  old  question  as 
to  whether  a  girl  should  marry  for  love  or 
for  money.  Feature  the  snow  slide  sequence. 


Page  32 


Exhibitors  Trade  Review 


SUN-UP 

Metro-Goldwyn-Mayer  Photoplay.  Adapted 
from  the  stage  play  by  Edmund  Goulding 
and  Arthur  Statter.  Director,  Edmund 
Goulding,  Length,  5,819  feet. 

CAST  AND  SYNOPSIS 

The  Widow  Cagle    Lucille  La  Verne 

Emmy  Todd    Pauline  Starke 

Rufe  Cagle    Conrad  Nagel 

Sheriff  Weeks   ,   Sam  De  Grasse 

The  Stranger    George  K.  Arthur 

Pap  Todd   Arthur  Rankin 

Bud   Edward  Connelly 

Bob    Bainard  Beckwith 

The  Widow  Cag:e  has  a  deep  seated  hatred  for 
the  government  because  both  her  and  husband  were 
killed  by  revenue  agents.  Her  son  Rufe  goes  to 
the  war  and  is  reported  dead.  She  shelters  a  de- 
serter who  proves  ■  to  be  the  son.  of  Zeb  Turner 
who  shot  her  husband.  Rufe  returns  alive  and  she 
wants  him  to  kill  Turner's  son.  He  declines,  but 
upon  hearing  that  Emmy,  his  sweetheart,  has  been 
attacked  by  the  Sheriff  he  sets  forth  to  "get"  him. 
He  administers  a  frightful  beating  to  that  worthy 
but  instead  of  killing  him  turns  him  over  to  the 
law  for  vengeance  and  himself  secures  the  ap- 
pointment of  sheriff.  He  lines  the  hill  folk  up  on 
the  side  of  law  and  order  and  teaches  them  the 
glory  of  their  country.  There  is  promise  of  hap- 
piness for  him  and  his  mother  and  sweetheart. 


WINDS  OF  CHANCE 

First  National  Photoplay.  Author  Rex 
Beach.  Adapted  by  J:  G.  Hawks.  Director 
Frank  Lloyd.  Length,  9,554  feet. 

CAST  AND  SYNOPSIS 

p;°JinteS|.uM,°Urteau  Anna  Q-  Nilsson 

Pierce   Phillips    oen   T  „nn 

Rouletta  KirbPy   . .  .V::.'.':.'  vIoTa  Dana 

!«EjPny  ; Hobart  Bosworth 
Poleon  Doret    victor  McLaglen 

Tn^r"".' Dorothy  Sebastian 
McCaskev  Philo  McCollough 
McLaskey        ......   pred  Kohler 

fierce  Phillips  joins  the  Alaskan  gold  stampede 
and  is  trimmed  clean  by  a  shell  game  operator  He 
secures  work  packing  luggage  for  Countess  Courteau 
and  a  mutual  love  develops.  Finally  she  admits 
still  being  wedded  to  the  Count,  and  Pierce  sal- 
lies forth  prospecting  only  to  go  broke  again.  He 
returns  to  Dawson  and  gets  work  as  a  gold 
weigher  m  a  gambling  and  dance  hall.  Here  he 
is  made  the  victim  of  a  frame-up  by  Courteau  and 
his  old  enemy  McCaskey.  The  Countess  secures 
the  evidence  to  acquit  him,  Courteau  is  .  killed  and 
McCaskey  lynched.  Pierce's  friend  Doret  stakes  a 
rich  claim,  and  after  marrying  Rouletta,  shares  his 
prosperity  with  Pierce  and  the  Countess. 


A FINE  photoplay,  "Sun-Up"  may  prove  a 
bit  heavy  as  entertainment  for  the  aver- 
age picture-goer.  It  offers  excellent  acting, 
real  plot,  a  wealth  of  dramatic  situations,  but 
its  entire  atmosphere  is  sombre  and  brood- 
ing. There  is  but  a  flash  or  two  of  comedy 
to  penetrate  the  shadows  that  enshroud  the 
bitterly  narrow  lives  of  the  hill-people. 

The  tale  bears  all  the  earmarks  of  authen- 
ticity, and  seems  a  true  to  life  record  of 
the  lives  of  that  peculiarly  illiterate  class 
who  for  generations  have  hidden  themselves 
away  in  the  Southern  mountains  to  wage 
feudal  warfare  against  the  government  and 
one  another. 

The  undying,  unreasoning  hatred  for  all 
representatives  of  law  and  order  is  vividly 
depicted,  and  the  pitiful  ignorance  of  the 
mountaineers  is  pathetically  shown.  The 
Widow  Cagle  is  told  that  France  is  about 
forty  miles  the  other  side  of  Asheville,  and 
sardonically  remarks  that  it  seems  a  long  way 
to  go  for  a  fight  when  there  are  so  many 
opportunities  closer  to  home. 

Some  of  the  finest  shots  show  this  grim- 
visaged  creature  rocking  interminably  to  ana 
fro,  puffing  on  her  corn-cob  pipe,  brooding 
upon  her  wrongs,  and  pondering  on  matters 
that  she  is  destined  never  to  understand. 

Other  fine  sequences  are  those  depicting 
the  return  of  Rufe  from  overseas.  He  de- 
parts a  real,  died-in-the-wool  "Hill  Billy," 
and  returns  a  typical,  swaggering,  self-confi- 
dent product  of  the  army.  He  braggingly 
tells  of  his  exploits  with  the  Huns,  and 
mounts  his  mother's  grizzled  locks  with  a 
helmet  that  he  has  captured  from  the  enemy, 
after  telling  in  thrilling  pantomime  how  his 
opponent  was  bayonetted.  After  being  made 
sheriff,  to  the  blank  astonishment  of  his 
clansmen,  he  tells  them  that  they  are  to  sing 
the  national  anthem  every  sun-up  whether 
or  not  they  know  the  words. 

Lucille  La  Verne  in  the  role  of  the  Widow 
Cagle  contributes  one  of  the  most  brilliant 
screen  characterizations  of  the  season.  Her 
interpretation  of  the  "part  adds  new  laurels 
to  those  already  won  in  her  rendition  of  the 
role  on  the  speaking  stage. 

Conrade.  Nagel  was  never  more  happily 
cast  than  as  Rufe.  He  is  always  sincere  and 
convincing,  doing  some  of  the  best  work  he 
has  performed  in  some  time.  Pauline  Starke 
is  also  excellent  as  the  half-wild  creature  of- 
the  wooded  hills.  She  is  never  out.  of. char- 
acter for  an  instant,  and -brings  the.  natural 
grace  and  beauty  of  the  open  to'  her  role.  ,  In 
many  sequences  her  appearance  is  reminis- 
cent of  Gloria  Swanson  at  her  best. 

Play  up  the  work  of  the  featured  players, 
and  make  the  most  of  the  fact  that  the  pic- 
ture is  an  adaptation  of  the  successful  play. 


C  OME  day  there  may  be  a  film  that  can  sus- 
^  tain  interest  through  ten  reels.  "Winds  of 
Chance"  does  not.  ft  can  easily  be  cut  to 
8,p00  feet  or  less,  and  if  this  is  done  it  will 
afford  excellent  entertainment.  Rex  Beach's 
novel  has  been  closely  followed.  Perhaps  tou 
closely,  for  the  book  itself  is  inordinately 
long-winded  and  Director  Lloyd  has  deemed 
it  necessary  to  include  every  bit  of  the  story 
m  his  picturization.  Thus,  much  seemingly 
extraneous  matter  has  been  introduced  and 
the  action  surrounding  the  lives  of  the  lead- 
ing characters  is  somewhat  lost  in  the  shuffle. 

Once  again  we  cross  the  Chilkoot  Pass, 
stop  at  Camp  Linderman,  hurry  on  to  White 
Horse,  and  plunge  through  the  Klondike  ice 
tc  grub  for  gold  in  the  eternal  silences  of 
Alaskan  granite.  We  meet  lots  of  Bob  Ser- 
vice's sourdoughs— "dog  dirty  and  loaded  for 
bear."  We  again  enjoy  the  ribald  hilarity  of 
the  dance  halls,  and  the  thrill  that  comes 
from  watching  the  little  ball  roll  round  and 
round,  or  the  slender  fingers  of  the  faro 
Jenler  manipulating  the  box  of  fate. 

There  are  fights,  the  sort  in  vogue  where 
gouging,  ear  biting  and  hobnailed  boots  are 
considered  essential  parts  of  the  manly  art. 
There  are  sudden  flashes  of  death  from  the 
blue  barrels  of  Mr..  Colt's  dread  inventions. 
There  are  girls  with  hearts  of  sjol  1  and  men 
with  hearts  of  stone.  And  over  all -the  mad 
whirl  of-  tawdry  humanity,  tower  the  snow- 
trjpped  hills  frowning  down  in  disapproving 
austerity. 

The  comedy  is  provided  by  two  old-timers 
who  are  eternally  battling  over  trivialities, 
and  yet  love  one  another  with  the  affection 
that  is  born  of  long  periods  of  exil  from 
civilization.  There  are  two  other  characters 
who  help  with  a  few  laughs.  - 

The  best  performance  in  the  production  is 
contributed  by  Victor  McLaglen  as- the  huge, 
colorful  Canuck  with  a  smile  as  broad  as 
his  shoulders,  and  a  heart  as  strong  as  his 
arms.  He  laughs  and  sings  his  way  through 
the  Arctic  horrors,  and  wins  a  hill  of  gold 
through  pure  accident. 

There  are  lots  of  big  names  in  the  cast 
and  they  should  help  materially  at  the  box- 
office  if  properly  featured.  Ben  Lyon  is  vot 
too  convincing  in  the  role  he  essays,  nor  is 
Anna  Q.  Nilsson  hapily  cast.  Hobart.  Bos- 
worth, as  the  one-armed  gambler,  is  realistic, 
as  is  Viola  Dana  in  the  part  of  his  treasured 
daughter.  Dorothy  Sebastian  is  good  as  a 
dance  hall  vamp,  and  Fred  Kohler  is  a  sinister 
villain. 

•  Sell  this-  one  to  your  patrons  as  a  gripping 
drama  of  the  Alaskan  gold  rush  of  1897. 
Make  the  most  of  the  big  names  in  the  cast. 
Throwaways  of  little  bags  of  "gold  dust" 
will  attract  attention.  Tie-ups  with  sporting 
goods  stores  and.  furriers  will  get  window 
space.  A  ballyhoo  •  of  a  sourdough  with 
pick;  shovel  and  a  burro,  will  make  them  look. 
A  banner  may  read  "Just  blown  into  town  by 
'Winds  of  Chance,'  meet  me  at-  the  City 
Theatre." 


THE  GOLD  RUSH 

United  Artists  Photoplay.  Written  and  di- 
rected by  Charlie  Chaplin.  Length  8  700 
feet.  '  ' 

CAST  AND  SYNOPSIS 

ifcwf6  Srr°^PeCt°r  Charlie  Chaplin 

R t  I  T         CKay  Mack  Swain 

Black  Larsen   Xom  Mur 

°lrl  GeorSia  Hale 

Jack  Cameron    Malcolm  Waite 

Hank  Curtis   Henry  Bergman 

The  Lone  Prospector  challenges  the  icy  blasts  of 
Alaskan  storms  m  the  never-ending  search  for  gold 
He  endures  hunger,  devastating  lonesomeness  the 
ignominy  of  neglect,  heart-aches  and  heartbreaks, 
but  still  carries  on  with  unfailing  good  humor 
courtesy  and  ingenuity.  Falling  desperately  in  love 
with  Georgia,  a  girl  of  the  dance  halls,  he  arranges 
a  New  Year's  eve  celebration  at  his  cabin  in  her 
honor.  His  pathetic  efforts  at  decoration  are  piti- 
able, and  when  all  is  in  readiness,  his  guests  fail 
to  appear.  Eventually,  however,  luck  smiles.  Black 
Jim,  who  is  suffering  from  amnesia,  recovers  his 
memory  and  is  able  to  again  locate  the  mountain 
of  gold  with  the  aid  of  the  lonesome  one.  The 
two  return  to  civilization  with  much  purple  and 
fine  linen,  and  the  prospector  is  able  to  gratify  his 
every  wish  including  that  for  Georgia's  love. 

AGAIN,  hail  Chaplin!  The  sad  comedian 
has  once  more  brought  the  utter  artistry 
of  true  genius  to  the  screen.  "The  Gold 
Rush"  is  not  "Shoulder  Arms."  Nor  yet  is 
it  "The  Woman  from  Paris."  It  is  not  like 
anything  else.  The  story  is  a  gossamer 
thing,  fine  and  colorful  as  a  butterfly's  wing, 
and  as  delicately  fragile.  There  is  a  wealth 
of  good  comedy  material,  mixed  with  pathos 
by  the  hand  of  a  master.  Some  of  the  humor 
is  utterly  impossible.  Some  of  it  is  Chaplin- 
esque  slap-stick.  But  all  of  it  will  reap  a 
reward  of  laughter — the  sort  of  laughter  that 
is  a  little  louder  than  usual  in  order  to  stop 
a  sob  or  a  sigh. 


Consider  that  sequence  which  shows  the 
little  cabin  of  the  pathetic  prospector  swept 
unknown  to  him  to  the  very  edge  of  a  preci- 
pice. As  he  walks  from  one  side  of  Ihe  room 
to  the  other  the  whole  edifice  teeters  back  and 
forth  like  a  balanced  rock.  And  finally  it 
crashes  headlong  over  the  canyon's  edge 
just  as  the  derbied  figure,  debonair  in  misfit 
clothes  and  bamboo  stick,  steps  from  the  rear 
door  to  safety. 

You  will  not  soon  forget  the  futile  efforts 
of  the  ridiculous  little  man  to  decorate  with 
tawdry  tinsel  the  shabby  interior  of  his 
shanty-like  home.  And  all  for  the  sake  of  a 
dance-hall  girl  whose  love  is  as  light  as  a 
snowflake,  and  as  lasting.  The  appointed 
time  arrives.  The  guests  do  not.  The  melody 
of  ribald  songsters  rises  Rabelasian  from  the 
dance  hall  rendezvous  where  Georgia  and 
her  horde  hold  high  revel.  The  echoes  of 
their  hilarity  pierce  the  prospector's  heart. 
But  with  a  courage  that  would  do  credit  to  a 
better  cause,  he  declines  to  be  deprived  of  his 
festival.  In  imagination  he  entertains,  and 
it-  indeed  the  life  of  a  sombre  party  where 
he  planned  such  gaiety. 

Then  triumph.  Poverty  passes  forever 
with  the  rediscovery  of  the  golden  mountain 
by  the  prospector  and  his  friend.  They  are 
shown  in  gorgeous  luxury,  and  "Solomon  in 
all  his  glory  is  not  arrayed  like  one  of 
these."  The  cigar-snipping  millionaire  is  a 
second  Monte  Cristo.  The  world,  indeed,  is 
his,  and  with  the  homage  that  may  be  won 
with  gold,  comes  the  affection  of  Georgia. 

Chaplin  is  superb.  He  is  a  comedian,  true 
yet  he  is  also  a  great  dramatic  artist,  and  in 
this  production  he  has  so  well  mixed  the  ele- 
ments, that  the  world  of  celluloid  must  bend 
the  knee.  Georgia  Hale  is  ideal  as  the  femi- 
nine lead.  Pleasing  in  appearance,  she  lends 
her  characterization  a  certain  wistfumes* 
that  i?  in  perfect  keeping  with  the  tempo  of 
the  film.  The  support  is  excellent.  There  are 
a  few  crudities  in  the  production.  Judicious 
cutting  would  help  by  speeding  it  up,  but 
these  are  minor  faults,  and  critics  must  not 
carp. 

Exploit  Charles  Spencer  Chaplin  first,  last 
and  always. 


August  29,  1925 


Page  33 


FACTS  ABOUT  THE 

BIG  EVENT 

1  Opening  night,  Wednesday  August  26,  at  8.45  P.  M. 
For  this  performance  each  seat  is  priced  at  five  dollars 

plus  tax. 

2  Thereafter,  two  performances  daily  at  2.45  and  8.45 
P.  M.    Prices  two  dollars  to  one  dollar  plus  tax. 


3. 


All  seats  reserved. 


^    Worlds  premiere  of  "The  Merry  Widow",  Erich  Von 
Stroheim's  production  featuring  Mae  Murray  and  John 
Gilbert.    A  Metro-Goldwyn-Mayer  Picture. 

g    The  famous  score  from  the  Henry  W.  Savage  stage 
success  by  Franz  Lehar  will  accompany  the  picture. 

^    There  are  only  six  hundred  seats  in  the  theatre  and 
it  is  best  to  purchase  tickets  right  now  for  any  per- 
formance you  desire  to  attend. 

J    The  Embassy  Theatre  Box-Office  is  now  open,  or  if 
you  desire,  you  may  order  seats  by  mail. 

(signed)  Gloria  Gould 

EMBASSY  THEATRE 

Bryant  1616  Broadway  at  46th  Street 


Page  34 


Exhibitors  Trade  Review 


Scenes  from  Eric  Von 
Stroheim's  Production, 
"The  Merry  Widow," 
for  M  e  t  r  o-Goldwyn- 
Mayer.  A  brilliant  film 
version  of  the  famous 
Franz  Lehar  -  Leon 
Stein  operetta,  as  pro- 
duced by  Henry  W. 
Savage  on    the  stage. 


Mae  Murray  and  Jack 
Gilbert  co-star  in  Von 
Stroheim's  magnificent 
portrayal  of  life  in  a 
Continental  Court.  They 
are  supported  by  such 
well  known  players  as 
Tully  Marshall,  George 
Fawcett,  Hughie  Mack. 
Dale  Fuller,  Edward 
Connelly,  Roy  D'Arcy, 
Count  Conti  and  Jose- 
phine Crowell. 


"The 
Merry 
Widow 


99 


The  M  etr  o-Goldwyn- 
Mayer  Production 
chosen  by  Gloria  Gould 
to  open  the  New  Em- 
bassy Theatre. 


August  29,  1925 


Page  35 


The  New  Embassy  Theatre,  as  seen  from  the  rear  of  the  house 

Embassy  Theater  Will  Be 
Watched  by  Exhibitors 

Innovations  of  New   M-G-M    Home  Explained   by   Maj.  Bowes 


JN  announcing  the  opening  of  the 
Embassy  theatre,  at  Broadway  and 
46th  street,  New  York,  Major  Ed- 
ward Bowes,  vice-president  of  Metro- 
Goldwyn,  believes  it  will  prove  one  of 
the  most  novel  and  interesting  motion 
picture  houses  to  be  found  anywhere  in 
the  country. 

In  the  first  place,  he  has  named 
Gloria  Gould,  well  known  society  girl, 
daughter  of  George  J.  and  Edith 
Kingdon  Gould,  managing  directress, 
and  Miss  Gould  will  direct  the  theatre 
with  a  staff  made  up  entirely  of  women, 
this  in  itself  being  a  distinct  innovation 
and  one  that  will  be  watched  with  inter- 
est by  the  theatre  owners  all  over  the 
country. 

Long  Runs  Featured 

Seating  six  hundred,  the  Embassy 
will  be  of  the  "intimate"  type.  All 
seats  will  be  reserved  and  it  is  planned 
to  play  attractions  on  the  long  run  policy 
at  two  dollars,  top.  Metro-Goldwyn- 
Mayer  pictures  will  be  presented  at  the 
Embassy  with  the  premiere  film  presen- 
tation being  the  screen  version  of  the 
famous  opertta,  "The  Merry  Widow," 
in  which  Mae  Murray  and  John  Gilbert 
are  featured  and  which  was  made  under 
the  direction  of  Erich  von  Stroheim. 

The  Embassy  will  be  controlled  and 
operated  by  the  Metro-Goldwyn  Dis- 


Major    Edward    J.    Bowes — The  leading 
spirit  behind  the  Embassy  Theatre. 


tributing  Corporation.  The  opening 
promises  to  be  a  gala  affair,  more  so 
than  any  theatre  along  Broadway  in 
many  years  past.  Society  will  be  well 
represented  due  to  the  fact  that  Gloria 
Gould  is  the  managing  directress ; 
screen  and  stage  stars  and  literary  folk 


as  well  as  civic  and  national  officials 
will  be  in  attendance.  Society  matrons 
and  debutantes  will  act  as  ushers  and 
program  girls  on  the  opening  night,  the 
exact  date  not  having  been  set  as  yet, 
although  it  will  be  some  time  the  latter 
part  of  August,  probably  the  26th. 

Maj.  Bowes  Explains 

IN  speaking  of  the  opening  of  the  Em- 
bassy and  its  policy  as  concerns  the 
Metro  -  Goldwyn  -  Mayer  Distributing 
Corporation,  Major  Bowes  said: 

"It  is  our  intention  to  make  the  Em- 
bassy the  most  novel  place  of  its  kind  in 
the  world.  For  that  reason  we  engaged 
Miss  Gloria  Gould  as  managing  direc- 
tress. I  feel  that  if  Miss  Gould  cannot 
make  a  success  of  the  Embassy  Thea- 
tre, then  no  other  woman  can.  She 
showed  what  we  call  'good  salesman- 
ship' when  she  selected  'The  Merry 
Widow'  as  her  opening  attraction,  after 
she  had  viewed  a  number  of  available 
pictures  that  have  recently  been  com- 
pleted at  our  Culver  City  studios.  Al 
though  only  nineteen,  she  has  alread) 
proved  herself  a  most  capable  business 
woman,  as  well  as  a  literary  artist, 
wife  and  mother." 

The  Embassy  is  well  located,  with 
entrances  on  both  Broadway  and  46th 
street,  in  the  very  busiest  of  New 
York's  famous  theatrical  district. 


Page  36 


Exhibitors  Trade  Review 


Gloria  Gould  Chosen 

to  Manage  Embassy 


THE  cause  of  feminism  and 
the  advance  of  the  modern 
women  in  professional  and 
commercial  fields ;  into  the  com- 
manding spheres  of  endeavor 
formerly  occupied  by  mere  man ; 
has  received  a  decided  impetus 
with  the  announcement  that 
Gloria  Gould,  the  young  and 
talented  daughter  of  George  J. 
and  Edith  Kingdon  Gould  and 
grand-daughter  of  Jay  Gould,  is 
to  be  the  managing  directress  of 
the  new  Embassy  Theatre,  the 
finest  playhouse  in  New  York. 

The  astounding  features  of 
Miss  Gound's  ascendency  into 
the  ranks  of  theatre  showmen 
are  first,  that  she  has  had  no  pre- 
vious experience  in  that  particu- 
lar line  of  work  and  second,  be- 
ing only  19  years  of  age,  she  is 
the  youngest  person,  either  male 
or  female,  to  have  ever  achieved 
the  distinction  of  directing  a 
modern  motion  picture  theatre, 
and  that  in  the  .ereat  metropolis 
of  the  world.  Third,  she  has 
definite  ideas  about  the  abilitv 
of  women  to  run  a  theatre,  and 
proposes  to  give  those  ideas  full 
plav  ?nd  to  make  them  a  domi- 
nant feature  in  her  conduct  of 
the  affairs  of  the  Embassv. 


In  Full  Charge 

THE  appointment  of  Miss 
Gould,  who  represents  one  of 
the  most  distinguished  families 
in  New  York  Society,  to  the  po- 
sition of  managing  directress  of 
the  small,  intimate  and  cosily 
decorated  Embassy,  promises  to 
lend  distinction  and  increased  at- 
traction to  the  preview  and  long 
runs  of  Metro-Goldwyn-Mayer 
Productions  to  be  featured. 

In  discussing  her  appointment, 
Miss  Gould  said : 

"I  propose  to  make  the  new 
theatre  preeminently  smart,  in 
the  type  of  attractions  played  and  in  the 
conduct  of  the  theatre  itself, 
run  presentations  wi1!  be  the 
rather  than  week  to  week  changes. 
Everyone-  knows  that  the  legitimate 
theatre  in  many  instances  has  long 
catered  to  the  highest  type  and  class 
of  audience  with  worthwhile  produc- 
tions that  will  appeal  to  the  best  ele- 
ment, willing  to  pay  the  most  for  the 
best.  So  why  not  the  motion  pic- 
ture? We  will  therefore  concentrate 
all  our  efforts  on  the  feature  special 


Nineteen  Year  Old  Society  Girl  Put  in 
Charge  By  Maj.  Bowes.     Picks  "The 
Merry  Widow"  for  Opening 


Underwood  &  Underwood 

MISS  GLORIA  GOULD 


with  all  the  seats  reserved. 
Every  patron  of  the  theatre  will 
receive  personal  attention  of  the 
most  efficient  kind  and  an  inti- 
mate atmosphere  will  be  created 
between  the  management  and  its 
patrons.  They  will  come  to  the 
Embassy  to  see  the  presentation 
of  a  feature  production,  without 
wasting  time  sitting  through  a 
long  drawn-out  program  of 
variegated  entertainment.  There 
are  to  be  no  prologues,  no  news 
reels,  no  comedies  or  scenics. 
Occasionally  we  will  present 
some  soloists  of  distinguished 
note,  before  starting  the  feature. 
During  each  performance  there 
will  be  an  intermission  of  about 
ten  minutes.  The  price  of  all 
seats  will  be  $2.00." 


B1 


Long- 
rule, 


production  itself 
companiment." 


and  its  musical  ac- 


OTHER  film  houses  in  this  city  and 
throughout  the  country  now  feature 
prologues,  musical  and  other  diver- 
tissements, news  reels,  comedies,  scen- 
ics, trailers  and  what-nots,  the  fea- 
ture itself  often  receiving  the  scant- 
iest attention.  This  will  not  be  the 
case  at  the  Embassy.  There  will  be 
but  two  performances  a  day,  a 
matinee  and  an  evening  performance 


Theatre  Run  By  Women 

EING  a  staunch  believer  in 
the  brilliant  future  of  wo- 
men in  the  business  world  ana 
their  ultimate  conquest  of  spe- 
cialized fields  now  controlled  by 
men,  the  personnel  of  the  Em- 
bassy will  be  made  up  entirely 
of  women.  I  know  them  to  be 
much  more  efficient  than  men; 
they  have  greater  ideals  and  ca- 
pacity for  work  and  are  not 
prone  to  take  things  for  granted, 
merely  resting  content  to  abide 
by  established  and  worn-out 
customs." 

"A  picked  staff  of  usherettes, 
between  the  ages  of  16  and  20, 
blonde  and  petite,  is  now  being 
selected.  Every  other  employee 
of  the  theatre  will  be  a  woman 
and  we  may  even  have  a  woman 
motion  picture  operator.  I  pro- 
pose to  take  a  personal  interest 
in  the  work  and  welfare  of  each 
and  every  employee,  and  to  make 
their  work  as  agreeable  as  pos- 
sible. For  the  premiere  of  1  he 
Merry  Widow,"  which  I  have 
selected  to  open  the  theatre,  the  usher- 
ettes will  wear  ballet  costumes  in  keep- 
in^  with  the  picture,  and  appropriate 
music,  based  on  the  Franz  Lehar  score, 
will  be  prepared. 

If  the  success  of  Miss  Gould  counts 
for  anything,  it  is  a  sure  indication 
that  staid  and  plodding  business  men 
are  due  to  take  a  back  seat  m  mod- 
ern business,  and  make  way  for  a  rush 
of  feminine  captains  of  industry  and 
motion  picture  theatre  manageress. 
(Continued  on  page  SI) 


August  29,  1925 


Page  37 


Embassy  Theatre  Another 

Monument  to  Thomas  Lamb 

Well  Known  Architect  Outdoes  Past  Efforts 


Thomas  W.  Lamb 

Gloria  Gould  Lays 

Managerial  Plans 

(Continued  from  page  36) 

"Good  system  will  also  character- 
ize the  management  of  the  house.  My 
ideal  will  be  to  have  everything  run- 
ning in  first-class  order,  without  a 
single  hitch  anywhere.  Perfect  per- 
formance will  be  the  watchword, 
from  the  moment  of  entering  the  the- 
atre until  the  last  flicker  of  the  pic- 
ture. Patrons  will  find  no  delay  in 
being  seated  properly  and  the  pro- 
grams will  commence  on  time.  I 
have  never  had  the  opportunity  of 
putting  my  ideas  into  practical  op- 
eration, but  I  firmly  believe  they  will 
take  hold  here  and  find  favor  with  dis- 
criminating theatre  goers  who  want 
only  the  highest  type  of  motion  pic- 
lure  entertainment." 

Perfect  Manager 

MISS  GOULD,  in  private  life,  is  the 
wife  of  Henry  A.  Bishop,  Jr.,  a 
New  York  broker,  and  she  has  been 
married  two  years.  She  is  a  shining 
example  of  the  successful  modern  wo- 
man of  the  new  generation,  at  one 
time  assuming  the  obligations  of 
wifehood,  motherhood  (she  has  a 
baby  daughter),  and  business  man- 
agement, signalized  by  her  appoint- 
ment at  the  Embassy.  She  looks  af- 
ter her  home  in  Greenwich,  Conn., 
and  an  apartment  in  New  York,  com- 
muting each  day  to  the  city.  In  ad- 
dition she  finds  time  to  fulfill  her  part 
in  the  life  of  a  smart  New  York  So- 
ciety woman  and  also  goes  in  for  aes- 
thetic dancing  and  newspaper  and 
magazine  writing.  She  devotes  an 
hour  each  day  to  the  study  and  practice 
of  Russian  Ballet  dancing  and  plans 
some  day  to  do  professional  work 
along  that  particular  line. 


UNE  of  the  most  interesting  little 
theatres  of  the  city,  the  Embassy 
at  Broadway,  46th  and  47th 
Streets,  the  work  of  the  office  of 
Thomas  W.  Lamb,  well  known  archi- 
tect, will  open  its  doors  to  the  public 
on  or  about  August  26th. 

Most  unusually  beautiful  and  prac- 
tical, the  Embassy  offers  something 
new  in  motion  picture  theatres  to  New 
York  film  patrons.  The  entire  house 
seats  but  600  people  and  is  situated  on 
one  floor,  there  being  no  balconies, 
mezzanines  or  boxes.  Upon  entering 
the  theatre,  one  finds  the  side  walls  of 
the  lobby  and  vestibule  treated  in 
marble,  embellished  with  bronze  dis- 
play frames,  mirrors  and  decorative 
plaster.  The  vestibule  is  provided 
with  a  richly  carved  Circassian  walnut 
and  marble  advertising  kiosk,  instead 
of  the  usual  ticket  booth.  The  ticket 
office  is  placed  in  the  lobby. 

The  playful  lines  of  Jean  Berains, 
French  baroque,  have  influenced  the 
motives  of  wall  and  ceiling  design. 
Arcade-like  side  aisles,  a  feature  of 
this  house,  gives  access  to  auditorium 
and  stage.  Wide  and  graceful  arches 
Letween  richly  ornamented  piers  out- 


line the  wall  decorations,  consisting 
of  six  paintings,  reproducing  Gobelin, 
the  subjects  of  which  are  chiefly  archi  - 
tectural. These  and  two  similar  paint- 
ings flanking  the  proscenium  and  con- 
cealing the  organ  enclosures,  are  crea- 
tions of  Mr.  Arthur  Crisp,  mural 
painter. 

rpHE  feature  of  the  profusely  orna- 
-*•  mented  ceiling  is  a  large  indirectly 
lighted  dome,  which  is  surrounded  by 
a  number  of  illuminated  art  glass 
panels.  The  color  scheme  of  the  house 
is  exceedingly  harmonious.  The  car- 
mine and  gold  trimmed  piers  blend 
well  with  the  ceiling,  the  draperies  of 
luxurious  silk  damask,  the  carpet  and 
all  other  furnishings.  The  chairs  are 
covered  with  tapestries  with  carmine 
lacquered  arms  and  black  lacquer  and 
gold  standards  and  backs.  The  aisles 
are  wide,  the  seats  roomy  and  com- 
fortable. 

The  Ladies  Retiring  Rooms  and 
Mens  Smoking  Rooms  are  accessible 
from  the  lobby.  The  walls  are  canvas 
covered,  depicting  subjects  in  decora- 
tion of  the  Chinese  Chippendale  and 
(Continued  on  page  38) 


Mr.  Arthur  Crisp's  Murals  decorate  the  walls. 


Page  38 


Exhibitors  Trade  Review 


Equipment  Accessories  Procured 

From  Howells  Cine  Co 


Absolute  Confidence  Placed    in   Products   and  Service 


THE  important  work  of  equipping 
the  projection  department  of  the 
Embassy  Theatre,  one  of  the  most 
distinctive  and  novel  houses  of  its  type 
anywhere  in  the  world,  was  placed  in 
the  hands  of  the  Howells  Cine  Equip- 
ment Company,  Inc.,  of  New  York 
City,  probably  the  largest  and  most  com- 
prehensive theatre  supply  firm  in  the 
Eastern  territory,  if  not  in  the  country. 

Not  only  were  they  chosen  to  super- 
vise the  installation  of  mechanical 
equipment  because  of  the  quality  -and 
durability  of  products  specialized  in, 
but  also  because  Service  is  the  keynote 
and  watchword  of  this  organization. 
The  equipment  installed  is  considered 
the  finest  of  its  kind  in  the  United 
States  today.  Everything  is  modern 
and  the  best  that  money  could  buy. 

Simplex  Projectors  Chosen 

The  projection  machines  installed 
consist  of  three  Simplex  special  model 
projectors,  with  all  latest  improvements, 
such  as,  outside  shutter  bearings,  and 
brackets ;  3000  foot  magazines ;  double 
snap  switches ;  200  ampere  knife 
switches ;  double  bearing  intermittent 
movements;  film  footage  indicators,  pe- 
destral  tilting  device  and  other  modern 
appliances.  The  machines  in  them- 
selves are  handsomely  finished  and  en- 
graved with  highly  polished  nickle  sur- 
faces and  fittings. 

The  light  source  in  this  theatre  is 
through  the  famous  Sperry  Sunlight 
High  Intensity  Arcs,  of  which  there  are 
three  installed  in  this  theatre,  and 
which  give  absolute  sunlight  on  the 
screen.  The  current  used  in  the  booth 
will  run  from  75  to  150  amperes,  D.C., 
according  to  the  density  of  the  film  it- 
self. Four  special  rheostats  are  in- 
stalled in  a  special  compartment  under- 
neath the  booth.  The  special  spotlamp 
has  a  boomerang  attachment  with  auto- 
matic slide  color,  iris  and  cutoff  plates. 
It  is  the  Balluna  type  spotlamp. 

THE  operator  can,  at  will,  increase  or 
decrease  the  illumination  on  the 
screen  through  a  remote  control  panel 
board  in  front  of  each  machine,  which 
consists  of  a  remote  control  handle  with 
five  ampere  steps,  all  back  of  board 
type.  On  the  front  of  this  panel  is 
mounted  a  Peerless  Film  Speed  indica- 
tor, an  Ammeter  and  a  Voltmeter,  all 
nickle  plated. 


Joe  Hornstein 
General  Manager  of  Howells  Cine  Co. 

Film-Safe  Used 

All  precautions  against  fire  hazards 
have  been  taken  in  this  th.  atre  by  the 
installation  of  an  American  Film  Safe 
Cabinet.  It  is  the  only  cabinet  manu- 
factured in  the  U.  S.  that  has  the  ap- 
proval and  Underwriters  Label.  Film 
could  be  ignited  in  each  compartment 
of  the  Film-Safe,  of  which  there  are 
ten,  and  it  would  not  cause  the  fire  to 
spread  to  any  of  the  other  compart- 


ments. The  film  would  burn  itself  out 
and  the  odor  and  smoke  would  not  re- 
main as  there  is  a  special  duct  which 
runs  from  the  film  safe  cabinet  to  the 
open  air. 

'  The  lenses  in  this  theatre  were  es- 
pecially made  Cinephor  Projection 
Lenses  such  as  are  made  by  Bausch  & 
Lomb  and  the  clearest  definition  will 
be  obtainable  through  their  use.  The 
carbons  used  in  the  Sunlight  Arc  are 
the  famous  High  Intensity  Carbons, 
well  known  for  their  long  life  and  ex- 
treme brilliancy.  The  "Orotip,"  cop- 
per-coated negative  carbon  for  high  in- 
tensity use,  recently  perfected  by  the 
National  Carbon  Company  are  in  use 
by  the  projectors.  The  screen  is  the 
Raven  Haftone,  similar  to  the  others 
now  in  use  in  Broadway  theatres. 

Despite  the  smallness  of  the  Embas- 
sy and  its  limited  space  for  operation 
and  performance,  the  new  theatre  at 
Broadway  and  46th  and  47th  Street, 
will  render  a  type  of  performance  in 
every  way  adequate ;  comparing  fav- 
orably with  those  furnished  by  its 
'arger  competitors,  with  the  up-to-the- 
mmute  equipr-   nt  installed  by  Howells. 

THE  leadership  of  the  Howells  Cint 
Equipment  Company,  Inc.,  over  all 
other  competitors  in  the  Eastern  terri- 
tory can  be  directly  attributed  to  the 
business  ability  and  personality  of  its 
guiding  spirit — Joe  Hornstein. 


BEAUTY  OF  EMBASSY  UNSURPASSED 


{Continued  from  page  37) 


Francis  I  periods  for  the  ladies'  room 
and  men's  smoking  rooms  respectively. 

Special  attention  has  been  given  to 
the  illumination  by  proper  balance  of 
direct  and  indirect  lighting.  Elec- 
tricity being  the  valuable  servant  for 
the  satisfactory  operation  of  the  thea- 
tre, consideration  has  been  given  the 
importance  of  light  as  the  most  valu- 
able medium  for  creating  effective 
means  of  decoration  and  atmosphere. 

The  lighting  fixtures  were  especially 
designed  for  this  theatre,  consisting  of 
bronze  and  cut  crystals. 

The  marquise  Over  the  entrance  is 
also  especially  designed  to  vary  from 
the  general  marquise  in  effect.  Public 


telephones  are  provided  in  the  rest 
rooms  off  the  lobby. 

The  latest  and  most  effective  heat- 
ing and  ventilating  system  has  been  in- 
stalled to  insure  a  clean  and  comfort- 
able atmosphere  at  all  times  and  under 
all  conditions.  Air  vents  are  installed 
at  the  bottom  of  all  the  columns  on  the 
extreme  sides. 

It  took  courage  on  the  part  of  the 
architects  and  decorators  to  attemot 
the  extensive  use  of  red  for  the  in- 
teriors of  a  modern  theatre,  but  the 
effects  as  obtained  with  black  and  gold 
blended  into  the  red  or  carmine,  go 
far  toward  making  this  house  one  of 
the  most  uniquely  beautiful  anywhere 


August  29,  1925 


Page  39 


250WATT  * 


Every  TheatreUse.' 


THE  theatre  demands  the  best  there  is  in  illumina- 
tion. It  must  be  properly  and  attractively  lighted  to 
give  a  pleasing  expression  to  the  decorative  scheme 
of  the  house.  Correct  theatre  lighting  calls  for  not  only 
the  best  lamps,  but  for  a  thorough  knowledge  of  illu- 
mination in  the  application  of  these  lamps  to  the  par- 
ticular requirements  of  every  playhouse. 

There  are  Westinghouse  Mazda  Lamps  for  the 
lounge,  parquet,  signs,  marquee,  lobby  and  restrooms. 
These  lamps  may  be  had  in  many  sizes  and  colors  to 
meet  your  own  exacting  needs.  In  addition,  there  are 
motion  picture  projection  lamps  which  render  the  same 
good  service  that  is  characteristic  of  all  Westinghouse 
Mazda  Lamps. 

Our  Illumination  Bureau  will  be  glad  to  help  you 
with  your  theatre  lighting  problems. 

*  Westinghouse  Mazda  Projection  latrps. 


WESTINGHOUSE  LAMP  COMPANY 

150  Broadway,  New  York,  IS.  Y. 

Sales  Offices  and  Warehouses  Throughout  the  Country 
For  Canada  :  Canadian  Westinghouse  Co.,  Ltd.,   Hamilton,  Canada 


Westinghouse 


Page  40 


Exhibitors  Trade  Review 


BALLUNA  SPOT  FOR     Embassy  Projectors 
LIFE  OF  THEATRE    Use  Cinephors 


The  Balluna  spotlight,  which  has 
formed  part  of  the  project  equipment 
at  the  New  Embassy  theatre,  is  one  of 
the  finest  pieces  of  apparatus  of  its  type, 
and  is  manufactured  by  Henry  Mes- 
trum  of  New  York. 

The  spot  lamp  is  complete,  on  adjust- 
able ball  bearing  stand,  fitted  with  coun- 
ter-balance weights.  Front  equipped 
with  inter-changeable  condensor  mount- 
ing to  permit  use  of  long  or  short  fdcus 
allowing  for  flood  spot  lighting  or  sciop- 
tian  effects.  It  has  an  iris  dissolver, 
automatic  curtain  dissolver,  color  boom- 
erang, all  controlled  from  rear  of  lamp. 

Burner,  heavy  100  ampere  long  trim, 
lamp  house  fitted  with  double  doors  on 
each  side  with  observation  glasses  on 
sides  and  at  rear.  Quick  change  lever 
on  sides  of  lamp  to  permit  pre-deter- 
mined  setting  for  any  action  size  of 
spot  or  flood. 

There  are  more  than  100  of  these 
spotlights  in  use  throughout  the  coun- 
try, such  houses  as  the  Hippodrome, 
Capitol,  Rivoli,  Strand,  Keith's,  Loew's, 
and  all  the  major  circuits  of  the  coun- 
try making  use  of  them.  It  is  the  only 
lamp  of  its  kind  built  like  a  real  ma- 
chine, not  merely  an  assemblage  job, 
but  a  manufactured  product.  The  ma- 
chine is  guaranteed  to  last  the  life  of 
any  theatre. 


Bausch  and  Lomb  Cinephor  Lenses 
Manufactured  with  Same  Care 
as  Camera  Lenses 

The  three  latest  model  Simplex  pro- 
jectors now  in  the  booth  at  the  Embassy 
are  equipped  with  Cinaphor  projection 
lenses  manufactured  by  the  Bausrh  & 
Lomb  Optical  Company  of  Roch<  ster, 
N.  Y. 

These  lenses  are  generally  conceded 
to  be  the  premier  projection  lenses  on 
the  market,  furnishing  four  big  lens 
requisites — definition,  flatness  of  field, 
illumination  and  maximum  contrast  be- 
tween black  and  white,  due  to  then-  su- 
perior correction.  These  lenses  can  be 
quickly  brought  to  a  sharp,  definite  fo- 
cus, which  seems  to  be  quite  impos  uble 
with  the  average  projection  lens. 

The  Bausch  &  Lomb  lenses  are  un- 
usually well  corrected  for  spherical  and 
chromatic  aberration.  The  close  a  ten- 
tion  of  experts  is  given  to  the  grin  f  ing 
and  polishing  and  each  lens  is  subjected 
to  a  severe  test  before  leaving  the 
works.  Cinephors  are  regarded  in  the 
factory  as  a  work  of  precision  ojtics, 
in  the  same  class  as  their  high  g"ade 
photographic  anastigmats  and  are  h  md- 
led  with  the  same  care  as  the  camera 
lenses.  All  Cinephor  Lenses  are 
mounted  to  insure  durability  and  ab- 
sence of  lost  motion,  and  are  so  critical- 
ly tested  and  so  uniformly  dependable 
that  purchasers  find  it  unnecessary  to 
make  any  selection  for  quality. 


American  Seating  Company  Builds 

Chairs  to  Architect's  Specification 


Next  to  the  type  of  attractions  and 
programs  which  will  be  offered  at  the 
new  intimate  Embassy  Theatre,  nothing 
will  sro  further  toward  attracting  a 
character  class  of  patronage,  than  the 
beautiful  opeir.  chairs  which  were  fur- 
nished and  installed  by  the  American 
Seating  Company  of  Chicago.  Comfort 
came  first  in  the  thought  of  the  spon- 
sors of  the  newest  film  palace  on  Broad- 
way, and  comfort  has  been  the  funda- 
mental principle  of  the  seating  organi- 
ation. 

Six  hundred  of  the  finest  and  most 
luxurious  seats  (the  total  seating  capa- 
city of  the  house),  were  designed  for 
this  theatre,  harmonizing  perfectly  with 
the  interior  color  and  decorative  scheme 
of  the  house,  as  laid  out  by  the  archi- 
tect, Thomas  W.  Lamb.  The  color 
scheme  is  Carmine  Red  and  black, 
harmonizing  with  the  interior  decora- 
tive treatment.  The'  chairs  are  equipped 
with   steel   springs   and  upholstered 


cushions  and  backs.  The  ball  bearing 
hinges  with  which  these  opera  chairs 
are  equipped  are  perfect  in  action, 
noiseless  and  practically  automatic,  per- 
mitting the  seat  to  fold  perpendicularly 
and  allowing  the  occupant  of  the  seat 
to  stand  between  the  arms,  affording 
full  passageway  between  the  rows.  A 
clear  view  of  the  screen  and  stage  will 
be  afforded  patrons  from  every  seat  in 
the  house. 

The  honor  of  equipping  the  Embas- 
sy with  the  finest  theatre  seats  on  the 
market  today,  is  but  another  triumph 
for  the  American  Seating  Company  and 
their  L.  N.  Olmsted,  who  supervised 
the  work  of  planning  and  installation. 
They  have  added  the  Embassy  to  a  long 
list  of  America's  best  theatres. 

The  management  of  the  Embassy 
Theatre  is  to  be  congratulated  in  having 
selected  an  organization  of  such  note 
and  authority  in  cementing  the  future 
confidence  and  patronage  of  its  clien- 
tele. 


PRECAUTION  TAKEN 
TO  FIREPROOF  HOUSE 

Every  precaution  in  the  construction 
of  the  Embassy  Theatre  was  taken  to 
make  the  new  home  of  Metro-Gold- 
wyn-Mayer  Special  Productions  abso- 
lutely modern  and  fireproof.  In  line 
with  this  policy  which  no  modern 
theatre  neglects,  American  Film-Safe 
equipment  for  the  prevention  of  con- 
flagration in  the  projection  booth,  was 
selected  to  fulfill  a  very  necessary  need 
in  this  department  of  the  theatre. 

The  American  Film-Safe  is  a  highly 
developed  and  efficient  medium  for 
housing  and  protecting  motion  picture 
film.  It  is  the  only  container  on  the 
market  today  which  offers  a  proper 
(Continued  on  Page  44) 

Rambush  Again  Chosen 
For  Decorative  Art 

ARTHUR  CRISP  DOES  MURALS 

The  interior  wall  and  ceiling  decora- 
tions of  the  Embassy  theatre  were  de- 
signed by  the  Rambusch  Decorating 
Company,  an  organization  which  has 
had  thirty  years  experience  in  working 
on  the  principal  theatres  of  the  country. 

The  color  design  finds  its  motif  en- 
tirely from  the  Watteau  room  of  the 
Chateau  de  Bruschsal  (Bade)  of  the 
French  period  of  Louis  XIV.  Arthur 
Crisp,  mural  painter  of  note  transferred 
a  series  of  old  French  paintings  taken 
from  canvasses  of  the  old  masters  to 
the  walls  of  the  theatre. 

The  color  scheme  of  the  carvings  is 
of  red  and  black  lacquer  of  early  Chi- 
nese design.  Beautiful  crystal  chande- 
liers adorn  the  ceilings  and  the  walls, 
and  harmonize  with  the  rest  of  the 
sumptous  fittings.  The  ceilings,  a  light 
cool  gray  and  gilt,  are  in  direct  contrast 
with  the  over-elaboration  of  the  lower 
walls. 

The  lighting  effects  throughout  the 
house  are  to  be  in  subdued  tints  such 
as  flame  amber  and  other  pastel  tones. 
There  will  be  no  white  or  blue  lighting 
used,  and  it  is  believed  that  this  is  a 
distinct  innovation  with  motion  picture 
theatres. 

The  whole  interior  design  was  plan- 
ned to  make  the  Embassy  ultra-distinct 
and  pleasing,  reminiscent  of  the  Salons 
of  France  in  the  hey-days  of  the  Louis 
Kings. 

The  Colony  and  the  Piccadilly  are 
two  of  the  newer  theatres  on  Broadway 
which  were  also  decorated  by  the  house 
of  Rambusch. 


August  29,  1925 


Page  41 


51 


£1 


qAs  usual — 

Broadway's 
J^ewest  and 
£Most  modern 
Theatre 

THE  EMBASSY 

Has  Chosen 

American  Seating  Company 

Theatre  Chairs 


Page  42 


Exhibitors  Trade  Review 


Organ  Installation  Awarded  to 
M.  P.  Mbller  Company 

Three  Manual  Console   Built  of  Red  Mahogany 


EACH  new  theatre  which  joins  the  growing  ranks  of 
beautiful  show  houses  in  America,  usually  boasts  of 
the  fine  organ  which  it  has  installed,  but  it  is  doubtful  if 
any  of  them  can  surpass,  in  fineness  of  construction  and 
tonal  qualities,  the  mammoth  Concert  Organ  now  installed 


♦£+*%m$h%m%m3m%>     <%»         <%»  <$M%»     <$»  ♦i<M>^ 

|;       The  Worlds  Largest  ;| 

!  COMMERCIAL  SIGN  | 
MAKERS  I 

X  STRAUSS  &  CO:S  SIGNS  have  % 

V  been  installed  in  all  of  the  Loew  V 

Y  ♦  ♦ 
♦>  Theatres  as  well  as  most  of  the  bet-  £ 

1  ter  type  theatres  throughout  the  V 

i 

country, 

t 

Strauss  Signs  point  the 


X 

T 

t 


u>ay  fo  better  theatres. 

STRAUSS  &  CO. 

Telephone:— Chickering— 4210-14  616-28  West  43  St. 

NEW  YORK  CITY 


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t 
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at  the  Metro-Goldwyn-Mayer  Embassy  Theatre,  by  the  M. 
P.  Moller  Company  of  Hagerstown,  Md. 

For  the  purpose  of  equipping  the  Embassy  with  the  best, 
organ  that  money  could  buy,  the  M.  P.  Moller  Company  was 
called  in  because  of  their  reputation  for  building  the  finest 
obtainable.  Ernest  Luz,  who  supervised  the  installation  and 
who  was  called  upon  to  make  his  specifications,  was  greatly 
surprised  when  he  walked  into  the  smallest  of  modern 
motion  picture  playhoues  he  ever  saw  and  was  faced  with 
the  problem  of  specifying  an  organ  of  such  tremendous  size 
in  so  small  a  theatre,  as  was  desired  for  the  Embassy. 

Difficult  Feat 

IT  took  intense  engineering  skill  to  accomplish  the  task, 
inasmuch  as,  after  the  specifications  had  been  accepted 
and  construction  on  the  organ  began,  city  officials  inspecting 
the  theatre  forced  a  severe  handicap  upon  the  builders  of 
the  organ  by  requiring  additional  ventilating  systems  to  be 
constructed  in  the  space  originally  alloted  for  the  use  of  the 
organ  proper.  However,  by  clever  changes  in  the  architec- 
tural layout  they  were  able  to  put  in  the  same  organ  in  the 
small  space.  The  result  is  that  the  architectural  placemen' 
of  this  organ  has  never  been  equalled  anywhere  in,  the 
theatre  business.  There  is  positively  twice  as  much  organ  in 
the  allotted  space  in  the  Embassy  as  any  organ  builder  would 
admit  possible. 

A  Thing  of  Beauty 

THE  Embassy  organ  is  possibly  the  only  organ  in  which 
the  three  manual  console,  at  a  great  amount  of  expense 
and  labor,  has  been  built  of  solid  red  mahogany,  fitting  in 
particularly  with  the  entire  color  scheme  of  the  inner  theatre. 
It  is  an  unusual  feat  of  theatre  construction.  This  par- 
ticular type  of  organ  has  been  specified  and  advocated  for 
years  by  Ernst  Luz,  and  it  contains  all  possible  modern 
tones,  yet  keeps  unto  itself  the  dignity  and  refinement  of 
what  is  expected  in  a  real  organ. 

The  creation  of  moods  rather  than  blatant  effects  are 
created  with  the "  Moller  and  no  instrument  that  has  ever 
come  into  the  hands  of  the  musician  is  able  to  touch  the 
emotions  of  men  in  so  many  ways  as  this  mighty  concert 
organ  of  the  Embassy  Theatre. 


THE  EMBASSY 

THE  NEWEST  THEATRE  ON  BROADWAY,  NEW  YORK 

HAS  SELECTED 

WELSH  CURTAIN  CONTROLS 

After  Investigating  Every  Other  Device  of  Its  Kind  on  the  Market. 
THE  MOST  SILENT,  SIMPLEST  OPERATING  CURTAIN  CONTROL  OBTAINABLE. 


J.  H.  WELSH 


270  WEST  44  STREET 


NEW  YORK  CITY 


The 


mi 


Factory   and   main  office, 
HAGERSTOWN, 
MARYLAND 


1203  Loew  BIdg., 
1540  Broadway, 
NEW  YORK. 


1204  Franklin  Trust  BIdg., 
PHILADELPHIA. 


109  Ponce  De  Leon  Place, 
ATLANTA. 


6054  Cottage  Grove  Ave., 
CHICAGO. 


208  Insurance  Exchange 
BIdg., 
LOS  ANGELES. 


1630  Euclid  Ave. 
MEMPHIS. 


Strand  Theatre  BIdg. 
OAKLAND, 
PITTSBURGH. 


EMBASSY 

NEW  YORK'S  NEWEST 
THEATRE 

i 

IS  EQUIPPED 
WITH  ONE  OF 
THE  FAMOUS 

M.P.MOLLER 


CONCERT-THEATRE  ORGANS 


The  last  word  in  Theatre  Organs. 

The  one  organ  with  musical  resources  for  every 
mood  of  the  photo-play  for  accompanying  the 
orchestra,  and  which  in  addition,  challenges  the 
repertoire  of  the  best  organists  as  a  concert  instru- 
ment. 

The  product  of  the  world's  largest  factory,  it 
stands  supreme  in  workmanship,  mechanism  and 
tone,  and  is  priced  right. 

Made  in  various  sizes  to  suit  individual  require- 
ments. 

Every  organ  backed  by  an  absolute  guarantee. 

Moller  Organs  are  standard  equipment  in  all  Loew 
Theatres,  and  are  the  selection  of  many  other  lead- 
ing exhibitors. 


Send  for  prices  and  specifications 


Page  44 


Exhibitors  Trade  Review 


J.  H.  WELSH  DESIGNS  SPECIAL 
CURTAIN  CONTROL  MACHINE 

Master  Designer  Calls  on  All  His  Past  Experience  and 
Knowledge  to  Invent  a  Perfect  Control  System 


Nothing  but  the  finest ;  was  the 
standard  set  for  the  Embassy  Theatre 
when  it  was  built,  and  to  that  end  the 
task  of  equipping  the  stage  with  appara- 
tus for  opening  and  closing  the  curtains 
and  drops  was  allotted  to  J.  H.  Welsh, 
designer  and  builder  of  mechanical  and 
electrical  stage  equipment. 

World-Wide  Use 

A  contrivance  personally  designed 
and  constructed  by  J.  H.  Welsh  was  in- 
stalled. It  is  the  J.  H.  Welsh  Remote 
Electric  Dray  Curtain  Control  Machine 
and  the  J.  H.  Welsh  Noiseless  Steel 
Track,  this  apparatus  being  already 
used  in  hundreds  of  theatres  throughout 
the  United  States  and  abroad,  there  be- 
ing even  a.  set  in  use  in  Hong  Kong 
Theatre,  China. 

26  Foot  Steel  Track 

For  the  Embassy,  a  control  machine 
and  a  26  foot  steel  track  from  which 
the  curtains  hang,  was  installed,  the 
entire  job  requiring  but  two  days'  time. 
The  machine  is  built  on  a  grey  iron  base 
13x16  inches  and  is  a  single  unit,  all 
parts  substantially  built  and  aligned. 
The  driving  mechanism  consists  of  a 
leather  cone  attached  to  motor  shaft. 
The  driven  mechanism  consists  of  two 
adjustable  friction  discs  of  cast  iron. 
This  combination  of  leather  and  iron 
causes  the  noiseless  and  sure  operation. 

Complicated  Switches  Eliminated 

Uni-directional  %  H.P.  110/220 
Volt  motor  eliminates  any  complicated 
wiring  systems  and  switches.  The  mec- 
hanical eccentric  thrust  on  the  friction 
disk  shaft  gives  directional  opening  or 
closing  motion  to  the  curtain  travel, 


thus  instituting  a  mechanical  device  that 
is  operated  electrically  without  making 
any  changes.  The  curtain  is  controlled 
from  any  point  desired  on  the  stage. 

The  steel  tracking  used  by  Welsh 
employs  a  rotary  fibre  disc,  different 
from  other  rotary  track  systems,  mak- 
ing for  noiseless  and  smooth  operation. 


The  tracking  is  fabricated  of  .2^"x^"x 
3/16"  channel  steel,  with  specially  pre- 
pared and  polished  maple  lining  firmly 
secured  on  lower  lip  of  channel.  Cur- 
tain Travellers  have  rotating  Fibre 
Discs  spaced  12"  apart.  Best  grade 
steel  Tiller  rope  is  furnished  as  draw 
line  for  the  curtains.  Other  inferior 
track  systems  used  manila  or  hemp  rope 
which  has  not  the  lasting  and  depend- 
able quality  of  the  steel.  Double  pul- 
ley sheave  at  one  end  and  single  pulley 
sheave  at  the  other,  form  an  endless  line 
that  cannot  jump  or  jam.  The  fibre 
discs  riding  over  maple  slides  assure 
noiseless  operation  and  long  life. 


Absolute  Safety  from 

Film  Fire  Assured 

{Continued  from  page  40) 
degree  of  protection  against  film  fires, 
protecting  not  only  the  film  housed 
within  it,  but  the  surrounding  property 
as  well. 

In  the  Film-Safe,  each  film  is  housed 
in  a  separate  and  completely  insulated 
compartment,  there  being  no  communi- 
cation between  it  and  any  other  com- 
partment. Each  of  these  compartments 
is  individually  vented  to  the  outer  air, 
thus  affording  complete  protection  both 
internally  and  externally.  Films  are 
suspended  in  the  compartments  in  a  film 
carriage  which  is  automatically  moved 
forward  when  the  door  to  the  compart- 
ment is  opened,  thereby  making  each 
reel  of  film  easily  accessible  for  handl- 
ing. Thus,  because  of  the  intimate 
character  of  the  Embassy,  and  the  limi- 
ted amount  of  space  allotted  to  each 
unit  of  the  theatre,  it  is  easily  under- 
stood why  the  American  film-safe  was 
chosen.  Primarily  because  it  prevents 
fire  and  because  it  conserves  all  the 
available  room  for  film  storage.  The 
door  to  each  compartment  closes  and 
latches  automatically,  practically  sealing 
the  film  within  a  completely  insulated 
cell,  vented  to  the  outer  air  through  an 
automatic  pressure  relief  valve. 

The  insulating  medium  used  in  Film- 
Safes  contains  the  principle  ingredient 
of  "Kieselguhr"  or  diatomacious  earth, 
which  is  conceded  to  be  most  efficient 
heat  insulating  material  known  to 
science.  This  material  when  in  a  semi- 
fluid state  is  poured  into  the  steel  shell 
of  the  safe  and  allowed  to  set,  then 
baked  until  it  becomes  a  tough,  strong, 
monolithic  structure,  surrounding  each 
film  compartment  individually.  It  also 
maintains  humidity  in  the  film  it  sur- 
rounds, thus  averting  brittleness. 

By  reason  of  its  unit  construction, 
the  Film-Safe  System  when  once  instal- 
led can  easily  be  added  to  or  re-ar- 
ranged, thus  constituting  a  veritable 
film  library 


FILM  SAFE  USED  IN  EMBASSY 


August  29,  1925 


Page  45 


THE 


LIGHTING  FIXTURES 


IN  THE  NEW 


EMBASSY  THEATRE 

WERE  INSTALLED  BY 

BLACK  &  BOYD 

BLACK  &  BOYD   Lighting  Fixtures   Have  Been 
Installed  in  Over  600  Other  Prominent  Theatres 

A  Few  of  Our  Installations  Follow: 


Capilol  Theatre,  New  York  City 
Rivoli  Theatre,  New  York  City 
Piccadilly  Theatre,  New  York  City 
Strand  Theatre,  New  York  City 
Albee  Theatre,  Brooklyn 


B.  F.  Keith's    Orpheum  Theatre, 
St.  Louis 

B.  F.  Keith's    Orpheum  Theatre, 

Kansas  City 
B.  S.  Moss'  Regent  Theatre,  N.Y.C. 
S.  Z.  Poli  Theatre,  New  Haven 


BLACK  &  BOYD  MFG.  CO. 


NO.  17  EAST  47TH  ST. 


NEW  YORK  CITY 


ALL  LOEWS  THEATRES 

USE 

National  Projector  Carbons 

FURNISHED  BY 

Howells  Cine  Equipment  Co.,  Inc. 

JOE  HORNSTEIN,  Gen.  Mgr. 

740  7th  AVENUE  NEW  YORK 


Page  46  Exhibitors  Trade  Review 

PA  THEX  WINS  RECOGNITION 

Practical  Little  Projector  Makes 
Strong  Bid  For  Popularity 


The  projector — handy  and  com- 
plete,   has   but    one  adjustment. 

PRINT  YOUR  OWN 

A  practical  and  unique  printing  equipment 
is  now  on  the  market,  manufactured  by  the 
Globe  Type  Foundry  of  Chicago.  It  enables 
small  moving  picture  houses  to  produce  their 
own  house  programs  and  announcements  in 
their  spare  time,  and  any  other  printed  ma- 
terial not  furnished  by  the  distributors  of 
film. 

Wide  awake  managers  of  small-town  the- 
atres are  finding  this  type  set  valuable,  again 
and  again,  in  keeping  down  printing  costs 
and  preparing  advance  information  for  their 
patrons  and  newspapers. 


The  latest  development  in  motion  picture 
musical  circles  and  perhaps  the  greatest  boon 
for  showmen  yet  devised,  has  begun  to  cre- 
ate widespread  interest  and  approval  among 
theatre  owners  and  managers  throughout  the 
country.  It  is  "THE  SYMPHONIC  COLOR 
GUIDE"  created  by  Ernest  Luz,  the  musical 
director  of  the  Loew  Theatrical  Enterprises. 
The  principles  of  the  new  Luz  symphonic 
color  guide  are  embodied  in  a  handsome 
booklet  published  by  the  Music  Buyers  Cor- 
poration of  New  York  and  its  contents  is 
chock-full  of  pertinent  and  money-saving 
facts  for  exhibitors. 

Many  years  of  intense  research  and  study 
of  motion  picture  musical  presentation  on  the 
part  of  Mr.  Luz  led  to  the  discovery  of  a 
simplified  device,  employing  colors  as  its 
basic  principle.  When  used  in  conjunction 
with  the  thematic  music  cues  in  use  up  to 
the  present  time,  it  is  possible  for  the  man- 
agement of  a  theatre  to  render  invaluable 
assistance  to  its  own  music  departments. 
With  the  symphonic  color  guide,  and  without 
any  particular  musical  training  or  lengthy 
study  of  musical  detail,  managers  are  en- 
abled  to   further  the  cause   of  better  and 


f~\  NE  of  the  most  important  developments 
in  recent  years  in  the  field  of  motion  pic- 
ture equipment  has  just  been  announced  with 
the  release  on  the  market  of  a.  new  camera  and 
projector  designed  exclusively  for  non- 
theatrical  purposes.  The  handling  of  each 
machine  has  been  so  simplified  as  to  be  al- 
most automatic ;  and  because  of  this  facility 
of  operation,  the  invention  is  expected  to  ac- 
complish much  in  the  popularizing  of  the 
motion  picture  in  such  circles  as  have  not 
already  been  won  to  the  screen. 

The  American  sponsors  of  the  invention 
have  been  organized  as  the  Pathex,  Inc., 
which  is  a  subsidiary  of  Pathe  Exchange, 
Inc.,  one  of  the  oldest  established  companies 
in  the  motion  picture  industry.  Pathex, 
Inc.,  is  promoting  the  new  camera  and  pro- 
jector in  America  under  license  from  Pathe 
Cinema  of  Paris,  the  patentees.  The  inven- 
tion has  already  been  demonstrated  to  be  a 
positive  success  in  France  and  other  Euro- 
pean countries,  where  many  thousands  of 
the  Pathex  sets  are  being  sold  monthly. 

The  invention  comprises  a  motion  picture 
camera  and  projector  so  small  as  to  be  en- 
closable  in  a  small  sized  handbag,  the  com- 
bined weight  of  both  machines  being  about 
five  pounds.  Both  camera  and  projector  are 
the  acme  of  scientific  construction  and  en- 
gineering technique  and  represent  the  fruits 
of  over  twenty-five  years  of  continuous 
study  and  experimentation.  The  specially 
manufactured  film  stock  to  be  used  in  this 
apparatus  is  an  innovation  in  the  American 
market  and  is  declared  to  be  vastly  superior 
to  the  slow-burning  stock  now  available  for 
non-theatrical  uses.  The  entire  Pathex  set 
including    motion-picture   camera,  projector 


closer  musical  synchrony  to  screen  action. 

It  is  the  intention  of  the  Symphonic  Color 
Guide  to  be  a  device  wherewith  success  in 
photoplaying  would  be  assured  to  the  capable 
and  advanced  musician  in  every  community, 
regardless  of  the  lack  of  what  is  termed 
"showmanship."  In  these  days,  the  public 
expects  symphonic  or  operatic  form  in  Musi- 
cal synchrony  to  photoplay  all  of  which  is  un- 
necessary when  the  Symphonic  color  guide  is 
put  into  use. 

To  give  a  symphonic  or  operatic  impres- 
sion, the  music  score  must  have  as  a  basis, 
correct  themes  or  motifs,  properly  placed  and 
(Continued  on  Page  48) 


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. 


Nothing  could    be    simpler  than 
shooting  with  this  camera. 


and  accessaries,  is  procurable  at  less  than 
$100  retail. 

The  Pathex  camera  is  3^  inches  long, 
4T/i  inches  high,  and  1^  of  an  inch  wide. 
The  lens  is  an  f  3.5  nonadjustable  fixed 
focus  anastigmat.  Close-ups  of  objects  in 
motion  can  be  made  at  five  feet,  and  the 
camera  can  be  used  immeditely  thereafter  to 
protograph  distant  views  without  any  focus 
adjustment.  A  calibrated  lens  adjuster  per- 
mits the  operator  to  vary  the  diaphragm 
opening  in  accordance  ^ith  light  conditions. 
A  chart,  simplified  for  the  use  of  the  ama- 
teur, indicates  at  a  glance  the  proper  lens 
adjustment  to  be  employed.  A  view  finder 
is  conveniently  located  on  top  of  the  camera. 
A  footage  indicator  on  the  side  of  the 
camera  shows  automatically  how  many  feet 
of  film  have  been  exposed  and  how  much  re- 
mains in  the  film  magazine  to  be  used. 

The  film  stock  employed  in  the  Pathex 
camera  and  projector  is  of  the  reversible 
variety ;  that  is,  the  negative  film  exposed 
in  the  camera  is  reversed  by  a  special  pro- 
cess to  a  positive.  Accordingly,  the  same 
film  is  used  in  the  projector  that  has  been 
previously  exposed  in  the  camera.  The  film 
magazine  contains  thirty  feet  of  film,  is 
light-proof,  and  can  thus^be  inserted  in  the 
camera  in  full  daylight.  The  individual 
frame  is  Y\  by  Y%  of  an  inch,  and  there  are 
1,100  such  frames  in  the  thirty-foot  reel, 
making  the  Pathex  reel  equivalent  to  69 
feet  of  standard  film.  A  special  feature  of 
the  Pathex  film  is  that  the  perforations  are 
located  in  the  center  of  the  film  strip  between 
the  individual  frames  instead  of  on  the 
edges,  as  in  the  case  of  the  standard  film.  A 
pull-down  claw,  seated  directly  in  front  of 
the  film  track  and  below  the  lens,  engages 
arid  disengages  in  these  perforations  as  the 
crank  is  turned,  thus  drawing  the  successive 
frames  of  the  film  in  line  with  the  lens  aper- 
ature.  The  film  magazines  can  be  procured 
at  any  Pathex  agency  at  less  than  $2  each 
When  the  entire  thirty-foot  reel  has  been  ex- 
posed, the  film  magazine  is  removed  from  the 
camera  and  forwarded  to'  the  Pathex  labor- 
atory, where  the  -film  is  developed  and  re- 
turned at  no  extra  cost  to  the  owner  in  a 
ready-to-use  reel  for  the  projector. 

The   Pathex   projector,    like   the  camera, 
(Continued  on  Page  47) 


Theatre  Musicians  Hail  New 
Symphonic  Color  Guide 

YEARS  OF  RESEARCH  AT  LAST  PROVE  FRUITFUL 


August  29,  1925 


Page  47 


.  I-3CJ 


THINK  IN  COLORS 


O 

D 

o 


ioi  aono 

SEE  IN  COLORS  D 

o 


DO  IIS  COLORS 


WIN  WITH  COLORS 


O 

n 

o 


o 

D 

o 


INDISPENSABLE  FOR  CORRECT 

MOTION  PICTURE 

MUSICAL  PRESENTATION 

Not  an  Encyclopedia  or  Book 

— BUT— 

A  PRACTICAL  METHOD 

FOR  OBTAINING  MUSICAL  RESULTS 
WHICH    WILL    INCREASE  YOUR 

BOX  OFFICE  RECEIPTS 

FOR  PARTICULARS  WRITE  DIRECT  TO 

MUSIC  BUYERS  CORP. 


o 

D 

onoi 


1520  Broadway,  New  York 


o 

D 


"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  IS  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. 


PATHEX  WINS  RECOGNITION 


(Continued  from  page  46) 


combines  to  a  marvelous  degree  efficiency  of 
operation  with  compactness  of  space.  The 
projector  is  12^4  inches  high  and  is  fastened 
to  a  base  7  inches  long  and  3^4  inches  wide. 
It  has  all  the  essential  mechanisms  of  the 
standard  projector — lamp  house,  upper  and 
lower  magazines,  adjustable  lens,  shutter, 
intermittent,  and  an  ingenious  arrangement  of 
cogs  and  friction  rollers  to  assure  a  steady 
pull  on  the  film  strip  as  it  is  drawn  by  the 
pull-down  claw  before  the  projecting  lens. 
The  projector  is  equipped  with  a  12-volt 
lamp,  current  for  which  is  secured  from  the 
ordinary  house  circuit  by  merely  pluggirg 
into  a  convenient  outlet  or  lamp  socket.  Pic- 
tures can  be  projected  on  as  small  an  area 
as  the  human  hand  with  perfect  visibility.  A. 
sheet  or  wall  space  up  to  3  by  4  feet  can  be 
used  with  the  same  clarity  of  detail.  An 
especially  ingenious  feature  of  the  Pathex 
projector  is  an  "automatic  stop,"  which  halts 
the  movement  of  the  film  at  such  frames  as 
contain  sub-titles  and  holds  the  film  in  check 
until  the  spectator  has  had  time  to  peruse 
the  reading  matter.  In  this  way,  a  sub-title 
takes  the  space  of  only  one  frame  or  at  the 
most  two  frames,  thus  effecting  an  immense 
saving  in  footage  over  the  standard  projec- 
tion. 

The  Pathex  Company  has  prepared  a  wide 
variety  of  interesting  subjects  in  ready-made 
exhibition  form  for  home  projection.  These 
sugjects,  which  are  procurable  at  a  very  mod- 
erate cost  at  the  same  stores  handling  the 
camera  and  projector,  cover  animal  life,  in- 
dustry, art,  science,  drama,  comedy,  sports 
travelogues  etc.  These  exhibition  films  are 
provided  in  two  sizes — thirty  or  sixty  feet 
long.  The  require  only  the  use  of  the  pro-1 
jector,  the  camera  being  employed  for  such 


original  motion  picture  photography  as  the 
amateur  photographer  may  wish  to  make. 

The  Pathex  camera  and  projector  have  al- 
ready been  placed  on  sale  in  leading  stores 
throughout  the  East  and  have  met  with  an 
enthusiastic  response  on  the  part  of  the  pub- 
lic. The  sponsors  of  the  invention  look  to  it 
as  the  most  effective  medium  yet  devised  to 
spread  the  mission  of  the  motion-picture  to 
those  who  had  not  yet  been  won  over  to  the 
support  of  the  screen. 

:jc      5*r  iS. 

Stanley  Frame  Company 
Carries  Good  Line 

The  displaying  of  your  current  and  forth- 
coming productions  means  much  in  putting 
over  your  house.  Generally,  people  passing 
by  are  interested  in  your  presentation.  They 
wonder  what  you  are  showing  today  and 
tomorrow  and  the  next  day  and  even  the 
following  week.  It  is  your  duty  to  give  them 
this  knowledge.  If  you  can  do  it  elaborately, 
do  so.  If  not  elaborately,  do  it  in  a  plain, 
business-like  manner.  Frames  for  your  lobby 
displays  attract  the  eye  and  in  this  Stanley 
Frame  Co.  is  considered  exceptionally  good. 
*    *  * 

Reflecting  Arcs 

The  exhibitor  who  is  careful  in  his  choice 
of  product  gives  a  great  deal  of  attention  to 
his  projection  room.  This  is  as  it  should  be, 
for  after  all,  this  is  one  of  the  important 
links  in  his  theatre.  In  choosing  reflecting 
arcs,  he  will  find  the  equipment  at  the 
American  Reflecting  Arc  Company,  of 
Boston,  satisfactory. 


$2500 

PER  YEAR 


GIVES 

YOU 
ABSOLUTE 

PROTECTION 


AGAINST  FIRE 

IN  YOUR  THEATRE 
A    Marvelous    New  Device 
Send    for    Full  Information 

The  CLEVELAND 
Film  Protector  Corp. 

811  Prospect  Ave.  CLEVELAND,  O. 


WELDED  WIRE 
REELS 

For  Sale  by 

Howells  Cine  Equipment  Co., 

740  7lh  kit..  Ntw  York 


Page  48 


Exhibitors  Trade  Review 


A 
L 
L 
E 
N 


Pat.  Applied  For 

THE  PERFECT  CURTAIN  CONTROL 

We  don't  have  to  praise  our  tracks — 
our  customers  do  it  for  us- — each  new  cus- 
tomer is  a  new  booster — join  them  and 
use  the  best, 

E.  J.  V ALLEN  ELECTRICAL  CO., 
AKRON,  O. 


V 
A 
L 
L 
E 
N 


Strauss  Signs  for  Embassy 

CONSIDERED  WORLD'S  GREATEST  SIGN 
MAKERS 

Strauss  &  Company,  the  widely  known  constructors 
of  electric  and  painted  outdoor  signs  for  buddings  of 
every  description  have  prepared  exterior  illuminated 
signs  for  the  new  Embassy  Theatre,  similar  to  other  dis- 
play signs  hanging  down  the  fronts  of  Broadway  Thea- 
tres, for  which  work  they  contracted. 

All  the  Marcus  Loew  houses  in  New  York  have  been 
equipped  with  electric  display  signs  constructed  by  the 
Strauss  Company.  They  are  the  world's  biggest  sign- 
makers  of  every  description  and  they  are  called  upon  to 
contract  for  theatres  in  every  city  in  the  United  States. 


■COERZ 

LENSES 


KINO  HYPAR 

For  clean  cut  movie  negatives — made  in 
1  5/8  in.  to  3  in.  (oca]  lengths. 

KINO  TELEGOR 

"A  practical  and  compact  telephoto,  9]4  in. 
focus,  f :  6.3 — with  precision  focusing  mount 
and  hood.    Fits  any  standard  camera." 

MICROMETER  MOUNTS 

For  precision  focusing — one  mount  for  sev- 
eral interchangeable  lenses  if  preferred. 

TRICK  DEVICES 

We  are  headquarters  for  movie  trick  devices 
— round  and  square  closing  shutters  for  vig- 
netting effects,  mask  boxes,  double  and  mul- 
tiple exposure  devices,  and  special  work  of 
all  kinds,  including  the  fitting  of  focusing 
microscopes  to  standard  movie  cameras. 

Tell  us  your  camera  name  when  you  write 


Our  DOGMAK  for  speed  work  and 
the  old  reliable  DACOR  are  stan- 
dards for  still  photography.  DOC- 
MARS  are  used  for  telephoto  effects 
on  movie  cameras.  Write  for  the 
new  Coerz  lens  booklet. 


C.  P.  GOERZ  AMERICAN 
OPTICAL  CO. 

317  E.  34th  St.,  New  York  City 


Lattice  Hanging  Baskets 
for 

Theatre  Lobbys  & 
Stage  Set 

Booklet  mailed  upon  request. 

Schroeder  Art  Flower 
Mfg.  &  Decorators, 

6023   Superior  Ave., 
Cleveland,  O. 


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  aDsorb  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 


1050  Cahuenga  Avenue 
Los  Angeles,  Cal. 


45  West  45th  Street 
New  York  City. 

Also  Sole  Distributors  of: 

Goerz  Motion  Picture  Raw- 
Stock 


MUSICIANS  HAIL 

NEW  MUSIC  GUIDE 

(Continued  from  Page  46) 

repeated,  as  are  essential  to  the  screen  story, 
or  as  required  to  create  proper  atmosphere, 
emotions  or  moods.  This,  at  the  present 
time,  is  a  costly  procedure,  compelling  the 
theatre  manager  or  musician  to  purchase,  in 
duplicate,  many  compositions,  or  sacrifice  the 
better  and  correct  synchrony. 

The  new  guide  not  only  makes  the  sym- 
phonic and  operatic  form  of  synchrony  a 
fact,  but  it  also  makes  unnecessary  the  pur- 
chase of  any  composition  in  duplicate,  at  the 
same  time  reducing  the  cost  of  music  in  the 
score  by  one-half,  and  increasing  the  effici- 
ency of  the  score  three  hundred  percent.  The 
beauty  of  the  new  system  is  that  the  use  of 
thematic  music  cues  is  continued  as  hereto- 
fore, as  they  cost  exhibitors  nothing.  With 
the  color  guide,  repetition  is  simple  and  sub- 
stitution of'  numbers  less  frequent.  The 
color  classifications  are  used  as  a  medium 
for  creating  a  universal  picture  music  intelli- 
gence in  your  theatre,  promoting  the  idea  of 
synchrony  to  emotions,  moods,  etc. 

The  basic  colors  of  red,  white,  dark  blue, 
dark  green,  yellow,  black,  brown,  purple, 
orange,  gray,  light  blue  and  light  green  have 
been  utilized  by  Mr.  Luz  in  his  new  system 
to  render  an  easy  musical  analysis  of  moods 
and  emotions.  The  classification  of  these 
colors,  together  with  their  illustrative  value 
in  picture  playing,  immediately  suggests  a 
symphony  of  colors,  which,  when  placed  ac- 
cording to  screen  suggestions,  automatically 
creates  a  symphony  of  music  that  cannot 
fail  to  be  synchronous. 

While  the  symphonic  color  guide  is  prim- 
arily intended  to  make  possible  the  easy  repe- 
tition of  two  or  more  numbers  in  the  same 
music  score,  without  purchasing  duplicate 
copies,  thereby  affording  the  musician  a 
greater  latitude  for  the  placing  of  numerous 
themes,  it  is  also  applicable  to  the  scoring  of 
the  entire  picture. 

Mr.  Luz  has  made  practical  the  use  of  col- 
ors toward  setting  up  of  a  musical  score 
from  a  cue  sheet  by  placing  proper  color 
tabs  on  the  selected  themes  or  compositions, 
interspersed  with  color  cue  cards,  which  im- 
mediately places  at  the  musician's  disposal 
the  desired  piece  of  music  at  the  right  time. 

The  cost  of  the  Symphonic  Color  Guide 
is  a  very  nominal  one,  when  the  saving  in 
music  purchases  is  considered,  and  is  practi- 
cally the  first  and  last  cost,  the  guide  being 
used  over  and  over  again  with  the  same  ef- 
fect. The  new  guide  has  been  something 
which  musicians  have  wanted  for  many  years 
and  the  device  is  as  simple  to  use  as  it  was 
to  produce. 


August  29,  1925 


Page  49 


Simplex  Ticket  Register 
Installed  in  Embassy 

Among  the  other  modern  equipment  in- 
stalled by  the  Howells  Cine  Company  in  the 
Embassy,  which  Gloria  Gould  will  manage,  is 
the  Simplex  Ticket  Register  for  the  box- 
office  in  the  lobby.  This  automatic  ticket  seller 
manufactured  by  the  World  ticket  and  Sup- 
ply Co.,  Inc.,  of  New  York,  embodies  every 
known  demand  of  the  exhibitors  of  the 
country,  and  will  render  adequate  service  at 
the  new  house,  as  it  never  forgets,  works 
fast,  makes  no  mistakes  and  protects  the 
money. 

Each  unit  of  the  Simplex  is  complete  in 
itself  and  has  its  own  operating  mechanism. 
Its  construction  also  makes  possible  an  evenly 
balanced  machine  when  in  operation,  as  with 
the  individual  units  the  load  on  the  motor 
can  be  distributed  so  that  it  is  not  closing  all 
the  knives  at  the  same  time,  nor  being  stalled 
if  all  the  keys  happen  to  be  down  at  the 
same  time. 

The  construction  also  permits  the  operation 
of  all  the  units  at  the  same  time  and  in 
case  two  different  priced  tickets  are  re- 
quested by  a  patron,  the  cashier  does  not  have 
to  wait  while  one  set  of  tickets  issues  before 
pressing  the  button  for  the  others.  Every 
movement  is  a  positive  in  each  unit  and  there 
is  no  depending  on  spring  actuated  clutches 
for  the  proper  functioning  of  the  movements 
of  each  unit.  The  feed  wheel  of  each  unit  is 
designed  so  that  no  matter  what  wear  takes 
place  in  the  mechanism,  the  tickets  are  al- 
ways cut  at  the  proper  place. 

The  magazines  are  open  on  one  side  with  a 
retaining  strip  to  keep  the  tickets  from  fall- 
ing out.  This  construction  leaves  the  tickets 
always  free  to  issue  without  any  binding  in 
the  magazines.  This  also  leaves  an  unob- 
structed view  of  the  tickets  in  the  magazines 
so  there  is  no  guess  as  to  the  quantity  re- 
maining. One  of  the  chief  advantages  of  the 
open  design  is  that  in  case  a  ticket  strip  is 
broken  in  the  bundle,  the  magazine  does  not 
have  to  be  removed  from  the  machine  to  re- 
thread,  as  the  movement  of  a  few  inches  of 
the  magazine  will  allow  the  end  of  the  strip 
to  be  picked  up  and  the  machine  rethreaded 
without  even  opening  the  retaining  strip. 

The  top  of  the  register  is  so  constructed 
that  there  are  no  obstacles  to  interfere  with 
the  sliding  of  the  coins  in  the  making  of 
change.  Some  of  the  theatres  and  circuits 
using  the  Simplex  Ticket  Register  are  the 
Strand,  Marcus  Loew  Enterprises,  Stanley 
Circuit,  Southern  Enterprises,  Jensen  Von 
Herberg,  M.  E.  Sommerford  Enterprises, 
Saenger  Amusement  Co.,  Lubliner  &  Trints, 
Balaban  &  Katz,  Kinkelstein  &  Ruben  and 
the  Piccadilly  Theatre. 


Pertinent  Questionaires 

Picking  out  some  thirty  questionnaires 
from  a  batch  recently  received  from  ex- 
hibitors in  the  Eastern  territory  and  Canada, 
it  is  interesting  to  note  the  different  types  of 
organs,  projection  machines  and  screens  used 
in  the  various  houses. 

Among  the  theatre  equipment  reported 
were  3  Kimball  organs,  2  Bartons,  1  Warren, 
1  Robert  Martin,  6  Wurlitzers,  1  Smith  Unit, 
1  Morton,  3  Austins,  1  Karn  Warren,  5 
Mollers,  and  1  Earl  J.  Beache. 

Concerning  projectors,  there  were  reported 
19  Simplexes,  8  Powers,  1  Duplex.  Screens 
were  of  a  wide  variety  and  consisted  of  1 
Rembusch,  1  Gordon  Velvet  and  Gold  Fibre, 
3  Raven  Haftones,  1  Silveroid,  1  Mineral 
surfaced,  1  concave  plaster,  1  Superlite,  2 
Gardner  Gold  Fibre,  i  Gold  King,  6  reflective 
and  1  Gold  Fibre. 


Bush  Organ  Slides 

Tickle  Funny  Bone 

The  exhibitor  who  keeps  his  audience  in 
good  humor  is  doing  a  great  deal  of  good 
for  the  reputation  of  his  theatre,  and,  quite 
naturally,  his  box-office  receipts.  There  are 
many  various  methods  of  pleasing  your  pa- 
trans.  M.  S.  Bush,  of  Buffalo,  reaches  the 
public  through  its  funny-bone.  His  cartoon 
service  is  especially  prepared  for  organ  re- 
citals as  well  as  many  other  types  of  musical 
renditions. 


ZSPhelco!" 

CharlesW.Phellis&Co, 

INCORPORATED 

130  West  42nd  Street, 
New  York 


BRENKERT 


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Combination 
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add  interest  to  your  show  and  additional  patronage  to 
your  theatre. 

Write  us  at  once  or  see  your  dealer  for  complete  infor- 
mation on  this  newest  creation. 


A  REAL  BOX  OFFICE  ATTRACTION 


BRENKERT  LIGHT  PROJECTION  CO. 

Designers  and  Manufacturers 

DETROIT,  MICH. 


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LOBBY 
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CONTAINS 

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for    theatre  lobbies. 

Send  for  Our  New 
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Stanley  Frame  Co. 

L.  RING,  Pres. 
727  7th  Ave.       New  York 


Page  50 


Exhibitors  Trade  Review 


SCREEN  BULLETINS  INCREASE 
BOX-OFFICE  RECEIPTS 


WITH  all  the  advertising  and  publicity 
that  is  being  given  to  individual  mo- 
tion pictures  and  people  who  have  part 
in  the  making  of  pictures,  it  is  surprising 
that  so  little  attention  is  given  to  what  is 
ordinarily  called  "institutional"  publicity,  de- 
signed to  promote  motion  picture  entertain- 
ment as  such  and  to  tell  the  public  many 


RadiO 


-Mat 


THIS  ENTIRE  THEATRE 
Is  Cleaned  and  Dusted  Daily 
Most  Carefully  With  a 

VACUUM  CLEANER 
The  Thermometer  in  the 
Theatre  Will  Show  You  That 
it  is  20  Degrees  Cooler 
Than  Outside 


is  the  Stationery  of  the  Screen 


Non-melting — Non-inflammable 


Screen  Bulletins  by 
the  Exhibitor 

There  are  many  things 
done  for  the  comfort,  safety 
and  pleasure  of  your  patrons 
that  they  never  hear  about. 
A  flash  with  a  Radio-Mat 
daily  will  make  them  realize 
to  what  lengths  you  often  go 
for  their  benefit. 

Radio-Mats  are  indispen- 
sible  for  "T  i  e  -  u  p  s"  and 
Teasers. 


10,000  Typed  Daily! 


RadiO 


-Mat 


THE  WEATHER 

Increasing  Cloudiness 
and  warmer 
Probably  Followed  by  Rain 
Tomorrow 

Much  Warmer  Wednesday 

NOTE—TKis  Theatre  is 
ALWAYS  COOL! 


is  the  Stationery  of  the  Screen 


pertinent  facts  which  ought  to  be  told  about 
the  houses  in  which  pictures  are  shown. 

A  large  part  of  the  public,  even  of  the 
picture-going  public,  still  thinks  of  pictures 
as  a  sort  of  substitute  for  "legitimate" 
drama.  To  a  considerable  extent  this  trend 
of  thought  is  encouraged  by  the  low  admis- 
sion prices  prevalent  in  this  business.  It  is 
not  surprising  that  people  who  are  accus- 
tomed to  paying  three,  four  or  five  dollars 
for  a  seat  in  a  legitimate  house  should  feel 
that  the  motion  picture  show  which  fells  for 
fifty  cents  or  less  must  be  entertainment  of 
an  inferior  order. 

'"TO  meet  this  impression,  the  motion  pic- 
ture  industry  as  a  whole  must  convey  to 
the  public  certain  facts  about  motion  pictures 
and  motion  picture  theatres.  For  example  : 

Motion  pictures  as'  made  today  offer  a  tre- 
mendously broader  scope  of  entertainment 
than  is  possible  with  the  legitimate  stage.  In 
respect  to  numbers  of  people,  scenic  values, 
costuming  and  the  general  lavishness  of  pro- 
duction, the  motion  picture  is  capable  of 
things  that  would  be  utterly  impossible  on 
the  stage. 

Motion  picture  theatres,  on  the  average, 
are  far  superior  in  construction,  equipment, 
and  all  of  the  factors  that  make  for  audience 
comfort  to  the  theatres  presenting  drama, 
vaudeville  or  any  of  the  other  forms  of 
theatrical  entertainment. 

These  points  ought  to  be  hammered  home 
through  every  conceivable  channel  of  pub- 
licity.  Only  by  driving  them  into  the  public 
consciousness  will  motion  picture  entertain- 
ment come  into  the  appreciation  it  deserves. 
Only  by  creating  a  definite  understanding  of 
these  facts  will  the  motion  picture  industry 
be  relieved  of  the  tremendous  adverse  pres- 
sure exercised  by  the  professional  reformers 
who  today  regard  it  as  one  of  the  most 
profitable  of  their  targets.  Only  in  this  way 
will  the  public  be  educated  to  a  fair  appre- 
ciation of  motion  picture  values  which  will 
make  possible  the  higher  admission  prices  to 
which  exhibitors  are  entitled. 

T  F  this  sort  of  campaign  had  to  be  con- 
-I  ducted  through  costly  paid  space  in  maga- 
zines and  newspapers,  it  would  be  altogether 
beyond  the  province  of  the  exhibitor.  But 
it  happens  that  the  exhibitor  has  under  his 
own  control,  from  one  end  of  the  year  to 
the  other,  one  of  the  best  possible  channels 
through  which  such  publicity  can  be  handled 
with  telling  effect — his  own  screen. 

Through  screen  bulletins  devoted  to  the 
dual  purpose  of  boosting  motion  picture  en- 
tertainment, without  mention  of  any  partic- 
ular picture,  and  bringing  out  pertinent  facts 
about  the  motion  picture  theatre,  any  exhibi- 
tor can  go  far  toward  selling  his  customers 
— those  who  come  occasionally  and  those 
who  come  regularly — on  a  new  appreciation 
of  the  entertainment  he  is  providing  and  the 
house  in  which  he  entertains  them. 

D  ELATI VELY  few  exhibitors  today  have 
a  fair  appreciation  of  the  potential  value 
of  screen  bulletins  used  for  this  purpose. 
They  can  be  used  to  create  tremendously  val- 
uable Good  Will.  They  can  be  used  to  build 
business  that  will  show  in  tangible  increase 
of  box-office  receipts.  And  their  use  involves 
little  effort,  little  cost  and  no  complications. 

To  assist  in  this  development  of  screen 
propaganda,  Exhibitors  Trade  Review  will 
publish,  in  its  Modern  Theatre  Numbers  dur- 


ing the  next  few  months  a  series  of  articles 
outlining  specifically  how  any  exhibitor  may 
utilize  his  own  facilities  in  this  direction. 
Copy  for  promotional  screen  bulletins  will 
be  provided  and  practical  suggestions  on  local 
contests  and  stunts  of  various  kinds  that 
will  be  aimed,  in  every  case,  at  strengthening 
the  institutional  standing  of  the  theatre  and 
increasing  its  hold  on  the  people  who  ought 
to  be  regular  patrons. 

Watch  for  this  feature  in  the  Modern 
Theatre  Number  next  month. 


NEW  EFFECTS  IN  SPOT 
AND  FLOOD  LIGHTING 

The  era  of  novelty  presentations  to  stimu- 
late greater  movie  attendance  has  become  the 
vogue,  and  today  we  find  more  and  more 
houses  going  in  for  special  lighting  and  color 
effects.  Colors  stimulate  the  imagination. 
Why  not  put  your  patrons  in  a  beautiful 
mood  every  time  they  leave  your  house?  If 
you  do,  they  are  bound  to  come  and  come 
again.  One  way  to  make  more  money  at 
your  theatre  is  to  spend  a  little  more  money 
for  the  worthwhile  apparatus,  which  keep  on 
working  for  you  long  after  their  initial  ex- 
pense has  been  earned  at  the  box-office. 

The  Brenkert  Combination  Projector,  used 
by  theatres  and  motion  picture  houses,  pro- 
duces marvelous  colors  effects,  such  as  the 
passing  of  clouds  in  the  sky,  moonlight 
water  ripple  and  other  realistic  panoramic  ef- 
fects which  greatly  enhance  theatrical  pre- 
sentation. The  Combination  projector  is  easily 
and  quickly  moved  in  any  direction,  giving 
to  the  theatre  owner  results  that  have  never 
before  been  obtained  in  spot  and  flood  light- 
ing with  moving  colors,  as  well  as  he  other 
features  of  scenic  effect  and  lantern  slide 
projection. 

When  using  the  projector  as  a  spot  and 
flood  lamp,  any  size  area  can  be  illuminated 
from  a  full  stage  opening  down  to  a  one- 
foot  spot  with  clear  cut  edges  and  an  abso- 
lutely white  light,  or  with  a  blending  of 
colors.  The  projectors  are  manufactured  in 
double  type  and  triple  type.  The  general 
practice  in  de  luxe  houses  is  to  install  two 
of  the  double  type,  side  by  side  in  a  booth, 
or  if  there  is  not  sufficient  room  for  two,  one 
of  the  triple  type. 

Recent  installations  of  the  Brenkert  have 
been  made  at  the  Piccadilly  Theatre,  New 
York ;  Palace,  Lockport ;  Loew's  Palace, 
Washington ;  Cataract,  Niagara  Falls,  as  well 
as  many  theatres  in  the  Chicago  territory, 
which  have  been  installed  by  dealers  of  the 
Brenkert  Co. 


Foot  Comfort 

Foot  comfort  is  a  prime  necessity.  Many 
theatres  expend  a  great  deal  of  moneySin 
their  choice  of  rugs  and  carpets.  As  gie 
years  go  by,  this  expense  begins  all  oafer 
again,  because  constant  wear  has  probably 
deadened  the  luster  as  well  as  having  de- 
stroyed the  fabric.  Carpet  and  rug  cvfih- 
ions  are  a  remarkable  aid  in  keeping  do%rn 
this  overhead  expense.  The  carpets  and 
rugs  invariably  last  much  longer.  Clinton 
Carpet  Co.,  of  Chicago,  has  built  up  a  very 
fine  clientele  for  their  Ozite  cushions.  & 


August  29,  1925 


Page  51 


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H*W  Seats  for  Theatres  from  Coast  to  Coast 


BOB  WHITE  THEATRE,  PORTLAND, ORE. 


WASHINGTON  3Q.  THEATRE,  QU/NCY,  ILL 


FIRST  NATIONAL  THEATRE,  RICHMOND,  VA. 


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PRACTICALLY  every  locality  in  the  United  States  has  its  Heywood- 
Wakefield  Seated  theatres.  There  are  many  reasons  for  the  wide 
preference  for  Heywood- Wakefield  Theatre  Chairs.  Warehouses  are  con- 
veniently located  throughout  the  country.  Theatre-seating  experts  are  at 
your  service,  without  charge,  for  planning  your  installation.  Heywood- 
Wakefield  Opera  Chair  designs  are  distinctive,  practical,  sturdy  and  varied. 

Whatever  your  seating  problems,  consult  us  freely,  without  cost  or  obliga- 
tion on  your  part.  Our  99-year  seat-building  experience  is  at  your  service. 

HEYWOOD. WAKEFIELD  WAREHOUSES- 

BALTIMORE,  MD.           113  W.  Conway  St.         KANSAS  CITY,  MO.  1310  W.  Eighth  St. 

BOSTON  45,  MASS.                    Winter  Hill         LOS  ANGELES,  CAL.  215  East  6th  St. 

Display  Floor,  1 74  Portland  St.                    NEW  YORK,  N.  Y.  5 16  W.  34th  St 

BUFFALO,  N.  Y.           Wells  and  Carroll  Sts.         PHILADELPHIA,  PA.  244  So.  5th  St. 

CHICAGO,  ILL.               2653  Arthington  St.         PORTLAND,  ORE.  148  No.  Tenth  St. 

Display  Floor,  American  Furniture  Mart              SAN  FRANCISCO,  CAL.  737  Howard  St. 
ST.  LOUIS,  MO,  Sixth  and  OTallon  Sts. 


TF3 


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Page  52 


Exhibitors  Trade  Review 


Be  Your  Own  Printer 

Print  YOUR  OWN 

PROGRAMS  —  HANDBILLS 
PLUGGERS— ANNOUNCEMENTS 


Keep  your  patrons  informed  of  your  future  programs 
-utilize  your  spare  time  by  advertising  your  business. 

Write  for  estimates  on  our  printing  outfits 

GLOBE  TYPE  FOUNDRY 

956  West  Harrison  St.  Chicago,  Rl. 


Robert  P.  Carsen 
Scenic  Studios 


CONSTRUCTORS,  DESIGNERS 
and  PAINTERS 
of 

PICTURE  and  STAGE  SETTINGS 

Specializing  in  renting  scenery  for  pro- 
fessional and  amateur  productions. 

FABRIC  SETTINGS 

ELECTRICAL  EQUIPMENT 

THEATRICAL  HARDWARE 

and  SUPPLIES 

1507  No.  Clark  Street 
CHICAGO,  ILL. 

Phone  all  Depts.  Delaware  6022;  Office, 
Superior  18$2 


1835 


BUILDERS  OF  STANDARD 

smcE  J  ORGANS 

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. 


—PROJECTION— 

Optics,  Practical  Ideas  and  Electricity 
 By  WESLEY  TROUT  


Better  Equipment  and  Projection  Pays 

The  slogan  "Better  Equipment  and  Projection  Pays"  should 
be  adopted  by  every  equipment  dealer  and  manufacturer.  This 
line  should  be  run  in  all  advertisements  possible,  on  letter  heads, 
bill  heads  and  catalogues.  If  this  were  done  results  would  be 
sure.  It  is  going  to  take  persistent  effort  to  prove  to  the  ex- 
hibitor that  good  screen  results  can  be  had  with  high  class 
projectors  and  other  equipment,  and  not  with  projectors  or 
generators  that  have  been  in  use  years  and  years.  Good  projec- 
tion means  more  dollars  at  the  box  office. 

Much  damage  is  done  to  films  by  the  use  of  out-of-date  pro- 
jectors, the  intermittent  movement  being  so  worn  that  the  projec- 
tionist has  to  use  entirely  too  much  tension.  Projectors  should 
be  replaced  every  three  years  where  they  are  run  from  eight 
to  ten  hours  a  day.  Old  projectors  require  so  much  repairing 
and  parts  after  three  years  that  it  is  false  economy  in  trying  to 
secure  any  longer  service  from  them,  and  you  cannot  secure 
anywhere  near  good  projection  with  them. 

Projectors  and  other  equipment,  such  as  generator  sets,  screen, 
high  grade  lenses  and  change-over  devices  can  be  purchased 
from  any  large  equipment  dealer  on  time  payment  plan,  and  you 
can  purchase  on  very,  very  satisfactory  terms.  Don't  purchase 
rebuilt  projectors  as  they  will  never,  never  give  you  good  screen 
results. 

Good  projection  depends  upon  properly  installed  screen,  pro- 
jectors, correct  size  condensers  and  good  objective  lenses.  The 
correct  amount  of  light  should  be  used  to  cover  a  certain  size 
screen  and  that  amount  always  depends  upon  plenty  of  amper- 
age up  to  a  certain  point.  A  first  class  projectionist  can  tell 
when  the  picture  is  plenty  bright,  but  he  must  have  a  first  class 
generator  set  with  control  handle  located  on  the  front  wall  of 
the  projection  room  so  that  he  can  vary  the  amperage  for  light 
and  dark  scenes.  Other  equipment  and  devices  should  be  ar- 
ranged in  a  convenient  manner,  then  you  can  secure  good  pro- 
jection on  the  screen. 

Motor  generator  set  should  be  installed  in  a  room  adjoining 
the  booth. 

*  *  * 

New  Rectifier  for  Low  Intensity  Arcs 

The  great  popularity  of  the  reflector  type  of  arc  lamps 
for  motion  picture  projection  has  been  responsible  for  the  de- 
velopment of  the  Unitron  motion  picture  rectifier  for  furnishing 
direct  current  for  the  reflector  type  arc  lamps. 

This  new  device  is  claimed  by  its  makers  to  constitute  a 
simple,  practical  and  very  efficient  rectifying  equipment  for  fur- 
nishing direct  current  from  an  alternating  current  supply. 

The  new  rectifier  is  manufactured  in  standard  models  to  oper- 
ate from  110  volts  and  220  volts,  60  cycles,  single  phase  alternat- 
ing current.  The  amperage  consumed  from  the  110  volt  circuit 
is  about  7  amperes,  that  from  the  220  volt  circuit  only  ZT/2 
amperes.    The  maximum  to  the  arc  lamp  is  IS  amperes. 

The  absence  of  mechanical  working  parts  is  claimed  by  the 
manufacturers  to  constitute  a  trouble  eliminating  feature.  The 
device  is  well  constructed  and  should  give  the  exhibitor  and  pro- 
jectionist very  pleasing  results  and  long  service  with  proper 
care. 

Low  purchase  and  operating  cost,  steady  arc,  absence  of  noise 
and  vibration  are  the  good  features  of  this  new  rectifier.  It  is 
a  much  needed  device  for  users  of  the  new  reflector  arc  lamps. 

*  *  * 

A  Patching  Light  for  Mending 

The  best  patching  light  I  have  found  is  to  mount  a  piano  con- 
vex condenser  in  your  rewind  table  with  the  flat  side  facing  you 
and  put  in  a  10  Watt  lamp  (Properly  boxed  in  metal)  under 
it  and  you  will  have  a  mighty  fine  patching  light,  much  better 
than  using  a  plain  piece  of  glass. 

,  %')     *  * 

The  Motsco  Mazda  Adapter 

The  Monarch  Theatre  Supply  Co.,  Chicago,  recently  sent  me 
some  data  on  their  new  Motsco  Mazda  Adapter,  and  they  inform 
me  that  this  new  Adapter  is  going  over  "big."  This  Adapter 
can  be  used  in  any  of  the  projection  machines  now  on  the 
market,  most  any  projectionist  can  easily  install  same  in  his 
lamphouse  in  a  few  minutes.  This  Adapter  is  entirely  different 
than  any  other  Adapter  now  on  the  market.  The  Monarch 
people  also  manufacture  a  Regulator  for  use  on  alternating  cur- 
rent for  the  reducing  of  the  110-volts  down  to  30-volts  and  32 
amperes;  it  is  well  constructed  and  will  give  the  exhibitor  very 
pleasing  results,  and  the  price  is  RIGHT.  The  Monarch  Co., 
{Continued  on  Page  54) 


August  29,  1925 


Page  53 


It's  expected 

"Eastman"  and  "Kodak," in  black 
letters  in  the  margin,  identify  the 
genuine  Eastman  product — the  film 
that  carries  quality  through  to  the 
screen. 

Eastman  Positive  Film  assures 
the  kind  of  photographic  reproduc- 
tion that  audiences  are  entitled  to — 
and  expect. 

IQJ 

EASTMAN  KODAK  COMPANY 

ROCHESTER,  N.  Y. 


Page  54 


Exhibitors  Trade  Review 


jlui  l  ,ir  ggaS^nE]  -3£s 

TIG.  405 


"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  attractiveness  as  a  carefully 
selected  marquise. 

As  manufacturers  for  years  of  structural,  ornamental  and 
sheet  metal  building  specialties,  we  have  the  most  compre- 
hensive designs  at  inviting  prices.  We  can  provide  a  type 
to  suit  any  architectural  scheme,  or  design  one  to  meet  the 
individual  taste  of  exhibitors  or  their  architects. 

Consider  now  the  substantial  increase  in  at- 
tendance you  can  achieve;  write  today  for  de- 
scriptive folder. — E.   T.  ft. 

The  MOESCHL-EDWARDS 
CORRUGATING  Co. 

BOX  564  CINCINNATI,  OHIO 

Manufacturers   of   Mecco    Ornamental   Ceilings   and   Side   Walls  and 
Metal   Projecting  Booths 


PROJECTION 

(Continued  from  Page  52) 

or  the  writer  will  be  pleased  to  send  complete  data  on  this 
equipment  upon  request  from  projectionists  and  exhibitors. 

Bootleg  Parts  for  Projectors 

In  certain  districts  there  are  some  theatre  supply  houses  that  are 
selling  what  we  call  "Bootleg  Parts"  to  projectionists.  These  parts 
generally  look  very  good  to  the  purchaser's  eye  but  when  he  trys 
and  puts  them  on  the}'  are  usually  made  under  size  or  way  over 
size,  and  they  last  only  about  HALF  as  long  as  the  parts  put  out 
by  the  manufacturers  themselves.  I  strictly  advise  against  the  use 
of  parts  that  are  NOT  stamped  with  the  maker's  name,  they  WILL 
NOT  give  you  satisfactory  results.  The  sprockets  made  by  some 
of  these  parties  are  far  from  being  true  and  their  use  in  the  pro- 
jector will  usually  result  in  an  unsteady  picture  on  the  screen,  and 
the  intermittent  sprockets  will  "undercut"  very  rapidly.  Don't  use 
them,  buy  parts  made  by  the  manufacturer  of  your  projector  and 
play  safe. 

Whitewashed  Wall  Projection  Screens 

A  smoothly  plastered  wall  that  has  been  carefully  whitewashed 
with  milk  of  lime  gives  good,  dull  white  surface  for  a  projection 
screen.  It  rubs  off  rather  easily  and  cannot  be  cleaned.  Of  course 
a  fresh  coat  of  whitewash  will  renew  the  screen.  It  is  very  cheap 
and  good.  The  projectionist  should  take  care  to  carefully  strain 
the  whitewash,  and  to  apply  same  very  carefully  so  that  a  smooth 
surface  will  be  the  result. 

In  spreading  the  Kalsomine  or  whitewash  on  the  wall  one  should 
use  a  soft  brush  and  apply  with  the  tip  of  the  brush  only.  This  will 
give  a  smooth  finish  and  if  one  uses  plenty  of  paint  there  will  be  no 
joints,  but  the  whole  will  appear  smooth  and  white. 

I  would  recommend  that  two  coats  should  be  used  the  first  time 
and  only  one  coat  thereafter. 

Repaint  or  whitewash  ycur  screen  about  every  three  months. 
When  a  screen  surface  becomes  dirty  you  lose  much  of  your  screen 
brilliancy. 

Use  a  feather  duster  for  cleaning  your  screen -every  week. 
A  clean  screen  means  a  brighter  and  clearer  picture. 
Be  sure  and  paint  a  border  of  about  five  inches  around  the  picture 
image,  using  a  "dead  black"  paint. 


-  Says 

"Wherever  there  are  Movies, 
from  the  West  Coast  of 
Africa  to  the  far  reaches  of 
Alaska, 

you  will  find  me  on  the  job." 


IransVferteK 

— means  economy  to  the 
small  and  large  theatres 
alike. 

It  is  not  a  fad,  nor  a  frill. 
It  is  a  part  of  your  essen- 
tial projection  equipment 
— doubly  necessary  as 
competition  in  theatres  in- 
creases. 


Perkins 
Electric 
Ltd. 

Canadian 
Distributors 

Montreal, 
Toronto, 
Winnipeg 


As  refinements  in  projection  are  being 
made — Transverter  equipment  anticipates 
these  changes. 


If  your  projection  room  is  to  be  re- 
modeled, equipment  altered,  tell  us  your 
plans,  and  we  will  give  our  suggestions, 
entirely  without  obligation. 


e^HERTNER  ELECTRIC  COMPANY 

Locust  Avcnug  Clgvela,tn.cL ,  OKI o  U  S  A 


August  29,  1925 


Page  55 


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. 

Frank  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. 
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  Dowllng 
Place,  Rochester,  New  York. 

DYES,  LAMP 

Bachmeier  &  Co.,  Inc.,  438  West  37th 
Street,  New  York. 

FILM  RAW  STOCK 

Eastman  Kodak  Co.,  Rochester,  Nsw 
York. 

Fish-Schurman  Corp.,  45  West  45th 
Street,  New  York. 

FLOOR  COVERINGS 

Clinton  Carpet  Co.,  Chicago,  111. 
(Illustrated    pamphlet   on   carpet   aftd   rug  cushions) 

FRAMES,  MIRRORS,  ETC. 

Stanley  Frame  Co.,  729  7th  Avenue,  New 
York. 

(Illustrated  catalog  on  display  frames  and  bulletin 
boards ) 

Dwyer  Bros.,  520  Broadway,  Cincinnati,  O. 
IN8URANCE 

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- 
torlet) 


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. 

(111.  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  projection  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.fc  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. 
I  (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.  City. 
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  34tn 
Street,  New  York. 
(Illustrated  catalog  on  projection  machines  and  acces- 
sories) 

Superior  Projector,  Inc.,  Coxsackie,  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  Screem  Co.,  Film  Bldg.,  Cleve- 
land, O. 

SHUTTERS 

Double  Disc  Shutter  Co.,  2M0  Payne  Ave 
Cleveland,  Ohio. 

SIGNS 

Cramblet  Eng.  Corp.,  177  5th  Street,  Mil- 
waukee, Wis. 

DeLuxe  Studios,  833  W.  Washington 
Street,  Chicago,  111. 

SLIDES 

M.  S.  Bush,  52  Chippewa  Street,  Buffalo, 
New  York. 

(Pamphlet  on  illustrated  slides  to  accompany  plot 
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.,  Shamokin,  Pa. 
Trimount  Press   Co.,   113  Albany  Street, 

Boston,  Mass. 
World  Ticket  &  Supply  Co.,  1600  Broad- 
way, New  York. 
(Illustrated  pamphlet  on  theatre    tickets    and  ticket 
registers ) 

TIME  CLOCKS 

The  Tork  Company,  8  West  40th  Street, 
New  York. 

(Folder  on  time  clocks) 

TRANS  VERTERS 

Hertner  Elec.  Co.,  1905  W.  112  St.,  Cleve- 
land, Ohio. 

VENTILATING 

Typhoon  Fan  Co.,  345  West  39th  Street, 
Nsw  York. 


Page  56 


Exhibitors  Trade  Review 


MILLION  TO  BE  SPENT  ON 
NEW  PORTLAND  THEATRE 


$35,000     Wurlitzer  Installation 

Features  Tremendous  Project 

PORTLAND,  Oregon.— Lease  of  a  site 
at  Salmon  street  and  Broadway  for  a  new 
$1,000,000  theatre  and  closing  of  a  deal  book- 
ing the  talent  of  the  Gus  Sun  theatre  circuit 
— the  largest  in  New  York  and  the  Atlantic 
states — Friday  marked  the  beginning  of  a 
.new  phase  in  the  Portland  development  of 
the  theatrical  interests  of  Ackerman  &  Har- 
ris, present  owners  of  the  Hippodrome  the- 
atre. 

Sam  Harris,  one  of  the  partners  in  the 
firm,  announced  the  deal,  and  A.  E.  Doyle  is 
working  on  the  plans  for  the  new  house.  It 
will  be  a  2,500  seat  theatre,  and  the  building 
in  which  it  is  housed  will  be  a  seven  story 
structure  with  stores  and  office  rooms  as  well. 

Manager  W.  W.  Ely,  who  announced  the 
booking  of  the  Gus  Sun  talent,  will  leave 
soon  for  the  East  where  he  will  make  provi- 
sions for  the  new  changes.  Selection  of  fur- 
niture and  fixtures  for  the  new  theatre  will 
be  in  his  hands. 

To  Study  Ventilation 

One  of  the  features  in  the  new  theatre  for 
which  Ely  will  arrange  is  the  installation  of 
a  $35,000  Wurlitzer  organ,  one  of  the  finest 
in  the  city. 

During  his  trip  East  he  will  also  go  into 
further  detail  on  the  lighting  and  ventilating 
system. 

"We  have  the  best  ventilating  system  in 
the  city  in  the  Hippodrome,"  he  said,  "and  I 
intend  to  profit  by  my  experience  with  it  and 
produce  an  even  finer  system  of  lights  and 
ventilation  for  the  new  theatre." 

Excavation  on  the  site  is  expected  to  begin 
in  a  month.  The  lease  on  the  present  struc- 
ture expires  August  1,  1926,  and  by  that  time 
it  is  expected  that  the  new  theatre  will  be 
ready  for  occupancy.  Pantages  theatre  will 
occupy  the  present  Hippodrome  building 
through  purchase. 

Leased  for  35  Years 

Ackerman  &  Harris  own  24  theatres  on 
the  coast  and  book  entertainment  in  100.  At 
present  they  are  building  in  Fresno,  Oakland, 
Los  Angeles,  San  Leandro  and  Haywood, 
Cal.,  five  theatres  which  will  cost  an  aggre- 
gate of  $3,000,000.  No  one  of  these  theatres, 
according  to  Harris,  is  so  elaborate  as  the 
one  to  be  built  here. 

The  site  of  the  Portland  house  was  owned 
by  Keller  &  Boyd,  and  has  been  leased  for 
35  years  tq  Ackerman  &  Harris. 

News  of  the  Architects 

Archt.  Clarence  G.  Johnson,  472  58th  St., 
Milwaukee,  Wise,  drawing  plans  on  M.  P. 
theatre,  stores  and  Apt.  bldg.  at  Ogden  ave., 
bet.  Cass  &  Marshall  St.,  Milwaukee,  Wise. 
Owner,  W.  J.  Roche,  187  Farewell,  and  J.  B. 
Culler,  172-2nd.  Archt.  will  take  bods  on  gen. 
Contractor. 

Archt.  and  Mech.  Engr.  J.  E.  Eberson,  212 
E.  Superior,  Chicago,  111.,  drawing  plans  on 
theatre,  store  and  office  bldg.  at  W.  Main  St., 
Battle  Creek,  Mich.    Owner,  Bijou  Theatri- 


HERALDS 


SHIPPED  SAME  DAY  ORDER  IS  RECEIVED] 

Guaranteed     Service— Good     Work— Popular 
Prices — Send  for  Trial  Order. 


FILMACK  COMPANY 

736  S.WABASH  AVE.  CHICAGO 


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Classified  Opportunities 

RATE    2    CENTS    A  WORD 
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cal  Enterprises,  Inc.,  505  Insurance  Exchange 
Bldg.,  Detroit,  Mich. 

Theatre  contemplated  at  9th  and  Main  sts., 
Richmond,  Ind.  Archt.  not  selected.  Owner, 
City  Securities  Co.,  156  E.  Market  St.,  Indian- 
apolis, Ind. 

M.  P.  theatre  at  Cleveland  and  Myrtle 
aves.,  Columbus,  Ohio,  being  built  by  Archt. 
J.  Edgar  Outcalt,  186  E.  Broad  st.  Owner, 
New  Linden  Amusement  Co.,  5  W.  Long  St., 
1  sty.,  50x100. 

Archt.  Rapp  &  Rapp,  190  N.  State  St., 
Chicago,  111.,  building  theatre  at  W  ashington 
near  Crawford.  Owner,  Balaban  &  Katz,  175 
N.  State  st,  125x332. 

Archt.  C.  W.  &  C.  L.  Rapp  taking  bids  on 
theatres,  stores  and  cap.  hotel  at  s.  w.  corner 
Hyde  Park  Blvd.  and  Blackstone,  12  sty.  and 
cop.,  275x275.  Owner,  Schoenstadt  &  Son, 
118  So.  Michigan,  Chicago,  111. 

Archt.  J.  E.  O.  Pridmore,  38  So.  Dearborn 
st.,  Chicago,  111.,  taking  bids  on  theatre,  stores 
and  offices  at  4048  Sheridan  road,  $l,000,00o, 
2  sty.  128x194.  Owner,  Ascher  Brothers,  5i)b 
So.  Wabash  ave. 

Archt.  Rebori  Westworth,  Dewey  &  Mt- 
Cormick,  332  So.  Michigan  ave.,  Chicago,  Ik., 
taking  bids  on  general  contract  for  theatre 
and  office  bldg.,  at  119  N.  Clark  st,  6  sty  and 
bas.,  42x100.  Owner,  G.  M.  Cohan,  1840 
Broadway,  New  York  City. 

Theatre  at  3934-38  W.  Washington  st.,  Chi- 
cago, 111.,  being  built  be  Archt.  Levy  &  Klein, 
111  W.  Washington  St.,  taking  bids  on  Sep. 
contractors.  Owner,  H.  Schoenstadt  &  Sons, 
1118  S.  Michigan  ave. 

M.  P.  theatre  being  built  bet.  3rd  and  4th 
sts.,  on*  Phillips  ave.,  Sioux  Falls,  S.  D.,  2 
sty.,  70x120.  Archt.,  Buechner  &  Orth,  500 
Shubert  Bldg.,  St.  Paul,  Minn.  Owner,  Fin- 
kelstein  &  Ruben,  4th  floor,  Loeb  Arcade, 
Minneapolis,  Minn. 

Theatre  being  built  at  S.  W.  corner  17th 
St.,  and  Broadway,  N.  Y.  C.  Archt.,  Thos.  W. 
Lamb,  644  8th  ave.  Owner,  Coolidge  Theatre 
Corp.,  50  E.  42nd  st.,  N.  Y.  C.  No  date  set 
for  work  to  start.   2  sty.,  120x100. 


Local  Films 


doOFeads 


St.  Louis 


STEREO PTI CON — B.  &  L.  CARBON  ARC  4'A 

inch  Condensers,  10  inch  Lens,  with  Rheostat  com- 
ple.e,  in  very  good  condition,  only  $25  cash. 
ALOE'S,  513  Olive,  St.  Louis,  Missouri. 


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. 


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. 


At  Liberty 


AT  LIBERTY — Expert  photoplayer  organist;  by 
hand  or  roll ;  first  class  references.  Address  "Box 
15"  care  of  Exhibitors  Trade  Review,  New  York. 

A-l  LEADER  (VIOLIN)— Side.  Long  ex- 
perience; pictures,  vaudeville;  fine  library;  reliable; 
neat.  LEADER,  1  Walnut,  Hudson  Falls,  New 
York. 

EXPERT    OPERATOR    AND  ELECTRICIAN 

with  nine  years'  experience  in  big  houses.  Married. 
Wants  to  locate  at  once.  Address  Operator,  Box 
282,  Mason  City,  Iowa. 

ORGANIST — Expert,  reliable,  young  man;  union; 
large  library ;  unit  organ  preferred,  if  good ;  con- 
servatory graduate ;  tricks  and  imitations ;  novelty 
solos  and  slides.  Write  J.  Clarence,  309  S.  Dith- 
ridge  St.,  Pittsburg,  P3. 


For  Sale 


FOR  SALE — Five  reel  feature,  "When  the  Desert 
Smiles."  Ed.  Milanoski,  640  Fourth  St.,  Grand 
Rapids,  Mich. 

FOR  SALE  AT  A  SACRIFICE  Photoplayer;  in 
use  less  than  2  years.  Orpheum  Thea'.re,  Orwigs- 
burg,  Pa. 

FOR  SALE — Underwood  Typewriter,  16  inches. 
Will  consider  an  exchange.  Write  Box  H.  S.,  Ex- 
hibitors Trade  Review. 

2  POWERS  6-A,  2  MOTIOGRAPHS,  54  Veneer 
Chairs,  Gold  Fibre  Screen,  Film  Cabinets,  Rheo- 
stats and  other  equipment.  Cheap  fot  quick  sale. 
Mrs.  Le  Vitt,  6201  Woodlawn  Ave.,  Chicago,  111. 

FOURTEEN  HUNDRED  NEW  OPERA 
CHAIRS,  some  upholstered.  New  goods  made  on 
contract  to  fit.  Bankrupt  stock,  at  a  big  saving. 
EIGHT  THOUSAND  YARDS  of  government 
Standard  Battleship  Linoleum  and  Cork  Carpet  at 
less  than  wholesaJe  prices  for  theatres,  churches, 
clubs  and  lodges.  Guaranteed  goods.  Not  less  than 
one  roll  sold.  J.  P.  REDINGTON  &  COMPANY, 
SCRANTON,  PA. 

ELECTRIC  SIGN  "LYRIC" :  Double  faced, 
ready  to  hang;  ojst  $100.  Spot  cash  $50.  J.  P. 
Redington,  Scranton,  Pa. 

POWER'S  6-A  PROJECTOR  $175. — Motor  Driven 
suit  case  projector  $75  Movie  Camera  $40  Sept 
Spring  Motor  Movie  Camera  $50  Eastman  negative 
stock  3  cents  a  foot.     Ray  296  5th  Avenue,  N.  Y. 

FOR  SALE — International  Adding  Machine  with 
stand,  also  a  Marchant  Calculator.  Bargain.  Box 
P.  L.,  Exhibitors  Trade  Review. 

WE  CAN  EQUIP  YOUR  THEATRE  complete, 
new  or  used  goods,  and  save  you  money.  Write 
for  literature.  Western  Motion  Picture  Company, 
Danville,  111. 

FOR  SALE — A  modern  fireproof  theatre  building, 
50  x  140,  equipped  for  road  shows  and  pictures; 
building  includes  two  stores  and  two  flats ;  middle 
west  town,  county  seat,  6,000  inhabitants;  mortgage 
sale ;  can  be  bought  for  one-half  original  cost.  Ad- 
dress Box  876,  Fargo,  N.  D. 


WORLD'S  LARGEST  EXCLUSIVE  AMUSEMENT  TICKET  PLANT  TWENTY  EIGHT  YEARS  EXPERIENCE  AT  YOUR  SERVkf 

ii«fT7r*r^     ROLL  C!?r>  FOLDED 

352  N.  ASHLAND  AVENUE         %V  I     I    V   lV    L.     I  W 

CHICAGO,  ILLINOIS  '  hist  tor  tup  itAsr  moniy       QirtCMSi  wi'iwry       correctniss  eUA&wrrfo 


is  a  positive 
essential  to 
every  motion 
picture  film 
laboratory 
and  exchange 

uneojualled 
formance  has 
made  it  the  stand- 
machine  for 
cleaning  and  polish- 
both  negative 
positive  mo- 
picture  film. 


Vfie  first  one  is  still  in  service" 


Motion  Picture  Industries,^ 

Xong  Island  CityMwlork, 


Mack 
sejstjstett 

Comedies 

Ttvo  "Reek 

4th  Series.  18  in  Series 
Current  and  Coming  "Releases 

Sneezing  Tleezers 
The  Iron  JVag 
Hutter  Fingers 
A  *Rainy  Knight 

Are  YOU  cashing  in  on  the  wide-spread  popularity  of  the 
Mack  Sennett  comedies? 

Where  the  summer  crowds  gather  on  the  beaches  people 
say  of  a  pretty  girl  with  a  stunning  figure,  "She  looks  like  a 
Mack  Sennett  girl."  When  editors  want  to  dress  up  their 
picture  pages  with  the  prettiest  girls  obtainable,  there  you'll 
find  the  famous  Sennett  beauties. 

Think  of  the  vast  publicity  these  comedies  have  had  in  the 
press  and  among  the  public.  They  are  standard  in  quality, 
inimitable  in  style,  fun  and  beauty. 

How  are  you  going  to  get  the  utmost  out  of  them  if  you 
don't  tell  the  public  about  them  in  your  advertising? 


Pafhecomedy 

TRADE  CO*] 


Monthly  Short  Subjects  Number 


EXHIBITORS 

Oracle  REVIEW 

%e  Business  Paper  of  the  Motion  ftcture  Industry 


The  man 

Who  gets 

A  good  meal 

Only  once  in  a  while 

Soon  starves  to  death/ 


The  exhibitor 
Who  gets 
A  good  pictute 
Only  once  in  a  while 
Soon  Hops , 


I  W  O  i  m  i  n  n  MUCH  I 


There  are 

Plenty  of  companies 
That  can  give 
You  6 
A  good  picture 
Once  in  a  while/ 


There  is 
One  company: 

PARAMOUNT 
That  can 
And  does 
Give  you 
Good  pictures 
AZX  THE  TIME^ 


J 


Book  PARAMOUNT 
And  feast 
In  the  Land  of  Plenty 


H/NC 

FLOWUM  I  Ma7n 
OF I  STREET' 


F 


The  Next 

i 

Monthly  Short  Subjects  Number 

of 

EXHIBITORS  TRADE  REVIEW 

will  be  the  first  issue  in  October 


IT  WILL  CONTAIN  A  WEALTH  OF  NEW  MATER- 
IAL DEALING  WITH  THE  ADVERTISING  AND 
EXPLOITATION  OF  SHORT  PRODUCT,  SUITED 
PARTICULARLY  TO  THE  NEEDS  OF  NEIGHBOR- 
HOOD AND  SMALL-TOWN  THEATRES. 

AS  USUAL,  EXHIBITORS  TRADE  REVIEW  IS  FIRST  WITH  A  MONTH- 
LY ISSUE  DEVOTED  TO  THIS  DEPARTMENT  OF  THE  BUSINESS. 
WATCH  IT  DEVELOP—FOR  YOUR  BENEFIT— A  WEALTH  OF 


HIDDEN  PROFITS 

ARE  WAITING  TO  CLIMB  INTO  YOUR  BANK  BALANCE. 

Remember — 

MONTHLY  SHORT  SUBJECTS  NUMBER 
EXHIBITORS  TRADE  REVIEW 
FIRST  ISSUE  IN  OCTOBER 


£  weekly  by  Exhibitors   Review   Publishing  Corporation  at  34  North   Crystal    Street,    East    Stroudsburg,    Pa.     Editorial    Offices   45    West   45th    Street.  ! 


September  5,  1925 


Page  1 


SERVICE! 


When  Mr.  Asher  Levy  recently  opened  the  new 
Diversey  Theatre  in  Chicago  a  Kinograms 
News  Reel  cameraman  photographed  'the  first 
audience  to  enter  the  doors 


Before  The  Spectators  Had  Left  Their 
Seats  They  Were  Looking  At  Their 
Own  Pictures  On  The  Screen  ! 


So  Mr.  Levy,  who  believes  in  giving  credit  where 
credit  is  due  wrote  us  the  following  --- 


We  have  only  the  highest  praise  to  offer  for 
your  services  at  the  opening  of  our  new  Diversey 
Theatre,  Chicago,  when  the  motion  pictures 
showing  the  first  audience  enter  the  theatre 
were  projected  on  the  screen  one  hour  and  five 
minutes  after  being  taken.     It  was  a  remarkable 
feat  in  service  and  workmanship. 

(Signed)      Asher  Levy 


This  same  service  is  yours  for  the  asking 


KINOGRAMS 

The  K[ews  ^el  ^uilt  Like  a  ^wspaper 


"THE  SPICE  QFTHg  PROCRAM" 


EDUCAT IONAL 
FILM  EXCHANGES,  Inc. 


Member,  Motion  Picture  Producers  and  Distributors 
of  America,  Inc.  Will  H.  Hays,  President 


Thank  you,  Mr.  Chaplin. 
You  know ! 


: 


out  'The 

Coast  of  Folly'  you're  off  my  list."  So 
they  have  been  named. 


k 
d 

it 
3 
f, 

n 

vs 

IC 

<<>  ; 
I 

o 
it 

y- 

>u 


it;, 

id 
le 
s- 


Chaplin  was  serious  in  his  room.  He 
curled  up  on  the  chair  and  talked  of  the 
future  of  movies.  "I  think  we  shall  even- 
tually get  back  to  two  and  three  reelers. 
I  think  we  shall  have  the  movie  as  the 
equivalent  of  the  literary  short  story.  Just 
as  the  long  novel  has  passed  and  the 
short  story  is  all  the  rage  today,  so  I  think 
it  will  be  with  films.  1  would  love  to 
see  Edgar  Allan  Poe's  short  stories  in 
these  brief  films.  There  is  a  positive  strain 
in  long  pictures,  i  always  enjoy  the  Pathe 
Weekly,  and  then  I  sense  around  me  in 
a  movie  house  the  feeling  almost  of  bore- 
dom when  a  nine  to  ten  reel  thing  is 
announced.  1  made  some  of  those  short 
bits  in  my  years  of  indiscretion,  and  I 
should  like  to  do  a  five  reel  comedy  now 
and  then  have  a  good  three  or  four 
reel  drama  shown  on  the  same  program 
with  it.  1  don't  care  what  is  shown  in  a  . 
theatre  so  long  as  it  is  entertainment." 

N.  Y.  Telegram. 


Cha 


Charles  Spencer  Chaplin  kjnobvs  mo-Vie  audiences. 
And  he  Knotvs  the  Vathe  ffebvs. 

Of  the  features  that  you  show,  how  many,  do  you  know  in 
advance,  are  sure  to  please  your  audiences? 
Nine  out  of  ten  are  a  great  big  Question  Mark. 

But  the  Pathe  News  is  certain  to  be  a  bright  spot  on  your 
bill. 

Don't  keep  it  a  secret.    Advertise  it. 

Pathe  News 


what  Max  Graf  did  you  can  do 
If  you  use  Pdthecomedies ! 


THE 


i  Km*?? Ejects  only-  com-  . 

I  tor  short  saw     t  program  i,H6race  \ 
The  most  re    Langdon  «       — , 
posed  of  ttarry,Boys  ^11  {or 
\ Greeley.  Jrr  '  comedy- .  come- 
an    Our    Gang   Lake-SennfU  h 

dy.and  YecWen  Jearned  three  tori 
ceXy  yday  between  ten 
\five  cents. 


/ofea,  at  first 


But  it got  the  $ 
and  he's  sold! 


What  Mr.  Graf  Used; 

From  MacK  Sennetl— 

A  Harry  Langdon  Comedy,  Two  Reels 
An  Alice  Day  Comedy,  Two  Reels 

From  Hal  Hooch — 

An  Our  Gang  Comedy,  Two  Reels 
A  Hal  Roach  Comedy,  One  Reel 


Pafhecomecjy 


TRADE       f  MARK 


NAPPY  SH 


—  that  — 

Secure  Simoleons 

"SHEIKS  and  SHEBAS 


11 


COMEDIES 

OF  FLAPPER  AMERICANS 

(Released  Every  Other  Week) 

Made  by  McKnight- 

EPISODE  SERIAL 

BEN  WILSON  and  NEVA  GERBER 


IN 


"THE  MYSTERY  BOX 

Full  of  Chills,  Spills,  Thrills,  and  Tense  Suspense 
(NOW  READY) 

EPISODE   SUPER -SERIAL 

NATIONALLY  ADVERTISED 
NATIONALLY  EXPLOITED 

"THE  POWER  GOD 

STARRING 
BEN  WILSON  and  NEVA  GERBER 

(FOR  FALL  RELEASE) 


RELEASED 
THROUGH 


In  Territories  Nol 

DAVIS  DISTRIBUTE 


J.  CHARLES 


218  West  42nd  Street 


RT  SUBJECTS 


that 


Supply  Satisfactio 


"HEY  FELLAS"! 

COMEDIES 

The  Doin's  and  Disasters  of  Young  America 
(Released  Every  Other  Week) 
Womack  Productions,  Inc. 

TWO -REEL   UNIQUE  FEATURETTES 

"FRAGMENTS  of  LIFE"  , 

TALES  TOLD  WITHOUT  TITLES  j 

(FOUR  NOW  READY) 
Produced  By  F.  Herrick  Herrick 

SINGLE   REEL  NOVELTIES 

"CINEMA  STARS"  i 

Intimate  Glimpses  of  Film  Favorites  1 
At  Home,  At  Work  and  At  Play  \ 
(RELEASED  ONE  A  WEEK) 

52 

EXCHANGES,  Inc, 

Already  Under  Contract 

NG  DIVISION,  Inc. 

VIS,  II,  President 


NEW  YORK,  N.  Y. 


Page  6 


Exhibitors  Trade  Review 


HARRY  LANGDON 


Produced  by 
MACK  SENNETT 


COMEDIES 

Directed  by 
HARRY  EDWARDS 


Distributed  by 
PATHE  EXCHANGES 


-9he 

"Adventures  of  Mazie 


.1.  ft) 


^""Fighting  Hearts" 
^Standard  Comedies  P 

13- 


Blue  Ribbon  Comedies  f? 


26- 


Bray  Cartoons  1 


l:  A. 


Follow  the  laugh  line  / 


Page  8 


Exhibitors  Trade  Review 


It  isn't  the  fellow  with  the  bass  horn  who 
makes  all  the  music. 

Nor  does  the  largest  brag  make  the  most 
helpful  trade  paper. 

But  there's  one  thing  about 

Exhibitors  Trade  Review 

That  is  worth  bragging  about  any  time, 
anywhere.  It  is  what  its  name  implies,  an 
Exhibitor  Publication,  built  from  the  ground 
up  to  help  the  theatre  owner  and  manager. 

That's  the  reason — and  reason  enough — why 
it  is  a  good  investment  for  you  at  $2  a  year. 

Measure  it  by  your  own  yardstick.  Test 
it  out  any  way  you  please.  And  see  whether 
you  can  get  what  it  delivers,  week  in  and 
week  out,  from  any  other  source,  at  any  price. 

It  is,  in  truth,  "the  Exhibitors  Own  Paper." 


DOUG LA 

FA1P9ANK 


SON  OP  ZORRO" 

News  From  Hie  Critics 

"A  swi^  picture  with  plenty  of  pleasing  surprises 
and  action.  An  ideal  part  for  Mr.  Fairbanks.  No 
end  of  mirth.  Outbursts  of  genuine  merriment 
and  a  peal  of  applause  at  end." — N.  Y.  Times. 

"As  winning  and  exuberant  a  Douglas  Fairbanks 
as  ever  you  have  seen.  He  is  seen  in  a  whirl- 
wind of  stunts  and  stunners." — N.  Y.  World. 

"The  finest  tale  of  adventure  that  has  ever  been 
screened." — N.  Y.  American. 

"The  best  picture  Fairbanks  has  made.  It  has 
dash,  charm,  and  an  abundance  of  wit." — News. 

"Doug's  greatest  production.  It  stands  in  a  class 
all  by  itself  as  the  most  marvelous  romantic 
melodrama  ever  produced." — Daily  Mirror. 


Now  Booking 

UNITED  ARTISTS  CORPORATION 

Wary  Pickford  Charles  Chaplin 

D,W  Griffith 


Oouglaj  Fairbanks 

Hiram  Qbramj,  President  Joseph  M  Jchenck,  Chairm 


rd  of  Director, 


presents 


SALLY  OF  THE 
SAWDUST 

■with 

CAROL  DEMPSTER 
andW.C.  FIELDS 

Adapted  by  FORREST  HALSEY  from  a  stage 
story  by  DOROTHY  DONNELLY 


99 


"A  Rogue  Of  a  Movie 

"D.W.Griffith  may  have  made  better  movies,butI 
doubt  it.  At  least,  this  one  will  be  universally 
liked.    Gay  and  fun-streaked." — Daily  News. 

'Sally'  is  guaranteed  to  please  both  the  young 
and  the  adults." — Daily  Mirror. 
"You'll  love  Sally,  and  if  you  don't,  then  there 
is  something  wrong  with  you." — Telegraph. 
"There  is  sentiment  to  burn  and,  as  a  matter 
of  fact,  all  is  as  it  should  be  in  this  film." — Post. 
"Living,  breathing  characters  that  sway  an 
audience  at  will  between  rollicking  mirth  and 
the  greatest  poignancy." — Evening  World. 

Now  Booking 

UNITED  ARTISTS  CORPORATION 

jMary  Pichfbrd  Charles  Chaplin 

Douglas  Fairbanks  D.W.Qriffifh 

'Hiram  Qbrams,  President         Joseph  M.Jchenck,  Chairman,  Board  of  Director^ 


"Gold  Rush"  Breaks 

Records  of  17  Years 

"Charlie  Chaplin's  'The  Gold  Rush*  broke 
all  records  since  this  house  was  opened 
seventeen  years  ago,"  telegraphed  Aaron 
Jones,  of  Jones,  Linick  and  Schaeffer,  to 
Hiram  Abrams,  president  of  United  Artists 
Corporation,  when  this  new  Chabl  in 
dramatic  comedy  opened  at  the  Orpheum 
theatre,  Chicago.  "All  I  can  say  is  that  it 
is  marvelous.  Congratulations." 


12 

Exhibitors  Trade  Rev 


Jec 


Remember  it  well 
for  it  is  the  release 
date  of  one  of  any 
yeark  biggest  hits/ 


JOSEPH  M.  SCHENC1C 
presents 


/^Vo  NORMA 

^Z\LMADGE 

GRAU  STARK 

«*  EUGENE  O'BRIEN 

stir,  *,  GEORGE  BARR  McCUTCHEON 

Screen  <emon  bq  FRANCES  MARION 

A  DIMITRI  BUCHOWETZKI  PRODUCTION 

fiutcrrifht/  by  ANTONIO  CA.UDIO,    M  Direction   bu   CEDRIC  GIBBONS  and  RICHARD  DAY 
Z'/vdrobe  by  ETHEL  T.  CHAFFIN,    Jtssistant  Director  WLLLIAM  COWAN 

3\x/A  national 

have  the  pictures 


September  5, 1925 


Page  13 


EXHIBITORS 

Oracle  REVIEW 

Qhe  Business  fhper  of  the  potion  ftcture  industry 

WILLARD  C.  HOWE,  Editor 


H.  K.  CRUIKSHANK,  Associate  Editor 
H.  A.  LINET,  Exploitation  Editor 

JAMES  A.  CRON,  Advertising  Manager 
H.  J.  SCHLEIER,  Business  Manager 
L.  S.  HARRIS,  Equipment  Manager 


Vol.  18 


September  5,  1925 


No.  15 


CONTENTS 

PICTORIAL  PRESENTATIONS 
"The  Tourist"   Frontispiece 

HIGHLIGHTS  IN  THE  NEWS 

Boycott  Confronts  Connecticut   vl...   16 

Davis  Asks  Full  Speed   17 

Big  U  Starts  Biggest  Film   17 

Nine  Independents  in  One  Studio   18 

Judges  of  "Movie  Season"  Essays   18 

Goldwyn  Will  Award  $1,000   18 


Carr  and  Sidney  "Partners  Again"  

Seattle  to  Get  Production  Company.. 

Text  Book  Uses  Production  Stills  

New  Swiss  Talking  Films  

Ufa  Film  at  the  Century  

Independents  Almost  Doubled  

New  Creators  at  F.  B.  O  


  19 

  19 

  19 

  20 

  20 

  21 

  21 

Hutchinson  Buys  American  Studio   21 


REGULAR  DEPARTMENTS 

Editorials   :  

Short  Subjects  Section  

National  Tie  Up  Section   

Big  Little  Feature   -  

Short  Subject  Charts   

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Box  Office  Reviews    67 

Equipment  News  and  Notes   71 


Copyright  1925  by  Exhibitors  Review  Publishing  Corporation 
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The  Front 
Page  Picture 
Story! 


Ramon 
Novarro 

in 

The  Midshipman 

By  CareyWilson,  Scenario  by  F.McGrew Willis 
Directed  by  CHRISTY  CABANNE 


Road— Show— Size 


Goldwun- 

^Mayers 


^Quality 


Page  14 


Exhibitors  Trade  Review 


Johnny  Arthur,  shy  and 
pensive  comedian,  puts 
himself  and  his  "trick" 
Ford  over,  in  these  scenes 
from  "The  Tourist,"  an 
Educational  -  Tuxedo 
comedy. 


Popular  Johnny  Arthur, 
featured  in  EducationaVs 
series  of  two-reel  Tuxedo 
comedies,  brought  the 
house  down  recently 
when  this  picture  played 
the  Rialto  Theatre,  Netc 
York. 


"The  Tourist" 


An  Educational  Com.edy  Success 


-P  -2  1325 

""""  EXHIBITORS 

Qhwfe  REVIEW 

9he  Susiness  Paper  of  the  Motion  'Picture  Industry 

Editorial 


THE  principal  text,  this  week,  is  Short 
Subjects.  How  they  can  be  converted 
to  larger  profit  for  every  exhibitor. 
How  we  can  get  down  to  brass  tacks  and 
handle  them,  exploit  them,  advertise 
them  as  they  deserve. 

It's  a  large  subject — one  that  involves 
a  lot  of  pioneering.  This  month  we  get 
something  of  an  idea  of  its  magnitude. 
And  in  the  monthly  Short  Subjects  num- 
bers that  are  to  follow,  the  many  and 
varied  phases  of  the  subject  will  be  dis- 
cussed, analyzed,  illustrated. 

*    *  ■* 
/ 

OF  THE  week's  interesting  events, 
one  of  the  foremost  was  the  open- 
ing of  New  York's  newest  little 
theatre,  the  Embassy,  showing  "The 
Merry  Widow."  Gloria  Gould  on  the  job 
managing.  Scads  of  flowers.  A  crowd 
that  required  vigorous  police  handling. 
Six  hundred  seats  filled,  with  an  audience 
well  flavored  with  picture  people  and  in- 
clined, in  spite  of  the  heat,  to  applaud 
whatever  might  be  applaudable. 

Imagine,  if  you  please,  a  chain  of  these 
small  houses  scattered  across  the  coun- 
try, playing  the  so-called  "high-brow" 
product  that  is  above  the  mass  level,  at 
$2  or  thereabouts.  What  it  might  mean 
to  the  making  of  those  "better  pictures" 
we  are  always  talking  about! — the  pic- 
tures that  are  too  good  to  make  ,  money 
as  they  are  handled  today.  But  there  is 
reason  to  question  the  selection  of  "The 
Merry  Widow"  as  the  sort  of  picture  for 
such  a  house.  Not  because  it  isn't  a 
good  picture,  judged  by  present  stand- 
ards. But  because  it  is  the  sort  of  picture 
that,  reduced  somewhat  in  footage, 
ought  to  go  well  in  the  normal  channels. 


WHEN  we  come  to  talk  of  pictures 
that  rank  as  works  of  art,  "Sieg- 
fried," which  opened  at  the  Cen- 
tury, New  York,  a  few  nights  ago,  must 
be  discussed  with  discretion.  To  pull  the 
old  line  that  "It's  an  artistic  triumph  that 
won't  make  money"  is,  for  once,  danger- 
ous. For  here  is  a  picture  so  compelling 
that  it  seems  likely  to  grip  even  an  audi- 
ence that  doesn't  know  what  it  is  all 
about.  As  to  its  artistic  merit  there  can 
be  no  controversy.  As  to  its  popular  ap- 
peal, we  shall  see  what  we  shall  see.  But 
it  is  a  picture.  And  it  is,  also,  an  opera, 
visualized  via  the  screen.  With  a  Wag- 
nerian musical  score,  arranged  by  Hugo 
Riesenfeld,  that  is  nothing  short  of  mar- 
velous for  its  beauty.  If  we  were  an  ex- 
hibitor, catering  to  a  fairly  intelligent 
public,  we  would  make  an  effort  to  get 
this  one — boost  it  plentifully  as  some- 
thing altogether  different — and  regard 
the  whole  transaction  as  an  experiment. 
Possibly  profitable,  possibly  not.  But 
anyhow  an  experiment  worth  trying. 
*    *  * 

THERE  t  can  be  no  monopoly  of  box- 
office  values.  There's  no  reason  why 
they  should  not  turn  up,  in  full  meas- 
ure, in  an  independent  production.  As 
they  do,  for  example,  in  Truart's  "Souls 
for  Sables."  In  story  value,  cast  and  di- 
rection a  picture  that  deserves  special 
attention.  One  which  indicates  a  sincere 
intent  to  deliver  product  that  will  make 
money  for  the  exhibitor  as  well  as  a  rep- 
utation for  Truart.  It  is  this  sort  of  thing 
which  will  go  far  to  put  independent  pic- 
tures on  a  high  plane  with  the  industry 
and  the  public. 


Page  16 


Exhibitors  Trade  Review 


"Slow  Motion"  Boycott 
Confronts  Connecticut 


GONNECTICUT  Motion  Picture 
Theatre  Owners  are  faced  with  a 
boycott  in  "slow  motion"  as  a  result  of 
a  decision  reached  by  the  Motion  Pic- 
ture Producers  and  Distributors  of 
America,  to  withdraw  its  films  from  the 
state  and  to  supply  only  those  theatres 
with  films  that  hold  contracts  with  its 
members. 

This  sweeping  decision  of  the  M.  P. 
P.  D.  A.  came  after  a  conference  with 
heads  of  the  Connecticut  Theatre  Own- 
ers in  New  York,  called  to  consider 
ways  and  means  to  fight  the  film  tax  law 
recently  upheld  in  the  state. 

Will  H.  Hays,  President  of  the  M.  P.  P. 
D.  A.  issued  the  following  statement: 

"The  Connecticut  law  which  provides 
for  a  one-man  political  censorship  of  a 
method  of  expression  and  for  a  tax  of 
a  confiscatory  nature  is  as  unjust  in  its 
provisions  and  conception  as  it  is  imprac- 
tical in  its  operation. 

"The  exhibitors,  producers  and  distrib- 
utors are  united  and  unanimous  in  their 
conclusions  as  to  the  impossibilities  of 
the  situation. 

"It  is  a  most  unfortunate  condition, 
placing  an  entirely  unnecessary  and  ex- 
pensive burden  on  the  amusement  of  the 
people  and  placing  in  the  hands  of  one 
man  the  determination  of  what  much  of 
that  amusement  shall  be.  It  is  a  serious 
economic  problem.  There  is  left  for  the 
motion  picture  theatre  owners,  producers 
and  distributors  scarcely  any  option. 
Producers  and  distributors  will  carry  out 
their  existing  contracts ;  they  will  im- 
mediately remove  their  exchanges  for  the 
distribution  of  films  from  the  State  of 
Connecticut ;  and  for  the  time  being  they 
will  not  make  further  Connecticut  con- 
tracts." 

EXTRA  SESSION  ASKED 

No  contracts  will  be  entered  into  by  the 
members  of  the  M.  P.  P.  D.  A.  and  any  of 
the  165  Connecticut  theatres.  Some  few  of 
the  theatres  hold  contracts  that  have  at  least 
four  months  to  run  but  most  of  the  houses 
will  be  dark  before  that  time. 

In  the  meantime  the  Connecticut  M.  P.  T. 
O.  will  appeal  to  Governor  Trumbull  to  con- 
vene a  special  session  of  the  General  As- 
sembly of  the  state  with  the  purpose  of  re- 
pealing the  drastic  tax  law. 

Advices  from  the  Hays  office  in  New  York 
are  to  the  effect  that  its  lawyers  will  have  the 
association's  appeal  to  the  Supreme  Court  in 
Washington  ready  by  the  time  that  court 
convenes  in  October.  The  appeal  will  have 
precedence  on  the  docket. 

The  Connecticut  Committee  which  visited 
New  York  to  discuss  the  question  with  the 


Hays  men  consisted  of  Joseph  W.  Walsh, 
President  of  the  State  organization,  Louis 
M.  Sagal  of  the  Poli  circuit,  Max  Field,  I.  J. 
Hoffman  and  M.  J.  Fournier.  Producers'  rep- 
resentatives at  the  meeting  were  Major 
Thompson,  F.  B.  O. ;  E.  W.  Hammonds,  Edu- 
cational; E.  M.  Goldstein,  Universal;  Adolph 
Zukor  and  S.  R.  Kent,  Famous  Players- 
Lasky ;  William  Fox,  Fox  Film  Corp. ;  Paul 
Bennett,  Pathe ;  Richard  Rowland,  First  Na- 
tional ;  Nicholas  Schenck,  Metro-Goldwyn 
and  D.  W.  Griffith,  representing  United 
Artists. 

t  ■  ■—  * 

WILL  H.  HAYS   states  that  i 

the  Connecticut  is  the  re-  i 

i  suit  of  a  one-man  censorship,  j 
1   created  by  the  tax  law. 

The  Independents   will  not  j 

step  into  the  breach  created  by  ! 

the  withdrawal  of  the  pictures  5 

of  the  M.  P.  P.  D.  A.  1 

New  Haven  Exchanges  have  I 
already  started  to  close. 

A  Bridgeport  exhibitor  has 

j  closed  his  theatre  and  plans  to  f 
I  reopen  with  stock. 

First  payments  of    the   tax  j 

=  will  be  met  by  a  reserve  fund  ' 

i  created  by  the  Connecticut  I 
i   State  organization. 

Contract  deliveries  to  thea- 

j  tres  will  be  met  by  mail  and  ex-  7 

j  press  from  Massachusetts  and  f 

j  New  York.  j 

+» — ■■ — ■■ — ■  ■ — •■ — ■■ — ■■ — ■— » — ■-  4> 

Previous  to  the  meeting,  when  discussion 
of  the  boycott  had  been  projected,  Mr.  Walsh, 
in  Hartford,  said :  "I  wish  to  state  that  we 
will  do  everything  in  our  power  to  fight  this 
movement  of  closing  the  theatres. 

"We  are  serving  the  public.  We  have  and 
will  continue  to  give  our  patrons  pictures,  but 
it  looks  as  if  we  would  be  forced  into  closing 
sooner  or  later. 

"The  bill,  which  later  became  a  law,  was 
aimed  at  the  distributors.  They  have  found 
a  loop-hole  and  are  now  passing  the  buck  to 
us." 

FUND  RAISED 

Subsequent  to  the  New  York  meeting  Mr. 
Walsh  issued  the  following  statement : 

"Anticipating  the  confusion  which  will  in- 
evitably result  when  the  exchanges  are  moved 
from  New  Haven  and  deliveries  are  made 
through  interstate  commerce  carriers,  and  to 
enable  the  exhibitors  to  keep  open  and  show 
the  pictures  they  have  already  contracted  for, 
the  M.  P.  T.  O.  of  Connecticut,  the  New 
Haven  Film  Board  of  Trade  and  the  Boston 
Film  Board  of  Trade  have  arranged  to  bor- 


row sufficient  funds  for  the  payment  of  the 
tax  by  theatre  owners  on  the  films  now  in 
Connecticut  under  contract  for  exhibition 
there. 

"After  existing  contracts  have  been  com- 
pleted, the  exhibitors  will  leave  to  the  dis- 
tributors the  problem  of  paying  the  tax." 

Mr.  Walsh  went  on  to  state  that  many  of 
the  state  exhibitors  will  not  come  under  the 
operation  of  this  fund  and  that  as  a  result 
they  will  be  forced  to  close  down  immedi- 
ately. 

It  is  explained  that  the  borrowed  funds 
will  be  used  by  the  exhibitors  who  are  the 
first  to  receive  films  shipped  from  outside  the 
state  and  who  might  not  be  able  to  meet  the 
full  tax  alone. 

EXODUS  PROCEEDING 

The  exchange  exodus  from  Connecticut  has 
already  started.  The  Franklin  Film  Ex- 
change in  New  Haven  has  already  closed  its 
doors  and  shipped  all  film  to  Boston  head- 
quarters. 

John  Powers,  New  Haven  Paramount  man- 
ager, who  attended  conferences,  received  his 
orders  to  "close  up  shop"  while  in  New 
York. 

There  are  sixteen  film  exchanges  located  in 
New  Haven.  It  is  understood  that  all  of 
them  are  rapidly  taking  steps  to  shut  down. 

Any  thought  the  the  Independents  would 
hold  themselves  ready  to  step  into  the  breach 
caused  by  the  withdrawal  of  the  films  of  the 
members  of  the  Hays  organization  was  put 
to  route  when  Frederick  H.  Elliott,  head  of 
the  I.  M.  P.  P.  D.  A.,  lined  his  organization 
up  with  the  Hays  group  in  the  boycott  plan. 

Mr.  Elliott  stated  that  the  independents 
would  not  spend  a  penny  to  fight  the  law  in 
the  higher  courts,  but  that  it  has  $500,000  to 
use  "to  fight  the  political  phase  of  the  law." 

Emphasis  was  given  the  independents' 
stand  by  the  preparations  made  by  Lester  To- 
bias, head  of  the  Yale  Film  Exchange  of  New 
Haven,  the  distributing  machinery  of  the  in- 
dependents, to  shut  down. 

POINTS  OF  CONTACT 

Springfield,  Mass.,  and  Portchester,  N.  Y., 
are  to  be  used  as  points  from  which  to  ship 
contracted  films  into  Connecticut  by  parcel 
post  and  railway  express,  it  was  stated. 

One  Connecticut  exhibitor  has  already 
thrown  up  the  sponge,  boycott  or  no  boycott. 
He  is  Carlos  Jose  Reyes,  owner  of  the  Em- 
pire Theatre  in  Bridgeport.  "It  would  not 
pay  me,"  he  said,  "to  keep  open  waiting  the 
outcome  of  a  doubtful  proposition.  I  will 
start  to  renovate  my  house  with  a  view  to  re- 
opening with  a  stock  company." 

Mr.  Reyes  called  at  the  various  exchanges 
with  whom  he  held  contracts  and  asked  for 
cancellations.    They  were  granted. 


September  5,  1925 


Page  17 


"BIG  U ."  STARTS 
IT'S  BIGGEST  FILM 

Buchowetzki     Directing  "The 
Midnight  Sun" 

Work  has  begun  at  Universal  City  on 
what  is  said  to  be  one  of  the  biggest  spec- 
tacles ever  contemplated  for  the  screen.  It 
is  "The  Midnight  Sun,"  and  is  an  epic  of 
Russia  in  the  days  of  Czar,  and  it  is  expected 
to  be  more  lavish  and  spectacular  than  "The 
Hunchback  of  Notre  Dame"  and  "The  Phan- 
tom of  the  Opera."  It  is  being  directed  by 
Dimitri  Buchowetski,  the  noted  Russian  di- 
rector. 

The  production  will  be  made  with  an  all 
star  cast.  Three  principals  have  been  selected, 
Laura  LaPlante,  Pat  O'Malley  and  George 
Siegmann. 

The  story  has  been  adapted  and  scenarized 
by  A.  P.  Younger. 

Work  is  now  under  way  on  the  construc- 
tion of  a  replica  of  the  Imperial  Russian 
Ballet  of  Petrograd,  where  many  of  the 
colorful  scenes  will  be  made.  Buchowetski  is 
engaged  on  the  details  of  production,  of 
which  he  has  absolute  charge,  assisted  by  a 
staff  that  includes  several  European  army 
officers  and  noted  experts,  chief  of  which  is 
Major  General  Theodore  Lodijensky,  form- 
erly of  the  Imperial  Russian  Guard. 

*  *  * 

TITLE  CHANGES 

Robert  T.  Kane  has  changed  the  title 
of  hig  initial  First  National  picture  from 
"Invisible  Wounds"  to  "The  New  Com- 
mandment." 

*  ^  * 

Edwin  Carewe's  new  First  National  pic- 
ture, hitherto  known  as  "Joanna'"  will  be 
assigned  the  new  title,  "Joanna  With  a 
Million."   Production  starts  Sept.  20. 

*  *  * 

The  title  of  the  Richard  Talmadge  Pro- 
duction now  under  way  has  been  changed 
to  "THE  PRINCE  OF  PEP"  instead  of 
"DR.  JIM"  as  was  first  announced. 

*    *  * 

MASTERS  ADDS  TO  STAFF 

E.  Lanning  Masters,  motion  picture  pub- 
licist, has  added  Arthur  Kane,  Jr.,  and  B.  A. 
Holaway  to  his  Hollywood  staff. 


Davis  Asks 


PRODUCTION  IN 
ARGENTINA 

HP  HERE  are  no  less  than  twenty- 
■*■  five  motion  picture  film  produc- 
ers in  Buenos  Aires  engaged  in  the 
business  of  making  current  events 
films  and  plays. 

The  current  events  films,  known 
locally  as  "Actualidades"  and  "Re- 
vistas,"  are  largely  of  local  interest 
only  and  are  placed  in  the  regular 
theatre  circuits  for  distribution. 

Twenty  plays  of  fair  local  impor- 
tance were  filmed  in  Buenos  Aires 
during  the  year  1924.  These  were 
produced  by  14  different  companies. 
In  many  cases  the  local  company  is 
organized  for  the  production  of  only 
one  picture,  and  the  work  is  done 
cooperatively  by  the  artists,  using 
only  make-shift  studios. 
"17"  ERY  little  money  is  actually  ex- 
'  pended  in  the  production  of  the 
Argentine  film  plays.  Often  the  ar- 
tists do  not  receive  any  pay  until  the 
play  is  in  the  circuit  and  bringing  a 
return.  However,  practically  all  of 
them  return  a  good  profit  as  they 
have  a  local  element  of  attraction. 
Although  most  of  the  artists  are 
amateurs,  the  Argentine  film  indus- 
try has  begun  to  develop  a  few  "pro- 
fessionals" who  devote  all  of  their 
time  to  motion  picture  plays.  The 
highest  recorded  fee  paid  to  one  of 
these  artists  was  1,500  pasos  cash  for 
the  film  and  10  per  cent  of  the  net 
profits. 


ANOTHER  McCARTHY 

Charles  E.  McCarthy,  Paramount  publicity 
director,  is  a  busy  man  these  days  answering 
phone  calls  from  stars,  directors  and  execu- 
tives of  the  Famous  Players-Lasky  Corpor- 
ation, who  are  offering  him  congratulations 
on  the  arrival  of  a  baby  daughter. 

Mrs.  and  Miss  McCarthy  are  doing  nicely. 
This  is  the  third  time  Mr.  McCarthy  has  had 
that  expansive  feeling  of  being  a  father. 


Full  Speed 

Vital  Exchanges  Must  Have 
Product 

J.  Charles  Davis,  2nd,  head  of  the  Davis 
Distributing  Division,  Inc.,  left  for  Chicago 
en  route  for  the  West  Coast.  His  watch  word 
will  be :  "Speed  Up  Production." 

'  Mr.  Davis  will  confer  with  producers  who 
are  making  pictures  for  his  company  on  the 
Coast,  regarding  scripts,  casts  and  directors 
for  coming  productions.  All  of  these  matters 
are  given  Mr.  Davis'  personal  supervision, 
and  no  picture  is  made  if  it  does  not  have  his 
okeh  on  these  points. 

It  is  also  Mr.  Davis'  intention  to  speed  up 
production  wherever  possible  so  that  the  pic- 
tures which  will  be  handled  exclusively  by 
Vital  Exchanges  may  be  ready  for  them  at 
the  earliest  possible  date. 

Within  a  few  days  after  his  arrival  Mr. 
Davis  will  be  joined  by  Mr.  David  R. 
Hochreich,  president  of  the  Vital  Exchanges, 
Inc.,  who  is  making  the  trip  to  California 
for  the  specific  purpose  of  meeting  the  in- 
dividual producers.  With  Vital  Exchanges 
throughout  the  country  in  full  swing  next 
month,  and  with  the  speeding  up  of  produc- 
tion due  to  Mr.  Davis'  visit,  there  will  be 
no  dearth  of  material  for  immediate  release. 

*  *  * 

REMBUSH  SIGNS  ALL  ARROWS 

Frank  Rembush,  president  of  the  Motion 
Picture  Theatre  Owners  of  Indiana,  who 
operates  and  directs  the  policies  of  seventeen 
theatres  in  that  state,  closed  contracts  with 
Frank  Zambreno  for  all  of  the  twenty- four 
first  run  pictures  that  constitutes  the  Golden 
Arrow  Franchise  for  the  season  of  1928-26, 
through  the  Indianapolis  exchange  of  the 
Progress  Pictures  Company. 

♦  ♦  ♦ 

JOE  WEIL  PROMOTED 
Joe  Weil  has  been  appointed  exploitation 
director  of  Universal  Pictures  Corporation. 

ifc  ♦ 

LOEWS,  INC.,  DECLARES  DIVIDEND 

The  Board  of  Directors  has  declared  a 
quarterly  dividend  of  fifty  cents  per  share  on 
the  capital  stock  of  the  company,  payable 
September  30th,  1925,  to  stockholders  of 
record  at  the  close  of  business  September 
12th,  1925. 


E.  A.  Eschmann,  Director  of  Distribution  for  First  National  Pictures,  Inc.,  is  in  the  geographical  center  of  this  photo- 
graph which  includes  every  branch  and  district  manager  of  the  company  from  every  corner  of  the  United  States.  The 
occasion  of  their  get-together  was  the  annual  sales  meeting  of  First  National  at  the  Hotel  Roosevelt,  New  York. 


Page  18 


Exhibitors  Trade  Review 


Noted  Quartette  Will  Pass 

on  "Movie  Season  "  Essays 


Dr.  S.  Parkes  Cadman,  president  of  the 
Federal  Council  of  Churches;  George  Barr 
McCutcheon,  president  of  the  Authors' 
League  of  America;  Richard  Washburn 
Child,  former  United  States  Ambassador  to 
Italy,  and  Alice  Duer  Miller,  noted  author, 
make  up  the  board  that  will  judge  the  essays 
submitted  in  the  National  Greater  Movie 
Season  Contest,  according  to  an  announce- 
ment by  Will  H.  Hays,  president  of  the 
Motion  Picture  Producers  and  Distributors 
of  America,  who  has  sponsored  the  Greater 
Movie  Season  celebration. 

The  contest  has  been  conducted  by  promi- 
nent newspapers  throughout  the  United 
States,  to  select  the  best  essays  on  "What  the 
Motion  Picture  Means  to  Me,"  or  "What  the 
Motion  Picture  Means  to  My  Community." 

The  three  national  prizes,  to  be  awarded 
by  the  judges,  are  a  trip  for  two  around  the 
world  on  the  Red  Star  liner  Belgcnland ;  a 
trip  for  two  to  Miami,  and  a  trip  for  two 
to  Los  Angeles. 

Forty-two  newspapers  participated  in  the 
contest  and  reports  indicate  that  approxi- 
mately one  hundred  thousand  essays  were 
submitted  to  the  newsapers.  Local  prizes  of 
great  value  were  offered  by  the  newspapers 
and  exhibitors  committees  in  each  city  where 
a  contest  was  conducted. 

The  first  official  request  by  an  organized 
body  of  exhibitors  for  a  Greater  Movie 
Season  Campaign  next  year  has  been  made 
by  the  Motion  Picture  Exhibitors'  League  of 
St.  Louis. 

According  to  a'  wire  received  by  Will  H. 
Hays,  president  of  the  Motion  Picture  Pro- 
ducers and  Distributors  of  America,  Inc., 
from  Joseph  Mogler,  president  of  the  Ex- 
hibitors' League  of  St.  Louis,  a  special  meet- 
ing of  all  St.  Louis  exhibitors  was  held  last 
week  to  discuss  the  results  of  the  Greater 
Movie  Season  Campaign. '  These  exhibitors, 
after  the  intensive  drive  put  over  by  St. 
Louis,  decided  that  Greater  Movie  Season 
should  be  made  an  annual  affair. 

Although  this  is  the  first  official  action  by 
an  exhibitors'  organization,  general  managers 

GOLDWYN  DONATES 
$1,000  FOR  PRIZE 

Samuel  Goldwyn  has  started  his  own  prize 
contest.  He  has  announced  that  to  the  per- 
son suggesting  a  suitable  vehicle  for  Ronald 
Colman  and  Vilma  Banky,  to  be  directed  by 
George  Fitzmaurice  and  released  Dy  t/nited 
Artists,  he  will  pay  the  sum  of  $1,000. 

This  message  was  broadcast  from  the 
Goldwyn  offices  to  all  newspapers.  The  con- 
test is  scheduled  to  end  only  when  the  right 
story  has  been  selected. 

Those  who  enter  the  contest  have  the 
-whole  field  to  select  from.  Books,  plays  and 
magazine  stories  will  be  considered.  The  only 
requirements  are  that  the  story  must  suit 
the  two  leads.  In  case  more  than  one  entry 
submits  the  winning  title,  the  prize  will  be 
divided. 

".  ■  .  ■'  *  *  *  \  y .     •  1 

WILSON  TO  CUT  OUT 
DISTRIBUTION 

The  Sering  D.  Wilson  Company  will  prob- 
ably reorganize  in  the  near  future,  eliminating 
its  distribution  activities  and  confining  itself 
to  production. 

The  Wilson  company  has  made  one  feature, 
"The  White  Mice,"  for  which  releasing  ar- 
rangements have  not  been  arranged  as  yet.  It 
also  produces  and  distributes  a  number  of 
cartoon  comedy  series,  some  of  which  are 
done  in  color. 


of  campaigns  from  Los  Angeles  to  Atlantic 
City  and  from  Atlanta  to  Seattle  have  re- 
ported unanimously  that  their  Greater  Movie 
Season  Campaigns  are  giving  the  theatres 
the  best  August  they  have  had  in  years  arid 
have  made  definite  statements  that  the  ex- 
hibitors want  a  Greater  Movie  Season  drive 
every  year. 

The  Louisville,  Washington,  Tulsa  and 
Minneapolis  campaigns  opened  on  August 
15th.  With  the  Motion  Picture  Theatre 
Owners  of  Western  Pennsylvania,  Inc.,  D. 
A.  Harris,  president,  backing  the  campaign, 
Pittsburgh  opened  its  season  on  August 
24th. 

Oklahoma  City  is  advertising  now  the  sea- 
son which  will  open  there  on  September  7. 

Requests  for  the  campaign  book  and  for 
the  publicity  service  furnished  by  the  Hays 
organization  still  are  being  received.  The 
companies  that  are  selling  Greater  Movie 
Season  accessories  report  that  orders  still 
are  coming  in. 

The  Pittsburgh  Greater  Movie  Season 
campaign,  according  to  reports,  is  advertised 
bigger  than  three  circuses.  The  surrounding 
towns  are  covered  with  advertising. 

A  feature  of  the  Tulsa  campaign  was  an 
eight  page  Greater  Movie  Season  section  is- 
sued by  the  Tulsa  Tribune. 

Charles  W.  Krebs,  general  manager  ot 
the  Louisville  campaign,  reports  that  five 
hundred  taxicabs  in  Louisville  are  carrying 
streamers  reading  "Greater  Movie  Season. 
Let's  Go." 

The  co-operation  of  the  taxicabs  in  Louis- 
ville is  equalled  in  Spokane  by  the  co-opera- 
tion of  the  street  railway  company,  according 
to  Ray  A.  Grombacher.  All  the  street  cars 
carried  on  their  front  fenders  large  banners 
reading  :  "Greater  Movie  Season — Now.  Go 
by  Street  Car." 

The  banner  championship  of  the  United 
States  seems  to  be  held  by  the  Los  Angeles 
Greater  Movie  Season  campaign,  of  which 
Jack  Retlaw  is  general  manager.  The  com- 
mittee stretched  sixty  huge  banners  across 
the  streets  of  Los  Angeles. 

Sam  Sax  Sets 
Three  Gotham 
Feature  Films 

With  the  completion  of  "The  Part  Time 
Wife,"  the  fifth  of  a  series  of  twelve  Goth- 
am Productions  released  through  the  Lumas 
Film  Corporation,  Sam  Sax  announces  the 
titles  and  order  of  the  next  three. 

Number  six  will  be  "The  Shadow  on  the 
Wall,"  from  the  book  by  J.  Breckenridge 
Ellis.  This  is  a  mystery  melodrama  with 
Eileen  Percy  and  Creighton  Hale  heading  the 
cast.  This  is  now  in  production  and  will  be 
ready  by  September  15th. 

The  seventh  production  has  been  definitely 
decided  upon  as  "One  of  the  Bravest,"  an 
original  fire  department  story  by  James  J. 
Tynan.  Ralph  Lewis  has  been  chosen  to  head 
the  cast.  Preliminary  production  work  and 
casting  is  now  being  done  and  the  production 
will  be  started  before  September  1st. 

Negotiations  are  now  under  way  to  ar- 
range for  the  use  of  a  large  travelling  circus 
which  will  be  used  for  the  backgiound  of 
the  eighth  Gotham  release,  which  is  a  circus 
story  entitled  "Hearts  and  Spangles." 

With  the  completion  of  these  releases  the 
Gotham  program  will  be  75  per  cent  com- 
pleted and  production  plans  call  for  the  en- 
tire schedule  to  be  completed  and  prints  and 
accessories  in  the  exchanges  six  months 
ahead  of  schedule  time. 


9  INDEPENDENTS 
IN  ONE  STUDIO 

California  Plant  Works  at 
Capacity 

Independent  producers  are  displaying  an 
activity  that  has  been  unprecedented  in 
Hollywood.  In  the  California  Studios  alone 
nine  units  are  producing,  establishing  a  re- 
cord there. 

John  Ince  is  engaged  in  the  production  of 
"The  Big  Adventure,"  with  Herbert  Rawlin- 
son  and  Grace  Darmond  in  the  leading  roles. 
They  are  being  supported  by  Vola  Vale, 
John  Darby,  James  Gordon  and  Carlton 
Griffin.  This  is  the  second  of  twelve  produc- 
tions Ince  will  make  this  year. 

Rawlinson  is  also  working  at  the  same 
time  at  the  California  Studios  in  the  "Flam- 
ing Fire"  serial  that  is  being  directed  by  Bob 
Dillon,  a  brother  of  Jack.  Brenda  Lane  is 
supporting  Rawlinson.  When  Rawlinson  is 
at  leisure  on  one  set  he  hops  over  to  the 
other. 

Harry  J.  Brown  Productions,  with  Harry 
Brown  directing,  is  shooting  "The  Danger 
Quest,"  a  South  African  drama  with  Reed 
Hewes  and  Ethel  Shannon  in  the  leads  and  a 
specially  selected  cast  consisting  of  David 
"Red'  Kirby,  J.  P.  McGowan,  William 
Franety,  Fred  Kohler,  Joseph  McCray,  White 
Horse,  the  cowboy  and  Daniel  Keys. 

William  Russell  is  starring  in  his  own  pro- 
duction, "Big  Pal,"  with  Jack  Adolphe  di- 
recting. In  the  cast  are  Julanne  Johnston, 
Mary  Carr,  Mickey  Bennett,  Hayden  Steven- 
son, Frank  Herney,  Henry  Barrows.  A 
feature  of  the  production  is  a  fight  for  the 
heavyweight  championship. 

Jack  Jeske  is  directing  a  Gold  Medal  com- 
edy featuring  Jack  Cooper  and  Jack  Rich- 
ardson. Hone  Marlowe,  sister  of  June  Mar- 
lowe, has  the  leading  feminine  role. 

Samuel  Bischoff  is  producing  an  H.  C. 
Witwer  comedy,  "Classics  in  Slang,"  with 
Charley  Delaney,  Ed  Phillips  and  Char- 
lotte Morgan.  Johnny  Sinclair  and  Johnny 
Jones  are  working  in  a  Biff  comedy.  J.  P. 
McGowan  has  started  another  feature  Helen 
Holmes  production. 

NEW  RAY  PICTURE 

READY  TO  SHOW 

"Some  Punkins,"  the  first  of  the  Charles 
Ray  series  for  the  Chadwick  Pictures  Cor- 
oration,  is  now  ready  for  release.  Editing  on 
this  production  has  just  been  completed. 

The  story  was  written  by  Bert  Woodruff, 
who  also  plays  an  important  role  in  the  pic- 
ture, and  Charles  E.  Banks.  Jerome  Storm, 
who  has  directed  more  than  twenty  success- 
ful Ray  pictures,  was  also  responsible  for  the 
direction  of  "Some  Pun'kins."  Duane  Tomp- 
son  plays  opposite  the  star  and  the  cast  in- 
cludes Hallam  Cooley,  George  Fawcett, 
William  Courtright  and  Fanny  Midgley. 
#    *  * 

FOUR  F.  B.  O.  HEADS 

LEAVE  NEW  YORK 

J.  I.  Schnitzer,  vice-president  of  F.  B.  O. 
in  charge  of  production,  and  John  Brownell, 
East  Coast  scenario  editor,  left  on  Friday, 
August  21st,  for  a  six  weeks'  trip  to  the 
Coast  studios  of  the  company  to  supervise 
production  activities  for  the  1926-27  program, 

Paula  Gould,  general  press  representative 
for  Film  Booking  Offices  in  the  East,  left  for 
a  three  weeks'  trip  to  the  Coast  studios  of  the 
company 

Lee  Marcus,  general  sales  manager  of  Film 
Booking  Offices,  left  on  a  tour  of  the  south- 
ern exchanges.  Mr.  Marcus  wil  visit  New 
Orleans,  Dallas,  Oklahoma  City  and  Mem- 
phis. 


^Kptember  5,  1925 


Page  19 


CARR  AND  SIDNEY 
"PARTNERS  AGAIN" 

Team  Will  Appear  in  Goldwyn 
Film 

Samuel  Goldwyn,  whose  annual  "Potash 
and  Perlmutter"  film  has  assumed  the  pro- 
portions of  a  motion  picture  institution  is 
making  important  preparations  to  produce 
the  latest  of  the  series,  "Partners  Again." 

He  has  announced  that  once  again  Alex- 
ander Carr  and  George  Sidney  wil  appear 
in  the  roles  made  famous  in  the  writings 
of  Montagu  Glass.  Thus  the  new  title  will 
possess  a  dual  significance  inasmuch  as 
these  stars  appeared  in  last  year's  opus, 
"In  Hollywood  with  Potash  and  Perlmut- 
ter." 

Mr.  Glass  is  now  in  Hollywood,  lending 
the  benefit  of  his  wit  and  wisdom  to  Fran- 
ces Marion  who  has  taken  time  off  from 
her  own  producing  activities  to  adapt 
"Partners  Again"  to  the  screen.  Miss 
Marion  performed  a  similar  service  on  last 
year's  picture. 

Henry  King,  as  previously  announced, 
will  direct  the  picture  on  the^  completion 
of  the  cutting  and  e.diting  of  "Stella  Dal- 
las." This  will  be  King's  first  Samuel 
Goldwyn  production  under  his  recently 
signed  long  term  contract. 

*    *  * 

CORTEZ  OPPOSITE  BEBE 

Ricardo  Cortez  will  play  the  chief  male 
role  of  "Martinique,"  opposite  Bebe  Dan- 
iels, the  largest  production  put  under  the 
charge  of  William  K.  Howard  since  the 
latter  signed  a  long  term  directorial  con- 
tract with  Paramount.  This  is  the  first 
picture  Bebe  Daniels  has  made  on  the 
West  Coast  in  three  years. 


Buster  Keaton  herewith  gives  a  demonstra- 
tion of  }vhat  constitutes    the    subtle  and 
delicate  touch  in  things  artistic. 


PARISIAN  NIGHTS" 
HONORED 

"Parisian  Nights,"  Gothic  F.  B.  O.  Gold 
Bond  production  which  began  its  career  at  the 
Capitol  Theatre,  New  York,  was  selected 
by  Pantages,  Los  Angeles,  to  celebrate 
the  theatre's  twenty-fifth  anniversary. 

When  the  film,  in  which  Elaine  Ham- 
merstein  and  Lou  Tellegen  are  co-starred 
and  which  was  directed  by  Al  Santell,  di- 
rector of  "Fools  in  the  Dark"  played  the 
theatre,  the  following  wire  was  received  at 
the  Home  Office  of  F.  B.  O.: 
Film  Booking  Offices, 
723  Seventh  Avenue,  New  York. 

We  are  indeed  pleased  to  state  that 
our  selection  of  your  production  "Pari- 
sian Nights"  for  our  twenty-fifth  an- 
niversary picture  has  proven  that  our 
judgment  of  this  picture  was  correct. 
We  have  played  to  capacity  every  day 
since  the  opening  day.  Regards, 

PANTAGES,  Los  Angeles. 
*    *  * 

M-G-M  SIGNS  ABRAMS 

FRENCH  DIRECTOR 

Leon  Abrams,  author  of  "The  Masked 
Bride,"  Mae  Murray's  new  starring  vehicle 
for  Metro-Goldwyn-Mayer,  and  former  di- 
rector in  France,  has  signed  a  long  term 
contract  with  the  Culver  City  studios  to 
direct  films. 

"The  Masked  Bride"  is  being  directed 
by  Christy  Cabanne,  with  Francis  X. 
Bushman  in  the  leading  male  role  opposite 
the  star.  Roy  D'Arcy  has  an  important 
role  in  the  picture,  and  the  cast  includes 
also  Lawford  Davidson,  Pauline  Neff,  An- 
dre Cheron,  Chester  Conklin  and  Fred1 
Warren. 


SEATTLE  TO  GET 
PRODUCTION  CO. 

Lewis  H.  Moomaw,  Associated  Exhibitors' 
producer  and  director  whose  "The  Chechah- 
cos"  proved  an  outstanding  success  of  last 
year,  was  recently  a  visitor  in  Tacoma, 
Washington,  for  the  purpose  of  investiga- 
ting the  studio  possibilities  of  the  H.  C. 
Weaver  Productions,  Inc. 

The  producer,  under  the  guidance  of  Peter 
L.  Shamray,  head  of  the  laboratory  and 
other  divisions  of  the  Weaver  enterprises, 
toured  the  entire  plant,  and  it  is  reported 
that  Mr. ,  Moomaw  was  so  well  pleased  with 
the  studio  equipment  and  the  great  film  pos- 
sibilities of  the  surrounding  scenic  ■  locations 
that  he  will  probably  make  some  of  the  four 
features  which  he  has  contracted  for  Asso- 
ciated Exhibitors  at  the  Titlow  Beach,  Ta- 
coma, studio. 

"Under  the  Rouge,"  Moomaw's  second  As- 
sociated Exhibitors  picture,  is  now  ready 
for  release.  The  story  was  written  by  Moo- 
maw himself  and  features  Tom  Moore  and 
Eileen  Percy.  Other  important  members  of 
the  cast  are  Mary  Alden,  James  Mason, 
Claire  de  Lorez,  Chester  Conklin,  William 
V.  Mong,  Eddie  Phillips,  Carmelita  Geragh- 
ty,  Tom  Gallery,  Bruce  Guerin,  Aileen  Man- 
ning, Peggy  Prevost,  William  Dills  and  Stan- 
ley Blystone. 


"BLACK  CYCLONE"  PRAISED 

"Black  Cyclone,"  the  Pathe  feature  star- 
ring Hal  Roach's  equine  star,  Rex,  has  re- 
ceived unusual  praise  from  Charles  W. 
Picquet,  general  manager  of  the  Pinehursl 
Theatre  Company,  operating  the  Carolina 
Theatre  in  Pinehurst,  North  Carolina. 

"Without  any  mental  reservation  I  am 
pleased  to  advise  you  that  my  patrons  heart- 
ily join  with  me  in  pronouncing  'Black  Cy- 
clone' one  of  the  best  screen  entertainments 
that  has  ever  been  shown  in  the  Carolina 
Theatre,"  wrote  Mr.  Picquet  to  Pathe. 
*    *  * 

"THE  FRESHMAN"  RECOMMENDED 

"The  Freshman,"  Horold  Lloyd's  latest 
Pathe  feature  comedy,  is  listed  in  the  cur- 
rent issue  of  "Photoplay  Guide"  as  suitable 
entertainment  for  all  types  of  audiences. 


TEXT  BOOK  USES 
PRODUCTION  STILLS 

Fox  Pictures  Used  to  Illustrate 
History 

Probably  one  of  the  most  striking  ad- 
vances in  visual1  education  is  the  increasing 
use  of  scenes  from  motion  pictures  to  illus- 
trate school  textbooks  on  American  his- 
tory. It  is  a  sign  not  only  of  the  growing 
usefulness  of  motion  pictures  as  recorders 
of  historical  events  but  indicates  that  edu- 
cators everywhere  realize  the  importance 
of  the  motion  picture  industry  as  an  aid  to 
the  teacher  in  inculcating  knowledge. 

One  of  the  latest  school  histories  issued 
makes  effective  use  of  scenes  from  motion 
pictures  to  illustrate  the  text.  Several 
scenes  from  photoplays,  produced  by  Fox 
Film  Corporation,  are  published  in  the 
"School  History  of  the  American  People," 
compiled  by  Professor  Charles  L.  Robbins 
of  the  University  of  Iowa  in  collaboration 
with  Elmer  Green. 

The  chapters  devoted  .to  the  stirring 
events  of  the  Civil  War  are  illustrated  with 
a  scene  from  "The  Warrens  of  Virginia." 
the  William  Fox  motion  picture,  showing 
the  Confederate  soldiers  in  camp. 

Another  milestone  in  the  territorial  ex- 
pansion of  America  is  pictured  by  an  im- 
pressive scene  from  "The  Iron  Horse," 
one  of  the  Fox  masterpieces,  showing  the 
driving  of  the  golden  spike  on  our  first 
transcontinental  railroad  at  Promontory 
Point,  Utah.  The  details  of  the  picture 
represent  the  leading  characters  who  par- 
ticipated in  this  dramatic  historical  event. 

PLAY  PRODUCTION 
FOR  WARNERS 

Warner  Bros,  are  planning  to  invade  the 
play  producing  field  and  with  that  object 
in  view  are  buying  the  dramatic  rights  to 
many  of  the  novels  and  plays  now  being 
purchased  for  next  season's  schedule. 

The  first  two  stories  being  considered 
for  stage  production  are  "The  Woman 
Tamer"  by  Stanley  Shaw  and  "The  Flor- 
entine Dagger,"  a  mystery  story  by  Ben 
Hecht.  "Bitter  Apples,"  a  recent  novel  by- 
Harold  McGrath,  which  has  j-ust  been 
bought  by  the  Warners,  is  another  novel 
being  considered  for  stage  purposes. 

CHAPLIN  WILL  STAR 

EDNA  PURVIANCE 

Edna  Purviance,  leading  woman  in  many 
of  Charlie  Chaplin's  earlier  comedies,  and 
star  of  "A  Woman  of  Paris,"  his  first 
serious  dramatic  production,  left  for 
Europe  on  the  steamship  Majestic. 

On  her  return  she  will  be  starred  in  a 
number  of  productions  to  be  made  at  the 
Chaplin  studios  under  supervision  of  Chap- 
lin himself;  the  director's  name  to  be  an- 
nounced shortly. 

FOREIGN  RIGHTS 

J.  G.  Wainwright,  managing  director  of 
the  firm  of  J.  G.  &  R.  B.  Wainwright,  of 
London,  has  acquired  for  the  United  King- 
dom and  Continental  Europe  the  two  reel 
comedies  Joe  Rock  is  producing  during 
the  coming  year. 

Mr.  Wainwright  also  consumated  ar- 
rangements with  J.  R.  Bray  by  which  he 
will  handle  the  exclusive  distribution  of 
twenty-six  new  Bray  subjects  in  the  same 
territory. 

The  Japanese  rights  for  the  two  new 
series  of  Bray  Cartoons  consisting  of  thir- 
teen new  Unnatural)  History  cartoons  have 
been  sold  to  U.  Ono  of  Japan. 


Lage  20 


Exhibitors  Trade  Review 


New  Talking  Films 
From  Switzerland 


ANEW  TYPE  of  talking  motion  picture  will  probably  make  its  appearance 
in  the  United  States  this  fall.  The  patents  and  pictures  are  controlled 
by  the  Tri-Ergon  Co.,  Ltd.,  a  Swiss  corporation  already  well  financed  and 
which  has  the  proposition  well  projected  in  Europe. 

Triergon  Films  is  the  brand  name  of  the  new  pictures  and  the  acoustic 
process  employed  is  the  result  of  seven  years'  experimentation  on  the  part 
of  J.  Masselle,  H.  Vogt  and  Dr.  J.  Engl.  The  company  manufactures  both 
films  and  acoustic  apparatus,  although  it  is  said  that  one  of  the  standard 
makes  of  American  projectors  successfully  brings  out  the  sound  properties 
of  the  film. 


The  Triergon  process  has  already  been  ex- 
tensively tried  out  in  Germany  and  with 
such  good  results  that  the  Ufa  Company 
has  acquired  the  rights  to  the  process  for 
the  German  speaking  countries  of  Europe. 
No  other  rights  have  been  disposed  of  by 
the  Triergon  Co. 

EXPERT'S  REPORT 

G.  Pupikofer,  who  has  gone  into  the 
Triergon  process  fully  furnishes  the  follow- 
ing report  on  it: 

"It  is  well  known  that  for  many  years 
attempts  have  been  made  to  solve  the  prob- 
lem of  the  acoustic  film  by  the  aid  of  the 
gramophone.  These  efforts,  however,  did 
not  yield  any  satisfactory  result,  in  spite 
of  the  fact  that  no  less  a  person  than  Mr. 
Edison  occupied  himself  with  the  matter. 
Apart  from  the  defective  reproduction  of 
speech  and  music  by  the  gramophone,  the 
temporal  concordance  of  picture  and  sound, 
i.  e.  the  synchronism,  was  not  obtained. 
Very  often,  the  artist  on  the  screen  had  al- 
ready closed  his  lips  before  the  last  tones 
were  audible  from  the  gramophone  horn. 

"The  Triergon  system  does  away  with 
the  gramophone.  The  cinematographic  pic- 
ture and  the  phonogram  here  form  an 
organic  unit,  both  being  photographed  on 
the  same  reel.  At  the  outset  there  were 
considerable  technical  difficulties  experienced 
in  carrying  out  the  Triergon  system,  seeing 
that  it  was  intended  to  transform  the  feeble 
energy  of  the  sound-waves  into  electrical 
impulses.  These  electrical  impulses  had  to 
be  transformed  into  light  for  the  purpose 
of  photographing  them  on  the  reel.  The 
latter  is  then  developed  and  copied  and  so 
the  acoustic  film  is  reproduced.  An  analo- 
gous proceeding  had  to  be  carried  out  in  the 
reverse  direction,  i.  e.  light  had  to  be  con- 
verted into  electricity  and  the  latter  into 
sound,  so  that  the  same  tones  issue  as  are 
heard  by  the  human  ear  when  making  the 
record. 

"Although  the  older  arts  of  telephony  and 
photography  had  already  given  birth  to  a 
number  of  valuable  apparatus,  such  as 
microphones,  electric  amplifiers,  loud  speak- 
ers, etc.,  it  was  gradually  found  that  the 

SECRETARY  ROBINSON  TO  SEE 
"MIDSHIPMAN" 

Arrangements  have  been  made  at  the 
Culver  City  studios  to  entertain  Assistant 
Secretary  of  the  Navy  Theodore  D.  Rob- 
inson on  September  23.  The  Assistant 
Secretary  is  coming  to  view  "The  Mid- 
shipman," Ramon  Novarro's  first  starring 
vehicle  for  Metro-Goldwyn-Mayer,  by  re- 
quest of  Secretary  Weeks. 


existing  apparatus  were  insufficient  for  the 
talking  film.  Hence  a  large  number  of 
special  technical  problems  had  to  be  solved 
anew.  Large  sums  of  money,  considerable 
inventive  and  technical  skill  and  valuable 
time  were  expended  with  this  objective. 

"First  of  all  a  new  and  prooerly  working 
microphone  had  to  be  created  for  making 
the  sound  record,  the  so-called  (Kathodo- 
phone.)  The  kathodophone  works  on  an  en- 
tirely new  principle  by  which  the  sound  ex- 
ercises a  direct  influence  on  the  electric 
current,  being  conveyed  to  an  iron  path 
which  is  switched  into  the  electric  circuit. 
As  this  new  kind  of  microphone  does  not 
possess  any  mechanically  moved  parts  the 
disturbing  srlf-f requencies,  which  can  hardly 
be  avoided  in  the  case  of  ordinary  micro- 
phones are  eliminated. 

THE  AMPLIFIER 

"The  second  special  task  was  the  creation 
of  an  electrical  amplifier  of  the  same  quality 
as  the  kathodophone.  The  difficulty  of  this 
task  can  be  gauged  by  the  fact  that  all  the 
various  sound  frequencies  had  to  be  ampli- 
fied equably  a  hundred  thousand  fold,  where- 
by, as  is  known,  the  human  ear  needs  be- 
tween 5000  and  20000  frequencies  a  second. 

"The  third  stage  in  the  development  of 
the  new  film  was  the  production  of  the  so- 
called  ultra- frequency  lamp,  a  recording 
lamp  sensitive  to  sound,  which  transforms 
the  vibrating  electric  current  in  the  rhythm 
of  the  arriving  sound-waves  into  a  trembling 
luminous  patch  which  illuminates  the  film. 
The  usual  sources  of  light,  such  as  incan- 
descent and  arc-lamps,  were  absolutely  use- 
less for  this  purpose. 

_  "After  this  preliminary  work  the  produc- 
tion of  the  picture-sound  film  record  could 
be  proceeded  with,  i.  e.  to  capture  all  the 
sounds  and  tones  simultaneously  with  the 
picture  being  screened. 

"The  perforation  of  the  acoustic  reel  is 
the  one  universally  used,  so  that  the  ap- 
paratus can  also  project  ordinary  films.  This 
has  a  _  certain  advantage  when  projecting 
both  kinds  of  film,  i.  e.  "dumb"  and  "talk- 
ing" ones,  at  the  same  performance. 


BELL'S  CAST 


That  Famous  Players-Lasky  has  decided 
to  go  the  limit  on  the  Monta  Bell  produc- 
tion "The  King  on  Main  Street"  is  evidenced 
in  the  fact  that  both  Greta  Nissen  and  Bes- 
sie Love  arrived  in  New  York  from  the 
coast  to  support  Adolph  Menjou  in  this 
film.  Bell  has  started  production,  his  first 
scenes  being  exteriors  which  he  filmed  at 
Coney  Island. 


UFA  FILM  OPENS 
AT  THE  CENTURY 

"Siegfried"  Opens  On  Grand 
Opera  Scale 

_  The  Ufa  film  "Siegfried",  described  as  a; 
"music  photodrama"  was  shown  in  New. 
York  City  for  the  first  time  Sunday,  Aug. 
23,  when  it  opened  at  the  Century  Theatre 
for  an  announced  run  of  four  weeks.  This 
is  the  first  time  that  a  motion  picture  has 
been  projected  in  the  Century,  hitherto  the 
home  of  spectacles  and  musical  comedy  ex- 
travaganza.    The  Century  holds  3,000. 

F.  Wynne-Jones,  acting  for  Ufa,  is  pre- 
senting the  picture  in  New  York  and  its 
future  disposition  depends  on  the  success  of 
its  presentation  at  the  Century.  If  business 
warrants  the  picture  will  probably  be  road- 
showed  on  a  scale  of  presentation  and  ad- 
mission price  commensurate  with  that  in 
effect  at  the  Century. 

The  film  is  an  elaborate  spectacle  based 
on  the  Nibelungen  Lied  and  the  Norse 
Saga,  the  same  sources  from  which  Richard 
Wagner  derived  his  music  for  "Ring  of  the 
Nibelungs"  and  related  operas.  Hugo 
Reisenfeld,  managing  director  of  the  Rivoli, 
Rialto  and  Criterion  Theatres  in  New  York, 
arranged  the  music,  drawing  upon  three  of 
Wagner's  works  for  his  theme. 

A_  full  symphony  orchestra  under  the  di- 
rection of  Josiah  Zuro,  of  the  Reisenfeld 
staff,  accompanies  the  film.  From  housing 
to  presentation  thereof,  the  picture  is  in- 
clined toward  the  class  of  opera.  The  prices 
rang  from  fifty  cents  to  $2.20. 

One  third  of  the  house  was  given  away 
the  opening  performance,  while  1,200  were 
turned  away.  Subsequent  performances  re- 
vealed long  lines  at  the  box  offices  of  the 
Century  although  the  house  was  not  filled. 
"Siegfried,"  however,  appears  to  be  the  type 
of  show  that  will  build. 

GEORGE  BLAISDELL 
IN  PRODUCTION 

r*  EORGE  BLAISDELL,  former  editor  of 
^  Exhibitors  Trade  Review  and  at  one 
time  editor  of  Moving  Picture  World,  an- 
nounced the  incorporation  of  Beacon 
Films  Corporation,  a  California  corpora- 
tion, which  will  produce  independent  pic- 
tures in  Hollywood.  The  company  is 
headed  by  Robert  Anthony  Dillon,  author, 
as  president  and  Mr.  Blaisdell  as  Secre- 
tary and  Treasurer. 

The  first  production  of  the  new  com- 
pany is  in  work  and  is  "The  Flame  Fight- 
er," a  ten  episode  serial  production  star- 
ring Herbert  Rawlinson.  It  will  be  re- 
leased by  Rayart  Pictures. 


CURRENCY  CONTROLLER  AT  M-G-M 

Colonel  J.  W.  Mcintosh,  of  Washington, 
D.  C,  United  States  Controller  of  Cur- 
rency, and  President  Coolidge's  chief  lieu- 
tenant in  the  program  of  national  stabili- 
zation, recently  gained  his  first  view  of 
movieland  when,  as  the  guest  of  Louis  B. 
Mayer,  he  was  taken  on  a  tour  of  the 
Metro-Goldwyn-Mayer  studios,  following  a 
luncheon  given  in  his  honor  and  attended 
by  Los  Angeles  financial  leaders  and  pic- 
ture notables  at  the  studio  cafe. 


SHIRLEY  MASON  IN  "LORD  JIM" 

Shirley  Mason  was  signed  to  play  the 
leading  feminine  role  in  Joseph  Conrad's 
"Lord  Jim,"  for  Famous  Players-Lasky. 


September  5,  192b 


Page  21 


NEW  CREATORS 
AT  F.  B.  O. 

'T'HE  urge  for  the  develop- 
merit  of  new  creative  talent 
in  picture  production  now 
shows  itself  at  the  F.  B.  O.  Stu- 
dio in  Holly wod  where  General 
Manager  B.  P.  Fineman,  is  spon- 
soring five  new  directors  and 
leading  men. 

These  are  Tom  Tyler,  new 
star,  and  his  directors,  James 
Gruen,  former  Los  Angeles 
newspaperman  and  Robert  De 
Lacey,  former  cutter;  Larry 
Kent,  new  juvenile  appearing  op- 
posite Alberta  Vaughn,  and 
James  Wikinson,  former  head 
cuttei  at  F.  B.  O.,  co-directing 
the  Alberta  Vaughn  series  with 
Ralph  Ceder. 

"It  is  a  sort  of  financial  cow- 
ardice that  has  prevented  the  in- 
culcation of  new  ideas  and  new 
blood  to  any  appreciable  extent 
heretofore."  says  Mr.  Fineman. 
"It  is  natural  enough,  in  a  way 
but  it  is  unfortunate.  Producers 
have  been  afraid  to  "gamble" 
with  untried  talent  in  almost  any 
line,  and  have  waited  for  taient 
to  prove  itself  before  accepting 
it  as  such. 

"I  believe  personally  that  the 
time  for  that  sort  of  business 
conservatism  is  at  an  end.  It  is 
as  archaic  as  Sanskrit." 


Independent  Ranks 
Almost  Doubled 


16  UNITS  WORKING 
ON  F.  B.  O.  LOT 

Six  F.  B.  0.  companies  and  ten  indepen- 
dents are  at  work  at  the  F.  B.  O.  Hollywood 
studios. 

Among  the  more  important  F.  B.  O.  pic- 
tures now  in  the  course  of  completion  are 
"The  Last  Edition,"  Emory  Johnson's  big 
newspaper  melodrama  ;  "Three  Wise  Crooks." 
Evelyn  Brent's  new  vehicle ;  "Heads  Up,"  the 
latest  Lefty  Flynn-Harry  Garson  picture; 
"Ridin'  the  Wind,"  the  most  recent  Fred 
Thomson  picture  under  the  co-direction  of 
Del  Andrews  and  Al  Werker;  Dick  Tal- 
madge's  "Dr.  Jim" ;  "Let's  Go  Gallagher," 
featuring  Tom  Tyler,  the  new  star,  which  is 
being  co-directed  by  James  Gruen  and  Rob- 
bert  De  Lacey,  and  "The  Adventures  of 
Mazie,"  Alberta  Vaughn's  two  red  reel  star- 
ring series. 

Douglas  McLean's  is  one  of  the  outside 
■companies  which  has  just  started  work  at  this 
studio,  beginning  "Seven  Keys  to  Baldpate." 
Other  independents  who  are  busy  include  the 
Hoffman  Company,  the  Sanford  Productions, 
Howard  Esterbrook  Productions,  Spitzer- 
Jones  Pictures  and  Larry  Semon. 

*    *  * 

LILLYS  RESIGN 

ST.  LOUIS.  Mo.,  August  29.— It  is  re- 
ported from  Hannibal,  Mo.,  that  Mr.  and 
Mrs.  C.  W.  Lilly  have  resigned  as  managers 
of  the  Star,  Broadway,  Orpheum  and  Park 
theatres  of  that  city. 


In  his  first  formal  report,  submitted  to  the 
Independent  Motion  Picture  Association  of 
America,  Frederick  H.  Elliott,  general  man- 
ager, revealed  that  the  membership  of  the 
organization  has  grown  45  per  cent  in  two 
months. 

When  Mr  Elliott  was  elected  to  office  June 
15th,  the  association  had  71  members,  26  be- 
ing producers  or  distributors,  and  45  ex- 
changes. On  August  15th  there  were  103  ac- 


EMBASSY  THEATRE 
OPENING 

TV  EW  YORK'S  newest  Broadway 
-L  '  picture  house,  the  Embassy,  in 
the  Palace  Theatre  block  on  Broad- 
way, opened  to  the  public  August 
26,  under  the  personal  direction  of 
Gloria  Gould,  society  leader,  and  the 
auspices  of  Metro-Goldwyn. 

Eric  Von  Stroheim's  Metro-Gold- 
wyn-Mayer  production  "The  Merry 
Widow"  with  Mae  Murray  and  John 
Gilbert  was  the  attraction.  The 
picture  will  remain  at  the  Embassy 
for  an  indefinite  run. 

The  Embassy  seats  but  six  hun- 
dred. A  reserve  seat  policy  will  pre- 
vail at  all  times.  The  scale  tops  at 
$2.20. 

A  notable  gathering  of  screen, 
stage  and  society  people  attended  the 
premiere.  The  industry,  no  less  than 
Broadway,  will  watch  the  career  of 
the  Embassy  with  particular  interest 
due  the  various  innovations  it  pre- 
sents. 


HUTCHINSON  BUYS 
AMERICAN  STUDIO 

Promises  Production  Revival  in 
Santa  Barbara 

SANTA  BARBARA,  Cal,  Aug.  28.— Pos- 
sible revival  of  motion  picture  production  here 
is  seen  in  the  purchase  of  the  old  American 
Film  Company's  studio  at  State  and  Mission 
Streets.  The  Hutchinson  Film  Corporation 
of  Maryland,  of  which  S.  S.  Hutchinson, 
former  head  of  the  American,  is  president, 
purchased  the  studio  for  $150,000. 

Mr.  Hutchinson  has  stated  that  the  re- 
vival of  production  here  has  been  handicap- 
ped by  dissenting  directors  of  the  American 
Film  Company.  Now  that  the  property  is  in 
his  hands,  he  states,  efforts  will  be  made  to 
re-establish  Santa  Barbara  as  a  production 
seat. 

The  American  Film  Company  contributed 
"Flying  A"  and  "American  Beauty"  pictures 
to  the  old  Mutual  Film  Corporation.  It  also 
produced  the  serial  "The  Diamond  from  the 
Sky."  Wartime  emergency  closed  the  stu- 
dio in  1917. 

*   *  * 

LUCILLE  CALLED  JOAN 

Joan  Crawford  is  the  name  which  has 
finally  been  selected  for  the  exceedingly 
attractive  young  woman  who  has  hitherto 
been  known  on  the  screen  as  Lucille  Le- 
sueur.  Miss  Crawford's  most  recent  ap- 
pearance was  in  "Pretty  Ladies,"  the 
Monta  Bell  production  based  on  the  story 
by  Adeto  Rogers  St.  John,  which  is  now 
playing  throughout  the  country  to  big 
grosses. 


tive  members  and  two  Associate  members. 
The  active  list  now  shows  25  producer-dis- 
tributors and  78  exchanges. 

"To  the  best  of  my  knowledge,"  said  Mr. 
Elliott  in  his  report,  "this  is  the  largest  by 
far  of  any  organization  within  the  industry 
as  regards  corporate  membership." 

At  the  last  meeting  of  the  I.  M.  P.  A.  the 
Krause  Mfg.  Co.  was  elected  to  Associate 
membership  and  eleven  active  members  added 
to  the  rolls.  These  are :  Freedom  Film  Co., 
Buffalo ;  Home  State  Film  Co.,  Inc.,  Dallas ; 
Independent  Film  Service,  Inc.,  Dallas; 
Oklahoma  Specialty  Film  Co.,  Oklahoma 
City ;  Standard  Film  Exchange,  Inc.,  Pitts- 
burgh ;  Oklahoma  Independent  Film  Service, 
Inc.,  Oklahoma  City;  Lande  Film  Co.,  Pitts- 
burgh ;  Renown  Pictures,  Indinapolis ;  Capi- 
tol Film  Exchange,  Indianapolis ;  Midwest 
Distributing  Co.,  Milwaukee ;  Arkansas 
Specialty  Film  Co.,  Little  Rock. 

A  large  part  of  the  meeting  of  the  Associ- 
ation was  taken  up  in  consideration  of  the 
Connecticut  tax  situation.  Mr.  Elliott,  who 
has  been  in  close  touch  with  the  situation 
since  the  injunction  hearing  which  resulted 
so  disastrously  for  the  industry,  submitted  a 
proposal  for  special  action  by  the  Indepen- 
dents, and  his  suggestion  was  unanimously 
indorsed.  His  report  of  conditions  was  con- 
firmed by  Lester  S.  Tobias,  of  New  Haven, 
regional  director  for  the  I.  M.  P.  A. 

I.  E.  Chadwick,  president,  will  appoint  a 
special  legislative  committee  to  consider  the 
situation. 


SOUTHWEST  SOLD 
BY  SAM  SAX 

Sam  Sax  closed  for  the  distribution  of 
twelve  Gotham  productions  in  the  South- 
western States  of  Texas,  Oklahoma  and  Ar- 
kansas with  Jack  K.  Adams  of  the  Home 
State  Film  Co.,  Inc.,  with  offices  in  Dallas, 
Little  Rock  and  Oklahoma  City. 

The  contract  was  made  during  Mr.  Adams' 
visit  to  New  York  and  immediately  following 
he  left  for  Dallas  to  inaugurate  a  special 
advertising  and  exploitation  campaign  for  the 
Gotham  pictures. 

Mr.  Adams  took  with  him  to  Texas  prints 
of  the  first  three  releases,  "The  Overland 
Limited,"  "The  Police  Patrol,"  and  "A  Little 
Girl  in  a  Big  City."  He  intends  to  release 
these  immediately  and  to  follow  them  up 
at  the  rate  of  one  or  more  a  month  for  the 
remaining  nine. 

*    *  * 

"EL  PASADO"    COMPANY  IN 
MEXICO  CITY 

F.  M.  Sanford,  president  of  Sanford  Pro- 
ductions, now  making  "El  Pasado"  has  taken 
his  company  to  Mexico  City  for  exteriors, 
which  will  be  in  keeping  with  the  scenes 
called  for  in  the  original  play. 

Wilfred  Lucas  is  directing  "El  Pasado" 
while  a  strong  cast  including  Bryant  Wash- 
burn, Gladys  Brockwell,  Herbert  Rawlinson, 
Gaston  Glass,  Hector  Sarno,  Barbara  Ten- 
nant,  Gene  Crosby,  Marshall  Ruth,  Ligia  de 
Golconda  and  the  director  himself,  is  inter- 
preting the  leading  roles. 

Interiors  have  been  filmed  at  the  F.  B.  O. 
studios  in  Hollywood. 


Exhibitors  Trade  Review 

Page  22 


Story  by  Hal  Roach 

Directed  by  Fred  Jackman 


September  5,  1925 


Page  23 


iiAJWl'  SCOTT 

b     *****  S«£S  aGH  ' 


resents 


Cyclone 

the  Wild  Horse 


Pafhepictmg 


Page  24  Exhibitors  Trade  Review 

piiliiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ 


SHORT  SUBJECTS— 

What  are  their  Possibilities? 


ARE  THERE  Hidden  Profits  in  Short 
Subjects?    Are  the  comedies,  the  news- 
reels,  all  the  little  features,  being  han- 
dled to  produce  the  maximum  of  box-office  in- 
come, to  develop  to  the  maximum  that  popu- 
lar interest  which  yields  steady  business? 

Recent  investigations  by  Exhibitors  Trade 
Review  have  shown  that  Exhibitors  disagree 
widely  on  these  questions.  Some  say  that  they 
are  utilizing  Short  Product  to  the  utmost  pos- 
sible advantage.  Others  declare  that  feature 
pictures  claim  all  their  effort.  But  one  note 
is  present  wherever  the  subject  comes  under 
discussion:  The  thought  that  every  exhibit- 
or needs  more  help  in  connection  with  this 
class  of  product.  Help  in  every  phase  of  it. 
And  particularly  in  exploitation  and  adver- 
tising. 

Hence  this  Number  of  Exhibitors  Trade 
Review,  featuring  Short  Subjects.  The  first 
of  a  monthly  series  that  will  provide  a  wealth 
of  material  covering  every  angle  of  the  sub- 
ject. There  will  be  a  school  of  advertising 
and  Exploitation,  with  a  faculty  of  experts. 
And  a  thoroughly  practical  collection  of  helps, 
each  month,  some  of  them  built  around  partic- 
ular pictures  and  groups  of  pictures,  others  of 
general  application. 

Every  exhibitor  is  invited  to  join  in  this 
move.  If  there  are  hidden  profits  here,  let's 
dig  them  out.  Let's  utilize  the  Big  Little  Fea- 
tures to  broaden  our  campaign  for  a  larger 
public  and  a  broader  appreciation  of  motion 
picture  entertainment  as  a  whole. 

Here  is  a  letter  received  recently  from  Max 
Graf,  of  San  Francisco,  which  tells  the  whole 
story  from  the  exhibitor  viewpoint: 

Editor,  Exhibitors  Trade  Review, 

Gentlemen : — ■ 

The  numerous  articles  on  advertising  and  featur- 
ing the  short  subject  which  have  been  given  con- 
siderable space  of  late  have  interested  me  in  no 
small  way. 

Is  it  not  true  that  the  major  portion  of  the  really 
big  exhibitors  of  today  have  the  short  subject  to 
thank  for  their  present  day  success? 


As  near  as  I  can  recall,  Mr.  John  Kunsky,  who  is 
now  one  of  America's  foremost  exhibitors,  can  trace 
the  first  link  of  his  chain  of  theatres,  to  the  little 
Royal  Theatre  on  Monroe  Avenue,  in  the  city  of 
Detroit,  which  in  the  day  of  its  prime  was  devoted 
to  the  showing  of  one  and  two  reel  subjects.  There 
are  hundreds  of  other  exhibitors  whom  I  could  name, 
who  can  recall  the  same  condition  in  their  own  cases. 

If  this  is  true,  it  was  possible  for  these  hundreds  of 
exhibitors  to  lay  the  foundation  of  a  succesful  busi- 
ness on  short  subjects  which  were  terribly  crude  ten 
to  fifteen  years  ago,  then  why  in  the  name  of  common 
sense  is  it  not  possible  to  again  make  the  short  sub- 
ject, which  is  today  built  like  a  feature,  the  attrac- 
tion of  any  program? 

I  am  delighted  to  say  that  my  experiments  in  this 
regard  have  been  highly  successful,  more  especially 
the  All  Comedy  program. 

About  four  months  ago  I  was  approached  by 
Walter  Kofeldt,  manager  of  the  local  Pathe  Ex- 
change, on  the  subject  of  putting  on  an  All  Pathe 
Comedy  show  day  and  date  in  my  two  first  run  thea- 
tres in  San  Francisco.  That  was  merely  an  expriment 
on  which  I  will  admit  I  was  dubious  but  which  I 
finally  agreed  to  try  out  on  a  percentage  basis. 
Frankly  I  did  not  think  that  Pathe  would  get  enough 
out  of  their  portion  of  receipts  to  ever  want  to  talk 
to  me  about  another  such  program  again.  We  ran 
the  show  a  week,  did  so  much  business  that  we  held 
it  over  for  a  second  week  and  paid  Pathe  just  about 
twice  as  much  on  a  percentage  arrangement,  as  I  feel 
certain  I  could  have  bought  the  picture  outright. 

Since  that  time,  I  have  run  a  second  Pathe  All 
Comedy  show  which  did  more  business  than  the  first. 

It  is  my  intention  some  day  in  the  not  far  distant 
future  to  have  a  theatre  devoted  exclusively  to  the 
presentation  of  short  subjects,  because  it  is  beyond 
the  experimental  stage. 

Most  cordially  yours, 

(Signed)  MAX  GRAF. 

What  Mr.  Graf  says  is  directly  in  line  with 
what  many  progressive  exhibitors,  large  and 
small,  are  saying.  If  they  are  right,  we  can 
afford  to  put  some  real  effort  into  building  this 
department  of  the  business.  That  effort  must 
be  co-operative  and  constructive. 

What  are  YOUR  ideas? 


WILLARD  C.  HOWE 


■ 


llllllll!! 


September  5t  1925 


Page  25 


(Upper  left)  Walter  Hiers  in  a  Christie  Educa- 
tional Comedy  **Off  His  Beat.'''  (Top)  Mr.  and 
Mrs.  Lou  C.  Hutt  and  a  trophy,  from  "Wild 
Beasts  of  Borneo."  (Upper  right)  Lige  Conley 
on  the  rise  in  "Pleasure  Bound."  (Above) 
Billy   Dooley,  New   Christie   star   does   his  stuff. 

(Left)     Star     of     Educational  Jimmie  Adams 

Comedies.     (Right)    Dorothy    Crooker   of  Chis- 
tie  Studio. 


A  S  THE  1925-1926  season  gets  further 
**  under  way  the  signs  are  increasing  that 
seem  to  point  to  this  season  as  the  best 
for  Short  Subjects  since  the  long  feature 
picture  came  into  vogue.  Exhibitors  Trade 
Review  begins  publication  of  its  Short 
Subjects  Numbers  at  a  time  when  this  spe- 
cial efl'ort  is  likely  to  prove  of  greatest 
value  to  its  exhibitor  readers  because  ex- 
hibitors themselves  are  everywhere  awak- 
ening to  the  possibilities  of  better  business 
and  greater  profits  through  the  proper 
handling  of  Short  Subjects. 

And  on  this  question  of  greater  profits 
hinges  the  whole  question  of  better  exploita- 
tion of  Short  Subjects.  All  that  has  been  said 
about  Short  subjects  as  their  value  to  exhibi- 
tors, comes  to  less  than  nothing  if,  in  actual 
practice,  the  Short  Subject  cannot  be  made 
to  bring  added  dollars  to  the  box-office. 

Here,  then,  is  the  most  hopeful  sign,  for 
exhibitors  have  been  proving  to  themselves 
more  and  more  during  the  last  few  months 
that  there  is  greater  profit  to  be  made  through 
the  careful  selection  of  Short  Subjects  to 
build  up  the  program  and  then  wise  exploita- 
tion of  them  so  that  the  patrons  know  about 
them  as  well  as  about  the  longer  feature  pic- 
tures. Even  the  All  Short  Subject  program— 
the  comedy  carnival,  jazz  comedy  night,  nov- 
elty night,  etc. — has  been  taken  out  of  the 
realm  of  experiment  by  the  ever-increasing 
number  of  programs  made  up  entirely  of  one 
and  two  reels  subjects  that  are  being  ar- 
ranged, exploited  and  shown  profitably  in  all 
parts  of  the  country.  The  program  built 
around  the  Educational  Pictures  Special, 
"Balto's  Race  to  Nome,"  and  run  by  the  Cen- 
tral Amusement  Company  in  all  its  fourteen 
large  suburban  houses  in  New  Orleans  dur- 


By  E.  W.  HAMMONS 
President,  Educational  Film 
Exchanges,  Inc. 


ing  the  last  month,  is  just  one  example  out  of 
many  showing  the  possibilities  of  profit  for 
the  exhibitor  in  the  briefer  pictures.  The 
longest  picture  on  the  program  was  in  two 
reels,  the  two-reel  special  being  the  chief  at- 


traction on  a  bill  that  included  a  two-reel 
comedy,  the  single  reel  color  subject,  "Hope 
Hampton  in  Paris  Creations,"  "The  Voice  of 
the  Nightingale,"  another  colored  picture 
from  the  Fables  in  Color  group,  and  the  orig- 
inal Third  Dimension  picture,  "Plastigrams," 
a  novelty  less  than  a  reel  in  length. 

And  on  all  sides,  too,  we  find  more  exniDi- 
tors  making  added  profit  by  advertising  and 
exploiting  their  Short  Subjects  in  addition  to 

(Continued  on  Page  26) 


Riesenfeld  to  Make  Award 

for  Best  Short  Subject  Soon 


TN  THE  course  of  a  few  weeks  Hugo  Rie- 
senfeld  will  present  the  gold  medal  he 
promised  last  September  for  the  best  short 
subject  film  made  during  the  ensuing  year. 
It  bears  on  one  side  a  beautiful  design  sym- 
bolical of  the  motion  picture  industry, 
planned  by  the  well  known  artist,  Claude 
Millard.  Standing  in  relief  is  the  figure  of  a 
woman  holding  in  either  hand  the  Greek 
masks  of  comedy  and  tragedy,  linked  to- 
gether by  a  half  unwound  reel  of  film.  On 
the  reverse  side  will  be  engraved  the  name  of 
the  winner,  together  with  the  date  of  pre- 
sentation. 

"Within  the  short  space  of  twelve  months 
there  has  been  a  growing  abundance  of  good 
short  subject  films,"  says  Riesenfeld.  "To  a 
manager  of  a  motion  picture  theatre  they 
come  like  manna  from  heaven.  For  years  ex- 
hibitors have  been  pleading  for  interesting 
one  and  two  reelers  to  round  out  their  pro- 
grams.  Only  rarely  did  they  come  across 


one  that  was  worth  while.  I  am  not  refer- 
ring to  short  comedies  and'  cartoons.  There 
has  always  been  plenty  of  those.  The  dearth 
existed  among  intelligently  and  carefully  pro- 
duced short  dramas,  pictures  with  historical 
interest,  scientific  films,  novelties  and  scenics 
with  novel  twists. 

"The  awakening  seems  to  be  at  hand. 
During  the  past  year  numbers  of  new  pro- 
ducers of  short  films  have  cropped  up.  There 
seems  to  be  a  growing  realization  of  the 
enormous  possibilities  in  this  field.  Not  that 
exhibitors  are  being  overwhelmed  with  ex- 
cellent material  from  which  to  make  selec- 
tions, but  they  no  longer  have  to  spend  days 
and  even  weeks  finding  a  single  short  film." 

Riesenfeld  is  not  selecting  the  prizewinner 
himself,  but  is  leaving  it  in  the  hands  of  a 
committee  of  eight  prominent  exhibitors.  At 
the  presentation;  the  winning  film  will  be 
shown.  i  i 


Page  26 


Exhibitors  Trade  Review 


Scenes  from  "Peggy's  Putters,"  one  of  the  26  two-reel  comedy  gems  "Sheiks  and  Shebas,"  clean  and  wholesome  pictures 
produced  by  Kahn  Kid  Komedies  and  released  by  Davis  Distributing  Division.    Rosalie  Marlin  is  starred. 


SHORTS  — 

NOW  AND  AFTER 

(Continued  from  Page  25) 

longer  features.  In  several  big  key  cities  win- 
dow tie-ups  and  special  elaborate  window  dis- 
plays have  been  arranged  in  the  last  few 
weeks  on  comedies  and  special  subjects;  one 
big  Kentucky  exhibitor  has  carried  an  exten- 
sive campaign  of  newspaper  advertising  de- 
voted exclusively  to  telling  his  patrons  about 
the  news  reel,  Kinograms,  a  regular  feature 
at  his  theatre,  and  has  been  so  well  pleased 
with  the  results  that  he  has  started  a  similar 
newspaper  advertising  campaign  on  his  Edu- 
cational comedies;  and  the  use  of  trailers  on 
two-reel  comedies,  inaugurated  only  a  few 
months  ago,  has  grown  to  be  a  regular  prac- 
tice with  many  showmen  as  they  have  realized 
the  additional  patronage  they  attracted. 

Ever  since!  Educational  became  a  national 
distributing  organization  it  has  issued  a  press 
sheet  on  all  two  reel  comedies  and  special 
subjects.  This  year  we  are  adding  to  these 
press  sheets  several  new  features  that  make 
them  even  more  valuable  to  the  exhibitor. 
Cuts  and  mats  for  newspaper  publicity  and 
newspaper  advertising  are  available  at  all  ex- 
changes, and  the  mats  are  furnished  free.  A 
complete  line  of  accessories  is  provided,  in- 
cluding one  and  three-sheet  posters  on  all 
two-reel  comedies,  together  with  lobby  dis- 
play cards  and  photographs,  and  slides  .  All 
theatres,  in  addition  to  these  items,  can  get 
through  the  National  Screen  Service  trailers 
on  all  the  new  Hamilton  Comedies,  Lupino 
Lane  Comedies',  Bobby  Vernon  Comedies, 
Walter  Heirs  Comedies,  Jimmie  Adams  Com- 
edies and  Tuxedo  Comedies  featuring  Johnny 
Arthur. 

*    *  *. 

D'AVRIL  FOR  CHRISTIE 

Yola  D'Avril,  French  beauty,  and  Stella 
Doyle,  English  musical  comedy  dancer,  joined 
the  Christie  studios  stock  company,  making 
a  series  of  new  releases  for  Educational  Film 
Exchanges. 

Both  are  now  appearing  in  new  comedies 
being  filmed  at  the  Christie  studios. 

Yola  D'Avril  is  in  the  first  comedy  of  the 
Bobby  Vernon  series,  and  Miss  Doyle  is  in 
Walter  Hiers'  first  comedy  for  the  new 
season. 

Fred  Peters,  a  six-foot- four  "heavy" 
comedian,  joined  the  stock  campany,  which 
Al  Christie  is  enlarging. 


Short  Releases  Necessary 

for  Perfect  Program  Balance 


By  J.  CHARLES  DAVIS,  2nd. 


FOR  a  great  many  years  the  Motion  Pic- 
ture Theatres  suffered  from  a  lack  of 
suitable  short  subjects,  novelties  and 
dramas.  This  was  after  the  feature  films  as 
we  now  know  them  had  come  into  existence. 

The  trend  was  all  toward  long  pictures, 
some  of  which  had  more  or  less  dramatic 
value  and  the  program  of  that  day  was 
made  up  of  a  feature  and  a  news  reel.  Some- 
times a  magazine  or  a  scenic  reel  was  avail- 
able. 

Comedies  for  regular  release  on  which 
the  exhibitor  could  count  as  a  balance  for 
his  program  were  practically  unknown  until 
five  or  six  years  ago.  No  one  made  them 
except  Mack  Sennett,  and  his  famous  "Key- 
stones" were  insufficient  to  supply  the 
market  and  the  demand.  The  producer  of  a 
short  subject,  whether  a  comedy  or  other- 
wise had  nowhere  to  turn  for  his  releasing 
airnngement,  and  consequently  was  not  will- 
ing to  gamble  his  time  and  energy  against 
a  i.'.sbible  or  rather  an  improbable  release 
«.ri  angoment. 

HP  HEN  came  Educational  with  its  idea  of 
■*-  an  exchange  system  to  handle  nothing  but 
short  subjects.  It  bad  its  troubles,  nut  it 
also  hsd  financial  tacking  and  ultimately 
was  able  to  make  its  ideas  stick. 

Today  the  need  of  a  comedy,  of  a  novelty 
reel,  of  cartoons  and  of  news  reels  to 
balance  the  feature  is  well  recognized.  For 
the  past  four  or  five  years  the  production 
of  cotnedif?,  real  and  alleged,  has  increased 
to  the  joint  where  the  exhibitor  can  get 
plenty  of  subjects  two  thousand  feet  long. 
Unfortunately  for  him  and  his  audience, 
they  are  not  always  comedies.  On  the 
novelty  end  he  fares  very  much  better. 
There  are  today  quite  a  number  of  good 
cartoon  reels,  and  the  public  as  a  rule  en- 
joys this,  mainly  because  they  don't  know 
how  it  is  done.  Pictorial  reels,  and  the  so- 
called  magazines  have  reached  a  high  degree 
of  quality  and  are  very  popular  in  the 
theatres. 

Until  recently,  the  independent  market 
has  been  unable  to  supply  a  consistent  pro- 
duct in  the  comedy  and  short  subject  field. 
When  the  Davis  Distributing  Division,  Inc., 


was  organized  the  fundamental  principle, 
was  to  secure  for  exhibitors  "better  pictures 
for  less  money."  This  meant  not  only  fea- 
tures but  short  length  novelties.  We  were 
fortunate  in  arranging  with  C.  B.  McKnight 
of  the  McKnight- Womack  Productions  for 
"Hey  Fellas !"  and  "Sheiks  and  Shebas" 
Comedies.  We  have  a  long  term  contract 
with  them  and  are  releasing  a  series  of  26 
of  each  brand  annually.  This  gives  the  ex- 
hibitor a  regular  supply  of  a  comedy  a  week 
that  contains  genuine  fun  and  laugh  pro- 
voking situations.  The  "Hey  Fellas"  de- 
pict the  doin's  and  disasters  of  young  Am- 
erica. Like  any  healthy  group  of  young- 
sters they  are  up  to  tricks  and  forever  doing 
things  in  a  way  that  you  and  I  did  them 
when  we  were  children. 

'"THE  "Sheiks  and  Shebas"  comedies  show 
the  haps  and  mishaps  of  the  Americans  of 
the  so-called  "Flapper  Age".  This  is  a  sub- 
ject that  has  not  previously  been  covered, 
except  in  an  occasional  feature  film  and 
the  exchanges  throughout  the  country  re- 
port unusual  success  with  these  comedies. 

To  supply  the  need  for  the  unusual,  we 
secured  a  series  of  2  reel  novelties  which 
tell  their  stories  entirely  without  sub-titles. 
These  featurettes  are  being  produced  by  F. 
Herrick-Herrick,  and  have  proved,  by  the 
bookings  received,  that  they  are  an  instan- 
taneous success. 

To  fill  the  niche  for  the  single  reel 
novelty,  we  have  contracted  with  F.  H.  Staub 
for  52  "Cinema  Stars."  This  series  show 
the  stars  of  the  film,  at  home,  at  work  and 
at  play. 

We  have  under  advisement,  another 
series  of  single  reel  novelties  but  I  am  not 
yet  able  to  make  any  announcement,  as  the 
deal  is  still  pending. 

WITH  all  the  above  short  product,  the  in- 
dependent exhibitor  is  able  to  obtain  ex- 
sellent  material  to  balance  his  feature  pro- 
gram during  the  coming  year. 

More  and  more,  as  times  goes  on,  it  is  my 
firm  conviction  that  the  short  subject  and 
the  short  feature  will  be,  and  become  an  in- 
tegral unit  in  every  theatre  program. 


September  5,  1925 


Page  27 


And  Now  — 

Box  Office  Titles  Only 


FOX  officials  point  out  the  pains  their  com- 
pany is  going  to  in  order  to  get  good 
box-office  titles  for  every  one  of  the 
short  subject  productions. 

"The  necessity  of  having  box-office  titles 
for  the  one  and  two-reel  productions  is  ob- 
vious to  all  who  have  followed  the  campaign 
of  short  subject  producers  and  distributors 
to  impress  exhibitors  with  the  importance  of 
properly  exploiting  their  short  reel  bookings 
and  giving  them  a  fair  amount  of  attention 
in  all  publicity,  advertising  and  lobby  dis- 
play,", he  said,  adding: 

"If  exhibitors  are  going  to  boost  our  short 
subject  films  we  must  supply  them  with  the 
material,  and  the  first  step  in  this  direction 
should  be  good  titles  with  box-office  drawing 
power.  For  this  reason  we  have  a  slogan 
which  is  always  considered  when  a  short 
subject  title  is  in  question,  and  this  slogan  is : 

'"TITLES  FOR  THE  MARQUEES.' 

"Analyze  our  titles  and  billings  and  you 
will  find  that  any  of  them,  placed  in  adver- 
tisements, publicity  or  lobby  displays,  will  in- 
duce curiosity  and  make  the  readers  of  them 
wish  to  go  further  and  see  the  film. 

"An  excellent  example  of  this  is  the  Fox 
two-reeler  based  on  O.  Henry's  great  short 
story,  'Failure.'  Imagine 

O.  HENRY'S  'FAILURE' 
in  lights  or  boldface  type  and  put  yourself 
in  the  position  of  Mr.  or  Mrs.  Average  Citi- 
zen reading  it.  Their  curiosity  is  naturally 
aroused  as  they  contemplate  the  name  of 
America's  immortal  writer  and  the  title  word, 
the  common  bugaboo  of  every  normal  man 
or  woman.  It  is  in  reality  an  irrestible  com- 

Fox  News 


FOX  NEWS  and  big  theatres  naturally  go 
together.  That  is  the  thing  that  accounts 
for  the  remarkable  growth  of  Fox  News 
during  the  last  year  and  its  appearance  upon 
the  screens  of  the  leading  motion  picture 
houses  throughout  the  country.  First,  as  al- 
ways in  the  big  Broadway  theatres,  Fox 
News  has  become  a  regular  part  of  the  pro- 
gram in  such  houses  as  the  new  Davis  million 
dollar  Grand  Theatre  in  Pittsburgh,  Shea's 
Hippodrome  in  Buffalo,  the  Saenger  Amuse- 
ment Company,  New  Orleans ;  Rubin  and 
Finkelstein  in  Minneapolis  and  Jensen  &  Von 
Herberg  in  Seattle. 

The  remarkable  growth  in  circulation  of 
Fox  News  during  the  year  is  a  mark  of  the 
great  progress  that  this  news  reel  has 
achieved.  Its  editorial  organization  has 
branched  out  to  include  such  men  as  Truman 
H.  Talley,  director  in  chief ,  who  has  strength- 
ened his  staff  by  securing  John  J.  Spurgeion, 
former  editor  of  the  Washington  Post,  and 
well  known  in  newspaper  circles,  as  chair- 
man of  the  editorial  council. 

The  camera  organization  has  been  strength- 
ened in  the  United  States  and  throughout  the 
world.  Fox  News  has  more  staff  men  in 
Europe  than  any  other  newsreel.  In  addition 
it  has  men  in  Australia  and  in  South  America 
who  have  editorial  training  as  well  as  camera 
training  and  who  are  sending  to  New  York 


J^EATURING  the  recent  an- 
nouncement by  Fox  Film  Cor- 
poration giving  the  release  dates  for 
its  initial  group  of  one  and  two-reel 
films  for  the  1925-26  season,  is  the 
real  box-office  value  of  every  one  of 
the  titles  .of  the  little  feature  films. 


bination  that  is  bound  to  have  a  great  effect 
at  the  box-office  of  any  theatre. 

"Consider  'A  Parisian  Knight.'  This  title 
simply  exudes  color,  humor  and  mystery. 
Then  attach  'from  the  story  by  Richard  Har- 
ding Davis,'  and  you  have  another  combina- 
tion as  intriguing  as  the  first. 

"Go  further  and  analyze  the  title  'The 
Peacemakers,'  one  of  the  Mabe!  Herbert 
Urner  series  based  on  her  nationally  known 
newspaper  stories,  'The  Married  Life  of 
Helen  and  Warren'  Every  family  has  its 
quarrels  and  the  advent  of  outside  peace- 
makers is  as  inevitable  as  tin  can  on  a  picnic 
ground.  Therefore  the  universl  appeal  of  the 
title  'The  Peacemaker'  with  any  catchline 
suggestive  of  newlywed  quarrel. 

"Now  take  the  titles  of  the  one-reeler  Fox 
Varieties  and  you  will  see  the  same  idea  of 
box;-office  titles  is  one  of  their  valuable 
features.  For  instance,  'Cuba  Steps  Out.'  Is 
there  anyone  who  cannot  visualize  'the  Pearl 
of  the  Antilles'  in  all  its  gay  colors  dispens- 
ing pleasure  and  at  the  same  time  supplying 
a  needy  world  with  its  useful  crops  of  sugar 
and  tobacco.  'The  Sky  Tribe,'  simple  as  it  is, 
conveys  to  the  mind  something  mysterious 


Gains 

the  most  interesting  assortment  of  motion 
picture  negatives  ever  gathered. 

As  a  result  the  year  shows  many  remark- 
able beats  and  scoops  for  Fox  News,  First 
with  the  Kentucky  Derby  after  an  airplane 
flight  and  struggle  through  a  terrific  storm. 
Shortly  after  it,  again  aided  by  airplanes,  the 
pictures  of  the  English  Derby  were  put 
aboard  ship  far  ahead  of  any  compeiitor  reel 
and  were  first  seen  in  Fox  News  in  theatres 
throughout  America.  These  are  only  ex- 
amples of  the  sort  of  enterprise  that  has  put 
Fox  News  first  in  the  news  field. 


Intimate  Close-up  ot  England's  King,  one 
of  the  reasons  for  Fox  Newsreel  popularity 


in  aborigines,  and  'Toiling  for  Rest'  will  im- 
mediately stir  some  emotion  in  any  mar, 
woman  or  child  who  would  flee  from  the 
daily  grind  of  school,  factory  or  office. 

"The  same  goes  for  the  remainder  of  the 
titles  on  the  first  group  of  short  subject  re- 
leases and  those  that  will  follow.  Some  of 
the  other  titles  we  have  selected  are :  'The 
Sky  Jumper,'  'The  Wrestler,'  'Shoes,'  'Tran- 
sients in  Arcadia,'  'On  the  Go,'  'Sweet  Ma- 
rie,' 'Love  and  Lions,'  'The  West  Wind,'  'In 
a  China  Shop,'  'My  Own  Caroline,'  'With 
Pencil,  Chisel  and  Brush,'  'White  Paper,' 
'The  River  Nile,'  'A  Business  Engagement,' 
and  'All  Aboard.'  " 


(Above)  A  William  Fox  Imperial  Comedy, 
"On  the  Go." 


(Above)  Hallam  Cooley  and  Kathryn  Perry 
in  Fox  Short  "A  Business  Engagement." 


(Below)   Earle  Foxe  in  "The  Big  Came 
Hunter"  Van  Bibber  Series. 


Reel  Makes 
Sensational 


Page  28 


Exhibitors  Trade  Review 


(Below)  Ralph  Graves,  Mack-Sennett 
star,  has  his  hands  full  in  "Smith's 
Baby."  (Right)  Ben  Turpin,  Pathe 
star,  gets  ready  to  serve  a  cross-eyed 
shingle. 


Emanuel  Cohen,  Editor   Pathe  News, 
spent  his  vacation  with  "Our  Gang" 
Rascals  at  the  Roach  Studio. 


The  Short-Su 


and  the  Greater  Movie  Season 

By  ELMER  PEARSON 
Vice-President  and  General  Manager  of  Pathe  Exchange,  Inc. 


jjVERYBODY  who  is  in  any  way  connected  with  the  motion-picture 
business  should  be  a  walking,  talking  enthusiast  for  the  Greater 
Movie  Season.  The  committees  have  made  plans  so  ambitious,  so 
complete  and  at  once  so  comprehensive  as  to  embrace  the  co- 
operation of  every  member  of  the  industry  to  the  end  that  every 
person  in  the  United  States  will  feel  impelled  to  attend  the  movies. 
It  is  a  great  movement  destined  to  achieve  great  success  and  to 
result  in  great  benefit  to  all. 

During  this  gigantic  campaign  the  public  will  lend  an  attentive  ear  to  all  the 
good   things   we    have   to  say 

about  the  theatre  and  motion-     I '  ' 

pictures.  So  much  has  been  said 
about  dramatic  and  feature- 
length  productions  that  a  really 
interesting  subject  with  an  ele- 
ment of  newness  for  everyone  to 
proudly  expound  is  the  truly  re- 
markable progress  made  in  the 
short-subject  field. 

Two-reel  comedies,  as  an  exam- 
ple, are  today  planned,  cast  and 
produced  with  just  as  much  care  as 
the  most  elaborate  features.  Pre- 
view after  preview  is  held  until 
nothing  but  the  most  entertaining 
ingredients,  from  a  comedy  stand- 
point, are  permitted  to'  remain  in 
the  final  picture  submitted '  for  re- 
lease. 

Such    producers    of  short-length 
comedies  as  Hal  Roach,  Mack  Sen- 
nett,  Christie  Brothers,  et  al,  prop- 
erly feel  just  as    proud    of  their 
accomplishments  in  the  business  of      : '" 
making  pictures    as    any  feature- 
length  producers.    As  a  matter  of  actual 
fact,  anyone  who  can  successfully  produce 
genuine  comedy  for  the  screen  can  make 
successful  dramatic  pictures,  but  very  few 
dramatic   producers   can   make  successful 
comedies. 

A  visit  to  any  theatre  where  good  come- 
dies are  being  screened  will  convince  any- 
body that  the  comedy  is  equal  in  enter- 
tainment value,  and  very  frequently  su- 
perior, to  anything  else  on  the  bill.  Does 


WILLIAM  SM ALLEY — 
WELL  KNOWN  EXHIBITOR 

SAYS: 

"Our  Gang"  THE  Feature  of  His  Show! 

"I  have  featured  many  an  'Our  Gang'  over 
a  seven  reeler. 

— Short  Subjects  art  the  Short  Cake  and  Cherry 
Pie  of  the  Smalley  Circuit. 

— I  would  like  to  have  one  dollar  for  every 
weak  feature  I  have  bolstered  up  with  a  short 
subject. 

— I  have  found  that  it  not  only  pays  to  spend 
money  in  advertising,  but  to  go  the  limit  on 
exploitation." 


it  not  stand  to  reason  that  there  must  be 
great  lure  to  anything  that  the  public  likes 
and  that  it  would  profit  the  box-office 
greatly  to  take  advantage  of  these  attrac- 
tions by  advertising  them? 

There  are  thousands  of  people  who  at- 
tend the  theatre  largely  because  of  the 
Pathe  News.  Why  be  content  to  advertise 
only  the  Pathe  News?  Why  not  specifical- 
ly advertise  the  various  news  items  found 
in  the  issue?    For  instance,  why  not  make 


specific  mention  of  a  steeplechase  or  a 
horse  show  when  such  method  of  advertis- 
ing will  attract  all  the  horse-lovers  in  your 
community?  Again,  a  football  game  or  a 
college  meet  will  attract  all)  the  students  of 
a  comunity  provided  you  let  them  know 
about  it.  Make  an  event  of  Babe  Ruth's 
return  to  his  ptoce  at  bat;  baseball  fans 
are  to  be  found  in  every  walk  of  life,  and 
they  will  respond  to  such  advertising. 
Topics  of  the  Day,  Aesop's  Film  Fables, 
the  Pathe  Review — all  contain  ex- 

,  c      ploitable  items.    No  better  example 

|  of  specific  pulling  power  exists  than 
|  Grantland  Rice's  "Sportlights."  Each 
|  issue  of  this  series  is  designed  to 
1  have  particular  interest  for  various 
|  elements  of  our  great  population. 
1  When  this  quality  of  "Sportlights" 
I  is  made  the  most  of,  these  sport 
i  pictures  become  the  greatest  builld- 
|  ers  of  new  patronage  for  the  thea- 
1      tre  on  the  market. 

We  are  all  interested  in  the 
Greater  Movie  Season  because  we 
know  that  the  greatly  increased  at- 
tendance will  be  of  tremendous 
benefit  to  the  industry  as  a  whole. 
For  the  very  same  reason  should 
we  also  boost  the  thing  that  is 
showing  the  greatest  forward 
strides  and  is  destined  to  have  a 
greater  effect  than  anything  else  on 
the  season's  greater  attendance — 
The  Short-Subject. 

*    *  # 

1  RUNAWAY  TAXI  NEW 

"STEREOSCOPIK" 

"A  Runaway  Taxi,"  another  of  the  novel 
third-dimension  films  known  as  lves-Leven- 
thal  "Stereoscopiks,"  will  be  released  bv 
Pathe  on  September  6th.  Pictures  of  this  en- 
tertaining series  already  being  shown  are 
"Zowie  !"  "Ouch  !"  and  "Luna-Cy." 

The  latest  "Steroscopik"  is  a  thriller.  The 
wild  ride  the  spectator  takes  in  the  tax\ 
would  be  thrilling  in  an  ordinary  film  but 
when  shown  in  a  picture  that  gives  depth  and 
perspective  the  effect  is  startling. 


September  5,  1925 


Page  29 


Kansas  City  Theatre 
Featuring  Shorts 
For  Child  Patrons 

ALL  other  things  being  equal,  let  me 
have  my  pick  of  the  short  subjects  and 
I  don't  care  what  my  competitor  has  as  a 
feature." 

That  is  the  attitude  of  Adolph  Eisner, 
manager  of  the  Circle  Theatre,  Kansas  City, 
and  former  president  of  the  M.  P.  T.  0., 
Kansas  City.  Incidentally,  Mr.  Eisner  in  three 
weeks  has  built  the  Circle  Theatre  from  a 
miserable  "flop"  to  a  money  making  house — 
and  each  week  shows  a  larger  net  income. 

"It  amuses  me  to  see  an  exhibitor  worry 
and  fret  about  a  feature  picture  and  end 
with:  'Throw  in  comedy.'  Therein  lies  the 
reason  for  so  many  slim  nights  for  exhibitors 
on  ,  Friday  when  school  children  make  up  a 
majority  of  the  audience.  However,  careful 
selection  of  comedies  should  by  no  means  be 
confined  solely  to  Friday  night. 

"Did  you  ever  stop  to  think  that  after  an 
exhibitor  has  built  up  a  reputation  as  a 
hustler  in  his  community  his  patrons  natur- 
ally are  inclined  to  accept  his  judgement  of 
features  as  good,  more  or  less.  They  also 
have  the  same  attitude  towards  his  competi- 
tor down  the  street.  What  happens.  When 
a  family  is  undecided  as  to  which  theatre 
they  will  attend  it  usually  is  the  children 
who  cast  the  deciding  vote — and  children 
vote  for  good  comedies  every  time. 

"Although  my  newspaper  advertising  is 
limited  on  the  present  suburban  house  which 
I  have  charge  of,  I  have  found  it  to  be  a 
good  idea  to  pass  out  a  few  handbills  on 
Friday,  playing  up  the  comedy  and  giving  it 
about  80  per  cent  of  the  space  on  the  bills, 
mention  the  feature  down  in  some  corner. 
Of  course,  in  my  newspaper  advertising,  I 
give  the  'edge'  to  the  feature  a  little,  as 
things  must  be  balanced  up  evenly. 

"Don't  merely  insert  the  name  alone  of 
your  comedy  in  small  type  in  your  news- 
paper ad.  Also,  don't  be  contented  with 
allowing  some  'stock'  line  to  accompany 
your  comedy.  A  single  clever  and  original 
line,  or  lines,  in  conjunction  with  the  ad- 
vertising of  your  comedy  frequently  will 
result  in  increasing  your  nightly  atten- 
dance beyond  all  expectations. 

"In  exploiting  my  comedies  I  use  one- 
sheets  on  either  side  of  the  ticket  booth. 
That's  where  the  children  are  going  to  look. 
•They're  like  flies,  they  congregate  around 
the  bright  lights.  I  have  four-sheet  boards 
in  front  of  the  canopy,  visible  from  the 
street,  but  the  youngsters  like  to  gather  in 
close,  which  accounts  for  the  cases  to  each 
side  of  the  ticket  booth. 

"I  find  that,  as  a  rule,  one  slide  on  Thurs- 
day night  concerning  the  feature  for  the  fol- 
lowing night,  is  sufficient  for  adults,  but 
don't  be  mistaken  about  one  slide  being 
enough  to  satisfy  the  children  that  there's 
going  to  be  a  good  comedy  on  Friday  night. 
The  more  you  impress  the  merits  of  the 
comedy  upon  them  the  larger  attendance  you 
will  have. 

"As  to  short  subjects,  I  generally  give  10 
per  cent  of  my  advertising  space  to  news 
reels,  educational  films  and  short  dramas.  It 
pays  to  do  so.  All  persons  are  not  interested 
in  your  feature  each  night.  Some  of  them 
would  much  prefer  to  come  after  your  feat- 
ure had  finished  showing,  having  interest 
only  in  the  comedy  or  short  subject.  It's  a 
fact.  Many  times  I  have  had  patrons  tell 
me  that  they  had  seen  my  feature  at  a 
first  run  house  down  town,  but  that  they 
had  come  for  the  sole  purpose  of  seeing 
my  comedy. 


Little  Arthur  Trimble,  and  Pete,  his  dog, 
play  Buster  Brown  and  Tige  in  Univer- 
sal comedies.  . 


Al  Alt,  the  city  editor,  in  Universal  Cen 
tury  comedy,  "Scandal  Hunters." 


Comprehensive  Short  Program 
Announced  By  Universal 

ALWAYS  one  of  the  strongest  factors  in  the  Short  Product  field,  the  out- 
look for  one  and  two  reel  pictures  to  be  released  by  the  Universal  Pic- 
tures Corporation  during  the  coming  twelve  months  put  that  company  in  an 
enviable  position  as  regards  Short  Product.  Not  only  by  the  excellence  of 
the  product,  but  also  by  reason  of  the  wide  variety  of  pictures  to  be  released, 
Universal  is  well  equipped  to  furnish  the  industry  with  comedies,  westerns, 
and  serials. 


The  1925-1926  Universal  Short  Product 
includes  52  two-reel  Century  Comedies,  52 
Bluebird  or  one-reel  comedies,  six  exceptional 
serials,  52  two-reel  Western  pictures  re- 
leased under  the  brand  name  of  Mustang 
pictures,  a  series  of  twelve  Gump  comedies, 
two  reelers,  and  a  two  issues  weekly  of  the 
International  Newsreel.  With  this  array  of 
product,  Universal  officials  confidently  ex. 
pect  to  have  the  greatest  year  ever  experi- 
enced by  that  firm  in  the  widespread  repre- 
sentation of  its  short  product. 

Universal  shorts  show  great  improvement 
all  along  the  line.  The  Century  Comedies 
will  have  a  banner  year.  In  the  first  place,  the 
year's  output  includes  a  series  of  twleve 
Buster  Brown  Comedies,  adapted  from  R.  F. 
Outcault's  famous  cartoon  comics.  This  se- 
ries is  proving  immensely  popular  and  the 
Century  Film  Corporation  has  more  tnan 
established  itself  by  the  extent  of  the  big- 


Wanda  Wiley,  popular 
Century    comedy  star, 
does  a  "brodie." 


first  run  houses  that  are  signing  up  for  the 
series. 

Also,  Century's  two  comediennes,  Wanda 
Wiley  and  Edna  Marian,  have  come  into 
great  favor  in  the  comedy  field  during  the 
past  six  months.  Each  will  supply  twelve  two- 
reel  comedies  to  the  year's  release  schedule. 
Also,  Eddie  Gordon,  Al  Alt  and  Charles- 
King,  who  are  making  the  remainder  of  the 
Century  releases,  are  well  established  as 
fun-makers. 

In  addition  to  its  regular  one-a-week  re- 
leases, Century  also  will  put  out  a  novelty 
two-reeler,  "Little  Red  Riding  Hood,"  feat- 
uring Baby  Peggy  and  Peter  the  Gteat,  the 
popular  dog  star.  Peter  plays  the  role  of 
the  wolf  and  supplies  great  exhibition  value 
to  this  featurette.  "Little  Red  Riding  Hood" 
is  more  a  novelty  than  a  comedy,  but  it  can 
be  used  either  as  a  comedy  or  as  a  feature. 
The  Universal  serial  or  Adventure  Picture 
releases  for  the  coming  year 
are  regarded  as  exceptional 
in  every  way.  The  number  of 
serials  has  been  reduced  to 
six  of  ten  chapters  each,  so 
that  the  minimum  care  and 
attention  could  be  given  to 
each  one  in  production  and 
to  avoid  conflicting  bookings. 

"Perils  of  the  Wild,"  the 
first,  is  based  on  the  famous 
book,  "Swiss  Family  Robin- 
son," and  is  being  made  with 
an  all-star  cast,  including 
Jack  Mower,  Margaret 
Quimiby  and  Joe  Bonomo.  It 
is  being  directed  by  Francis 
Ford,  and  has  just  been  re- 
leased, the  first  chapter  hav- 
ing reached  the  screen  Aug- 
ust 17th. 

"The  Ace  of  Spades"  is  a. 
rugged  Western  serial  built 
around  the  great  land  rush 
days  in  Oklahoma  territory, 
one  of  the  most  thrilling 
events  in  American  history. 
William  Desmond  makes  an 
ideal  hero  for  this  hard- 
riding  action  picture.  Miss 
Sedgwick,  long  a  Western 

(Continued  on  Page  31) 


Page  30 


Exhibitors  Trade  Review 


FOX  DEFENDS  EXHIBITOR 

HANDLING  OF  SHORTS 


IN  THE  midst  of  all  the  shouting  and  driv- 
ing incident  to  the  "educational"  cam- 
paign on  the  part  of  producers  and  dis- 
tributors to  impress  exhibitors  with  the  im- 
portance of  their  one  and  two  reel  bookings 
comes  a  refreshing  statement  from  Fred  C. 
Quimby,  short  subject  sales  manager  of  Fox 
Film  Corporation.  Mr.  Quimby,  who  has  the 
reputation  of  being  one  of  the  most  advanced 
short  subject  men  in  the  business,  shows  in 
a  convincing  manner  that  exhibitors  are  not 
entirely  responsible  for  the  alleged  shabby 
treatment  of  the  little  features. 

Mr.  Quimby,  as  a  result  of  his  recent  10,000 
mile  trip  on  short  subjects  throughout  the 
field,  shed  light  on  many  moot  questions 
and  brought  up  for  consideration  many  oth- 
ers that,  although  vital  and  important,  have 
been  overlooked  or  passed  over  generally. 

"Just  after  my  return  to  New  York  from 
my  tour  of  the  country,"  said  Mr.  Quimby, 
"I  remarked  to  a  number  of  trade  editors  that 
one  of  the  interesting  facts  I  observed  was 
the  progressiveness  of  exhibitors  in  general 
as  regards  exploiting  short  reel  films.  At 
that  time  I  even  said  that  many  exhibitors 
were  far  ahead  of  us  in  realizing  its  import- 
ance, and  taking  full  advantage  of  it. 

"Take  the  programs  of  our  motion  picture 
theatres  and  compare  them  with  the  offerings 
of  the  showmen  of  any  other  entertainment 
branch.  You  would  find  the  presentations  at 
the  movie  houses  so  vastly  superior  that  the 
comparison  would  be  hardly  believable.  And 
the  men  who  build  up  these  incomparable 
programs  are  not  overlooking  any  bets.  Give 
them  the  product  and  they  will  sell  it  to 
their  public.  Selling  entertainment  is  the  one 
thing  they  know  how  to  do,  and  they  do  it. 
They  know  the  value  of  publicity,  word  of 
mouth  and  newspaper  advertising,  exploita- 
tion stunts,  attractive  lobby  displays  and 
showmanlike  presentations  a  whole  lot  better 
than  their  critics. 

T>  ECENTLY  an  exhibitor  said  to  me:  'My 
short  subject  presentations  constitute  50 
per  cent  of  the  entertainment  value  of  my 
program,  although  in  many  instances  they 
take  up  only  one-third  of  the  time.'  And  I 
think  you  will  find  that  reasoning  will  go  for 
most  progressive  exhibitors.  For  this  reason 
it  is  easy  to  see  why  we  do  everything  pos- 
sible to  advertise  the  little  features." 

This  exhibitor,  Mr.  Quimby  said,  com- 
mented on  the  additional  value  received  from 
advertising  short  subjects  such  as  Fox  News, 
Fox  Varieties,  O.  Henry  two-reelers,  Richard 
Harding  Davis  Van  Bibber  Comedies,  Mabel 
Herbert  Urner  Married  Life  two-reelers,  and 
Imperial  Comedies. 


"Advertising  and  publicity  in  connection 
with  a  big  feature,"  this  exhibitor  pointed 
out,  "is  spent  when  the  feature  has  played. 
This  is  not  the  case  in  advertising  a  high 
class  news  reel  like  Fox  News,  or  an  un- 
beatable series  such  as  the  Van  Bibber  Com- 
edies. These  products  return  to  our  theatres 
weekly  and  in  advertising  and  publicizing  our 
program  we  get  an  accumulative  effect  from 
week  to  week." 

Exhibitors  everywhere  told  Mr.  Quimby 
that  the  ideal  program  consisted  of  a  good 
feature,  a  two-reel  comedy,  a  news  reel  and  a 
one  reel  novelty,  such  as  Fox  Varieties.  The 
news  reel  came  in  for  the  highest  praise  from 
the  exhibitors,  Mr.  Quimby  said,  everyone 
agreeing  that  it  was  the  brightest  spot  on  the 
program  and  that  it  was  as  essential  as  the 
feature.  It  is  the  one  presentation  that  is 
never  eliminated  to  make  room  for  a  "spe- 
cial," Mr.  Quimby  found.  In  fact,  Mr. 
Quimby  said,  he  found  many  of  the  more 


Fifty-Fifty  Break 

"C1    G.  STOLTE,  manager  of  the  Capitol 
•  Theatre  in  Des  Moines,  is  a  firm  believ- 
er in  the  great  value  of  the  good  short  sub- 
ject as  a  program  builder. 

"The  average  picture  goer  likes  good  short 
subjects  along  with  his  feature  picture,"  Mr. 
Stolte  says.  "Many  a  heralded  world  beater 
super-special  feature  proves  to  be  a  dud  as 
far  as  the  public  is  concerned  and  yet,  if 
they  get  some  especially  satisfying  short  sub- 
jects and  some  good  music  numbers  they  are 
going  to  leave  the  theatre  in  a  pleased  state 
of  mind,  and  that  means  a  whole  lot  to  the 
exhibitor. 

"My  patrons  seem  to  be  particularly 
pleased  with  a  good  scenic  or  other  fine  short 
musical  setting,  either  by  the  organ  or  the 
orchestra.  If  a  short  subject  is  worth  show- 
ing to  particular  patrons  it  is  worth  adver- 
tising, and  I  always  mention  them  by  name 
in  my  newspaper  advertisements. 

HOWEVER,  the  short  subject  must  be 
short,  and  I  often  trim  them  down 
to  suit  my  requireemnts.  I  do  not  believe 
a  scenic,  for  instance,  should  run  over  five 
to  seven  minutes,  unless  it  is  a  particularly 
interesting  one." 


Three  good  explanations  for  Harry  Lang- 
don's  phenomenal  rise,  and  coming  million 
dollar  contract  with  Pathe  Exchange,  Inc. 


progressive  showmen  booked  all  the  news 
'reels  and  made  up  their  own  composite  reel, 
with  Fox  News  more  than  managing  to  hold 
its  own  in  the  final  make-up  of  the  composite 
reel. 

A  NOTHER  thing  that  pleased  Mr.  Quimby 
was  the  ever  increasing  number  of  ex- 
hibitors he  found  were  booking  novelty  reels. 
He  said  he  found  reels  of  the  type  of  Fox 
Varieties  an  integral  part  of  almost  every 
progressive  theatre  he  visited  and  that  the 
sales  of  the  Fox  Varieties  attested  that  their 
reception  was  more  than  cordial. 

Mr.  Quimby  said  he  was  gratified  to  find 
that  exhibitors  in  general  appreciated  the  ef- 
forts of  producers  to  raise  the  standard  of 
the  short  subjects  and  were  willing  to  pay  in 
keeping  with  the  product.  He  said  he  found 
many  exhibitors  who  agreed  with  him  that  of 
the  total  film  rental  at  least  one-third  should 
be  alloted  to  the  purchase  of  the  little  feat- 
ures. 

The  fact  that  Mr.  Fox  has  spent  and  is 
spending  millions  of  dollars  on  his  short  sub- 
ject pictures  and  is  going  to  untold  lengths 
to  secure  the  best  possible  humorous  material 
is  appreciated  by  exhibitors.  As  a  conse- 
quence Mr.  Quimby  found  a  majority  of 
those  on  whom  he  called  in  a  receptive  mood 
to  close  for  the  Fox  short  subject  product 
100  per  cent. 

The  plans  of  the  Fox  company  to  aid  the 
exhibitors  properly  to  exploit  their  short 
subject  attractions  were  explained  by  Mr. 
Quimby.  They  are  comprehensive  and  thor- 
ough and  should  be  productive  of  excellent 
results. 

T  N  the  first  place,  complete  press  books  will 
be  issued  by  the  Fox  company  with  each 
two  reel  series.  These  books  will  be  alike, 
except  in  the  number  of  pages,  as  the  books 
now  issued  with  the  starring  features  and  su- 
preme attractions  produced  by  the  company. 
They  will  be  complete  in  every  detail  with 
synopses,  cuts  and  mats,  publicity  stories,  re- 
views and  exploitation  suggestions.  For 
lobbies  and  out-door  advertising  the  Fox 
company  will  get  up  excellent  one  sheets  of 
real  magnetism  which  will  be  the  work  of  a 
recognized  specialist.  In  addition  to  this 
there  will  be  an  ample  supply  of  stills  for 
newspapers  and  lobbies.  In  fact,  all  acces- 
sories but  the  larger  sized  lithographs  may  be 
had  by  exhibitors  booking  the  Fox  two- 
reelers. 

For  Fox  News  and  Varieties  attractive 
stock  and  current  issue  one  sheets  and  slides 
will  be  available. 


September  5, 1925 


Page  31 


BIG  "U"  SCHEDULE 
VERY  COMPREHENSIVE 

(Continued  from  page  29) 

star  of  the  fir$t  water,  is  excellent  in  the 
leading  feminine  role.  This  serial  is  being  di- 
rected by  Henry  McRae,  a  veteran  serial 
director.  It  will  reach  the  screen  October 
12th. 

"The  Scarlet  Streak"  is  a  thriller  based  on 
the  startling  Death  Ray  now  widely  discussed 
by  scientists  and  military  authorities.  It  is 
from  the  story  "Salvage"  by  Leigh  Jacobson. 
In  Jack  Daugherty  it  has  a  star  who  rapidly 
has  risen  to  the  first  magnitude  in  the  past 
year  or  so.  This  is  another  Henry  McRae 
picture.  Pretty  Lola  Todd  is  the  chief  sup- 
porting player.  It  wll  be  released  beginning 
December  21st. 

"The  Winking  Idol"  is  another  William 
Desmond  picture,  directed  by  Francis  Ford. 
It  is  an  alluring  story  laid  in  the  Aztec  coun- 
try of  the  Southwest.  It  will  reach  the  screen 
February  21st,  1926.  It  was  written  by 
Charles  E.  Van  Loan. 

"The  Radio  Detective"  is  a  great  radio 
story  written  by  that  master  maker  of  de- 
tective stories,  Arthur  B.  Reeve.  It  will  be 
made  with  an  all-star  cast,  including  Joe 
Bonomo.  This  serial  will  be  directed  by 
Henry  McRae  and  will  have  a  great  Boy 
Scout  tie-up.  It  is  scheduled  for  release 
April  19,  1926. 

The  final  serial  to  be  released  by  Universal 
during  the  current  season  will  be  "Strings  of 
Steel,"  a  great  epic  of  the  telephone  develop- 
ment, written  by  Philip  Hurn.  It  will  be  an- 
other Jack  Daugherty  picture  directed  by 
Francis  Ford  and  will  be  released  June  22nd, 
1926. 

The  Universal  Bluebird  Comedies,  one- 
reelers  issued  once  a  week,  are  made  with 
three  proven  comedy  stars.  They  are  Neely 
Edwards,  formerly  of  the  comedy  team  of 
Neely  Edwards  and  Bert  Roach.  Arthur  Lake 
is  the  hero  of  Universale  "Sweet  Sixteen" 
Comedies,  one  of  the  series  in  the  Bluebird 
Brand,  and  Charles  Puffy,  a  new  comedy 
find  who  gained  reputation  as  a  comedian  in 
Europe. 

The  Gumps  Comedies,  two  reelers  released 
one  a  month,  are  a  continuation  of  the  highly 
successful  twelve  Gump  Comedies  released 
last  year.  They  are  made  by  Sam  Von  Ron- 
kel  in  connection  with  Universal,  and  are  re- 
leased as  a  special  comedy  series. 

International  Newsreel  is  entering  upon  its 
biggest  years  Edgar  B.  Hatrick,  general 
manager  of  the  newsreel  company,  predicts. 
Additional  steps  are  being  taken  to  assure  a 
continual  supply  of  interesting  news  pictures 
and  added  facilities  have  been  acquired  for 
handling  important  news  events.  Interna- 
tional is  putting  a  countrywide  exploitation 
campaign  behind  the  newsreel  this  year. 

Universal  has  adopted  a  new  policy  in 
Western  two-reelers.  Instead  of  one  or  two 
stars  making  these  pictures,  no  less  than  six 
stars  are  now  engaged  in  making  two-reelers 
for  the  current  Mustang  release  schedule. 
These  stars  are  mostly  graduates  from  Uni- 
versal's  widely  famed  Ranch  Riders.  Among 
them  are  such  expert  horsemen  as  Fred 
Humes,  Eddie  Cobb,  Jack  Mower,  Peewee 
Holmes  and  Ben  Corbett.  One  woman  West- 
ern star  is  included  in  the  list — Josie  Sedg- 
wick, long  a  popular  figure  in  Western  pic- 
tures. 

The  Universal  Mustang  pictures  are  re- 
leased one  a  week.  They  form  a  valuable 
adjunct  to  a  comedy  feature,  and  are  strong 
enough  to  feature  in  a  short  product  program. 


Y  ICE-PRESIDENT  J.  I.  SCHNITZER 
*  and  East  Coast  Scenario  Editor  John 
Brownell  have  arrived  at  the  Coast  Studios 
of  F.  B.  O.,  and  report  that  the  four  comedv 
units  at  the  F.  B.  0.  studios  are  functioning 
at  full  speed,  while  Walter  Lantz  of  the 
Bray  Studios  in  New  York  is  turning  out 
two  series  of  animated  cartoons  for  the  dis- 
tributing company. 

Ralph  Ceder,  just  returned  from  a  shorl 
vacation,  and  with  Alberta  Vaughn,  Larry 
Kent,  Kit  Guard  and  Al  Cooke,  has  started  on 
the  third  episode  of  "The  Adventures  of 
Mazie"  series  titled  " — Or  What  Have  You." 
"The  Adventures  of  Mazie"  consist  of  twelve 
episodes,  and  ran  as  short  stories  in  Top 
Notch  Magazine.  Nell  Martin,  author  of  the 
stories,  and  Doris  Anderson,  contimiitist,  are 
working  with  Mr.  Ceder  on  the  adaptations. 

Work  on  "Fighting  Hearts,"  another  series, 
will  be  started  next  week.  "Fighting  Hearts" 
is  being  written  expressly  for  F.  B.  O.  by 
Sam  Hellman,  well  known  humorist.  Larry 
Kent,  the  young  juvenile  who  was  recently 
signed  to  a  five  year  contract  by  the  com- 
pany, and  who  is  supporting  Miss  Vaughn 
in  the  "Mazie"  series,  will  play  the  lead  in 
the  new  comedies. 

THE  Joe  Rock  units,  who  are  producing 
two  series  of  twenty-six  comedies  for  the 
distributing  company,  are  also  busy.  The  first- 
two  of  the  Standard  Fat  Men  series,  called 
"Tailoring"  and  "Three  Wise  Goofs,"  are 
already  completed.  Fat  Karr,  Tiny  Alexandei 
and  Kewpie  Ross  are  featured  in  the  Stan- 
dard Fat  Men  comedies.  The  catchline,  "A 
Ton  of  Fun,"  is  being  used  in  the  publicity, 
advertising  and  exploitation  of  these  subjects. 

The  first  of  the  Blue  Ribbon  comedies, 
"Lame  Brains,"  another  Joe  Rock  contribu- 
tion, featuring  Alice  Ardell,  a  young  Parisian 
girl  who,  it  is  prophesied  will  be  one  of  the 
screen  sensations  of  the  year,  has  also  been 
completed. 


Walter  Lantz,  of  the  Bray  Studios,  who 
acts  in  conjunction  with  the  cartoon  char- 
acters he  creates,  has  finished  two  of  the 
twenty-six  cartoons  he  is  scheduled  to  pro- 
duce for  the  distributing  company. 


Alberta   Vaughn,   refreshing  comedienne, 
starring  in  the  "Amazing    Mazie"  Series 
for  Film  Booking  Office. 


Page  32 


Exhibitors  Trade  Review 


I  WANT  TO  BOOST 
SHORT  SUBJECTS 


Central  New  York  Fast 
Taking  to  Short  Subjects 

William  Smalley  Favors  Full  Feature 
Exploitation  for  Shorts 

Albany,  Sept.  5 

MOTION  picture  exhibitors  in  the  three  cities  of  Albany,  Troy  and  Sche- 
nectady, N.  Y.,  and  likewise  in  several  of  the  surrounding  cities  are 
fully  awake  today  to  the  possibilities  of  short  subjects  as  box  office  attrac- 
tions, and  as  a  means  of  building  up  the  bank  account.  In  place  of  the  apathy 
of  a  year  ago,  which  existed  in  all  three  cities,  the  exhibitors  are  today  keen 
and  alert,  and  are  going  a  step  farther  each  month  in  spending  money  in 
bringing  to  the  attention  of  the  public  the  short  subjects  that  are  contained 
in  their  programs. 


William  Smalley,  of  Cooperstown,  who  has 
built  up  a  chain  of  fifteen  theatres  during 
the  last  few  years,  and  who  is  one  of  the 
foremost  exhibitors  in  Central  New  York,  is 
a  firm  advocate  of  the  short  subject  as  a  box- 
office  attraction.  In  fact,  Mr.  Smalley  goes 
so  far  as  to  say  that  a  good  part  of  his 
success  has  been  in  presenting  a  well  bal- 
anced program  of  entertainment  and  that 
when  the  short  subject  demands  first  place  in 
advertising  and  exploitation,  that  he  does  not 
hesitate  to  give  it  such  in  the  electric  lights,  on 
the  billboards  and  in  the  newspapers.  Mr. 
Smalley  plays  the  short  subjects  in  every  one 
of  his  towns  and  uses  slides,  photographs  and 
one-sheets  to  the  fullest  extent.  As  Mr. 
Smalley  says,  the  short  subject  has  brought 
him  good  business  and  why  shouldn't  he  en- 
courage it. 

L.  L.  Elliot,  with  two  theatres  in  Hudson, 
N.  Y.,  is  another  exhibitor  in  this  part  of 
the  state  who  goes  after  the  short  subjects 
hard,  and  who  is  firmly  convinced  that  they 
have  brought  him  business  in  the  past  and 
will  continue  to  do  so. 

When  Rae  Candee  of  Utica  booked  the 
Lewis-Munn  wrestling  pictures,  an  Educa- 
tional release,  a  short  time  ago,  he  gave  them 
twice  as  much  space  as  his  feature,  knowing 
that  his  house  would  be  packed  to  the  doors, 
and  such  was  the  case. 

The  Mark  Strand  group  of  houses  in  Al- 
bany and  Troy,  ably  managed  by  Uly  S.  Hill, 
an  old  timer  in  the  business,  does  not  hesi- 
tate to  use  an  Our  Gang  comedy  in  the 
electric  lights  of  the  marquee  when  it  is 
particularly  good.  Mr.  Hill  is  the  type  of  an 
exhibitor  who  carefully  analyzes  a  situation 
from  the  business  angle,  and  when  he  finds 
that  short  subjects  mean  additional  dollars  in 
the  box-office  and  attract  business  over  the 
feature,  he  goes  after  them  in  a  way  that 
leaves  no  stone  unturned. 

The  Pathe  Exchange  in  Albany  has  a 
policy  in  connection  with  its  short  subjects, 
calling  upon  the  exhibitor  to  give  them  fair 
show  in  the  newspaper  advertising.  In  other 
words,  if  an  exhibitor  spends  $300  for  his 
feature,  and  $50  for  his  short  subject,  then 
the  short  subject  is  entitled  to  one-sixth  of 
the  toal  newspaper  display.  This  is  working 
out  to  the  advantage  of  the  short  subject  in 
giving  it  its  proper  place. 

+    *  * 

COMEDIES  ON  BROADWAY 

Educational  Pictures  have  gotten  away  to 
a  fine  start  on  Broadway,  New  York,  with 
pre-release  comedy  showings  during  the  first 
month  of  Greater  Movie  Season.  Recently 
the  Rialto  Theatre  was  showing  the  first  ot 
the  new  series  of  Tuxedo  Comedies  featuring: 
Johnny  Arthur,  "The  Tourist."  This  week 
the  first  picture  in  Educational's  new  group 
of  eighteen  Mermaid  Comedies,  "Pleasure 
Bound,"  with  Lige  Conley,  is  at  the  Rialto. 


Miss  Flo  Kennedy  of  Ziegfeld  Follies, 
in  "Krazy  Kat"  Kostume.  "Krazy 
Kat"    Cartoons    are    being  released 
through  M.  J.  Winkler 


Ko  Ko  Song  Car-Tune 
Hit  at  Eastman 

Victor  Wagner,  musical  director  of  the 
famous  Eastman  Theatre,  Rochester,  N.  Y., 
was  so  elated  with  the  success"  of  "Daisy 
Bell."  (otherwise  known  as  "On  a  Bicycle 
Built  for  Two)  one  of  the  Ko-Ko  Song  Car- 
tunes  released  by  Red  Seal,  that-  he  sent  the 
following  wire  to  Edwin  Miles  Fadman  and 
Max  Fleischer :  "You  would  get  a  real  thrill 
if  you  could  see  the  reception  'Daisy  Bell'  is 
getting  here  each  performance." 

The  Ko-Ko  Song  Car-tunes  are  released  by 
Red  Seal  with  specially  prepared  eighteen 
piece  orchestrations  accompanying  each  reel. 
This  novelty  series  seems  to  be  proving  the 
most  popular  of  the  new  season's  short  pro- 
duct. 


By  CARL  LAEMMLE 

(President  of  Universal  Film) 

I  consider  myself  one  of  the  best  "boost- 
ers" for  Short  Product  in  the  industry.  I 
have  always  "boosted"  for  Short  Product  and 
I  will  continue  to  "boost"  for  it.  I  am  a 
Short  Product  "booster"  because  I  know  the 
value  of  one  and  two-reel  pictures.  My  sales 
'  reports  tell  me  how  great  this  value  is. 

I  have  heard  a  lot  of  talk  from  year  to 
year  about  the  decline  or  rise  in  Short  Pro- 
duct ;  about  the  trend  in  public  opinion  away 
or  towards  short  length  film,  but  most  of 
this  talk  goes  in  one  ear  and  out  the  other. 
My  Universal's  booking  reports  show  that 
Short  Product  is  ALWAYS  in  demand. 

There  is  another  lesson  which  we  have 
learned  in  Universal.  That  is,  that  fluctua- 
tions, in  Short  product  sales  are  not  influenc- 
ed to  any  great  extent  by  so-called  periods  of 
demand  for  short  pictures,  but  by  the  quality 
of  the  pictures  themselves.  When  you  make 
a  good  two-reeler,  you  sell  it  widely.  If  you 
make  one  not  so  good,  you  do  not  sell  it  so 
well.  The  Short  Product  market  is  a  stable 
one  and  depends  only  upon  the  box-office 
value  of  the  pictures  offered.  There  are  no 
short  cuts  to  supremacy  in  the  field  and  no 
danger  of  a  let-up  in  short  picture  popularity. 

Make  good  shorts  and  you'll  sell  them. 
That  is  the  policy  upon  which  the  Universal 
conducts  its  Short  Product  department. 
That,  and  its  corollary,  which  is  "Make  bet- 
ter shorts  and  you'll  sell  more." 

On  the  basis  of  this  well  proved  policy, 
Universal  is  driving  along,  with  a  constant 
ratio  of  improvement.  Each  comedy,  each 
western  featurette,  each  serial  that  is  made, 
is  made  with  an  honest  effort  to  have  it 
better  than  the  one  which  preceded  it.  This 
system  of  constant  improvement  has  done 
wonders  for  our  Short  product.  It  has  kept 
Universal  Shorts  always  up  to  the  mark,  and 
it  will  guarantee  the  best  possible  shorts  in 
the  months  to  come.  t  . 

In  its  programs  of  Short  Product,  Uni- 
versal has  worked  along  the  lines  of  giving 
the  exhibitor  a  well  balanced  array  of  one 
and  two  reel  pictures,  from  which  he  may 
select  a  short  product  program  to  go  with 
his  feature  picture,  or  from  which  he  may 
make  up  an  all-short  product  program.  In 
experimenting  with  this,  we  have  found  that 
a  one-reel  comedy,  a  two-reel  comedy,  a  ser- 
ial, a  two-reel  western  feature,  a  newsreel 
and  occasionally  a  special  two-reel  series, 
sometimes  comic,  sometimes  dramatic,  often 
a  combination  of  the  two,  best  serves  the 
showman's  interest.  That's  why  we  release  a 
Century  Comedy,  a  Bluebird  Comedy,  a  Mus- 
tang Western,  the  International  Newsreel,  an 
Adventure  Picture  or  serial  and  occasionally 
a  two-reeler  such  as  the  Gump  Comedies, 
every  week.  .  . 

Our  plans  for  the  future  are  simple.  We 
will  hold  to  this  schedule,  making  better  and 
better  pictures,  for  it,  and  following  the 
Gump  Comedies  with  one  or  more  other  good 
series.  As  long  as  there  are  moving  pic- 
ture screens  there  will  be  a  demand  for  good 
short  subjects,  and  the  better  they  are  the 
more  demand  there  will  be. 

*    *  * 

FINLAYSON  "EN  ROUTE" 

Jimmy  Finlayson,  comedian  in  Hal  Roach 
comedies,  sailed  from  New  York  recently  on 
the  Baltic  for  a  short  vacation  in  Europe. 
Finlayson  plans  to  visit  his  home  in  Scotland 
and  also  spend  some  time  in  England  and 
France. 

He  will  report  at  the  studio  for  work  on  or 
about  September  14th.  Two  of  his  recent  re- 
leases were  "Into  the  Grease,"  and  "Yes,  Yes, 
Nanette." 


September  5,  1925 


Page  33 


Spencer  Bennett,  who  directed  Patheserial 
"Play  Ball,"  has  started  a  new  one,  "The 
Green   Archer,"   for  the   same  company. 

News  Reels  Taking  Their 
Place  in  All  Theatre 
Programs 

By  FOREST  IZARD 

(Managing  Editor  Kinograms  News  Reel) 
It  is  my  personal  opinion  that  the  vogue 
of  the  news  reel  on  the  exhibitor's  program 
will  be  more  in  evidence  during  the  coming 
season  than  ever  before.  The  enormous  popu- 
larity of  the  tabloid  newspaper  is  in  itself 
proof  enough  that  the  public  likes  to  visualize 
news  rather  than  read  about  it.  Also  they 
would ,  rather  be  entertained  by  news  than 
wade  through  heavy  masses  of  type  in  order 
to  get  a  mental  picture  of  what  the  story 
tells. 

I  have  just  returned  from  an  extended 
trip  abroad  in  countries  where  up  to  now  the 
news  reel  has  held  a  small  place  on  the  ex- 
hibitor's program.  This  state  of  affairs  has1 
already  begun  to  change  and  the  foreign  ex- 
hibitor is  being  forced  by  public  demand  to 
give  the  news  reel  the  importance  and  dignity 
that  it  deserves. 

Kinograms  to  keep  pace  with  its  increased 
business,  early  this  year  obtained  the  services 
as  associate  editor  of  J.  V.  FitzGerald,  for 
ten  years  connected  with  the  New  York 
Morning  World,  and  for  several  years  city 
editor  of  the  Washington  Post.  Later  Her- 
bert E.  Hancock  joined  us  in  a  similar  capa- 
city. Hancock  is  so  well  known  in  the  news 
reel  field  as  organizer  of  Fox  News,  over 
which  he  reigned  as  director  in  chief  for  four 
years,  that  he  needs  no  introduction  to  exhib- 
itors or  others  in  the  trade. 

With  the  aid  of  these  two  brilliant  editors 
we  have  been  gradually  expanding  our  staff 
so  that  within  a  few  months  there  will  not  be 
any  country  in  the  civilized  globe  uncovered 
by  a  Kinogram  news  reel  camera  man.  Al- 
ready our  scope  is  enormous,  reaching  into 
Asia,  South  America  and  several  remote  dis- 
tricts, besides  fully  covering  Europe,  Mexico 
and  Japan.  In  the  United  States  and  Canada 
our  staff  is  about  complete,  and  numbers 
cameramen  whom  we  consider  unrivalled  in 
their  fields. 

Kinograms'  aim  for  the  forthcoming  season 
will  be  news  with  entertainment  value  at  all 
times.  The  day  of  the  dry  or  hackneyed  news 
reel  subject  has  passed.  Pictures  of  lively  in- 
terest, fresh  and  crisp,  interspersed  with  a 
sparkle  of  humor  if  possible,  are  what  the 
public  crave.  And  this  is  what  Kinograms 
aims  to  supply  during  this  Greater  Movie 
Season. 


LET'S  START  WHOOPING! 

By  EDWIN  MILES  FADMAN, 

President,  Red  Seal  Pictures  Corporation. 


I  think  it  is  up  to  the  short-subject 
producers  to  rise  and  give  three 
cheers  for  the  Trade  Review  for  its 
new  policy  of  giving  us  one  issue  on 
shorts  a  month.  The  incredible 
seems  actually  to  have  happened! 

Here  we  have  been  laboring,  trying  new 
things,  hunting  all  over  the  world  for 
novelties,  making  cartoon  comedies,  putting 
science  into  the  films,  recording  history, 
doing  all  the  thousand  and  one  things  that 
the  thousand  and  one  makers  of  short  sub- 

"Classics  In  Slang" 

Series  Under  Way 

Hollywood,  Sept.  5. — Samuel  Bischoff, 
president  of  Bischoff,  Inc.,  and  the  California 
Studios  of  Hollywood,  who  recently  re- 
turned from  a  tour  of  the  exchanges  and 
exhibitors  of  the  country  and  will  produce 
thirty-six  comedies  and  six  feature  produc- 
tions. His  production  units  are  in  full 
swing  in  the  California  Studios. 

Bishoff  is  concentrating  on  the  production 
of  twelve  H.  C.  Witwer  "Classics  in  Slang", 
twelve  Biff  comedies  and  twelve  of  the  Gold 
Medal  variety.  The  second  of  each  of  these 
series  was  completed  last  week  and  produc- 
tion work  has  been  started  on  three  more. 

The  newest  of  the  Witwer  series  bears 
the  title  of  "Account  of  Monte  Cristo,"  a 
travesty  on  the  famous  "Count  of  Monte 
Cristo.  Charlie  Delaney,  an  aviator  in  the 
world  war  who  was  seriously  wounded  in 
battle  and  who  was  a  noted  athlete  before 
he  entered  the  struggle,  has  the  lead  in  the 
Witwer  classics,  that  of  McTeague  the  good- 
natured  pugilist.  Eddie  Phillips  is  again 
his  wise  manager  and  Charlotte  Morgan  is 
the  ingenue. 

Under  the  direction  of  Lou  Carter  the  Biff 
Comedy,  "Holly-wouldn't"  is  now  in  prepa- 
ration with  a  cast  that  includes  Johnny  Sin- 
clair, Billy  Jones,  Charles  King,  Dorothy 
Dorr  and  others.  In  this  production  Sin- 
clair has  already  done  some  hair-raising 
stunts  on  the  edge  of  the  roof  of  the  thir- 
teenth story  of  the  Taft  Building  in  Holly- 
wood. It  is  estimated  that  20,000  persons 
watched  his  antics  with  great  suspense. 


jects  have  been  interested  in.  Have  there 
been  any  tremendous  shouts  of  joy?  Has 
anybody  whooped  her  up  with  "Attaboy!"? 
Well,  yes,  but  the  shouts  and  the  whoops 
have  been  comparatively  few  and  far  be- 
tween. 

That  is,  in  all  fairness,  until  a  year  or  so 
ago.  Now  the  whooping  and  the  shouting 
grows  perceptibly  louder  and  some  ex- 
hibitors have  even  gone  so  far  as  to  slap 
us  on  the  back.  Many  of  us  will  remember 
when  the  kick  in  the  back  was  a  little  more 
customary. 

What  happened?  Well,  briefly,  this  is 
it.  A  few  exhibitors  began  discovering  that 
a  short  subject  could  be  made  more  than 
just  a  couple  of  reels  to  fill  in  with  a  fea- 
ture. It  even  happened  that  several  times 
a  so-called  "short  subject"  ran  away  with 
the  so-called  "feature." 

So  gradually  the  news  came  to  exhibitors. 
They  learned  what  the  public  had  learned 
long  ago.  Only  the  public  didn't  have  any 
particular  way  of  putting  its  feelings  over. 
The  exhibitor  began  to  suspect  that  if  he 
had  several  decent  short  subjects  on  the  bill 
■ — let  us  say,  for  the  sake  of  example  and 
publicity,  "Ko-Ko  Song  Car-Tunes"  or  an 
"Out-of-the-Inkwell" — the  audience  might 
even  be  satisfied  at  a  show  where  the  feature 
was  hardly  a  feature. 

And  then  the  newspaper  reviewers  joined 
in  the  chorus.  Once  one  of  them,  by  mis- 
take, caught  a  short  subject  as  he  was  wait- 
ing for  the  all-important  feature.  He  liked 
it.  What  is  more,  he  said  so,  right  out  loud, 
over  his  own  signature. 

And  then  the  trade-papers  began  to  realize 
that  maybe  Max  Fleischer  meant  something 
at  the  box-office,  just  the  same  as  Gloria 
Swanson  and  Theda  Bara.  And  then  the 
exhibitor  began  reading  about  them.  And 
he  began  wondering  whether  he  couldn't  go 
over  the  $3.50  a  day  he  was  alloting  for  his 
shorts.  He  might  spend  $5,000  on  th.*  week 
for  his  feature  and  he  still  didn't  feel  he 
could  spend  more  than  $22.50  for  his  short 
subjects. 

But  this  year,  we  haven't  been  insulted 
so  much.  The  exhibitor  is  beginning  to  feel 
that  there,  is  a  better  percentage  due  his 
short  subjects.  And  here,  at  last,  is  a  trade 
paper  realizing  that  this  field  is  worth  more 
than  two  pages  out  of  a  hundred. 


California  Studios,  Hollywood,  the  home  of  H.  C.  Witwer  "Biff"  Gold  Medal  Com- 
edies which  are  distributed  through  Bischoff,  Inc. 


Page  34 


Exhibitors  Trade  Revieiv 


Feature 


By  W.  RAY  JOHNSON 

President  of  Ray  art 


THE  Big  Little  Feature,"  as  some 
theatre  owner  aptly  named  the  short 
reel  portion  of  his  bill,  is  in  my 
opinion  just  as  important  as  the  feature  on 
the  bill  for  any  theatre,  big  or  small. 

Too  little  attention  is  paid,  especially  by 
the  smaller  theatre,  to  the  short  reel  portion 
of  its  program.  There  is  no  reason  why 
the  short  reel  should  not  prove  as  attractive 
and  interesting  a  feature  on  the  bill  as  the 
feature  itself.  Properly  selected  and 
balanced  into  the  bill  very  often  the  short 
reel  is  the  one  that  stands  out  over  many 
a  mediocre  feature. 

Never  in  the  history  of  motion  pictures 
has  there  been  so  consistently  good  a  line 
of  short  reel  material  as  there  is  on  the 
market  today.  Pictures  like  the  "Our 
Gang"  Comedies  cannot  help  but  pull  people 
into  your  theatre. 

The  serial  too  is  an  important  factor  in 
the  development  of  the  community  or 
neighborhood    house.      But    the  exhibitor 


should  be  careful  to  book  a  serial  that  is 
clean  and  wholesome  because  you  must  re- 
member that  the  serial  is  the  big  thing  with 
the  youngsters  and  for  that  reason  they 
should  have  the  best.  My  company  now 
has  in  work  on  the  coast  under  the  direc- 
tion of  Robert  Dillon  a  ten  episode  serial 
called  "The  Flame  Fighter."  The  hero  is 
a  fireman,  a  type  dear  to  the  heart  of  every 
youngster.  And  we  are  making  it  a  point 
with  this  serial  to  be  sure  that  nothing  goes 
into  the  picture  that  will  lead  the  imagina- 
tion of  these  youngsters  astray.  In  fact 
we  are  building  into  the  story  beautiful  sets, 
plenty  of  romance,  heart  interest,  and 
comedy  action  so  that  the  story  will  prove 
just  as  fascinating  to  the  grownup  as  to  the 
kiddies. 

Play  up  the  short  reel  part  of  your  bill 
50  per  cent  as  strong  as  your  feature  and 
you  will  find  that  your  box  office  receipts 
will  take  a  jump. 


Big  Business  Assured  For 

Educational's  New  Season 


MANY  of  the  big  circuits  throughout  the 
country  are  already  signed  up  for  the 
use  of  Educational  Pictures  throughout  the 
1925-1926  season,  and  with  the  closing  of 
negotiations  now  practically  completed  with  a 
number  of  others,  Educational's  representa- 
tion in  the  great  circuits  will  be  rapidly  ap- 
proaching a  100  per  cent  mark. 

In  the  Balaban  &  Katz  contract,  which  cov- 
ers every  one  of  Educational's  nine  series  of 
two-reel  comedies,  its  three  groups  of  single 
reel  subjects  and  the  news  reel,  Khiograms, 
the  theatres  participating  are  the  five  great 
B.  &  K.  houses  in  Chicago,  the  twenty  Bala- 
ban &  Katz  Midwest  Circuit  houses  in  the 
large  centers  of  Illinois,  and  twenty  Blank 
houses  in  Nebraska  and  Iowa,  as  well  as 
the  twelve  Lynch  theatres  booking  through 
the  B.  &  K.  offices. 

The  twenty  Blank  houses  are  liooked  to 
run  100  per  cent  of  the  entire  Educational 
one  and  two  reel  output  and  the  news  reel. 
The  twenty  Midwest  Circuit  houses  and  the 
twelve  Lynch  theatres  are  booked  almost  100 
per  cent. 

In  Wisconsin  the  eleven  Saxe  theatres  will 
run  the  Educational  comedy  output  and  the 
news  reel  100  per  cent.  These  theatres  include 
six  in  Milwaukee,  among  them  the  Strand. 
Merrill  and  Wisconsin,  and  one  each  in  Osb- 
kosh,  Green  Bay,  Marionette,  Janesville  and 
Kenosha. 

Two  score  theatres  in  Greater  New  York 
City  are  included  in  the  arrangement  recently 
made  by  the  New  York  Educational  Ex- 
change with  the  Loew  Circuit  in  that  city. 
The  Gordon  Circuit  and  the  Gray  Circuit, 
comprising  thirty-nine  towns  in  Massachu- 
setts, New  Hampshire,  Maine  and  Vermon. 
j,vcre  taken  over  by  Famous  Players  follow- 
ing the  completion  of  the  big  Educational 
Pictures'  contract  with  Famous.  An  addition- 
al contract  for  Education  Pictures  has  now 
been  completed  for  all  these  representative 
theatres. 

An  idea  of  the  magnitude  of  the  booking 
arrangements,  many  of  which  are  100  per 
cent  deals  and  the  others  of  which  approach 


100  per  cent,  can  best  be  secured  by  consid- 
ering the  large  program  of  Educational  Pic- 
tures scheduled  for  the  new  season.  These 
comprise  six  Hamilton  Comedies,  six  Lupino 
Lane  Comedies,  six  Bobby  Vernon  Comedies, 
six  Jimmie  Adams  Comedies,  eighteen  Mer- 
maid comedies,  ten  Christie  Comedies,  six 
Tuxedo  Comedies  and  six  Juvenile  Comedies, 
each  in  two  reels,  and  among  the  single  real 
product  —  twenty-four  Cameo  Comedies, 
twenty-six  Felix  the  Cat  Cartoons  and  twelve 
issues  of  Lyman  H.  Howe's  Hodge- Podge. 
The  news  reel,  Kinograms,  is  issued  twice  a 
week. 

Another  group  of  irrepressible  youngsters 
featured  in  "The  Fire  Flies,"  a  "Hey  Fel- 
las" Comedy.  A  Davis  Distributing  Division 
release. 


"Laugh  and  Relax"  Campaign 
for  Shorts  Starts  in  Chicago 

CHICAGO,  Sept.  5.— Emphasis  is  being 
placed  on  Short  Subjects,  at  all  Chicago 
exchanges  these  weeks.  The  necessity  of 
new  forms  of  advertising  to  be  worked  out 
by  theatres  was  a  subject  which  ofnc2 
managers  here  dealt  upon  at  length.  Pa- 
trons oi  theatres  should  know  just  wh^t 
is  on  at  their  favorite  theatre,  which  they 
want  to  see,  before  they  leave  home.  The 
tendency  is  more  and  more  lor  the  house- 
wife and  family  to  look  up  the  bills  at 
theatres  in  advance,  so  exchangemen  be- 
lieve the  time  has  come  for  creative  adver- 
tising. 

Pathe,  for  instance,  is  meeting  this  want 
on  the  part  of  the  public,  by  issuing  with 
their  comedies,  press  sheets  to  be  used  in 
advertising  the  films.  The  sheets  contain 
copy  all  ready  for  the  public,  and,  it  is 
pointed  out,  the  theatre  owners  need  not 
go  to  any  expense  or  trouble  in  preparing 
their  own  copy  to  popularize  short  sub- 
jects.   The  press  sheet  does  it  for  them. 

Some  of  the  Chicago  theatres  have 
agreed  to  use  a  proportionate  amount  of 
advertising  with  the  short  subjects  in 
comparison  with  the  long  feature.  The 
copy  for  this  advertising  matter  is  being 
prepared  by  some  of  the  larger  houses  at 
present  and  soon  will  be  available  to  the 
theatre  owners  who  want  it. 

Other  theatre  men  in  the  residential  dis- 
tricts are  making  plans  to  feature  comedies 
by  a  new  method  of  newspaper  advertising. 
3he  plan  includes  a  campaign  of  "Laugh 
and  Relaxation."  It  is  pointed  out  that  the 
tired  business  public  is  always  pleased 
with  the  chuckle  that  brings  forgetfulness 
of  worry,  and  the  new  drive  is  starting 
with  the  statement  that  every  show  has  the 
laugh  that  brings  relaxation. 


Kinograms  Meeting  News 
Reel  Competition 

STRIKING  evidence  of  the  increase  in  pop- 
ularity of  the  news  reel  among  exhibitors 
ir  given  in  a  statement  from  the  home  offlct 
of  Educational  Film  Exchanges,  Inc.,  show- 
ing that  of  the  contracts  for  Kinograms  ex- 
piring during  the  intensive  selling  months  of 
the  Spring  and  Summer,  renewals  have 
reached  the  enviable  record  of  98  per  cent. 
In  addition,  it  is  announced,  new  business  for 
the  coming  season  had  reached,  on  August  1, 
an  increase  of  38  per  cent  over  last  year. 

This  means  that  Educational's  news  reel 
is  keeping  virtually  all  of  its  old  customers, 
in  spite  of  keen  competition  in  the  news  reel 
market.  The  renewals,  according  to  figures 
furnished    by  Harvey 
Daj',    Kinogram  sales 
manager,  represent  for 
the  most  part  the  big 
exhibitor  circuits  partic- 
ularly   in    the  Middle 
West   and   the  South 
New    business    in  the 
Middle  and  Northwest- 
ern territories  shows  a 
tremendous  increase. 

Kinograms,  it  is  stated, 
has  been  firmly  estab- 
lished in  the  East  tor 
some  time,  and  has  been 
concentrating  its  sales 
campaigns  in  districts 
south  and  northwest  of 
Chicago,  where  Mr.  Day 
has  been  spending  a 
great  deal  of  his  time. 
The  results,  according 
to  the  percentage  figures 
given,  have  proved  most 
gratifying. 


September  5,  1925 


Page  35 


NEW  FOX  SHORTS 

START  1925-26  SEASON 

FOX  Film  Corporation  contributed  effec- 
tively to  the  opening  of  the  photoplay 
season  with  a  schedule  of  short  subjects 
which  competently  fill  the  need  of  exhibi- 
tors for  advanced  screen  entertainment  and 
attractiveness.  The  initial  short  releases 
which  head  the  schedule  of  discriminating 
picture  presentations  live  up,  in  every  par- 
ticular, to  the  promising  announcements  of 
the  producers. 

In  "The  Big  Game  Hunter,"  one  of  the 
Van  Bibber  Series  picturizing  the  Richard 
Harding  Davis  stories,  the  Fox  production 
injected  a  tone  of  elaborateness  in  setting 
which  is  a  decidedly  refreshing  innovation  in 
short  subject  entertainment.  This  two  reeler 
has  humorous  and  thrilling  adventure  on  a 
scale  that  would  do  credit  to  a  pretentious 
rive  reeler. 

Earle  Foxe,  who  has  caught  the  spirit  of 
the  Van  Bibber  characterization,  actutally 
lives  the  part  he  portrays.  Florence  Gilbert 
contributes  a  sprightly  performance  as  the 
leading  lady  and  Freeman  Wood  portrays  a 
typical  figure  of  the  familiar  Richard  Hard- 
ing Davis — Charles  Dana  Gibson  type.  It 
was  released  August  16th. 

"A  Business  Engagement,"  scheduled  for 
release  August  30th,  is  the  first  of  the  Helen 
and  Warren  series  of  the  Fox  schedule  for 
the  new  season.  Kathryn  Perry  and  Hallan 
Cooley,  who  play  the  leads  in  this  amusingly 
human  portrayal  of  the  newlyweds  are  true 
to  life  in  their  performances.  Mabel  Herbert 
Urner  is  the  author  of  these;  delightful  com- 
edies of  marital  difficulties. 

The  Fox  Varieties  subject  for  the  opening 
season  was  "West  Wind,"  a  novel  concep- 
tion of  dramatizing  the  elements.  It  is  the 
first  of  a  series  of  adventures  in  all  parts 
of  the  globe  in  search  of  romance  and  scien- 
tific exploitation.  August  23rd  is  the  release 
date  of  "The  West  Wind." 


RED  SEAL  ANNOUNCES 

95  SUBJECTS  FOR  1925-26 

CO-INCIDENT  with  the  announcement  of 
Edwin  Miles  Fadman,  President  of 
Red  Seal  Pictures  Corporation,  of  a 
list  of  ninety-five  subjects  for  1925-1926, 
the  company  moved  to  larger  quarters  at 
729  Seventh  Avenue,  which  will  house  both 
the  main  office  and  the  New  York  Exchange. 
The  move  was  necessitated,  because  of  the 
fact  that  Red  Seal  had  far  outgrown  the 
quarters  at  1600  Broadway. 

Of  the  ninety-five  subjects,  only  one, 
"Evolution",  is  a  feature,  being  five  reels  in 
length.  This  film,  an  Urban-Kineto  Pro- 
duction, has  already  done  notable  business 
at  the  Rialto,  Rivoli  and  Loew  houses  in 
New  York,  in  Frank  Newman's  Rialto,  Los 
Angeles,  and  other  important  towns  where 
it  was  pre-released. 

The  other  subjects,  all  featurettes,  include 
thirteen  "Out-o-the-Inkwell"  cartoon  com- 
edies with  Ko-Ko,  the  famous  clown 
created  by  Max  Fleischer ;  thirteen  "Marvels 
of  Motion,"  in  which  Fleischer  uses  the 
famous  "Novagraph"  process,  thirteen  other 
creations  of  Fleischer,  "Ko-Ko  Song  Car- 
Tunes",  in  which  the  clown  leads  the  audi- 
ence to  sing  old  favorites,  are  also  on  the 
program.  An  18-piece  orchestration  goes 
with  each  of  the  "Car-Tunes." 

'T'HE  balance  includes  thirteen  "Come  of 
the  Screen,"  twenty-six  "Animated  Hair 
Cartoons,  by  Marcus,  the  famous  cartoonist 
of  the  New  York  Times ;  "Thru  Three 
Reigns",  a  two-reel  historic  film  covering  the 
reigns  of  Queen  Victoria,  King  Edward  and 
King  George ;  "Flirting  with  Death,"  a  two- 
reel  ice-thriller :  and  "The  Silverv  Art."  a 


Pathe  News  Editor  Returns 

After  Fruitful  Trip 


Emanuel  Cohen,  editor  of  Pathe  News 
and  Pathe  Review,  has  returned  to  die  home 
office  in  New  York,  after  a  five  weeks'  tour 
of  the  country  for  the  purpose  of  perfecting 
improvements  of  Pathe  News  and  Pathe  Re- 
view service  to  exhibitors. 

The  trip  just  completed  was,  accordingly, 
in  line  with  Mr.  Cohen's  practice  of  keeping 
in  continuous  touch  with  his  field  personnel. 
At   conferences   with   his    staff  cameramen 


Emanuel  Cohen 

Pathe  News  Reel  Editor 

Says: 

"Exhibitors  with  whom  I  spoke 
on  my  recent  trip  throughout 
the  country,  frequently  ex- 
pressed the  opinion  that  the 
NEWS  REEL  had  become  a 
highly  important  feature  of 
their  programs,  and  one  that 
they  were  devoting  more  and 
more  attention  to,  both  from 
the  angle  of  advertising  and  ex- 
ploitation. 


plans  were  laid  for  increasing  the  mobility 
of  the/  camera  units  in  covering  their  assign- 
ments and  for  the  subsequent  speedy  trans- 
mission of  the  news  pictures  secured.  Four- 
teen key  centers  in  all  were  visited  by  Mr. 
Cohen  during  his  recent  trip,  including  Chi- 


Here's  how  they  put  across  Pathe's 
Third  All  Comedy  Circus  Week  in  San 
Francisco  recently 


cago,  Minneapolis,  Butte,  Seattle,  Portland, 
San  Francisco,  Los  Angeles,-  Denver,  Okla- 
homa City,  Des  Moines,  Omaha,  Kansas  City, 
St.  Louis  and  Detroit. 

"One  of  the  most  fruitful  features  of  my 
recent  trip  was  the  opportunity  I  enjoyed  to 
meet  important  exhibitors  in  all  sections  that 
I  visited.  I  was  enabled  to  meet  hundreds  of 
important  theatre  owners  and  managers  and 
discuss  with  them  audiences'  reaction  to  the 
various  types  of  subject  matter  incorporated 
in  our  news  reel.  Wherever  I  went  exhibi- 
tors expressed  their  appreciation  of  the  high 
standard  of  service  maintained  by  both  these 
reels.  The  Pathe  News  was  especially  singled 
out,  and  its  many  scoops  and  records  for 
service  during  the  past  year  favorably  com- 
mented upon.  The  recent  scoop  on  the  Santa 
Barbara  earthquake  was  an  example  in  point. 
Theatre  owners  everywhere  remarked  on  the 
excellent  service  they  had  had  on  the  earth- 
quake pictures. 

"The  matter  of  distributing  news  reels  is 
also  a  work  that  requires  close  personal  ob- 
servation and  understanding  if  the  news  reel 
is  to  secure  the  utmost  in  efficient  service  to 
the  thousands  of  Pathe  News  customers 
throughout  the  country  In  fact,  I  am  fully 
convinced  that  every  producer,  irrespective  of 
the  field  of  his  operations,  should  visit  branch 
exchanges  and  observe  their  methods  at  first 
hand.  It  would  give  them  assurance  that  their 
product  is  receiving  a  thorough  and  efficient 
attention.  The  Pathe  branches  have  a  thor- 
ough grasp  on  conditions  in  their  territories 
and  have  analyzed  the  causes  that  affect  the 
values  of  the  News  and  Review. 

"It  is  my  firm  belief,"  concluded  Mr. 
Cohen,  "That  the  outlook  for  Pathe  News  and 
Pathe  Review  for  the  coming  season  is  the 
most  promising  we  have  ever  faced.  The 
degree  of  enthusiasm  for  these  subjects  ] 
found  in  the  branches  and  among  the  exhibi- 
tors shows  that  both  of  them  are  growing 
remarkably  in  popular  appeal." 


Page  36 


Exhibitors  Trade  Review 


ADOLPH  EISNER 

Manager  The  Circle  Theatre 
Kansas  City. 

''Don't  merely  insert  the  name  alone  of  your  short  comedy 
in  your  newspaper  ad.    Likewise,  don't  be  contented  with 
allowing  some  'stock'   line  to  accompany  your  comedy.  A 
single  clever  and  original  line,  or  lines,  in  conjunction 
with  the  advertising  of  your  comedy  will  result  in  in- 
creasing your  nightly  attendance  beyond  all  expectations.'' 


F.  B.  O.  SCREENS  COMEDY 

In  order  to  get  prints  of  Joe  Rock's  new 
fomedy,  entitled  "Tailoring,"  into  the 
F.  B.  O.  exchanges  as  speedily  as  possible, 
the  negative  was  sent  by  air  mail  from  Holly- 
wood to  the  Consolidatd  Film  Laboratories 
in  New  York.  The  cost  of  transporting  this 
two-reel  negative  was  $81.92.  It  saved  three 
days  in  transportation  and  will  enable  prints 
on  this  subject  to  get  to  the  F.  B.  O.  ex- 
changes two  weeks  before  release  date  so 
that  the  sales  force  can  screen  this  new 
type  of  comedy  for  their  prospective  theatre 
customers. 

*    *  ^ 

NORVIN  HASS  MANAGER 

RED  SEAL  L.  A.  EXCHANGE 

Norvin  Haas,  formerly  of  the  Pathe  office, 
has  been  appointed  branch  manager  of  Red 
Seal  in  Los  Angeles,  according  to  an  an- 
nouncement by  Edwin  Miles  Fadman.  His 
new  headquarters  will  be  at  915  South  Olive 
street.  Mr.  Haas  is  well  known  to  Coast  ex- 
hibitors, having  been  with  Pathe  for  the  past 
four  years  in  the  same  territory,  where  he  has 
made  a  host  of  friends. 

The  Red  Seal  subjects  for  the  coming 
season,  ninety-five  of  which  were  announced 
last  week,  have  been  contracted  for  by  West 
Coast  Theatres,  Inc.,  and  Grauman's  Metro- 
politan, Los  Angeles. 


NEWSREEL  CAMERAMAN 

ASSISTS  MRS.  COOLIDGE 

PLYMOUTH,  Vt,  Sept.  5.— Experiment- 
ing recently  with  a  German-made  camera 
ghen  to  her  by  a  friend,  Airs.  Coolidge  soon 
found  she  knew  little  about  it.  The  President, 
who  was  with  her  in  front  of  the  family 
homestead,  spied  "Dick"  Sears,  a  Boston 
movie  man  whom  he  has  known  for  years, 
now  staff  camera  man  with  International 
News  Reel,  standing  behind  the  dead  line. 

President  Coolidge  appealed  to  .Mr.  Sears 
for  help  and  after  the  photographer  had 
loaded  the  camera  with  film,  he  coached  Mrs. 
Coolidge  as  she  took  several  pictures  of  the 
President.  As  a  reward,  Mr.  Sears  was  per- 
mitted to  take  pictures  with  his  own  machine 
of  her  doing  this.  „ 
*    *  * 

WESTERN  DINKY-DOODLE 

The  first  of  the  new  Dinky  Doodles  to  be 
made  for  F.  B.  O.  release  will  be  titled  "The 
Bad  Man."  It  will  be  a  burlesque  on  the 
"shoot  'em  up"  Westerns,  and  Walter  Lantz 
promises  that  his  cartoon  character.  Dinky 
Doodle,  and  himself,  will  outstunt  Tom  Mix 
and  Bill  Hart.  F.  B.  O.  will  release  this  sub- 
ject in  October.  The  last  of  the  previous 
series  of  Dinky  Doodles,  "Just  Spooks," 
has  been  completed  and  will  be  released  Sep- 
tember 15th. 


West  Coast,  Southern 
Enterprises  and  Asher 
Sign  "Buster  Brown" 

H.  H.  Herbel,  sales  manager  for  Century, 
reports  that  the  West  Coast  Theatres  Inc., 
one  of  the  largest  circuits  on  the  Pacific 
Coast,  has  completed  arrangements  with  D. 
S.  Mitchell,  Universal  exchange  manager  in 
Los  Angeles,  for  booking  the  Buster  Brown 
Comedies  in  all  of  the  big  West  Coast  thea- 
tres in  and  around  Los  Angeles. 

The  Buster  Brown  comedies  are  a  new 
venture  by  the  Century  Film  Corporation,  the 
Sterns  having  obtained  full  screen  rights 
from  R.  F.  Outcault,  the  noted  cartoonist, 
for  the  reproduction  of  his  famous  newspaper 
c^mic  strip  character.  The  Century  come- 
dies are  not  cartoon  comedies,  however,  but 
are  being  made  with  regular  screen  players. 

The  first  two  comedies  of  the  series  of 
twelve  Buster  Browns,  have  been  pre-released 
in  various  key  centers  and  are  meeting  with 
extra-ordinary  success.  Contracts  recently 
were  signed  for  their  showing  by  the  South- 
ern Enterprise  houses  in  the  South,  and  by 
the  Asher  Brothers  houses  in  the  Chicago 
territory. 

Jack  White  Says  Every 
Comedy  a  Feature 

"Our  slogan  this  year  will  be  'Every 
comedy  a  feature  production,'  "  is  the  state- 
ment of  Jack  White,  producer  of  Jack  White 
Productions  and  the  comedy  genius  in  charge 
of  productions  at  the  Educational  Studios 
Los  Angeles. 

"There  has  been  too  much  discrimination  in 
the  use  of  the  word  "Feature,"  continues  Mr. 
White's  statement.  "It  has  always  been  ap- 
plied to  the  longest  picture  on  the  exhibitor's 
program  regardless  of  the  quality  or  its  en- 
tertainment value. 

"Mere  footage  does  not  make  a  feature. 
This  theory  was  exploded  two  years  ago  at 
the  time  when  directors  were  making  sub- 
jects in  ten  and  twelve  reels.  A  feature  is 
the  outstanding  item  of  the  program,  whether 
it  is  one,  two  or  ten  reels.  Entertainment 
value  is  the  sole  standard  of  value  or  qual  - 
ity. 

"This  year's  product  of  the  Educational 
Studios  will  be  all  'features,'  for  they  will  be 
outstanding  points  of  merit  on  any  program 
With  our  increased  stage  space,  electrical 
equipment  and  other  facilities  at  our  com- 
mand this  year,  we  are  in  a  position  to  make 
better  productions  than  ever  before.  The  in- 
creased facilities  and  equipment  have  already 
affected  a  considerable  cutting  down  of  pro- 
duction costs,  which  would  enable  us  to  get 
better  comedies  at  the  same  cost,  but  in  addi- 
tion, we  are  spending  more  on  this  year's 
production  than  ever  before,  for  we  are 
determined  to  live  up  to  our  slogan,  'Every 
comedy  a  feature  production.'  " 
*    *  * 

TOLHURST  MAKING  PATHE  SERIES 

Louis  H.  Tolhurst,  the  noted  scientist  who 
is  world  famed  for  the  remarkable  results 
in  making  cinema-miscroscopic  studies  of  the 
most  minute  of  living  creatures,  is  filming  a 
new  and  exclusive  series  of  studies  for  the 
Pathe  Review,  under  the  title  of  "The  A'lagic 
Eye,"  the  first  of  which  will  be  a  feature 
of  Review  No.  39,  released  in  September. 

"Seeing  Things"  is  the  title  of  the  first 
Tolhurst  release.  "Sun  Power,"  the  second 
of  the  series,  demonstrates  the  sun  is  to 
some  degree  the  fountain  of  all  energy. 
"Walking  on  Water,"  the  third  subject, 
rhows  in  marvelous  close-ups  how  skating 
bugs  and  other  tiny  insects  skim  over  the 
surface. 


The  "woman" — Katherin  Grant  gets  a  full  face.    The  man,  Charlie  Chase,  only  half 
face.   The  Director, — oh  well!  he's  only  a  director  for  these  Pathe  stars. 


September  5,  1925 


Page  37 


PRESS  BOOKS  FOR  BUSINESS 


Many  Money  Makers 
in  Big  "U"  Press  Books 

A  most  comprehensive  and  beautifully  en- 
graved press  book  on  the  Universal  series, 
"The  Lucky  Six  Serials,"  containing  complete 
advertising,  publicity  and  exploitation  cam- 
paigns on  serials,  has  been  prepared  for  the 
use  of  exhibitors  of  short  subjects.  This 
press  book  is  in  every  way  the  equal,  if  not 
the  superior  of  any  similar  book  put  out  for 
a  feature,  and  it  should  prove  invaluable  to 
any  exhibitor  who  wants  to  know  how  to 
reach  out  for  every  available  means  of 
making  his  short  subjects  a  100  percent  at- 
traction. 

The  Lucky  Adventure  Pictures,  in  the  or- 
der in  which  they  will  be  produced  by  Uni- 
versal for  the  season  of  1925-26,  and  in  the 
order  of  which  they  are  treated  in  (he  press 
book,  are,  first,  "Perils  of  the  Wild,"  with  an 
all  star  cast  including  Jack  Mower,  Margaret 
Quimby  and  Joe  Bonomo,  is  based  on  the 
famous  book,  "Swiss  Family  Robinson."  The 
serial  contains  great  adventure  stuff,  thrilling 
exploits  of  the  famous  Swiss  Family  Robin- 
son, pirate  atmosphere,  wild  animals,  South 
Sea  Islands,  melodramatic  climaxes,  and  a 
wonderful  series  of  pictures  for  young  and 
old. 

A  full  line  of  accessories  has  been  pre- 
pared in  the  book  and  includes  such  exhibitor 
helps  as  six  sample  newspaper  advertisements 
with  illustrated  cuts,  a  series  of  catch  lines, 
punch  lines,  lobby  suggestions,  and  street 
ballyhoo,  Boy  Scout  party,  envelope  stunts, 
window  tie-ups  and  library,  letters  to  parents, 
great  bear  stunt,  parrot  contest  and  many 
other  tried  and  proven  exploitation  angles. 

There  is  a  whole  page  of  newspaper  read- 
ers and  stories  with  illustrations  for  bringing 
them  into  the  box-office,  particularly  for  Sat- 
urday and  Sunday  runs,  when  large  gather- 
ings  of  children  can  be  expected  most  often 
at  serial  showings. 

Number  2  in  the  series  is  William  Des- 
mond in  "The  Ace  of  Spades,"  a  thrilling 
Western  action  drama  based  on  the  Okla- 
homa land  rush.  With  a  cast  including  Mar\ 
McAllister,  Clark  Comstock  and  A.  Smith. 
This  is  a  two-fisted,  hard-hitting  Western 
serial  featuring  one  of  the  biggest  money 
getters  in  the  serial  business.  There  are  eight 
newspaper  sample  ads  with  cuts  and  for  ex- 
ploitation helps  there  are  suggestions  for 
school  tie-ups  (the  subject  of  the  serial  is  a 
historical  one),  such  as  school  co-operation, 
essay  contest  and  map-drawing  contest.  Other 
helps  include  cowboy  parade,  ad  punches, 
newspaper  window,  boys'  clubs,  hidden  map 
reward,  playing  cards,  real  estate  tie-up,  li- 
braries, buggy  ballyhoo  and  catchlines.  Fol- 
lows, too,  a  series  of  newspaper  stories  and 
illustrated  cuts  and  they  range  from  three 
column  stories  to  small  paragraphs  and  teaser 
announcements. 

Third  comes  Jack  Daugherty  in  "The 
Scarlet  Streak,"  a  mystery  adventure  serial 
written  around  the  international  sensation, 
the  death  ray.  This  topic  has  received  mil- 
lions of  dollars  of  front  page  publicity  and 
everyone  will  want  to  see  the  film.  Some  of 
the  exploitation  stunts  incude  a  bakery  tie-up, 
letters  to  engineers,  a,  Scarlet  Streak  Club, 
street  ballyhoos,  cuts  of  the  death  ray  ma- 

(Continued  an  page  38) 


A  DAVIS  ACCESSORY 


Fine  Series  on 


Attractive  little  ads  that  help  you  sell  all 
your  features  are  illustrated  in  tbe  Pathe 
press  book  on  Mack  Sennett's  comedy,  "But- 
ter Fingers,"  featuring  Billy  Bevan.  The  mats 
on  all  these  line  drawing  ads  are  free  and  can 
be  obtained  from  the  Pathe  exchange.  Your 
newspaper  ads  are  the  samples  by  means  of 
which  the  movie-goer  is  induced  to  see  what 
you  are  playing.  Comedy  ads  are  to  your 
advertising  what  the  comedy  is  to  your  show. 

In  addition  there  are  brief  and  breezy 
stories  for  your  local  editor  in  the  press 
book  on  "Butter  Fingers,"  and  also  illus- 
trated one  and  three  sheet  posters ;  slide  and 
lobby  display  of  photos.  Don't  forget  the 
trailer,  which  can  be  obtained  from  National 
Screen  Service,  Inc. 

"Cold  Turkey" 

The  press  book  on  this  Sennett  comedy 
starring  Alice  Day  carries  a  suggestion  for 
an  "all  comedy  program  idea,"  with  ready 
made  attractive  newspaper  copy  for  adver- 
tising such  an  idea.  The  mats  for  these  ads 
are  furnished  free.  Pathe  has  created  another 
aid,  known  as  "cornerblocks,"  which  are  sev- 
eral reproductions  of  newspaper  cuts  on  these 
comtedies,  with  a  sticker  back.  They  are  per- 
forated and  when  separated  are  used  to  form 
part  of  any  simple  ad  in  your  local  paper 
which  you  may  wish  to  use.  They  make  it 


Davis  Press  Sheets 
Render  Complete  Service 

Press  books  are  being  issued  by  Davis  Dis- 
tributing on  their  series  of  two-reel  Kid 
Komedies  entitled  "Hey  Fellas."  If  you  are 
one  of  those  exhibitors  who  play  up  the 
feature  and  forget  about  the  short  reel  angle, 
you  can  put  this  in  your  cap.  "After  you 
run  the  first  of  this  series,  you'll  forget  you 
ever  book  ed  anything  to  go  with  it." 
With  each  release,  Davis  Distributing, 
through  Vital  Exchanges,  Inc.,  issue  litho- 
graphed one  and  three  sheets  in  five  colors, 
•fght  lobby  photos  and  a  slide.     The  press 

>ok  also  contains  newspaper  readers  and  il- 

.  trations  of  the  accessories. 

To  supply  the  demand  for  good,  clear, 
wholesome  comedies  for  the  short  subject 
market,  Davis  Distributing  has  issued  a  press 
book  on  its  series  of  26  two-reel  comedy  gems 
knows  as  "The  Sheiks  and  Shebas"  comedy 
.-.eries,  which  have  received  favorable  criti- 
cisms to  date.  Illustrations  in  the  book  are 
on  the  hand  colored  slide  furnished  and  il- 
lustrated lobby  photos.  Newspaper  stories  are 
also  written  for  these  comedies. 

Another  very  attractive  press  book  is  issued 
on  a  series  of  six  two-reel  Herrick  Produc- 
tions titled  "Fragments  of  Life."  The  pic- 
tures are  "Tales  told  without  titles,"  and  the 
first  is  "It  Might  Happen  to  You,"  starring 
Evangeline  Russell.  The  second  is  completed 
but  not  namted  and  the  third  is  in  production. 
The  press  book  has  illustrations  from  the 
first  and  second  releases  as  well  'as  news- 
paper catchlines  and  stories. 


Pathe  Subjects 


easy  to  advertise  a  vital  part  of  your  pro- 
gram. Tear  one  off,  wet  it,  and  stick  on  your 
regular  add. 

Harry  Langdon  Comedies 

Interesting  information  about  exploitation 
of  Mack  Sennett's  most  popular  star  are  the 
ieatures  of  the  press  book  on  "Lucky  Stars," 
one  of  his  late  comedies.  Unusually  deco- 
rated and  hand-painted  posters  and  slides  are 
shown,  as  is  a  series  of  cornerblocks,  those 
unusual  little  ads  of  a  size  and  shape  to  fit 
your  needs.  They'll  go  in  any  layout.  Mats 
are  furnished  free. 

Hal  Roach  Comedies 

Press  books  are  available  on  "Innocent 
Husbands,"  with  Charley  Chase ;  "Our  Gang," 
in  that  very  unusual  comedy  hit,  "Mary, 
Queen  of  Tots,"  and  Glen  Tryon  in  "Madame 
San  Jane."  Jack  Spratt  could  eat  no  fat,  his 
wife  could  eat  no  lean — and  the  same  thing 
applies  to  movie  fans.  Mrs.  Spratt  may  be 
satisfied  with  the  sob  stuff,  but  Air.  Spratt 
would  walk  a  mile  for  a  good  laugh — and  he 
pays  for  the  tickets.  The  cornerblocks  will 
make  it  easy  for  you  to  tell  everybody  about 
all  of  your  show.  Feature  stories  that  will  be 
welcomed  by  your  editor  are  given  and  a 
choice  selection  of  handsome  posters  and 
photos. 


Page  38 


Exhibitors  Trade  Review 


Press  Books  on  "Biff" 

Subjects  Real  Help 

Three  of  the  H.  C.  Witwer  "Classics  in 
Slang,"  a  series  of  twelve  two-reel  comedies 
with  all  star  casts,  being  distributed  through 
Bischoff,  Inc.,  are  now  ready  and  press  book 
issued  thereon.  The  titles  of  the  first  three 
released  are  "Mac's  Beth,"  "Battling  Romeo" 
and  "Taming  of  the  Shrewd."  In  the  casts 
are  such  players  as  Eddie  Gribbon,  Mildred 
June,  Joseph  Swickard,  Dot  Farley,  Sheldon 
Lewis,  Ernest  Wood  and  others. 

The  press  book  also  deals  with  the  series  of 
twelve  Top  Notch  Slapstick  Gold  Medal 
Comedies  with  all  star  casts  of  such  players 
as  Chester  Conklin  (Walrus),  William  Fra- 
ney,  Milburn  Morante,  Stella  Nova,  Jack 
Henderson,  Frank  Rice  and  Fatty  Alexander. 
The  first  two  now  ready  are  titled  "Assorted 
Nuts"  and  "Play  Ball." 

In  addition,  it  contains  information  on  an- 
other series  of  twelve  two-reel  knockout 
"Biff"  Thrill  Comedies,  produced  by  Van 
Pelt  Brothers.  The  first  two  productions  are 
ready,  "Six  Miles  to  Go"  with  Cliff  Bowes 
and  "The  Agent,"  with  Al  St.  John.  Othet 
players  in  this  series  include  well  known 
comedians. 

Newspaper  jottings  and  program  copy, 
comedy  catchlines  for  program  or  ad,  synop- 
ses, news  notes,  newspaper  reviews  and 
stories,  and  newspaper  set-ups  for  ads,  are 
treated  in  the  press  book.  Accessories  fur- 
nished include  one  sheets,  three  sheets,  three 
slides,  one  column  scene  cuts  on  each  comedy, 
11  x  14  lobby  displays  and  22  x  28  lobby  dis- 
plays, and  an  assortment  of  scene  cuts  that 
flash  the  comedy  story. 

%  ^ 

"Mystery  Box"  Book  Solves 

Exploitation  Problems 

A  very  complete  and  attractive  press-book 
of  fourteen  pages  in  size  has  been  issued  by 
Davis  Distributing  Division,  Inc.,  on  their 
big  serial,  "The  Mystery  Box,"  with  Ben 
Wilson  and  Neva  Gerber.  It  is  a  Ben  Wilson 
Production,  story  and  direction  by  Alvin  J. 
Neitz.  Page  1,  is  the  story  of  the  serial  and 
the  cast.  Page  2,  has  illustrations  of  paper 
that  is  being  furnished  on  Chapter  1  of  the 
serial,  titled  "The  Fatal  Box."  They  are 
peppy,  punchy  posters,  hand  colored  one, 
three  and  six  sheets.  The  next  page  depicts 
four  different  hand  colored  slides  for  separ- 
ate chapters  of  the  serial,  each  one  with'  a 
thrilling  still.  A  colored  banner  that  is  a 
hummer  is  also  displayed. 

Then  follows  two  pages  of  hand  colored 
11  x  14  lobby  photos  on  Chapter  1,  and  a 
series  of  eight  11  x  14  lobbys  on  Chapter  2, 
"A  Tragic  Legacy."  The  next  page  describes 
the  list  of  stock  accessories,  such  as  24  sheets, 
slides,  banners,  trailers  and  heralds  for  each 
episode.  Exploitation  stunts,  throwaways,  ad 
cuts  and  scene  cuts  are  also  given.  Follows  a 
three  page  publicity  slip  section  on  the  serial, 
chock  full  of  short  advance  stories  and 
scene  cuts,  advance  feature  stories  and  scene 
cuts,  short  reviews,  teaser  paragraphs,  etc. 

Next  is  given  directions  for  ballyhooing  the 
opening  chapter  and  a  series  of  episode  titles. 
There  are  three  more  pages  on  trailer  and 
additional  exploitation  stunts ;  two  pages  of 
sample  ad  cuts  furnished ;  a  page  of  post 
card  suggested  campaign,  one  following  the 
other ;  a  page  of  illustrated  circus  heralds, 
and  finally,  a  page  of  illustrated  24-sheets  to 
be  used  as  your  cut-out.  The  book  is  in  two 
colors  and  a  handsome  and  informative  piece) 
of  work  that  will  make  the  playing  of  this 
serial  a  profit-making  event  for  exhibitors. 


IT'S  ON  NOW 


ARE  YOU? 


ARTCLASS  PICTURES  CORP. 

Eighteen  Single  Reel  Classics,  presenting 
Tense  Moments  from  Famous  Plays  and 
Great  Authors  are  embodied  in  a  beautifully 
engraved  press  book  issued  by  Weiss  Broth- 
ers Artclass  Pictures  Corporation.  The  18 
subjects  are  titled  The  Merchant  of  Venice, 
David  Garrick,  Macbeth,  East  Lynn,  Scrooge, 
Jane  Shore,  The  Lady  of  the  Camelias, 
Moths.  The  Hunchback  of  Notre  Dame, 
Nancy,  Sapho,  The  Scarlet  Letter,  Vanity 
Fair,  Never  Too  Late  to  Mend,  Les  Miser- 
ables,  Fagin,  Bleak  House  and  A  Tale  of 
Two  Cities. 

Illustrations  of  slides  and  posters,  hand 
painted,  and  an  unusual  assortment  of  adver- 
tising supplies  are  given.  They  include,  one- 
sheet  posters,  stock  slide  covering  series,  8  x 
10  lobby  photos,  20  page  campaign  book, 
slide  for  each  release  and  trailers. 

Newspaper  reviews  and  readers  are  given 
as  well  as  exploitation  tie-ups  with  book 
stores  and  libraries. 

AYWON  FILM  CORP. 

This  press  book  is  on  the  series  of  8  two- 
reel  side-splitting  comedies  featuring  Jimmy 
Callahan.  Newspaper  stories,  catch  lines  for 
your  program  and  illustrations  of  one  sheets 
are  given. 


Advance  Slides  for  Shorts 

TN  considering  all  the  helps  that 
will  tend  to  make  your  patrons 
exhibit  much  interest  in  their  fa- 
vorite short  subjects,  do  not  overlook 
the  use  of  ordinary  house  slides. 
Trailers  put  out  by  producers  and 
distributors  of  shorts  are  just  the 
thing,  but  where  trailers  are  not 
available,  slides  are  the  next  best 
thing. 

You  use  slides  profusely  to  adver- 
tise the  coming  of  features  and 
special  serials.  Why  not  use  them 
iiberally  to  advertise  the  coming  of 
a  novelty  subject,  or  a  comedy,  a 
news-reel,  fun-films,  scenic  or  adven- 
ture short.  There  are  favorites  in 
short  reels  as  well  as  in  features  and 
movie  goers  will  avidly  read  a  slide 
on  the  coming  of  one  of  these 
comedy  favorites  as  they  would  a 
slide  concerning  their  feature  favor- 
ites. Educate  your  patrons  to  expect 
good  things  of  the  shorts  you  book 
and  a  majority  of  the  shorts  you 
play  will  be  bound  to  have  the  good 
things.  Thus  you  need  not  fear  of 
over-playing  your  hand  on  a  short 
release  or  program.  Shorts  cost  you 
less,  therefore  they  should  be  ex- 
ploited most,  to  increase  the  natural 
return  thereon.  Features  can  better 
take  care  of  themselves,  than  shorts. 


Four  Page  Books  on 

Educational  Subjects 

Illustrated  four  page  press  sheets  are  avail- 
able to  exhibitors  on  the  following  Educa- 
tional short  subjects  :  Mermaid  Comedy,  "Be- 
low Zero,"  with  Lige  Conley ;  Mermaid  "Ga 
ing  Great,"  with  Eddie  Nelson ;  Juvenile 
"Baby  Blues,"  with  Mickey  Bennett;  Walter 
Hiers  Comedy,  "Oh,  Bridget" ;  Lloyd  Ham- 
ilton Comedy  "W  aiting" ;  Christie  Comedy, 
"Call  a  Cop,"  with  Neal  Burns ;  Mermaid 
Comedy,  "Hot  and  Heavy,"  with  Eddie  Nel- 
son;  Mermaid,  "Beware,"'  with  Lige  Conley, 
and  the  Fitzpatrick  &  McElroy  official  mo- 
lion  pictures  of  the  Lewis-Munn  wrestling" 
bout. 

The  press  sheets  contain  paragraphs  for 
your  program,  exploitation  stunts,  live  news- 
paper stories,  electros  and  mats  free,  one, 
two  and  three  column  newspaper  illustrated 
ads,  catchlines  for  newspaper  ads,  and  the 
following  accessories :  Hand  colored  slides, 
four-color  one-sheets,  four-color  three-sheets, 
duo  tint  11  x  14  lobby  cards,  publicity  and 
star  cuts  and  mats. 

*    *  * 

Universal  Sheets  Right 

Up  to  Standard 

(Continued  front  Page  37) 

chine  and  the  regular  lobby  and  newspaper 
helps. 

"The  Winking  Idol,"  directed  by  Francis 
Lord,  also  will  feature  Bill  Desmond.  Thi 
picture  is  an  adaptation  of  a  story  by  Charles 
E.  Van  Loan  and  is  a  romantic  serial  of  the 
Aztec  country  with  strong  mystery  angle. 
Various  stunts  are  suggested  which  will  play 
up  the  films,  such  as  an  Aztec  Indian  parade, 
a  wink  contest,  lariat  contest,  old-time  fire 
arms,  shooting  contest,  cat's  eye  window  dis- 
play and  a  Desmond  cut-up  puzzle. 

The  next  one  is  called  "The  Radio  Detec- 
tive," trom  the  story  of  Arthur  B.  Reeve, 
creator  of  the  famous  character,  Craig  Ken- 
nedy. It  was  written  for  and  dedicated  to 
the  Boy  Scouts  of  the  World.  Play  up  the 
Boy  Scouts,  advertise  Reeve  heavily,  tie-up 
with  all  the  new  radio  appliances,  and  tht 
radio  angie  iull,  and  clean  up  with  the  great- 
est of  all  radio  serials.  A  dozen  excellent  sug- 
gestions are  in  the  press  book  for  further 
exploitation. 

And  finally,  there  is  "Strings  of  Steel,'' 
starring  Jack  Daugherty.  This  serial  is  based 
upon  the  hardships  and  struggles  of  adven- 
turous engineers  who  spanned  the  country 
with  telephone  wires  half  a  century  ago.  It 
is  a  fascinating  story  and  offers  great  tie-up 
possibilities  with  telephone  companies,  educa- 
tional displays,  essay  contests,  etc. 

No  exhibitor  should  be  without  this  press 
book  if  his  audiences  demand  serials.  And 
every  audience  will  want  serials  such  as  these 
six  to  be  produced  by  Universal. 

a|e     4-  4s 

SOME  SPEED  BABY 

Driving  the  Christie  speed  boat  "Baby 
Mine"  in  the  hydroplane  races  at  the  annual 
Santa  Barbara  regatta  recently,  Veera  Sted- 
man,  leading  lady  in  Educational-Christie 
Comedies,  earned  the  unique  distinction  of 
being  the  only  woman  driver  in  the  races,  but 
also  qualified  for  the  title  of  Champion  Girl 
Motorboat  Racer  on  the  Pacific  Coast. 

She  is  one  of  the  leading  sportswomen  in 
the  picture  profession,  and  several  years  ago 
won  the  title  of  the  champion  diving  girl  in 
pictures.  She  took  up  motorboat  racing  when 
Al  Christie  built  the  151  type  hydroplane 
"Miss  Sunshine."  In  the  Santa  Barbara  re- 
gatta Christie  sailed  the  racing  sloop 
"Canuck." 


September  5a  1925 


Page  39 


MUSIC  MASTER  SERIES 
REAL  ENTERTAINMENT 

SOME  of  the  finest  and  most  popular  short 
subjects  ever  produced  and  distributed 
are  the  famous  Music  Master  Series  by 
James  A.  Fitzpatrick,  of  Fitzpatrick  Pic- 
lures,  Inc.  The  series  comprises  one  reel 
subjects  of  incidents  in  the  lives  of  famous 
composers,  the  reels  being  accompanied  by 
full  orchestrations  for  piano  and  organ  solo 
parts,  especially  arranged  and  synchronized 
by  Hugo  Riesenfeld. 

Because  music  has  become  indispensable 
to  the  cinema,  Fitzpatrick  undertook  the 
production  of  this  series,  to  emphasize  the 
motion  picture  theatre's  achievement  in 
bringing  great  music  within  the  understand- 
ing and  appreciatoin  of  all  people. 

The  composers'  lives  upon  which  the  one- 
reelers  are  built  are  Schubert,  Mendelssohn, 
Foster,  Beethoven,  Liszt,  Chopin,  Handel, 
Wagner,  Mozart,  Verdi,  Haydn,  Macdowell 
and  six  more  to  follow.  The  Wagner  reel  is 
playing  this  week  at  the  Rivoli. 

In  addition  to  the  Famous  Music  Master 
Series,  Fitzpatrick  is  geting  out  another  series 
early  in  the  coming  spring,  to  be  known  as 
the  Famous  Melody  Series.  The  idea  of  the 
series  is  to  group  all  the  famous  heart  tunes 
of  each  country,  using  the  original  documents 
wherever  possible.  Folk  songs  of  Ireland, 
England,  Scotland,  Spain  and  America  will 
be  included  in  the  series. 

*    *  * 

NEW  WANDA  WILEY  READY 

"Won  by  Law,"  a  two-reel  Century  Com- 
edy starring  Wanda  Wiley,  has  been  re- 
leased as  the  first  W  anda  Wiley  comedy  in 
Edward  I.  Luddy  and  was  produced  with  an 
especially  strong  cast,  including  Bob  Reeves, 
Lillian  Worth  and  Frank  Whitson.  The 
two-reeler  is  filled  with  funny  situations  and 
good  gags.  It  is  being  released  through  all 
Universal  exchanges. 


ROCK  STARTS  THIRD  STANDARD 

Joe  Rocks'  trio  of  heavyweight  comedians, 
"Fatty"  Alexander,  "Tiny"  Carr  and  "Kew- 
pie"  Ross,  or  "A  Ton  of  Fun"  as  they  are 
collectively  better  known,  are  starting  pro- 
duction on  their  third  Standard  Comedy. 
The  action  takes  place  in  a  beauty  parlor 
where  the  trio  will  have  every  opportunity  to 
upset  things  and  create  gales  of  laughs. 
When  completed  it  will  be  released  in  No- 
vember by  F.  B.  O.  The  second  picture  will 
be  released  in  October  and  is  titled  "Three 
Wise  Goofs." 


Use  Slugs  for  Shorts 

f~\  NE  of  the  most  essential  ai^s  to 
^-^  exhibitors  in  exploiting  fea- 
tures, has  been  the  use  of  slug  and 
one  column  cuts  to  be  used  as  teas- 
ers in  newspapers  and  programs. 
This  same  method  should  be  effec- 
tive with  your  short  programs  as 
well.  If  you  are  going  to  get  all 
the  possibilities  out  of  your  short 
subjects  as  you  do  with  futures 
don't  overlook  a  liberal  distribution 
of  these  teasers,  probably  the  mo?t 
important  advance  exploitation  you 
can  give  any  film,  long  or  short. 

Distributors  of  short  films  are 
paying  more  and  more  attention  to 
this  phase  of  exhibitor  helps.  Make 
your  patrons  just  as  well  acquainted 
with  your  comedies  and  novelties,  as 
far  in  advance  as  possible,  as  thev 
are  with  features.  They'll  watch 
for  them  and  come  to  see  them. 
What  movie  fan  would  miss  an 
"Our  Gang"  comedy  if  he  knew  ex- 
actly when  he  could  see  it?  Not 
one. 

What  lover  of  good  music 
wouldn't  appreciate  knowing  when 
vonr  theatre  was  running  one  of  the 
"Music  Master"  series,  or  the  M=».ck 
Sennett  fans,  when  you  play  a  Sen- 
nett  comedy.  Not  one.  Until  th«"' 
have  taken  it  for  granted  that  they'll 
see  something  interesting  in  the  short 
films  whenever  they  go,  but  why  not 
play  up  yovir  best  shorts  and  get  pi! 
the  possible  business  that  might  be 
lying  around. 


Walter  Hiers  Completes 
First  for  Educational 

"Off  His  Beat,"  the  first  of  the  new  1925- 
26  series  of  Educational-Walter  Hiers  Com- 
edies, starring  the  rotund  comedian,  presents 
Hiers  in  the  role  of  a  traffic  cop. 

Evelyn  Francisco  is  Hiers'  leading  lady. 
She  has  appeared  in  several  Educational- 
Christie  Comedies,  opposite  Bobby  Vernon 
and  Neal  Burns.  Jack  Duffy,  who  is  noted  for 
his  characterizations  of  old  men,  also  sup- 
ports Walter,  and  plays  the  part  of  the  head 
of  the  police  band,  and  Bill  Blaisdel  has  a 
good  part,  playing  the  role  of  Walter's  pal. 

Archie  Mayo,  who  directs  the  corpulent 
Walter,  was  responsible  for  the  direction  of 
a  number  of  his  successes,  including  "Oh 
Bridget,"  "Tender  Feet"  and  "A  Rarin' 
Romeo." 


Charles  La  Mont  Engaged 

To  Direct  Lupino  Lane 

LOS  ANGELES,  Sept.  5.  — Charles  La- 
Mont  will  direct  the  second  Educational- 
Lupino  Lane  Comedy  to  be  made  at  the 
Educational  Studio  in  Los  Angeles. 

LaMont,  still  in  his  early  twenties,  is  rising 
rapidly.  He  directed  one  Cameo  Comedy  and 
was  then  placed  in  charge  of  the  Juvenile 
company,  and  his  most  recent  move,  direct- 
ing the  famous  English  comedian  and  late 
star  of  the  Follies,  is  proof  of  the  confidence 
reposed  in  him  by  Jack  White,  the  director- 
general  in  charge  of  production  at  the  Edu- 
cational Studios. 


PREFERENCE  IN  ADS 


Y^/  HAT  percentage  or  share  of  your  ad- 
vertised program  in  local  paperss  on 
features  and  presentations,  shall  your  short 
subjects  take  up?  Exhibitors  are  divided  on 
this  point,  with  an  increasing  number  coming 
out  for  at  least  10  per  cent  of  the  total  ad- 
vertising done  in  favor  of  shorts. 

The  managers  of  two  of  the  larger  down 
town  first  run  houses  in  Kansas  City  differ 
somewhat  in  their  policy  of  advertising 
shorts.  Bruce  Fowler,  of  the  Newman  Thea- 
tre, usually  likes  to  get  in  an  explanatory  in- 
sert on  his  feature  just  to  the  right  and  at 


the  top  of  the  advertisement,  using  larger 
black-face  type  in  the  lower  right  hand  cor- 
ner for  the  comedy  or  short  subject. 
i"VN  THE  other  hand,  Samuel  Carver  of  the 
Liberty  Theatre  always  prefers  the  mid- 
dle at  the  bottom  for  advertising  his  short 
subjects.  He  has  the  public  in  the  habit  of 
looking  there  for  them.  In  any  place,  and  in 
any  event,  the  sooner  you  give  the  problem 
of  proper  advertising  of  shorts  some  real 
thought,  the  sooner  will  you  build  up  a  regu- 
lar patronage  for  shorts  as  well  as  for 
features. 


Same  as  the  Feature — Bobby  Vernon  (Educational  Star)  gets 
full  marques  ad  at  Keith's  Majestic  Theatre,  Louisville,  Ky. 


Window  stunts  for  Ford  agency  pulled  for  Johnny  Arthur 
while  playing  N.  Y.  Rialto  in  Educational's  "The  Tourist." 


Page  40 


Exhibitors  Trade  Review 


Joe  Bonomo,  Universal  Serial  Star,  "pulled  'em  in"  with  his  strong-man  stuff'  at  the 
De  Luxe,  Los  Angeles.  The  stunt  won  a  prize  from  Universal  for  Manager  Jed  Duell. 

Novelty  Stunt  Wins  Laemmle 

Short  Exploitation  Prize 

AS  THE  climax  of  an  exploitation  campaign,  which  won  for  Mr.  Jed  Duell, 
manager  of  the  De  Luxe  Theatre  of  Los  Angeles,  California,  the  first 
prize  of  $100.00  in  the  nineteenth  week  of  Carl  Laemmle's  Contest  for 
Serial  Exploitation,  a  spectacular  "strong  man"  street  ballyhoo  was  arranged  by 
Duell.  This  live-wire  manager  resorted  to  one  of  the  strongest  and  most  reliable 
of  showmanship  angles — that  of  putting  on  a  spectacular  feat  of  human  strength, 
to  exploit  the  opening  of  Universal's  "The  Great  Circus  Mystery,"  featuring  Joe 
Bonomo,  at  the  De  Luxe  Theatre  recently.  Duell  arranged  to  have  Bonomo  in 
person,  known  to  be  one  of  the  "world's  strongest  humans,"  pull  a  circus  wagon 
loaded  with  children  to  the  door  of  his  house.  The  wagon  was  prominently 
plastered  with  banners  of  the  picture,  and  the  stun*-  drew  every  kid  in  town  to 
the  front  of  the  theatre. 


Duell  opened  his  campaign  eight  days  be- 
fore the  serial  was  due  to  arrive  with  a 
trailer  and  advance  slides.  Two  ballyhoo 
clowns  carrying  hoops  lettered  with  the  thea- 
tre's announcement  of  "The  Great  Circus 
Mystery"  worked  throughout  the  week  and 
distributed  4000  heralds.  They  also  an- 
nounced a  children's  costume  contest  at  the 
opening  matinee  of  the  new  chapter  play  and 
did  cartwheels  and  handsprings  on  the  stage 
much  to  the  delight  of  the  kid  patrons. 

Fifty  circus  balloons  were  released — ten  at 
each  of  five  schools — on  the  Thursday  before 
the  opening  Saturday.  Each  balloon  carried 
a  pass  good  for  admission  to  all  episodes  of 
"The  Great  Circus  Mystery"  and  as  they 
sailed  away  there  was  a  young  stampede 
among  the  kids. 

The  two  and  a  half  ton  circus  wagon  used 
in  making  "The  Great  Circus  Mystery"  was 
borrowed  from  Universal  City  and  stationed 
in  front  of  the  theatre  two  days  prior  to  the 
opening,  signs  placed  upon  it  announced  the 
personal  appearance  of  Bonomo  at  the  open- 
ing chapter.  Through  a  tie-up  with  the 
transfer  company  which  hauled  the  wagon 
from  the  studio  to  Los  Angeles,  a  photograph 
taken  of  the  two  wagons  was  used  in  the 
transfer  company's  advertising.  This  same 
vehicle  is  the  one  Donomo  pulled  loaded 
with  children. 

Since  no  circus  is  complete  without  bal- 
loons and  peanuts,  the  De  Luxe  went  one 


step  further  and  provided  Eskimo  pies  as 
well.  These  and  the  balloons  were  donated 
by  an  ice  cream  company. 


Now  Is  the  Time 

To  Make  Use  of 

EXHIBITORS  TRADE 
REVIEW 

National  Tie-Up 
and 

Exploitation  Sections 
on  short  subjects 
I  s  k     For  Reprints 


"SWEET  SIXTEEN"  COMEDIES  START 

Production  on  a  series  of  "Sweet  Sixteen" 
Comedies  has  started  at  Universal  City  un- 
der the  direction  of  Zion  Myers.  Arthur 
Lake  and  Eddie  Clayton  are  featured  in  the 
series.  Scott  Darling,  new  Universal  su- 
pervisor of  comedies,  is  working  with  Myers 
on  the  production  of  the  series. 


Lloyd  Hamilton  Seen 

Without  Make-Up 

For  the  first  time  in  twelve  years  on  the 
screen,  Lloyd  Hamilton  will  be  in  a  "straight" 
make-up,  in  a  new  Educational-Hamilton 
Comedy,  now  in  course  of  production  at  the 
Educational  Studios  in  Los  Angeles. 

Hamilton  will  play  two  characrers.  One, 
which  is  carried  all  through  the  picture, 
shows  the  big  comedian  in  his  regulation 
make-up — checkered  cap,  bow  tie,  etc. — and 
the  other  shows  Hamilton  as  he  appears  off 
the  screen  in  well  made,  correctly  fitting, 
clothes.  The  production  is  being  made  under 
the  direction  of  William  Goodrich. 

*  #  # 

BRAY'S  MENAGERIE 

With  the  acquisition  of  Ernest  Corts,  the 
naturalist  photographer,  the  Bray  Produc- 
tions have  secured  the  menagerie  that  this 
naturalist  possesses  at  Buck  Hill  Falls. 
Walter  Lantz,  creator  of  Dinky  Doodle  car- 
toons, and  his  production  staff  are  on  loca- 
tion at  Buck  Hill  Falls  photographing  the 
animal  sequences  which  will  form  some  of 
the  major  action  in  the  first  "Unnatural 
History"  subject  titled  "How  the  Elephant- 
Got  his  Trunk."  This  novelty  is  scheduled 
for  release  by  F.  B.  O.  on  September  20th. 

*  *  * 

HAMILTON  USES  CAFE 

The  interior  of  the  Montmartre,  Holly- 
wood's famous  restaurant,  has  been  repro- 
duced for  Lloyd  Hamilton's  first  Educa- 
tional-Hamilton Comedy  to  be  made  under 
the  direction  of  ■  William  Goodrich. 

This  unique  eating  place  is  situated  in  the 
heart  of  the  motion  picture  producing  center 
and  screen  notables  and  characters  from 
many  studios  lunch  there  regularly.  Lloyd's 
story  carries  him  as  a  country  boy  into  thiM 
restaurant,  where  he  meets  many  of  the  fam- 
ous film  folk  of  the  day. 

*  ♦  4? 

SCREEN  SNAPSHOTS  NO.  25 

An  impressive  array  of  screen  stars  are  to 
be  seen  in  the  latest  issue  of  Screen  Snap- 
shots which  Columbia  Pictures  releases.  This 
issue,  No.  2,  has  Mary  Pickford,  Douglas 
Fairbanks,  Charles  Ray,  Lew  Cody,  Enid 
Bennett,  Monte  Blue,  Wanda  Hawley,  Ruth 
Roland,  Mable  Normand,  Jack  Holt,  Fatty 
Arbuckle,  Mrs.  Arbuckle,  Jack  Pickford,  Vil- 
ma  Banky,  Forrest  Stanley,  William  Des- 
mond, Peggy  Hamilton,  Marilyn  Miller  and 
Hank  Man. 

;(£       !(£  % 

JOINS  CHRISTY  STOCK 

Miss  Marian  Andre,  born  in  St.  Peters- 
burg, of  Russian-French  parentage,  will 
make  her  first  appearance  at  the  Christie 
Studio  in  a  Bobby  Vernon  Comedy  for  Ed- 
ucational release.  Miss  Andre  has  had  con- 
siderable stage  experience  in  revues  and 
musical  comedies  prior  to  her  entry  into 
pictures. 

Other  girls  in  the  recent  foreign  influx  at 
the  Christie  are  Stella  Doyle  from  London, 
Jean  Lorraine,  of  the  U.  S.  A.,  but  of  French 
and  Irish  descent  and  Yola  D'Arvil,  from 
Paris. 

*  *  * 
BUSTER  BROWN  BARKS 

Little  Arthur  Trimble,  the  child  star  who 
is  playing  the  role  of  Buster  Brown  in  the 
series  of  comedies  being  made  by  the  Cen- 
tury Film  Corporation  built  around  the  car- 
toon character  originated  by  Outcault,  is 
suffering  from  whooping  cough,  Century  re- 
ports. However,  he  will  very  shortly  start  on 
the  third  comedy  of  the  series. 

*  *  * 

Film  Booking  Offices  will  soon  release  a 
i«vo-reel  burlesque  of  the  famous  master- 
piece of  Robert  Louis  Stevenson's  "Dr.  Jekyl 
Mr.  Hyde."  The  burlesque  is  called  "Dr. 
Pyckle  and  Mr.  Pryde."  and  Stan  Laurel  is 
the  comedian  who  burlesques  John  Barry- 
more's  famous  role. 


September  5,  1925 


Page  41 


mm  ®m 

'I  Exploitation  Section  «i 


1  iJJa 


Dorothy 


u\\m\v,m\\,w,v,'i 


Gducational  Pictures 


¥ 


M  \\\\  M  hw  mm  w«  m  w«  mwiwtiiw  imw  wimn 


ML 


boob  an  p  n  b 


m: 


A  Comedian    ^lus     A  beauty 


i 


N  the  words  of  the  after  dinner 
toast  master,  "We  wish  to  intro- 
duce to  you,  gentlemen,  a  man  who  re- 
quires no  introduction,  a  man  who  has 
been  making  the  pepul  laugh  and  go 
into  hysterics  with  his  funny  antics 
and  super-comedy  situation  on  the 
screen,  etc.,  etc., — Mr.  Lloyd  Hamil- 
ton." 

Cheers,  while  Mr.  Hamilton  rises, 
takes  off  his  cap.  or  puts  it  on,  or 
what  have  you,  and  starts :  "Unaccus- 
tomed as  I  am  to  public  speaking  " 

But  all  kidding  aside,  what  would 
Hamilton  tell  you  exhibitors  if  he 
had  the  opportunity  to  address  you  in 
person?  That's  not  so  hard  to  surmise 
or  to  gather  from  divers  statements  he 
has  made  in  the  past. 

He  would  tell  you  that  your  box- 
office  receipts  are  directly  proportional 
to  the  popularity  of  the  players  you 
show ;  that  the  popularity  of  these  play- 
ers depends  to  no  mean  proportion  to  the  amount  of  public- 
ity you  give  them  through  your  advertising  in  the  news- 
papers and  your  tie-ups. 

That  would  be  a  man's  sized  message  to  you,  Mr.  Ex- 
hibitor, and  full  of  wisdom.  Lloyd  Hamilton  can  give  you 
a  product  that  will  please  your  patronage.  Help  build  a 
patronage  around  him.  You  are  the  one  who  will  profit  the 
most  out  of  your  efforts. 


TOP  AND  BACK  EXPOSURE 
Lloyd  Hamilton — Educational  laugh 
getter. 


AN  D  suppose  Miss  Dorothy  Sea- 
strom  were  also  a  guest  of  honor 
at  this  "mental"  luncheon;  what  would 
she  have  to  tell  you?  Just  about  the 
same  thing. 

Miss  Seastrom  would  tell  you  that 
she  has  been  recognized  as  One  of  the 
leading  beauties  in  Hollywood,  and  that 
newspapers  throughout  the  country  are 
acclaiming  her  as  such. 

Then  she  would  tell  you  that  she  be- 
lieves in  advertising,  especially  through 
the  medium  of  window  tie-ups,  such  as 
are  arranged  by  this  department  of 
Exhibitor's  Trade  Review  ;  that  she 
will  put  herself  on  record,  for  the  pur- 
poses of  these  tie-ups  as  recommending 
such  nationally  famous  products  as 
"Cutex,"  the  "Meadowbrook"  hat; 
"Pyrolin,"  "Pepsodent,"  the  "Marmon" 
r^r  and  others  which  are  explained  in 
this  section. 

Now,  you  don't  find  every  well- 
known  actress  on  the  lot  that  will  do  as  much  for  you,  Mr. 
Exhibitor.  But  she  does  not  ask  your  thanks,  or  even  ap- 
preciation.   You  can  take  it  or  leave  it  alone. 

But  we,  here,  who  time  and  time  again  have  had  the  great 
value  of  such  tie-ups  proven  to  us,  say  to  you  "USE 
THEM.  L'se  all  you  see  here  and  if  you  can  think  of  more 
ideas,  send  them  along  to  us  and  we  will  help  you  work 
them  out. 


Fage  42 


Exhibitors  Trade  Review 


"There  Was  An  Irishman 
and  a  Jew  99 


DUST  OFF  YOUR 
"SRO"  SIGN 

SEE  that  poster  down  below  on  this 
page  ?  Here's  how  to  use  it  for  a 
full  house  everytime  you  play  a  Hamil- 
ton comedy.  At  the  same  time  it  will 
increase  the  value  of  your  newspaper 
ads  about  tenfold. 

Get  this  poster  displayed  in  nearby 
automobile  service  stations.  Ford  own- 
ers will  inquire.  Or  if  they  don't  they 
will  at  least  keep  the  matter  in  mind 
long  enough  to  get  the  significance  of 
what  is  to  follow. 

Distribute  five  or  ten  tickets  to  Ford 
owners  in  this  way:  While  a  Ford  is 
parked,  attach  a  free  admission  to  your 
theatre  to  the  steering  wheel.  The  ticket 
is  to  look  like  the  kind  big  men  with 
the  brass  buttons  hand  out. 

NOW  get  this :  these  admissions  are 
good  only  on  the  days  when  a 
Lloyd  Hamilton  comedv  is  playing. 
That's  simple,  isn't  it?  These  men  who 
get  your  tickets  will  look  to  your  an- 
nouncements in  the  newspapers  for  the 
playing  dates. 

Then,  when  the  day  comes,  and  the 
line  of  Fords  is  parked  outside  your 
theatre,  make  sure  that  a  newspaper  re- 
porter is  around  to  check  up  on  them. 
A  couple  of  banners  would  not  be  out 
of  the  way,  either. 


Or  maybe  it  was  a  Dutchman  and 
a  Chink.  Anyway,  these  two  were 
two  exhibitors  whose  theatres 
were  within  a  block  of  each  other. 
They  had  the  same  size  theatres  and 
showed  the  same  kind  of  pictures. 

Both  of  them  made  money, 

One  of  them  made  a  whole  lot  more 
than  the  other.  Especially  on  certain 
days  when  the  feature  picture  was  "not 
so  good." 

Why?  We'll  tell  you. 

The  patronage  of  the  losing  house  al- 
ways went  or  did  not  go  depending 
upon  whether  or  no  the  feature  was 
worth  while.  That's  the  way  it  is  in 
most  houses.  They  showed  a  news 
reel,  and  they  had  music,  and  every  day 
a  real  good  two-reel  comedy. 

But  nobody  ever  thought  of  it.  And 
so  the  box  receipts  rose  or  fell  with  the 
quality  of  the  feature. 

WHEREAS,  in  the  winning  house, 
the  patrons  were  educated  to  know 
all  about  two-reel  comedies,  and  they 
knew  star  comedians  like  Lloyd  Ham- 
ilton by  name ;  and  they  knew  that 
Dorothy  Seastrom  was  very  beautiful. 
So  that  when  that  theatre  would  add 
to  its  newspaper  ad  in  full  sized  type 
"Lloyd  Hamilton  in  his  latest  two  reel 
comedy  hit,"  the  feature  lost  half  of  its 
importance.  . 

Now  how  was  that  brought  about  ? 
That's  easA'.  This  second  exhibitor 
made  use  of  window  tie-ups  and  news- 
paper ads. 


HAMILTON  NIGHTS 
ARE  CAR  NIGHTS 

CARRYING  the  idea  suggested  in 
the  first  column  a  bit  further,  an- 
other fashion  of  tie-up  automobile  pre- 
sents itself.  You  will  require  some  co- 
operation from  the  newspapers  and 
automobile  dealers  in  this ;  but  since 
these  will  also  derive  some  benefit,  you 
will  experience  no  difficulty  in  getting 
it. 

The  idea  is  this.  On  every  occasion 
that  you  are  showing  a  Lloyd  Hamil- 
ton picture,  you  will  allow  some  one 
particular  brand  of  car  owner  two  free 
admissions.  For  example,  suppose  it 
were  decided  to  make  the  Star  car  the 
choice  for  next  Thursday  night.  Get 
up  a  card  similar  to  this  below 


Hamilton  Nights 
Are  Car  Nights 

Every  Owner  of  a  Star  Car 
will  be  Allowed 
Two  Free  Admissions 
to  the  Globe  Theatre 

Thursday  Night  Is 
Hamilton  Night 

Bring  Your  Car 


Get  these  posters  placed  in  the  win- 
dows of  the  Star  sales  rooms.  The 
Star  dealer  will  be  glad  to  make  up 
the  card  (or  Buick,  or  Nash,  etc.)  At 
the  same  time,  you  ought  to  send  little 
readers  to  your  newspaper  on  the  gen- 
eral idea,  leaving  it  to  the  chosen  car 
company  to  supply  the  weekly  readers 
on  their  role. 

IF  you  want  to  make  doubly  sure  that 
the  newspapers  give  you  plenty  of 
cooperation,  suggest  to  the  editor  that 
you  are  willing  to  feature  an  announce- 
ment in  your  lobby  to  the  effect  that 
"Hamilton  Nights  are  Car  Nights,  etc." 
and  that  full  details  are  to  be  found  in 
the  Daily  Blaze.  This  means  additional 
circulation  for  the  paper  and  assured 
space  for  you. 


CORD  OWNEI?/ 

You  are 


due  for 
a  Ticket 


uleh 


Scene  from  a 
LLOYD  HAMILTON  COMEDY 

~  Playing  at  the  Globe  Theatre 


out 


! 


September  5,  1925 


Page  43 


Barber  Shop  "Cords" 


HP  ONSORIAL  parlors  have  replaced  the  old 
bars  for  gossipping  men.  If  you  want  to  get 
the  men  in  on  anything  at  the  present  time,  tell 
your  barber  about  it,  and  then  watch  the  news 
travel.  Barber  Shop  "Cords"  are  very  efficient 
tie-ups  nowadays. 


Slick  Hair 

UNRULY  hair  is  uncom- 
fortable, ana  so  men  use 
"Polymol."  Men  are  accus- 
tomed to  ask  for  it  by  name 
Every  barber  in  the  country 
has  it  on  hand,  ready  for  ap- 
plication. Men  also  purchase 
it  in  drug  stores  for  home 
consumption,  ox  rather,  home 
use. 

The  company  behind  it  is  a 
live  outfit,  and  have  arranged 
some  very  attractive  window 
displays.  Get  these  displays 
for  either  your  local  barber  or 
drug  store,  and  arrange  a 
window  card  after  the.  fash- 
ion shown  herewith,  and  you 
will  have  effected  a  worth 
while  tie-up. 

If,  on  the  other  hand,  you 
find  that  Polymol  has  given 
way  to  Sta-comb  or  some  oth- 
er product  in  your  town,  use 
that  product  instead.  The  tie- 
up  is  there  just  the  same. 


That 
Stub 
born 
Hair 


C 


a  n 


Lloyd  Hamilton — playing  in  a  series 
of  short  comedies — Globe  Theatre. 


HAIR  and  HUMOR 
Always  Worthwhile 


Lloyd  Hamilton — playing  in  a  series 
of  short    comedies — Globe  Theatre. 

WESTPHAL'S 

Hair  Tonic 


KEPT  DOWN  WITH 
POLYMOL 


A POSTER  that  can  find  space  in  barber 
shops  or  drug  stores.    It  is  very  easy 
to  make  up,  and  its  cost  is  almost  negligi- 
ble.    Use  still  974-12. 


Tonic,  Mister? 

YOU  know  the  old  line  that 
the  barber  spiels  every 
rime  you  get  a  haircut.  First 
he  tells  you  about  the  weath- 
er, and  then  he  tells  you  that 
your  hair  is  falling  out,  and 
that  you'll  probably  be  bald  in 
about  two  years.  But  He  can 
save  it  for  you — just  one  ap- 
plication of  Westphal's. 

Well,  maybe  he  can,  and 
maybe  he  can't,  that's  aside 
from  the  topic  we  have  in 
mind.  Whether  he  can  or  no, 
it  still  remains  that  Westphals 
is  one  of  the  most  popular 
tonics  in  the  market,  and  that 
a  tie-up  with  it  is  sure  to 
bring  results. 

For  this  product  also,  you 
can  get  the  co-operation  of 
both  the  tonsorial  parlor  and 
the  drug  store.  Use  the  card 
in  the  lower  left  hand  corner 
of  this  page. 

Wildroot  is  another  good  hair  pro- 
duct that  has  made  a  specialty  of  co- 
operating on  window  tie-ups  with  mo- 
tion picture  subjects.  You  are  sure  to 
find  a  Wildioot  dealer  in  your  town. 


For  the  poster 
on  the  left,  use 
Still  976-36. 


On  the  right  is 
an  idea  for  a 
price  board  for 
a  barber  shop. 
We  believe  the 
idea  is  of  suf- 
ficient value  to 
the  barber  for 
him  to  stand 
the  cost  of  the 
poster.  A  card 
of  this  form 
will  insure  yon 
year  round 
publicity. 


Aiainsi 


ShaVe   ^ 


Hair  Cut 
Massage 
Shampoo 
Tonic   


1Q< 
40 
50< 
50 
10 c 


(Icyd  Ham  ilton  in  scene  from  Hooked  * 

-    DON'T  GET  "HOOKED"  - 

You,  won't  get 'hooked"when  you  see  Lloyd  Hamilton  Comedies 


SHOWING  REGULARLY  AT  GLOBE  THEATRE.  — 


Page  44 


Exhibitors  Trade  Review 


The  Showman  Who  Exploits  His 
Short  Subjects  to  Make  ADDED 
PROFIT  From  Them  Always 
Gets  the  Finest  Backing  on 


VOU  are  using  Short  Subjects  as  they  should 
_M  be  used  only  when  you  are  using  them  to 

build  up  Better  Programs — and  exploiting  them 

to  make  Added  Profit. 

Fortunately  for  all  concerned,  more  exhibitors 
are  recognizing  this  than  ever  before — more 
Showmen  are  exploiting  their  one  and  two- 
reel  pictures  and  making  added  dollars  out  of 
them  than  at  any  other  time  since  the  long 
feature  came  into  vogue. 

To  all  you  Showmen  who  are  having  a  part 
in  the  stimulus  that  is  being  given  to  Short 
Subjects,  Educational  Film  Exchanges,  Inc., 
renews  its  pledge  of  cooperation  with  you — 
that  its  obligation  to  you  only  begins,  and  does 
not  end, when  you  bodkEduca  tional  Pic  tures. 

Educational  Pictures  are  nationally  adver- 
tised to  your  patrons — consistent  advertising 
in  The  Saturday  Evening  Post  increases  their 
pulling  power  at  your  box-office. 


Short  subjects  have  had  a  great  deal 
of  stimulus  this  summer, The  corning 
season  should  show  how  much  they 
can  mean.  With  the  exhibitor.  Who 
uses  them  as  they  should  be  used, 

DANNY  in  Film  Daily. 


A  full  line  of  accessories  is  available  to  help 
you  advertise  Educational  Pictures — post- 
ers, lobby  display  cards,  photographs,  slides. 
Trailers  on  star  comedies  and  specials  can  be 
had  through  the  National  Screen  Service. 

A  press  sheet  on  each  two-reel  comedy  and 
each  special  contains  information  about  the 
picture,  newspaper  stories  and  reviews,  prac- 
tical exploitation  suggestions,  one-column,  twc- 
column  and  three-column  "ad"  layouts  and  star 
and  scene  cuts.  Mats  for  advertising  and  pub- 
licity cuts  are  FREE. 

Educational  backs  up  every  Showman  who 
backs  up  his  Short  Subjects.  Your  Educational 
Exchange  will  give  you  the  fullest  cooperation. 


— 


Member,  Motion  Picture  Producers 
Distributors  of  America,  Inc. 
Will  H.  Hays,  President 


September  5,  1925 


Page  45 


The  first  three  comedies  on 
EDUCATIONAL  ^  program  for  the  new 
season  have  been  reviewed  by  the  trade  press* 
Judge  for  yourself  what  Educational  Pictures 
will  mean  to  you  in  1925-1926  after  you 

read  what  the  critics  say  about  them. 


"THE  TOURIST" 

Tuxedo  Comedy 
With  JOHNNY  ARTHUR 

Here  is  the  best  two- reel  comedy  that  has  been  turned 
out  this  season.  It  is  a  charming  trifle,  and  there  is  every 
indication  that  in  its  star,  Johnny  Arthur,  Educational 
has  a  real  find.  He  is  a  delightful  personality  .  .  . 

One  of  the  best  bits  of  business  ever  concocted — one 
that  will  set  any  audience  howling  —  is  the  scene  in 
which  Johnny  converts  his  car  into  a  stove  and  cooks  his 
breakfast  on  its  various  parts.  It  must  be  seen  to  be 
appreciated. 

As  if  a  real  star  and  entertaining  tale  and  excellent  di- 
rection were  not  enough,  there  is  added  the  presence  in 
the  cast  of  the  most  promising  girl  we  have  noticed  on 
the  screen  in  a  blue,  or  even  a  red  moon.  She  is  Helen 
Foster  ....  She  is  beautiful,  she  has  poise  —  she  is,  in 
plain  language,  a  wow.  She  helps  to  make"The  Tourist" 
a  real  knockout  that  any  house  should  welcome  with 
open  arms. — N.  Y.  MORNING  TELEGRAPH. 

This  is  the  first  of  the  series  of  Tuxedo  comedies  star- 
ring Johnny  Arthur  and  if  it  is  indicative  of  what  is  to 
follow,  the  series  should  be  a  profitable  one  for  all 
hands  .  .  . 

William  Goodrich  has  done  a  splendid  job  with  the 
directing  and  the  cast  does  the  rest  with  the  good  story. 
.  .  .  There  is  a  touch  of  melodrama  to  it,  great  quantities 
of  comedy  and  enough  suspense  to  keep  the  interest  at 
a  high  pitch. — M.  P.  NEWS. 


"PLEASURE  BOUND" 

Mermaid  Comedy 
With  LIQE  CONLEY 

A  ROARING  COMEDY 

This  Mermaid  comes  through  big  on  waves  of  laughter. 
It  is  one  of  the  cleverest  and  funniest  ever  produced  in 
this  series.  .  .  .  the  subtitles  are  as  funny  as  the  gags 
— which  is  a  novelty  in  itself.  At  the  fishing  pier,  the 
laughs  come  so  fast  you  can't  count  them.  Probably 
the  funniest  fishing  scene  ever  filmed.  ...  A  scream — 
all  the  way. — film  daily. 

Here  is  an  exceptionally  good  comedy  with  amusing 
situations  galore. ...  a  real  comedy  that  will  get  laughs 
from  any  type  of  audience.  .  . — M.  P.  NEWS. 

A  corking  good  comedy.  .  .  .  Lige  Conley  is  featured 
and  does  a  splendid  piece  of  work.  Clever  tricks  with 
the  automobiles  and  in  the  fishing  sequences  prove  to  be 
hilarious. . .  .  This  picture  strikes  a  funny  gait  from  the 
start  and  is  maintained  all  the  way.  Book  this  one  by 
all  means.— EX.  TRADE  REVIEW. 

Here  is  a  real  laugh- getter.  Dealing  with  the  misad- 
ventures of  a  family  who  set  out  on  a  fishing  trip  in  a 
Ford,  it  is  full  of  hilarious,  highly  original  "gags." 

— N.Y.  MORNING  TELEGRAPH. 


JIMMIE  ADAMS 

in  "Be  Careful" 

This  is  a  comedy  fairly  bulging  with  humorous  situa- 
tions and  some  good  slapstick  and  hokum.  It  is  well 
acted  by  a  competent  cast  and  should  go  exceptionally 
well  in  the  neighborhood  houses. — M.  P.  NEWS. 

This  a  lively- moving  number  that  has  a  good  quota  of 
laughs  scattered  all  the  way  through.— FILM  DAILY. 


—  " 

EDUCATIONAL 
FILM  EXCHANGES,  Inc. 


President 


Page  46 


Exhibitors  Trade  Review 


Window  poster  or 
counter  card  suggestion 
for  a  tie-up  with  the 
Cutex  manicuring  prep- 
arations. The  product  is 
universally  known  and  is 
carried  by  every  beauty 
parlor  and  drug  store  in 
the  country.  It  is  a 
popular  seller,  and  no 
trouble  ought  to  be  had 
in  arranging  for  window 
space  with  the  store 
keepers. 


Commended  by 
yfyss  Dorothy  Seastrom -Co-star  w 

LLOYD  HAMILTON  COMEDIES 

  GLOBE  THEATRE   


The  manner  in  which 
this  card  is  made  is  ex- 
plained in  detail  in  the 
article  below.  It  is  a 
worth-while  tie-up,  for 
more  than  one  reason, 
and  we  recommend  its 
use  highly. 


Miss  Seastrom  Recommends 

Star  Gives  Exhibitors  Benefit  of  Her  Preferences 


NOT  every  day  is  the  exhibitor  fortunate  enough  to  get 
the  complete  cooperation  of  a  motion  picture  star  to 
the  extent  that  Miss  Seastrom  is  offering.    It  is  her 
desire  to  do  everything  that  can  reasonably  be  done  in  order 
to  further  the  selling  possibilities  of  the  Lloyd  Hamilton 
comedies. 


She  is  fully  aware  of  the  great  ex- 
ploitation value  of  window  tie-ups  and 
has  gladly  loaned  her  name  for  use  with 
several  of  the  outstanding  products  that 
are  sold  in  women's  stores  and  beauty 
parlors. 

In  the  ensuing  pages  are  many  sug- 
gestions on  the  manner  of  using  the 
material  provided.  It  would  be  worse 
than  taking  so  many  banknotes  and 
throwing  them  away  for  an  exhibitor  to 
pass  lightly  over  these  suggestions  with- 
out making  some  attempt  to  use  them. 

Some  of  the  posters  suggested  for 
use  have  been  worked  out  in  detail  by 
the  Exhibitors  Trade  Review,  as  for 
example,  the  poster  tieing  up  with  "Cu- 
tex" shown  above.  Deft  uses  of  the 
■  shears  will  form  the  still  of  Miss  Sea- 


EVE'S  APPLE 


W0Hf 


"HEN    Eve    took  the 
>ffered    her    by  the 
she  was  given  to  believe  she  was 
beautiful.    And  in  all  the  ages 
that  followed,  nothing   has  ever 
made  her  change  her  viewpoint. 

Man  in  his  wisdom,  rather 
than  argue  the  point  with  her, 
capitalized  on  it,  and  manufac- 
tured beautifying  preparations. 
His  wisdom  bore  fruit,  and  now 
we  are  able  to  go  further  and  of- 
fer exhibitors  tie-ups  on  these 
very  preparations. 

It's  a  great  life,  but  neverthe- 
less, it's  the  stuff  that  makes  the 
world  go  round. 


strom  in  the  fashion  shown.  The  lettering  is  single  stroke, 
and  can  be  done  well  by  any  sign  painter  or  card  letterer 
with  ease. 

Overall  size  of  this  poster  is  approximately  10  by  12 
inches.  The  word  "Cutex"  should  be  lettered  in  deep  blue, 
the  rest  of  the  card  being  in  black  ex- 
cept for  the  name  of  your  theatre  which 
should  also  be  in  blue.  Place  this  card 
in  the  middle  of  a  display  of  Cutex 
preparations  for  the  finger  nails,  and 
you  will  have  as  an  attractive  and  effi- 
cient "salesman"  for  the  Lloyd  Hamil- 
ton pictures  as  any  ballyhoo  you  could 
jnvent. 


apple 
snake, 


IF  your  local  beauty  parlor  is  not  al- 
ready supplied  with  complete  window 
accessories  on  the  Cutex  preparations, 
write  to  Exhibitors  Trade  Review, 
mentioning  the_name  and  address  of  the 
shop,  and  the  necessary  material  will  be 
forwarded  without  delay. 

Read  the  following  pages  for  the 
manner  in  which  other  cards  and  tie- 
ups  are  treated. 


September  5,  1925 


Page  47 


The  "Meadowbrook" 
Hat 


Worn  and 

highly 
commended 
by 
Miss 
Dorothy 
Seastrom 


See  her 

in  the  Lloyd  Hamilton  comedies 
— Globe  Theatre — 


A  HAT  WILL  WIN 
A  WOMAN 

SPHERE  is  no  doubt  about  it.  One 
A  of  the  easiest  ways  to  a  woman's 
heart  and  purse  strings  is  "via  head 
gear."  If  you  want  to  put  over  a 
real  message  to  a  woman,  introduce 
the  topic  of  hats  here  and  there,  and 
you  may  be  fairly  sure  that  some  of 
what  you  are  trying  to  tell  her  will 
be  heard. 

The  Meadowbrook  hat  is  national- 
ly famous.  Tie-up  with  it.  If  there 
is  a  millinery  near  you  selling  these 
hats,  make  arrangements  for  the 
window  material  on  hand. 


PUT  ON  YOUR 
SPECTACLES 

Dorothy   Seastrom   Is   a  Person 
To  View  and  Admire 

SOMEBODY  threw  a  horseshoe 
into  the  Educational  Studios 
when  Miss  Seastrom  came  around. 
She  is  easily  acknowledged  one  of  the 
most  beautiful  women  in  Hollywood. 
When  she  poses  for  some  of  these 
special  photographs  shown  in  this 
section,  with  a  Meadowbrook  Hat,  or 
in  a  big  Marmon  car,  or  smilingly 
displaying  her  beautiful  set  of  pearly 
teeth,  people  are  going  to  stop,  look, 
and  listen. 

And  when  you  can  get  anybody  to 
stop,  look  and  listen  in  these  hectic 
days,  don't  hesitate  for  a  moment  to 
tell  them  everything  worthwhile  tell- 
ing. 

This  National  Tie-Up  and  Exploit- 
ation Section  gives  you  plenty  to 
talk  about.  It'll  put  the  words  in 
your  mouth,  and  show  you  all  the  ac- 
companying gestures.  But  you  will 
have  to  do  the  actual  talking  your- 
self. 


PROFITS  ARE  RETURNS 
FROM  INVESTMENTS 

Cutting  Down   on  Advertising 
Expenditures  Does  Not  Mean 
That   You   Are  Saving 
Money 

YOU  MUST  SPEND  TO 
MAKE 


4> 


PEPSODENT 


Dorothy    Seastrom — in    the  Lloyd 
Hamilton  comedies — playing  at  the 
Globe  Theatre. 
Wedding  Bells  chime  sweetly  to 
the  face  with  the  pearly  teeth. 


A  SMILE  WILL  GO 
A  LONG  WAY 

ESPECIALLY  if  behind  the  smile 
there  is  a  perfectly  matched  set 
of  pearly  white  teeth.  Such  as  Miss 
Seastrom  has.  Arrange  a  card  like 
the  one  shown  above  to  tie-up  with 
Pepsodent  tooth  paste.  Every  drug 
store  in  the  country  carries  a  full  line 
of  it.  The  window  displays  arranged 
by  the  manufacturer  of  this  product 
are  very  attractive,  and  are  usually 
kept  on  hand  by  all  first-class  stores. 
If  however,  the  store  with  which  you 
have  arranged  your  tie-up  has  not 
this  material,  notify  this  department, 
giving  the  name  and  address  of  the 
store,  and  the  material  will-  be  for- 
warded. 


AUTO  TIE  UPS  ALWAYS  PULL 


A  S  resplendent  as  the 
"^pearl  in  its  natural  set- 
ting is  Miss  Seastrom  in 
her  Marmon  car.  And 
she  recommends  it  highly, 
too.  The  photograph 
shown  in  the  accompany- 
ing poster  layout  was 
posed  specially  and  will 
be  received  with  open 
arms  by  all  dealers  who 
sell  the  Marmon  cars. 

In  the  making  of  this 
poster,  we  should  advise 
that  you  get  the  coop- 
eration of  the  automobile 
dealer,  and  arrange  for  a 
better  than  usual  display. 


oA 


FEAST  FOR  THE  EYES 

Miss  Dorothy  Seastrom 
and  Her  Marmon  Car 


Dorothy  Seas  t  r  o  m  ' 
who  appears  at  the 
Globe  Theatre  in  the 
Lloyd  Hamilton 
comedies,  highly 
recommends  the 
Marmon  car  for 
beauty    and  service. 


THE  over  all  size  of 
the  card  should  be 
made  to  measure  approx- 
imately 18  inches  high  by 
22  inches  wide.  A  blue 
card,  suggesting  the  fa- 
vorite color  of  the  Mar- 
mon sport  model,  would 
be  best  adaptable  to  the 
layout.  The  lettering 
would  go  well  in  what- 
ever the  other  colors  of 
the  car  might  be. 

With  a  card  of  these 
dimensions,  and  nicely 
lettered,  it  would  not  be 
at  all  out  of  the  way  to 
place  it  on  an  easel,  right 
along  side  of  the  car, 
either  in  the  show  window 
or  on  the  floor. 


Page  48 


Exhibitors  Trade  Review 


Seastrom  Fans 
Will  Contest 

Splendid   Opportunity  to  Start  a 
Regular  Following  for  Star 

Miss  Seastrom  is  going  to  get  a  host 
of  followers.  Each  day  there  are  more 
and  more  fans  rooting  for  her.  Girls 
are  already  trying  to  imitate  her  man- 
new  of  doing  up  her  hair. 

You  might  just  as  well  | 
cash  in  on  this  new  popu- 
larity. Next  time  you  play 
a  Hamilton  comedy,  give 
Miss  Seastrom  a  good  play 
in  the  advance  ads.  Say 
something  about  her  hair, 
and  offer  some  little  suitable 
prize  to  the  girl  or  woman 
whose  hair  most  nearly  ap- 
proaches that  of  Miss  Sea- 
strom. 

You  will  be  striking  the 
sense  of  vanity  m  the  women 
then,  for  they  are  ever  eager 
to  display  that  which  is  their 
greatest  beauty,  and  the 
others  are  always  ready  to 
attend  these  shows  to  "pass 
judgment." 


Bobbed  Hair 

is  "Passe" 

NEWSPAPER  NOTE: 
Only  three  out  of  the 
one  hundred  entrants 
for  the  annual  beauty 
contest  at  Atlantic  City 
this  year  wear  their  hair 
bobbed. 

And  when  your  patrons  see  the  beau- 
tiful head  of  long,  straw  blond  hair  on 
Miss  Dorothy  Seastrom,  they'll  realize 
where  real  beauty  lies.  Yes,  sir !  Mr. 
Exhibitor.  She'll  create  a  furor,  and 
at  the  same  time,  she'll  create  again  the 
opportunity  for  plenty  of  newspaper 
talk  on  the  advantages  and  disadvan- 
tages of  bobbed  hair.  You  can't  get  that 
chance  every  day  in  the  week,  so  grab 
it  up,  and  play  it  big  while  you  can. 


Attractive  Windows  on 
Inecto  Rapid  Ready 

CORKING  TIE-UP  WITH  POPULAR 
PRODUCT  ON  REQUEST 

THE  company  that  manufactures  Inecto  Rapid,  a  popular 
hair  dye  also  knows  how  to  put  up  an  attractive  window 
display.  This  display  will  be  sent  to  your  nearest  beauty 
parlor  upon  your  request.  Use  the  stills  of  Dorothy  Sea- 
strom shown  in  the  layout  at  the  top  of  this  page  to  effect 
your  tie-up  with  the  Lloyd  Hamilton  comedies,  following  the 
style  used  in  other  posters  in  this  section  for  your  copy 
matter. 

If  you  want  special  copy  written  for  this  tie-up,  make 
your  request  upon  this  department  of  Exhibitors  Trade 
Review,  stating  your  problem  briefly  and  concisely. 


Woman 's 
Glory- 


Crowning 
—Hair 


Tie-up  With  Beauty  Parlors  and 
Hair  Preparations  for  This 

You  can  also  treat  the  long  hair  fea- 
ture as  something  that  Miss  Seastrom 
and  nothing  more,  for  it  is  entirely  pos- 
sible to  get  into  difficulties  with  bar- 
bers and  such  others  who 

""  1  '  i     are  deriving  revenue  from 

hair  cuts. 

■  Under  such  circumstances 
simply  feature  the  fact  that 
Dorothy  Seastrom's  hair  is 
beautiful,  and  that  it  fits  her 
particular  manner  of  style  to 
wear  it  long.  Appreciate  the 
fact  that  there  are  some 
women  for  whom  bobbed 
hair  is  just  the  thing. 

Get  up  a  little  newspaper 
story  on  the  subject  that 
one  hair  is  the  same  as  the 
other,  only  differeing  when 
seen  worn.  Then  you  can 
arrange  with  a  local  hair 
dresser  to  pick  some  out- 
standing fashions  of  hair 
Hr°ss  in  your  town.  Offer  a 
prize  for  the  most  original. 


September  5,  1925 


Page  49 


"  When  Winter  Comes  " 

WHEN  WINTER  COMES,  the  ice  skates  are  resharpened  and  the  young 
and  old  get  out  again  on  the  expansive  stretches  of  frozen  lakes.   It  is  then 
that  the  real  icy  air  keys  up  the  nerves,  and  makes  one  long  for  a  big  rosy 
glass  of  honest-to-goodness  apple  cider. 

Every  refreshment  station  on  the  lakes,  or  even  in  the  closed  skating  rinks  sells 
cider.  It  is  the  favorite  drink  of  skaters.  It  therefore  behooves  you  not  to  miss 
this  opportunity  to  bring  before  this  group  the  story  of  the  Hamilton  comedies. 
The  still  above  lends  itself  easily  to  exploitation  necessities.  Just  a  few  words  of 
explanatory  captioning  are  required. 

*J) 


It's  Pyrolin 

SCENE  FROM  HAMILTON  COM- 
EDY FITS  IN  PERFECTLY 
FOR  WINDOW  TIE-UP 
WITH  PYROLIN 

PYROLIN  is  a  recently  perfected 
product  that  has  won  instant  recog- 
nition among  the  women  folk. 
Used  mostly  for  toilet  articles,  like 
combs,  brushes,  hand  mirrors  and  the 
like,  its  clean  appearance  has  allowed  it 
to  take  the  place  of  many  other  less  de- 
sirable finishes. 

A  national '  advertising  campaign  in 
newspapers  and  magazines  has  made 
everyone  acquainted  with  the  product. 
Now  when  it  is  displayed  in  a  window 
of  a  beauty  parlor,  drug  store,  novelty 
store  or  department  store,  it  requires  no 
further  introductions.  And  for  that 
reason,  the  tie-up  arranged  on  one  of 
the  scenes  in  Lloyd  Hamilton's  "King 
Cotton"  is  all  the  more  effective. 

Pyrolin  products  are  not  very  expens- 
ive, and  you  might  well  be  able  to  ar- 
range for  the  dealer  to  contribute  a 
comb  and  brush  set  as  a  prize  for  one  of 
the  "hair  contests"  explained  on  a  prev- 
ious page.  This  will  make  a  very  ac- 
ceptable prize,  and  will  allow  for  addi- 
tional value  in  the  tie-up. 

Sfi  a£  ffr 

THE  PYROLIN  POSTER 


It's  Pyrolin—  j 

Articles  of  1 
refinement  ! 

used  by  Miss  Seastrom  in  ; 
Lloyd  Hamilton  comedies  I 
— playing  at  the  Globe —  T 

*>  «  4> 

WE  would  suggest  an  over-all  size  of 
twelve  by  eighteen  on  this  poster  above. 
The  board  should  be  of  ivory  color,  with 
a  light  blue  lettering.  The  still  used  has  been 
cut  down  in  size.  If  you  prefer  you  can  use 
the  whole  still,  and  arrange  for  the  card  to 
run  wider  than  high.  The  copy  matter  can 
remain  the  same.  Contest  announcements 
should  be  made  on  separate  cards. 


Post  Cards  Pay 

PERSONAL  HAMILTON  PICTURE  CARDS 
USED  FOR  MADLING  LIST 

f~\  N  the  right  of  this  article  is  a  re- 
^-  production  of  a  picture  card  which 
can  be  very  well  used  in  notifying  your 
patrons  of  coming  productions  and 
such.  The  cards  can  be  bought  in 
quantity  at  very  moderate  prices.  The 
back  of  the  card  has  room  for  the  ad- 
dress and  the  regular  space  for  a  mes- 
sage. 

There  is  a  great  deal  of  value  in  these 
little  personal  messages  to  your  regular 
patronage.  Exhibitors  who  are  doing 
this  sort  of  thing  have  gotten  some  dan- 
dy results,  and  we  recommend  a  larger 
use  of  them.  The  copy  must  be  very 
short.  Just  a  line,  like  "next  Thursday 
we  will  play  so  and  so  as  well  as  a 
Hamilton  comedy.   Don't  fail  to  come." 


Page. 50 


Exhibitors  Trade  Review 


What  the  Well  Dressed 
Man  Won't  Wear 


LLOYD  HAMILTON,  in  his  "working"  clothes  is  a  scream.  Yet  any 
tailor  will  tell  you  that  the  clothes  he  wears  are  made  of  the  best 
material,  that  the  checkered  cap  that  made  him  famous  is  made  of 
expensive  material,  that  his  funny  little  bow  tie  is  well  made,  that  his  shoes 
are  fashioned  of  the  best  leather. 


Then  what  is  it  that  makes  one  start 
to  laugh  as  soon  as  Lloyd  Hamilton  ap- 
pears on  the  screen?  Nothing,  except 
that  the  clothes  are  misfits.  And  the 
only  difference  between  him  and  hosts 
of  others  who  wear  the  best  of  clothing, 
is  that  Lloyd  Hamilton  knows  that  his 
clothes  do  not  fit,  and  even  goes  out  of 
his  way  to  find  such  clothes,  whereas 
others  are  duped  by  tailors  who  do  not 
know  their  business. 

You  have  seen  big  fat  men  who  dis- 
port themselves  in  nifty,  pinch  back 
Norfolk  suits.  Do  they  look  any  less 
ludicrous  than  Hamilton?  There  is  an 
art  to  fitting  a  man,  and  there  are  many 
clothiers  in  the  country  who  make  a 
specialty  of  this  art.  Those  clothiers 
will  be  glad  to  read  this  little  article. 
They  will  be  glad  to  make  a  window  dis- 
play using  stills  of  Mr.  Hamilton  in  the 
clothes  "the  well  dressed  man  won't 
wear,  and  what  he  will." 

There  is  also  a  full  list  of  men's  ne- 
cessities, like  razors  and  such,  which  is 
discussed  in  the  third  column  of  this 

Pa£e-  *  *  * 

%     yfi  yjp. 

FASHIONKNIT  TIES 

THE  still  shown  to  the 
right  of  this  group  is  a 
fine  subject  for  the  Fash- 
ionable Ties  tie-up.  We 
would  suggest  mounting 
this  stilL  in  the  fashion 
that  has  been  shown  in 
several  of  the  other  post- 
ers and  cards  in  this  sec- 
tion, and  having  it  placed 
in  a  window  display  of 
the  Fashionkit  ties.  All 
harberdashers  and  depart- 
ment stores  carry  this 
popular  brand  of  men's 
neckwear. 


THE  CLOTHES  THAT  MADE 
LLOYD  HAMILTON 


And  What 
He  Will 


HE-MAN  STUFF  FOR 
LLOYD  HAMILTON 

LLOYD  HAMILTON  is  as  read}' 
as  was  Miss  Seastrom  to  do  all  in 
his  power  to  effect  the  numerous 
tie-ups  arranged  for  exhibitors  in  this 
Tie-up  Section.  At  the  bottom  of  this 
page  are  two  tie-ups,  one  with  the 
Kashionknit  Ties,  an  item  of  neckwear 
that  has  won  merited  popularity  in  ev- 
ery town  and  city.  The  other  is  with 
the  manufacturers  of  Society  Brand 
clothes  for  men. 

Beside  these  are  the  "Personality 
Clothes"  manufactured  by  Shirek  and 
Hirsch  of  New  York,  the  "Society 
Club"  hats  made  by  the  Frank  Katz  Hat 
Co.,  of  New  York  as  well  as  the  "Stay- 
Shape"  hat  made  by  F.  Berg  and  Co., 
New  York. 

There  is  also  a  line  of  men's  neces- 
saries like  the  Everready  Razor  Co., 
who  also  put  out  the  line  of  Gem  and 
Star  razors. 

You  can  see  below  that  when  Mr. 
Hamilton  dresses  in  regular  street 
clothes,  he  is  a  worth  while  show  figure. 
For  that  reason  any  real  "he  man"  pro- 
duct is  a  suggestion  for  a  tie-up. 

YOUR  PROSPECTS 

Every  haberdasher,  every  clothing 
establishment,  every  tailor  is  a  good 
prospect  for  this  tie-up.  It  is  bv  no 
means  essential  that  a  product  of  na- 
tional renown  be  chosen,  since  the  point 
is  significant  in  itself. 

G.  G.  G.  CLOTHES 


i 

K.  1 

O  OCIETY  Brand 
k-'  clothes  are  as  fash- 
ionable a  number  as  is 
manufactured  in  the  Unit- 
ed States.  For  that  rea- 
son it  was  selected  to 
make  the  tie-up  with  Mr. 
Hamilton.  There  are 
numerous  clothing  estab- 
lishments, one,  no  doubt, 
in  your  town,  who  will  co- 
operate with  you  in  mak- 
ing a  display  of  this  brand 
of  men's  clothes.  If, 
however,  you  cannot  lo- 
cate one  of  the  G.  G.  G. 
representatives,  use  the 
best  local  brand. 


September  5,  1925 


Page  51 


Laugh  and  Relax 

Here's  a  great  stunt  to  pull  with  your  local  photographer 


LAUGH  and  Relax!  Let 
that  be  the  key  note  of  your 
campaign  to  work  up  the  in- 
terest of  your  patrons  in  Lloyd 
Hamilton  comedies.  One  of  the 
best  ways  to  put  over  a  laugh  cam- 
paign is  with  your  local  photog- 
i  cipher.  First  off,  arrange  for  a 
display  of  Lloyd  Hamilton  stills, 
including  the  one  shown  here,  to 
the  right,  in  the  show  window  or 
show  case  of  the  photographer 
near  your  theatre.  With  the 
photos  you  can  get  up  a  placard 
stating  that  your  theatre  runs 
Lloyd  Hamilton  pictures  regularly. 

Then  perk  up  the  photog- 
rapher's interest  by  announcing 
that  you  will  hold  a  comic  photo- 
graph contest,  a  prize  to  be 
* — ..—.—>.—■ — « — ,.—..—.„—.. — 


awarded  to  the  funniest  photo- 
graph, and  the  stills  to  be  placed 
on  exhibition  in  your  lobby.  In 
the  exhibition  mount  a  plain 
poster  on  an  easel,  advising 
patrons  to  go  to  the  photographer 
you  have  selected,  to  have  the 
funny  pictures  taken. 

THERE  ought  to  be  in  each 
family  among  your  patrons 
enough  old-time  tin-types  and 
daguerreotypes  to  round  out  your 
lobby  exhibition.  Place  the  tin- 
types alongside  of  the  new  funny 
pictures  to  be  taken,  for  com- 
parison. This  stunt  ought  to  keep 
the  crowds  in  front  of  your  house 
continually.  Get  the  local  editor 
to  run  the  winning  picture  in  the 
paper. 


fy[iladfs  Things 


The  finest  are  none 
too  good  for  Miss 
Seastrom  —  playing 
in  the  Lloyd  Hamil- 
ton comedies  at  the 
Globe  Theatre. 


Inspect  Our  Line 
Of  Milady's  Things 


Scene  from  a 
LLOYD  HAMILTON  COMEDY 

Ploying  at  the  Globe 

SPECIAL  RATES  ON 
COMIC  PHOTOGRAPHS 


Are  You  "Kiss  Proof?" 


WOMEN  all  over  are  joy- 
ously hailing  the  advent  of 
a  new  brand  of  face 
powder  which  is  Kiss-Proof,  and 
cannot  come  off  the  face  lightly, 
as  do  other  face  powders.  It  is 
manufactured  by  the  Delica  Lab- 
oratories of  Chicago  who  put  out 
the  famous  Kiss  Proof  Lip-Stick. 
The  Lip-Stick  window  display  ma- 
terial furnished  by  Delica  has 
been  used  with  success  by  ex- 


hibitors before  in  exploiting  fea- 
tures  and  we  will  be  glad  to  have 
sent  to  you  the  new  display  on  the 
Face  Powder  for  your  use.  Tie- 
up  stills  like  the  one  pictured  be- 
low, and  other  Lloyd  Hamilton 
stills  in  as  many  drug  stores  and 
beauty  parlors  as  you  can  and 
send  for  the  Delica  displays.'  To- 
gether they  should  help  arouse  in- 
terest in  Lloyd  Hamilton  and 
Dorothv  Seastrom. 


OI 


JTiss-prooff 


4c,,.- 


Shh!  DON'T  BLUSH 


o 

I 
© 


WHAT  woman  isn't  crazy  about  clothes?  And 
especially  about  lingerie?  Take  every  store  in 
your  neighborhood  that  specializes  in  women's  dry- 
goods  and  under-clothing  and  arrange  for  the  use 
of  part  of  their  windows,  whenever  you  will  be 
playing  a  Hamilton  comedy.  Then  send  us  your  re  - 
quest  for  special  window  displav  material  furnished 
by  the  VANITY  FAIR  SILK  MILLS,  who  make 
beautiful  ladies'  undergarments,  and  we  will  have 
sent  to  you  display  material  for  the  local  windows. 
Draw  up  a  window-card  similar  to  the  one  shown 
above  and  insert  it  in  the  windows  with  the  Vanity 
Fair  material.  The  little  time  and  extra  effort  re- 
quired to  put  this  over  will  be  repaid  by  the  ad- 
ditional draw  of  women  to  the  box-office  to  see 
Dorothy  Seastrom  and  her  beautiful  lingerie. 


Lip   Stick  and 
Face  Powder 


Protection 

jj 

Against 


© 


Mistle-toe 


IOE30E 


Above  is  a  scene  from  the  Lloyd  Hamil- 
ton   comedies,    playing    at    the  Globe 

   .  0 


age  52 


Exhibitors  Trade  Review 


HAM  I LTO  M 

I    *       COMEDIES  1 


Presented  by. 

In  Most  Cases  the  Real  Feature  of  the  Program 

Here  are  six  comedies  that  will  make  any 
show  better.  If  you  haven't  played  them, 
you're  losing  money  till  you  do. 

"Jonah  Jones" 

It  struck  the  Chicago  Theatre  audiences  just 
below  the  laugh  line,  and  they  carried  their 
chuckles  clear  out  into  the  street. 

— Exhibitors  Herald 

"Crushed" 

Lloyd  Hamilton  in  "Crushed"  is  very  funny. 
If  the  reader  has  ever  been  in  a  subway  jam 
— but  see  the  picture. 

— New  York  Morning  Telegraph 


"Hooked" 


A  scream  from  start  to  finish. 

— Reading  (Pa.)  Tribune 

"Half  A  Hero" 

Lloyd  Hamilton  is  funny,  and  in  "Half  A 
Hero"  he  proves  one  of  the  most  ludicrous 
comics  of  the  season. 

— San  Antonio  (Tex.)  Express 

"King  Cotton" 

Lloyd  Hamilton  becomes  one  of  our  first 
comedians  in  a  comedy  of  the  cotton  fields 
of  the  South.  — Washington  (D.C.)  News 
A  riot  of  fun.  — Kalamazoo  (Mich.)  Gazette 


"Waiting" 


There  are  some  exceptionally  funny  gags  in 
the  film,  and  Hamilton's  drollery  is  way  up 
in  G.  — Washington  (D.C.)  News 


For  foreign  rights  address 
FAR  EAST  FILM  CORPORATION 
729  Seventh  Avenue,  New  York,  N.  Y. 


eptember  5,  1925 


Page  53 


Lloyd  Hamilton 


IS 


a  money-maker  for  every  Showman 


A  tie-up  on  a  long  feature 
may  be  a  fine  stunt,  but  it  is 
only  good  for  a  short  time* 
A  tie-up  on  a  good  short 
comedy  series  is  good  all 
year  round* 

Hamilton's  great  popularity 
with  the  fans  makes  every 
tie-up  suggested  in  this  sec- 
tion worth  real  money  to  you. 

If  you  will  get  back  of 
Hamilton  with  these  exploi- 
tation ideas  he  will  save  you 
from  many  a  poor  week 
when  your  long  feature  is 
not  of  the  best;  and  he  will 
make  added  profit  for  you 
any  week* 


EDUCATIONAL 
FILM  EXCHANGES,  Inc. 

President  ' 


Member,  Motion  Picture  Producers 
and  Distributors  of  America,  Inc. 
Will  H.  Hays,  President 


Page  54 


Exhibitors  Trade  Review 


Can  you  imagine  a 
better  still  to  use 
for  a  tie-up  with  a 
Hosiery  display?  A 
caption  reading 
"You  put  your  best 
foot  forward  when 
you  wear  ABC 
Hosiery/'  would  be 
just  the  thing. 


A  "silk  stocking" 
prologue  would  be 
a  novelty.  Read  the 
column  below  for 
details. 


TIE-UP  WITH 

"Venida"  hair  nets.  Their  window 
display  material  is  great,  and  the  hair- 
net is  just  the  thing  with  Miss  Sea- 
strom's  long  hair.  Beauty  parlors  carry 
the  line. 

TIE-VP  WITH 

Houbigant  cosmetics.  A  full  line,  in- 
cluding a  wonderful  assortment  of  per- 
fumes.   Any  of  the  full  figure  stills  of 


Dorothy  Seastrom  will  answer  the  pur- 
pose.  Suggested  copy  on  request. 

TIE-VP  WITH 

Vanity  Fair  Silk  Mills,  and  their  lux- 
urous  assortment  of  silk  "undies"  and 
hosiery.  The  window  display  material 
released  by  this  company  is  of  the  most 
attractive  kind,  and  is  sure  to  bring  re- 
sults. The  still  above  is  good  art  matter 
for  the  hosiery. 


TELL  HER  WITH  FLOWERS 


Using  lines  like  these  "Do  you  want  to 
make  up  with  your  Sweetie?"  "Do  you  want 
that  girl's  friendship?"  "Do  you  want  to  show 
her  your  love-"  "Do  you  want  to  tell  her 


you're  sorry?" — "Tell  her  with  Flowers,"  you 
ought  to  find  no  trouble  getting  this  poster 
placed  in  the  leading  flower  store  in  your 
town.    It  will  work  wonders  for  you. 


lowers- 

A  PERSONAL 
COMPLIMENT 


Scene    from    Lloyd    Hamilton  comedies 
— Globe  Theatre — 


Tell  Her  With  Flowers 


Silk  Stocking  Prologue 

TyO  DOUBT  you  have  tried  this 
J-  ^  stunt  at  one  time  or  other  in  con- 
junction with  a  feature  showing.  If 
you  have,  you  already  have  some  idea 
of  how  it  goes  over;  and  you  can  take 
our  word  for  it,  it  will  be  just  as  big  in 
conjunction  with  a  Hamilton  comedy. 
If  you  never  have  tried  a  silk-stocking 
prologue,  then  we  have  something  in 
store  for  you. 

Here  is  the  idea.  Referring  to  the 
still  shown  at  the  top  of  this  page,  sup- 
pose that  it  were  a  scene  on  your  stage,' 
and  then  imagine  that  you  allowed  your 
curtain  drop  to  come  down  far  enough 
to  hide  from  your  audience's  view  ev- 
erything but  the  dancing  legs  clad  in 
their  silk  stockings. 

Now,  in  back  of  your  drop  is  a  long 
horizontal  bar  which  these  dancing  girls 
can  grasp,  which  must  be  strong  enough 
to  support  the  combined  weights  of  the 
entire  troupe.  The  bar  is  so  manipulat- 
ed by  a  set  of  pulleys  that  it  can  easily 
be  raised  or  lowered. 

Here  is  your  prologue.  The  girls  step 
out  (all  you  see  is  their  legs).  They  go 
through  their  stuff.  Then  you  begin  to 
work  the  bar.  For  instance,  the  girls 
jump  up  into  the  air.  At  the  same  time 
the  bar  raises  them  above  the  level  of 
the  curtain  exposure,  with  the  result 
that  it  might  take  them,  say  five  seconds 
to  come  back  to  the  floor  again.  That's 
some  jump,  say  we.  Or  say,  while  they 
are  doing  their  steps,  the  bar  raises 
them  just  a  few  inches  off  the  floor. 
Can  you  visualize  the  comedy  of  the 
situation  ?  Then,  of  course,  for  a  grand 
finale,  they  take  one  big  jump,  and  jump 
right  out  of  the  picture,  as  it  were,  for 
the  bar  takes  them  right  out  of  sight. 

It's  a  lot  of  fun  and  you  ought  to  try 
it.    Never  failed  to  get  a  big  laugh  yet. 


September  5,  1925 


Page  55 


WHAT  IS  A  PRESS  BOOK? 


HALPA 

HERO" 

•  HAmiljpN 


Can   You   Think   of  Any  One 
Word  That  Could  Best  Ex- 
plain  the  Need  of  a  Press 
Book — L  i  s  t  e  n 
BUSINESS 


Lloyd  HatniHc  >nin 

"CRUSHED" 


'T1  HERE  is  no  reason  in  the  world  why  every  exhibitor  showing 
the  Hamilton  comedies  should  not  have  a  press  book.  Educa- 
tional has  made  special  arrangements  with  all  their  exchanges  in  this 
matter.  The  Press  Book  is  a  service  from  Educational.  It  is  a  worth- 
while service,  as  excerpts  on  this  page  will  prove  to  you. 


Intelligible  Newspaper 
Readers  Aplenty 

E?  FFORT  has  been  made  to  include  in 
^  each  of  the  press  books  on  the 
Hamilton  comedies  some  few  news- 
paper readers  that  would  strike  the 
fancy  of  the  editors.  The  procedure  of 
getting  these  in  print  is  well  known  to 
every  exhibitor. 

Here  is  one  sample  of  the  sort  of 
copy  that  is  all  prepared  for  your  use. 

(Newspaper  review  for  use  after  showing 
of  picture) 

Few  comedians  are  so  fortunate  as  Lloyd 
Hamilton  in  getting  the  style  of  comedy 
story  or  pilot  that  fits  them  as  well  as  does 
that  of  his  latest  two-reel  Educational- 
Hamilton  Comedy,  "Jonah  Jones,"  which  is 

showing  at  the  Theatre  in  addition 

to.  the  longer  feature. 

Hamilton  has  perfected  a  character  in 
comedy  which  is  distinctly 
novel  and  one  which  he  por- 
trays to  perfection.  It  is 
that  of  the  country  boy,  well 
meaning,  easily  embarrassed, 
sympathetic  and  willing  to 
help  others  to  the  degree 
that  he  is  always  getting  in- 
to embarrassing  situations. 
These  situations  are  the 
backbone  of  his  comedies 
and  that  he  has  created  a 
real  comedy  character  is 
proved  by  the  universal  suc- 
cess of  his  pictures. 

In  "Jonah  Jones"  he  is 
again  the  country  boy.  He  helps  a  beauti- 
ful society  girl  out  of  difficulties  with  the 
police  and  again  aids  her  when  she  tries  to 
escape  marriage  with  a  foreign  count.  The 
picture  is  filled  with  clever  gags  which  keep 
the  comedy  moving  at  high  speed. 

In  support  of  Hamilton  is  Dorothy  Sea- 
strom,  a  newcomer  to  Hamilton  Comedies 
and  to  pictures.  Several  old  favorites,  in- 
cluding Babe  London  and  Dick  Sutherland 
are  also  seen  in  the  cast.  The  story  and 
direction  are  by  Fred  Hibbard. 


"Going  East — (Hamilton  -  Educational). 

Here's  a  very  clever  comedy  with  a  lot  of 
new  gags.  Hamillton  always  tickles  our 
patrons.  His  name  on  the  program  always 
brings  'em  in." 

Jay  E.  Gould,  Eagle  Theatre, 

Montevedio,  Mont. 


Educational  was  a  pioneer  in  the 
use  of  trailers  for  short  subjects. 
Take  advantage  of  them. 

Trailers  can  also  be  used  to  great 
advantage  in  the  windows  of  stores. 
It's  great  publicity  for  the  store,  and 
cooperation  should  be  freely  given, 
shown  in  this  fashion,  a  trailer  has 
twice  as  much  kick  as  if  shown  in 
your  theatre. 


ree 


Mats 


You  can  get  this  two  column  by  one 
and  a  half  inch  "ad"  mat  free  for  the 
asking  from  your  local  exchanges.  The 
same  free  service  includes  a  big  three 
column  mat,  and  a  one  column,  one  inch 
mat.  These  are  prepared  for  each  of 
the  Hamilton  comedies. 


I/lqxd  Hamilton. 

KING  COTTON 

Hampton 


ACCESSORIES 

*  *  *. 

Hand  Colored  Slides 
Four  Color  One         Four  Color  Three 
Sheets  Sheets 

Duo  Tint  11  x  14  Lobby  Cards 

(Eight  cards  to  set) 

One  Column  Newspaper  Publicity  Cuts  and 
Mats 

One  Column  Star  Cuts  and  Mats 
One  Column,  One  Inch,  Newspaper  "Ad" 

Cuts  and  Mats 
Two   Column,    One   and   One    Half  Inch 

"Ad"  Cuts  and  Mats 
Three  Column,  Six  Inch,  "Ad"  Cuts  and 

Mats  (Mats  Free) 
And  the  Fullest  Cooperation  from  Your 
Exchange 
(Cuts  and  mats  must  be  ordered  by  number) 


Program  Shorts  Have 
Their  Place 

4N  intelligent  use  of  program  short1; 
will  more  than  repay  you  for  the 
space  they  take  and  the  trouble  you  need 
give  them.  Here  are  some  few,  taken  at 
random  from  the  press  books  on  the 
Hamilton  comedies. 

*  *  * 

Lloyd  Hamilton  the  popular  comedian, 
in  "Half  A  Hero"— Two  reels  of  solid 
laughter. 

*  *  * 

You'll  laugh  till  your  sides  ache  at  Lloyd 
Hamilton  as  a  traffic  cop  in  "Half  A  Hero." 

*  #  * 

Lloyd  Hamilton,  with  beautiful  Dorothy 
Seastrom  and  a  big  cast  in  a  two-reel  com- 
edy, "King  Cotton." 

*  *  # 

Big,    bashful    Lloyd    Hamilton    as  the 
country  boy  in  "Jonah  Jones" — two  reels 
of     side-splitting  comedy. 

In  addition  to  the  feature 
— One  of  those  Lloyd  Ham- 
ilton Comedies,  "King  Cot- 
ton."— A  regular  deluge  of 
laughter. 

*  *  % 

In  addition  to  the  feature, 
two  reels  of  cltever  and  hil- 
arious comedy.  "Jonah 
Jones,"  with  Lloyd  Hamil- 
ton. 

*  *  * 

"What  Others  Say" 

Each  book  has  a  selection  of  "What 
others  say"  about  the  Hamilton  pic- 
tures. You  could  do  well  to  make  up 
an  enlarged  copy  of  some  of  these  and 
place  them  prominently  on  display  in 
your  lobby. 


"Jonah  Jones  (Educational-Hamilton 
Comedy) — my  opinion  of  this  comedy  is 
that  it's  as  funny  if  not  funnier  than  any 
Chaplin  I  ever  looked  at  and  I  have  seen 
them  all.  In  other  words,  It's  a  knockout." 
H.  A.  Schwann,  Eau  Claire  Theatre, 
Eau  Claire,  Wise. 


Page  56 


Exhibitors  Trade  Review 


FROM  9:30   'TILL  10:00 

The  Half  Hour  That  Oftimes  Saves 
What's  Left  of  Your  Show 

Give  the  comedy  an  even  break  with 
the  rest  of  your  show,  and  you'll  find 
that  they  will  pay  at  least  as  big  a  divid- 
end as  any  other  part  of  your  program. 


YOU'LL  find  no  tie-ups  on 
this  page.  But  you  will 
find  some  straight  from 
the  shoulder  talk  on  short  re- 
leases. Exhibitors  have  been 
taking  these  shorts  too  much 
for  granted.  These  two-reelers 
have  been  uniformly  good,  with 
an  occasional  comedy  or  novel- 
ty that  was  so  exceptionally 
good  that  even  feature  review- 
ers had  to  make  mention  of 
them  in  the  newspapers. 

That  has  been  the  difficulty 
right  along.  Just  like  a  plate 
of  ice  cream  after  a  nonde- 
script meal,  or  a  tasty  cup  of 
coffee.  It  removes  any  ill  taste 
that  might  have  been  forthcom- 
ing from  the  meats  of  the  re- 
past. 

But  just  like  a  business-wise 
restauranteur.  recognizing  that 
his  coffee  or  his  ice  cream  is  of 
exceptional  merit  will  advertise 
the  fact,  and  soon  have  peopie 
talking  about  it,  so  will  the  wise 
showman  make  the  most  of  his 
comedies,  and  soon  feel  rauc^i 
relieved  from  the  ever  present 
apprehensions  regarding  the 
pulling  powers  of  the  feature  picture  he 
has  programed. 

Wouid  it  not  be  the  height  of  folly 
for  a  good  two-fisted  fighter  to  depend 
on  his  right  or  left  hand  alone,  except 
when  he  is  pushed  to  the  limit?  People 
would  much  prefer  to  see  a  two-fisted 
fight  right  from  the  very  outset. 

GET  wise  to  this,  Mr.  Exhibitor. 
You  are  putting  on  a  two-fisted  pro- 
gram. You  have  your  feature  and  your 
short.  The  biggest  theatres  in  the  coun- 
try have  long  ago  recognized  this  fact, 
and  are  making  the  most  of  it.  Read 
the  newspaper  ads  of  other  theatres  in 
your  city  and  see  how  they  treat  the 
short  subject.  And  that  is  only  the 
first  step. 

Now  comes  the  regular  exploitation 
and  tie-ups  that  heretofore  have  for 
some  reason  or  other  been  alloted  only 
to  features.  Again,  they  prove  the  full 
value.  Patrons  begin  to  ask  for 
(Continued  on  third  column) 


j^/f  AKE  a  cut-out  of  a  time  piece 
like  the  above  illustration  sug- 
gests. You  can  use  it  year  in  and 
year  out.  The  hands  of  the  time- 
piece should  be  made  movable,  so 
that  the  time  can  be  changed  for 
every  performance.  A  few  days  of 
this  sort  of  exploitation,  and  you  can 
rest  assured  that  the  last  remaining 
person  who  makes  up  your  patron- 
age will  come  to  look  at  your  short 
offerings  not  as  a  time  filler,  but  as  a 
definite  integral  part  of  your  pro- 
gram. Not  until  then  will  he  appre- 
ciate it  to  its  full  capacity. 


these  short  feature  stars  by 
name.  And  the  result — ex- 
hibitors are  forced  to  display 
their  shorts  in  the  marquee 
lights  along  with  the  feature. 

They  are  forced  to  do  so. 
But  why  wait  until  men.  You 
are  losing  many  days  of  better 
business  by  waiting  until  you 
can  no  longer  deny  the  demand. 

Lloyd  Hamilton  is  as  well 
known  in  the  United  States  as 
many  of  the  feature  length 
stars.  Dorothy  Seastrom  has 
become  a  famous  comedienne 
almost  overnight,  and  her  ex- 
ceptional beauty  has  been  her- 
alded far  and  wide  by  news- 
papers and  fan  magazines. 

Get  in  on  the  band  wagon 
while  the  tunes  are  still  hot,  and 
you'll  keep  the  crowd  with  you 
when  every  other  exhibitor  in 
your  city  awakens  to  the  fact 
that  shorts  ought  to  be  ex- 
ploited. 

The  window  tie-ups  ex- 
plained in  this  section  are  of 
exceptional  value  too — especial- 
ly since  they  are  not  at  all  de- 
pendent upon  any  one  day 
showing  you  may  have.  The  window 
posters  can  remain  on  display  till  they 
they  crumble  away  with  age,  and  their 
message  will  still  be  redhot.  You  are 
tieing  up  with  a  star  that  gets  to  be  more 
popular  and  a  better  drawing  card  with 
every  passing  day.  _ 

USE  the  suggested  posters  made  up 
specially  for  your  use  in  this  sec- 
tion. Take  advantage  of  the  coopera- 
tion offered  you  by  some  or  tne  best 
known  manufacturers  in  the  country. 

Call  attention  to  the  time  of  the  day 
that  you  are  showing  these  comedies, 
and  tell  your  patronage,  in  no  weak 
words  that  "From  9  to  10:30  is  a  half 
hour  of  fun."  Then  tell  them  who 
will  provide  the  fun  and  just  in  what 
manner  of  fashion  that  fun  will  be 
provided.  Use  the  newspapers,  use 
your  programs,  teasers,  street  bally- 
hoos,  mailing  lists  and  tie-ups.  Recog- 
nize the  most  important  half  hour  in 
your  program,  and  give  it  its  due. 


A  HALF  HOUR  OF  FUN 


September  5,  1925 

WATCH  FOR  NEXT  WEEK'S 
ISSUE  WITH  ITS  BIG  TIE- 
UP   SECTION  ON 


AROLD 


IN 


THE  F 


IT  SHOWS  HOW  YOU  MAY 
GET  THE  BIGGEST  BUSINESS 
POSSIBLE  FROM  THE  BIGGEST 
BUSINESS-GETTING  ATTRAC- 
TION YOU  EVER  SAW 


Page  57 

LLOYD 


PRODUCED  BY  A 

HAROLD  LLOYD  CORP'N.     PATHE  PICTURE 


Page  58 


Exhibitors  Trade  Review 


"The  <Bjc[  Little  Feature  ML 


"Soup  to  Nuts" 

Educational  2  reels 

Henry  mistakes  h's  wife's  sister  who  has  come  to 
pay  a  call,  for  the  new  cook.  He  scares  the  life 
out  of  her  with  his  antics  trying  to  catch  a  butterfly 
and  also  puts  her  to  work  in  the  kitchen.  The  real 
cook  arrives ;  he  thinks  she  is  his  wife's  sister  and 
greets  her  affectionately.  His  wife  arrives,  teaches 
him  the  error  of  his  ways,  and  to  make  excuses  to 
her  sister  claims  Henry  is  the  new  butler.  She  sends 
for  an  old  sweetheart  to  pose  as  her  husband  for  the 
evening.  Humorous  complications  ensue  with  the 
house  finally  catching  fire.  Hilarious  attempts  at 
rescue  of  the  false  husband  and  the  wife's  sister  are 
made,  with  everything  com'ng  out  O.  K.  in  the 
finish. 

Neal  Burns  and  Vera  Steadman  are  the 
players  featured  prominently  in  this  comedy 
and  justly  so,  for  their  work  is  almost  per- 
fect. In  addition  the  cast  contains  William 
Irving  and  Gale  Henry,  both  old-time  and  ef- 
fective fun-making  troopers.  The  comedy 
itself  has  perfect  comedy  construction  with 
Burns  running  away  with  the  honors.  Sev- 
eral good  gags  register  well,  one,  the  peeling 
of  onions  by  Burns  under  water  to  prevent 
tears.  He  peels  them  under  a  showerbath, 
with  his  raincoat  on.  Another  is  the  cutting 
up  of  bits  of  soap  instead  of  bread,  to  go 
with  the  soup  which  Burns  serves  to  his  wife 
and  rival.  Burns'  attempts  at  rescue  when 
the  house  catches  fire,  are  clever  although 
making  use  of  stock  gags.  Everyone  will  like 
"From  Soup  to  Nuts." 


"Barrier  Busters" 

Pathe  1  ree! 

"Barrier  Busters"  is  the  appropriate  title 
for  this  Grantland  Rice  "Sportlight"  in  which 
it  is  shown  that  women  are  now  keen  com- 
petitors of  men  in  the  most  strenuous  sports. 
Miss  Helen  Wills  the  tennis  star  is  depicted 
at  practice.  Several  interesting  views  of  a 
field  meet  at  a  well  known  girls  camp  in  this 
country  is  also  shown.  Belle  Bennett  the 
screen"  and  stage  star  is  seen  performing 
her  daily  dozen.  The  races  in  the  film  are 
thrilling  and  in  many  incidents  the  race  is 
won  by  a  close  margin  thus  arousing  the 
interest  of  everyone. 


"No  Father  to  Guide  Him" 

Pathe  2  reels 

Charl'e  is  estranged  from  his  wife  because  of  his 
mother-in-law's  inquisitive  nature.  Charlie  loves  his 
wife  and  above  all  his  little  son.  His  occupation  is 
that  of  a  milk  wagon  driver  and  in  the  early  hours 
of  the  morning  he  climbs  through  the  window  and 
visits  his  son.  The  mother-in-law  determines  to  put 
a  stop  to  this  and  hires  a  body  guard  for  the  boy. 
Finally  she  is  arrested  for  child  beating  and  hubby 
and  wifey  are  united  through  the  efforts  of  their 
young  son. 

A  Hal  Roach  comedy  with  a  notable  cast 
namely  Charlie  Chase,  Katherine  Grant,  Jo- 
sephine Crowell,  Mickey  Bennett  and  Duke 
Kahanamoku  the  famous  swimmer.  Al- 
though this  comedy  is  not  of  the  uproarious 
type  it  will  please  the  average  patron.  The 
attempts  of  Charlie  to  kidnap  his  son  for 
the  purpose  of  taking  him  to  the  beach  will 
supply  a  goodly  number  of  laughs.  In  one 
sequence  Mickey  loses  his  bathing  suit.  He 
convinces  his  dad  that  he  should  loan  him 
his  suit  and  he  will  get  dressed  and  return 
the  suit  to  dad.  All  goes  well  until  Mickey 
has  to  return  the  suit  when  the  waves  keep 
carrying  it  back  to  the  beach.  Finally,  Char- 
lie steals  a  dress  and  escapes  from  the  water. 

Exploit  this  as  a  Hal  Roach  comedy,  play 
up  the  cast  and  stress  the  name  of  Duke 
Kahanamoku. 


REVIEWED  IN  THIS  ISSUE 

The  Klynick  Davis  Diet.  Div. 

Soup  to  Nuts  Educational 
Props  and  the  Spirits  Educational 
Sailing  Uphill  on  the  Gota  Canal 

Film  Exchange,  Inc. 
Idylls  of  Norseland 

Film  Exchange,  Inc. 
Richard  Wagner 

James  A.  Fitzpatrick  Films 
The  Big  Game  Hunter  Fox 
With  Pencil,  Brush  and  Chisel  Fox 
Barrier  Busters  Pathe 
No  Father  to  Guide  Him  Pathe 
Ko-Ko  Nuts  Red  Seal 

Perils  of  the  Wild  Universal  Serial 
The  Party  Universal 
Pleasure  Bent  Universal 
Dynamite's  Daughter  Universal 
Stranded  Universal 


"Sailing  Uphill  on  the  Gota 
Canal" 

Film  Exchange  Inc.  1  reel 

A  single  reel  novelty  scenic  which  takes 
one  on  a  beautiful  trip  from  the  squares  of 
Stockholm  to  the  old  locks  of  the  Gota  Canal, 
th  rough  the  unsurpassed  beauty  of  Sweden, 
passing  enroute  many  historical  spots.  Old 
and  new  locks  seen  along  the  route  of  the 
canal  prove  fascinating.  The  film  ends  up 
at  the  city  of  Goihenberg  in  a  senmg  sunset. 
The  picture  as  a  whole  is  well  fitted  to  feat- 
ure programs,  containing  all  the  necessary 
elements  making  up  a  first-class  short  sub- 
ject. Produced  by  A.  Pam  Blumenthal. 
*    *  * 

"Ko-Ko  Nuts" 

Red  Seal  1  reel 

This  "Out-of-the-Inkwell  Cartoon"  is  clev- 
er and  due  for  a  few  good  laughs.  One  inter- 
esting scene  is  that  in  which  Ko-Ko  is  de- 
picted on  the  arm  of  the  cartoonist  prepara- 
tory to  painting  his  face  with  ink. 

Ko-Ko  the  celebrated  clown  is  accused  of 
being  insane  by  his  master.  To  avoid  being 
put  into  an  asylum  Ko-Ko  and  his  dog  pose 
as  keepers.  The  keeper  leaves  the  asylum  in 
charge  of  Ko-Ko.  The  inmates  escape  and 
Ko-Ko  awaits  the  return  of  the  keeper.  He 
finally  arrives  and  Ko-Ko  discovers  that  he 
is  also  insane.  The  two  pals  return  to  their 
master  and  give  vent  to  their  wrath  by  en- 
tangling him  in  a  ball  of  yarn. 


Wha<-  Others  Think 
1. 

FINKELSTEIN  and  RUBEN 

"As  a  whole,  your  material  is  very  fine. 
The  Ko-Ko  Song  Car-Tunes  and  Out-of-the 
Inkwell  subjects  are  marvelous." 


729  Seventh 
Ave., 


N.  Y.  C. 
Edwin  Miles  Fadman,  Pres. 


The  Klynick" 


Davis  Distributing  Division  2  reels 

Denny  is  confined  to  the  hospital  with  "green 
apple-itis,"  but  the  kids  answer  his  call  of  "Hey 
Fellas"  and  climb  the  fire  escape  to  his  room.  They 
determine  to  escape  and  establish  a  hospital  of  their 
own.  This  they  do  operating  unsuccessfully  on  a 
dummy  until  another  kid  provides  them  with  live 
material.  Their  patient  escapes  and  they  pursue  him 
into  a  laundry  shop  where  the  Chink  is  manufactur- 
ing fire  works.  Their  victim  swallows  some  ex- 
plosive and  thereafter  sneezes  fire-works.  They  run 
away  with  a  can  of  nitro-glycerine  which  eventually 
blows  up  the  hospital. 

'T'HIS  is  another  "Hey  Fellas"  comedy 
-1-  which  is  just  as  funny  as  any  of  its  prede- 
cessors. It  will  arouse  the  juveniles  to  ec- 
stacies  and  amuse  the  grown-ups  in  any  audi- 
ence. 

The  contraptions  used  by  the  kids  are  won- 
drous inventions  outrivalling  those  made  fam- 
ous by  cartoonist  Rube  Goldberg.  They  are 
just  the  sort  of  things  that  small  boys  think 
up,  and  their  appearance  on  the  screen  will 
carry  your  audiences  back  to  the  days  of 
childhood. 

One  of  the  best  shots  is  in  the  first  reel 
where  the  kids  gains  access  to  Denny's  room 
and  proceed  to  play  havoc.  Little  Jingo,  the 
diminutive  negro  boy,  finds  a  pile  of  pills 
that  Denny  has  surreptitiously  hidden,  and 
swallows  them  with  dire  effect.  The  surprise 
of  the  pretty  nurse  at  finding  Jingo  in  the 
bed  where  Denny  had  reposed  but  a  moment 
before  is  most  humorous 

Exploit  the  name  of  "Hey  Fellas"  and  get 
the  kids  -  to  parade  with  banner  and  posters. 
Play  for  the  juvenile  trade  and  run  special 
matinees  for  the  youngsters. 

:*:        $  $ 

"Perils  of  the  Wild" 

Universal  Serial  First  Three  Chapters 

The  new  serial,  based  on  the  story  Swiss 
Story  Robinson,  first  published  in  1811,  feat- 
ures Joe  Bonomo,  Margaret  Quimby  and  Jack 
Mower.  If  the  first  three  chapters  of  this 
serial  are  any  criterion,  Universal  has  a 
great  box-office  winner.  The  first  episode  es- 
pecially starts  off  like  a  wonderful  adventure 
feature  with  pirates,  and  the  others  are  full  of 
thrilling  jungle  stuff,  wild  animals,  south  sea 
islands  and  forest  fires. 

A  very  good  cast  carry  the  story,  with 
Bonomo  performing  perilous  stunts  and 
strong  man  exploits.  Episode  Two  is  titled 
"The  Lion's  Fangs"  and  the  third,  "The 
Flaming  Jungle."  Francis  Ford  directed  the 
picture  and  the  story  is  by  Isidore  Bernstein. 
Crocodiles,  lions,  baboons,  tigers  and  other 
wild  beasts  of  the  jungle  abound,  and  the 
continuity  of  the  story  is  well  carried  out. 
Bonomo  puts  up  a  good  fight  with  a  shark. 
Bill  this  serial  as  a  good  adventure — mystery 
— thrilling  story  with  an  all-star  cast. 
*    *  * 

"Idylls  of  Norseland" 

Film  Exchange  Inc.  1  reel 

This  one  reel  featurette  is  beautifully  pho- 
tographed and  well  edited,  containing  scenes 
of  the  customs  and  peoples  of  Scandinavia, 
seldom  seen  in  this  country.  The  producer 
was  given  permission  by  Norway  and  Sweden 
to  photograph  Lap  villages  and  old  home- 
steads which  have  never  been  photographed 
before. 

Gigantic  glaciers  and  awe-inspiring  water- 
falls of  Norway  are  seen  at  such  close  range 
that  it  is  breath-taking  to  watch  the  se- 
quences unroll.  Folk  dancers  in  costume  of 
the  16th  Century  are  included  in  this  film. 
An  interesting  short  on  any  program.  Pro- 
duced bv  A.  Pam  Blumenthal. 


September  54  1925 


Page  59 


"The  Party" 

Universal  1  reel 

Arthur  Adams,  a  youth  just  out  of  school, 
sets  out  to  become  a  salesman.  In  his  rounds 
he  is  forced  into  the  cheap  districts  to  sell 
vanity  cases.  He  disposes  of  quite  a  number 
to  the  tough  element  of  girls.  Later  he  gives 
a  party  to  a  boy  and  girl  friend  and  the  in- 
vitations are  inadvertently  sent  to  his  business 
address  list.  The  tough  element  shows  up 
and  starts  a  nice  little  roughhouse.  The  party 
breaks  up  and  a  good  time  was  had  by  all — of 
the  toughs. 

Arthur  Lake  is  the  youth  featured  in  this 
Bulls-Eye  series.  The  story  given  him  is  a 
good  one  with  lots  of  action  and  comedy  in- 
terspersed. The  episode  of  the  arrival  of  his 
undesirable  guests  and  their  attempts  at  po- 
lite behavior  are  well  directed.  The  fight  is 
a  cuckoo.  The  younger  element  among  your 
patrons  will  like  this  reel. 

"With  Pencil,  Brush  and  Chisel" 

Wm.  Fox  "Variety"  Film  1  reel 

This  unusually  entertaining  film  shows  the 
activities  of  the  uniquely  talented  artist  Emil 
Fuchs,  who  is  as  skilled  with  brush  and  pencil 
as  he  is  in  clay  or  in  the  intricacies  of  copper- 
plate etching. 

We  meet  Mr.  Fuchs  in  his  studio  where  he 
is  painting  a  stately  model  as  "A  Modern 
Juno."  She  is  apparently  a  favorite  of  Mr. 
Fuchs,  as  he  also  models  her  in  clay  and 
later  in  marble. 

In  addition  to  this  work  we  witness  Fuchs 
busily  etching  on  copper  and  displaying  to 
his  interested  students  some  of  the  art  treas- 
ures he  has  accumulated  during  his  years  in 
the  world  of  genius. 

This  is  well  worth  special  mention  and 
should  prove  a  great  pull  with  schools  of  art 
or  sculpture. 

^    ^  h< 

"Pleasure  Bent" 

Universal  1  reel 

Puffy  puts  up  a  swell  front  in  a  law  office  only 
to  turn  out  to  be  a  janitor.  Fel.x  the  head  of  the 
firm  is  retained  by  a  woman  to  secure  divorce  evi- 
dence. Puffy  is  compelled  to  masquerade  as  a  woman 
and  is  sent  out  to  flirt  with  the  woman's  husband. 
He  does  and  almost  succeeds  in  vamping'  the  hus- 
band. Felix  goes  to  the  lake  where  Puffy  and  the 
man  are  spooning  to  take  pictures,  but  only  gets  a 
picture  of  a  fish.  The  woman  drops  the  case  and 
Felix  dec.des  to  go  out  of  the  divorce  business. 

This  is  the  first  time  that  Universal's  ro- 
tund comedian,  Charles  Puffy  has  appeared  in 
woman's  clothing  and  his  work  is  very  satis- 
factory in  this  role.  He  puts  over  some  nice 
work  in  the  vamping  sequence  with  the  big 
brute  and  is  taken  for  a  shy  and  retiring 
maid.  Billy  Engel  as  Felix  does  good  work 
as  does  the  rest  of  the  cast.  It  is  an  amusing 
comedy,  with  excellent  gags  and  photography. 
*    *  * 

"Props  and  the  Spirits" 

Educational  1  reel 

Earl  Hurd,  the  animated  cartoonist  has 
turned  out  another  Pen  and  Ink  Vaudeville 
cartoon  featuring  his  animated  character 
Props.  The  idea  of  utilizing  vaudeville  pre- 
sentations for  animation  ideas  is  an  excellent 
one  if  humorously  worked  out.  However, 
this  reel,  while  it  starts  out  with  a  bang,  is 
so  badly  cut  and  the  animation  so  jerky,  that 
critical  audiences  will  not  like  the  film.  The 
reel  is  composed  of  an  act  called  "The  Five 
Flying  Dumbells"  and  another,  a  spiritualist 
demonstration  called  "The  Great  Medium 
Well  Done."  Props,  the  stage  hand  is  first 
called  on  to  take  the  place  of  the  strong 
man  of  the  arcobats  and  they  maul  him 
around  sufficiently  to  make  him  quit.  Then 
he  is  called  for  to  release  the  spirits  from  a 
cabinet.  While  the  Professor  is  in  a  trance 
Props  picks  his  pockets  of  valuables  but  the 
spirit  makes  him  give  them  back.  Hurd  car- 
toons are  generally  better  than  this  one,  and 
this  must  be  one  of  his  off-color  days. 


"Dynamite's  Daughter" 

Universal  2  reels 

"Lightning,"  a  western  girl,  inherits  her  father's 
saloon.  She  is  a  real  girl  and  is  loved  by  Buck 
Williams.  Her  father  made  her  promise  on  his 
deathbed  that  she  would  track  down  the  betrayer  of 
her  dead  sister.  She  holds  steadfast  to  this  promise 
and  will  not  marry  Williams.  A  local  mine  superin- 
tendent, Sedley,  holds  out  the  pay  of  his  miners  and 
they  go  for  him.  Because  of  a  liking  she  has  taken 
for  his  baby,  Lightning  precedes  the  gang  to  save 
him.  She  wins  over  the  boys,  on  Sedley's  promise 
to  make  good,  but  he  double-crosses  them  and 
Lightning  tracks  him  to  the  edge  of  a  cliff  where 
he  falls  off  and  is  killed. 

Josie  Sedgewick,  featured  as  "Lightning" 
and  though  presenting  a  hardened  appear- 
ance, has  the  best  part  of  the  picture  to  her- 
self. Good  fast  riding  distinguishes  the  pic- 
ture and  for  one  of  the  old  Mustang  senes, 
it  will  get  by.  Buck  Williams  is  very  hand- 
some but  hasn't  much  to  do.  Of  course,  he 
gets  the  gal.  Bill  it  as  a  western  and  use 
Sedgewick's  name  where  she  has  a  following. 

*  *  * 

"The  Big  Game  Hunter" 

Fox  2  reels 

Van  Bibber  and  his  friends  visit  darkest  Africa 
in  order  that  Van  may  capture  a  species  of  rare 
insect  called  the  Assassin  bug.  A  man-eating  lion 
called  by  the  same  name  is  raising  havoc.  Through 
a  mix-up  in  names  Col.  Paddock  bets  Van  will  cap- 
ture the  Assassin,  and  he  sets  forth  to  do  so  with  a 
butterfly  net.  Encountering  cannibals  he  becomes 
chauffeur  for  their  king.  The  lion  becomes  entangled 
in  his  nets  and  he  captures  it. 

The  Van  Bibber  comedies  are  always  the 
life  of  the  program,  but  The  Big  Game 
Hunter  reaches  even  a  higher  pinnacle  than 
the  earlier  releases  of  the  series. 

In  the  role  of  the  bug-hunting  hero,  Earle 
Fox  is  great.  His  pathetic  braggadocio,  his 
futile  efforts  to  escape  when  once  he  under- 
stands the  situation,  and  his  accidental  luck 
in  capturing  the  lion  are  good  for  a  thousand 
laughs. 

A  real  lion  hunter  joins  with  the  Colonel 
in  betting  on  Van,  and  regrets  his  wager  as 
toon  as  he  lays  eyes  on  the  elongated  sports- 
man with  his  equipment  of  butterfly  nets. 

One  of  the  best  shots  is  that  in  which  Van 
thinks  the  cannibal  king  is  preparing  to  feast 
upon  him,  when  in  reality  all  His  Highness 
wants  is  someone  to  drive  his  F.O.B.  De- 
troit motor-car.  Another  pippin  is  where 
Van  delivers  the  Assassin  lion  safely  done 
up  in  nets,  much  to  the  amazement  of  all 
nands. 

Exploit  this  as  one  of  the  famous  Van 
Bibber  comedies  adapted  from  Richard 
Harding  Davis'  character  stories.  Tie  up 
with  sporting  goods  stores. 

*  *  * 

"Stranded" 

Universal  2  reels 

Gertie  and  a  fat  dodo  are  rival  taxi  drivers  at  a 
Hick  town.  Gertie  has  a  home  made  Fifth  Avenue 
bus  with  which  she  tries  to  snare  customers  and 
her  rival  has  a  Ford.  Quite  a  scramble  ensues  when 
a  train  arrives,  with  Gertie  emerging  victorious  with 
a  full  bus.  She  drives  them  to  the  hick  hotel.  A 
theatrical  troupe  put  up  there  but  beat  the  board  bill 
after  their  stay.  They  are  pursued  by  Gertie  and 
Fatty  and  their  baggage  taken  from  them.  The 
troupe  wanders  sadly  away  while  the  girl  and  her 
rival  make  up. 

Edna  Marian  shows  to  better  advantage 
with  each  new  picture  she  appears  in.  She 
has  the  lion's  share  of  this  picture  and  does 
it  very  creditably.  Funny  gags  are  plenteous, 
the  business  around  her  bus  being  especially 
good.  When  the  troupe  try  to  break  Gertie 
in  as  a  dancer,  some  eccentric  and  awkward 
steps  are  shown  by  Miss  Marian.  It's  a  darn 
good  Century  comedy. 

"Richard  Wagner" 

James  A.  Fitzpatrick  Film  1  reel 

Another  of  the  Music  Master  Series,  this 
one  deals  with  the  trials,  and  triumphs  of 
Richard  Wagner,  the  celebrated  German  com- 
poser. It  shows  him  working  on  his  never- 
dying  compositions,  and  vividly  depicts  his 
approach  to  heart-break  at  the  adverse  re- 
ception which  was  accorded  many  of  them. 


In  some  striking  beautiful  shots  he  is  shown 
meditating  over  Lohengrin,  and  scenic  se- 
quences from  the  opera  are  projected  upon 
the  screen.  In  the  end,  just  upon  tne  eve  ot 
being  dispossessed  from  his  humble  quarters 
couriers  arrive  from  Link  Ludwig  of  Bavaria 
with  the  glad  tidings  that  the  King  has  of- 
fered him  domicile  in  appreciation  of  his 
great  genius. 

This  should  have  especial  appeal  for  music 
lovers,  and  your  best  bet  is  to  arouse  their  in- 
terest in  your  attraction. 

tip  sj< 

News  Reels  in  Brief 

Fox  News  No.  94 

HOW  A  BIG  OCEAN  LINER  COMES  IN- 
TO NEW  YORK — A  pictorial  story  of  the 
activities  that  take  place  as  passenger  ship 
docks.  WASHINGTON,  D.  C. — Planning  a 
new  drive  to  make  country  bone-dry.  STAR 
LAKES,  N.  J. — Boys  from  New  York's 
crowded  East  side  are  carefree  guests  at 
the  Salvation  Army  camp.  PORT  SILL, 
OKLA. — National  guardsmen  of  Forty- 
fifth  Division  end  intensive  training  per- 
iod. TREDEGAR,  WALES — James  J.  Davis, 
U.  S.  Labor  Secretary  visits  birthplace. 
INDIANAPOLIS,  IND. — Pour  hundred  girls 
vie  for  pulchritude  prizes.  DUBLIN,  IRE- 
LAND— The  social  and  political  leaders  of 
Irish  Free  State  attend  race  meet.  BROOK- 
LYN, N.  Y. — Pete,  a  trustful  sparrow, 
strikes  up  a  friendship.  STEPPPING  INTO 
SPACE  FROM  A  NAVY  DIRIGIBLE — Para- 
chute jumpers  leap  from  Shenandoah,  over 
Lakehurst,  N.  J.,  at  sunset. 

Pathe  News  No.  69 

NEW  YORK  CITY — Teeters  on  coping's 
edge  21  stories  above  Broadway!  CAPE 
GRIZ  NEZ,  FRANCE — Everybody's  doing 
it — trying  to  swim  the  English  Channel! 
LOS  ANGELES,  CAL. — New  operatic  star  on 
musical  horizon!  Lucinda.  DALLAS,  TEX- 
AS— Eighteen  holes  in  60 — is  remarkable 
new  U.  S.  golf  record!  BERLIN,  GER- 
MANY.— Celebrate  sixth  anniversary  of 
German  Constitution!  IN  THE  LIME- 
LIGHT— MacMillan  Arctic  expedition  gives 
up  polar  sea  flight.  WASHINGTON,  D.  C. 
— Nation's  dry  chiefs  assemble!  NEW- 
PORT, R.  I. — Two  score  dead,  100  injured 
in  excursion  ship  blast.  LOS  ANGELES, 
CAL. — Drops  6,000  feet  into  ocean  with 
parachute!  PHILADELPHIA,  PA. — (Phila- 
delphia only)  Honeymooners  start  for  Hol- 
lywood and  fame!  SANTA  RITA,  CAL. — 
Cowboys  run  afoul  of  tough  ones  in  freak 
rodeo ! 

International  News  No.  70 

NEAR  FEZ,  MOROCCO — New  French 
armies  turn  the  tide  in  Morocco.  PLY- 
MOUTH, VT. — Vacationing  with  Mr.  and 
Mrs.  Coolidge.  HONGKONG,  CHINA — Eng- 
lish soldiers  round  up  Chinese  coolies. 
NEAR  NOME,  ALASKA — Old  Cap  Hill,  who 
has  been  in  all  the  gold  rushes  for  the  last 
half  century,  still  chases  the  rainbow.  AS- 
SONET,  MASS. — Chief  Stonyface,  looking 
longingly  ever  westward  from  his  moun- 
tain perch,  lures  summer  tourists.  NEW- 
PORT, R.  I. — Terrible  explosion  tragedy,  in 
which  scores  of  excursionists  were  killed 
or'  injured.  N.  Y.  CITY,  (N.  Y.  City  Only) 
— Here's  a  picture  to  make  old  New  York- 
er's weep!  SAN  DIEGO,  CAL. —  (Los  An- 
geles Only)  America's  most  prized  decora- 
tion for  bravery.  KAFUS,  RHODESIA, 
AFRICA  (Omit  Detroit,  Milwaukee,  Chi- 
cago and  Indianapolis)  Prince  of  Wales 
rides  in  African  race.  LAKE  GENEVA, 
WIS,  (Detroit,  Milwaukee  and  Chicago 
Only)  Picturesque  scenes  in  tri-state  yacht 
regatta.  INDIANAPOLIS,  IND.  (Indianapo- 
lis Only)  Spectacular  civic  parads  shows 
city's  prosperity.  CAPE  GRIS,  NEZ, 
FRANCE — Merciless  channel  conquers  the 
American  girl  swimmer.  LAKEHURST,  N. 
J. — Navy  daredevils  leap  from  giant  Shen- 
andoah. 

Kinograms  5110 

PLYMOUTH  NOTCH,  VT.— President  re- 
turns to  his  birthplace  and  is  greeted  by 
his  father,  now  much  improved  in  health 
PWLLHELI,  WALES— Queen  Marie  of 
Roumania  is  made  a  bard  at  ancient  Welsh 
ceremony.  FAR  ROCKAWAY,  N.  Y. — Anti- 
aircraft guns  make  few  hits  at  big  defense 
demonstration;  player  managers  set  pace 
in  big.  leagues  as  Cobb,  Speaker,  Hornsby 
and  Eddie  Collins  star.  NEW  YORK — F. 
Trubbs  Davison  is  named  to  lead  nation- 
wide war  on  crime.  WEST  POINT,  N.  Y. — 
Entering  classmen  at  military  Academy 
take  long  hike  as  part  of  war  game  les- 
sons. ISLE  OF  WIGHT — King  of  England 
turns  sailor  during  Cowes  regatta.  CHI- 
CAGO— Rodeo  exhibition  thrills  Vice-presi- 
dent Dawes.  FOREST  HILLS,  N.  Y. — Eng- 
lish women  beat  Americans  for  interna- 
tional trophy  in  stirring    tennis  contests. 


Page  60 


Exhibitors  Trade  Review 


Short  Subjects  Chart 


AMBASSADOR  PICTURES  CO. 


Title 

6  New  Bray  Magazines  . . 
26  Bray  Nature  Pictures  .  . 

13  Bray  Romances   

12  Sport  Travelogs   

12  Tense  Moments  of  Opera 


Subject 


Length 


Released 


ARROW 


The  Dumbwaiter    Bobby  Dunn    2000  Aug.  15 

The    Hypnotist    Tom  and  Jerry  Cartoon....  1000   

The  Wrong  Groom    Eddie  Lyons    2000  Aug.  1 

That's  That    Billy  West   Aug.  15 

Don't  Slip    Billy  West   Sept.  1 

Her  Other  Husband    Eddie  Lyons    2000  Sept.  1 

Days  of  '49    2000   

Desert  Hawk   Oct.'  25 

Riders  of  the  Plains    2000  Oct.  1 

ARTCLASS  PICTURES  CORPORATION 


Title 

The  Merchant  of  Venice   .  . 

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   


Subject  Length  Released 

Tense  Moments  from  Famous  1   reel  classic   .  . 
Plays    and    Great  Authors 


AYWON  FILM  CORPORATION 


Title 

A  Tough  Night   

On  the  Isle  of  Sap   

The  Poor  Millionaire  .... 

A  One  Man  Woman   

The  Huckleberry  Gulch    .  . 

A  Wonderful  Wallop   

October  Morn   

A   Lucky  Dog   

His  Future  Father  in  Law. 


Subject 

Jimmy  Callahan  Comedies 

Jimmy  Callahan  Comedies..  2 

Jimmy  Callahan  Comedies..  2 

Jimmy  Callahan  Comedies..  2 

Jimmy  Callahan  Comedies..  2 

Jimmy  Callahan  Comedies..  2 

Jimmy  Callahan  Comedies. .  2 

Jimmy  Callahan  Comedies..  I 

Jimmy  Callahan  Comedies..  2 


Length 
2  reels 
reels 
reels 
reels 
reels 
reels 
reels 
reels 
reels 


Released 


BISCHOFF,  INC. 


Title  Subject 

Mac's  Beth    H.  C.  Witwer  Comedies  .  , 

Battling    Romeo    H.  C.  Witwer  Comedies  . 

Merchant   of  Weenies    H.  C.  Witwer  Comedies 

Taming  of  the  Shrewd   ...  H.  C.  Witwer  Comedies  . 

Account  of  Monte  Cristo  .  .  H.  C.  Witwer  Comedies  . 

Live   Agent    Biff  Comedies 


Length 

.  2  reels. 

.  2  reels.  . 

.  2  reels. . 

.  2  reels. 

.  I  reels. 

.  2  reels. 


Follvwouldn't    Biff  Comedies   2  reels.. 

Working  for  the  Rest   Biff  Comedies   2  reels.. 

Six  Miles  to  Go    Biff  Comedies   2  reels.  . 

Assorted  Nuts  ..:   Gold  Medal  Comedies   2  reels.. 

Spookv  Spooks    Gold  Medal  Comedies    ?  reels.  . 

Play  Ball    Cold  Medal  Comedies   2  reels.  . 

Roomers  Afloat    Gold  Medal  Comedies   2  reels.  . 


Released 
.Aug.  1 
..Sept.  1 

..Oct.  1 
.  .Nov.  1 
.  .Dec.  1 
.Aug.  10 
.Sept.  10 
.Oct.  10 

.Nov.  10 
.Aug.  20 
.Sent.  20 

.Oct.  20 

.Nov.  20 


CRANFIELD  &  CLARKE,  INC. 

Title  Subject  Length  Released 

In   Tulip   Land    Scenic   2  reels  Sept. 

Let's  Go  Fishing    Scenic    1  reel  ....Sent. 

A  Pair  of  Wooden  Shoes  ..  Scenic    1  reel  ....SeDt. 

Heroes  of  the  North  Sea  ..  Scenic    1  reel  ....Sept. 

CUMBERLAND  PRODUCTIONS 

On  the  Go    Billy  West   1810  Jan.  1 

Believe  Me    Bobby  Dunn   Jan. 15 

So  Simple    Billy  West   1851  Feb.  1 

Hard  Hearted  Husbands   ..  Bobby  Dunn   Feb.  15 

Stick   Around    Billy  West   1846   Mch.  1 

Rivals    Bobby   Dunn   Meh.liy 

Hey    Taxi    BUly  West    1758  Apr.  « 

Brass   Button    Billy  West   Aor.l* 

Dog  'On   It   Billy   Dunn   M»»  < 

West  Is  West   Billy  West   May  !B 


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 

|e'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  Story-Teller   

Who's  Which   

Be  Careful   

Fair  Warning   


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    2 

Special   2 

Felix  the  Cat    l 

L.  H.  Howe's  Hodge-Podge  1 

Christie  Comedies   2 

E.  Hurd  Cartoon  Comedies  1 

Felix  the  Cat    1 

Bobby  Vernon  Comedies  ...  2 

Mermaid   Comedies   2 

Cameo  Comedies    1 

Walter  Hiers  Comedies  ....  1 

Tuxedo   Comedies   2 

Felix  the  Cat    1 

L.  H.  Howe's  Hodge-Podge  1 

Cameo  Comedies    1 

Jimmie  Adams  Comedies  ...  2 
Mermaid   Comedies    2 


Length  Released 

1UUU  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 
.Aug.  9 
.Aug.  16 
.Aug.  23 


reels.  . 
reels.  , 
reel . . 
reel  . 
reels.  . 
reel .  . 
reel . . 
reels. . 
reels  . 
reel .  . 
reel  . 
reels.  .  .Sept.  20 

reel   

reel   

reel ....  Sept.  27 

reels   

reels   


.  .Aug.  30 
..Aug.  30 
.Sept.  6 


.Sept.  13 


FILM  BOOKING  OFFICES 


Title 

Monsieur  Don't  Care   

Pied  Piper   

Screen  Almanac  No.  6  ... 

Hebie  Jeebie   

West  of  Hot  Dog   

Red   Riding  Hood   

Screen  Almanac  No.  7  .... 

Hypnotized   

Somewhere    In   Wrong  .... 

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  Goofies  .... 

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   

Lame  Brains   

Amaz'ng  Mazie   

Tailoring  

The  Bad  Man  

The    Constant  Simp   

Three   W:se  Goofs   

How  EiVnhant  Got  Trunk  .  . 
"—Or  What  Have  You?"  . 

2nd    Rlue  Rihbon   

3rd    R^av  Cartoon   

"Mazies  Won't  Tell"   


Subject  Length  Released 

Stan  Laurel  Comedy    2000  Dec.  1 

Dinky  Doodle    1000  Dec.  1 

Broadway  Beauties   1000  Dec. 10 

Aubrey  Comedy    2000  Dec. 15 

Stan  Laurel  Comedy    2000  Dec.30 

Dinky  Doodle    1000  Jen.  4 

Studio    Secrets    1000  Jan. 10 

Aubrey  Comedy    2000  Jan. 15 

Stan  Laurel  Comedy    2000  Jan.30 

Dinky  Doodle    1000  Feb.  1 

Hollywood's   Close-Ups    ...1000  Feb. 10 

Aubrey  Comedy    2000  Feb. 15 

Stan  Laurel  Comedy    2000  Feb.28 

Cartoon    1000  Mar.  1 

Comedy  Mar.  1 

Peacemakers    2000  Mar. 15 

Peacemakers    2000  Mar.29 

Peacemakers    2000  Apr.  12 

Peacemakers    2000  Apr.26 

Peacemakers    2000  May  10 

Peacemakers    2000  May  24 

Peacemakers    2000  June  7 

Peacemakers    2000  June29 


No.   12  "The  Pacemakers"   Aug. 

Jimmy   Aubrev   Aug. 

*  12  Dinky  Doodle  Cartoon   Aug. 

Blue    Ribbon    Comedv   Sept. 

it  I  "Adventures  of  Mazie"   Sept. 

it  1  Stand.  Fat  Men  Com  Sept. 

+t  1.  Brav  Cartoons   Sent. 

■It  2.  "Adventures  of  Mazie"  S°nt. 

+t  2.  Stand.  Fat  Men  Com  Oct. 

Noveltv  Brav  Studios   0~t. 

it  3  "Adventures  of  Mazie"   0"t. 

 Oct. 

 f>t. 

it  4.  "Adventures  of  Mazie"   Oct. 


25 


FILM  EXCHANGE,  INC. 


Title 

Danse  Macabre   

Road  to  Mandalay   

Aphrodite   

Soul  of  the  Cypress   

Dav  breams   

The  White  Chrysanthemum 
Title 

'  and  of  Et-rnal  Youth 
Neath  the  South  Sea  Moon 

Vallev  of  Content   

Hot  and  Cold   

Jungle  Rites   


Service  Novelties 
Svnch.  of  St.  Saens  Sym.  .  . 
Pict.  of  Kipling's  Poem  .  . 
Reautv  R'sinfr  from  the  Sea 
Vividly  Portrayed  Dance  .  . 
Reverie  in  Land  of  Dreams 
A  Beautiful  Love  Story  .  .  . 
New  Era  Novelties 

Perils    of    the  Alps   

Idvlls  of  Southland   

Ts1e  of  Romanc   

D~of  Tons  of  Eurooe  .... 
Winter's  Playground   


September  5,  1925 


Page  61 


Production  Chart  of  Short  Subjects — Continued 


FILM  EXCHANGE,  INC.,  (Continued) 


Title 

Honeymoon  hiace   

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  . 


Subject  Length 

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  Falls  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   


Released 


FITZPATRICK  PICTURES,  INC. 


Title 

Subject 

Length 

Music 

Masters   .  . 

Music 

Masters   .  . 

Music 

Masters  .  . 

Ludwig  Van  Beethoven  .  . 

.  .  Famous 

Music 

Masters   .  . 

.  .  1  reel  . 

Music 

Masters   .  . 

.  .   1  reel 

Music 

Masters   .  . 

.  .   1  reel  . 

Released 


FOX— Continued 


Title 

The  Perfect  View   

From  Mars  to  Munich 
Where  the  Waters  Divide  .  . 
The  Brainless  Horsemen   . , 

When  Dumbells  Aing   

The  Scientific  Husband   

The  Honeymoon  Limited  . , 

Papa's  Darling   , 

A  High  Jinx   

Concerning  Cheese   

Steam  Heated  Islands  .  —  . 
The  Big  Game  Hunter 

On   the  Go   

The   West  Wind   

A   Business   Engagement   .  . 

Shoes   

In   A   China  Shop   

Sweet  Marie   

The  Sky  Jumper   

Love  and  Lions   

My  Own  Carolina   

Untitled  

With  Pencil,  Brush  &  Chisel 

All  Aboard   

Transients  in  Arcadia   

Untitled   

Cuba  Steps  Out   

The  Wrestler   

Untitled   

The  Sky  Tribe   

Untitled   

White  Paper   

The  Peacemakers   

Failure   

Untitled   

The    River  Nile   


Length 


Released 


Subject 

Fox   Varieties    1000  Mar.15 

Fox   Varieties    1000  Mar. 29 

Fox   Varieties    1000  Apr. 15 

Sunshine  Comedies    2000  Apr. 19 

Sunshine  Comedies    2000  May  3 

Sunshine  Comedies    2000  May  17 

Sunshine  Comedies    2000  May  31 

Imperial  Comedies    2000  Apr.26 

Imperial  Comedies    2000  May  10 

Fox  Varieties    1000  Apr.26 

Fox  Varieties    1000  May  10 

Van  Bibber   Augl6 

Imperial   Aug.23 

Varieties   Aug.23 

Mar.  Life,  Helen  &  Warren   Aug. 30 

O.  Henry   Sept.  6 

Varieties   Sept.  6 

Imperial   Sept.  6 

Van  Bibber   Sept.20 

Imperial   Sept.20 

Varie'/es   Sept.20 

Imperial   Oct.  4 

Varieties   Oct.  4 

Mar.  Life,  Helen  &  Warren   Oct. 11 

O.   Henry   Oct. IS 

Imperial   Oct. 18 

Varieties   Oct.  18 

Van   Bibber   Nov.  1 

1 
1 
8 
8 


 Nov. 

 Nov. 

 Nov. 

 Nov. 

Helen  &  Warren   Nov. '2 

O.  Henry   Nov. 29 

Imner'al   Nov. '9 

Varieties   Nov.29 


Imperial 
Varieties 
Imperial 
Varieties 
Mar.  Life, 


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 

Stake  Struck  Slim    The 

The   Gob    The 

Truo  to  Two    The 

SliDpery    Husband    The 

Old  Timers    The 

Series  Three 

The  Lion's  Share    The 

Tangled  Wives    The 

Marriage  Lies    The 


Subject 
Lightning  Comedies 
Lightning  Comedies 
Lightning  Comedies 


Lightnin. 
Lightning 


Comedies 
Comedies 


Lightning  Comedies 

Subject 
1  ifhtning  Comedies 
Lightning  Comedies 
l.iehtning  Comedies 
Lightning  Comedies 
Lightning  Comedies 
Lightn'r"'  Cirnedies 

Subject 
Lightning  Comedies 
I  iphtp'ne  GomeHi^s 
Lightning  Comedies 


Length  Released 

.  .  2  reels   

.  2  reels   

.  2  reels   

.  2  reels   

.  2  reels   

.  2  reels   

Length  Released 

.  2  reels   

.  2  reels   

.  2  reels   

.  2  reels   

.  2  reels   

.  2  reels   

Length  Released 

.  .  2  reels   « . 

.  2  reels   

.  .  2  reels   


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 

Sunken  Silver  No.  9   

Wine,  Women  and  Song  .  . . 

Isn't  Life  Terrible   

Ouch   

Pathe  Review  No.  27   

Topics  of  the  Day  No.  27  . 

Sunken  Silver  No.  10   

When  Men  Were  Men   

Sherlock  Sleuth   

The  White  Wings  Bride  . . . 

Learning  How   

Topics  of  the  Day  No.  28  . 

Pathe  Review  No.  28   

Play  Ball  No.  1   

For  Love  of  a  Gal   

Daddy  Goes  a  Grunting  .  .  . 

Sneezing  Beezers   

Pathe  Review  No.  29  .... 
Topics  of  the  Day  No.  29  . 

Yes,  Yes,  Nanette   

Play  Ball  No.  2   

Bugville  Field  Day   

Boys  Will  Be  Joys   

Whv  Kids  Leave  Home  .... 

Pathe  Review  No.  30   

Topics  of  the  Day  No.  30  . 

Play  Ball  No.  3   

A  Yarn  About  Yarn   

Innocent  Husbands  

Tee  for  Two   

Pathe  Review  No.  31   

Topics  of  the  Day  No.  31  . 

Play  Ball  No.  4   

Bubbles   

Madame  Sans  Jane   

Sons  of  Swat   

Pathe  Review  No.  32  

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  

Tooics   of  the  Day   

Play    Ball    No.  7   

The   Window   Washers  .... 

Butter  Fingers   

Cold  Turkey   

Pithe   Review   No.   35  .... 

Topics  of  the  Day   

Play  Ball  No.  8   

No  Fathpr  to  Guide  Him   .  . 

Barrier  Busters   

A   Runaway  Taxi   

Pathe  Review  No.  36   

Rqr"vard  Follies   

Topics  of  the  Day   


Subject  Length 

Drama    2000  Jul 

Fables  Pic.  Corp   700  Jul 

Roach  Comedy    2000  Jul 

Stereoscopik    500  Jul 

Educational    1000  Jul 

Timely  Films  Inc   334  Jul 

Drama    2000  Jul 

Fables  Pic.  Corp  1000  Jul 

Roach  Comedy    2000  Jul 

Harry  Langdon    2000  Jul 

Grantland  Rice    1000  Jul 

Timely  Films  Inc   334  Jul 

Educational    1000  Jul 

Drama    2000  Jul 

Fables  Pic.  Corp   1000  Jul 

Roach  Comedy    2000  Jul 

Mack   Sennett    2000  Jul 

Educational    1000  Jul 

Timely   Films  Inc   334  Jul 

Roach   Comedy    1000  Jul 

Drama    2000  Jul 

Fables  Pic.  Inc   1000  Jul 

Our  Gang    2000  Jul 

Grantland  Rice    1000  Jul 

Educational   1000  Jul 

Timely   Films   Inc  l334  Jul 

Drama    2000  Aug 

Fables  Pic.  Inc  1000  Aug 

Roach    2000  Aug 

Mack  Sennett    2000  Aug 

Educational    1000  Aug 

Timely  Films  Inc   334  Aug 

Drama   2000  Aug 

Fables  Pic.  Inc   1000  Aug 

Roach    2000  Aug 

Grantland  Rice    1000  Aug 

Educational    1000....  .Aug 

Timely  Films  Inc   334  Aug 

Drama    2000  Aug  16 

Fables  Pic.  Inc   1000  Aug  16 

Harry  Langdon   2000  Aug  16 

Roach    2000  Aug  16 

Educational    1000  Aug  16 

Timely  Films  Inc   334  Aug  16 

Drama    2000  Aug 

Fables  Pic.   Inc   750  Aug 

Mack   Sennett    2000  Aug 

Our  Gang    2000  Aug 

Grantland   Rice    1000  Aug 

Educational    1000  Aug 

Timely    Films,    Inc   334  Aug 

Drama    2000  Aug 

Fables    Pic.    Inc   750  Aug 

Mack   Sennett    2000  Aug 

Mack  Sennett    2000  Aug 

Educational    1000  Aug 

Timely  Films,  Inc   334  Aug 

Drama    2000  Sep 

Hal    Roach   2000  Sep 

Grantland   Rice   1000  Sep 

Stereoscopik    1000  Sep 

Educational    1000  Sep 

Fables   Pic,   Inc   7^0  Sep 

Timely  Films,  Inc   334  Sep 


Released 
5 

5 
5 
5 
5 
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 
9 


RED  SEAL  PICTURES  CORP. 


Good  Bye  My  Lady-Love  . . 
Come  Take  A  Trip  in  My 

Old  Folks  at  Home   

Has  Anv  Body  Here  Seen 

Daisy  Bell   

League  of  Nations   

The  Cure   

The  Storm   

Ko-Ko  in  Toyland   

Ko-Ko  the  Barber   

Big   Chief  Ko-Ko   

Ko-Ko  Trains  Animals 
Marvels  of  Motion  (Issue  A) 
Marvels  of  Motion  (Issue  B) 
Marvels  of  Motion  (Issue  C) 
Marvels  of  Motion  (Issue  D) 
Marvels  of  Motion  (Issue  E) 
Animated  Hair  Cartoons 

'f  Matches  Struck   

Peeps  Into  Puzzleland  .  . 
Should  a  Husband  Tell  . 
The  Zoo's  Who's  Who  .  . 
Up  the  River  With  Molly 

The    Magic  Hour   

Do  Your  Remember  .... 
A  Day  With  the  Gypsies 
Stratford-on-Avon   


Song  Car-Tune   Dec.27 

Song  Car-Tune   Jan. 15 

Song  Car-Tune   Feb.  1 

Song  Car-Tune  Mar.  1 

Song  Car-Tune   Mar. 20 

(Out-of-the-Inkwell)   Oct.15 

(Out-of-the-Inkwell)   Nov.15 

(Out-of-the-Inkwell)   Dec.20 

(Out-of-the-Inkwell)   Jan.20 

(Out-of-the-Inkwell)   Feb.25 

(Out-of-the-Inkwell)   Mar.20 

(Out-of-the-Inkwell)   Apr.20 

(Slow  Motion  Novelty)   Nov.  1 

(Slow  Motion  Novelty)   Jan. 17 

(Slow  Motion  NoveUy)   Mar.  1 

(Slow  Motion  Novelty)   Mar.25 

(Slow  Motion  Novel!})   Apr.15 

(Novelty)   Sept.  1 

(Novelty)   Sept.I5 

(Novelty)   Oct.15 

(Novelty)  ■  Nov.22 

(Novelty)   Dec.27 

(Novelty)   Jan.20 

(Novelty)   Feb.  15 

(Novelty)   Mar.  1 

(Novelty)   Mar.25 

(Novelty)   Apr.15 


Page  62 


Exhibitors  Trade  Review 


Production  Chart  of  Short  Subjects — Continued 


RED  SEAL  PICTURES  CORPORATION 
(Continued) 

Film  Facts  (Issue  A)    (Magazine)   Oct.15 

Film  Facts   (Issue  B)    (Magazine)   Nov.20 

Film  Facts   (Issue  C)    ....   (Magazine)   Dec.25 

Evolution    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  


RAYART  PICTURES  CORPORATION 

Title  Subject  Length  Released 

Artists  Blues    Rayart  Pictures   Corp  July  1 

The  Raid    Rayart  Pictures   Corp  Aug.  1 

Moonlight  Nights    Rayart  Pictures   Corp  Sept.  1 

Hay  Fever  Time    Rayart  Pictures   Corp  Oct.  1 

Merry  Widower    Rayart  Pictures   Corp  Nov.  1 

Wood  Simps    Rayart  Pictures   Corp  Dec.  1 

Flame  Fighter    Rayart  Pictures   Corp  Sept. 15 


SHORT  FILMS  SYNDICATE 


Title 

Accidents  Won't  Happen   .  . 

Soda  Clerks   

Invisible  Revenge   

Where   Am  I   

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  . 

Coney  Island   

The  Endless  Caverns   

Title 

Betty  and  Her  Beasties  .  . . 
Orphans  of  Mother  O'Phew 


Subject  Length 

Mutt  &  Jeff  Cartoons   ....  l  reel 

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 

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   ....  1  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 


Author 


Lengtn 


Yearning    Irving    Berlin    350  feet 

Waiting  for  the  Moon   ....  Irving    Berlin    350  feet 

Will  You  Remember  Me   ..  Leo    Feist    350    feet  .... 

I'll  See  You  in  My  Dreams  Leo    Feist    350    feet  .... 

Honest  and  Truey    Leo    Feist    350  feet 

Madeira    Watterson,  Berlin  &  Snyder  350    feet  .... 

If  You  See  That  Girl,  etc.  Watterson,  Berlin  &  Snyder  350    feet  .... 

Shadowland    Watterson,  Berlin  &  Snyder  350    feet  .... 

Wonder  If  We'll  Meet  Again  Shapiro,  Bernstein  &  Co....  In  Preparation 

Save  Your  Salary    Shapiro,  Bernstein  &  Co....  In  Preparation 


Released 


THU 

Both  Barrels   

The  Olympic  Games   

The  Riddle  Rider  No.  14  .. 

Sailing  Along   

The  Fighting  Terror   

Papa's  Pet   

The  Riddle  Rider  No.  IS  .. 

Don't  Worry  

The  Cowpuncher's  Comeback 
The  Fighting  Ranger  No.  1 

Black  Gold  Bricks   

The  Fighting  Ranger  No.  2 

Powdered  Chickens   

Storm  King   

Smoked  Out   

The  Fighting  Ranger  No.  3 

Raisin'  Cain   

The  Shadow  of  Suspicion  . . 

Tenting  Out   

Clear  the  Way   

Loaded  Dice   

The  Great  Circus  Mystery 

Sleeping  Sickness   

Puzzled  by  Crosswords  .... 
The  Valley  of  Rogues  .... 
The  Great  Circus  Mystery. . 

Almost  A  Husband   

The  Rim  of  the  Desert  .... 

Here's  Your  Hat   

Great  Circus  Mystery  No.  9 

Itching   for  Revenge   

One  Glorious  Scrap   


UNIVERSAL 

Subject  Length  Released 

Drama    1000  Feb.  21 

Hysterical  History    2000  Feb.  23 

Serial    2000  Feb.  23 

Century    2000  Feb.  25 


Feature    2000  Feb.  28 

Bull's  Eye  Comedy   1  reel.... Mar.  2 

Serial    2000  Mar.  2 

Century    2000  Mar.  4 

Western    2000  Mar.  7 

Serial    2000  Mar.  2 

Bull's   Eye   Comedy    1000  Mar.  8 

Serial    2000  Mar.  9 

Century    2000  Mar.  11 

Western    2000  Mar.  14 

Bull's   Eye  Comedy    1000  Mar.  15 

Serial    2000  Mar.  16 

Century    2000  Mar.  18 

Western    2000  Mar.  21 

Universal    1000  Mar.22 

Century    2000  Mar. 25 

Universal    2000  Mar.28 

Universal  Serial    2000  Mar. 29 

Universal  Serial    2000  Mar.30 

Century    2000  Apr.  1 

A   Mustang   Picture    2000  Apr.  4 

Serial    2000  Apr.26 

Century    2000  Apr.29 

Western    2000  Apr.29 

Bull's   Eye   Comedy    1000  May  4 

Serial    2000  May  4 

Century    2OO0  May  5 

Mustang  Western    2000  May  9 


UNIVERSAL  (Continued) 

Title  Subject                 Length  Released 

The   Fighting   Ranger    Western    200u  May  11 

Great  Circus  Mystery  No.  10      aerial    ^UUO  May  11 

Queen  of  Aces    Century    2U0U  May  Id 

Roaring    Waters   Mustang  Western    ^uuu  May  lb 

Fighting  Ranger  No.  2....   Adventure   Picture   2U00  May  16 

Nobody   Wins    Arthur  Lake    1000  May  lt> 

"he  Fighting  Ranger,  No.  2     Jack   Daugherty    2000  May  IS 

Love   Sick    Century  Comeuy    2UOU  May  20 

The  Close  Call    Edmond  Cobb    2000  May  2d 

The  Fighting  Ranger  No.  3.   Serial    2000  May  25 

Andy  in  Hollywood  ..:          "The  Gumps"    2000  May  25, 

Slick  Articles    Century   %00 .  . . .  .  May  27 

The  Show  Down    Mustang   2UUU  May  30 

The  Fighting  Ranger,  No.  4    Jack   Daugherty    2000  Jun.  l 

Speak    Freely    Edna    Marian   2UUU  Jun.  3 

Queen  of  the  Round  Up  .  .  .  Josie  Sedgwick    200U  Jun.  o 

The  Fighting  Ranger  No.  5     Jack   Daugherty    2000  June  S 

Kicked   About    Eddie  Gordon   2UUU  June  10 

The  Outlaw    Jack  Perrin    2000  June  13 

The  Fighting  Ranger  No.  6    Serial   20UO  Jun.  15 

Gridiron  Gertie    Century   Comedy    2000  Jun. 17 

The  Pronto  Kid    Mustang  Western   2000  Jun. 20 

The  Fighting  Ranger  No.  7.  Serial   ">000  Jun  21 

Married  Neighbors    Century   2000  Jun  24 

Beauty  and  the  Bandit  ....  Mustang   J000  Jun  27 

The  Fighting  Ranger  No.  8.  Serial    '000  Jun  29 

Plenty  of  Nerve    Century    2000  Jul  1 

The  Ropin'  Venus    Mustang   '000  Jul  4 

The  Lucky  Accident    Bull's  Eye   iouo  jul  b 

The  Fighting  Ranger  No.  9.  Serial    2000  Jul  6 

A  Rough  Party    Century    2000  Jul  8 

The  Knockout  Man    Mustang   ;000  Jul  11 

Discord  in  "A"  Flat    Bull's  Eye   !000  Jul  13 

The  Fighting  Ranger  No.  10  Serial    2000  Jul  13 

Just  in  Time    Century    2000  Jul  15 

The  Battle  of  Wits    Vlustang    2000  Jul  18 

The  Milky  Way    Bull's  Eye    1000  Jul  20 

The  Fighting  Ranger  No.  11  Serial   2000  Jul  20 

The  Polo  Kid    Century    2000  Jul  22 

Captured  Alive    Mustang   >000  Jul  25 

The  Green  Horn    Bull's  Eye   [000  Aug  3 

The  Fighting  Ranger  No.  1.    Serial    2000  Aug  3 

After  a  Reputation   .......  Century   4000  Aug  5 

Raiders  of  the  North    Mustang    2000  Aug  8 

The  Fighting  Schoolmarm   .  Mustang-Josie  Sedgwick   ...  2  reels... Aug  1 

The  Green  Horn    Bulls  Eye-Charles  Puffy    ..  i  reel.... Aug  3 

After  a  Reputation    Century-Edna  Marian   2  reels. 


Raiders  of  the  North    Mustang-George   Larkin    ...  2  reels. 

His   New  Suit    Bulls  Eye-Arthur  Lake  ....  i  reel.. 

Paging   a   Wife    Century-Al    Alt   2  reels. 

The  Best  Man    Mustang-Josie  Sedgwick  ...  2  reels. 

Speak  Easy    Bulls  Eye-Charles  Puffy  ...  l  reel.. 

Won  by  Law   Century-Wanda  Wiley   2  reels. 

Stand  Up  and  Fight    Mustang-Jack  Perrin   2  reels. 

The   Party    Bulls  Eiye-Arthur  Lake  ....  i  reel.. 

Crying  for  Love    Century-Eddie  Gordon    ....  2  reels. 

Dynamite's   Daughter    Mustang-Josie  Sedgwick  ...  2  reels. 

Pleasure  Bent  Bulls  Eye-Charles  Puffy  ...  l  reel.... Aug  31 

Stranded    Century-Edna   Marian   2  reels.  .  .Sept.  2 


.Aug 
.Aug  5 
.Aug  8 
.Aug  10 
.Aug  12 
.Aug  15 
.Aug  17 
.Aug  19 
.Aug  22 
.Aug  24 
.Aug  26 
.Aug  29 


The    Fight  Within    Mustang-George  Larkin 

Westward  Ho    Blue-Bird-Charles  Puffy 

Officer  13    Century- Eddie  Gordon 

Tricked    Mustang-Edmund  Cobb 

One   Wild   Night    Bluebird-Neely  Edwards 

Too  Much  Mother-in-Law  .  .  Century-Const.  Darling 

Taking  Chances    Mustang-Fred  Humes   2 

Green  Eyed  Monster    Bluebird- Arthur  Lake   1 

Educating  Buster   - .  Century-Trimble  &  Dog  ....  2 

The  Raid    Mustang-Edmund  Cobb  ....  2 

By   the   Sea    Bluebird-Charles  Puffy  ....  1 

Cupid's  Victory    Century-Wanda  Wiley   2 

Just  Cowbovs    Mustang-Ben  Corbett  2 

The  Cat's  Meow    BlueBird-Neely    Edwards    .  .  1 

Uncle  Tom's   Gal    Century-Ddna  Marian   2 

The   Gold   Trap    Mustang-Fred  Humes   2 

Muddled   Up    Bluebird-Charles  Puffy   1 

Pipir?   Hot    Century-AI    Alt   2 

Road  from  Latigo   ....  Mustang-Edmund  Cobb   ....  2 

Wi'nnin»  Pair    Century-Wanda  Wiley   2 

T>on't  Forget    Pluebird-Neely  Edwards   ...  1 

Buster  Be  Good    Century-Trimble  &  Dog  ...  2 


Sept.  5 
.Sept  7 
.Sept.  9 
.Sept  12 
.Sept.  14 
.Sect  16 
.Sept  19 
.Sept  21 
.Sept  23 
.Sept  26 
.Sept  28 
.Sept  30 
.Oct.  3 
.Oct.  5 
.Oct  7 
reels.  .  .Oct  10 
reel.  . .  .Oct  12 
reels.  .  .Oct  14 
reels. .  .Oct  17 
reels.  .  .Oct  21 
reel.  .  .  .Oct  19 
reels.  .  .Oct  28 


reels, 
reel . . 
reels, 
reels . 
reel. . 
reels, 
reels, 
reel.  . 
reels . 
reels, 
reel .  . 
reels, 
reels, 
reel . . 
reels 


SERING   D.  WILSON 


The  Goldfish's  Pajamas  ... 

In  a  Cottage  Garden   

The  World  in  Color   

Thundering  Waters   

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  Comedies 

Color  Shots   

Color  Shots   

Color  Shots   

Color  Shots   

Color  Shots   

Volume  1   


1000 
1000 
1000 
1000 
1OO0 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1OO0 
1000 
1000 
1000 
1000 
1000 

Ebony    Comedies    1000 

Ebony   Comedies    1000 


Volume  2   

Volume  3  

New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
Karlo  Kolor  Komics  .  . . 
Karlo  Kolor  Komics  .  .  . 
Karlo   Kolor    Komics    .  .  . 


September  5,  1925    '  Page  63 

Sales  News  and  Personalities  of  the  Week 


TORONTO 

Mannie  Gebertig,  one  of  the  leading  inde- 
pendent exhibitors  in  Toronto,  owner  of  the 
Blue  Bell  Theatre,  is  wearing  a  smile  that 
won't  come  off.  Reason :  Mannie's  only 
daughter,  Yetta,  is  soon  to  be  married,  and 
on  or  after  Labor  Day  will  answer  to  the 
name  of  Mrs.  Snyder.  Snyder  is  an  attorney 
and  Mannie  says  every  exhibitor  ought  to 
have  a  lawyer  in  his  family. 

Charles  Weiner  has  been  appointed  sales 
manager  of  the  United  Artists  Eastern  Can- 
ada division. 

*  *  * 

May  Stein,  secretary  to  Jake  Be'rman,  gen- 
eral manager  of  United  Artists  Canadian 
exchanges,  has  just  returned  from  a  vaca- 
tion. 

*  *  * 

In  selecting  Jake  Berman  for  the  general 
manager  of  Canadian  Exchanges,  United 
Artists  adds  to  its  executive  personnel  one  of 
the  most  popular  men  in  the  Dominion  film 
circles.  Quoting  Jake,  "Charlie  Chaplin,  the 
Babe  Ruth  of  the  League  of  Laughter,  is 
batting  over  300  at  the  Regent  Theatre  in 
Toronto  for  'The  Gold  Rush.'  It  is  pre- 
dicted the  fans  will  laugh  it  off  the  screen." 

*  *  * 

Jack  Welch,  formerly  assistant  manager 
of  Regal  Films,  Ltd.,  of  Toronto,  is  now  in 
Vancouver.  Before  leaving  the  film  elite  of 
Toronto  gave  him  a  genuine  blow  out  at  the 
King  Edward  Hotel.  He  recognized  the  usual- 
amount  of  gifts  and  leaves  for  his  new  post 
with  the  best  wishes  of  everyone. 

^    #  ^ 

Will  J.  Stewart,  one  of  the  best  exploita- 
tion men  in  Canada,  is  contemplating  a 
change  of  territory  and  will,  announce  his  new 
connections  son.  He  is  at  present  handling 
the  British  Imperial  Government  film.  "A 
Trip  to  Wembley." 

*  *  * 

OKLAHOMA  CITY 

Miss  Ruth  A.  Tollert  will  open  a  new  thea- 
tre at  Hobart,  Okla,  in  October,  to  be  called 
the  Rialto. 

*  ♦  ♦ 

J.  W.  Williams,  Jr.,  of  Oklahoma  Indepen- 
dent Film  Service  Co.,  is  making  his  maiden 
trip  over  Oklahoma  on  his  tryout  as  a  film 
seller. 

*  *  * 

W.  S.  Billings  has  been  addded  to  the 
Warner  Brothers'  sales  force 

*  *  * 

A.  Moussa  has  left  his  office  desk  at  War- 
ner Brothers'  exchange  to  try  his  luck  with 
W.  B.  Films. 

J.  W.  Williams,  president  of  the  Indepen- 
dent Film  Service  Company,  spent  the  past 
week  with  his  exchanges  at  Oklahoma  City 
and  Dallas,  Texas. 

*  *  * 

Emanuel  Cohen,  editor  of  the  Pathe  News 
and  Pathe  Reviews,  spent  the  week  end  with 
the  101  Ranch  at  Marland,  Okla.,  recently. 
Pathe  will  have  some  new  reels  made  in 
connection  with  their  new  serial,  "Wild 
West." 

*  #  * 

C.  W.  Potter,  formerly  with  Pathe  in  Des 
Moines,  has  joined  the  local  Pathe  Exchange 
as  block  salesman,  succeeding  Mr.  Fielding, 
who  has  been  made  special  salesman  for  two 
reel  comedies. 


Milt  Crandall,  Exploitation  Expert,  for  the 
Past  Two  Years  with  the  Rowland  and, 
Clark  Theatres,  Pittsburg,    Has  Resigned. 

JANS  SELLS  CANADA 

The  signing  of  an  agreement  between  Jans 
Productions,  Inc.,  and  Charles  Lelumiere, 
president  of  the  Film  DeLuxe  Ltd.,  for 
Eastern  Canadian  rights  for  the  1925-26  Jans 
series,  practically  disposes  of  the  entire 
world  distribution  rights  on  the  series  of 
six  pictures  being  produced  this  season  by 
Herman  F.  Jans. 

Three  of  this  series  are  already  complete, 
and  number  four,  "Ermine  and  Rhinestones," 
a  Louise  Winter  story,  will  go  into  the 
studio  shortly. 

*    *  * 

CHANGE  IN  ADDRESS 

The  London  address  of  Atlantic  Union 
Films,  Ltd.,  has  been  changed  to  49  London 
Wall,  E.  C.  2. 


KATZ  IS  NEW  F.  B.  O. 
ASSISTANT  SALES  HEAD 

Sidney  M.  Katz,  associated  with 
Film  Booking  Offices  of  America, 
Inc.,  since  its  inception  three  and 
one  half  years  ago  as  assistant 
manager  of  the  New  York  exchange 
and  later  as  a  district  manager  in 
the  east,  was  appointed  assistant 
sales  manager,  according  to  an  an- 
nouncement by  Major  H.  C.  S. 
Thomson,  president  and  managing 
director  of  the  company. 

Mr.  Katz  is  widely  known  in  film 
circles,  especially  among  eastern  and 
mid-west  exhibitors,  and  his  pro- 
motion is  the  result  of  conscientious 
effort  and  the  excellent  results 
achieved  in  sales  because  of  many 
innovations  which  he  personally  con- 
ceived and  executed. 

Mr.  Katz  left  this  week  for  a 
swing  around  the  exchanges  of 
F.  B.  O.  to  further  acquaint  himself 
with  the  personnel  of  the  company. 


KANSAS  CITY 

M.  A.  Tanner,  former  Selznick  branch  man- 
ager, has  accepted  a  position  as  booker  at  the 
Fox  exchange,  succeeding  Edward  Solig, 
who  departed  for  Jacksonville,  Fla. 

*  *  w 

Frank  Baxter,  former  Universal  salesman, 
has  joined  the  Warner- Vitagraph  force  in 
Omaha. 

*  #  # 

J.  R.  Grainger,  general  sales  executive  for 
Fox,  was  in  Kansas  City  on  a  business  visit, 
being  en  route  to  the  Pacific  Coast. 

*  *    *  A 

Lou  Nathanson,  former  representative  in 
Oklahoma  and  Kansas  for  P.  D.  C,  has 
joined  the  United  Artists  force  and  will 
cover  Oklahoma. 

*  #  % 

C.  C.  Knipe,  formerly  in  charge  of  the  ac- 
cessories department  for  the  Kansas  City 
exchange,  has  been  promoted  to  Universal 
Central  West  accessories  manager,  wlVile 
FYed  Hershon,  former  Universal  salesman, 
has  been  promoted  to  short  subjects  manager 
of  that  company. 

*•  *• 

George  Priest  has  been  employed  as  an 
extra  salesman  for  the  Fox  exchange,  while 
William  Raster1  of  New  York  City  "has 
joined  the  Universal  sales  force. 

BUFFALO 

Walter  Hays,  vice  president  of  the  Mark- 
Strand  interests,  and  former  president  of 
the  M.  P.  T.  O.  of  N.  Y.,  has  returned  to 
his  home  in  Buffalo,  following  a  1,700  mile 
motor  tour  with  Mrs.  Hays  through  the  East. 

*  *  * 

George  E.  Williams,  Paramount  exploiter 
in  the  Buffalo  territory,  is  busy  preparing 
page  ads  for  the  annual  Paramount  Week 
splash.  Paramount  is  having  a  fine  showing 
during  the  week  in  western  New  York,  in 
fact,  business  at  the  local  exchange  is  way 
ahead  of  all  former  records. 

*  =i=  # 

J.  H.  Michael,  chairman  of  Buffalo  Zone 
M.  P.  TV  O.  of  N.  Y.,  is  arising  at  6 
a.  m.  these  days  and  joining  the  Film  Row 
pill  chasers  in  Delaware  Park. 

*  *  * 

J.  J.  Kelly,  manager  of  the  Lafayette 
Theatre  in  Batavia,  N.  Y.,  has  signed  up  100 
per  cent  for  the  Producers  Distributing  Cor- 
poration product  and  has  announced  the  fact 
in  large  ads  in  the  local  press.  - 

*  #  * 

ALBANY 

Herman  Stern,  local  manager  for  F.  B.  O., 
made  a  700-rriile  trip  in  three  days  last  week 
covering  exhibitors  in  Saranac  Lake,  Mas- 
sena,  Lake  Placid  and  Pottsdam.  Harold  Fil- 
kins  accompanied  him. 

*  *  # 

Robert  Wagner,  who  is  now  representing 
Renown  in  this  section  and  who  formerly- 
handled  the  Gateway  Theatre  in  Little  Falls, 
made  his  first  appearance  along  Film  Row  in 
the  role  of  film  salesman. 

*  *  * 

Leon  Medem,  managing  the  Pathe  ex- 
change in  Albany,  reports  "The  Freshman" 
as  having  been  sold  to  the  Mark  Strand 
Theatre  in  Albany,  as  well  as  the  Troy 
Theatre,  not  forgetting  the  entire  Schine  cir- 
cuit, as  well  as  the  Robbins  circuit. 

*  *  * 

When  Jacob  Klein  assumed  the  manage- 
ment of  Warner  Brothers'  exchange  here  he 
was  greeted  with  a  huge  floral  horseshoe 
that  had  been  sent  on  by  friends  in  Boston. 


Page  64 


Exhibitors  Trade  Review 


News  of  Exhibitor  Activities 


16  Theatres  in 
Illinois  Take 
B  &  K  Service 

CHICAGO,  III,  Aug.  28.— Balaban  &  Katz 
announced  the  formation  of  the  Great  States 
Theatres,  Inc.,  a  partnership  arrangement 
with  sixteen  "downstate"  theatres  by  which 
the  Chicago  firm's  type  of  entertainment  and 
management  will  be  put  into  effect  in  the 
houses  concerned. 

Several  of  Chicago's  largest  theatres  be- 
long to  Balaban  &  Katz,  who  have  just 
opened  a  new  $5,000,000  house  on  the  north 
side.  Officers  of  the  new  corporation  include : 
Samuel  Katz,  president ;  Jules  Rubens,  vice- 
president  and  general  manager;  Maurice  Ru- 
bens, secretary,  and  Barney  Balaban,  treas- 
urer. 

The  theatres  involved  are :  The  Strand, 
Fox  and  Rialto,  in  Aurora;  the  Orpheum, 
Crystal  Prince  and  the  new  Rubens-Rialto 
Square  Theatre  in  Joliet ;  the  Crocker,  Rial- 
to and  Grove  in  Elgin;  the  new  $2,000,000 
Orpheum  and  the  Majestic  in  Springfield ; 
the  Orpheum  in  Galesburg;  the  Majestic  in 
Bloomington ;  the  Midway  in  Rockf  ord,  and 
the  DeKalb  Theatre  in  DeKalb. 

The  entertainment  plan  in  the  Balaban  & 
Katz  theatres  includes  with  each  evening  and 
several  matinee  performances  a  series  of 
stage  features,  large  orchestras  and  elabor- 
ate organ  programs. 

SHIRLEY-SELZNICK  DEAL 

ALBANY,  Aug.  28.— William  Shirley,  of 
Schenectady,  N.  Y.,  one  of  the  best  known 
exhibitors  in  New  York  state,  returned 
from  Florida  last  week  and  announced 
that  he  would  erect  at  least  one  large 
apartment  house  in  Miami,  and  that  he 
would  also  be  associated  with  Louis  Selz- 
nick  in  a  large  land  development  near 
Palm  Beach.  Mr.  Shirley  expects  to  re- 
turn to  Florida  at  once  and  will  probably 
be  joined  by  Myer  Freedman,  of  Schenec- 
tady, with  whom  he  was  associated  in  sev- 
eral of  his  theatrical  enterprises. 

*  *  * 

CHILLICOTHE,  Mo.,  Aug.  28.— Untiring 
and  efficient  work  as  advertising  manager  of 
(he  Cuff  Enterprises  won  the  position  as  man- 
ager of  the  Strand  Theatre,  owned  by  Wil- 
liam Cuff,  for  John  Creamer.  Edward  Smith, 
former  manager  of  the  theatre,  is  to  become 
manager  of  the  Strand  Hotel,  owned  by  Mr. 
Cuff,  and  which  adjoins  the  theatre. 

*  *  * 

CUMBERLAND,  Maryland,  Aug.  28.— 
The  Strand  Theatre  of  Cumberland,  Mary- 
land, is  not  included  in  the  deal  which 
brought  the  Stanley  Company  an  interest 
tn  the  Crandall  Theatre  chain.  The  Strand 
Theatre  is  owned  and  operated  by  the 
Cumberland  Amusement  Company. 

*  *  * 

ARCADIA,  Cal,  August  28.— The  Liberty 
Theatre  reopened  with  W.  S.  Delaney  as 
lessee. 

*  *  * 

CONDOLENCES  TO  GOLDMANS 

ST.  LOUIS,  Mo.,  August  29.— The  St. 
Louis  film  colony  was  unanimous  in  extend- 
ing its  sincere  condolences  to  Mr.  and  Mrs. 
William  Goldman  because  of  the  death  of 
their  son,  Randolph  Goldman,  11  years  old. 


PROSPERITY  SEEN 
IN  TAX  FIGURES 

July  Business  in  Montreal  Shows 
Large  Increase 

MONTREAL,  Aug.  28.— The  moving  pic- 
ture business  in  Montreal,  Quebec,  during  the 
past  summer  have  been  good  and  the  theatre 
managers  cannot  but  admit  it. 

Figures  have  just  been  issued  by  Georges 
Crump,  chief  inspector  of  amusement  tax  for 
the  City  of  Montreal,  for  the  month  of  July, 
which  show  the  patronage  has  been  far  ahead 
of  the  corresponding  month  of  last  year,  the 
difference  being  $374,879  more  admissions  at 
local  theatres  with  a  corresponding  increase 
of  $9,800.18  in  the  city's  amusement  tax 
revenue. 

Local  moving  picture  theatres  are  divided 
into  two  classes,  those  which  give  guarantee 
bonds  by  reason  of  which  they  are  enabled 
to  pay  the  amusement  tax  in  lump  sums  ac- 
cording to  their  own  box-office  records,  and 
the  others  at  which  the  civic  administration 
requires  the  actual  use  of  amusement  tax 
tickets  in  addition  to  the  theatre's  own  ticket 
rolls. 

In  Montreal  theatres  holding  the  bonds,  the 
number  of  patrons  during  July,  1925  was 
1,079,623,  with  an  amusement  tax  revenue  of 
$33,406.62,  as  against  an  aggregate  patronage 
of  890,054  admissions  during  July,  1924,  giv- 
ing a  tax  revenue  of  $30,142.15. 

In  theatres  where  tax  tickets  are  issued, 
450,341  persons  were  admitted  as  patrons 
during  last  July,  bringing  in  a  revenue  of 
$8,333.54. 

The  total  paid  patronage  at  the  Montreal 
theatres  during  July  was,  therefore,  1,529,964, 
as  compared  with  1,155,085  during  the  month 
of  July,  1924,  these  being  the  official  statistics 
of  the  local  tax  department  as  announced. 
*    *  * 

$25,000  ON  IMPROVEMENTS 

FRESNO,  Cal.,  August  28.— West  Coast 
Theatres  will  spend  $25,000  on  improving  the 
White  Theatres  here. 


TORONTO,  Ang.  28.— As  an  introductory 
feature  for  the  fifth  season  of  "Capitol  En- 
tertainment" under  the  auspices  of  Famous 
Players  Canadian  Corporation,  Toronto,  in 
Canada,  the  company  launched  its  "Scrip 
Book"  plan  on  August  22.  Books  of  tickets 
were  placed  on  sale  simultaneously  in  fifty- 
seven  of  the  corporation's  theatres  from 
Montreal  to  Vancouver,  B.  C,  the  ticket  cou- 
pons being  offered  in  5,  10  and  25  cents  de- 
nominations for  the  convenience  of  patrons. 
The  books  of  admission  tickets,  which  are 
transferable  and  acceptable  at  any  of  the  the- 
atres, were  issued  at  prices  that  represented  a 
considerable  saving  to  purchasers.  The  $10 
scrip  books  are  sold  at  $8.50  and  the  $5  books 
are  sold  for  $4.50.  The  scrip  books  have 
practically  no  restrictions,  the  coupons  being 
detachable,  interchangeable  and  transferable. 

This  feature  was  worked  out  and  put 
through  by  Walter  F.  Davis,  former  manager 
of  the  Metropolitan  Theatre,  Winnipeg,  Man- 
itoba, who  was  transferred  to  the  head  of- 
fice staff  of  Famous  Players  at  Toronto  to 
take  charge  of  the  scrip  book  department 
for  the  fifty-seven  theatres.  The  principal 
cinema  halls  of  the  corporation  were  selected 


Salary  Demands 
in  Birmingham 
To  Be  Refused 

BIRMINGHAM,  Ala.,  Aug.  28.— The  re- 
port that  Birmingham  theatres  may  close  on 
September  1st  if  the  operators,  stage  hands 
and  musicians,  failing  to  get  a  recently  de- 
manded raise  in  pay,  should  walk  out,  was 
flatly  denied  by  D.  R.  Faunce,  manager  of 
the  Strand  Theatre.  The  statement  that  the 
men  would  walk  out  was  made  on  August 
18th. 

"Any  theatre  that  may  decide  to  meet  the 
exorbitant  demands  of  these  employees  can 
only  do  so  by  raising  the  admission  fees  and 
that  we  positively  decline  to  do,"  Mr.  Faunce 
said. 

Following  is  a  list  of  the  demands  said  to 
have  been  made  by  the  Birmingham  theatre 

employees : 

Musicians,  side  men,  a  raise  from  $30  to  $60 
per  week ;  leaders,  a  raise  from  $70  to  $85  per 
week;  stage  managers,  a  raise  from  $50  to 
$60  per  week ;  stage  hands,  a  raise  from  $40  to 
$50  per  week;  motion  picture  operators,  now 
receiving  $40,  $42.50  and  $45  per  week,  to 
receive  a  raise  to  $50,  $60  and  $65  per  week 
and  certain  other  conditions  which  managers 
claim  will  increase  the  salary  scale. 

Changes  for  the  better  in  working  condi- 
tions of  all  employees  were  demanded,  it  is 
said. 

*    *  * 

$100,000  THEATRE 

MT.  VERNON,  Wash.,  Aug.  28.— A  mo- 
tion picture  theatre  costing  $100,000,  which 
will  be  one  of  the  finest  of  its  size  in  the 
Northwest,  according  to  plans,  is  to  be  con- 
structed immediately  on  the  Decatur  property 
at  First  and  Kincaid.  Announcement  to  this 
effect  was  made  by  E.  W.  Pollock,  one  of 
the  owners  of  the  Decatur  property.  The 
name  of  the  new  theatre  will  be  The  Lincoln. 


for  the  feature  and  it  is  a  noteworthy  fact 
that  no  less  than  fourteen  theatres  in  Toron- 
to come  under  the  plan. 

Large  advertising  space  was  used  simul- 
taneously in  the  various  cities  in  which  the 
fifty-seven  theatres  are  located  for  the  firsi 
"flash"  on  August  22  and  other  literature  and 
screen  anouncements  were  employed  for  the 
purpose.  The  cities  which  come  under  the 
plan  include  Toronto,  Montreal,  Winnipeg, 
Vancouver,  Calgary,  Brandon,  Brockville, 
Brantford,  Cobourg,  Calgary,  Chatham,  Ed- 
monton, Fort  William,  Guelph,  Gait,  Hamil- 
ton, Kitchener,  Kingston,  London,  Moose 
Jaw,  Nariaimo,  Nelson,  Ottawa,  Oshawa,. 
Owen  Sound,  Port  Arthur,  Paris,  Peterboro. 
Port  Hope,  Regina,  Saskatoon,  Stratford, 
Victoria,  Welland,  Woodstock,  Sault  Ste. 
Marie  and  St.  Catherines. 

The  fourteen  theatres  listed  for  Toronto 
include  the  Hippodrome,  Oakwood,  Bloor„ 
College,  Palace,  Alhambra,  Beaver,  Parkdale, 
Teck,  Family,  Beach,  Capitol,  St.  Clair  and 
York  Theatres. 

The  Scrip  Book  feature  is  one  of  the  most 
important  innovations  for  chain  theatres  in 
the  Dominion  in  recent  years. 


Cut  Rate  Tickets 


September  5, 1925 


Page  65 


ROCKY  MOUNTAIN 
CIRCUIT  BORN 

New  York  Capital  Buys  Denver 
Strand 

DENVER,  Col.,  Aug.  28.— With  the  pur- 
chase of  the  Strand  theatre  for  $100,000  as 
the  first  step,  establishment  of  a  mammoth 
Rocky  Mountain  circuit  of  moving  picture 
houses  in  Colorado,  New  Mexico  and  Wy- 
oming, with  Denver  as  its  nucleus,  at  an 
outlay  of  at  least  two  million  dollars,  has 
been  started  by  the  North  American  Theater 
Corporation  of  New  York  City,  according  to 
announcement  by  Harold  Home,  western 
manager  of  the  concern. 

Home  said  the  corporation  was  planning 
either  to  purchase  theatres  on  its  own  account 
or  to  finance  independent  exhibitors  who  wish 
to  build  or  to  expand  their  houses. 

The  western  manager  will  leave  immediately 
for  a  survey  of  conditions  in  the  three  states 
that  compose  the  circuit,  he  said  at  the  Shir- 
ley-Savoy. 

While  the  theatre  corporation  is  not  con- 
nected with  any  other  company,  Home  stated 
its  directorate  and  that  of  the  Motion  Pic- 
tures Capital  corporation  are  virtually  iden- 
tical. The  directors  of  the  latter  concern, 
include  Herbert  Pratt,  vice  president  of  the 
Standard  Oil  Company ;  Theodore  Schulze 
of  the  Chase  Securities  and  the  Utah  Copper 
Company,  and  Lester  Cuddihy,  of  Funk  & 
Wagnalls. 

The  Strand  will  make  its  opening  bow  to 
the  public  under  the  new  ownership  prob- 
ably September  4,  the  western  manager  said. 
Floyd  Rice,  formerly  manager  of  the  Criter- 
ion Theatre  at  Los  Angeles,  one  of  the  larg- 
est show  houses  on  the  coast,  will  be  in 
charge  of  the  Denver  house  temporarily. 
Negotiations  are  now  pending  with  a  num- 
ber of  the  country's  leading  showmen  for  a 
permanent  manager  of  the  Strand. 

The  vice  president  and  general  manager  of 
the  theatre  corporation  is  Harry  C.  Arthur, 
formerly  general  manager  of  the  West  Coast 
Theaters  Corporation  of  California. 

:|:      ^:  * 

BRAYTON  BROS.  OPEN 

LONG  BEACH  HOUSE 

LONG  BEACH,  Calif.,  Aug.  28.— William 
H.  and  George  F.  Brayton,  natives  of  Long 
Beach,  opened  the  Brayton  Theatre  here.  It 
is  a  $150,000  house  and  a  feature  in  its  con- 
struction is  the  fact  that  local  firms  received 
all  the  building  contracts. 

The  theatre  has  a  capacity  of  900  and  its 
width,  eighty  feet,  makes  it  particularly  suit- 
ed for  the  display  of  pictures. 

The  Braytons  are  twins.  Each  is  in  law, 
William  H.  being  a  deputy  district  attor- 
ney of  Long  Beach. 

*  *  * 

CHANGE  IN  CORPORATE  NAME 

SAN  FRANCISCO,  Cal.,  August  28.— Pe- 
tition to  change  the  corporate  name  of  Her- 
bert L.  Rothchild  Entertainment,  Inc.,  to  San 
Francisco  Entertainment,  Inc.,  was  filed  in 
the  Superior  Court  here.  The  corporation, 
operating  theatres  in  San  Francisco  was  first 
known  as  the  Famous  Players-Lasky  Cor- 
poration of  California.  Herbert  L.  Roth- 
child, director  of  the  company,  asks  the  sec- 
ond name  change  to  prevent  confusion  with 
his  other  business  activities. 

^  # 

SPOKANE,     Wash.,    August    28.— John 

Brooks  has  taken  over  the  Lyric  Theatre. 

#  *  * 

ST.  PAUL,  Minn.,  August  29. — William 
Myck,  formerly  manager  of  the  Tower  Thea- 
tre assumed  charge  of  the  Sherman  Theatre 
in  St.  Cloud. 


Becomes  Exhibitor 
After  Thirty  -  six 
Years  as  Merchant 

Emil  Stein,  of  Durango,  Col.,  was  in  New 
York  in  the  interests  of  his  theatre,  the  Amer- 
ican, which  he  bought  recently.  He  has  been  in 
business  in  Durango  for  the  past  thirty  years 
and  is  reckoned  as  one  of  the  most  prosper- 
ous merchants  of  that  city.  By  applying  to 
the  operation  of  the  American  the  same  prin- 
ciples of  sound  business  that  has  guided  his 
career  as  a  merchant,  Mr.  Stein  has  alread}' 
established  his  house  as  a  community  institu- 
tion. 

Among  the  product  Mr.  Stein  booked  on 
his  tour  of  New  York's  film  offices  are  "The 
Freshman,"  Harold  Lloyd's  forthcoming 
Pathe  release,  and  '"Black  Cyclone,"  the  Hal 
Roach  feature  starring  Rex,  of  "King  of  Wild 
Horses"  fame.  He  also  contracted  for  the  As- 
sociated Exhibitors'  product,  "Introduce  Me," 
"Yankee  Consul,"  "Never  Say  Die,"  "The 
Chechaoos,"  "Battling  Bunyan,"  "Three  Miles 
Out,"  and  "The  Greatest  Love  of  All." 

Mr.  Stein  is  fully  cognizant,  as  a  result  of 
his  merchandising  experience,  of  the  tremen- 
dous value  of  advertising  and  the  right  kind 
of  appeal  to  prospective  customers.  On  both 
of  these  Pathe  features  he  is  prepared  to  go 
the  limit  and  is  planning  an  advance  cam- 
paign commensurate  with  the  possibilities  of 
the  productions.  "For  big  returns  do  big  things 
in  a  big  way"  has  been  his  guiding  motto  in 
business,  and  Stein  is  out  to  show  how  equally 
well  this  principle  applies  to  the  job  of  getting 

business  at  the  box-office. 

*  *  * 

EXHIBITORS  TO  TAX 
OWN  CASES 

ALBANY,  Aug.  28,-There  will  be  a  joint 
meeting  in  Buffalo  in  September  of  the  Al- 
bany and  Buffalo  zone  bylaw  committees  for 
the  purpose  of  ratifying  bylaws  and  adopting 
or  rejecting  certain  suggested  amendments. 
Among  these  latter  will  be  one  calling  for 
the  payment  of  not  less  than  $5  by  an  ex- 
hibitor or  an  exchange  before  filing  any  case 
with  the  arbitration  boards.  It  is  expected 
that  the  amendment  will  be  adopted  and  will 
stop  the  filing  of  trivial  cases  which  now 
encumber  the  board.  The  money  thus  accru- 
ing would  be  used  toward  meeting  the  run- 
ning expenses  of  the  zones  as  well  as  the 
arbitration  boards. 

*  *  * 

ALBANY  CHANGES 

ALBANY,  Aug.  28.  — Oscar  J.  Perrin, 
former  manager  of  the  Leland  and  Clinton 
Square  Theatres  in  Albany,  N.  Y.,  has  just 
been  named  as  manager  of  the  Capitol  Thea- 
tre in  the  same  city,  succeeding  Edward 
Lyons,  who  has  returned  to  New  York. 
Herman  Vineberg,  who  has  been  managing 
the  Mark  Strand  in  Albany,  has  been  given 
the  management  of  the  Albany  and  Regent 
Theatres  in  that  city,  where  they  were  lately 
acquired  by  Strand  interests.  Tony  Veiller, 
manager  of  the  Lincoln  in  Troy,  will  suc- 
ceed Mr.  Vineberg  at  the  Strand,  while  Ben 
Stern,  assistant  manager  of  the  Troy  Thea- 
tre, will  become  manager  of  the  Lincoln. 

*  *  * 

SCHINE  A  BENEDICT 

ALBANY,  Aug.  28.— Myer  Schine,  of 
Gloversville,  N.  Y.,  one  of  the  heads  of 
the  largest  motion  picture  chain  in  New 
York  State,  was  married  August  30  to 
Misss  Feldman  of  Johnstown. 

SARATOGA  SPRINGS,  Aug.  28.— Irving 
Goldsmith,  one  of  the  owners  of  a  leading 
motion  picture  theatre  in  Saratoga  Springs, 
is  a  candidate  for  the  New  York  State 
Assembly  on  the  Democratic  ticket  this 
fall. 


TWO  BIG  HOUSES 
GO  TO  WARNERS 

Indianapolis  and  Baltimore  Scenes 
of  Deals 

Warner  Brothers  have  acquired  two  more 
houses,  one  of  them,  the  Circle,  Indianapolis, 
being  considered  one  of  the  leading  theatres 
in  the  country.  The  other  is  the  Metropolitan 
in  Baltimore. 

The  Metropolitan  was  purchased  outright 
while  a  deal  with  Martin  Printz,  former  own- 
er of  the  Circle,  gives  Warner  Brothers  con- 
trol of  that  house,  with  Printz  continuing  as 
manager. 

The  Metropolitan  is  an  1800  seat  house, 
situated  on  Pennsylvania  Ave.,  Baltimore. 
Bernard  Depkin  will  continue  as  the  house 
manager. 

The  Circle  seats  2200.  It  was  built  five 
years  ago  but  recently  remodeled.  Both 
theatres  will  retain  their  present  names  with 
the  Warner  name  preceding  them. 

SUNDAY  LAW  WAR 
IN  UTAH 

LOGAN,  Utah,  Aug.  18.— The  lower  court 
in  the  Sunday  closing  controversy  has  been 
reversed  by  the  district  court,  and^  it  now 
seems  certain  that  the  Supreme  Court  of 
the  state  will  be  called  upon  to  settle  the 
question  of  whether  or  not  it  is  unlawful 
to  operate  motion  picture  houses  in  Utah  on 
Sunday,  or  rather  whether  the_  present  state 
law  really  does  include  these  institutions  in 
the  list  of  Sunday  activities  it  seeks  to  place 
under  the  ban. 

The  present  case  had  been  under  advise- 
ment since  July  11.  On  June  27  City  Judge 
Preston  dismissed  the  charges  against  G. 
W.  Thatcher,  B.  G.  Thatcher  and  William 
Spicker,  motion  picture  operators  of  Logan, 
on  the  ground  that  the  operation  of  a  play- 
house on  Sunday  was  not  a  violation  of  the 
closing  law;  that  a  theatre  is  not  a  place  of 
business  within  the  meaning  of  the  act. 

Logan  had  never  opened  her  show  houses 
till  last  April,  when  the  Chamber  of  Com- 
merce endorsed  a  proposal  to  open  them. 
The  church  people  immediately  protested  and 
the  county  law  officers  caused  arrests  to  be 
made.  The  defendants  in  the  case  intend,  it 
is  stated,  to  carry  the  case  to  the  highest 
court  right  away.  In  the  meantime  the  show 
houses  are  being  oerated,  but  further  arrests 
are  expected  daily. 

WIN  SUNDAY  SHOWS 

KANSAS  CITY,  Mo.,  Aug.  28.— The  city 
council  of  Moberly,  Mo.,  a  town  of  25,000, 
voted  to  repeal  the  ordinance  prohibiting 
Sunday  motion  picture  shows.  A  hattle,  as 
bitter  as  ever  waged  on  any  municipal  prob- 
lem, continued  for  three  and  one-half  hours 
before  the  matter  was  allowed  to  come  to  a 
vote. 

Ministers  of  virtually  all  churches  of  the 
city  opposed  the  plan  to  change  the  ordinance 
and  submitted  a  petition  containing  3,200 
names.  On  the  other  hand,  theatre  interests 
submitted  a  petition  conaining  4,226  names, 
including  154  business  firms  and  671  travel- 
ing salesmen,  asking  the  city  council  to 
change  the  ordinance.  The  debate  was  in  the 
council  room  before  one  of  the  largest 
crowds  that  ever  attended  such  a  meeting. 
*    ^  ^ 

LONG  BEACH,  Calif.,  August  28.— 
Walter  Home  will  build  a  theatre  here  on 
the  style  of  the  Egyptian  in  Hollywood. 

*  * 

POINT  GREY,  B.  C,  August  28.— This 
city  will  have  a  second  suburban  house,  cost- 
ing $40,000,  at  Ninth  Ave.  and  Alma  St. 


Page  66 


Exhibitors  Trade  Review 


PRODUCTION  HIGHLIGHT 


ROBERT  SCHABLE  HAS  resigned 
his  position  as  business  manager  of  the 
George  Fitzmaurlce-Samuel  Goldwyn  unit 
to  return  to  acting.  Schable  played  heavy 
in  many  of  Fitzmaurice's  Famous  Players- 
Lasky  pictures. 

*  ^  ♦ 

FREDERIC  AND  FANNY  HATTON 

have  titled  the  Embassy  picture,  "Play- 
things," and  will  probably  be  retained  to 
title  all  this  company's  productions. 

*  *  * 

MAURICE    (LEFTY)    FLYNN  has 

completed  "Heads  Up,"  a  comedy  melo- 
drama of  a  South  American  revolution  for 
F.  B.  O. 

*  *  * 

A  WIDE  ASSORTMENT  of  circus 
performers  are  appearing  in  support  of 
Lillian  Rich  and  Eugene  O'Brien  in  Pro- 
ducers Distributing  Corporation's  "Simon 
the  Jester." 

%    %  ^ 

"CHILDREN  OF  THE  WHIRL- 
WIND," Whitman  Bennett's  new  Arrow 
Picture,  has  as  its  background  several  un- 
usual scenes  of  New  York  City. 

*  *  * 

LOUIS  F.  GOTTSCHALK  will  arrange 
the  musical  score  for  Samuel  Goldwyn's 
"Stella  Dallas."  Gottschalk  has  performed 
a  similar  service  on  many  of  the  foremost 
picture  productions,  including  "The  Miracle 
Man"  and  "The  Three  Musketeers." 

*  #  * 

A  NEW  STAGE  OF  CONCRETE  and 

steel  is  being  built  at  the  Hollywood  Stu- 
dios where  Stromberg,  Hoffman,  Sebas- 
tian, Melford  and  Frances  Marion  make 
their  Prod-Dis-Co.  pictures. 

POLICE  CHIEF  DAN  O'BRIEN  of 

San  Francisco  will  appear  in  Emory 
Johnson's  "The  Last  Edition,"  which  he 
is  producing  for  F.  B  .O. 

%    ^  ^ 

BETTY  BLYTHE  CABLES  her  friends 
that  she  has  completed  work  in  the  lead- 
ing role  of  "Jacob's  Well,"  made  in  Pales- 
tine and  Paris. 

HOWARD  HIGGIN  has  added  Betty 
Jewel  to  the  cast  of  "Invisible  Wounds," 
which  he  is  directing  for  Robert  Kane. 

AFTER  TWO  MONTHS  of  day  and 

night  production  activities,  extending  from 
locales  in  the  Canadian  Northwest  and 
Mount  Rainier  in  Washington  to  the 
Western  Avenue  Studios  in  Hollywood, 
Reginald  Barker  shot  thp  final  scenes  in 
"When  the  Door  Opened,"  by  James  Oli- 
ver Curwood,  his  first  picture  for  William 
Fox. 

*  *  * 

CHRISTIES   "MADAME  LUCY,"  in 

which  Julian  Eltinge  plays  the  title  role, 
will  offer  the  star  opportunity  to  wear 
pants  at  least  20  per  cent  of  the  time. 

*fc       ^  * 

ART  ACORD'S  NEXT  for  Universal 
will  be  "The  Sage  Brush  Sherlock." 

*  *  * 

CECIL  B.  DE  MILLE  is  well  advanced 
on  production  of  "The  Road  to  Yesterday." 

*  + 

FRANK  LLOYD  is  assembling  an  im- 
portant cast  for  First  National's  "The 
Solendid  Road."  Anna  Q.  Nilsson,  Robert 
Frazer  and  Edward  Earlte  have  already 
been  cast. 


WILLIAM  FAIRBANKS  stars  in  "The 
New  Champion,"  third  of  Columbia's  Per- 
fection releases. 

$    -if  % 

A.  H.  SEBASTIAN  has  sold  the  pic- 
ture rights  of  "Three  Faces  East"  to  Cecil 
B.  De  Millie.  C.  Gardner  Sullivan  is  pre- 
paring the  continuity. 

*    %  % 

UNIVERSAL  WILL  STAR  Josie 
Sedgwick  in  "Miss  Robin  Hood." 

•Jf  * 

"TUMBLEWEEDS,"  William  S.  Hart's 
first  for  United  Artists,  will  contain  scene? 
concerning  the  rush  for  the  Cherokee  Land 
Strip,  a  stirring  episode  in  California  his- 
tory. 

=:<    *  * 

FRANK  STRAYER,  director  of  Colum- 
bia's "Enemy  of  Man,"  has  been  retained 
by  Harry  Colin  to  direct  further  releases. 

FIVE  THOUSAND  persons  welcomed 
Jack  Hoxie,  Universal  star,  at  Deadwood, 
S.  D.,  where  he  is  filming  exteriors  for 
"Deadwood  Dick"  and  "Red  Hot  Leather." 

MARY  PICKFORD  and  Douglas  Fair- 
banks have  established  a  New  York  edi- 
torial service  under  the  direction  of  Arthur 
Zellner,  who  is  making  his  headquarters 
with  United  Artists. 

JACK  JUNGMEYER  and  Earl  Snell, 
scenarists  of  First  National's  Eastern  Stu- 
dios, are  working  on  the  last  sequence  of 
"The  Scarlet  Saint,"  which  will  be  directed 
by  George  Achainbaud  with  Mary  Astor 
and  Lloyd  Hughes  in  the  co-featured 
roles. 

♦  ♦ 

LAMBERT  HILLYER,  who  is  direct- 
ing "The  Unguarded  Hour"  for  First  Na- 
tional, is  the  son  of  Lydia  Knott,  well- 
known  screen  character  actress. 

*     *  T. 

IN  FILMING  "KEEP  SMILING"  for 

Associated  Exhibitors,  Howrard  Estabrook, 
President  of  the  Monty  Banks  Pictures 
Corporation,  engaged  Frederick  Ritter,  one 
of  the  best  known  technical  experts  as 
supervisor  of  the  technical  department 
working  on  the  new  Monty  Banks  produc- 
tion. 


"THE  WILD  GIRL,"  the  second  of  the 

Truart  Novelty  Productions  featuring 
Louise  Lorraine,  Rex,  the  wonder  dog  and 
Black  Beauty,  the  equine  performer  has 
been  completed. 

*  *  * 

FRED  DATIG  has  succeeded  Tom 
White  as  Paramount's  west  coast  casting 
director. 

*  *  * 

SUPPORTING  MILTON  SILLS  and 

Doris  Kenyon  in  First  National's  "The 
Unguarded  Hour,"  are  Claude  King,  Jed 
Prouty,  Cornelius  Keefe,  Lorna  Duveen, 
Dolores  Cassinelli  and  Vivia  Ogden. 

*  *  * 

TOM  MEIGHAN'S  trip  to  Ireland 
where  he  is  making  "Irish  Luck"  for  Para- 
mount may  now  be  considered  complete. 
He  has  kissed  the  Blarney  Stone. 

♦ 

WHEN  GLORIA  SWANSON  arrived 
in  Martinsville,  West  Virginia,  to  work  in 
exteriors  for  Paramount's  "Stage  Struck," 
the  whole  town  of  4500  declared  a  holiday. 

HUGH  DIERKER  has  completed  the 
second  "Macfadden  Made  Movie"  of  the 
True  Story  Film  Company,  "False  Pride," 
which  stars  Owen  Moore  and  includes 
Faire  Binney,  Ruth  Stonehouse,  Bradley 
Barker  and  Jane  Jennings  in  the  cast.  The 
production  will  be  released  by  Astor  Dis- 
tributing Corporation. 

*  *  * 

SAMUEL  GOLDWYN'S  "Stella  Dal- 
las" Company  under  the  direction  of  Henry 
King  has  returned  to  Hollywood  from  lo- 
cation at  San  Francisco  and  Del  Monte. 

*  *  * 

MILTON  SILLS  and  the  First  National 
Company  making  "The  Unguarded  Hour" 
are  at  work  on  location  at  the  Benedict  es- 
tate in  Greenwich,  Conn. 

LARRY  SEMON  has  completed  the 
title  of  "The  Perfect  Clown,"  his  second 
comedy  for  Chadwick. 

*  *  * 

CHARLES  RAY  will  return  to  the 
Chadwick  banner  following  his  engage- 
ment with  Metro-Goldwyn-Mayer. 


September  5,  1925 


Page  67 


THE  WANDERER 

Paramount  Photoplay.  Adapted  by  J.  T. 
O'Donohoe  from  the  stage  play  by  Maurice 
V.  Samuels,  William  Schmidtbonn's  opera, 
"The  Lost  Son,"  and  the  Biblical  story  of 
the  Prodigal  Son.  Director,  Raoul  Walsh. 
Length,  8,173  feet. 

CAST  AND  SYNOPSIS 

Tola    Ernest  Torrence 

Jether    William  Collier,  Jr. 

Pharis    Wallace  Beery 

Jesse    Tyrone  Power 

Huldah    Kathlyn 

Tisha    Greta  Nissen 

Naomi   Kathryn  Hill 

Gaal    George  Rigas 

Jeweler   Sojin 

Merchant   Snitz  Edwards 

Prophet    Holmes  Herbert 

Chaffing  under  restraint  in  the  narrow  confines  of 
his  home,  Jether  demands  his  inheritance  and  de- 
parts from  the  city  in  the  caravan  of  Tola  and 
Tisha,  wanton  priestess  of  Ishtar.  Stripped  of  his 
worldly  goods  he  is  cast  out  of  the  city  on  the  eve 
of  its  destruction  at  the  hand  of  God.  At  the 
urging  of  a  prophet  he  sets  forth  for  his  father's 
home.  After  much  suffering  he  arrives,  and  after 
much  pleading  by  his  mother  and  Naomi  is  accepted 
again  into  the  bosom  of  the  family. 

A MIGHTY  spectacle,  magnificently  pro- 
duced, "The  Wanderer"  is  a  great  tribute 
to  the  progress  that  has  been  made  in  the  art 
of  cinematography.  The  sets  are  stunning  in 
their  impressiveness,  and  the  entire  production 
has  been  staged  with  the  lavish  hand  of  a 
Croesus — or  the  Prodigal  Son  of  the  indus- 
try. The  photoplay  approaches  physical  per- 
fection. 

But  these  things  are  not  sufficieiat  to  make  a 
great  picture,  and  thus  in  some  respects  "The 
Wanderer"  is  a  disappointment.  The  opening 
scenes  are  strangely  reminiscent  of  a  Bible  il- 
lustrated by  Dore.  In  watching,  we  are  re- 
minded of  rainy  Sunday  afternoons  when  in 
boyhood  we  turned  the  pages  of  a  heavy  vol- 
ume to  glimpse  Jezebel,  and  Daniel  in  the 
lions'  den,  the  fiery  furnace,  and  the  destruc- 
tion of  Sodom  and  Gomorrah. 

In  the  second  part,  things  speed  up.  They 
would  have  to  with  Greta  Nissen  on  the  set. 
We  are  shown  the  coryphees  of  Babylon  (not 
Long  Island)  and  they  surely  outstrip  their 
more  modern  sisters  of  the  "Follies"  and 
"Artists  and  Models."  And  that  remark  goes 
any  way  you  want  to  take  it. 

Tisha,  as  played  by  Greta  Nissen,  was  the 
Texas  Guinan  of  her  day,  and  when  the 
jeunesse  doree  stepped  out  for  a  little  night 
life,  their  footsteps  always  took  them  to  the 
Ishtar  Club,  where  joy  was  unrefined.  Tola 
was  Tisha's  business  manager,  and  when  any- 
one left  the  club  with  more  than  enough  to 
tip  the  hat  check  girl,  Tola  would  just  break 
down  and  cry. 

The  best  and  biggest  scene  is  that  depicting 
the  destruction  of  the  city.  Massive  columns 
totter,  and  walls  of  granite  topple  over,  seem- 
ingly crushing  the  human  ants  that  scurry 
hither  and  thither  in  a  vain  effort  to  escape 
the  wrath  of  high  heaven. 

Ernest  Torrence  is  excellent  as  Tola,  and 
renders  the  finest  performance  in  the  produc- 
tion. Next  comes  Greta  Nissen.  Any  prodi- 
gal that  wouldn't  wander  for  her  would  be  a 
coward.  William  Collier's  characterization  of 
Jether  is  notable  for  its  sincerity,  and  an 
illusive  something  that  bespeaks  bigger  suc- 
cess for  this  young  man  when  the  years  lend 
him  a  little  more  maturity.  Wallace  Beery 
contributes  much  with  his  role  of  a  swagger- 
ing sea  captain,  and  it  would  be  unfair  to 
miss  mentioning  Snitz  Edwards  and  Sojin  in 
their  respective  bits. 

The  Bibical  theme  offers  opportunity  to  tie- 
up  with  the  religious  organizations  of  your 
town.  Stress  the  stage  play  and  opera. 


SIEGFRIED 

Ufa  Films  Photoplay.  Scenario,  Thea  von 
Harbou.  Adapted  from  Norse  myth  and 
Richard  Wagner's  opera.  Director,  Fritz 
Lang.  Length,  about  9,000  feet. 

CAST  AND  SYNOPSIS 

Siegfried    Paul  Richter 

Kriemhild    Margarete  Schon 

Brunhilde    Hanna  Ralph 

King  Gunther  Theodor  Loos 

Hagen  Tronje    Hans  Schlettow 

Volker    Bernhard  Goetzke 

Alberich    }  Ge-^  J°h" 

Siegfried  sets  forth  through  Woden  Wood  to  win 
the  beautiful  Kreimhild  of  whom  he  has  learned  from 
Mime,  the  blacksmith.  Armed  with  his  perfect  blade 
he  overcomes  a  dragon,  and  by  bathing  in  its  blood 
becomes  invulnerable  except  in  one  spot.  King 
Gunther,  Kriemhild's  brother,  promises  her  hand  in 
marriage  in  return  for  Siegfried's  aid  in  winning 
Brunhilde,  Amazonian  Queen  of  Iceland  whose  suit- 
ors must  best  her  physically  or  die.  Through  magic 
Siegfried  enables  Gunther  to  wed  her.  Later  she 
doubts_  Gunther's  strength,  and  learns  that  Siegfried 
has  tricked  her.  She  insists  on  his  death  and  Hagen 
slays  him  after  learning  his  vital  spot  from  his  wife. 

'C'ROM  Germany  comes  an  impressive  ef- 
J-  fort  to  bring  Wagnerian  opera  to  the 
screen.  Or  to  be  more  exact,  to  picturize 
the  Nordic  folk  stories  which  the  famous 
composer  used  as  a  basis  for  his  Rhinegold 
Triology.  The  film  follows  the  mythological 
tale  even  closer  than  the  music-master's  opus 
of  the  same  name  which  is  the  second  of  the 
series. 

The  production  is  memorable  chiefly  for  the 
artistic  values  which  are  notable  in  many  se- 
quences. Some  are  awesome,  others  possess 
elements  of  rarest  beauty,  and  still  others  dis- 
play a  primeval  splendor  that  is  little  short 
of  stupendous. 

The  story  itself  is  a  fantastical  tale  of  mag- 
ic, dwarfs,  ogres,  dragons,  and  contains  all 
the  elements  that  go  to  make  up  a  good  fairy 
story. 

One  of  the  most  interesting  shots  is  that 
depicting  his  battle  with  the  dragon.  It  is 
indeed  a  monstrous  creature,  and  when  our 
hero  finally  drives  home  his  sword,  veritable 
rivers  of  blood  pour  forth.  In  this  gory 
stream  Siegfried  plunges  his  body,  and  is  thus 
rendered  invulnerable  like  Achilles,  Greek 
hero  of  Homer's  Iliad,  except  in  one  spot  on 
his  shoulder  where  a  lime  leaf  clings. 

A  memorable  scene  depicts  his  arrival  at 
King  Gunther's  palace.  He  has  twelve  vassal 
kings  in  his  train,  and  as  they  line  up  on  the 
bridge  leading  over  the  castle's  moat,  they 
offer  an  artistic  and  impressive  spectacle. 
Some  trick  photography  has  been  employed 
in  the  shots  where  the  magic  crown,  the 
Tarnkappe,  of  Alberich,  King  of  the  Nibel- 
ungen,  is  used. 

Paul  Richter,  who  reminds  one  somewhat 
of  Reginald  Denny  in  appearance,  is  not  cast 
in  the  heroic  mold  expected  of  this  character. 
But  he  is  a  handsome  hero  and  renders  a 
studied  portrayal.  Perhaps,  the  best  charac- 
terization is  that  contributed  by  Hans 
Schlettow  in  the  grimly  sinister  role  of  Hagen 
Tronje,  the  King's  uncle  and  counsellor. 
Margarete  Schon  is  a  blonde  and  stately 
Kriemhild,  and  Hanna  Ralph  a  fiercely 
brooding  Queen  of  Iceland.  George  John  who 
plays  a  gruesome  dual  role  as  Mime  and 
Alberich,  is  fine. 

The  support  is  satisfactory  although  all  the 
players  at  times  appear  somewhat  stilted  ac- 
cording to  our  standards.  They  appear  to 
stalk  through  their  roles  like  actors  in  a 
pageant,  but  perhaps  this  is  quite  in  keeping 
with  the  tempo  of  the  production. 

Exploit  the  film  by  stressing  its  adantation 
from  Wagner's  opera.  Make  a  play  for  the 
highest  patronage  in  your  city. 


IN  THE  NAME  OF  LOVE 

Paramount  Photoplay.  Adapted  by  Sada 
Cowan  from  Bulwer  Lytton's  stage  play, 
"The  Lady  of  Lyons."  Director,  Howard 
Higgin.  Length,  5,904  feet. 

CAST  AND  SYNOPSIS 

Raoul  Melnotte    Ricardo  Cortez 

Marie  Dufrayne    Greta  Nissen 

M.  Glavis    Wallace  Beery 

Marquis  de  Beaumont    Raymond  Hatton 

Mother  Defrayne    Lillian  Leighton 

Mother  Melnotte    Edythe  Chapman 

Dumas  Dufrayne    Richard  Arlen 

Raoul  and  his  mother  return  to  France  from  a 
long  sojourn  in  Chicago  and  Raoul  finds  his  former 
sweetheart  Marie  to  have  become  a  perfect  snob 
through  the  inheritance  of  vast  wealth.  He  pur- 
chases a  garage  and  makes  love  to  her  over  the 
phone  not  stating  his  identity.  When  he  finally  tells 
her  he  is  a  garage  owner  she  is  furious.  She  also 
declines  the  offers  of  two  noblemen,  and  the  three 
get  together  for  revenge  introducing  Raoul  as  the 
Prince  of  Como.  He  wins  her  and  marries  her,  and 
then  tells  who  he  really  is.  Meantime  she  has 
learned  to  love  him  and  all  ends  well. 

A  N  EXCELLENT  cast  has  put  its  should- 
ers  to  the  wheel  to  make  Bulwer  Lytton's 
opus  a  diverting  screen  comedy.  There  is 
plenty  of  love  interest,  the  necessary  pinch 
of  pathos  for  flavoring  and  an  abundance  of 
humorous  material  which  has  been  well 
handled. 

The  best  scenes  are  those  in  which  the 
comedy  element  predominates.  And  this  is 
introduced  early  in  the  picture  with  the 
forceful  rejection  of  the  peurile  Marquise  de 
Beaumont,  with  a  title  so  ancient  as  to  be 
musty,  and  the  blustering  brewer  who  has 
recently  bought  his  way  into  the  "beerage." 
The  disposed  due  form  a  partnership  to  se- 
cure revenge  on  the  nouveau  riche  Marie, 
and  the  fertile  brain  of  the  Marquis  hatches 
the  plot  which  the  titled  brewer  finances. 
Thus  Raoul,  well  press  agented,  makes  his 
appearance  as  the  Italian  Prince  of  Como, 
and  lays  violent  siege  to  the  heart  of  his 
former  love. 

The  scenes  of  his  initial  appearance,  with 
the  stumbling  figure  of  Mother  Dufrayne 
hovering  in  the  background,  and  the  two  in- 
triguing noblemen  watching  the  progress  of 
their  scheme,  are  highly  entertaining.  The 
conspirators  nearly  succumb  when  handsome 
Dumas,  Marie's  brother,  appears  and  ad- 
dresses the  Prince  in  his  native  tongue.  Raoul 
speaks  no  Italian,  but  saves  himself  by  ridi- 
culing the  Frenchman's  pronounciation. 

The  sad-eyed  Ricardo  Cortez  looks  far 
more  the  Latin  lover  than  the  Chicago 
garage  keeper,  but  offers  an  estimable  por- 
trayal, and  is  sufficiently  handsome  to  appear 
opposite  beautiful  Greta  Nissen.  This  actress 
offers  further  proof  of  her  versatility  in  a 
role  different  from  those  heretofore  es- 
sayed. 

Our  old  friends  Wallace  Beery  and  Ray- 
mond Hatton  appear  in  parts  unusual  for 
them,  and  accomplish  as  much  as  usual  with 
their  character  parts.  Beery  is  every  moment 
the  wealthy,  boorish  brewer,  and  makes  the 
most  of  every  bit  of  business.  Lillian  Leigh- 
ton  is  another  Madame  Malaprop  as  Mother 
Dufrayne,  and  Edythe  Chapman  well  in 
character  as  the  French  mother  of  Raoul  who 
longs  for  that  dear  Chicago.  Special  men- 
tion goes  to  Richard  Arlen,  a  handsome  and 
heroic  figure  in  French  uniform,  who  does 
remarkably  well  in  a  small  part  as  Marie's 
brother. 

Play  up  the  title  in  advertising  and  catch 
lines.  Effect  a  tie-up  with  Bulwer  Lytton's 
book,  stress  the  names  of  the  leading  players. 
Telephone  your  mailing  list  that  the  Prince 
of  Como  is  in  town  and  wishes  to  meet  them. 


Page  68 


Exhibitors  Trade  Review 


FIGHTING  THE  FLAMES 

Columbia  Picture  Corporation  Photoplay. 
Scenario,  Douglas  Daly.  Director,  Reeves 
Eason.    Length,  5,184  feet. 

CAST  AND  SYNOPSIS 

Horatio  Manly    William  Haines 

Alice  Doran    Dorothy  Devore 

Mickey    Frankie  Darrow 

Judge  Manly    David  Torrence 

Charlie  Ryan    William  Welsh 

Pawnbroker     Charles  Murray 

Blacky    Sheldon  Lewis 

Horatio  Manly  a  judge's  son  known  as  "Racy" 
because  of  his  speed,  is  rescued  drunk  from  a  burn- 
ing hotel  and  arrested.  Disowned  by  his  father  he 
makes  friends  with  Mickey,  small  son  of  Blacky,  the 
dip.  The  kid  prevails  upon  him  to  quit  liquor'  and 
be  a  real  man — a  fireman.  He  does  so,  meantime 
keeping  Mickey  whose  dad  is  doing  a  stretch,  and 
making  friends  with  Alice.  The  father  finds  Mickey 
and  in  an  endeavor  to  make  him  return  to  crook- 
dom  starts  a  fire.  Manly's  fire  company  answers 
the  call.  Manly  rescues  Alice  and  Mickey;  Blacky 
is  killed,  and  a  reconciliation  is  effected  with  the 
judge. 

T^ANDY  melodrama,  this,  with  not  an  in- 
*J  stant  lost  in  getting  into  action  which 
holds  interest  from  title  flash  to  fadeout. 
Scarce  fifty  feet  of  film  pass  before  we  see 
the  heroes  of  hose  and  helmet  battling  flame 
in  the  hotel  where  the  wastrel,  Manly,  lies 
sleeping  off  a  usual  debauch.  The  rescue 
is  thrilling  and  there  is  comedy  in  the  scene 
too.  With  fiery  death  stalking  him,  he  in- 
sists upon  rescuing  his  cane,  and  the  rest  of 
the  habiliments  that  make  him  the  beau  ideal 
of  the  younger  set. 

From  this  sequence  we  are  carried  to  the 
sordid  precincts  of  a  police  court,  where  our 
sobered  hero  rescues  the  pathetic  little  son  of 
the  notorious  Blacky,  just  invited  to  be  the 
State's  guest  for  an  all  too  brief  period. 

The  kid  brings  about  the  young  man's  refor- 
mation and  after  a  period  of  training  we  find 
him  the  proud  possessor  of  a  fireman's 
badge.  In  uniform,  he  is  indeed  a  fine  fig- 
ure of  a  man,  and  his  heroism  makes  him  the 
pride  of  the  department.  Not  only  that,  but 
also  the  pride  of  Mickey,  and  of  Alice  Doran, 
the  little  dressmaker  who  lives  upstairs. 

The  big  scene  comes  when  one  black  night 
the  boy's  father  is  released  from  "the  is- 
land," and  spies  little  Mickey  in  the  streets. 
He  pursues  the  child  into  Alice's  room,  hurls 
her  into  a  closet,  and  locks  the  door.  In  the 
scuffle  a  fire  starts.  A  passerby  turns  in  the 
alarm,  and  Manly's  engine  company  responds. 
Of  course,  it  is  our  hero  himself  who  fights 
smoke  and  flame  to  rescue  his  loved  ones. 
He  accomplishes  his  purpose  in  thrilling 
fashion,  and  is  amply  rewarded  by  the  af- 
fection lavished  upon  him  by  both. 

The  fire  sequences  are  especially  fine.  They 
are  intensely  interesting  and  realistic.  Water 
towers  and  scaling  ladders  are  brought  into 
play,  and  the  manner  in  which  the  flame 
fighters  subdue  the  fire  menace  is  viviaiy 
depicted. 

William  Haines  is  highly  pleasing  in  the 
role  of  Horatio  Manly.  He  looks  the  part  he 
portrays,  and  renders  a  sympathetic  perform- 
ance. Perhaps  first  honors  should  go  to  little 
Frankie  Darrow  as  Mickey.  The  youngster 
gains  instant  audience  sympathy,  is  never 
theatrical  and  doesn't  appear  the  least  bit 
camera  conscious.  The  support  is  entirely 
adequate,  Charles  Murray  contributing  some 
fine  comedy  as  a  member  of  the  firm  of  Gins- 
burg  and  Murphy,  pawnbrokers. 

The  motto  of  these  worthies  is  "It's  Nevei 
Too  Late  to  Lend,"  and  although  their  bit  is 
confined  to  one  brief  sequence  where  Manly 
enters  their  "bank"  to  part  with  his  posses- 
sions, this  part  of  the  film  is  crowded  with 
laughs. 

By  all  means  effect  a  tie-up  with  your  local 
fire  department  on  this  one.  It  glorifies  the 
hook-and-ladder  boys,  and  they  will  be  glad 
to  do  everything  possible  to  aid  your-  show, 
while  also  exploiting  themselves.  You  may 
also  tie-up  with  dealers  in  fire  extinguishers 
in  a  big  co-operative  campaign  for  mutual 
benefit. 


WRECKAGE 

Banner  Productions  Photoplay,.  Adapted 
from  Izola  Forester's  novel  "Salvage." 
Director,  Scott  Dunlap.  Length,  6,000  feet. 

CAST  AND  SYNOPSIS 

Rene    May  Allison 

Stuart  Ames    Holmes  Herbert 

Maurice  Dysart    John  Miljan 

Margot    Rosemary  Theby 

Grant  Demarest    James  Morrison 

In  an  effort  to  save  Grant  Demarest  from  the 
siren  toils  of  Margot,  Stuart  Ames,  his  life-long 
friend,  teUs  him  that  he  (Ames)  loves  her.  Margot 
sees  through  Ames'  trick  and  visits  Demarest.  Tak- 
ing a  pistol  she  threatens  to  kill  herself  if  he  turns 
her  down.  In  a  struggle  for  the  pistol  Demarest  is 
killed.  Ames  arrives  on  the  scene  and  at  first  is 
accused  of  murder.  Later  he  is  exonerated  but  Ames 
still  is  inclined  to  blame  himself  for  his  friend's 
death.  Ames  books  passage  abroad  and  meets  Rene, 
daughter  of  a  dishonest  dealer  in  gems.  Dysart,  the 
father's  accomplice,  threatens  to  tell  Rene  of  their 
game,  unless  she  be  persuaded  to  marry  him.  A 
storm  breaks  and  the  ship  goes  down.  Ames  saves 
Rene  and  all  the  rest  are  believed  drowned.  Later 
Ames  takes  refuge  in  the  African  wilds  but  he  can- 
not forget  Rene.  He  returns  to  America  to  find  her 
the  guest  of  her  school  chum,  who  is  none  other 
than  Margot.  Margot  is  courted  by  Dysart  who  now 
masquerades  under  the  title  of  a  Count.  Dysart 
lures  Rene  to  a  mountain  cabin  under  the  pretext 
of  giving  her  news  of  her  father.  He  attacks  her. 
Margot  and  Ames  trail  them.  In  the  fight  which 
occurs  in  the  cabin  Dysart  is  thrown  from  the  win- 
dow and  falls  from  a  cliff.  A  stray  shot  from  his 
gun  wounds  Margot  and  in  the  stress  of  the  mo- 
ment she  confesses  the  circumstances  surrounding 
Demarest's  death.    Ames  and  Rene  are  thus  united. 

THE  producers  of  this  film  have  thrown 
together  a  goodly  number  of  tricks, 
which,  when  handled  properly  in  the  past, 
have  been  known  to  register  as  "sure-fire." 
In  the  present  instance  they  bear  little  rela- 
tion, one  to  another,  and  the  result  is  that 
"Wreckage,"  on  the  whole,  seldom  creates 
an  impression  of  clarity  or  preciseness. 

The  first  episode  deals  entirely  with  the 
events  leading  up  to  the  death  of  Demarest, 
the  ultimate  result  of  which  is  to  create  the 
wonderlust  in  the  hero,  Ames.  It  is  during 
his  wanderings  that  he  meets  the  heroine 
and  then,  in  the  third  portion  of  the  film, 
he  returns  to  save  her  from  the  villain.  His 
own  early  actions,  in  the  light  of  the  great 
space  given  them,  play  an  in  significant  part 
in  the  final  portion  of  the  film.  In  fact,  the 
only  reference  to  them  is  a  sarcastic  title 
from  the  lips  of  the  villain. 

"Wreckage"  is  therefore  divided  in  its  in- 
terest and  more  or  less  deplorably  lacking  in 
sustaining  values.  The  action  in  the  first 
episode  is  made  even  longer  by  the  slow 
tempo  maintained  here  by  the  director.  The 
spectator  can  almost  hear  the  director  shout- 
ing his  orders — and  sense  the  long  pauses 
between  them.  In  other  words  the  action  is 
stagey  to  a  marked  degree. 

The  ocean  voyage  is  laid  on  either  the  Levi- 
athan or  the  Majestic,  if  we  can  judge  from 
the  stock  shot  employed  showing  the  boat 
steaming  down  New  York  harbor.  But  when 
scenes  of  the  wreck  come  the  liner  might 
be  one  of  the  very  small  type.  The  wreck 
stuff,  as  far  as  the  storm  scenes  are  con- 
cerned, is  quite  realistic.  Where  the  picture 
cheats  a  little  is  in  not  presenting  glimpses 
of  the  actual  wreck  itself. 

There  has  been  an  attempt  made  to  inter- 
polate some  comedy  on  the  shipboard 
scenes,  but  these  mostly  concern  themselves 
with  the  effect  of  seasickness  of  a  fat  male 
passenger  and,  besides  falling  quite  shy  of 
their  mark,  are  totally  irrelevant. 

Frederic  and  Fanny  Hatton  wrote  the  titles 
for  the  picture.  They  start  off  with  a  glimmer 
now  and  then  of  the  smart  sophistication  that 
has  made  them  famous  but  before  a  reel  is 
out  they  evidently  succumbed  to  the  rather 
commonplace  character  of  the  action  and  were 
unable  to  lift  their  own  work  above  it. 

Feature  the  title  "Wreckage"  in  your  ex- 
ploitation. You  will  find  the  paper  issued  on 
the  feature  makes  spectacular  use  of  the 
shipwreck  scenes.  This  seems  to  be  the  key 
to  the  best  advertising  possibilities  of  the 
picture.  The  title  has  punch  and  should  be 
prominently  displayed. 


PRIDE  OF  THE  FORCE 

Rayart  Pictures  Corporation  Photoplay.  Au- 
thor and  Scenarist,  Arthur  Hoerl.  Di- 
rector, Duke  VVorne.  Length,  about  6,000 
feet. 

CAST  AND  SYNOPSIS 

Patrolman  Moore    Tom  Santschi 

Mary  Moore    Gladys  Hulette 

Jimmie  Moore    James  Morrison 

Jack  Griffin    Francis  X.  Bushman,  Jr. 

George  Weldon    Crauford  Kent 

Police  Captain    Joseph  Girard 

Annette    Alice  Powell 

Patrolman  Moore  loses  his  chance  for  promotion 
by  abandoning  a  thief  chase  to  administer  first  aid 
to  a  child  who  has  been  run  over.  His  weakling 
son  is  in  the  clutches  of  a  gambler  and  crook,  George 
Weldon,  who  wishes  to  marry  Mary  Moore,  fiancee 
of  wealthy  Jack  Griffin.  A  stool  pigeon  tips  off  the 
police  that  Weldon  plans  to  rob  Griffin's  home,  and 
Patrolman  Moore  procures  the  assignment  to  cap- 
ture the  thieves.  Annette,  Weldon's  cast-off  sweet- 
heart, overhears  the  plot  and  informs  Mary  who 
hastens  to  Weldon's  apartment.  Weldon  escapes, 
but  is  shot  in  a  raid  at  his  home.  Jimmie  is  cap- 
ered by  Jack,  and  Moore,  himself,  captures  his  own 
daughter.  Jack  saves  the  day  by  securing  the  re- 
lease of  Mary  and  Jack.  Moore  is  promoted  and 
lack  marries  Mary. 

A  GOOD  story  and  an  adequate  cast  lend 
this  film  strong  entertainment  value  for 
the  smaller  theatres.  Although  the  tale  deals 
with  crooks,  the  fact  that  the  action  centers 
around  a  member  of  the  police  force  makes 
is  different  in  type,  and  adds  interest. 

While  the  director  has  in  some  instances 
failed  to  obtain  the  best  possible  results  from 
his  people,  he  has  jumped  right  into  action 
and  maintains  good  suspense  right  up  to  the 
final  reel. 

Early  sequences  show  the  grizzled  veteran 
of  the  force  patroling  the  dangerous  Bar- 
bary  Coast  in  'Frisco.  He  pauses  for  a  word 
with  the  admiring  kids  of  the  neighborhood, 
and  in  that  instant  three  villainous  gunmen 
commit  murder  and  burglary  in  a  neighbor- 
ing shop.  Then  follows  an  exciting  chase 
which  Moore' deserts  to  care  for  a  child  who 
is  run  down  by  the  bandits'  motor-car. 

From  this  on  the  action  builds  steadily  to- 
ward a  fine  climax,  with  clear  continuity  and 
logical  motivation.  There  is  an  abundance 
of  love  interest,  some  good  pathos,  and  no 
lack  of  thrills.  One  affecting  sequence  is 
that  in  which  Patrolman  Moore  returns  to 
tell  his  wife  that  He  has  at  last  gained  the 
coveted  stripes  of  a  sergeant  tthrough  the  ar- 
rest of  their  own  daughter.  Truly  the  laurels 
of  triumph  have  been  turned  into  a  crown  of 
thorns.  And  both  Tom  Santschi  and  Edith 
Chapman  register  the  fact  in  no  uncertain 
manner.  Another  bit  fraught  with  pathos  is 
that  in  which  the  policeman's  family  has  pre- 
pared a  little  celebration  in  honor  of  the 
event  of  his  winning  a  sergeant's  chevrons. 
Then  Moore  arrives,  and  his  downcast  coun- 
tenance at  once  tells  the  tale  of  his  misad- 
venture. 

The  big  thrills  are  in  the  scenes  where 
Moore  apprehends  his  daughter  with  the 
newly  stolen  Griffin  jewels  still  adorning  her 
neck,  and  where  Jack  lays  low  the  villain 
Weldon  with  a  well-placed  blow  on  the  jaw. 

Tom  Santschi  is  a  convincing  policeman, 
although  it  is  to  be  regretted  that  the  direct- 
or could  not  have  injected  one  of  the  fistic 
encounters  which  won  him  fame  in  "The 
Spoilers"  and  other  productions.  Edith 
Chapman  is  fine  as  ever  as  the  mother,  and 
Gladys  Hulette  makes  a  satisfactory  Mary. 

Perhaps  the  best  piece  of  acting  is  to  be 
ascribed  to  James  Morrison  as  the  son  who 
has  strayed  from  the  Moore  fold.  The  sup- 
port is  up  to  requirements  with  special  men- 
tion for  Crauford  Kent  in  the  heavy  role. 
Francis  X.  Bushman,  Jr.,  exceeds  the  heroic 
stature  of  his  famous  father,  physically,  but 
cannot  hope  to  equal  him  histrionically  for 
many  moons. 

Tie-up  with  the  police  department  on  this 
one.  Conduct  a  policemen's  popularity  con- 
test, and  interest  the  force  in  boosting  your 
show. 


September  5,  1925 


Page  69' 


WHERE  WAS  I? 

Universal-Jewel  Photoplay.  Author,  Edgar 
Franklin.  Director,  William  Seiter.  Length 
6,630  feet. 

CAST  AND  SYNOPSIS 

Thomas  S.   Bedford    Reginald  Denny 

A  "?Ia    Stone    Marion  Nixon 

„aure    Pauline  Garon 

?enry  '  ■   Lee  Moran 

George  Stone    Tyronne  Power 

*Z    Otis  Harla.n 

Elmer    Chester  Conklin 

Stone,  whose  daughter  is  engaged  to  Bedford, 
determines  to  rum  him  financially  and  also  prevent 
his  marriage  to  Alicia.  He  hires  Claire  to  pose 
Bedford  s  wife,  which  she  does  naming  a  cer- 
tain date  as  that  of  their  wedding.  Bedford  can- 
not ascertain  where  he  was  on  the  date  in  ques- 
tion despite  funous  efforts  to  do  so.  Claire  estab- 
hshes  herself  ,n  Bedford's  home,  and  many  com- 
plications arise  when  Alicia  arrives  to  keep  an 
elopement  engagement.  Claire  repents,  expose" 
Stone,   and   Bedford   marries  Alicia. 

fjpHIS  should  have  been  a  good  picture,  but 
as  it  stands  it  is  almost  devoid  of  humor, 
and  despite  the  fine  cast  is  far  from  meeting 
the  standard  set  by  Denny's  average  produc" 
tions. 

There  is  a  deal  of  slapstick,  and  plenty  of 
fast  action.  But  the  continuity  is  poor,"  and 
the  audience  may  join  in  the  title  query  leav- 
ing the  theatre  in  a  daze.  The  story  is  so 
weak  as  to  be  silly. 

The  film  gets  away  to  a  slow  start,  and  al- 
though the  physical  tempo  speeds  up  in  places, 
it  is  merely  a  series  of  chases  either  up  and 
down  stairs  or  in  motor  cars,  and  fails  to 
register  heavily  in  entertainment  value. 

Yet,  there  are  some  good  gags.  Tom 
dashes  madly  from  his  office  in  an  attempt  to 
find  out  where  he  was  on  the  day  of  his  al- 
leged marriage  to  Claire.  For  the  first  time 
in  his  life  he  forgets  his  brief-case,  and  quite 
naturally  seizes  that  of  a  perfect  stranger 
seated  beside  him  while  awaiting  a  suuway 
train.  Of  course  the  unknown  is  a  bank  mes- 
senger, and  the  purloined  brief  case  contains 
twelvethousand  dollars  in  coin  of  the  realm. 
Then,  in  one  of  the  final  episodes  it  develops 
that  the  money  belongs  to  Tom,  being  the 
payroll  of  his  branch  factory. 

Another  clever  idea  that  will  set  almost  any- 
one thinking,  is  in  that  scene  in  which  Tom 
asks  his  doubting  business  associates  where 
each  of  them  were  on  the  January  9,  1923, 
when  he  is  supposed  to  have  said  the  fatal 
"I  do."  Of  course  none  of  them  can  ans- 
wer, and  the  chances  are  that  no  one  in  the 
audience  can  either. 

In  one  scene  Bedford  is  confronted  by  the 
dilemma  of  having  both  his  alleged  wife  and 
his  real  fiancee  present  in  his  home  at  the 
same  time.  He  falls  back  upon  the  ancient 
expedient  of  being  ill,  and  both  beauties  wish 
to  minister  to  his  ailments.  One  leaves  the 
room  as  the  other  enters,  and  for  a  time  the 
situation  causes  much  merrimlent.  However, 
even  this  sequence  is  carried  to  too  great 
lengths. 

It  is  not  Reginald  Denny's  fault  that  this 
latest  opus  falls  below  his  recent  pictures. 
He  works  hard,  too  hard,  throughout  the 
lengthy  footage.  But  the  values  are  simply 
not  there,  and  laughter  cannot  be  extracted 
where  there  is  no  humorous  foundation  laid. 

The  picture  gives  Pauline  Garon  a  good 
opportunity  in  the  role  of  Claire,  and  she 
makes  the  most  of  it.  So  convincing  is  her 
acting,  that  finally  Tom,  in  half-crazed  des- 
peration admits  that  he  probably  did  marry 
her  after  all.  Marion  Nixon  is  appealing  in 
a  minor  role,  and  whatever  slight  comedy 
there  may  be  is  contributed  by  Lee  Moran,  as 
Bedford's  secretary,  and  Chester  Conklin,  »n 
the  role  of  a  droll  taxi-driver. 

The  last  named  comedian  is  especially  ef- 
fective, and  his  burlesque  characterization 
calls  forth  more  laughter  than  anything  else 
in  the  picture.  He  again  proves  himself  a 
pantomimist  of  the  first  water,  and  we  hope 
soon  to  see  him  in  similar  parts  offering  still 
further  opportunities. 

Play  up  the  name  of  the  star.  Offer  free 
admissions  to  those  of  your  patrons  who  can 
prove  where  they  were  on  January  9,  1923. 


SOULS  FOR  SABLES 

Tiffany  Productions  Photoplay.  Adapted 
from  David  Graham  Phillips  story  "Garlan 
&■  Company."  Director,  James  C.  McKay. 
Length,  6,500  feet. 

CAST  AND  SYNOPSIS 

Alice  Garlan    CIaire  windsor 

Fred  Garlan    Eugene  O'Brien 

Helen  Ralston    CIaire  Adams 

Mrs.  Kendall    Edith  Yorke 

Esther  Hamilton    Eileen  Pe 

Harrison  Morrill    Anders  Randoff 

Jim  Hamilton    Robert  Qber 

Fred  Garlan  is  a  prosperous  manufacturer  married 
°(  a  5lothes-crazy  wi^e  who  is  especially  enamoured 
of  sable  furs  She  feels  neglected  at  Fred's  devo- 
r,  to„ h,s  .business,    and    becomes    friendly  with 

fen,  A    Ha!n,Ito"'   mit  oi  Fred's  who  has  ac- 

cepted   cables   from    the   villainous   woman  trapper, 

nt°,  ^Ev^tUa,yuAIi^e  falls  into  hi*  snare,  i 
discovered  and  left  by  Fred.  On  the  eve  of  her 
departure  for  Pans  with  Morrill  she  reads  of  Jim's 
murder  of  Esther  and  subsequent  suicide.  She  finds 
find  V?A  acc°mPa"y  Morri"  and  return  home  to 
find   Fred  waiting  for  her  with  forgiveness. 

THOMAS  CARLYLE,  or  some  one  else 
J;  outside  the  cloak  and  suit  industry,  has 
said  that  the  abolition  of  the  garment  trade 
would  eliminate  much  of  the  world's  vice 
Wad  the  philosopher  enjoyed  the  opportunity 
ot  pre-viewing  "Souls  for  Sables/'  the  fur- 
riers would  surely  have  felt  the  fury  of  his 
wrath. 

Under  the  supervision  of  A.  P.  Younger 
Director  James  McKay  has  made  a  very  fine 
film  for  Tiffany  from  David  Graham  Phillips' 
story  Garlan  and  Company."  Perhaps  it  has 
gained  in  sex  appeal  while  enroute  to  screen- 
dom,  but  its  big  moments  have  been  well 
maintained,  and  it  is  sure  to  hold  intense 
audience  interest  wherever  shown. 
.  One's  confidence  in  womankind  will  not  be 
increased  in  watching  the  characterizations 
of  Alice  Garlan  and  Esther  Hamilton  But 
nevertheless  these  fragile  creatures  represent 
a  type  that  unfortunately  is  none  too  scarce 
less/,  Ae  skins  of  the  rat-like  creatures 
called  sables,  have  disrupted  many  a  home 
and  have  given  rise  to  avaricious  covetous- 
ness  m  more  than  one  feminine  heart 

I  he  most  impressive  scene  in  the  produc- 
tion is  that  m  which  the  disillusioned  Hamil- 
ton discovers  Esther,  his  beloved  cheater 
caressing  the  sable  wrap  which  Morrill  has 
bestowed  as  the  price  of  her  betrayal 

A  puff  of  smoke  tells  the  story  of  her 
murder  and  her  last  living  action  is  to 
clutch  the  sleek  softness  of  the  fur  to  her 
heart.  Another  little,  futile  cloud  arises,  and 
the  man  who  had  loved  joins  her  in  a  world 
where  better  understanding  must  prevail.  The 
scene  will  be  remembered. 
.  In  the  early  sequences  the  billing  and  coo- 
ing propensities  of  newly-weds  seem  some- 
what overdone.  The  audience  is  led  direct- 
ly into  the  bride's  boudoir,  and  there  sub- 
jected to  many  feet  of  cloying  demonstrative- 
's. However,  these  scenes  are  followed 
immediately  by  shots  showing  the  couple  at 
the  end  of  their  first  year.  The  honeymoon 
is  m  its  last  pale  quarter,  and  the  question  of 
socks  supercedes  that  of  kisses.  Hence  much 
laughter. 

The  introduction  of  a  furrier's  fashion 
revue  adds  interest  for  femininity,  and  sel- 
dom _  has  there  been  a  finer  display  of  la 
dernier  cri  in  women's  apparel  of  all  descrin- 
tions.  * 

Claire  Windsor  seems  blondely  frivolous 
as  the  wife  of  the  business  like  young  butter- 
and-egg  man,  pardon,  soap  manufacturer 
And  Eugene  O'Brien  enjoys  the  type  role  for 
which  he  is  especially  suited.  Eileen  Percy 
steals  several  scenes  with  an  excellent  por- 
trayal of  as  deep  a  double  dealing  wife  as  has 
come  to  our  attention  for  some  time,  and 
Robert  Ober  registers  sincerely  as'  Jim 
Hamilton,  her  confiding  husband.  George 
Fawcett  scores  in  a  small  bit. 

By  all  means  arrange  fashion  shows  for 
this  one.  It  is  ideal  for  this  type  of  exploi- 
tation. Also  make  the  best  of  the  oppor- 
tunities offered  by  an  attractive  title,  and 
feature   the   big  cast. 


THE  MAN  WHO 

FOUND  HIMSELF 

Paramount  Photoplay.  Adapted  by  Tom 
Geraghty  from  Booth  Tarkington's  story- 
Director,  Alfred  E.  Green.  Length,  7,350 
feet. 

CAST  AND  SYNOPSIS 

Tom  Macaulay    Thomas  Meighan 

Nora  Brooks    Virginia  Valli 

Lon  Morris    Frank  Morgan 

Ed  Macaulay   Ralph  Morgan 

Banker  Macaulay    Charles  Stevenson 

Evelyn  Corning    Julia  Hoyt 

Mrs.  Ed  Macaulay    Lynn  Fontanne 

Polly  Brooks    Mildred  Ryan 

Tom  Macaulay  shoulders  blame  for  his  brother 
Ed's  peculations  from  their  bank  and  is  sentenced  to 
prison.  While  incarcerated  his  father  dies  heart- 
broken, and  the  villain  Lon  Morris,  a  rival  banker, 
who  has  framed  the  deal  through  which  Tom  is 
jailed,  marries  Tom's  fiancee,  Nora.  Tom  upon  his- 
release  looks  up  two  prison  mates  and  they  burglar- 
ize Morris'  bank  planling  the  loot  in  his  house.  The 
Bank  Inspectors  are  then  notified.  However,  Morris 
really  is  short  in  his  accounts  and  in  an  attempt  to 
further  loot  the  bank  he  is  shot  and  killed.  Nora, 
who  has  been  wife  in  name  only,  is  thus  free  to 
marry  Tom,  so  there  is  a  happy  ending. 

NOTHING  to  rave  about  here,  although 
the  production  is  somewhat  better  than 
those  in  which  Meighan  has  recently  ap- 
peared. He  is  offered  a  few  good  opportuni- 
ties and  makes  the  most  of  them,  but  the 
story  is  lacking  in  depth,  is  poorly  motivated 
and  rambling  in  continuity. 

The  early  sequences  drag  materially,  and 
have  little  to  offer  save  for  the  presence  of 
Lynn  Fontanne,  who  contributes  a  rather 
vital  performance  in  a  bit  as  Edwin  Mor- 
gan's dissatisfied  wife.  Her  screen  presence 
is  excellent,  and  she  dominates  the  brief 
scenes  in  which  she  appears. 

The  action  speeds  up  from  the  time  the 
hero  is  sent  "up  the  river,"  and  there  are 
sombre,  but  interesting,  shots  of  Sing  Sing's 
grim  battlements,  and  the  life  led  within 
these  grizzly  walls.  The  director  has  wisely 
introduced  some  good  comedy  relief  in  these 
scenes,  and  the  depressing  effect  is  nicely 
off-set  by  humorous  interludes. 

Most  of  the  comedy  is  provided  by  Hobo- 
ken  Bill,  in  the  person  of  chubby  Victor 
Moore,  and  Humpty-Dumpty  Smith,  played 
by  Hugh  Cameron.  The  latter  is  introduced 
as  possessing  finger  tips  so  sensitive  as  to 
feel  the  pulse  of  a  dead  man.  And  it  is  this 
expert  safe  cracker  who  later  aids  Tom 
Macaulay  in  his  plan  for  vengeance  on  the 
man  who  his  despoiled  him  of  everything 
dear. 

Perhaps  the  most  thrilling  shots  depict 
Tom  in  the  act  of  taking  French  leave  from 
the  prison,  and  show  him  confronting  Mor- 
gan. 

A  good  bit  of  direction  comes  in  the  final 
sequence  where  Tom,  Hoboken  and  Humpty 
Dumpty  are  all  again  behind  the  bars.  Your 
audience  will  be  a  bit  puzzled,  but  a  laugh 
will  come  when  it  is  shown  that  the  bars 
are  merely  the  gates  of  Tom's  estates,  and 
the  two  ex-convicts  are  busily  employed  as 
gardeners. 

Thomas  Meighan  is  at  his  best  in  the  role 
of  a  sympathetic  crook,  and  thus  lifts  this 
production  to  a  higher  level  that  it  would 
otherwise  entertain.  It  is  to  be  hoped  that 
soon  a  vehicle  will  be  given  him  that  will 
offer  the  opportunities  contained  in  the 
earlier  roles. 

Virginia  Valli  is  not  convincing  as  Tom's 
sweetheart.  Her  interpretation  of  the  role 
makes  the  character  that  of  a  damsel  beauti- 
ful but  dumb.  She  is  unreasonably  jealous 
in  the  early  part  of  the  film,  is  all  too  quick 
to  pass  up  her  lover  in  the  hour  of  his  mis- 
fortune, and  all  in  all  fails  to  gain  the 
sympathy  of  the  onlooker.  Frank  Morgan 
is  a  good  villain  and  the  rest  of  the  cast  is 
up  to  standard,  with  a  special  word  for 
Victor  Moore  and  Lyn  Fontanne. 

Exploit  the  fine  cast  and  the  popular  star. 
Interest  Booth  Tarkington's  admirers  by- 
stressing  his  name  as  author. 


Page  70 


Exhibitors  Trade  Review 


THE  WHEEL 

Fox  Photoplay.  Author,  Winchell  Smith. 
Scenario,  Edfrid  Bingham.  Director,  Vic- 
tor Schertzinger.    Length,  7,264  feet. 

CAST  AND  SYNOPSIS 

Ted  Morton    Harrison  Ford 

Kate  O'Hara    Claire  Adams 

Eddie  Baker    Mahlon  Hamilton 

Sammy  Ginsburg    Georgie  Harris 

Nora    Clara  Horton 

Elsie    Margaret  Livingston 

Morton,  Sr   David  Torrence 

Clara    Hazel  Howell 

Ted  Morton,  cursed  with  a  mania  for  roulette,  in- 
curs the  animosity  of  Eddie  Baker,  crooked  pro- 
prietor of  a  gaming  club.  Ted  marries  Kate  O'Hara, 
upon  whom  Baker  had  set  his  eye,  and  is  disinherited 
by  his  family.  Ted  secures  work  as  a  motor  car 
salesman,  and  Baker  buys  a  car  from  him.  Luring 
him  to  the  club  to  get  payment,  Baker  arranges  that 
he  take  a  fling  at  the  wheel.  Eventually  he  forges 
the  check  and  loses  the  proceeds.  Kate  raises  $2,000 
and  bets  it  on  "Firefly"  ridden  by  Sammy,  but 
owned  by  Baker.  The  horse  falls,  but  Sammy  per- 
suades Baker  to  be  a  real  sport  and  make  good  the 
forged  check.  Sammy  wins  Nora,  while  Ted  and 
Kate  are  welcomed  to  the  paternal  hearth. 

THE  early  sequences  of  this  film  are  decid- 
-*  edly  draggy  and  the  production  would  be 
materially  benefited  by  speeding  up  the  first 
three  reels.  When  once  the  action  gets  under 
way  thrilling  events  crowd  thick  and  fast,  and 
there  is  not  a  moment  that  does  not  help 
build  the  plot  to  a  good  climax. 

The  racing  sequences  are  most  realistic,  es- 
pecially the  gallop  over  the  jumps,  when 
Sammy  on  the  steeplechaser  "Firefly"  comes 
a  bad  cropper,  when  the  destinies  of  the 
leading  characters  depend  upon  his  triumph. 
Here  is  a  surprise,  too.  One  might  think  that 
Sammy  would  win.  In  motion  pictures  such  a 
situation  has  been  known  to  occur.  But  no, 
his  mount  falls  and  thus  adds  suspense  to  the 
action,  and  gives  Mr.  Gambler  Baker  a  chance 
to  redeem  himself  in  the  eyes  of  the  audi- 
ence by  proving  that  way  down  deep  he  is 
a  real  sportsman. 

The  early  scenes  in  the  gaming  club  are 
well  done,  but  in  that  part  of  the  film  where 
Ted  is  fleeced  of  the  thousands  he  has  stolen, 
the  situation  is  strained  and  the  acting  un- 
convincing. A  dyed-in-the-wool  devotee  of 
rouge  et  noir  would  lose  with  a  set  face,  and 
even  under  the  most  awful  circumstances 
would  scarce  betray  his  emotions  by  more 
than  a  tremor  of  the  hand.  But  director 
Schertzinger  has  made  Ted  Morton  tremble 
in  every  limb.  Great  beads  of  perspiration 
stand  forth  on  his  forehead,  and  he  all  but 
talks  to  himself  as  he  stakes  the  proceeds  of 
his  crime  on  the  rolling  ball.  In  a  word  he  is 
a  woeful  weakling. 

Another  good  touch  is  lent  in  the  shots 
showing  Morton,  Sr.,  a  stoney  hearted  banker 
capably  played  by  David  Torrence,  producing 
his  check  book  in  an  effort  to  buy  off  Kate, 
whom  his  son  has  announced  as  the  future 
daughter-in-law.  His  surprise  when  she  de- 
nies the  existence  of  an  engagement  is  well 
worth  while  watching. 

Some  good  comedy  is  provided  by  the 
jockey  Sammy  Ginsburg  and  his  Irish  sweet- 
heart, Nora.  And  a  good  sardonic  touch  is 
lent  by  the  vamping  Elsie,  who  rejoices  in 
the  disappointment  of  her  former  protector. 

Except  in  the  gambling  sequences,  Harrison 
Ford  is  a  satisfactory  Ted  Morton,  and 
Claire  Adams  does  some  good  work  in 
a  restrained  characterization  of  the  little 
Irish  milliner.  Mahlon  Hamilton  is  at  his 
best  as  the  heavy,  and  Georgie  Harris  does 
his  comedy  bit  in  fine  form.  The  support  is 
good,  with  special  mention  for  Margaret  Liv- 
ingston. 

This  is  a  story  of  sporting  life,  and  you 
should  take  advantage  of  the  fact  in .  your 
roulette  wheel  will  gain  attention  and  tie-ups 
redolent  of  the  race  track,  or  various  gam- 
bling devices,  wheels,  cards,  and  so  on  may  be 
used.  Paner  throwaways  in  imitation  of  a 
roulette  wheel  will  gain  atttention,  and  tie-ups 
for  window  displays  -may  be  effected  with 
shops  selling  sporting  goods. 


PEGGY  OF  THE 

SECRET  SERVICE 

Davis  Distributing  Division  Photoplay. 
Author,  Finis  Fox.  Scenario,  William 
Lester.  Director,  J.  P.  McGowan,  Length, 
4,950  feet. 

CAST  AND  SYNOPSIS 

Peggy    Peggy  O'Day 

Hal  Tracey    Eddie  Phillips 

Abdullah    V.  L.  Barnes 

Favorite  Wife    Ethel  Childers 

Spike  Hennessy    Clarence  Sherwood 

Buck  Brice    Dan  Peterson 

Mahmud  el  Akem    Richard  Neil] 

Peggy  is  assigned  to  the  task  of  apprehending 
Abdullah  who  has  fled  from  Algeria  with  the  Sul- 
tan's jewels  including  the  famous  diamond  called 
the  Star  of  Asia.  In  the  course  of  duty  she  enters 
Abdullah's  household  as  a  member  of  his  harem, 
vamping  herself  into  possession  of  the  Star.  Her 
lover,  Hal,  a  newspaperman,  worries  over  her  dis- 
appearance, and  persuades  the  Secret  Service  Chief 
to  aid  in  finding  her.  In  the  nick  of  time  Hal  and 
the  detectives  enter  the  house  where  Abdullah  and 
his  followers  are  hiding,  arrest  the  whole  crowd  and 
help  in  rescuing  the  jewels.  Hal  thinks  he  is  all 
set  to  wed  Peggy,  but  the  Chief  says  he  has  an- 
other assignment  for  her. 

A  N  unusual  type  of  tale,  this  one  brings 
sheiks  of  Algeria  and  the  odalisques  of 
their  harems  to  the  Occident,  and  to  the 
clutches  of  Peggy,  the  prize  operative  of  the 
Secret  Service. 

This  is  the  first  of  the  series  and  sets 
a  high  standard  for  those  that  are  to  follow. 
In  the  early  sequences  the  heroine  is  made 
familiar  with  the  task  that  has  been  set  for 
her,  and  this  portion  of  the  film  is  especially 
interesting  inasmuch  as  it  cuts  back  to  Sa- 
hara-like scenes  showing  the  villain  making 
his  escape  across  the  sandy  wastes  with  the 
Sultan's  jewels,  a  whole  herd  of  camels,  and 
a  bevy  of  beautiful  wives. 

Once  on  the  job,  Peggy  adopts  several  dis- 
guises. One  shows  her  as  a  typical  Bowery 
moll  lounging  along  the  waterfront  in  waiting 
for  the  mystery  ship  that  carries  her  prey  to 
our  shores.  Still  another  introduces  her  in 
the  habiliments  of  the  Orient,  Turkish  trous- 
ers, veil  and  all.  And  her  faithful  henchmen, 
Spike  and  Buck  appear  clad  as  Caucasian 
slaves.  The  comedy  element  is  mainly  in  the 
keeping  of  these  two  character  men  and  they 
do  well  with  it.  This  is  especially  true  in  the 
shots  showing  their  endeavors  to  avoid  the 
giant  Nubian  who  has  appointed  himself  their 
especial  bodyguard,  watching  them  always 
with  dark  suspicion,  and  seriously  hampering 
their  detective  activities. 

The  palatial  residence  prepared  to  house 
the  absconding  sheik  is  redolent  of  Eastern 
bazaars.  Abdullah,  himself,  reclines  in  lazy 
luxury  while  the  ladies  of  his  retinue  dance 
sinuously  to  the  weird  music  of  reed  and 
drum. 

One  of  the  dancing  girls  gives  an  especially 
fine  exhibition  of  the  Terpsichorean  art,  and 
is  sure  to  arouse  as  much  interest  from  your 
audience  as  she  does  in  the  heart  of  the  be- 
jeweled  sheik  and  his  watchful  followers. 

Another  impressive  sequence  is  the  rough 
and  tumble  battle,  or  rather  series  of  bat- 
tles that  take  place  when  Peggy  secures  the 
jewel  and  endeavors  to  leave  the  premises. 
The  suspense  is  well  held  in  this  bit. 

The  dusky  chieftain  of  the  wastelands  is 
capably  played  by  V.  L.  Barnes  who,  per- 
haps, looks  his  part  more  than  any  of  his  fel- 
low players.  He  is  a  fierce  and  grizzled 
sheik,  but  he  might  have  been  a  bit  more 
vengeful  in  learning  of  the  philanderings  of 
his  favorite  wife  and  his  neer-do-well  nephew. 
The  wife  is  well  portrayed  by  Ethel  Childers, 
who  is  a  stately  beauty,  not  too  slender,  and 
just  the  sloe-eyed  sinuous  type  that  would  be 
first  in  the  heart  of  a  desert  man.  Peggy 
O'Day  and  Eddie  Phillips  share  honors  in 
their  respective  roles  of  operative  and  news- 
paper reporter,  and  the  rest  of  the  cast  is 
entirely  adequate. 

Exploit  this  as  a  thrilling  story  of  a  band 
of  master  crooks  whose  efforts  to  steal  a 
king's  treasures  are  thwarted  by  Peggy,  a 
secret  service  operative.  Stress  the  Oriental 
atmosphere  in  ballyhoo  and  lobby  display. 


THE  ISLE  OF  HOPE 

F.  B.  O.  Photoplay.  Author  and  Scenarist, 
James  Bell  Smith.  Director,  Jack  Nelson. 
Length,  5,800  feet. 

CAST  AND  SYNOPSIS 

Robert  Mackay    Richard  Talmadge 

Dorothy  Duffy    Helen  Ferguson 

Captain  Duffy    James  Marcus 

First  Mate    Bert  Strong 

Second  Mate    Howard  Bell 

Chung    Eddie  Gordon 

Cook    George  Reed 

Robert  Mackay,  seeking  adventure,  ships  with 
Captain  Duffy  aboard  the  Vulture  to  seek  lost 
treasure  buried  by  pirates  on  the  Isle  of  Hope. 
The  crew  mutinies,  Robert  secures  the  chart  show- 
ing where  the  gold  is  hidden,  and  in  a  fight  the 
vessel  catches  fire.  Dorothy  and  Robert  find 
themselves  alone  on  the  ship  beached  on  the  treasure 
isle.  They  dwell  in  a  deserted  castle,  and  eventually 
encounter  a  portion  of  the  villainous  crew.  Robert 
puts  up  a  stiff  fight  to  protect  Dorothy,  and  a 
lightning  stroke  aids  him  by  killing  the  bandits. 
The  two  discover  the  treasure  and  are  rescued  to  be 
married  by  the  ship's  captain. 

A  BURNING  vessel  and  a  fierce  fight  be- 
tween the  hero  and  a  trio  of  villains  sup- 
ply the  main  thrills  in  this  ordinary  melo- 
drama. There  is  a  little  slap-stick  humor 
supplied  by  the  negro  cook  and  his  Chinese 
enemy,  and  that  is  about  all. 

The  burning  ship  is  realistically  portrayed, 
and  the  battle  between  the  debonair  Bob  and 
the  burly  mutineers  is  indeed  a  bloody  fray. 
No  parlor  battle,  this,  but  a  knock  down  and 
drag  out  affair  in  which  the  handsome  hero 
does  not  have  too  much  his  own  way.  In 
fact,  had  not  heaven's  own  lightning  come  to 
his  aid,  he  might  have  been  badly  worsted, 
and  his  sweetheart  have  suffered  a  dire  fate 
at  brutish  hands. 

It  would  seem  that  the  director  might  have 
injected  any  number  of  thrills  into  this  pro- 
duction, for  surely  there  is  no  more  alluring 
subject  than  pirate  gold  buried  on  a  jungled 
isle  in  an  almost  uncharted  sea.  There  might 
at  least  have  been  beasts  and  reptiles  or  even 
a  duplication  of  old  Ben  Gunn's  parrot  of 
"Treasure  Island"  fame.  But  even  the  eerie 
desolation  of  the  castle  is  not  shown  in  a 
manner  to  cause  creeps  on  any  but  the  weak- 
est spines.  Also,  a  skeleton  and  a  rifle  left  to 
moulder  since  the  days  of  pirate  La  Fitte 
would  not  have  been  in  such  a  pertect  state 
of  preservation. 

These  items  may  be  unimportant,  but  atten- 
tion to  them  would  have  increased  realism 
and  added  to  the  effectiveness  of  the  produc- 
tion. 

The  "heathen  Chinee,"  Chung,  and  his 
black  nemesis,  the  colored  cook,  contribute 
what  comedy  there  is  offered.  The  dusky 
kitchen  custodian  is  armed  with  the  custom- 
ary razor  and  the  sight  of  his  blade  is  suffi- 
cient to  control  the  rebellious  tendencies  of 
the  yellow  boy  when  the  two  believe  them- 
selves marooned  togethei. 

Richard  Talmadge  is  a  smiling  Robert 
Mackay,  who  has  a  world  of  confidence  in 
himself  and  his  physical  prowess.  And,  in- 
deed, considering  the  ingenious  methods  he 
uses  in  the  fistic  sequences,  his  self-satisfac- 
tion is  not  entirely  unwarranted. 

Dorothy  Duffy  is  portrayed  by  Helen  Fer- 
guson who  appears  in  the  guise  of  a  trusting 
young  thing  depending  implicitly  upon  Rob- 
ert, and  not  having  a  great  deal  else  to  do. 
The  support  is  up  to  the  standard,  with 
special  mention  for  Bert  Strong  as  the  heav- 
iest of  the  heavies,  and  George  Reed  as  the 
black-face  cook. 

Exploit  the  name  of  the  star  and  sell  the 
picture  as  a  melodramatic  story  of  mutiny, 
and  pirate  gold.  Treasure  hunts  and  similar 
stunts  will  help  publicize  your  picture. 


September  5,  1925 


Page  71 


Projection  Hints 

By  WESLEY  TROUT 


About  Projection  Speed 

I  recently  received  a  letter  from  G.  L. 
Chanier  of  the  Pathe  Exchange,  Jersey  City, 
N.  J.,  who  discusses  the  matter  of  proper 
speed  for  motion  picture  projection.  He 
writes  as  follows : 

Dear  Mr.  Trout :  I  just  saw  in  the  Ex- 
hibitors Trade  Review  of  October  25,  in 
your  projection  department,  your  article  en- 
titled "What  is  correct  Projection  Speed"  a 
sentence  which  I  think  is  erroneous :  "The 
correct  speed  for  motion  picture  projection 
is  the  speed  at  which  each  individual  scene 
was  taken,  which  speed  may,  and  very  often 
does,  vary  widely."  (In  my  answer  to  this 
question  you  will  find  that  this  sentence  is 
not  erroneous. — Editor.) 

According  to  this,  the  speed  of  projection 
should  be  changed  with  the  different  scenes 
in  order  to  try  and  project  them  at  the  same 
speed  they  were  taken.  (Yes,  there  are 
many  scenes  that  need  slowing  down  and 
some  that  need  more  speed  for  correct 
presentation. — -Ed.)  There  is  here  an  im- 
possibility, as  the  projectionist  never  knows 
at  what  speed  a  particular  scene  has  been 
taken.  (Yes,  it  would  be  impossible  to 
know  at  what  speed  each  individual  scene 
was  taken,  but  many  scenes  are  taken  en- 
tirely too  slow  which  the  projectionist  can 
see  and  he  can  speed  his  machine  or  slow 
it  down  until  the  action  is  correct.  Further 
along  in  my  answer  I  will  explain  more  fully 
what  I  mean. — Editor.)  Furthermore,  the 
speed  of  projection  and  consequently  the 
picture  on  the  screen,  would  vary  with  the 
taste  of  the  projectionist. 

Even  if  he  knew  at  what  speed  the  scene 
had  been  taken,  he  would  be  doing  the  wrong 
thing  by  projecting  it  at  the  same  speed. 
Very  often  cameramen  crank  their  camera 
faster  or  slower  in  order  to  get  certain  ef- 
fects when  the  picture  is  projected  at  normal 
speed  on  the  screen.  These  effects  would 
be  entirely  destroyed  if  the  projectionist 
were  increasing  or  cutting  down  the  speed 
of  his  machine  accordingly.  (I  don't  mean 
that  the  projectionist  should  cut  his  speed 
down  or  project  the  picture  faster  when 
effects  are  used  in  a  scene.  Any  project- 
ionist with  a  little  horse  sense  would  know- 
that  no  regulation  of  speed  would  be  re- 
quired in  a  scene  like  this.  Along  further 
in  this  article  I  will  explain  more  fully  just 
what  I  mean  in  speed  regulation. — Ed.) 

Pictures  were,  years  ago,  taken  and  pro- 
jected at  the  speed  of  sixty  feet  per  minute. 
( Some  scenes  are  taken  at  sixty  per  a  minute 
and  then  again  I  have  seen  camera  speed 
vary  from  sixty  to  as  high  as  eighty  per 
minute.  Most  of  the  time  the  cameramen 
do  try  and  maintain  a  speed  of  sixty,  but 
then  again  there  are  conditions  where  they 
cannot. — Ed.)  I  think  they  are  still  taken 
at  approximately  the  same  speed,  any  speed- 
ing up  or  slowing  down  of  the  camera  being 
done  now  as  it  was  done  before  with  the 
purpose  of  getting  special  effects  on  the 
screen ;  the  speed  of  the  projection,  on  the 
contrary,  has  had  a  tendency  to  increase. 
(Speed  in  projection  has  been  increased  in 
nouses  v/here  they  have  to  run  on  a  fixed 


schedule.  The  speed  of  the  projection  in 
houses  like  this,  of  course,  has  to  be  run  as 
nearly  constant  as  possible. — Ed.') 

The  main  reason  for  this  seems  to  be  that 
an  increase  in  speed  decreases  the  flicker  on 
the  screen,  and  consequently  makes  a  more 
pleasing  picture.  (It  is  very  easy  to  take 
flicker  out  of  a  picture  without  overspeed- 
ing  a  machine.  A  shutter  can  be  so  set  and 
made  that  you  do  not  have  to  run  a  machine 
fast  to  take  the  flicker  out. — Ed.)  What- 
ever the  speed  of  projection  adopted,  it 
should  be  constant  throughout  a  picture,  and 
for  all  pictures.  I  think  it  is  very  important 
that  pictures  be  projected  at  a  constant  speed, 
and  hope  that  after  further  consideration  of 
the  subject,  you  will  agree  with  me. 

Answer. — No  I  can't  friend  Chanier,  and 
I  am  going  to  tell  you,  in  the  following 
paragraphs  why  I  cannot.  I  don't  believe 
you  quite  understood  the  article  as  to  just 
what  I  mean  about  correct  speed  for  pro- 
jection. I  am  sure  that  you  will  agree  with 
me  after  carefully  reading  this,  and  many 
others  who  may  not  quite  understand  the 
article  and  projection  speed.  One  of  the 
cardinal  sins  of  the  theatre — not  all  theatres 
of  course — is  overspeeding  the  projection. 
Former  President  Wilson  once  said :  "I 
have  very  often  been  in  a  picture  theatre 
and  seen  myself  in  motion  pictures,  and  the 
sight  has  made  me  very,  very  sad.  I  have 
wondered  if  I  really  do  walk  like  an  ani- 
mated jumping  jack,  or  move  around  with 
such  extreme  rapidity  as  I  appear  to  do  some 
time  in  pictures  in 
which  I  have  seen 
myself." 

Of  course  Presi- 
dent Wilson  did  not 
know  what  caused  it, 
but  you  and  I  surely 
do.  It  was  over- 
speeding  of  projec- 
tion on  the  screen  in 
order  to  get  the  pro- 
gram out  in  time. 
You  know  that  over- 
speeding  increases 
the  speed  and  action 
of  all  moving  things. 

Over-speeding  of 
pictures  produces  a 
ridiculous  travesty 
on  the  original,  the 
amount  of  which,  of 
course  will  depend 
upon  the  rate  of 
speeding.  There  are 
theatre  managers 
and  operators  who 
talk  learnedly  about 
a  reel  requiring  only 
"15  minutes"  to  pro- 
ject same,  in  bliss- 
ful ignorance  of  the 
fact  that  their  words 
convict  them  of  hav- 
ing a  very  slight 
knowledge  of  motion 
picture  projection. 
(To  be  continued) 


Theatre  Ticket  Efficiency 

The  tickets,  whether  for  continuous  per- 
formances or  reserved  seats,  are  one  of.  the 
details  that  comprise  the  running  of  a  theatre. 
Of  course,  the  quality  of  the  tickets  is  not 
extremely  important,  but  the  purchase  of 
tickets  that  are  manufactured  by  concerns 
who  do  nothing  else  but  print  tickets  is  not 
only  economical,  but  also  makes  for  exact- 
ness in  this  respect. 

There   are    several   companies    that  have 
.-pent  many  years  at  this  work,  and  among 
the  best  is  the  Globe  Ticket  Company. 
*    *  * 

Arc  Lamps 

The  arc  lamp  is  one  of  the  most  important 
pieces  of  equipment  installed  in  the  theatre 
Upon  the  lamp  depends  proper  and  efficient 
projection.  A  very  excellent  product  of  this 
character  has  been  put  on  the  market  by  the 
Morelite  Company  of  New  York  City.  This 
k.mp,  known  as  the  Morelite  Reflector,  pro- 
duces steadier  and  better  illumination  and  at 
the  same  time  is  highly  economical  in  use,  the 
claim  for  it  being  a  saving  of  70  per  cent  of 
current  consumption. 

Time  for  a  New  Marquise 

There  are  few  theatres  today  that  haven't 
marquises  or  canopies.  Still,  many  cf  these 
could  be  very  nicely  changed  for  the  good  of 
the  theatre.  Moeschel-Edwards  Corporation, 
Cincinnati,  O.,  are  noted  for  special  attention 
to  the  erection  of  canopies  and  marquises. 

* 

The  Screen 

Without  a  good  screen  the  finest  projection, 
the  best  music,  in  fact,  the  best  of  everything, 
is  of  no  use.  The  screen  is  one  of  the  most 
vital  parts  of  your  house,  and  in  choosing 
your  screens  the  greatest  care  must  be  taken. 
There  are  many  fine  companies,  such  as  the 
Sunlite  Screen  Company  of  New  York  City. 


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.givingthishotel 
firstplace  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" 


Page  72 


Exhibitors  Trade  Review 


Classified  Opportunities 

Rate  2  Cents  a  Word — Cash  With  Copy 


At  Liberty 


At  Liberty 


For  Sale 


ORGANIST,  POSITIVELY  FIRST  CLASS  MAN 

— Accomplished  musician.  Thoroughly  experienced. 
Expert  Picture  Player  and  Feature  Soloist.  Good 
modern  instrument  essential.  Orchestral  Unit  or 
straight  Organ.  Exceptionally  fine  library.  Union- 
Address  ORGANIST,  4077  Manayunk  Avenue, 
Philadelphia,  Pennsylvania. 

EXPERT    OPERATOR    AND  ELECTRICIAN 

with  nine  years'  experience  in  big  houses.  Married. 
Wants  to  locate  at  once.  Address  Operator,  Box 
282,   Mason   City,  Iowa. 


%eHOMEof 
C0MF0R1W 

ECONOMY;* 
NEW  YORK 

THINK  of  stopping  at 
the  popular  modern 
Hotel  Martinique  at  rates 
as  low  as  $2.50  per  day. 

In  genuine  comfort  you 
can  live  right  in  the 
midst  of  the  busy  shop- 
ping district.  All  business 
and  theatrical  centres 
are  readily  accessible. 
Just  across  the  street 
from  the  famous  HOTEL 
McALPIN,  you  are  as- 
sured of  plenty  of  enter- 
tainment and  pleasure — 
at  a  minimum  expense. 

Restaurant  service— 45c  for 
a  delightful  club  breakfast- 
table  d'hote  dinner  $1.25. 

It  is  only  necessary  to  stop 
at  the  Hotel  Martinique  once 
to  be  convinced  of  the  com- 
fort, convenience  and  econ- 
omy you  can  enjoy  while  in 
New  York. 

A.  E.  SINGLETON,  Res.  Mgr. 

&  Hotel 

jTkrtiititfue 

cAjfiliaied  with  Jfolel  3£i4lpin 

Broadway-32^33-Sts. 

NEW  YORK 


ORGANIST — Expert,  reliable,  young  man;  union; 
large  library ;  unit  organ  preferred,  if  good ;  con- 
servatory graduate ;  tricks  and  imitations ;  novelty 
solos  and  slides.  Write  J.  Clarence,  309  S.  Dith- 
ridge  St.,  Pittsburg,  Pa. 

AT  LIBERTY — Expert  photoplayer  organist;  by 
hand  or  roll ;  first  class  references.  Address  "Box 
IS"  care  of  Exhibitors  Trade   Review,  New  York. 

A-l  LEADER  (VIOLIN)— Side.  Long  ex- 
perience; pictures,  vaudeville;  fine  library;  reliable; 
neat.  LEADER,  1  Walnut,  Hudson  Falls,  New 
York. 

WOMAN  ORGANIST;  wishes  position  in  Picture 
Theatre ;  Experienced ;  References  ;  Address  Organ- 
sX  P-  O.  Box  1268,  Lubbock,  Texas. 


For  Sale 


FOR  SALE — Five  reel  feature,  "When  the  Desert 
Smiles/'  Ed.  Milanoski,  640  Fourth  St.,  Grand 
Rapids,  Mich. 

FOR  SALE  AT  A  SACRIFICE  Photoplayer;  in 
use  less  than  2  years.  Orpheum  Theatre,  Orwigs- 
burg,  Pa. 

FOR  SALE; — Underwood  Typewriter,  16  inches. 
Will  consider  an  exchange.  Write  Box  H.  S.,  Ex- 
hibitors Trade  Review. 

2  POWERS  6-A,  2  MOTIOGRAPHS,  54  Veneer 
Chairs,  Gold  Fibre  Screen,  Film  Cabinets,  Rheo- 
stats and  other  equipment.  Cheap  foi  quick  sale. 
Mrs.  Le  Vitt,  6201  Woodlawn  Ave.,  Chicago,  111. 

FOURTEEN  HUNDRED  NEW  OPERA 
CHAIRS,  some  upholstered.  New  goods  made  on 
contract  to  fit.  Bankrupt  stock,  at  a  big  saving. 
EIGHT  THOUSAND  YARDS  of  government 
Standard  Battleship  Linoleum  and  Cork  Carpet  at 
less  than  wholesale  prices  for  theatres,  churches, 
clubs  and  lodges.  Guaranteed  goods.  Not  less  than 
one  roll  sold.  J.  P.  REDINGTON  &  COMPANY, 
SCRANTON,  PA. 


ELECTRIC  SIGN  "LYRIC":  Double  faced, 
ready  to  hang;  cost  $100.  Spot  cash  $50.  J.  P. 
Redington,  Scranton,  Pa. 

STEREO PTI CON — B.  &  L.  CARBON  ARC  4Vz 

inch  Condensers,  10  inch  Lens,  with  Rheostat  com- 
plete, in  very  good  condition,  only  $25  cash. 
ALOE'S,  513  Olive,  St.  Louis,  Missouri. 

FOR  SALE — Approximately  270  7-ply  new  veneer 
chairs.  Also  generator,  frames  and  used  projecting 
machines.  Bargains.  Atlas  Moving  Picture  Com- 
pany, 534  S.  Dearborn  St.,  Chicago,  111. 

WESLEY  TROUT,  "The  Recognized  Authority  on 
Motion  Picture  Projection  and  Equipment."  Plans 
drawn  for  Projection  Rooms ;  Projectors,  Motor 
Generator  Sets  installed  and  other  Equipment.  Terms 
Reasonable.  Member  of  the  I.  A.  T.  S.  E.  and 
M.  P.  M.  O.  Union.  15  years  in  the  Business.  In- 
stall Equipment  Anywhere.  Questions  Answered 
on  Projection  by  Mail  and  through  the  Projection 
Department.  Allow  at  least  two  to  three  weeks  for 
answer,  as  so  much  material  is  waiting  for  publica- 
tion. Mail  .04  stamp  for  card  on  copy  of  reply  by 
mail  or  answers  will  be  published  in  Projection 
Department.  NOTE:  Manufacturers  please  mail  me 
data  on  your  equipment  and  new  develop- 
ments in  equipment  for  publication  in  department  and 
in  my  new  Handbook.  Address  all  Correspondence 
to:  WESLEY  TROUT,  Editor  Projection  and 
Equipment  Department,  EXHIBITORS  TRADE 
REVIEW,  45  West  45th  Street,  New  York  City, 
N.  Y.  (Exhibitors  Trade  Review,  the  projectionists 
FRIEND.  The  Department  that  is  read  by  ALL 
PROJECTIONISTS.) 

FOR  SALE — A  modern  fireproof  theatre  building, 
50  x  140,  equipped  for  road  shows  and  pictures; 
building  includes  two  stores  and  two  flats ;  middle 
west  town,  county  seat,  6,000  inhabitants;  mortgage 
sale ;  can  be  bought  for  one-half  original  cost.  Ad- 
dress Box  876,  Fargo,  N.  D. 


WE  CAN  EQUIP  YOUR  THEATRE  complete, 
new  or  used  goods,  and  save  you  money.  Write 
for  literature.  Western  Motion  Picture  Company, 
Danville,  111. 

SACRIFICE  Guarantee  Equipment  worth  20  to  50 
per  cent  more,  Two  6A  Power  Projectors  complete, 
$135  each.  Two  Machine  Asbestos  Booth  $65. 
Metal  $55.  Ft.  Wayne  Compensaro,  $35.  Power 
Inductor,  $35.  Electrical  Light  Outfit,  consisting 
110  volt  Generator,  including  Gas  Engine  both  $100. 
One  20x40  tent  complete  7  ft.  side  wall  $90.  Road- 
show Machines  Powers  No.  5,  $45.  Edison  Model  B 
$45.  Edison  Exhibition  $42.  Zenith,  Jr.,  $45.  De- 
Vry  Suitcase  $95.  Cosmograph  $80.  DeVry  Ford 
Generator  $70.  One  Simplex  Lamphouse  complete 
$20.  Rheostats  $12  each.  Gas  Making  Outfits  $19. 
Hand  of  Vengeance,  20  reel  serial,  $75.  Prices  sub- 
mitted are  SALE  PRICES.  Write,  wire  or  call, 
Grobarick,   Trenton,   New  Jersey. 

FOR  SALF^ — Internationa]  Adding  Machine  with 
stand,  also  a  Marchant  Calculator.  Bargain.  Box 
P.  L.,  Exhibitors  Trade  Review. 


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. 


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. 


HERALDS 


0 


HIPPED  SAME  DAY  ORDER  IS  RECEIVED 

Guaranteed     Service — Good     Work — Popular 
Prices — Send  for  Trial  Order. 


FILMACK  COMPANY 

736  S.WABASH  AVE.  CHICAGO 


J 


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One  Thing-  More 


In  your  modern  motion  picture  house 
every  detail  of  projection,  decoration,  ventila- 
tion, temperature,  seating,  has  been  carefully 
worked  out  to  make  the  theatre  attractive 
and  comfortable. 

But  there's  one  thing  more  you  can  do — 
and  it's  a  real  factor  from  the  box  office  point 
of  view:  make  sure  the  picture  is  printed  on 
Eastman  Positive  Film,  the  film  that  safe- 
guards for  the  screen  the  quality  of  the  nega- 
tive so  your  public  may  enjoy  it. 

Eastman  film  is  identified  in  the 
margin  by  the  black-lettered 
words  "Eastman"  and  "Kodak" 


EASTMAN  KODAK  COMPANY 

ROCHESTER,  N.  Y. 


Mack 
Sejvjvett 


presents 


'Ralph 
Craves 
Comedies 


Tbuo  IKeels 


A  Series  of  12 


Sennett  Productions  in  all  that  the  name  implies. 

Sizzling  with  humor  like  hot  fat  in  a  pan. 

Fast  stepping.   Not  a  dull  moment. 

Pretty  girls — and  Graves  himself. 

Seen  him?  Big  and  handsome.  Clever.  Funny 
because  he  makes  himself  John  J.  Dumbell  himself. 

When  Sennett  takes  a  comedian  out  of  a  crowd 
and  makes  him  a  star  it  means  something. 

How  can  you  make  every  dollar  possible  if  you 
don't  advertise  him  to  your  public? 


Pafhecomedy 

TRAM     T  QH]  MARK 


EXHIBITORS 

^rade  REVIEW 

9he  Business  Paper  of  the  Motion  Ticture  Industry 


GLORIA 


SWANSON^r^ 

AN  ALLAN  DWAN  Production    6  paramount  Cpidure 

ADAPTED  Br  JAMES  CREELMAN  FROM  THE  NOVEL  BVCONINCSBY  DAWSON  SCREEN  PLAY  BY  FORREST  HALSEY 


September  12,  1925  THIS    ISSUE    8,010    CoDlCS  Price  20  Cents 


pleasant  feature  of  the  possession 
of  a  Wurlitzer  Unit  Organ  lies  in  the 
gratifying  effect  noticeable  in  the  box 
office  check-up  at  the  end  of  the  day. 
For  the  Wurlitzer  Unit  Organ  has  a  tan- 
gible box  office  power — an  attraction  as 
definite  as  that  of  any  star  whose  name 
ever  graced  a  lobby  display. 
Any  Wurlitzer  representa- 
tive or  any  Wurlitzer  Unit 
Organ  owner  can  show  you 
in  five  minutes  the  more 
salient  points  of  why  this 
pipe  organ  has  proved  itself 

XJAVE  you  sent  for  the  Wur- 
litzer Theatre  Organ  Cata- 
log? It  is  not  only  a  treatise 
on  theatre  organ  design  but  a 
valuable  guide  to  theatre  con- 
struction and  decoration. 


to  be  so  obviously  better; — the  exclusive 
features  that  have  made  it  the  repeat 
choice  of  the  largest  as  well  as  the  small- 
est exhibitors. 

But  the  important  thing  is  not  that  you 
know  the  Wurlitzer  Unit  Organ  furn- 
ishes more  interpretive  accompani- 
ments, more  thrillingly  im- 
pressive overtures,  more  de- 
pendable service.  The  im- 
portant thing  to  you  is  that 
you  are  installing  the  organ 
that  the  public  knows  and 
.recognizes  as  the  best. 

'  A  NOTHER  good  book  to 
send  for  is  the  catalog  of 
Wurlitzer  Grand  Pianos.  The 
neiv  antique  finish  and  the  ex- 
clusive new  period  designs  can 
be  secured  in  styles  to  match 
any  decorative  motif. 


The  RUDOLPH  WURLITZER  CO. 


CINCINNATI 
121  East  4th  St. 


NEW  YORK 
120  W.  42nd  St. 


CHICAGO 
329  S.  Wabash 


SAN  FRANCISCO 
250  Stockton  St. 


DENVER 
2106  Broadway 


LOS  ANGELES 
814  S.  Broadway 


^Vj^    And  Forty  Other  Branches  in  Thirty- Three  Cities  q($ 


Published  weekly  bv  Exhibitors  Review  Publishing  Corporation  at  34  North  Crystal  Street.  East  Stroudshure,  Pa.  Editorial  Offices  45  West  45th  Street 
New  York  City.     Subscription  $2.00  year.     Entered  as  second-class  matter  Aug.    5.    1922,   at  postoffiee  at   East  Stroudsburg.   Pa.,   under  act  of   March   3.  IS71 


s;:l 


■Ml' 


•Hi: 


lake  your  choice  of 
the  worlds  finest  —  Book 


I  »■ 


UNIVERSAL 

SHORT  FEATURES 


Tried  and  Proved  Box  Office  Power 


Century 
Comedies 


two  reels  each,  starring  Wanda  Wiley,  Edna  Marian,  Eddie 
Gordon,  Al  Alt    and    Charles    King,  including 


12 


Buster  Brown 
Comedies 


hilarious  comedy  gems,  two  reels  each  made  from  the 
world-famous  newspaper  cartoons  by  R.  F.  Outcault.  Fea- 
turing the  famous  comedy  characters,  Buster  Brown,  Mary 
Jane  and  Tige,  enjoyed  and  loved  by  readers  of  all  ages 
for  years  and  years. 


104 


International 

News 


two  each  week  showing  the  world's  news  in  pictures 
gathered  from  all  over  the  world.  See  your  Universal 
Exchange  about  "LIFE'S  GREATEST  THRILLS,"  the  most 
amazing  news  reel  ever  made — without  extra  cost  to  you. 


Blue  Bird 

Comedies 


of  one  reel  each,  starring  Neely  Edwards,  Arthur  Lake  and 
Charles  Puffy.  A  crowded  thousand  feet  of  spontaneous, 
side-splitting  mirth  in  every  reel. 


Gump 
Comedies 


Sparkling  two-reel  comedies  from  the  famous  newspaper 
cartoons  by  Sidney  Smith  appearing  in  more  than  300 
newspapers  daily.  See  your  Universal  Exchange  for  details 
of  the  big  exploitation  tie-up  with  your  local  paper. 
Samuel  Von  Ronkel  Productions. 


Mustang 
Westerns 


starring  five  famous  rough-riding  cowboys — Fred  Humes, 
Jack  Mower,  Smiley  Corbett,  Ed  Cobb  and  Pee  Wee  Holmes. 
The  fastest  moving  two  reelers  ever  screened.  Jammed 
full  of  the  kind  of  Western  action  that  gets  them  to  your 
box  office. 


UNIVERSAL  PICTURES  CORPORATION 


Page  2 


Exhibitors  Trade  Review 


ARK 


means 


Independence  and  Liberty 

for  Real  Showmen 


VITAL'S  Slogan— "The  Exhibitor  Be  Pleased" 

VITAL  "EXCHANGES 

Will  serve  you  with 

Davis  Distributing  Division,  Inc. 

Product 

"Better  Pictures  for  Less  Money" 


NOW 
READY 


3  Super  Specials 
30  Features 
12  Comedies 
10  Episode  Serial 

3  "Fragments  of  Life" 


NOW 
READY 


VITAL  EXCHANGES,!™, 


David  R.  Hochreich,  President 


218  West  42nd  Street 


New  York,  N.Y. 


He  said — "You  can  publish  my  picture  and  quote  me  as 
saying  'It's  a  whale!'"  Very  well,  Danny,  here  goes: 


u 


'The  Merry  Widow 1  is  a 
whale  of  a  picture" 


PRODUCED  BY  THE  SHOWMEN  OF  METRO-GOLDWYN-MAYER 


oming 


DAILY 


PAPER 


in  Trstdc 


Watch  for  announcement  of  first 
issue  date— in  this  space  next  week 


Page  6 


Exhibitors  Trade  Review 


****  Honed 


t\o 


9 


The  screen  is  about  to  see 
the  most  stirring  picture  that 
has  ever  been  photographed 


MILTON  SILLS 


%e  KNOCKOUT 


is  by  far  the  greatest  bit 
of  he-man  battling —  and 
He-man  lovemaking  the  public 
has  ever  had  the  pleasure 
of  buying  a  ticket  for. 

It's  one  of  the  August  big  5. 
and.  of  course  it's  a 

Hut  Ilotional 


Jidapted  fromJhe  COME-BACK 
by  M.D.  C.  CRAWFORD 
Directed  by 

LAMBERT  HILLYER 

Produced  under  the  supervison  of 

EARL  HUDSON 

Members    Motion  Picture  Producers  km  Distributors  of  America  Inc.~Will  Hays  Pmidtnt 


Picture 


< Foreign  Rights  Control  lt-d  bu  V 
Firai  Kamrul  Pictures  Inc. 
3 S3  Maditon  Avenue.  New 


Scenario  by  JOSEPH  POLAND 

and  EARL  SKELL 
Photographed  by  ROY  CARPENTER 
Jrt  Director  MILTON  MENASCO 
Jilm  Editor  ARTHUR  TAVARES 
Editorial  Direction  MARION  FAIRFAX 


©C1B666919 


SCP  I !  1925 

EXHIBITORS 

9hafc  REVIEW 

9he  Business  Paper  of  the  Motion  ftcture  Industry 

Editorial 


THE  situation  that  has  developed  in 
Connecticut  is  unfortunate.  It  is 
the  result  of  a  conflux  of  unfortun- 
ate circumstances.  But  it  is  not  ground 
for  a  great  deal  of  the  loose  talk  that  is 
current,  nor  is  anything  going  to  be 
gained  by  unwarranted  attack  on  the 
motives  of  public  officials  who  appear  to 
be  acting  in  good  faith. 

The  Connecticut  Legislature  was 
grossly  misled,  without  doubt.  When  a 
tax  bill,  expected  to  raise  a  revenue  of 
$75,000  to  $100,000  a  year  can  be  intro- 
duced, reported  out  of  committee  and 
passed  in  a  single  day,  at  the  very  end  of 
a  session,  there  is  reason  to  question  the 
soundness  of  the  whole  legislative  pro- 
cedure. But  neither  such  questioning 
of  the  processes  by  which  the  law  was 
enacted  nor  the  attacks  on  the  officials 
charged  with  its  enforcement  will  avail 
anything.  The  problem  before  the  in- 
dustry is  how  to  meet  the  law  and  comply 
with  it  in  all  possible  respects. 

The  law  itself  has  already  been  found 
so  defective  and  unworkable  from  a  prac- 
tical standpoint  that  there  is  grave  doubt 
whether  it  can  be  obeyed  literally.  By 
its  terms  the  state  itself  is  charged  with 
duties  which  its  officials  probably  can 
not  perform.  But  the  taxes  must  be  paid, 
existing  contracts  must  be  carried  out 
and  the  voters  of  Connecticut  must  be 
made  to  understand  that  the  motion  pic- 
ture industry  has  been  made  the  victim 
of  extremely  unwise  legislation  which 
ought  to  be  repealed. 

Retaliatory  measures,  in  cases  of  this 
sort,  merely  tend  to  arouse  resentment. 
In  no  case  do  they  create  friends  for 
those  who  undertake  them.  They  are  the 
most  natural  sort  of  human  reaction  in 


the  face  of  what  seems  most  iniquitous 
treatment,  but  they  do  not  lead  any- 
where. 

The  problem,  in  this  Connecticut  case, 
is  to  find  ways  of  complying  with  the  law 
and  keeping  the  Connecticut  theatres 
supplied  with  product  if  possible. 

Provision  has  already  been  made  by 
the  distributors  for  a  fund  that  will  take 
care  of  the  tax,  enabling  the  exhibitors 
to  keep  alive  until  they  can  handle  it 
themselves.  Arrangements  have  been 
made,  also,  whereby  the  burden  of  the 
tax  will  be  borne  by  those  exhibitors  best 
able  to  bear  it  with  what  amounts  to  ex- 
emption for  those  theatres  that  can  not 
pay.  All  this  is  good. 

If  the  industry  proceeds  consistently  along  these 
lines,  the  Connecticut  example,  instead  of  inciting 
other  states  to  undertake  obnoxious  tax  legislation, 
will  arouse  forceful  public  sentiment  against 
further  legislation  of  such  character. 

This  case  may  be  made  a  convincing  demon- 
stration of  the  fact  that  such  legislation,  though  it 
may  be  conceived  in  the  theory  that  it  will  be  a 
levy  on  interests  outside  the  state  adopting  it, 
actually  constitutes  a  levy  on  the  entertainment  of 
the  people  within  the  home  borders.  The  theory 
that  "the  movies  take  a  lot  of  money  out  of  the 
state"  may  be  blown  sky  high  with  facts  that  every- 
one can  understand.  And  such  treatment  will  go 
farther,  much  farther,  than  would  the  programs 
suggested  by  some  of  the  loose  talkers  who  have 
been  exceedingly  anxious  to  embroil  the  industry 
in  a  nasty  and  unnecessary  fight. 

Until  the  United  States  Supreme  Court  shall 
have  finally  passed  on  the  constitutionality  of  the 
lay  there  is  but  one  course  open :  Obey  it  and  let 
the  public  understand  exactly  what  it  means,  what 
hardships  it  is  creating  for  the  theatre  owners 
whose  business  and  property  are  imperiled  by  its 
operation. 


Page  .10 


Exhibitors  Trade  Review 


Machinery  Inadequate  To  Enforce 
Connecticut's  Tax  Law 


DRAMA  IN  FOUR  HOURS 

SCENE:   The  Connecticut  State  Legislature. 
Time:  10  A.  M.  on  the  day  before  the  Legislature  closed  its 
session. 

Action:  The  bill  providing  for  the  taxation  of  all  film  brought 
into  the  state  of  Connecticut  and  for  a  one  man  censorship  of 
all  films  brought  into  the  state  is  introduced  for  the  first  time. 

Two  Hours  Pass:  The  bill  is  reported  favorably  out  of  com- 
mittee. 

Two  Hours  Pass  Again:  The  bill  passes  the  Connecticut  State 
Legislature  and  becomes  a  law. 


THE  State  of  Connecticut  has  its 
motion  picture  tax  law  but  up  to  the 
time  of  going  to  press  it  had  discovered 
no  means  of  enforcing  it. 

Charles  C.  Pettijohn,  counsel  for  the 
Motion  Picture  Producers  and  Dis- 
tributors of  America,  has  had  several 
conferences  with  Tax  Commissioner 
Blodgett  but  no  solution  has  been  forth- 
coming as  to  how  the  tax  can  be  col- 
lected or  the  seal  of  the  state  affixed  to 
taxable  film. 

The  Hays  organization  has  advanced 
to  the  Connecticut  Theatre  owners  a 
revolving  fund  of  $61,500  to  be  used 
in  the  payment  of  back  taxes,  which 
have  accumulated  since  the  law  be- 
came effective  on  July  8.  Mr.  Petti- 
john has  tried  to  pay  part  of  this  fund 
to  the  Connecticut  Tax  Commissioner 
but  the  latter  has  been  forced  to  refuse. 
He  isn't  sure  that  he  can  accept  it. 

The  $61,800,  on  the  assurance  of  five  Con- 
necticut exhibitors  and  the  Film  Boards  of 
Boston  and  New  York,  will  be  returned  to 
the  Hays  organization  in  weekly  payments. 

The  Connecticut  theatres  have  been  divided 
into  three  groups  and  will  be  assessed  to  in- 
sure the  return  of  the  revolving  fund.  There 
are  32  Class  A  theatres,  each  assessed  $31  a 
week ;  42  Class  B  houses  are  assessed  $21 ; 
48  Class  C  pay  $16;  73  theatres,  rated  as 
Class  D,  are  assessed  nothing. 

The  distributors  have  added  a  clause  to 
their  resolution  to  carry  out  all  existing  con- 
tracts with  Connecticut  exhibitors.  Where 
film  rentals  fail  to  exceed  or  equal  the  sum 
of  the  tax,  a  picture  possessing  more  play- 
dates  will  be  substituted  for  the  one  con- 
tracted for. 

This  is,  of  course,  a  move  to  protect  the 
exhibitor.  A  feature  with  a  single  $50  book- 
ing and  a  $65  tax  would  be  more  or  less  use- 
less property. 

The  Connecticut  legislature  jammed  the  tax 
law  through  with  no  proviso  for  enforce- 
ment. There  is,  for  instance,  but  one  seal 
in  the  state  that  can  be  used  on  films  to 
denote  that  the  tax  has  been  paid.  Now  that 
the  exchanges  have  moved  out  of  Connecti- 
cut and  the  films  are  being  shipped  to  ex- 
hibitors direct  by  mail  and  express,  it  is 
obviously  an  impossibility  for  a  collector  with 
but  one  seal  to  affix  it  on  all  films. 

Evidently  Connecticut  didn't  foresee  the 
fight  it  brought  on  its  own  hands.  With  the 
exchanges  remaining  in  the  state  the  manipu- 
lation of  that  one  seal  would  have  been  sim- 
ple. 

That  others  besides  the  legislature  failed 
to  foresee  the  present  difficulties  is  obvious 
from  Acting  Governor  J.  Edwin  Brainard's 
statement  that  the  distributors  were  only 
bluffing  in  their  decision  to  move  exchanges 
out  of  the  state. 

The  Acting  Governor,  following  this 
statement,  went  on  to  say : 

"There  is  nothing  to  compromise.  The 
ultimate  consumer  is  the  only  one  who 
pays  anything.  You  and  I  and  the  others 
who  paid  20  cents  to  go  to  a  show  will 
now  pay  a  quarter.  That  is  the  gist  of  the 
matter. 

"If  there  is  an  overwhelming  revulsion 


of  public  feeling,  then  there  may  be  an- 
other step  taken.  As  there  is  no  sign  of 
that,  it  looks  to  me  as  though  the  tax  law 


'T'HE  action  of  the  legislature  of  Connecticut 
in  passing  the  recent  drastic  film  tax  law 
is  but  another  outbreak  of  a  disease  which 
our  State  and  Federal  lawmakers  suffer  from 
with  periodical  regularity. 

"Tax  the  movies !"  has  echoed  at  one  time 
or  another  in  most  every  legislative  hall  in 
the  country,  and  we  of  the  industry  are  to 
blame.  I  will  come  to  that  point  later. 

The  reason  I  make  bold  to  speak  upon  this 
subject  is  because  until  three  years  ago  I  was 
president  of  the  Texas  State  exhibitor  body. 
My  experience  in  fighting  the  discriminatory 
and  confiscatory  legislation  aimed  at  the  film 
interests  in  Texas  has  deepened  my  interests 
in  the  developments  in  Connecticut. 

I  do  not  wish  to  set  myself  up  in  judg- 
ment upon  the  action  which  the  Hays  organ- 
ization has  taken  in  the  matter,  but  I  feel 
very  strongly  that  the  proposed  withdrawal 
of  all  film  and  the  virtual  boycott  of  the 
State  of  Connecticut  are  wrong  methods  of 
opposing  this  iniquitous  law  and  are  doomed 
to  failure. 

The  public  must  be  educated  that  they,  and 
not  the  theatre  owner,  are  paying  this  exor- 
bitant tax.  The  addition  of  five  cents  to  each 
half  dollar  admission  and  ten  cents  to  tickets 
over  fifty  cents,  or  as  much  as  may  be 
needed  to  absorb  the  tax,  will  make  tht 
theatregoer  dig  in  his  pocket,  and  every  time 
he  digs  he  will  think  of  the  action  which  his 
lawmakers  have  taken  in  the  matter  of  his 
amusement.  The  resentment  of  the  public 
can  in  this  manner  be  crystallized  into  a 
force  which  can  make  itself  heard  in  the 
state  capitol  in  Hartford. 

Trailers  should  be  run  in  all  theatres,  tell- 
ing the  audience  why  the  admissions  have 
been  raised,  and  suggesting  that  they  can 
have  the  tax  repealed  or  amended  by  using 
pressure  upon  the  legislature. 

There  is  no  reason  why  we  of  the  industry 
ought  to  feel  too  great  a  resentment  against 
the  legislators  of  Connecticut,  for  we  know 
that  the  real  cause  behind  these  periodical 
attempts  to  bleed  the  film  industry  by  high 
taxes  is  the  practice  of  our  publicity  depart- 
ments of  issuing  injudicious  statements  of 


will  stand.  The  'movie'  magnates  will 
realize  that  they  are  beaten  and  we  will 
go  on  having  pictures  just  the  same." 


film  facts  and  figures  for  public  consump- 
tion. 

We  who  are  on  the  inside  read  these  state- 
ments and  discount  them,  but  the  poor  hard 
working  lawyer  who  represents  the  average 
state  senator  and  representative,  and  who 
manages  to  eke  out  three  or  four  thousand 
dollars  per  annum  cannot  resist  the  tempta- 
tion of  getting  for  the  state  some  of  the 
fabulous  sums  paid  to  movie  stars  and  made 
by  theatre  managers.  He  believes  the  press 
agent's  bunk  and  on  goes  the  tax. 

As  one  of  the  newspapers  says,  "a  group 
of  legislators  saw  what  they  thought  was  a 
chance  to  pluck  a  luscious  plum  from  an 
overloaded  tree  and  proceeded  to  do  so." 

The  last  time  I  was  fighting  the  battles  of 
the  exhibitors  before  the  legislature  of  Texas 
we  had  three  tax  bills  introduced  and  when 
the  most  drastic  bill  was  in  the  haads  of  the 
committee  I  showed  them  that  the  theatre 
owner  was  already  paying  eleven  taxes  and 
had  affidavits  from  over  two  hundred  exhibi- 
tors showing  just  what  they  took  in  and 
what  they  paid  out  in  taxes,  rent,  lights, 
labor,  film  rentals,  advertising  and  charities, 
and  showing  loss  or  gain,  mostly  less,  but 
one  of  the  committee  pulled  a  copy  of  the 
Dallas  paper  of  that  day  on  me,  and  it  con- 
tained a  big  ad  of  "The  Kid"  showing  that 
the  Palace  Theatre  had  played  to  63,Z80  peo- 
ple the  previous  week,  and  saying  they  were 
going  to  hold  it  over  for  another  week.  This 
is  the  stuff  that  hurts  and  I  hope  some  day  it 
will  be  stopped. 

I  hope  Mr.  Hays  will  give  this  his  serious 
consideration. 

Some  one  has  said :  "How  can  you  reach 
legislators  except  through  the  sentiment  of 
the  people  they  are  supposed  to  represent." 

I  say,  don't  deprive  the  people  of  their 
pictures  but  touch  their  pocketbooks  and  you 
will  get  quick  and  effective  results ;  and  as 
this  is  really  a  national  and  not  merely  a 
state  problem,  you  will  find  that  the  remedy 
I  have  suggested,  if  successfully  carried  out 
in  Connecticut,  will  have  a  restraining  effect 
on  the  legislators  in  the  other  states 


Calls  Boycott  Wrong 

By  E.  T.  PETER 


September  12,  1925 


Page  11 


Jos.  M.  Seider  Presents 


A 


Ei 

|         XHIBITORS  TRADE  REVIEW  is  pleased  to  reprint  here  the  j 

1   JtL  new  contract  framed  by  Joseph  M.  Seider,  Chairman  of  the  jj 

[  Contract  and  Arbitration  Committees  of  the  Motion  Picture  The-  ■ 

(  atre  Owners  of  America.  ■ 

1  The  second  section  of  the  contract  is  framed  along  the  lines  jj 

1  that  Mr.  Seider  and  his  associates  in  drawing  up  the  document  be-  jj 
jj  lieve  will  lead  to  equitable  arbitration.  1 

J  The  Nathan  Burkan  Play-Date  solution  is  embodied  in  the  1 

jj  new  contract. 



By  Joseph  M.  Seider 

WE  are  submitting  to  the  INDUSTRY  a 
form  of  contract.  We  offer  it  with  the 
firm  conviction  that  it  contains  a  solution  to 
our  contract  and  arbitration  difficulties ;  that 
it  is  equitable  and  that  it  affords  every  pro- 
tection to  both  sides.  We  do  not  demand  that 
it  be  accepted  without  change.  We  solicit  and 
will  welcome  constructive  criticism  and  sug- 
gestions. 

We  have  given  the  subject  much  study, 
have  investigated  the  application  of  the  pres- 
ent contracts  and  arbitration  system  in  many 
states  and  have  gone  far  afield  to  obtain  as- 
sistance so  that  this  proposed  contract  should 
through  its  terms,  brevity  and  simplicity  serve 
to  minimize  disputes  and  thereby  lessen,  if 
not  entirely  eliminate,  litigation  through  both 
law  and  arbitration. 

The  proposed  contract  is  in  two  sections. 
The  contract  proper  and  a  set  of  rules  or  sup- 
plemental contract.  We  feel  that  the  con- 
tract proper  should  cover  those  provisions 
which  need  be  agreed  upon  at  the  signing  of 
the  contract,  such  as  price,  names  of  pictures, 
protection,  run,  etc.  The  terms  that  would 
assume  importance  only  in  the  event  of  a 
controversy  are  covered  in  the  Rules.  There 
is  provision  made  for  the  Rules  being  bind- 
ing and  a  part  of  the  main  contract.  Thus 
the  theatre  owner  has  only  a  short  document 
to  check  up  when  signing  for  pictures  and  he 
will  easily  detect  the  addition  or  omission  of 
clauses.  This  together  with  the  fact  that  the 
proposed  contract  contains  a  warrantee  that 
the  contract  is  the  APPROVED  STAND- 
ARD EXHIBITION  CONTRACT  will  as- 
sure a  UNIFORM  contract. 

Mr.  Nathan  Burkan's  suggestion  for  a  solu- 
tion of  the  designation  of  Play  Dates  prob- 
lem is  in  our  opinion  the  most  feasible  of- 
fered. We  have  incorporated  in  our  proposed 
contract  Mr.  Burkan's  clause  relating  thereto 
with  the  addition  of  a  provision  for  specific 
dates  for  second  or  subsequent  runs  and  a 
provision  for  relief  in  the  event  a  theatre 
owner  is  forced  into  an  over-bought  condi- 
tion because  the  pictures  he  had  contracted 
for  had  not  been  made  available  to  him. 

All  pictures  contracted  for  must  be  made 
available  and  played  within  a  year.  No  run- 
ning into  another  year.  A  playdate  becomes 
a  pay-date. 

The  Arbitration  clause  in  the  proposed  con- 
tract is  in  accordance,  with  the  Law.  It  is  fair 
to  both  sides  and  it  is  AMPLE.  It  only  ex- 
empts a  dispute  arising  out  of  the  violation  or 
attempted  violation  of  protection.  In  such  a 
dispute  provision  is  made  for  injunctive 
relief. 

The  theatre  owner  who  does  not  want  to 


enter  into  a  contract  providing  for  compul- 
sory arbitration  is  given  the  option  of  pro- 
tecting the  distributor  through  depositing  with 
the  distributor  a  sum  equal  to  ten  percent 
(10%)  of  the  amount  of  the  contract  as 
security  for  the  faithful  performance  of  the 
contract. 

The  theatre  owner  who  agrees  to  arbitra- 
tion with  such  an  option  will  not,  if  a  dis- 
pute arises,  refuse  to  submit  same  to  an  arbi- 
tration board.  He  will  in  every  instance  if  it 
is  against  him  carry  out  the  decision  or 
award  of  the  Arbitration  Board. 

This  together  with  the  provisions  made  for 
open  hearings,  for  the  availability  of  the  rec- 
ords to  the  disputants  and  the  press,  for  the 
right  to  the  disputants  to  challenge  the  ap- 
pointed arbitrators  and  replace  them  with 
their  personal  choice,  for  the  refunding  to 
the  exhibitor  who  successfully  defends  an 
arbitration  claim,  his  railroad  fare  and  ex- 
penses, for  the  giving  to  the  Arbitration 
Boards  jurisdiction  over  matters  arising  out 
of  ethics  and  fair  dealings  and  for  a  Contract 
Commission  and  Appeals  Board,  will  win 
over  many  opponents  of  Arbitration. 

The  theatre  owner  is  entitled  to  and  must 
have  relief  from  the  present  contract  and  ar- 
bitration procedure.  If  Distributors  have 
honest  objections  we  in  all  sincerity  beg  them 
to  state  them.  If  they  have  none  they  should 
not  withhold  a  square  deal  from  us  any 
longer. 

*    *  * 

SECTION  1 — THE  CONTRACT 

THE  APPROVED  STANDARD 
EXHIBITION  CONTRACT 
The  distributor  warrants  that  this  con- 
tract conforms  in  every  respect  and  detail 
with  the  APPROVED  STANDARD  EXHIBI- 
TION CONTRACT,  on  file  with  

and  identified  by  the  signature  of  its  Presi- 
dent, on  the  day  of  September,  1925. 

"  AGREEMENT,  made  in  triplicate,  this.  .  .  . 

day  of  ,  19 ....  between   a 

corporation  (hereinafter  called  the  "Dis- 
tributor") and   operating  the  

theatre,  at   ,  City  of    and 

State  of    (hereinafter  called  the 

"Exhibitor")   as  follows: 

1.  The  Distributor  hereby  grants  to  the 
Exhibitor,  and  the  latter  accepts,  a  license 
under  the  respective  copyrights  to  the 
several  photoplays  hereinafter  in  the  sched- 
ule below  designated  and  described,  subject 
to  the  terms  and  conditions  herein  specified, 
to  exhibit,  during  and  within  the  year  com- 
mencing on  the  ....  day  of  19.  .  .  .  and 

ending  the  day  of   19.  .  .  .,  and  the  Dis- 
tributor agrees  to  furnish  to  the  exhibitor 
during  and  within  the  said  period,  each  of 
such  photoplays  in  the  theatre  herein  speci- 
fied only,  for  the  number  of  successive  days 
herein  specified,  and  to  deliver  to  a  common 
carrier  or  to  an  agent  of  the  exhibitor,  a 
positive  print  of  each  of  such  photoplays,  in 


time  for  exhibition  at  the  theatre  and  on 
the  dates  herein  specified  or  determined  as 
herein  provided. 

2.  The  Exhibitor  agrees: 

(a)  To  pay  for  such  license  as  to  each 
of  such  photoplays,  the  sums 
herein  specified,  at  least  three  (3) 
days  in  advance  of  the  date  of 
shipment  of  each  of  such  photo- 
plays by  the  Distributor. 

(b)  To  pay  the  cost  of  the  delivery  of 
each  of  such  photoplays  to  the 
theatre  from  the  local  exchange 
of  the  Distributor  and  their  re- 
turn to  the  said  local  exchange. 

(c)  To  return  each  of  such  photoplays 
in  the  same  condition  in  which 
they  were  received,  reasonable 
wear  and  tear  excepted. 

(d)  To  be  liable  in  an  amount  not  ex- 
ceeding four  (4)  cents  per  lineal 
foot  of  the  positive  prints  of  such 
photoplays  that  is  damaged,  lost 
or  stolen  while  in  his  possession. 

3.  The  Distributor  agrees  not  to  permit 
or  authorize  or  license  the  exhibition  of  any 
such  photoplays  in  violation  of  the  run  and 
of  protection  granted  to  the  Exhibitor  as 
follows: 

PROTECTION.  .  .  .days  against.  .  .  .Theatres 
RUN.  .  .  .to  follow.  .  .  .days  after.  .  .  .Theatre 

4.  Each  of  such  photoplays  shall  be 
available  to  the  Exhibitor,  unless  a  definite 
exhibition  date  is  specified  herein,  in  the 
manner  provided  in  the  Rules  hereinafter 
provided  for. 

5.  SCHEDULE 
Release  Number 
Title  of  Production 
Cast 

No.  of  Reels 
Play  Dates 
No.  of  days 
Price 

6.  Excepting  always  and  only  the  right 
of  the  Exhibitor  to  take  such  proceedings 
as  he  may  deem  advisable  to  enjoin  any 
breach  or  threatened  breach  or  violation  by 
the  Distributor  of  any  of  the  provisions  re- 
lating to  run  or  protection  provided  for 
herein,  the  Distributor  hereby  consenting  to 
the  granting  of  an  injunction  restraining 
such  breach  or  threatened  breach,  it  being 
agreed  that  in  case  of  any  such  breach  the 
damages  to  be  sustained  by  the  Exhibitor 
is  irreparable  and  incapable  of  definite  ac- 
certainment  and  computation,  the  parties 
hereto  agree  that  before  either  of  them 
shall  resort  to  any  Court  to  determine,  en- 
force or  protect  the  legal  rights  of  either 
hereto,  he  shall  submit  to  a  board  of  ar- 
bitration consisting  of  an  equal  number  of 
Distributors  and  Exhibitors,  which  board 
of  arbitration  shall  be  formed  and  shall 
function  as  provided  in  a  set  of  Rules  on 
file  with  and  identified  by  the  signa- 
ture of  the  President  of  said  Association, 
which  rules  are  made  a  part  hereof  the 
same  as  if  they  had  been  fully  set  forth 
herein,  all  disputes,  claims  and  controver- 
sies arising  hereunder,  including  those 
based  upon  a  repudiation  or  rescission,  or 
attempted  repudiation  or  attempted  rescis- 
sion of  this  contract,  for  determination. 

The  parties  hereto  further  agree  to  abide 
by  and  forthwith  comply  with  any  decision 
or  award  of  such  Board  of  Arbitration  in 
any  such  arbitration  proceedings,  and  agree 
and  consent  that  any  such  decision  or 
award  shall  be  enforceable  in  or  by  any 
court  of  competent  jurisdiction  pursuant  to 
the  Laws  of  the  State  of  New  York,  now  or 
hereafter  in  force  and  the  parties  consent 
to  the  introduction  of  such  findings  in  evi- 
dence in  any  judicial  proceedings. 

7.  The  foregoing  clause  Six  relating  to 
arbitration  shall  become  null  and  void  and 
the  parties  hereto  shall  retain  all  their 
rights  and  powers  at  law  and  in  equity  in 
the  event  the  Exhibitor  deposits  with  the 
Distributor  a  sum  equal  to  ten  (10%)  per 
cent  of  the  total  sum  payable  by  the  Ex- 
hibitor to  the  Distributor  under  the  terms 
of  this  contract,  and  in  the  event  the  Ex- 
hibitor so  elects  to  deposit  said  sum  of 
money  with  the  Distributor,  the  Distributor 
agrees  to  pay  to  the  Exhibitor  interest  on 
said  sum  or  any  balance  remaining-  due 
from  time  to  time  at  the  rate  of  two  (2%) 
per  cent  per  annum.  Such  moneys  shall 
constitute  trust  moneys,  and  shall  not  be 
commingled  with  its  other  moneys  unless 
and  until  and  at  the  time  when  the  sum 
shall  be  applied  on  account  of  the  last  sums 

{Continued  on  next  page) 


Page  12 


Exhibitors  Trade  Review 


THE  NEW  JOSEPH  SEIDER  CONTRACT 


(Continued  from  Preceding  Page) 
payable  hereunder.  It  is  hereby  expressly 
provided  and  understood  however,  that 
Clause  Five  of  the  Rules  referred  to  and 
provided  for  in  the  said  Clause  Six  shall  at 
all  times  and  in  any  event  be  in  force  and 
effect  and  a  part  of  this  contract. 

8.  This  contract  shall  be  deemed  an  ap- 
plication for  a  contract  only  and  shall  not 
become  binding  upon  either  party  unless 
accepted  in  writing  by  an  officer  of  the  Dis- 
tributor and  notice  in  writing  of  acceptance 
sent  to  the  Exhibitor  within  ....  days  from 
the  date  hereof.  The  Exhibitor  may  with- 
draw this  application  at  any  time  prior  to 
its  acceptance  by  the  Distributor  as  pro- 
vided for  herein. 

9.  No  terms  or  representations  have  been 
made  by  either  party  to  the  other  except  as 
herein  set  forth. 

(Insert  here  any  special  arrangements) 

IN  WITNESS  WHEREOF  the  parties 
hereto  have  hereunto  set  their  signatures 
and  seals  this  day  first  above  written. 

Approved;  for  the 

Distributor.  .  .  .-.  .day  of  19  

*     *  * 

SECTION  2 — ARBITRATION 

RULES     PROVIDED     FOR     IN     THE  AP- 
PROVED STANDARD  EXHIBITION 
AND  MADE  A  PART  THEREOF 
Identified  this  day  of  19.. 

1.  The  Board  of  Arbitration  shall  con- 
sist of  four  persons,  two  Distributors  who 
do  not  own  or  operate  theatres  and  two  Ex- 
hibitors who  are  not  directly  or  indirectly 
affiliated  with  a  producer  or  distributor. 

The     two     Distributors'  representatives 

shall  be  selected  by  the  to  serve 

for  one  month.  The  two  Exhibitors'  repre- 
sentatives shall  be  selected  by  the  Motion 
Picture  Theatre  Owners  of  America  to  serve 
for  one  month. 

No  member  of  the  Board  of  Arbitration 
shall  sit  in  any  case  or  controversy  in 
which  he  has  an  interest  direct  or  indirect. 

In  case  of  a  tie  vote  the  Board  of  Ar- 
bitration shall  appoint  a  fifth  arbitrator, 
and  if  they  are  unable  to  agree,  then  the 
Chairman  of  the  Board  of  Arbitration  shall 
request  the  presidents  of  the  respective  or- 
ganizations of  which  both  litigants  are 
members  to  make  the  appointment  and  in 
the  event  they  are  unable  to  agree  then  the 
Chairman  shall  request  the  Mayor  of  the 
City  in  which  the  dispute  is  arbitrated  to 
make  the  appointment. 

The  Exhibitor  shall  have  the  right  to 
challenge  the  Exhibitors'  representatives  on 
the  Arbitration  Board  appointed  as  herein 
provided  and  shall  have  the  right  to  name 
the  two  exhibitors  who  shall  serve  on  the 
Arbitration  Board  in  his  particular  case  or 
controversy. 

Likewise  the  Distributor  shall  have  the 
right  to  challenge  the  Distributors'  repre- 
sentatives on  the  Arbitration  Board  ap- 
pointed as  herein  provided  and  shall  have 
the  right  to  name  the  two  distributors  who 
will  serve  on  the  Arbitration  Board  in  his 
particular  case  or  controversy. 

2.  The  Board  of  Arbitration  shall  have 
general  power,  after  a  thorough  and  im- ' 
partial  hearing  of  any  dispute  or  contro- 
versy (1)  To  determine  such  dispute  or  con- 
troversy. (2)  to  make  findings  thereon,  (3) 
to  direct  what  shall  be  done-  by  either  party 
or  both  parties  with  respect  to  the  matter 
in  dispute,  (4)  to  elect  its  chairman,  (5)  to, 
in  any  decision  or  award,  include  a  pro- 
vision therein  requiring  the  payment  by  one 
party  to  the  other  of  compensatory  damage, 
or  indemnity,  (6)  to  also  provide  in  an5' 
decision  or  award  that  the  railroad  fares 
and  hotel  bills  incurred  by  the  ' Exhibitor 
shall  be  paid  to  the  Exhibitor  by  the  Dis- 
tributor, in  the  event  the  Board  of  Arbitra- 
tion shall  find  in  favor  of  the  Exhibitor 
against  the  Distributor  in  the  pending  con- 
troversy or  shall  dismiss  the  grievance 
brought  by  the  Distributor  against  the  Ex- 
hibitor, (7)  to  have  jurisdiction  over  all 
matters  in  dispute  arising  under  an  applica- 
tion for  a  contract,  (8)  to  have  jurisdiction 
in  all  matters  of  fair  dealing  and  ethics 
arising  out  of  a  contract,  even  though  not 
specifically  provided  for  therein. 

3  There  shall  be  formed  an  Arbitration 
Commission  consisting  of  three  Exhibitors 
and  three  Distributors.  The  exhibitor  mem- 
hers  shall  be  appointed  by  the  Motion  Pic- 
ture Theatre  Owners  of  America  and  the 
Distributor  members  shall  be  appointed  by 

 This    Commission    so  constituted 

shall  have  the  power  of  supervision  of  all 
Arbitration  Boards,  to  review  such  de- 
cisions of  Arbitration  Boards  as  may  in  its 
discretion  merit  review  and  shall  have  the 
power  to  avoid  or  amend  or  modify  the 
award  thus  reviewed  and  to  make  such 
changes  in  the  Approved  Standard  Exhibi- 
tion Contract  and  these  rules  as  may  from 
time  to  time  become  necessary. 

4.    The  hearings  before   the  Arbitration 


Boards  shall  be  open.  The  records  of  the 
Arbitration  Boards  shall  be  available  and 
open  to  the  Press,  Exhibitor,  Distributor 
and  their  organizations  and  counsel.  Copies 
of  complaints,  awards,  minutes  and  cal- 
endars shall  be  available  to  the  Distributor 
and  Exhibitor  and  their  organizations. 
5.  Both  the  Distributor  and  the 
Exhibitor  agree: 

(a)  None  Of  the  photoplays  specified  in 
the  contract  shall  be  reissues  from  old 
negative  except  it  is  so  expressly  noted 
therein. 

(b)  The  photoplays  specified  in  the  con- 
tract shall  not  contain  any  paid  advertising. 

(c)  Contracts  may  be  assigned  by  either 
party  providing  the  assignment  is  in  writ- 
ing and  accepted  in  writing  by  the  assignee 
and  approved  in  writing  by  the  Distributor 
or  the  Exhibitor  as  the  case  may  be,  in. 
which  event  the  assignor  shall  be  released 
from  his  or  its  liability  hereunder. 

(d)  The  exhibition  date  of  each  photo- 
play which  has  not  otherwise  been  specified 
on  the  contract  shall  be  fixed  as  follows: 

(Dl)  For  all  purposes  herein  the  release 
date  of  such  photoplay  shall  be  construed! 
to  be  the  date  when  such  photoplay  shall! 
have  been  exhibited  for  the  first  time  in  si 
first  run  theatre  in  the  key  city  or  exchange 
centre  in  the  district  in  which  the  theatre 
specified  in  the  contract  is  located. 

Prompt  notice  of  such  exhibition  date  and 
the  date  of  the  expiration  of  the  protection 
period  of  said  first  run  theatre  shall  b<; 
given  to  the  Exhibitor. 

From  and  after  the  date  of  the  expiration 
of  such  protection  period,  such  photoplay 
snail  forthwith  become  available  to  the  Ex- 
hibitor for  exhibition  under  his  contract. 

(D2)  If  the  Exhibitor  is  entitled  to  a 
first  run  of  a  photoplay  the  Exhibitor  shall 
fix  an  exhibition  date,  such  date  to  be  with- 
in a  period  not  exceeding  three  weeks  fol- 
lowing the  expiration  of  the  protection 
period  aforementioned.  The  notice  of  the 
exhibitor  fixing  the  exhibition  as  afore- 
mentioned shall  be  given  to  the  Distributor 
at  least  two  weeks  prior  to  such  exhibition 
date. 

If  the  Exhibitor  shall  fail  to  fix  such 
exhibition  in  the  manner  above  pro- 
vided, the  Distributor  shall,  promptly  after 
the  expiration  of  three  weeks  following  the 
protection  period,  fix  such  exhibition  date 
such  date  to  be  within  two  weeks  following 
such  three  week  period  and  in  such  case  the 
date  so  fixed  by  the  Distributor  shall,  for 
all  purposes  hereunder,  be  deemed  the  ex- 
hibition date  of  the  photoplay. 

(D3)  In  case  the  Exhibitor  shall  have  a 
run  subsequent  to  a  first  run,  and  the  num- 
ber of  days,  subsequent  to  the  run  imme- 
diately prior  to  the  Exhibitor  named  in  the 
contract,  after  which  the  Exhibitor  is  en- 
titled to  such  photoplav  is  not  specified, 
then  the  Exhibitor's  exhibition  date  shall 
be  fixed  in  like  manner  as  herein  above  pro- 
vided for  the  exhibition  with  respect  to  a 
first  run,  except  that  all  periods  shall  run 
from  the  date  of  the  expiration  of  the  pro- 
tection period  of  the  exhibitor  having  a  run 
immediately  prior  to  that  of  the  exhibitor 
named  in  the  contract. 

(D4)    In  the  event  any  photoplays  shall 


UPON  the  return  from  Los  Angeles  of  F. 
C.  Monroe,  president,  and  John  C.  FHnn. 
vice-president  and  general  manager  of  Pro- 
ducers Distributing  Corporation,  announce- 
ment was  made  of  the  purchase  of  the  Hunt 
Stromberg  Producers  Distributing  Corpora- 
lion  interests  by  the  Cinema  Corporation  of 
America,  which  is  the  holding  company  back 
of  Cecil  B.  De  Mille's  independent  film  pro- 
ducing enterprises. 

The  Cinema  Corporation  of  America  has 
.also  purchased  the  controlling  interest  in  the 
Hollywood  Studios  from  Charles  and  Al. 
Christie  and  plans  have  been  formulated  for 
greatly  increasing  its  equipment  and  general 
facilities. 

In  the  transaction  with  Hunt  Stromberg, 
the  Cinema  Corporation  of  American  se- 
cured all  of  the  Harry  Carey  pictures  and 
Hunt   Stromberg   productions   released  and 


not  be  exhibited  in  a  first  run  theatre  in  the 
key  city  or  exchange  center  in  the  territory 
embracing  the  theatre  named  in  the  con- 
tract, within  a  reasonable  time  after  its  pro- 
duction, and  within  such  period  no  definite 
booking  therefor  shall  have  been  fixed  by 
any  such  first  run  theatre,  then  the  Distrib- 
utor obligates  itself  to  fix  a  general  release 
date  which  shall  be  within  a  reasonable 
time  after  the  completion  of  the  production 
of  the  photoplay  and  such  release  date  so 
fixed  shall  be  deemed  the,  release  date  for 
all  purposes  under  this  paragraph.  Said 
photoplay  shall  thereupon  forthwith  after 
such  date  become  available  for  exhibition 
under  contracts,  with  the  same  force  and 
effect  as  if  such  release  date  were  the  date 
of  expiration  of  the  protection  period  herein 
above  in  the  preceding  subdivision  referred 
to. 

(D5)  In  case  the  contract  shall  embrace 
a  series  of  feature  photoplays  featuring  a 
particular  star  or  director,  the  Exhibitor 
shall  not  be  required  to 'exhibit  more  than 
one  photoplay  of  such  series  every  five 
weeks. 

(D6)  So  far  as  the  same  may  be  feasible, 
the  Distributor  agrees  to  distribute  the 
photoplays  embraced  under  the  contract  at 
equal  intervals  apart,  to  the  end  that  the 
Exhibitor  shall  be  enabled  to  exhibit  such 
photoplays  within  a  year  at  approximately 
equal  intervals. 

(D7)  In  the  event  of  the  failure  of  the 
Distributoi"  to  make  available  to  the  Ex- 
hibitor the  photoplays  embraced  under  the 
contract  as  provided  herein,  the  Exhibitor 
may  at  his  option  cancel  the  contract  em- 
bracing such  photoplays  not  made  avail- 
able by  giving  written  notice  of  cancella- 
tion to  the  Distributor. 

(D8)  If  any  of  the  photoplays  specified 
in  the  contract  shall  be  released  by  the  Dis- 
tributor after  the  year  specified  in  the  con- 
tract, the  Distributor  shall  be  obliged  to 
deliver  such  photoplays  to  the  Exhibitor  as 
though  released  within  the  year  specified 
and  the  Exhibitor  may  at  his  option  accept 
such  photoplays  at  such  later  period  and 
pay  for  and  exhibit  same  pursuant  to  the 
terms  of  the  contract. 

In  case  the  Exhibitor  shall  be  delayed 
in  or  prevented  from  performance  of  the 
contract  or  any  part  thereof  by  the  ele- 
ments, accidents,  strikes,  fifes,  Court  orders 
or  Acts  of  God,  such  delay  in  or  prevention 
of  performanoe  shall  be  excused  and  all 
damages  arising  therefrom  are  hereby  ex- 
pressly waived  by  the  Distributor. 

In  case  the  Distributor  shall  be  delayed 
or  prevented  from  making  deliveries  of  a 
photoplay  or  photoplays  as  provided  in  the 
contract  by  reason  of  accidents,  elements, 
strikes,  fires,  Censor  Rulings  or  an  Act  of 
God,  such  delay  in  or  prevention  of  delivery 
shall  be  excused  and  all  damages  arising 
therefrom  are  hereby  expressly  waived  by 
the  Exhibitor. 

The  Distributor  or  the  Exhibitor  as  the 
case  may  be  shall  give  prompt  notice  in 
writing  to  the  other  of  the  happening  of 
any  of  the  above  mentioned  contingencies, 
and  the  reasons  therefore. 

Identified  bv  the  president  of  this 

 day  of  19  


scheduled  for  release  through  Producers  Dis- 
tributing Corporation,  including  the  producing 
rights  of  "The  Last  Frontier." 

This  big  spectacular  Western  epic,  for  the 
filming  of  which  elaborate  preparations  have 
already  been  made,  will  now  be  produced  by 
Cecil  B.  De  Mille,  either  under  his  personal 
direction  or  supervision.  De  Mille's  produc- 
ing activities  will  be  still  further  increased  by 
his  assuming  supervision  of  the  filming  of 
the  several  other  big  stories,  originally 
scheduled  for  production  by  Stromberg. 

De  Mille's  activities  will  now  be  expanded 
to  such  proportions  that  two  studios,  the  De 
Mille  Studio  and  the  Hollywood  Studio,  will 
be  running  to  capacity  under  his  supervision, 
while  the  productions  released  this  season 
with  the  De  Mi'le  trade-mark  will  probably 
be  increased  50  per  cent  over  the  twelve 
originally  on  the  schedule. 


STROMBERG  BOUGHT  OUT 
BY  DE  MILLE  BACKER 


September  12,  1925 


Page  13 


Schulber  g  Sets  1 4 

Schedule  Carries  Through  Next  April 


As  a  result  of  the  production  conference 
being  held  on  the  coast  between  B.  P.  Schul- 
berg,  producer  of  Preferred  Pictures,  and 
J.  G.  Bachmann,  general  manager  of  distri- 
bution, a  compehensive  production  and  re- 
lease schedule  has  been  mapped  out  pro- 
viding for  the  delivery  of  fourteen  pictures 
by  the  middle  of  April,  the  balance  of  six 
to  follow  by  the  early  summer. 

■  With  "Parisian  Love"  and  "The  Girl  Who 
Wouldn't  Work"  already  available  for  first 
runs,  Mr.  Bachmann  has  announced  that 
the  third  release  for  the  season  will  be  "With 
This  Ring".  Fred  C.  Windermere  directed 
this  story  suggested  by  the  novel  by  Fanny 
Heaslip  Lea.  Alyce  Mills,  Lou  Tellegan, 
Forrest  Stanley,  Donald  Keith  and  Dick 
Sutherland  are  included  in  the  cast. 

A  romantic  melodrama,  "Free  to  Love," 
directed  by  Frank  O'Connor  and  featuring 
Clara  Bow,  will  be  delivered  next.  Opposite 
Miss  Bow  is  Donald  Keith.  . 

"The  Other  Woman's  Story,"  a  Gasnier 
production  of  Peggy  Gaddis'  novel,  comes 
on  October  sixteenth.  Robert  Frazer,  Alice 
Calhoun,  Helen  Lee  Worthing,  Mahlon  Ham- 
ilton, Riza  Royce  and  David  Torrence  are 
the  principals  involved. 

Following  this  production  on  November 
16th  comes  "The  Plastic  Age",  one  of  the 
highlights  cn  the  Schulberg  schedule.  Eve 
Unscll  and  Fredetkka  Sagor  are  responsible 
for  the  adaptation  of  Percy  Marks'  novel  of 
American  youth:  Clara  Bow  and  Donald 
Keith  are  heading  the  cast  which  includes 
also  Harry  B.  Walthal,  Mary  Alden,  Gilbert 
Roland,  David  Torrence,  and  other  favorites 
Wesley  Ruggles  is  now  completing  the  di- 
rection 

"Lew  Tyler's  Wives"  on  November  27th 
will  be  of  special  note  as  the  second  pro- 
duction of  Marcel  De  Sano,  now  Schulberg 
director,  whose  first  release  was  "The  Girl 
Who  Wouldn't  Work". 

"The  La\"iul  Cheater"  ccmes  next.  Again 
Clara  Bow  is  featured  in  a  romance  of 
melodramatic  flavor  directed  by  Frank 
O'Connor  from  Adele  Buffington's  story. 

The  first  Schulberg  release  in  the  calendar 
year  of  1926  will  be  "Horses  and  Women," 
story  of  the  turf  based  upon  L.  B.  Yates' 
Saturday  Evening  Post  novel,  "The  Biogra- 
phy of  a  Race  Horse." 

"Eden's  Fruit",  by  John  Goodrich,  to  be 
directed  by  Gasnier  will  furnish  the  Pre- 
ferred release  for  January  28th. 

"The  Romance  of  a  Million  Dollars"  by 
Elizabeth  Dejeans  will  be  ready  for  exhibi- 
tion by  February  18th.  This  will  directly 
proceed  the  big  screen  version  of  Bronson 
Howard's  play.  "Shenandoah,"  to  be  re- 
leased on  March  11th.  Both  of  these  stories 
are  now  in  preparation. 

"Dancing  Days"  by  J.  J.  Bell  which  shows 
the  feverish  pursuit  of  continual  excitement 
by  a  mother,  father,  son  and  daughter  of  a 
never-stay-home  family  will  be  shown  on 
April  2nd.  It  is  planned  to  make  this  a 
Gasnier  production. 

Larry  Evans'  story,  "The  Aristocrat," 
originally  appearing  in  Hearst's  Magazine 
will  reach  the  screen  on  April  25th. 

The  Schulberg  program  will  be  brought  to 
a  close  with  six  other  stories  release  dates 
on  which  have  not  yet  been  decided  upon. 
These  properties  include  "Shopworn"  by 
Patricia  Wetherill,  "Exclusive  Rights"  by 
Evelyn  Campbell,  "Studies  in  Wives"  and 


"Shameful  Behavier?"  both  stories  by  Mrs. 
Belloc  Lowndes,  "His  New  York  Wife"  by 
John  Goodrich  and  "The  Worst  Woman" 
by  Larry  Evans. 

Assignment  of  directors,  leads  and  other 
particulars  covering  the  entire  program  are 
now  being  discussed  by  Mr.  Bachmann  and 
Mr.  Schulberg  who  will  soon  be  ready  with 
other  announcements. 

Mr.  Bachmann  will  make  the  rounds  of 
the  Preferred  exchanges  before  returning  to 
New  York. 


Fred  Niblo,  M-G-M  director,  obvious- 
ly is  late  on  the  "Ben  Hur"  set  at 
Culver  City.  The  camera  that  caught 
this  was  not  of  slow  motion  type. 


RECORDS  FALL 

CHARLIE  CHAPLIN'S  "The  Gold 
Rush"  is  still  young  but  it  has 
already  gathered  to  itself  more  rec- 
ords than  are  usually  found  in  the 
career  of  a  picture  a  year  old. 

For  instance: 

"The  Gold  Rush"  broke  the  week's 
house  record  of  the  Mark  Strand, 
New  York  City,  rolling  up  a  gross  of 
$72,577.15. 

The  second  week  at  the  Strand 
saw  a  gross  of  $52,000,  which 
topped  by  slightly  over  $500  the 
first  week's  run  of  "Girl  Shy"  at  the 
house. 

At  the  800  seat  Orpheum,  Chi- 
cago, it  exceeded  by  $5,000  the  best 
business  of  that  seventeen  year  old 
homse,  grossing  $19,829.08. 

In  Atlantic  City  "The  Gold  Rush" 
played  day  and  date  at  the  Strand, 
the  Bijou  and  the  Ventnor,  where  it 
broke  the  record. 

President  and  Mrs.  Coolidge  re- 
quested a  private  view  of  "The  Gold 
Rush"  at  the  summer  White  House 
in  Swampscott,  Mass.  With  a  party 
of  friends  they  viewed  it  Aug.  27. 


GOLDBURG  QUITS 
DISTRIBUTION 

To  Concentrate  on  Production 

Upon  the  completion  of  the  present  series 
of  Billy  Cody  Westerns,  Jesse  J.  Goldburg, 
president  of  Independent  Pictures  Corpora- 
tion, will  retire  from  the  state  rights  dis- 
tribution field  and  devote  all  his  time  to 
production. 

Mr.  Goldburg  will  continue  production, 
probably  on  an  increased  scale,  with  pros- 
pects for  release  through  national  indepen- 
dent distributing  organizations  and  other 
State  Right  distributors. 

Mr.  Goldburg's  entire  eastern  organiza- 
tion will  move  to  Hollywood  and  direct  itself 
exclusively  to  activities  concerning  produc- 
tion. 

"I  have  been  an  independent  Producer  and 
State  Right  Distributor  for  about  thirteen 
years,"  Mr.  Goldburg  said,  but  my  activities 
were  centered  largely  on  the  distribution  end 
of  my  business,  giving  personal  attention  to 
the  sales,  advertising  and  exploitation 
through  my  New  York  office.  Prior  to  two 
years  ago,  most  of  my  pictures  were  made  in 
the  East,  but  for  the  past  two  years  my  pro- 
duction activities  were  confined  to  California 
which  necessitated  my  presence  there  in  the 
personal  supervision  of  my  productions  which 
kept  me  away  from  New  York  ten  months 
out  of  the  year.  The  result  was,  that  I  had 
to  abandon  personal  supervision  of  either 
distribution  or  production. 

"I  have  been  approached  repeatedly  by  not 
alone  National  distributors  operating  their 
own  exchanges,  but  also  by  National  State 
Right  Distributors  to  make  pictures  for 
them,  and  it  is  that  end  of  the  business  that 
I  will  hereafter  concentrate  on. 

"This  will  relieve  me  of  a  great  strain 
that  followed  my  endeavor  to  supervise  the 
distribution  end  of  my  business  while  3500 
miles  away  from  its  center. 

"I  find  that  one  must  specialize  in  this 
industry,  and  a  Producer  must  be  a  Pro- 
ducer, and  a  Distributor  must  be  a  Dis- 
tributor only,  when  the  results  are  dependent 
largely  on  the  efforts  of  the  individual. 

"I  will  maintain  an  Eastern  office  and 
representation  here  at  all  times  but  will  re- 
move the  major  part  of  my  office  to  the 
West  Coast." 

*  *  * 

BEAUDRY  SUCCEEDS  DAVIS 

AS  ARROW  AUDITOR 

Louis  L.  Beaudry  has  been  appointed  by 
W.  E.  Shallenberger,  President,  Arrow  Pic- 
tures Corporation,  auditor  of  that  company 
succeeding  Hugh  Davis,  resigned. 

Mr.  Beaudry  has  had  wide  and  varied  ex- 
perience as  an  accountant  and  auditor.  He 
installed  the  audit  system  now  in  force  at  the 
Hotel  Pennsylvania,  New  York,  and  also  in- 
stituted the  audit  system  employed  by  the 
Congress  Hotel,  Chicago. 

He  has  also  had  picture  experience  and 
was  some  years  ago  in  the  employ  of  Doc- 
tor Shallenberger. 

*  *  * 

LLOYD  SIGNS  BARRYMORE 

Signing  Lionel  Barrymore  to  play  the  im- 
portant role  of  Dan  Clehollis,  gambling  hall 
proprietor,  Frank  Lloyd  has  completed  the 
large  cast  for  his  newest  First  National  pic- 
ture, "The  Splendid  Road."  Mr.  Barrymore 
will  share  stellar  honors  with  Anna  Q.  Nils- 
son  and  Robert  Frazer  in  the  new  Lloyd 
play. 


Page  14 


Exhibitors  Trade  Review 


FIRST  NA  T'L  SALES 
IN  ONE-FIFTH  GAIN 


T^AT  First  National's  sales  for  the 
fiscal  year  drawing  to  a  close  increased 
one-fifth  over  the  sales  of  the  previous  year 
was  the  cheering  news  imparted  to  the  com- 
pany's branch  and  district  managers  at  the 
New  York  convention  recently  closed  by  E. 
A.  Eschmann,  director  of  the  distribution 
department. 

"I  attribute  the  result,"  said  Mr.  Esch- 
mann in  his  address  to  the  field  force,  "to 
the  company  spirit  that  is  ingrained  in  you. 
It  has  become  greater  than  the  personal 
equation.  We  are  trying  to  put  more  re- 
sponsibility on  you.  We  want  you  to  con- 
duct your  business  as  if  it  were  your  own. 
That  is  what  we  are  striving  for. 

"The  First  National  spirit  has  welded  us 
into  a  solid  body,"  able  to  hit  hard  and  con- 
stantly, and  always  willing  to  undertake  big- 
ger tasks. 

"The  company  was  never  in  a  healthier 
condition  than  it  is  now,  due  to  the  fact  that 


"Pictures  have  to  have  showmanship  val- 
us.  All  stories  are  alike  to  a  certain  extent 
but  it's  the  treatment  we  give  them  that 
counts." 

Earl  Hudson,  in  charge  of  production  at 
the  Eastern  Studios,  gave  the  visiting  mana- 
gers some  interesting  information  about  the 
new  product — particularly  "Men  of  Steel" 
and  "Atlantis-"  two  big  specials.  He  said  in 
part : 

"I  want  to  assure  you  men  that  the  prod- 
uct you  are  going  to  get  from  the  Eastern 
Studio  in  the  future  will  be  a  product  that 
you  will  never  have  to  worry  about,  for  the 
plans  we  have  in  mind  guarantee  that. 

"For  instance,  Mr.  Rowland  and  I  went  to 
see  Judge  Gary  of  the  United  States  Steel 
Corporation  this  morning  to  ask  his  per- 
mission to  use  the  plants  of  that  mammoth 
organization  as  a  background  for  our  com- 
ing special,  "Men  of  Steel."  Mr.  Rowland 
told  him  frankly  that  we  didn't  intend  to 
include  any  propaganda  for  the  steel  in- 
dustry; that  the  picture  was  to  be  made 
solely    for    entertainment,    but    that  we 


wanted  accurate  settings 

you  stepped  up  your  efficiency  20  per  cent.  ecutive' 
And  you  are  going  to  do  more  business  dur- 


ing the  rest  of  the  year  than  during  the  first 
portion.  It's  in  the  cards.  You  are  going 
to  have  product  that  I  can  conservatively 
say  is  greater  than  any  past  releases.  With 
greater  product  the  gross  must  be  geater." 

In  commenting  on  the  convention  Mr. 
Eschman  said:  "The  convention  was  the 
most  harmonious  yet  held  by  First  National 
and  was  a  developer  of  ideas,  of  unified 
spirit  and  of  enthusiasm  that  will  keep 
First  National  still  farther  in  the  lead  in 
the  industry  than  it  has  been  in  previous 
years.  We  know  from  past  performance 
what  our  sales  force  can  do  with  good  pic- 
tures, and  we  are  giving  them  still  greater 
box-office  productions  for  the  new  season. 
First  National  has  hit  a  stride  that  can't  be 
beat;  the  momentum  already  attained  will 
carry  its  sales  to  steadily  increasing 
volume." 

In  his  address  to  the  convention  at  the 
Wednesday  session,  Richard  A.  Rowland, 
general  manager  of  production,  emphasized 
the  spirit  that  animates  the  production  end 
of  First  National — the  making  of  pictures 
that  the  public  wants.    He  said  in  part : 

"We  in  production  know  that  you  have  to 
have  pictures  to  sell  that  the  market  wants. 
We  realize  that  you  have  to  have  good  pic- 
tures and  I  assure  you  that  we  are  doing 
everything  in  our  power  to  give  you  good 
pictures. 

"This  year  we  have  more  than  held  our 
own  and  I  am  very  hopeful  for  the  future.  I 
have  recently  returned  from  Hollywood  and 
I  can  assure  you  that  you  have  good  prod- 
uct coming  from  the  West  Coast. 

"You  must  not  forget  that  a  picture  is  not 
better  than  its  cast  value.  The  public  wants 
names  that  are  familiar  to  them — standard 
names. 

"The  big  specials  and  the  star  produc- 
tions are  the  box-office  magnets.  Next  come 
the  all-star  productions.  They  are  always 
a  gamble,  but  they  serve  to  develop  the 
stars  that  the  industry  needs.  This  is 
a  personality  business  and  the  public  wants 
personalities.  That  is  why  we  are  con- 
stantly endeavoring  to  create  stars.  Star 
pictures  are  easier  to  sell  and  they  bring  in 
more  revenue. 

"The  lack  of  good  stories  is  another  prob- 
lem that  we  are  constantly  facing.  In  the 
course  of  the  year  it  is  impossible  for  all 
the  companies  combined  to  get  more  than 
twenty  outstanding  stories.  We  have  to 
take  the  best  we  can  get  and  give  them  th-> 
treatment  necessary  to  turn  them  into 
photoplay  entertainment. 

"Stars  are  not  made  by  luck.  They  are 
made  by  their  performances  in  outstanding 
characterizations.  It  was  his  characteriza- 
tion in  "The  Sea  Hawk"  that  made  Milton 
Sills  a  star. 

"The  box-office  demands  star  person- 
alities. Strong  characterizations  make 
stars.  So,  while  we  are  making  all-star 
productions,  we  are  concentrating  on  th^ 
players  who  show  talent  and  are  trying  to 
give  them  the  characterizations  that  will 
elevate  them  to  stardom  on  the  basis  of 
their  own  merit. 


"Lieber  Month 


Z7  A.  ESCHMANN   announced  that  \ 

First  National  Pictures,  Inc.,  I 
would  institute    a    "Lieber  Month" 

sales    contest    beginning    September  j 

14th  and  extending  to  November  7th  \ 

inclusive.  \ 

The    sales    drive    will    extend  j 

through  eight  weeks,  but  as  five  of  \ 

these  eight  weeks  end    in    October  i 

that    month    has    been    christened  \ 

"Lieber   Month"    out   of    honor   to  \ 

Robert  Lieber,  president  of  First  Na-  j 

tional  Pictures.  I 

Prizes     aggregating     more     than  \ 

$7,000  will  be  awarded  to  the  win-  \ 

ners  of  the  first  three  places  in  the  \ 

contest.  \ 

For  the  purpose  of  this  contest  j 
Mr.  Eschmann  will  announce  by  let- 
ter to  each  branch  manager  his  sales  \ 
quota  and  his  billing  quota,  both  of  \ 
which  will  be  taken  into  account  in  \ 
determining  the  winners  on  per-  j 
centages.  I 

Sales  to  be  eligible  for  the  contest  \ 

must    be    written    between    specific  \ 

periods  of  time  and  must  carry  play  j 
dates  to  mature  on  or  before  Ja 

uary  30th,  1926.  j 


"After  he  had  heard  the  theme  of  the 
story  Judge  Gary  became  enthusiastic  and 
promised  his  whole-hearted  cooperation  in 
every  way,  giving  us  carte  blanche  to  use 
anything  we  wanted.  As  a  result  "Men  of 
Steel"  will  possess  tremendous  sales  value, 
for  no  picture  of  such  magnitude  has  been 
attempted  before. 

We  are  also  preparing  now  for  "Atlantis," 
the  sequel  to  "The  Lost  World,'"  and  I  am 
confident  it  will  be  a  big  box-office  bet." 


Conway  Tearle 
Has  Three 
Jobs 


Conway  Tearle  is  to  star. 
The  man  who  has  made  love  to  all  the 
beautiful  women  of  the  screen  and  who  has 
shared  honors  with  the  great  feminine  artists 
of  moviedom,  is  to  shine  'on  his  own'. 

E.  M.  Asher,  of  Corinne  Griffith  Pro- 
ductions has  signed  a  contract  with  Tearle 
providing  for  the  actor's  services  in  the  capa- 
city of  a  star.  The  first  picture  in  which 
Tearle  will  appear  under  this  arrangement 
is  "Good  Luck,"  a  London  melodrama  which 
Asher  will  produce  at  the  United  Studios. 

Asher  feels  Tearle  has  one  of  the  biggest 
names  in  the  box  offices  of  the  country  and 
recent  popularity  surveys  made  place  the 
actor  on  the  top  of  lists. 

The  Tearle  contract  is  one  entirely  apart 
from  the  activities  in  which  Asher  partici- 
pates with  Corinne  Griffith  and  announce- 
ment of  release  channels  will  be  forthcoming 
in  the  near  future,  according  to  the  film  ex- 


Tearle  has  appeared  with  many  First  Na- 
tional stars  including  Colleen  Moore  and 
Corinne  Griffith.  He  has  just  finished  a 
role  for  First  National  in  "The  Viennese 
Medley." 

Tiffany  announces  that  Conway  Tearle  has 
been  engaged  for  the  principal  role  in 
"Morals  for  Men"  suggested  by  "The  Luck 
Serum"  from  the  pen  of  Gouverneur  Morris. 
The  story  has  been  adapted  for  the  screen 
by  A.  P.  Younger  who  will  also  supervise 
the  production. 

Tearle,  officials  say,  has  a  feature  con- 
tract with  Metro-Goldwyn-Mayer. 

LOUIS  N.  JAFFE  AN 
INDEPENDENT 

Louis  N.  Jaffe,  New  York  lawyer  and 
realtor,  announced  his  entrance  into  the  in- 
dependent moving  picture  producing  field, 
under  the  name  of  the  Jaffe  Art  Film  Cor- 
poration, of  which  he  is  the  president. 

He  will  produce  a  number  of  pictures  dur- 
ing the  1925-26  season.  The  first  of  these 
is  alreadv  nearing  completion  at  the  Tec- 
Art  Studios,  New  York.  This  first  film  is 
based  on  a  famous  stage  play  of  immigrant 
life,  and  will  star  Lila  Lee,  supported  by 
Maurice  Schwartz,  the  noted  Jewish  dra- 
matic actor. 

The  executive  offices  of  the  Jaffe  Art  Film 
Corporation  are  located  in  the  Jaffe  Build- 
ing, 317  Broadway. 

*    *  * 

DALLAS  FITZGERALD  HERE 

Dallas  Fitzgerald  who  is  under  contract 
with  Arrow  Pictures  Corporation,  W.  E. 
Shallenberger,  president,  to  make  four  pro- 
ductions to  be  released  as  part  of  the  Golden 
Arrow  Franchise  of  first  run  pictures,  is  in 
New  York,  with  a  print  of  "Tessie"  in  which 
May  McAvoy  is  starred. 


PANTAGES  PICTURE  THEATRE  CHAIN? 

A  LEXANDER  PANTAGES,  vaudeville  magnate  of  the  west,  visited  Seattle, 
Washington,  the  city  that  gave  him  his  start,  recently  and  declared  that 
he  would  build  up  a  large  picture  theatre  there  and  that  this  was  to  be  the  first 
of  a  coast-to-coast  chain. 

Interviewed  by  Seattle  newspapermen,  Pantages  declared  that  he  saw  room 
for  many  improvements  in  picture  exhibition  and  also  in  production.  He 
declared  that,  his  chain  under  way,  he  might  take  a  fling  at  the  business  of 
film  manufacturing. 


September  12,1925 


Page  15 


INTERNAT'L  NEWS 
BEATS  TIME 

Shenandoah  Wreck  Scenes  Sh6wn 
Day  of  Tragedy 

]YT  EWS  reels  function  with  telegraphic 
'  precision  these  days.  Film  views  of 
the  wrecked  Navy  dirigible  "Shenandoah," 
which  split  in  two,  120  miles  from  Pitts- 
burg, were  shown  in  New  York  theatres 
the  night  of  the  day  of  the  catastrophe. 
Norman  Alley,  manager  of  the  Chicago 
branch  of  International  News  rushed  to  the 
scene  with  four  cameramen  and  secured 
the  first  scenes  of  the  tragedy.  They  were 
still  crying  the  extras  on  the  streets  of 
New  York  and  Chicago  when  motion  pic- 
ture audiences  were  viewing  the  news  reel 
within  the  theatres. 

Hunt  Stromberg,  whose  departure 
from     Producers     Distributing  Cor- 
poration is  announced  elsewhere  in 
this  issue,  has  become  affiliated  with 
Metro-Goldwyn-Mayer  in  a  producing 
executive  capacity.     He  will  work  in 
co-operation    with    Louis    B.  Mayer, 
Harry  Rapf  and  Irving  G.  Thalberg, 
the  producing  heads    of   the  Culver 
City  plant,  and  will  probably  direct 
personally  some  specials.    Full  details 
of  the  Stromberg-M-G-M  deal  will  be 
announced  next  week. 
fT'  HE  latest  Warner  Brothers  Theatre  deal 
brings  under  that  company's  control  for 
a  long  period  the  State  Theatre  in  Pitts- 
burg, Pa.,  until  now  operated  by  the  Row- 
land and  Clark  interests.    This  is  a  down- 
town house  and  considered  one  of  the  best 
known  in  the  state. 

At  about  the  same  time  that  the  firm 
was  acquiring  this  house  the  Warners 
staged  a  gala  celebration  in  New  York  City 
when  the  name  Warner  went  up  in  elec- 
trics on  the  marquee  of  the  formr  Picca- 
dilly. 

Mayor  Hylan  took  part  in  the  opening 
ceremonies  which  were  profuse  and  elabor- 
ate. A  parade,  including  one  of  the  early 
De  Witt  Clinton  engines,  wound  up  at  the 
theatre  as  a  bally-hoo  for  the  reopening 
and  the  railroad  melodrama,  "The  Limited 
Mail,"  which  was  the  attraction. 

.  4*      sfc  + 

NORMA'S  EXPENSIVE  "KIKI" 

"Kiki"  will  be  Norma  Talmadge's  next 
production  to  follow  "Graustark"  on  the 
First  National  program.  The  screen  rights  of 
"'Kiki"  are  said  to  have  brought  the  highest 
price  ever  paid  for  a  stage  play. 

Joseph  M.  Schenck  has  engaged  Clarence 
Brown  to  direct.  Hans  Kraly,  who_  wrote 
"Her  Sister  from  Paris"  and  "Her  Night  of 
Romance,"  for  Constance  Talmadge,  will 
make  the  screen  adaptation. 

*  *  # 

First  National  Pictures,  Inc.,  has  ap- 
pointed W.  C.  Boothby,  formerly  of  the 
First  National  Bank  of  Boston,  to  the  re- 
sponsible executive  position  of  Financial 
Comptroller  made  vacant  by  the  resigna- 
tion of  C.  S.  Pinkerton.  Mr.  Boothby  has 
already  assumed  the  duties  of  his  new  po- 
sition. 

OCHS  TOURING 

Lee  Ochs,  formerly  managing  director  oi 
the  Piccadilly  Theatre,  now  the  Warner 
Theatre,  has  joined  the  executive  force  of 
Warner  Brothers,  and  is  on  his  first  trip  as 
special  field  representative  for  the  firm,  visit- 
ing the  Pittsburgh  territory. 

*  #  * 

LOEW  GETS  ANOTHER 

READING,  Pa.,  Sept.  4.— Carr  and 
Schad  have  sold  their  Colonial,  in  Read- 
ing, Pa.,  to  Marcus  Loew,  at  a  figure  re- 
ported to  be  $600,000.  The  Loew  inter- 
ests take  possession  immediately.  Carr 
and  Schad  operate  six  other  houses  in 
Reading  and  two  in  Lebanon. 


/.  M.  P.  P.  D.  A.  Takes 


Anti-Boycott  Stand 


Statement  by  Frederick  H.  Elliott,  Gen- 
eral Manager,  Independent  Motion  Picture 
Association  of  America  in  regard  to  the 
Connecticut  film  tax  law. 

rF,HE  Independent  Motion  Picture  Associa- 
■*■  tion  of  America,  representing  producers, 
distributors  and  exchanges  to  the  number  of 
105,  has  no  war  with  the  people  of  the  State 
of  Connecticut.  It  believes  that  the  film  tax 
law. imposes  a  hardship  which,  if  duplicated 
in  the  other  states,  would  cripple  the  motion 
picture  business,  and  which  in  the  -  State  of 
Connecticut,  imposes  too  great  a  penalty  on 
an  already  too  heavily  taxed  industry. 

It  believes  this  law  to  be  unfair,  and,  from 
information  received  from  widespread 
sources  in  Connecticut,  that  it  is  not  a  law 
popular  with  the  people,  who  naturally  must 
eventually  bear  its  burden.  It  believes  that 
this  law  should  be  repealed,  but  it  also  be- 
lieves that  the  people  of  Connecticut,  as  part 
and  parcel  of  a  free  commonwealth,  have 
the  right  to  settle  their  own  propositions 
without  outside  interference. 

This  Association  is  against  depriving  the 
people  of  the  State  of  Connecticut  of  its 
amusement  in  the  motion  picture  theatres  by 
any  boycott  or  other  reprisal. 

It  believes  that  the  entire  matter  can  be 
left  with  safety  to  the  judgment  and  sense 
of  fairness  of  he  people  of  the  State  of 
Connecticut  and  that  the  local  motion  pic- 
ture theatre  owners  are  capable  of  presenting 
their  case  to  the  people  fairly  and  openly, 
without  the  annoying  aid  and  blundering  in- 
terference on  the  part  of  paid  attorneys  rep- 
resenting certain  well  meaning  but  misguided 
persons  in  the  motion  picture  industry. 

The  motion  picture  theatre  men  of  Con- 
necticut   have  their 


theatres  open  and  the 


sary  to  keep  the 
business  running. 

If  this  can  be  made  plain  to  the  public, 
possibly  the  people  would  have  a  better  un- 
derstanding of  the  actual  situation.  It  is  the 
purpose  of  the  Independent  Motion  Picture 
Association  of  America  to  co-operate  in  so 
far  as  possible  with  the  Motion  Picture 
Theatre  Owners  of  Connecticut  and  the  own- 
ers and  managers  of  the  independent  ex- 
changes serving  theatres  in  that  state. 


Before  leaving  for  the  Coast,  President  I. 
E.  Chadwick,  of  the  Independent  Motion 
Picture  Association  of  America,  appointed  a 
special  legislative  committee  to  act  for  the 
Association  wherever  necessary.  Selection  of 
the  committee  was  authorized  at  a  meeting 
of  the  executive  committee  of  the  Associa- 
tion last  Friday,  and-  one  of  its  first  duties 
will  be  to  consider  the  Connecticut  tax  situa- 
tion if  it  develops  that  a  special  session  of 
the  General  Assembly  is  to  be  called  by  Gov- 
ernor Trumbull. 

The  committee  is  made  up  as  follows : 

Oscar  A.  Price,  Tri-Stone  Pictures,  Inc., 
chairman ;  W.  E.  Shallenberger,  Arrow  Film 
Corp. ;  Joseph  Brandt,  Columbia  Pictures 
Corp. ;  H.  H.  Hoffman,  Tiffany  Pictures, 
Inc. ;  B.,  P.  Schulberg,  B.  P.  Schulberg,  Inc. : 
W.  Ray  Johnston,  Rayart  Pictures  Corp. ; 
Sam  Zierler,  Commonwealth  Film  Corp. 

Chairman  Price  said  that  he  contemplated 
no  immediate  activity  for  the  committee  un- 
less it  develops  that  it  may  be  of  assistance 
in  Connecticut. 


business  existence  at 
stake  and  they  for- 
s  e  e  the  sweeping 
away  of  their  invest- 
ments by  the  opera- 
tion of  this  tax,  be- 
cause to  them  it  is.  a 
problem  as  to  how  it 
is  possible  for  the 
public  to  absorb  the 
burden. 

For  the  present  at 
least  nothing  can  be 
done  toward  having 
this  burden  shared 
by  the  public,  the 
motion  picture  thea- 
tres of  Connecticut 
have  had  to  expend 
thousands  of  dollars 
in  the  middle  of  one 
of  the  worst  seasons 
in  their  history,  and 
there  is  no  way  that 
they  now  see  that 
they  can  get  it  back. 

As  far  as  the  inde- 
pendent motion  pic- 
ture exchanges  are 
concerned  some  have 
closed  their  New 
Haven  offices,  not 
from  a  desire  to  boy- 
cott anybody,  but  be- 
cause their  slim  re- 
sources are  in  danger 
of  being  wiped  out 
by  the  tax. 

This  association  is 
not  in  favor  of  any 
carpet-bagging  activ- 
ities, and  does  not 
desire  in  any  way  to 
enter  into  the  situa- 
tion except  to  give 
such  aid  as  is  neces- 


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WIN  WITH  COLORS 


INDISPENSABLE  FOR  CORRECT 

MOTION  PICTURE 

MUSICAL  PRESENTATION 

Not  an  Encyclopedia  or  Book 

— BUT— 

A  PRACTICAL  METHOD 

FOR  OBTAINING  MUSICAL  RESULTS 
WHICH    WILL    INCREASE  YOUR 

BOX  OFFICE  RECEIPTS 

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Page  16 


Exhibitors  Trade  Review 


FRANCONI  WITH 
PATHE  17  YEARS 

Was  First  Editor  of  Pathe 
News 

Leon  E.  Franconi,  Manager  of  the  Film 
Editing  Department  at  the  Home  Office  of 
Pathe  Exchange,  Inc.,  who  recently  cele- 
brated his  seventeenth  anniversary  with  this 
pioneer  film  firm,  was  the  organizer  and  first 
editor  of  the  Pathe  Weekly,  now  known  as 
Pathe  News  and  issued  twice  a  week. 

Mr.  Franconi  joined  the  Pathe  Freres  on 
August  16th,  1908,  at  the  very  beginning  of 
Pathe  activities  in  the  United  States.  Since 
then  he  has  had  many  duties.  In  those  days 
all  Pathe  pictures  were  made  in  France,  and 
he  viewed  the  sample  prints  edited  and 
titled  them,  and  then  went  out  and  sold  them 
to  the  nickelodeons  and  small  houses  with 
which  New  York  abounded. 

Then  he  became  assistant  in  the  Export 
Department,  and  in  the  order  named,  handled 
the  company  books,  installed  Pathe  projec- 
tors in  theatres  and  expanded  his  film  selling 
operations. 

Following  his  work  as  organizer  and  first 
editor  of  the  Pathe  Weekly,  now  Pathe 
News,  in  1914  he  was  put  in  charge  of  the 
laboratory  and  studio  in  Jersey  City.  In  1915 
he  served  as  Special  Representative  of 
Charles  Pathe  and  in  that  capacity  took  an 
active  and  leading  part  in  the  organization 
of  the  Pathe  Exchange  system. 

In  1916,  Franconi  became  Assistant  Man- 
ager of  the  Production  and  Film  Editing 
Department,  and  in  1917  he  was  appointed 
Manager  of  the  Film  Department  which  post 
he  still  holds. 

*    *  * 

VIGNOLA  WORKS 

ON  "FIFTH  AVE" 

Veteran  Director  to  Produce 
Sebastian  Special 

Robert  G.  Vignola,  veteran  director,  whose 
range  of  experience  in  the  industry  is  second 
to  none,  has  been  engaged  by  A.  H.  Sebas- 
tian, general  manager  of  Belasco  Produc- 
tions, Inc.,  as  the  director  of  that  company's 
next  big  production,  "Fifth  Avenue,"  to  be 
released  by  Producers  Distributing  Corpora- 
tion. 

Vignola  will  make  "Fifth  Avenue"  a  pro- 
duction of  the  first  magnitude,  it  is  said. 

"Fifth  Avenue"  will  be  a  dramatization  of 
Arthur  Stringer's  story. 


SATISFIED! 

T>  OTH  Cecil  B.  De  Mille,  pro- 
' '  ducer  tor  Producers  Dis- 
tributing Corporation  and  George 
Fitzmaurice,  star  director  for 
Samuel  Goldwyn,  are  realizing 
their  ambitions  in  the  production 
of  favorite  stories. 

De  Mille,  at  work  on  "The 
Road  to  Yesterday"  states  that  he 
endeavored  to  secure  the-  rights 
of  this  play  as  far  back  as  its 
initial  presentation  in  New  York, 
in  1906. 

Fitzmaurice,  long  associated 
with  pictures  dealing  with  the 
exotic  and  lavish,  is  to  deviate 
from  the  beaten  path  in  his  new 
production.  He  states  that  the 
story  selected  has  been  his  goal 
for  some  time.  He  is  not  ready 
to  reveal  the  title  as  yet. 


Percentage,  K 
For  F.  B.  O 

i 

I  Ingram  to  Make 

\     Another  Abroad 

i 

Hex  Ingram  will  make  another 
■  picture  for  Metro-Goldwyn  abroad 
!  following  the  completion  of  the  cut- 
ting and  titling  of  "Mare  Nostrum," 
j  the  Blasco  lhane%  work  on  which 
!    shooting  has  finished. 

Alice  Terry  has  arrived  in  New 
I  York,  her  work  in  "Mare  Nostrum" 
:  completed.  Antonio  Moreno,  male 
I    lead,  will  sail  for  home  shortly. 

Ingram  is  at  his  studio  in  Nice 
:  editing  "Mare  Nostrum."  The  Metro- 
j  Goldwyn  office  have  not  announced 
I  the  title  of  the  next  Ingram  foreign- 
:  made  production.  Ingram  picks  his 
I  own  stories  and  he  doubtless  has  sev- 
j    eral  in  view. 

?  It  is  not  thought  that  Ingram  will 
|    return  to  the   United   States  before 

the  completion  of  this  second  pro-  j 
!  duction.  I 
I  i 

•j-  — — ■■ — ■■ — ■■ — ■■ — ■■ — ■■ — ■— — — — — ■■ — ■■ — ■■ — 

HENLEY  RETAINED 
BY  M-G-M 

His  Next  Production  Will  Be 
"Free  Lips" 

Following  the  expiration  of  the  agreement 
under  which  he  has  been  directing  for  Metro- 
Goldwyn-Mayer,  Hobart  Henley  signed  a 
new  long  term  contract  with  that  organiza- 
tion, it  was  announced  on  the  coast  by  Harry 
Rapf,  associate  studio  executive. 

The  first  of  his  new  series  will  be  "Free 
Lips,"  an  original  story  by  Carey  Wilson. 
Hope  Loring  and  Louis  D.  Leighton  have 
been  assigned  to  prepare  the  scenario. 

The  great  success  achieved  by  Henley's 
"The  Slave  of  Fashion,"  Norma  Shearer's 
initial  starring  vehicle,  which  has  scored 
heavily  throughout  the  country,  and  "Ex- 
change  of  Wives,"  which  he  has  just  com- 
pleted and  considered  by  M-G-M  officials  to 
be  one  of  the  finest,  had  much  to  do  with  the 
signing  of  the  new  contract.  Harry  Rapf 
gives  it  as  his  opinion  that  Hobart  Henley  is 
one  of  the  foremost  directors  of  popular  box- 
office  pictures  and  he  will  now  become  one  of 
the  ace  directors  on  the  M-G-M  lot. 

Among  Henley's  other  successes  for  Metro- 
Goldwyn-Mayer  are  "So  This  Is  Marriage," 
"Sinners  in  Silk"  and  "The  Denial." 
*    *  * 

"FRESHMAN"  GETS  QUICK 

REPEAT  BOOKING 

Alhough  "The  Freshman,"  Harold  Lloyd's 
latest  and  best  Pathe  picture,  played  a  week's 
engagement  at  the  huge  Auditorium  in  Ocean 
Grove,  New  Jersey,  with  its  enormous  seat- 
ing capacity  accommodating  9,000  people,  va- 
cationists at  the  New  Jersey  shore  resort 
have  requested  continued  showings  of  the 
attraction.  So,  to  meet  popular  demand,  the 
Ocean  Theatre  at  Asbury  Park,  adjoining 
Ocean  Grove,  showed  this  entertainment  feat- 
ure the  entire  week  of  August  31st. 

"The  Freshman"  holds  the  distinction  of 
being  the  first  attraction  of  any  kind  to  play 
the  immense  Auditorium  for  more  than  a 
day  or  two  at  the  most. 


fot  Salary, 
.  Sales  Heads 

TI/TAJOR  H.  C.  S.  Thomson,  president  and 
managing  director  of  Film  Booking  Of- 
fices, announced  that  effective  October  1st,  the 
branch  managers  of  the  F.  B.  O.  exchanges 
throughout  the  United  States  will  l  e  placed 
on  a  percentage  basis  for  remuneration  of 
services,  in  lieu  of  salary.  Major  Thomson 
emphatically  emphasizes  that  the  new  ar- 
rangement is  not  a  bonus  plan  in  the  com- 
monly accepted  sense  of  the  word  bonus,  but 
is  a  straight  percentage  that  will  be  given 
to  managers  on  the  volume  of  business  that 
is  done  by  each  exchange. 

The  executive  heads  of  F.  B.  O.  have  long 
been  considering  a  plan  whereby  the  mana- 
gers of  the  exchanges  might  share  in  the 
profits  of  the  business,  and  finally  evolved 
the  percentage  basis  as  being  the  simplest 
and  most  practicable. 

In  commenting  on  the  new  arrangement, 
Major  Thomson  said: 

"F.  B.  O.  is   moving   forward'  at  a  fast 
pace.    The  organization  has  been  built  "up 
in  the  past  three  years  until  today  we  have 
one  of  the  finest  selling  organizations  in  the 
business.    This  plan  of  remuneration,  we  ex- 
pect, will  not  only  encourage  the  managers- 
to  the  maximum  sales  effort,  but  will  sta- 
bilize the  organization  and  remove  the  bone 
of  contention  that  exists  between  the  mana-- 
gers  of  the  company  and  the  organization- 
regarding  salary  increases.    It  means,  on  the 
basis  of  the  present   business,   a  raise   for  " 
every  manager  in  the  organization. 

"We  are  the  second  company  in  the  in- 
dustry to  adopt  the  percentage  plan  of  re- 
muneration for  branch  managers.  Associat- 
ed Exhibitors,  Inc.,  has  utilized  this  plan 
with  excellent  results." 

The  branch  managers  who  will  be  bene- 
fited by  the  new  arrangement  are :  - 

Herman  Stern,  Albany ;  F.  L.  Davie,  At- 
lanta;  I.  L.  Walenstein,  Boston;  H.  T.  Dix- 
on, Buffalo;  Wm.  Con,  Charlotte;  J.  J. 
Sampson,  Chicago ;  E.  M.  Booth,  Cincinnati ; 
Lou  Geiger,  Qeveland ;  L.  E.  Harrington, 
Dallas ;  S.  D.  Weisbaum,  Denver ;  F.  W. 
Young,  Des  Moines;  A.  M.  Elliot,  Detroit; 
H.  H.  Hull,  Indianapolis;  C.  B.  Ellis,  Jack- 
sonville; R.  E.  Churchill,  Kansas  City;  J. 
L.  Franconi,  Memphis ;  H.  C.  Cohen,  Los 
Angeles ;  S.  H.  Abram,  Milwaukee ;  Eph. 
Rosen,  Minneapolis ;  Harold  Eskin,  New 
Haven ;  Paul  H.  Tessier,  New  Orleans ;  Chas. 
Rosenzweig,  New  York  City;  Sam  Benja- 
min, Oklahoma  City;  S.  W.  Fitch,  Omaha; 
Jerome  Safron,  Philadelphia;  A.  H.  Schnit- 
zer,  Pittsburgh;  W.  E.  Matthews,  Portland; 
Tom  McKean,  St.  Louis;  A.  H.  Huot,  Se- 
attle; A.  Davis,  Salt  Lake  City;  H.  N. 
Weinberg,  Sioux  Falls;  F.  L.  MacNamee, 
Washington,  and  P.  C.  Taylor,  Toronto. 

SAX  SELLS  CANADA 

Contracts  were  signed  by  Sam  Sax  of 
Gotham  Productions  and  Lumas  Film 
Corporation  and  Jules  Levine  and  L.  Ros- 
enfeld,  representing  Independent  Films, 
Limited,  of  Canada,  for  the  Canadian  dis- 
tribution rights  of  twelve  Gotham  produc- 
tions included  in  the  1925-26  schedule.  The 
acquisition  of  the  new  twelve  Gothams 
gives  the  Independent  Films,  Ltd.,  a  total 
of  eighteen  Gotham  productions  to  dis- 
tribute as  the  same  company  also  pur- 
chased the  1924-25  series  of  six  pictures. 
*    *  * 

BIG  FIRE  PICTURE 

Same  Sax  announced  that  Ralph  Lewis 
had  been  signed  for  the  stellar  role  in  "One 
of  the  Bravest,"  which  will  be  released  as 
the  seventh  Gotham  Production  for  this 
season  to  be  distributed  through  the  Lumas 
Film  Corporation. 


Jlaci  every  word  of  it 
is  the  truth/ 


A  Pafhe  Picture 

© 

PRODUCED  BY 

Harold  Lloyd  gwp 


"NONE  OF  HIS  PAST  CONTRIBU- 
TIONS CAN  BE  COMPARED  TO 
THIS  ONE.  Mr.  Lloyd  is  certainly  en- 
titled to  feel  proud.  One  is  never  al- 
lowed to  stop  laughing  until  the  end." 

HARRISON'S  REPORTS 

"A  wow!  .  .  Chock-a-block  with  laugh- 
ter. .  .  .  Crammed  with  gags.  THE 
FINEST  THING  LLOYD  HAS 
DONE." 

TRADE  REVIEW 

"The  biggest  Lloyd  has  had.  IT  IS  A 
CINCH  AT  THE  PICTURE  BOX 
OFFICE." 

VARIETY 

"A  great  box-office  bet — a  combina- 
tion of  laughs  and  thrills  that  will  move 
any  audience  to  cheer  and  cry  with  it. 
SURE-FIRE  IF  A  PICTURE  EVER 
WAS." 

MORNING  TELEGRAPH 


"Even  the  most  frozen-faced  patron 
will  find  himself  rocking  with  laughter.  1 
THIS  IS  HIS  VERY  BEST  PRO- 
DUCTION." 

M.  P.  WORLD 

"Tops  Lloyd's  previous  best  for  real 
laughs  and  pathos.  Sets  a  new  stand- 
ard for  well  placed  gags  beautifully 
timed  to  collect  1  00%  guffaws.  .  A  col- 
lege comedy  classic.  BEAT  YOUR 
COMPETITOR  TO  IT  IF  YOU  CAN. 
You  can  bank  on  it  to  do  capacity 
business." 

FILM  DAILY 

"I  THINK  IT  IS  THE  BEST  PICTURE 
HE  EVER  MADE." 

EXHIBITORS  HERALD 

"Lloyd's  funniest  picture.  A  sure-fire 
knockout.  WILL  MAKE  A  WOOD* 
EN  INDIAN  LAUGH." 

M.  P.  NEWS 


If  one  man  calls  a  picture  "greatest 
and  best,"  you  may  or  may  not 
believe  it. 

But  when  TEN  skilled  critics  tell  you 
that,  you've  got  to  believe  it. 

A  big  audience  of  exhibitors  and 
critics,  at  a  private  showing — which 
is  the  toughest  possible  test  of  a 
picture,  shrieked,  yelled,  howled, 
roated,  and  mopped  their  eyes. 

It's  the  brightest  tTavinkJefrotn 
the  Screen's  'Biggest  Star! 


A  Pafhe  Picture 


PRODUCED  BY 


Harold  Llcpdotp 


iai  old  Llojd 

in 

°fhe  Freshman 

He  was  just  the  goat  of  the  college!  A  big-hearted  kid  with  high 
hopes — and  purple  dreams,  that  came  tumbling  down,  rocked  by  the 
laughter  of  his  fellows! 

"Step  right  up  and  call  me  'Speedy',"  he  said  as  he  blazed  a  trail 
of  ice  cream  cones  in  his  pursuit  of  popularity. 

A  regular  fellow  in  a  mail  order  suit  trying  to  look  like  a  tailor- 
made  campus  hero.  Trying  to  be  somebody  else  instead  of  being  his 
own  real  self  ! 

But  the  girl  understood! 

Then  the  football  game !  Harold,  the  water  boy,  the  college  boob, 
the  last  substitute,  hanging  on,  hoping  against  hope  that  his  chance 
would  come! 

There  is  more  than  laughter  in  "THE 
FRESHMAN!"  There  are  roars  of  joy 
and  screams  of  delight  and  speed  and  sus- 
pense and  drama  to  make  you  shout  with 
excitement!— AND  A  TEAR  OR  TWO, 
THE  KIND  THAT  MAKES  YOU 
HAPPY! 


It's  the  'Brightest  TtotinKle  from 
the  Screen's  Biggest  Start 


Page  18 


Exhibitors  Trade  Review 


■J- 


NATIONAL  W'WA  SELLING 
TIE-UP  AND  W  .  IB  SERVICE  FOR 
EXPLOITATION  MatheM  BIG  g.  LITTLE 
SECTION  ^[ateSt%iXHIBITORS, 


criePieshman 


// 


the  story 


Harold  Lamb  started  out  for  Tate  University  with  a  deter- 
mination to  leave  his  mark  there.  He  wanted  popularity,  and 
very  systematically  he  started  out  to  get  it — via  ice  cream 
cones  and  some  self  exploitation. 


but  the  wicked  sophs 


6 


They  see  him  first  and  proceed  to  make  him  the  college  goat. 
His  start  is  very  auspicious.  In  his  very  first  year,  a  Fresh- 
man, he  makes  his  place  on  the  TEAM — as  a  water  boy.  But 
his  vanity  prompts  him  to  think  he  is  one  of  the  regulars. 


they  smash  his  dreams 


At  the  annual  frolic,  when  he  is  made  to  believe  that  he  has  won 
the  greatest  honors  Tate  can  give — on  that  night  he  is  told  that 
he  is  just  the  college  BOOB.  His  spirit  is  almost  broken  to 
smithereens. 


then  he  needed  sympathy 


Which  pretty  Peggy  gave  him. 
She  understood  how  fine — and 
gullible — Harold  was.  She  under- 
stood. It  was  her  understanding 
of  his  plight  that  saved  him. 


and  he  made  good 


At  the  most  important  game  of  the  season,  Harold  made  good.  He  made 
good  after  the  cause  was  given  up  for  lost.  He  saw  his  opportunity, 
grasped  it  like  a  man,  and  won  the  game— by  a  blunder!  Whew!  Some 
story. 


September  12,  1925 


Page  19 


Now  TO  U  Tell  the  Story 


"Now  is  your 
chance  to 
get  in  the 
game,  'Speedy' 

— "They've  just 
sent  the  last 
substitute 
to  the 
hospital!" 


Harold  Lloyd 

°fiie  Freshman 


Ten  minutes  to  go!  The  score 
three  to  nothing!  And  only  the 
water  boy — the  goat  of  the  col- 
lege— the  campus  clown — to  save 
the  honor  of  "Good  Old  Tate!" 

Peals  of  Laughter!  Nerve 
Tingling  Thrills!  —  And 
some  Heart  throbs  to  keep 
them  company! 


1  Col.  Ad.  No.  4.— Cut  or  Mat 


Your  Patronage  is  Just  as  Anxious  to  Know 
What  the  Picture  is  About 

E  wouldn't  go  to  all  the  trouble  of  laying  out  the  facing  page  in  the 
manner  in  which  you  see  it  just  for  the  purpose  of  making  it 
look  pretty.  There  is  an  idea  behind  it,  an  idea  planned  to  give 
you  another  angle  on  the  exploitation  of  Harold  Lloyd's  greatest  pic- 
ture, "The  Freshman." 

The  four  little  pictures  on  that  page  tell  the  story.  That's  the  way  you 
ought  to  tell  it  to  your  friends.  Start  telling  it  to  them  about  a  week  be- 
fore the  showing,  and  right  through  until  it  has  played  its  last  farewell. 

^  ELL  it  to  them  in  BIG,  bold  letters,  on  a  board  no  less  than  3  by  7  feet 
in  size.  The  sketches  are  very  simple  to  make.  Or  you  can  use  regu- 
lar stills  that  are  available  at  your  exchange.  But  if  possible,  use  the 
drawings :  they  are  much  more  effective. 

If  suitably  mounted  on  a  heavy  frame,  you  can  place  the  whole  cut  in 
front  of  your  theatre.  Or  you  can  make  it  in  the  form  of  a  book,  two 
pages  open,  and  place  it  over  your  ticket  booth.  These  developments  are 
incidental,  however.  The  idea  is  there.  Use  it !  It's  another  shovelful 
from  the  Harold  Lloyd  gold  mine. 


Special  Window  Material  Exploitation  Possibilities 
For  "Freshman"  Tie-Ups     Make  Film  Gold  Mine 


WIDE-AWAKE  EXHIBITORS  WILL  CLEAN  UP 


SEVEN  manufacturers  of  national  reputation  are  making 
up  special  window  material  to  be  used  for  "The  Fresh- 
man" exploitation.  Every  manner  of  dealer  in  your  im- 
mediate vicinity  will  have  something  to  display  when  this 
picture  hits  your  theatre. 

There  is  a  tie-up  with  a  clothier,  putting  up  a  new  model 
called  "The  Freshman  Suit";  tie-up  with  the  "Freshman" 
pipe,  a  W.  D.  C.  product.  There  is  the  "Freshman"  cor- 
sage, featured  by  15,000  florists.  Then  there  is  a  corking 
tie-up  with  the  novel  of  the 
same  name,  as  well  as  a  tie-up 
with  the  new  song  success 
"Freshie,"  written  especially 
for  this  picture.  The  "Fresh- 
man Masterpiece''  radio  is  an- 
other tie-up,  and  a  splendid  op- 
portunity to  get  your  displays 
in  sporting  goods  shops  comes 
of  the  tie-up  with  Wilson 
Athletic  Goods. 


If  these  aren't  enough,  you 
can    look    through    the  stills 

that  are  available  on  "The  Freshman,"  and  you  will  find  a 
dozen  other  suggestive  situations  for  local  tie-ups  with 
every  possible  sort  of  merchandise. 


OF  course,  Mr.  Exhibitor,  if  you  own  the 
only  theatre  in  your  town,  and  everybody 
in  your  town  goes  to  your  theatre  once  a  week 
rgularly,  then  you  really  don't  have  to  ex- 
ploit. But  you  ought  to  do  so,  nevertheless, 
and  get  some  fun  out  of  being  an  exhibitor. 
Besides,  if  you  give  your  town  something  to 
talk  about,  it  may  more  easily  overlook  the 
weeks  when  you  try  to  put  over  a  bloomer  on 
them. 


JUST  as  if  these  tie-ups  were  not  sufficient  to  put  over 
the  picture,  or  any  picture,  Pathe  Exchange  has  ar- 
ranged for  the  greatest  assortment  of  accessories  that  has 
ever  before  come  to  our  attention.  Not  only  is  there  the 
regular  line  of  posters,  ranging  from  one  sheets  to  24  sheets, 
and  all  sorts  of  lobby  cards,  window  cards,  slides,  posters, 
oil  paintings,  trailers  and  a  choice  of  twenty  for  publicity 
and  advertising  cuts  and  mats,  but  there  is  also  a  selling 
line  of  novelties  and  exploitation  cuts. 

For  example,  there  is  a  cloth 
"Freshman"  skull  cap,  pen- 
nants, megaphones,  Lloyd  gog- 
gles, Football  balloons  with 
theatre  imprints.  There  is  a 
series  of  teaser  cuts  and 
thumbnails,  picture  puzzles,  etc. 


One  might  be  justified  in  be- 
lieving that  this  latest  picture 
was  intended  for  a  full  year  run 
at  every  theatre  that  booked  it. 

 I     That's   not   the   idea  exactly. 

The  idea  is  that  there  is  some 
kind  of  tie-up,  some  kind  of  stunt  that  is  just  the  thing  for 
some  certain  kind  of  theatre,  whether  a  two-hundred 
seater  or  a  two  thousand. 


Page  20 


Exhibitors  Trade  Review 


F  RES  HIE! 


XJERE'S  an  unusual  twist  to  the  Tie-up 
proposition.  When  the  picture  made 
its  premiere  at  the  Auditorium  in  As- 
bury  Park,  copies  of  the  song  "Freshie" 
were  put  on  sale  in  the  lobby,  and  about 
1,000  copies  were  sold — a  profit  of 
about  $200.00.  That's  a  real  tie-up,  eh? 


I 


PLUG  IT! 

If  They  Sing  the  Song,  They 
Will  See  the  Picture 

MAKE  THEM  SING 

OVER  the  radio,  through  the  dance 
hall  orchestras,  with  a  burlesque 
"Joimin"  band  on  the  street  corner, 
in  any  way  you  can  think  of,  make 
your  town  respond  to  the  tune  "Why 
do  they  all  call  him  Freshie?"  , 

It's  the  greatest  boost  a  picture 
can  get.  MaKe  tne  town  want  to  buy 
the  song,  because  right  on  the  cover 
of  the  song  is  an  advertisement  for 
"The  Freshman."  Keep  plugging  it 
so  that  when  your  theatre  plays  the 
picture  and  your  orchestra  picks  up 
the  theme  designated  m  the  thematic 
cue  sheet,  your  whole  audience  will 
follow  along  with  the  words  "WHY 
DO  THEY  ALL  CALL  HIM 
FRESHIE?" 

If  your  audience  leaves  the  thea- 
tre humming  this  catchy  little  melo- 
dy, it  means  a  sure  hold-over  on  the 
picture.  You  can  appeal  to  an  audi- 
ence with  music  in  a  way  that  no 
other  stunt  can  equal.  That's  gospel. 
Do  not  discount  its  possibilities. 


CASH  IN  ON  IT 

T'S  collegiate  in  theme  and  melody,  this  Rob- 
oins-Engle  publication,  and  is  making  a  hit  on  its 
own  merits  as  a  collegiate  fox-trot.  If  you  don't 
believe  it,  wait  until  the  picture  opens  up  at  the 
B.  S.  Moss  "Colony  Theater"  in  New 
York.  The  management  has  sanctioned 
the  sale  of  the  number  in  the  lobby  of 
the  theatre — this  being  without  prece- 
dent. And  if  you  don't  feel  like  under- 
taking it  for  yourself,  you  can  let  your 
nearest  music  store  put  up  a  little 
booth,  for  which  he  can  pay  you  on  a 
commission  basis.  But  there  is  abso- 
lutely no  reason  why  you  should  not 
cash  in  on  this  tie-up  in  one  way  or 
another. 


INSTILL  THAT  COLLEGE 
FEELING  INTO  LOBBY 

WHATEVER  kind  of  ballyhooing  you  do  on  this  picture,  it  must  con- 
form to  the  spirit  of  the  college  campus.  For  example,  we  deem  it  would 
be  quite  a  novelty  to  stage  a  little  anti-prologue  in  your  lobby  by  fitting  up 
the  whole  lobby  (if  small)  or  a  corner  of  it  after  the  fashion  of  a  room  in  a 
college  dormitory. 

This  requires  very  little  material 
just  a  day  bed  or  small  cot,  a  chif- 
ferobe,  a  small  table,  some  decrepit 
chairs,  and  plenty  of  college  emblem 
cushions,  banners,  athletic  outfits  and 
such. 


What  Kind  of  Salesman 
Are  You? 

You've  got  the  material  to 
work  with  in  putting  over  the 
lobby  show  suggested  here.  Can 
you  interest  the  local  music  store 
to  the  extent  where  he  will  take 
part  of  all  of  the  expense  in- 
curred? There  is  no  reason  why 
he  shouldn't — if  you  can  put  for- 
ward to  him,  clearly  and  con- 
cisely, the  why  and  wherefore. 
If  you  don't  think  you  can,  send 
■  the  name  and  address  of  the 
store  to  Robbins-Engle,  Inc., 
1658  Broadway,  N.  Y.  They  pub- 
lish the  song,  and  will  do  every- 
thing in  their  power  to  help  you 
sell  it. 


For  interest,  you  will  need  a  quar- 
tette, either  male  or  mixed.  The  act, 
or  show,  is  entirely  musical,  the  idea 
being  to  lead  up  to  the  "Freshie" 
song.  For  fillers  in,  they  should  sing 
either  the  old  timers,  or  better  yet,  if 
any  of  the  group  can  handle  the  uku- 
lele (which  by  the  way,  figures  prom- 
inently in  the  picture)  they  ought  to 
sing  the  songs  found  in  the  popular 
"Hank's  College  Song  Book,"  and 
"Hank's  Songs  of  the  Sunny  South"— 
both  for  the  ukulele.  These  are  pub- 
lished by  the  publishers  of  "Fresh- 
ie." From  these,  the  quartette  can 
lead  right  into  the  "Freshie"  song, 
which  has  a  full  ukulele  part  written 
in  the  regular  copy. 


September  12,  1925 


Page  21 


WHAT  IS  IT? 

$500.00  for  the  Best  Answer 
to  "What  Is  A  Freshman?" 


OR  WOULD  YOU 
RATHER  START 
your  own  contest, 
pro  and  con,  for  the 
best  letter  taking  up 
the  subject  "Should 
Colleges  allow  the 
hazing  of  Freshmen? 
Many  people  claim 
that  it  is  a  great 
moral  training  for 
the  neophyte.  Others 
differ.  It  is  a  live 
question,  and  impor- 
tant, and  very  inter- 
esting. The  newspa- 
pers will  take  it  up 
for  you. 


YOU  don't  get  a  break  like  this  every  day,  Mr.  Exhibitor. 
Here  is  500  dollars,  in  real  American  money  being  of- 
fered for  the  winner  of  a  contest  that  will  help  sell  your  pic- 
ture, and  you  don't  have  to  contribute  a  cent  towards  it.  How 
do  you  like  that? 

College  Humor,  the  country's  leading  college  humor  maga- 
zine, will  begin  the  contest  in  its  October  issue.  This  takes 
place  as  the  result  of  many  long  interviews  with  Leslie  F. 
Whelan,  exploitation  manager  of  the  Harold  Lloyd  Produc- 
tions. The  contest  is  simple.  All  it  wants  is  the  best  answer 
to  the  question,  "What  is  a  Freshman?" 

Your  local  newsdealer  will  benefit  by  the  contest,  for  he 
will  sell  more  magazines.  Now  suppose  you  make  a  reprint 
of  the  rules,  and  on  the  bottom  add  the  lines,  Call  Main  1234 
for  the  winning  answer.  The  newsdealer  ought  to  distribute 
these  reprints  with  his  Sunday  paper  route,  or  keep  them 
prominently  displayed  on  his  counter. 

The  phone  number  mentioned  is,  of  course,  some  one  at 
your  theatre  who  is  to  tell  the  inquirers  that  the  answer  can 
be  found  in  "The  Freshman."  This  is  only  another  version 
of  a  "tried  and  proven"  teaser,  and  the  expense  is  almost 
neglible. 


OR  PERHAPS 
YOU  PREFER  TO 
take  up  the  matter 
of  coeducational  col- 
leges? There's  a  real, 
live  topic  for  discus- 
sion. You  know  the 
saying  that  a  man 
goes  to  college  be- 
cause of  a  girl,  and 
usually  leaves  be- 
cause of  a  lot  of  girls. 
The  best  letter  is 
worth  about  five  dol- 
lars— it  will  return 
more  to  you  in  paid 
admissions  when  you 
play  the  Lloyd  film. 


Book  Tie-Up  Best 
Ever  Offered 

Grosset  and  Dunlap  Release  Novel 
In  Popular  75c  Edition 

THE  FRESHMAN  is  the  name  of  the  novel 
Actionized  from  the  picture  by  Russell 
Holman  and  released  simultaneously  with 
the  picture  by  Grosset  and  Dunlap  publish- 
ers of  the  popular  75c  edition.  It  makes  a 
natural  tie-up. 

Besides,  it  is  helped  along  to  no  small  extent 
by  the  fact  that  special  window  cards  were 
made  up  for  it  for  use  in  book  stores,  news- 
stands, and  all  other  dealers  who  carry  books. 

To  the  right  is  our  suggestion  as  to  the 
manner  in  which  the  card  could  be  enhanced 
in  value  whenever  and  wherever  space  permits. 
Mounting  the  card  on  an  easel  and  giving  it 
central  display  in  a  window  surrounded  by 
skull  caps,  banners,  cushions  and  such,  is  bet- 
ter than  to  crowd  the  card  into  a  window  full 
of  books.  Suggest  this  to  the  book  stores. 
Make  them  put  the  collegiate  atmosphere  into 
the  display.    It  is  much  more  efficient. 

Don't  fail  to  get  a  book  review  on  the  novel 
into  the  literary  columns  of  your  newspapers 
about  three  or  four  days  before  you  play  the 
picture. 


A 


RUSSELL  HOLMAN 


FROM 


HAROLD  LLOYDS 

Greatest  Comedy  by  the  Same  Name 


I  *  I 


31 


NOW 


2 


Page  22 


Exhibitors  Trade  Review 


THE  FRESHMAN  SUIT 


Made  to  Order  for  "The  Freshman"  By 
Goodman  and  Suss,  Rochester  Clothiers 

BIG  CAMPAIGN  UNDER  WAY 

ONE  of  the  livest  of  the  tie-ups  arranged  for 
"The  Freshman"  is  that  with  Goodman  and 
Suss,    Rochester    clothiers.     This  up-to-the- 
minute  firm  is  sparing  no  effort  to  get  the  most 
out  of  the  possibilities  afforded  by  working  hand 
in  hand  with  you  exhibitors. 

Already  every  dealer  who  handles  Goodman  and 
Suss  clothing  (and  there  is  at  least  one  in  every 
town)  has  been  told  about  the  campaign,  and  ad- 
vised to  hold  himself  ready  for  the  coming  devel- 
opments. 

The  first  thing  done  was  the  arrangement  of  the 
attractive  poster,  mounted  on  heavy  bristol  board 
in  many  colors.  This  poster  will  be  featured  in 
all  of  the  tie-up  windows.  Then  the  firm  took  it 
upon  themselves  to  supply  its  many  dealers  with 
many  of  the  novelties,  such  as  balloons,  banners, 
and  such  to  add  to  the  attractiveness  of  the  win- 
dow displays.  The  only  thing  left  for  you  to  do 
is  to  give  the  dealer  in  whose  window  the  displays 
will  be  made,  a  card,  tieing  up  the  showing  at  your 
theatre. 

rp  HIS  can  be  done  most  effectively  by  taking  the 
series  of  stills  that  were  made  in  the  ball  room 
scene,  (those  on  the  facing  page  are  representative) 
and  making  small  posters  out  of  them  in  the  fash- 
ion suggested. 


Humor  Was  Never  Known 
to  Hurt  Anybody 

1%  TO  MATTER  how  good  an  idea  is,  if  you  can  add  the  element  of  humor 
\  to  it,  it  becomes  so  much  better  for  it.  For  instance,  you  can  easily  get 
away  with  all  banners  flying  on  a  straight  window  display  for  the 
"Freshman"  suit.  The  cards  that  have  been  prepared  for  your  use  are  very 
attractive,  and  the  dealers  are  all  set  to  help  along  in  every  way  they  know 
how. 

But  suppose  you  were  able  to  show  the  dealer  how  not  only  to  arrange  an 
interesting  window,  but  also  one  that  will  send  away  the  many  "window 
shoppers"  with  a  smile  and  a  chuckle,  won't  that  be  better? 

Here's  how  to  do  it.  Make  the  display  convey  the  story  of  "Freshmen  of 
Yesterday  and  To-day,  showing  the  funny  clothes  once  worn.  You  know 
the  kind  they  used  to  wear,  peg  top  trousers,  bull  dog  shoes,  big,  roll  collar 
sweater.    Try  it.    It  is  sure  to  work. 

Add  to  this  a  display  of  old  photographs  of  college  life,  and  you've  got 
something  to  make  them  talk. 


START  IT  NOW! 

YOU  don't  have  to  wait  until  the 
picture  is  under  way  before  arrang- 
ing for  this  tie-up.  Get  it  started 
right  away,  so  that  it  will  be  going 
along  in  tip  top  shape  when  you  are 
ready  to  make  your  showing.  Fill 
in  this  little  slip  below,  and  mail  it — 
NOW. 


r 


Exploitation  Editor, 
Exhibitors  Trade  Review. 

Please  get  the  Goodman  and 
Suss  tie-up  working  for  me.  1 
will  show  "The  Freshman"  on 


Theatre   

j    Address   City 

Owner  or  Manager  


September  12,  1925 


Page  23 


Goodman  and  Suss  Send  Exploitation 
Broadside  to  Dealers 

THERE  is  no  doubt  about  it,  Goodman,  and  Suss,  the  clothiers 
who  made  up  the  new  model  "Freshman"  suit,  are  in  earnest 
about  this  tie-tip.    At  a  great  expense  the  company  has  printed 
up  a  two-fold  broadside,  in  two  colors,  explaining  to  their  dealers 
what  the  whole  thing  is  all  about. 

First  it  tells  the  story  of  the  proposition,  what  it  is  and  what  is  to  be 
expected  from  it.  Then  it  goes  right  in  and  shows  the  dealers  how  to 
cooperate  with  you  in  putting  it  over  for  all  it  is  worth. 

For  example,  below  is  reprinted 
■  their  article  on  contest  possibilities. 
Note  that  the  dealer  has  been  advised 
to  consult  and  work  with  you.  Be 
fair  to  him  and  help  him  in  every  way 
you  can.  After  all,  he  is  dependent 
upon  you  to  a  great  extent.  You  are 
a  showman,  whereas  he  is  a  store- 
keeper. 


For  the  Haberdasher 


A  small  poster,  in  one  color, 
over  all  size  about  twelve  by 
twenty  inches  would  fit  in 
well  in  a  display  on  Fresh- 
man suits  and  haberdashery 
wears. 


Suggestions  for  Contests 

1.  Arrange  a  contest  with  the  the- 
atre on  the  subject:  "What  size  suit 
does  Harold  Lloyd  (who  plays  "The 
Freshman")  wear?"  With  your  ans- 
wer write  fifty  words  descriptive  of 
Mr.  Lloyd  and  his  characterization 
of  "The  Freshman."  As  a  capital 
prize  you  can  offer  a  Freshman  suit, 
with  additional  prizes  of  theatre 
tickets,  and  everything  else  you 
might  care  to  award.  Get  newspaper 
publicity  on  this.  Theatre  and 
store  can  hand  out  contest  blanks. 

2.  Arrange  with  theatre  a  style 
show  on  the  stage,  of  living  models, 
wearing  the  Freshman  suit,  in  con- 
junction with  a  beauty  contest  among 
the  fair  sex  of  your  city.  Get  news- 
paper publicity  on  either  of  these 
events. 

3.  Announcment  might  be  made 
at  the  theatre  that  for  the  best  story 
of  "Why  People  Prefer  to  Deal  at 
Your  Store,"  or  for  the  relation  of 
an  incident  in  which  courteous  treat- 
ment of  your  customers  was  fea- 
tured, prizes  will  be  awarded. 

4.  For  a  street  stunt,  a  ballyhoo 
or  bus  filled  with  pretty  girls  and 
men  who  would  wear  Freshman 
suits. 

5.  Advertise  a  free  ticket  with 
each  Freshman  suit  purchased.  Ar- 
range with  theatre  to  secure  these 
tickets  at  reduced  rates. 

6.  Engage  a  person  to  traverse 
the  streets  made  up  as  the  Freshman 
handing  our  heralds  advertising  both 
the  Freshman  suit  and  the  picture. 

7.  The  Freshman  Song  Contest. 
Who  can  write  the  best  special  verse 
for  the  song  "The  Freshman," 
which  will  concern  itself  with  the 
Freshman  suit?  The  song  is  pub- 
lished by  Robbins-Engle,  Inc.,  1658 
Broadway,  New  York. 


An  enterprising  store  will 
try  to  display  all  the  articles 
shown,  even  if  they  are  not 
part  of  his  regular  stock. 


Consult  us  before  "Vou 
-■PI  leave  for  school  -  and 
*  r  1  '  don't  miss  seeino*  r-3 

^Freshman' 

RIALTO  -  THIS  WEEK 


ITH  school  time  in  the  offing,  all  dealers  who  have  anything  to  offer 
are  getting  set  to  do  some  real  advertising.  The  men  who  sell  the  school 
wearing  outfits,  shirts,  ties,  socks,  caps,  etc.,  will  be  interested  in  making  up 
a  window  display  of  "The  Freshman  Outfit."  The  poster  shown  above  would 
be  the  logical  one  to  use. 

The  dealer  might  also  get  up  a  mailing  card  to  his  regular  customers,  call- 
ing it  a  "Reminder  Card,"  with  detailed  suggestions  of  what  is  needed  for 
school. 

A  suggestion  to  parents  that  the  freshman  who  gets  to  school  well  equipped  has 
won  half  his  battle  would  make  an  attractive  catch  for  this  card. 


A  Ripping  Time  Was  Had 


THESE  "ripping" 
scenes  in  "T  h  e 
Freshman"  are  as 
funny  as  anything 
that  has  ever  hit  the 
screen.  You  can  use 
a  poster  such  as  is 
suggested  here  in  the 
window  displays  with 
the  "Freshman"  suit, 
or  it  can  be  used  by 
local  tailors  who 
make  a  specialty  of 
making  suits  and 
Tuxedos  to  order. 

We  would  advise 
that  when  making  a 
display  in  local  shops 
that  are  not  included 
in  the  regular  tie-ups, 
that  you  help  along 
by  putting  several 
different  stills,  per- 
taining to  the  same 
gag  along  side  the 
poster.  This  will  in- 
sure a  better  under- 
standing of  the  point. 


HAROLD  LLOYD  in  "THE  FRESHMAN" 


A  RIPPING  TIME  ~ 

But  there  is  a,  time  and 
pUce  for  everything 

We  will  save  you 

any  such  embavvasswient. 


Jfa  Freshman 

1001  Ways  To  Make  the  Most  Money  With  the 
Most  Profitable  Picture  You  Can  Show 
The  Big  Promotion  Plan  Book  has  them. 

Big  not  only  in  size  but  in  contents.   32  extra  size  pages  jammed  with  clever 
suggestions,  all  worked  out  in  detail. 

The  hard  work  has  all  been  done  for  you.  Just  clip  and  use 

Publicity,  exploitation,  advertising,  paper,  rafts  of  novelties,  a  big  line  of  ac- 
cessories— you'll  find  them  all  in  this  book. 

It's  the  big  chance  you' H)e  been  Waiting  for.     "Beat  your 
competitor  to  "The  Freshman," — if  you  cant 


APafhe  Picture 

© 

PRODUCED  BY 

Harold  Uoydorp 


National  Tie  Ups 

and  Merchant  Co-operation 


(ADDIT10NAL 

-MERCHANT 

(COOPERATION 


ILUOLD  LUIYD  b 

Page  26 


Exhibitors  Trade  Review 


LOOKS  LIKE  A  FRAME-UP 

WITH  FOOTBALL  SEASON 


SO  opportune  is  this  picture  of  college  life  and  its  accom- 
panying football  scenes  that  it  looks  as  though  the  whole 
thing  were  planned   in   conjunction   with   the  football 
mentors. 


Look  through  the  many  sporting  pages  of  the  newspapers 
and  you'll  see  column  and  columns,  and  full  pages  in  the 
Sunday  editions  of  the  football  activities  on  the  various  campi. 

That's  one  reason  wh)  the  tie-up  arranged  with  Tho:.  E. 
Wilson  &  Co.,  manufacturers  of  sporting  wear  is  so  very  valu- 
able to  you  at  the  present  writing.  The  stores  are  all  loading 
up  with  winter  sport  goods,  and  the  windows  are  teeming  with 
football  displays. 

Now's  the  time  to  get  the  cooperation  of  these  dealers. 
They'll  be  glad  to  give  it  too.  Full  page  ads  in  many  of  the 
leading  trade  papers  of  the  Atlantic  Goods  field  have  already 
advised  the  many  dealers  of  what  to  expect.  They  are  waiting 
for  you  to  do  your  share  now. 

Hop  on  it,  right  now.  Posters  and  novelties  are  all  ready 
for  you.  All  you  have  to  do  is  to  send  in  your  requests  for 
them. 


Every  Lover 
of  Sports 
Prefers 

Wilson 

Athletic  Equipment 

It  x  the  Best  in  The  Wotld 


Thos  E  Wilson  &Co. 

Athletic  Sporty/** 

SOLD  HERE 


Hin»UUo)nhOrt«)ftcti«»"lhe 


Reproduction 
poster    prepared  by 
Thos.  E.  Wilson  Co 
for  "The  Freshman. 


I  Are  You  Lucky? 


igh  Kicking  ^  Contest 


—But  Not  the  Silk-Stock- 
ing Kind 

We  are  splitting  with  the  Pathe  ex- 
ploitation manager  on  this  stunt.  The 
Pathe  man  explains  how  to  draw  a 
crowd  by  advertising  the  event  of  a 
football  to  be  thrown  from  the  roof  of 
the  highest  building  in  town — the  idea 
being  to  have  some  popular  college  or 
high  school  football  star  attempt  to 
catch  the  ball  after  its  long  fall.  It's 
quite  a  stunt  to  make  this  catch,  if  the 
building  is  in  the  neighborhood  of  even 
twenty  stories.  If  you  don't  believe  it 
try  it. 

But  if  you  happen  to  be  situated  i" 
town  where  you  can  boast  of  a  build - 
inp-  of  no  more  than  five  or  six  stories 
— then  reverse  the  stunt,  and  see  who 
among  the  football  heroes  of  your  town 
can  kick  the  ball  over  the  roof. 

Of  course,  to  tie  the  stunt  up  to  the 
picture,  it  would  be  advisable  to  limit 
the  entrants  for  this  contest  to  Fresh- 
men only.  Or  if  you  find  that  you  can- 
not get  a  representative  contest  in  that 
way,  then  dress  some  chap  who  is  about 
the  same  size  as  Lloyd  in  the  comic  col- 
lege clothes  that  are  worn  in  "The 
Freshman,"  or  ask  your  sporting  eoods 
store  to  make  a  burlesque  football  fig- 


ure out  of  him,  and  then  have  this  fel- 
low also  enter  into  the  contest. 

You  can  have  a  lot  of  fun  by  letting 
him  kick  a  ball  that  has  a  string  tied 
to  it,  so  that  following  his  high  kick, 
the  ball  is  slowly  drawn  upwards  to  the 
highest  limits  of  the  building.  Either 
that,  or  instead  of  the  heavy  rubber 
bladder  in  the  football,  insert  a  toy  bal- 
loon, so  that  it  will  burst  every  time 
he  kicks. 


IF  you  are  lucky,  there  will  be  at 
least  two  football  games  of  national 
interest  on  the  day  that  you  are  show- 
ing "The  Freshman."  But  your  luck 
will  be  of  no  use  to  you  whatsoever  if 
vou  do  not  announce  the  scores  as  they 
come  into  your  local  newspaper  offices. 

Make  these  announcements  either  by 
word  of  mouth — stopping  the  show  for 
even  greater  effect — or  you  can  an- 
nounce the  scores  by  flashing  slides  on 
the  screen. 

And  since  in  this  world  of  ours,  vir- 
tue is  seldom  its  own  reward,  make 
your  intentions  well  known  before 
hand.  Put  a  box  in  the  sporting  page 
of  the  newspaper  which  will  forward 
you  the  scores  announcing  what  you  in- 
tend doing.  Last  winter  hundreds  of 
thousands  of  people  who  had  never  be- 
fore heard  of  football  became  raving 
fans.  The  game  has  gripped  the  coun- 
try, and  every  man,  woman  and  child 
knows  "Red"  Grainger,  and  the  Notre 
Dame  backfields  as  well  as  they  know 
their  own  names.  They  want  the  lat- 
est football  news. 

If  you  are  lucky,  you  will  have  some 
news  to  give  them.  If  you  are  wise, 
you  will  give  it  to  them.  And  if  you 
are  a  good  business  man,  you  will  tell 
them  beforehand  that  you  are  going  to 
give  the  news  to  them,  red  hot,  while 
your  theatre  is  playing  "The  Fresh- 
man." the  funniest  football  picture  ever 
made. 


September  12, 1925 


Page  27 


DON'T  FORGET 
THE  OLD  GAG 

Especially  if  ii  is  warm  enough 
in  your  district  to  have  plenty 
of  open  window  ventilation  to 
advertise  the  fact  that  you  will 
allow  smoking  during  the  per- 
formance of  "The  Freshman." 
These  announcements  should  be 
made  up  in  poster  form  and 
prominently  displayed  in  the 
windows  of  tobacco  stores  carry- 
ing the  new  "Freshman"  pipe, 
especially  manufactured  by  De 
Muth  Co.  for  a  tie-up  with  tlm 
latest  Harold  Lloyd  production. 


COOPERATION  IS 
ALL  SET  FOR  YOU 

Full  page  ads  have  been  run  in 
the  various  tobacco  trade  jour- 
nals advising  the  dealers  of  the 
tie-up  that  has  been  arranged 
between  the  picture  "The  Fresh- 
man" and  the  new  Freshman 
pipe.  The  readers  of  these  trade 
papers  have  been  told  in  detail 
the  benefits  they  may  expect 
from  going  through  with  the 
proposition,  and  they  are  wait- 
ing for  you  to  get  to  them. 
Waste  no  time,  and  visit  your 
nearest  dealer.  He's  all  set  for 
you. 


Tobacco  Dealers  Plan 
'ooperative  Tie-Ups 


New  Pipe  Promises  to  Be 

Season's  Popular  Seller 


HERE  is  a  natural  that  you  can- 
not afford  to  miss.  Exploita- 
tion men  who  go  around  to 
dealers  arranging  tie-ups  usually  ask 
for  a  good  deal,  but  it  is  very  seldom 
that  they  get  as  much  as  was  volun- 
tarily offered  by  the  William  De- 
Muth  Company,  one  of  the  largest 
pipe  manufacturers  in  the  world. 

The  W.  D.  C.  pipe  is  a  recognized 
value  wherever  pipes  are  smoked. 
They  are  known  for  the  many  and 
varied  novelties  that  they  offer  from 
time  to  time,  and  are  moreover 
known  for  their  excellent  wearing 
qualities. 

That's  why  there  are  so  many  deal- 
ers in  the  United  States  who  are  now 
available  for  the  tie-up  with  this  com- 
pany. They  like  to  deal  with  this 
company,  and  when  any  cooperative 
efforts  are  requested  oi  them  there 
is  no  doubt  in  the  mind  of  the  man- 
ufacturers that  their  request  will  be 
fully  granted. 

Two  Pipes  Made 

The  new  additions  to  the  W.  D.  C. 
pipes  will  be  a  popular  one  dollar 
seller,  and  a  more  expensive  article 
selling  for  three  dollars.  Both  will 
be  known  as  the  Freshman  pipe,  and 


will  no  doubt  be  advertised  in  many 
of  the  leading  college  papers. 

Get  busy  on  it,  Mr.  Exhibitor ;  get 
this  corking  tie-up  working.  There 
are  window  cards  and  special  window 
displays  on  "The  Freshman"  waiting 
for  your  call.  Make  the  most  of  them 
and  watch  your  box-office  receipts 
soar  sky  high. 


Pipe  Tie-Up  Includes 
Special  Slide 

A  new  Tie-up  angle — and  a  corker, 
too.  The  William  DeMuth  Company 
is  putting  out  special  slides  for  use 
in  theatres  tieing-up  "The  Fresh- 
man" with  the  new  Freshman  pip'^ 
which  the  company  manufactured 
for  the  occasion  of  the  tie-up. 

Now  that's  real  cooperation  for 
you,  and  the  exhibitor  who  does  not 
take  full  advantage  of  it  is  losing 
money. 


+  -„„- 


WUXTRY!  YARVARD  ELEVEN 
BREAKS  TRAINING  RULES 

WITH  a  comedy  heading  like  above,  you  can  create  quite  a  furor  of  pub- 
licity on  the  occasion  of  some  near  by  college  or  high-school  football 
team  visiting  your  theatre.    Arrange  with  the  coach  of  the  team  to 
give  them  a  special  showing,  and  make  the  show  drag  just  a  bit  past  the  reg- 
ular retiring  hours  of  the  team  while  in  training. 


The  newspaper  reader  should  be 
somewhat  as  follows . 

The  huskies  who  make  up  thf 
""harvard"  tootball  team  are  anxious- 
ly awaiting  the  pleasure  of  their 
coach  in  his  disposition  of  them 
breaking  the  training  rules  en  masse 
last  W ednesday  night  when  they 
viewed  the  special  showing  of  "The 
Freshman"  at  the  ....  Theatre. 

The  only  thing  that  will  save  them 
from  a  round  bawling  out  is  the  fact 


that  the  coach,  Mr.  Abed  was  right 
along  with  them.  But  he  claims  that 
it  is  nobody's  business  what  he  does. 

So  interested  and  enthused  were 
the  huskies  in  the  greatest  laugh  pic- 
ture that  ever  hit  this  city,  that  the}' 
paid  not  the  slightest  attention  to  the 
fact  that  the  clock  was  fast  approach- 
ing eleven — the  Zero  Hour  when 
children  and  football  stars  must  be  in 
bed. 

However    (Fill  out  to  suit 

allotted  space) 


Page  28 


Exhibitors  Trade  Review 


Station  HAH  A  Speaking 


Each  th*  Wwk  oi  a 
Master  Crai timHn 


THEY  may  not  all  come  in 
to  see  the  show  the  first 
night,  but  we'll  bet  you  dol- 
1  a  r  s  to  doughnuts 
that  this  little  stunt 
will  bring  in  all  the 
half-hearted  ones  on 
the  very  next  show- 
ing. 

Make  up  a  circular  poster,  following  the  copy 
shown  on  the  loud  speaker  reproduced  here  and 
attach  it  to  a  speaker  in  the  window  of  a  radio 
store  in  the  fashion  suggested.  You  might  also 
make  up  a  big  cut-out  poster  with  suitable  copy 
to  place  in  front  of  your  lobby. 

Then,  for  the  broadcasting,  either  rig  up  a 
telephone  that  will  transmit  the  laughs  directly 
to  the  loud  speaker ;  or  if  you  are  unable  to  do 
this,  fake  up  a  laugh  to  send  out  through  the 
loud  speaker.  The  laughs  ought  to  be  loud 
enough  to  reach  persons  walking  across  the 
street  from  the  store  that  is  receiving  them. 

The  window  of  the  store  should  bt  attractively 
dressed  up  for  the  tie-up  with  the  "Freshman 
Radio"  with  the  poster  shown  above,  which  in 
actual  size  is  approximately  15  by  21  inches  in 
size  and  printed  in  two  colors  can  be  had  in  any 
quantity  on  request.  You  need  not  limit  your- 
self to  the  poster,  for  any  and  all  stills  of  the 
picture  will  add  to  the  general  value  of  the  display. 


Any  Weddings  Nearby? 


RAFFLE  RADIO  SET  FOR 
WORTH  WHILE  CHARITY 

You  can  arrange  with  your  local 
dealer  to  sell  a  "Freshman"  radio  set 
at  cost  to  a  worth  while  charitable 
cause,  and  to  raffle  the  set  off  in  your 
lobby  during  the  showing  of  the  pic- 
ture. 

This  stunt  can  be  made  to  give  your 
theatre  a  raft  of  publicity  by  getting 
the  newspapers  behind  the  affair,  es- 
pecially if  the  cause  is  well  known  and 
popular. 

It  might  be  advisable  to  seek  the  ad- 
vice of  some  of  the  leading  citizens  in 
your  town  to  name  the  charity.  Not 
only  will  the  advice  be  worth  while, 
but  you  will  also  immediately  insure 
yourself  with  some  backing  from  them. 


THE  facts  are  these:  15,000  flor- 
ists have  been  advised  through 
the  pages  of  their  own  trade  papers  to 
adopt  a  new  floral  boquet  this  fall  to 
be  known  as  '  The  Freshman  Cor- 
sage." The  design  was  suggested  by 
the  little  boquet  that  Harold  Lamb  pre- 
sents to  his  pretty  Peggy  in 
"The  Freshman." 

Now,  you  might  leave 
the  florist  to  do  all  the  ad- 
vertising on  this,  and  take  your 
chances  on  whether  or  not  you  person- 
ally will  receive  any  benefits  therefrom. 
Or  you  might  do  your  own  publicising, 
and  so  make  sure  that  you  get  the  most 
out  of  it. 

Here's  the  way  to  get  the  thing 
across  so  as  to  leave  no  doubt  in  any- 
body's mind  about  the  fact  that  Har- 
old Lloyd  is  going  to  play  at  your  the- 
atre. Find  out  who  is  to  have  a  wed- 
ding a  day  of  so  before  the  opening 
of  the  picture.  Send  the  blushing  bride 
a  "Freshman  Corsage" — •  with  a  little 
note  telling  her  what  it  is.  Tell  her  that 
a  similar  corsage  was  given  to  a  "girl 
who  understood"  and  that  you  hoped 
that  she  too  would  have  the  courage 
and  strength  of  character  to  understand 


when  things  were  not  exactly  right. 

Then  include  an  invitation  to  the 
whole  wedding  party  to  see  the  pic- 
ture, you  setting  aside  a  section  of  your 
theatre  for  the  party.  And  don't  forget 
to  let  the  couple  have  plenty  of  rice 


and  such  when  they  enter  the  theatre. 
And  also,  don't  forget,  (or  you  might 
just  as  well  dispense  with  the  whole 
idea),  don't  forget  to  let  the  newspa- 
pers know  about  the  whole  affair. 


September  12,  1925 


Page  29 


Curiosity  Kills  Gats 
And  Also  Fills  Theatres 


If  I  Were  Mrs.  John  Smith 

ft  I  would  tell  the  ever  alert  mem- 
bership of  the  Booster  Club  that  it  is 
not  only  their  privilege,  but  their 
duty  as  well  to  see  that  everything 
that  can  possibly  help  our  City  of 
Portland  is  accomplished. 

ff  I  would  tell  them  to  watch  jealously 
the  rights  of  our  fellow  citizens  in 
the  coming  elections,  and  to  do  every- 
thing in  their  power  to  elect  the 
best  men  to  offices,  regardless  of 
race,  creed  or  party. 

And  I  would  tell  them  that  how- 
ever hard  they  worked  for  the 
people,  solving  problems  and  allay- 
ing fears,  however  they  tired  them- 
selves in  their  unselfish  duties,  there 
will  be  a  surcease  from  their  worry 
and  bustle  when  they  see  "The 
Freshman"  at  the  Rialto  next  week. 

Tomorrow : 
If  I  Were  Mr.  John  Doe 


Teaser  Advertisement 
for  Newspapers 

The  copy  in  the  box  directly  above 
can  be  made  as  snappy  a  teaser  as 
has  ever  come  to  your  attention. 

We  have  suggested  fictitious 
names.  But  you  can  easily  get  the 
permission  to  use  the  names  of  your 
leading  citizens.  Have  these  ads  run 
for  about  a  week  before  the  opening 
of  the  pictures,  using  a  new  article 
each  day. 

And  to  give  credit  where  credit 
is  due,  the  idea  originated  recently 
with  the  Strand  Theatre,  Birming- 
ham, Alabama,  where  it  was  instru- 
mental in  bringing  capacity  business 
to  the  house  while  showing  a  full 
week  of  super  features. 

Use  the  Goggles 

A  small  cut  of  the  famous  Harold 
Lloyd  goggles  is  a  very  inexpensive 
matter,  and  could  be  put  to  excellent 
use  in  all  your  mail  exploitation.  They 
require  no  explanation  of  any  sort, 
for  they  are  already  known  well 
enough  to  convey  their  own  message. 
The  Card  suggested  on  this  page 
might  easily  be  the  copy  basis  for  a 
teaser  mailing  card. 


Teasers  of  any  description  go  a 
long  way  towards  getting  a  large 
and  enthusiastic  audience 

You've  the  greatest  opportunity 
ever  presented  to  put  this  picture 
across  with  simple  teasers.  It's  the 
famous  goggles,  shell-rimmed  gog- 
gles that  will  put  any  teaser  across 
for  you. 

You  should  direct  the  bulk  of  these 
teasers  to  the  curiosity  of  college 
men.  For  one  thing,  they  like  this 
sort  of  stuff.  T^or  another  thing,  they 
can  become  instrumental  in  putting 
over  a  lot  of  ballyhoo  stunts  for  you  if 
you  can  get  them  sufficiently  inter- 
ested. 

If  you  are  near  or  in  a  college  town 
then  you  ought  to  get  yourself  more 
exploitation  out  of  these  college  fresh- 
men than  you've  ever  had  before. 
They  just  love  to  stage  impromptu 
snake  dances,  cheering  parties,  fra- 
ternity initiations,  inter-class  hazings 
and  such.  The  Pathe  Press  Book  on 
"The  Freshman"  is  chuck  full  of  ideas 
for  college  exploitation. 


Step  right 
up  and  call 
me  -  -Ax" 


A  hand  like  this  shown  above  can  be  placed 
to  get  some  attention  at  the  various  out- 
posts of  your  theatre  lobby    and  front. 

Nothing  simpler  than  a  teaser  lobby  poster 
like  this  below.     It  tells  the  story  as  com- 
pletely as  a  thousand  page  book. 


Coming 


m 

"The  Freshman" 

Next  Week 
Globe  Theatre 


How  Many  Lloyds  in  this  Picture 


AND  DON'T  OVERLOOK 


Street  Car  Fronts  and  Side 
Banners 
Frames  in  Hotel  Lobbies 
Heralds  distributed  in  Hotel 
mail  boxes 
Cards  in  Hotel  Rooms. 


Telephone  Message  Teasers 
College  and  High  School 
Publications 
Display  Frames  or  Heralds  at 
the  University  Club 


For  a  Complete  Campaign 


Here  is  a  real 
teaser  contest  that 
will  afford  your  pa- 
trons a  good  deal  of 
entertainment,  and 
repay  you  with 
many  additional 
paid  admissions 
when  you  play  the 
picture. 

This  picture 
shown  at  the  left  is 
a  still  that  has  been 
touched  up  and  has 
had  several  extra 
Lloyd  heads  insert- 
ed. Altogether,  there 
are  four  bona- fide 
Lloyd  heads  to  be 
seen,  by  a  close  ob- 
server. Offer  a  small 
prize  for  the  correct 
guess.  Stills  can  be 
obtained  at  the 
Pathe  Exchanges. 


Page  30 


Exhibitors  Trade  Review 


Put  LIFE  Into  Still  Life 

With  stills  like  these  above,  you  can 
make  vivid  portrayals  of  the  story  of 
"The  Freshman."  In  your  lobby,  in 
the  frames  out  in  front  of  your  the- 
atre, in  store  windows,  these  pic- 
tures are  going  to  make  people 
anxiously  await  the  showing.  Get 
busy  on  them  now,  ad  and  post  the 
town. 


A  Complete  Service 

Just  one  of  the  samples  from  the 
Pathe  press  book.  Instead  of  simply 
saying,  "make  up  a  float,  etc.,"  the 
book  goes  so  far  as  to  provide  you  with 
actual  drawings  of  the  finished  pro- 
duct. The  type  matter  in  the  book 
explains  every  step  necessary  to  make 
these  floats,  and  tells  how  and  when 
to.  use  them  as  well.  Can  you  expect 
much  more? 


There's  No  But  To  It 

The  Press  Book  on  "The  Freshman"  is  the 
greatest  thing  that  ever  reached  this  office. 
And  why  shouldn't  it  be — with  two  of  the 
best  men  in  the  business  working  on  it  to 
make  it  such.  They  did  some  job,  complete 
in  every  detail. 

THE  National  tie-ups  that  were  arranged  are  the  work  of  the  Harold  Lloyd 
representatives,  Leslie  F.  Whelan,  exploitation  manager  and  J.  C.  Ragland, 
sales  manager.  This  work  entailed  no  end  of  detail,  and  Mr.  Whelan  was  virtually 
living  on  Pullmans  for  several  weeks,  making  personal  visits  to  all  the  manufac- 
turers included  in  the  tie-ups,  arranging  every  phase  of  the  campaign  in  person. 

To  Barrett  S.  McCormack,  the  head  executive  of  the  Pathe  exploitation  forces 
goes  the  "thank  yous"  for  the  splendid  day  by  day  exploitation  campaign 
outlined  in  detail  in  the  press  book. 

Mac  was  once  an  exhibitor  himself,  and  he  knows  what  is  wanted.  You  can 
be  sure  that  this  outline  contains  no  hokum,  but  live,  honest,  sure-fire  selling  stuff, 
and  nothing  else  but. 

Of  course,  these  two  men  did  not 
divide  off  the  work  just  like  that — 
but  rather,  they  made  it  a  real  piece 
of  cooperative  effort.  Everybody 
helped  along — for  there  was  plenty 
of  detail  to  be  done.  And  to  every 
one  who  had  the  smallest  part  of  his 
finger  in  the  big  pie — congratulations 
— your  congratulations.  Every  one  of 
their  working  hours  means  more 
sheckles  in  your  pocket.  The  least 
you  could  do  in  return  is  to  use  their 
ideas.   That's  really  all  that  they  ask. 


Warold  Lfoy<| 

The  Freshman* 


STRAND  (Aft 


September  12,  1925 


Page  31 


Merle  Johnson,  the  Famous  Artist,  Goes  to  See  "The  Freshman" 


Boys  and  girls !  All  you  kids  from 
nothing  to  ninety-nine  are  going  to  get 
the  big  thrill  of  your  young  1  ves  when 
you  see  Harold  Lloyd  as  "The  Fresh- 
man." In  the  language  of  the  classics, 
it's  a  "Wow!"  a  real  Rib-tickler,  a 
Mirthquake,  a  Joy  Jubilee  !  I  laughed 
so  hard  I  owe  Manager    of  the 


....  Theatre  $4.75  for  damages  done 
the  frame  work  of  his  opera  chair ! 

When  Harold  arrived  at  the  college 
all  rigged  out  in  sweater  and  ukuleles 
and  asked  the  gang  to  step  right  up 
and  call  him  "Speedy,"  the  giggle 
fountain  started  bubbling,  and  1  seat 
out  an  SOS  for  an  osteopath  to  repair 


the  damage  that  was  going  to  be  done 
my  comedy  carburetor.  It  isn't  the 
first  cost  that  counts  in  seeing  Harold 
Lloyd — it's  the  upkeep  ! 

The  College  Frolc  scenes  where 
Harold  goes  to  the  dance  dressed  in  a 
new  Tuxedo  that's  just  basted  together, 
with  a  tailor  trailing  him  to  make  re- 


pairs when  the  leaves  begin  to  fall  is 
more  than  a  riot !  It's  a  stampede ! 
And  the  football  game!  Boys  and  girls, 
it's  the  fastest,  funniest  and  most  thrill- 
ing thing  that  ever  jumped  off  a  piece 
of  celluloid  !  My  advice  is  bust  up  the 
baby's  bank  to  get  the  dinero  if  nec- 
essary— but  don't  miss  it ! — M.  J. 


Will  Even  Make 

You  Crack  a  Smile 

It  is  prepared  copy  like  this  below 
that  makes  the  Pathe  press  book  as 
valuable  as  it  is.  There  isn't  a  news- 
paper in  the  country  that  wouldn't 
grab  up  the  chance  to  slip  a  humor- 
ous reader  like  this  into  his  column^. 


A  Fable — Yet  True 

A  man  was  one  day  hunting 
in  a  forest.  A  terrible  storm 
came  up.  He  looked  about  for 
shelter,  but  there  was  none.  It 
began  to  rain  in  torrents.  So 
he  crawled  into  a  hollow  log. 
It  fitted  snugly. 

The  rain  lasted  for  hours. 
The  water  soaked  through  the 
wood.  The  log  began  to  con- 
tract. When  the  storm  was 
over  the  man  could  not  get  out. 

He  strained  himself  with  all 
his  might.  But  the  log  held 
tight.  Exhausted,  he  gave  up. 
He  knew  he  would  starve  to 
death. 

Like  a  drowning  man  he 
saw  his  whole  life  flash  before 
him,  especially  his  mistakes. 
Suddenly  he  remembered  that 
he  had  not  taken  his  children 
to  see  Harold  Lloyd  in  "The 
Freshman." 

That  made  him  feel  so  small 
that  he  was  able  to  crawl  out 
of  the  log  without  difficulty. 


ITie  Freshman  skull  cap — in  the  list  of 
prepared  novelties. 


Noveltv  Comic  Strip 
Makes  Great  Ad 

This  comic  strip  above  was  drawn  by 
Merle  Johnson,  and  reprint  rights  are 
granted  to  exhibitors  of  "The  Fresh- 
man." We  would  advise  that  the  re- 
view prepared  by  Mr.  Johnson  be  at 
all  times  used  with  the  strip.  It's  a 
free  ad  for  you,  for  you  can  easily 
talk  any  newspaper  into  giving  you 
the  space  for  it  in  their  columns.  Ask 
your  exchange  for  the  cut  or  mat  No 
X  3. 


This  "Ad- 
mission" costs 
you  nothing 
but  the  print- 
ing. As  a  throw 
away,  it  will 
bring  business. 
Suggested  b  y 
Pathe  Press 
Book. 


You  will 

ADMIT  ONE 

thing. 

Harold  Lloyd  in 
"The  Freshman" 
is  Funnier  Than 
Ever. 


This  Pass  and  fifty  cents  entitles  you 
to  a  seat  at  the  Funniest  Football  Game 
ever  played.  And  also  gives  you  the 
chance  to  see 

HAROLD  LLOYD 

in 

"THE  FRESHMAN" 

Patheon  Theatre.    Week  Starting  


First,  Last  and  Always 
Harold  Lloyd 


HE'S  the  A  B  C  as  well  as  the  X  Y 
Z  of  any  exploitation  campaign. 
Why?  Because  he's  Harold  Lloyd,  one 
of  the  most  popular  comedians  of  the 
silver  screen,  and  don't  ever  forget 
that  fact,  Mr.  Exhibitor.  There  is  a 
lot  of  stuff  that  sell  simply  because  it 
is  THAT  stuff,  and  for  no  reason.  The 
quality  is  already  accepted  as  a  matter 
of  fact.  That  is  exactly  the  circum- 
stances that  surround  any  exploitation 
campaign  around  Lloyd.  Play  him  up 
personally  play  him  to  the  skies,  he'll 
most  probably  come  down  and  bring 
you  a  piece  of  the  rainbow  as  a  little 
remembrance. 


Harold  Lloyd 

jfie  Freshman 


The  pictures  that  made  Lloyd 
great— not  one  of  them  had 
as  much  as  this! 


"Girl  Shy"  scintillated 
with  big  laughs. 

"Safety  Last"  was  crowd- 
ed with  thrills. 

"Grandma's  Boy"  made 
everyone  laugh  even  while 
their  eyes  were  wet,  for  it 
followed  laughs  with  pathos. 

"The  Freshman"  has 
MORE  laughs  than  "Girl 
Shy."  It  has  more  thrills 
than  "Girl  Shy."  "It  has 
more  pathos  than  "Grand- 
ma's Boy." 

It  is  a  laughing;  thrilling 
triumph,  AND  IT  ALSO 
PLUMBS  THE  DEPTHS 
OF  HUMANITY. 


A  Pafhe  Picture 

@ 

.    PRODUCED  BY 

Harold  Lloyd,  com 


September  12,  1925 


Page  33 


Watch  this  section  next  week  for 
FIRST  NATIONAL'S  announcement 
of  tie-ups  on  "FINE  CLOTHES"  the 
greatest  picture  John  M.  Stahl, 
the  most  consistent  director  of 
big  money  makers  has  ever 


directed.  Any  exhibitor  will 
be  glad  to  exploit  a  pic- 
ture like  "FINE  CLOTHES" 
— and  this  section  will 
show  him  how. 


liui  flatioaal  Picture* 


Members  $f  Motion  Picture  Producers  »ni  Distributors  of  America  Inc.— Will  Hays  pntiiml 


State  and  Madison  Streets,  Chicago,  jammed  with  curiosity 
gazers  on  Metro-Goldwyn-Mayer's  Trackless  Train  passing 
through  on  its  continental  tour  to  the  coast. 


Rudolph  Valentino 

takes  time  off  from  his 
United  Artists  Produc- 
tion, "The  Lone  Eagle," 
to  bid  his  wife  good- 
bye, 'ere  she  departed 
for  the  East. 


Roosevelt  Theatre  pa- 
trons, Chicago,  waiting 
in  line  to  see  D.  W. 
Griffith's  United  Artists 
release,  "Sally  of  the 
Sawdust,"  at  its  recent 
world's  premiere. 


Universal  director 
Seiter  and  Mel  Brown, 
his  scenarist,  are  work- 
ing out  water  sequences 
in  their  next  script, 
aided  by  Edna  Marian 
and  Margaret  Quimby. 


Colleen  Moore,  First  National  star,  Dorothy  Sebastian  and 
Virginia  Suthern  stage  push-ball  contest  for  Greater  Movie 
Season.    Colleen  holds  the  watch. 


Cecil  B.  De  Mille's  P.  D.  C.    Production,    "The    Road  to 
Yesterday,"  overflows  with  ravishing  beauties.    L.  to  R.,  Rita 
Carita,  Majel  Coleman,  Trixie  Friganza,  Doris  Rink,  Alice 
Queensbury  and  Frances  Dare. 


George  Archinbaud,  directing  First  Na- 
tional's "The  Scarfet  Saint,"  and  Milton 
Menasco,  his  art  director  acquiring  pep. 


"Steal  away  and  play    a    day,"    is  the 
motto  of  Allene  Ray  and  Walter  Miller 
between  scenes  on  location  in  Florida  for 
Patheserial,  "Play  Ball." 


Rod  La  Rocque,  boomerangs  and  sheep-herders,  all  on  location  for  Cecil  De  Mille's 
P.  D.  C.  picture,  "The  Coming  of  Amos."     Paul  Sloane,  the  director,  in  front  of 
camera.     Arthur  Miller,  custodian  of  the  flickering  shutter.   


Bob  Custer,  F.  B.  O.  cowboy  star,  im- 
ports Fuzzy  Fido,  a  prize  winner  from 
his  home  town,  Frankfort,  Ky. 


Gloria  Gould,  directress  of  the  exclusive 
Embassy  Theater  in  New  York,  helped 
make  it  the  "house  beautiful"  for  Metro- 
Goldwyn- Mayer. 


The  company  that  made  the  new  John  Barrymore  picture, 
"The  Sea  Beast,"  for  Warner  Brothers.  Millard  Webb  di- 
rected and  Dolores  Costello  was  the  feminine  lead  in 
Melville's    famous    story,    originally    titled    "Mobey  Dick." 


Page  36 


Exhibitors  Trade  Review 


8  MILLIONS  INVOLVED 
IN  CRANDALL  DEAL 


Washington,  D.  C,  Sept.  4— $8,000,- 
000  is  the  monetary  consideration  in  the 
theatre  deal  between  Harry  M.  Cran- 
dall  and  the  Stanley  Company  of 
America,  whereby  the  eleven  Crandall 
houses  in  Washington  were  merged 
with  the  already  formidable  Stanley 
chain. 

The  highlights  of  the  deal  were  re- 
ported in  a  recent  issue  of  Exhibitors 
Trade  Review. 

As  forecast  previously,  control  of  the 
regional  First  National  Franchise  in 
Washington  and  the  Exhibitors  Film 
Exchange  passes  to  the  Stanley  Com- 
pany along  with  the  theatres. 

The  theatres  which  become  a  part  of  the 
immense  holdings  of  the  Stanley  Company, 
with  headquarters  in  Philadelphia,  Pa.,  are 
Crandall's  Metropolitan,  Tivoli,  Ambassador, 
Central,  Savoy,  Avenue  Grand,  Apollo,  York, 
Home,  Lincoln  and  the  new  Colony  under 
construction  at  the  corner  of  Georgia  avenue 
and  Farraguet  street,  N.  W. 

While  the  Stanley  Company  of  America 
acquires  a  majority  of  the  stock  in  the  new 
company  through  the  merger,  Harry  M. 
Crandall  is  not  eliminated  from  the  local 
amusement  field.  The  deal  resulting  in  the 
formation  of  the  Stanley-Cnuidall  Company 
was  predicated  upon  an  imperative  stipulation 
that  Harry  Crandall  sign  a  long  term  con- 
tract to  continue  as  the  guiding  genius  in  full 
control  of  the  chain  of  playhouses  which  he 
established  and  has  brought  to  such  a  nigh 
point  of  popularity  and  profit.  It  is  also  de- 
clared that  the  Crandall  executive  staff,  as 
well  as  the  operating  personnels  of  the  indi- 
vidual theatres,  will  continue  to  function, 
without  change,  as  in  the  past. 

Harry  M.  Crandall  retains  a  substantial 
stock  interest  in  the  Stanley-Crandall  company 
and  in  this  new  move  becomes  an  important 
executive  in  the  operation  of  an  immense 
theatrical  enterprise  of  which  the  total  capi- 
talization may  conservatively  be  said  to  be 
$30,000,000. 

The  financial  considerations  involved 
were  not  paramount  in  the  mind  of  Mr. 
Crandall  in  consummating  this  amalgama- 
tion. Under  the  expert  advice  of  the  lead- 
ing legal  and  financial  minds  of  this  and 
other  cities,  he  was  convinced  that  at  a 
time  when  merger*  are  the  order  of  the 
day  throughout  the  United  States,  with  a 
probable  final  outcome  of  centralized  con- 
trol of  the  motion  picture  industry  in  its 
every  ramification,  he  would  best  be  serv- 
ing the  interests  and  safeguarding  the 
hopes  of  the  Washington  public  whose 
staunch  support  has  been  the  basis  of  his 
success  in  the  amusement  field  by  affiliat- 
ing his  interests  with  one  of  the  most 
powerful  exhibiting  concerns  on  the  con- 
tinent. 

In  other  words,  the  formation  of  the  Stan- 
ley-Crandall Company  is  looked  upon  not  as 
a  curtailment  of  the  activities  of  Harry  M. 
Crandall  and  the  executive  staff  that  has 
been  associated  with  him  in  the  development 


of  the  Crandall  Circuit  for  almost  a  decade, 
but  rather  as  a  means  of  extending  their  field 
of  activity  and  multiplying  their  sphere  of  use- 
fulness to  the  community. 

The  operation  of  the  various  lines  of  serv- 
ice not  directly  allied  with  the  box-office  will 
be  continued  precisely  as  in  the  past.  The 
Public  Service  and  Educational  Department, 
which  has  never  been  looked  upon  as  a 
source  of  revenue  but  merely  as  a  valuable 
liaison  department  between  the  Crandall 
Theatres  and  that  segment  of  the  public  not 
directly  concerned  with  the  picture  industry 
or  any  form  of  theatricals,  will  be  continued 
under  the  personal  direction  of  Harriet 
Hawley  Locher,  and  the  Crandall  Saturday 
Nighters,  the  popular  radio  broadcasting  unit 
that  takes  the  air  through  Station  WDR 
every  Saturday  night  from  10  :30  p.  m.  until 
midnight,  will  not  be  stilled  by  the  new  ar- 
rangement. 

CONTROL  OF  STOCK 

Another  important  aspect  of  the  deal  in 
the  view  of  Washington  theatregoers  will  be 
found  in  the  fact  that  the  new  affiliation  of 
interests  will  make  available  to  the  Stanley- 


HARRY  M.  CRANDALL 

Crandall  Company  the  tremendous  buying 
power  and  prestige  that  naturally  accrues  to 
so  huge  a  consolidation  of  exhibitors'  re- 
sources. 

The  confidence  which  Washington  feels  in 
the  word  and  business  integrity  of  Harry  M. 
Crandall  is  eloquently  expressed  by  the  fact 
that  approximately  300  stockholders  in  the 
Crandall    enterprises   in   Washington  have 


converted  their  former  holdings  into  stock 
of  the  new  Stanley-Crandall  Company,  of 
which  Air.  Crandall  will  be  in  operating  con- 
trol. 

The  officers  and  directors  of  the  Stanley- 
Crandall  Company  will  be  as  follows  for  the 
period  of  one  year: 

Jules  E.  Mastbaum,  president  and  director ; 
Harry  M.  Crandall,  vice-president,  treasurer 
and  director;  Fritz  D.  Hoffman,  comptoller 
and  director;  George  A.  Crouch,  assistant 
treasurer  and  director;  Morris  Wolf,  secre- 
tary; Irving  D.  Rossheim,  assistant  secretary 
and  director;  Abe  Sablosky  and  John  J.  Mc- 
Gurk,  directors. 

The  local  executive  staff,  as  in  the  past,  will 
consist  of  Joseph  P.  Morgan,  general  man- 
ager; John  J.  Payette,  assistant  general  man- 
ager: Nelson  B.  Bell,  director  of  advertising, 
publicity  and  broadcasting;  Fritz  D.  Hoff- 
mann, comptroller;  Paul  B.  Davis,  auditor; 
George  A.  Crouch,  treasurer;  George  C.  Lar- 
kin,  assistant  auditor ;  Nat  B.  Browne,  pri- 
vate secretary,  and  Daniel  Breeskin,  musical 
director  in  charge.  Nat  Glasser  will  continue 
as  head  of  the  Crandall  technical  and  mechan- 
ical department. 

$25,000,000  EXPANSION 

This  year  has  been  marked  by  continued 
additions  to  the  large  list  of  theatres  under 
Stanley  standard  and  it  is  estimated  that  the 
total  amount  involved  in  the  extensions  tor 
1925  will  reach  more  than  $25,000,000.  It  was 
only  a  week  ago  that  the  Stanley  Company 
acquired  four  more  theatres  in  Wilmington, 
Delaware.  Early  in  July  the  new  Stanley 
Theatre  in  Atlantic  City  was  opened,  the 
new  structure  costing  several  million  dollars. 
Ground  was  broken  and  work  is  progressing 
on  the  new  Stanley  Theatre  at  Sixth  and 
Market  streets,  Camden,  N.  J.  Ground  was 
secured  and  plans  have  been  drawn  for  the 
erection  of  the  new  Earle  Theatre  in  Atlan- 
tic City  and  other  enterprises  in  Philadelphia 
are  under  way  and  will  be  announced  later. 

All  these  undertakings,  vast  in  their  num- 
ber, meaning  the  employment  of  hundreds  of 
workmen  in  various  trades,  and  the  expendi- 
ture of  so  much  money,  are  in  line  wren  the 
announcement  made  by  Jules  E.  Mastbaum, 
president  of  the  Stanley  Company  at  the  be- 
ginning of  the  year.  He  then  stated  that  dur- 
ing 1925  there  would  be  continued  advance- 
ment along  the  lines  of  progressiveness  in 
the  affairs  of  the  organization;  that  new 
theatres  would  be  added  to  the  chain;  that 
the  public  who  made  possible  by  their  enthusi- 
astic support  of  Stanley  policy  the  expansion 
of  the  field  would  be  given  the  best  that 
could  be  obtained  in  the  way  of  modern  thea- 
tres and  that  where  such  houses  were  not 
up  to  date  in  every  particular  when  obtained 
by  the  Stanley  Company  they  would  be  made 
so.  Before  leaving  for  Europe  Mr.  Mastbaum 
reiterated  this  statement  and  the  results,  the 
work  of  extension  undertaken  under  his  sup- 
ervision, speak  for  themselves. 

Arrangements  for  the  taking  over  of  the 
Crandall  houses  in  Washington  were  begun 
early  in  the  summer  by  President  Mastbaum. 
He  has  been  in  close  touch  with  the  negotia- 
tions and  the  final  agreement  was  in  accord 
with  his  ideas  for  the  conduct  of  the  splendid 
properties  at  the  National  Capital. 


September  12,  1925 


Page  37 


News  of  Exhibitor  Activities 


NEW  $350,000 
L.  A.  HOUSE 

West  Coast  1  heatres 
Big  Project 

Los  Angeles,  Cal.,  Sept.  4. — One  of  the 
most  important  theatrical  deals  consum- 
mated here  this  year  was  recorded  by  M. 
Gore,  president  of  the  West  Coast  Thea- 
tres, Inc.,  in  the  announcement  that  that 
concern  would  build  a  pretentious  $350,- 
000  house  on  the  southwest  corner  of  WiJ- 
shire  Boulevard,  between  La  Brea  and 
Sycamore  Avenues. 

The  lease  rental  of  the  property  will  to- 
tal over  $1,000,000.  Construction  work  is 
to  begin  immediately. 

The  details  of  the  deal  became  known 
when  Marion  H.  Kohn,  representing  West 
Coast,  and  E.  T.  Leonard,  representing 
William  H.  Fischer,  who  will  erect  the  the- 
atre, completed  building  contracts. 

The  scheme  of  the  house  is  to  be  old 
Spanish.  The  capacity  is  listed  as  2,000 
while  several  stores  will  be  erected  as  part 
of  the  building. 

The  Wilshire  distrjct  surrounding  the 
projected  house  is  one  of  the  most  exclu- 
sive sections  of  Los  Angeles. 

In  commenting  upon  the  conclusion  of 
this  deal,  Sol  Lesser,  secretary  of  the  West. 
Coast  Theatres,  Inc.,  decllared  that  it  will 
be  the  firm  intention  of  himself  and  his 
associates  to  provide  only  the  highest 
calibre  screen  and  stage  entertainment. 

"I  consider  this  new  theatre  for  the  Wil- 
shire district  of  paramount  importance  and 
a  highly  strategic  location,"  declared  Mr. 
Lesser.  "Only  distinctive  attractions  will 
be  offered  the  patrons  of  this  beautiful 
new  theatre,  and  we  expect  it  to  be  a  tre- 
mendously important  unit  in  our  great 
circuit." 

*  *  * 

CHAIN  STORE  OUSTS 

TWO  PICTURE  HOUSES 

St.  Louis,  Mo.,  Sept.  4.— The  Columbia 
Theatre,  Sixth  and  St.  Charles  street,  and 
the  Strand  Theatre  adjoining  it  to  the 
south  on  Sixth  street  are  to  be  torn  down 
to  make  way  for  a  25-50  cent  and  $1  store. 

The  Columbia  Theatre  for  years  was  the 
leading  vaudeville  house  of  St.  Louis  but 
in  recent  years  has  been  operated  as  a 
combination  house.  The  Strand  was 
opened  as  a  motion  picture  theatre  eleven 
years  ago. 

*  *  * 

JEFFERSON  BARRACKS  GET 
FREE  FILMS 

ST.  LOUIS,  Mo.,  Sept.  4.— Col.  David 
I.  Stone,  commanding  officer  at  Jefferson 
Barracks,  has  won  his  fight  for  free  shows 
for  the  boys  at  the  army  camp.  Heretofore 
only  Army  pictures  could  be  shown  at  the 
barracks  theatre  but  the  boys  were  not  satis- 
fied with  such  thrillers.  In  addition  the 
rookies  and  regulars  had  to  pay  to  see  the 
shows.  Through  an  arrangement  made  with 
the  managers  of  the  various  St.  Louis  film 
exchanges  Col.  Stone  has  made  it  possible 
to  give  free  shows  of  good  films  for  the  sol- 
diers in  the  future. 


BOOKING 
PRESENTATIONS 

Negotiations  have  been  completed 
between  Cooney  Bros,  of  Chicago 
and  Bert  Williams  of  Detroit, 
whereby  the  big  Chicago  Capitol 
Stage  Creations,  produced  by  Francis 
A.  Mangan,  will  go  into  the  new 
Grand  Riviera  Theatre,  Detroit. 

This  arrangement  is  really  the 
first  incident  of  a  big  presentation 
idea  traveling  intact  from  city  to 
city. 


Sunday  War  Stirs 

Ussouri  Town 


KANSAS  CITY,  Mo.,  Sept.  4.'— The  fight 
of  Moberly,  Mo.,  a  town  of  25,000  inhabi- 
tants, to  obtain  Sunday  motion  picture  shows, 
apparently  has  just  begun.  J.  M.  Jefferies, 
mayor,  vetoed  a  measure  passed  by  the  city 
council  providing  for  Sunday  shows.  The 
bill  had  passed  the  council  by  a  vote  of  5  to 
3.  The  mayor  in  his  veto  said  that  if  the 
ordinance  went  into  effect  it  would  produce 
a  "long,  vexatious  struggle  and  agitation 
through  the  prosecuting  attorney,  grand  jury 
and  others  to  enforce  the  state  law." 

One  more  vote  for  the  measure  will  be 
necessary  to  pass  the  ordinance  over  the 
mayor's  veto.  Ministers  waged  a  warm  fight 
against  the  proposed  ordinance,  obtaining  a 
list  of  more  than  2,000  names  to  a  petition, 
but  exhibitors,  on  the  other  hand,  obtained  a 
petition  with  more  than  4,000  signed  names, 
so  the  theatre  owners  are  hopeful  that  the 
measure  again  will  be  passed  by  the  city 
council. 

*  *  * 

Glendale,  Cal.,  Sept.  4. — The  Alexander 
Theatre  will  open  here  this  week. 

*  *  * 

Moscow,  Ida.,  Sept.  4. — M.  Kenworthy, 
proprietor  of  the  Kenworthy  and  Idaho 
Theatre  here,  will  build  another  house 
costing  $10,000. 

*  *  * 

Clear  Lake,  Wash.,  Sept.  4. — The  Clear 
Lake  Theatre  has  reopened  under  manage- 
ment of  E.  J.  Clark. 


Strike  Hits  3 
Niagara  Houses 

Buffalo  Theatre  Men 
Compromise 

BUFFALO,  Sept.  4. — Musicians,  stage 
hands  and  motion  picture  operators,  failing 
to  have  their  demands  granted,  have  "walked 
out"  at  the  Strand,  Bellevue  and  Cataract 
theatres  in  Niagara  Falls,  N.  Y.  The  union 
men  quit  Saturday  evening,  August  29,  and 
their  places  were  taken  at  once  by  43  mem- 
bers of  the  National  Theatrical  Federated 
Union,  all  of  whom  were  brought  from  New 
York  City  to  the  Falls  a  week  in  advance 
preparatory  to  any  strike  on  the  part  of  the 
local  men. 

The  stage  hands  demanded  an  additional 
man  on  every  local  stage  crew  as  well  as  a 
12  per  cent  increase.  The  operators  demanded 
a  boost  of  $16.25,  or  33  1-3  per  cent,  while 
the  musicians  wanted  an  increase  of  10  per 
cent  and  a  clause  inserted  in  their  contract 
that  if  a  man  was  hired  and  kept  two  weeks 
he  could  not  be  "fired"  without  the  conseni 
of  the  local  union.  The  musicians  also  de- 
manded that  not  less  than  eight  men  be  em- 
ployed in  the  pits.  It  is  alleged  that  Business 
Agent  Sarginson  of  the  musicians  union 
made  the  statement  that  the  men  had  a  com- 
modity to  sell  and  that  the  managers  could 
either  take  it  or  leave  it. 

The  Lumberg  and  Amendola  theatres  in 
Niagara  Falls  both  gave  in  to  the  demands 
of  the  unions.  It  is  announced  that  the  new 
men  have  come  to  the  Falls  under  a  year's 
contract.  The  Strand  and  Cataract  theatres 
are  managed  by  A.  C.  Hayman,  while  Her- 
man Lorence  manages  the  Bellevue. 

After  seven  hours  of  battling  on  Saturday, 
August  29,  the  stage  hands  of  Buffalo  thea- 
tres reached  an  agreement  with  the  Buffalo 
Theatre  Managers'  Association  whereby  the 
men  are  to  receive  a  5  per  cent  increase  in 
wages,  effective  September  1,  and  covering  a 
period  of  two  years.  Al  Beckerich,  president 
of  the  association  of  managers,  announced 
the  compromise  was  satisfactory  to  both  sides. 
The  stage  hands  demanded  a  raise  of  $14  a 
week  to  their  wages  of  from  $56  to  $68  a 
week.  Musicians  and  operators  have  signed 
up  in  Buffalo  to  continue  on  existing  con- 
tracts. 


Jackie  Coogan— Exhibitor 

T  ACKIE  COOGAN  is  in  the  exhibition  field!  . 

**  The  announcement  from  the  elder  Coogan  that  a  3,000  seat  house  would  be 
erected  on  Western  Avenue,  Hollywood,  to  cost  a  half  million  and  that  this 
would  be  but  the  first  of  a  contemplated  chain,  was  given  its  weight  in  gold 
when  C.  L.  Langley,  President  of  the  West  Coast  Langley  Theatres,  told  the  trade 
that  he  had  sold  his  one-third  interest  in  this  twenty-one  theatre  circuit  to  Arthur 
Bernstein,  Production  Manager  of  Jackie  Coogan  Productions. 

The  cash  consideration  is  said  to  be  in  the  neighborhood  of  another  half 
million.    The  Langley  chain  operates  in  small  towns  of  southern  California. 

The  Coogan  announcement  stated  that  Jackie's  new  theatres  would  have 
special  auditorium  facilities  for  school  children  and  community  welfare  work. 


Page  38 


Exhibitors  Trade  Review 


Sam  Sax  Beats 
Schedule  By 
60  Days 

With  the  final  editing  and  titling  of 
"The  Shadow  on  the  Wall"  completed, 
Gotham  Productions  have  finished  and  de- 
livered SO  per  cent  of  their  present  sea- 
son's schedule  of  twelve  productions  over 
sixty  days  ahead  of  time.  The  productions 
so  far  completed  and  delivered  to  ex- 
changes to  be  released  in  the  order  named 
are:  "The  Overland  Limited,"  "The  Police 
Patrol,"  "A  Little  Girl  in  a  Big  City,"  "His 
Master's  Voice,"  "The  Part  Time  Wife" 
and  "The  Shadow  on  the  Wall."  Each  pro- 
duction has  also  been  sent  out  complete 
with  accessories. 

In  announcing  the  second  half  of  the 
production  schedule  Sam  Sax  is  quoted  as 
follows:  "In  delivering  six  productions  not 
only  on  schedule  time  but  with  a  margin 
of  sixty  days  ahead  of  the  promised  date 
and  having  them  ready  for  exchanges  and 
exhibitors  with  complete  paper  and  acces- 
sories we  are  setting  a  new  example  for 
the  trade.  We  have  today  started  actual 
production  work  on  our  seventh  production 
with  the  signing  of  Ralph  Lewis  for  the 
featured  part  in  'One  of  the  Bravest.' 

"Number  eight  on  our  schedule  will  be  a 
big  circus  picture  entitled  'Hearts  and 
Spangles,'  which  will-  be  followed  by  an- 
other story  starring  Thunder,  the  Marvel 
Dog,  and  entitled  'The  Phantom  of  the 
Forest.'  Number  ten  will  be  'Racing 
Blood,'  and  then  comes  'The  Speed  Limit,' 
a  rapid  fire  auto  comedy  drama.  The  last 
on  the  list  is  'The  Sign  of  the  Claw,' 
the  third  feature  starring  the  dog  Thun- 
der. When  the  regular  production  plans 
are  cleared  away  we  will  put  into  production 
our  big  comedy  special,  'McFadden's  Row  of 
Flats.' " 

*       +  ♦ 

ELINOR  GLYN— 
DIRECTOR 

Elinor  Glyn,  who  has  been  supervising  the 
making  of  her  own  productions  but  not  act- 
ually directing  them,  has  been  signed  by 
Metro-Goldwyn-Mayer  to  direct  her  next 
picture,  "The  Only  Thing,"  from  an  original 
story  written  by  her.  This  tale  has  an  im- 
aginary kingdom  for  a  background,  and  is 
now  being  adapted  to  the  screen.  Pending 
completion  of  the  adaption,  Mme.  Glyn  is 
selecting  members  of  the  cast. 

*    *  * 

LONG  TERMS  FOR  TWO 

Dorothy  Mackaill  has  been  placed  under 
contract  for  five  years  to  play  featured  roles 
in  forthcoming  First  National  productions, 
by  John  E.  McCormick,  western  general  man- 
ager of  production  for  the  organization. 

Alfred  E.  Green,  director,  has  also  signed 
a  long  term  contract  with  McCormick,  and 
will  begin  work  under  his  n*v"  agreement 
when  he  puts  into  production  "Spanish  Sun- 
light." in  which  Baibara  La  Marr  ind  Lewis 
Stone  are  co-featu  'ed. 

^    *  ^ 

$2,218  DAY'S  TOTAL 

FOR  "HELL'S  HIGHROAD" 

The  west  coast  premiere  of  "Hell's  High- 
road, the  first  production  from  the  Cecil  B. 
De  Mille  studio,  at  the  Forum  in  Los  An- 
geles, resulted  in  establishing  a  new  box- 
office  record  for  the  elaborate  little  theatre 
where  most  of  the  big  productions  are  giver, 
their  public  debut.  "Hell's  Highroad"  brought 
$2,218  to  the  box-office  Sunday,  breaking  the 
former  record  of  $2,014  that  has  stood  for 
some  time. 


His    Life    Story    Will    Be    Recorded  on 
Celluloid. 


"LIFE  OF  T.  R." 
FROM  F.  B.  O. 

rp  HE  Life  of  Theodore 
1  Roosevelt!"  • 

This  is  the  title  of  the  most 
pretentious  pictorial  attempt  of 
Film  Booking  Offices  since  that 
company's  inception. 

J.  I.  Schnitzer,  vice-president 
of  F.  B.  O.  in  charge  of  produc- 
tion, is  now  on  the  coast,  confer- 
ring with  B.  P.  Fineman,  pro- 
duction manager,  regarding  the 
big  and  little  details  of  the  pic- 
ture. 

Mrs.  Theodore  Roosevelt, 
widow  of  the  late  President, 
will,  it  is  said,  supply  F.  B.  O. 
with  authentic  biographical 
data  on  which  the  picture  will 
be  based. 

"The  Life  of  Theodore  Roose- 
velt" will  trace  the  popular 
President's  career  from  birth  to 
death,  and  will  include  the 
many  spectacular  highlights  of 
his  political  record. 

F.  B.  O.  announces  that  the 
production  will  be  placed  in  the 
hands  of  a  scenarist  and  direc- 
tor, both  of  whom  are  known 
as  highly  capable  artists. 

The  all  important  matter  of 
selecting  the  player  or  players, 
to  assume  the  role  of  Roosevelt, 
is  now  engaging  the  attention 
of  the  F.  B.  O.  chiefs  of  pro- 
duction. 

The  picture  will  be  listed  as 
a  Gold  Bond  Special  on  the 
1926-27  program. 


19  Fox  Films 

Ready  For 
Release 

With  the  new  season  just  .getting  under 
way,  William  Fox  has  already  completed 
nineteen  supreme  attractions  and  has  si-vcial 
more  in  the  course  of  production  at  die  West 
Coast  Studios.  Five  of  the  nineteen — "The 
Iron  Horse,"  "As  No  Man  Has  Loved."  "The 
Fool,"  "Lightnin',"  and  "The  Lucky  Horse- 
shoe"— have  already  had  successful  advance 
presentations  on  Broadway  and  other  locali- 
ties. 

John  Ford  heads  the  list  of  directors,  with 
five  completed  productions:  "The  Iron 
Horse,"  "Lightnin',"  "Kentucky  Pride," 
"Thank  You"  and  "The  Fighting  Heart." 

Victor  Schertsinger  has  completed  "The 
Wheel,"  and  "Thunder  Mountain." 

Frank  Borzage  contributes  "Lazybones." 

Rowland  V.  Lee,  with  "Havoc"  and  "As  No 
Man  Has  Loved"  to  his  credit,  is  at  Catalina 
Island  doing  locations  for  "The  Silver  Treas- 
ure," adapted  from  Joseph  Conrad's  "Nos- 
tromo." 

John  Griffith.  Wray  has  completed  "The 
Winding  Stair,"  from  A.  E.  W.  Mason's 
novel. 

Emett  Flynn's  version  of  "East  Lynne"  is 
ready. 

Reginald  Barker  has  finished  his  initial 
picture  for  William  Fox,  "When  the  Door 
Opened." 

With  "The  Lucky  Horseshoe,"  his  first 
picture  of  the  season,  already  on  Broadway, 
Tom  Mix  has  gone  to  work  on  the  screen 
version  of  Katharine  Fullerton  Gerould's 
novel,  "The  Conquistador,"  in  Yellowstone 
Park.  He  has  also  completed  "The  Everlast- 
ing Whisper,"  based  on  Jackson  Gregory's 
novel  of  that  name. 

Buck  Jones  has  just  completed  his  work  in 
"A  Man  Four  Square,"  based  on  William 
MacLeod  Raine's  novel.  He  had  previously 
completed  "The  Timber  Wolf,"  by  Jackson 
Gregory  and  "Durand  of  the  Bad  Lands,"  by 
Maibelle  Keike-Justice. 

"WHITE  CARGO"  STAR 

IN  M-G-M  STOCK 

Metro-Goldwyn-Mayer  has  exercised  the 
option  which  it  has  had  on  a  contract  with 
Douglas  Gilmore  and  has  signed  him  up  for 
a  long  term.  The  actor  has  accordingly  been 
added  to  the  Metro-Goldwyn-Mayer  stock 
company  and  will  play  important  roles  in 
forthcoming  releases  this  fall. 

Gilmore  has  just  concluded  playing  the 
leading  role  in  "White  Cargo"  on  the  Coast 
where  he  has  scored  a  big  personal  hit.  He 
is  well  known  on  Broadway  for  his  work  in 
this  and  other  stage  successes. 

sj;     3jc  % 

JOHNNY'S  700  DATES 

To  date  more  than  700  contracts  have  been 
received,  in  addition  to  the  booking  arrange- 
ments already  made  by  the  large  list  of  First 
National's  regular  franchise  holders,  for  the 
Johnny  Hines  comedy  series. 

"The  Live  Wire,"  the  comedian's  first  for 
First  National,  which  received  an  ovation  at 
its  initial  try-out  when  it  was  put  on  "cold" 
at  the  Parenthon  Theatre  in  Brooklyn,  is 
scheduled  for  release  October  11th. 

IMPORTED  SUPPORT 

Two  English  film  actors  were  engaged  to 
support  Thomas  Meighan  in  "Irish  Luck,"  the 
motion  picture  he  began  in  Ireland  for  Para- 
mount. They  are  Cecil  Humphrey  and  Rob- 
ert English,  who'  will  return  to  the  United 
States  with  the  Meighan  party  to  finish  the 
interiors  of  the  picture  at  the  Paramount 
Long  Island  studio. 


September  12,  1925 


Page  39 


Sales  News  and  Personalities  of  the  Week 


DES  MOINES 

L.  R.  Brager,  former  exploiteer  for  First 
National  Pictures,  has  come  from  New 
York  to  Des  Moines  to  take  charge  of  ad- 
vertising and  publicity  for  the  A.  H.  Blank 
Enterprises  throughout  Iowa.  As  manager 
of  exploitation  for  all  the  Blank  theatres 
in  the  state  he  will  have  his  neaaquarters 
in  the  Commonwealth  Building.  Doro.hy 
Day  wilt  assist  as  head  of  the  clerical 
work  of  exploitation,  a  position  which  she 
has  held  for  several  years. 

=t=    *  * 

Milton  Overman,  who  recently  became 
manager  of  the  Capitol  theatre  at  Daven- 
port, one  of  the  A.  H.  Blank  chain  ot 
picture  houses,  has  installed  Simplex  pro- 
jection machines  and  Peerless  arc  lights, 
purchased  from  the  Exhibitors'  Supply 
House  in  Des  Moines. 

#  *  * 

Lyle  Utsler,  of  the  Famous  Players- 
Lasky  booking  department,  announces  the 
recent  arrival  of  a  9-pound  daughter.  The 
husky  young  lady  has  been  named  Virginia 
Maude. 

*  *  * 

John  Waller  and  E.  R.  Coons,  partners 
in  the  theatre  business  at  Osceola,  opened 
the  Lyric  theatre  at  Seymour,  Iowa,  this 
week.  _  They  have  also  recently  purchased 
two  picture  houses  at  Tama,  Iowa,  the 
Ideal  Hour  and  the  Mills. 

^  ^= 

W.  E.  Banford,  manager  of  the  Metro- 
Goldwyn  branch  in  Des  Moines,  is  now 
touring  Iowa,  working  out  a  route  for  his 
company's  "trackless  train,"  the  auto-mo- 
tive exploitation  car  which  is  traveling 
westward.  "Doc"  Banford  met  the  train 
and  its  crew  at  Minneapolis. 

George  Hundling.  manager  of  the  Rialtb, 
the  A.  H.  Blank  theatre  in  Newton,  has 
recently  purchased  new  lighting  equipment 
and  lobby  display  material  for  immediate 
installation. 

^    ^  * 

HAL  ROACH  SERIES 

CRASH  N.  Y.  "HIP" 

The  Hippodrome,  New  York,  this  season 
will  show  a  first  run  series  of  the  Hal 
Roach  two-reel  comedies  in  addition  to  the 
usual  programs  of  vaudeville,  spectacle  and 
novelty  presented  there.  The  list  of  these 
pictures  will  include  the  "Our  Gang" 
comedies,  those  made  by  Gleen  Tryon, 
Charley  Chase,  and  Clyde  Cook,  and  a 
series  of  Hal  Roach  specials,  produced 
under  his  persona!  supsrvision.  The  first 
selected  is  an  "Our  Gang," — "The  Cob- 
bler." A  special  presentation  will  be  given 
the  pictures,  in  which  the  ballet  corps  will 
participate.  This  will1  be  the  first  time 
that  films  of  this  nature  have  been  added 
as  regular  attractions  to  the  Hippodrome 
programs. 

NEW  EXCHANGE  BUILDINGS 

ST.  JOHN,  N.  B.,  Sept.  4.— Two  new 
film  exchange  buildings  will  be  erected  here, 
one  of  which  is  to  accommodate  the  local 
branches  of  Famous-Lasky  Film  Service, 
Limited,  and  Regal  Films,  Limited,  Toronto 
The  other  will  provide  office  and  shipping 
accommodation  for  First  National  Picturei. 
Corp.,  of  which  William  Melody  is  the  local 
branch  manager.  The  St.  John  office  of  First 
National  was  recently  moved  by  Mr.  Melody 
from  Waterloor  Street  back  to  its  original 
address  on  Union  Street. 


Sidney  M.  Katz,  newly  appointed  Assistant 
Sales  Manager  of  F.  B.  O. 


MINNEAPOLIS 

Fred  S.  McConnell,  Universal  short  pro- 
duct sales  manager,  was  a  recent  Minne- 
apolis visitor. 

*  % 

Irving  Melcher,  salesman  for  F.  B.  O.  at 
Sioux  Falls,  has  been  succeeded  by  Horace 
Conway,  previously  with  United  Artists. 

4*  -  ' 

The  Minneapolis  F.  B.  O.  exchange 
boasts  the  name  of  L.  H.  Hummell, 
veteran  exchangeman. 

*  *  * 

Metro-Goldwyn's  trackless  train  steamed 
into  Minneapolis  and  attracted  large 
crowds  of  the  curious.  It  made  its  head- 
quarters outside  the  Daily  Star's  office 
building. 

*  *  * 

Jack  Hellman,  Paramount  exploitation 
man  for  this  territory,  stepped  outside  of 
his  sphere  recently  when  he  went  to  Win- 
nipeg to  help  put  over  "The  Ten  Com- 
mandments." 

*  *  * 

An  independent  Minneapolis  exchange, 
the  Screen  Classics  corporation,  has  just 
completed  its  incorporation.  The  new 
company  has  already  scheduled  SO  pro- 
ductions for  release,  according  to  Manager 
L.  H.  Coen,  who  expects  that  other  pro- 
ductions will  be  added  to  that  number. 
Mr.  Coen  states  that  his  company  will 
extend  credit  to  exhibitors  in  order  to 
"bring  businesslike  dealing  into  the  dis- 
tributing business"  in  this  territory.  O.  S. 
McConnell  has  been  named  office  manager 
of  Screen  Classics.  He  was  formerly  asso- 
ciated with  the  F  &  R  Film  exchange. 

*  ♦  ♦ 
THEDA  BAR  A  BOOKINGS 

Reports  from  all  parts  of  the  country  indi- 
cate that  about  seventy-two  first  run  houses 
have  already  booked  Theda  Bara's  produc- 
tion, "The  Unchastened  Woman."  The  inter- 
est in  this  picture  is  bringing  many  requests 
for  dates,  and  it  is  expected  that  in  the. 
near  future  entire  territorial  sales  will  be 

completed. 


CLEVELAND 

Jacob  Baker  of  the  Baker  Moving  Pic- 
ture Studio  and  Laboratory  2147  Prospect 
Avenue,  Cleveland,  O.,  took  moving  pic- 
ture scenes  of  traffic  hazards  for  the  city 
Safety  Dept.  These  pictures  will  be  shown 
in  the  local  theatres  as  object  lessons  to 
motorists  as  well  as  pedestrians.  Miss 
Jane  Birll  is  taking  lead  in  this  picture. 

*  *  * 

P.  H.  WTalters,  who  has  been  at  the  Den- 
nison  Square  theatre,  W.  25th  and  Dennl- 
son  avenue,  since  its  opening,  celebrated 
his  fifteenth  anniversary  of  his  connection 
in  the  movie  industry.  Mr.  Walters  for- 
merly managed  the  Centre  theatre,  W.  25th 
street,  the  Boulevard  theatre  on  Loram 
avenue  and  several  other  theatres  in  this 
town. 

*  *  * 

Ernie  Carpenter  has  formed  the  Escar 
Motion  Picture  Service  located  at  12804 
Superior  avenue  and  will  specialize  in  in- 
dustrial motion  picture  producing. 

The  local  Universal  office  announces  the 
following  changes:— Pete  Fortune,  asst. 
shipper,  has  been  promoted  assistant  to 
Art  Kurtz  the  booker.  George  Kiss  takes 
Pete's  place  as  assistant  to  Joe  Swee  in 
the  shipping  dept.,  and  Harry  Lyman  will 
assist  Lou  Swee  in  the  poster  dept. 

*  *  * 

Al  Atkinson,  "death  trail"  (Toledo  sec- 
tion) pioneer  has  closed  one  hundred  per 
cent  contracts  at  Sandusky,  Elyria,  Fre- 
mont and  Lorain. 

*  *  * 

Jos.  F.  Meyers,  a  former  New  York 
film  man,  has  opened  a  non-theatrical  film 
exchange  in  the  Film  Exchange  Building, 
Cleveland,  O.  Among  his  attractions  is 
"Fabiola,"  the  Italian  master  picture. 

*  *  * 

Ed  Cole,  pioneer  theatrical  and  movie 
man  of  Cleveland,  has  been  appointed  man- 
ager of  the  Lorain-Fulton  theatre,  Cleve- 
land. This  theatre  is  one  of  a  chain  con- 
trolled by  the  Ohio  Amusement  Company. 

*  *•  * 

Harry  Klein,  formerly  with  the  Standard 
Film  Exchange,  Cincinnati,  O.,  will  cover 
the  Toledo  territory  for  the  Cleveland 
Warner  office. 

*  ^ 

Miss  Mollie  Goldstein,  formerly  with  the 
Cleveland  Progress  Film  Exchange,  has 
eeen  appointed  secretary  to  Manager  Deck- 
er of  the  Cleveland  Warner  office. 

*  *  * 

Maude  Bachman  has  been  promoted  assis- 
tant to  Mr.  Moore,  auditor  of  the  local 
Warner  office. 

%    %  % 

Henrv  P.  Decker,  former  manager  of  the 
New  York  Warner  office  and  at  one  time 
manager  of  the  Fox  and  Metro  office  of 
Cleveland  has  been  appointed  manager  of 
the  Warner  Cleveland  office. 

Harry  Charnas  of  the  Standard  Film 
Exchange.  Film  Exchange  Building,  -has 
closed  with  Perfection  Pictures  and  Chad- 
wick  Pictures  for  their  entire  output  for 
the  states  of  OH^.  Michigan,  Kentucky  and 
western  Pennsylvania. 

NEW  BIRMINGHAM  THEATRE 

BIRMINGHAM,  Ala.,  Sept.  4.— B.  Joffe, 
manager  of  the  new  Norwood  Theatre,  re- 
ported a  tremendous  opening  crowd  recently 
when  he  threw  open  the  doors  of  his  new 
house  with  "Family  Secrets,"  a'  Universal 
Jewel  production  starring  Baby  Peggy. 


Page  40 


Exhibitors  Trade  Review 


The  <Bic[  Little  Feature 


"Merchant  of  Weenies" 

Bischoff,  Inc.  2  reels 

Charles  Delaney,  Eddie  Phillips  and 
Charlotte  Morgan  do  their  best  to  derive 
some  comedy  from  this  number  of  H.  C. 
Witwer's  "Classics  in  Slang"  series,  but  it 
is  one  of  the  poorest  of  the  lot.  The  fun- 
niest bit  in  the  pugilist's  modernized  ver- 
sion of  the  Shakespeare  play  is  the  Venice 
traffic  scene  with  a  New  York  cop  standing 
knee  deep  in  a  canal  directing  the  gondola 
traffic.  ' 

The  chief  trouble  with  "Merchant  of 
Weenies"  is  that  it  never  contained  suffi- 
cient material  to  make  it  a  two-reeler.  One 
spool  would  have  been  enough  for  it  had 
those  concerned  in  its  production  concen- 
trated their  comic  bents  on  more  and  bet- 
ter ideas  for  the  Shakespeare  burlesque. 

*   *    *  1 

"Madame  Sans  Jane" 

Pathe  2  reels 

A  boy  and  girl  love  each  other,  as  boys  and  girls 
vill,  but  the  girl's  dad  is  uncompromisingly  against 
c,he  attentions  of  the  young  man.  He  plans  to  send 
*ier  to  Europe  to  break  up  the  affair,  and  adver- 
tises for  a  female  companion.  The  boy  masquerades 
is  the  companion  and  is  accepted  for  the  trip.  He 
ilso  vamps  the  father  who  decides  at  the  last  mo- 
nent  to  accompany  them  to  Europe.  This  forces 
le  boy  and  girl  together  in  one  cabin  and  he  ar- 
ranges for  them  to  be  married  immediately  by  the 
ship's  captain.  Complication  after  complication 
irises  to  prevent  this,  the  father's  jealously  of  the 
supposed  travelling  companion  being  the  chief  cause. 
Finally  to  get  out  of  a  compromising  mess  he  agrees 
to  let  the  boy  and  girl  marry. 

Glenn  Tryon  and  Fay  Wray  share  honors 
with  Jimmy  Finlayson  in  Hal  Roach's  com- 
edy of  errors.  Glenn  appears  to  better  ad- 
vantage as  the  youth,  for  while  his  get  up 
as  the  travelling  companion  to  his  sweetheart 
is  intended  to  gather  greater  comedy  momen- 
tum than  in  his  real  self,  the  make-up  as  a 
woman  is  too  broadly  burlesqued.  If  he  had 
appeared  as  a  sweet  young  thing  the  girl's 
father  would  be  justified  in  falling  in  love 
with  him.  The  gags  employed  herein  are  good 
ones  and  of  itself  the  picture  gets  over  very 
nicely.  Your  best  bet  is  to  play  up  as  big  as 
possible  the  name  of  the  comedy. 

$  $ 

"Hollywouldn't" 

Bischoff,  Inc.  2  reels 

A  country  rube  and  a  western  bad  man  journey 
to  Hollywood  seeking  the  hand  of  a  film  star.  The 
director  engages  them  for  parts  in  the  picture. 
There  is  considerable  knockabout  work  before  one 
of  the  bad  man's  pa.s  steals  the  star's  jewels  and  is 
chased  to  the  house  tops  by  the  rube.  The  rube 
eventually  is  worsted,  falls,  lands  in  his  own  flivver 
and  starts  on  the  journey  back  to  the  sticks. 

Johnny  Sinclair,  a  player  who  has  not  yet 
mastered  the  secret  of  slapstick  art,  appears 
in  the  featured  role  of  "Hollywouldn't," 
and  is  supported  by  a  fair  cast.  None  of  the 
players  seems  to  have  a  very  clear  idea 
of  comedy  values  or  of  what  this  picture  is 
all  about.  In  this  latter  aspect  they  will  be 
deemed  no  less  agile  of  mind  than  those 
who  see  the  film. 

"Hollywouldn't"  has  no  central  idea  and 
even  slapstick  comedies  should  have  that, 
its  funniest  parts  consist  of  a  burlesqued 
tango  danced  by  the  star  and  a  female  im- 
personator. Every  flourish  of  the  dance  is 
turned  into  a  violent  punch. 

For  thrills  there  is  the  fight  atop  a  high 
building  which  shows  two  of  the  players 
teetering  about  o  nthe  edge  of  a  roof  many 
stories  above  Hollywood  Boulevard. 

Cecil  Van  Cruze  is  the  picture  name  of 
the  director.  He  uses  a  gigantic  megaphone 
for  closeups  and  his  assistant  has  a  placard 
reading  "Yes,  sir!"  hanging  from  his  neck. 
If  the  entire  two  reels  had  been  treated  in 
a  similar  spirit  "Hollywouldn't"  might  have 
been  worth  while. 


REVIEWED  IN  THIS  ISSUE 

Merchant  of  Weenies  Bischoff 
Hollywouldn't  Bischoff 
Spooky  Spooks  Bischoff 
Oil  His  Beat  Educational 
Wild  Beasts  of  Borneo 

Educational 
Madame  Sans  Jane  Pathe 
Into  Segundo's  Hands  Pathe 
The  Ugiy  Duckling  Pathe 
Pathe  Review  No.  37  Pathe 
Ko-Ko  On  The  Run  Red  Seal 
My  Bonnie  Red  Seal 

Marvels  of  Motion  Red  Seal 

Tricked  Universal 
Too  Much  Mother  in  Law 

Universal 

Westward  Ho  Universal 


"Spooky  Spooks" 

Bischoff,  Inc.  2  reels 

There  is  no  synopsis  or  suggestion  of  a 
plot  printed  above  for  "Spooky  Spooks" 
has  no  such  thing  in  it.  It  is  horse-pl&y  and 
after  all  is  said  and  done  it  is  tiresome  be- 
cause of  the  lack  of  story  thread.  Those 
concerned  in  its  production  were  bent  on 
a  burlesque  of  a  mystery  melodrama,  with 
the  quick  banging  of  doors,  sudden  ap- 
pearances and  disappearances  of  members 
of  the  cast  accentuated.  Characters  vanish 
into  thin  air. 

It  might  have  been  funny  had  the  stuff 
not  been  laid  on  so  thickly.  The  director 
evidently  heard  the  axiom  that  repetition 
makes  for  comedy.  Indefinite  repetition, 
however,  makes  for  something  quite  close 
10  boredom.  In  other  words,  "Spooky 
Spooks,"  besides  lacking  even  the  slight- 
est suggestion  of  a  plot,  has  been  produced 
with  neither  judgment,  appreciation  nor 
even  taste. 


'My  Bonnie' 


Red  Seal  1  reel 

A  Ko-Ko  Song  Car-Tune  by  Max  Fleisher 
takes  for  its  theme  the  old-time  favorite 
song,  "My  Bonnie  Lies  Over  the  Ocean." 
The  action  of  the  song  is  effected  by  a  ball 
jumping  from  word  to  word  and  furnishing 
perfect  time  for  the  singing  of  the  audience. 
Later  cartoon  characters  are  used  in  the 
chorus  of  the  song,  hopping  from  one  word 
to  the  next.  As  the  cartoon  character  alights 
on  each  word  her  weight  sinks  down  the 
words  with  comic  effect,  the  particular  words 
affected  carrying  the  exact  timing  for  the 
song. 


What  Others  Think 
2. 

HUGO  RISENFIELD: 

"I  can  say  with  great  gratification 
that  Red  Seal  product  has  been 
consistently  fine  and  a  delight  to 
my  audiences." 


729  Seventh 
Ave., 


N.  Y.  C. 
Edwin  Miles  Fadman,  Pres. 


"Off  His  Beat" 


Educational  2  reels 

Walter  was  a  conscientious  policeman  until  one 
norning,  as  he  went  to  the  front  door  for  his  milk, 
he  found  a  baby  on  the  doorstep.  Bill,  Walt's  pal, 
agreed  to  adopt  the  child,  although  their  lease  stated 
that  no  babies  were  allowed  in  the  house.  Evelyn, 
Walt's  girl,  calls  him  on  the  phone  and  while  she  is 
•alking  to  him  the  baby  starts  to  Icry.  Evelyn 
^linking  Walt  is  married  and  has  a  child  hangs  up 
-in  him.  Bill  and  Walt  are  members  of  the  police 
band  and  Evelyn's  father  is  the  leader.  When  she 
sees  the  baby  she  asks  Walt  why  he  did  not  tell 
ler  that  the  baby  was  so  cute.  All  is  forgiven  and 
Walt  and  Evelyn  adopt  the  child. 

Walter  Hiers  as  the  policeman  in  this 
comedy  is  supported  by  Bill  Blaisdell,  Jack 
Duffy  and  Evelyn  Francisco.  Most  of  the 
action  in  the  picture  centers  about  the  baby 
who  really  steals  the  picture  from  the  rest 
of  the  cast.  However,  the  attempts  of  the 
entire  police  force  to  entertain  the  baby  is 
humorous.  In  one  incident  the  carriage  in 
which  the  baby  is  hooks  on  to  an  auto.  The 
driver,  being  unaware  of  the  carriage,  drives 
at  a  terrific  pace  until  finally  the  car  stalls 
on  the  railroad  tracks.  Walt,  who  is  pursuing 
the  car,  arrives  in  time  to  grab  the  baby  just 
as  the  train  crosses  the  road. 

Exploit  this  as  an  Educational  comedy  and 
play  up  to  the  name  of  Walter  Hiers.  Tie- 
up  with  local  police  force,  have  fake  police- 
men ballyhoo  in  front  of  lobby.  Arrange  to 
have  a  fake  policeman  and  a  girl  dressed  as 
a  nurse  wheel  a  baby  carriage  through  the 
park.  Paint  a  sign  for  the  carriage  reading 
"Off  His  Beat,"  playing  at  the  so  and  so 
theatre. 

♦     ♦  * 

"Ko-Ko  on  the  Run" 

Red  Seal  1  reel 

Ko-Ko,  Max  Fleischer's  "Out  of  the  Ink- 
well" cartoon  character,  meets  with  compe- 
tition on  the  part  of  another  fat  clown.  As 
in  all  these  cartoons,  half  of  the  film  em- 
braces real  photography  of  the  artist  and  the 
other  half  cartoon  work.  Fleischer  and  his 
fellow  artist  arrange  a  race  between  Ko-Ko 
and  his  rival.  They  start  off  well,  with  the 
rival  in  the  lead,  but  he  gets  his  directions 
mixed  and  meets  Ko-Ko  on  the  way  going 
back.  Together  they  go  off,  forgetting  about 
the  race.  They  hop  in  a  toy  airship  and  go 
sailing  over  the  city,  until  they  fall  with  a 
parachute  int)o  the  telescope  Felischer  is 
holding  to  his  eye.  We  then  see  the  two  car- 
toon characters  moving  about  his  lower  eye- 
lid. They  are  brshed  out  and  into  the  bottle. 
The  cartoon  is  fraught  with  interest  and  will 
amuse  everyone. 


'Pathe  Review  37" 


Universal 


1  reel 


Four  interesting  subjects  comprise  the 
Pathe  Review,  three  in  black  and  white,  and 
one  in  natural  colors.  The  first  subject,  titled 
"The  Swanee  Shore,"  shows  for  the  first 
time  the  real  Swanee  River,  a  sacred  spot  in 
the  Sunny  Southland.  The  photography  of 
this  limpid  river  with  its  many  overhanging 
willow  trees  and  tropical  foliage  is  simply 
beautiful.  The  next  subject  is  "Handle  with 
Care,"  and  takes  in  the  manufacture  of  glass 
blowing.  Objects  d'art  are  shown  being  blown 
into  being  as  are  also  common  articles  of 
glassware,  such  as  dishes  and  electric  blubs 
with  the  use  of  machinery.  The  third  subject 
is  in  colors  and  depicts  country  life  a  la 
mode  in  heavenly  Cannes  in  France.  Hand- 
some villas  and  tropical  foliage  on  the  estates 
are  shown.  The  last  subject,  and  perhaps  the 
most  interesting  of  all  is  a  stop  motion  slow 
motion  subject  made  by  Alvin  Knechtel  on 
the  training  of  dogs.  They  are  put  through 
various  tricks  and  the  movement  of  their 
bodies  is  perfectly  analyzed. 


September  12,  1925 


Page  41 


"Wild  Beasts  of  Borneo" 

Educational  2  reels 

This  picture  is  one  of  the  few  good  films 
depicting  animal  life  in  the  jungle  that  have 
been  brought  before  the  eyes  of  the  public. 
"Wild  Beasts  of  Borneo"  has  thrills  galore, 
holding  the  attention  of  .  the  spectator 
throughout.  Through  the  untiring  efforts  of 
Mr.  and  Mrs.  Lou  C.  Hutt  this  picture  was 
taken  in  the  wildest  jungles  of  Borneo.  The 
purpose  of  the  expedition  was  purely  scien- 
tific. 

In  one  sequence  the  capturing  of  a  white 
elephant  is  depicted.  Elephants  are  captured 
by  digging  a  pit  and  then  having  the  beaters 
drive  the  herd  near  the  pit.  The  huge  beast 
is  seen  charging  the  sides  of  the  pit  in  hope 
of  escaping.  After  attempting  to  jump  out 
of  the  pit  he  manages  to  secure  a  foothold 
and  escape. 

Another  interesting  scene  is  that  in  which 
the  explorers  find  a  giant  python  torty  feet 
long,  coiled  about  the  branch  of  a  tree  ready 
to  spring  upon  man  or  beast.  After  working 
five;  hours  they  manage  to  kill  the  snake  and 
put  it  in  a  cage.  Several  traps  were  laid  to 
capture  monkeys.  The  antics  of  the  human- 
like animals  are  comical  and  will  bring  forth 
a  few  laughs  from  your  audience. 

Exploit  this  as  a  "Short"  of  a  different 
type,  chock  full  with  thrills.  Also  play  up 
the  different  animals  that  inhabit  the  jungles, 
and  put  on  a  jungle  grass  lobby  with  a  cage 
and  a  live  animal,  a  bear  for  instance,  to 
attract  the  youngsters. 

*  *  * 

"Into  Segundo's  Hands" 

"PLAY  BALL"— CHAPTER  9 

Patheseria!  9.  reels 

This  episode  of  "Play  Ball"  shows  the 
lucky  escape  of  Segundo,  one  of  the  villain- 
ous agents  making  his  escape  from  the  roof 
of  a  tall  building,  after  two  of  his  confed- 
erates are  captured.  A  police  detective  en- 
deavors to  learn  all  about  the  trouble  between 
the  foreign  agents  and  the  girl's  father,  a 
banker  making  an  international  loan.  The 
heroine's  father  returns  from  Washington, 
where  he  has  concluded  the  loan.  Segundo 
sends  him  a  decoy  note  asking  him  to  be  at  a 
steamship  which  is  to  sail  that  night.  He  is 
driven  there  by  his  daughter  and  Walter 
Miller,  Segundo's  Nemesis,  and  is  waylaid 
by  Segundo's  thugs.  A  free  for  all  fight  en- 
sues on  the  dock,  with  a  police  detachment 
on  the  way  to  the  rescue.  See  Chapter  10. 
Plenty  of  fighting  happens  in  this  serial,  with 
first  one  side  victorious  and  then  the  other. 
The  trail  is  narrowing  down  now,  and  Se- 
gundo will  get  his  in  the  final  reel. 

*  *  * 

"Tricked" 

Universal  2  reels 

Bob  Keene,  a  cow  puncher,  falls  in  love  with  the 
school  mistress  of  the  town  of  Lariat.  Bob's  fol- 
owers  visit  the  school  mistress.  Upon  his  arrival 
Bob  decides  to  trick  the  boys  so  he  can  have  her  to 
limself.  The  boys  realizing  they  have  been  tricked 
iress  one  of  the  boys  as  the  teacher  and  fool  Bob. 
The  teacher  sees  him  talking  to  the  dummy  and  be- 
lieving him  to  be  unfaithful  ignores  him.  The  boys 
confess  that  they  have  carried  the  joke  too  far  and 
all  ends  well. 

"Tricked"  is  a  Mustang  Picture  starring 
Edmund  Cobb  as  the  playful  cowboy,  who 
receives  a  taste  of  his  own  medicine.  There 
are  several  scenes  of  fast  riding  and  in 
several  shots  the  picture  becomes  a  comedy. 
One  comical  incident  is  that  in  which  Bob 
makes  love  to  one  of  his  friends  who  is 
clothed  as  the  teacher,  and  as  he  goes  to  kiss 
him  he  discovers  the  hoax  and  starts  to  beat 
up  his  friends.  The  other  boys  arrive  in 
time  to  remind  Bob  that  it  is  to  pay  him  back 
for  the  fire  trick  in  which  he  drove  them  out 
of  the  school  house. 

Exploit  this  as  a  Mustang  Picture  and 
play  up  the  name  of  the  star. 


"Too  Much  Mother-in- Law" 

Universal  1  reel 

Hubby  and  his  wife  go  to  the  depot  to  meet  his 
■nother-in-law.  The  mother-in-law  proves  to  be  one 
■>{  those  hard  boiled  persons  who  despise  the  mascu- 
line sex.  Hubby  is  ordered  to  do  the  housework 
while  his  wife  entertains  the  ogre  as  he  calls  her. 
That  afternoon  a  few  ladies  drop  in  for  tea.  In- 
stead of  being  served  tea  hubby  serves  them  whiskey 
ind  they  all  leave  in  an  inebriated  condition.  A 
*>attle  ensues  between  hubby  and  his  mother-in-law. 
He  eventually  drives  her  out  of  town  and  the  two 
lovers  are  united  again. 

Beth  Darlington  stars  in  this  Century  Com- 
edy in  which  there  are  a  few  good  laughs. 
This  comedy  is  of  the  usual  mother-in-law 
type  in  which  the  husband  is  abused  in  an 
exaggerated  way  and  in  the  end  he  musters 
enough  courage  to  drive  her  out  of  the 
house.  One  humorous  incident  is  that  in 
which  hubby  serves  the  prim  old  women  some 
of  his  prized  Scotch.  A  motorcycle  supplies 
a  few  thrills  and  with  the  aid  of  the  vehicle 
hubby  drives  the  ogre  out  of  town. 

Exploit  this  as  a  Century  Comedy  starring 
Beth  Darlington. 

*  *  * 

"Marvels  of  Motion" 

Red  Seal  1  reel 

Issue  D  of  the  Fleischer-Novograph  Pro- 
cess of  slow  and  stop  motion  photography 
features  exciting  steeplechase  falls ;  the 
finger  action  of  an  expert  typist ;  a  lump  of 
sugar  dropping  into  a  glass  of  miik  and  the 
resulting  splash  of  drops ;  horses  in  action, 
running  about  a  field ;  the  leg  motion  of 
chickens,  which  the  process  shows  to  have 
originated  the  Charleston  dance  step,  and  also 
the  broad  jumping  prowess  of  Le  Gendre, 
the  collegiate  athlete.  This  field  of  analysis 
of  action  has  hardly  been  touched  and  there 
ought  to  be  some  interesting  developments 
along  the  lines  of  football  playing,  prize 
fighting,  walking  races,  the  low  of  gravity, 
the  running  of  kangaroos  and  ostriches,  etc. 
%    #  * 

"The  Ugly  Duckling" 

Pathe  1  reel 

An  Aesop's  Film  Fables  cartoon,  above  the 
average  reel  in  this  series.  A  hen  hatching 
her  brood  of  eggs  is  delighted  when  her 
children  are  born,  but  there  is  one  thing 
mars  her  happiness.  One  of  the  chicks  is  an 
ugly  duckling.  She  wants  to  turn  him  out 
but  the  other  chicks  plead  with  the  mother 
and  win  her  over  to  accepting  the  ugly 
duckling  as  one  of  her  family.  The  duckling 
is  grateful  and  later  rescues  the  chicks  from 
the  clutches  of  a  cat.  Again  the  chicks  are 
thrown  into  a  lake,  tied  up  in  a  bag,  and  the 
ugly  duckling  dives  to  the  bottom  and  rescues 
them,  thereby  earning  everlasting  gratitude. 
The  moral  is :  One  good  turn  deserves  an- 
other. 

*  *  * 

"Westward  Ho" 

Universal  1  reel 

Charles  Puffy,  the  Blue  Bird  Comedy  star, 
is  featured  in  this  film.  "Westward  Ho !"  is 
a  burlesque  on  western  pictures.  Puffy  as  a 
round-the-world  traveler  supplies  many 
hearty  laughs.  The  facial  expressions  of 
this  comedian  are  very  good.  Through  no 
fault  of  his  own  Puffy  is  acclaimed  a  hero 
in  a  western  town.  He  thwarts  the  attempt 
of  Gopher  to  hold  up  a  saloon.  Gopher 
swears  to  get  even  with  Puffy  and  sets  about 
to  do  it.  After  chasing  Puffy  around  the 
Western  town,  Gopher  is  aided  by  an  enemy 
of  Puffy's.  He  rides  a  bronco  and  the  animal 
throws  him  into  the  air,  Puffy  landing  on  the 
two  villains  and  driving  them  out  of  town. 
The  girl  who  has  idolized  Puffy  ever  since 
he  opposed  the  plans  of  the  villain,  hails  him 
as  her  hero  and  they  are  united. 

Exploit  this  as  a  Blue  Bird  comedy  feat- 
uring Charles  Puffy  and  use  plenty  of  three 
and  six  sheets  of  the  colorful  wild  west 
variety. 


News  Reels  in  Brief 

Pathe  News  No.  72 

WILKES- BARRE,  PA. — 158,000  anthracite 
miners  go  on  strike.  MONTEVIDEO,  UR- 
UGAY. — South  America  gives  Prince  of 
Wales  tremendous  ovation.  ROME,  ITALY. 
— Mussolini  inspects  Italian  cavalrymen.. 
PORT  WASHINGTON,  N.  Y. — Baby  Boot- 
legger captures  Gold  Challenge  cup.  PLYM- 
OUTH, MASS. — Coolidge  on  sight-seeing 
tour.  NEW  YORK  CITY. — 6-year-old  boy 
swims  Hudson  River.  HERE  AND  THERE 
CHICAGO,  ILL. — Babe  Ruth  threatens  to 
quit  Yankees.  NEW  YORY  CITY. — Dancing 
masters  approve  new  Charleston.  SALIDA, 
COLO.  (DENVER  ONLY)  two  killed,  fifty 
injured  in  train  crash.  CLARKESBURG,  W. 
VA.  (Pittsburgh  Only) — Famous  Blue  Ridge 
division  holds  reunion.  LYNN,  MASS. 
(Boston  Only) — Coolidge  attends  flagpole 
dedication.  WILKES-BARRE.  PA.  (Phila- 
delphia Only) — 500  playground  boys  take 
part  in  band  contest. 

International  News  No.  73 

AURORA,  ILL. — Trains  in  head-on  crash 
as  thriller  for  fair  crowds.  Interesting 
news  Studies  of  Interesting  People.  MONTI- 
VIDEO. — Prince  of  Wales  or  world  tour. 
BALLATER,  SCOTLAND. — Meanwhile  Papa 
(George  V)  vacationing  in  Scotland.  LOS 
ANGELES,  CAL. — Here  Is  another  king — 
Fidel  La  Barba,  18-year  old  schoolboy. 
PHILADELPHIA,  PA.  —  Conference  on 
strike  of  anthracite  coal  miners.  NEW 
YORK  CITY. — Speedograph  studies  of  the 
battering  Ruth.  ATLANTIC  CITY,  N.  J.— 
(An  International  Special) — Distinction  is 
keynote  of  milady's  fall  furs.  RABAT, 
MOROCCO,  (Omit  Boston  and  Baltimore) — 
American  flyers  in  Morocco  pay  visit  to  Sul- 
tan. BALTIMORE,  MD.  (Baltimore  Only)  — 
Cops  lose  to  postmen  in  big  athletic  meet. 
PORTSMOUTH,  N.  H.  (Boston  Only) — New 
records  mark  national  meet  of  women 
swimmers.  MANHASSET  BAY,  L.  I. — Thrills 
and  pep  aplently  in  famous  gold  cup  race 
for  speedy  motor  boats. 

Fox  News  No.  95 

FOREST  HILLS. — Helen  Wills,  at  19  wins 
women's  tennis  title.  VISBY,  SWEDEN. — 
King  Gustav  Fifth  and  Queen  Victoria  at- 
tend town's  celebration.  BANGOR,  PA. — 
Mountains  of  slate  are  quarried  in  this 
locality.  CULPETER,  Va. — Visit  of  Mar- 
quis de  Lafayette  is  re-enacted  in  a  page- 
ant. ATLANTA,  GA. — Bobby  Jones  takes 
up  trapshooting.  HOUSTON,  TEXAS. — New 
equestrian  statue  of  Gen.  Sam  Houston  is 
unveiled.  SEDALLIA,  MO. — Opening  of  the 
state  fair  and  livestock  exhibition.  A  Visit 
to  the  World's  Narrowest  Town. — Bingham 
Canyon,  Utah. — 4  miles  long  but  only  50 
feet  wide.  JACKSONVILLE,  FLA.— The 
evolution  of  a  plume.  OSAKA,  JAPAN. — 
KKid  teams  play  for  primary  school  base- 
ball  leadership.  EASTPORT,  MAINE. — 
Within  a  10-mile  radius  from  this  village 
enough  sardines  are  caught  to  feed  most  of 
the  world.  RED  BANK,  N.  J. — The  Mon- 
mouth County  Horse  Show. 

Fox  News  No.  96 

TRIVILOF  ISLANDS. — Senator  Bill  in- 
spects government-guarded  seal  rookeries 
in  Alaska.  The  Passing  of  Famous  New 
York  Mansions. — The  encroaching  tide  of 
business  dooms  many  Fifth  Ave.  show 
Places.  CATTOLICA,  ITALY. — Adriatic 
beauty  spot.  AYER,  MASS. — Soldier  son  of 
President,  is  advanced.  CHICAGO,  ILL. — ■ 
Ballet  of  the  Civic  Opera.  PARIS,  FRANCE. 
— Many  a  Frenchman  gets  a  ducking  in  the 
Seine.  Unloading  Iron  Ore  on  the  Great 
Lakes. — An  engineering  marvel  are  the 
giant  scoops  that  takes  cargo  from  ships. 
FIRST  PICTURES  OF  GERTRUDE  EDER- 
LE'S  ATTEMPT  TO  SWIM  ENGLISH  CHAN- 
NEL. 

Kinograms  No.  511 

TAMAQUA,  PA. — 158,000  miners  in  an- 
thracite region  strike  for  more  pay,  com- 
pletely tieing  up  hard  col  industry.  NEW 
YORK. — Babe  Ruth  after  $5,000  fine  and 
suspension  imposed  by  Manager  Huggins 
returns  home.  AURORA,  ILL. — Thousands 
are  thrilled  as  big  engines  crash  together 
in  staged  collision.  NEW  YORK. — Three 
sailors  cross  ocean  from  Norway  on  45-foot 
yawl.  AYER,  MASS. — President  Coolidge 
reviews  training  camp  regiment  and  pre- 
sents trophies  after  war  games.  NEW 
YORK. — Six  year  old  boy  swims  Hudson 
River,  distance  of  mile  and  a  quarter  in  37 
minutes.  NEW  HAVEN. — Film  men  quit 
Connecticut  in  protest  over  state  tax  on  in- 
dustry. PORT  CLINTON,  PA. — Dynamite 
blasts  shift  course  of  Schuykill  River. 
BERKELEY,  CAL.- — California  collegians 
battle.  PORT  WASHINGTON,  N.  Y. — Baby 
Bootlegger  wins  Gold  Cup  in  stirring  motor- 
boat  contest,  averaging  48  miles  per  hour 
for  30  miles. 


Page  42 


Exhibitors  Trade  Review 


NEW  VERNON  COMEDY 

HEADS  SEPT.  LIST 

BOBBY  VERNON'S  new  comedy,  "Watch 
Out"  will  open  the  Educational  releases 
for  September.  Jack  Duffy  and  Frances 
Lee  lend  able  support  to  the  star.  "Pleasure 
Bound,"  a  Mermaid  Comedy  with  a  cast 
headed  by  Lige  Conley,  is  another  two-reeler 
on  the  first  week's  schedule.  A  telescopic 
flivver's  antics  and  a  fast  motorboat  race 
furnish  many  laughs  and  thrills  in  the  first  of 
this  new  series  of  Jack  White  Productions. 
Included  in  the  releases  for  the  week  is  a 
"Felix  the  Cat"  cartoon,  "Felix  Busts  Into 
Business." 

The  week  of  September  13  opens  with  T'Off 
His  Beat,"  starring  Walter  Hiers.  For  the 
first  time  he  takes  the  part  of  a  traffic  cop,  a 
part  which  allows  for  many  novel  gags  and 
situations.  A  Cameo  one-reel  subject,  "In 
Deep,"  with  Cliff  Jones  and  Helen  Foster, 
completes  the  schedule  for  this  week. 

Critics  have  pronounced  "The  Tourist"  one 
of  the  outstanding  comedies  of  the  year.  It 
is  a  two-reel  Tuxedo  Comedy  being  re- 
leased the  week  of  September  20.  Johnny 
Arthur  and  Helen  Foster  are  featured.  "The 
Tourist"  is  Arthur's  first  picture  as  the  star 
of  Tuxedo  Comedies.  Two  novelty  releases,  a 
"Felix  the  Cat"  cartoon,  and  Lyman  H. 
Howe's  Hodge-Podge,  "The  Story  Teller." 
are  the  single-reel  offerings  of  the  week. 

The  first  Jimmy  Adams  comedy,  "Be  Care- 
ful," makes  its  appearance  the  week  of  Sep- 
tember 27.  This  is  Adams'  first  appearance  in 
a  production  unit  of  his  own.  Anoiher  Mer- 
maid Comedy  with  Al  St.  John  offers  an  en- 
joyable assortment  of  acrobatics  and  comedy 
combined  in  a  picture  called  "Fair  Warning." 
A  one-reel  Cameo  Comedy,  "Who's  Which," 
with  Cliff  Bowes  and  Phil  Dunham,  com- 
pletes the  comedy  schedule.  In  addition  to 
the  above,  two  releases  of  Kinograms,  Edu- 
cational's  News  Reel,  will  be  issued  each 
week. 

^        %  % 

McKnight-Womack  Producing 
"Sheiks  and  Shebas"  for  Davis 

The  producers  of  the  popular  series  of  two- 
reel  comedy  gems  for  Davis  Distributing  Di- 
vision, Inc,  known  as  "Sheiks  and  Shebas," 
is  not  Kahn  Kid  Comedies,  as  printed  in 
last  week's  issue  of  the  Review,  but  the 
McKnight-Womack  Productions.  The  same 
organization  is  making  the  "Hey  Fellas"  se- 
ries of  comedies  for  Davis. 

%    %  $ 

EDUCATIONAL  BOOKED  FOR  73 

Educational's  sales  forces  are  gradually 
adding  large  circuits  throughout  the  country, 
to  the  list  of  those  who  hve  signed  up  for  the 
use  of  Educational  Pictures  during  the  1925- 
26  season. 

Among  those  with  whom  agreements  have 
been  closed  last  week,  are  the  West  Coast 
Chain  and  its  subsidiaries,  comprising  73 
theatres,  located  in  all  the  larger  towns  of 
Southern  California.  This  group  is  booked  to 
run  100  per  cent  of  the  entire  Educational 
two- reel  comedy  output,  together  with  26 
one-reel  Felix  the  Cat  Animated  Cartoons. 

*    *  * 

NEW  CENTURY  RELEASED 

The  Century  Film  Corporation  announces 
the  release  through  all  Universal  exchanges 
this  week  of  the  two-reel  Century  Comedy, 
"Crying  for  Love,"  made  with  Eddie  Gor- 
don. 

This  comedy  was  written  and  directed  by 
Noel  Smith  and  is  a  hilarious  take-off  on  the 
marriage  of  a  meek  man  and  a  six-foot  Ama- 
zonian woman.  Blanche  Payson,  one  of  the 
strong  arms  of  the  screen,  has  the  role  of 
the  wife.  Eddie,  as  the  henpecked  bridegroom, 
gives  one  of  the  funniest  roles  of  his  screen 
career.  Tad  Ross  also  is  in  the  cast. 


Day  and  Date  Premiere 

In  200  N.  Y.  Theatres  For 

"Life's  Greatest  Thrills" 

ON  September  6th,  200  theatres  in  Greater 
New  York  will  simultaneously  play 
"Life's  Greatest  Thrills,"  the  novelty 
two-reel  thriller  put  out  by  the  International 
Newsreel  Corporation,  as  a  patron  builder 
for  International  Newsreel  accounts.  Al- 
though the  picture,  which  has  greatly  im- 
pressed those  who  have  seen  it,  is  to  be  given 
gratis  to  all  International  Newsreel  accounts, 
it  is  probably  the  first  time  a  novelty  of  this 
kind  has  leceived  such  widespread  and  con- 
centrated booking,  and  it  is  claimed  that 
these  simultaneous  showings  will  constitute 
a  record  presentation. 

The  two-reeler  had  a  Chicago  premiere  re- 
cently when  more  than  a  hundred  Chicago 
houses  featured  it  on  their  programs.  The 
best  thrill  shots  that  have  appeared  in  the 
Newsreel  from  time  to  time  were  selected 
by  international  to  make  up  this  choice  Se- 
lection-of  spine  ticklers,  and  its  great  de- 
mand seems  to  offer  real  proof  that  fact  is 
stranger  than  fiction,  and  that  the  moft  thrill- 
ing "movie '  scenes  fade  in  comparison  whn 
the  actual  thrillers  filmed  by  the  International 
Newsreel  cameramen. 


Translated,  the  name  of  this  "petite" 
Mack  Sennett  comedienne  means  "Sun- 
shine," and  Sunshine  Hart  is  the  beam- 
ing lady's  full  name.  Her  father  was  a 
minister  on  a  Miami  Indian  Reserva- 
tion in  the  Middle  West,  when  Sun- 
shine was  born,  and  her  old  Indian 
nurse  gave  her  "Ahsomzong"  for  a  han- 
dle. Miss  Hart  and  her  three  hundred 
pounds  avoirdupois  have  kept  movie 
patrons  happy  for  more  than  five  years, 
but  now  she  shines  even  brighter  in  the 
Sennett  comedies  released  by  Pathe. 
She  is  only  one  of  the  numerous  galaxy 
of  new  favorites  developed  by  Mack 
Sennett  within  the  past  year,  Marian 
MacDonald,    Alice    Day    and  Louise 

Carver  being  some  of  the  others. 
*    *  * 

BABY  PEGGY  OPENS  HOUSE 

The  Central  Park  Theatre,  in  Pratt  City, 
Ala.,  was  opened  recently,  playing  to  capacity 
despite  a  heavy  rain.  The  opening  picture  was 
"The  Family  Secret,"  a  Universal  Jewel  feat- 
uring Baby  Peggy, 


PATHE  RELEASES  FOR 

WEEK  SEPTEMBER  13 

Two  Hal  Roach  comedies,  a  two-reel 
with  Glenn  Tryon  and  a  one-reeler  with 
Jimmie  Finlayson,  supply  laughs  on  the 
Pathe  program  of  short  subjects  for  the 
week  of  September  13th,  which  also  includes 
a  chapter  of  the  Patheserial  "Play  Ball," 
"Topics  of  the  Day,"  one  of  the  "Aesop's 
Film  Fables."  Pathe  Review  and  Pathe 
News. 

"Madame  Sans  Jane"  is  the  two-reeler 
from  the  Hal  Roach  studios  with  Glenu 
Tryon.  Fay  Wray  as  the  girl,  and  Jimmie 
Finlayson  as  the  father.  James  W.  Home 
directed  under  the  supervision  of  F.  Richard 
Jones,  supervising  director  for  Hal  Roach. 

"Unfriendly  Enemies"  is  the  one-reel 
comedy  produced  by  Hal  Roach  and  featur- 
ing Jimmie  Finlayson  as  a  volunteer  movie 
cameraman  with  the  American  forces  over- 
seas in  the  late  World  War.  Stan  Laurel  di- 
rected. 

"Into  Segundo's  Hands"  is  the  title  of  the 
ninth  chapter  of  the  Patheserial  "Play  Ball" 
written  by  Manager  John  J.  McGraw  of  the 
N.  Y.  Giants  and  adapted  to  the  screen  bv 
Frank  Leon  Smith.  Spencer  Bennet  is  the 
director. 

Pathe  Review  No.  37  brings  four  subjects 
to  the  screen :  "The  Swanee  Shore,"  a  sacred 
spot  in  the  Southland;  "Handle  with  Care," 
the  story  of  glass  manufacture ;  "Country 
Life  a  la  Mode,"  the  French  idea  of  a  good 
place  to  spend  a  vacation  ;  and  "Dog  Days," 
a  novelty  produced  by  the  new  process- 
camera,  invented  by  Alvin  V.  Knechtel  of 
the  Pathe  Review  Camera  Staff.  "The 
Ugly  Duckling"  is  the  animated  cartoon  re- 
lease of  the  "Aesop's  Film  Fables"  series. 
"Topics  of  the  Day"  and  two  issues  of  Pathe 
News  complete  the  list. 

*   *  * 

VIRGINIA  GETS  WINDFALL 

Virginia  Vance,  little  leading  lady  in  Edu- 
cational Mermaid  Comedies,  has  just  been 
informed  by  her  attorney  that  she  has  fallen 
heir  to  an  estate  valued  at  $75,000.00  through 
(he  death  of  her  aunt  in  Toronto,  Canada. 
Miss  Vance  is  related  to  the  famous  Pears 
family,  of  London,  England.  Her  father's 
uncle  was  George  W.  Pears,  famous  as  head 
of  the  Pears  Soap  Co.,  Ltd. 

rl?      ♦  ♦ 

"CRYING  FOR  LOVE"  READY 

Century  Film  Corporation  announces  the 
release  through  Universal  exchanges  this 
week  of  the  two-reel  Century  Comedy, 
"Crying  For  Love"  made  with  Eddie 
Gordon. 

This  comedy  was  written  and  directed  by 
Niel  Smith  and  is  a  hilarious  take-off  on 
the  marriage  of  a  meek  man  and  a  six-foot 
amazonian  woman. 

HORNE  STARTS  NEW 
ROACH  ALL-STAR 

AFTER  two  weeks  spent  on  location  at 
Yosemite,  with  a  company  of  thirty, 
James  W.  Home,  director  of  the  Hal  Roach 
forces,  has  completed  his .  latest  two  reel 
Pathe  comedy  and  has  started  a  new  all- 
star  comedy  with  Lucien  Littlefield,  Kathar- 
ine Grant  and  Tyler  Brooke. 

In  addition  to  real  all-star  casts,  the  new 
Hal  Roach  Star  Comedy  series  is  being  pro- 
duced with  better  stories  and  bigger  settings, 
carrying  out  the  all-star  idea  with  all  the 
elements  of  a  feature,  but  in  two  rapid  action 
reels. 

The  comedy  in  the  making  under  Home's 
direction  is  the  story  of  a  dentist  who  has  a 
wife  and  a  beautiful  patient,  and  becomes  in- 
volved in  some  rather  hazardous  and  decid- 
edly amusing  complications. 


September  12,  1925 


Page  43 


SEVEN  DAYS 

Producers  Distributing  Corporation  Photo- 
play. Adapted  from  the  stage  play  by  Mary 
Roberts  Rinehart  and  Avery  Hopwood.  Di- 
rector, Scott  Sidney.  Length,  6,974  feet.. 

CAST  AND  SYNOPSIS 

Kit  Eclair   Lillian  Rich 

J™,  Wilson   Creighton  Hale 

Bella  Wilson   Lilyan  Tashman 

Anne  Brown   Mabel  Scott 

Tom  Harbison   Hal  Cooley 

Aunt  Sehna   Rosa  Gore 

Policeman   Tom  Wilson 

Burglar  Eddie  Gribbon 

Because  of  a  smallpox  quarantine  Wilson,  his 
divorced  wife.,  Bella,  Kit,  her  sweetheart  Tom,  Wil- 
son's Aunt  Selina,  Mr.  and  Mrs.  Brown,  a  police- 
nan  and  a  burglar  are  all  marooned  for  seven  days 
in  Wilson's  home.  Aunt  Selina  does  not  approve  of 
divorce  so  Bella  has  been  introduced  as  Jim's  wife. 
There  are  a  thousand  entanglements  before  the 
burglar  finally  straightens  matters  out.  Jim  and 
Bella  re-marry  while  Tom  and  Kit  also  decide  to 
take  a  chance  at  matrimony. 

TF  YOUR  patrons  like  to  laugh  they  are 
*  sure  to  approve  of  "Seven  Days." 

A  riotous  farce  crammed  with  Hop- 
woodian  situations,  replete  with  clever 
gags  and  full  of  ridiculously  ludricrous  busi- 
ness, "Seven  Days"  is  a  screamingly  funny 
slap-stick  comedy  well  calculated  to  bring 
tears  of  laughter. 

The  authors  have  used  the  device  of  having 
an  oddly  assorted  group  of  people  temporar- 
ily cut  off  from  the  world.  That  is  the  ex- 
cuse for  having  all  sorts  of  funny  things  hap- 
pen. And  they  do  so  continuously  from  first 
to  last. 

Some  of  the  best  comedy  is  provided  by 
the  idea  of  having  one  of  the  characters, 
Bella,  portrayed  as  an  ardent  student  of  the 
psychic.  She  imbibes  a  bit  freely  of  Aunt 
Selina's  patent  medicine,  which  is  twenty-five 
per  cent  alcohol,  and  insists  on  wandering 
about  the  house  practising  her  occult  art.  The 
burglar  is  blessed  with  a  sense  of  humor  and 
does  his  bit  to  encourage  her.  The  policeman 
is  not  so  fortunate,  and  her  experiments  with 
him  simply  reduce  him  to  a  state  of  wilted 
fright. 

Other  good  shots  are  those  depicting  the 
efforts  of  various  members  of  the  group  to 
escape  from  the  house,  which  is  surrounded 
by  police  in  order  that  the  smallpox  menace 
may  not  spread  throughout  the  city.  Thus 
Aunt  Selina  is  smuggled  out  coiled  up  on  the 
tray  in  which  breakfast  has  been  brought 
from  a  neighboring  hotel.  All  is  well  until 
the  tray  is  sprayed  with  disinfectant,  which 
is  rather  too  much  for  Auntie. 

There  are  several  situations  caused  by  the 
presence  of  the  hero's  divorced  wife  in  his 
home,  after  he  has  introduced  Kit  as  his 
bride  in  order  to  deceive  his  divorce-hating 
aunt.  He  is  really  still  fond  of  his  ex-wife, 
and  she  of  him.  And  Kit  is  in  love  with  Tom. 
Auntie  is  continually  finding  each  of  the 
girls  embracing  the  wrong  man. 

Eddie  Gribbon,  as  the  burglar,  sicars  the 
picture.  He  is  busy  every  minute  and  con- 
tributes a  good  fifty  per  cent  of  the  side  split- 
ting hilarity.  Tom  Wilson  makes  an  excellent 
"cop."  Lillian  Rich,  Creighton  Hale  and  Lil- 
yan Tashman  share  honors.  But  there  is  easily 
honor  enough  for  all,  and  each  member  of 
the  cast  is  entitled  to  his  share  of  laurel.  The 
titles  are  especially  funny. 

Let  the  town  know  that  you  have  the  pic- 
turization  of  the  well  known  stage  farce. 
Play  with  the  title  in  catch  advertising  and 
advance  copy.  Use  the  funny  situations  in  the 
plot  in  advertisements. 


HAVOC 

William  Fox  Photoplay.  Adapted  by  Edmund 
Goulding  from  the  stage  play  by  Henry 
Wall.  Director,  Rowland  V.  Lee.  Length, 
9,283  feet. 

CAST  AND  SYNOPSIS 

Dick  Chappell    George  O'Brien 

Roddy  Dunton    Walter  McGrail 

Violet  Deering    Margaret  Livingston 

Tessie  Dunton    Madge  Bellamy 

Smithy   David  Butler 

Babe    Leslie  Fenton 

Russian  Prince  ....    Bertram  Grassby 

Mrs.  Chappell   Edythe  Chapman 

Roddy  and  Dick,  pa's  and  officers  in  the  British 
army  during  the  late  war,  are  both  in  love  with 
Violet,  a  heartless  flirt.  She  jilts  Roddy  for  Dick, 
and  the  former  is  almost  insane  with  jealous  rage. 
He  orders  Dick  to  a  post  that  means  sure  death.  But 
Dick  and  his  lieutenant,  Babe,  manage  to  save  them- 
selves, the  others  in  their  command  being  killed- 
Dick  is  blinded,  and  in  a  fit  of  remorse  Roddy  kills 
himself.  The  war  over,  Dick  is  in  turn  jilted  by  Vio- 
let and  marries  Tessie,  Rod's  sister.  His  sight  is  re- 
stored and  there  is  a  happy  ending  for  him  and  his 
bride. 

TpHIS  production  is  a  credit  to  the  motion 
picture  industry.  It  is  a  film  to. which  all 
concerned  may  point  with  pride.  For  almost 
ten  reels  it  is  crammed  with  vivid  action. 
There  is  not  an  instant  when  it  slows  down. 

The  story  has  to  do  with  the  late  European 
unpleasantness,  and  portrays  in  no  uncertain 
manner  a  series  of  events  that  prove  conclu- 
sively the  truth  of  General  Sherman's  famed 
remark  about  war 

Comes  the  war.  Britain's  best  blood  an- 
swers the  call.  In  an  instant,  the  refinements 
of  civilization  are  swept  aside  in  a  muck  of 
blood,  mud  and  lice. 

Dick  returns  from  leave,  and  in  a  heart- 
breaking scene  tells  Roddy  that  Violet  has 
passed  him  up,  and  that  the  man  of  her 
choice  is  none  other  than  Dick  himself.  Then 
Roddy's  reason  totters.  We  see  him  faking 
art  order  that  confines  Dick  to  a  post  where 
death  seems  sure.  We  see  his  terrible  regret 
for  this  action,  and  his  final  suicide. 

There  are  scenes  in  the  trenches  that  are 
redolent  of  realism.  There  are  night  attacks, 
advances  and  retreats.  We  see  life  in  the 
dug-outs  inhabited  by  the  officers.  There  is  a 
wealth  of  grim  humor,  and  excellent  touches 
showing  the  splendid  morale  which  helped  to 
win  the  war.  For  instance,  Hun  shells  fall 
thick  and  fast ;  the  battalion  is  being  hemmed 
in  by  the  enemy  forces ;  death,  sudden  and 
terrible,  stalks  naked  in  No-Man's  Land,  yet 
the  Captain's  orderly  prepares  his  tea  just 
as  though  the  world  were  sane,  and  they  were 
all  back  in  blighty  entertaining  debutants. 

Walter  McGrail  is  especially  fine  in  the 
role  of  Roddy  Dunton.  He  gives  a  tense  and 
gripping  characterization  of  the  officer  whose 
whole  world  goes  blank  with  the  news  of  his 
sweetheart's  treachery.  George  O'Brien  makes 
a  firsti  rate  hero,  and  in  the  many  big 
moments  of  the  picture  adds  measurably  to 
his  histrionic  stature.  Margaret  Livingston 
excels  all  her  previous  efforts  as  the  girl 
whose  head  is  completely  turned  by  the  topsy- 
turvy conditions  following  in  the  wake  of  the 
war.  Special  credit  goes  to  David  Butler  and 
Leslie  Fenton,  brother  officers  of  the  leading 
male  characters,  and  also  to  the  actor  who 
plays  the  role  of  flunky  to  the  four. 

Exploit  "Havoc"  as  a  thrilling  story  of  love 
and  battle.  Play  up  the  title  and  let  them 
know  that  the  film  is  an  adaptation  of  Henry 
Wall's  stage  play.    Tie-up  with  the  Legion. 


THE  LIVE  WIRE 

First  National  Photoplay.  Adapted  from 
Richard  Washburn  Child's  story,  "The 
Game  of  Light."  Director,  Charles  Hines. 
Length,  6,850  feet. 

CAST  AND  SYNOPSIS 

The  Great  Marinelii   Johnny  Hines 

Sawdust  Sam   Edmund  Breese 

Henry  Langdon   J.   Barney  Sherry 

Dorothy  Langdon   Mildred  Ryan 

George  Trent   Bradley  Barker 

Pansy  Darwin   Flora  Finch 

The  Great  Marinelii,  circus  wire  worker,  becomes 
a  hobo  after  being  incapacitated  for  his  act. 
Through  good  fortune  and  nerve  he  becomes  a  sales- 
man for  a  light  and  power  company.  Its  president 
Langdon,  has  invested  in  an  amusement  park  man- 
aged by  George  Trent,  suitor  for  his  daughter's 
hand.  Trent  double  crosses  Langdon  by  not  trying 
to  sell  the  concessions  in  the  park.  Marinelii  and 
his  pal,  Sawdust  Sam,  work  with  Dorothy  to  sell 
the  concessions.  They  do  so,  frustrate  the  villain, 
put  the  park  across  in  a  blaze  of  electric  light,  and 
win  the  hand  of  Dorothy  for  Marinelii. 

THIS  is  the  most  pretentious  production 
yet  graced  by  that  Yankee  Doodle  come- 
dian, Johnny  Hines.  His  many  fan  followers 
will  be  overjoyed  at  the  opportunities  it  offers 
him,  and  the  manner  in  which  he  grasps  them. 

In  the  first  place,  there  is  rich  story  value. 
The  suspense  element  is  strong,  and  well 
maintained.  The  action  builds  surely  to  a  big 
climax,  the  continuity  is  straight  as  the  pro- 
verbial string,  and  the  support  is  such  as  to 
form  a  brilliant  background  against  which 
the  star  performs  his  business  with  the  sure 
self-confidence  of  a  master  laugh-maker. 

The  plot  presents  Hines  with  chances  for 
real  acting  and  characterization  which  he  has 
seldom  before  enjoyed.  First  we  meet  him 
as  "The  Great  Marinelii,"  a  circus  performer 
whose  big  stunt  is  a  head-slide  on  rhe  wire. 
The  day  comes  when  the  acrobat  can  no 
longer  do  his  stuff,  and  thus  a  transition  to 
the  role  of  a  knight  of  the  road — a  hobo. 
Then  circumstance  in  the  form  of  a  girl 
thrusts  him  into  a  position  as  salesman  for  a 
light  and  power  company.  And  finally  we 
leave  him  on  the  crest  of  the  wave,  proprie- 
tor of  an  amusement  park  where  the  con- 
cessionaires burn  an  incredible  amount  of 
electricity,  and  sole  possessor  of  the  heart  of 
the  girl  he  loves. 

There  are  -  thrills,  too.  Fancy  the  heroine 
trapped  in  a  seemingly  impregnable  building 
by  the  villain.  "The  Great  Marinelii"  to  the 
rescue.  Through  the  simple  expedient  of 
bringing  a  circus  to  his  aid  his  friends  are 
passed  through  a  window  by  one  of  the  ele- 
phants, while  Marinelii  himself  does  his  slide 
on  a  wire.  And  what  the  acrobats  do  to  the 
villain  and  his  henchmen  is  aplenty. 

To  mention  every  laugh  would  be  to  follow 
the  film  foot  for  foot.  There  is  not  a  se- 
quence without  its  own  particular  kick.  In- 
cidentally, the  titles  are  especially  well  done. 

As  usual,  the  hard  working  Johnny  carries 
the  production  on  his  own  capable  shoulders 
.  With  his  contagious  smile,  and  the  inimi- 
table manner  in  which  he  registers,  he  works 
his  way  directly  to  the  hearts  and  the  funny- 
bones  of  his  audience.  The  star  is  ably  aided 
and  abetted  by  Edmund  Breese,  who  works 
shoulder  to  shoulder  with  the  star  to  win 
every  last  chuckle  from  the  onlookers.  Hines' 
new  leading  woman,  Mildred  Ryan,  is  a  most 
gracious  heroine.  Not  only  is  she  highly  orna- 
mental, but  when  opportunity  knocks  she  is 
right  at  the  front  door  to  greet  it  with  open 
arms.  The  support  is  uniformly  fine.  The 
lighting  and  photography  up  to  standard. 

Exploit  Johnny  Hines.  Play  up  the  title. 
Tie-up  with  the  local  power  company  and  all 
the  electrical  shops.  Stress  the  circus  stuff. 


Page  44 


Exhibitors  Trade  Review 


WILD  WEST 

Patheserial.  Scenario,  J.  F.  Naiteford.  Di- 
rector, Robert  F.  Hill.  Length,  Ten  Chap- 
ters, two  reels  each. 

CAST  AND  SYNOPSIS 

Jimmy  Whitehawk   Jack  Mulhall 

Polly  Breen  ..    Helen  Ferguson 

Bob  Miller   Eddie  Phillips 

Chalky   Withers   Milla  Davenport 

Elsie  Withers   Virginia  Warwick 

Joe  Miller   Fred  Bums 

Col.  Hardcastle   Ed  Burns 

Pat  Casey   Dan  Dix 

Dan  Morton  .  .■  George  Burton 

Wynoka   Inez  Gomez 

Dr.  Alonzo  Powers   Larry  Steers 

Powers,  a  medicine  doctor  on  a  circus,  elopes  with 
the  strong  man's  wife,  during  tee  opening  of  the 
Cherokee  Strip  iu  Oklahoma  to  homesteaders. 
Powers  has  two  sons,  one  a  half-Dreed.  The  Indian 
grandmother  shifts  the  infants.  When  Powers  shoots 
Hardcastle,  this  child  is  placed  with  Joe  Miller  for 
care.  Twenty  years  later  the  Miller  brothers  are 
proprietors  of  101  Ranch  The  half-breed  has  been 
raised  as  white,  while  tne  white  child  has  been 
brought  up  by  his  grandmother,  Wynoka,  as  an 
Indian,  and  is  foreman  ol  Rardckstle's  ranch.  The 
real  half-breed  turns  cattle  rustler,  and  later  joins  a 
travelling  circus  where  Polly  is  a  star  performer. 
She  is  Hardcastle's  daughter  whom  he  believes  dead. 
The  two  half  brothers  Decome  rivals  for  her  affec- 
tions 

"W/HERE  chapter  plays  are  in  demand,  this 
™  one  should  keep  them  coming  back  in 
larger  numbers  for  each  succeeding  one  of 
the  ten  episodes.  It  is  the  type  of  production 
that  will  grow  in  exhibition  value  through 
word  of  mouth  advertising. 

The  first  three  episodes  in  this  chapter  play 
are  an  unusual  combination  of  Western 
stuff  and  circus  atmosphere.  In  the  opening 
sequences  we  are  thrust  into  the  midst  of  the 
turmoil  caused  by  a  thousand  homesteaders 
all  lined  up  at  the  starting  point  for  one  of  the 
most  thrilling  races  in  the  country's  history. 
It  is  the  race  for  free  land  and  vividly  de- 
picts what  happened  when  the  starter's  gun 
sent  all  sorts  of  vehicles  madly  careening 
into  the  Cherokee  Strip  thrown  open  by  the 
government  for  settlement. 

Then  we  meet  the  various  characters,  be- 
ginning with  the  villainous  charlatan  "Doc- 
tor" Powers,  proprietor  of  a  medicine  show 
selling  "Elixir  of  Life"  to  the  gullibles  who 
habitually  fall  for  the  ballyhoo  artists  of  the 
"Big  Top"  and  the  "tents."  In  the  first  chap- 
ter it  is  necessary  to  establish  the  fact  that 
the  white  and  half-breed  children  are  inter- 
changed. This  is  not  too  well  accomplished, 
for  not  until  the  third  episode  do  their  iden- 
tities become  clear. 

The  second  chapter  is  entitled  "On  the 
Show."  The  third  is  "The  Outlaw  Elephant." 
With  these  we  swing  into  a  fast  moving 
story  of  circus  life. 

Much  of  the  action  has  been,  filmed  on  the 
hundred  thousand  odd  acres  that  comprise 
the  famous  Miller  Brothers  "101  Ranch," 
which  is  known  as  the  largest  diversified 
ranch  extant.  It  is  located  at  Bliss,  Oklahoma, 
near  Ponca  City,  in  what  used  to  be  the  In- 
dian Territory.  The  locale  is  extremely  inter- 
esting, and  judging  from  the  first  three  chap- 
ters the  story  will  build  well,  contain  many 
thrills  -and  have  a  corking  climax  for  each 
part. 

Jack  Mulhall  enacts  the  hero  role — that  of 
the  white  boy  who  has  been  brought  up  as  a 
Redskin.  He  does  very  creditable  work 
in  a  role  for  which  he  seems  admirably 
suited.  Helen  Ferguson  is  the  female  lead 
as  Polly  Breen,  a  regular  "Polly  of  the 
Circus."  She,  too,  is  well  cast  and  may  be 
counted  upon  for  her  share.  Eddie  Phillips  is 
the  heavy,  and  as  the  half  breed  villain  shares 
many  hisses  with  Virginia  Warwick,  who  is 
good  as  a  deep-dyed  villainness  who  frames 
up  all  sorts  of  mean  tricks  to  supersede  Polly 
in  Bob's  affections. 

Exploit  this  as  an  interesting  Western 
drama  beginning  with  the  historic  Cherokee 
Strip  sequence  and  portraying  vividly  life 
with  a  circus.  Feature  the  famous  ranch  and 
also  the  101  Wild  West  Show.  Western 
ballys  are  in  order  for  this  one. 


THE  MYSTIC 

Metro-Goldwyn-Mayer  Phoioplay.  Adapted 
by  Waldemar  Young  from  Tod  Browning's 
story.  Director,  Tod  Browning.  Length, 
6,147  feet. 

CAS1  AND  SYNOPSIS 

Zara   Aileen  Pringle 

Michael  Nash   Conway  Tearle 

Zazarack   Mitchell  Lewis 

Anton  Robert  Ober 

Carlo   Stanton  Heck 

Bradshaw   David  Torrence 

Doris  Merrick   Gladys  Hulette 

Police  Inspector   Dewitt  Jennings 

Michael  Nash,  a  clever  crooic,  sees  possibilities  in 
the  spiritualistic  fake  act  ot  tne  gypsy  girl  Zara, 
and  imports  her,  hei  father  and  an  assistant  from 
Hungary  to  America.  Here  they  practice  their 
seances  and  eventually  hatch  a  plot  to  blackmail 
Bradshaw  who  has  usea  his  ward's  money.  This 
plan  develops  into  a  scheme  whereby  they  secure  all 
Doris'  wealth.  Then  overcome  by  conscience, 
Michael  determines  to  return  the  loot.  The  others, 
except  Zara,  object.  However,  he  accomplishes  his 
purpose  and  also  escapes  trom  the  police.  The  others 
are  deported,  but  he  follows  them  to  Hungary  and 
weds  Zara. 

A  FAIR  picture,  this  one  will  probably  serve 
to  provide  a  moderately  entertaining 
evening  for  the  patrons  of  the  majority  of 
houses.  It  has  good  exploitation  possibilities, 
and  exhibitors  showing  the  film  should  make 
the  most  of  them. 

An  uneven  production,  "The  Mystic."  is 
strong  in  spots  and  woefully  weak  in 
others.  In  the  sequences  showing  how  the 
group  of  fakirs  film-flam  the  trusting  believ- 
ers in  spiritualism  there  is  a  great  deal  of 
interesting  material.  But  in  the  shots  showing 
Michael  and  Zara  backing  down  a  staircase, 
with  Zazarack  and  his  accomplice  following 
them  step  for  step,  the  drama  is  so  weak  and 
so  mellow  as  to  be  over-ripe. 

Thus  the  film  must  be  classified  as  only 
fair  program  entertainment.  But  at  the  same 
lime  there  is  sufficient  in  it  to  make  one 
wish  to  see  the  leading  characters  in  other 
films  telling  tales  of  crime  and  intrigue.  Con- 
way Tearle  makes  an  excellent  crook  of  high 
class  and  good  intellect,  and  Aileen  Pringle 
would  be  an  excellent  co-worker  in  roles  op- 
posite such  a  character. 

Considerable  footage  is  devoted  to  what 
may  almost  be  termed  an  expose  of  the 
psychic  and  medium  business.  There  are 
secret  panels,  traps  through  which  fake  arms 
are  passed  to  the  medium  and  waved  wildly 
from  her  cabinet.  There  is  the  usual  equip- 
ment of  guitars,  bells  and  other  paraphernalia 
familiar  to  seance  frequenters.  Quite  logical 
explanations  are  offered  as  to  how  the  "mys- 
tics" do  their  stuff. 

There  is  a  certain  weird  charm  to  the 
Hungarian  sequences,  showing  the  roving 
gypsies  in  their  gorgeous,  though  none  too 
clean  costumes.  A  good  touch  is  lent  by  the 
presence  of  a  member  of  the  troupe  who  i:> 
a  hurler  of  knives.  He  plants  his  weapons 
with  interesting  precision.  It  seems  too  bad 
that  the  character  was  not  endowed  with  a 
bit  more  of  the  sinister. 

Aileen  Pringle  gives  the  best  performance 
in  the  colorful  role  of  Zara,  the  mystic.  First 
in  the  habiliments  of  the  gypsy  camp,  and 
later  in  the  regal  robes  assumed  as  part  of 
the  atmosphere  for  the  gang's  swindles,  she 
makes  a  pleasingly  exotic  figure. 

Conway  Tearle  renders  a  characteristic 
portrayal  of  the  arch-crook,  Michael  Nash, 
but  he  is  not  provided  with  great  opportuni- 
ties to  faithfully  register  the  varying  emo- 
tions of  the  swell  mobsman. 

The  support  is  adequate  to  the  require- 
ments of  the  production,  with  special  men- 
lion  for  Mitchell  Lewis  in  the  part  of  "Pop- 
pa" Zazarack,  an  oily  villain  who  nevertheless 
has  his  lighter  side. 

A  ballyhoo  of  "veiled  ladies"  will  help  at- 
tract attention,  and  other  stunts  built  around 
the  title  and  plot  of  the  picture  should  pull. 
The  names  of  Aileen  Pringle  and  Conway 
Tearle  will  add  prestige  in  the  many  localities 
where  these  players  are  popular. 


THE  CALL  OF  COURAGE 

Universal  Photoplay.  Adapted  from  Harold 
Shumate's  story,  "Red  Lawn."  Director, 
Clifford  S.  Smith.  Length,  4,661  feet. 
CAST  AND  SYNOPSIS 

Steve  Caldwell    Art  Acord 

June  Hazelton    Olive  Hasbrouck 

Sam  Caldwell    Duke  R.  Lee 

Slim   Frank  Rice 

Jeff  Hazelton    John  T.  Prince 

Jimmy    Turner  Savage 

Cook    Floyd  Shackelford 

Servant    Mrs.  C.  Martin 

Steve  and  Sam  work  on  Hazelton's  ranch.  He 
is  shot.  Steve  is  suspected  and  evades  capture  so  as 
to  get  the  real  guilty  party.  June,  Hazelton's  niece, 
comes  from  the  East.  Both  brothers  love  her.  She 
loves  Steve  and  aids  him.  Steve  finds  Hazelton,  still 
alive,  held  captive  in  a  mine.  Rescued  by  Steve, 
Hazelton  accuses  Sam  who  is  drowned  in  an  at- 
tempted escape.  Steve  marries  June  and  all  ends 
well. 

THIS  "Blue  Streak  Western"  should  please 
young  and  old  in  any  community  where 
folks  are  thrilled  by  red-blooded,  actionful 
melodrama. 

In  additioa  to  the  Western  atmosphere 
there  are  sequences  dealing  with  mining,  and 
a  thrilling  battle  with  the  tumultuous  waves 
of  the  Pacific.  The  shots  of  the  mine  give 
briefly  a  very  good  idea  of  the  manner  in 
which  gold  is  extracted  from  the  earth.  An  1 
Art  Acord  proves  that  he  is  as  daring  a 
swimmer,  as  he  is  a  rider  when  he  attempts 
vainly  to  save  the  life  of  his  villainous 
brother. 

Some  of  the  many  big  scenes  in  the  pro- 
duction are  those  in  which  Art  frustrates 
the  pursuing  posse  through  his  courage  and 
ingenuity.  He  out-rides  and  out-smorts  them  • 
at  every  turn.  His  wonderful  horse,  and  his 
canine  pal  aid  him  in  so  doing. 

In  one  sequence  Art  is  securely  bound  and 
imprisoned  in  a  little  cabin.  The  horse  and 
dog  plot  together,  with  the  result  that  while 
the  dog  watches  for  the  enemy,  the  horse 
puts  his  head  through  a  window  and  unties 
the  knot  that  holds  his  master. 

Perhaps  the  best  bit  in  the  production  is 
that  in  which  Art  rescues  Hazelton  from  the 
mine's  powder  magazine  where  he  has  been 
held  captive  by  the  treacherous  Sam. 

Here  is  a  decidedly  surprising  twist,  for  up 
to  that  time  there  is  every  reason  to  believe 
that  Hazelton  is  not  only  dead,  but  buried. 
Hazelton  recovers  consciousness  and  accuses 
Som  of  wounding  and  kidnapping  him.  Then 
Sam  leaps  from  the  roof,  with  Art  a  close 
second. 

Galloping  furiously  to  the  shore,  the  villain 
attempts  to  launch  a  boat  in  which  to  affect 
his  escape.  But  the  surf  proves  to  be  too 
heavy.  The  boat  is  capsized,  and  die  hapless 
fugitive  is  hurled  by  the  waves  against  some 
jagged  rocks.  Of  course,  Art  leaps  fearlessly 
in  to  save  him,  but  the  effort  is  in  vain. 

There  are  some  good  comedy  toaches  fur- 
nished by  the  negro  cook  and  Jimmy,  who  is 
a  sawed-off  little  runt  with  a  heart  big 
enough  for  a  giant. 

He  offers  his  hand  to  June,  but  really  has 
no  expectation  of  being  accepted.  When  he  is 
refused,  he  laughs  it  off,  and  immediately 
looks  up  his  pal  and  helps  the  bashful  Art  to 
win  June's  love. 

Art  Acord  in  the  role  of  Steve  Caldwell 
does  mighty  good  work.  He  is  a  good  looking 
chap,  in  some  poses  bearing  a  strking  re- 
semblance to  Richard  Dix.  He  can  ride  with 
the  best  product  of  the  West,  and  has  the 
temeritv  and  bearing  of  an  all  around  ath- 
lete. 

June  Hazleton  is  fine  in  the  feminine  lead, 
ynd  she,  too,  can  ride  anything  with  four 
feet.  The  cast  lends  adequate  support,  and 
the  lighting  and  photography  are  above  the 
average. 

A  cowboy  ballyhoo,  log  cabin  front  and 
other  Western  stuff  is  in  good  order  for  ex- 
ploitation. You  should  also  feature  Art  Acord, 
and  play  up  the  well-known  horse  and  dog 
who  are  his  pals  in  work  and  play. 


September  12,  1925 


Page  45 


HELL'S  HIGHROAD 

Producers  Distributing  Corporation  Photo- 
play. Author,  Ernest  Pascal.  Scenario, 
Leonore  Coffee  and  Eve  Unsell.  Director, 
Rupert  Julian.   Length,  6,084  feet. 

CAST  AND  SYNOPSIS 

judy  Nichols    Leatrice  Joy 

Ronald  Kane    Edmund  Bums 

Sanford  Gillespie    Robert  Edeson 

Anne  Broderick    Julia  Faye 

Dorothy  Harmon    Helen  Sullivan 

Judy  Nichols  loves  Ronald  Kane.  Both  are  poor 
and  Judy  decllnesi  matrimonial  poverty.  Through 
Sanford  Gillespie,  experienced  girl  fancier,  she  wins 
opportunity  for  Ronald,  and  they  are  married.  He 
becomes  money-mad  and  devotes  all  his  time  to  the 
amassing  of  wealth.  Through  Gillespie's  machina- 
tions he  meets  a  millionaire  widow,  and  financial  am- 
bition makes  him  leave  Judy  for  her.  Judy  has 
Gillespie  ruin  Ronald.  In  desperation  he  chokes  her 
after  accusing  her  of  being  the  cause  of  his  money- 
madness.  Mutual  understanding  is  born,  and  they 
begin  a  new  life  together. 

THHE    film    affords    good  entertainment. 

The  story  is  entirely  within  the  realm  of 
possibility.  There  is  ample  opportunity  for 
excellent  acting,  and  the  production  has  been 
staged  according  to  the  best  Cecil  De  Mille 
tradition.  There  is  a  sufficiency  of  subtle 
comedy,  several  big  dramatic  moments,  some 
gorgeous  ensembles,  and  a  bang-up  climax. 

"Hell's  Highroad"  has  many  pleasant  park  - 
ing places  along  its  poppy  lined  length.  Es- 
pecially when  an  attractive  widow  worth 
billions  buys  the  gasoline  and  aids  in  avoid- 
ing places  along  its  poppy  lined  length.  Es- 
street  is  demonstrated  by  the  fact  that  Ron- 
ald Kane  had  to  walk  home  after  a  dizzy 
spin  with  his  financial  flame,  Anne  Broderick. 

In  the  early  i sequences  we  meet  Judy 
and  Dorothy,  a  couple  of  hard  working 
girls  with  faces,  figures,  and  ideas  above 
pounding  out  "Yours  received  and  contents 
noted"  on  their  typewriters.  Dorothy  con- 
nects first.  And  her  wealthy  husband 
obligingly  dies  leaving  her  a  feminine 
Monte  Cristo.  So  when  Judy  weeps  her 
tale  of  love  blighted  because  of  financial 
disabilities,  the  girl  friend  jumps  into  the 
breach  with  the  remark  that  "us  stenogs 
must  stick  together." 

Dorothy  secures  her  chance,  and  at  the, 
cost  of  nothing  more  than  promises  she 
secures  the  business  preferment  which 
makes  Ronald  rich.  So  these  are  wed.  And 
then  the  trouble  begins. 

The  slow  seeping  of  gold-dust  into 
Ronald's  sou!  is  well  portrayed.  Man-like 
he  forgets  where  gratitude  is  due,  and 
when  the  blonde  possessor  of  Broderick's 
billions  calls,  he  gladly  answers. 

There  are  some  big  scenes  showing  the 
lavish  entertainments  staged  by  the  much- 
married  siren.  The  grand  ball  room  of  her 
palatial  residence  is  disguised  to  represent 
various  environments.  One  is  a  circus, 
with  side  shows  and  everything.  And  the 
freaks  gaze  in  wonderment  at  the  antics  of 
the  "normal"  beings,  and  comment  to  one 
another. 

There  is  a  smashing  climax  in  the  se- 
quence where  the  ruined  Ronald  finds  his 
wife  in  Gillespie's  rooms.  He  strangles 
her,  and  she  protests  that  she  likes  it,  for 
it  shows  that  blood  has  returned  to  his 
veins  in  place  of  the  gold  that  had  con- 
taminated them. 

The  cast  is  uniformly  excellent  with  Lea- 
trice  Joy,  and  Robert  Edeson  having  a 
shade  the  best  of  it  in  a  close  contest  for 
histrionic  honors.  Edmund  Burns  is  effec- 
tive, though,  and  Helen  Sullivan  quite  in 
character  as  today's  heiress  who  was  yes- 
terday's stenographer. 

Feature  this  as  a  Cecil  B.  De  Mille  pro- 
duction, directed  by  Rupert  Julian.  Hail 
Leatrice  Joy,  and  use  the  pulling  title  in 
catch  lines,  advertising  and  stunts. 


CALIFORNIA  STRAIGHT 
AH1AD 

Universal- Jewel  Photoplay.  Authors,  Harry 
Pollard  and  Byron  Morgan.  Director, Harrv 
Pollard.  Length,  7,238  feet. 

CAST  AND  SYNOPSIS 

Tom  Hayden   Reginald  Denny 

Betty  Browne    Gertrude  Oimsied 

Sam    Tom  Wilson 

Creighton  Deane    Charles  Gerrard 

Mrs.  Browne    Lucille  Ward 

Jeffrey  Browne    John  Steppling 

Mr.  Hayden    Fred  Esmelton 

James    Leo  Nomas 

Tom  celebrates  his  last  night  of  bachelorhood  well 
but  not  wisely,  and  ends  in  a  hospital.  His  fiancee 
refuses  to  proceed  with  the  wedding  and  Tom  is  not 
only  cast  adrift  by  her  family,  but  also  by  his  own. 
Disheartened  he  begins  a  honeymoon  without  a  bride 
accompanied  in  his  touring  trailer  by  Sam  his  valet. 
En  route  he  meets  the  girl  and  her  family,  rescues 
her  from  circus  animals  which  break  loose  during  a 
storm,  and  kidnaps  her  in  an  elopement.  They  marry 
and  beat  the  other  party  to  Los  Angeles  by  several 
days  Here  Tom  substitutes  as  driver  of  his  father- 
in-law's  racer  in  the  motor  race  at  the  Ascot  track. 
Of  course  he  wins  and  is  reinstated  in  the  affections 
of  the  bride's  family  and  his  own. 

REGINALD  DENNY  is  here  again  in  a  riot 
of  fun.  This  is  the  type  ot  vehicle  in 
which  he  is  at  his  best.  And  Denny  at  his  best 
is  as  fine  a  drawing  card  as  any  screen  come- 
dian. 

The  story  is  logical,  and  contains  all  the 
elements  requisite  in  registering  sure-fire  at 
the  box-office.  There  is  romance,  a  world  of 
laughter,  the  excitement  of  wild  animals  es- 
caped, and  the  heart-stopping  thrills  that  come 
with  the  sight  of  motor  cars  speeding  comet- 
like round  a  racing  bowl. 

The  picture  runs  eight  reels,  and  the  fact 
that  there  is  not  a"  slow  moment  speaks  vol- 
umes for  the  work  of  the  star  and  that  of 
the  director.  It  would  be  difficult  to  imagine 
a  better  scene  than  that  showing  the  escape 
of  the  circus  animals  during  a  tremendous 
storm.  The  "bulls"  and  the  "cats"  trumpet 
and  roar,  while  the  occupants  of  the  monkey 
cages  grimace  and  scream.  Quite  naturally, 
the  occupants  of  the  automobile  camp  are  in 
a  frenzy  of  fear.  Then  our  gallant  hero  to 
the  rescue — brave  and  funny.  It's  a  big  se- 
quence. 

There  are  not  a  few  of  the  so-called  minor 
touches  which  combined  help  in  carrying  the 
burden  of  hilarity.  The  idea  of  having  the 
hero  eke  out  a  living  through  the  culinary 
ability  of  his  negro  valet  is  fraught  with 
humor.  Tom  and  his  colored  retainer  sell 
chicken  dinners  when  the  gasoline  money 
gives  out.  Another  bit  shows  Tom  rescuing 
his  father-in-law's  party  from  a  mud-hole. 
And,  of  course,  in  the  process  of  doing  so 
the  irate  motor-car  manufacturer  is  acciden- 
tally tossed  into  the  puddle. 

There  may  be  nothing  startlingly  new  in  the 
spectacle  of  an  automobile  race.  But  there  is 
most  certainly  a  quite  decided  thrill  in  watch- 
ing the  dare-devils  of  the  track  speeding 
around  the  bowl  with  death  lurking  at  every 
curve.  When  Tom  wins,  even  the  sour- 
hearted  father-in-law  gives  a  hearty  three 
cheers,  and  all  but  the  most  blase  audiences 
will  join  in  with  a  will. 

Reginald  Denny  is  right  up  to  his  usual 
standard  in  this  latest  effort.  He  offers  a 
very  satisfactory  characterization  of  the  lov- 
able Tom  Hayden,  who  in  search  for  excite- 
ment manages  to  get  himself  left  flat  at  the 
very  altar  rail.  Gertrude  Olmstead,  in  the 
sweetheart  role,  lends  color  and  beauty  to  the 
production,  and  Tom  Wilson  in  familiar 
black-face  contributes  more  than  his  share 
of  laughs.  John  Steppling  is  excellent  in  the 
lesser  role  of  Tom's  father-in-law. 

Tell  the  town  you  are  showing  Denny's 
latest,  and  one  of  his  best.  Feature  the  circus 
stuff  and  the  automobile  race.  Use  the  title  in 
ad  copy  and  throwaways,  and  secure  window 
space  from  garages,  automobile  supply  stores, 
gas  stations,  etc.  Tie-up  with  motor-car 
agencies  for  street  parades  and  similar 
ballys. 


THE  COAST  OF  FOLLY 

Paramount  Photoplay.  Adapted  by  James 
Creclman  from  Coningsby  Dawson's  novel. 
Scenario,  Forrest  Halsey.  Director,  Allan 
Dwan.  Length,  7,001  feet. 

CAST  AND  SYNOPSIS 

Nadine     Gathaway}   Gloria  Swanson 

Joyce  Gathaway  J 

Larry    Fay   Anthony  Jowitt 

Count  de  Tauro   Alec  Francis 

Constance  Fay   Dorothy  Cumming 

Cholly  Knickerbocker   Jed  Prouty 

Nanny   Eugenie  Besserer 

Reporter   Arthur  Hausman 

Nadine  Gathaway  deserts  her  wealthy  husband  for 
romance  and  disappears  for  twenty-odd  years.  Joyce, 
her  daughter,  grows  to  womanhood  and  inherits  her 
father's  millions  with  the  stipulation  that  she  remain 
untouched  by  scandal.  Joyce,  a  hoyden,  "plays 
around"  with  Larry  Fay,  and  his  adventuress  wife 
sues  her  for  alienation  of  affections.  Nadine,  now 
Countess  de  Tauro,  returns  from  France  to  protect 
her  daughter.  She  "frames"  Mrs.  Fay  in  a  wild 
party  and  forces  her  to  withdraw  the  suit  and  give 
Larry  his  freedom.  She  then  confesses  to  her  hus- 
band, the  Count,  who  springs  a  surprise  by  saying 
he  knew  the  truth  all  along.  She  and  the  Count 
decide  to  grow  old  gracefully  and  Larry  is  to  marry 
Joyce  when  free. 

HPHEY'LL  always  walk  a  mile  to  see  Gloria. 

And  when  they  watch  her  characteriza- 
tions in  "The  Coast  of  Folly,"  they  will  leave 
the  theatre  well  repaid  for  the  efforc. 

In  this  latest  effort,  the  brilliant  star  is  af- 
forded unusual  opportunitiy  to  display  her 
genius.  And  not  one  chance  escapes  her.  As 
Joyce,  the  daughter,  she  is  more  radiantly 
beautiful  than  ever.  As  Nadine,  the  mother, 
she  contributes  a  noteworthy  portrayal  in  the 
role  of  a  world-weary  woman  waging  a  los- 
ing battle  to  retain  a  youth  long  since  fled. 

Perhaps  the  best  of  the  many  big  scenes 
is  that  in  which  she  confronts  her  former 
friend,  Constance  Fay.  It  is  Constance  who 
has  made  the  insinuations  that  bid  fair  to, 
ruin  the  reputation  of  Nadine's  daughter. 
And  also  to  deprive  her  of  a  heritage  of  some 
thirty  millions  of  dollars. 

She  brings  into  play  all  the  weapons  at  her 
command.  Finally  having  her  daughter's 
enemy  in  her  power,  she  forces  her  to  with- 
draw all  damaging  statements  and  also  to 
give  Larry  the  divorce  that  will  enable  him 
to  marry  Joyce. 

Gloria's  make-up  as  Nadine  is  little  short 
of  marvellous.  In  the  double  exposure  shots 
it  is  hard  to  believe  that  the  wrinkled  grande 
dame  and  the  peach-skinned  flapper  are  one 
and  the  same  person.  In  some  instances  the 
star's  appearance  is  reminiscent  of  Leslie 
Carter,  and  at  times  even  of  the  Divine  Sar- 
ah Bernhardt  herself. 

Not  only  is  her  performance  of  general 
excellence,  but  she  contributes  many  minor 
touches  that  are  perfectly  in  keeping  with 
the  character.  Her  pathetic  love  for  her  lat- 
est husband,  the  Count,  is  not  without  its 
pathos.  And  there  is  real  drama  in  the  scene 
where  she  determines  to  sacrifice  herself  in 
behalf  of  her  neglected  daughter. 

Of  course,  Gloria's  interpretation  of  her 
dual  life  is  head  and  shoulders  above  her 
supporting  cast.  She  is  excellent  in  every 
gesture.  Her  every  action  will  be  remem- 
bered by  your  patrons  long  after  they  have 
left  your  playhouse. 

Next  best  is  Alex  Francis  in  the  sympa- 
thetic role  of  Count  de  Tauro.  He  is  a 
worldly  wise  old  fellow.  And  he  understands 
women  thoroughly,  especially  the  whims  and 
foibles  of  his  wife. 

Anthony  Jowitt,  a  new  comer,  plays  Larrv 
Fay,  Joyce's  lover.  He  seems  rather  camera 
conscious,  and  renders  a  stilted  performance, 
never  impressing  one  with  his  sincerity  or 
realism.  The  remainder  of  the  cast  is  up  to 
the  mark,  with  special  mention  for  Eugenie 
Besserer  as  the  nurse. 

Feature  Gloria  Swanson  in  the  brightest 
lights  you  can  get.  Arouse  interest  in  the 
title.  Through  your  local  papers  secure  the 
opinions  of  prominent  women  regarding  Na- 
dine's sacrifice  for  Joyce.  Also  regarding  the 
question  of  divorce.  Style  shows  and  window 
displays  will  help. 


Page  46 


Exhibitors  Trade  Review 


Equipment  News 


Joseph  Hornstein,  of  Howell's  Cine 
Equipment  Company,  has  returned  from  a 
sales  trip  throughout  the  field  and  also  a. 
convention  of  the  Supply  Dealers  of  Amer- 
ica, in  Chicago.  Hornstein  had  a  very  suc- 
cessful trip  and  reports  many  sales. 

New  Theatre,  Rockaway,  has  purchased 
two  Peerless  arc  reflecting  lamps. 

*  *  * 

Salaam  Temple,  of  the  Fabian  Enter- 
prises and  one  of  the  largest  houses  m  the 
State  of  New  Jersey,  has  purchased  all 
their  equipment  from  Joe  Hornstein.  The 
house  will  open  on  Labor  Day,  September 
7th. 

*  *  * 

Happy  Hour  Theatre  has  purchased 
equipment. 

*  *  * 

Baldwin  Theatre,  Baldwin,  L.  I.,  has 
purchased  two  Peerless  lamps  and  one 
Hertner  transveter  and  one  one  Gold 
Fibre  screen. 

*  *  * 

Orpheum  Theatre,  Yonkers,  has  pur- 
chased a  Gold  Fibre  Screen. 

*  *  * 

Oxford  Theatre,  Plainfield,  N.  J.,  one  of 
Walter  Reade's  houses,  has  purchased  two 
Simplex  projectors,  two  Peerless  lamps,  one 
Hertner  transverter,  one  Gold  Fibre  screen. 
The  house  will  open  on  Labor  Day,  Sep- 
tember 7th. 

*  *  * 

Royal  Theatre,  Roosevelt,  L.  I.,  has  pur- 
chased two  Simplex  projectors  and  one 
Gold  Fibre  screen.  The  house  will  open 
on  Labor  Day,  September  7. 

Regent  Theatre,  Kearney,  N.  J.,  one  of 
Harry  Hecht's  houses,  has  purchased  all 
their  equipment  from  the  Howells  Cine 
Equipment  Co.,  Inc.  Harry  has  spent 
about  $35,000  for  alterations.  The  house 
will  open  on  September  15th. 

*  *  * 

George  Walsh,  son  of  Mike  Walsh,  is 
now  managing  the  Strand  and  Hamilton 
Theatres  at  Yonkers. 

*  *  * 

Sam  Roth,  of  Christmas  &  Roth  Enter- 
prises, has  been  appointed  managing  direc- 
tor for  the  above  mentioned  enterprise. 
Sam  is  one  of  the  most  able  and  progres- 
sive managers  in  Westchester  County. 

*  *  * 

Matthew  Christmas  has  leased  a  two 
thousand  seat  house  at  Bronxville,  upper 
Westchester  County.  Howell's  Cine  Equip- 
ment Co.,  Inc.,  will  equip  the  house. 

*  *  * 

WELL  KNOWN  SUPPLY 

DEALER  PASSES  ON 

Fred  P.  Dwyer,  who  for  many  years  was 
connected  in  the  theatre  supply  business  with 
his  brother,  Leo  E.  Dwyer,  at  Columbus  and 
Cincinnati,  Ohio,  passed  away  at  his  moth- 
er's home  in  Dunkirk,  Ind.,  on  August  22nd, 
where  he  had  been  ill  for  some  six  years. 
Both  he  and  his  brother  Leo  were  connected 
with  the  Dwyer  Bros.  &  Co.,  Cincinnati, 
Ohio,  up  until  the  last  five  years,  when  'hey 
sold  their  interests  to  Dr.  Otto  Dic^kman, 
the  firm  name  being  continued. 

Fred  was  33  years  old.  His  many  friends 
in  the  business  win  mourn  his  death. 


Balluna  Spot 
Lamp,  manufactured 
by  Henry  Mestrum, 

recently  installed 
at  the  new  Embassy 
Theatre.    It  is 
not  an  assemblage 
job,  but  a  real 
piece  of  construction 
fitted  with  the 
latest  appliances 
for  perfect  stage 
lighting. 


PROJECTION  HINTS 

  By  WESLEY  TROUT   :  


PROJECTION  SPEED— Continued  from  Issue  Sept.  5 


The   correct  speed  of   projection  is  the 
speed  at  which  each  individual  scene  was 
taken,  which  speed  does  vary  a  great  deal 
under  certain  conditions. 

Now  a  cameraman  out  on  a  location  en- 
counters bad  light  conditions.  Of  course 
he  will  slow  his  camera  down  to  the  limit, 
in  order  to  get  all  the  light  he  can.  Now 
the  next  scene  to  this  was  perhaps  taken 
back  at  the  studio,  with  perfect  lighting  con- 
ditions and  a  maximum  speed.  One  of  the 
scenes  may  have  been  taken  at  a  speed  of 
about  sixty  and  the  next  one  at  a  speed  of 
about  seventy.  It  does  not  require  any  ex- 
traordinary brain  power  to  understand  that 
if  the  motion  picture  projector  pounds  along 
through  both  scenes  at  sixty  or  sixty-five, 
one  scene  will  be  correctly  portrayed  and  the 
other  will  be  entirely  too  slow,  or  if  you  run 
the  projector  at  seventy  one  will  be  correct 
and  the  other  too  fast.  Now  on  the  other 
hand,  if  the  projectionist  runs  his  machine 
at  sixty-five  per  a  minute  then  both  will 
be  run  wrong. 

The  projectionist  should  watch  his  screen 
as  carefully  as  possible  and  regulate  the 
speed  of  the  projection  to  synchronize  with 
the  speed  of  taking  as  near  as  possible. 

Now  if  the  cameramen  would  always  take 
scenes  at  one  speed,  sixty  feet  per  minute, 
all  that  would  be  necessary  to  perfect  pro- 
jection would  be  to  set  the  machine  at  sixty, 
but  the  fact  of  the  matter  is  there  is  no 
such  thing  as  a  set  camera  speed.  I  have 
heard  and  read  that  camera  speed  varies  all 
the  way  from  60  to  as  much  as  85. 


Mr.  Exhibitor:  Ask  at  the  Film  Exchanges 
for  the 


>  

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


The  correct  way  is  for  the  projectionist 
to  watch  his  screen  as  carefully  as  possible 
and  when  he  sees  the  action  of  the  picture 
too  slow  or  too  fast  he  can  regulate  his 
speed  of  his  machine  accordingly.  Any  pro- 
jectionist that  has  any  interest  in  his  work 
will  do  this. 

Where  the  theatre  furnishes  the  pro- 
jectionist with  a  fixed  schedule,  there  is  and 
can  be  but  the  one  proper  procedure,  viz. : 
the  show  must  be  first  run  by  the  projec- 
tionist at  proper  speed,  the  required  time 
taken  down  carefully,  and  enough  taken  or 
added  to  the  program  to  enable  the  pro- 
jecting of  the  show  at  proper  speeds  in  the 
limits  of  the  schedule. 

Good  projection  is  always  greatly  hamp- 
ered where  there  is  an  iron-bound,  unelastic 
"schedule"  for  the  projectionist  to  work  to. 
In  the  issue  of  November  1st  I  published  a 
time  table  that  will  be  of  huge  help  to  pro- 
jectionists and  exhibitors  using  a  schedule. 

There  is  no  need  of  speeding  a  projector 
in  order  to  get  flicker  out  of  his  picture.  A 
shutter  can  be  made  and  set  that  will  take 
all  the  flicker  necessary  out  of  a  picture. 
With  a  proper  made  and  set  shutter  the 
projectionist  can  run  as  slow  as  12  minutes 
to  the  reel  and  not  get  but  very  little  nicker 
in  his  picture.  You  can't  get  perfect  results 
with  too  fast  projection  speed.  The  re- 
sult is  not  pleasing  from  any  viewpoint. 

I  am  sure  that  the  above  article  will  help 
the  readers  of  my  department  to  more  fully 
understand  what  correct  projection  speed  is. 


Contract  Awarded  for 

Carthay  Center  Theatre 

LOS  ANGELES,  Sept.  12.— Architect  A. 
B.  Rosenthal  has  let  a  contract  to  the  Win- 
ter Construction  Company  at  about  $500,000 
for  the  theatre  to  be  built  by  the  Carthay 
Center  Holding  Company  at  Carthay  Center, 
occupying  an  entire  square  block  in  the  busi- 
ness district  of  the  Wilshire  subdivision. 


September  12,  1925 


Page  47 


U.S.  Shipping  Board  Sees 

t  Projector 


THERE  has  always  been  a  great  need  in  the  motion 
picture  industry,  among  exhibitors,  for  a  self- 
operating,  continuous  daylight  motion  picture 
projector  which  could  be  utilized  in  the  lobby,  and 
which,  with  the  use  of  trailers,  would  give  the  passerby 
an  actual  visualization,  in  the  form  of  motion  pictures, 
of  a  small  part  of  the  program  being  shown  inside  of 
the  house. 

There  is  nothing  which  attracts  more  quickly  than  motion,  and 
when  it  is  in  the  form  of  interesting  pictures  it  not  only  at'racls 
the  man  passing  a  theatre,  but  will  cause  him  to  stop,  and  in  many 
cases,  if  the  trailer  is  sufficiently  interesting,  will  draw  him  inside. 

The  manufacture  and  distribution  of  such  a  machine  has  many 
times  been  attempted,  but  several  obstacles  have  arisen  which  made 
progress  exceedingly  slow  in  producing  a  machine  which  was  prac- 
tical for  all  purposes. 

The  Capitol  Machine  Company  of  100  West  42nd  Street,  New 
York  City,  has  finally  succeeded  in  developing  a  machine  of  this 
type  which  is  in  every  way  100  per  cent  perfect. 

In"  developing  this  machine,  every  obstacle  which  has  heretofore 
paralyzed  the  efforts  of  other  manufacturers  of  similar  products, 
aas  been  overcome  by  the  Capitol  Machine  Company  and  they  have 
coday  a  finished  product  which  is  in  every  way  suitable  for  any 
need  to  which  the  exhibitor  might  wish  to  put  it. 

IT  IS  a  daylight  automatic  continuous  pro- 
jector in  which  the  projection  is  perfect, 
and  even  in  the  brightest  light  can  be  seen  as 
clearly  as  a  motion  picture  inside  of  a  dark- 
ened theatre.  The  screen  which  they  use  has 
overcome  the  difficulty  of  seeing  a  picture 
properly  from  the  side,  for  the  picture  is  as 
clear  and  distinct,  and  as  little  affected  by  dis- 
tortion at  an  angle  of  45  degrees  or  more  as 
it  is  immediately  in  front  of  the  screen.  This 
means  that  a  man  at  the  edge  of  a  crowd  in 
front  of  a  theatre  can  see  the  picture  just  as 
clearly  and  plainly  as  a  man  standing  directly 
in  front  of  the  screen. 

Another,  and  probably  one  of  the  most  tedi- 
ous of  all  the  obstacles  which  had  to  be 
overcome,  namely,  the  difficulty  of  running  a 
film  for  any  length  of  time  without  it  be- 


View  of  compact 
jector,  and 


coming  broken  and  useless  for  further  pre- 
sentation, has  also  been  overcome  in  this 
new  machine.  This  has  been  done  through  the 
use  of  a  new  and  carefully  worked  out  in- 
termittent movement.  By  this  new  application 
of  mechanical  principle  the  film  is  not  pushed 
from  frame  to  frame  by  a  series  of  hammer 
blows  such  as  is  used  in  the  average  machine, 
which  necessarily  destroys  the  averp.ge  film 
in  a  short  time,  but  is  pushed  forward 
through  the  machine  without  causing  any 
destruction  whatsoever  to  the  film.  This 
means  that  the  life  of  the  film  used  is  length- 
ened to  a  point  where  it  is  practically  used 
almost  continuously  for  many  days,  operat- 
ing from  six  to  eight  hours  each  da}',  with- 
out any  appreciable  deterioration  to  the  film. 


J,  Frankenberg,  director  of  exploitation,  Capitol  Machine  Company,  demonstrates 
New  Daylight  Portable  Projector  to  members  of  U.  S.  Shipping  Board. 


portable  Capital  Automatic  Daylight  Pro- 
screen  attachment,  used  for  trailers. 


A  LSO,  by  the  use  of  Eastman  safety 
standard  non-inflammable  film  stock 
they  have  eliminated  all  fire  hazards  and 
have  further  reduced  the  chance  of  any  ac- 
cidnt  to  either  film  or  machine  by  installing 
a  device  in  the  machine  which  automatically 
stops  the  machine  as  soon  as  the  film  breaks 
or  becomes  impaired. 

Another  important  factor  in  this  projec- 
tion machine  is  that  it  is  extremely  light, 
weighing  only  eighteen  pounds,  carrying  case 
and  all,  and  requires  only  a  very  small  space. 
It  is  portable,  and  because  of  its  light  weight, 
can  be  carried  from  one  place  to  another  by 
anyone,  and  set  up  at  a  moment's  notice. 

The  machine  is  not  in  an  experimental 
stage.  Its  practicability  has  actually  been 
proven.  The  Capitol  Machine  Company  have 
the  machine  in  production,  several  thousand 
having  already  been  turned  out  complete. 
They  state  that  they  have  sold  several  of 
the  large  theatres  in  the  eastern  territory 
where  they  are  being  used  with  great  success. 

This  machine  is  also  extremely  practical 
for  many  purposes  besides  lobby  display.  The 
government  is  using  them  in  many  of  their 
deprtments  for  propaganda  purposes;  large 
industrial  concerns  have  them  in  use  for  sales 
promotional  work,  and  banks  and  similar  in- 
stitutions are  using  them  to  the  best  advant- 
age m  promoting  the  idea  of  thrift  among 
fheir  customers.  Even  the  police  departments 
in  various  cities  have  adopted  it  for  "Safety 
First"  propaganda  by  using  them  at  vantage 
positions,  and  showing  pictures  illustrating 
preventable  accidents. 

'"THEY  are  being  used  by  theatres,  not 
only  in  their  lobbies,  but  are  placed  in 
store  windows  in  the  neighborhood  to  show 
to  all  persons  in  the  vicinity  trailers  of  pic- 
tures which  are  being  shown  in  the  neigh- 
borhood theatre, 
business. 

At  a  luncheon  which  was  recently  given 
under  the  auspices  of  the  Capitol  Machine 
Company  at  the  Princeton  University  Club, 
New  York,  to  the  motion  picture  press  and 
other  motion  picture  interests,  Mr.  Arthur 
Dunn,  president  of  the  concern,  and  Walter 
E.  Greene,  outlined  the  activities  of  the  firm 
and  emphasized  the  splendid  production  facil- 
ities available  for  the  new  projector. 


Page  48 


Exhibitors  Trade  Review 


New  Theatres  Reported 


STERLING,  111.,  Sept.  2.— A  new  mo- 
tion picture  and  vaudeville  theatre  will  be 
built  here.  William  Schrader,  of  Sterling,  is 
the  owner  and  plans  have  been  drawn  by 
Bradley  &  Bradley,  Rockford,  111.  The  house 
will  be  250  by  136  feet  and  one-story  high. 
It  will  cost  approximately  $50,000. 

Archt:.— Not  selected.  Owner— Theatre 
Lobby  Display  Co.,  J.  B.  Cullen,  172  2nd  st, 
Milwaukee,  Wis.,  building  Theatre  (M.  P.), 
and  Stores  (12)  and  Apt.  Bldg.  (8  apts), 
3  sty.  and  bas.,  at  Ogden  bet.  Cass  and  Mar- 
shall, Milwaukee,  Wis. 

Archt.  Walter  M.  Ahschlager,  5  E.  Huron, 
Chicago,  111.,  drawing  plans  on  theatre, 
stores  and  office  and  apt.  bldg.,  3-sty.  and 
bas.,  70  x  200,  at  s.  w.  cor.  Halstead  and  35th 
streets.  Owner,  Reckas  &  Reckas,  6319  Cot- 
tage Grove  ave.,  Chicago,  111. 

Archt.  Fridstein  &  Co.,  Ill  W.  Washing- 
ton st,  Chicago,  111.,  drawing  plans  on  theatre 
and  stores  at  N.  E.  cor.  Lawrence  and  Lipps, 
3-sty.  brk.  Owner,  Lubliner  &  Trinz  and 
Balaban  &  Katz.  H.  L.  Stern,  pres..  175  N. 
State  st.,  Chicago,  111. 

Plans  drawn  on  theatre  and  stores  at  4104 
W.  Madison  st.  Archt.,  Levy  &  Klein,  111 
W.  Washington  St.,  Chicago,  111.  Owner, 
Marks  Bros.,  1641  W.  Roosevelt  rd. 

Archt.  De  Foe  &  Besecke,  1704  Baltimore, 
Kansas  City,  Mo.,  taking  bids  on  theatre  and 
stores  at  3804  Muin  street.  Owner,  R.  L. 
Willis,  5037  Michigan. 

Theatre  at  Omaha,  Nebr.,  Archt.  John 
Eberson,  212  E.  Superior  St.,  Chicago,  111. 
Owner  withheld,  care  archt.  Mature  in  1926. 
Sketches. 

Work  to  start  soon  on  theatre  at  4th  near 
Washington,  Waterloo,  Iowa.  Archt.,  M.  B. 
Cleveland,  424  East  4th  street.  Owner,  Al- 
bert Franklin,  Waterloo,  Iowa. 

Theatre,  stores  and  apt.  bldg.  being  built 
at  Ogden  bet.  Bass  and  Marshall,  Milwaukee, 
Wise.  Archt.,  Clarence  G.  Johnson,  477  58th 
st.  Owner,  Theatre  Lobby  Display  Co.,  K.  B. 
Cullen,  172  2nd  st. 

Theatre,  stores  and  dance  hall  being  built 
in  Detroit,  Mich.,  $160,000,  2  sty.  and  bas., 
160  x  120.  Archt.  Henry  Kohner,  H.  A. 
Payne,  assoc.,  406  Kresge  Bldg.  Owner  with- 
held, care  archt. 

Theatre  at  Northville,  Mich.,  2  sty.,  40  x 
120.  Archt.  C.  Howard  Crane,  Elmer  George 
Kiehler  and  B.  Dore,  assoc.,  400  Huron 
Bldg.,  Detroit,  Mich.  Owner,  Allen  Theatre 
Co.,  Northville,  Mich.  (Note  owner's  name 
and  address.) 

Archt.  C.  Howard  Crane  and  Elmer 
George  Kiehler  assoc.,  Griswold  st.,  Detroit, 
Mich.,  drawing  plans  on  M.  P.  theatre  in 
West  Federal  street,  Youngstown,  Ohio. 
Owner,  State  Amusement  Co.,  Chas.  V/. 
Schaefer  and  Geo.  J.  Renuer  Jr.,  care  Mr. 
Schaefer,  247  Park  ave.,  Youngstown,  Ohio. 


Mailing  Lists 

Will  help  you  increase  sale* 
Send  for  FKEB  catalog  Kfrfag 
ctianU&ndprlcesbnctasBlliednagMt 

National,  Btoto.T^cal-Jndivldoala, 
Ftofaaalons,  Business  Firms. 


turns* 


St  Louis 


Classified  Opportunities 

Rate  2  Cents  a  Word — Cash  With  Copy 


At  Liberty 


EXPERT    OPERATOR    AND  ELECTRICIAN 

with  nine  years'  experience  in  big  houses.  Married. 
Wants  to  locate  at  once.  Address  Operator,  Box 
282,  Mason  City,  Iowa. 

THEATRE  ORGANIST:  Desires  position,  Or- 
chestral experience,  Library.  Union,  references.  Six 
days  preferred.  Address  "B,"  Exhibitors  Trade  Re- 
view, New  York  City. 

ORGANIST — Expert,  reliable,  young  man;  union; 
large  library ;  unit  organ  preferred,  if  good ;  con- 
servatory graduate ;  tricks  and  imitations ;  novelty 
solos  and  slides.  Write  J.  Clarence,  309  S.  Dith- 
ridge  St.,  Pittsburg,  Pa. 

WOMAN  ORGANIST;  wishes  position  in  Picture 
Theatre ;  Experienced ;  References ;  Address  Organ- 
ft,  P.  O.  Box  1268,  Lubbock,  Texas. 


Equipment 


WE  CAN  EQUIP  YOUR  THEATRE  complete, 
new  or  used  goods,  and  save  you  money.  Write 
for  literature.  Western  Motion  Picture  Company, 
Danville,  111. 


Want  to  Buy 


WANTED — Rent,  Lease  or  Buy  Furnished  or  partly 
furnished  Picture  Theatre  or  Opera  House.  Send  full 
details,  terms,  size  of  theatre  and  population.  Will 
consider  managing  of  a  theatre;  ten  years'  experi- 
ence in  theatrical  business.  M.  TROUT,  Box  499, 
ENID,  OKLAHOMA.     (Middlewest  States  only.) 


For  Rent 


MOTION  PICTURE  and  "StiH"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. 


For  Sale 


FOR  SALE  AT  A  SACRIFICE  Photoplayer;  in 
use  less  than  2  years.  Orpheum  Theatre,  Orwigs- 
burg.  Pa. 

FOR  SALE — A  modern  fireproof  theatre  building, 
50  x  140,  equipped  for  road  shows  and  pictures ; 
building  includes  two  stores  and  two  flats ;  middle 
west  town,  county  seat,  6,000  inhabitants;  mortgage 
sale ;  can  be  bought  for  one-half  original  cost.  Ad- 
dress Box  876,  Fargo,  N.  D. 


FOR   SALE— TERRITORIAL  RIGHTS— 

"In  Flanders  Field  and  America's  Answer," 
the  Human  Voice  Picture.  We  Feature  you 
in  Picture  (Man  or  Woman),  make  you  a 
Star ;  you  recite  poem.  Address  HUMA 
POEM  FILM  CO.,  1202  West  End  Trust 
Bldg.,  Philadelphia,  Pa. 


CINEMA 

The  Motion  Picture  JUview 
•f  the  Orient 

Manager:    E.  ATHANASSOPOULO 
Editor-in-Chief: 
JACQUES  COHEN-TOUSSIEH 

"CINEMA"  is  the  only  picture  publication 
circslating   throughout   tfce  Orient. 

Addrtf. 

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


For  Sale 


FOR  SALE — Underwood    Typewriter,    16  inches. 

Will  consider  an  exchange.  Write  Box  H.  S.,  Ex- 
hibitors Trade  Review. 

MOTION  PICTURE  MACHINE:  First  class  com- 
plete with  screen.  Much  supplies  ;  Like  new  ;  Bar- 
gain ;  For  Sale.  Price  $160.  STREUBER,  116 
West  109th  St.,  New  York  City. 

FOR  SALE — International  Adding  Machine  with 
stand,  also  a  Marchant  Calculator.  Bargain.  Box 
P.   L.,  Exhibitors  Trade  Review. 

FOURTEEN  HUNDRED  NEW  OPERA 
CHAIRS,  some  upholstered.  New  goods  made  on 
contract  to  fit.  Bankrupt  stock,  at  a  big  saving. 
EIGHT  THOUSAND  YARDS  of  government 
Standard  Battleship  Linoleum  and  Cork  Carpet  at 
less  than  wholesale  prices  for  theatres,  churches, 
clubs  and  lodges.  Guaranteed  goods.  Not  less  than 
one  roll  sold.  J.  P.  REDINGTON  &  COMPANY, 
SCRANTON,  PA 

ELECTRIC  SIGN  "LYRIC" :  Double  faced, 
ready  to  hang;  tost  $100.  Spot  cash  $50.  J.  P. 
Redington,  Scranton,  Pa. 

STEREO PTI CON — B.  &  L.  CARBON  ARC  4J4 

inch  Condensers,  10  inch  Lens,  with  Rheostat  com- 
plete, in  very  good  condition,  only  $25  cash. 
ALOE'S,  513  Olive,  St.  Louis,  Missouri. 

FOR  SALE — Approximately  270  7-ply  new  veneer 
chairs.  Also  generator,  frames  and  used  projecting 
machines.  Bargains.  Atlas  Moving  Picture  Com- 
pany, 534  S.  Dearborn  St.,  Chicago,  111. 

WESLEY  TROUT,  "The  Recognized  Authority  on 
Motion  Picture  Projection  and  Equipment."  Plans 
drawn  for  Projection  Rooms ;  Projectors,  Motor 
Generator  Sets  installed  and  other  Equipment.  Terms 
Reasonable.  Member  of  the  I.  A.  T.  S.  E.  and 
M.  P.  M.  O.  Union.  15  years  in  the  Business.  In- 
stall Equipment  Anywhere.  Questions  Answered 
on  Projection  by  Mail  and  through  the  Projection 
Department.  Allow  at  least  two  to  three  weeks  for 
answer,  as  so  much  material  is  waiting  for  publica- 
tion. Mail  .04  stamp  for  card  on  copy  of  reply  by 
mail  or  answers  will  be  published  in  Projection 
Department.  NOTE:  Manufacturers  please  mail  me 
data  on  your  equipment  and  new  develop- 
ments in  equipment  for  publication  in  department  and 
in  my  new  Handbook.  Address  all  Correspondence 
to:  WESLEY  TROUT,  Editor  Projection  and 
Equipment  Department,  EXHIBITORS  TRADE 
REVIEW,  45  West  45th  Street.  New  York  City, 
N.  Y.  (Exhibitors  Trade  Review,  the  project'onists 
FRIEND.  The  Department  that  is  read  by  ALL 
PROJECTIONISTS.)  

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. 


SHIPPED  SAME  DAY  ORDER  IS  RECEIVED 
Guaranteed  Service — Go6d      Work — Popular 
Prices — Send  for  Trial  Order. 


FILMACK  COMPANY 

736  S.WABASH  AVE.  CHICAGO 


J 


WORLD'S  LARGEST  EXCLUSIVE  AMUSEMENT  TICKET  PLANT 

ArcusTTcket/j 

/    ■         352  N.  ASMLAND  AVENUE  \V 
CHICAGO,  ILLINOIS 


TWENTY- EIGHT  YEARS  EXPERIENCE  AT  YOUR  SERVICf 


ROLL  «END)  FOLDED 

—TICKETS— 

BEST  EOH  THE  LEAST  'MONEY  QUICKEST  Dll'lVfRY  CORRECTNESS  GUARANTEED 


One  Thin£  More 


In  your  modern  motion  picture  house 
every  detail  of  projection,  decoration,  ventila- 
tion, temperature,  seating,  has  been  carefully 
worked  out  to  n$$ke  the  theatre  attractive 
and  comfortable. 

But  there's  one  thing  more  you  can  do — 
and  it's  a  real  factor  from  the  box  office  point 
of  view:  make  sure  the  picture  is  printed  on 
Eastman  Positive  Film,  the  film  that  safe- 
guards for  the  screen  the  quality  of  the  nega- 
tive so  your  public  may  enjoy  it. 

Eastman  film  is  identified  in  the 
margin  by  the  black-lettered 
words  "Eastman"  and  "Kodak" 


EASTMAN  KODAK  COMPANY 

ROCHESTER,  N.  Y. 


Mack. 
Sejvjve  t  t 


presents 


Alice  T>av 
Comedies 

Ttvo  *Reels 

Current  and  Coming  ^Releases  in  First 
Series  of  12 

"Tee  for  Tbvo" 
"Cold  TurKey" 
*'Lo*oe  and  KJs^es* 


Once  in  a  dog's  age  there  flashes  upon  the  horizon  a  girl 
who  is  a  real  comedian,  funny  in  her  own  right. 

Think  over  the  women  stars  of  stage  and  screen,  and 
try  to  count  up  the  genuine  mirth-makers. 

Alice  Day  is  not  only  beautiful;  she's  funny. 

That's  why  Sennett,  champion  picker  of  comedians,  has 
promoted  her  from  the  ranks  of  the  featured  players  to 
stardom. 

Look  at  these  new  Alice  Day  comedies  at  the  nearest 
Pathe  exchange.  When  you  get  through  laughing  you'll 
sign  'em  up. 


TRADE 


omecjy 


MARK 


EXHIBITORS 

^rade  REVIEW 

°the  Business  Paper  of  the  Motion  Victure  Industry 


■ 


W'': 


Victor  Flemings  great  production 

^BESSIE  LOVE 
WARNER  BAXTER 
RAYMOND  HATTON 

Screen  play  by  Anthony  Coldewey 


A  Son  of  His  Father 

d  <©  Cparamount  Cpieture 


September  19,  1925       THIS      ISSUE      8,000    CopieS  Price  20  Cent8 


EXHIBITORS 
REVIEW 

Gre#f  D<n'/y  News- 
paper for  the  Whole 

Film  Industry" 

See  the  Announcement 
on  pages  2-3  of  this  issue 


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  year.     Entered  as  second-class  matter  Aug.   5,  1922,  at  postoffice  at  East  Stroudsburg,  Pa.,  under  act  of  March  3,  1879 


THE  PICK  OF  THE  PICTURES 


for 


Independence  and  Profit 


Super  Feature 

"RED  LOVE" 
Starring  John  Lowell  and 

Evangeline  Russell 
Ready 


Arabian  Nights  Super  Special 

"Tales  of  a  Thousand  and 
One  Nights" 

Ready 


Super  Special 

"THE  RED  KIMONO" 

Being  produced  by  and  with 

MRS.  WALLACE  REID 


Super  Feature 

"KING  LOG" 

(Working  Title) 

By  Clarence  Buddington  Kelland 
With  John  Bowers,  Dan  Mason,  Marguer- 
ite de  la  Mote,  Allan  Hale 


1 


5 


Pictures  from  the  Novels  of 

JAMES  OLIVER  CURWOOD 

Ready — - 

"My  Neighbor's  Wife" 
"The  Gold  Hunters" 


GENERAL  CHARLES  KING 

Frontier  Features 

Ready 

"Warrior  Gap,"  "Fort  Frayne" 
"Under  Fire,"  "Tonio,  SonoftheSierras" 
"A  Daughter  of  the  Sioux" 


DE  LUXE  SERIES 
starring 

MARILYN  MILLS 

and  her  intelligent  horses 

"Star"  and  "Beverly" 

Ready — "Tricks" — Next — "Three  Pals" 


Secret  Service  Stories 

Starring 

PEGGY    O'  DAY 
"The  Thrill  Girl" 

Ready — "Peggy  of  the  Secret  Service' 


8 


Productions  Starring 

"KEN"  MAYNARD 

and 

TARZAN,  "King  of  All  Horses" 
Ready — "$50,000  Reward"  —  "Fighting 
Courage"  —  "The    Demon    Rider"  — 
"The  Haunted  Range" 


Splendid 

AL  FERGUSON 
FEATURES 

Ready — Seven  Pictures 


"HEY  FELLAS"  f 

Kid  Komedies  « 

"The  Doin's  and  Disasters 
of  Young  America" 

(Released  Every  Other  Week) 
Six  Ready 


"SHEIKS  and  SHEBAS" 

Comedies  of 
FLAPPER  AMERICANS 
(Released  Every  Other  Week) 
Six  Ready 


Episode  Serial 
Ben  Wilson  and  Neva  Gerber 

in 

"THE  MYSTERY  BOX" 

Now  Ready 


Society-Athletic  Features 
starring 

F.  SCHUMANN-HEINK 

Ready— "Hills  Aflame"— "Youth's 
Highway" 


Episode    Super-Serial,  Nationally 
Advertised  and  Exploited 

"THE  POWER  GOD" 

Starring 

Ben  Wilson  and  Neva  Gerber 

For  Fall  Release 


Two-Reel  Herrick 
Unique  Featurettes 

"FRAGMENTS  OF  LIFE" 
"Tales  Told  Without  Titles" 

Four  Now  Ready 


"Better  Pictures  For  Less  Money" 
DAVIS  DISTRIBUTING  DIVISION,  Inc. 


J.  CHARLES  DAVIS,  II,  President 


218  West  42nd  Street 


New  York,  N.  Y. 


oA  Great  'Daily  Newspaper 

Exhibitors 

An  Extension  of  Service 


All   the    News   of  the 


H  News  is  the  backbone  of  every  real  newspaper. 


I      News  can  not  be  canned,  preserved,  sun-dried 

Motion    Picture    Indus-  IN  or  kept  on  ice. 

try  from  All  the  World  ■  11  ltis  news  toda?-an  old  stot>' tomorrow- 

'  If  This  industry  makes  volumes  of  real  news, 

t  In  this  newspaper  it  will  be  told  while  it  is  news. 

If  Through  unparalleled  newsgathering  facilities,  reaching  wherever  motion  picture  activi- 
ties occur,  you  will  be  kept  informed  day  by  day. 

If  Without  wading  through  vast  areas  of  inconsequential  type  to  find  what  you  want. 
11  If  you  are  busy,  this  will  be  your  newspaper  from  its  first  issue. 


THE  FIRST  ISSUE 

[And  one  of  many  you  won't  want  to  miss] 

Monday,  October  5 


for  the  Whole  Film  Industry 


Published 
Daily 


by  Exhibitors  Trade  Review 


A  Motion  Picture  News- 
paper That  Everyone 
Will  Find  Worth  While  ■ 


1  Motion  Pictures  have  built  a  Great  Industry, 
one  that  is  going  to  be  far  greater  in  the  near  future. 
IT  This  industry  has  been  well  served  by  one  Daily 
Newspaper.  Now  it  has  reached  the  point  where 
there  is  real  need  for  two. 
1"  It  has  reached  the  point,  in  fact,  where  the  once~a-week  handling  of  news,  based  on  the 
methods  of  twenty  years  ago,  is  obsolete, 

'If  For  these  reasons  Exhibitors  Review — not  a  new  publication,  but  an  extension  of  the  ser- 
vice provided  by  Exhibitors  Trade  Review — will  meet  a  vital  requirement  of  the  business. 


THE  SUBSCRIPTION  PRICE 


[Including  EXHIBITORS  TRADE  REVIEW  WEEKLY] 


$5  a  year 


Page  4 


Exhibitors  Trade  Review 


-  all  roads  in  Newlfbrk. 
led  to  the  Capitol  Theatre 
Sunday-  where 

NORMA  TALMADGE 

"GRAUSTARR  a  love  stonj  of 

to-day,  was  voted  by  the  great  crowds  as 
being  one  of  the  greatest pidures  ever  made. 


■Presented  by 
JOSEPH  M.  SCHENCK. 

mh  EUGENE  O'BRIEN 

itorH  by  GEORGE  BARR  McCUTCHEON 

scttin  vcmon  by  FRANCES  MARION 

A  DIMITRI  BUCHOWETZKI  PRODUCTION 

(jWUfcjraMy  iy  ANTONIO  GAUDIO,   M  Direction  »y  CEDRIC  CIBBONS  and  RICHARD  DAY 
Vvdhte  iy  ETHEL  T.  CHAFTIN,    Msistatt  Director  WILLIAJ4  "COWAN 


A  liul 
national 
Picture 


Portion  Rjghu  Conuolk-d  t 


Members  of  Motion  Picture  Producers  *nd  Distributers  of  America  Inc^-Wlll  Hays 


EXHIBITORS 

trade  REVIEW 

9he  Business  Paper  of  the  Motion  Before  Industry 

Editorial 


ONE  of  the  things  it  would  be  inter- 
esting to  know,  and  which  we 
can't  even  guess  at,  is  how  many 
thousands  of  people  were  drawn  to  mo- 
tion picture  theatres  by  the  news-reel 
showings  of  the  Shenandoah  disaster. 
Few  events  since  war  time  have  aroused 
such  universal  interest  and  regret.  In 
handling  the  affair  with  the  extraordi- 
nary speed  that  has  become  a  common- 
place to  us  in  the  business,  the  news-reel 
provided  something  that  deserved  excep- 
tional advertising  and  exploitation. 

It's  a  shame  that  pictures  such  as  these, 
the  making  of  which  requires  resort  to 
almost  superhuman  methods,  are  apt  to 
be  treated  as  a  mere  part  of  the  week's 
routine.  Which  is  a  good  deal  like  getting 
out  an  extra  edition  of  a  great  newspaper 
and  then  forgetting  to  make  a  noise 
about  it. 


ASSUMING  that  we  are  approach- 
ing the  season  when  weather  con- 
ditions ought  to  be  favorable  for  a 
substantial  increase  in  attendance,  it  will 
be  well  for  every  theatre  manager  to  re- 
member that  this  is  the  season,  also, 
when  the  radio  people  begin  a  strenuous 
drive  for  business.  They  have  begun  by 
cutting  prices  heavily  and  indications 
are  that  there  will  be  many  new  models 
of  receiving  sets  on  the  market  for  which 
the  usual  extravagant  claims  will  be 
made.  Which  means,  of  course,  that 
there  will  be  a  new  army  of  radio  fans 
who  will  have  little  time  for  anything 


but  their  new  toys,  until  the  novelty 
wears  off. 

The  presence  of  a  radio  set  in  the  aver- 
age home  is  no  more  a  menace  to  the  the- 
atre than  the  presence  of  a  bath-tub,  ex- 
cept for  the  few  days  or  weeks  or,  in  some 
cases  months,  required  for  the  new  own- 
er to  get  thoroughly  acquainted  with  it. 
During  that  period  you  have  to  hit  him 
harder  with  advertising  and  exploitation 
to  drag  him  out.  This  is  the  time  for  just 
such  extra  pressure.  If  you  doubt  it  note 
the  radio  advertising  in  the  current 
issues  of  the  weekly  magazines. 
_    *  •» 

THE  Phantom  of  the  Opera,"  which 
opened  in  New  York  this  week,  has 
been  changed  considerably  since  its 
first  showing  on  the  west  coast.  In  the 
opinion  of  many  who  saw  its  eastern  pre- 
miere it  is  one  of  the  most  powerful  pic- 
tures thus  far  screened,  superbly  done, 
with  exceptional  dramatic  appeal.  It 
represents,  in  brief,  the  sort  of  picture  a 
conscientious  producer  takes  pride  in 
making.  For  appeal  to  an  intelligent 
public. 

*    *  * 

A RECENT  remark  here  about 
"Souls  for  Sables"  must  be  re- 
tracted. Not  the  statement  that 
it  is  a  good  picture.  That  stands.  But 
the  reference  to  it  as  a  Truart  produc- 
tion. Which  was  just  one  of  those  inad- 
vertances.  It  is,  of  course,  a  Tiffany 
production. 


Page  8 


Exhibitors  Trade  Review 


Irving  G.  Thalberg 

Hunt  Stromberg 


Harry  Rapf 


;U1 


EXPANSION  OF  M-G-M 


New  Contract  For 


BRINGS  IN  STROMBERG    M"™»  D*™s 


Former  Producers  Distributing  Corporation  Contributor  to  Supple- 
ment Work  of  Mayer,  Rapf  and  Thalberg 

HUNT  STROMBERG,  one  of  the  industry's  foremost  producers,  has  entered 
into  an  agreement  with  Metro-Goldwyn-Mayer  whereby  he  will  act  in  a 
supervisory  capacity  and  will  augment  the  work  of  Irving  G.  Thalberg  and 
Harry  Rapf,  associate  executives  at  the  Culver  City  studios,  according  to  an 
announcement  by  Louis  B.  Mayer,  production  executive-in-chief. 

Announcement  of  the  affiliation  was  made  in  last  week's  issue  of  Exhibi- 
tor's Trade  Review. 

An  enlarged  production  schedule  is  soon  — 
to  be  put  into  effect  at  the  Metro-Gold- 
wyn-Mayer studios  and  Stromberg  will 
participate  actively  in  its  execution.  In 
addition  to  acting  in  a  supervisory  capacity 
he  will  assume  the  direction  of  several 
pictures. 

In  making  the  announcement  Louis  B. 
Mayer  said,  "Under  the  enlarged  produc- 
ing program  about  to  be  launched  we  will 
need  the  additional  services  of  a  producer 
who  can  achieve  M-G-M  quality  in  pic- 
tures. In  Stromberg  Messrs.  Thalberg, 
Rapf  and  myself  feel  we  have  acquired 
such  a  man.  He  enjoys  an  enviable  record 
and  under  his  arrangement  with  us  he 
will,  I  feel  sure,  achieve  the  greatest  work 
of  his  career." 

Hunt  Stromberg  was  recently  producing 
for  Producers  Distributing  Corporation, 
and  made  several  successes  for  them. 

He  disposed  of  all  of  his  interests  in 
such  pictures  and  turned  over  four  or  more 
stories  to  them. 

Stromberg  has  produced  many  successful 
productions,  among  them  "The  Siren  of 
Seville, 'r  "The  Fire  Patrol,"  "A  Cafe  in 
Cario,"  "Tiger  Thompson"  and  several 
Harry  Carey  pictures  in  addition  to  those 
he  made  for  Producers  Distributors. 

Stromberg  will  immediately  begin  his  new 
work  at  the  Metro-Goldwyn-Mayer  studios 
in  Culver  City. 

*    *  * 
MAAS  JOINS  KANE 

Ernie  Maas,  motion  picture  producer  and 
head  of  Roycroft  Pictures,  has  gone  over  to 
the  Robert  T.  Kane  organization,  producing 
a  series  of  features  for  First  National,  as 
general  production  assistant  to  Kane.  This 
is  in  line  with  Mr.  Kane's  recently  announced 
policy  of  surrounding  himself  with  person- 
alities who  have  advanced  ideas. 


WALKER  RALLY 
AT  ASTOR 

THE  Motion  Picture  Division  of  the 
James  J.  Walker  Mayorality  Cam- 
paign tendered  the  candidates  a 
luncheon  at  the  Astor  Hotel,  New 
York,  on  Sept.  9.  It  was  preceded 
by  a  parade  down  Seventh  Ave.,  in 
which  the  body  was  made  up  of  ex- 
hibitor Walker  boosters,  and  included 
a  pause  at  48  Street  between  the  ex- 
change buildings  there  where  Senator 
Walker  greeted  the  crowds  in  a  short 
speech. 

Nathan  Burkan  introduced  Senator 
Walker  at  the  lunch  and  said  that 
the  meeting  was  a  protest  gathering 
with  the  vehement  denial  in  view  that 
Senator  Walker  planned  to  "turn  the 
city  over  to  the  underworld,"  as  cer- 
tain New  York  newspapers  have  stated. 
Walker  thanked  the  motion  picture 
men  for  their  support  and  took  the 
opportunity  to  riddle  his  opposition's 
ridiculous  "underworld"  charges. 

Adolph  Zukor,  Eugene  Zukor  and 
Felix  Feist  were  representative  of  the 
producer  body  at  the  lunch  while  the 
exhibitors  of  Manhattan,  Brooklyn 
and  the  Bronx  were  well  represented. 
Irving  Berlin's  campaign  song,  "Walk 
in  With  Walker"  was  rendered — 
much  to  everybodv's  delight. 

$9,000  was  pledged  by  those  pres- 
ent for  the  Walker  campaign. 


A  new  contract  for  the  services  of 
Marion  Davies  has  been  signed  at  the 
Culver  City  studios,  as  a  result  of  which 
this  star  will  appear  in  Metro-Goldwyn- 
Mayer  pictures  for  a  long  term.  Mi_ss 
Davies'  original  contract  called  for  only 
one  picture,  but  following  the  completion 
of  "Lights  of  Old  Broadway,"  directed  by 
Monta  Bell,  a  new  arrangement  has  been 
entered  into  whereby  Miss  Davies  will 
soon  start  work  at  the  Culver  City  stu- 
dios on  the  first  of  a  series  of  Cosmopoli- 
tan productions  for  Metro-Goldwyn- 
Mayer. 


EUROPE  SWEPT  BY 
"THE  LOST  WORLD" 

First  National  Special  Takes 
Capitals  by  Storm 


The  First  National-Watterson  R.  Roth- 
acker  production  of  Sir  Arthur  Conan 
Doyle's  novel,  "The  Lost  World,"  pro- 
duced under  the  supervision  of  Earl  Hud- 
son, is  taking  Europe  by  storm.  Its  re- 
ception in  the  British  Isles  has  been 
nothing  short  of  sensational. 

In  Paris  it  broke  every  record  for  motion 
pictures,  both  for  length  of  run  and  for 
volume  of  business.  It  was  shown  at  the 
Cameo  Theatre  in  Paris,  where  First  Na- 
tional's "Sea  Hawk"  had  previously  set 
new  records. 

Reports  received  by  First  National  from 
Italy,  where  Count  Chippico  is  the  dis- 
tributor, are  that  it  is  taking  all  Italy  by 
storm.  In  Germany  the  UFA  is  giving  it 
the  greatest  advertising  campaign  in  Ger- 
man film  history  and  it  is  attracting  tre- 
mendous patronage. 

The  exploitation  campaigns  for  "The 
Lost  World"  both  in  London  and  in  Paris 
were  brilliant  examples  of  what  Europe 
can  do  in  bringing  a  motion  picture  to  the 
attention  of  the  public,  and  have  furnished 
pointers  to  the  exploitation  men  of 
America. 


September  19,1925 


Page  9 


FOUR  COMPLETED 
BY  FIRST  NATIONAL 

Five  New  Productions  Get  Under 
Way  Also 

Last  week  saw  the  finish  of  photography, 
with  the  exception  of  some  clean  up  shots, 
on  four  flew  First  National  releases. 

Colleen  Moore's  new  Starring  vehicles,  di- 
rected on  the  West  Coast  by  John  Francis 
Dillon,  under  the  supervision  of  John  E.  Mc- 
Cormick,  "We  Moderns,"  from  Israel  Zang- 
will's  play,  is  one  of  them.  In  the  supporting 
cast  are  Jack  Mulhall,  Claude  Gillingwater, 
Dorothy  Seastrom,  Louis  Payne,  Cleve  Mori- 
son  and  other  well  known  film  players. 

John  M.  Stahl  has  finished  photography  on 
his  own  original  story,  "Memory  Lane,"  for 
First  National.  Benjamin  Glazer  prepared  the 
continuity.  Among  the  roster  of  players  are 
El  eanor  Boardman,  Conrad  Nagel,  William 
Haines,  Dot  Farley,  John  Standing,  Kate 
Price  and  Earl  Metcalf. 

Inspiration  Pictures  has  also  finished  pho- 
tography on  its  new  Richard  Barthelmess 
picture  for  First  National,  "The  Beautiful 
City,"  in  which  Dorothy  Gish  plays  opposite 
the  star. 

The  final  shots  on  Robert  T.  Kane's  initial 
production  for  First  National,  "The  New 
Commandment,"  from  Frederick  Palmer's 
novel,  "Invisible  Wounds,"  were  made.  How- 
ard Higgin  directed.  In  the  cast  are  Blanche 
Sweet,  Ben  Lyon,  Claire  Eames,  Holbrook 
Blinn,  Dorothy  Cumrnings,  Effie  Shannon, 
Pedro  de  Cordoba,  George  Cooper,  Diana 
Kane  and  Lucius  Henderson. 

The  first  two  weeks  in  September  saw  pho- 
tography begin  on  five  new  productions  for 
First  National. 

The  first  is  already  in  production,  shooting 
having  started  on  September  3rd.  This  is  the 
new  Corinne  Griffith  picture  being  made  by 
E.  M.  Asher,  "Caesar's  Wife,"  from  the 
story  by  W.  Somerset  Maugham.  A  new 
title  will  probably  be  selected  for  it.  Irving 
Cumrnings  is  directing.  In  the  cast  supporting 
Miss  Griffith  are  Malcolm  McGregor,  Percy 
Marmont  and  Warner  Oland. 

Next  to  go  into  production  will  be  Edwin 
Carewe's  production  of  "Joanna  With  a  Mil- 
lion," from  H.  L.  Gates'  widely  published 
newspaper  serial,  "Joanna,"  which  ge:s  unaei 
way  this  week.  Dorothy  Mackaill  has  the  lead. 
Others  in  the  cast  are  George  Fawcett,  Paul 
Nicholson,  John  T.  Murray  and  Yvonne  Ca- 
rewe. 

C.  C.  Burr  will  get  under  way  with  his 
Johnny  Hines  picture  for  First  National, 
"Rainbow  Riley,"  from  Thompson  Buchan- 
an's play,  "The  Cub,"  this  week.  Charles 
Hines  will  direct. 

Two  pictures  are  scheduled  to  begin  shoot- 
ing next  week.  One  is  Inspiration  Pictures' 
new  Richard  Barthelmess  production,  "Just 
Suppose,"  from  A.  E.  Thomas's  play,  the 
other  the  second  of  Robert  T.  Kane's  pic- 
tures for  First  National,  "Bluebeard's  Seven 
Wives." 

*  ,i  *  ;  *  , . 
KELLY  ON  HINES  STORY 

Following  close  on  the  completion  of  "The 
Live  Wire,"  Johnny  Hines'  initial  starring 
production  for  First  National,  C.  C.  Burr  has 
engaged  Anthony  Paul  Kelly  to  write  the 
scenario  of  Hines'  First  National  vehicle, 
"Rainbow  Riley,"  adapted  from  Thompson 
Buchanan's  original  stage  play,  "The  Cub," 
in  which  Douglas  Fairbanks  appeared  on 
the  legitimate  stage. 

*  *  * 

WELLMAN  SIGNED  BY  COLUMBIA 

William  Wellman,  one  of  the  best  known 
of  the  younger  directors,  has  been  signed  by 
Columbia  and  will  start  on  a  feature  starring 
Dorothy  Revier. 


fcagnty  I'eatures  Have  Been  Made  in  the  rour  Walls  o 

Monster  Eastern  Plant. 

t  famous  rlayers-Lasky  s 

i 

Paramount  L.  I.  Studio 
Celebrates  Fifth  Year 

ON  September  11  the  Paramount  Long  Island  Studio  celebrated  the  fifth  anni- 
versary of  its  founding  with  the  busiest  whirl  of  production  it  has  ever  had. 
For  that  reason  there  was  no  gala  birthday  party  or  anything  of  the  sort.  The 
schedule  showed  six  companies  hard  at  work. 

During  the  past  five  years  eighty  feature  length  photoplays  have  been  turned 
out  of  the  Astoria  studio. 


The  huge,  armory-like  structure  across  the 
East  River  has  more  than  justified  the  laitn 
of  its  founders.  Considered  in  the  nature  of 
a  costly  experiment  five  years  ago,  tne  Long 
Island  studio  has  demonstrated  that  pictures 
can  be  made  just  as  successfully  in  New  York 
as  in  California. 

A  generous  share  of  the  credit  for  the  sue 
cessful  operation  of  the  Long  Island  studio 
is  awarded  by  those  intimate  with  film  pro- 
duction to  Edwin  C.  King,  its  general  man 
ager.  Mr.  King  has  achieved  the  difficult 
task  of  combining  the  artistic  faculties  of  the 
film  producer  with  the  economical  efficiency 
of  the  head  of  a  vast  business  enterprise.  He 
makes  the  wheels  of  production  grind  smooth- 
ly with  never  a  delay  in  schedule. 

The  studio  has  been  busy  continuously  with 
the  exception  of  one  span  of  ten  months  two 
years  ago  when  a  surplus  of  Paramount  pro- 
duct caused  a  cessation  of  activity. 

Although  actual  sets  were  constructed  in 
the  studio  during  August  of  1920,  it  was  not 
until  September  that  John  Robertson,  then 
directing  "Sentimental  Tommy,"  moved  his 
cameras  in  and  began  photography.  "Money 
Mad,"  a  George  Fitzmaurice  production,  com- 
menced at  about  the  same  time.  Followed  al- 
most immediately  Billie  Burke's  "The  Educa- 
tion of  Elizabeth,"  and  Thomas  Meighan's 
"The  Quarry,"  part  of  which  was  filmed  on 
the  West  Coast  later. 

The  Long  Island  studio  is  complete  in  it- 
self as  a  production  center.  It  has  its  own 
scenario  and  editorial  staffs  under  the  super- 
vision of  William  Le  Baron  and  E.  Lloyd 
Sheldon.  It  maintains  its  own  art,  carpentry 
machine,  wardrobe,  dressmaking  and  casting 
departments ;  several  warehouses  in  which  set 
furnishings  are  stored,  a  laboratory  and  a 
film  storage  depot. 

This  laboratory  is  one  of  the  marvels  of 
the  studio.  It  employs  160  persons  and  turns 


out  an  average  of  1,300,000  feet  of  film  every 
week.  The  film  storage  depot  has  millions  of 
feet  of  film  in  reserve  subject  to  call  from 
the  exchanges. 

Besides  all  these  activities,  the  studio  is 
now  engaged  in  an  undertaking  which  gives 
promise  of  being  one  of  the  most  significant 
in  film  history.  That  is  the  Paramount  Pic- 
tures School  where  sixteen  especially  chosen 
talented  young  men  and  women  are  receiving 
a  most  comprehensive  course  in  every  phase 
of  screen  acting.  It  is  confidently  expected 
that  at  the  end  of  their  six  months  course 
some  of  these  students  will  be  worthy  of 
playing  important  roles. 

Along  his  line,  studio  officials,  including 
Mr.  Le  Baron,  Mr.  Sheldon  and  William 
Cohill,  casting  director,  are  constantly  search  - 
ing among  New  York  stage  people  tor  the 
suitable  movie  talent.  They  find  that  their 
nroblem  is  considerably  different  than  that 
of  the  West  Coast  in  this  respect.  The  Holly- 
wood studios  can  always  call  upon  a  big  sup 
ply  of  trained  movie  talent.  The  Long  Island 
studio  is  obliged  to  obtain  actors  from  the 
legitimate  stage  for  important  parts. 


$695,724.61  PROFIT 

The  Famous  Players-Lasky  Corporation  in 
its  consolidated  statement,  which  includes  the 
earnings  of  subsidiary  companies,  reports 
net  profits  of  $695,724.61  for  the  three  months 
and  $2,051,532.71  for  the  six  months  to  June 
27,  1925,  after  deducing  all  charges  and  re- 
serves for  Federal  income  and  other  taxes. 

After  allowing  for  payment  of  dividends 
on  the  preferred  stock,  the  above  earnings 
amount  to  $2.16l/2  per  share  for  the  three 
months  and  $7.04  per  share  for  the  six- 
months,  on  the  243,431  shares  of  common 
stock  outstanding  on  June  27,  1925. 


Page  10 


Exhibitors  Trade  Review 


10  From  F.B.O. 
In  October 


Pathe  Gets  Carey  For 

Western  Feature  Series 

PATHE  will  release  a  series  of  Western  features  starring  Harry  Carey, 
according  to  the  terms  of  a  contract  just  signed  between  Elmer  Pearson  of 
Pathe  Exchange,  Inc.,  and  Charles  R.  Rogers,  producer  of  the  Carey  films. 

It  is  announced  that  the  same  organization  that  has  been  making  Harry 
Carey  pictures  for  Hunt  Stromberg  during  the  past  two  years  will  continue  to 
produce  his  pictures. 


Charles  R.  Rogers,  who  has  been  associated 
with  Stromberg  in  the  previous  Carey  films, 
will  devote  his  personal  attention  to  the  pro- 
duction activities  which  will  center  at  Uni- 
versal City  in  California. 

"Buck  Up,"  written  by  Basil  Dickey  and 
Harry  Haven,  will  be  Carey's  first  feature 
Western  for  Pathe.  Harvey  Gates,  who  has  a 
number  of  successful  Carey  pictures  to  his 
credit,  has  written  the  continuity.  Scott  Dun- 
lap,  who  directed  Carey  in  three  recent  suc- 
cesses, "The  Texas  Trail,"  "Silent  Ander- 
son," and  "Beyond  the  Border,"  will  con- 
tinue to  guide  Carey  before  the  camera.  Ac- 
tual production  will  start  at  once.  It  is  ex- 
pected that  the  initial  release  will  be  readv  in 
the  late  fall. 

In  his  varied  and  picturesque  career,  Harry 
Carey  has  been  cowboy,  prospector,  actor  and 
playwright,  and  for  a  number  of  years  won 
high  honors  and  a  great  following  on  the 
speaking  stage  in  his  own  plays,  "Montana" 
and  "Heart  of  Alaska."  Like  many  of  the 
most  popular  stars  of  the  screen  he  started 
his  film  work  with  the  old  Biograph  in  the 
days  of  single  and  two  reel  pictures.  Then 
followed  a  number  of  series  of  Westerns 
for  Universal  which  firmly  established  him 
as  a  Western  hero. 

"Stop,  Look  and  Listen !"  the  prize  com- 
edy story  which  has  evaded  the  grasp  of 
motion  picture  producers  for  a  number  of 
years,  was  purchased  by  Larry  Semon  for 
his  first  comedy  feature  under  Pathe  release. 

"Stop,  Look  and  Listen !"  is  said  to  be 
one  of  the  greatest  comedies  of  the  past 
twenty  years,  and  Semon  plans  to  make  an 
elaborate  screen  version  of  this  Charles  Dil- 
lingham play. 

Already,  the  new  Pathe  comedian  has  com- 
pleted the  adaptation  of  the  play,  and  ar- 
rangements are  being  made  to  shoot  the 
initial  scenes  of  the  picture. 

Dorothy  Dwan  has  been  selected  to  play 
opposite  Mr.  Semon,  and  the  comedian  will 
direct  himself,  as  has  been  his  custom  in  the 
past. 


HART  CO.  ELECTED 

'T'HE  William  S.  Hart  Company,  pro- 
J-  ducing  star  pictures  for  United  Ar- 
tists' release,  was  elected  a  member  of 
the  Motion  Picture  Producers  and  Dis- 
tributors of  America  (the  Hays  organi- 
zation), it  was  announced  from  that  office. 


CHANDLER  SUCCEEDS 

KELLOG  AT  FIRST  NAT'L 

C.  F.  Chandler,  one  of  the  best  known 
and  most  popular  men  associated  with  the 
publicizing  of  motion  pictures,  has  been  ap- 
pointed Director  of  Advertising  and  Pub- 
licity of  First  National  Pictures,  Inc.,  to  take 
effect  September  15th.  Mr.  Chandler  suc- 
ceeds Mark  Kellogg,  who  has  resigned  after 
occupying  the  post  since  January  1st,  1924. 
Mr.  Kellogg  has  not  yet  announced  his  fu- 
ture plans. 

Air.  Chandler  is  a  newspaper  and  adver- 
tising man  of  long  experience,  having  been 
associated  with  First  National  Pictures  since 
1919,  when  he  became  a  member  of  the  Ad- 
vertising Department  under  the  direction  of 
C.  L.  Yearsley.  For  the  past  two  years  he 
has  been  m  charge  of  the  Exhibitors  Service 
Department.  He  has  been  notably  successful 
in  this  capacity  and  is  directly  responsible 
for  the  high  quality  of  First  National's  pos- 
ter work  during  the  past  year. 

Before  his  connection  with  First  National, 
he  was  for  five  years  advertising  manager 
and  director  of  publicity  for  the  Essanay 
Film  Manufacturing  Company  in  Chicago. 
Charles  Einfeldt  takes  Air.  Chandler's  old 
post. 

*    *  * 

"STREETS  OF  SIN"  FOR  FOX 

H.  H.  Van  Loan  has  completed  an  original 
story,  "Streets  of  Sin,"  which  will  go  into 
production  at  the  Fox  West  Coast  Studios 
within  a  short  time. 


LIST  HEADED  BY  "THE  KEEP- 
ER OF  THE  BEES" 

The  increased  activity  on  the  F.  B.  O.  lot 
in  Hollywood  during  the  entire  summer  re- 
sulted in  an  unusually  heavy  program  for 
the  month  of  Octoher.  The  distributing  com- 
pany boasts  no  less  thnn  ten  releases  on  its 
chart  for  the  coming  month,  four  of  which 
are  feature  productions  and  the  remaining  six 
short  subjects. 

"The  Keeper  of  the  Bees,"  a  Gold  Bond 
picture,  heads  the  imposing  list  of  features. 
"The  Keeper  of  the  Bees"  was  one  of  the 
novels  written  by  Gene  Stratton-Porter  be- 
fore her  tragic  death  in  California  last  sum- 
mer. The  story  ran  serially  in  McCall's  Mag- 
azine, and  was  published  in  book  form  early 
in  September.  James  Leo  Meehan,  Mrs.  Por- 
ter's son-in-law,  transferred  the  story  to  the 
screen.  The  cast  is  headed  by  Robert  Frazer 
in  the  title  role,  with  Gene  Stratton,  Clara 
Bow,  Alyce  Mills,  Martha  Mattox  and  Josef 
Swickard  in  support. 

The  sixth  Thomson  production,  tentatively 
titled  "All  Around  the  Frying  Pan,"  based 
on  the  well  known  magazine  story  by  Frank 
Richardson  Pierce,  will  also  be  distributed 
on  October  18th.  The  famous  Alturas  Rodeo, 
a  cowboy  round-up  of  national  reputation  in 
Northern  California,  was  filmed  in  its  en- 
tirety by  the  Thomson  troop  for  the  produc- 
tion. 

The  next  Texas  Ranger  production  star- 
ring Bob  Custer,  as  yet  untitled,  will  also 
be  distributed  on  October  19th.  This  is  the 
first  Independent  Pictures  Corporation  pro- 
duction under  Custer's  new  contract  with  the 
distributing  company. 

Maurice  B.  "Lefty"  Flynn,  under  the  di- 
rection of  Harry  Garson,  will  complete 
"Heads  Up,"  a  comedy  melodrama  laid  in 
South  America,  in  time  for  release  on  Octo- 
ber 25th.  The  story  comes  from  the  pen  of 
A.  E.  Barranger. 

The  short  subjects  are  headed  by  "Three 
Wise  Goofs,"  a  one  reel  novelty  from  the 
Bray  Studios;  "Or  What  Have  You?"  the 
third  episode  of  "The  Adventures  of  Mazie," 
starring  Albert  Vaughn;  a  Blue  Ribbon  com- 
edy as  yet  untitled,  starring  Alice  Ardell ; 
and  "Mazies  WTon't  Tell,"  the  fourth  episode 
of  the  Mazie  series. 

*  *  * 

AN  ELEPHANT 
AND 
SOME  GIN 

Marshall  Neilan,  returning  to  the  Culver 
City  studios,  has  begun  work  on  "The 
Great  Love,"  his  next  film  for  Metro-Gold- 
wyn-Mayer,  in  which  Viola  Dana  is  to  be 
featured  opposite  Bobby  Agnew.  Junior 
Couglan,  Malcolm  Waite,  Chester  Conklin 
and  Frank  Currier  are  in  the  supporting 
cast  of  this  film,  which  deals  in  hilarious 
vein  with  the  romantic  attachment  for  a 
3'oung  doctor  conceived  by  a  pet  elephant, 
Norma,  who  will  be  played  by  herself. 

This  story,  by  Randall  McKeever,  has 
been  adapted  to  the  screen  by  Director 
Neilan  and  Benjamin  Glazer.  The  elephant 
is  the  young  doctor's  only  patient,  and 
becomes  attached  to  him  when  he  supplies 
her  with  gin,  for  which  she  has  an  insati- 
able craving.  Laughable  and  embarassing 
situations  follow. 

*  *  * 

C.  Lang  Cobb,  formerly  General  Sales 
Vfanager  of  Sering  D.  Wilson,  Inc.,  has 
resigned  and  is  no  longer  connected  with 
that  company. 


September  19,  1925 


Page  II 


A  Missive  That  Speaks  For  Itself 

From  Mr.  Joseph  W.  Walsh  To  Mr.  Arthur  James 


MOTION  PICTURE  THEATRE  OWNERS 
OF  CONNECTICUT 

July  26,  1925. 

Mr.  Arthur  James,  Editor, 
Motion  Pictures  To-day, 
New  York  City: 

Dear  Sir — My  attention  has  been  called  to  an  article  in  your  issue 
of  July  18th,  titled  "Legal  Talent  Ready  to  Battle  for  Exhibitors' 
Freedom  in  Connecticut."  I  find  upon  reading  this  that  it  is  almost 
wholly  devoted  to  a  malicious,  unfounded  attack  on  Charles  C. 
Pettijohn  of  the  Hays  organization. 

I  cannot  pass  this  matter  by  without  an  official  reply  to  you, 
knowing  as  I  do  the  circumstances  which  led  up  to  the  passage  of 
the  Film  Tax  Bill  in  Connecticut. 

In  the  first  place  Mr.  Pettijohn  did  not  make  a  single  move 
in  this  state  without  consulting  with  us  first,  and  everything  he 
did  up  here  was  with  our  sanction  and  co-operation.  In  the 
matter  of  engaging  the  wrong  counsel  as  you  call  it,  he  consulted 
with  us  and  it  was  on  our  recommendation  that  he  retained  Mr. 
Holden,  not  because  of  his  influence  with  the  political  powers  of 
our  state  but  because  of  his  marked  ability  as  a  trial  lawyer.  We 
fight  our  battles  up  here,  Mr.  James,  on  their  merits  and  not 
with  political  influence. 

Mr.  Pettijohn  and  myself,  together  with  the  other  leaders  of  our 
organization,  did  everything  in  our  power  to  defeat  this  bill,  but 
it  was  impossible  for  reasons  of  which  you  have  no  knowledge. 

It  is  my  belief  that  you  owe  Mr.  Pettijohn  an  apology  for  that 
article,  and  it  would  be  a  very  manly  thing  to  render  it  to  him, 
because  you  are  entirely  in  error  in  your  conclusions. 

While  we  are  on  this  subject  there  is  a  little  matter  I  would 


like  very  much  to  have  you  clear  up  and  put  yourself  right  in  the 
eyes  of  the  Connecticut  exhibitors. 

There  is  an  ugly  rumor  going  around  up  here  that  at  the  time 
this  bill  was  up  for  discussion  before  the  General  Assembly  that 
all  the  members  of  the  Senate  and  House  of  Representatives 
received  copies  of  the  current  issue  of  Motion  Pictures  To-Day 
from  a  mysterious  source,  and  found  therein  some  news  articles 
or  editorials  which  led  them  to  believe  they  would  be  justified 
in  passing  the  bill. 

I  have  not  been  able  to  learn  the  source  of  this  rumor  or  find 
out  whether  or  not  there  is  any  truth  in  it,  so  I  am  asking  you 
to  clear  up  the  situation  by  denying  it,  if  it  is  not  true. 

I  hate  to  think  that  anyone"  with  any  interests  in  our  industry 
would  supply  our  enemies  outside  with  any  ammunition  to  help 
defeat  our  common  interests.  It  is  bad  enough  for  us  to  be  slamming 
at  each  other  on  the  inside  but  it  is  absolutely  ruinous  for  any  of 
us  to  eo-operate  with  our  outside  adversaries  and  help  them  to  enact 
laws  that  hurt  the  whole  industry. 

This  is  not  a  brief  for  C.  C.  Pettijohn  or  the  Hayes  organization. 
Anyone  in  that  organization,  or  in  the  industry  outside  of  it,  will 
tell  you  that  I  have  gone  ta  the  bat  with  them  on  several  occasions 
and  fought  them  tooth  and  nail,  and  it  is  more  than  likely  that  I 
will  do  it  aga'n  if  they  step  on  our  toes  in  this  state,  but  I  do  believe 
in  fair  play,  and  you  have  not  been  fair  with  Pettijohn  in  this!- 
instance. 

I  trust  you  will  display  this  letter  just  as  prominently  in  your 
paper  as  you  did  the  article  in  your  issue  of  July  18th,  as  it  may  in 
some  measure  undo  the  harm  that  may  have  been  done. 
Very  truly  yours, 

(Signed)  JOSEPH  W.  WALSH, 
President,  Motion  Picture  Theatre  Owners  of  Connecticut. 


Zangwill  Original  For 

Jaffe  Art  Corporation 


'T'HE  recently  organized  Jaffe  Art  Film 
-"-  Corporation  has  planned  an  ambitious 
program  for  its  first  year  of  production, 
which  is  to  include  about  eight  pictures.  The 
first  film,  which  has  been  completed  and  is 
tabout  ready  for  distribution,  is  "Broken 
Hearts,"  based  on  the  famous  stage  play  of 
some  years  ago.  It  is  a  story  of  immigrant 
life  in  America,  with  some  background  in 
Russia.  Lila  Lee  has  the  stellar  role. 

The  Jaffe  Art  Film  Corporation  was  for- 
tunate, through  its  president,  Louis  N.  Jaffe, 
in  securing  the  services  of  Maurice  Schwartz 
as  director  for  its  first  picture.  Schwartz  has 
gained  a  considerable  reputation  on  the  Con- 
tinent for  his  ability,  and  has  been  highly 
mentioned  by  Arthur  Schnitzler  and  Bernard 
Shaw.  While  traveling  through  Europe  last 
year,  Mr.  Jaffe,  interested  in  European 
methods  of  film  production,  made  a  close 
study  of  the  most  prominent  directors.  While 
in  Vienna  he  met  Schwartz,  who  was  at  that 
lime  directing  "Wolves,"  a  French  produc 
tion  which  was  acclaimed  very  highly  upon 
its  arrival  in  America.  Schwartz  was,  for  a 
time,  a  pupil  of  Max  Reinhardt. 

Included  in  the  schedule  of  eight  pictures, 
it  is  understood,  is  a  special  scenario  which 
Israel  Zangwill,  celebrated  British  playwright 
and  author,  has  been  asked  to  write.  Mr. 
Jaffe  is  at  the  present  time  attempting  to 
get  Mr.  Zangwill  to  come  here  and  supervise 
the  production.  Zangwill  has  never  yet  writ- 
ten a  play  specifically  for  the  screen.  Various 
companies  have  been  trying  to  enlist  the  ser- 
vices of  Zangwill  for  the  last  ten  years,  but 
rone  of  them  was  successful. 

The  Jaffe  Art  Film  Corporation  also  in- 
tends to  produce  a  film  based  on  one  of  the 


Louis  N.  Jaffe 


Biblical  stories.  Plans  have  already  been 
made  to  take  scenery  in  the  Holy  Land, 
Egypt*  and  America.  The  lavish  scale  on 
which  production  is  to  be  undertaken  will 


lequire  the  erection  of  a  special  studio  in 
Palestine,  where  a  great  part  of  the  story  is 
to  be  filmed.  Oswald  Schuller,  a  representa- 
tive of  the  Jaffe  organization,  is  now  in 
Europe,  meeting  with  the  greatest  Biblical 
scholars  and  archaeologists,  from  whom  he 
is  collecting  data  for  the  film.  Schuller  is 
making  'special  efforts  to  secure  the  co- 
operation of  Dr.  Ismar  Elbogen,  the  re- 
nowned Biblical  archaeologist,  of  Berlin. 

Asked  about  the  details  of  his  proposed' 
schedule,  Mr.  Louis  N.  Jaffe  said : 

"I  am  only  prepared  to  state  now  that  un- 
der no  circumstances  will  we  sacrifice  quan- 
tity for  quality.  Although  our  plan  of  pro- 
duction calls  for  eight  pictures,  we  shall  not 
deviate  from  our  policy  of  presenting  films 
of  the  highest  artistic  value,  which  may  re- 
quire more  time  than  planned  for." 


"Graustark"  Breaks 
Capitol  Record 

MAJOR  EDWARD  BOWES,  Man- 
aging Director  of  the  Capitol 
Theatre,  announces  that  the  Norma 
Talmadge  production  of  George  Barr 
McCutcheon's  famous  love  story, 
"Graustark,"  has  hung  up  a  new  box 
office  record  at  the  Capitol,  which 
means  a  new  record  for  Broadway. 
"Graustark"  brought  into  the  Capitol 
box  office  on  Labor  Day,  $16,126.70, 
breaking  all  previous  records  for  a 
single  day's  receipts.  Monday's  re- 
ceipts added  to  $14,483.90,  repre- 
senting receipts  for  Sunday,  has 
established  a  new  world  record  for  a 
two  day  total.  Major  Bowes  has  sur- 
rounded "Graustark"  with  one  of  the 
most  colorful  and  entertaining  pro- 
gram* the  theatre  has  ever  presented. 


Page  12 


Exhibitors  Trade  Review 


BIG  AUTHORS  ON 
BIG  U  PROGRAM 

18  Years  Old  Girl  Represented 
Among  Elite 

With  the  exception  of  a  half  dozen  big 
stories  and  plays  which  are  under  negotia- 
tion Universal  has  virtually  completed  its 
schedule  of  productions  for  1926-27.  This  an- 
nouncement followed  the  visit  of  Mrs.  Wm. 
fred  Eaton  Reeve,  Universal's  scenario  edi- 
tor, to  the  coast,  where  she  was  in  daily 
conference  for  two  weeks  with  Raymond  L. 
Schrock,  general  manager  of  Universal  City, 
and  the  coast  production  and  scenario  de- 
partments. 

It  is  anticipated  that  the  quantity  of  pro- 
duction will  be  virtually  the  same  as  this 
year,  although  it  may  be  that  four  more 
Jewel  productions  will  be  made  next  year. 
The  Jewel  product  announced  is  in  addition 
to  three-super-jewels  of  the  type  of  "Phan- 
tom of  the  Opera." 

Two  of  the  Denny  pictures  have  already 
been  purchased.  They  are  "Rolling  Home," 
by  John  Hunter  Booth,  and  "Signs,"  by  Dor- 
othy Grundy.  "Signs"  is  an  original  story 
written  by  an  eighteen-year-old  school  girl. 
Of  about  ten  stories  which  are  under  con- 
sideration, Universal  will  purchase  three 
more  to  complete  the  Denny  schedule. 

"Perch  of  the  Devil,"  a  dramatic  novel  by 
Gertrude  Atherton,  and  "The  Vehement 
Flame,"  by  Margaret  Deland,  are  scheduled 
for  Louise  Dresser. 

For  Norman  Kerry  Universal  plans  a  big 
racing  story,  a  big  naval  story,  and  the 
Frederick  Isham  story,  "This  Way  Out," 
which  was  announced  for  Reginald  Denny, 
but  was  crowded  off  of  this  year's  Denny 
schedule.  The  racing  story  is  entitled  "Rac- 
ing Blood,"  and  was  adapted  by  Winifred 
Eaton  Reeve  from  the  "Blister  Jones"  stories 
by  John  Tainter  Foote.  "The  Big  Gun,"  by 
Richard  Barry,  published  first  in  the  Argosy 
All  Story  Magazine  is  the  naval  story. 

For  Mary  Philbin  Universal  plans  a  pro- 
duction of  the  anonymous  novel,  "Another 
W  Oman's  Life."  "Folle  Farine,"  by  Ouida,  is 
already  being  put  into  film  form,  and  two 
original  stories  are  being  written  for  this 
star. 

For  Laura  La  Plante  Universal  nas  pur 
chased  "Brides  Will  Be  Brides,"  a  news- 
paper serial  by  Lucille  Van  Slyke,  which  ran 
in  between  four  and  five  hundred  daily  news- 
papers this  year. 

"Click  of  the  Triangle  T,"  by  Oscar  T. 
Friend,  which  recently  appeared  in  novel 
form,  is  the  first  of  the  Hoot  Gibson  stories 
to  be  purchased.  Another  Hoot  Gibson  is 
"Cow  Jerry,"  a  novel  by  George  W.  Ogden. 

Among  the  all-star  pictures  which  have 
been  purchased  are  "The  Quest  of  Joan,"  by 
James  Oliver  Curwood;  "The  Old  Soak,"  by 
Don  Marquis,  previously  announced ;  "Crimes 
of  the  Arm  Chair  Club,"  by  Arthur  Somers 
Roche;  "Spangles,"  a  circus  story  by  Nellie 
Revell;  "The  Whole  Town's  Talking,"  a 
play  by  John  Emerson  and  Anita  Loss ;  "The 
Cow  Girl,"  by  Arthur  Stringer,  and  "Cap 
Fallon,  Fire  Fighter,"  by  John  Morosco. 

CHADWICK  BUYS  IN- 
DEPENDENT STUDIO 

I.  E.  Chadwick,  president,  Chadwick  Pic- 
tures Corp.,  purchased  the  entire  interest  in 
the  property  known  as  the  Independent  Stu- 
dio, at  Sunset  Boulevard  and  Gower  street, 
Los  Angeles,  Calif.  The  consummation  of 
this  deal  was  made  when  Mr.  Chadwick 
bought  out  the  remaining  half  interest  from 
Jesse  J.  Goldburg  at  the  New  York  head- 
quarters of  the  Chadwick  organization. 


Another  proof  that  tempus  does 
fugit.  Here  is  Francis  X.  Bushman, 
Metro-Goldwyn-Mayer  player  and  his 
daughters,  Lenore  and  Virginia.  Vir- 
';nia  recently  has  been  signed  by 
M-G-M  as  a  member  of  its  stock. 


Broadway  Greets 
"The  Phantom  " 

UniversaVs  "Phantom  of  the 
Opera,"  its  big  spectacle  of  the 
year,  opened  at  the  Astor  Theatre, 
Netv  York  City,  Sunday,  Septem- 
ber 6.  A  notable  array  of  first- 
Monday  morning  papers  carried 
long  and  favorable  and  at  times 
enthusiastic  reports  of  it. 

Thurston,  the  magician,  and 
Albertina  Rasch,  ballet  dancer, 
contributed  effectively  to  the  pre- 
miere. The  former  carrying  out 
the  spirit  of  the  picture,  arranged 
a  ''''phantom"  to  the  audience's 
mystified  interest,  while  the 
"phantom  ballet"  of  the  latter  was 
another  contribution  in  keeping 
with  the  spirit  of  the  piece. 

The  musical  score  for  "The 
Phantom  of  the  Opera''  was  ar- 
ranged by  Eugene  Conte,  who  also 
directed  the  orchestra.  His  ar- 
rangement, which  includes  airs 
from  "Faust,"  supplemented  by 
little  known  French  pieces  and 
here  and  there  music  of  his  own 
composition,  is  undoubtedly  one 
of  the  finest  supplementary  pre- 
sentations a  big  feature  of  this 
type  has  ever  possessed. 

Coincident  with  the  New  York 
opening  of  "The  Phantom"  it  was 
announced  by  Universal  that  the 
picture  will  have  its  Chicago  pre- 
miere in  the  Roosevelt  Theatre, 
the  big  Balaban  and  Katz  house. 
The  opening  date  will  be  deter- 
mined by  the  length  of  the  run 
of  "Don  Q"  which  now  occupies 
that  house. 


CHANGE  IN  ADDRESS 

The  offices  of  the  Calgary  branch  of  First 
National  have  been  moved  from  405  Eighth 
Ave.,  West,  to  300  Traders  Building. 


P.  D.  C.  SET  IN 
FOREIGN  MARKET 

London  Office  and  Eight  Branches 
Established 

William  M.  Vogel,  general  manager  of  the 
Producers  International  Corporation,  which 
is  the  foreign  division  of  Producers  Distrib- 
uting Corporation,  returned  to  America  on 
the  steamship  Olympic  after  a  three  months' 
trip  to  Europe,  where  he  organized  and  es- 
tablished a  new  British  distributing  company 
to  handle  the  P.  D.  C.  releases  throughout 
the  United  Kingdom,  and  opened  supervisory 
offices  in  Paris  and  Berlin  to  conserve  the 
interests  of  Producers  International  Corpor- 
ation in  the  continental  markets. 

The  new  British  distributing  agency  has 
been  incorporated  as  the  Producers  Distribu- 
ting Company,  Ltd.,  with  headquarters  in 
London  at  12  Great  Newport  street,  and 
eight  subsidiary  exchanges  throughout  the 
provinces.  A.  George  Smith,  who  headed  the 
British  Goldwyn  Limited  prior  to  its  merger 
with  Metro,  has  been  engaged  as  managing 
director  of  Producers  Distributing  Company, 
Ltd.,  and  will  be  in  complete  charge  of  the 
release  of  the  P.  D.  C.  product  in  England, 
Scotland,  Ireland  and  Wales. 

Film  Booking  Offices  of  England  handled 
the  1924-1925  releases  of  Producers  Dis- 
tributing Corporation  durine  the  oast  year, 
and  in  view  of  this,  Mr.  Vogel  intended 
to  give  preference  to  Film  Booking  Office  for 
the  1925-26  productions.  But  the  untimely 
demise  of  Sir  Edward  Hulton,  which  oc- 
curred just  a  few  weeks  prior  to  Mr.  Vogel's 
arrival  in  London,  together  with  the  decision 
of  the  executors  of  the  Hulton  estate  to 
sell  its  film  enterprises  en  bloc,  crystallized 
the  Producers  International  Corporation's 
desire  to  open  up  its  own  English  distributing 
organization. 

The  first  productions  to  be  shown  in  Lon- 
don by  Producers  Distributing  Company, 
Ltd.  will  be  "Hell's  Highroad,''  "Seven 
Days,"  and  "The  Coming  of  Amos." 

While  in  Berlin  Mr.  Vogel  arranged  for 
the  distribution  of  the  P.  D.  C.  releases 
throughout  Germany  with  National  Film,  A 
G.,  of  which  company  Herman  Rosenfeld  is 
managing  director.  National  Film  is  one  of 
the  strongest  German  distributing  organiza- 
t:ons  and  a  pioneer  in  the  distribution  of 
American  productions  in  the  German  Re- 
public, handling  many  of  the  best  and  most 
representative  American  successes,  including 
Cecil  B.  De  Mille's  "The  Ten  Command- 
ments." 

The  interests  of  Producers  International 
Corp.  are  being  supervised  for  France,  Bel- 
gium, Switzerland,  Spain,  Portugal  and  Italy 
by  Mr.  F.  de  Sacadurra,  with  offices  at  No.  2 
Rue  de  Lancry,  Paris,  France.  And  during 
the  next  thirty  days  an  office  will  be  openel 
for  the  supervision  of  the  P.  D.  C.  distribu- 
tion through  Central  and  Northern  European 
countries  and  the  outright  sale  to  other 
European  markets  reached  directly  from 
Berlin. 

Further  broad  expansions  in  the  foreign 
market  are  now  in  contemplation  in  addition 
to  the  outright  sale  of  the  1925-26  P.  D.  C. 
product  in  the  Balkan  kingdoms  and  repub- 
lics, which  Mr.  Vogel  closed  while  in  Europe. 
*    *  * 

MOOMAW  TO  SOLVE 

MARITAL  PROBLEM 

Associated  Exhibitors  announces  "How  to 
Train  a  Wife"  as  the  title  selected  for  the 
new  Lewis  H.  Moomaw  feature  picture, 
which  has  been  placed  in  production  on  the 
West  Coast. 

Claire  Windsor  and  Bert  Lytell  are  en- 
acting the  leading  roles.  In  their  support  will 
appear  Jean  Hersholt,  Walter  Long,  George 
Fawcett  and  Walter  McGrail. 


Jaie  a  hruj  breath 
then  read  


"NONE  OF  HIS  PAST  CONTRIBU- 
TIONS CAN  BE  COMPARED  TO 
THIS  ONE.  Mr.  Lloyd  is  certainly  en- 
titled to  feel  proud.  One  is  never  al- 
lowed to  stop  laughing  until  the  end." 

HARRISON'S  REPORTS 

"A  wowl  .  .  Chock-a-block  with  laugh- 
ter. .  .  .  Crammed  with  gags.  THE 
FINEST  THING  LLOYD  HAS 
DONE." 

TRADE  REVIEW 

"The  biggest  Lloyd  has  had.  IT  IS  A 
CINCH  AT  THE  PICTURE  BOX 
OFFICE." 

VARIETY 

"A  great  box-office  bet — a  combina- 
tion of  laughs  and  thrills  that  will  move 
any  audience  to  cheer  and  cry  with  it. 
SURE-FIRE  IF  A  PICTURE  EVER 
WAS." 

MORNING  TELEGRAPH 


"Even  the  most  frozen-faced  patron 
will  find  himself  rocking  with  laughter. 
THIS  IS  HIS  VERY  BEST  PRO- 
DUCTION." 

M.  P.  WORLD 

"Tops  Lloyd's  previous  best  for  real 
laughs  and  pathos.  Sets  a  new  stand- 
ard for  well  placed  gags  beautifully 
timed  to  collect  1  00%  guffaws.  .  A  col- 
lege comedy  classic.  BEAT  YOUR 
COMPETITOR  TO  IT  IF  YOU  CAN. 
You  can  bank  on  it  to  do  capacity 
business." 

FILM  DAILY 

"I  THINK  IT  IS  THE  BEST  PICTURE 
HE  EVER  MADE." 

EXHIBITORS  HERALD 

"Lloyd's  funniest  picture.    A  sure-fire 
knockout.    WILL  MAKE  A  WOODM- 
EN INDIAN  LAUGH." 

M.  P.  NEWS 


If  one  man  calls  a  picture  "greatest 
and  best,"  you  may  or  may  not 

believe  it. 

I 

But  when  TEN  skilled  critics  tell  you 
that,  you've  got  to  believe  it. 

A  big  audience  of  exhibitors  and 
critics,  at  a  private  showing — which 
is  the  toughest  possible  test  of  a 
picture,  shrieked,  yelled,  howled, 
roared,  and  mopped  their  eyes. 


It's  the  brightest  ttvinKlejYom 
the  Screen's  TMggest  Star! 

A  Pafhe  Picture 


PRODUCED  BY 


Harold  Llqydcorp 


September  19,1925 


Page  17 


Four  Committee  Meetings 
Presage  M.  P.  T.O.A.  Activity 


WEDNESDAY,  September  2nd.  v/as  a  day 
of  great  act'vity  in  the  national  headquar- 
ters of  the  Motion  Picture  Theatre  Owners 
of  America  at  25  West  43rd  Street,  New 
York  City.  It  was  the  occasion  of  several  im- 
portant committee  meetings — Administrative, 
Legislative,  Contract,  and  Play  Date. 

The  Administrative  Committee,  represented 
bv  A.  Jul'^n  Brylawski,  Washington,  D.  C, 
chairman  Nathan  Yamins,  Fall  River,  Mass., 
and  Harry  Davis,  Pittsburgh,  Pa.,  met  and 
considered  the  report  by  President  R.  F. 
Woodhull  on  the  various  activities  of  the  or- 
ganization since  the  last  meeting  of  the  Board 
of  Directors.  Conferences  were  held  with 
ieveral  prospective  business  managers,  and 
these  conferences  are  still  continuing  with 
the  prospect  of  an  early  announcement  being 
made  of  their  final  selection  for  this  im- 
portant post.  Definite  arrangements  were 
also  made  for  carrying  on  all  the  various 
work  of  the  organization. 

The  Legislative  Committee,  particularly  the 
Music  Tax  Branch,  submitted  a  report,  and 
were  authorized  to  continue  their  activities 
and  to  engage  counsel  to  the  end  of  securing 
an  amendment  to  the  Copyright  Law  at  the 
next  session  of  Congress. 


The  Contract  Committee,  represented  by 
Joseph  M.  Seider,  Newark,  N.  J.,  chairman, 
together  with  Messrs.  Yamins  and  Brylaw- 
ski, met  with  Fred  Elliott  and  Oscar  New- 
feldt,  representing  Independent  Motion  Pic- 
ture Association  of  America,  and  a  long  and 
important  conference  was  held.  Mr.  Seider 
presented  a  form  of  equitable  cortract  and  a 
form  of  arbitration,  which  will  be  taken  up 
by  the  other  organization  at  an  early  date. 
Another  meeting  will  be  held  as  soon  as .  is 
feasible. 

The  Play  Date  Committee,  Messrs.  Harry- 
Davis,  Chairman ;  Sydney  S.  Cohen,  L.  M. 
Segal,  Nathan  Yamins  and  J.  J.  Harwood, 
met  with  A.  Carlos,  W.  E.  Shallenberger, 
Joseph  Klein,  A.  Weiss  and  Fred  Elliott,  ol 
Independent  Motion  Picture  Association  of 
America.  A  general  discussion  was  held,  in 
which  the  workings  and  accomplishments  of 
the  Play  Date  Bureau  were  fully  discussed. 
This  committee  was  able  to  present  a  most 
gratifying  report  of  progress,  at  the  conclu- 
sion of  which  the  committee  was  authorized 
to  submit  a  report  to  the  trade  press  and 
to  the  entire  industry. 

President  Woodhull  was  in  attendance  at 


all  of  the  committee  meetings.  A  resolution 
was  adopted  by  all  of  the  National  Board  of 
Directors  present,  pledging  their  support  to 
the  theatre  owners  of  Connecticut  in  their 
present  crisis,  induced  by  the  oppressive  and 
confiscatory  tax  and  censor  law  recently  en- 
acted, the  repeal  of  which,  or  relief  from 
the  restrictions  of  .which,  they  are  at  present 
seeking. 

*    *  * 

"SCREEN  SMILES"  START 

Standard  Productions,  with  headquarters 
at  the  California  Studios  in  Hollywood,  are 
well  under  way  with  their  initial  production 
of  the  "Screen  Smiles,"  one  reel  series  of 
illustrated  jokes,  with  Margarite  De  La 
Motte,  John  Bowers,  Wanda  Hawley,  Thel- 
ma  Dell  Daniels,  Kathleen  Clifford,  Dicky 
Brandon,  Joan  Mederith,  Helen  Lynch  and 
Gladys  Brockwell  in  the  cast.  Fred  A.  Jef- 
ferson is  directing. 


BENNETT'S  MANAGER 

x'aul  Whitcomb  has  been  engaged  by 
Whitman  Bennett,  to  take  charge  of  the 
Glendale  Studio,  as  Manager. 


Page  18 


Exhibitors  Trade  Review 


SAN  FRANCISCO  FIRST 
TO  APPLAUD  CRUZE'S 
"THE  PONY  EXPRESS" 


Two  Women,  One  Man 
Win  "Season"  Prizes 

Human  Interest  Note  Sounded  in  Essays  That  Gather  First  Honors 

In  Country- Wide  Contest 

TWO  women  and  one  man  have  won  the  world  and  California  or  Florida  trips 
offered  as  prizes  for  the  best  essays  on  "What  the  Motion  Picture  Means  to 
Me,"  conducted  by  various  newspapers  throughout  the  United  States  in  conjunc- 
tion with  "Greater  Movie  Season." 

The  honor  of  winning  first  prize  goes  to  Mrs.  Ruth  Griffith,  of  Indianapolis,  Ind.,  who 
submitted  her  essay  to  the  News  of  her  home  city. 

Mrs.  Griffith  wins  two  round-the-world  trips  on  the  Belgenland.  With  her  husband  Mrs. 
Griffrh  will  embark  on  that  steamer  from  New  York  on  November  25,  with  all  expenses 
paid  and  the  world  at  their  feet  as  the  result  of  the  following  lines : 

g!lllli:illll!lllllIllllllllillll!llllllllllll!M 

|  What  The  Motion  Picture  Means  To  Me  | 

J  "CING  us  a  song!"  was  the  demand  of  yore  and  the  wandering  minstrel  complied.  J 

Jj  *^  As  he  sang  the  song  of  valor  there  unrolled  before  the  eyes  of  his  listeners  a  g 

g  picture  to  teach,  to  inspire  and  to  entertain  them.  Jj 

Jj  "Tell  us  a  story!"  was  the  demand  of  our  fathers  from  the  oasis  of  the  firelight.  J 

W  And  as  the  story-teller,  beloved  and  admired,  told  the  story  there  unfolded  before  the  J 

H  eyes  of  his  hearers  a  lecture  to  teach,  to  inspire  and  to  entertain  them.  g 

J  "Show  us  a  picture  !'  is  our  demand,  and  lo,  we  are  given  the  magic  of  a  real  picture  jj 

3  with  the  enchantment  of  the  minstrel  and  the  charm  of  the  story-teller.  |f 

Jj  In  the  broadness  of  its  scope  and  its  capacity  for  the  portrayal  of  things  great  and  J 

W  small,  the  motion  picture  shows  me  history,  science,  art  and  literature.    From  India,  W 

jj  with  its  swarming  highways,  to  barren  Alaska,  the  world  is  mine,  the  generous  gift  of  = 

g  the  camera.  g 

J  Because  it  depicts  humanity  the  motion  picture  inspires.    Its  subtle  sermons  are  §f 

Jj  abiding.    It  takes  from  my  tongue  the  timid  "I  can't,"  and  in  its  place  puts  a  brave  H 

Jj  "I'll  try!"    It  lightens  the  corners  of  pride  and  indifference  and  makes  me  a  little  more  J 

g  sympathetic,  more  tolerant  and  more  fit  to  take  my  place  beside  my  fellow  men.  1 

Jj  It  entertains  me.    It  draws  me  without  my  accustomed  self  and  lets  me  laugh  until  J 

Jj  the  tears  come,  or  sit  upon  the  edge  of  my  seat  in  suspense.    It  makes  me  glad  to  be  J 

JJ  alive.  J 

g  Education,  inspiration  and  entertainment.  These  three  the  motion  picture  mean  to  me.  J 

Siiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ 


Mrs.  G.  Lawrence  Wood,  of  Tulsa,  Okla- 
homa, was  winner  of  the  second  prize,  a 
choice  of  two  trips  to  Los  Angeles  or  Miami. 

pllliniilM 

J]  In  the  city  directory,  you  will  find  Jj 

g  listed   Frances  Wood,   housewife.  No 

.7  description  of  me  could  be  more  ac- 

curate,  for  housewife  is  all  that  I  am.  g 

g  I  intended  to  accomplish  great  things  g 

g  when  I  left  college,  but  love  and  mar-  = 

g  riage  came  to  me  and  I  am  content  §§ 

H  now  to  let  the  rest  of  the  world  do 

:  the   big  things.     My  home   supplies  g 

g  work  for  my  hands  to  do,  and  I  can 

g  always  find  ways  of  keeping  my  brain  g 

g  active.  g 

g  The  Motion  Picture  is  one  of  the  g 

-  greatest  opportunities  I  have  for  pro-  g 

g  viding  recreation  and  keeping   men-  g 

S  tally  fit.     My  husband's  income  does  g 

g  not  permit  idle  wasting  of  money  for  H 

§§  amusement,  but  the  cost  of  a  picture  Jj 

g  show  is  not  prohibitive.    I  can  attend  g 

g  without  feeling  that  I  am   seriously  || 

g  overstepping  the  family  budget.    The  - 

g  Movies  are  practically  my  only  rec-  g 

g  reation   and   are   no   small   factor   in  g 

g  securing   the   happiness  which  is   so  g 

g  necessary  to  my  well  being.       .  g 

g  An  evening  at  a  good  motion  pic-  g 

g  ture  theatre  seems  to  make  up  some-  SI 

g  what  the  deficit   caused  by   lack   of  g 

g  wealth.     A  desire  to  travel  is  not  so  g 

g  dominant  because  of  the  wonderful  is 

g  photography   of   far  countries.     Pic-  J 

g  tures  like  "The  Covered  Wagon"  sat-  j? 

g  isfy  me  because  of  books  I  have  read,  g 

g  I  enjoy  a  glimpse  of  life  as  the  rich  g 

g  lead  it.    The  romantic  situations,  the  = 

m  glamour   seem   to   help  me  hold   the  B 

g  tenderness  and  love  for  my  husband  IS 

=  that  are  easily  lost  when  a  man  and  W 

g  a  woman  think  only  of  getting  ahead  H 

g  and  making  money.    I  remember  that  m 

g  my   husband   is   the   most  wonderful  g 

g  lover  in  the  world,  and  poor  as  we  g 

g  are,  I  would   not  exchange   my  job  SI 

g  of  housewife  for  all  the  money  coin-  S 

g  ed.     Thus,  the  Motion  Picture  helps  H 

g  me  overcome  instead  of  surrender  to 

g  a  drabness  which  could  so  easily  pre-  g 

g  dominate  in  my  life. 


1     L.  Westerman,  Breckenridge,  Colorado, 

wrn  the  third  and  alternate  Los  Angeles  or 
Miami  trip. 

I'llIIIIIIIIIlilllll 

g  I  am  an  old  man,  a  very  old  man  g 

g  and  I  have  been  quite  deaf  since  the  g 

g  Battle  of  Vicksburg.     Can  you   im-  g 

g  agine  what  movies  mean  to  me!  g 

g  Before  the  advent  of  moving  pic-  g 

g  tures,  there  was  no  form  of  entertain-  g 

g  ment — concerts,    theatres,    lectures —  g 

g  nothing  which  I  could  really  enjoy,  g 

g  I   had   only   my   books,   and   it   was  g 

g  lonely   always  reading,    never   going  g 

g  about  with  other  folks.     Now.  how-  g 

M  ever,    my    world    has    changed.      No  g 

H  young  person  is  a  more  ardent  movie  g 

--  fan  than  I.  M 

H  From  the  early  days  of  one  reel  g 

S  films  to  the  elaborate  productions  of  g 

g  today,  I  have  gone  steadily  and  regu-  g 

g  larly  to  the  movies.     With  thrilling  g 

g  "Westerns"  I  have  renewed  my  youth  g 

g  — I  came  to  Colorado  before  the  In-  g 

|  dians  had  gone.    I  have  laughed  my-  g 

g  self  young  with  Harold     Lloyd     and  g 

§1  other   gay   comedians.     Why   I   even  g 

g  get  sentimental  and     want     to     pat  g 

g  "Mother's"  hand  every  time  I  see  a  M 

g  "Period"    picture    with    girls    in    the  g 

g  pretty   costumes   of   Civil   War  days  g 

g  just  like  "Mother"  wore  when  I  was  g 

g  courting-  her.    During  the  World  War  g 

Jj  such  pictures  as  Hearts  of  the  World  g 

g  made  me  realize  that  my  big  boy  was  g 

g  seeing  a  bigger  war  than  our  Civil  = 

=  War   had   been.     Movies,   more   than  g 

Jj  the  things  I  read,  made  me  feel  the  g 

=J  world  ideal  my  son  was  fighting  for.  SI 

g  Tonight    I    have    just    come    home  SS 

g  from     seeing     the     Ten     Command-  §§ 

§j  ments.    Well,  as  I  said  before  I  am  g 

g  an  old  man — I  have  read  many  ser-  g 

-  mons  in  my  day  by  preachers  famed  g 

g  and    great,   have    seen    Revivals    and  M 

g  Camp  Meetings  many  times,  but  none  g 

g  of  these  has  made  God  and  His  word  g 

=  so  real.     No  one  could  see  that  pic-  g 

g  ture  and  not  be  better  in  his  heart.  g 

g  A  Greater  Movie  Season  say  you?  g 

g  Yes,  by  all  means  give  us  more  pic-  §§ 

SI  tures  such  as  these. 


Critics  Find  New  Paramount  Pro- 
duction Worthy  Companion  to 
"Covered  Wagon"  —  Beery 
Gets  Acting  Honors 

That  the  Paramount  production  by  James 
Cruze,  "The  Pony  Express,"  is  fully  entitled 
to  the  honor  bestowed  by  the  State  of  Cali- 
fornia in  calling  it  the  Diamond  Jubilee  Pic- 
ture in  celebration  of  the  State's  seventy- 
fifth  year,  is  borne  out  in  the  reviews  ac- 
corded the  premiere  of  the  production  at  the 
Imperial  Theatre,  San  Farncisco,  on  Sep- 
tember 4th. 

Following  are  excerpts  from  the  reviews 
in  the  San  Francisco  newspapers : 

"  'The  Pony  Express'  has  swing,  sweep, 
thrill.  There  is  romance,  suspense,  strength, 
beauty,  in  its  tale  of  the  brave  men  who 
rode  the  pony  express.  James  Cruze,  more 
than  any  other  director,  gets  at  the  heart  of 
a  story  and  is  able  to  project  the  subtle  un- 
dertone that  an  audience  feels.  'The  Pony 
Express'  is  a  worthy  successor  to  'The  Cov- 
ered Wagon'  and  carries  on  splendidly  the 
history  of  the  planting  of  civilization  in  the 
Far  West."— George  C.  Warren,  San  Fran- 
cisco Chronicle. 

"It  is  a  lesson  in  visualized  history.  Wal- 
lace Beery's  masterly  performance  will  lin- 
ger in  memory.  Several  of  his  scenes  are  as 
fine  acting  as  the  motion  picture  camera  has 
recorded."— Arch  Clark,  The  Daily  Herald. 

"There  has  perhaps  never  been  such  a  mov- 
ing picture  audience  as  that  which  crowded 
the  Imperial  Theatre  last  night  for  the  pre- 
mier of  "The  Pony  Express.'  Gowns  and 
jewels  created  a  replica  of  the  Diamond 
Horseshoe.  A  roll  call  might  have  been 
made  from  the  Blue  Book  and  Social  Reg- 
ister. Last  night's  affair  at  the  Imperial  will 
live  in  the  annals  of  the  city's  theatrical  his- 
tory as  one  of  brilliance  and  impressiveness. 
'The  Pony  Express'  is  more  exciting  than 
'The  Covered  Wagon.'  " — Idwal  Jones  in  The 
Examiner. 

"While  Betty  Compson,  Ricardo  Cortez 
and  Ernest  Torrence  were  convincing  and 
picturesque,  the  picture  was  stolen  by  Wal- 
lace Beery  in  the  role  of  Rho^e  Isand  Red, 
a  happy-go-lucky  tramp,  the  gre^st  work  of 
his  versatile  career.  'The  Pony  Cypress'  is 
a  truly  effective  picture — a  truly  constructive 
picture — one  that  must  not  be  missed." — Dud- 
ley Burrows,  The  Call. 

"Possibly  'The  Pony  Express'  is  not  as 
great  a  picture  panoramically  as  'The  Cov- 
ered Wagon,'  yet  it  is  a  greater  picture  in 
p'ot,  more  thrilling,  a  great  picture  histori- 
cally, with  true  epic  sweep  against  which 
is  set  a  moving,  thrilling,  humorous  and 
emotional  story.  If  memory  serves  right, 
this  is  the  first  time  a  director  who  has  made 
an  enormous  success  such,  as  'The  Covered 
Wagon'  has  ever  repeated  with  as  big  a  pic- 
lure.  James  Cruze  is  to  be  congratulated. 
He  has  done  it  again." — Curran  D.  Squint, 
San  Francisco  News. 

*  *  * 

SCHUESSLER  SUCCEEDS  DATIG 

Fred  Schuessler  has  been  appointed  cast- 
ing director  at  Universal  City  to  succeed 
Fred  Datig,  resigned. 

*  *  * 

IN  "JAZZ  BRIDE" 

Matt  Moore  has  been  selected  to  play  the 
leadin.ee  male  role  in  "The  Jazz  Bride"  oppo- 
site Marie  Prevost,  bein<?  made  by  Warner 
Brothers,  with  Herman  Raymaker  directing. 


piiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii  r  !i:Miii:nin*Mm!iwniRniNHraiunraiuminmiuniiiiiiHiNiuiRiHiiiaiii;iiui!iiR;jiiii.niii  u  ii:u.~ 


September  19,  1925 


Page  19 


PRODUCTION  HIGHLIGHTS 


Vacation  Photograph  No.  476,829.     Here  is  Eugene    Zukor,    posed    with  the 
hatchet,  and  Mel  Shauer,  sighting  land  or  something,  on  the  former's  fifty-foot 
motor  cruiser.     The  other  gentlemen  are  unidentified. 


CLARA  BOW  and  Donald  Keith,  who 
were  featured  in  the  leads  of  "Parisian 
Love"  and  "Free  to  Love,"  are  united 
once  more  as  the  principals  in  the  picturi- 
zation  of  Percy  Marks'  novel,  "The  Plastic 
Age,"  now  being  filmed  by  Wesley  Rug- 
glles  for  B.  P.  Schulberg. 

MARION  AINSLEE,  one  of  the  Metro- 
Goldwyn-Mayer  staff  of  title  writers  and 
also  one  of  the  best_known  in  the  motion 
picture  business,  has  been  put  under  a 
new  long  term  contract  by  the  Culver  City 
studios. 

*  *  * 

GEORGE  E.  CRYER,  mayor  of  the  city 
of  Los  Anegeles  was  an  interested  specta- 
tor during  the  filming  of  the  gold  rush 
scenes  for  Betty  Bronson's  starring  vehicle, 
"The  Golden  Princess,"  which  Clarence 
Badger  produced  for  Paramount. 

WITH  THE  ADDITION  of  Alec 
Francis  to  the  cast  of  "The  Yankee  Senor," 
the  Fox  production  in  which  Tom  Mix  is 
to  star,  the  production  of  the  photoplay 
adaption  of  Kathrine  Fullerton  Gerold's 
story,  is  well  under  way. 

*  *  * 

HAVING  resigned  from  the  scenario 
staff  of  Metro-Gol'dwyn-Mayer  studio,  L. 
G.  Rigby,  well  known  scenarist,  left  for  a 
short  rest  at  Catalina. 

*  *  * 

ELEANOR    BOARDMAN,    who  has 

been  suffering  from  contact  with  poison 
oak,  has  returned  to  work  at  the  Culver 
City  studios  after  an  absence  of  three  days. 
Miss  Boardman  is  completing  her  role 
in  Hobart  Henley's  "Exchange  of  Wives," 
in  which  she  is  featured  with  Lew  Ccdy, 
Renee  Adoree  and  Creighton  Hale. 

*  *  * 

WILLIAM  DE  MILLE  has  finished 
filming  "New  Brooms."  There  were  no  mis- 
haps and  perfect  weather  made  quick  ac- 
tion possible.  He  made  this  comedy  in 
three  weeks. 

*  *  * 

GEORGE  E.  MARSHALL,    who  for 

the  past  several  months  has  been  director- 
in-chief  of  the  Van  Bibber.  Helen  and 
Warren,  and  O.  Henry  comedies,  has  had 
his  domain  extended  to  include  all  Fox 
two  reel  feature  comedies.  This  brings 
within  Mr.  Marshall's  scope,  the  popular 
"Imperial's." 

*  *  * 

J.  J.  FLEMING  completed  the  F.  Schu- 
m^nn-Heink  production,  "Hills  Aflame." 
which  is  the  second  of  a  series  of  eight, 
starring  the  son  of  the  famous  Diva.  The 
feminine  lead  is  beino;  plaj'ed  by  Pauline 
Curley. 

*  *  * 

LTLYAN  TASHMAN.  one  of  the  fpa- 
tnred  players  in  Marshall  Nei'an's  "The 
Sky  Rocket."  designed  most  of  the  gowns 
she  wears  in  the  production. 

*  *  * 

MILDRED  DAVIS  (Mrs.  Harold 
Llovd)  will  make  her  return  to  the  screen 
i*i  "T^e  Two  Soldiers."  a  Sntwday  Enen- 
;-*n  F>r<-*  ■  ct^rv  *>v  wn<7h  Wilev,  which 
p^oe^red  under  the  tit  He,  "The  Spoils  of 
War." 

*  *  * 

THE  SECOND  picture  of  the  Marilyn 
Mil'ls  series  which  is  being  released 
through  Davis  Distributing  Division.  Inc., 
and  Vital  Exchanges  is  cast.  Walter 
Emerson  will  play  opposite  Miss  Mills  and 
James  McLaughlin  will  play  the  heavy. 


HENRY  OTTO,  of  "Dante's  Inferno" 
fame,  is  shooting  scenes  on  the  fantasy  se- 
quence of  the  "Ancient  Mariner"  for  Fox 
which  will  be  produced  in  conjunction 
with  a  modern  sequence  much  after  the 
fashion  employed  in  "Dante's  Inferno." 

*  *  * 

CECIL  B.  DE  MILLE  has  loaned 
Louis  Natheaux  to  Metropolitan  Produc- 
tions for  a  part  in  "Simon  the  "Jester." 
Natheaux  recently  completed  a  comedy- 
heavy  role  for  Leatrice  Joy's  starring  pic- 
ture "The  Wedding  Song,"  which  Allan 
Halle  is  directing. 

*  *  * 

MALCOLM  McGREGOR  will  support 
Corrine  Griffith  in  W.  Somerset  Maug- 
ham's "Ceasar's  Wife,"  the  next  picture  to 
oe  placed  in  production  by  the  star  for 
First  National. 


U.  S.  Sways  World 
Through  "Hicks" — 

That  what  he  calls  American  mid- 
dle western  "hicks"  largely  deter- 
mine what  happens  in  world  capitals, 
is  the  assertion  of  Robert  ISichols  in 
the  first  of  a  series  of  London  Times 
articles  on  the  American  motion  pic- 
ture industry. 

He  points  out,  as  proof,  that  over 
80  per  cent  of  the  films  shown  in 
London  are  of  American  make  and 
that  their  makers  are  governed  by 
the  moral  and  intellectual  attitude  of 
the  United  States'  Middle  West. 

Nichols  also  takes  a  fling  at  Holly- 
wood, describing  it  as  overturned  by 
emotion  and  that  emotion  is  in- 
creased by  "an  omnipresent  atmo- 
sphere of  press  stunts,  publicity, 
bubble  reputations,  general  ballyhoo 
and  flummery." 


THE  VICTOR  FLEMING  company 
left  Hollywood  for  a  location  on  the  Santa 
Anna  River  to  film  some  of  the  outdoor 
scenes  for  Joseph  Conrad's  "Lord  Jim," 
now  being  produced  by  Paramount. 

*  *  * 

BEN  WILSON,  who  supervises  all 
productions  for  Guaranteed  Pictures,  Inc., 
is  now  at  work  on  location  taking  scenes 
of  the  5th  General  Charles  King  pictures 
— "Tonio,  Son  of  the  Sierras." 

*  *  * 

RIZA  ROYCE,  former  New  York  stage 
player  who  scored  in  "Dancing  Mothers," 
began  her  first  screen  role  in  the  Preferred 
Picture,  "The  Other  Woman's  Story,"  as 
her  initial  appearance  under  her  recently 
signed  contract  with  B.  P.  Schulberg  Pro- 
ductions. 

*  *  * 

DOUGLAS  MACLEAN  and  the  mem- 
bers of  his  company  in  producing  "Seven 
Keys  to  Baldpate"  returned  to  the  Para- 
mount Hollywood  studio  from  a  location 
trip  to  San  Diego  which  marked  the  be- 
ginning of  actual  production  work  on  this 
picturization  of  George  M.  Cohan's  famous 
stage  comedy. 

*  *  * 

CHARLES  E.  BLANEY,  former  king 
of  melodrama,  is  author  of  "The  Untamed 
Woman,"  an  Arthur  Beck  production  for 
Arrow  distribution. 

*  *  * 

"DOLLAR  DOWN,"  a  Truart  Produc- 
tion with  a  cast  including  Ruth  Roland 
Earl  Schenck,  Claire  McDowell,  Henry  B 
Walthall,  Roscoe  Karns  and  Otis  Harlan 
is  scheduled  for  release  in  October. 

*  *  * 

MONTAGU  LOVE  is  plaving  a  role  in 
ihe  Ancient  Highway"  for  Famous  Play- 
ers-Lasky. 

*  *  * 

AN  ARRAY  OF  PRIZE  fighters  sup- 
port George  Walsh  in  Chadwick's  "The 
Prince  of  Broadway."  James  T.  Jeffries, 
Leach  Cross,  Tommy.  Ryan  and  Joe  Rivers 
are  some  of  those  who  are  temporarily  de- 
serting the  sporting  pages  to  shine  before 
the  camera. 


Page  ZO  Exhibitors  Trade  Review 

Sales  News  and  Personalities  of  the  Week 


SEATTLE 

Matt  Aparton,  who  was  with  Universal  in 
eastern  Washington  for  one  and  one-half 
years,  has  resigned,  joining  the  staff  of 
Producers  Distributing. 

%    %  ^ 

A.  J.  Sullivan,  who  for  the  past  four 
years  and  a  half  has  been  assistant  man- 
ager of  Producers  Dist,  Corp.,  has  as- 
sumed his  former  position  as  booker  of 
M  etro-Goldwyn. 

*  *  * 

Manager  Fred  Sliter,  of  Seattle  First 
National  exchange,  completed  a  flying  trip 
through  his  entire  territory. 

^       ijs  % 

Bill  Hughart,  formerly  First  National 
manager  in  Butte,  is  now  in  Salt  Lake 
with  the  Fox  organization. 

*  *  * 

Dave  Fraser,  a  former  Seattle  boy,  who 
has  represented  Universal  and  Producers 
Distributing  in  various  parts  of  the  Pa- 
cific Northwest,  has  been  specially  ap- 
pointed by  division  manager  Weir  of  Pro- 
ducers as  his  special  district  representative 
in  the  Idaho  territory. 

jj:  ;jc 

Melvin  Winstock  is  special  representa- 
tive for  Universal  out  of  Seattle  on  "Phan- 
tom of  the  Opera,"  covering  the  Northwest 
territory. 

At  a  recent  meeting  the  Northwest  Film 
Board  of  Trade  of  Seattle,  adopted  a  reso- 
lution providing  for  the  sending  of  ship- 
ments of  film  C.  O.  D.,  and  placing  all  ad- 
vertising accessories  on  a  cash  basis.  The 
resolution  also  includes  the  adoption  of 
single  contracts  which  provides  for  a 
separate  contract  for  each  theatre  and  each 
engagement,  regardless  of  group  booking 
arrangements  among  the  theatres. 


BUFFALO 

J.  Berkowitz,  manager  of  the  Buffalo 
First  Graphic  office,  is  all  set  for  "First 
Graphic  Month,"  to  celebrate  the  third  an- 
niversary of  the  company  in  Buffalo.  Ex- 
hibitors in  western  New  York  are  giving 
their  aid  to  the  event  with  heavy  bookings. 

%      s|s  s|: 

Johnny  Byowski,  former  booker  at  the 
Buffalo  Fox  office,  is  now  holding  down 
the  same  job  with  Freedom  Pictures  Cor- 
poration of  which  Richard  C.  Fox  is  man- 
ager. Lee  Langdon  has  resigned  from  the 
Freedom  sales  staff  to  join  Warner 
Brothers  in  Albany. 

♦  +  ♦ 

Herman  Lorence  of  the  Bellevue,  Niag- 
ara Falls,  has  signed  up  for  all  the  First 
National  and  Metro-Goldwyn  product,  for 
the  coming  season,  first  run  in  the  Cataract 
City. 

*  *  * 

BOOKING  EXHIBITORS  DIRECT 

"The  Peak  of  Fate",  a  thriller  laid  in 
the  Swiss  Alps,  has  just  concluded  a  run 
at  the  William  Fox  circuit  of  theatres  in 
Greater  New  York.  Frank  B.  Rogers, 
formerly  of  the  Pathe  forces,  has  organized 
the  F.  B.  Rogers  Motion  Picture  Corp.  to 
handle  the  sales  on  this  production,  and  is 
booking  the  picture  direct  to  exhibitors 
throughout  the  country. 

NEW  BRANCH  MANAGERS 

W.  J.  Morgan  sales  manager  of  Producers 
Distributing  Corporation  announces  the  ap- 
pointment of  two  new  branch  managers.  C. 
A.  Schultze  has  been  made  manager  of  the 
Kansas  City  branch,  and  Tom  Little  has  been 
appointed  branch  manager  at  Atlanta. 


CHICAGO 

The  Motion  Picture  Equipment  associa- 
tion of  America  signed  up  for  space  in  the 
Gunther  building,  1018  Wabash  avenue. 
The  new  location  into  which  they  will 
move  soon,  is  in  the  heart  of  the  motion 
picture  trade  of  the  city. 

Benjamin  Serkowitz  of  the  Balaban  & 
Katz  publicity  department  is  on  a  vacation 
and,  reports  state,  playing  much  golf. 
Friends  have  congratulated  him  on  the 
success  of  the  recent  opening  of  the  new 
Uptown  Theatre.  Business  men  of  the 
north  side  were  so  enthusiastic  over  the 
house  that  they  staged  a  pageant  lasting  an 
entire  week  and  attractiing  more  than  100,- 
000  daily. 

*  *  * 

Avon  Theatre  and  Empress  Theatre  of 
Decator,  111.,  have  just  completed  redecor- 
ating. The  Empress  installed  two  new 
Peerless  lamps. 

Mr.  and  Mrs.  George  De  Kruif  have  re- 
turned from  the  Michigan  lakes  country 
where  they  spent  several  weeks.  Mr.  De 
Kruif  is  with  the  Exhibitors  Supply  Com- 
pany of  Chicago. 

Carl  Lesserman  has  been  made  sales 
manager  in  Chicago  for  First  National 
Pictures,  Inc.  J.  M.  Howland  has  become 
manager  of  Country  sales.  William 
Brimmer  has  been  moved  from  Country 
Sales  to  North  side  in  Chicago. 

*  *  * 

Dave  Dubin  has  been  appointed  to  suc- 
ceed I.  Maynard  Schwartz  as  district  man- 
ager for  the  Educational  Film  Corp.  A 
testimonial  dinner  was  given  the  new 
manager  by  300  friends  in  the  Gold  Room 
of  the  Congress  hotel.  A.  Griever  of  Griev- 
er  Productions  arranged  it.  George  Wein- 
berg was  chairman  of  the  entertainment 
committee.  William  Hollander  of  Balaban 
&  Katz  was  toast  master. 

*  *  * 

George  Mcintosh  of  the  Perfume-O- 
Light  company,  has  installed  some  ma- 
chines with  the  Amusement  Supply  com- 
pany, 746  South  Wabash  avenue. 

Exclusive  Film  Service  announces  the 
employment  of  new  salesmen;  J.  A.  Cross 
for  Indiana  and  J.  Zeltechower  for  Illinois. 
Max  Lew  of  this  company  will  leave  for 
a  New  York  business  trip  in  the  middle  of 
September. 

MORE  RECORDS  FALL 

BEFORE  "DRUSILLA" 

"Drusilla  With  A  Million",  the  Associated 
Arts  Corporation  F.  B.  O.  Gold  Bond  pro- 
duction, continues  to  shatter  box-office  rec- 
ords in  practically  every  theatre  in  which 
it  is  shown. 

Harry  Currell,  of  the  Capitol  Theatre 
Chicago,  stated  it  broke  the  record  previously 
held  by  "Charley's  Aunt." 

The  New  Hyannis  Theatre,  Hyannis, 
Mass.,  inaugurated  Greater  Movie  season 
with  this  production. 

*  *  * 
"SHORE  LEAVE"  RUNS 

First  National's  new  Richard  Barthelmess- 
Inspiration  picture,  "Shore  Leave,"  from  Hu- 
bert Osborne's  play,  had  more  than  100 
showings  during  the  week  of  its  release,  Sep- 
tember 6. 


Heading  the  St.  Louis  Greater  Movie  Season  parade  was  this  bus,  with  over  150 
cars  following.     Floyd  Lewis,  District  Manager  of  Associated  Exhibitors,  Spyros 
Skouras,  Fred  Wehrenberg  and  Joseph  Mogler,  President  of  the  Missouri  M.  P. 
Exhibitors  League  are  "up." 


(2/4lways 
attract 
attention 


This  section  is  to  provide  you  with  ideas 
and  actual  displays  in  order  to  attract 
that  attention  in  your  direction. 


What  your  assets  are 

before  you  start  working! 


1st.  —A  wonderful  picture  to 
begin  with. 

2nd.  —A  marvelous  cast  of 
names  that  are  saleable: 

Lewis  Stone  — Percy 
Marmont  —  Alma 
Rubens— Raymond 
Griffith  — Eileen 
Percy- William  V. 
Mong. 


3rd.  — A  exceptionally  fine 
showman's  title: 
"FINE  CLOTHES" 

4th.  — A  well-known  producer 
of  successful  pictures: 
JOHN  M.  STAHL 

5th.  — Adapted  from  a  well- 
known  stage  success: 
Franz  Molnar's  "Fash- 
ions for  Men." 


Presented  by  J2ouis  &.  cMayer  from  tfranz  cKolnar's  play'Cfashions 
for  often0  *  *  ~  ~    cidapted  by  Benjamin  Qlazer 


A  liiat  national  Picture 


NIAGARA  IS  A  SUCKER 


171  OR  many  years  the  tre- 
mendous potential  pow- 
er behind  the  Niagara 
Falls  was  wasted,  for  no 
man  thought  to  harness 
them.  That  ought  to  serve 
as  an  object  lesson  to  ex- 
hibitors booking  "Fine 
Clothes,"  First  National's 
success.  "Fine  Clothes"  is 
a  screen  version  of  the  me- 
teoric stage  hit,  "Fashions 
for  Men"  from  the  pen  of 
Franz  Molnar. 


GOING  no  further  than  the 
box-office  title,  "Fine 
Clothes,"  we  already  have  un- 
earthed a  wealth  of  exploita- 
tion and  tie-up  possibilities. 

It  suggests  an  unlimited 
source  of  teasers,  newspaper 
advertisements  and  window 
tie-ups  with  the  most  popular 
of  all  windows — those  of  the 
clothing  establishments. 

It  suggests  tie-ups  with 
jewelry,  with  perfumes,  with 
cosmetics,  with  all  the  fineries 
that  constitute  the  woman's 
wardrobe  and  dressing  table. 
It  suggests  the  newest  of 
fashions.  These  are  possibili- 
ties that  have  never  failed  to 
materialize. 


THERE  is  a  triangle  that 
dates  back  even  before 
the  eternal.  That  is  the 
triangle  of  man,  woman  and 
clothes.  It  is  the  triangle  of 
Adam,  Eve  and  the  fig  leaf. 
"Fine  Clothes"  is  a  modern- 
ized version  of  the  first  of 
all  triangles — the  triangle 
made  even  before  the  day 
of  Euclid. 


This  section  of  Exhibitors 
Trade  Review  treats  "Fine 
Clothes"  as  one  of  the  best 
vehicles  for  exploitation  ideas 
thai  ever  came  along.  Follow 
up  any  or  - all  of  these  ideas, 
and  your  box-office  receipts 
will  soar  sky-high.  The  sec- 
tion was  planned  for  your 
particular  needs,  whether  you 
have  a  500  or  a  5,000  seat 
house. 


Explanation  of  above  poster  on  page  30. 


THERE  is  a  splendid  line 
of  window  display  ma- 
terial available  on  the  many 
tie-ups  arranged  for  you. 
These  displays  will  be  for- 
warded you  without  any  ex- 
pense whatsoever.  All  you 
have  to  do  is  make  the  request 
of  the  exploitation  editor  of 
this  magazine,  stating  in  what 
store  you  intend  making  the 
display. 


Page  24 


Exhibitors  Trade  Review 


"Fine  Clothes' 

A  Chapter  From  the  Life  of   a  Poor  Girl 
Who  Craved  Luxury  More  Than  Love 


Earl  of  Denhami...  Lewis  S..  Stone 

Peter  Hiingerford:.  Percy  Marmont 

Paula  !  i  :..  ...Alma  Rubens 


/T  is  Christmas 
Eve,  and  in  all 
London  there  is  no 
gladder  heart  than 
that  which  beats  in 
the  breast  of  Peter 
Hungerford.  By  long 
toil  he  and  his  wife, 
Adele,  have  saved 
enough  to  add  to  the 
receipts  of  the 
Christmas  shopping  to  save  his  little  shop  from  an 
impending  financial  ruin. 

The  day  is  over,  and  after  the  last  of  the  Christ- 
mas shoppers  has  left  the  shop,  he  turns  to  convey 
little  gifts  to  his  employees — Philip  and  Oscar,  his 
clerks,  and  to  Paula,  his  trusted  bookkeeper.  He 

loves  them  all,  and  they 
love  him,  though  they 
pity  him  for  his  sub- 
lime belief  in  the  good- 
ness of  all  men. 

At  last  he  turns  to  his 
wife,   only   to  see  her 
burst  into  tears.  She  had 
spent  the  money  en- 
trusted  her.    No,  not 
spent  it,  but  had  given 
it  to  Oscar  whom  she  confesses  to  love.   With  the 
money  they  intend  to  open  up  a  competitive  shop. 
The  blow  almost  kills  Peter. 

Paula  hears  all  this,  and  calls  upon  Peter  s  life- 
long friend,  the  Earl  of  Denham,  for  help.  The 
Earl  likes  Paula,  and  arrangements  are  made  for 
Peter  to  take  charge  of  the  EarVs  dairy  while  re- 
ceivers are  straightening  out  the  affairs  of  the  shop. 
Paula  also  leaves  to  become  the  EarVs  secretary. 
She  knows  that  the  Earl 
likes  her,  and  intends  to 
play  him  for  the  fineries 
of  life. 

Peter,  trusting  and  gul- 
lible always,  thinks  that 
Paula  is  in  danger  and 
warns  her  against  the  ad- 
vances of  the  nobleman. 
Little  does  he  realize  that 


Oscar  .,  :  Raymond  Griffith 

Adele  —  !  Eileen  Percy 

Philip  ,  :  William  V.  Mong 


they  are  part  of  Paula's  plans.  Never  for  a  moment 
does  Peter  leave  Paula  out  of  his  sight — much  to 
the  ire  of  the  Earl— and  Paula. 


A 


T  last  the 
scheming 
couple  decide  to 
buy  back  the 
shop  for  Peter  so 
that  they  can  be 
left  alone.  They 
sent  Peter  500 
lbs.  under  Oscar's 
name,  stating 
that  his  shop  is  i^' 
making  good  and 
that  he  has  taken  this  opportunity  to  return  to  Peter 
this  money  taken  from  him  last  Christmas.  But 
just  when  Peter  receives  the  message,  Philip  comes 
upon  the  scene  and  tells  him  that  Oscar's  store  has 
failed.  He  also  tells  him  that  the  creditors  want 
Peter  back  in  the  shop. 

Now  Peter  has  come  upon 
a  full  realization  of  the  de- 
ception practiced  upon  him 
by  the  Earl  and  Paula,  and 
decides  to  leave.  But  be- 
fore going,  he  realizes  his 
love  for  Paula  and  declares 
it.  She,  too,  has  come  to 
realize  that  Peter  means 
more  to  her  than  all  the  fine  clothes  the  Earl  can 
buy  for  her,  in  spite  of  the  fact  that  he  also  has 
requested  her  hand  in  marriage. 

And  so,  on  the  same  day  that 
Peter  returns  to  his  shop,  which 
has  again  been  put  on  a  paying 
basis,  Paula  comes  in,  and  without 
much  ado,  takes  her  place  behind 
the  counter. 


'T'HE  story  of  "Fine  Clothes"  is  big  enough  to  sell  the  picture  all 
by  itself.    We  advise  strongly  that  you  make  a  big  play  on  it, 
and  suggest  that  a  big  board,  large  enough  to  take  on  the  story  and 
the  stills  used  on  this  page  be  employed  for  the  purpose. 

Not  only  does  it  tell  the  story,  but  it  does  so  in  an  attractive 
way,  one  unusual  enough  to  get  sufficient  comment  to  warrant  what- 
ever expenditure  of  money  is  involved  in  making  up  such  a  board. 


September  19, 1925 


National  Tie-Up  and  Exploitation  Section 


Page  25 


FOR  MEN  ONL  Y! 


Raymond  Griffith,  as  snappy  as  they  come, 
as  "Oscar"  in  First  National's  film,  "Fine 
Clothes." 


Three  Beau  Brummels  Combine  to  Set 
the  Newest  Fashions  for  Men 

THE  aristocratic  Lewis  Stone, .  conservative  Percy  Marmont  and  the  flashy 
Raymond  Griffith — can  you  imagine  a  more  diversified  taste  in  the  matter 
of  ;clothes?  These  three  Beau  Brummels  of  the  screen,  are- featured  in 
"Fine  Clothes",  and  each  sets  his  fashion  in  the  manner  of  his  individual  taste. 

;The  thjee  stills  of  these  men  are  but 
very  minute  offerings  in  lieu  of  what 
they  really  have  to.  offer  in  this  pic- 
ture. Their  .manner  of  wearing  good 
clothes  well  is  so:very  noticeable  in  this 
picture  that  any  tie  up  with  them  was 
sure  of  success.. 

Arrangements  have  been  made 
through  this  seGtion  to  have  available 
for.  your  use  -window  displays  for 
Men's  clothing  shops,  hat  shops  and 
haberdashers  making  specialties  of 
gloves  and  neckwear.  For  these  pro- 
ducts, the  tie-ups  are  of  a  national 
character,  using  only  nationally  adver- 
tised goods.  But  that  does  not  mean 
that  you  are  to  neglect  your  local  op- 
portunities. 


Keep  It  In  The  Family 

WH.0  are  your  friends  among  the  many  stores  that  neighbor  on  your  thea- 
tre?   Give  them  the  breaks  for  these  tie-ups — they're  too  good  to  give 
away  to  any  Tom,  Dick  or  Harry.    You  might  as  well  keep  it  in  the 
family. 

Four  nationally  known  manufacturers  were  chosen  out  of  a  list  of  approxi- 
mately one  hundred  who  would  fit  the  purpose.  These  were  chosen  because 
of  the  sterling  worth  of  their  window  displays,  and  because  of  their  readiness 
to  cooperate  with  exhibitors. 

These  manufacturers  are  veterans  in  this  business  of  tie-ups.  They  were 
among  the  first  to  sign  up  with  Exhibitors  Trade  Review  when  the  original 
tie-up  section  was  inaugurated  in  this  magazine — the  only  service  of  its  kind. 

Their  window  cards  are  of  the  kind  that  take  but  a  few  words  of  copy  to 
transform  them  into  direct  tie-ups  with  pictures  of  the  nature  of  "Fine 
Clothes."  Their  window  displays  are  full  of  interest,  and  make  a  most  at- 
tractive background  for  posters  calling  attention  to  the  various  stills  on  "Fine 
Clothes"  which  you  put  up  for  display. 

Yes,  sir!  This  particular  group  are 
the  pick  of  the  many.  That's  why  we 
advise,  in  selfishness,  to  keep  them  ex- 
clusively for  your  friends  only.  Keep 
the  matter  in  the  family. 


YOU  CAN'T  BETTER 

THIS  CHOICE  | 

Veterans  in  the  matter  of  window  J 

tie-ups  on  motion  picture  subjects  is  J 

this    group    of    nationally    known  J 

manufacturers  whose  cooperation  on  g 

"Fine   Clothes"  has  been  obtained,  g 

Outer  Garments — "GGG"  Clothes,  g 

Win.  P.  Goldman  &  Bros.,  Inc.  M 

Gloves — National  Association  of 
Leather  Glove  Manufacturers 

Huts — "Sta-Shape"  brand,  manufac- 

1 1 1  red  by  F.  Berg  &  Co.  j 

Neckwear — "Fashionknit"  p. 

Franklin  Knitting  Mills  jj 

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH 


Percy  Marmont  as  "Peter' 


Lewis  Stone,  as  Earl  of  Denham 

DON'T  BE  CLASSED 
AS  AN  "R.  U.  R." 

Do  you  remember  the  R.  U.  R.'s — 
who  made  up  one  of  the  most  famous 
of  the  war  plays  recently?  The  last 
"R"  stood  for  the  word  ROBOT.  A 
ROBOT  was  a  mechanical  contrivance 
that  looked  like  men,  acted  like  men, 
spoke  like  men — in  fact  were  men  in 
every  respect  but  one — they  could  not 
think  for  themselves.  There  was  not 
an  original  thought  in  their  heads. 

Don't  be  an  "R."  Anybody  can  use 
these  tie-ups  and  follow  out  the  work- 
-ings-  of  one  man's  mind.  But  you  in- 
crease the  values  of  these  tie-ups  a 
million-fold  by  adding  your  own  orig- 
inal ideas  to  what  you  find  in  this  sec- 
tion. Take  this  section  as  a  basis  for 
your  campaign — not  as  the  campaign 
itself.  Adapt  what  you  find  in  this  sec- 
tion to  your  own  particular  needs — to 
your  own  particular  audience  and  en- 
vironment. Nobody  can  do  that  for 
you  but  yourself — or  a  worth  while  man 
who  knows  as  much  about  your  par- 
ticular theatre  as  you  do. 

Put  on  your  thinking  cap.  You  must 
to  be  a  real  showman. 


Page  26 


National  Tie-Up  and  Exploitation  Section 


Exhibitors  Trade  Review 


Appeal  to  the  "Upper  Classes 


99 


Original  Stage  Play  from  Pen  of 
Franz  Molnar 

TT  is  not  our  intention  to  doubt  the 
great  tie-up  values  that  have  been  de- 
rived from  the  popular  seventy-five  cent 
editions  of  novelized  screen  stories,  but 
just  for  a  change,  we  are  able  to  offer 
a  new  angle  which  by  being  distinct  and 
different,  carries  as  great  a  punch  be- 
hind it  as  has  ever  appeared  here. 

The  house  of  Chas.  Scribner  and 
Sons  is  the  publisher  of  the  original  play 
"Fashions  for  Men,"  from  which  play 
the  picture  "Fine  Clothes"  was  made. 
The  play  is  popular,  and  the  book  is  a 
fast  seller,— carried  by  every  up-to-date 
book  shop. 

This  would  be  just  the  opportunity 
for  a  shop  to  make  a  display  of  plays, 
featuring  this  particular  masterpiece. 
The  poster  shown  at  the  left  would  go 
well  in  a  window  display  of  this  sort. 
It  would  be  interesting  to  note  that  the 
late  fall  and  winter  days  usually  show 
a  great  increase  in  the  demand  for  plays, 
and  such  a  window  would  be  looked 
upon  with  favor  by  book  stores. 


MAKING  FULL  USE 
OF  PICTURE  STILLS 

There  is  an  opportunity  to  get  a 
good  deal  of  publicity  out  of  the  simple 
procedure  of  using  the  still  photographs 
of  the  stars  with  nothing  but  an  ex- 
planation caption  under  the  picture, 
telling  who  the  person  is  and  when  he 
is  to  appear  at  your  theatre.  No  direct 
tie-ups  are  needed  to  do  this,  and  any 
window  in  town  is  as  good  as  the  next, 
provided  of  course,  that  the  window  is 
situated  on  a  busy  thorofare  where  it 
can  get  plenty  of  publicity. 

It  is  hardly  necessary  to  explain  to 
an  exhibitor  why  this  is  so.  It  is  for 
the  same  reason  that  there  are  so  many 
money  making  pictures  which  have 
some  popular  star  in  the  sellar  role  that 
otherwise  would  be  rated  as  first  class 
"flops."  The  public,  like  every  human 
machine,  has  it  own  likes  and  dislikes. 
Play  on  the  right  side  of  them. 


Molnar  Reading  Club 

It  would  be  the  easiest  thing  in 
the  world  for  you  to  interest  a 
ladies'  organization  in  a  private 
reading  of  Molnar  plays. 

Setting  aside  one  day  for  a 
reading  would  mean  that  you  can 
crash  the  newspapers  on  the  story, 
as  well  as  getting  a  review  on  the 
play  "Fashions  for  Men."  Then 
is  your  cue  to  tell  the  public  that 
"Fine  Clothes"  is  nothing  other 
than  the  picture  version  of  the 
same  play. 


Unusual  Tie-Up  Here 


About  half  of  the 
picture  is  laid  out 
around  the  Earl's  dairy 
farms,  and  stills  like 
this  above  make  in- 
teresting subjects  for 
tie-ups  with  grocery 
and  dairy  stores. 
These  stores  do  not 
often  get  a  chance  to 
get  in  on  this  sort  of 
exploita  tion,  and 
would  welcome  your 
suggestion  for  some 
cooperative  display 
work.  Give  them  a 
chance  while  the  op- 
portunity is  ripe. 


Peter  displays  the  splendid  cheeses  to  his  employer, 


September  19, 1925  National  Tie-Up  and  Exploitation  Section 


Page  27 


Ifie  sop:  tamp 
thai  brings  on 
soft  thoughts^ 

tperctf Jtfarmonf 

and 

^tine  Ciothes" 


At  the  $tt>and 

all  ihts  uOeek^ 


FLEXIBILITY 

Added  Strength  is  Given  Tie-up  by  Virtue  of  its 
Versatility  of  Usage 


EVERY  now  and  so  often  we  are  fortunate  to  strike 
on  an  article  for  tie-up  purposes  which,  though  not 
used  as  a  product  of  a  nationally  known  firm,  is 
nevertheless  of  a  national  character.  For  instance,  consider 
the  table  lamp  which  can  be 
seen  very  prominently  in 
many  of  the  close  up  scenes 
in  "Fine  Clothes." 

There  are  so  many  natural 
distributors  of  table  lamps, 
that  to  tie-up  with  any  one  of 
them  might  tend  to  limit  the 
displays  in  your  town.  Where- 
as, the  fact  that  the  lamp  is 
sold  in  department  stores,  fur- 
niture stores,  novelty  stores, 
etc.,  leave  you  with  an  un-  '         '  "~ 

limited  outlet  for  window  dis- 
play possibilities.    Work  in  cooperation  with  any  and  all 
of  these  sellers  of  table  lamps.    Have  them  fix  up  one  of 
their  regular  windows  on  lamps,  showing  all  kinds  and 


I 


I 


HOUSE  LAMP  EXHIBITION 


shapes  that  they  have,  and  in  the  middle  of  this  display  use 
the  still  shown  above  with  the  copy  suggested. 

If  one  or  another  of  the  stores  has  a  similar  model  lamp 
on  hand,  that  will  make  the  display  all  the  more  interest- 
ing, and  we  would  advise 
strongly  that  attention  be 
called  to  the  fact.  You  might 
incorporate  the  fact  that  the 


iViVIS  ^fflV 


There  are  more  and  more  women  with  quick  fingers 
who  create  lamps  of  their  own  design.  Why  not  use 
this  workmanship  as  a  basis  for  an  interesting  contest 
and  exhibition,  offering  a  suitable  prize  to  the  woman 
who  will  exhibit  the  most  original  design  of  her  own 
conception.  You  will  find  dealers  in  lamp  accessories 
willing  to  cooperate  with  you  in  this. 


sa  ne  is  in  London,  and  the 
lamp  is  therefore  of  a  foreign 
design. 


MUNICIPAL  COOPERATION 

If  the  city  in  which  your 
theatre  is  located  has  a  light- 
ing company  that  does  busi- 
"  ""— "— ""  "  "*"" ""  ""  "— "*'      ness  in  a  modern  way,  you 

will  find  that  it  also  deals  in 
lighting  accessories,  including  lamps.  Get  its  cooperation 
if  that  is  the  case,  and  make  your  display  in  its  outlet  store 
also.  There  is  a  good  deal  of  prestige  to  be  gained  thereby. 


Page  28 


National  Tie-Up  and  Exploitation  Section 


Exhibitors  Trade  Revtew 


DOLLAR  FOR  DOLLAR 

You  must  realize  that  the  big  pro- 
ducing firms  have  learned  the  secret 
of  making  money.  You  must  realize 
that  these  firms  get  dollar  for  dollar 
value  for  every  dollar  spent. 

Why  not  go  a  step  further  then, 
and  cash  in  on '  their  expenditures 
for  your  benefits?  For  example,  the 
expenditures  made  by  First  National 
in  making  up  the  splendid  line  of 
posters,  from  one  sheets  up  to  the 
giant  twenty-four.  These  cost  a 
great  deal  of  money — and  you  really 
can  get  them  for  a  fraction  of  what 
they  cost  to  make  up. 


THESE  MUST  NOT 


Three  Sheet  A  is  a  direct  play  on  the  title 
"Fine  Clothes,"  showing  one  of  the  mo- 
ments when  Alma  Rubens  almost  succumbs 
to  temptation. 


The  six  sheet  portrays  one  of 
the  most  vivid  incidents  in 
First    National's  "Fine 
Clothes." 


THE  posters  for  First  National's  "Fine  Clothes"  are  worthy  of 
special  mention.  They  are  story  telling  posters  that  demand  at- 
tention and  arouse  the  curiosity  of  the  viewers  to  fever  pitch.  These 
are  the  kind  of  posters  that  will  fill  your  house  for  you  night  after 
night.  Note  how  each  of  the  posters,  as  well  as  the  slide  shown  below, 
bring  forth  at  least  one  of  the  famous  stars  that  play  in  "Fine 
Clothes."  That  is  very  important,  for  each  of  the  names  in  this  pic- 
ture is  a  box  office  attraction,  Lewis  S.  Stone,  Percy  Marmont,  Alma 
Rubens — they  are  each  proven  box-office  attractions. 


One  of  the  two  splendid  slides  available 
at    your    exchange    for    First  National's 
"Fine  Clothes." 


Hil^  LOUIS  B.MAYER  &  A  M 

frJB  \M     \    I  LEWTS&ST0N5  I 


Ofie  JOHN  M .  STAHL  Production 


There  is  the  theme  of  "Fine  Clothes"  in  this  magnificent  twenty-four  sheet.  Alma 
Rubens  as  the  shop  girl — and  Alma  Rubens  as  the  girl  her  dreams  would  make  her. 


A  3iiat  national  Picture  | 


September  19,  1925 


National  Tie-Up  and  Exploitation  Section 


Page  29 


BE  PA  SSED  UP 

4LL  big  theatres  use  newspapers.  That's 
gospel.  That's  probably  one  of  the 
reasons  why  they  are  big  theatres.  Now, 
this  is  neither  the  time  nor  place  to  preach 
a  sermon  on  big  theatres  and  why  they  are 
big — but  it  is  not  at  all  out  of  place  to  ad- 
vise all  theatres  to  follow  the  trail  they 
blaze. 


Here  is  a  three  column  ad  (shown 
reduced  about  one-half)  which  can  be 
used-,  to  splendid  advantage  on  First 
National's  success,  "Fine  Clothes". 


H 

Tin 

733 

Another  dramatic  bombshell  by 
the  man  who  made  "'Why  Men 
Leave  Home"  and  "Husbands  and 
Lovers" — 


JOHN  M. 
STAHL'S 

production 


me 

^^^^ 


Cu  No.  21 


Lewis  Stone,  Percy  Marmont, 
Alma  Rubens,  Raymond  Grif- 
fith, Eileen  Percy,  Wm.  V. 
Mong. 


A  3ix*t  notional  Picture 


presented  by  Louis  B.  Mayer 

adapted  from  "Fashions  for  Men"  by  Franz  Moln 
by  Benjamin  Glazer 


The  eternal  triangle  is  in  this  two 
column  i(shown  about  one-half  re- 
duced). It's  a  theme  that  will  attract 
attention  and  tempt  curiosity. 

*     *  * 


alifbrnia^ 

DIRECTION  WEST   COAST  THEATRES  INC. 


Clothes  Make  the  Woman 

A  vampire  or  a  sweetheart;  clothes  and 
the  craving  for  fineries  have  raised  her  to 
glory  or  dragged  her  in  the  dust;- clothes 
make  the  woman. 

JOHN  M.  STAHL 

proves  it  in  his  expose  of  women  in  love — 
some  with  fineries — some  with  money — some 
with  love! 


present*  it  from  the  famous  stage  play 
Men"  by  Pram  Molnar 


Lewis  Stone,  Percy  Marmont,  Alma  Rubens,  Ray- 
mond Griffith,  Eileen  Percy  and  William  V.  Mong 
adapted  by  Benjamin  Gbxer 


A  corking,  attractive  three  column  ad,  this  at  the  left,  that  plays 
on  the  title  just  enough  to  fill  your  house  Above,  a  little  ad  that 
could  be  used  in  your  mailing  literature,  programs  and  newspapers. 


Page  30 


National  Tie-Up  and  Exploitation  Section       Exhibitors  Trade  Review 


Of  Prime  Importance 

-  WOMAN'S  THINGS 


WHEN  a  picture  comes  along  that  allows  for  many  tie-ups  with  articles 
favored  by  women,  the  exhibitor  should  call  himself  lucky.  Make  your 
appeal  to  women,  and  you  can  rest  fairly  easy  about  the  success  of  the 
picture  at  your  theatre.  Make  your  appeal  through  beauty  parlors,  department 
stores,  novelty  stores  and  the  like,  and  you  will  have  a  full  house  for  your 
troubles. 


This  poster  fits 
in  beautifully  in 
a  display  in  a 
store  for  women. 


Vanity  Fair  Leads  List 

Splendid  National  Tie-Ups  Available 
for  Stores  Catering  to  Women 

STARTING  the  list  off  with  the  Vanity  Fair  Silk  Mills,  a 
concern  of  national  repute,  we  offer  also  the  following 
manufacturers  who  desire  to  co-operate  in  full  with  ex- 
hibitors showing  "Fine  Clothes":  Samstag  and  Hilder 
Brothers,  who  manufacture  the  popular  "Fashionette"  hair 
nets,  Delica  Laboratories,  distributors  of  the  famous  "Kiss- 
proof"  face  powder  and  lip-stick,  and  "Cappi,"  the  perfume 
supreme. 

Note  how  easily  the  co-operation  of  the  most  important  of 
woman's  fancy  is  thereby  assured.  The  beauty  parlor  can 
tie-up  with  you  on  either  or  all  of  these  products.  And  by 
beauty  "parlor"  is  also  meant  that  counter  in  the  department 
stores  that  feature  these  products,  to  the  drug  stores,  to 
novelty  stores,  etc.  It's  a  great  opportunity  for  you,  Mr. 
Exhibitor.  Don't  fail  to  write  immediately  for  the  attractive 
window  displays  available. 


.  <?Zt>oc)6>  ts 
Raymond  Qrifftth 

in  a  scene  from 

FINE  CLOTHES 

fitratid  "theatre 


JUST  ARRIVED 

FROM  HOLLYWOOD 

The  explanation  of  the  poster  on 
page  23  of  this  issue  was  saved  for 
this  woman's  page,  because  it  really 
belongs  here.  You  can  get  a  wealth 
of  publicity  by  adapting  those  words, 
"Just  arrived  from  Hollywood — Fine 
Clothes",  to  several  different  condi- 
tions. 

Of  course  you  can  use  it  as 
straight  posters,  in  displays  of 
clothes,  shoes,  etc.  Or  you  can  use 
it  as  an  announcement  in  your  lobby. 
You  can  also  make  excellent  use  of 
it  as  a  sticker  or  poster  to  be  pasted 
on  all  deliveries  from  department 
stores,  haberdashers,  drug  stores  (on 
beauty  preparation)  and  various 
other  articles. 

Make  those  words  the  slogan  of 
your  campaign — they  tell  the  story, 
and  incite  curiosity. 


Home  Made  Dress 

Contest  for  Women 

IT  is  seldom  that  the  "woman  of  the 
family"  can  get  into  contests  and 
things  of  that  sort.  But  here  is  one  for 
her  and  for  her  alone.  In  fact,  you 
ought  to  stress  the  fact  that  it  is  "for 
married  women  only." 

Which  of  the  women  in  your  neigh- 
borhood, or  in  your  town,  can  make  the 
most  attractive  dress  for  the  least 
amount  of  money?  They  all  love  to 
get  in  on  these  contests. 

Have  several  different  classes — house 
dress,  party  gown,  and  possibly  an  eve- 
ning gown.  You'll  be  starting  some- 
thing all  right  when  you  announce  a 
contest  of  this  sort.  After  the  judging 
of  the  contest,  you'll  probably  have  to 
play  a  pretty  loud  overture  to  let  them 
know  that  it's  all  over,  and  that  the 
picture  is  going  on. 


Newspapers  Will  Help 

On  Fashion  Subjects 

YOU  can  rest  assured  that  whenever 
anything  along  the  lines  of  fashion 
talk  comes  up,  anything  that  will  seem 
to  be  of  interest  to  women,  newspaper 
editors  will  be  right  on  hand  to  get  that 
info. 

So  that  when  it  comes  to  announcing 
contests  like  the  one  outlined  in  the 
column  to  the  left,  or  a  contest  on  home 
made  table  lamps,  or  general  chatter 
about  the  fashions  set  by  Alma  Rubens 
and  so  on,  do  not  hesitate  for  a  moment 
to  call  on  them  with  your  story.  They'll 
be  only  too  glad  to  get  the  stuff  from 
you. 

It  might  be  well  to  note  that  if  you 
contemplate  any  of  these  things,  you 
ought  not  to  wait  until  you  are  actually 
showing  the  picture,  but  rather,  start 
the  ball  a-rolling  about  a  week  previous 
to  the  actual  release. 


September  19, 1925 


National  Tie-Up  and  Exploitation  Section 


Page  31 


Fine  Clothes 
Make  Suitable 
Settings  for  Pearls 

DID  you  ever  stop  to  con- 
sider what  a  great  hold 
pearls  have  upon  the  fairer 
sex  ?  Do  you  realize  that  what- 
ever the  prevailing  fashion  of 
the  time  in  clothes,  hair-dress, 
jewels,  and  what-not,  pearls 
have  ever  held  their  own? 

Now,  that's  some  fact  to 
play  with.  That  too,  by  the 
way,  is  one  of  the  reasons 
why  this  Tie-Up  Section  al- 
ways lays  such  great  stress 
upon  these  pearl  tie-ups.  They 
have,  without  exception,  the 
greatest  appeal  value  that 
can  be  found  for  a  woman. 
From  the  gaudy  98c  string  to 
the  most  expensive  rope  of 
genuine  pearls,  they  have  al- 
ways been  a  source  cf  atten- 
tion and  admiration  for  wom- 
en. 


AS  CHARMING  AS 

JS^ssEtleQU^erctJ 

Fine  Clothes 

'JHoxjO  platfttMf  at  the  Qtrand 


Omar  Pearls 
Co-operate 

PLAY  up  this  tic  up  with 
the  nationally  famous 
Omar  pearls  as  big  as  you 
can.  You  are  going  to  find 
that  the  Omar  Pearl  import- 
ers will  cooperate  with  you  in 
every  idea  you  suggest  to 
bring  about  the  best  results. 
They  will  furnish  you  with 
window  displays,  posters,  and 
all  the  regular  window  ma- 
terial. They  also  have  a  lim- 
ited amount  of  reprints  of  the. 
Rubaiyat  of  Omar  Khayyam 
which  they  will  furnish  you 
free  for  distribution  among 
your  patrons. 


Eileen  Percy  is  a  recognized 
beauty  of  the  silver  screen.  She 
would  do  justice  to  the  most  elab- 
orate display  of  pearls  your  local 
dealer  can  put  up.  Use  this  sug- 
gested   poster   on    Omar  pearls. 


Money  Making  Puzzles 


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HERE  is  a  great  little  accessory  clipped  from 
the  idea  box  of  the  First  National  exploit- 
ation department.  It's  a  regular  cross-word 
puzzle,  hard  enough  to  make  the  best  solvers  waste 
quite  a  bit  of  their  pencil  erasers.  The  puzzle  can 
be  had  in  cut  or  mat  form  from  your  regular  ex- 
changes, ready  for  publication  in  newspapers, 
magazines,  house  organs  or  programs.  You  ought 
not  to  miss  this  one. 

You  could  get  some  added  interest  out  of  the 
affair  by  offering  some  little  prize  or  a  pass  for 
two  to  each  of  the  first  ten  who  solve  the  puzzle 
correctly.  These  puzzles  are  also  exceptionally 
adaptable  to  throwaways.  It  doesn't  take  long  to 
find  at  least  a  half  dozen  money  making  uses  for 
a  cross  word  puzzle. 


HORIZONTAL 


VERTICAL 


i— Famous    movie    producer  whose 
first  name  is  Louis  B. 

6 — Popular  First  National  movie  di- 
rector    who     directed  ''FINE 
CLOTHES." 
11 — Positive  terminals  of  electric  bat- 
teries. 

13 —  U.  S.  river  famous  in  song. 

14 —  Steamer  (abbr.) 

15 —  Possessive  pronoun. 

17 —  Prefix  meaning  '  upon." 

18 —  To  make  tatting. 

19 —  Places  where  movies  are  shown. 

20 —  Movie  actor  whose  first  name  is 
Raymond. 

21 —  Engineering  Officer  (abbr.) 

22 —  Juice  in  stems  of  plants. 

23—  Skill. 

24—  Each  (abbr.) 

25 —  Mature. 

28 — To  spread  or  scatter. 

32 — Maiden. 

34 — Devoid  of  hearing. 

36 —  To  get  up. 

37 —  Our  sister  planet. 

38 —  Trolley  car  in  England. 

40 —  A    single  thing. 

41 —  To  estimate. 

42 —  Blemish  on  skin. 

44 — Native  of  Denmark. 


45 —  Frog  like  reptile. 

46 —  Famous    character    movie  actor 
whose  first  name  is  William  V. 

47 —  Opposed  to  starboard  (naut.) 
49 — To  pour. 

51 —  Garb  of  a  Hindu  woman. 

52 —  Garment  worn  by  priest. 
54 — Long  period  of  years  (pi.) 

56 —  Several. 

57 —  Bitter  medicine  plants. 
59 — To  walk. 

61 —  Judicious. 

62 —  A  snob. 

64 — To  burn  the  surface. 

66 —  Pair  (abbr.) 

67 —  One  (Fr.) 

68 —  Unit  of  electrical  resistance. 

69 —  Preposition. 

71 —  Game  of  cards. 

72 —  Sum  total  (pi.) 
75 — The  cob  of  corn. 

77 —  Decay. 

78—  To  tilt. 

79 —  Hebrew  high  priest. 

80 —  Alcoholic  beverage. 

81 —  To  inherit. 
83 — Sailor. 

85 —  Popular  movie  actor  whose  first 
name  is  Lewis.  -  . 

86 —  A  garment. 


1 —  To  conquer. 

2 —  Flower-like. 

3 —  Long  ago  (poet.) 

4 —  Contraction  for  Edward. 

5 —  Seaweed  (pi.) 

6 —  Rapid. 

7 —  Chemical  symbol  for  Tantalum. 

8 —  Prefix  meaning  "against." 

9 —  Devices  for  heating. 

10 — Volatile  gas  used  in  some  states 
for  capital  punishment. 

1 2 —  Contraction  for  Stradivarius. 

13 —  Steeple. 

16 —  A  shade  of  brown. 

1 7 —  To  eradicate. 

26 —  To  caress. 

27 —  Organs  of  hearing. 
29 — From  (poet) 

*30 — Exquisite. 

31 —  To  put  into  service. 

32 —  Portal. 

33—  Wrath. 

35 — Manufacturing  establishment. 
37 — Troughs  for  food  in  horses'  stalls. 
39 — Aboriginal  New  Zelander. 
41— Wife  of  the  Rajah. 

43 —  Rodent. 

44 —  To  mark  with  spots. 


47 — A  window  glass. 
*48 — Wearing  apparel. 

50 —  Rugs. 

51 —  To  sink  in  the  middle. 

52 —  As  well  as. 

53 —  Ray  of  light. 

55 —  To  observe. 

56 —  Movie  actor  whose  first  name  is 
Percy. 

57 —  Associated  Press  (abbr.) 

58—  Senior  (abbr.) 

60^ — Seaworms  of  Samoa. 

61 —  Saves. 

62 —  To  the  time  that, 

63 —  Carpenter's  implements. 

65 — Popular  movie  actress  whose  first 

name  is  Alma. 
67 — To  undo  a  knot. 
70 — Cooked  in  a  frying  pan. 

73 —  Man's  name. 

74 —  Spain  (abbr.) 

75 —  Civil  Engineer  (abbr.) 

76 —  Arrived. 

82 — Indefinite  article. 
84 — 100  square  meters. 

*  Vertical  numbers  30  and  48  form 
the  name  of  the  First  National  picture 
now  playing  at   


Page  32 


National  Tie-Up  and  Exploitation  Section 


Exhibitors  Trade  Review 


ODO) 


[OE30I 


IOBOI 


I0E301 


lOEaoi 


[omoE 


IOBOI 


YOUR  DAILY  NEWSPAPER 


D 

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D 

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D 

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o 

D 

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Here  are  products  that  can 
be  classed  as  "Fine."  They 
are  put  on  special  sale  dur- 
ing the  run  of  "Fine 
Clothes"  at  the  Strand 
Theatre. 


"FINE  CLOTHES" 


Means 
"Pretty 

Women" 
Kissable 

Lips — 


Inquire  at  any  of  the  stores 
listed  here  about  the  special 
contest  this  wee  k — cash 
prizes  offered.  It's  a  great 
opportunity.    Don't  miss  it! 


LWgHgMg(HgMgMgHgKlgKlgHgHgMgK]gKLS> 

K3 


FASHIONETTE 


Just  Arrived 
from  Hollywood 


&3 


S3 
g 


always 
Er3  included 
in 


FINE 


Fine 


CLOTHES"  1  Clothes" 


D 

o 


That's  when 

DELICA 

is  indispensible 
Store  Name 


&a       The  picture  will  play  h 

g  s 

1       all  week  at  the  Strand 

H 

S^giSgiSgKlglSgKlgeagKSgKSgKJgKJgtagMgES? 


?ashionette 

fn-^ibh  HAIR  NETS 


Excellent  When  Motoring 
On  Sale  at  Store  Name 


o 

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The  Finery  of 

o 

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"Fine  Clothes" 


Q 

o 


o 

D 

o 


is  incomplete 

without 
Vanity  Fair 


Store 
Name 


unfair 

§J!JK  UNDERWEAR 


Exquisite— CAPPI 


D 

o 

1 


For  the  lady  who 
desires 
"Fine  Clothes" 


Get  It  At  Store  Name 
IQI301   


COLLEGIATE!  BANKER! 

D 

ADVENTURER! 


Whatever 
Your  Taste  in 
Clothes — 
The  "GGG"  Brand 

Will  Meet  It— 
'Fine  Clothes"  Only 


Store  Name 


n 

o 


o 

D 

o 


lomoc 


lonoc 


I0DO1 


[onoi 


icno 


September  19, 1925 


National  Tie-Up  and  Exploitation  Section 


Page  33 


"FINE  CLOTHES"  INVITES 

^EW  IDEAS 


There  You  Have  It  on  the 
Opposite  Page 

rP  HINK  of  how  business  has  ex- 
*  panded  since  modern  advertis- 
ing practice  came  into  being.  Apply 
the  same  story  to  the  motion  pic- 
ture profession  which  has  exploi- 
tation take  the  place  of  straight 
advertising,  and  you  will  see  the 
future  for  the  business  of  exhibit- 
ing. 

There  is  no  more  guess-work 
in  these  matters.  Nor  is  it  any 
longer  a  matter  of  leading  white 
elephants  around  the  streets.  Ex- 
ploiting is  an  art — same  as  adver- 
tising. And  both  are  meant  to 
make  money  for  the  users. 


A  real  specimen  layout  of  what  a 
split-a-page  ad  ought  to  look  like. 
Now  don't  lose  heart  right  at  the 
start  and  say  you  can't  afford  a 
page.  First  of  all,  the  page  is 
shared  by  six  to  ten  advertisers. 
Secondly,  it  does  not  have  to  be 
a  full  page.  That  could  just  as 
well  be  a  specimen  of  a  quarter 
page.  Take  it  up  with  the  advertis- 
ing manager  of  your  local  news- 
paper, and  see  what  he  has  to 
say  about  it. 

If  you  can't  convince  him  that 
he  ought  to  take  all  the  details  of 
the  matter  off  your  shoulder  and 
give  you  a  split  rate  desides,  send 
his  name  and  address  to  the  ex- 
ploitation editor  of  this  magazine 
and  give  him  a  crack  at  the  man. 


Your  Mailing  List 

TVJ  O  doubt  you  have  quite  a  list  of 
1 1  names  on  your  mailing  schedule. 
What  sort  of  stuff  do  you  send  out  to 
it?  Is  it  regular  stereotyped  matter  that 
carries  no  interest  at  all — which  must 
sell  entirely  on  the  merits  of  the  article 
you  are  trying  to  see  ?  or  do  you  make 
it  contain  some  real  live  "go-gettum" 
stuff,  that  compells  attention  and  inter- 
est? 

.  An  intelligently  used  mailing  list  is 
sometimes  enough  in  itself  to  fill  a  the- 
atre night  after  night.  The  copy  must 
be  clever.  You  must  play  right  up  to 
the  reader  and  arouse  his  curiosity. 
You  must  teach  him  to  expect  some 
little  novelty  each  time 

And  above  all,  invite  return  corre- 
spondence.   Start  a  "question  box." 


Attractive  Lobby  Simple  Matter 
For  "Fine  Clothes"  Showing 

"\7  OU  can  hardly  better  this  for  an  attention-commanding  lobby  front  for  "Fine 
Clothes."   The  cut  above  illustrates  what  follows: 

The  letters  "Fine  Clothes"  seen  hanging  from  the  marquis  of  the  theatre  are 
painted  on  either  camphor  or  tar  bags  that  are  commonly  used  to  pack  away  fine 
clothes.  Insert  some  papers  into  these  bags,  so  that  the  point  might  be  better 
taken. 

The  two  figures  standing  on  either  side  of  the  lobby  are  wax  models.  They 
represent  no  one  in  particular,  but  are  the  regulation  show  models.  The  posters 
on  the  side  frames  carry  out  the  "Just  arrived  from  Hollywood"  idea. 

That's  all  to  that — easy  to  make,  inexpensive — but  effective. 


BOY!  BOY! 


ONE  MADE  TO  ORDER 

TVTOTHING  new  under  the  sun,  eh?  Well  here's  something 
£  1  you  never  saw  before.  It  was  made  to  order  for  First 
National's  fashion  film,  "Fine  Clothes." 

Set  aside  the  night  you  expect  the  largest  attendance  for  the 
picture  as  "Fine  Clothes  Night,  and  advertise  the  fact  that  there 
will  be  a  beautiful  prize  awarded  to  the  most  attractively  gowned 
woman  who  attends  the  showing.  Man,  oh  !  man — your  house 
will  be  mobbed.  Just  tell  a  woman  that  she  will  'be  allowed  the 
opportunitv  to  judge  another  woman's  clothes — and  SHE'LL 
BE  THERE ! 

Make  mention  of  the  fact  that  there  will  be  no  jublic  demon- 
stration or  exhibition  called  for.  Many  women  shy  at  such 
things.  Have  your  judges  sit  in  the  lobby,  and  as  each  woman 
goes  by  them,  to  enter  the  theatre,  they  make  individual  rating 
on  the  basis  of  100%  being  perfect.  At  the  end  of  the  time  limit 
of  the  contest  average  the  ratings  of  the  judges,  and  the  highest 
average  percentage  is  the  winner.  Make  the  announcement  just 
before  the  last  nightly  showing  of  "Fine  Clothes." 


Any  literature  you 
have  to  hand  out. 
have  a  boy  dressed 
like  a  page  do  it. 
He  suggests  "Fine 
Clothes"  without 
another  word. 


Page  34 


Exhibitors  Trade  Review 


No  Gift  Horses 

FIRST  National  Press  Books  are  not  in  the  category  of  gift  horses. 
You  can  examine  tlaelngis  much  as  you  wish — -in  spite  of  the  fact 
that  they  are  free.  Tof  tmPA^iw|i0]^sto^y — That's  just  what  First 
National  wants  you  to  cfo-i^xa|^in€  theqfi  closely  and  carefully. 


IT  is  often  surprising  to  the  exploit- 
ation editor  here  to  see  how  much 
live  matter  the  exploitation  depart- 
ment of  First  National  pictures  can 
crowd  into  the  four  page  newspaper 
press  book  that  they  issue.  It  is  com- 
plete in  every  detail  of  the  usual  ex- 
ploitation campaign,  showing  their 
full  line  of  accessories,  so  that  there 
need  be  no  buying  sight  unseen.  Then 
there  is  a  wealth  of  newspaper  and 
program  readers,  and  novelty  stunts 
besides. 

It  sure  is  a  great  little  sheet,  and 
the  exhibitor  that  does  not  refer  to 
it  before  playing  the  picture  loses 
money. 


Lobby  Cards 

Here  is  a  suggestion  for  an 
attractive  lobby  card  clipped 
from  First  National's  press  book 
on  "Fine  Clothes."  What  do  you 
think  of  it?  Do  you  think  your 
own  artist  could  get  up  any- 
thing better,  anything  more  to 
the  point. 


There  are  two  other  sugges- 
tions to  be  had  in  the  press 
book.  Each  is  equally  as  good 
as  this,  and  we  advise  their  use. 
They  add  a  certain  atmosphere 
of  refinement  to  the  theatre — 
and  refinement  should  be  the 
keynote  in  all  the  work  on 
"Fine  Clothes." 


£32 


HEADLINES; 

hiki  na 
stories" 


ACTRESS  SETS  NEW 
STYLES  IN  CLOTHES 


Riches  vs.  Poverty 

Beauty's  Problem 


MYSTERIOUS  VOICE 
CALLS  HIM  TO  FILMS 


EUROPEAN  STAGE 
SUCCESS  FILMED 

*  • 

London  is  Scene 

of  New  Thriller 

These  headliners  tell  real  stories — 
stories  that  news  editors  like  to  pub- 
lish.   The    press   book    on  "Fine 
Clothes"  is  full  of  them. 


P&ge  Three  Tells  You 

We  V©an  Page  Three  of  the  press 
book  on  "Fine  Clothes."  That  page 
tells*your  "How  to  Clean  Up  With 
Fine  Clothes."  It's  a  two-column  story 
that  hands  you  in  a  nut  shell  all  the 
high  lights  of  the  picture.  It  gives  you 
the  how,  why  and  wherefore.  It  dis- 
cusses the  title,  the  cast,  the  director. 

It  deals  with  the  locale  of  the  story, 
with  the  producer  and  the  author  of 
the  play. 

These  are  all  very  important,  and 
matter  which  your  patronage  would 
welcome.  Do  not  disappoint  them, 
especially  when  it  is  so  easy  to  give 
it  to  them. 

Program  Readers  Play 
Important  Part 

If  you  are  an  up-to-the-minute  ex- 
hibitor, it  is  really  unnecessary  to  tell 
you  of  the  proven  worth  of  program 
readers.  They  reach  the  woman  who 
does  not  read  the  newspapers,  who 
can  not  get  out  in  time  to  see  the 
many  attractive  window  tie-ups  and 
can  see  your  lobby  displays.  It  is 
your  last  resort  to  get  every  possible 
patron  you  can — because  it  goes 
right  to  the  person  that  would  other- 
wise be  a  total  loss  to  you. 


CATCH  LINES  THAT  CATCH 

About  women  who  would  sacrifice  even  love  for  petty  finery. 

*     *  * 

Made  by  the  man  who  gave  you  "Why  Men  Leave  Home"  and 
"Husbands  and  Lovers" — a  remarkable  study  of  the  woman  of  today. 

A  tremendous  cast  brings  it  to  you — Lewis  Stone,  Alma  Rubens, 

Percy  Marmont  and  many  other  great  players. 

>k    *  * 

On  the  stage  it  kept  New  York  raving 
about  it— on  the  screen  you'll  be  surprised  at 
its  power  and  wisdom. 

A  dramatic  bombshell  of  love  vs.  luxury — 
a  thrilling  expose  of  the  cravings  of  a 
woman's  heart. 


Too  big  for  any  words  to  describe — it's  the 
story  of  women  through  all  the  ages. 


And  in  addition  to  the  vast 
number  of  splendid  merchan- 
dising ideas  that  are  listed  in 
this  section,  FIRST  NATIONAL 
has  in  each  exchange  a  group 
of  hard-hitting  accessories. 


A  lira*  national  Picture 


LOUIS  B.  MAYER 

presents 

%Yhrt  A/f  fttiJTil 

JlJLLi.JL  IVA  ^OC/Cvlll 

P  IV  O  DUCT  ION 


I 

MKT9 


E  CLOTHES 


LEWIS  STONE,  PERCY  MARMONT,  ALMA  RUBENS, 
BAYMOND  GRIFFITH,  EILEEN  PERCY  and  WILLIAM  V  MONG 

6} rom  the  famous  stage  play  "fashions  for  Men"  by  .FRANZ  MOLNAR 

Adapted  by  BENJAMIN  GLAZER 

dirt  Director  CEDRIC  GIBBONS 

Cameraman   FRANK.  GOOD 

Jsst.  director.   ..............  SIDNEY  ALGIER 


1 


A  strong  title  for  your  lights. 
A  powerful  cast  for  ticket  sales. 
A  prestige-building  picture  for  you. 
An  unusual  list  of  advertising  tie-ups. 

The  values  are  all  here — 100%  for 
making  big  profits.    It's  up  to  you,! 


Foreign  Rights  Controlled 

First  National  Pictures  Inc. 
383  Madison  Avenue,  New  York 


J 


11111—11 


A  Hut  national  Picture 

Members  of  Motion  Picture  Producers  mi  Distributors  of  America  lnc.~Will  Hays  Jhtsident 


n%if^Greatest  Thrill9' 
Will  Make  You  Gasp 
At    Riuoli  Theatre 

RIVOLI  THEATRE — "Life's  Greatest 

Thrill,"    an    International  Newsreel, 

and  the  feature  photoplay,  "The 
Golden  Princess,"  directed  by  Clarence 
Badger  from  -  a  story  •  by  Bret  Harte. 
A  Paramount  picture. 


Page  37 


it  i 


Its  not  often  I  find  myself  raving, 
Most  of  the  time  I'm  non-plussed. 
But  seeing  this  feature,  that  carit 
help  hut  meet  your 
Approval,  I  find  that  I  must: 

r  The  newsreel  preceding  the  pictured 
Should  rouse  your  applause,  and  [ 
it  will, 

For  it's  packed  fuli  of  action.  The, 
/    ;   two  reel  attraction 
\    I  mean  is.  called  "Life's  Greatest 
Thrill." 


There's  a  well-balanced  pro- 
gramme at  the  Rivoli  this  weefe.  1 
Betty  Bronson  in  "The  Gokttn 
Princess";  the  original  Six 
Brown  Brothers  in  a  clown-town 
revue,  and  an  International  News- 
reel  feature,  "Life's  Greatest 
Thrill." 

You'll  gasp  when  you  see  the 
latter  feature;  it's  short,  but  ex- 
traordinarily vivid.  International 
has  collected  notable  happenings 
of  the  past  few  years  and  put 
them  together  to  show  how  im- 
portant the  newsreel  is. 

There  are  scenes  of  cities  afire; 
swarms  of  locusts  in  Egypt;  the 

icebergs 


Life's  Greatest 
Thrills'  will  make 
you  gasp!" 

declares  the  N    V    r.  , 

startling  two  reel  /' ,  l0Umttl  °f  this 

decade  °f  ">e  past 


400  New  York  *—  «■ 


WATCH  FOR  NEXT 
WEEK'S  ISSUE  OF 
THIS  PUBLICATION 


Presented  By 


height  of  their  careers;  an 
citing  steeplechase;    an  aviator 
falling  1,500  feet  from  a  plane, 
before  opening  his -parachuted 

It's  great  stuff^-and  when  you 
stop  and  wonder  at  Harold  Lloyd  , 
walking  on  the  root  of  a'  sky- 
scraper, or  Douglas  Fairbanks 
swinging  himself  on  a  curtain 
into  a  roomful  of  villians,  give  a 
thought  to  the  enterprising  news- 
reel  cameramen — the  real  silent 
and  unsung  heroes  of  the  screen. 


Released  By 

Universal 


Page  38 


Exhibitors  Trade  Review 


News  of  Exhibitor  Activities 


BIG  U  BRINGS  FILMS        WARNERS  TAKE 

TO  SMALL  TOWNERS    CONN,  theatre 


XHIBITORS  of  western  Iowa  were 
the  first  to  receive  the  twofold  benefit 
of  the  "Universal  Theatre  Parties"  which, 
due  to  the  success  of  the  initial  ceremonial, 
are  now  announced  as  a  regular  policy  of 
the  company. 

The  party  is  a  get-together  for  exhibitors 
and  their  families,  for  the  purpose  of  gen- 
eral merry-making  and  to  witness  Uni- 
versal pictures.  Exhibitors  in  the  small 
and  scattered  towns,  for  whom  Universal 
is  projecting  these  entertainments,  are  the 
type  that  can  not  get  into  exchange  cen- 
ters to  see  the  films  they  book.  Hence 
the  gatherings. 

Despite  the  fact  that  the  parties  are  to 
eventually  increase  sales,  Universal,  at  the 
first  affair,  did  not  try  to  sell  a  single 
picture.  The  main  objective  was  the  es- 
tablishment of  good  will  and  in  this  the 
company  was  highly  successful. 

The  party  was  held  at  Creston,  Iowa, 
and  Iowa  is  to  be  the  scene  of  several 
more  entertainments  before  other  states 
are  invaded.  It  extended  over  two  days. 
There  was  a  strong  program  of  entertain- 
ment, aside  from  the  picture  exhibited. 
M.  Gottlieb,  manager  of  the  Des  Moines 
exchange  and  W.  E.  Truog,  district  man- 
ager of  the  western  territory  were  in 
charge  of  activities  and  were  assisted  by 
Harry  Lefholtz,  manager  of  the  Omaha, 
Nebraska  exchange,  which  serves  many  of 
the  western  Iowa  counties. 

Eller  Metzger's  Willard  Theatre  in 
Creston  was  the  center  of  activities  dur- 
ing the  two  day  celebration.  Subsequent 
to  the  party  the  exhibitors  who  attended 
wrote  Carl  Laemmle,  President  of  Uni- 
versal, an  enthusiastic  letter  of  thanks  in 
which  his  men  were  particularly  com- 
mended in  not  trying  to  sell  a  single  con- 
tract. 

E.  P.  Smith,  secretary  of  the  Iowa  Ex- 
hibitors' Association,  declared  the  party 
was  "an  upward  movement  for  bigger  and 
better  things  for  the  small  city  and  town 
exhibitors." 

Dave  Bader,  special  representative  for 
Carl  Laemmle,  cooperated  with  the  ex- 
change executives  in  arranging  the  party 

PLUNKETT  OWES  VACATION 
TO  "THE  GOLD  RUSH" 

Mr.  and  Mrs.  Joseph  Plunkett  left  New 
York  for  a  two  weeks'  vacation — the  first, 
incidentally,  the  managing  director  of  the 
Mark  Strand  Theatre  has  been  able  to  take 
in  mere  than  five  years  as  head  of  the  big 
theatre  organization. 

The  vacation  was  made  possible  because  of 
the  extended  run  of  Charlie  Chaplin's  "The 
Go'd  Rush,"  enabling  Mr.  Plunkett  to  forget 
about  staging  surrounding  programs. 
*    *  * 
HEAT  NO  OBJECT 

In  the  hottest  week  Kansas  City  has  ex- 
perienced in  seven  summers,  the  Cecil  B.  De 
Mille  Paramount  production,  "The  Ten  Com- 
mandments," opened  at  the  Royal  Theatre 
and  on  the  first  day  broke  the  house  record 
previously  held  by  "The  Covered  Wagon." 


and  is  arranging  for  several  more,  working 
with  Mr.  Gottlieb. 

Among  the  Iowa  exhibitors  who  attended 
were  Eller  Metzger,  Creston;  C.  M.  Pere- 
grine, Corning;  R.  D.  Bean,  Winterset; 
F.  R.  Prusha,  Winterset;  Ed.  Smith, 
.Chariton;  J.  W.  Thornton,  Greenfield;  J. 
Skellinger,  Casey ;  H.  E.  Holben,  Lenox ; 
L.  C.  West  &  Son,  Diagonal;  F.  Good, 
Red  Oak;  G.  Calahan,  Red  Oak;  J.  H. 
Eversale,  Avoca;  J.  M.  Wailes,  Humeston; 
B.  B.  Holdridge,  Shenandoah;  John  Waller, 
Osceola ;  Hal  Kelly,  Corning ;  Roy  Benson, 
Creston;  H.  Stanley,  Red  Oak;  George 
Cecil,  Bedford. 

JOHNNY  HINES' 

STAR  BOOKINGS 

The  calibre  of  "The  Live  Wire,"  Johnny 
Hines'  initial  starring  production  for  First 
National  Pictures,  was  definitely  proven 
when  Robert  Lieber,  president  of  First  Na- 
tional Pictures,  booked  Hines'  picture  into 
his  Circle  Theatre,  Indianapolis,  for  the 
week  of  September  27th. 

Following  immediately  upon  the  heels  of 
this  announcement  came  word  that  F.  J. 
MacCarthy,  Buffalo  branch  manager,  had 
also  booked  "The  Live  Wire"  for  a  week's 
run  at  Shea's  Hippodrome,  Buffalo.  The 
price  paid  for  this  Johnny  Hines  production 
at  the  Hippodrome  is  said  to  mark  the  high- 
est rental  ever  received  in  this  territory  for 
the  star  comedian's  pictures  and  furnishes 
additional  proof  of  the  manner  in  which  the 
entire  First  National  organization  is  getting 
behind  the  Hines  product. 

Block 


John  H.  W.  Fenyvessy,  owner  of  the 
Family  Theatre,  Rochester,  N.  Y.,  has  an- 
ticipated the  annual  flood  of  special  "weeks" 
and  "months"  that  usually  appear  this  time 
of  year  and  under  the  publicity  of  which 
concentrated  sales  drives  are  pressed,  and 
has  decided  on  a  "month"  of  his  own. 

He  is  calling  it  "revival  month"  and  has 
honored  William  L.  Sherry,  manager  of  the 
Buffalo  United  Artists  Exchange  with  a  re- 
vival booking  that  is  block,  blanket  and  then 
some.  Fenyvessy  has  booked  in  a  total  of 
forty-nine  United  Artists  Corp.  films. 

November  is  the  revival  month  but  the 
parade  of  United  Artists  pictures  will  start 
late  in  September,  increase  in  number  in 
October  and  expand  to  full  volume  in 
November. 

These  releases  include  Mary  Pickford's 
"Lovelight,"  "Pollyanna,"  "Rosita,"  "Tess  of 
the  Storm  Country,"  "Suds,"  "Through  the 
Back  Door,"  "Little  Lord  Fauntleroy." 

Charlie  Chaplin's  "A  Woman  of  Paris." 

Douglas  Fairbanks'  "Mollycoddle,"  "The 
Nut,"  "The  Mark  of  Zorro,"  "His  Majesty, 
the  American."  "Robin  Hood,"  "When  the 
Clouds  Roll  By,"  "The  Three  Musketeers." 


Cameo     Theatre,  Bridgeport, 
Added  to  Growing  Circuit 

Yet  another  has  been  added  to  the  list  of 
theatres  recently  acquired  by  Warner  Bros., 
in  the  purchase,  just  announced,  of  the 
Cameo,  Bridgeport,  Conn.  The  Warners  ac- 
quired full  title  to  the  property,  including 
the  ground  on  which  the  building  stands. 
The  theatre  will  be  known  hereafter  as 
Warners  Cameo. 

The  purchase  was  made  from  the  Brandt 
interests.  The  Cameo,  which  seats  1,600,  was 
built  only  two  years  ago,  and  is  thoroughly 
modern  in  every  respect.  It  is  the  latest  ac- 
quisition by  Warner  Bros.,  who  recently  have 
been  taking  over  important  first  run  houses 
in  key  centers  throughout  the  country. 

Announcement  was  made  also  of  the  ap- 
pointment of  Howard  W.  Foerste  as  man- 
ager of  Warners  Cameo.  Foreste,  who  is  a 
veteran  showman,  came  east  from  Los  An- 
geles especially  to  accept  this  position.  In 
the  California  city  he  has  been  managing 
director  of  the  De  Luxe  Theatre.  Before  be- 
ginning his  connection  with  that  house  he 
was  associated  with  George  H.  Dumond  as 
assistant  managing  director  of  Loew's  State 
Theatre,  in  Cleveland.  Dumond  is  now  gen- 
eral manager  of  all  Warner  Bros. 

*    *  * 

"LOST  WORLD"  OPENS  SEASON 

Loew's  Stillman  Theatre  in  Cleveland 
opened  its  fall  and  winter  season  with  "The 
Lost  World,"  the  Watte  rson  R.  Rothacker- 
First  National  production  made  under  the 
supervision  of  Earl  Hudson. 


D.  W.  Griffith's  "Dream  Street."  "Broken 
Blossoms,'"  "The  White  Rose,"  "America," 
"The  Love  Flower,"  "Orphans  of  the  Storm," 
"One  Exciting  Night,"  "Isn't  Life  Wonder- 
ful," "Way  Down  East." 

Other  releases  are  "The  Three  Must-Get- 
Theres"  with  Max  Linder ;  Ben  Turpin  "The 
Shreik  of  Araby,"  Charles  Ray  in  "The 
Tailor  Made  Man,"  George  Arliss  in  "Dis- 
raeli," "Carnival,"  "Romance,"  Nazimova  in 
"A  Doll's  House,"  Charles  Ray  in  "The  Girl 
I  Loved,"  Mary  Alden  in  "A  Woman's 
Woman,"  Nazimova  in  "Salome,"  "No  More 
Women,"  Jack  Pickford  in  "Garrison's 
Finish,"  George  Arliss  in  "The  Man  Who 
Played  God." 

Still  others  are  "Richard,  the  Lion-Heart- 
ed,"  "The  Iron  Trail,"  Jack  Pickford  in 
"Waking  Up  the  Town,"  Mack  Sennett's 
"Down  on  the  Farm,"  Whitman  Bennett's 
"Fair  Lady,"  Mae  Marsh  in  "Paddy,  The- 
Next-Best-Thing."  "Loving  Lies,"  Mae 
Marsh  in  "A  Woman's  Secret,"  Jack  Pick- 
ford in  "The  Hill  Billy,"  Joseph  von  Stern- 
berg's "Salvation  Hunters,"  Mabel  Normand 
in  "Suzanna,"  and  George  Arliss  in  "The 
Ruling  Passion." 


Booking  Baby  Stuff 
To  Exhibitor  Fenyvessy 


September  19,  1925 


Page  39 


SEX  FILMS  NOT     Labor  Unions  and 


ONE,  TWO,  THREE 

Eastman  Theatre  Reviews  Attrac- 
tions on  3rd  Anniversary 

ROCHESTER,  Sept.  11.  — The  Eastman 
Theatre,  Rochester,  is  celebrating  its  third 
anniversary.  During  the  three  years  of  its 
existence  the  house  has  attracted  worldwide 
attention  through  its  plan  of  operation  and 
the  idealistic  aims  of  its  founder.  Dedicated 
to  the  enrichment  of  community  life,"  it  has 
established  itself  as  a  real  community  center 
of  entertainment.  Attendance  at  its  various 
performances  in  the  three  years  is  said  to 
have  exceeded  6,000,000. 

Illustrative  of  the  magnitude  of  the  details 
involved  in  the  theatre's  service  are  the  facts 
that  in  the  last  year  the  orchestra  played 
more  than  1,500  different  musical  numbers, 
and  that  about.  3,500  miles  of  mot'on  picture 
film  were  run  off  through  the  theatre's  pro- 
jection machines. 

A  survey  of  the  best  drawing  pictures  of 
the  year  at  the  Eastman  demonstrates  that 
in  Rochester  at  least  it  is  not  the  sex  play 
nor  the  lurid  drama  that  finds  the  readiest 
response  from  the  public.  Big  dramatic 
and  historical  productions,  comedies  and 
clean  romance  have  found  the  greatest  meas- 
ure of  popular  appreciation.  The  ten  most 
popilar  picture:-  of  the  year,  in  order  of 
their  drawing  power,  were :  "The  Covered 
Wagon,"  "Hot  Water,"  "The  Rag  Man," 
"The  Sea  Hawk,"  "Peter  Pan,"  "Classmates," 
"Abraham  Lincoln,"  "Sally,"  "He  Who  Gets 
Slapped,"  and  "A  Thief  in  Paradise."  Fol- 
lowing closely  were  "The  Navigator,"  "The 
Only  Woman,"  "Secrets,"  and  "Black  Cy- 
clone." 

The  anniversary  week  attraction  was  Har- 
old Lloyd  in  "The  Freshman."  The  first  pub- 
lic demonstration  of  dynamic  color  was  also 
given  in  "Flowing  Color  Harmonies."  The 
presentation  was  arranged  through  the  co-op- 
eration of  Lloyd  A.  Jones  and  Clifton  Tuttle 
of  the  Eastman  Research  Laboratories.  The 
demonstration,  presented  with  the  accom- 
paniment of  Debussy's  Arabesque  by  the 
orchestra,  illustrated  some  possibilities  in  the 
use  of  changing  color  and  form. 

Eric  Thacher  Clarke,  managing  director  of 
the  Eastman,  finds  that  film  fans  want  more 
films ;  popular  tunes  may  easily  divert  atten- 
tion from  film  to  music,  which  is  not  the 
motive  of  picture,  accompaniment;  grand 
opera  and  dance  divertissements  are  not 
vholly  satisfactory  numbers  on  a  movie  pro- 
gram, and  as  for  prologues,  he  says,  "Why 
present  an  act  based  on  a  picture  which  the 
audience  has  not  seen?" 

*  *  * 

CAPITOL  ARTISTS  ROUTED 

Marcus  Loew  announces  the  addition  of 
Capitol  Theatre  features  and  artists  to  his 
programs  at  Loew's  Lexington  and  83rd 
Street  Theatres,  N.  Y.,  starting  Saturday 
September  5th.  Lottice  Howell,  of  the  Cap- 
itol Family,  will  appear  at  the  Lexington, 
and  Siguard  Nilson  at  the  83rd  Street  Miss 
Howell's  program  for  the  week  will  include 
"Blue  Danube,"  "Moonlight,"  "Starlight"  and 
Sempre  Libre.  The  repertoire  for  the  83rd 
Street  for  the  week  will  include  "By  My 
Fireside,"  Bartlett's  "A  Dream,"  and  an  aria 
from  Simon  Boccanegra. 

#  *  * 

ABBETT  WITH  RENOWN 

Ralph  W.  Abbett,  one  of  the  best  known 
film  men  in  the  central  division,  has  been 
appointed  manager  of  the  Renown  Pictures, 
Inc.,  at  Indianapolis  with  offices  at  432  North 
Illinois  street. 

Mr.  Abbett  entered  the  film  business  with 
the  Universal  Film  Company  as  salesman  in 
Indianapolis  in  1912  and  was  made  manager 
of  the  office  after  two  years'  road  work. 


The  Theatre  Owners 

Demands  Refused      The  Niagara  Strike 


MONTREAL,  Quebec,  Sept.  11,— The  lab- 
or situation  at  Montreal,  Quebec,  had  reached 
a  tense  situation  early  in  September,  follow- 
ing the  refusal  of  Local  56  of  the  interna- 
tional Allliance  of  Theatrical  Stage  Em- 
ployes to  accept  a  5  per  cent  increase  in 
wages  and  no  annual  vacation  with  pay.  The 
Montreal  Theatre  Managers'  Association, 
made  up  of  members  representing  His  Maj- 
esty's, Princess,  Imperial,  Loew's,  Capitol, 
Palace,  Gayety,  St.  Denis,  Orpheum  and 
many  other  houses,  negotiated  with  the  stage 
hands  and  projection  machine  operators,  the 
spokesman  for  the  theatres  being  B.  M.  Gar- 
field, manager  of  one  of  the  local  houses  op- 
erated by  United  Amusements,  Limited. 

Announcement  was  made  by  Theatrical  En- 
terprises, Limited,  Montreal,  that  it  had  can- 
celled all  but  one  road  show  for  the  coming 
season  because  of  the  demands  of  organized 
labor,  and  it  was  announced  that  B.  E.  Lang 
had  been  appointed  agent  for  the  J.  B.  Spar- 
row Amusement  Co.,  Limited,  Montreal,  the 
company  owning  His  Majesty's  theatre 
building  for  the  purpose  of  renting  the  house 
to  any  who  would  care  to  take  it  over.  This 
practically  meant  that  the  Theatrical  Enter- 
prises, Limited,  which  operated  the  house  last 
year,  ceased  to  exist. 


Raid  in  K.  C. 

KANSAS  CITY,  Mo.,  Sept.  11.— A  dras- 
tic move  was  made  by  the  motion  picture 
operators'  union  of  Kansas  City  when  about 
twenty-five  members  of  the  union  invaded 
the  heart  of  movie  row,  where  the  non-union 
operators'  school,  operated  in  conjunction 
with  the  M.  P.  T.  O.  Kansas-Missouri,  is 
located.  However,  when  O.  H.  Lime,  man- 
ager of  the  school,  perceived  there  was  to  be 
trouble,  he  procured  a  revolver  from  his  desk 
and  successfully  "stood  off"  the  invaders. 

The  disturbance  resulted  from  some  hand- 
bills issued  by  the  school  and  which  were  cir- 
culated among  theatre  managers  who  were 
undecided  whether  or  not  to  empioy  union 
or  non-union  operators.  The  handbills  ex- 
plained that  the  union  made  it  possible  for 
only  a  select  few  operators  to  obtain  posi- 
tions and  was  unfair  to  American  labor. 
Some  of  the  handbills  fell  into  possession  of 
union  officials,  the  disturbance  resulting. 


Situation  Adjusted 

ALBANY,  Sept.  11. — Differences  between 
the  exhibitors  here  and  the  Motion  Picture 
Machine  Operators'  Union  are  now  being 
ironed  out  at  a  series  of  conferences  that 
will  probably  result  in  little  or  no  change  in 
present  wages  or  working  conditions.  The 
operators  have  consented  to  let  present  wages 
stand  for  another  year,  as  well  as  working 
hours.  The  chief  hitch  is  now  over  the 
question  of  assistants  in  the  booths  and 
whether  or  not  they  shall  be  apprentices  or 
union  men. 

In  Schenectady,  organists  in  motion  pic- 
ture theatres  where  orchestras  do  not  prevail 
are  asking  $90  a  week.  They  now  receive  $55. 
Members  of  orchestras  are  demanding  $2  a 
man  more  a  week,  and  as  a  result  it  has  been 
decided  not  to  install  orchestras  in  the  State 
and  Strand  Theatres,  if  the  higher'  rates  are 
to  prevail. 


NIAGARA  FALLS,  N.  Y„  Sept.  11.— Ef- 
forts to  adjust  the  wage  differences  between 
the  musicians,  stage  hands  and  moving  pic- 
ture operators  employed  in  the  Strand,  Cat- 
aract and  Bellevue  theatres,  Niagara  Falls, 
N.  Y.,  and  theatre  managements,  have  been 
unsuccessful.  The  theatre  employes  who  at 
first  asked  for  wage  increases  of  $5  and  $10 
a  week  for  musicians  and  10  per  cent  in- 
creases for  the  stage  hands  and  operators, 
announced  they  would  agree  to  take  boosts 
of  $2.50  a  week  per  man,  but  this  offer  also 
was  rejected  by  the  theatre  managements, 
who  refuse  to  grant  any  pay  increases  and 
it  is  now  reported  that  the  houses  involved 
never  again  will  sign  up  with  the  unions  but 
will  go  "open  shop"  in  the  future.  One  man- 
ager expressed  himself  as  being  highly 
pleased  with  the  work  of  the  members  of  the 
National  Theatrical  Federated  Union,  Inc., 
who  are  employed,  even  going  so  far  as  to 
say  that  his  patrons  have  remarked  on  the 
improvement  of  his  new  orchestra.  The 
National  Theatrical  Federated  Union  was 
charted  this  year  by  the  state  of  New  York 
and  has  its  headquarters  at  152  West  42nd 
street,  New  York.  This  same  manager  de- 
clared his  shows  were  now  running  in  great 
shape  and  that  there  were  now  no  "depart- 
ments" in  his  house. 

William  J.  Kerngood,  of  Newark,  N.  J., 
national  secretary  of  the  American  Federa- 
tion of  Musicians,  was  in  Niagara  Falls  the 
other  day,  conferring  with  the  managers  in 
an  effort  to  settle  the  trouble.  Later  Mr. 
Kerngood  announced  his  efforts  seemed  futile 
and  he  issued  the  following  statement : 

"The  theatre  managers  have  finally  decided 
to  run  without  the  services  of  musicians, 
stage  hands  and  moving  picture  operators 
affiliated  with  the  American  Federation  of 
Labor.  The  Strand,  Cataract  and  Bellevue 
Theatres  have  rejected  any  proposition  in- 
volving a  penny  of  increase  in  salaries,  al- 
though salaries  paid  in  Niagara  Falls  are 
so  far  beneath  those  paid  in  other  cities  with 
like  living  conditions,  the  original  $5  and  $10 
per  man  increase  was  justified. 

"In  a  desire  to  make  a  continuance  of  em- 
ployment possible  the  representatives  of  the 
musicians  offered  to  accept  $2.50  per  man  in- 
crease, but  this  was  rejected.  These  theatres 
now  have  been  officially  declared  unfair  to 
the  American  Federation  of  Musicians  and  its 
125,000  members  in  the  United  States  and 
Canada,  and,  under  its  laws,  any  member  who 
renders  service  therein,  either  in  a  musical 
act  or  otherwise,  automatically  becomes  ex- 
pelled from  membership  by  such  action." 

The  members  of  the  various  Falls  unions 
involved  have  inserted  the  following  ad  in 
the  Niagara  Falls  Gazette : 

"To  friends  of  organized  labor : 

The  Amendola  and  Ritz  Theatres,  Niagara1 
Falls,  N.  Y.,  employ  musicians,  stage  hands 
and  operators  who  belong  to  the  American 
Federation  of  Labor.  Other  theatres  do  not. 
Let  no  statement  about  employing  'union' 
help  deceive  you.  Patronize  those  who  are 
fair  to  us  and  will  pay  living  wages." 

The  striking  workers  have  also  got  out 
banners  which  are  being  used  on  motor  cars 
telling  the  world  that  the  Strand,  Cataract 
and  Bellevue  are  unfair  to  labor.  These  ban- 
ners have  appeared  not  only  in  Niagara  Falls, 
but  in  Buffalo. 


Famous  Fighting  Stars  including  Jim  Jeffries,  make  Monte  Blue 
feel  at  home  in    "Hogan's    Alley,"    a    Warner    Bros,  release. 


Fat  Karr,  Tiny  Alexander  and  Kewpie  Ross;  Joe  Rock's  aggre- 
gate "Ton  of  Fun,"  F.  B.  O.  Standard  Fat  Men  comedy  unit. 


(Left).  "Clean  up 
the  set,  and  when 
you're  through,  wash 
all  the  film!",  said 
William  De  Mille  to 
Bessie  Love,  Robt. 
McQuade,  Phyllis 
Haver  and  Neil 
Hamilton  in  his 
new  Paramount  pic- 
ture "New  Brooms." 


(Right).  Charleston, 
Hey,  Hey!  And  why 
not,  with  such  able 
exponents  as  Joyce 
Compton  and  Dor- 
othy Sebastian,  First 
National  film  players. 


(Right).  Partners 
Again!  Both  on  and 
off!  George  Sidney 
and  Alexander  Carr 
who  star  in  another 
Potash  and  Perlmut- 
ter  picture,  produced 
by  Samuel  Goldwyn- 
Henry  King,  for 
United  Artists  re- 
lease. 

(Left)  —  Lew  Cody 
keeps  in  trim  watch- 
ing some  of  the 
beauties  perform  be- 
tween scenes  of  Ho- 
bart  Henley's  Metro- 
Goldwyn  -  Mayer 
picture  "Exchange 
of  Wives." 


Decorative  and  pensive,  is  Aileen  Pringle 

in  her  new  home  before  starting  work  in 
Elinor  Glyn's  "The  Only  Thing"  for 
Metro-Goldwyn-Mayer.      Glyn  directing. 


Marion  Davies  in  her  new  home  grounds 
at    Beverly  Hills.     She    stars    in  Monta 
Bell's   "Lights    of  .  Old    Broadway"  for 
Metro-Goldwyn-Mayer. 


John  C.  Flinn,  Marshall  Neilan,  P.  A.  Powers  and  Cecil  B.  De  Mille  smile  happily, 
now  that  Neilan-Powers  will  contribute  pictures  to  the  P.  D.  C.  program. 


(Top).  "Just  can't  keep  my  feet  still," 
sighs  Ann  Pennington.  And  why  should 
she,  if  her  work  in  Metro-Goldwyn- 
Mayer's  "Pretty  Ladies"  is  a  fair  sample? 


(Below).  Lloyd  Hughes  keeps  fit  this  way, 
for  First  National's  "The  Scarlet  Saint," 
which    George    Archainbaud    is  directing. 


Alice  Calhoun, 
Jesse  J.  Gold- 
burg  and  W.  J. 
Craft,  director, 
on  location  for 
a  series  of  spe- 
cials for  Inde- 
pendent P  i  c- 
tures  Corp. 


Page  42 


Exhibitors  Trade  Review 


M.P.  T.  O.  Board  of  Trade 's  Record 
eviewed  by  Sidney  Cohen 


YJT^E  are  all  familiar  with  the  conditions  that 
"  existed  each  buying  season  in  the  past. 
For  years,  the  theatre  owner  has  undergone 
an  almost  hysterical  period  in  the  matter  of 
buying  product  for  the  new  season. 

Early  in  May  of  each  year  two  of  the 
national  producing  and  distributing  companies 
would  commence  their  publicity  campaigns 
for  the  selling  of  their  pictures  to  theatre 
owners  and  by  June,  year  in  and  year  out, 
they  would  have  thousands  of  independent 
theatre  owners  signed  up  to  contracts  with 
almost  all  of  the  available  and  preferred 
playing  time  of  these  exhibitors.  Thus  little 
or  no  time  for  independent  product  of  merit 
that  might  be  offered  with  the  opening  of 
the  season  or  through  the  year  has  been  left. 
This  did  much  to  create  the  erroneous  im- 
pression that  an  independent  picture  was 
just  a  filler  in,  something  the  exhibitor  had 
to  take  because  he  could  get  nothing  else, 
which  had  the  effect  of  detracting  from  the 
real  merit  of  the  independent  product  of 
quality. 

Each  buying  season  was  usually  preceeded 
by  a  campaign  of  propaganda  that  implanted 
in  the  theatre  owner's  mind  the  idea  that 
there  would  be  a  positive  shortage  of  worth- 
while films ;  then  he  would  rush  blindly  in, 
stampeded  and  panicky,  and  tie  up  his  play 
time,  and  too  late  would  find  tnere  wt>- 
plenty  of  worth-while  product.  From  a  bad 
matter  it  grew  worse,  and  a  remedy  had  to 
be  found.  Most  of  the  producers  and  di- 
tributors,  national  and  state  right,  sat  idly  by 
permitting  this  condition  to  continue,  so  that 
without  any  opposition  from  them  these 
forces  continued  their  policy  of  acquiring  the- 
atres, stars  and  directors,  and  were  very 
often  enabled  through  their  high-pressure 
sales  and  exploitation  organizations,  to  mer- 
chandise or  sell  their  medicore  product  to  far 
better  advantage  than  the  independent  con- 
cerns could  sell  their  higher  quality  pictures. 

1000  Featuies  for  1925-26 

The  idea  of  a  questionnaire  suggested 
itself  to  our  committee,  a  questionnaire  to 
each  of  the  producing  companies,  large 
and  small,  to  ascertain  not  only  how  much 
product  they  expected  to  offer  for  the  sea- 
son of  1925-26,  but  of  what  classification 
they  expected  to  offer  for  the  season  of 
1925-26,  but  of  what  classification  they  ex- 
pected this  product  to  consist,  so  in  March, 
1925,  we  sent  out  this  questionnaire  and 
the  responses  were  immediate,  most  grati- 
fying, and  most  comprehensive.  We  learn- 
ed in  this  way  that  approximately  1000  fea- 
tures would  be  available  for  theatre  own- 
ers for  the  season  1925-1926.  This  accu- 
rate knowledge  showed  us  most  plainly 
that  there  was  no  possible  danger  of  a 
shortage.  Fortified  with  this  knowledge, 
we  laid  our  plans  to  enjoin  upon  theatre 
owners  the  business  necessity  of  holding 
their  play  dates  open  until  they  could  each 
one  ascertain  for  himself  what  the  market 
offered   for   his   particular  theatres. 

On  April  8th,  1925,  at  a  meeting  of  the 
National  Board  of  Directors  of  the  Mo- 
tion Picture  Theatre  Owners  of  America, 
we  had  the  pleasure  of  conferences  with 
W.  R.  Sheehan,  Vice-President  &  General 
Manager  of  the  Fox  Film  Corp.,  H.  M. 
Warner  and  Sam  Morris,  President  and 
General  Manager  respectively  of  Warner 
Bros.,  the  late  Harry  M.  Berman,  Vice- 
President  and  General  Sales  Manager  of 
Film  Booking  Offices  of  America,  A.  E. 
Smith  and  John  B.  Rock,  at  that  time 
President  and  Vice-President  and  General 
Manager  respectively  of  the  •  Vitagraph 
Company  of  America,  and  R.  H.  Cochrane 
and  E.  H.  Goldstein,  Vice-President  and 
Treasurer  of  the  Universal  Film  Manufac- 
turing Company.  Subsequently  Independent 
Producers  and  Distributors  also  called  upon 
us  am?  laid  before  us  the  urgent  need  of 


Sydney  S.  Cohen,  member  of  the  Board 
of  Trade  and  Commerce  Committee  of  the 
Motion  Picture  Theatre  Owners  of  Ameri- 
ca, submits  the  following  short  history  of 
the  board's  record,  including  facts  concern- 
ing the  affiliated  Bureau  of  Play  Dates. 


our  doing  something  definite  to  keep  them 
in  business  and  keep  the  market  open.  After 
a  general  discussion  of  the  situation  exist- 
ing in  the  Industry  with  the  above  and  the 
impressive  need  for  immediate  action,  a 
Board  of  Trade  and  Commerce  was  formed, 
sanctioned  and  heartily  endorsed  by  each 
one  of  the  representatives  of  these  film 
companies.  A  committee  of  three  com- 
prising Harry  Davis  of  Pittsburgh,  L.  M. 
Sagal  of  New  Haven  and  Sydney  S.  Cohen 
of  New  York  were  appointed  by  the  Na- 
tional Board  of  Directors  of  the  Motion 
Picture  Theatre  Owners  of  America  to 
formulate  plans  and  make  arrangements 
with  these  companies  to  bring  this  about. 

Board  Gets  Support 

On  April  20th,  a  conference  was  held 
with  Mr.  John  C.  Flynn  of  Producers  Dis- 
tributing Corporation,  at  which  time  he 
was  advised  of  the  conferences  with  the 
other  film  companies  and  the  plans  and 
purposes  of  the  Board  of  Trade  and  Com- 
merce. This  resulted  in  a  conference  on 
April  22nd  with  Mr.  Carl  Laemmle,  Mr.  R. 

H.  Cochrane  of  Universal  Film  Corpora- 
tion, Abe  Warner,  W.  R.  Sheehan  and  J.  C. 
Flynn,  and  an  agreement  was  reached  for 
the  support  of  the  Board  of  Trade  and 
Commerce  by  all  of  these  companies  at 
this  time. 

The  next  day  one  of  the  companies  ad- 
vised it  would  be  unstrategic  at  that  time 
for  them  to  go  ahead  with  the  plans  as 
agreed  the  day  previous,  and  two  of  the 
other  companies  decided  they  would  not 
go  ahead  without  this  company  in  the  ar- 
rangement. However,  Mr.  Carl  Laemmle  of 
the  Universal  Film  Company  felt  differently 
about  this  and  as  announced  at  Milwaukee 
and  subsequently,  agreed  to  whole  heart- 
edly  support  the  Board,  financially  and 
morally. 

The  Committee  of  the  Motion  Theatre 
Owners  of  America  met  with  the  Indepen- 
dent Producers  and  Distributors  and  were 
again  urged  to  put  the  Board  into  opera- 
tion and  received  their  assurance  of  full 
cooperation  and  support.  Members  of  our 
committee  addressed  mass  meetings  of 
these  interests  at  the  Hotel  Astor.  New 
York,  where  they  were  commended  and  en- 
couraged to  continue  their  efforts  and 
where  great  appreciation  of  the  work  we 
were  doing  was  expressed. 

The  Independent  Producers  realizing  its 
great  need  had  recently  formed  an  organ- 
ization for  their  protection  and  announced 
a  convention  of  all  Independent  Producers 
and  Distributors  in  the  United  States  at 
Milwaukee  just  previous  to  the  National 
Convention  of  the  Motion  Theatre  Owners 
of  America.  At  this  meeting  the  plans  that 
had  been  formulated  of  cooperation  with 
the  Board  of  Trade  and  Commerce  were  ap- 
proved and  ratified  and  a  Committee  of  In- 
dependent Motion  Picture  Producers  and 
Distributors  was   designated  consisting  of 

I,  E.  Chadwick,  W.  E.  Shallenberger,  A. 
Carlos,  M.  H.  Hoffman,  Jack  Cohn  and  Dr. 
Golden,  to  meet  with  a  committee  of  the 
Motion  Picture  Theatre  Owners  of  America 
designated  by  its  National  Board  of  Direc- 
tors, comprising  Harry  Davis,  L  M.  Sagal, 
A.  Julian  Brylawski  and  Sydney  S.  Cohen, 
Nathan  Yaminis  and  Dave  Borshon.  Subse- 
quently, there  were  added  to  this  committee 
J.  C.  Ritter  and  W.  A.  Steffes.  After  sev- 
eral meetings  it  was  agreed  that  financial 
support  of  a  very  substantial  nature  would 
be  given  to  this  Board  of  Trade  and  Com- 
merce for  the  purpose  of  having  paid  rep- 
resentatives in  each  film  center  throughout 
the  United  States  and  Canada  to  be  the 
point  of  contact  in  the  field  between  the 
theatre  owners  and  the  independent  pro- 
ducers and  distributors.  The  Committee 
met  with  other  producers  and  distributors 


including  Mr.  Laemmle,  Mr.  Cochrane  of 
Universal  and  Mr.  Joseph  Schnitzer  of  Film 
Booking  Offices  who  agreed  to  cooperate 
also  and  render  their  financial  support  in 
our  plans. 

Sanctioned  at  Milwaukee 

The  report  of  the  entire  conferences  of 
the  Board  of  Trade  and  Commerce  was 
made  to  the  National  Board  of  Directors 
and  the  Executive  Committee  of  the  Motion 
Picture  Theatre  Owners  of  America  at  its 
joint  session  at  Milwaukee  and  received 
their  unanimous  sanction,  approval  and  en- 
dorsement of  all  the  activities  and  negotia- 
tions conducted.  A  splendid  report  was 
made  to  the  convention  by  Mr.  A.  Julian 
Brvlawski  and  enthusiastically  received  and 
ratified.  The  formation  of  a  Play  Date 
Bureau  was  thereupon  suggested,  having 
for  its  purpose  the  mobilization  of  Play 
Dates,  and  particularly  the  withholding  of 
the  play  dates  of  the  Theatre  Owners  of 
America  at  that  time  from. those  sources 
who  were  using  moneys  from  such  play 
dates  for  the  destruction  of  the  Indepen- 
dent forces  of  the  Motion  Picture  Industry. 

Play  date  pledge  cards  were  distributed 
amongst  the  theatre  owners  present,  many 
of  whom  signed  them  then  and  there. 
Pledge  cards  were  later  sent  out  to  every 
theatre  owner  in  the  United  States  and 
Canada  accompanied  by  a  letter  asking 
them  to  withhold  their  play  dates  until 
they  would  have  had  sufficient  opportunity 
of  seeing  and  learning  of  the  quality  pic- 
tures being  produced  and  distributed  by 
independent  forces. 

Thus  was  the  Play  Date  Bureau  promoted 
for  the  purpose  of  stimulating  Independent 
Production,  popularizing  Independent  pro- 
duct with  the  exhibitors  and  creating  a. 
more  vigorous  Independent  trade  between 
Independents;  and  for  the  preservation  of 
the  Independent  units  in  the  Motion  Picture 
Industry. 

Sensible  Buying 

The  Play  Date  Bureau  has  fulfilled  that 
for  which  it  was  promoted.  By  virtue  of 
its  pledge  cards  it  has  acted  as  a  sales 
resistance.  Theatre  Owners  are  buying 
more  sensibly  and  in  a  more  businesslike 
manner  than  ever  before.  They  have  diver- 
sified their  programs  by  a  wider  range  of 
buying  and  the  results  will  be  and  are 
being  shown  at  the  Box  Office.  But  the 
Play  Date  Bureau,  while  a  living,  breath- 
ing, working  entity,  has  no  mystic  or 
magic  powers.  It  cannot  by  the  mere 
pressing  of  a  button  cause  battalions .  of 
play  dates  to  issue  forth  as  water  from  a 
faucet  all  ready  and  prepared  for  the  In- 
dependent Distributor.  Worthwhile  things 
are  not  gained  that  easily. 

"The  Lord  helps  those  who  help  them- 
selves; it  has  made  the  first  move.  In- 
dependent producers  and  distributors  are 
carrying  on  and  must  continue  to  carry  on 
The  Play  Date  Bureau  has  and  will  con- 
tinue to  strive  to  restrain  the  mad  stamped- 
ing of  previous  years.  It  will  help  to  have 
play  dates  held  open.  That  makes  the  In- 
dependent Distributor's  golden  opportunity, 
and  he  is  a  poor  business  man  indeed  if  he 
doesn't  grasp  it  firmly  with  both  hands. 
The  Play  Date  Bureau  afforded  him  the  op- 
portunity of  placing  his  product  advantage- 
ously in  the  theatre  owner's  play  time 
which  it,  the  Play  Date  Bureau,  helped  keep 
open. 

But  the  Play  Date  Bureau  is  not  his 
salesman  to  sell  his  product  for  him;  nor 
his  booker  to  put  his  product  in  on  these 
open  dates.  If  these  open  dates  are  worth 
securing  by  the  Independent  Distributor — 
and  God  knows  they  are  they  are  worth 
going  after  aggressively. 

The  Play  Date  Bureau  has  brought  about 
greater  cooperation  between  all  Indepen- 
dent units  than  has  heretofore  existed.  It 
has  acquainted  each  with  the  others  trials 
and  tribulations  and  shown  that  without 
the  other,  neither  can  exist.  They  must 
continue  to  stand  together  aiding  each 
other. 

The  Play  Date  Bureau  had  as  its  incep- 
tion a  purely  protective  measure.  A  mea- 
sure tinged  with  no  more  selfish  motive 
than  the  common  interests  of  all  Indepen- 
dents. 


September  19, 1925 


Page  43 


THE  LIMITED  MAIL 

Warner  Brothers  Photoplay.  Adapted 
from  Elmer  E.  Vance's  stage  play  by 
Darryl  Francis  Zanucfy.  Length, 
7,144  feet. 

CAST  AND  SYNOPSIS 

Bob  Wilson   Monte  Blue 

Caroline  Dale   Vera  Reynolds 

Joe  Potts   Williard  Louis 

Jim  Fowler   Tom  Gallery 

Bobby  Fowler   Jack  Hutf 

Spike  Nelson   Eddie  Gribbon 

Mrs.  O'Leary   Lydia  Yeamans  Titus 

Mr.  Joffrey   Otis  Harlan 

Bob  Wilson  becomes  a  tramp  after  being 
jilted  by  his  fiancee.  He  becomes  fast 
friends  with  Jim  Fowler,  a  railway  mail 
clerk.  Jim  secures  him  a  job  on  the  rail- 
road and  he  works  up  to  be  an  engineer. 
Both  pals  fall  in  love  with  Caroline,  but 
she  prefers  Bob.  Bob  accidentally  meets 
the  girl  who  jilted  him,  and  she  leaves  her 
husband  to  return  to  him,  thus  making 
Caroline  believe  that  they  are  married. 
Bob  is  entrusted  with  the  Limited  Mail, 
and  on  his  first  run  the  train  is  wrecked, 
Jim  being  killed.  Bob  hides  out  with  a 
former  tramp  friend  for  a  time,  but  even- 
tually prevents  a  second  train  wreck  and 
returns  to  Caroline.  Explanations  are 
made  and  the  two  marry. 

THIS  is  a  good  railroad  story  having  for 
its  biggest  kicks  a  realistic  train  wreck, 
another  near  wreck,  and  the  rescue  of  a 
child  from  whirling  rapids  by  an  escaped 
convict. 

There  is  too  much  footage,  and  in  spots 
the  director  wanders  too  far  away  from  his 
main  theme.  However,  there  are  plenty  of 
thrilling  episodes  and  some  good  characteri- 
zation. 

The  spectacle  of  the  Limited  Mail  thun- 
dering through  the  night  into  a  head-on  col- 
lission  with  another  train  which  has  lost  its 
brakes  is  enough  to  make  the  most  blase 
theatre  goer  sit  up  and  take  notice.  The 
actual  smash-up  is  the  real  thing.  There 
is  a  horrid  entanglement  of  splintered 
coaches  and  tortured  steel.  It  would  seem 
that  there  must  have  been  greater  loss  of  life. 
But  as  it  appears  in  the  film  only  the  un- 
fortunate Jim  is  slain  to  clear  the  way  for 
Bob's  happiness  with  Caroline. 

Eddie  Gribbon  gives  a  fine  performance 
as  Spike  Nelson.  Spike  is  first  introduced  as 
a  fellow  hobo  of  Bob's.  Later  he  appears 
as  an  escaped  convict,  and  still  again  as  the 
occupant  of  a  prison  train. 

Williard  Louis  is  shown  in  a  different 
role  from  any  he  has  thus  far  essayed.  He 
is  a  chubby  tramp  and  plays  his  part  in 
his  own  delightful  manner.  Monte  Blue  is 
appealing  as  the  youthful  engineer,  and 
arouses  lots  of  sympathy  with  his  love  af- 
fairs. Vera  Reynolds  is  up  to  requirements 
as  the  waitress  in  a  railroad  hotel. 

Call  attention  to  the  fact  that  this  picture 
is  a  realistic  adaptation  of  the  famous  stage 
play.  Make  a  special  play  for  railway  men. 
Use  signal  lights  and  blocks  in  Lobby  and 
ballyhoo. 


THE  GOLDEN  PRINCESS 

Paramount  Photoplay.  Author,  Bret 
Harte.  Scenario,  Frances  Agnerv.  Di- 
rector, Clarence  Badger.  Length,  8,584 
feet. 

CAST  AND  SYNOPSIS 

Betty  Kent   Betty  Bronson 

Tennessee   Hunter   Neil  Hamilton 

Tom  Romaine   Rockliffe  Fellowes 

Kate  Kent   Phyllis  Haver 

Padre   Joseph  Dowling 

Gewilliker   Hay   Edgar  Kennedy 

Bill  Kent   George  Irving 

Indian  Squaw   Noima  Wills 

Tom  Romaine  slays  Bill  Kent  and  elopes 
with  his  wife,  Kate.  Their  infant  daughter 
is  left  in  the  hills  to  die.  She  is  rescued  by 
Tennessee  Hunter,  who  subsequently  locates 
a  rich  gold  claim.  He  makes  Betty  his  part- 
ner. Romaine  pretends  that  he  is  her  father, 
Tennessee  never  having  been  told  of  her 
father's  death.  He  attempts  to  gain  posses- 
sion of  the  Golden  Princess  mine.  Frustrated 
by  Tennessee,  he  blows  up  the  mine,  im- 
prisoning Hunter  and  Betty.  Kate,  Romaine's 
accomplice,  in  his  nefarious  schemes,  realizes 
her  own  daughter's  life  is  imperilled.  She 
gets  help  and  the  two  are  rescued.  She  dies 
in  the  attempt,  Romaine  is  slain,  and  there 
is  a  happy  ending  for  Tennessee  and  Betty. 

BETTY  BRONSON  mounts  another 
rung  in  the  ladder  of  box-office  popu- 
larity. Her  vehicle  this  time  is  a  stirring 
tale  of  1  849  and  California  gold.  It  should 
mean  another  gold  mine  for  every  exhibitor 
who  shows  it. 

The  film  is  a  vivid  picture  of  the  bad 
old  days  when  the  adventurous  riff-raff  of 
a  continent  scrambled  to  California  for  sud- 
den wealth.  Some  found  it.  Others  died 
in  the  futile  attempt. 

Tennessee  Hunter,  and  his  partners,  lit- 
tle Betty  Kent  and  comical  old  Gewilliker 
Hay  were  among  the  fortunafes.  They 
were  owners  of  the  rich  claim  called  "The 
Golden  Princess."  And  they  shared  and 
shared  alike  both  joys  and  sorrows. 

All  was  well  until  the  evil-hearted  Ro- 
maine, slayer  and  stick-up  man,  again  en- 
tered their  lives.  One  of  the  biggest  scenes 
in  the  production  shows  this  villain  dyna- 
miting the  entrance  to  the  mine  where  Betty 
and  her  partners  are  working.  The  result- 
ant landslide  is  shown.  The  doorway  is 
sealed  with  tons  of  rock. 

Beside  romance  and  tragedy  there  is  a 
lot  of  good  comedy.  Much  of  this  is  sup- 
plied by  Gewilliker  Hay.  Edgar  Ken- 
nedy's interpretation  of  this  colorful  charac- 
ter raises  him  to  a  high  place  in  the  galaxy 
of  screen  actors.    He  doesn't  miss  a  trick. 

Betty  Branson's  acting  improves  with 
each  succeeding  picture. 

Rockcliffe  Fellowes  is  a  sinister  villain. 
Phyllis  Haver  and  Neil  Hamilton  are  quite 
in  character  in  their  respective  roles. 

Exploit  this  as  a  stirring  drama  of  the 
West  when  it  was  golden.  Feature  Betty 
Bronson  in  connection  with  the  title  "The 
Golden  Princess."  Use  the  gold  mine  idea 
in  lobby  display,  and  "sour  doughs"  and 
burros  for  street  ballys. 


THE  COMING  OF  AMOS 

Producers  Distributing  Corporation  Photo- 
play. Adapted  by  James  Creelman  and 
Garrett  Fort  from  the  novel  by  William 
J.  Locke.  Director,  Paul  Sloane. 
Length,  5,677  feet. 

CAST  AND  SYNOPSIS 

Amos  Burden   Rod   La  Rocque 

Princess  Nadia  Ramiroff  Jetta  Goudal 

Ramon    Garcia   Noah  Beery 

David  Fontenay   Richard  Carle 

Bendyke    Hamilton   Arthur  Hoyt 

Duchess  of  Parth   Trixie  Friganza 

Pedro   Valdez   Clarence  Burton 

Nurse   Ruby  Lafayette 

Amos  Burden,  Australian  sheep  rancher, 
visits  his  uncle,  David  Fontenay,  on  the 
Riviera.  There  he  meets  Princess  Nadia. 
There  is  mutual  love  at  first  sight.  Amos 
incurs  the  enmity  of  the  villain  Garcia,  who 
lias  gained  wealth  and  position  during  the 
Russian  reign  of  terror.  Garcia  is  married 
to  Nadia,  having  deceived  her  by  promising 
to  save  her  family.  He  kidnaps  Nadia  and 
imprisons  her  in  his  castle.  Amos  follows, 
and  bests  Garcia  in  a  fierce  fight.  The  vil- 
lain is  hurled  into  his  own  dungeon  and 
drowned.  Nadia  and  Amos  are  left  free  to 
wed. 

PRODUCED  under  the  direction  of 
Cecil  B.  DeMille,  this  picture  offers 
first  class  entertainment.  It  will  please  any 
type  of  audience.  It  is  a  romantic  drama. 
It  tells  an  interesting  love  story  pictured 
against  the  intriguing  background  of  the 
French  Riviera. 

There  are  many  new  touches  in  the  pic- 
ture. One  of  these  is  in  having  the  hero 
an  expert  with  the  Australian  boomerang. 
He  uses  this  peculiar  weapon  with  deadly 
precision,  and  it  stands  him  in  good  stead 
in  his  several  encounters  with  the  villain. 

One  of  the  most  thrilling  and  dramatic 
scenes  is  that  in  which  the  beautiful  Nadia 
is  cast  into  a  dungeon  below  sea  level. 
Water  gates  are  then  opened  and  the  ocean 
rushes  in.  Little  by  little  the  compartment 
is  flooded.  Only  in  the  very  nick  of  time  is 
the  Princess  saved. 

The  last  we  see  of  Garcia  the  waters  are 
again  tumbling  through  the  gates.  He  is 
left  to  be  drowned  like  the  rat  he  is. 

Rod  La  Rocque  is  well  cast  as  the  broad 
shouldered  Australian.  He  makes  a  heroic 
figure  both  as  the  galloping  ranch-owner 
and  the  well  dressed  millionaire.  Jetta 
Goudal  was  never  more  exotic  and  beauti- 
ful than  as  the  Princess  of  Imperial  Russia. 
She  looks  and  acts  the  part  to  perfection. 
Noah  Beery  is  characteristically  excellent 
as  the  villain  Garcia.  He  makes  of  this 
character  a  polished  ruffian  who  wears  ear- 
rings and  carries  a  sword  cane.  Richard 
Carle,  the  well-known  legitimate  comedian, 
shines  in  the  part  of  the  hero's  artistic  uncle. 
The  remainder  of  the  cast  helps  maintain 
the  high  standard  of  the  picture. 

Don't  overlook  the  possible  tie-up  with 
William  J.  Locke's  novel.  Feature  the 
names  of  Cecil  B.  DeMille,  Director  Paul 
Sloane,  and  the  fine  cast. 


Page  44 


Exhibitors  Trade  Review 


THE  TIMBER  WOLF 

Fox  Photoplay.  Author,  Jackson  Gregory. 
Scenario,  John  Stone.  Director,  IV.  S. 
Van  Dyke.    Length,  4,809  feet. 

CAST  AND  SYNOPSIS 

Bruce  Standing   Buck  Jones 

Renee  Brooke   Elinor  Fair 

Babe  Deveril   Dave  Dyas 

Joe  Terry   Sam  Allen 

Sheriff  Taggart   William  Walling 

Billy  Winch   Robert  Mack 

The   Boy   Jack  Craig 

Bruce  Standing,  known  as  the  Timber 
Wolf,  stakes  Joe  Terry  in  a  search  for 
gold.  When  Terry  locates  a  claim  of  un- 
usual richness  the  villain,  Deveril  and  his 
accomplice,  the  sheriff,  jail  the  old  man  in 
an  attempt  to  make  him  tell  the  location 
of  the  claim.  Renee  Brooks,  Deveril's  fi- 
ancee, appears  to  marry  him.  Standing 
thrashes  Deveril  and  kidnaps  the  girl  after 
being  wounded  by  her.  She  regrets  her 
act  and  nurses  him.  He  gradually  wins 
her  respect  and  love  by  his  strength  of 
character  and  courage  in  breaking  up  the 
Deveril  gang  and  rescuing  old  Terry.  She 
quits  Deveril  and  marries  Bruce. 

AN  exciting  Western  photoplay,  "The 
Timber  Wolf"  should  please  all  pic- 
ture patrons  who  like  fast  action-drama. 

There  is  a  good  story  of  a  strong,  silent 
man  who  succeeds  in  winning  love  from  the 
girl  of  his  choice  by  unique  methods.  At 
their  first  meeting  she  slaps  his  face.  Later 
she  wounds  him  with  a  revolver,  mistaking 
his  motives  in  administering  a  sound  thrash- 
ing to  Babe  Deveril.  In  the  end,  however, 
she  comes  to  admire  this  whirlwind  lover  and 
to  recognize  the  fine  character  hidden  under 
his  bluff  exterior. 

The  most  thrilling  scenes  are  those  de- 
picting the  various  fights  in  which  the  Tim- 
ber Wolf  indulges.  There  are  two  fierce 
battles  between  the  hero  and  the  villian, 
Deveril,  and  one  general  melee  where  the 
scoundrel's  henchmen  all  feel  the  strength 
of  the  Wolf's  wrath. 

In  addition  there  are  several  good  riding 
sequences  in  which  Buck  Jones  demonstrates 
his  ability  as  a  horseman.  There  are  also 
a  number  of  interesting  love  episodes  show- 
ing the  Wolf  in  the  role  of  a  most  effective 
cave-man  lover.  His  tempestuous  wooing 
is  well  pictured,  and  the  feminine  hearts 
in  your  audience  are  quite  sure  to  flutter  in 
sympathy  with  Elinor  Fair  who  plays  the 
part  of  Renee  Brooke. 

Buck  Jones  renders  a  satisfactory  char- 
acterization as  "The  Timber  Wolf."  He 
gains  instant  audience  sympathy,  looks  the 
part,  and  is  always  strictly  in  type.  Second 
honors  go  to  Dave  Dyas  in  the  villian  role 
of  Babe  Deveril.  Dyas  earns  the  hatred 
which  is  a  vilhan's  applause,  and  does  some 
especially  convincing  work  in  the  fight. 

Elinor  Fair  is  an  appealing  heroine  and 
the  remainder  of  the  cast  is  in  keeping  with 
the  requirements  of  the  production.  Special 
mention  is  deserved  by  Sam  Allen  in  his  bit 
as  Joe  Terry.  The  lighting  it  clear  and 
the  potography  up  to  the  mark. 

You  can  secure  window  space  from  sport- 
ing goods  stores  and  clothing  shops  with 
stills  of  Buck  Jones  as  a  polo  player.  Gros- 
set  and  Dunlap,  the  publishers  have  issued 
a  photoplay  edition  of  Jackson  Gregory's 
novel  which  will  help  sell  the  picture.  You 
should  feature  Buck  Jones. 


THE  HAUNTED  RANGE 

Davis    Distributing    Division  Photoplay. 

Author,  Frank  Howard  Clark-  Director, 

Paul  Hurst.    Length,  4,900  feet. 

CAST  AND  SYNOPSIS 

Terry  Baldwin    Ken  Maynard 

Judith  Kellerd    Alma  Rayford 

Alex  Forester    Harry  Moody 

The  Executor    Al  Hallett 

Charlie  Titus    Fred  Burns 

Ralph  Kellerd    Bob  Williamson 

Tarzan    Himself 

Terry  Baldwin  inherits  a  ranch  with  the 
stipulation  that  he  discover  the  ghost  that 
haunts  it.  Otherwise  the  property  passes  to 
Forester,  the  villain.  The  neighboring  ranch 
is  run  by  Judith  and  Ralph,  children  of  the 
murdered  Kellerd.  Terry  finds  that  Buck 
Slade  and  Forester  are  leaders  of  a  band  of 
cattle  thieves  who  have  Ralph  in  their  power. 
He  also  learns  that  Buck  is  the  ghost  and  that 
the  haunting  is  done  to  cover  cattle  rustling 
operations.  He  defeats  the  schemes  of  the 
gang,  saves  Judith  from  Forester's  vicious- 
ness  and  marries  her. 

WHERE  actionful  Westerns  are  appre- 
ciated this  red-blooded  melodrama  of 
the  open  spaces  should  go  well. 

There  is  a  deal  of  fast  riding  by  expert 
horsemen.  There  are  a  number  of  good, 
snappy  fights,  and  a  cross  country  horse-race 
that  is  vibrant  with  thrills. 

The  best  and  biggest  scenes  in  the  pro- 
duction are  those  portraying  the  battle  be- 
tween the  villain,  Slade,  and  the  hero, 
Terry;  and  the  wild  race  between  Terry 
and  Ralph. 

In  the  former  sequence  Ken  Maynard 
hurls  hmiself  from  the  back  of  Tarzan,  his 
famous  horse,  directly  upon  the  galloping 
Slade.  Then  comes  a  slugging  match  from 
which  the  hero  finally  emerges  triumphant. 
In  the  racing  sequence,  the  Slade  gang  has 
conspired  to  kill  Terry  and  make  it  appear 
as  an  accident.  Trees  are  felled  across  his 
path,  boulders  are  catapulted  down  hills  in 
the  hope  of  slaying  him.  Even  a  charge  of 
dynamite  blows  the  road  from  under  his 
very  horses'  hooves.  But  Terry  avoids  them 
all,  and  wins  the  reckless  race  by  the  prover- 
bial head. 

Upon  winning  the  race  Terry  collects  the 
wager  which  he  has  made  with  Ralph  Kel- 
lerd, weak-kneed  brother  of  Judith,  the 
heroine.  1  he  agreement  has  been  made 
that  the  loser  of  the  race  must  take  orders 
from  the  winner  for  a  period  of  sixty  days. 
Thus  Terry  is  enabled  to  remove  Ralph 
from  the  evil  influence  of  the  Slade  outfit  by 
forcing  him  to  leave  the  country  until  his 
obligation  is  cancelled. 

There  is  a  decided  kick  in  the  shots  show- 
ing the  attempt  of  the  vicious  Forester  to 
force  his  attentions  on  Judith.  He  pursues 
her  up  a  precipitious  mountain,  and  is  frus- 
trated in  his  villainy  only  by  the  timely  ar- 
rival of  Terry. 

Maynard  renders  a  good  performance  as 
the  hard  riding  star.  His  horse,  Tarzan, 
gives  an  exceptionally  good  account  of  him- 
self. The  cast  satisfies  the  requirements  of 
the  film.  The  lighting  and  photography  are 
okeh. 

Use  a  "ghost  rider"  as  a  ballyhoo,  and 
feature  Maynard  and  Tarzan. 


THE  LOVE  HOUR 

Vitagraph  Photoplay.  Scenario  and  Adap- 
tation by  Bess  Meredyth.  Director, 
Herman  Raymaker.  Length,  7,036 
feet. 

CAST  AND  SYNOPSIS 

Rex   V/estmore   Huntley  Gordon 

Lizzie  Tibbs   Louise  Fazenda 

Gus  Ye/ger   Willard  Louis 

Betty  .ti.own   Ruth  Clifford 

Ward  Ralston   John  Roche 

Kid  Lewis   Charles  Farrell 

Attorney   Gayne  Whitman 

Lizzie  and  Betty,  two  shop  girls  meet 
Rex,  a  millionaire,  and  Gus,  a  prosperous 
plumber,  in  unconventional  fashion  at  a 
summer  beach  resort.  Betty  marries  Rex, 
and  Gus  weds  Lizzie.  Rayston,  the  vil- 
lain, conspires  with  a  rascally  physician  to 
ruin  Rex's  health,  hoping  thus  to  get  con- 
trol of  Rex's  money  and  win  his  wife 
away.  He  offers  to  pay  for  an  important 
operation  to  save  Rex's  life,  if  Betty  will 
marry  him.  This  she  finally  agrees  to  do. 
But  the  scheme  is  exposed  in  time.  Gus 
and  Lizzie  administer  a  sound  thrashing 
to  Ralston  and  all  ends  well. 

BROAD  comedy  provided  by  those  cle- 
ver farceurs  Louise  Fazenda  and  Wil- 
hard  Louis  should  make  this  one  acceptable 
to  any  audience.  They  provide  several  reels 
of  burlesque  humor  that  should  be  good  for 
a  lot  of  laughter. 

Later  a  plot  develops  somewhat  tardily. 
The  story  makes  use  of  the  hackneyed  de- 
vice of  placing  the  heroine  in  a  position 
where  she  must  sacrifice  herself  to  save  the 
life  of  the  husband  she  loves.  Of  course, 
he  discovers  her  in  a  compromising  position 
and  thoroughly  misunderstands  her  motives. 
However  at  the  last  moment  the  villian's  plot 
to  despoil  Rex  Westmore  of  both  his  wife 
and  his  fortune  is  frustrated.  In  a  rattling 
good  comedy  battle  Gus  and  Lizzie  give 
Ralston  much  the  worst  of  it,  and  aid  in 
untangling  the  affairs  of  their  former  friends. 

The  best  sequences  are  those  showing 
Gus  and  Lizzie  making  a  round  of  the 
"pleasure"  contrivances  at  a  popular  amuse- 
ment park.  They  shoot  the  chutes,  ride  rol- 
ler-coasters, take  a  chance  on  the  human 
roulette  wheel,  and  are  considerably  tossed 
about  in  the  barrel  of  love. 

Another  good  sequence  is  that  in  which 
the  millionaire  and  his  shop  girl  bride  en- 
tertain a  group  of  friends  at  a  formal  dinner. 
Of  course  Gus  and  Lizzie  are  invited  and 
show  up  with  their  twins.  Gus  essays  an 
after  dinner  speech  and  has  great  difficulty 
in  keeping  his  dress  vest  in  place.  Also  the 
babies  rubber  ball  leaps  from  his  pocket 
and  gets  mixed  in  with  his  food.  His  antics 
in  attempting  to  spear  it  add  to  the  gaiety. 

Louise  Fazenda  and  Williard  Louis  con- 
tribute most  to  the  picture.  Huntly  Gor- 
don does  his  best  to  make  an  impossible 
character  appear  real,  and  Ruth  Clifford  is 
sweetly  demure  as  the  wife  who  is  willing 
to  make  a  supreme  sacrifice  to  save  her 
husband's  life.  John  Roche  is  a  handsome 
villain,  and  Charles  Farrell  does  especially 
well  with  a  small  bit  as  Kid  Lewis. 

Make  the  most  of  the  comedy  element, 
and  advertise  a  personally  conducted  tour 
of  the  famous  amusement  resort  by  Louise 
Fazenda  and  Williard  Louis.  Your  ushers 
may  be  dressed  as  clowns  and  balloon  or 
similar  throwaways  will  help. 


September  19,  1925 


Page  45 


The  <Bic^  Little  Feature 


"Fish  for  Two" 

-Emery  Bronte  Scenic  1  reel 

An  interesting  little  picture  featuring  a 
very  intelligent  dog  and  his  boy  pal.  The 
twain  are  first  busily  engaged  in  replenishing 
the  family  woodpile.  The  boy  saws  and  the 
pup  carries  each  stick  to  the  pile.  Later  they 
both  go  fishing.  And  one  is  as  interested  as 
the  other  in  the  prospective  catch.  When  the 
lad  tumbles  in  the  dog  dashes  to  the  rescue 
and  after  getting  him  ashore  returns  to  the 
pond  and  seizes  the  fishing  pole  in  his  teeth. 
Both  are  jubilant  when  the  hook  carries  a 
fine  specimen  which  will  make  a  luscious 
morsel  for  their  dinners. 

*  '*  * 

"Peggy  in  a  Pinch" 

Davis  Distributing  Division  2  reels 

Peggy's  two  sheiks  "Specs"  and  "Cudgy"  aban- 
don their  battle  between  one  another  in  a  mutual 
attempt  to  rescue  her  from  "Duke,"  the  avowed 
Jover  of  her  elder  sister  Marie,  who  also  pays  her 
attention  when  Marie  isn't  looking.  Tney  follow 
•Peggy  to  "Duke's"  room  whither  she  has  gone  to 
rescue  her  sister's  letters,  ana  after  a  lot  of  ludicrous 
trouble  and  adventure  they  are  triumphant. 

Good  fast  slapstick  comedy,  but  not  quite 
up  to  the  average  "Sheiks  and  Shebas"  com- 
edy because  of  frail  story  value.  There  are 
too  many  falls,  for  one  thing.  A  liberal 
sprinkling  of  funny  falls  goes  well,  but  too 
many  of  them  become  tedious. 

One  good  touch  is  provided  by  the  infant 
brother  of  the  girls  who  exchange  a  neatly 
cut  plug  of  tobacco  for  a  handful  of  choco- 
late candy.  Of  course  the  two  kid  sheiks 
dive  into  the  sweets,  and  secure  a  nice  piece 
of  cut-plug  instead.  You  may  imgaine  what 
happens. 

There  are  some  fast  chase  sequences  when 
Duke,  Cudgy,  Specs,  Peggy,  the  kid,  and 
their  father  all  arrive  at  Duke's  rooms  about 
the  same  time.  A  drunk  in  an  adjoining  apart- 
ment ads  to  the  hilarity. 

Exploit  this  as  a  "Sheiks  and  Shebas" 
comedy.  Get  the  town  acquainted  with  the 
leading  characters,  and  make  a  special  bid 
for  the  patronage  of  the  boys  and  girls  of 
high  school  age. 

"The  Silvery  Art" 

Red  Seal  2  reels 

This  subject  is  made  up  of  the  fine  art 
of  skiing  in  the  Swiss  Alps.  Every  phase 
of  skiing  and  the  proper  handling  of  this 
novel  form  of  snow  and  ice  locomotion 
are  shown  by  an  expert,  and  it  includes 
examples  of  jumping,  climbing  steep  moun- 
tain sides,  turning  corners,  going  up,  slid- 
ing down  and  every  variation  possible  with 
the  use  of  skiis.  The  subject  is  a  trifle 
too  long  and  with  judicious  cutting  should 
prove  to  be  a  novelty  of  a  different  sort, 
which  most  any  audience  will  appreciate 
seeing.  Photography  is  especially  good 
for  snow  backgrounds,  there  being  little 
hellation  registered. 

"Tale  of  the  Prodigal  Palm" 

New  Era   Film  1  reel 

A  most  interesting  exposition  of  the  many 
and  varied  uses  of  the  palm  tree  in  the  differ- 
ent countries  to  which  it  means  so  much 
This  is  not  only  a  beautiful  scenic,  but  also 
decidedly  valuable  from  an  educational  view- 
point, as  there  are  all  too  few  folks  who  real- 
ize just  how  prodigal  the  stately  palm  is  with 
its  manv  favors. 

In  different  localities  it  provides  the  natives 
with  food,  drink,  clothing,  nets,  houses  and 
so  forth,  besides  having  a  high  exchange 
value  when  its  nut  is  dried  into  copra. 

This  type  of  film  is  worthy  of  special  note 
and  extra  exploitation.    It  should  be  a  sure  . 
fire  tie-up  for  schools,  libraries,  etc. 


REVIEWED  Il\  THIS  ISSUE 

Fish  for  Two 

Emery  Bronte  Scenic 
Peggy  in  a  Pinch  Davis  Dist.  Div. 
Fair  Warning  Educational 
Life's  Greatest  Thrills 

International  Newsreel 
Tale  of  the  Prodigal  Palm 

New  Era  Film 
Somwhere  in  Somewhere  Pathe 
Play  Ball  Pathe 
Flirting  With  Death  Red  Seal 
The  Silvery  Art  Red  Seal 

Thru  Three  Reigns  Red  Seal 


"Thru  Three  Reigns" 

Red  Seal  2  reels 

A  historical  pictorial  record  of  the  reign 
of  three  English  sovereigns.  Beginning 
with  the  death  of  Queen  Victoria,  we  see 
the  coronation  of  King  Edward  7th;  his 
death  in  1910  and  the  ascension  of  the 
present  King  George  the  5th.  This  film 
is  composed  of  a  real  photographic  record, 
taken  on  the  actual  spot,  and  not  only  are 
the  royalties  themselves  seen  but  most  of 
the  attending  royal  personages  of  other 
countries,  including  the  Kaiser,  the  Aus- 
trian Archduke,  Prince  of  Wales,  Queen 
Mary,  King  Alfonso  and  a  host  of  others. 
The  film  is  regal  and  majestic,  depicting 
the  pomp  and  ceremony  surrounding  the 
rise  and  fall  of  the  royal  houses  of  Britain. 
*  '  *  <  * 

"Somwhere  in  Somewhere" 

Pathe  2  reels 

Charlie  Murray  and  Lucien  Littlefield  are 
the  featured  players  in  this  screamingly 
funny  burlesque  of  two  buddies  in  the  late 
war.  Murray  is  a  veteran  of  many  campaigns 
and  is  as  hard-boiled  as  any  regular  army 
top  sergeant.  Littlefield  is  just  a  dumb 
buck  private  who  doesn't  cheer  for  the  war. 

The  two  pals  get  into  all  sorts  of  scrapes 
from  which  Murray,  in  the  character  of 
Patrick  Henry  Terrence  O'Brien  manages 
eventually  to  extricate  them  both. 

The  production  is  well  staged  and  is  above 
the  average  picture. 

A  ballyhoo  of  burlesque  soldiers  will  help 
business.  A  tie-up  with  the  local  post  of  the 
Legion  may  be  made. 


New  York's  Big  Three 
CAPITOL 

Note  Playing 

"My  Bonnie  Lies  Over 
The  Ocean" 
(A  Ko-Ko  Song  Car-Tune) 

RTVOLI 

/Vote  Playing 

"Marvels  of  Motion" 

STRAND 

/Vert  Week 

'Out-of -the-Inkw  ell" 


An 


729  Seventh 
Ave., 


N.  Y.  C. 
Edwin  Miles  Fadman,  Pres. 


"Life's  Greatest  Thrills" 

International  Xewsreel  2  reels 

One  of  the  most  absorbingly  interesting 
short  subjects  ever  projected.  It  will  by  far 
overshadow  many  feature  attractions.  Among 
other  things  it  aids  in  glorifying  the  unknown 
heroes  who  grind  the  cameras  in  order  to 
bring  thrilling  news  to  pictures. 

We  see  shots  of  active  volcanoes  pouring 
molten  stone  from  smoking  craters.  And  for 
once  attention  is  called  to  the  fact  that  the 
cameramen  were  the  very  last  to  flee  from 
the  seething  lava. 

There  are  scenes  depicting  the  destruction 
of  great  vessels.  Some  seek  relief  from 
scorching  flames  by  diving  to  Davy  Jones' 
locker.  Others  are  sunk  by  torpedoes  and 
bombs  released  from  airplanes. 

Some  flashes  show  the  ruin  wrought  by 
the  carnage  of  the  Great  War.  And  in  every 
instance  the  cameramen  have  risked  life  and 
limb  to  procure  pictures  that  will  make  any 
audience  gasp. 

These  are  just  a  few  of  the  things  that  are 
vividly  picturized  in  "Life's  Greatest  Thrills." 
It  is  to  be  hoped  that  this  picture  is  but  the 
first  of  a  series  that  will  be  equally  thrilling 
and  interesting. 

You  may  safely  go  the  limit  with  special 
exploitation  for  this  one.    It  deserves  it. 


"Fair  Warning" 


Educational  2  reels 

Jay  Walker,  bank  clerk  is  sent  to  his  employer's 
home  where  a  lawn  fete  is  in  progress,  to  fetch  back 
some  bonds  to  the  bank.  He  is  thrown  from  his 
bicycle  into  a  Ford  which  overturns  at  a  curb  and 
catapults  Jay  into  the  swimming  pool  at  the  fete. 
Jay  loves  the  banker's  daughter  and  his  love-making 
don't  run  smoothly,  something  going  wrong  every 
time  he  gets  all  set.  The  banker's  wife's  pearls 
are  stolen  by  two  crooks ;  the  dog  runs  off  with 
them  and  finally  drops  them  into  a  chicken  coop 
where  the  string  breaks  and  the  chickens  swallow 
the  beads.  Jay  is  given  the  bonds  and  the  crooks 
follow  with  a  duplicate  bag  containing  a  bomb.  Jay 
steals  a  ride  on  a  wagon  with  barrels  and  deposits 
the  bag  and  bomb  in  one  of  them.  The  crooks  fol- 
low to  see  the  fun  and  get  on  the  wagon  themselves, 
Jay  having  rolled  off  in  a  barrel.  The  bomb  ex- 
plodes blowing  up  the  crooks  and  the  wagon.  Jay 
recovers  the  bonds  and  all  is  well. 

AL  ST.  JOHN  without  his  well-known 
make-up  of  wide  flapping  trousers  and 
hick  get-up  is  featured  in  Jack  White's 
Mermaid  comedy.  He  does  make  use  of 
his  bicycle  accessory  in  some  parts  of  the 
picture  but  for  the  most  part  he  does  a 
straight  knockabout  part.  The  film  abounds 
with  good  gags  and  clever  titles,  several 
of  the  stunts  standing  out  prominently. 

The  business  of  the  Ford  overturning  at 
the  curb  is  thrilling,  the  car  standing  on 
end  and  twirling  around  in  air.  A  versatile 
dog  shares  the  honors  with  Al  St.  John, 
taking  directions  like  a  human.  When  the 
pearls  are  swallowed  by  the  chickens,  Al 
brings  an  armful  of  them  to  the  banker's 
wife,  saying,  "here  are  your  pearls;  string 
'em  together:"  A  messy  bit  with  an  accor- 
dion full  of  tar,  squirting  all  over  Al  and 
Virginia  Vance,  the  leading  lady  and  one 
of  the  crooks  furnishes  some  merriment. 

Another  shot  of  the  crooks  pursuing  Al 
in  a  motorcycle  is  excellently  done,  when 
the  car  goes  down  a  slope  and  turns  over 
and  over  in  air,  throwing  the  crooks  out. 
Still  another  bit  of  the  dog  walking  across 
the  swimming  pool  on  the  stomachs  of  the 
swimmers,  with  Al  following  and  missing, 
is  good. 

Play  up  Al  St.  John  and  ballyhoo  with 
an  Al  St.  John  character  on  a  bicycle.  If 
you  can  put  on  a  presentation  with  a  stunt 
rider  on  a  bicycle,  it  ought  to  help  the 
picture. 


Page  46 


Exhibitors  Trade  Review 


"Flirting  With  Death" 

Red  Seal  2  reels 

A  sequel  to  "The  Silvery  Art."  Herein, 
the  instructions  given  in  the  first  film  in 
the  art  of  skiing,  are  carried  out  in  a  real 
climb  to  Mount  Rosa,  the  highest  point 
of  the  Swiss  Alps.  Three  hardy  and  in- 
trepid climbers  wind  their  arduous  way  up 
the  mountain  sides,  over  chasms  and  huge 
banks  of  snow  and  ice.  The  last  half  of 
the  film,  showing  the  descent  is  thrilling  in 
the  extreme,  showing  the  skiiers  come 
skooting  down  the  mountain  sides  at  top 
speed  in  all  variety  of  steps  and  poses; 
winding  in  and  around  rocks  and  obstruc- 
tions and  down  the  edges  of  precarious 
precipices. 

At  the  beginning  of  the  descent,  each 
man  is  tied  to  the  other  for  safety  sake, 
but  at  the  finish,  they  discard  the  rope 
and  each  man  goes  it  for  himself.  Book 
this  featurette,  if  you  want  to  give  your 
patrons  a  fine,  healthy  sport  thrill.  Pic- 
torially,  the  film  gives  nothing  more  to  be 
desired,  mountains,  sky  and  cloud  blending 
into  the  acme  of  art  portrayals. 

*  *  * 

"Play  Ball" 

10th  Chapter  Patheserial  2  reels 

This  is  the  final  chapter  of  the  Patheserial 
"Play  Ball,"  writen  by  John  J.  McGraw,  of 
the  New  York  Giants  baseball  team. 

In  it  all  the  whirlwind  action  contained  in 
the  preceding  episodes  is  brought  to  a  thrill- 
ing culmination.  After  a  series  of  rapid  fire 
battles  between  the  villain,  his  cohorts,  and 
the  millionaire  ball  player  hero,  all  ends  well. 
The  villain  and  his  band  are  placed  securely 
under  lock  and  key  to  await  well  deserved 
deportation.  The  hero,  in  the  person  of  Wal- 
ter Miller,  finds  himself  safe  in  the  arms  of 
his  fiancee,  Allene  Ray,  while  papa  J.  Barney 
Sherry  smiles  down  assuringly. 

This  has  been  a  crackerjack  chapter  play 
all  the  way  through,  and  the  final  episode 
leaves  nothing  to  be  desired.  It  fulfills  the 
promise  made  in  the  earlier  chapters. 

Among  other  interesting  things  the  New 
York  Giants  appear  in  person  to  witness 
Walter  and  Allene  wed  at  the  home  plate. 
They  march  under  crossed  bats  to  receive  the 
congratulations  of  the  Little  Napoleon  of 
baseball,  John  J.  McGraw. 

Stress  the  baseball  atmosphere  and  promise 
your  patrons  a  whirlwind  finish  to  a  rapid 
fire  chapter  play. 

*  *  * 

O'HENRY'S  IN  WORK 

"Transients  in  Arcardia,"  the  second  two- 
reel  comedy  drama  being  made  by  William 
Fox  from  the  famous  O'Henry  short  stories 
series,  has  been  completed.  It  is  a  tale  of  a 
shop  girl's  "fling"  at  society,  after  saving  for 
years  to  enjoy  a  vacation.  Mary  Akin  and 
Hugh  Allan  play  the  principal  parts.  Daniel 
Keefe  directed  and  Beatrice  Van  did  the 
script. 

The  third  of  the  series,  "Failure,"  is  al- 
ready in  work  at  the  Fox  West  Coast  Studio. 
Kathryn  McGuire  and  Harvey  Clark  will  do 
the  honor  roles,  with  Keefe  directing. 

*  =F  * 

CLARKE  RETURNS  FROM  CANADA 

Col.  W.  F.  Clarke,  of  Cranfield- &  Clarke, 
returned  from  his  business  trip  to  Canada 
with  all  the  news  of  the  various  theatres 
and  exchanges,  and  says  that  business  is 
very  good,  and  with  the  Exhibition  now  in 
progress  in  Toronto,  all  the  theatres  and 
picture  houses  are  playing  to  standing 
room. 

*  *  * 

"WHAT  ABOUT  'OUR  GANG?'  " 

"Well,  Bobbie,  I  hear  that  you  have  an- 
other baby  at  your  house." 

"Yeh,  and  maw  says  if  we  get  one  more 
we  can  get  in  the  Pathe  News  Reel." 

— Wabash  Caveman. 


News  Reel  Companies 
Broke  Speed  Records 
With  Shenandoah  Films 

INTENSE  rivalry  between  the  leading 
news  reel  organizations  for  speed  in  the 
presentation  of  hot  news  events,  led  to  some 
extraordinarily  fast  work  on  the  wreck  of 
the  navy's  dirigible,  "Shenandoah,"  in  Ohio 
last  week.  Emanuel  Cohen,  of  Pathe,  wired 
five  cameramen  in  the  nearby  fields  to  cover 
the  event.  All  started  in  airplanes  to  the 
scene  of  the  wreck  but  mishaps  prevented 
four  of  them  from  arriving.  Ralph  Lembeck, 
starting  from  Columbus,  Ohio,  succeeded  in 
reaching  the  "Shenandoah"  early  Thursday 
morning.  The  Pathe  shots  were  shown  on 
Broadway  on  Friday,  the  next  day. 

Kinograms  did  the  fastest  worK  on  its 
records.  Two  cameraman  were  dispatched 
from  Pittsburgh,  with  the  first  news  flash  of 
the  disaster.  They  rode  in  a  high  powered 
auto  over  130  miles  of  rough  roads ;  secured 
their  shots,  and  rushed  the  film  to  Steuben- 
ville,  O.  There  it  was  placed  on  a  fast  train, 
reaching  New  York  Friday  at  2 :45  p.  m. 
Complete  prints  were  delivered  to  Broadway 
theatres  by  6:30  p.  m.  Friday.  By  10  o'clock 
Friday,  every  "Shenandoah"  print  for  the 
middle  and  far  western  accounts  was  out  of 
the  laboratory  and  on  the  way.  J.  V.  Fitz- 
gerald, H.  E.  Hancock,  associate  editors,  and 
Harvey  Day,  sales  manager,  were  responsible 
for  the  good  work. 

Norman  Alley,  Chicago  representative  for 
International  News,  rushed  to  New  York  and 
Chicago,  with  actual  scenes  of  the  wreck  de- 
livered to  theatres  in  both  cities  simultane- 
ously on  Friday  noon,  about  12:15,  appar- 
ently the  first  of  the  actual  scenes  to  be 
shown  anywhere. 


Raymond  McKee  has  his  troubles  in  one 
of  the  Smith  Family  Comedies  produced 
by  Mack  Sennett  for  Pathe. 

Red  Seal  Hits  Mark 

GOOD  short  subjects  well  made,  are  al- 
ways in  demand.  Red  Seal  product  has 
demonstrated  this,  if  recent  bookings  are  any 
criterion. 

This  week  the  Capitol  is  playing  a  Ko-Ko 
Song  Car-Tune,  "My  Bonnie  Lies  Over  the 
Ocean,"  that  is  drawing  much  attention.  The 
Rivoli  is  showing  another  of  the  "Marvels  of 
Motion"  series,  made  by  the  famous  Fleis- 
cher-Novagraph  process'.  And  for  the  fol- 
lowing week  the  Strand  has  booked  "Ko-Ko 
on  the  Run,"  and  Out-of-the-Inkwell  Car 
toon. 

In  Newark,  next  week,  Leon  Munford, 
opening  "The  Gold  Rush"  for  a  long  run, 
has  selected*  one  of  the  "Film  Facts,"  a  Red 
Seal  Short  to  head  the  surrounding  program. 
In  the  same  town,  Manager  Deucerne,  of 
Fox's  Terminal  theatre,  has  booked  a  Ko-Ko 
Song  Car-Tune  to  open  his  fall  season. 

Other  sales  in  the  New  York  territory  an- 
nounced last  week  were  the  Sheridan  and 
Hollywood  theatres  in  Manhattan ;  the 
Metropole  in  the  Bronx;  the  Florence, 
Beverly,  Culver,  Lefferts  and  Kinema  the- 
atres in  Brooklyn  ;  the  Central  at  Cedarhurst ; 
the  New  Savoy,  Watsessing. 


News  Reels  in  Brief 


Pathe  News  No.  74 

GRAND  RAPIDS,  MICH. — Civil  War  sol- 
diers in  line  once  again!  PISA,  ITALY. — 
Flies  over  historic  Pisa!  DETROIT,  MICH. 
— Lawyers  from  all  parts  of  U.  S.  attend 
48th  annual  meeting.  SALFORD,  ENG- 
LAND— Animal  hospital-on-wheels  brings 
relief  to  pets  of  poor!  MUNICH,  GER- 
MANY—Brave  rushing  waters  of  Isar  in 
collapsible  boats.  SCRANTON,  PA. — Meet 
the  Whalens-America's  family.  PITTS- 
BURGH, PA. — Bobby  Jones  retains  amateur 
golf  championship!  AVA,  OHIO — Navy  in- 
vestigates Shenandoah  disaster!  Board  of 
Inquiry  decides  collapse  of  giant  ship  was 
caused  by  terrific  gale  which  broke  diri- 
gible amidships. 

International  News  No.  75 

AVA,  OHIO — Naval  inquiry  board  probes 
tragic  end  of  Shenandoah.  WASH.  D.  C. — 
Secretary  of  the  Navy  Wilbur  personally 
congratulates  Lt.  W.  L.  Richardson.  LAKE- 
HURST,  N.  J. — Return  of  Shenandoah's 
survivors.  PITTSBURGH,  PA. — "Bobby" 
Jones  holds  national  amateur  golf  cham- 
pionship. CAMP  LE  BLE!,  N.  Y. — Large 
families  refute  claim  of  race  suicide  danger. 

INTERNATIONAL  SNAPSHOTS  FROM 
THE  NEWS  OF  THE  DAY-LONDON  ENG. — 
Junker  airplane  arrives  with  millions  of 
gold  marks.  CROMER,  ENG. — Princess 
Ilena,  of  Rumania,  plays  part  of  Fairy 
Queen.  HAMILTON,  MASS. — Crowds  see 
whippets  race  in  speedy  American  derby. 
MILWAUKEE,  WIS. — Governor  sees  prize 
cattle  at  Wisconsin  State  Fair.  PAW- 
SHUSKA,  OKLA.— (OKLA.  CITY  ONLY) 
World  War  Vets  parade  at  Legion  State 
Convention.  GRAND  RAPIDS,  MICH. — Pa- 
thos and  joy  mingle  as  Grand  Army  Vet- 
erans march.  YELLOWSTONE  NATIONAL 
PARK — Indians  round-up  Uncle  Sam's  big 
Buffalo  herd. 

Kinograms  No.  5116 

OAKMONT,  PA. — Bobby  Jones  retains 
amateur  golf  title  by  beating  young  Watts 
Gunn,  his  former  pupil,  8  and  7.  WASH- 
INGTON, D.  C. — Col.  Mitchell  accuses  sup- 
eriors in  controversy  over  air  tragedies 
and  faces  a  court  martial  while  Lieut. 
Richardson,  a  Shenandoah  survivor  tells 
Secretary  of  Navy  Wilbur  what  happened. 
PEMBERTON,  N.  J. — Farmers  spray  cran- 
berry vines  from  the  air  to  protect  them 
for  Thanksgiving  trade.  NEW  YORK — 
Governor  Smith  and  Mayor  Hylan  and  Sena- 
tor Walker,  rival  mayoralty  candidaes 
shun  politics  in  addressing  Labor  Day 
crowd  from  same  platform.  PHILADEL- 
PHIA— Girls  take  part  in  Slovak  gymnasts 
drill.  EL  MONTE,  CAL. —  Charles  Gay  drills 
lions  on  his  farm.  PARIS — French  fliers  get 
ready  for  hop  across  Atlantic  to  New  York. 
CHICAGO — Charleston  jazz  exhibition  in 
Loop  district  ties  up  traffic.  PITTSBURGH 
— Pirates  and  Senators  await  world's 
series  clash  (First  pictures  of  the  Pitts- 
burgh regulars).  WASHINGTON — Manager 
Bucky  Harris  has  Senators  ready  for  big 
post  season  clash  (First  pictures  of  entire 
1925  Washington  club). 

Fox  News  No.  97 

CAMP  DEVENS,  MASS. — Military  training 
camp  students  see  regulars  fight  battle. 
OAKMONT,  PA. — Play  starts  in  national 
amateur  golf  tourney.  SCOTT  FIELD,  ILL. 
— New  army  dirigibles,  the  TC-7  and  TA-4, 
are  given  their  trial  flights.  PORT  CLIN- 
TON, PA. — The  Schuylkill  River  is  moved 
from  old  course.  OKLAHOMA  CITY — A 
world's  champion  who  has  few  challengers. 
ROME,  ITALY — Mussolini  the  Premier  re- 
views the  Bersaglieri.  SYDNEY,  N.  S.  W. — 
American  fleet,  arrives  in  Australian 
waters.  NEW  YORK  CITY — The  Charles- 
ton dance  is  modified.  AMERICA'S  FAST- 
EST SPEED  BOATS  RACE  FOR  THE  GOLD 
CUP  ON  MANHASSET  BAY. 

SAXTON  WRITING  GAGS 

Charles  Gordon  Saxton,  formerly  a  car- 
toonist on  the  New  York  World,  has  for- 
saken the  newspaper  game  and  is  now  form- 
ulating funny  gags  for  Educational-Mermaid 
Comedies  at  the  new  Educational  Studios  in 
Los  Angeles. 

Mr.  Saxton  was  attached  to  The  World 
for  two  years  and  his  odd  cartoons  attracted 
wide  attention  on  account  of  the  individual 
treatment  accorded  them.  His  work  was  also 
a  feature  of  the  Sunday  World. 


September  19,  1925 


Page  47 


Innovations  Mark  New  Century 
Output  For  Coming  Year 


JULIUS  and  Abe  Stern,  president  and 
vice-president,  respectively,  of  the  Cen- 
tury Film  Corporation,  announce  the 
most  ambitious  release  program  of  come- 
dies yet  put  forth  by  that  company,  for 
the  season  of  1925-26.  Several  radical 
steps  have  been  taken.  In  the  first  place, 
they  have  determined  to  make  outstanding 
improvements  in  stories,  in  studio  facilities, 
in  production  personnel  and  in  the  quality 
of  the  players  and  supporting  casts. 

Another  innovation  was  a  distinct  group- 
ing of  the  season's  output  in  star  series, 
the  pictures  made  by  each  star,  such  as 
Wanda  Wiley,  Edna  Marian  and  the  others 
to  be  considered  as  a  separate  brand  of 
pictures.  This  was  decided  upon  when 
returns  early  this  year  proved  that  Miss 
Wiley  and  Miss  Marian  had  built  up  a 
strong  clientele  and  that  their  comedies 
were  in  demand. 

A  third  innovation  was  the  acquisition  of 
the  screen  rights  for  a  novelty  series  of 
two-reel  comedies.  This  is  the  Buster 
Brown  Comedy  series  from  the  celebrated 
newspaper  cartoons  by  R.  F.  Outcault. 
The  Century  Company  is  making  these  pic- 
tures as  straight  comedies,  not  as  animated 
cartoons.  The  result  is  a  high  class  brand 
of  two-reelers.  Two  of  the  series  have 
been  completed  so  far. 

The  Century  schedule  for  1925-1926 
shows  a  contemplated  release  of  52  come- 
dies, one  a  week  during  the  period  from 
August  5,  1925,  to  July  28,  1926. 

The  52  Centuries  consist  of  a  series  of 
twelve  Buster  Brown-Century  Comedies,  a 
series  of  twelve  Wanda  Wiley-Century 
Comedies,  a  series  of  twelve  Edna  Marian- 
Century  Comedies,  six  comedies  featuring 
Eddie  Gordon,  six  featuring  Al  Alt  and 
four  featuring  Charles  King. 


Baby  Peggy  in  Novelty 

In  addition,  there  will  be  a  Century  special 
production,  "Little  Red  Riding  Hood."  This 
is  a  novelty  two-reeler  made  with  Peter 
the  Great  and  Baby  Peggy.  Baby  Peggy 
plays  the  role  of  Little  Red  Riding  Hood, 
of  the  fairy  story,  and  Peter  the  Great  the 
role  of  the  wolf.  This  two  reeler  is  partly 
in  hand  color  film.  It  is  scheduled  for  re- 
lease November  21,  and  is  hailed  as  an 
excellent  holiday  special. 

H.  H.  Herbel,  Sales  Manager  of  Cen- 
tury, says:  "Our  product  has  a  variety  and 
a  quality  that  appeals  to  the  exhibitor. 
That's  why  so  many  of  them  are  signing 
up  for  our  pictures.  Centuries  are  being 
shown  in  such  circuits  as  the  Southern 
Enterprise  houses,  Loew,  the  West  Coast, 
Ascher  Brothers,  Lubliner  and  Trintz, 
Finklestein  &  Rubin  and  similar  impor- 
tant chains." 


"Our  Gang"  Baseball  Comedy 
Exploited  by  Mass.  Exhibitor 

Manager  Kessler,  of  the  Atlantic  Theatre, 
Atlantic,  Massachusetts,  took  advantage  of 
the  Greater  Movie  Season,  and  tied  up  his 
booking  of  an  "Our  Gang"  subject,  titled 
"Giants  vs.  Yanks,"  with  baseball  events.  He 
conducted  a  special  showing  of  the  film  and 
invited  local  baseball  enthusiasts  to  attend. 
The  Atlantic  Athletic  Club  turned  out  strong 
for  the  picture  and  the  stunt  received  con- 
siderable mention  in  the  local  paper. 

He  then  issued  a  special  program  folder 
announcing  the  comedy,  in  true  baseball  fash- 
ion, listing  the  various  "Gang"  members  and 
the  positions  they  play  in  the  film.  Pathe 
News  was  also  played  on  the  same  bill. 


Museum  Uses  "Borneo"  Film 

Interest  in  the  new  Educational  Pic- 
tures' special,  "Wild  Beasts  of  Bor- 
neo," is  growing.  The  most  recent  en- 
dorsement of  this  remarkable  film  is 
the  selection  of  twenty  8  x  10  stills  of 
the  animals  in  the  picture  by  the  office 
of  the  Director  of  Visual  Education  of 
the  American  Museum  of  Natural  His- 
tory (Dr.  Clyde  Fisher)  for  use  as  a 
Borneo  series  of  lantern  slides,  to  be 
shown  and  used  for  class  instruction 
purposes  in  the  New  York  public 
schools. 

Recognition  of  the  scientific  value  of 
this  film  also  comes  from  Asia  Maga- 
zine, which  will  use  the  scenes  of  jun- 
gle animal  life  as  the  basis  of  an  illus- 
trated special  article  by  the  editor  of 
the  magazine,  Mr.  L.  D.  Froelick. 


Ideal  Product  For  Christmas 

Season  Arranged  By  Pathe 

A  SERIES  of  Holy  Land  films  which  will 
afford  exhibitors  ideal  subjects  for  forth- 
coming Christmas  season  programs  has  been 
acquired  by  Pathe.  The  first  six  subjects  de- 
pict scenes  of  Christ's  activity  upon  earth 
from  the  time  of  His  birth  to  the  bresurrec- 
tion.  "A  Pilgrimage  to  Palestine,"  a  series 
of  twenty  subjects  of  one-reel  each,  were 
produced  by  the  Holy  Land  Film  Company 
of  Cincinnati.  The  first  six  subjects  treat 
the  scenes  of  Christ's  activity,  and  the  other 
fourteen  subjects  present  interesting  and  dra- 
matic stories  of  both  the  Old  and  New  Tes- 
taments. 

The  first  six  subjects  will  be  available  for 
showings  on  October  4th,  when  all  Pathe 
branches  will  have  prints  ready  for  screen- 
ing. Exhibitors  will  be  able  to  book  the  sub- 
jects separately  or  as  a  group,  according  to 
their  requirements.  The  subjects  will  be  re- 
leased at  the  rate  of  one  every  two  weeks 
beginning  with  October  4th. 


Page  48 


Exhibitors  Trade  Review 


Coming  Productions 


ASSOCIATED  EXHIBITORS 

Title  Star  Length  Released 

Children  of  the  Whirlwind  .  L.    B'rymore-dela    Motte...  August 

Never  Weaken   Harold    Lloyd    2941... Aug.  2 

Headlines   Joyce-McCregor    6000... Aug.  16 

Keep  Smiling   Monty   Banks    5800. ..Sep.  6 

Manhattan   Madness   Dempsey-Taylor    5620... Sep.  20 

The  Greatest  Thing   Tom  Moore    September 

Ship  of  Souls   Lytell-Rich    6800. .  .September 

His  Buddy's  Wife   Glenn  Hunter    5600... Oct.  4 

Under  the  Rouge   Moore-Percy    6055. ..Oct.  18 

Camille  of  the  Barbay  CoastMoore-Busch    6000... Nov.  1 

Fifty-fifty   Hampton-Barrymore    5531... Nov.  15 

The  Pinch  Hitter   Glenn  Hunter   

The  Lady  from   Hell   Blanche  Sweet   

Lover's   Island   Hampton-Kirkwood   


ARROW 

Title  Star  Length  Released 

Range   Justice   Dick   Hatton    4500... Aug.  9 

My  Pal   Dick   Hatton    4500... Aug.  30 

Children   of  the  Whirlwind Ba'ymore-De  La  Motte   

Scandal  Street   Kennedy- Welch   ;  

The  Substitute  Wife   Jane  Novak  

The  Primrose  Path   Clara  Bow   

The  Cleaner  Flame   All  Star  

The  Mysterious  Pines   ....All  Star  ,. 

Tessie   May  McAvoy   

The  Un-Named  Woman  . .  .  Herbert  Rawlinson   

Led  Astray   Jane  Novak   

ASTOR  DIST. 

Title  Star 

Child  Wives   All  Star   

The  Wrong-Doers   Lionel  Barrymore   

Rouge's  Riches   All  Star   

Bad  Habits  All  Star   

The  Harem  Girl   All  Star   

False  Pride   All  Star   

The  Danger  Line   All  Star   

Wives  At  Auction   All  Star   

Broken  Homes   All  Star   

The  Lover's  Oath   Ramon  Navarro   

The  Shining  Adventure   . .  .Marmont-Ballin   

The  Business  of  Love  Bellamy-Horton   


Length  Released 
August 


August 
August 
August 


AYWON 


Title  Star  Length 

His  Greatest  Battle   Kit  Carson    5000 

Riding  Wild   Kit  Carson    5000 

Ride  'Em  Cowboy   Kit  Carson    5000 

Twin-Six   O'Brien   Kit  Carson    5000 

The  Battlin'  Fool   Kit  Carson    5000 

The  Pony  Express  Rider  .  .  Kit  Carson    5000 

Oil  and  Romance   Gordon  Clifford    5000 

Queen  of  Spades   Gordon  Clifford    5000 

The  Law  and  the  Lady  ...Alice  Lake    6000 


Released 


COLUMBIA  PICTURES 


Title 

An   Enemy  of  Men  . 

Fighting  Youth   

The  Danger  Signal  . 
The  Speed  Demon  . .  . 
The  Penalty  of  Jazz 
The  Unwritten  Law  . 
The  New  Champion  . 
S.  O.  S.  Perils  of  the  Sea 

The  Thrill  Hunter   

The  Great  Sensation  . 

Sealed  Lips   

A  Fight  to  the  Finish  . 
The  Fate  of  a  Flirt  . . 
The  Handsome  Brute  . 
The  Price  of  Success  . 

Ladies  of  Leisure   

The  Lure  of  Broadway 
Midnight  Flames   


Star  Length 

Waldorf  Prod   6000.. 

Perfection  Prod   5000.. 

Columbia  Prod   6000.. 

Perfection  Prod   5000. . 

Waldorf  Prod   6000.. 

Columbia  Prod   6000.. 

Perfection  Prod   5000.. 

Columbia  Prod   6000.., 

Waldorf  Prod   6000.. 

Perfection  Prod   5000.. 

Waldorf  Prod   6000.. 

Perfection  Prod   5000. . 

Waldorf   Prod   6000.. 

Perfection  Prod   5000.. 

Waldorf  Prod   6000.. 

Columbia  Prod   6000.. 

Columbia  Prod   6000.. 

Columbia  Prod   6000.. 

CHADW1CK 


Released 
.July  1 

•  July  1 

•  July  1 
■  Aug.  1 
.Aug.  15 
.Aug.  1 
.Sept.  1 
.Sept.  15 
.Sept.  15 
.Oct.  1 
.Oct.  15 
.Nov.  1 
.Nov.  15 
.Dec.  1 
.Dec.  15 
.Jan.  1 
.  Feb.  1 
.Mar.  1 


Title                                  Star  Length  Released 

"Wizard  of  Oz"   Larry   Semon    6300... Aug.  1 

American  Pluck   George   Walsh    5900... Aug.  15 

The  Unchastened  Woman  ..Theda  Bara    Sep.  1 

Some  Pun-Kins   Charles  Ray    Sep.  1 

The  Prince  of  Broadway  ..George   Walsh    Sep.  15 

The  Bells   Lionel   Barrymore    Oct.  1 

The  Perfect  Clown   Larry   Semon    Oct.  15 

Blue  Blood   George   Walsh    5850... Nov.  1 

The  Transcontinental  LimitedAll  Stor    Nov.  15 

The  Winner   Charles   Ray    Nov.  15 

Winning  the  Futurity   All  Star    Dec.  1 

Count  of  Lourembourg  ....All  Star   


CRANFIELD  &  CLARKE 

Title  Star  Length  Released 

Amazing   Quest   Alma  Taylor    5500. .  .Sep.  30 

John  Forrest   Henry   Edwards    5500. .  .Oct.  31 


DAVIS  DIST. 


Title 


Star 


Length  Release 

Tentacles  of  the  North  ....All  Star    5000... July  27 

The  Courage  of  Capt.  PlumAll  Star    4700... Sep.  28 

The  Gold  Hunters   All  Star    5000... Nov.  30 

The  Haunted  Range   All  Star    5000... June  8 


Title  Star  Length  Release 

Timber   Wolves   All  Star    4800. .  .July  20 

The  Texan's  Oath   All  Star    4600... Aug.  31 

The  Grey  Vulture   All  Star    4800... Oct,  12 

The  Lights  of  Mojave   All  Star    5000... Nov.  23 

The  Demon  Rider   All  Star   

Shackles  of  Fear   Al  Ferguson    5000 

Trail  of  Vengence   Al  Ferguson    5000 

Phantom  Shadows   Al  Ferguson    5  reels 

Scarlet  and  Gold   Al  Ferguson    5  reels 

A  Fighting  Romeo   Al  Ferguson    5000 

The  Fighting  Parson   Al  Ferguson    5000 

The  Red   Kimono   Mrs.  Wallace  Reid   

The  Power  of  God   Wilson-Gerber   

The  Mystery  Box   Wilson-Gerber   

My  Neighbor's  Wife  :  All  Star   

$50,000    Reward   Ken  Maynard   

Fighting   Courage   Ken  Maynard   

Uncjer  Fire   All  Star   

Worst  Man  of  the  Troop  . .  .All  Star  

From  the  Ranks   All  Star   

Way  of  the  West   All  Star   

Apache  Princess   All  Star   

Tonio  of  the  Sierras   All  Star   

Warrior   Gap   All  Star   

Star  Light  Ranch   All  Star   

Tricks   Marilyn  Mills   

Peggy  of  the  Secret  ServicePeggy  O'Day   

Peggy  in  Chinatown   Peggy  O'Day   

Peggy  From  Headquarters. .  Peggy  O'Day   

Peggy  Under  Orders   Peggy  O'Day   -.. 

Peggy  On  the  Job   Peggy  O'Day   

Peggy  In   Danger   Peggy  O'Day   

Peggy  Takes  a  Chance  ....Peggy  O'Day   

Peggy  Scores  a  Victory  . . .  Peggy  O'Day   

The  Siren  of  Montmarte  ..All  Star   

Dangerous  Paradise   All  Star   

The  Affairs  of  Jean   All  Star    

Parisian    Folly   All  Star   

The   Petters   All  Star   

Stolen   Love   All  Star  

The  Price  of  Virtue   All  Star   

Passion's   Penalty   All  Star   


Title 

Twenty  Years  After   . . . 

The  Bloodhound   , 

Tizonaz — The  Firebrand 
Drusilla  with  a  Million 

If  Marriage  Fails   

Parisian  Nights  

Lady  Robinhood   

Jack,  the  Man   

The  Mysterious  Stranger  ... 

The  Live  Brand   

Wild  Bull  of  Skull  Mountain 
The  Keeper  of  the  Bees  . . 

The  Clean-Up   

Dollar  Marks   

The  Face  On  the  Air 

Flaming  Waters   

Her  Father's  Daughter  ... 

Purchased  Youth   

That  Man  from  Arizona  ... 

The  Wild  Bull's  Lair   

The  Wise  Guy   

The  Isle  of  Retribution  .  . 
A  Poor  Girl's  Romance  . .  . 

The   Futurity  Winner   

The   Midnight  Flyer   

When  His  Love  Grew  Cold 

Isle  of  HoDe   

The  Last  Edition  .... 


F.  B.  O. 

Star 

Richard  Talmadge 

Bob  Custer   

Evelyn  Brent 
Kenneth  Harlan 


Length  Released 
July  5 
July  12 
July  26 
7391...  Aug.  16 


Jacquelin  Logan   .'    6006... Sep.  6 

Hammerstein--Tellegen  ....    6278... Sep.  27 

Evelyn   Brent    July  26 

Bob  Custer   

Richard  Talmadge    July  5 

Evelyn  Brent   

Fred  Thomson   

All  Star   

Richard  Talmadge   

Harris  Fraser   

Evelyn  Brent   

All  Star   

All  Star     

All  Star     

Revier- Fairbanks   

Fred  Thomson     

Maurice  Flynn    

All  Star     

All  Star     

All  Star     


All  Star   

All  Star   

Richard  Talmadge 
All  Star   


FIRST  NATIONAL 

Star 


Title 

Rose  of  Monterey   All  Star 

Out  of  the  Ruins   All  Star  

East  of  the  Setting  Sun  ...Constance  Talmadge 

Shore  Leave   Richard  Barthelmess 

Clarissa  and  the  Post  RoadColIeen  Moore  

Don  Juan's  Three  Nights  ..Colleen  Moore  

Joseph  Greer  and  DaughterColleen  Moore  

Classified   Corinne  Griffith  .... 

Forever  After   Corinne  Griffith  .... 

Ashes  Corinne  Griffith  .... 

Her  Sister  From  Paris  ...Constance  Talmadge 

Fine   Clothes   Lewis  Stone   

The  Half  Way  Girl   Doris  Kenyon   

The   Knockout   Milton  Sills   

The  Scarlet  West   All  Star   

The  Marriage  Whirl   Corinne  Griffith  .... 

The  Lady  Who  Lied   All  Star   

Graustark   Norma  Talmadge  ... 

The  Dark  Angel   Colman-Banky   

The  Pace  That  Thrills   . .  .  Lyon-Astor  

The  Sea  Woman   All  Star   

The  Beautiful  City   Richard  Barthelmess 

We  Moderns   Colleen  Moore   

Invisible  Wounds   All  Star   

Clothes  Make  the  Pirate  ..Leon  Errol   

Flcrie  Meets  a  GentlemanBarbara  La  Marr  ... 

The  Man  She  Bought   Constance  Talmadge 

The  Live  Wire   Johnny  Hines   

Mary    Astor   Milton  Sills   

The  Unguarded   Hour    ....All  Star   

Bed  and  Board   Doris  Kenyon   

The  Scarlet  Saint   Doris  Kenyon   


Length 


Released 


Aug. 
Aug. 
Aug. 
Aug. 
Aug. 
July 
July  19 
Aug.  30 


September  19,  1925 


Page  49 


Production  Charts  With  Release  Dates  of  Coming  Productions  (continued) 


Title  Star 

The  Boss  of  Little  Arcady..All  Star  

A  Husband  for  George-Anne  All  Star   

Careers   All  Star  

Paradise   All  Star  

Winds  of  Chance   A.  Q.  Nilsson-Lyom 

Rainbow's  End   All  Star   

Men  of  Steel   Milton  Sills-Kenyon 

Viennese  Medley   All  Star   

Irene   Colleen  Moore  .... 

The  Splendid   Road   All  Star   


Length 


Released 


FOX 

Title  Star  Length  Released 

Lightnin'   J.  Hunt-M.  Bellamy    7000. .  .Aug.  23 

The  Everlasting  Whisper  ..Tom  Mix    6000... Aug.  30 

Kentucky   Pride   Walthall-Astor    6000... Sep.  6 

As  No  Man  Has  Loved  ...  Edmund  Lowe    7000... Sep.  13 

The  Wheel   H.    Ford-C.    Adams    6000. .  .Sep.  20 

The  Desert  Valley  Buck  Jones    6000... Sep.  20 

Lazy-Bones   All  Star    6000. .  .Sep.  20 

The  Iron  Horse   All  Star   . .-   7000... Oct.  4 

The  First  Year   All  Star    6000. ..Oct.  11 

The  Lucky  Horseshoe   Tom  Mix    7000... Oct.  11 

The  Winding  Stair   All  Star    6000... Oct.  18 

When  the  Door  Opened   ..All  Star    6000. .  .Oct.  25 

The  Fighting  Heart   George  O'Brien    6000... Nov.  1 

The  Timber  Wolf   Buck  Jones    6000... Nov.  1 

Thank  You   All  Star    6000... Nov.  8 

The  Fool    All  Star    7000... Nov.  15 

The  Best  Man   Tom  Mix    7000... Nov.  22 

Havoc   George  O'Brien    7000... Nov.  29 

The  Dixie  Merchant   Madge  Bellamy    6000... Dec.  6 

East  Lynne   All  Star   6000... Dec;  13 

Man   Four  Square   Buck  Jones    6000... Dec.  13 

Thunder  Mountain   All  Star    6000... Dec.  20 

The  Ancient  Mariner   All  Star    7000... Dec.  27 

Siberia  .  . . .»  All  Star    7000... Jan.    3  1926 

The  Silver  Treasure   All  Star   6000... Jan.  10  1926 

The   Love   Fixer   Tom  Mix    7000.. Jan.  10  1926 

Marriage   All  Star    6000. .  .Jan.  24  1926 

Danger's   of   a   Great    CityAll  Star    6000. .  .Jan.  31  1926 

The  Desert's  Price   Buck  Jones   6000. .  .Jan.  31  1926 

The  Trouble  Hunter   Edmund  Lowe    6000...  Feb.    7  1926 

The  Johnstown  Flood   Edmund  Lowe    6000... Feb.  14  1926 

Part  Time  Wives   All  Star   6000... Feb.  21  1926 

The  Road  to  Glory   All  Star    6000... Feb.  28  1926 

My  Own   Pal   Tom  Mix    7000... Feb.  28  1926 

Daybreak   All  Star    6000... Mar.    7  1926 

Separate  Rooms   All  Star    6000... Mar.  21  1926 

Manhood   All  Star   6000... Mar.  28  1926 

The  Golden  Butterfly  All  Star   6000... Apr.    4  1926 

Wages   for  Wives   All  Star    6000... Apr.  11  1926 

Palace  of  Pleasure   All  Star   6000... Apr.  18  1926 


GOTHAM 


Star 


Leneth  Released 
6000. .  .July 
Oct. 


Title 

A  Little  Girl  in  a  Big  CityAll  Star 

The  Police  Patrol   All  Star    6000. 

His  Master's  Voice   Thunder  (dog)    6000... Aug, 

The  Part  Time  Wife   All  Star    6000... Nov. 

One  of  the  Bravest  All  Star    6000. 

The  Shadow  on  the  Wall  ..All  Star    6000. 

Hearts  and  Spangles   All  Star    6000. 

The  Sign  o\   the  Claw   ...Thunder  (dog)    6000... Feb. 

Racing  Blood    All  Star    6000... Dec. 

The  Forest  of  Destiny   ...All  Star    6000... Apr. 

The  Speed  Limit   All  Star    6000. ..May 


.Jan. 
.Sept. 
.Mar. 


GERSON 

Title  Star 

Ten  Days   Richard  Holt   

Too  Much  Youth   Richard  Holt   

Going  the  Limit    Richard  Holt   

The  Canvas  Kisser   Richard  Holt   

Easy  Going  Gordon   Richard  Holt   

Once  in  a  Lifetime   Richard  Holt   


Length 

5000 

5000 

5000 

5000 

5000 

5000 


Released 


GINSBERG  DISTRIBUTING  CORP. 


Title  Star 

The  Love  Gamble   Lillian    Rich  .. 

Before  Midnight   William  Russell 

Wreckage   All  Star   

Big  Pal   William  Russell 

Wandering   Footsteps   All  Star   

The  Taxi  Mystery   Wiliam  Russell 

The  Checkered  Flag   All  Star   

The  Millionaire  Policeman  ..Wiliam  Russell 

Brooding  Eyes   All  Star   

A  Desperate  Moment   Wiliam  Russell 

Whispering  Canyon   All  Star   

The  Phantom  Express   Wiliam  Russell 


engfh  Released 

6000  July  15 

6000  Aug.  15 

6000  Sept.  15 

6000  Oct.  15 

6000  Nov.  15 

6000  Dec.  15 

6000  Jan.  15 

6000  Feb.  15 

6000  Mar.  15 

6000  Apr.  15 

6000  May  15 

.     6000  June  15 


Title 


JANS  PRODUCTIONS 

Star  Length  Released 

Married   All  Star    6000... Sep.  1 

Ermine  and  Rhinestones  ...All  Star    6000... Nov.  1 

The  Roaring  Forties   All  Star    6000. ..Jan.  1 

Man's  Dangerous  Age  All  Star    6000 

Indiscretion   All  Star    6000 

Other  Men's  Wives   All  Star    500O 


LEE  BRADFORD 

Title  Star  Length 

Way  Down  the  Swanee  River  Mary  Thurman    6000 

Wives  of  the  Prophet   Niles  Welsh  and  Alice  Lake  6000 


Released 


Title 

The  Unholy  Three   

A  Slave  of  Fashion   

Romola   

Pretty  Ladies   

Never  the  Twain  Shall  Meet 

Sun  Up   

The  Mystic   

The  Midshipman   

Tower  of  Lies   

Lights  of  Old  Broadwa 
Exchange  of  Wives  . . . 
The  Merry  Widow  .... 
Time  the  Comedian   . . 

Don't   

Old  Clothes   

Little  Bit  of  Broadway 
Norma  Shearer  Picture 
Mae  Murray  Picture  . . 

The  Circle   

Sally  Irene  and  Mary  .. 


METRO 

Star                     Length  Released 

Lon   Chaney    Aug.  16 

Norma  Shearer    Aug.  23 

Dorothy  Gish    Aug.  30 

All  Star    Sep.  6 

All  Star    Sep.  13 

Starke-Nagel    Sep.  20 

Pringle-Tearle    Sep.  27 

Novarro    Oct.  4 

Lon  Chaney    Oct.  11 

Marion  Davies    Oct.  18 

Boardman-Cody    Oct.  23 

Murray-Gilbert    Nov.  1 

Busch-Cody    Nov.  8 

Sally   O'Neill    Nov.  15 

Jackie  Coogan    Nov.  22 

All  Star    Nov.  29 

Dec.  6 
Dec.  13 

Boardman-Tearle    Dec.  20 

All  Star    Dec.  27 


PRODUCERS  DISTRIBUTING  CORP. 


Title 

The  Road  to  Yesterday   

The  Volga  Boatmen   

Hell's  Highroad   

The  Coming  of  Amos   

The  Wedding  Song   

Brave  Heart   

Eve's  Leaves   

Red  Dice   

Made  for  Love   

Three  Faces  East  

The  Untamed  Gentleman   

Silence  

Seven  Days   

Madame  Lucy   

Her  Two  Men   

Steel  Preferred  

The  Million  Dollar  Handicap  . . 

Without  Mercy   

The  New  Magdalen   

Simon  the  Jester   

Clothes  Make  the  Pirate   

Fifth  Avenue   

The  Last  Frontier   

Shipwrecked   

The  Open  Switch   

The  Dice  Woman   

Forbidden  Waters  

The  People  vs.  Nancy  Preston. 

The  Flame  of  Yukon   

The  Valley  of  Fear   

The  Man  From  Red  Gulch  . 

The  Prairie  Pirate   

Roaring  River   

The  Unknown  Soldier   

The  Prince  of  Pilsen   


Star 

Schildkraut-Goudal 

All  Star   

Leatrice  Joy  

Rod   La   Rocque  . 
Edmund  Burns 
Rod   La   Rocque  . 

Leatrice  Joy  

Rod   La   Rocque  . 

Leatrice  Joy  

Ayres-Ames   

Rod  La  Rocque  . 

Lewis  Stone  

Rich-Hale   

Julian  Eltinge  .... 

All  Star   

All  Star   

Lillian  Rich   

All  Star   

All  Star   

All  Star   

Leon  Errol   

Lewis  Stone  

All  Star   

All  Star   

All  Star   

Priscilla  Dean  .  

Prise  i  I  la  Dean 
Priscilla  Dean 

Priscilla  Dean  . 

Harry  Carey   

Harry  Carey   

Harry  Carey   

Harry  Carey   

All  Star   

All  Star   


Length 


Released 


Title 


PARAMOUNT 

Star 


Length 


Night  Life  in  New  York  . .  Gish-Rocque   

In  the  Name  of  Love   Cortez-Nissen    .  . . . 

|The  Lucky  Devil   Dix-Ralston   

Rugged  Waters   Wilson-Baxter  .... 

Beggar  on  Horseback  All  Star   

The  Street  of  Forgotten  MenMarmont-Brian   . . . 

The   Ten    Commandments. .  All  Star   

Wild  Wild  Girl   Bebe  Daniels   

Not  So  Long  Ago   Betty  Bronson    . . . 

Wild  Horse  Messa   Holt-Ralston   

Coast  of  Folly   Gloria  Swanson   . . 

A  Son  of  His  Father  Love-Baxter   

The  Trouble  with  Wives ....  Vidor-Menjou  .... 
The  Man  Who  Found  HimselfThomas  Meighan  . 

Flower  of  the  Night   Pola  Negri   

New   Brooms   Roberts- Ralston  ... 

Lovers  in  Quarantine  Bebe  Daniels  .... 

The  Pony  Express   -Cortez-Compson   . . 

The  Golden  Princess   Betty  Bronson   

On  Dress  Parade   Raymond  Griffith  . 

The  Best  People   All  Star   

The  King   Adolphe   Menjou  . 

The  Ancient  Highway   Holt-Nissen   

Stagestruck   Gloria  Swanson  .. 

The  Vanishing  American   .  .  Richard  Dix   

Cobra   .Rudolph  Valentino 

That  Royle  Girl   All  Star   

The  Shamrock   Thomas  Meighan  . 

Lord  Jim   Percy  Marmont  .. 

A  Kiss  for  Cinderella   Betty  Bronson  .... 

Crossroads  of  the  World  ..Pola  Nesri   ■ 

Womanhandled   Richard  Dix  

Polly  of  the  Ballet   Cortez-Nissen   

Liberty  Special   All  Star   

Stage  Door  Johnny   Ravmond  Griffith  . 

The  Enchanted  Hill   Holt-Vidor   

Conquered   Gloria  Swanson  ... 

The  American  Venus   All  Star   


Aug. 
Aug. 
Aug. 
Aug. 
Aug. 
Aug. 
Aug. 
Sep. 
Sep. 
Sep. 
Sep. 
Sep. 
Sep. 
Sep. 
Oct. 
Oct. 
Oct. 
Oct. 
Oct. 
Nov. 
Nov. 
Nov. 
Nov. 
Nov. 
Nov. 
Nov. 
Dec. 
Dec. 
Dec. 
Dec. 
Dec. 
Dec. 
Jan. 
Jan. 
Jan. 
Jan. 
Jan. 
Jan. 


Released 

3 

10 

10 
17 
24 
24 
31 

7 

7 
14 
21 
21 
28 
28 

5 
12 
12 
12 
19 

2 

9 

9 
16 
16 
16 
30 

7 

7 

14 

21 
28 
28 
4 
11 
11 


1926 
1926 
1926 
18  1926 
25  1926 
25  1926 


Page  50 


Exhibitors  Trade  Review 


Production  Charts  With  Release  Dates  of  Coming  Productions  (continued) 


PYRAMID  PRODUCTIONS 


Title 

Judith  and  Deerslayer    All  Star 

Dixieland  Days    All  Star 

Appleblossom   Time    All  Star 

Red  Heads  and  White  Horses. .  All  Star 

Marriageable  Girls    All  Star 

Greenwich   Village    All  Star 


Star 


Length 

6000  . 

6000  . 

6000  . 

6000  . 

6000  . 

6000  . 


Released 


RAYART  PRODUCTIONS 


Title 


Star 


The  Knockout  Kid    Jack  Perrin  .  . 

The  Pride  of  the  Force    Tom  Santschi 

Starlight  the  Untamed    Jack  Perrin  .  , 

The  Fear  Fighter    Billy  Sullivan 


Length 
5000. 
5000. 
5000. 
5000. 


Released 
Sept.  1 
Oct.  1 
Oct.  1 
Oct.  1 

The  Crack  of  Dawn    Reed  Howes   5000   Oct.  1 

The  Thunderbolt  Strikes    Jack  Perrin    5000   Nov.  1 

The  Goat  Getter    Billy  Sullivan   5000   Nov.  1 

The  Cyclone  Cavalier    Reed  Howes   5000   Nov.  1 

The  Golden  Star  Limited   All  Star   5000   Nov.  15 

The  Bashful  Buccaneer    Reed  Howes   5000   Dec.  1 

The  Windjammer    Billy  Sullivan   5000   Dec.  1 

Silent  Sheldon    Mary  Carr   5000   Dec.  1 

The  Last  Alarm    All  Star   5000   Dec.  15 

The  Beloved  Pawn    All  Star   5000   Jan.  1  '26 

The  Patent  Leather  Pug    Billy  Sullivan   5000   Jan.  1  '26 

Racing  Romance    Reed  Howes   5000   Jan.  1  '26 

The  Fighting  Farmer    Billy  Sullivan    5000   Feb.  1  '26 

The  Danger  Quest   Reed  Howes    5000   Feb.  1  '26 

Fighting  Justice    Billy  Sullivan    5000   Mar.  1  '26 

Billy  from  Broadway    Billy  Sullivan    5000   Apr.  1  '26 

Lightning  Fists   Billy  Sullivan    5000   May  1  '26 


SCHULBERG  PRODUCTIONS 


Title 

The  Girl  Who   Wouldn't  Work 

Shenandoah   

The  Plastic  Age   

Lew  Tyler's  Wives   

With  This  Ring   

Parisian  Love   

Horses  and  Women   

Ruthless  Women   

Eden's  Fruit   

The  Worst  Woman   

Shopworn   

The  Aristocrat   

Dancing  Days   

Studies  in  Wives  

Exclusive  Rights   

Extravagant  Youth   

The  Other  Woman's  Story  .... 
The  Romance  of  $1,000,000  ... 


All  Star 

All  Star 

All  Star 

All  Star 

All  Star 

All  Star 

All  Star 

All  Star 

All  Star 
All 


Star 


Length  Released 

6000    Aug.  15 

6000   

6000   

6000   

6000    Sept.5 

6000    Aug.l 

6000   

6000   

6000   


Star    6000 

  6000 

  6000 

All  Star    6000 

All  Star    6000 

Star    6000 

  6000 

  6000 

All  St«r    6000 


All  Star 
All  Star 


All 
All  Star 
All  Star 


Sept.25 


TIFFANY 

Title                                 Star  Length  Released 

Sporting  Chance    6500. ..Aug.  11,1925 

Souls  for  Sables   6500. .  .Sept.  1,  1925 

Borrowed  Finery    6500... Sept.  21,  1925 

Lightning    6500... Oct.  11,  1925 

Lodge  in  the  Wilderness   6500... Nov.  21,1925 

Morgan's  Finish    6500. .  .Dec.  21,  1925 

The  Travis  Coup    6500... Jan.  21,1926 

The  Wrong  Coat    6500..  .Feb.  21,  1926 

Tale  of  a  Vanishing  People   6500... Mar.  23,1926 

The  Dumb  Head    6500... Apr.  24,  1926 

The  Luck  Serum    6500... May  15,  1926 

Life  of  a  Woman    6500... June  5,  1926 


TRUART 


Title 

Passionate  Youth   All 

Three  in  E«ile   All 

The  Fighting  Cub   All 

The  Midnight  Special   All 

Dollar  Down   All 

The  Silent  Witness   All 

Romance  Road   All 

The  Flood   All 

Pals   All 

Where  the  Worst  Begins  ...  All 

Marrying  Money   All 

The  Night  Watch   All 

The  Wild  Girl   All 

Age  of  Indiscretion   All 

The  Hurricane   All 

A  Call  in  the  Night   All 

Salvage   All 


Srar  Length 

Star  

Star   

Star   

Star   

Star  

Star   

Star   

Star  -s  

Star   

Star   

Star  ....  

Star   

Star   

Star   

Star   

Star   

Star   


Released 
Aug.  1 
Aug.  21 
Sept.  11 
Oct.  1 
Oct.  11 
Nov.  21 
Nov.  11 
Dec.  1 
Dec.  11 
Jan.  1,  1926 
Jan.  11,  1926 
Feb.  1,  1926 
Feb.  11,  1926 
Mar.  3,  1926 
Mar.'  13,  1926 
Apr.  4,  1926 
Apr.  14,  1926 


UNIVERSAL 


Title 


Star 


Length 


Release 


Stella  Maris   Pat   O'Malley    6000... Sep.  6 

The  .Teaser   La    Plante-O'Malley    6000. .  .Sep.  20 


Lorraine  of  the  Lions   

Siege   

A  Hero  on  Horseback  

On  the  Frontier  

The  Little  Giant   

California  Straight  Ahead  . 

Peacock  Feathers   

Spook  Ranch   

Two  Blocks  Away   

The  Titans   

Sally  In  Our  Alley   

The  Society  Cheat   

The  Arizona  Sweepstakes  . . 

The  Goose  Woman   

Sporting  Life   

Where  Was  I   

Under  Western  Skies  

Chip  of  the  Flying  U   

Snowbound   

My  Old  Dutch   

The  Whole  Town's  Talking 

Kings  Up   

Winnie  O'Wynne  

The  Home  Maker  . . . 

The  Still  Alarm   

The  Calgary  Stampede 

This  Way  Out   

His  People   


Valli-O'Brien    6000. 

Valli-O'Brien    6000. 

Hoot   Gibson    6000. 

Norman  Kerry    6000. 

Glenn  Hunter    6000. 

Reginald  Denny    6000. 

Jacqueline  Logan    6000. 

Hoot   Gibson    6000. 

Murray-Sidney    6000. 

House  Peters    6000. 

Mary  Philbin    6000. 

Laura  La  Plante    6000. 

Hoot   Gibson    6000. 

Jack  Pickford    6000. 

Virginia  Valli    6000. 

Reginald  Denny    6000. 

Norman  Kerry    6000. 

Hoot   Gibson    6000. 

House  Peters    6000. 

Pat   O'Malley    6000. 

Reginald  Denny    6000. 

Hoot   Gibson    6000. 

Laura  La  Plante    6000. 

Joyce-Brook    6000. 

All  Star    6000. 

Hoot   Gibson    6000. 

Reginald  Denny    6000. 

Alexander  Carr    6000. 


.Oct.  4 
.Oct.  18 
.Oct.  25 
.Nov.  2 
.Nov.  16 
.Nov.  30 
.Dec.  14 
.Dec.  21 
.Dec.  28 
.Jan.  11 
.Jan.  25 
.Feb.  8 
.Feb.  15 
.  Feb.  22 
.Mar.  8 
.Mar.  22 
.Apr.  5 
.Apr.  12 
.Apr.  26 
.May  12 
.May  24 
.Jun.  7 
.Jun.  21 
.Jul.  5 
.Jul.  19 
.Aug.  2 
.Aug.  16 
.Aug.  30 


1926 
1926 
1926 
1926 
1926 
1926 
1926 
1926 
1926 
1926 
1926 
1926 
1926 
1926 
1926 
1926 
1926 
1926 
1926 


UFA 


Title  Star 

Faust   Emil  Jannings 

Metropolis   All  Star   

Fifty  Years  Hence   All  Star   

Tartuffe   Emil  Jannings 

Tokay   Emil  Jannings 

Blackguard   All  Star   

Way  To  Strength  and  Beauty  All  Star   

Siegfried   Paul  Richter  .. 

His  Unknown  Wife  .......  Lil  Dagover  .. 


Length 


Released 


INDEPENDENT  PICTURES  CORP. 


Star  Length 

Cody    5000. 

Cody    5000. 

Cody    5000. 

Cody    5000. 


Title 

Dangerous  Odds   Bill 

Cold  Nerve   Bill 

The  Fighting  Smile   Bill 

Love  on  the  Rio  Grande  ...Bill 

Bandit  Tamer   Franklyn  Farnum    5000 

Rough  Going   Franklyn  Farnum    5000. 

The  Drugstore  Cowboy  ....  Franklyn  Farnum    5000. 

The  Galloping  Dude   Franklyn  Farnum    5000. 

The  Two  Gun  Sap   Franklyn  Farnum    5000. 

Double  Barreled  Justice  ...Franklyn  Farnum    5000. 

Dangerous  Pleasure   All  Star    6000. 

When  Winter  Went  Raymond  Griffith    5000. 

Man's   Fight   Bill  Cody   


UNITED  ARTISTS 


Title  Star 

The  Gold  Rush   Charlie  Chaplin  ... 

Don  Q.  The  Son  of  Zorro  Douglas  Fairbanks 

Little  Annie  Rooney   Mary  Pickford  ... 

The  Bronze  Collar   Rudolph  Valentino 

Tumbleweeds   Wm.  S.  Hart  .... 

The  Untamed   Rudolph  Valentino 


Length 


Released 
.  .May  1925 
.  .June  1925 
.  .July  1925 
.  .Aug.  192b 
.  .June  1925 
..July  1925 
.  .Aug.  1925 
. .Sep.  1925 
.  .Oct.  1925 
.  .Dec.  1925 
..Nov.  1925 
.  .Dec.  1925 
Nov.  1925 


Released 

Aug.  16 
Aug.  30 
Sep.  13 
Sep.  27 
Oct.  25 


WARNER  BROS. 

Title  Star  Length  Released 

A  Man  Without  a  ConscienceRich-Louis    6850  Feb.  15 

Eve's  Lover   Lytell-Rich    6700  May  15 

My  Wife  and  I   Irene  Rich    6700  Mar.  15 

How  Baxter  Butted  In   Devore-Moore    6700  Mar.  30 

The  Woman  Hater   Chadwick-Brook    6500  Apr.  30 

Tracked  in  the  Snow  CountryRin-tin-tin    6700  June  1 

The  Limited  Mail   All  Star    Sept.  5 

A  Wife  Who  Wasn't  Wantedlrene  Rich    Sept.  12 

Bunker  Bean   All  Star    Sept.  19 

Below  the  Line   Rin-tin-tin    Sept.  26 

Bobbed  Hair   Prevost-Harlan    Oct.  10 

The  Man  on  the  Box   Syd  Chaplin    Oct.  17 

The  Pleasure  Buyers   All  Star    Oct.  24 

Red  Hot  Tires   Monte  Blue    Oct.  31 

Seven   Sinners   Marie  Prevost    Nov.  7 

Satan   in  Sables   Lowell    Sherman    Nov.  14 

Rose  of  the  World   All  Star   '   Nov.  21 

The  Clash  of  the  Wolves  ..Rin-tin-tin    Nov.  28 

Three  Weeks  in  Paris   All  Star    Dec.  5 

Lady  Windemere's  Fan  ....  All  Star    Dec.  26 

The  Sea  Beast   ...John  Barrymore    Jan.  9 

Golden  Cocoon i  All  Star   

Hell  Bent  for  Heaven  All  Star   

The  Love  Hour   Fazenda-Louis   

The  Ranger  of  the  Big  PinesKenneth  Harlan   

A  Waltz  Dream   All  Star   

Why  Girls  Go  Back  Home  .All  Star   


September  19,1925 


Page  51 


Theatre  Construction 


The  Orchestra  or 

The  Pictures— Which? 


SHARON,  PA. 

M.  P.  Theatre  and  two  stores  on  Shen- 
ango  Avenue,  near  State  St.  Private  plans. 
Owner— John  Barber,  Carl  Reyer,  Alfred 
Taylor  and  H.  O.  Jones,  care  H.  O.  Jones, 
Chestnut  Avenue.  Gen  Contr.  let  to  Al- 
fred Taylor,  360  Sherman  Avenue. 

BATH,  PA. 

Theatre,  Club  Room  and  Dance  Hall, 
two  story.  50  x  140.  Constructed  of  brick 
and  steel.  Archt.  E.  R.  Dittinh,  1104 
Hamilton  St.,  Allentown,  Po.  Owner 
Bath  Chemical  Engine  and  House  Co.  care 
F.  P.  Laub,  Bath.  Archt.  will  take  bids 
on  gen.  contr.  later. 

GLEN  COVE,  N.  Y. 

Theatre,  stores,  offices  and  roof  garden. 
Price  $350,000.  Three  story— 87  x  177. 
Constructed  of  brick.  School  Street,  Glen 
Cove.  Archt.  Douglas  P.  Hall,  405  Lex- 
ington Ave.,  N.  Y.  C.  Owner  Calderone 
Theatrical  Corp.,  314  Fulton  St.,  Hemp- 
stead, L.  I.  Owner  taking  bids  on  general 
contracting. 

MINEOLA.  N.  Y. 

Theatre — three  story,  constructed  of 
brick  and  steel.  1st  St.  and  Mineola  Blvd., 
Mineola.  Archt.  Geo.  Keister,  56  W.  45th 
St.,  N.  Y.  C.  Owner — Mineola  Theatre, 
Inc.  Ralph  Latham,  Mineola.  Drawing 
plans. 

UTICA.  N.  Y. 

Theatre  and  stores — price  $65,000.  Two 
story — 66  x  134.  Semi-fireproof  construc- 
tion. Cor.  Lafayette  &  Columbia  Sts. 
Utica.  Archt.  T.  H.  Williams,  Deveraux 
blk.,  Utica.  Owners— The  Olympic  Thea- 
tre, W.  H.  Linyon,  Main  St.,  Little  Falls, 
Mass.,  to  let  to  Jas.  McCarthy,  1129  Sey- 
mour Ave.,  Utica. 

JERSEY  CITY,  N.  J. 

M.  P.  Theatre,  one  story,  276  x  170. 
Price  $200,000.  Fireproof.  Pavonia  & 
Chestnut  Aves.  Archt.  C.  N.  Zeigler,  75 
Montgomery  St.  Owner — Edw.  Erickson, 
150  Harrison  Ave.  Owner  taking  bids  on 
gen.  Contr.  No  date  set  for  closing. 
ENGLEWOOD,  N.  J. 

Theatre,  stores  and  offices — 1  and  2  sty. 
112  x  200.  Price  $250,000.  Constructed  of 
brick.  Palisade  Avenue,  Englewood,  N.  J. 
Archt.  Wm.  E.  Lehman,  972  Broad  St., 
Newark,  N.  J.  Owner  Bratter  &  Pollak, 
738  Broad  St.,  Newark.  Gen.  contr.  mas. 
&  carp.  Let  to  W.  J.  MacEvoy.  Const. 
Co.,  85  Academy  St.,  Newark. 

FALLS  CITY,  NEB. 

Theatre,  two  story,  60  x  100 — price  $75,- 
000.  Constructed  of  brick  and  concrete. 
18th  and  Stone.  Architect — J.  C,  Crad- 
doch,  Union  Hotel.  Owner  A.  J.  Weaver, 
1815  Stone  St.  No  time  set  for  bids  yet. 
Plans  drawn. 

DETROIT,  MICH. 

Vaudeville  Theatre,  constructed  of  brick, 
stone  and  steel.  Bagley  and  Clifford 
Streets.  Archt.  withheld.  Owner— Detroit 
Properties  Corp.,  900  Union  Trust  Bldg., 
Will  not  mature  for  several  years.  Con- 
templated. 

CLEVELAND,  OHIO 

Theatre,  two  story  and  basement  also 
three  stores,  constructed  of  brick  and 
stone.  709  Euclid  Ave.  Archt.  W.  S.  Fer- 
guson Co.,  1900  Euclid  Ave.  Owner — 
Loew's  Ohio  Theatres,  Inc.  Jos.  Laronge, 
vice-pres.,  608  Union  Trust  Bldg.  Gen. 
contr.  let  to  Geo.  I.  Rutherford,  2725  Pros- 
pect Avenue. 


By  R.  D.  GALLAGHER 

THE  picture  is  the  most  important  fea- 
ture in  any  motion  picture  theatre,  no 
matter  how  grand  and  imposing,  no 
matter  how  beautiful  and  attractive  are  the 
other  features.  The  orchestra  is  the  next 
feature  of  importance,  and  this  fact  is  now 
realized  by  most  of  our  first-class  motion 
picture  houses. 

A  poor  picture  can  be  improved  by  the 
orchestra;  also  a  good  picture  can  be 
ruined  by  the  orchestra.  Orchestra  leaders 
realize  the  importance  of  arranging  proper- 
ly selected  music  for  the  picture,  but  the 
best  leaders  have  some  difficulty  in  this  re- 
spect, and  not  all  of  them  give  the  proper 
attention  to  this  most  important  work. 

Music  is  the  voice  of  the  silent  drama 
and  should  express  the  emotions  of  the 
actors  and  assist  the  audience  in  translat- 
ing emotions  conveyed  by  facial  and  ges- 
tural expressions  of  the  actors.  The  pic- 
ture conveys,  silently  the  emotional  fea- 
tures of  the  drama,  the  music  should  assist 
invisibly  in  conveying  these  emotions. 

LOWER  ORCHESTRA  PIT 

After  a  good  deal  of  talk  and  discussion 
among  moving  picture  theatre  owners  re- 
garding orchestra  arrangements,  it  is  now 
being  realized  that  the  idea  of  having  the 
orchestra  platform  mechanically  lowered 
out  of  sight  of  the  audience  during  the 
showing  of  the  picture  is  a  wonderful  im- 
provement, it  has  two  very  important  fea- 
tures. In  the  first  place  if  the  orchestra 
is  out  of  sight  of  the  audience  it  does  not 
detract  the  attention  of  the  audience  from 
the  picture.  The  music  coming  from  an 
invisible  orchestra  has  an  influence  not 
easily  understood  without  experiencing  it. 

The  other  important  advantages  is  the 
entire  absence  of  the  glare  of  the  reflected 
light  rays  from  the  white  music  sheets  be- 
tween the  audience  and  the  picture,  which 
damages  the  picture.  This  orchestra  pit 
light  glare  has  been  minimized  by  the  most 
improved  music  stands,  but  when  the  or- 
chestra is  lowered  out  of  sight  of  the 
audience  absolutely  no  reflected  light 
reaches  the  picture  or  shows  between  the 
audience  and  the  picture.  For  symphony 
or  stage  attractions  the  orchestra  can  be 
raised  to  its  normal  position,  or  to  the 
stage  level  if  desired. 

RESONANT  PLATFORMS 

In  all  good  symphony  orchestras  in  mov- 
ing picture  theatres  the  string  and  wood 
instruments  are  overbalanced  by  the  neces- 
sary brass  instruments  and  drums,  this  is 
a  known  fact  to  all  orchestra  leaders. 
Quite  recently  an  idea  has  been  developed 
whereby,  this  shortage  of  tone  of  the  string 
and  wood  instruments  is  materially  over- 
come by  constructing  the  platform  of  sec- 
tional resonant  boxes  on  which  the  music 
stands  are  placed.  This  is  really  a  sound 
producing  instrument,  and  becomes  part  of 
the  platform.    The  idea  has  been  thorough- 


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


It's  little  to  ask  for.  but  it't  the  only 
reliable  aid  you  can  give  your  musicians 
to  help  put  the  picture  over.  * 


ly  tested  and  installed  in  the  Saxe,  New 
Wisconsin  Theatre  in,  Milwaukee,  Wis. 

The  Gallagher  Sectional  Resonant  Plat- 
form, on  which  these  stands  are  placed, 
made  by  the  Gallagher  Orchestra  Equip- 
ment Co.  of  Chicago,  is  a  sound-producing 
instrument.  Each  music  stand  is  placed  on 
one  of  these  sections,  which  is  actually  the 
floor  of  the  orchestra  platform.  These 
platforms  are  made  of  the  same  material 
as  violins  or  violoncellos,  the  top  of  spruce 
pine,  specially  prepared,  and  the  sides  and 
bottom  of  hard  maple,  specially  prepared. 
The  top  and  bottom  are  like  the  belly  and 
back  of  a  violin,  so  that  the  vibration 
transmitted  to  this  box-like  space,  through 
the  sounding  board  top  or  floor,  sets  the 
enclosed  air  in  vibration,  indulates  the 
mass  of  air  in  this  space  and  produces 
sonorous  musical  tone.  The  result  is  to 
produce  a  volume  of  tone  equal  to  at  least 
twenty-five  per  cent  of  the  tone  produced 
by  the  instrument  which  is  played  upon 
these  sections. 

^    #  ^ 

Vallen  Sales  Jump 

Sales  reported  for  Vallen  Curtain  Control 
machines  and  tracks  from  July  on  are  on  the 
rapid  increase.  The  following  equipment  was 
soid  and  installed  : 

Universal  Scenic  Studio  for  American 
Amusement  Co.,  State  Theatre,  Fargo,  North 
Dakota,  two  Vallen  Junior  Curtain  Control 
machines ;  Saenger  Amusement  Co.,  for  Ar- 
cadia Theatre,  Tyler,  Texas,  one  Vallen 
junior;  Lewis  M.  Swaab  &  Son,  Philadel- 
phia, for  Germantown  Theatre,  Philadelphia, 
two  Vallen  Juniors ;  Strand  Theatre,  York, 
Pa.,  one  Vallen  Junior ;  Tivoli  Theatre,  one 
Vallen  Junior ;  Local  Electric  Co.,  one  Vallen 
Junior;  Tiffin  Scenic  Studio  for  Strand 
Theatre,  Middletown,  Ohio,  one  Vallen  Jun- 
ior; New  Colonial  Theatre,  Philadelphia,  Pa., 
one  Vallen  Junior. 

Baco  Batik  Dyes 

All  the  important  picture  theatres  in  the 
country  at  some  time  or  other  make  use  of 
brilliantly  decorated  house  curtains  and  in- 
terior set  curtains  and  drapes  for  prologues 
and  presentations.  Certain  it  is  that  the  use 
of  this  colored  theatrical  fabric  as  curtains 
does  wonders  toward  brightening  up  the 
character  of  your  house  and  the  kind  of  pre- 
sentations you  put  on. 

In  frequent  use  is  the  product  Baco  Batik 
Dyes,  manufactured  by  Bachmeier  &  Co.,  Inc., 
of  New  York.  Their  Batik  dyes  have  oeen 
adopted  by  theatres,  schools,  colleges  and 
universities  throughout  the  countiy  as  a 
standard  for  decorative  work.  Such  theatrical 
productions  as  Morris  Gest's  "The  Miracle" 
and  Irving  Berlin's  "Music  Box  Revues"  are 
frequent  users  for  Baco  Batik  Dyes.  This 
is  due  to  the  fact  that  Baco  Dyes  are  of 
extreme  concentration,  enabling  theatres  to 
get  marvelous  decorative  effects  with  a  mini- 
mum amount  of  dyes. 

^    #  * 

NEW  WEST  COAST  THEATRE 

West  Coast  Theatre,  Inc.,  will  erect  a 
new  theatre  building  at  Wilshire  and  La 
Brea,  to  cost  $350,000,  according  to  an 
announcement  by  M.  Gore,  president  of 
the  concern.  The  plans  call  for  a  Class 
A  structure,  with  seating  capacity  of  2000. 


Page  52 


Exhibitors  Trade  Review 


New  Theatres  Reported 


CHICAGO,  ILL. 

Two  story  and  basement  theatre,  stores 
and  apartment  building,  150  x  175  valued 
at  $500,000,  constructed  of  pressed  brick 
and  terra  cotta  trimming,  re.  cone,  and  steel. 
Architects — W.  T.  Hooper  &  F.  W.  Jan- 
usch  of  879  N.  State  Street.  Owners  Ar- 
thur F.  Sass,  3302  N.  Mansfield  Ave. 
Excavation  only  let  to  Rancitti  Trucco  Co. 
1248  W.  13th  St.  Architect  will  start  to 
take  bids  on  gen.  contr.  about  Sept.  1st. 
Drawing  plans. 

One  story  theatre  at  Morgan  Park,  75  x 
150,  priced  at  $125,000.  Constructed  of 
pressed  brick,  stone  trim  and  re.  cone. 
Architects  Monterey  abd.  Homewood. 
Structure  and  mechanical  engineers  and 
builders — Foltz  and  Brand,  510  N.  Dear- 
born St.  Owner  Fitzpatrick  McElroy  Co. 
— Kenneth  S.  Fitzpatrick,  pres..  202  S. 
State  St.  Plans  and  specifications  drawn. 
Start  work  about  Sept.  1st. 

Two  story  and  basement  theatre,  stores 
and  offices,  100  x  166,  priced  at  $400,000. 
Terra  cotta  front,  re.  concrete  and  steel 
fireproof  construction.  N.  W.  cor.  Fuller- 
ton  and  Greenview.  Architects,  structure 
and  mechanical  engineers — K.  M.  Vitzthum 
Co.,  307  N.  Michigan  Ave.  Assoc.  Archt. 
John  J.  Burns  of  307  N.  Michigan  Ave. 
Owner — Hill  Theatre  Corporation,  General 
contracting  let  without  competition  to 
Comonwealth  Bldg.  Co.,  Rm.  612-111  W. 
Monroe  St.,  Chicago.  Finishing  plans  for 
super-structure. 

YOUNGSTOWN,  OHIO 

M.  P.  Theatre,  constructed  of  brick  and 
terra  cotta.  Federal  St.  Archt.  C.  Howard, 
Crane  &  Elmer  Sts.  Owner — State  Amuse- 
ment Co.  Chas.  W.  Schaefer  and  Geo.  J. 
Renner,  Jr.,  care  Mr.  Schaefer,  247  Park 
Ave.  All  the  above  people  located  in 
Youngstown.  Gen.  contr.  let  to  Geo. 
Kiehler  Assoc.  Griswold  St.  Detroit,  Mich. 
Finishing  plans. 

*    *  * 


HEHALDS 


[SHIPPED  same  day  order  IS  received 

I  Guaranteed  Service — Good     Work — Popular 
Prices — Send  for  Trial  Order. 


FILMACK  COMPANY 

736  S.WABASH  AVE.  CHICAGO 


J 


CINEMA 

The   Motion  Picture  Review 
of  the  Orient 

Maaager:   E.  ATHANASSOPOULO 
Editor-in-Chief : 
JACQUES  COHEN-TOUSSIEH 

"CINEMA"  is  the  enly  picture  publication 
circulating   throughout   tb«  Orient. 

Addrttt: 

'CINEMA,'-'  8  RUE  de  L'EGLISE  DEBANE 
ALEXANDRIA,  EGYPT 


Classified  Opportunities 

Rate  2  Cents  a  Word — Cash  With  Copy 


Equipment 


MOTION  PICTURE  MACHINES  AND  SUP- 
PLIES— We  buy,  sell  and  exchange  machines,  films 
and  equipment ;  theatre  and  road  show  equipment  at 
half  price ;  calcium  gas  outfits  and  supplies ;  Mazda 
light  for  all  machines ;  machines  rebuilt  or  parts 
supplied;  bargain  lists  free;  established  1892. 
National  Equipment  Company,  409  West  Michigan 
Street,  Duluth,  Minn. 


For  Sale 


BARGAIN  BANNERS— Hand  painted,  3  colors,  any 
copy  up  to  15  words.  3x12  paper-75c.  3x10  cloth 
$1.40.  One  day  service.  Sent  anywhere.  Also 
processed  window  cards.  ASSOCIATED  ADVER- 
TISERS, 111  W.  18th  St.,  Kansas  City,  Mo. 


FOURTEEN  HUNDRED  NEW  OPERA 
CHAIRS,  some  upholstered.  New  goods  made  on 
contract  to  fit.  Bankrupt  stock,  at  a  big  saving. 
EIGHT  THOUSAND  YARDS  of  government 
Standard  Battleship  Linoleum  and  Cork  Carpet  at 
less  than  wholesale  prices  for  theatres,  churches, 
clubs  and  lodges.  Guaranteed  goods.  Not  less  than 
one  roll  sold.  J.  P.  REDINGTON  &  COMPANY, 
SCRANTON,  PA. 

FOR  SALE — Approximately  270  7-ply  new  veneer 
chairs.  Also  generator,  frames  and  used  projecting 
machines.  Bargains.  Atlas  Moving  Picture  Com- 
pany, 534  S.  Dearborn  St.,  Chicago,  111. 

ELECTRIC  SIGN  "LYRIC" :  Double  faced, 
ready  to  hang;  cost  $100.  Spot  cash  $50.  J.  P. 
RedLngtoo,  Scranton,  Pa. 

FOR  SALE — Underwood  Typewriter,  16  inches. 
Will  consider  an  exchange.  Write  Box  H.  S.,  Ex- 
hibitors Trade  Review. 


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. 


For  Rent 


MOTION  PICTURE  and  "Still"Cameras  rented, 
6old  and  exchanged.  Portable  lights  for  sale  and 
for  rent.  Keep  us  advised  of  your  wants.  Ruby 
Camera  Exchange,  727  Seventh  Ave.,  New  York. 
FOR  SALE  AT  A  SACRIFICE  Photoplayer ;  in 
use  less  than  2  years.  Orpheum  Theatre,  Orwigs- 
burg.  Pa. 


Want  to  Ruy 


WANTED — Rent,  Lease  or  Buy  Furnished  or  partly 
furnished  Picture  Theatre  or  Opera  House.  Send  full 
details,  terms,  size  of  theatre  and  population.  Will 
consider  managing  of  a  theatre;  ten  years'  experi- 
ence in  theatrical  business.  M.  TROUT,  Box  499, 
ENID,  OKLAHOMA.     (Middlewest  States  only.) 


At  Liberty 


WOMAN  ORGANIST;  wishes  position  in  Picture 
Theatre ;  Experienced ;  References ;  Address  Organ- 
?t.  P.  O.  Box  1268,  Lubbock,  Texas. 

ORGANIST — Expert,  reliable,  young  man;  union; 
large  library ;  unit  organ  preferred,  if  good ;  con- 
servatory graduate ;  tricks  and  imitations ;  novelty 
solos  and  slides.  Write  J.  Clarence,  309  S.  Dith- 
ridge  St.,  Pittsburg,  Pa. 

THEATRE  ORGANIST:  Desires  position,  Or- 
chestral experience,  Library.  Union,  references.  Six 
days  preferred.  Address  "B,"  Exhibitors  Trade  Re- 
view,  New  York  City. 


D0NT  OVERLOOK 

THIS  in 

NEW  YORK 

VISIT  the  Hotel  Mar- 
tinique—look the  in- 
viting, comfortable  rooms 
over — note  the  genuine 
convenience  of  location, 
where  you  are  right  in 
the  heart  of  the  busy 
shopping  district  and 
within  easy  distance  of 
all  business  centres. 

In  fact,  you  can  go 
direct  from  the  Mar- 
tinique to  any  place  in 
New  York  without  step- 
ping out  of  doors  (via 
enclosed  subway  from 
basement). 

You  will  be  surprised 
at  the  unusual  rates  of 
this  popular  New  York 
Hotel.  You  can  enjoy  all 
the  comfort  and  con- 
venience of  the  Hotel 
Martinique  at  rates  as 
low  as  $2.50  per  day. 

Club  breakfast  at  45c  — 
table  d'hote  dinner  at  $1.25 
—also  a  la  carte  at  unusually- 
moderate  prices. 

A.  E.  SINGLETON,  Res.  Mgr. 

St  without  «^ 

J*   Hotel  ^ 

cAf filiated  with  Jfotel  XAlpih 

Broadway~32-/033^Sts. 

FEW  YORK 


Mailing  Lists 

Kelp  you  increase  s&iet 

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One  Thins:  More 


In  your  modern  motion  picture  house 
every  detail  of  projection,  decoration,  ventila- 
tion, temperature,  seating,  has  been  carefully 
worked  out  to  make  the  theatre  attractive 
and  comfortable. 

But  there's  one  thing  more  you  can  do — 
and  it's  a  real  factor  from  the  box  office  point 
of  view:  make  sure  the  picture  is  printed  on 
Eastman  Positive  Film,  the  film  that  safe- 
guards for  the  screen  the  quality  of  the  nega- 
tive so  your  public  may  enjoy  it. 

Eastman  film  is  identified  in  the 
margin  by  the  black-lettered 
words  "Eastman"  and  "Kodak" 


EASTMAN  KODAK  COMPANY 

ROCHESTER,  N.  Y. 


Mack 


presents 


HA.'R'Ry 

Lajvgvojv 


m 


99 


LucK.y  Stars 

A  Tbvo  'Keel  Comedy 

"What  exhibitor  who  has  used  Harry  Langdon 
Comedies  during  the  past  six  months  could  honestly 
say  that  Langdon's  name  in  lights  outside  his  theatre 
has  not  proven  as  great  a  draw  as  almost  any 
accepted  star  in  the  business?" 

— Danny  in  Film  Daily. 

When  you  play  him, 
advertise  him! 

Pafhecomecjy 


NEWSREEL  EXPLOITATION  EXTRAORDINARY 


EXHIBITORS 

%dde  REVIEW 


%e  Business  Paper  of  the  Motion  Ticture  Industry 


*  ACTS  ! 

IMPERIAL  THEATRE  -  SAN  FRANCISCO  

^  TUESDAY  ~  ~  ~  Longest  line  ever  formed  before  motion 

picture  house  in  the  histo/y  of  the  citi/ 

v7  WEDNESDAY-  Mouse  filled  in  exactly  seven  minutes 

after  doors  were  opened 

^ THURSDAY"'  ~  Doors  opened  at  9AM  f  2 hours  ahead 

of  time)  to  accomodate  crowds 

/ THURSDAY  ^     Midnighf  performance  to  brand  new 
Night-'-  audience/  standing  room  only 

AND  STILL  GOING  LIKE  A  HOUSE  AFIRE  / 


JAME/ 
CRUZE 

PRODUCTION 

if 

Henry James 
Forman  and 
WalterWoods 


W 


It 


E PONY  EXPRESS 

has  definitely  proven  ihe  GREATEST/ 
SENSATION  IN  SAN  FRANCISCO  SHOW  HISTORY/ 

The  Imperial  is  now  running  3  extra  shows  dailu 
 from  9  AM  to  IPM.  


BETTY 
COMPSON 
RICARDO 

CORTEZ 

ERNEST 
TORRENCE 
WALLACE 
BEERY 


September  21,  1925         Get  Oil  the  Charter  List.    See  pages  6  and  7        Price  20  Cents 


ORGANS 


Luna  Amusement  Company 


GENERAL   OFFICE    MARS    TMEAT«£  LAFAYETTE  INDIA 


April  7,  1925 


Ur.  A.  Llbbin 
Manager  Organ  Dept. 
The  Rudolph  Wurlitzer  Company 
Chicago,  Illinois 

Libblni- 


Juat  a  few  lines  to  tell  you  that  the 
Style  235  Wurlitzer  Hope  Jonee  Unit  Pipe  Organ  is  daily 
proving  It's  worth  at  our  box  office. 

A  good  pipe  organ  such  as  this  one, 
jertainly  goes  a  iong  way  in  putting  over  the  "ever  so 
often  very  ordinary  picture"  that  every  theatre  must 
out  of  necessity  present.     It  is  en  investment  that 
produces  handsome  dividends,  the  better  the  organ  the 
safer  the  investment. 

To  me  a  pipe  organ  occupies  a  place 
in  the  theatre  that  cannot  be  filled  otherwise  -  no 
other  combination  of  musical  instruments  can  Interpret 
the  soul  of  the  picture  bo  effectively. 

Very  truly  yours, 

LUNA  AMUSEMENT  COMPANY 


Send  for 
the 

beautiful 

new 

theatre 

organ 

catalog: 


HHJ/GAH 


The  MARS  THEATRE 
LAFAYETTE,  INDIANA 


Not  the  least  of  its  accomplishments  is  that  the 
Wurlitzer  Unit  Organ  has  enabled  the  exhibitor 
in  the  smaller  cities  to  present  musical  programs 
of  real  metropolitan  distinction. 


The  RUDOLPH  WURLITZER  CO. 

CINCINNATI  NEW  YORK  CHICAGO  SAN  FRANCISCO  DENVER  LOS  ANGELES 
121  East  4th  St.  120  W.  42nd  St.  329  S.  Wabash     259  Stockton  St.     2106  Broadway  814  S.  Broadway 

And  Forty  Other  Branches  in  Thirty-Three  Cities 


Published  weekly  by  Exhibitors  Review  Publishing  Corporation  at  34  North  Crystal  Street,  East  Stroudsburg,  Pa.  Editorial  Offices  45  West  45th  Strict. 
New  York  City.     Subscription  $2.00  year.     Entered  as  second-class  matter  Aug.    5.   1922.  at  postoffice  at    East  Stroudsburg,   Pa.,  under  act  of  March  3.  IS7v 


A  real  beet-office  attractions 


Four  In  a  Row 

pen^Sld^S^&STour  picture,  for  the 
S^t»t  we  are  fenibitors.  tj 

new  season  from  Associated*.  "Headlines,"  a  title  I  don  t 

To  begin  with,  there  Ultepictare  He^lm^  f 

fancy  much  because  ,t  ^'",1  flat  on  their  nose,  and  maybe, 
thJl-reful  title.  »e  Whngjft^o  ^  ^  picture.  "Head- 
,oon  the  title  won  t  be  a,  imp  t  an  old  and  ugiy 

UW-  i»  a  story  of  a  woman  ,  * »cnta~ 

woman,  but  a  woman  Her  sacrifice  is  for 

bother  and  haPPi^^^p^T^Uh  all  the  extreme  sel  - 
W  cruelly  young  daughter,  a  naPP  VirginiaJLee_CcTbm_is 


MONTY  BANKS 

Smiling" 

ANNE  CORNWALL,  ROBERT  EDESON 

and  a  stellar  cast 

produced  by  Howard  Estabrook 
story  by  Herman  Raymaker  L  Clyde  Bruckman 

directed  by 
Albert  Austin  k  Gilbert  W  Pratt 


=£5  my  «.nn^r« 


ionic.  — -u  ^ten,  reier       —  -  , 

f  tenyears-   It  s  wen  mtrigumgplot.  JU 


New^^^^^r^Enoe^he^t 

strong  for  that  picture.  mnnitv  is  exploitation,  go- 

What  it  needs  in  j^rj-—^  that 
ing  to  it  in  a  ^^"^n'  entertainment. 


MOTION 


PICTURES 


TODA/ 


Physical  Distributors, 

Pathe  Exchange  Inc. 


Associated  Exhibitors 

JOHNS.  WOODY  President 
FOREIGN  REPRESENTATIVE  INTER-GLOBE  EXPORT  COR.R 


■a  PICTURE  NEWS 


ALICE  JOYCE 

MALCOLM  McGREGOR,  VIRGINIA 

"deadlines" 

Another  one  of  the  truly  big  pictures  that  are  making 
Associated  discussed  wherever  exhibitors  gather  together 


Mot!" 
D 


"Headlines' 


,     Sacrifice    to    S.»*    Her  J«*T 
..Mcr-i  R«put»tior.  Make.  Slorj 
That  Should_A££Si|. 
Reviewed  by  C.  S.  SeweU  - 

Two  possible  angles  are  suggested  by  the 
title  of  the  Associated  Exhibitors  release 
Headlines."  One  that  it  is  a  story  °f  news- 
paper life  and  the  other  that  It  inNOlves 
Se  hing  that  would  make  good  newspaper 
ncs  Both  of  these  figure  m  the  plot 
limried  extent,  for  the  story  opens  m 
the  editorial  rooms  of  a  big  daily    two  of 

"^rbfT^ominating  point  of  the  production 
however   is  the  unhesitating  sacrifice  of  her , 
1.  b,  a  mother  to  save  her  daughter  s 
.nutation.  This  occurs  when  the  mother  fol- 
,0wll  her  daughter  »£™£j>£% 

Wh-^taLS    Of  course  all  », 
out  rtaht  eventually  and  the  mothers  sacrifice 
is  appreciated  by  the  man  she  loves^ 
The  principal  character  .n  the  drama  is  a 
„,„  fealure  writer  who  has  kept  secret  the 
ZTL     he  has  a  grown  daughter,  bu,  from; 
bT  minute  this  girl  appears  on  the  scene  she 
s  , he  centre  of  interest.  Posing  »s  her  mover  s 
.^lor  ehi-  turns  out  to  be  an  uura 
STrnfiapptr  vTfl,  exceedingly  advanced  ideas 
of    noepentoce.    This   introduces   a  deeided 
°,L  atmosphere  and  the  sex  angle  is  rather 

Virginia  Lec  LorTuii 


Encore 


Associated  f.i.t-, 

<?">"»  Ho„'    J"""",  fVto 
0,000  u"""or-  6  /i 


,  Author 


Headlines 


"aTlhT 


Jil. 


The 


rale 


lenllx 


roles  of  less  importance  but  acquit 
es  creditably  although  Elliott  Nugent 
ather  miscast  as  ihe  city  editor, 
production    details    arc    adequate,  the 
^1— rr-,n|     ,hc  duea.uN^l 

-Xmay  be  lilj 
Tfind  that  this  angle  is 
comitcra^ed  by   the  api 

L  MOTION  PICTURE 
WORLD 


(St  RegifcAuedatoJ  Exhibitor—Six  Reel.) 

WHfv  'Reviewed  by  Laurence  Rei.ti 

"fVrS  ^tf£F?$>  «  saerif 
dear  to  her  vou  can  bant       "  '°  prnle1'1  so"«°"e  vc 
appeal  to  please  the  "averX  °    ,   Upo"  11  carrying  enough  hei 

wiTih "  Jf»Su.T  -"-dimes-  sr*^' 

no  beating  around  (he  bu,h  in  I,!  " ",n'mnf .  effort,  there  be/ 
direct  action.    The  sponsors  have  n,"«rifte'n       '"""f  °f  s" 
"t-    There  is  surprise  attending  ,  B)'  melodrama 

anticipate  scandal  and  a  eomroL  'mP°"ant  situation 
developed  from  the  divorce  an™      816,16  "b"h  ^  «>• 

There  is  a  guod  atmosphere  of  tL  ,f  '  ".pel,eJ  irc"°  school, 
comedy,  introducing  the  old  fellow  who  w^00",',  T"b  some  ^ntle 
The  characters  are  well  nl,,M     n    ,    *  ",e  '°velorn  ' 

the  older  woman  &&£2  «£ 

i^SFssriaj^^^  moods  of  „,( 

6nddy  ,imc  with  her  various  "orl?  t'I  K  "'"^  »«d  has  . 
.picture  the  moment  she  7   xJt  ■*".<  .reaJI-v  dominates  he 

excellent  type  for  lhe  ^  Lee  Corbi„  is  an 

■no  her,  p„r,rav^  b  AI,'»P%:  b^'fT'  ^  *  when  the 
is  haying  w,th  a  wealthy  idler m  the  1,.,   °V  "PWmenl  she 

appreciates  the  to™  ?^  "sacScc 'ar! 1"'  "» 

3  with  an  eye  to  dramatic 


"STAND  SVNOPS1E 


simple, 
ia  into 
You 
;  been 


column, 
i  secret  - 


'  V      ■    .     ■  AllCt  lew,. 


Tf,c,c 

Sro 

If.,,  'ux° 
Austen.  J„ 

,  spilled  on  h 


^ips 


apa 


icllcrs  , 


rata, 
of  the 


sequences 


and 


villair 


talc 
and 

."et.  mucn  ,  ,  >  in,  s 
mg  cucsts.  amusemeni 


to 


'"hese.  lenberta  ha, 

'he  rema" 


The  bipppct  , 


bringing 
Finds 


«andaH?p»te?t°fj»  m«»«-S  sacrifice 
happinessPi„^or;TnIcV:nS/rneh6;iv^^'-\honor.  Ffnd; 

PRODUCTION  HIGHLIGHTS     Th°  girI' 
Altec  Joyce,  who  was  darinct  .„/  I  Thc  Slncere  "tine  by 


(2^  E.H.  Griffith  production 

Presented  by 

St.^ggis  Pictures  Corporation 

Associated  Exhibitors 

JOHN  S.  WOODY    Presiden  t 
FOREIGN  REPRESENTATIVE  INTER.-GLOBE  EXPORT  CORR 


Robert*         ^Cr  r""'dinc  naVtu 


quencc 


en«  is  enacted  V,T'""""*"<-    This  „ 
'heir^nc  Schve„da^  ^  22=  5 

«d  ■subdue~U„e"'iF">  ThJ ,'S„V  *W 
"^hed  .o^^e 

,„Tf'  "est  performance  '°US 
•  Joyce  as  the  char™'    i    rc"dercd  bv  Al 


aSe  may 


a  Pleasant  httl,  pictur«JwMcn  a.,ds  the  uKerest'  ~  " 

^OT/OM  P/CTURE  MEWS' 


">  Jnse  LiVr.  ™  ^"tatcn  though,  ^"r- 
K  °evcr-Y'"  P^S, 

-"me";  -  ySy^as  ajJftS: 

"lories,  char. 


■seelcine  wir^  f'.-,. 
"h'  CifyElm^f"""  Nn< 
acteriraticn     i     d  "nd« 

'he  charac'o  6,  V'S  &  ieepVl'vi,'? 
ifat,  ,k  Ptoduction.  8  v"h 


Physical  Distributors 

Pathe  Exchange  Inc. 


>V  secure"'  "*  >CS^| 


ft 


TOM  MOORE 


and  EILEEN  PERjCY 

Utider  the  Rpuge 

with  MARY"  ALDEN,  JAMES  MASON 
CLAIRE  deLOB^Z  and  CHESTERCONKUN 

Produced  and  directed  by  Levis  EMoomaw 
Written  by  A.P.ifounger 


11 


Under  the  Rouge 


„  a  year  ago  Associated  ES,b"°"  "J 

Lewis  H.  Moooaw  '»  orodu'er    Now  ™» 
W  iS  offering  ' 
'"nder  ft.  cW  «B*  iS  of  an  ent.rely 

.h-  Bnnee"  is  a  story  of  the  under- 

(    it.  situations  melodramatic,  out 

,,„„  th.  familiar  type  °<  crook 

ii^J,  SET-  *  »• 

succeeded  in  developing 


jtTl  published  j*  ibii  ^gl^^-gjl 

JHy    loclng  introduced 
w    „m«  rather  involved-  This 
the  theme  becomes  rather  in 
ot  tlramatic  ctmceritranon  would 


There  'is  certainly 
is  being  swept 

dobi  uj  <"~      — -  fj.   a  waterfall,  but 

?«,  o*  »' 

falls"  and  saved  by  grasping  *  tree  ai 
•*"*    -       -    -  tones;  iQ  eoodn' 
„  noman  interest  ta< 
to,  Mr.  mU>»  .«»> 

md  make*  his  ciwit* 


Whitcy.  though 
man,  his  i  ri  end  ship 
his  de' 


W«V  ^^^^^^^ 


detect  if 


*io-r  his  young  pal 
irl  *ho  is  persecuted  will 
)eart  and  there  is  a  tremendous 
rne  where  he  gives  his  own  war 
S-s  mother  to  make  her  be lice 
*  Lead  of  while  fleeing  from 
an  unusual  and  effective  note 
.  who    instead    of  hounding 
im  at  evcr>  lum  111(1  111861 
rirS  goTtraiV  „  „„»e„t 

Th,  work  oi  the  ta„  to  lead- 

-r  Weore  and  Eileen  fercy  "* 

mel.ta  Ceraghty  as  tt.e  s  ^  ^ 
In  to  role  portrayed  ^  J1^,  delist. 
o(  a  confidence  man  ■■Miracle  Man" 

.there  is  a  suggestion  ot 


"Untie 


fa 


:  power  of  the 
It  rr^lodramatic 


'ey  who  ,s°n0"  a"d-shows  "pNvi,1," 
"■e  cirri,  if  Uh"ey  di>eov,„  '  '"e 

'»;"»st!S"'";/°fc»'pS 

bit"  c?»se  the  rrir'i  ,,'Tdf  ™ 
,h:J"°S'"«  "at  he,  l?toB*»l 


7'  ''■.■m  T*  «W    ?  * 
'"*'*m, ,°Ws--*id  th»  e"  'he         '"""eT  th.  " 


thou.?  "'hey,  fJ^J  .^d  Mf  "  °!* 

DSAU,f.f_0<"t  stir,,  ' ™  d«l„,  _V"S  titJe         . . 


a  really  big  picture,  one  we're  proud  of,  and  it's 

sold  under  a  guarantee 


Encore 

Pctureg 


Physical  Distributor  & 
Pathe  Exchange  Inc. 


Associated  Exhibitors 

JOHNS.  WOODY  President 
FOREIGN  REPRESENTATIVE  INTER-GLOBE  EXPORT  CORR 


JACK,  DEMPSEY 


AND 


ESTELLE  TAYLOR. 

(MR.o«(  MRS.  JACK  DEMPSEY) 

' '^Varihattai  Madness 

(juAtk  GEORGE  SEIGMAN,  FRANK. 
CAMPEAU,  BULL  MONTANA,  TOM 
WILSON  cun4  JANE  STARRS 


STAB4 ... 

"■'<n  J,c,  lot  iW"1*.!,  recorded, 
slaughter  1  jo^n  deaths      |  m).s. 

a>  '".here <»  a  «"  '  oi  slidiM 
Th. "  tosincss  bV  .rick  cntra""? 
<cn°u  OTP  do°'5u  o  her  mccham- 
"^ts"^  a"  'hC,  ,o  a  suspense- 
a"?  Sices  a  h»ve  the  tYm*- 
cal  4""  i  .his  »°u  h  dctn  hero 
°°  Wp    Ue  of  W  S'*" 

i"B  »ST»     "5h"  .  i»to 

wh0  65.  h is  desi«  1  ■  .  also  some 

in  J a interpolate hs  »  w  and 
comedy         he  story  .  -  to 

break  i"f  Efficiently  »mf0^uch 

arC  the  i"««W",0"«i;  that  rt 
warrant  the  ,e , 

b3d  b"  4^  *o*s  around 

°*   ,     The  surprise  ^      ase  what 
YoT,k-  J  will  *"="'  *?  ?lPlor  the  P'.°' 
«e"  vc  they  may  f«'J°re  sorpr.se 
ever  ire  "!l,„t4iiics-  l", 
«cdT,g  it  S  P"l,y  Sc^WiSl 
""office  Angle.  ••./I'Sffl^St 
B^ha^t4^^^ 
ing^ea'  1 
tiagei 
Thef^ 


"Manhattan  M»*g£,U  Taylor 

Dempsey  and     56M  fi  ;  65  ,   so  ,,, 


".-with  Ja^ 


being  "les- 
sons, w  r  hphind  sonm  *   ""several  fights  ar 

"framed tar"S  ^  J£ 

time  he  «as  trymg  ^  hmvcvcr,  that 
insincere.   ri<-  ^ 
And  so  they  marry- 


DEMPSEYFEATURE 

Ass^™  MADNESS.- 
Stars,  Jack  ?['ub,««-  Photoplay 


-o'o  c„teT„SmWo;">ooutama„ 

V'"«d  .he  l  hC.WcSt  «- 

tame  placc.    H-    ,  51  js  a  preiiy 

,ha<      sha„         'r,ends  »-  -  - 
""ring  his  slay 
Plan  a  series  of 


sofer  from  c 
"  New  York, 
enterlaii 


k.eeP  him  p„llv  er,a"»nents  lhal 
TOt  He  is  kL.mVch  on  the  qui 
found  up.a  6a„Pg  of"5"  '° 
threaten  his  pea"?  0°/j  rooks  who 

t"P  East.    I,  a„     "as  met  on  his 


harmiess 


to  he 


.iiucss    and    ;„  to  o< 

£r^^;^n^n,bf 


^.rh       suPPorted   if  ftn„ 


Physical  Distributors 

Pathe  Exchange  Inc. 


directed  by  John  McDermott 
produced  by  Fine  Arts  Pictures,  Inc. 

Associated  Exhibitors 

JOHN  S. WOODY  President 
FOREIGN  REPRESENTATIVE  INTER-GLOBE  EXPORT  CORR 


jEncore 
Picture^ 


\^xv^oldivy n  -payers 


Quality 

52 


continues  its 
record  -  breaking 
winning  -  streak 
with 


Scenario  by 
Waldemar  Yoking 


TOD 
BROWNING'S 

production  of  his  own  story  with 


Aileen  Pringle  —  Conway  Tearle 


"Director  Tod  Browning  whose 'The 
Unholy  Three'  created  such  a  sensa- 
tion scores  again  with  an  excellent 
crook  melodrama.  Good  attraction 
for  any  house." — Motion  Picture  News 

"Of  greatest  interest  is  the  disclosure 
of  the  methods  utilized  to  fake, spirit- 
ualism.  This  scene  is  intensely  inter- 
esting. Strong  drama." 

— Motion  Picture  World 

"Tod  Browning  scores  again.  Mr. 
Browning  is  now  famous  for  his  crook 
pictures  and  he  turns  them  out  fine. 
'The  Mystic'  is  good  entertainment. 
You  never  weary  of  it."— Eve.  Telegram 


"  'The  Mystic'  is  an  absorbing  film 
by  Tod  Browning  whose  'The  Un- 
holy Three'  stamps  him  as  a  master 
director.  'The  Mystic'  is  well  worth 
seeing  and  will  guarantee  you  an  en- 
tertaining, absorbing  evening." 

—  N.  Y.Qrat>hic 

"Tod  Browning  who  produced  'The 
Unholy  Three'  has  another  original 
and  stirring  production.  There  is  no 
doubt  that  it  keeps  one  enthralled 
during  its  showing.  A  fascinating 
story."  — N.Y.  Times 

"  'The  Mystic'  is  worth  seeing." 

— Eve.  Sun 


'"The  Mystic'  is  bound  to  prove  very 
popular  if  only  for  its  revelations  of 
fraudulent  tricks  employed  at  sc 
ances."  —  Eve.  World 

"An  enthralling  crook  drama  with  a 
refreshing  new  touch.  Aileen  Pring^ 
and  Conway  Tearle  feature  captivat- 
ing crook  melodrama." — N.  Y.  Mirror 
"It's  melodramatic  entertainment  by 
Tod  Browning,  the  man  who  made 
one  of  the  best  pictures  of  the  year, 
'The  Unholy  Three.'  You'll  get  a  lot 
of  fun  out  of  this  film." — Eve.  Journal 
"  'The  Mystic'  is  rattling  good  enter- 
tainment." — N.Y.  American 


Produced  by  showmen  who  have  given  you  this 
season  "The  Unholy  Three"  "Pretty  Ladies" 
"A  Slave  of  Fashion,"  "Sun-Up,"  "Never  The 
Twain  Shall  Meet"  And  that's  just  the  start! 


Member  Motion  Picture  Producers  and  Distributors  of  America,  Inc. — Will  H.  Hays,  President. 


Page  6  Exhibitors  Trade  Review 

EVERYONE— 


WILL  WANT  IT 

YOU— 

* 

CANNOT  AFFORD 
TO  BE  WITHOUT  IT 


September  21,  1925 


Page  7 


EXHIBITORS 

REVIEW 


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on  and  after  October  5 


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Name 


Co.  or  Theatre 
Address   


Page  8 


Exhibitors  Trade  Review 


THE  PICK  OF 


for 


INDEPENDENCE 


GENERAL  CHARLES  KING 

Frontier  Features 

starring 

Ben  Wilson  and  Neva  Gerber 

"Warrior  Gap,"  "Under  Fire," 
"Fort  Frayne,"  "Tonio,  Son 
of  the  Sierras,"  "A  Daugh- 
ter of  the  Sioux." 


Ready 


Secret  Service  Stories 

starring 

PEGGY  O'DAY 

"The  Thrill  Girl" 

Ready — "Peggy  of  the  Secret  Service" 


Society-Athletic  Features 
starring 

F.  SCHUMANN-HEINK 

Ready— "Hills  Aflame" 

"Youth's  Highway" 


Comedy  Dramas 
co-starring 

FORREST  TAYLOR 

and 

ANNE  BERRYMAN 


Two-Reel  Herrick 
Unique  Featurettes 

"FRAGMENTS  OF  LIFE" 

"Tales  Told  Without  Titles" 

Four  Now  Ready 


1 


Ready 


Super  Feature 

"RED  LOVE" 

starring 

John  Lowell  and 
Evangeline  Russell 


1 


Super  Special 

"THE  RED 
r  KIMONO" 

Being  Produced  by  and  With 
MRS.  WALLACE  REID 


Pictures  from  the  Novels  of 

|     JAMES  OLIVER 
'  CURWOOD 

"My  Neighbor's  Wife" 
"The  Gold  Hunters" 

K 

Ready 

1 

Lawson  Haris  Production 
LAW  or  LOYALTY" — Ready 

Episode  Serial 

BEN  WILSON  and 
NEVA  GERBER 

in 

'THE  MYSTERY  BOX" 

NOW  READY 


BETTER  PICTURES 


DAVIS  DISTRIBUT 


J.  Charles 


218  West  42nd  Street 


September  21,  1925 


Page  9 


THE  PICTURES 


for 

PROFIT 


Arabian  Nights 
Super  Special 

"TALES  OF  A  THOUSAND 

AND  ONE  NIGHTS" 


Ready 


Super  Feature 

KING  LOG" 

(Working  Title) 
from  a  story  by 

Clarence  Buddington  Kelland 

featuring 

John  Bowers,  Marguerite  de  la  Motte, 
Dan  Mason,  Allan  Hale. 

Now  Ready 


o 


Splendid 

AL  FERGUSON 
Features 

Ready — Seven  Pictures 


Super-Serial 
Nationally  Advertised  and 
Exploited 

"THE  POWER  GOD" 

starring 

Ben  Wilson  and  Neva  Gerber  episodes 
For  Fall  Release 


© 


FOR  LESS  MONEY" 


De  Luxe  Series 

starring 

MARILYN  MILLS 

and  her  intelligent  horses 

"Star"  and  "Beverly" 
fleady— "Tricks"  Next— "Three  Pals" 


Productions  Starring 

"KEN"  MAYNARD 

(acclaimed  as  the  new  star  of  Westerns) 
and  "Tarzan"  King  of  All  Horses 
Ready — "50,000  Reward,"  "Fighting 
C  o  u  r  a  g  e,"     "The  Demon 
Rider,"  "The  Haunted  Range" 


"HEY  FELLAS"! 

Kid  Komedies 
The  Doin's  and  "Disasters" 
of  Young  America 
Six  Ready — (Released  Every  Other  Week) 


"SHEIKS  and  SHEBAS" 

Comedies  of 
Flapper  Americans 

Six  Ready — (Released  Every  Other  Week) 


Single  Reel  Novelties 

"CINEMA  STARS" 

Intimate  glimpses  of  film  favorites 
— at  home,  at  work  and  at  play 

ALL  READY  NOW 


ING  DIVISION,  Inc.  If 


D 


Davis,  II,  President 


New  York.  N.  Y. 


N 

c. 


Page  10 


,tl     -7i  too*****' 


Exhibitors  Trade  Review 


appearing 
in  new  ljorl{ 
newspapers 


record  breaker 

The  Capitol 
record  breaker 
any  the  at: 
in  the  world 


^ato Mad 


igo  RighLs  Controlled  by  V 
m  Nmonal  FScrure»  Inc. 
M*duoo  Avenue  New  Mark  / 


"3iiat  national  have  the 

big  money  making  pictures. 

Members  f  Motion  Picture  Producers  aid  Distributors  of  America  Inc~Wlli  Hay6  J>nsuknt 


September  21,  1925  ©C1B667810  *    Page  11 

5BffiZ52525BEBBBS25rS625rS 


EXHIBITORS 

cfrwk  REVIEW 

9fe  &U$tM$$%pcr  of  the  fiction  fktunkukstty 

WILLARD  C.  HOWE,  Editor 

H.  K.  CRUIKSHANK,  Associate  Editor 
H.  A.  LINET,  Exploitation  Editor 

JAMES  A.  CRON,  Advertising  Manager 
H.  J.  SCHLEIER,  Business  Manager 
L.  S.  HARRIS,  Equipment  Manager 

Vol.  18  September  21,  1925  No.  18 

CONTENTS 

PICTORIAL  PRESENTATIONS 
"His  Buddy's  Wife"  Frontispiece 

HIGHLIGHTS  IN  THE  NEWS 

Underwood  Terms  James  Article  Libelous   14 

Price  Heads  Associated  Exhibitors   15 

First  National  Gets  Langdon   15 

"The  Freshman"  Shatters  Records     16 

Europe  Welcomes  Independents    16 

Bachmann  Returns  from  Coast   17 

Independent  Studio  at  Capacity   17 

"Miss  America"  a  Paramount  Star  ;   18 

Universal  to  Make  "Gulliver's  Travels"   18 

About  "Stella  Dallas"  and  "Stella  Maris"     19 

Fire  Prevention  Film    20 

No  Fall  Let-Down  at  F.  B.  O   37 

United  Artists  Joins  Film  Boards   37 

REGULAR  DEPARTMENTS 

Editorials    13 

Exploitation  Section    22 

Exhibitor  News    40 

Producton  Highlights   _.  43 

Sales  News  and  Personalities   _   44 

Big  Little  Features    45 

Box  Office  Reviews   _   47 

Equipment  News  and  Notes   _   51 

Copyright  1925  by  Exhibitors  Review  Publishing  Corporation  V 
Geo.  C.  Williams,  President;  Willard  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  Eixhibitors  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  Tower 
Of  Lies  is 
coming  soo 
n.  Victor 
Seastrom 
directed  it 
with  Norma 
Shearer  and 
Lon  Chaney. 
Remember 
thiscombina 
tion  from  He 
Who  Gets  SI 
apped.  It's  a 
Metro-Gold 
wyn-Mayer. 


^SaSEBaSgBESrSBBE^ 


e  12 


Exhibitors  Trade  Review 


Glenn  promises  his  buddy  in  the  battle  trenches  of  He  made  good  his  promise,  and  also  came  to  love  the 

France,  to.  take  care  of  his  wife,  if  anything  happened  girl,  when  his  buddy  walked  in,  very  much  alive.  What 

to  him.    His  buddy  disappeared.  "  would  you  do? 


"His  Buddy's  Wife" 

An  Associated  Exhibitors  Production 


EXHIBITORS 

CTmde  REVIEW 

( 

tyie  Business  Paper  of  the  Motion  ftcture  Industry 

Editorial 


OF  a  number  of  important  business  changes 
in  the  air,  the  sale  of  Associated  Exhibitors, 
finally  closed  this  week  after  several  prema- 
turely published  reports,  ranks  first  in  general  in- 
terest. There  is  no  question  that  Associated  has 
made  much  progress  since  it  came  under  the  gen- 
eral management  of  J.  S.  Woody,  who  has  demon- 
strated exceptional  ability  as  an  organizer  as  well 
as  a  sales  executive.  Passing  into  control  of  Os- 
car Price,  Associated  maintains  its  position  as  an 
independent  organization  and  adds  substantially  to 
its  resources.  Which  ought  to  mean  that  it  will 
be  an  increasingly  important  source  of  good 
product. 

*    *  * 

THE  rumor  of  a  Balaban  &  Katz-Famous  mer- 
ger persists  but  lacks  tangible  confirmation. 
If  it  is  a  fact,  it  is  one  of  those  deals  that  will 
justify  a  lot  of  talk  Avithout  meaning  much  in  the 
e very-day  life  of  most  exhibitors.  The  territory 
in  which  B.  &  K.  are  dominant  is  well  enough  con- 
trolled today  so  that  no  alliance  will  tighten  the 
lines  much. 

•3i& 

IT  is  not  at  all  unlikely  that  the  next  few  months 
will  see  a  general  realignment  of  theatre  inter- 
ests controlled  by  large  distributing  organiza- 
tions. Whatever  may  be  the  eventual  outcome  of 
the  Federal  Trade  Commission  investigation  and 
of  several  other  state  and  federal  investigations 
now  under  way,  it  is  becoming  steadily  more  evi- 
dent that  there  are  grave  dangers  in  the  endeavor 
to  combine  the  various  branches  of  the  business. 
It  is  not  to  be  assumed,  however,  that  any  such 
changes  as  may  come  about  to  head  off  possible 
punitive  action  will  involve  any  real  change  in  the 
underlying  situation.  Large  business  enterprises 
have  been  dissolved  in  many  instances,  by  court 
decrees  and  otherwise,  without  materially  altering 
their  status.  It  is  largely  a  matter  of  outward  ap- 
pearances. 


ONE  of  the  season's  surprises  developed  this 
week  with  the  opening  in  New  York  of  "The 
Pony  Express."  One  of  those  occasional 
films  on  which  the  public  verdict  can  be  accurately 
predicted  in  advance^  credit  is  due  James  Cruze 
for  another  knockout.  Built  around  a  stirring 
period  in  California's  history,  when  secession  from 
the  Union  was  plotting,  the  story  is  sufficiently  un- 
familiar to  most  Americans  to  have  tremendous 
suspense  value  and  the  dramatic  possibilities  have 
been  masterfully  handled.  Incidentally,  Ricardo 
Cortez  in  this  picture  provides  a  characterization 
so  unusual  and  so  well  done  as  to  merit  the  highest 
commendation.  Exhibitors  who  play  this  one  will 
be  justified  in  going  the  limit.  It's  a  money- 
maker. 

*    *  * 

f  HERE  seems  to  be  a  good  deal  of  silence  on 
J,  the  subject  of  reform  of  the  uniform  con- 
tract. Which,  perhaps,  is  due  to  the  fact  that 
the  present  contract  is  proving  rather  satisfactory  to 
the  people  who  have  the  power  to  change  it.  There 
are  indications,  however,  that  the  next  few  months 
will  see  judicial  review  of  some  of  its  provisions, 
which  will  determine  definitely  whether  or  not  it 
is  the  equitable  document  its  proponents  say  it  is. 
It  is  not  unlikely,  also,  that  the  Seider  contract  will 
have  substantial  bearing  on  the  subject,  since  it 
provides  a  basis  for  a  new  kind  of  competition 
M'herever  distributors  are  disposed  to  break  away, 
if  there  are  such. 

ife        ife  3fS" 

WE  have  with  us,  as  usual,  the  talk  of  "over- 
production."   And  Avithout  possible  ques- 
tion there  is  overproduction  of  pictures  of 
indifferent  quality.    But,  thus  far,  there  doesn't 
seem  to  be  any  considerable  surplus  of  pictures 
that  will  consistently  overcrowd  our  theatres. 


Page  14 


Exhibitors  Trade  Review 


Underwood  Terms  James 

Article  Libelous 

President  of  Dallas  Film  Board  Nails  Yarn  of  "Texas  Black  List"  in 

Denial  of  Editorial 


WG.  UNDERWOOD,  President 
•  of  the  Dallas  Film  Boards  of 
Trade  and  President  of  the  Specialty 
Film  Company  there,  has  despatched  to 
Arthur  James,  Editor  of  "Today,"  a 
letter  in  which  he  refutes  James'  edi- 
torial statement  claiming  that  the  Texas 
Board,  in  its  decisions,  has  "been 
wrong  twenty  times  over." 

"The  Texas  Black  List  is  already  no- 
torious," James  also  said.  In  his  letter 
Mr.  Underwood  points  out  that  there  is 
no  such  thing  as  a  "Texas  Black  List" 
and  that  it  presumably  exists  only  in 
James'  mind. 

Mr.  Underwood's  letter  is  reprinted 
herewith,  as  it  appeared  in  Motion  Pic- 
ture Journal,  the  regional  organ  of  the 
southwest. 

On  the  front  page  of  your  issue  No.  16  is 
carried  an  article  over  the  signature  of  Ar- 
thur James,  which  is  libelous  to  the  Film 
Board  of  Trade  and  Texas  and  of  every 
member  thereof. 


There  is  not  a  film  board  of  trade  in  the 
entire  United  States  where  the  friendly  re- 
lation exists  as  they  do  in  Texas  between 
the  exchanges  and  exhibitors.  The  only 
exhibitors  in  this  state  who  are  opposed  to 
the  Film  Board  of  Trade  are  crooks  and  are 
not  upheld  by  any  self-respecting  and  decent 
exhibitor. 

IMAGINARY  BLACK  LIST 

I  further  desire  to  refute  the  reference 
made  in  this  article  to  the  "Texas  Black 
List."  The  only  place  where  this  notorious 
black  list  exists  is  in  the  imagination  of 
Arthur  James  and  those  who  believe  his 
article.  The  writer  is  an  independent  dis- 
tributor and  has  been  all  his  life,  and  I  am 
sure  as  much  concerned  with  my  liberty  and 
right  to  be  in  business  as  any  other  inde- 
pendent distributor  in  the  country,  and  I 
wish  to  inform  you  that  since  the  inception 
of  the  Film  Board  of  Trade,  I  have  been 
president  of  the  organization  and  I  have  no 
clubs  to  wield  against  the  exhibitors  in  the 
form  of  pictures  that  they  must  have,  and  if 
what  the  articles  referred  to,  spoke  the 
truth,  the  exhibitors  of  the  State  of  Texas 
would  put  me  out  of  business,  as  they  well 
should.    The  secretary  of  the  M.  P.  T.  O. 


and  the  president  of  the  M.  P.  T.  O.  of 
Texas,  are  both  customers  of  the  Specialty 
Film  Company,  and  they  realize  better  than 
anybody  else  that  the  methods  pursued  and 
the  policies  in  effect  of  the  Dallas  Film 
Board  of  Trade  are  fair  and  upstanding,  and 
every  case  that  comes  before  the  Board  of 
Arbitration  is  settled  on  its  merits. 

EXHIBITORS  FAVORED 

When  an  exchange  files  a  claim  before  the 
Film  Board  of  Trade,  all  that  they  can  re- 
ceive from  an  exhibitor  is  what  their  con- 
tract calls  for  if  it  is  properly  written  and 
conditions  surrounding  it  are  honorable,  and 
to  show  you  the  injustice  of  the  article  refer- 
red to,  I  beg  to  inform  you  that  95  per 
cent  of  the  claims  filed  with  the  Film 
Board  of  Trade  by  exhibitors,  have  result- 
ed in  a  verdict  for  the  exhibitor.  No  hon- 
est, fair-minded  exhibitor  needs  to  dread 
coming  before  the  Board  of  Arbitration  in 
Dallas — the  only  ones  who  need  to  fear 
or  tremble,  are  crooks  and  double-cross- 
ers. 

We  are  not  disturbed  in  Texas  by  fac- 
tional fights  and  politics,  and  I  believe  that 
the  only  reason  why  Texas  was  used  in  this 
article  is  because  of  the  impression  that  by 
its  remoteness,  the  reference  to  it  might 
befuddle  some  of  your  readers.  Every 
member  of  the  Dallas  Film  Board  of  Trade, 
including  the  writer,  stands  for  a  square 
deal  for  all,  and  every  complaint  brought  by 
either  exhibitor  or  exchange  is  settled  abso- 
lutely without  fear  or  favor  to  either  the 
exchange  or  the  exhibitor. 

I  trust  with  this  information  before  you, 
which  can  be  verified  very  easily  by  inquir- 
ing to  the  office  of  the  exhibitors'  organiza- 
tion, or  to  the  editor  of  the  regional  trade 
paper,  that  you  will  offer  an  apology  in  your 
next  issue  for  the  stigma  which  you  have 
placed  on  the  fair  name  of  Texas  and  the 
Dallas  Film  Board  of  Trade. 

"No  Black  List"— 
McNeese 

"Cases  brought  before  the  Board  of  Arbi- 
tration in  Dallas  are  conducted  and  disposed 
of  in  a  fair  and  impartial  manner,"  H.  G. 
McNeese,  secretary  of  the  M.  P.  T.  O.  of 
Texas,  declared. 

"In  connection  with  my  duties  as  repre- 
sentative of  the  exhibitors,  I  have  been  active 
at  hearings  of  the  Board,"  the  secretary  said. 
"I  know  as  well  as  anyone  that  not  only  is 
the  principle  of  arbitration  strictly  adhered 
to,  but  that  tactics  of  the  Board,  all  along 
the  line,  are  conducted  on  a  high  plane." 

In  referring  to  the  "Texas  Black  List,"  Mr. 
McNeese  says  there  is  no  such  thing.  There 
have  been  cases  where  exhibitors  have  re- 
fused to  comply  with  rulings  of  the  board, 
but  these  certainly  could  not  give  rise  to  the 
statement  that  such  a  record  is  being  kept  in 
Texas. 


Yes.  Mr.  James,  There  Are  Some 
Things  We  Don't  Fall  For 

Mr.  Willard  Howe,  Editor, 
Exhibitor's  Trade  Review, 
45  West  45th  Street, 
New  York,  N.  Y. 

Dear  Mr.  Howe: 

In  the  current  issue,  you  devote  a  half  page  to  the  publication  of  a  letter 
from  Mr.  Walsh  of  Connecticut,  to  me.  This  letter  was  answered  on  July  28 
and  you  may  or  may  not  have  seen  this  answer.  In  it  I  asked  for  certain  infor- 
mation which,  up  to  date,  has  not  been  forthcoming. 

Stung  by  the  truthful  printing  of  his  stupid  blunders  in  Connecticut,  Charlie 
Pettijohn  got  hold  of  Walsh  and  undoubtedly  hornswoggled  him  into  writing  the 
letter  to  me.  Before  falling  for  a  letter  of  that  character,  I  desired  the  facts 
concerning  the  rumor  that  MOTION  PICTURES  TODAY  yas  circulated  in  an 
effort  to  injure  the  motion  picture  industry  while  the  legislation  was  pending  in 
Connecticut. 

I  asked  Walsh  for  the  name  of  any  man  who  told  him  that  MOTION 
PICTURES  TODAY  was  circulated  for  the  purpose  he  mentioned  and  I  also 
asked  him  frankly  how  he  came  to  write  the  letter  at  all. 

Either  Pettijohn  was  not  available  or  thought  best  not  to  go  into  the 
facts  of  the  matter  so  he  impressed  you  with  the  idea  that  it  would  be  a  great 
feat  of  journalism  to  display  the  letter  as  was. 

The  above  is  for  your  information  and  you  can  make  such  use  of  it  as  you 
wish  or  you  can  throw  it  in  the  waste  basket,  as  you  will  probably  desire. 
When  will  you  stop  being  a  fall  guy? 

Sincerely  yours, 

(Signed)  ARTHUR  JAMES. 

Motion  Pictures  Today. 


September  21,  1925 


Page  15 


FIRST  NATL  BAGS 

HARRY  LANGDON 

TJARRY  LANGDON,  the  comedian  whose  rise  on  the  screen  has  been  little 
AXf~i     j  meteoric,  goes  with  First  National.    Contracts  were  signed  last 

Wednesday  m  California  by  Langdon  and  Sol  Lesser  and  John  McCormick,  of 
.First  iNational.  Definite  figures  are  not  announced  but  it  is  said  the  monetary  side 
of  the  contract  is  tremendous. 

Langdon  will  make  nothing  but  feat- 
ures for  First  National.  His  contract 
with  Mack  Sennett,  tor  whom  he  has 
been  making  comedies  for  Pathe  dis- 
tribution, expires  early  in  November 
By  the  middle  of  the  month  he  will 
have  started  on  his  initial  First  Na- 
tional comedy.   He  hopes  to  have  it  on 

1926market  ^         middlC  °f  ApriI' 

The  first  series  that  Langdon  will 
make  for  First  National  consists  of 
four  feature  comedies.  It  is  thought 
that  sixteen  months  will  be  consumed 
in  their  making. 

Richard  A.  Rowland,  General  Manager  of 
Firs  National,  declares  that  the  contract 
gives  Langdon  every  opportunity  to  develop 
rns(  marvelous  comic  talents. 

"I  regard  him  as  one  of  the  greatest 
screen  comedians  and  am  confident  he  will 
have  a  big  tuture  with  First  National,"  Mr 
Kowland  said 

Langdon  is  enthusiastic  over  his  new  as- 
sociation 

Others  concerned  in  the  negotiations  which 
finally  brought  Langdon  to  First  National 
over  the  bids  of  other  companies  were  Wil- 
liam H.  Jenner  and  Jerry  Geisler,  respect- 
ively the  comedian's  business  manager  and 
attorney,  and  Blaire  Evans,  attorney  for 
First  National. 

*  *  * 

Robert  Lieber,  president  of  First  Na- 
tional Pictures  and  his  wife;  General  Man- 
ager Richard  A.  Rowland  and  Mrs.  Row- 
land, Miss  Gladys  McCracken,  a  niece  of 
the  Rowlands,  and  M.  L.  Finhelstein  of 
Minneapolis  sailed  Thursday,  September 
°n     e  Deutschland  for  Europe. 

Ihe  party  will  be  gone  about  five  weeks 

*  *  * 

J.  Charles  Davis,  2nd,  head  of  the  Davis 
Distributing  Division,  Inc.,  has  returned  to 
New  York  after  a  brief  visit  to  the  West 
^oast  Studios  of  the  producers  making 
pictures  released  through  his  company. 


Harry  Langdon,   in  His   Popular  Screen 
Character. 

"THE  MOCKING  BIRD" 

FOR  LON  CHANEY 

Announcement  was  made  by  Metro- 
Goldwyn-Mayer  officials  on  the  coast  last 
Friday  that  Lon  Chaney's  next  starring 
vehicle  would  be  "The  Mocking  Bird,"  an 
original  story  by  Tod  Browning,  who  will 
direct  the  production. 

It  was  Browning  who  made  such  a 
signal  success  of  Lon  Chaney's  latest  pro- 
duction, "The  Unholy  Three,"  a  picture 
that  has  been  unusually  successful  wher- 
ever presented. 

The  story  of  "The  Mocking  Bird"  deals 
with  the  Limehouse  district  of  London. 


Famous  Players 
B.  &  K.  Deal 

j^O  executive  of  Famous  Players- 
Lasky  is  willing  to  comment  on 
the  progress  of  the  deal  between  that 
ocmpany  and  Balaban  &  Katz,  where- 
by the  theatre  interests  of  the  two 
concerns  will  be  merged,  and  where- 
by, in  addition,  Famous  Players- 
Lasky  establishes  a  separate  corpora- 
tion to  operate  its  extensive  theatre 
holdings. 

The  deal  has  been  on  the  edge  of 
consummation  for  some  time.  Bala- 
ban &  Katz  is  the  strongest  theatre 
firm  in  the  midwest.  With  the  B.  & 
K.  theatres  in  Famous  Players-Lasky 
complete  control  of  the  motion  pic- 
ture theatrical  map  of  the  United 
Slates  would  be  extensively  revised. 


MICHAEL  L.  SIMMONS 

RETURNS  FROM  EUROPE 

Michael  L.  Simmons,  for  the  past  six 
months  acting  Exploitation  Director  of  Uni- 
versal^ London  Office,  has  completed  work 
of  a  research  nature  for  that  company  and 
returns  to  New  York  on  the  Mauretania 
on  September  18th. 

Simmons'  association  with  Universal's  for- 
eign branch  was  the  sequel  to  a  six  months' 
tour  through  Italy,  Austria,  Germany  and 
France.  In  those  countries  he  made  a  study 
of  native  showmanship  and  Incorporated  the 
best  features  of  each  in  his  work  on  behalf 
of  European,  as  the  company  there  is 
named. 

Of  outstanding  interest  is  his  establishment 
in  the  United  Kingdom  of  a  national  co-op- 
erative service  with  exhibitors,  known  as 
"Tried  and  Proved"  Exploitation  stunts,  a 
form  of  showmanship  which  had  its  origin 
as  an  editorial-  feature  in  Exhibitors  Trade 
Review. 


Oscar  Price 


Price  Heads 
Associated 


rP  HE  long  awaited  deal  by 
which  Oscar  Price  becomes 
the  head  of  Associated  Ex- 
hibitors was  consummated 
last  week  when  Price,  repre- 
senting $1,000,000  of  new 
capital,  was  elected  Presi- 
dent of  Associated  Exhibitors 
at  at  meeting  of  the  Board  of 
Directors. 

Price  succeeds  John  S. 
Woody,  who  has  been  Presi- 
dent of  Associated,  as  well  as 
General  Manager,  since  the 
resignation  of  Arthur  S.  Kane 
Price  is  authority  for  the 
statement  that  Woody  will  be 
retained  as  General  Manager, 
his  chief  duties  being  the  su- 
pervision of  sales  and  distri- 
bution, while  the  entire  or- 
ganization will  remain  intact. 

The  physical  distribution  of 
Associated  Exhibitors  pic- 
tures will  continue  to  be 
handled  by  Pathe  Exchange, 
Inc. 

Price  is  now  lining  up  a 
new  board  of  directors,  the 
names  of  which,  he  says,  will 
furnish  quite  a  surprise  to  the 
industry. 

Price  has  been  in  close 
touch  with  Associated  for 
some  time  and  the  consum- 
mation of  the  deal  has  long 
been  anticipated.  He  con- 
trols the  rights  to  all  old  Tri- 
angle stories,  several  of 
which  have  been  screened  by 
Associated^  producers. 


Page  16 


Exhibitors  Trade  Review 


Mrs.  Sessions 
Off  For  Europe 

ANNA  H.  SESSIONS  has  left  these 
shores  to  join  J.  A.  Koerpel,  European 
director  general  of  First  National  Pictures. 
She  will  act  as  his  assistant  and  will  have 
charge  of  the  general  sales  and  promotion 
work  of  foreign  bookings. 

Mrs.  Sessions  has  been  for  a  number  of 
years  actively  engaged  in  film  work,  but 
this  is  her  first  venture  _into  the  foreign 
field  and  one  of  the  first  few  such  assign- 
ments for  a  woman  in  the  film  industry. 
She  was  for  several  years  manager  and 
finally  district  manager  for  the  Producers 
Distributing  Company  in  their  New  Or- 
leans and  Atlanta  offices,  and  prior  to  that, 
in  the  same  capacity  for  the  World  Film 
Company. 

Mrs.  Sessions  carries  a  passport  which  is 
intended  to  take  her  into  ten  different 
countries  covered  by  the  Central  European 
division. 


"Freshman"  Shatters 
Nation-Wide  Records 

PRE-RELEASE  runs  on  "The  Freshman,"  Harold  Lloyd's  latest  Pathe  fea- 
ture, in  large,  small  and  medium  size  cities  where  all  previous  box-office  rec- 
ords have  been  shattered  establish  this  film  as  one  of  the  world's  greatest  box- 
office  attractions. 

At  Grauman's  Million  Dollar  Theatre  the  picture  has  exceeded  the  most  opti- 
mistic anticipations.  In  a  wire  to  the  home-office  of  Pathe,  Manager  Wessling 
of  the  Los  Angeles  Branch  stated: 


"Yesterday  Labor  Day  Freshman  broke  all 
records  in  history  of  Grauman  Million  Dol- 
lar Theatre.  At  times  crowd  lined  up  five 
abreast  for  one  solid  block.  Management 
astounded  at  results.  Whole  town  talking 
Freshman.  Looks  like  second  week  will  ex- 
ceed first." 

Proof  that  Branch  Manager  Wessling  was 
correct  in  his  estimate,  is  presented  in  the 
following  wire : 

"Second  week's  gross  Freshman  Grau- 
man's Million  Dollar  exceeded  first  week, 
Picture  still  going  over  big.  Whole  town 
talking  about  Freshman  which  is  positively 
without  fear  of  contradiction  Lloyd's  great- 
est achievement." 

At  the  Eastman  Theatre  in  Rochester,  N. 
Y.,  the  Harold  Lloyd  feature  comedy  topped 
all  previous  business  in  the  history  of  the 
house,  where  it  opened  on  Sunday.  An  en- 
thusiastic wire  from  Manager  Eric  T.  Clarke 
of  the  Eastman  tells  the  story. 

"  'The  Freshman'  opened  yesterday  to  the 
biggest  business  in  our  history  and  estab- 
lished a  still  higher  record  today.  You  are 
to  be  congratulated  on  this  production  which 
is  the  finest  feature  comedy  we  have  ever 
seen." 

The  above  are  typical  of  the  instances 
where  "The  Freshman"  is  shattering  box- 
office  records.  It  will  be  recalled  that  after 
crowding  the  immense  Ocean  Grove,  N.  J., 
Auditorium,  with  its  9,000  seating  capacity 
for  an  entire  week,  popular  demand  brought 
"The  Freshman''  back  to  this  territory  for 
another  week's  engagement  at  the  Ocean 
Theatre  in  Asbury  Park. 

"The  Freshman"  has  just  completed  a  two- 
day  engagement  at  a  little  summer  town 
called  Oak  Bluffs,  Mass.,  and  the  gross  was 
greater  than  all  the  five  previous  Lloyds  com- 
bined. Another  two-day  engagement  in  a 
little  town  called  Wolfboro,  N.  H.,  again 
resulted  in  gross  receipts  surpassing  those  on 
the  five  previous  Lloyd  comedies  combined. 

September  20th  is  the  national  release  date 


for  "The  Freshman"  and  on  that  day  it  will 
have  its  New  York  premiere  at  B.  S.  Moss' 
new  Colony  Theatre  on  Broadway  and  in 
hundreds  of  other  theatres  throughout  the 
country. 


"Shore  Leave"  Too 

First  National's  new  Richard  Barthelmess 
picture,  "Shore  Leave,"  made  by  Inspiration 
Pictures  from  Hubert  Osborne's  play  in 
which  David  Belasco  presented  Frances 
Starr,  is  proving  another  box-office  hit  of 
the  season.  It  is  passing  some  of  the  big 
records  made  by  the  star  in  "Classmates." 

At  Loew's  Warfield  Theatre  in  San  Fran- 
cisco, it  broke  all  records  established  by  any 
picture  in  any  San  Francisco  picture  house 
for  a  seven  day  showing. 

The  previous  record  for  receipts  at  Loew's 
Warfield  was  held  by  "Classmates,"  a  rec- 
ord which  all  subsequent  photoplays  shown 
in  San  Francisco  have  been  trying  in  vain 
to  surpass. 

At  the  Leland  Theatre  in  Albany,  N.  Y., 
"Shore  Leave"  broke  the  previous  high  rec- 
ord of  the  house,  held  by  "The  Sea  Hawk." 
All  San  Diego  motion  picture  records  were 
shattered  by  it. 


And  "Graustark" 

Major  Edward  Bowes,  Managing  Director 
of  the  Capitol  Theatre,  announces  that  the 
Norma  Talmadge  production  of  George  Barr 
McCutcheon's  famous  novel,  "Graustark" 
broke  all  previous  box  office  records  at  the 
close  of  its  first  week's  run.  It  brought  in 
$72,075.30 ;  for  the  first  week's  receipts  which 
established  a  new  high  record  for  the  Capi- 
tol. 


EUROPE  WELCOMES 
INDEPENDENT  FILMS 

Leeper  of  Richmount  Finds  For- 
eign Doors  Open  to  Product 

Dwight  C.  Leeper,  Vice  President  of 
Richmount  Pictures  and  associated  with 
Harry  J.  Brown  in  the  production  of  Reed 
Howes  and  Billy  Sullivan  Pictures  for  Ray- 
art  Pictures,  has  returned  from  a  tour  of 
the  principal  cities  of  Continental  Europe. 

Mr  Leeper  was  especially  enthusiastic 
over  the  outlook  in  the  countries  visited, 
which  includes  England,  France,  Belgium, 
Germany  and  Switzerland. 

"Every  place  I  went,'"  stated  Mr.  Leeper, 
"I  found  the  American  picture  the  popular 
entertainment  of  the  country.  I  was  elated 
to  find  our  product  playing  in  Paris,  Lon- 
don Berlin  and  other  principal  cities  that 
I  visited  and  Reed  Howes  seems  to  be  gain- 
ing popular  favor  in  these  foreign  countries 
the  same  as  here." 

"In  England  I  find  that  the  American  pic- 
ture is  especially  strong  and  the  independent 
picture  is  getting  an  even  better  break  in 
that  country  than  here.  In.  France  I  find 
the  Independent  picture  rapidly  finding  its 
place  in  that  market,  while  Germany,  which 
has  been  backward  due  to  financial  and  war 
conditions,  is  now  coming  to  the  front  and 
the  Independent  picture  is  being  sought  by 
the  representative  buyers."  . 

"Summing  up  my  opinion  as  gamed  from 
the  different  sources,  I  believe  that  in  the 
coming  season  the  Independent  distributors 
agoing  to  find  a  more  ready  market  abroad 
than  at  any  time  in  years  past  ti 

Mr.  Leeper  spent  a  couple  of  vacation 
weeks  at  Deauville  and  Monte  Carlo.  He 
will  leave  early  in  October  for  the  Coast  to 
eo  over  with  Mr.  Brown  and  Mr.  Johnston, 
Present  of  Rayart,  plans  for  forthcoming 

PtnU1a°rTy  production  to  be  started  by 
Messrs.  Brown  and  Leeper  will  be  Th ^  Be- 
loved Pawn,"  from  the  novel  of  that  name 
by  Harold  Titus. 

*   *  * 

PATHE'S  "WILD  WEST" 

IN  FEATURE  FORM 

To  meet  the  demand  for  good  Western 
features  and  in  view  of  their  success  with 
feature  versions  of  such  serials  as  'Into .the 
Net"  "The  Way  of  a  Man"  and  'The ^For- 
tieth Door!"  PaAe  will  offer  "Wikl  West" 
the  latest  serial,  as  a  different  kind  of  West- 
ern feature  in  six  reels.  . 

"Wild  West,"  feature  version,  is  said  to 
offer  one  of  the  most  thrilling  and  spectacu- 
lar Westerns  on  the  market  The  story  com- 
bines all  the  elements  of  a  Western  with  the 
additional  appeal  of  the  circus  big-top  and 
the  honest-to-goodness  Wild  West  Show. 

Clara  Kimball  Young 
A  Bit  Peeved 

Kansas  City,  Mo.,  Sept.  17.— "And 
they  think  it  incongruous  if  a  wo- 
man who  has  been  in  pictures  tor 
ten  or  twelve  years  plays  anything 
else  but  'mother'  parts  in  a  white 
wig  and  a  fichu!" 

That  was  the  outburst  ot  Clara 
Kimball  Young  in  Kansas  City  this 
week.  Miss  Young,  who  celebrated 
her  thirty-fifth  birthday  Monday,  said 
there  no  longer  remained  any  doubt 
about  her  statement  that  she  was 
"through"  -with  the  screen. 


Page  17 


Clara  Bow  and 
Donald  Keith, 

Young  Principals 
of  Schulberg's 

"The  Plastic  Age" 


achmann  Back  East, 
Lauds  "Plastic  Age" 

AFTER  a  three  weeks  stay  on  the  coast  where  he  discussed  production  details 
with  B.  P.  Schulberg,  J.  G.  Bachmann,  General  Manager  of  Distribution 
of  the  Schulberg  Productions,  has  returned  to  New  York.  During  his  stay  in 
Hollywood,  Bachmann  screened  Wesley  Ruggles'  production  of  "The  Plastic 
Age,"  film  version  of  Percy  Marks'  novel  of  youth  in  a  college  background.  This 
picture  is  considered  to  be  the  finest  picture  ever  turned  out  by  the  Schulberg 
organization,  according  to  Bachmann. 


September  21,  1925 


Independent  Studio 
Works  at  Capacity 

Fourteen  Units  Crowding  Big 
California  Plant 

Fall  production  work  now  in  progress  in 
the  California  Studios  indicates  that  the  In- 
dependent producers  contemplate  no  let  up 
in  their  schedules.  Rather  it  shows  that 
many  of  them  have  increased  their  produc- 
tion programs.  Fourteen  units  are  now 
working  or  are  assembling  casts  prepara- 
tory to  starting.  Jack  Mintz,  studio  mana- 
ger, states  that  the  Fall  season  gives  every 
indication  of  being  one  of  the  busiest  in  the 
history  of  motion  pictures,  as  far  as  his 
studio  is  concerned.  To  prepare  for  this  ex- 
pected rush  Mintz,  since  the  first  of  Au- 
gust, has  installed  eighteen  new  sets. 

J.  P.  McGowan  has  started  work  on  "Ter- 
ror," a  western,  starring  Al  Hoxie.  Mc- 
Gowan has  arranged  to  produce  eight  West- 
erns. 

Harry  Joe  Brown  is  directing  Billy  Sulli- 
van in  "Broadway  Billy"  at  the  California. 
Virginia  Brown  Faire  has  the  lead  opposite 
Sullivan.  "Broadway  Billy"  was  written  by 
Henry  Roberts  Simon.  Upon  the  comple- 
tion of  this  picture  Brown  will  start  work 
on  "Racing  Romance,"  starring  Reed 
Howes. 

John  Ince,  who  is  making  a  total  of  twelve 
pictures  at  the  California,  is  assembling  his 
cast  for  his  next.  A  few  days  ago  he  fin- 
ished "The  Big  Adventure"  with  Herbert 
Rawlinson  and  Grace  Darmond  in  the  lead- 
ing roles,  supported  by  Vola  Vale,  John 
Darby,  James  Gordon  and  Carlton  Griffin. 

New  Unit 

The  Yaconelli  brothers,  who  were  former- 
ly with  Larry  Semon  and  who  recently 
formed  their  own  production  unit,  have 
started  work  on  "Keep  Going,"  a  comedy 
drama.  Ed  Luddy  wrote  the  story  and  will 
direct.  Earl  Douglas  will  be  the  star  with 
Duane  Thompson  as  the  feminine  lead.  Al 
Christie  has  specially  loaned  Miss  Thompson 
for  the  picture.  Henry  Barrows,  Melbourne 
McDowell  and  Tom  O'Brien  are  in  the  cast. 

Bob  Dillon  is  directing  a  serial,  "Flame 
Fighters,"  which  he  wrote  in  collaboration 
with  George  Blaisdell.  It  will  have  ten  epi- 
sodes. William  H.  Duffy  is  the  production 
manager.  Herbert  Rawlinson  and  Brenda 
Lane  have  the  leads. 

The  Sierra  Productions  also  are  making 
a  serial,  "Missing  Millions,"  with  William 
Fairbanks  and  Vivian  Rich  in  the  leads,  sup- 
ported by  Bull  Montana  and  William 
Lowry.  Alvin  J.  Neitz,  who  wrote  the  story, 
is  directing. 

The  Standard  Productions  of  which  Fred 
Tefferson  is  director,  Miss  T.  I.  Daniels,  pro- 
duction manager  and  Ray  Garon^  camera 
man,  are  producing  "Screen  Smiles,"  a  series 
of  illustrated  jokes  with  famous  stars  inter- 
preting them.  In  the  first  series,  which  is 
now  being  made,  Wanda  Hawley,  Pauline 
Garon,  Gladys  Brockwell,  Margaret  De  La 
Mott,  Carmel  Meyers,  John  Bowers  and 
little  Phelma  Dell  Andrews  appear. 

Bill  Russell  has  just  completed  "Big  Pal" 
and  is  preparing  to  begin  another.  The  Her- 
cules Productions  have  completed  interiors 
there  for  a  big  sea  story  and  are  now  on  the 
Pacific  Ocean  taking  exteriors,  Samuel  H. 
Bischoff  is  producing  the  H.  C.  Witmer 
"Classics  in  Slang,"  featuring  Charles  De- 
laney,  Eddie  Phillips  and  Charlotte  Mor- 
gan; the  Biff  Thrill  and  the  Gold  Medal 
comedies.  Billy  Moon,  the  comedian,  has 
established  headquarters  at  the  studio  and 
will  start  a  comedy  presently. 


Eve  Unsell  and  Frederika  Sagor,  who  pur- 
chased the  novel  for  the  Universal  company, 
and  later  re-sold  to  Schulberg,  spent  months 
of  preparation  on  the  script,  and  the  produc- 
tion as  turned  out  with  Clara  Bow  and  Don- 
ald Keith  in  the  leads,  is  said  to  be  a  picture 
that  censors  will  find  no  objections  to  whatso- 
ever, despite  the  original  objections  to  its 
production  by  the  Hays  office. 

Sign  Wellman 

Bachmann  said  that  William  A.  Wellman 
has  been  signed  to  a  long  term  contract  to 
direct  pictures  for  B.  P.  Schulberg.  Well- 
man  comes  from  '  Metro-Goldwyn-Mayer, 
where  he  recently  worked  on  the  film  "I'll 
Tell  the  World,"  adapted  from  the  story, 
"Don  Quixote,  Jr."  His  first  picture  under 
the  new  contract  has  not  yet  been  assigned. 

Gasnier  has  completed  his  current  Pre- 
ferred Picture,  "The  Other  Woman's  Story," 
and  before  Bachmann  left  for  the  East,  two 
more  productions  were  put  into  work ;  one, 
"Horses  and  Women,"  a  screen  version  of 
"The  Biography  of  a  Race  Horse,"  by  L. 
B.  Yates,  which  ran  in  the  Saturday  Evening 
Post.  The  other  is  "Lew  Tyler's  Wives,"  by 
Wallace  Irwin.  This  story  is  being  adapted 
to  the  screen  by  Lois  Hutchinson,  who  pre- 
pared the  script  for  "The  Girl  Who 
Wouldn't  Work,"  the  Marcel  De  Sano  pic- 
ture which  caused  such  wide-spread  com- 
ment. . 

De  Sano,  who  was  released  by  Schulberg 
from  his  optional  contract  to  produce  four 
pictures,  has  retired  temporarily  because  of 
ill-health.  He  will  be  away  for  about  six 
months  before  beginning  work  again.  "The 
Girl  Who  Wouldn't  Work"  goes  into  the 
Broadway  Theatre  beginning  week  of  Sep- 
tember 20th. 

Current  Productions  Released 

Two  Preferred  Pictures  which  are  being 
released  in  September  are  "With  This  Ring," 
an  adventure  romance  and  "Free  to  Love," 
a  rapid  action  melodrama.  "With  This 
Ring"  is  based  upon  Fanny  Heaslip's  Lea's 
Saturday  Evening  Post  story  and  was  adapt- 
ed by  Douglas  Doty.  Fred  C.  Windemere 
directed  and  the  cast  includes  Alyce  Mills, 


Lou  Tellegen,  Forrest  Stanley,  Donald 
Keith,  Jean  Standing,  Martha  Mattox,  Eu- 
lalie  Jensen  and  Dick  Sutherland. 

"Free  to  Love"  is  from  Adele  Buffington's 
story  which  Frank  O'Connor  directed.  Clara 
Bow  and  Donald  Keith  are  featured  and 
they  are  supported  by  Raymond  McKee,  Hal- 
lam  Cooley,  Winter  Hall  and  Charles  Mailes. 

The  balance  of  the  season's  productions 
yet  to  come  include,  "The  Worst  Woman," 
"Exclusive  Rights,"  "The  Lawful  Cheater," 
"Studies  in  Wives,"  "Eden's  Fruit,"  "Shen- 
andoah," "Shameful  Behavior,"  "Shop- 
worn," "His  New  York  Wife,"  and  "The 
Aristocrat." 

"LIEBER  MONTH" 

WELL  RECEIVED 

E.  A.  Eschmann,  who  announced  "Lieber 
Month"  drive  to  his  branch  and  district  man- 
agers at  the  First  National  Sales  Convention 
held  in  New  York  late  in  August,  has  re- 
ceived from  them  since  their  return  to  the 
field,  telegrams  and  letters  telling  of  the 
enthusiasm  with  which  their  salesmen  and 
office  forces  received  the  anouncement  and 
their  determination  to  show  by  the  biggest 
sales  results  ever  obtained  in  a  drive  their 
admiration  for  President  Lieber  as  a  man 
and  as  the  head  of  the  organization. 

The  managers  express  their  confidence 
that  the  sales  of  First  National  product  dur- 
ing Lieber  Month  will  surpass  the  record- 
breaking  results  obtained  during  the  Esch- 
mann Month  drive  last  autumn. 

*    *  * 

"FAINT  PERFUME"  A  PLAY 

A  reversal  in  presenting  dramatic  ma- 
terial to  the  public  is  seen  in  the  announce- 
ment that  an  elaborate  stage  version  of 
"Faint  Perfume"  will  open  in  New  York 
next  month,  with  Brock  Pemberton  fostering 
it.  The  Preferred  Picture,  "Faint  Perfume," 
is  a  current  release  from  B.  P.  Schulberg 
Productions.  Alyce  Mills,  William  Powell, 
Seena  Owen,  Mary  Alden,  Russell  Simpson 
and  Betty  Francisco  are  the  featured  play- 
ers, with  Gasnier  as  director. 


Page  18 


Exhib  itors  Trade  Review 


"Gullivers  Travels" 
From  Universal 

Company's  Most  Ambitious  Ef- 
fort To  Be  Swift's  Satirical 
Work 


"Miss  America"  Gets 
Paramount  Contract 

y  AMOUS  PLAYERS-LASKY  is  to  catapult  still  another  unknown  from  ob- 
A  scurity  to  potential  stardom.  This  time  it  is  Miss  California,  otherwise  Fay 
Lamphier,  last  week  chosen  Miss  America,  in  the  Atlantic  City  Beauty  Pageant. 

Miss  Lamphier's  name  was  on  the  front  pages  for  a  day  due  to  her  coup.  Ordi- 
narily she  might  disappear  from  the  public  eye  after  that.  But  Jesse  L.  Lasky, 
vice-president  of  Famous  Players-Lasky,  has  decreed  otherwise.  He  has  signed 
her  to  a  Paramount  contract  and  predicts  that  in  a  year  she  will  be  on?  of  the 
most  famous  beauties  in  America. 


Miss  Lamphier  will  play  the  title  role  in 
Paramount's  "The  American  Venus,"  which 
Frank  Tuttle  is  directing.  Not  only  did  she 
win  the  Miss  America  honor,  but,  prior  to 
that  announcement,  she  had  won  the  Ameri- 
can Venus  contest  instituted  by  Paramount 
to  determine  the  star  of  the  picture. 

Mr.  Lasky  is  full  of  enthusiasm  over  his 
new  star. 

"I  went  to  Atlantic  City  last  Friday  to 
see  what  it  was  all  about  and  to  have  a  look 
at  the  annual  rolling  chair  parade,"  he  said. 

"On  the  Boardwalk  that  afternoon  I  spe- 
cially noticed  Miss  California  because  she 
is  from  my  home  state.  I  had  never  seen 
her  before  but  I  was  impressed  by  her  un- 
usually wholesome  good  looks. 

"I  happened  to  be  sitting  on  the  grand- 
stand just  below  the  stand  where  eleven 
cameramen  were  working  and  I  heard  Roy- 
Hunt,  the  head  cameraman  with  the  Frank 
Tuttle  unit  which  was  photographing  "The 
American  Venus"  exclaim,  "There  is  the 
prettiest  girl  in  the  whole  batch.' 

"At  that  time  no  prizes  had  been  awarded 
and  no  selection  had  been  made  of  any  of 
the  beauties.  We  had  a  committee  con- 
sisting of  three  men,  Frank  Tuttle,  the 
director  of  the  picture  'The  American 
Venus,'  Larry  Hitt,  art  director,  and  Ar- 
mand  T.  Nichols,  director  general  of  the 
pageant,  who  were  to  choose  from  among 
the  sixty-four  beauties  one  girl  to  have  the 
title  part  in  our  picture  and  who  would  win 
the  American  Venus  trophy  modeled  by 
Miss  Helene  Sardeau. 

"A  separate  committee  of  fifteen  judges 
seated  on  the  grandstand  several  blocks 
away  on  the  Boardwalk  were  studying  the 
girls  with  the  idea  of  selecting  Miss 
America. 

Two  Sets  of  Judges 

"Late  that  afternoon  these  fifteen  judges 
dropped  into  a  sealed  ballot  box  their  can- 
didates for  the  Miss  America  award. 

"Off  in  a  room  at  another  hotel,  three 
judges  for  the  American  Venus  award  com- 
pared notes  and  agreed  upon  Miss  Fay 
Lamphier. 

"That  night  we  all  .went  to  the  Million 
Dollar  Pier  where  5,000  people  sat  in  hushed 
expectancy  awaiting  the  award  that  would 
make  one  of  the  sixty-four  inter-city  beau- 
ties the  queen  of  all  the  beauties  in 
America. 

"I  was  delighted  when  Miss  Alice  Anne 
Alcorn,  styled  'the  world's  most  beautifully 
formed  girl,'  who  will  appear  as  Miss 
Greentown  in  'The  American  Venus,'  came 
to  the  judges'  stand  and  presented  the 
American  Venus  trophy  to  Miss  Fay  Lam- 
phier, entered  as  Miss  California  in  the 
competition. 

"Half  an  hour  later  Miss  Atlantic  City 
struck  a  golden  hatchet  on  a  golden  apple 
and  broke  the  ballot  box  which  contained 
the  decisions  of  the  fifteen  judges. 

"One  by  one  these  names  were  read  over 
by  the  director  of  the  judges,  Mr.  Louis  St. 
John.  There  was  drama  and  suspense  as 
he  read  first  Miss  California,  then  Miss 
Los  Angeles,  then  Miss  California  and  again 
Miss  Los  Angeles.  But  after  that  there 
came  five  consecutive  votes  for  Miss  Cali- 
fornia and  I  knew  then  that  the  judges 
had  chosen  the  same  girl  for  their  grand 
award  as  our  committee  of  three  judges 
had  selected  for  the  title  role  in  'The 
American  Venus.' 

Old  Fashioned  Girl 

"I  think  fate  must  have  had  a  hand  in 
this  whole  matter  because  this  Fay  Lam- 
phier is  a  delightful  example  of  the  old 
fashioned  girl  who  is  coming  back  in 
vogue.  She  has  neither  a  boyish  bob  nor 
a  boyish  figure.  She  has  long  golden  nat- 
urally curly  hair  and  flowing  curves.  She 


Ernest  Torrence,  as  King  Neptune  with 
"Miss  America." 


weighs  138  pounds  which  two  years  ago 
would  have  been  considered  obese.  She  is, 
in  fact,  the  modern  American  Venus,  not 
as  plump  as  the  Venus  de  Milo  but  refined 
by  our  modern  standards  into  a  very  per- 
sonable and  charming  American  woman. 

"I  am  very  proud  indeed  to  be  able  to 
present  in  the  title  role  of  'The  American 
Venus'  a  young  woman  who  represents  the 
best  ideals  of  American  womanhood. 

"I  make  the  prediction  that  Miss  Fay 
Lamphier  will  set  a  new  style  in  beauty 
for  young  women.  It  is  our  business  to 
forecast  in  a  motion  picture  not  only  styles 
in  head  dress  as  we  have  done  in  the 
recent  Gloria  Swanson  picture,  not  only 
styles  in  smart  apparel  as  we  do  in  every 
society  drama  issued  from  our  studios,  but 
also  styles  in  personal  beauty. 

Supporting  Cast 

"She  will  be  seen  on  the  screen  as  Miss 
Alabama  in  competition  with  Miss  Center- 
ville,  played  by  Esther  Ralston.  Associated 
with  them  in  the  playing  of  a  dramatic 
story  by  Townsend  Martin  will  be  a 
cast  consisting  of  Larry  Gray,  who  is  play- 
ing opposite  Gloria  Swanson  in  'Stage 
Struck;'  Raymond  Hatton,  Ford  Sterling, 
Kenneth  MacKenna,  Olive  Anne  Alcorn  and 
Louise  Brooks  of  the  Ziegfeld  Follies, 
who  will  appear  as  Miss  Bayport. 

"In  every  city  where  a  Paramount  Ex- 
change is  located  a  reproduction  of  the 
American  Venus  trophy  will  be  awarded  In 
a  local  competition  of  beautiful  girls,  to  be 
known  as  the  American  Venus  of  Chicago, 
the  American  Venus  of  Omaha,  the  -Ameri 
can  Venus  of  Denver,  and  so  on.  We  are 
also  making  plans  to  arrange  in  all  large 
cities  at  which  this  trophy  will  be  pre- 
sented, the  American  Venus  Ball,  part  of 
the  proceeds  of  which  will  be  given  to 
charity." 

$  sis.. 

St.  Clair  Returns 

Malcolm  St.  Clair,  young  Paramount  di- 
rector, returned  to  Hollywood  after  three 
weeks  in  New  York  during  which  he  held  a 
series  of  conferences  with  Carl  Van  Vechten 
on  the  filming  of  "The  Tattooed  Countess," 
Pola  Negri's  next  starring  production. 

Pierre  Collings,  who  is  adapting  Mr.  Van 
Vechten's  novel  for  the  screen,  accompanied 
St.  Clair  on  the  trip. 


Universal  Pictures  will  make  a  Super 
Jewel  production  of  the  famous  book 
"Gulliver's  Travels,"  written  by  the 
master  English  satirist,  Jonathan  Swift, 
in  1726. 

The  decision  to  go  ahead  with  this 
production  has  just  been  made  by  Carl 
Laemmle,  president  of  Universal,  after 
long  consideration.  He  cabled  from 
Europe  this  week  to  start  production. 

Nothing  like  "Gulliver's  Travels"  has  ever 
been  attempted  for  the  screen.  It  will  be  a 
combination  of  gigantic  sets,  unheard  of 
casts,  and  trick  photography  of  the  most 
elaborate  kind. 

"Gulliver's  Travels"  is  composed  of  four 
different  sections.  .  It  is  not  yet  known 
whether  Universal  will  embrace  all  four  sec- 
tions in  its  master-piece.  These  sections  in- 
clude, (1)  Gulliver's  visit  to  Lilliputia,  where 
the  inhabitants  are  but  a  few  inches  in 
height,  (2)  his  visit  to  Brodingag,  where 
he  is  thrown  with  giants,  (3)  his  experi- 
ences in  Laputa,  an  island  city  and  fortress 
that  floats  in  the  air,  and  (4)  his  trip  to 
Houyhnhnm  the  realm  of  the  intelligent 
horses. 

Swift  wrote  these  stories  as  satire  of  the 
most  mordant  kind.  In  the  Lilliputian  se- 
quence he  parodied  the  various  countries  of 
Europe.  In  the  Brobdingagian  sequence  he 
reduced  mankind  to  its  natural  insignificance. 
In  the  Laputa  sequence  he  ridicules  philos- 
ophers. In  the  Houyhnhnm  sequence  he 
snowed  up  the  animal  nature  of  human  be- 
ings. 

Despite  their  satirical  vein,  these  four  stor- 
ies are  marvelous  adventure  stories  which  not 
only  appeal  to  grown-ups,  but  to  youngsters 
of  all  ages.  The  marvels  which  happen  are 
realistic  fairy  stories,  and  Gulliver  becomes  a 
super-adventurer. 

It  is  this  phase  of  the  book  which  will  be 
'  of  intense  value  as  screen  material.  It  will 
call  for  the  combined  artistic  and  inventive 
genius  of  Universal's  entire  corps  of  studio 
experts ;  scenarists,  technicians  and  directorial 
chiefs,  to  build  this  story  into  a  picture, 

No  idea  of  the  cost  of  such  a  production 
can  be  made  yet,  but  indications  point  to  the 
dwarfing  of  such  costly  pictures  as  "The 
Hunchback  of  Notre  Dame"  and  "The  Phan- 
tom of  the  Opera." 


OUR  DATE  LINE 

DUE  to  the  fact  that  Exhibitors 
Daily  Review  will  shortly  make  its 
appearance,  Exhibitors  Trade  Review, 
which  has  previously  been  dated  a 
week  ahead  of  publication  day,  will, 
with  the  next  issue,  carry  the  date 
line  of  the  day  that  it  is  published. 
In  order  to  facilitate  this  change  this 
week's  issue  bears  the  date  September 
21.  Following  this  week,  then,  there 
will  be  no  discrepancy  between  day 
and  date  of  the  issue. 


September  21,  1925 


Page  19 


NOT  THE  SAME  PICTURE 


A  Samuel  Goldwyn 
Production 

A  FTER  months  of  actual  film- 
ing,  with  the  exposure  of  over 
fifty  reels  of  negative,  the  Henry 
King  production  for  Samuel  Gold- 
wyn of  "Stella  Dallas"  has  been 
completed.  The  story  is  taken 
from  the  novel  of  Mrs.  Oliver 
Higgins  Prouty.  During  the  next 
few  weeks,  the  picture  will  be 
ed  ted  and  previewed  in  different 
theatres  on  the  Coast,  in  order  to 
secure  first-hand  audience  reac- 
tions before  putting  the  picture 
into  general  release  through  United 
Artists. 

The  selection  of  Henry  King  as 
director  came  after  most  of  the 
directorial  talent  in  the  industry 
had  been  considered.  Mr.  Gold- 
wyn's  final  decision  was  deter- 
mined by  Mr.  King  himself,  who, 
after  reading  the  novel,  asked  Mr. 
Goldwyn  to  be  given  the  oppor- 
tunity to  translate  "Stella  Dallas" 
from  story  to  picture. 

After  twenty-two  candidates 
had  been  considered  for  the  name 
roll,  the  part  of  Stella  Dallas  was 
awarded  to  Belle  Bennett.  Ron- 
ald Colman  was  chosen  to  play  the 
romantic  role  of  Stephen  Dallas, 
Alice  Joyce,  the  dignified  and  re- 
fined role  of  Mrs.  Morrison ;  Jean  Hersholt,  the  character  part  of 
Ed  Munn,  the  ridingmaster ;  Lois  Moran  is  Laurel  to  the  life,  and 
Douglas  Fairbanks,  Jr.,  cast  as  young  Grovesnor,  the  juvenile 
lead.  Francis  Marion  devoted  four  months  to  the  writing  of  the 
script.  Mr.  Goldwyn  will  personally  bring  the  print  of  "Stella 
Dallas"  from  Hollywood  to  New  York  some  time  in  October. 


"STELLA  DALLAS" 


Personalities  concerned  in  the  making  of    Stella  Dallas. 
(Standing)  Samuel  Goldwyn,  Ronald  Colman,  Alice  Joyce, 
Douglas  Fairbanks,  Jr.,  Jean  Hersholt.  (Seated)  Belle  Ben- 
nett, Henry  King  and  Lois  Moran. 


For 

United  Artists  Release 

Synopsis  of  "Stella 
Dallas" 

Disappointed  in  love,  Ste- 
phen Dallas  meets  and  marries 
Stella  Martin.  He  is  unable  to  give 
his  wife  the  veneer  of  refinement 
which  she  lacks,  and  she  shows  a 
preference  for  Ed  Munn,  a  flashy 
ridingmaster.  A  child  is  born  to 
Dallas  and  soon  after  finds  his 
wife  consorting  with  Munn  in 
his  own  home.  Dallas  insists  upon 
a  separation  but  permits  Stella  to 
keep  the  child.  He  leaves  for  New 
York,  there  meeting  his  forme- 
sweetheart,  Helen  Morrison,  now  a 
widow. 

Laurel,  the  daughter,  reaches  her 
tenth  birthday,  the  recipient  of  ev- 
ery advantage  her  mother  is  able 
to  lavish  upon  her,  but  because  of 
Stella's  friendship  for  Munn  dur- 
ing the  succeeding  years,  Laurel 
suffers  humiliation  and  is  finally 
expelled  from  fashionable  schools. 

Laurel  meets  a  young  collegian 
at  the  Morrison  home,  and  a  case 
of  puppy  love  follows.  Stella,  be- 
lieving herself  a  handicap  to  Laurel' 
visits  Helen  Morrison,  requesting 
her  to  take  the  girl.  Laurel  dis- 
covers the  ruse  and  returns  to  her  mother,  who  contemplates  sui- 
cide, but  decides  to  marry  Munn.  She  informs  Laurel  of  her  love 
for  the  ridingmaster  and  the  girl  returns  to  her  father's  home  and 
to  the  solace  of  young  Grovesnor's  love.  Laurel  and  Grovesnor 
are  married,  while  Stella,  in  rage,  watches  the  ceremony  through 
the  window  until  ordered  by  a  policeman  to  move  on. 


A  Universal 


"STELLA  MARIS" 


o 


_NE  of  the  finest  things  in  the  career  of 
Mary  Pickford  was  her  early  success  in 
"Stella  Maris,"  Neilan  production  of  Wil- 
liam H.  Locke's  famous  story,  for  Famous 
Players. 

Her  success  was  in  a  lavye  measure  due 
to  the  splendid  possibilities  present  in  the 
story  of  "Stella  Maris,"  and  those  possibili- 
ties were  found  worth  enough  to  dese~ve  a 
newer  production;  this  tine  with  Mary 
Philbin  following  in  the  footsteps  of  Miss 
Pickford. 

From  a  scrutiny  of  advance  stills  from 
the  new  production  which  Universal  has 
sponsored,  it  is  evident  that  Miss  Phil!  in 
has  added  new  laurels  to  her  previous  work, 
with  her  portrayal  of  the  dual  role  of  Stella 
and  Unity,  the  slavey. 

Mary  Philbin,  in  a  complicated  part 
and  complicated  make-up,  rivals  Lon 
Chaney's  art,  in  Charles  Brabin's  pro- 
duction of  "Stella  Maris." 


Production  was  started  in  June  and  is  now 
in  its  final  editing  stage,  with  the  release 
date  set  for  December  13th.  The  script  was 
perpared  by  Mary  Alice  Scully  and  Charles 
Brabin  and  to  Brabin  fell  the  honor  of 
directing  the  picture.  The  handling  of  the 
story  by  Brabin  is  different  in  detail  from 
former  conceptions  of  the  play  and  his"  deli- 
cate picturing  of  crucial  situations  is  a 
unique  piece  of  work.  Brabin  gathered  in 
support  a  notable  cast,  including  Elliot  Dex- 
ter, Gladys  Brockwell,  Phillips  Smalley, 
Jason  Robards,  Lillian  Lawrence  and  Rob- 
ert Bolder. 

Synopsis  of  "Stella  Maris" 

T^HE  story  of  "Stella  Maris,"  beautiful 
cripple ;  the  two  men  who  love  her  and 
still    remain   loyal   friends,    and   the  little 


slavey  who  sacrifices  her  life  on  the  altar 
of  a  man's  happiness,  is  known  wherever 
English  literature  is  read.  It  is  a  romance 
of  modern  England,  carrying  a  dual  role — 
the  delicate  Stella  Maris,  beautiful  and  fra- 
gile as  a  Dresden  doll,  a  cripple,  and  Unity 
Blake,  the  little  housemaid,  coarse,  obscure, 
homely — but  with  the  soul  of  a  great  mar- 
tyr; both  roles  being  played  by  Mary  Phil- 
bin. 

Stella,  invalid  daughter  of  a  British 
nobleman,  has  never  walked.  Two  sincere 
friends  brighten  her  life  with  a  fairyland  of 
fancy.  One  of  the  men  is  unhappily  married. 
The  two  friends,  through  an  operation,  res- 
tore Stella's  health  and  realize  both  love 
her.  Unity,  the  slavey,  being  persecuted  by 
John's  ill-natured  wife,  sacrifices  her  life 
that  John  may  be  happy. 


Jason  Robards  and  Elliott  Dexter 
make  life  happier  for  the  beautiful 
cripple,  in  Universal's  "Stella  Maris." 


Page  20 


Exhibitors  Trade  Review 


Crime  Expert 
on  "False  Pride" 

Editor  of   "True  Detective 
Mysteries"  Cooperates  on 
Macfadden  Film 

Taking  advantage  of  the  combined  talent 
and  facilities  of  the  Bernarr  Macfadden  pub- 
lishing organization,  the  Macfadden  True 
Story  Film  Company  is  availing  itself  of 
the  services  of  one  of  the  best  known  edi- 
tors and  writers  on  mystery,  H.  A.  Keller, 
to  give  technical  suggestions  on  sequences 
in  the  production  of  "False  Pride,"  the  sec- 
ond "Macfadden  Made  Movie,"  now  being 
completed. 

Keller  is  editor  of  "True  Detective  Mys- 
teries," one  of  the  most  popular  of  the  Mac- 
fadden Publications.  Hugh  Dierker,  direc- 
tor of  "False  Pride,"  asked  Keller  to  co-op- 
erate with  him  on  the  set  while  the  murder 
sequences  of  the  picture  were  being  made. 

Keller,  while  still  a  young  man,  is  an  ex- 
pert on  cipher  writing,  codes  and  crypto- 
grams. He  was  the  creator  of  Inspector 
Steele,  under  whose  name  he  has  solved 
knotty  bits  of  code  writing,  having  been 
called  upon  to  teach  cryptography  to  dis- 
abled World  Wat  veterans  shortly  after  the 
Armistice. 

For  the  past  two  years  Keller  has  been  al- 
lied with  Macfadden  Publications  as  editor 
of  "True  Detective  Mysteries"  magazine. 

Whenever  crook  atmosphere  or  criminal 
retributive  justice  has  a  part  in  a  "Macfad- 
den Made  Movie"  it  is  the  plan  to  have  him 
co-operate  with  the  director. 

*   *  * 

JOHNNY  HINES  PRICES 
UP  200  PER  CENT 

First  run  theatres  continue  to  snap  up 
"The  Live  Wire,"  Johnny  Hines'  initial  star- 
ring production  for  First  National.  C.  C. 
Burr,  the  producer  of  the  new  Hines  com- 
edy, this  week  received  word  that  it  has 
been  booked  into  the  Metropolitan  Theatre, 
Morgantown,  W.  Va.,  in  the  Rialto  Theatre, 
Louisville,  and  the  Leland  Theatre  in  Albany, 
N.  Y.  The  price  obtained  for  "The  Live 
Wire"  from  the  latter  theatre  represents  an 
increase  of  200  per  cent  over  the  price  paid 
for  "Conductor  1492"  and  "The  Cracker- 
jack"  when  they  were  booked  in  that  the- 
atre. "The  Live  Wire"  has  been  contracted 
for  by  the  Circle  Theatre,  Tndianapolis,  and 
Mike  Shea's  Hippodrome  in  Buffalo,  both  of 
which  will  play  it  in  the  near  future. 


Screens  To  Be  Enlisted 

For  Fire  Prevention 


Glen  Allvine  New 
A.M.  P.  A.  President 

Glendon  Allvine  was  elected  president  of 
the  Associated  Motion  Picture  Advertisers, 
Inc.,  at  the  annual  election  of  officers  of  the 
organization,  held  Thursday,  September  i.O, 
at  the  Hofbrau  Haus,  New  York. 

Walter  F.  Eherhardt  was  elected  vice 
president,  S.  Charles  Einfeld,  treasurer  and 
A.  S.  Rittenberg,  secretary.  The  following 
were  elected  to  serve  on  the  board  of  direc- 
tors with  the  officers:  Charles  Barrell,  E.  O. 
Brooks,  Gordon  White,  Charles  P.  Cohen 
and  A.  L.  Selig. 

For  the  auditing  committee:  Sam  Palmer, 
Chairman,  H.  C.  Bate  and  Hal  Howe. 

For  Managing  Editor  the  Bulletin:  W.  E. 
Mulligan. 

For  Business  Manager  the  Bulletin:  Ed. 
McNamee. 

For  Trustees  of  Treasurer's  Fund:  Paul 
Gulick,  three  years;  Victor  Shapiro,  two 
years;  P.  A.  Parsons,  one  year. 

For  Councillor  of  the  Chamber  of  Com- 
merce: John  C.  Flinn. 

E.  O.  Brooks  was  elected  to  serve  on  the 
finance  committee  with  the  president,  sec- 
retary and  Mr.  Charles  Barrell,  the  senior 
member  of  the  Board  of  Directors. 

A.  M.  Botsford,  retiring  president,  pre- 
sided. 


THE  motion  picture  screens  of  the  nation 
are  to  be  enlisted  in  the  cause  of  fire  pre- 
vention in  accordance  with  an  agreement 
made  between  Chief  Jay  W.  Stevens,  fire 
marshal  of  the  State  of  California  and  head 
of  the  Pacific  Coast  Fire  Prevention  Bur- 


|  Chance  To  Aid! 

|       This  year  the  opening  day  of  Fire 

g  Prevention  Week  falls  on  October  9. 

r~  Campaigns  to  drive  home  the  lessons 

§|  of  fire  prevention  will  be  instituted 

M  in  schools  throughout  the  country. 
-         During  the  last  two  years  exhibi- 

g  tors  have  extended  their  cooperation 

|  in  bringing  this  sanest  of  all  special 

g  "weeks"  to  the  notice  of  the  public. 
§       The  exhibition  of  special  slides  is 

S  but  one  form  that  this  cooperation 

=.  may  take.     There  are  many  others 

(  peculiar  to  local  conditions  and  per- 

H  sonal  ideas  on  the  subject. 
J      Every  exhibitor  can  assist  in  the 

M  work.    The  publication,  Safeguard- 

H  ing  America  Against  Fire,  76  Wil- 

m  Ham  Street,  New  York  City,  will  glad- 

B  ly  serve  the  exhibitor  who  is  ready 

M  to  serve  in  the  couse. 

mini 


"THE  LOST  WORLD" 
SETS  PARIS  RECORD 

The  highly  successful  run  of  the  First  Na- 
tional-Waterson  R.  Rothacker  special,  "The 
Lost  World,"  produced  under  the  supervision 
of  Earl  Hudson,  is  continuing  at  the  Cameo 
Theatre  in  Paris.  Mr.  Rothacker  is  in  re- 
ceipt of  a  letter  from  Reginald  Ford  of  the 
Cameo  Theatre,  in  which  he  says : — 

"We  are  now  in  our  tenth  week  and  still 
going  stronger  than  ever  It  looks  like  it  is 
going  on  forever.  'The  Lost  World'  has 
broken  every  record  for  the  number  of  weeks 
a  picture  has  stayed  at  a  Boulevard  house 
during  the  Summer  months.  This  film  has 
done  more  in  daily  receipts  since  the  start  of 
the  showing  than  any  other  cinema  in  Paris, 
and  the  Cameo  has  only  630  seats.  It  is  a 
remarkable  accomplishment  and  shows  what 
good  films  can  do  over  here." 

*    *  * 

ILL  HEALTH  FORCES 

MARCEL  DE  SANO  OUT 

Marcel  De  Sano,  film  director,  has  been 
released  from  his  contract  with  B.  P.  Schul- 
berg,  due  to  the  director's  ill  health.  He 
will  take  an  extensive  vacation  at  a  mountain 
resort  before  resuming  his  directorial  work, 
De  Sano  says. 

De  Sano  was  signed  to  a  contract  shortly 
after  the  completion  of  "The  Girl  Who 
Wouldn't  Work,"  his  first  picture  under  the 
Preferred  banner.  He  was  scheduled  to  make 
"Lew  Tyler's  Wives"  next  but  another  di- 
rector will  be  substituted. 

%  ~  *  ■  * 

SWEDISH  ARTISTS 

Mauritz  Stiller,  famous  Swedish  director, 
and  Greta  Garbo,  the  actress  who  has  be- 
come famous  throughout  Europe  under  his 
direction,  have  arrived  in  Los  Angeles  from 
New  York,  having  been  signed  by  Louis  B. 
Mayer  to  work  for  Metro-Goldwyn-Mayer 
on  his  last  trip  abroad.  Their  first  picture 
for  M-G-M  will  be  announced  shortly. 


eau,  and  Louis  B.  Mayer,  production  chief 
of  the  Metro-Goldwyn-Mayer  studios. 

Under  the  arrangement  agreed  upon  the 
Culver  City  studios  will  make  a  feature  pro- 
duction of  entertainment  value  in  which  a 
number  of  prominent  Metro-Goldwyn-Mayer 
players  are  to  appear.  A  large  percentage 
of  the  net  proceeds  from  the  picture  are  to 
be  given  to  the  International  Association  of 
Fire  Chiefs  for  their  fire  prevention  work 
and  a  portion  of  the  sum  realized  on  the 
showing  will  be  used  by  fire  departments  in 
various  communities  for  sick,  benefit  and 
pension  funds. 

"While  the  production  will  carry  a  pow- 
erful message  in  behalf  of  the  cause  of  fire 
prevention  it  will  not  in  any  way  be  a  preach- 
ment but  a  big  entertainment,"  states  Mr. 
Mayer.  "The  film  i's  to  be  produced  with 
full  co-operation  of  Chief  Stevens  and  his 
associates.  In  public  presentations  we  are 
to  have  the  assistance  of  the  International 
Order  of  Fire  Chiefs  as  well  as  of  the  Pa- 
cific Coast  Fire  Chiefs'  Association.  We 
feel  we  can  lend  great  assistance  to  the 
cause  of  fire  prevention  throughout  the  na- 
tion by  means  of  a  production  which  will 
be  highly  entertaining  yet  which  will  get 
over  the  proper  message." 

Chief  Stevens  believes  that  with  proper 
fire  prevention  the  terrific  loss  of  life  and 
property  by  fire  can  be  reduced  to  a  great 
extent,  and  that  the  production  of  this  fea- 
ture film  will  result  in  a  great  saving  of 
life,  limb  and  property. 

Technical  preparations  have  been  started 
at  the  Culver  City  studios  for  filming. 

In  championing  the  cause  of  fire  preven- 
tion Mr.  Mayer  assumes  the  work  started 
by  the  late  Thomas  H.  Ince,  who  made  a  film 
along  educational  lines  in  conjunction  with 
the  International  Order  of  Fire  Chiefs. 
Clark  Thomas,  associated  with  Ince  at  that 
time,  has  been  largely  instrumental  in  con- 
summating the  agreement  between  Mr.  May- 
er and  Fire  Chief  Stevens. 


GINSBERG  BEATING 
OWN  SCHEDULE 

All  productions  sent  abroad  through  the 
Harry  Ginsberg  Distributing  Corporation  are 
re-titled  for  showing  in  Latin  American 
countries.  Customs  and  beliefs  varying  wide- 
ly from  those  in  English  speaking  countries 
make  this  necessary  if  the  foreign  patrons  are 
to  get  the  full  benefit  of  the  pictures. 

The  Ginsberg  Corporation  is  ahead  of  its 
current  schedule  with  the  following  produc- 
tions being  distributed  here  and  abroad : 
"The  Love  Gamble,"  with  Lillian  Rich  and 
Robert  Frazer;  "Wreckage,"  with  Holmes 
Herbert  and  May  Allison  ;  'Wandering  Foot- 
steps," with  Estelle  Taylor,  Bryant  Wash- 
burn and  Alex  B.  Francis;  "Before  Mid- 
night," starring  William  Russell  and  featur- 
ing Barbara  Bedford;  and  "Big  Pal,"  with 
Russell  and  Julanne  Johnston. 

5fe      $  $ 

NEW  YORK  PREMIERES 

The  New  York  showing  of  First  National's 
new  Samuel  Goldwyn-George  Fitzmaurice 
production,  "The  Dark  Angel,"  is  scheduled 
for  the  Strand  Theatre  on  Sunday,  October 
11.  Victor  Shapiro  will  stage  one  of  his 
exploitation  campaigns  for  this  engagement. 

The  New  York  premiere  of  Syd  Chaplin's 
"The  Man  on  the  Box,"  his  first  starring 
production  for  Warner  Bros.,  will  take 
place  at  Warner's  Theatre,  New  York  City, 
Saturday,  September  26th. 


Released  bv  IIMIVPDCAf 


Page  22 


Special  Exploitation  Section 


Exhibitors  Trade  Review 


i)  i  •  ...in  i, . 


ELEPHANTS 
and  TROMBONES 


CALL  out  the  elephants  and  take  the  mutes  out  of  the  big, 
brass  trombones.  There  is  a  lot  of  noise  to  be  made.  This 
week  you  will  find  no  perfumery  tie-ups  in  this  exploitation  sec- 
tion. It's  an  out-and-out  exploitation  section  this  week — nothing 
but  ballyhoo  of  the  boldest  nature.  Get  behind  it  and  make  some 
noise. 


THE  BIG  IDEA 


Q 

iff! 


RACTICALLY  no  attempt  has  ever  been  made  to  exploit  the  newsreel 
and  despite  this  fact,  it  has  won  an  enviable  position  on  the  motion 
picture  program,  due  entirely  to  its  entertainment  merit. 
"Life's  Greatest  Thrills"  is  an  attempt  to  show  to  both  the  public  and  the 
exhibitor  what  the  International  Newsreel  is  and  what  it  means  as  an  entertain- 
ment factor.  A  small  amount  of  footage  in  the  first  reel  is  devoted  to  showing 
how  the  International  Newsreel  is  gathered  and  the  enormous  facilities  at  its 
disposal;  but  seventy- five  per  cent,  of  the  picture  is  made  up  of  the  great 
"thrills"  that  have  appeared  exclusively  in  the  International  Newsreel  for  the 
past  twelve  years. 

Frequently,  the  patrons  of  a  motion  picture  theatre  see  some  great  scene 
flashed  on  the  screen  but  do  not  give  any  attention  to  the  name  of  the  producer. 
They  have  been  so  accustomed  to  getting  interesting  material  in  newsreels,  that 
the  name  slips  by  them. 

These  two  reels  of  thrilling  entertainment  are  made  up  exclusively  of 
subjects  that  have  appeared  only  in  International  Newsreel.  We  are  certain  the 
film  has  great  entertainment  value  and  would  be  worth  a  big  price  to  the 
exhibitor  as  a  box  office  attraction.  However,  we  are  furnishing  it  free  of 
charge  to  International  Newsreel  exhibitors  as  we  believe  it  will  be  a  great  help 
to  them  in  showing  the  public  the  high  grade  of  thrilling  entertainment  that 
they  get  regularly  through  the  International  Newsreel. 

Edgar  B.  Hatrick, 

General  Manager  of  International  Newsreel. 


Another  Step 


EXHIBITORS  TRADE 
REVIEW  showed  the 
way  towards  organized  ex- 
ploitation of  short  subjects. 
It  was  a  great  step  forward. 
Now  it  is  taking  even  an- 
p  other  step,  again  in  a  direc- 
o  tion  hitherto  overlooked  Q 
and  untried — newsreels. 

The  long  sought  for  op- 
portunity to  fathom  the 
p  possibilities  of  a  section 
o  such  as  this  was  found  in  o 
the  recent  newsreel  unique  D 
— "Life's  Greatest  Thrills,"  * 
an  International  Newsreel 
release.  It  is  taking  the 
p  country  by  storm.  Unprece- 
o  dented  press  notices  are  f  ol-  6 
lowing  in  the  wake  of  its  D 
showing.  Probably  for  the 
first  time  since  the  incep- 
tion of  newsreels,  a  regular 
p  six  page  press  book  was 
P  issued  for  "Life's  Greatest  g 
Thrills."  jj 
AND  now  Exhibitors  u 
Trade  Review  is  ready  2 
to  offer  exhibitors  a  regular  © 
exploitation-press  book  on 
5  the  International  Newsreel. 

With  this  exploitation,  as 
with  the  exploitation  of 
short  subjects,  exhibitors 
will  be  enabled  to  fortify 
themselves  even  more 
against  the  financial  ravages 
of  hot  summers,  rainy  days, 
and  feature  "cheaters." 


IOE 


September  21,  1925 


Special  Exploitation  Section 


Page  23 


Bass  Drums 

and  A  Cop 

1 UST  like  a  circus,  the  outside  ballyhoos 
^are  often  the  whole  show.    That's  the 
secret  of  exploiting  a  newsreel.  News- 
paper readers  and  lobby  cards  are  the 
foundation;  but  the  bulk  of  the  attraction 
will  have  to  be  the  "side  show"  material. 

WHAT  do  the  side  shows  of  newsreel  exploitation  consist 
of  ?   Well,  for  one  thing,  there  is  an  element  that  will 
appeal  to  every  red-blooded  individual  in  the  country, 
and  that  is  the  great  dangers  often  encountered  by  the  camera 
men  to  take  the  shots. 

As  the  reel  is  flashed  on  the  screen,  just  a  few  seconds,  perhaps,  of  a  street 
battle  where  men  are  shot  down,  or  an  automobile  accident  on  the  race  track, 
it  hardly  occurs  to  the  audience  that  to  take  that  shot  the  camera  man  had 
to  be  within  the  danger  zone. 


Or  take  a  shot  of  a  motor  boat  race. 
Very  often  the  audience  is  kept 
apace  of  the  winning  boat.  That 
means  the  camera  man  is  in  a  boat 
that  is  going  almost  as  fast  as  that 
racer,  perhaps  at  a  speed  of  fifty  to 
sixty  miles  an  hour.  That's  danger- 
ous procedure.  Not  only  must  he 
be  wary  of  keeping  his  own  balance 
in  the  speedster,  but  he  must  look 
to  the  camera  besides. 

More  Exciting  Than  Reporting 

When  you  come  right  down  to  it, 
the  work  of  the  newspaper  man  is 


WET  PAINT 

Put  a  sign  in  front  of  your  thea- 
tre "Wet  Paint,  Don't  Touch,"  and 
then  count  the  number  of  persons 
going  by  who  will  touch  it  to  find 
out.  That  is  a  peculiar  strain  in 
human  beings.  Show  them  some- 
thing out  of  the  ordinary,  expose 
them  to  just  a  little  bit  of  danger, 
and  they  will  go  in  for  all  of  it. 

Look  at  the  popularity  of  football 
games,  of  prize  fighting,  horse  races. 
They  are  dangerous  pastimes,  and 
the  American  public  glories  in  them. 

Show  a  flash  of  horse  racing  acci- 
dent on  the  screen  and  your  audi- 
ence will  be  absolutely  thrilled.  Tell 
them  later,  either  directly  from  your 
stage  or  through  the  newspaper 
columns  how  the  camera  man  who 
caught  the  accident  was  almost  swept 
into  it  himself,  for  he  was  only  seven 
feet  away,  and  the  audience  will 
gasp  and  talk  about  it  for  days. 
There's  a  thought  for  you  to  play 
with. 


child's  play  in  comparison  with  the 
work  of  a  newsreel  camera  man.  And 
yet  look  at  the  pages  and  pages  of 
newspaper  copy  that  have  been  given 
over  to  exploiting  the  work  of  these 
newspaper  correspondents.  There  are 
even  novels  that  concern  themselves 
with  the  glorification  of  these  men. 

Glorification  Will  Pay 

You  don't  need  a  better  break  than 
that  to  start  your  own  little  system 
of  glorification  for  the  men  who  make 
up  a  valuable  and  entertaining  fifteen 
minutes  of  your  program.  Your  au- 
dience is  all  set  to  hear  anything  you 
will  have  to  say  about  them. 


THRILLS 

Part  of  this  exploitation  section  is 
devoted  exclusively  to  the  special  re- 
lease, "Life's  Greatest  Thrills."  It's 
a  humdinger  from  start  to  finish. 
Turn  this  page  for  a  brief  resume  of 
what  newspapers  have  had  to  say 
about  it  in  the  various  cities  where 
the  reel  has  already  been  shown. 
Read  also  what  some  of  the  best 
known  exhibitors  in  the  United 
States  have  had  to  say  about  it. 

Don't  you  honestly  believe  that 
in  the  face  of  those  comments  you 
are  entirely  justified  to  start  one  of 
the  most  extensive  campaigns  your 
house  has  ever  had — just  to  put  over 
a  newsreel.  The  more  people  you 
play  it  to,  the  greater  will  be  your 
attendance  every  time  you  show  In- 
ternational in  the  future. 


It  takes  but  a  second,  and  then  it's  all  over,  and  the  jockey  is  carried  off  the  field,  never 
to  ride  again.  Only  a  second,  and  yet  the  International  Newsreel  camera  man  caught 
every  little  phase  of  the  accident.  This  scene  is  one  of  the  many  thrillers  in  Inter- 
national's "Life's  Greatest  Thrills,"  a  free  two  reeler  given  out  as  part  of  the  service. 


Page  24 


Special  Exploitation  Section 


Exhibitors  Trade  Review 


WHAT   WAS  YOUR 
REATEST  THRILL? 


NEWSPAPER  OPINIONS 

"There  were  gasps!  'Life's  Great- 
est Thrills'  proved  itself  just  what 
its  title  claimed  for  it.  No  greater 
novelty  ever  suggested  itself." 

— Chicago  American. 

Here's  a  film  called  "Life's  Great- 
est Thrills"  that  will  give  you  all  the 
action  you  want,  doubly  impressive 
because  the  action  is  not  make-be- 
lieve. "Life's  Greatest  Thrills"  is  a 
testimony  to  the  ability  of  Interna- 
tional Newsreel's  camera-reporters. 

We  critics  are  so  busy  telling  just 
where  Rudy  failed  in  his  last,  or  how 
high  Doug  Fairbanks  jumps  in  his 
newest,  that  we  don't  have  time  or 
space  to  dwell  on  the  newsreel.  Yet 
the  newsreel  is,  for  most  of  us,  a 
valuable  and  diverting  part  of  a  the- 
atre's program.  Sometimes  I  have 
seen  newsreel  "shots"  that  beat  any- 
thing in  the  more  highly  touted  fea- 
tur.    So  have  you. 

"Life's  Greatest  Thrills"  takes 
some  of  these  electrical  and  vivid 
moments  from  the  camera-reporters' 
records  and  combines  them  into  two 
reels  of  hot  adventure." 

— Chicago  Herald-Examiner. 


AT  the  time  of  going  to  press  with 
this  section,  negotiations  are  un- 
der way  with  one  of  the  largest 
circulated   magazines    in   the  United 
States  to  conduct  a  tie-up  contest  on 
"What  Was  Your  Greatest  Thrill?" 

But  whether  or  not  you  book  the  pic- 
ture in  time  to  get  the  full  benefits  of 
this  contest,  you  can  cash  in  pretty 
well  on  a  local  newspaper  contest  of 
your  own. 

The  subject  is  most  inviting  and 
conducive  to  anecdotes.  Every  one  of 
us,  at  one  time  or  another,  fell  off  a 
high  chair,  almost  drowned,  just  jump- 
ed out  of  the  way  of  a  racing  motor  car, 
or  almost  fell  in  love.  There  is  a  thrill 
in  each  of  these  happenings,  and  we 
always  like  to  air  them  out  to  any  list- 
eners. 

Now  can  you  imagine,  if  your  local 
newspaper  and  yourself  put  up  a  prize 
of  about  ten  dollars,  how  many  letters 
you  are  going  to  get  in  return.  It's  a 
great  opportunity  to  get  your  theatre 
in  the  limelight.  At  the  same  time  it 
will  practically  assure  you  of  the  fullest 
cooperation  of  the  newspaper  on  any 
and  all  publicity  matter  you  might  want 
to  run  on  "Life's  Greatest  Thrills." 


Your  Own  "Extra"  Edition 


Scare-Head  Sheet  Can  Be 
Printed  Very  Cheaply 

You  know  all  the  fuss  and  furor  a 
newsboy's  "WUXTRY"  will  make  out 
on  the  streets  immediately  after  a  ru- 
mored misfortune.  Well,  you  can  take 
advantage  of  it  by  getting  out  your  own 
"WUXTRY  —  ALLABOUTASXCT- 
RUAW,  WUXTRY." 

Take,  for  example  the  recent  misfor- 
tune of  the  "Queen  of  the  Air."  Within 
twenty-four  hours  nearly  every  theatre 
in  the  country  was  showing  the  pictures 
of  the  accident.  Now,  suppose,  just  as 
soon  as  you  found  out  that  Interna- 
tional was  promising  you  something  in 
the  nature  of  a  scoop,  you  had  a  small 
scare  sheet  printed  up  by  your  local 
printer,  announcing  the  accident,  and 
the  fact  that  you  would  show  it  at  your 
theatre  within  a  day.  Get  two  or  three 
ragamuffins  to  be  your  newsboys,  and 
have  them  cover  the  busy  thorough- 
fares, yelling  the  extras  and  distribut- 
ing the  copies  free. 


That's  .the  way  to  work  that  stunt. 
It's  a  corker,  allright — but  should  not 
be  overworked. 


EXHIBITOR  OPINIONS 

"I  have  seen  millions  of  feet  of  film,  and 
have  experienced  every  kind  of  emotion  as 
I   watched,    but    "Life's    Greatest  Thrills" 
took  me  right  off  my  feet. 
"Signed  MAX  BALABAN." 

"As  a  novelty,  "Life's  Greatest  Thrills" 
has  no  equal  or  counterpart  in  the  whole 
realm  of  films — as  an  idea,  this  screen  spe- 
cialty stands  head  and  shoulders  above 
anything  ever  presented  to  the  exhibitors 
and  public  alike. 

"Signed  J.  L.  McCURDY,  Gen.  Mgr. 

"S.  J.  Gregory  Theatres." 
"One  of  the  biggest  week  days  I  had  in 
the  last  three  months  was  the  night  I 
played  Life's  Greatest  Thrills.'  I  thought, 
at  first,  that  it  was  on  account  of  the  feat- 
ure picture,  but,  on  the  following  night,  I 
ran  even  a  better  picture,  and  my  receipts 
dropped  to  half. 

"Signed  MAURICE  A.  SALKIN." 

"Personally  I  cannot  remember  anything 
I  have  booked  for  the  Cooney  Bros,  that 
was  as  interesting  and  the  occasion  of  so 
much  general  favorable  expression. 
"Signed  R.  A.  ALBERTS." 


Contest  Is  Adaptable 
To  Any  Sized  Town 


THE  fact  that  your  theatre  is  situ- 
ated in  a  small  town  that  has  neith- 
er a  river  in  which  people  may 
drown,  or  an  air-plane  field  in  which 
people  might  endanger  their  lives  and 
limbs  in  the  air,  the  fact  that  your 
townspeople  are  of  the  sort  that  have 
not  had  an  accident  of  any  importance 
in  years,  and  for  that  reason  can  re- 
late of  none  of  their  thrills — that  does 
not  mean  that  you  cannot  take  full  ad- 
vantage of  a  contest  such  as  is  outlined 
herein. 

There  are  any  number  of  angles  to 
it  that  can  be  adapted  to  any  and  every 
circumstance.  Appeal  to  imagination, 
for  instance,  and  then  your  contest 
reads :  "What  Would  You  Consider  the 
Greatest  Thrill  in  the  World  ?"  Appeal 
to  the  historical  knowledge  of  your 
town,  and  offer  a  prize  for  opinions  re- 
garding the  greatest  thrills  that  man- 
kind ever  experienced 

Do  you  get  the  idea?  We  are  offer- 
ing you  material  for  your  every  want 
and  need.  It  is  of  the  sort  that  with 
a  little  transformation  can  become  of 
the  "made  to  order"  variety.  Just  you 
put  on  your  thinking  cap  for  a  moment, 
and  not  only  will  you  add  to  your 
business,  but  you'll  get  some  pleasure 
out  of  being  an  exhibitor  besides. 


September  21,  1925 


Special  Exploitation  Section 


Page  25 


Call  The 

Ambulance 

THAT  LADY  PASSED  OUT! 

IF  your  town  has  a  sense  of  humor,  there  is  a  real  kick  to  be  gotten 
out  of  the  stunts  for  the  exploitation  of  "Life's  Greatest  Thrills" 
For  your  general  street  ballyhoo,  there  is  nothing  better  than  a 
truck  painted  like  an  ambulance,  with  its  red-cross  and  clanging  bell 
to  get  the  attention.    Have  it  start  out  from  vour  theatre  and  make 


the  rounds  of  the  town. 


r-S^MAve  just 

r*      SHOWN'  « 


Every  now  and  so  often,  it  is  to  stop.  The 
driver  and  "doctor"  remove  a 
dummy  patient  from  the  ambu- 
lance, put  it  on  a  stretcher,  and 
cover  it  with  a  sheet  reading  "He 
had  a  weak  heart,  but  insisted 
upon  seeing  'Life's  Greatest 
Thrills'  at  the  Strand." 


FAINT  HEART  THAT  j 

NE'ER  WON  THE  | 

LADIE  FAIRE  | 

SHOULD  NAE  SEE  j 

"LIFE'S  GREATEST  j 

THRILLS,"  AT  THE  § 

STRAND    TOMORROW  1 


iiiniiiriinsiiiuiuiM 


MANY  WAYS  TO  GET 
ADVANCE  PUBLICITY 

Any  piece  of  copy  that  you  get  out 
to  make  advance  publicity  on  your 
showing  must  make  a  noise.  We 
have  already  agreed  on  that.  If  you 
can  think  of  nothing  better  than 
"Life's  Greatest  Thrills  at  the  Strand 
Tomorrow,"  save  your  money,  don't 
advertise.  Even  if  you  do  get  an  au- 
dience on  that  ad,  it  is  not  going  to 
show  any  more  enthusiasm  about  it 
than  you  will.    So  why  bother. 

Make  every  ad,  every  piece  of  copy 
something  different.  Show  your 
town  that  you  really  do  think  you 
have  something  of  unusual  nature  to 
show  them. 

Follow  up  ideas  like  that  slide 
shown  in  the  third  column  of  this 
page.  Use  the  same  copy,  or  employ 
the  famous  "Is  There  a  Doctor  in  the 
House?  If  so,  he  is  kindly  requested 
to  be  present  at  the  showing  of  Life's 
Greatest  Thrills  at  this  theatre  tomor- 
row." It  is  this  kind  of  stuff  that  will 
make  your  town  really  inquisitive 
about  what  you  may  have  up  your 
sleeve  for  it. 


The  Stretcher  Parade 


The  little  sketch  above  gives  you 
the  idea  pictorially.  It's  a  sure  fire 
stunt  and  is  sure  to  bring  a  crowd 
around  your  theatre.  But  it  must 
be  worked  r  carefully  to  get  the  full 
benefits  of  all  its  angles. 


Jm  WOUtO  APPRECIATE 
mtfOtCTORS  READIW6  TWSl 
NOJKE  To  ATTEND  THE  FiRST 
SH9WIH6  OF  'UK'S  (JREATfSr 
ITHR/WNEXT  WEDNESDAY 

Their  serv/ces  might  ee  m 

GREAT  DEMAND. 


First.  All  during  the  ten  or  twelve 
minutes  that  you  are  showing  the 
thriller  reel,  keep  up  a  continuous 
noise  on  sirens,  bells,  horns  and  what 
not.    Display  a  large  banner  reading 

WE  ARE  NOW  SHOWING 

"LIFE'S  GREATEST  THRILLS" 

Second.  No  sooner  than  the  thrill- 
er is  completed,  change  the  banner 
for  one  as  shown  in  the  sketch.  (We 
have  just  shown,  etc),  and  start  the 
parade  of  the  stretcher  bearers  from 
the  inside  of  your  theatre. 

Third.  When  the  excitement  has 
worn  off  a  bit,  but  while  the  crowd  is 
still  around,  put  up  another  banner 
reading 

"LIFE'S  GREATEST  THRILLS" 
WILL  GO  ON  AGAIN  AT  (time) 

If  you  don't  put  out  your  S.  R.  O. 
sign  for  the  next  showing  we  miss 
our  bet. 


Page  26 


Special  Exploitation  Section 


Exhibitors  Trade  Review 


UNPRECEDENTED 


Never  before  in  the  history  of 
newsreels  has  a  line  of  acces- 
sories such  as  International 
has  made  available  for 
exhibitor  use  been  of- 
fered.     This  page 
contains  some  of 
them  —  post- 
e  r  s  ,  slides 
and  lobby 
cards 


Above  is  the  one  sheet  poster,  made  up  in 
two  colors,  especially  processed  to  keep 
the  cost  down  to  a  minimum  for  exhibi- 
tors. This  poster  tells  the  story  from 
actual  shots  used  in  "Life's  Greatest 
Thrills." 


INTERNATIONAL  * 
NEWS  REEL". '■  -■/;'"'' 

^fr^^y*"'  prts&tts         '  v  <.'N*  '■  '-'V  ■ 

LIFE'S 
GREATEST 

•^THWIXSvl^ 


Distributed bit 

UNIVERSAL 


A  real  attention  getter — this  three  sheet 
above.  It  is  prepared  in  four  colors,  show- 
ing pictorially  the  highlights  of  the  "Life's 
Greatest  Thrills." 


Two  of  the  sepia  lobby  cards  you  can  get 
on  "Life's  Greatest  ThriJls."  Below  is  the 
phenomenal  1,500  foot  drop  of  an  army 
aviator.   The  papers  were  full  of  this  story. 


Use  the  slide  of  "Life's  Greatest  Thrills" 
as  a  daily  reminder  for  at  least  a  week 
before  your  showing.  Your  audience  will 
then  have  the  full  opportunity  to  tie  it  up 
with  the  many  other  exploitation  stunts 
you  may  be  pulling  off  on  the  outside. 


bittnuDondi  it  ^£2m 

i 

■'//? 


International  *  <  ;  ' 
Newsrcel 


6ft 


Distributed-  by  . 


''  '  :%  : 


The  scene  of  the  auto  accident  below  is 
perhaps  the  most  remarkable  shot  ever 
taken   by    a    motion    picture  camera. 


The  lead  off  lobby  card  of  the  set  of  eight 
available    on    "Life's    Greatest  Thrilt" 


September  21,  1925 


Special  Exploitation  Section 


Page  27 


Use  Plenty  of 
Publicity  Cuts 

Don't  miss  up  on  the  many  cuts' 
and  mats  for  newspaper  publicity  and 
straight  ads  that  are  ready  for  you  at 
the  International  Newsreel  ex- 
changes. The  press  book  has  a  full 
listing  of  them,  and  most  of  them  are 
illustrated.  It  is  always  easier  to  get 
a  story  througn  m  a  smaller  news- 
paper when  there  is  a  picture  accom- 
panying the  story.  Take  advantage 
of  this,  then,  and  provide  the  editor 
with  cuts  wherever  possible. 

After  a  brief  introductory  paragraph, 
telling  that  your  theatre  is  soon  to  play 
the  International  Special  newsreel 
''Life's  Greatest  Thrills"  follow  up  with 
this  prepared  newspaper  reader  below. 
You  will  find  it  just  the  sort  of  thing  to 
get  your  town  all  hei  up  about  the  pic- 
ture. It  can  be  used  either  as  an  ad- 
vance, reader  or  a  review,  since  it  covers 
the  subject  thoroughly, 

SOME  OF  THE  THRILLS 

There  is,  for  instance,  the  crash  of  auto- 
mobile racing  machines,  with  cars  qnd  driv- 
ers thrown  high  in  the  air  and  turning  com- 
plete somersaults  before  they  reach  the 
ground;  there  is  the  1,500-foot  drop  through 
space  from  an  aeroplane  by  an  aviator  who 
deliberately  failed  to  open  his  parachute  tha* 
he  might  prove  to  science  that  one  does  not 
lose  consciousness  while  falling  at  such  a 
terrific  speed ;  there  is  the  thrill  that  comes 
from  descending  into  the  very  flaming  jaws 
of  the  world's  mightiest  volcanoes,  and  of 
watching  the  molten  lava  as  it  unmercifully 
crushes  life  and  property  before  it.  There 
are  scenes  of  raging  revolution  in  Berlin 
and  Moscow,  when  men  forgot  that  they 
were  human  and  fought  like  wild  beasts,  of 
reckless  riders  who  try  to  tame  unsubdued 
bronchos,  of  mighty  liners  battling  the  hur- 
ricane ;  of  heroic  explorers  who  penetrate  the 
ice-laden  seas ;  of  a  mighty  dirigible  that  for 
the  first  time  crosses  the  Atlantic:  of  the 
multitude  of  thrills  that  abounded  in  the 
greatest  war  the  world  has  ever  known — 
these  are  a  few  of  the  scenes  from  actua 
life  that  are  contained  in  "Life's  Greatest 
Thrills" — one  of  the  most  amazing  motion 
pictures  ever  shown. 


For  the  first  time  in  history  painted  signs  are  being  used  to  advertise  a  news- 
reel.     This  is  the  sign  used  for  International's  "Life's  Greatest  Thrills,"  at  a 
prominent  point  in  New  York. 


THERE  is  a  full  page  feature  story, 
illustrated  with  some  of  the  thrill- 
er photos  available  for  newspaper 
publicity.  The  story  is  a  corker,  and 
one  which  would  most  likely  be  ac- 
cepted by  Sunday  editions.  The  full 
story  appears  on  the  second  page  of 
the  specially  prepared  press  book  on 
"Life's  Greatest  Thrills."  If  you  can 
possibly  do  so,  use  it.  It  will  be 
worth  more  to  you  than  a  page  ad, 
because  it  contains  live,  honest  to 
goodness  facts  from  beginning  to 
end. 

THE  CAMERAMAN'S  DANGERS 

Advance  readers  telling  of  all  the 
difficulties  and  dangers  a  camera  man 
must  face  before  getting  his  pictures 
will  always  make  very  interesting  read- 
ing material. 


GREAT  PANEL  IDEA 


1.  Eleven  U.  S.  Destroyers  wrecked 
on  Pacific  Coast. 

2.  Great  earthquake  and  fire  ravage 
Tokio,  killing  300,000. 

3.  Daring  rescues  from  burning  ship 
far  at  sea. 

4.  Cameraman  braves  mouth  of  Mt. 
Etna  during  eruption. 

5.  Rioters  shot  dead  by  machine 
gunners  in  streets  of  Berlin  dur- 
ing the  Revolution. 

6.  On  board  the  ZR-3  during  its 
epochal  transatlantic  flight. 

7.  Dangerous  Rio  Grande  Canyon 
explored  by  aeroplane. 

8.  The  most  horrible  auto  race 
.smash  up  ever  filmed. 

9.  Daring  steeplechase  riders  in  fatal 
spills. 

10.  Army  sergeant  drops  1500  feet 
from  an  aeroplane  before  open- 
ing his  parachute. 

11.  The  first  moving  pictures  ever 
taken  of  a  Pope. 

12.  Smoke-Screening  the  Los  Angeles. 


It  would  not  be  a  bad  stunt  to  make  up 
a  panel  similar  in  copy  to  the  layout  shown 
above,  giving  the  salient  points  in  the 
Thriller  film.  If  you  were  to  center  it  in  a 
layout  of  the  posters  shown  on  this  and 
the  facing  page,  it  would  be  of  even  greater 
value. 


The  race  track  accident  that  filled  columns 
of  paper  space  recently,  the  naval  disaster 
off  the  pacific  coast,  and  the  Japanese 
earthquake — all  are  pan.  of  International's 
"Life's  Greatest  Thrills," 


Exhibitors  Trade  Review 


For  Heaven  s  Sake 

(No*  452  Straight  from  the  Shoulder  Talk  by  Carl 

I  AM  WRITING  THIS  FROM  PARIS  WHERE  I  HAVE 
just  seen  a  special  print  of  "Life's  Greatest  Thrills"  which  was  shipped 
to  me  from  New  York* 

I  AM  STILL  QASPINQ,  AFTER  SEEINQ  WHAT  IS  PROBA- 
bly  the  most  amazing  picture  ever  assembled* 

JUST  IMAGINE  THE  MOST  THRILLING  WORLD'S  EVENTS 
of  the  past  fourteen  years  boiled  down  from  sensational  news  reel  shots 
and  condensed  into  two  reels!  Action  is  what  the  picture  business 
demands,  but  it  never  got  so  much  in  so  little  footage  since  the  first 
crank  was  turned  on  a  projection  machine! 

YOU  CANNOT  BUY  THIS  PICTURE  FOR  LOVE  OR  MONEYJ 

YOU  ARE  TO  GET  IT  FREE  AS  AIR  AS  A  PART  OF  YOUR 
International  News  Service!  The  whole  idea  is  to  give  you  something 
that  will  make  your  theatre  more  popular  than  ever  and  thus  make 
International  News  Reel  more  popular  than  ever  with  you, 

HERE  IS  NOVELTY  ON  WHICH  A  TREMENDOUS 
exhibition  value  has  been  placed — and  it  would  have  been  fully 
warranted  by  the  returns  of  the  box-office.  But  it  comes  to  you  with 
a  smile  and  a  lot  of  good  wishes,  if  you  are  a  regular  user  of  Inter- 
national News  Reels. 


September  21,  1<)25 


Page  29 


Get  This  2-Reeler 

Laemmle,  President  of  the  Universal  Pictures  Corp.) 

DID  YOU  SEE  WHAT  MAX  BALABAN  OF  BALABAN  & 
Katz  wrote  about  it?  He  said,  "I  have  seen  millions  of  feet  of  film  and 
have  experienced  every  kind  of  emotion,  but  'Life's  Greatest  Thrills' 
took  me  right  off  my  feet*" 

AND  DID  YOU  SEE  WHAT  J.  L.  McCURDY  WROTE-THE 
same  Mr.  McCurdy  who  is  general  manager  of  the  S.  J.  Gregory 
Theatrical  Enterprises?  He  said  this:  "As  a  novelty  it  has  no  equal  or 
counterpart  in  the  whole  realm  of  films.  As  an  idea,  this  screen  specialty 
stands  head  and  shoulders  above  anything  presented  to  the  exhibitors 
and  public  alike.  Congratulations  on  handing  the  industry  something 
new!" 

JUST  WAIT  TILL  YOU  SEE  IT.' 

YOU  ARE  GOING  TO  GET  THE  WALLOP  OF  YOUR 
young  life.  It  had  me  sitting  on  the  very  edge  of  my  chair  and  you 
are  no  more  hard-boiled  than  I  am.  I  wish  I  could  be  sitting  alongside 
of  you  when  you  see  these  two  reels  spun  out.  It  would  be  a  treat. 

IF  YOU  ARE  NOT  USING  THE  INTERNATIONAL  NEWS 
Reels,  it  is  too  bad.  Because  "Life's  Greatest  Thrills"  is  not  for  sale. 
But  you  can  get  it  by  simply  signing  up  for  the  best  news  reels  on  earth* 
It  would  seem  sorta  foolish  not  to  sign  right  away,  don't  you  think? 


Page  30 


Special  Exploitation  Section 


Exhibitors  Trade  Review 


Fifty-seven  Varieties 


JUST  to  show  you  how  really 
simple  it  is  to  get  the  whole 
thing  started,  consider  the 
poster  shown  on  this  page.  Its 
makeup  is  discussed  in  the  caption 
under  it.  Here  we  will  deal  only 
with  its  practical  application. 

First,  where  would  we  find  the 
display  space  for  it.  Anywhere,  is  the  answer.  There  are 
many  stores  at  the  present  time  that  are  paying  a  regular 
weekly  retainer  for  a  similar  service  to  be  pasted  on  their 
windows.  Here  you  are  giving  them  the  same  thing  for 
nothing,  and  maybe  giving  them  a  weekly  pass  to  your 
theatre  besides. 

Any  store  that  is  popular  would  suit  the  purpose.  The 


/F  you  ever  had  the  idea  in  your  head  that 
the  International  Newsreel  could  not  be 
exploited,  FORGET  IT.  It  is  just  as  easy  to 
make  a  noise  over  the  newsreel  as  for  the 
biggest  feature  length  production  that  ever  hit 
your  theatre.  Ideas  will  come  along  as  fast 
as  the  famous  57  once  you  get  them  started. 


shoe-shine  shop,  the  barber,  the 
grocei,  the  drugstore.  Any  shop 
that  by  the  very  nature  of  its 
business  demands  an  all  day  pa- 
tronage. 

Now,  what  pictures  are  best 
used.  Well,  you  will  find  on  the 
poster  sheet  distributed  by  Inter- 
national (see  facing  page)  three  representative  photos.  Clip 
these  and  use  them  for  your  own  poster.  If  the  picture  has 
appeal  to  some  certain  class,  as  for  instance  the  picture  of 
the  tennis  tournament — that  is  the  one  you  want  to  use  for 
the  sporting  goods  shop.  If  you  want  a  big  male  atten- 
dance, use  the  Miss  America  in  cigar  stores  and  barber 
shops.    You    can    get    the    idea    from   these  examples. 


??? 


True  enough,  you 
have  no  well  known 
motion  picture  star 
to  work  with  in  ex- 
ploiting the  newsreel, 
but  at  the  same  time, 
can  you  discount 
the  appeal  value  of 
international  "stars" 
like  the  Prince  of 
Wales,  or  Babe 
Ruth,  or  Miss  Amer- 
ica or  President 
Coolidge? 


??? 


Pictures  are  an 

international 
language.  Ap- 
peal to  all  the 
foreign  d  i  s- 
tricts  in  your 
city. 


As  suggested  below,  you  can  use 
colored  chalk  for  the  lettering 
here.  Or  you  can  paste  a  new 
ietterd  sheet  over  the  old  story 
for  each  change,  same  as  for  the 
photo.  Just  tell 
the  story  of  the 
photo  and  perhaps 
one  or  two  other 
highlights  of  the 
reel.  Too  much 
matter  will  spoil 
the  whole  effect. 


fhoto  horn  International  Newsreel . 


%\7"HEN  the  picture  shown  in  the 
poster  above  was  displayed  in 
a  store  window  in  New  York, 
there  was  never  less  than  a  group 
of  eight  people  looking  at  it  for 
a  period  of  six  hours.  That's  the 
value  of  such  picture  posters.  The 
poster  is  very  simple  to  make. 
The  card-board  base  is  18  x  24" 


overall,  and  the  cost  has  been  esti- 
mated from  $2.00  to  $3.50  maxi- 
mum. Photos  are  pasted  one 
over  the  other  for  each  change, 
and  the  story  is  told  briefly  in  the 
white  space  to  the  right.  Using 
chalk  for  the  lettering,  you  have 
a  permanent  card  which  will 
allow  weekly  and  bi-weekly 
changes. 


??? 


We'll  also  admit  that 
you  have  no  high- 
falutin'  titles  to  work 
with,  no  best  seller 
novels — but  will  you 
discount  entirely  the 
sales  value  of  the  re- 
cent Japanese  earth- 
quake, the  Shenan- 
doah disaster,  the 
Riff  warfare,  the 
baseball  series  and 
the  tennis  tourna- 
ments? 


??? 


You  don't 
make  any  less 
money  if  you 
pull  them  in 
for  your  news- 
reel  instead  of 
your  feature. 


September  21,  1925 


Special  Exploitation  Section 


Page  31 


"International"  Service 


ILLUSTRATED  ONE  SHEET  REPLACES  OLD  BULLETIN 


JgEHIND  the  Interna- 
tional Newsreel  Cor- 
poration is  the  friendly  co- 
operation of  all  the  Wil- 
liam Randolph  Hearst 
newspaper  enterprises. 
These  papers  are  known 
for  their  profuse  use  of 
photographs  on  subjects  of 
timely  interest.  In  nearly 
■every  case,  these  photo- 
graphs are  an  index  of 
what  is  to  be  expected  in 
the  newsreel  releases. 

Now,  suppose  your  ad- 
vance synopsis  sheet  of 
the  newsreel  tells  you  tha; 
the  next  number  will  show 
the  meeting  of  Presidem 
Coolidge  and  Tom  Mix'. 
The  chances  are  even  that 
in  one  of  the  very  recent 
Hearst  papers  previous  to 
that  newsreel  portrayal  of 
the  event,  you  will  find 
one  or  more  large  photo- 
graphs of  the  meeting. 
You  mount  that  newspaper 
photo  and  the  reading  no- 
tice besides,  with  a  notifi- 
cation that  the  whole  of 
the  event  will  be  seen  in 
your  next  newsreel,  and 
you  have  gotten  together 
something  that  will  be 
read  and  followed  with 
interest  by  the  public. 
jyO  less  important  is  the 
new  method  adopted 
by  International  Newsreel 
in  the  posters,  announcing 
the  events  contained  in  the 
current  releases.  Three 
large  photos,  approxima- 
tely the  same  size  as  regu- 
lation stills  are  used  in 
these  one  sheet  posters. 
No  doubt  you  already  have 
seen  the  first  two  of  these 
(with  issue  75  and  76). 
These  stills  can  be  used 
in  actual  window  tie-ups 
much  the  same  as  is  used 
exclusively  for  window 
tie-ups  on  feature  anr 
short  subjects 


NTERNATIONAL 

NEWSREEL 

ARMY  THRILL  SCHOOL 


TWICE  A  WEEK 


'  Released  by 

UNIVERSAL 


New  crop  of  parachute  jumpers 
pass  test  in  spectacular  style 
CHANUTE  FIELD,  ILL 


TAPS  FOR  THE  VALIANT  DEAD! 

Officers  who  died  iri  Shenandoah  laid  at  rest  ~  WASHINGTON  D.  C. 


Seekers  for  MISS  AMERICA  title 
dazzle  Pageant  throng 
AT  ATLANTIC  CITY,  N4  ji 


PRESIDENT'S  VACATION  ENDS 

Mr. "and  Mrs.  CooKdge  leave  for  Capital  -'- SWAMPSCOTT,  MASS. 


O  S  WINS  OPENING 
DAVIS  COP  MATCHES 

French  challengers  lose  first 
games  in  trophy  play 
AT  GERM ANTOWN,  PA. 


Page  32 


Special  Exploitation  Section 


Exhibitors  Trade  Review 


 .  ,  ,  f 

j    APPEAL  ! 

|      Appeal  to  the  foreign  ele-  j 
I  ments   in   your   town.  Place 
1  your  International  Newsreel  an- 
I  no  u  nee  ments    either    in  their 
I  meeting    rooms,   club  rooms, 
|  newspaper    offices.  Advertise 
j  in  their  newspapers. 
|      Follow  the  International  syn-  ■ 
:  opsis  sheets  closely.     As  soon  : 
i  as  you  find  an  announcement  ! 
I  of,  say,  the  King  of  Denmark 
doing  this,  that  or  the  other 
thing,  make  sure  that  every  per- 
son of  Danish  extraction  in  or 
near  the  vicinity  of  your  thea- 
tre has  been  given  ample  notice 
of  it.    Get  a  still  of  that  event, 
if  possible,  and  p!ace  it  in  the 
heart  of  the  Danish  living  quar- 
ters, draped  In  their  national 
colors,    etc.     Of    course,  the 
same  goes  for  any  nationality.  ■ 
Keep  your  eyes  open  for  these.  ' 

+     — " — " — " — •■ — " — " — "■ — — " — »■ — " — ■" — 'V 


PAPER  PARACHUTES 
GET  ATTENTION 

Ask  your  youngster  in  your  neigh- 
borhood how  to  make  a  tissue-paper 
parachute,  and  hell  do  it  for  you  in  less 
time  than  it  takes  to  tell  it.  Four 
strings  of  cotton  thread,  a  square  sheet 
of  tissue  and  a  small  cork — and  there 
you  have  it. 

Attach  a  free  pass  to  one  of  these, 
and  let  it  drift  off  from  the  roof  of  the 
highest  building  in  your  town,  and 
you'll  have  one  person  telling  everybody 
how  he  stumbled  on  a  ticket  to  your 
theatre.  Send  off  a  dozen  of  these 
parachutes,  and  you'll  get  a  dozen  peo- 
ple doing  the  same  thing.  Follow  the 
line  of  reason,  and  limit  yourself  only 
by  the  number  of  empty  seats  you 
would  like  to  fill  on  your  bad  days. 

Across  the  top  of  the  parachute  paste 
a  strip  reading : — 


Every  movement  of  a  1,500  foot  parachute 
drop  was  registered  by  Internationa]  News- 
reel  camera  man.  Watch  for  other  similar 
thrillers  at  the  Strand. 


AN  ATTACK  FROM 
THE  AIR 


Here  is  a  little  stunt  that  will  bring 
you  plenty  of  business  at  the  cost  of 
your  regular  newspaper  ads.  Semi  up 
some  fifty  or  a  hundred  small  toy  bal- 
loons, each  with  a  slow  leak  in  if.  so 
thai  they  will  fall  to  the  ground  within 
about  five  city  biocks  of  your  theatre. 
Attached  to  eich  is  a  ticket  with  one 
of  the  following  letters :  R,  A,  C,  or  E. 
Then  advertise  the  fact  that  the  person 
holding  the  tickets  to  spell  out  a  certain 
word  to  be  announced  at  your  theatre 
immediately  after  the  showing  of  In- 
ternational Newsreel  will  be  given  a 
cash  prize.  Don't  announce  what  let- 
ters you  are  sending  up,  so  that  no  one 
will  be  sure  until  the  announcement 
that  he  has  enough.  The  word  can  be 
either  Race,  Ace,  Cor  or  Rae. 


APPEAL  | 

Appeal  to  the  school  authori-  j 
ties  for  a  regular  weekly  attend-  j 
ance.    The  news  that  is  shown  t 
in  the  International  Newsreel  is  ,, 
of  the  same  nature  as  is  report- 
ed by  "Current  Events,"  a  small 
newspaper  catering  to  school 
children    subscription.  Offer 
the  school   authorities  special 
cut-rate  showings  for  the  stu- 
dents. 

It  would  be  wise  to  start  the 
old  controversy  in  newspapers 
as  to  the  relative  efficiency  of 
teaching  through  the  eye  and 
through  the  ear.  Arrange  for 
a  special  once-a-week  morning 
showing,  exclusively  for  school 
patronage,  the  program  to  con- 
sist of  purely  educational  mat- 
ter, scenics,  pictures  of  various 
handicraft,  picture  stories  of 
the  lives  of  famous  men  and 
women,  a  comic  every  now  and 
then,  and  top  the  bill  off  with 
the  International  Newsreel. 

A  program  of  this  sort  is  a 
real  liberal  education,  and  you 
can  easily  get  the  endorsement 
of  the  leading  educators  in  the 
country  for  it.  There  are  no 
limits  to  the  amount  of  public- 
ity you  can  get  from  this  idea. 
It  will  buiid  you  a  steady  pat- 
ronage. 

4—  ■■  "  ■■ — * 


International  Newsreel  is  not  going  into  the  exploitation  of  its  product  in  a  half-hearted 
way.    Here  above  is  a  sample  of  the  sort  of  stuff  it  is  sending  out  to  its  salesmen  on  the 
road,  with  full  instruction  on  the  back  of  each  poster  as  the  application  of  the  ideas 
therein  shown.    That's  real  cooperation  for  you,  Mr.  Exhibitor. 


September  21,  1925 


Special  Exploitation  Section 


Page  33 


ut  On  Your  Own 
Local  "Newsreel" 


BETTER  FIX  IT  UP  WITH 
THE  TRAFFIC  COPS 

The  loc^ion  will  have  to  be  the  tall- 
est building  in  your  city,  (unless  you 
boast  of  skyscrapers,  then  we'd  keep 
down  to  about  ten  stories.)  Station  a 
man  on  the  ledge  of  the  roof,  fooling 
around  with  a  small  parachute,  easily 
constructed  out  of  a  few  yards  of  cot- 
ton material — a  wire  hoop. 

Another  fellow,  down  the  street, 
either  with  a  real  or  dummy  camera  is 
getting  the  focus  of  the  "dare-devil"  up 
above.  Plant  a  few  "wise-guys"  in 
among  the  crowd,  who  will  rumor  it 
about  that  "that  fellow  is  going  to  try 
out  a  new  kind  of  parachute." 

From  this  point  on,  there  are  two 
wayc  to  get  out  of  the  ticklish  situation 
facing  the  man  who  is  supposed  to 
jump.  Either  the  police  or  building  au- 
thorities stop  him  just  as  he  is  about  to 
jump.  Or,  since  it  was  nevei  said  that 
the  man  himself  was  going  to  be  ihe 
one  to  actually  try  the  fall,  a  rag  dum- 
my is  sent  down.  The  parachute,  of 
course,  will  open  up.  and  though  the 
speed  behind  will  probably  be  enough 
to  kill  a  human,  the  fact  that  it  has 
opened  will  prevent  any  undue  hysteri- 
cal demonstrations  from  the  crowd  be- 
low. 

As  the  parachute  opens,  let  fly  a 
whcie  raft  of  tbrowaweys  reading: 


WE  hear  only  of  the  biggest  newspapers  of  each  big  city,  and  take  it  for 
granted  that  there  are  no  others.  There  is  nothing  further  from  the  truth. 
Take  for  instance  a  section  of  Brooklyn,  N.  Y.,  known  as  Bay  Ridge.  It 
anything  that  more  closely  concerns  their  individual  selves,  than  if  they  had  to 
share  with  many  others. 

has  a  local  newspaper  with  a  circulation  of  almost  60,000— as  much  if  not  more 
than  any  other  newspaper  reaching  that  neighborhood. 

Now,  this  is  not  an  attempt  to  sell  anybody  any  advertising  space  in  that  paper, 
but  it  is  simply  a  proof  positive  that  people  are  more  than  willing  to  support 

Apply  this  theory  to  the  newsreel. 
International  covers  the  world.  It  is 
therefore  as  essential  to  the  motion  pic- 
ture public  as  the  Saturday  Evening 
Post  is  to  the  reading  public.  Show 
that  reel — but  at  the  same  time  put  on 
a  local  "newsreel"  of  your  own. 


For  Real  Thrillers 
Follow  ihe  Showings 
of  International  Newsreel 
Strand  Theatre 


This  does  not  require  a  camera  or 
film.  All  you  need  is  your  regular 
slides  and  a  pencil.  Letter  the  news  in 
simple,  one  stroke  letters.  Illustrate 
with  cartoons,  also  of  the  easy,  one- 
stroke  variety.  If  you  start  making 
them  too  pretentious,  you  will  be  hit- 
ting up  to  several  difficulties.  One,  you 
will  have  to  have  real  news  all  the  time, 
for  to  make  any  serious  pretenses  about 
the  news  value  of  "Mrs.  Smith's  Cat" 
would  be  erroneous.  Another  handi- 
cap would  be  time.  It  is  as  likely  as 
not  that  a  real  news  break  comes  to 
you  just  a  moment  before  you  start  the 
reel.  You  will  be  ready  for  it  in  a  mo- 
ment, if  you  adopt  the  comic  manner  of 
showing  it  as  shown  in  the  sketch  to 
the  right. 

You  can  do  these  yourself.    In  fact, 
the  less  familiar  you  are  with  drawing, 
the  more  effective  the  result  will  be. 
newsreel  is  going  to  hold. 


Play  the  "Grandstand  " 


Never  lose  the  opportunity  to  stop 
the  show  for  a  minute  or  so  to  flash 
on  any  great  break  you  get  in  the  news. 
There  were  any  number  of  theatres 
which,  notified  from  the  home  office  of 
the  International  Newsreel  that  scenes 
of  the  Shenandoah  were  to  be  shown 
in  the  next  coming  release,  immediately 
cut  whatever  they  were  showing  to 
flash  the  announcement  on  the  screen. 
It  brought  them  big  business. 

That  is  not  the  only  way  to  get 
scoops  across.  For  instance,  with  the 
football  season  coming  along,  or  better 
yet,  with  the  approach  of  the  world 
series  for  the  baseball  championship, 
arrange  with  the  nearest  newspaper  of- 
fices for  a  direct  line  to  get  the  results, 


inning  for  inning,  and  keep  flashing 
them  as  they  come  in. 

The  newspaper  will  oblige,  especially 
if  you  take  some  extra  space  in  it  to 
make  the  announcement  of  your  "news 
service,"  which,  by  the  way,  is  essential 
in  order  to  get  the  most  out  of  the 
stunt. 

Where's  the  Profit? 

Now,  you  can  rest  assured  that  In- 
ternational Newsreel  will  have  the 
baseball  series  well  covered.  You  can 
be  more  than  reasonably  sure  that  In- 
ternational Newsreel  will  have  most  of 
the  important  football  games.  Tell  that 
to  your  audience  in  so  many  words. 
Let  them  know  ahead  of  time  what  the 
newsreel  is  going  to  hold. 


Mr*s. 


cure.  \<\  ar<Xt.r- 

S+otr-K,  w  ko  fc>r-oo<gk+ 
Kittens.  Matkar-  W«M  . 


Vvcw^e   o -J  f\C\r  vvvo+kt  r 

Alice  Blue 


1      i_  -  2-  S-tre«  + 

M  a  wi  d  a  y  l-vi  ukmihi 


Littla   Anna-  to  /*\  in  .  <+«<" 

Hirtm^Maui!   "Sura,  hVj 
4-u.Tk«  i-  lilcti  Awtrwat^    I  heat—* 


w  e  w  *  ll  t>  *  v 

SOf  iIMfr  S  OF 


n§0 


Note    particularly    this    slide  just 
above.  We  assure  you  that  mothers 
will  welcome  the  invitation. 


Page  34 


Special  Exploitation  Section 


Exhibitors  Trade  Review 


OH!  FOR  THE  LIFE 
OF  A  CAMERA-MAN 


Just  Before  the 
Disaster 

Only  a  very  short  time  before 
the  recent  misfortune  to  the  Shen- 
andoah, two  daring  parachute 
jumpers,  Ford  and  Starr,  took  their 
lives  into  their  hands  and  hopped 
off  while  the  big  balloon  was  in  full 
flight  over  Lakehurst,  N.  J.  Just 
before  their  jump,  they  took  a  look 
at  the  International  camera  man 
perched  in  his  none  too  secure 
berth,  and  expressed  their  opinions 
that  at  least,  while  they  were  fall- 
ing, they  would  have  the  consola- 
tion of  knowing  that  there  was  a 
parachute  attached  to  them. 

A  similar  circumstance  arose 
when  a  International  camera  man 
hung  half  out  of  the  riggings  to  get 
full  shots  of  the  army  man  making 
a  1500  foot  drop.  This  scene  can 
be  seen  in  "Life's  Greatest  Thrills," 
a  compilation  of  hair-raising  events. 

Such  is  the  life  of  a  camera  man. 


IT'S  NO  CINCH 


(As  depicted  by  exploitation  staff, 

1.  News  editor  gets  the  scoop  and 
calls  camera  man. 

2.  On  the  go,  camera  in  hand,  ^" 
right  for  the  special  Interna- 
tional Newsreel  airplanes. 

3.  But  they're  not  always  the  saf-  m 
est  thing  in  the  world,  and  so 

he  must  resort  to  a 

4.  parachute.  It's  all  in  the  day's 
work,  and  nothing  is  ever  8. 
thought  about  it,  unless 

5.  he  happens  to  land  in  a  field 
where  a  bull  would  argue  the 


Exhibitors  Trade  Review) 

point  with  him,  then  it's  time 
to  go. 

More  than  once  a  ladder  from 
an  air  ship  has  saved  a  camera 
man  in  such  distressing  cir- 
cumstances. 

Location  at  last,  which  is 
nothing  to  shout  about.  But 
you  can't  always  get  news  on 
the  croquette  field, 
then,  "Home  James,"  the  fast- 
est way  possible,  hang  the  ex- 
pense and  th  danger.  The  reel 
must  be  on  time. 


Thumbing  Noses 
At  Death 

Sensational  hazards  are  thrown 
before  the  news  reel  camera  man  irt 
the  ordinary  courses  of  duty. 

John  A.  Bockhorst,  staff  camera 
man  for  International  News,  suf- 
fered the  harrowing  experience  of 
drifting  for  twelve  hours  sixty 
miles  off  the  coast  of  Nicaraugua 
in  a  disabled  seaplane,  forced  down 
to  the  water  during  a  flight  from 
Norfolk,  Va.,  to  Panama,  that  was 
part  of  a  big  Navy  manouvre  some 
time  ago. 

Luck  and  the  U.  S.  Destroyer 
Maury  saved  Bockhorst  and  the 
crew  of  the  plane,  Lieutenant 
Arthur  Dietrich  in  command,  from 
a  watery  grave.  For,  despite  the 
fact  that  the  waters  beneath  the 
flight  route  were  well  patrolled, 
when  the  seaplane  landed  a  big  hole 
|  was  stove  in  her  bottom  by  contact 
with  a  coral  reef.  She  was  sinking 
fast  when  a  boat  from  the  Maury  took 
the  men  off,  all  baggage,  radio  set  and 
gas  tanks  having  been  previously 
thrown  over  to  lighten  the  craft.  She 
sank  immediately  after  the  men  reached 
the  Maury. 

Eighteen  seaplanes  took  off  from  Nor- 
folk on  this  trip.  The  purpose  was. 
for  spotting  shots  from  the  air  for  the 
U.  S.  S.  Mississippi  which  sunk  the 
radio-controlled  U.  S.  S.  Iowa  by  gun 
fire  from  a  distance  of  27,000  yards. 

The  Destroyed  Maury  landed  Lieut. 
Dietrich,  Bockhurst  and  the  crew  of 
the  plane  on  the  Carataska  Lagoon 
where  they  spent  the  night.  The  next 
morning  they  were  shipped  home. 

Liut.  Dietrich  was  killed  later  when 
his  plane  crashed  in  Washington,  D.  C 


September  21,  1925 


Special  Exploitation  Section 


Page  35 


"The  World  Before 
Your  Eyes" 

CAPITALIZE  ON  FAMOUS  INTERNATIONAL  SLOGAN 


YOU  can  hardly  find  a  more  suit- 
able means  of  exploiting  the  In- 
ternational Newsreel  than  in  the 
way  conceived  by  Henry  Clay  Bates,  of 
the  Universal  exploitation  forces.  It's 
an  all  year  round  attraction  board,  this 
map  idea  shown  on  the  right,  and  one 
which  will  make  people  look  forward  to 
it  from  week  to  week. 

You  can  buy  a  map  such  as  is  shown 
in  the  center  of  the  frame.  They  are 
cheap,  probably  no  more  than  about 
seventy-five  cents.  The  whole  frame 
can  be  bought  in  school  supplies 
stores  costs  about  two  dollars.  The 
lettering,  another  dollar.  And  there  is 
your  total  cost. 

The  pictures  used  can  be  clipped 
right  from  the  many  Hearst  newspapers 
throughout  the  country  that  also  use 
International  News  service.  A  little 
colored  thread  and  a  few  tacks  com- 
plete the  job. 

The  whole  affair  is  as  simple  as  fall- 
ing off  a  log,  and  its  possibilities  are 
unlimited.  If  you  don't  do  another 
thing  for  your  lobby,  get  this  rig-up. 

OTHER  ANGLES 
SUGGESTED 

There  are  many  other  angles  to  this 
exploitation  stunt  that  suggest  them- 
selves. One  of  these  can  be  made  to  fit 
itself  to  any  amount  of  money  you 
wish  to  spend  on  it. 

A  globe  map,  instead  of  the  frame 
shown,  standing  on  a  little  table  in 
your  lobby,  and  the  pictures  used 
mounted  on  a  board  on  the  wall.  The 
same  manner  of  using  strings  to  tie-up 
the  pictures  to  the  countries  on  the 
globe  can  be  used. 

Then,  you  can  have  a  revolving  globe, 
used  simply  as  a  teaser,  and  under  it 
the  famous  International  News  slogan, 
"The  World  Before  Your  Eyes." 

Carrying  this  last  just  one  step  fur- 
ther, make  a  cut  out  of  a  camera  man, 
and  with  a  series  of  cams,  arrange  the 
motor  power  to  move  this  camera  man's 
arm  to  work  in  a  circular  motion  as 
though  cranking  the  camera.  This  will 
prove  very  effective,  and  is  really  worth 
whatever  the  cost  might  be,  for  it  is  a 
corking  advertisement  for  the  general 
policy  of  your  theatre. 


If  you  saw  the  page  to  the 
left  displayed  in  the  window 
of  a  store,  would  you  stop  just 
a  moment  to  see  what  it  was 
all  about? 

You  bet  you  would.  And 
so  would  everybody  else. 

Exhibitors  Trade  Review 
has  made  up  a  limited  num- 
ber of  these  pages  just  for 
your  use.  Paste  them  up  on  a 
card  board,  under  which  you 
should  print  the  name  of  your 
theatre  and  the  days  that  you 
show    International    News — 

Send  your  request  in  right 
away.  No  more  than  five 
sheets  to  each  exhibitor.  Use 
this  ticket  below. 

Exploitation  Editor, 
Exhibitors  Trade  Review. 

Please  send  me    copies  of 

the  "International  Camera  Man's" 
page.  Thanks. 

Theatre   

Address  

Signed   

ssaocaoi  nocaoB 


TIE-UPS  GALORE 

Just  because  there  is  no  title  or  star 
in  the  International  Newsreel  does  not 
mean  that  there  are  no  tie-up  possibili- 
ties here.  The  great  field  of  school 
children  has  already  been  explained. 
The  same  possibilities  are  open  with  all 
civic  departments,  local  culture  clubs 
and  so  on. 

You  know  how  the  police  and  fire  de- 
partments are  featured  in  the  newsreel. 
Play  up  to  this  element  and  take  the 
trouble  to  keep  these  departments  post- 
ed whenever  anything  of  peculiar  inter- 
est to  them  is  shown.  On  occasions  of 
police  parades  in  the  big  cities  which 
might  be  shown  in  the  International 
Newsreel,  get  the  head  of  your  police 
department  and  his  staff  to  make  a  spe- 
cial visit  to  see  the  reel. 

The  same  can  be  done  with  children 
on  occasions  of  the  showing  of  the 
various  baby  parades,  fire  scenes  for 
the  firemen,  etc. 

Just  keep  your  eyes  and  ears  open, 
and  you'll  have  no  difficulty  in  making 
as  much  of  the  exploitation  possibilities 
for  the  International  Newsreel  as  for 
the  greatest  feature  ever  shown  at  your 
theatre. 


Page  36 


Exhibitors  Trade  Review 


Jin  Avalanche  of  Praise 

Greets  International  News' 

lives  mmm 

WRlIlS 

Acclaimed  by  the  Leading 
Showmen  of  the  Nation 


' 6  Remarkable 
speed  and  service 
makes 
International 
the  outstanding 
newsreel" 


— Wisconsin  Theatre,  Milwaukee, 
Wis. 

"Immensely  interesting  to  our 
audiences.  These  pictures  reached 
our  theatres  far  in  advance  of  all 
others." — West  Coast  Theatres, 
Los  Angeles,  Cal. 

"T  hrilling  in  the  extreme. 
Created  a  profound  impression 
on  our  audiences!" — C  a  p  i  t  o  I 
Theatre,  New  York  City. 

"Featured  it  in  our  advertising 
and  feel  that  it  did  much  to  swell 
the  receipts." — Missouri  Theatre, 
St.  Louis,  Mo. 

"As  good  as  any  one  could  want. 
Business  has  picked  up  since  we 
began  these." — Ozark  Theatre, 
Ozark,  Ala. 

"There  have  been  numerous  occa- 
sions when  both  theatres  have 
shown  important  events  fully  48 
to  96  hours  before  any  other  the- 
atre."— Alhambra  and  Garden 
Theatres,  Milwaukee,  Wis. 

Twice  Every  Week 


Marcus  Loew  of  Loew's  Incorporated,  New  York,  says: 

"Made  a  decided  hit  in  my  theatres.  It  ce 
tainly  enhanced  the  value  of  our  programs 

Hugo  Riesenfeld  of  the  Rialto,  Rivoli,  Criterion  Theatres . 
N.  Y says: 

"My  audiences  as  well  as  myself  were  ver 
much  pleased.  Excellent .  .  .  Should  be  ei 
thusiastically  received  by  everyone." 

Max  Balahan  of  the  Balahan  &  Katz  Corp.,  Chicago,  says: 

"Our  audiences  got  a  real  and  lasting  thril 
I  have  seen  millions  of  feet  of  film,  but 
took  me  right  off  my  feet." 

J.  L.  McCurdy  of  the  S.  J.  Gregory  Theatrical  Enterprises, 
Chicago,  says: 

"It  has  no  equal  or  counterpart  in  the  who 
realm  of  films.  Stands  head  and  shoulde 
above  anything  presented  to  the  exhibito 
and  public." 

Arrange  With  Your  Universal  Exchange  for  This  Great 
Two-Reel  Feature  Without  Cost  to  You! 


■J  1)1 


Released  by  UNIVERSAL 


7 


September  21,  1925 


Page  37 


VANCOUVER  WINS 
HOLLYWOOD  TRIP 


No  Fall  Let-Down 
At  F.B.O.  Studio 


Canadian  Exchange  Takes  First 
National  Contest  Honors 

First  National  Pictures'  summer  drive  for 
play  dates  to  mature  between  May  31st  and 
August  29th  was  a  big  success.  The  per- 
formance of  the  thirty-eight  branches  raised 
the  national  percentage  of  summer  business 
for  1925  up  to  115.50,  taking  100  per  cent  for 
the  volume  of  business  for  the  summer 
months  of  1924. 

The  Vancouver  branch,  W.  H.  Mitchell, 
manager,  won  first  place  with  160.88  per  cent; 
Atlanta.  C.  R.  Beacham,  manager,  second 
with  153.01  per  cent ;  Philadelphia  captured 
third  place  with  148.21  per  cent.  W.  J. 
Heenan  is  manager  at  Philadelphia. 

The  summer  drive  was  instituted  by  E.  A. 
Eschmann  of  First  National  last  March  when 
he  appealed  to  his  field  force  for  a  perform- 
ance during  the  summer  of  1925  that  would 
eclipse  the  big  record  of  summer  business 
done  during  1924.  The  result  of  their  en- 
thusiasm and  loyalty  is  now  apparent,  when 
all  pictures  booked  and  played  for  the  three 
months  have  been  checked  up  by  the  home 
office ;  First  National's  business  for  June, 
July  and  August  shows  a  15.50'  per  cent  in- 
crease over  1924's  fine  record. 

The  prizes  awarded  by  First  National's  dis- 
tribution department  to  the  winners  of  the 
summer  drive  follows : 

"Vancouver — First  prize.  Manager  W.  H. 
Mitchell,  a  trip  to  Hollywood  with  a'l  ex- 
oenses  paid;  Joseph  Plottel,  salesman;  Al- 
bert Brooks,  shipper;  W.  Etris.  booker; 
Mary  Macauley,  biller;  Miss  M.  E.  Middle- 
ton,  stenographer;  J.  S.  Mulhal',  cashier; 
and  Mrs.  L.  L.  Patterson,  inspector,  each 
one  week's  salary. 

Atlanta — Second  Prize.  Manager  C.  R. 
Beacham.  a  platinum  watch;  salesman 
George  C.  Almon,  Lewis  W.  Carter,  P.  A. 
Strachan  and  James  M.  Young,  their  choice 
of  cuff  links  or  a  cigarette  case. 

Philadelphia — Third  Prize.  Manager  W. 
J.  Heenan,  a  gold  watch;  Salesmen  P.  P. 
Duffy,  A.  F.  Hickox.  F.  J.  Leonard,  F.  A- 
,oftus,  W.  G.  Mansell  and  W.  H.  Schwalbe 
their  choice  of  cuff  links  or  cigarette  case. 


EVERYONE  who  knows  anything  at  all 
about  the  movies  knows  the  famous  Roost- 
er trade-mark  of  Pathe  which  appears  on  all 
this  firm's  films  and  has  ever  since  the  ear- 
liest days  of  movies  when  Pathe  Freres  first 
introduced  French-produced  films  to  America. 

Now  the  rooster  has  become  animated ;  in 
fact,  a  real  live  white  leghorn  rooster  has  re- 
placed the  inanimate  trade-mark  of  past 
days.  But  there  is  an  interesting  story  behind 
the  appearance  of  the  rooster  as  a  living 
trade-mark. 

Who  ever  heard  of  having  a  hard  time  find- 
ing a  rooster  that  would  crow?  Why  any- 
one could  just  go  out  into  the  country  a  short 
distance  and  find  dozens  of  them.  Simplest 
thing  in  the  world.  In  fact,  many  human  be- 
ings living  in  rural  or  suburban  districts  have 
wished  innumerable  times  that  they  could  get 
rid  of  all  the  crowing  roosters  in  the  world 
and  get  non-crowing  substitutes. 

But — it  is  not  so  simple. 

Pathe  wanted  a  real,  live  rooster  who 
would  crow  and  crow,  and  flap  his  wmgs  in 
rhythmic  accompaniment — with  a  camera 
cranking  on  him  all  the  time.  The  Hal 
Roach  Studios  volunteered  to  locate  the  chan- 
ticleer and  do  the  necessary  camera  work.  The 


United  Artists  Joins 

All  Film  Boards 

ry*  HE  Home  Office  of  United  Ar- 
lists  Corporation  announced  that 
branch  managers  of  that  com- 
pany have  been  instructed  imme- 
diately to  apply  for  membership  in 
all  Film  Boards  of  Trade  where  the 
corporation  has  branch  offices  and 
where  they  are  not  members. 

Up  to  the  present  time  United 
Artists  Corporation  held  membership 
in  Film  Boards  of  Trade  in  Boston, 
Butte,  Cincinnati,  Cleveland,  Dallas, 
Denver,  Des  Moines,  Detroit,  Kansas 
City,  Minneapolis,  New  Haven,  Port- 
land, Omaha,  Salt  Lake  City,  Seattle, 
St.  Louis  and  Washington. 

The  affiliation  of  United  Artists 
Corporation  managers  with  Film 
Boards  of  Trade  at  Atlanta,  Buffalo, 
Chicago,  Los  Angeles,  New  York, 
Philadelphia,  Pittsburgh  and  San 
Francisco,  where  they  are  not  now 
members,  will  make  a  100  per  cent 
representation  of  this  organization's 
managers  in  every  Film  Board  of 
Trade  where  a  branch  of  that  cor- 
poration is  located. 


FBOM  SCREEN  TO  STAGE? 

So  successful  has  Tod  Browning's  "The 
Mystic"  proved  that  New  York  sta^e  pro- 
ducers are  negotiating  with  Director  Brown- 
ing for  the  stage  rights  to  this  Metro-Gold- 
wyn-Mayer  production. 


Roach  staff  little  appreciated  what  a  task 
they  had  set  themselves  to.  There  were 
plenty  of  roosters  in  the  environs  of  Culver 
City,  but  they  did  not  seem  inclined  to  crow 
at  "the  right  time.  Even  the  heroic  method 
of  rising  long  before  dawn  and  setting  up 
the  camera  outfit  in  some  likely  barnyard 
before  Old  Sol  peeped  over  the  neighboring 
Rockies  was  tried  not  once  but  many 
times  hut  all  to  no  avail.  After  three 
months'  trying,  it  began  to  dawn  on  the  Roach 
camera  crew  that  perhaps  a  rooster  that  will 
crow  in. front  of  a  camera  is  not  as  common 
as  the  barnyard  variety.  The  Culver  City 
staff  was  about  to  quit  in  despair. 

THEN  someone  heard  of  Billy  Knight  and 
his  roosters,  a  well  known  vaudeville  act 
which  has  toured  the  world.  It  happened  to 
be  playing  the  Rosemary  Theatre  in  Ocean 
Park,  California. 

Knight  produced  his  best  crowing  artist, 
"Billy,"  and  in  an  hour's  time  enough  nega- 
tive was  shot  of  a  rooster  crowing  to  keep  the 
Pathe  trade  mark  going  in  the  most  animated 
fashion  for  the  next  twenty  or  more  years. 
But  anyone  at  Hal  Roach's  will  assure  those 
who  ask,  that  there  is  a  world  of  difference 
between  an  ordinary  barnyard  rooster  and 
one  who  will  crow  in  front  of  a  camera. 


HP HERE  will  be  no  autumn  production  let- 
-*-  down  by  P.  B.  O.  according  to  advices 
from  the  coast  studios  of  Film  Booking 
Offices. 

The  arrival  there  of  J.  I.  Schnitzer,  vice- 
president  of  the  organization  last  week,  was 
signalized  by  a  further  increase  in  produc- 
tion activity,  not  only  on  the  part  of  F.  B. 
O.'s  own  units  but  by  many  prominent  inde- 
pendent producers  who  maintain  headquar- 
ters at  F.  B.  O. 

Of  interest  was  the  news  that  F.  B.  O. 
would  begin  immediately  the  production  on 
an  elaborate  scale  of  a  railroad  melodrama 
to  be  called  "The  Midnight  Flyer."  It  will 
be  one  of  the  company's  twelve  Gold  Bond 
specials. 

The  departure  of  Evelyn  Brent  tor  a  va- 
cation in  New  York  was  another  happening 
at  F.  B.  O.  during  the  week.  Miss  Brent  has 
completed  her  eighth  vehicle  for  the  company, 
"Three  Wise  Crooks,"  by  Fred  Kennedy 
Myton  and  John  Brownell.  She  will  remain 
in  New  York  a  few  weeks  and  then  return  to 
Hollywood  to  resume  work  under  a  new 
eight-production  contract  with  F.  B.  O. 

Fred  Thomson  was  not  even  permitted  a 
breathing  spell  between  productions.  This 
week  saw  the  completion  of  "Riding  the 
Wind"  and  the  immediate  launching  of  "All 
Around  the  Frying  Pan,"  from  a  story  by 
Frank  Richardson  Pierce. 

Maurice  Flynn  plans  to  make  his  next  F. 
B.  O.  comedy-melodrama  on  a  ship  plying  be- 
tween Los  Angeles  and  Mazatlan,  Mexico. 
It  will  be  a  sea  story.  Flynn  has  just  com- 
pleted "Heads  Up,"  a  cemody-drama  of  South 
America,  which  reveals  the  former  gridiron 
hero  as  a  comedian  of  high  talents. 

Tom  Tyler,  F.  B.  O.'s  new  western  star, 
has  completed  his  initial  vehicle  "Let's  Go 
Gallagher,"  under  the  joint  direction  of  Bob 
De  Lacey  and  Jimmy  Gruen  and  will  shortly 
launch  another  Western.  Comedy  will  be  an 
outstanding  element  in  all  of  Tyler's  stories, 
to  which  General  Manager  B.  P.  Fineman  is 
devoting  special  attention. 

Dick  Talmadge  has  finished  work  on  "The 
Prince  of  Pep"  and  will  get  going  again  in 
two  weeks.  This  agile  young  star  has  worked 
constantly  for  a  year  without  let-up  and  is 
planning  a  well-earned  vacation  at  the  con- 
clusion of  his  next  production,  the  title  of 
which  has  not  yet  been  announced. 

F.  B.  O.'s  two  reel  activities  continue  with 
the  Mazie  Series  starring  Alberta  Vaughn. 
Episode  No.  3  is  now  being  filmed  by  Ralph 
Ceder. 

Among  the  companies  preparing  for  im- 
portant F.  B.  O.  productions  is  Associated 
Arts  which  will  film  "Flaming  Waters,"  an 
oil  field  melodrama.  Associated  recently  pro- 
duced "Drusilla  With  a  Million"  for  F.  B.  O. 
and  promises  to  distinguish  itself  with  show- 
manly  productions  in  the  future. 

Emory  Johnson  is  editing  his  newspaper 
drama  "The  Last  Edition,"  starring  Ralph 
Lewis  and  soon  will  embark  for  Norway  to 
film  "Happiness,"  a  drama  of  the  north 
countries  from  whence  his  antecedents  hail. 

*    *  * 

"FREE  LIPS"  FOR  MISS  SHEARER 

Production  has  begun  at  the  Culver  City 
studios  on  "Free  Lips,"  Norma  Shearer's  new 
starring  vehicle  for  Metro-Goldwyn-Mayer. 
Hobart  Henley  is  d'recting  this  Carev  Wilson 
story,  and  Lew  Cody  plays  the  leading  male 
role. 


Roach  Scours  Barnyards 
To  Find  Bold  Rooster 


Page  38 


Exhibitors  Trade  Review 


The  First  National  company  on  location  at 
the  Commodore  Benedict  estate  at  Green- 
wich, Conn.,  filming  exteriors  for  "The 
Unguarded  Hours,"  being  directed  by 
Lambert  Hillyer  and  starring  Milton  Sills. 
Doris  Kenyon  is  leading  lady.  Hillyer  is 
the  man  behind  the  camera;  to  his  left, 
Roy  Carpenter,  cameraman,  right,  extreme, 
Tom  Parsons,  company  business  manager. 


Jack  Dempsey  takes  di- 
rection like  a  major 
says  Director  John  Mc- 
Dermott,  who  recently 
completed  "Manhattan 
Madness"  for  Associ- 
ated Exhibitors,  with 
Jack  and  Mrs.  Jack 
featured. 


Evelyn  Brent,  F.   B.  O.  star,  who  was' 
guest  of  honor  at  a  welcoming  dinner  re- 
cently at  the  Biltmore  Hotel  on  the  occa- 
sion of  her  visit  to  New  York. 


Not  the  Iron  Horse,  but  Monte  Blue  "in  character,"  who 
made    personal   appearance   at   the   Granada   Theatre   in  San 
Francisco  when  his  picture,  "The  Limited  Mail,"  a  Warner 
release,  played  there  recently. 


Kross  Konvention  of  Klown  in  an  impromptu  tableau  be- 
tween scenes  of  "Simon  the  Jester,"  the  Frances  Marion 
production  to  be  released  by  Producers  Distributing  Corp. 


September  21,  1925 


Page  39 


General  view  of  the  front 
half  of  the  "Shenandoah" 
which  drifted  nearly  12  miles. 
Scene  of  the  wreck  photo- 
graphed at  Coldwell,  0.,  by 
International  Newsreel. 


Blanche   Sweet,   star,   Howard   Higgin,   director,   and   Sada  \ 
Cowan,  scenarist  of  "The  New  Commandment,"  Robert  T.  i 
Kane's  production  for  First  National. 


"The  Little  Colo- 
nel," performing 
bigger  and  better 
than  ever  in  "The 
Plastic  Age,"  a 
Preferred  Picture. 


B.  Walthall  in  character  roles. 


Few  can  surpass  Henry 


"Two  Gun"  Bill  Hart,  producer 
of  "Tumbleweeds"  for  United 
Artists  release,  posed  for  this 
bronze  statue  now  on  display  at 
the  New  York  Mark  Strand 
Theatre. 


Author  of  "The  Moving  Finger,"  the  $50,- 
000  prize  Liberty  Magazine  story,  is  in 
Hollywood  collaborating  with  Paramount 
(production  executives.  Fannie  Hurst  and 
her  pal,  "Oscar." 


Pupils  of  Paramount's  Picture  School  go  through  their  paces  at  the  Famous 
Players  Long  Island  Studio. 


Page  4U 


Exhibitors  Trade  Review 


News  of  Exhibitor  Activities 


Sam  Lewis  Buying 
St.  Louis  Theatres 

Los  Angeles  Operator  Seeks  More 
Houses 

ST.  LOUIS,  Mo.,  Sept.  17.— The  Amer- 
ican Theatre,  lweltth  and  Barton  streets, 
was  purchased  by  Sam  Lewis  who  also 
conducts  the  New  Shenandoah  Theatre, 
Broadway  and  Shenandoah  Avenues. 

Ihe  American  was  owned  by  Joseph 
Wagner,  who  operates  the  adjoining  air- 
dome.  The  theatre  contains  about  700 
seats  and  is  said  to  be  a  nice  money-maker. 

Lewis  also  closed  a  deal  for  the  pur- 
chase of  the  New  Shenandoah  theatre 
building.  He  has  operated  the  house  under 
lease  for  some  time.  It  seats  about  1400 
persons.  It  is  reported  that  the  deal  for 
the  two  houses  will  aggregate  $250,000.  A 
large  airdome  was  included. 

Lewis  is  interested  in  several  theatres  in 
Los  Angeles  and  is  said  to  be  dickering 
for  other  houses  in  St.  Louis. 

St.  Louis  Amusement  Deal 

It  is  reported  that  the  deal  whereby  the 
St.  Louis  Amusement  Company  leases  the 
Cinderella  Theatre  on  Cherokee  street  has 
been  closed.  Details  on  the  deal  are  not 
yet  available. 

The  St.  Louis  Amusement  Company, 
controlled  by  Skouras  Brothers  and  Harry 
Koplar,  owns  some  fourteen  theatres  and 
several  large  airdomes  in  St.  Louis. 

Maurie  Stahl,  who  recently  took  over 
the  New  Delmar  Theatre,  Delmar  boule- 
vard, near  Kingshighway,  has  changed  the 
name  of  the  house.  He  calls  it  the  Em- 
bassy. It  was  formerly  operated  by  Hec- 
tor M.  E.  Pasmezoglu,  but  was  leased  by 
Stahl  several  weeks  ago.  About  the  same 
time  Pasmezoglu  leased  his  Criterion  and 
Congress  Theatres  and  is  still  dickering  on 
deals  involving  his  Plaza  and  Yale  thea- 
tres. 

,f* 

PICKED  FROM 

FIVE  HUNDRED 

DALLAS,  Texas,  Sept.  17. — Two  promin- 
ent Dallas  theatre  men  have  gained  promo- 
tions with  the  Southern  Enterprises  and 
Paramount. 

Earl  L.  Crabb,  formerly  district  manager  of 
the  Southern  Enterprises  in  Texas,  has  gone 
to  Boston  to  become  managing  director  of 
Paramount's  new  theatre,  a  large  and  modern 
playhouse.  He  was  selected  over  a  field  of 
500  applicants,  although  he  did  not  apply  for 
the  position. 

Charles  Griswold,  former  personal  repre- 
sentative of  Harold  B.  Franklin,  managing 
director  of  Paramount  theatres,  will  be 
house  manager  under  Mr.  Crabb  in  Boston. 

The  new  theatre  is  scheduled  to  open  Oc- 
tober 10. 

John  T.  Fried]  formerlv  managing  director 
of  the  Palace  Theatre  here,  succeeds,  Mr. 
Crabb  as  district  manager.  The  district  in- 
cludes houses  in  Dallas,  Waco,  Houston,  Gal- 
veston, Fort  Worth,  Austin  and  San  Antonio. 

Mr.  Friedl,  although  but  27  years  of  age. 
has  had  a  remarkable  career  in  theatrical 
circles.  He  is  the  youngest  district  manager 
in  the  circuit  of  theatres. 


L.  G.  Bissinger,  owner  and  manager 
of  the  Queen  Theatre,  Dallas,  Texas. 


F.  &  M.  ACTIVE  IN 
INDIANA 

Following  on  the  recent  announcement  that 
Fitzpatrick-McElroy  had  widened  their  terri- 
tory by  going  outside  of  Michigan,  Illinois 
and  Wisconsin  to  start  a  chain  of  theatres 
in  Indiana,  by  purchasing  four  theatres  in 
Michigan  City,  comes  further  news  of  the 
activities  of  this  company  in  Indiana. 

The  latest  investment,  which  undoubtedlv 
points  to  still  further  expansion  in  the  near 
future,  is  at  Richmond,  Indiana.  The  new- 
enterprise  embraces  long  time  lease  on  a 
theatre  to  be  built  by  the  Quaker  City  Realty 
Company.  Like  the  Michigan  City  deal  asso- 
ciated with  Fitzpatrick-McElroy  in  the  Rich- 
mond lease  is  Harry  Katz,  brother  of  Sam 
Katz  of  the  Balaban  &  Katz  interests. 

The  new  theatre  will  be  located  on  the 
northeast  corner  of  Main  and  Ninth  Streets, 
one  of  the  busiest  business  corners  in  Rich- 
mond. It  will  be  a  modern  fireproof  theatre 
with  1500  seating  capacity  and  a  business 
block  which  will  far  surpass  anything  of  the 
kind  in  the  state  of  Indiana.  The  building 
will  be  rushed  to  completion  and  it  is  planned 
to  have  it  opened  by  May,  1926. 

During  the  past  year  Fitzpatrick-McElroy 
have  been  rapidly  expanding  and  are  now 
operating  about  forty-five  theatres  in  the 
states  of  Michigan,  Illinois,  Indiana  and  Wis- 
consin. 

*  #  # 

First  Residential 
For  Salt  Lake 

SALT  LAKE  CITY,  Utah,  Sept.  17.— 
The  first  motion  picture  house  to  be  con- 
structed in  a  residential  section  of  this 
city  has  been  authorized  by  the  city  com- 
mission. The  permit  was  applied  for  by 
Mrs.  Mary  A.  Harrison.  The  house  will 
be  a  long  way  from  the  downtown  sec- 
tion, and  will  be  located  near  Liberty 
Park,  Salt  Lake  City's  largest  and  best- 
kept  playground. 

*  ^  * 

LUFKIN,  Texas,  Sent.  17.— Non  Binion's 
new  playhouse,  The  Pines,  opened  on  Labor 
Day.  The  investment  is  considerably  over 
§100,000. 


NORTH  ZONES  AT 
SYRACUSE  METE 

Buffalo  and  Albany  Members  of 
M.  P.  T.  O.  Convene 

SYRACUSE,  N.  Y.,  Sept.  17.— Directors 
of  the  Buffalo  and  Albany  zones  of  the  M. 
P.  T.  O.  of  N.  Y.  met  in  the  Onondago  hotel 
\\  ednesday,  Sept.  9,  at  which  time  the  boards 
in  each  zone  were  authorized  to  communi- 
cate with  every  exhibitor  in  their  respective 
territories  asking  support  by  Senator  "Jim- 
my" Walker  in  his  mayoralty  campaign  in 
New  York  city.  "Jimmy"  is  as  popular  in 
Buffalo  as  he  is  in  Albany  and  New  York. 

The  directors  also  decided  to  hold  a  meet- 
ing with  the  Producers  and  Distributors  of 
America  in  New  York  to  discuss  plans  for 
the  perfection  of  the  workings  of  the  film 
boards  of  trade  and  exhibitor  organizations. 

Buffalo  directors  who  attended  the  meet- 
ing were  J.  H.  Michael,  chairman  of  Buffalo 
Zone;  Walter  Hays,  former  president  of 
the  state  organization  and  vice  president  of 
the  Mark-Strand  interests ;  Eugene  Falk, 
secretary-treasurer  of  the  Mark-Strand  in- 
terests, Charley  Hayman,  president  of  the 
Cataract  amusement  company  of  Niagara 
Falls ;  William  A.  Calihan  of  the  Rcgorson 
corporation,  Rochester. 

William  Dillon  of  Ithaca,  state  president, 
presided  at  the  one  day  pow-wow.  Lew 
Bjettner  of  Albany  headed  the  capital  dele- 
gation. 

Convention  Sidelight 

A  pitiful  condition  arose  the  other  day 
when  the  champion  pinochle  shark  of  New 
York  state  was  taken  into  camp  by  an  ama- 
teur. The  champion,  one  Walter  Hays  of 
Buffalo,  vice  president  of  the  Mark  Strand 
interests,  has  been  having  things  his  own 
way  on  the  trains  between  New  York  and 
Buffalo  for  lo,  these  20  years,  until  he  met 
up  with  Charley  Hayman  of  Niagara  Falls,' 
who,  it  seems,  also  plays  a  wicked  game 
when  he  gets  warmed  up.  But  the  worst 
part  of  this  contest  was  that  the  champeen 
advised  his  best  friend,  Eugene  Falk,  secre- 
tary-treasurer of  the  Mark-Strand  organ- 
ization, to  lay  his  wad  on  the  well  known 
Hays'  pinochle  ability  with  the  result  that 
the  Falk  bank  roll  faded  away.  J.  H. 
Michael,  sparring  partner  for  Charley,  bet 
on  the  Cataract  City  kid's  tricks  to  win  and 
as  a  result  made  enough  to  pay  his  expenses 
at  the  Syracuse  meeting  of  the  boards  of 
directors  of  the  Buffalo  and  Albany  zones. 
Moral — Every  champeen  gets  a  knockout 
some  day. 

*    *  * 

METRO-GOLD WYN  FEATURE 
OPENS  WATERLOO  HOUSE 

WATERLOO,  la.,  Sept.  17.— Alexander 
Frank,  manager  of  the  new  Plaza  Theatre, 
has  celebrated  the  opening  of  this  playhouse 
with  Norma  Shearer's  new  starring  vehicle, 
"A  Slave  of  Fashion,"  directed  for  Metrw- 
Goldwyn-Mayer  by  Hobart  Henley.  The  new 
Plaza,  which  has  been  completely  remodelled, 
is  one  of  the  finest  houses  in  the  State,  and 
began  its  career  auspiciously  by  attracting 
crowded  houses  throughout  its  initial  week. 

%L  .    %  !S|S 

NEW  SAN  ANTONIO  HOUSE 

SAN  ANTONIO,  Texas,  Sept.  17.— The 
San  Antonio  Amusement  Co.  has  let  contract 
for  a  $1,500,000  store  and  theatre  building. 
The  structure  will  be  of  steel  and  brick  and 
strictly  modern. 


September  21,  1925 


Page  41 


William  Fox  To  Build     FILMS  MAY  GARRY 
Opposite  Own  Theatre  EDUCATION  TAX 


Plans  have  been  drawn  b}r  William  Fox, 
president  of  Fox  Film  Corporation  and 
head  of  the  Fox  Circuit  of  Theatres,  which 
will  give  to  the  Bronx  section  of  New 
York  one  of  the  most  modern  theatres  in 
the  country. 

The  new  Fox  theatre  will  be  built  on 
East  Tremont  Ave.,  between  Park  and 
Washington  Aves.,  on  a  plot  owned  by  the 
Treepark  Realty  Company,  which  is  con- 
trolled by  Fox.  It  is  directly  across  the 
street  from  the  Crotona  Theatres,  also 
owned  by  Mr.  Fox. 

In  addition  to  the  theatre,  the  new  build- 
ing will  contain  a  number  of  office  suites 
and  store  space. 

In  building  the  new  theatre  directly 
opposite  his  Crotona  Theatre,  Mr.  Fox 
does  not  mean  to  run  in  direct  opposition 
to  himself.  The  new  enterprise  will  house 
entirely  different  entertainment,  since  it 
will  be  devoted  chiefly  to  higrh  class  musi- 
cal programs  and  special  motion  pictures. 
It  will  be  run  along  the  same  lines  as  the 
New  Academy  of  Music,  which  Mr.  Fox 
is  now  building  directly  opposite  the  cele- 
brated old  14th  Street  landmark. 

The  plans  call  for  a  siting  ci.p?citv  of 
more  than  four  thousand  five  hundred. 

*  *  * 

CAPITOL  FOR  ILION,  N.  Y. 

ALBANY,  N.  Y.,  Sept.  17.— There  is  a 
new  $250,000  motion  picture  theatre  in 
course  of  erection  in  Ilion,  that  is  scheduled 
to  open  on  October  15.  The  house  will  have 
a  seating  capacity  of  1,600.  It  is  being  erect- 
ed by  Young,  Whitney  and  Pierce.  Mr.  Young 
is  well  known  in  the  business,  having  had 
other  houses  in  Ilion.  The  house  will  be 
known  as  the  Capitol. 

sfc     $  * 

SOUTHERN  CALIFORNIA 
THEATRE  NEWS 

Turlock — The  Yosemite  Hotel  Company 
will  build  a  400  seat  theatre  here. 

Los  Angeles — A  three-story  Aztec  style 
theatre  will  be  erected  on  Garfield  Avenue 
for  Arthur  Bard  at  a  cost  of  $200,000. 

Los  Angeles — The  Wholesale  Properties 
Co.  will  erect  a  $290,000  theatre  just  north  of 
Westlake  Ave.  on  Alvarado  st. 

Glendale— The  West  Coast-Langley  Co.'s 
new  theatre  opened  here.  , 

Los  Angeles— The  Chotiner  Theatre  inter- 
ests will  erect  a  1,500  seat  ti""se  on  LaBrea 
and  Eighth  at  a  cost  of  $150,000. 

South  Gate— A  300  seat  theatre  will  soon  be 
completed  here,  this  city's  first  house. 

Hollywood — The  Christie  Syndicate  will 
erect  a  $65,000  office  building  and  theatre  at 
6021-25  Hollywood  Boulevard. 

Santa  Ana— A  2  000  seat  theafe  is  being 
erected  here  and  will  be  ready  for  a  New 
Year  opening. 

San  Fernando— A  new  $100,000  theatre  is 
under  construction  here.  It  will  be  leased  by 
Rennie  &  Son,  operators  of  the  Cody.  Ca- 
pacity: 1,200. 

*  *  * 

B.  &  K.  ROUTE  PRESENTATIONS 

CHICAGO,  Sept.  17.— With  the  opening  of 
their  new  Uptown  Theatre  Balaban  and 
Katz  have  announced  a  new  feature — the 
swinging  around  of  complete  shows — films, 
acts,  orchestras  and  leaders  and  solo  organ- 
ists from  their  Chicago  to  their  Tivoli  and 
thence  to  the  Uptown.  All  of  the  directors 
have  a  large  following  as  is  the  case  with  the 
organists,  and  the  move  will  help  to  popular- 
ize them  further. 


■)•< — <ii — « — »■ — »■ — »< — — »■ — »« — «« — ■« — » — ™ — 

j  Business  or  I 
Entertainment?  I 

s  LOGAN,  Utah,  Sept.  17. — It  is  now  j 

I  certain  that  the  fight  here  over  Sun-  i 

day  picture  shows  will  be  carried  to 

f  the  Supreme  Court  over  the  question 

'  of  whether  or  not  a  motion  picture 

j  house  is  a  place  of  business  within 

f  the  meaning  of  the  state  law.  The 

•  lower  court  ruled  that  it  was  a  place 

]  of    amusement    and  entertainment 

I  only,  but  the  district  court  has  re- 

;  versed  the  decision.     The  theatrical 

I  men  have  announced  their  intention 

J  of  closing  up  all  places  of  business 

f  in  the  city  on  Sunday  if  compelled 

I  to  close  their  own  establishments  be- 

j  cause  of  violating  a  law  by  opening 

5  ore  Sunday.   The  fight  begins  to  wax 

I  hot.     Logan  had  no  Sunday  shows 

till  April  last.     Note  Sunday  is  the 

f  biggest  day  in  the  week.  j 

4  .  .  — * 

"Gold  Rush"  Opens 
Universal  House 

MILWAUKEE,  Wis.,  Sept.  17.— The 
Alhambra  Theatre  recently  acquired  by 
Universal  as  a  first-run  house  re-opened 
with  Charlie  Chaplin  in  "The  Gold  Rush." 
For  years  the  favorite  of  native  Milwau- 
keeans,  it  has  always  occupied  a  unique 
place  in  Badger  State  theatricals. 

Howard  Waugh,  who  has  had  extensive 
experience  in  theatre  management  in  Mem- 
phis, Tennessee,  Atlanta,  Ga.,  and  other 
cities,  is  the  new  manager  of  the  house. 

For  the  opening  a  gala  performance  for 
charity  was  arranged  and  the  audience  in- 
cluded the  most  important  people  in  the 
city's  social,  business,  professional,  cor- 
porate and  financial  life.  Leo  Brecher. 
general  manager  of  all  of  the  Universal 
theatres,  was  present  from  New  York. 

*   *  * 

WOMAN  MANAGER 

FOR  SCHINE  HOUSE 

ALBANY,  N.  Y.,  Sept.  17.— A  woman, 
Mrs.  Francis  McGraw,  has  been  engaged  as 
house  manager  of  the  beautiful  Rialto  thea- 
tre, in  Little  Falls,  N.  Y.  She  is  no  new- 
comer in  the  business,  formerly  having  run 
the  Gem  theatre.  When  the  Rialto  reopened 
the  other  night  as  one  of  the  Schine  chain 
of  houses,  Mrs.  McGraw  appeared  on  the 
stage  and  with  a  few  words  of  welcome, 
dedicated  the  theatre  in  a  most  befitting  man- 
ner. There  were  several  well  known  film 
men  present,  including  Maurice  Chase,  of 
Rnffalo;  Ted  O'Shea  and  Lester  Wolf,  of 
Albany. 

■fc      ^  ?!? 

TO  PICK  CHICAGO  CENSOR 

CHICAGO,  Sept.  17. — Leading  club  wom- 
en, members  of  the  clergy  and  representatives 
of  civic  organizations  will  pick  Chicago's  next 
chief  film  censor.  William  F.  Foehringer, 
secretary  of  the  Chicago  civil  service  com- 
mission, announced  this  move  in  conection 
with  a  coming  examination  for  the  post. 


Governor  of  Missouri  Considering 

State-Wide  Levy 

ST.  LOUIS,  Mo.,  Sept.  17.— Complete  sup: 
port  for  the  public  school  system  of  Missouri 
by  revenue  derived  solely  from  a  special  state 
tax  on  amusements  and  luxuries  is  being  con- 
sidered by  Governor  Samuel  A.  Baker.  Pic- 
tures, naturally,  would  bear  the  brunt  of  the 
tax. 

The  Governor  plans  to  submit  his  measure 
as  an  amendment  to  the  state  constitution  at 
the  general  elections  in  November,  1926,  and 
is  now  gathering  data  to  support  the  plan. 

He  contemplates  supporting  all  of  the  pub- 
lic, grade  and  high  schools  of  _  the  state 
through  the  tax  as  well  as  the  higher  state 
educational  institutions  like  Missouri  Univers- 
ity, the  five  State  Teachers  Colleges,  Lincoln 
University,  Missouri  School  for  the  Deaf  at 
Fulton,  and  the  Missouri  School  for  Blind  in 
St.  Louis. 

Originally  the  Governor  considered  a  spec- 
ial 2  mill  levy  on  real  and  personal  property 
as  a  means  of  obtaining  additional  revenue 
for  the  state  school  system.  His  plan  for  the 
extra  taxes  for  the  schools  was  taken  up 
after  he  made  deep  inroads  in  the  appropria- 
tions made  by  the  last  legislature  for  the 
schools,  contending  there  was  not  sufficient 
money  available  to  meet  the  bills  passed. 

It  is  probable  that  he  will  recommend  a  5 
or  10  per  cent  state  tax  on  all  amusement 
admissions  ■  such  as  motion  picture,  vaudeville, 
dramatic  and  burlesque  theatres,  baseball, 
football  and  soccer  g-3mes,  etc.,  and  also  on 
cigarettes,  cigars  and  other  luxuries. 

One-third  of  all  state  revenues  collected  is 
now  used  for  the  public  schools.  Under 
Baker's  plan  the  present  taxes  would  be  abol- 
ished and  all  funds  needed  for  the  schools 
obtained  by  cutting  in  the  receipts  of  amuse- 
ment places  and  the  sale  of  luxuries. 

Rural  Missouri  is  notorious  for  tax  dodg- 
ing. Apparently  the  Governor  has  thought  of 
collecting  what  is  due  the  state  there. 

*  *  * 

Film  Bugs  Add  To 
Exhibitors'  Woe 

KANSAS  CITY,  Mo.,  Sept.  17.— A  spe- 
cial warning  to  exhibitors  in  the  Kansas 
City  territory  has  been  issued  by  the  First 
National  exchange,  as  a  result  of  an  inci- 
dent which  occurred  last  week.  Several 
small  green  bugs,  which  are  common  about 
any  type  of  electric  lights  in  the  summer 
months,  were  found  caught  in  a  film  which 
had  been  returned.  When  the  insects  were 
removed,  the  emulsion  came  off  on  every 
part  of  the  film  where  a  bug  had  been, 
ruining  the  film. 

*  *  * 

ALABAMA  THEATRE  OPENS 

PPATT  CITY,  Ala,  Sept.  17.— The  Cen- 
tral Park  Theatre,  a  new  house,  opened,  play- 
ing to  capacity  despite  a  heavy  down-pour  of 
rain.  The  opening  picture  was  "The  Family 
Secret,"  a  Universal  Jewel.  Everett  S. 
Haynes  is  manager. 

%  '  * 

WACO,  Texas,  Sept.  17.— Pat  and  W.  F. 
Box  have  opened  their  National  Theatre. 

*  *  * 

PORT  ARTHUR,  Texas.  Sept.  17.— J.  C. 
Clemons  is  erecting  a  new  theatre  to  cost  in 
excess  of  $250,000. 


Page  42 


Exhibitors  Trade  Review 


"LITTLE  FRENCH  GIRL" 
STOPPED  BY  CENSORS 

Quebec  Board   Finds  Picture  of 

French  Life  Unfavorable 

Montreal,  Can.,  Sept.  17. — Another  inter- 
esting fact  has  taken  place  at  Montreal,  in 
connection  with  the  presentation  in  that  city 
of  the  feature  "The  Little  French  Girl." 
First  of  all  it  was  passed  by  the  Quebec 
Board  of  Moving  Picture  Censors  with  a 
number  of  deletions  which  were  made,  it 
was  stated,  because  the  picture  in  its  original 
form  reflected  on  the  mode  of  living  in 
France.  The  feature  was  released  for  show- 
ing and  it  was  presented  for  one  day  in  one 
of  the  leading  local  houses,  but  it  was  then 
seized  by  order  of  the  censor  because,  it  was 
claimed,  the  deleted  sections  of  the  film  had 
been  re-inserted.  The  theatre  manager  was 
brought  to  court  H  the  rr. niter,  r.nd  the  pic- 
ture was  withheld. 

It  has  now  been  again  released  and  it  was 
given  a  "second  first  run"  in  the  Imperial 
Theatre,  a  rival  house  to  that  in  which  it 
was  first  shown.  The  manager  of  the  Im- 
perial is  Howard  W.  Conover.  This  time 
there  was  no  further  interruption. 

*  *  * 

FAMOUS  TO  START 

BIRMINGHAM  THEATRE 

BIRMINGHAM,  Ala.,  September  17.— 
Tenants  now  occupying  the  property  at  the 
corner  of  Eighteenth  Street  and  Third  Ave- 
nue in  Birmingham  have  been  notified  by  the 
Famous  Players-Lasky  Company,,  new  own- 
ers, to  vacate  by  October  first.  Work  of 
razing  the  buildings  and  preparing  the  site 
for  the  building  of  Birmingham's  new  $1,- 
500,000  photoplay  house  will  begin  immedi- 
ately after  October  first,  according  to  the 
announcement. 

*  *  * 

CHICAGO  MUSICIANS  WIN 

CHICAGO,  111.,  Sept.  17.— Musicians  em- 
ployed in  outlying  and  neighborhood  houses 
have  won  a  ten  per  cent  increase  in  salary, 
making  their  weekly  pay  envelope  carry 
$60.50.  James  C.  Petrillo,  president  of  the 
Chicago  Federation  of  Musicians,  who  con- 
ducted the  negotiations  for  the  raise  with 
the  owners,  announced  that  the  new  wage 
pact  would  be  officially  signed  when  it  had 
been  approved  by  the  executive  board  of  the 
iederation,  an  action,  he  said,  which  was 
merely  formal.  Under  the  new  agreement, 
the  musicians  will  have  to  work  only  32 
hours  a  week. 

*  *  * 

NEW  SCHINE  HOUSE 

FAIRPORT,  N.  Y.,  Sept.  17.— Plans  have 
been  made  and  bids  called  for  on  a  new  mo- 
tion picture  theatre  which  the  Schine  Theat- 
rical corporation  will  erect  in  Fairport,  N.  Y., 
and  which  will  be  named  the  Capitol.  The 
house  will  occupy  the  site  of  the  Bucher  prop- 
erty in  West  avenue,  which  was  purchased 
some  time  ago  by  the  Schine  interests. 
Charles  E.  Clark  will  be  the  manager.  Mr, 
Clark  has  been  associated  with  the  Schine 
company  for  several  years. 

*  *  * 

STILLMAN  GETS  "PHANTOM" 

"The  Phantom  of  the  Opera,"  Universale 
big  production  for  the  current  season,  will 
be  shown  in  the  Stillman  Theatre,  Cleveland. 

The  contract  was  signed  by  Fred  Desberg 
of  the  Loew's  Ohio  Theatres,  of  which  the 
Stillman  is  a  part,  and  Jules  Levy,  assistant 
sales  director  for  Universal. 

The  arrangement  for  "The  Phantom"  is 
for  an  indefinite  run.  It  will  begin  late  in 
the  Fall. 


C.  F.  Chandler,  Newly  Appointed  Publicity 
and  Advertising  Director  for  First  National 
Pictures,  Inc. 


3  Theatres  Serving 
Town  of  600 

ALBANY,  Sept.  17.— F.  C.  Adams,  who 
has  a  theatre  in  Dover  Plains,  N.  Y.,  as 
well  as  Copake,  nearby,  is  probably  as 
peculiarly  situated,  from  the  standpoint  of 
the  exhibitor,  as  any  man  in  the  business. 
Dover  Plains  has  a  population  of  but  600, 
and  yet  there  are  three  theatres  in  the 
village,  with  the  owner  of  each  exhibiting  a 
bulldog  tenacity  that  gives  every  evidence 
of  providing  the  same  number  of  theatres 
for  the  village  during  the  years  to  come. 
Each  house  runs  two  nights  a  week  so 
that  the  600  people  in  town  are  sure  of  a 
show  every  night  of  the  week  except  Sun- 
day. There  are  no  newspapers,  nor 
mediums  of  advertising  other  than  bill- 
boards and  heralds.  In  spite  of  this,  Mr. 
Adams  recently  played  "The  Covered 
Wagon"  at  a  50  cent  admission,  and  did 
so  well  that  he  is  now  going  to  bring  it 
back.  Ordinarily,  he  gets  15  and  30  cents 
admission. 

*  *  * 

TO  TEST  MOBERLY,  MO., 

SUNDAY  CLOSING  LAW 

ST.  LOUIS.  MO.,  Sept.  17.— The  City 
Council  of  Moberly,  September  10.  failed  to 
override  the  veto  of  Mayor  J.  M.  Jeffreys  of 
the  repeal  of  the  city's  Sunday  closing  ordi- 
nance. When  the  show-down  came  all  that 
the  backers  of .  Sunday  shows  could  muster 
was  the  five  votes  by  which  the  repeal  bill 
originally  passed.  Six  were  needed  to  whip 
the  Mayor. 

Following  the  Council  meeting  J.  W.  Cot- 
ter, owner-manager  of  the  Fourth  Street 
Theatre  who  directed  the  campaign  for  Sun- 
day movies,  announced  that  he  would  open 
his  house  for  business  on  Sunday,  Septem- 
ber 13,  to  test  the  closing  law  in  the  courts. 
Police  Chief  Flemming  stated  that  he  would 
arrest  Cotter  if  he  opens^  his  show. 

*  *  * 

WARNER'S  K.  C.  MANAGER 

Samuel  E.  Morris,  general  manager  of  dis- 
tribution, announced  the  appointment  of 
Louis  Reichert  as  manager  of  the  Warner 
Bros,  branch  exchange  in  Kansas  City. 


ONE  POLICY  FOR 

WARNER  HOUSES 

Uniformity  of  Service  to  Prevail  in 
Producers'  Chain 

Uniformity  of  service  and  a  single  policy 
are  to  mark  the  operation  of  all  the  Warner 
Bros.  Theatres,  according  to  arrangements 
now  being  perfected  in  the  home  office.  This 
means  that  the  same  attentions  bestowed  on 
patrons  at  Warners  Theatre,  New  York,  dur- 
ing its  opening  week,  and  which  attracted 
much  favorable  comment,  are  to  be  extended 
in  each  of  the  houses  in  the  company's  rapid- 
ly-extending string. 

All  attaches  in  each  of  the  theatres  are  to 
wear  special  uniforms,  which  will  be  identi- 
cal for  persons  performing  the  same  class  of 
service  in  all  Warner  houses.  Girl  ushers 
are  to  be  employed  throughout  and  in  every 
instance  they  are  to  be  garbed  as  are  those  in 
the  New  York  theatre.  Their  costume,  a  par- 
ticularly chic  creation  suggestive  of  the 
French  "Blue  Devils,"  was  designated  by 
George  W.  Bonte,  Warner  Bros.'  are  direc- 
tor. 

Though  each  of  the  Warner  houses  has,  of 
course,  its  managing  director,  its  house  man- 
ager and  a  full  complement  of  house  attaches, 
the  general  direction  of  all  is  in  the  hands  of 
George  H.  Dumond,  who  was  appointed  gen- 
eral manager  of  all  Warner  theatres  a  few 
weeks  ago. 

*  ♦  ♦ 

FREE  SHOW  FINED 

MINNEAPOLIS,  Minn.,  Sept.  17.— The 
conviction  and  fine  of  William  Jamieson, 
Claremont,  Minn.,  was  upheld  by  the  district 
court  at  Mantorville  recently.  The  decision 
is  regarded  by  film  men  as  a  blow  against 
the  free  show  competition  in  the  state. 
Jamieson  had  been  arrested  for  presenting  an 
outdoor  show  at  Claremont  in  violation  oi  the 
recently  enacted  state  law  which  provides 
that  such  shows  must  be  licensed  by  the  fire 
marshal,  with  an  indemnity  bond  posted  for 
potential  damages  resulting  from  the  presen- 
tation of  such  shows.  Jamieson  was  found 
guilty  and  fined  $25. 

*  *  * 

PEACE  CONFERENCE 

ALBANY,  Sept.  17. — A  conference  be- 
tween Charles  L.  O'Reilly,  of  New  York 
city,  President  of  the  T.  O.  C.  C,  of  that 
city,  and  William  Dillon,  of  Ithaca,  presi- 
dent of  the  New  York  State  M.  P.  T.  O., 
as  a  means  of  smoothing  out  certain  differ- 
ences that  now  exist,  will  be  held  in  Syra- 
cuse the  latter  part  of  this  month,  accord- 
ing to  present  plans.  Other  officials  from 
the  state  association  will  be  pr°sent.  It  is 
expected  that  the  meeting  will  result  in 
recognition  being  given  exhibitors  in  the 
New  York  city  zone.  These  exhibitors  did 
not  participate  in  the  election  of  Mr.  Dillon 
and  other  officials  at  a  meeting  in  Syracuse 
some  months  ago. 

STRIKE  PERSISTS 

NIAGARA  FALLS,  N.  Y.,  Sept.  17.— The 
strike  of  musicians,  stage  hands  and  oper- 
ators is  still  in  force,  with  indications  point- 
ing to  a  long,  drawn  out  affair  and  eventual 
open  shop  condition.  Down  in  Syracuse  the 
motion  picture  operators  have  asked  for  a 
wage  boost,  but  it  is  reported  that  exhibitors 
are  prepared  to  "grind  their  own,"  if  neces- 
sary, rather  than  grant  the  requests. 

*  *  * 
ROND  WITH  R.  &  K. 

Balaban  Katz  Midwest  Theatres  has  ap- 
pointed C.  E.  Bond,  well  known  Chicago  Ex- 
change Manager,  to  an  executive  position 
with  the  organization.  Bond  resigned  the 
managership  of  the  Chicago  Office  of  First 
National  last  week  to  accept  the  new  post. 


September  21,  1925 


Page  43 


PRODUCTION  HIGHLIGHTS 


TTHESE  days  every  up-to-date  studio  must 
have  its  ballet  master.  Word  is  received 
that  Cecil  De  Mille  has  added  Ernest  Belcher, 
well  known  in  this  line,  to  his  Culver  City 
production  staff. 

Charles  Hutchinson,  the  popular  "Hutch" 
has  just  finished  "The  Trunk  Mystery,"  a 
real  thriller,  it  is  reported,  which  Arrow  will 
release.  Alice  Calhoun  and  Ford  Sterling 
constitute  his  chief  support. 

*  *   *  '':5¥ii:% 

THIS  BORROWING  business  is  ber 
coming  so  popular  among  producers  that 
a  column  ought  to  be  started  headed 
"Loans  of  the  Week."  The  most  recent 
news  that  comes  to  hand  of  this  sort  is 
that  Warner  Brothers  have  loaned  Matt 
Moore  to  Fox  to  appear  in  the  principal 
male  role  of  Frank  Craven's  "The  First 
Year."  Fox  also  has  gone  over  to  the 
Schulberg  lot  and  borrowed  that  vital 
young  woman,  Clara  Bow,  who  will  appear 
with  Tom  Mix  and  Tony  in  their  next 
production. 

Colleen  Moore  will  begin  work 
in  "Irene,"  a  screen  version  of 
the  popular  musical  comedy  of 
five  years  back,  early  in  October. 
As  in  "Sally,"  the  star's  first 
transferred  musical  piece,  Lloyd 
Hughes  will  appear  in  the  oppo- 
site role. 

*  *  * 

Speaking  of  "Irene"  and  "Sally"  and 
musical  comedies,  Constance  Bennett  will 
have  the  Sally  name  part  in  the  Metro- 
Goldwyn-Mayer  screen  version  of  the  Eddie 
Dowling  musical  curio,  "Sally,  Irene  and 
Mary,"  which  the  prolific  Edmund  Gould- 
ing  is  directing. 

*  *  * 

-  Color  sequences  are  coming  to  be  relied 
upon  more  and  more  by  producers  aiming  for 
extravagant  effect.  The  opera  and  ball  room 
sequences  of  Gloria  Swanson's  Paramount 
picture  "Stage  Struck"  were  filmed  in  this 
way. 

*  #  * 

GAYLORD  LLOYD,  who  might  double 
for  his  brother  Harold,  who  has  been  the 
comedian's  casting  director  of  late,  will  re- 
cur n  to  the  screen  in  a  character  role  in 
jJoyd's  first  Paramount  picture.  His  last 
appearance  was  in  "Why  Worry."  An  up- 
to-date  version  of  "The  Heavenly  Twins" 
might  be  contrived  for  them. 

*  *  * 

Director  James  Hogan,  formerly  of  Pre- 
ferred, is  now  engaged  in  making  "Steel 
Preferred"  for  Metropolitan  Productions, 
one  of  the  Pro-Dis-Co  contributors.  He  and 
his  company,  headed  by  Walter  Long,  Wil- 
liam Boyd  and  William  Mong,  were  re- 
cently in  Pittsburgh  filming  scenes  at  the 
steel  mills  there. 

Harold  Lloyd's  "The  Freshman,"  Pathe  in- 
forms, will  be  released  nationally  on  Septem- 
ber 20.  Nothing  is  said  about  making  this  day 
the  opening  of  a  national  laugh  week,  so  the 
suggestion  is  hereby  offered. 

AGNES  AYRES  will  play  opposite  Con- 
way Tearle  in  the  Tiffany  Production, 
"Morals  For  Men."  This  certainly  makes 
the  cast  all  to  the  Tiffany  at  the  top. 
Production  official's  of  the  company  assure 
us  that  it  is  going  to  be  like  that  straight 
through. 


The  life  of  the  New  York  studio 
reporters  was  made  pleasant  last 
week  by  two  luncheons,  the  first 
tendered  by  Sam  Rork  in  honor 
of  Leon  Errol,  who  is  making 
"Clothes  Make  the  Pirate"  at  the 
Cosmopolitan  studio  for  first  Na- 
tional release,  the  second  in  hon- 
or of  Evelyn  Brent  by  the  F.  B; 
O.  officials  in  New  York.  Errol 
appeared  in  a  funny  set  of  pirate 
whiskers.  Miss  Brent  wore  the 
latest  from  Fifth  Avenue. 
*    *  * 

Norma  Talmadge  has  received  the  con- 
gratulations of  George  Barr  McCutcheon, 
author  of  "Graustark"  on  her  performance 
in  the  First  National  production  of  that 
name.  That  Mr.  McCutcheon  is  not  biased 
is  upheld  by  David  Belasco,  who  also  con- 
gratulated her  and  implied,  in  his  wire, 
that  he  was  tickled  pink  that  she  was  going 
to  do  the  screen  "Kiki." 

FIVE  LOCATION  trips  were  necessary 
to  complete  the  exteriors  of  Paramount's 
version  of  the  Joseph  Conrad  classic, 
"Lord  Jim."  The  company,  headed  by 
such  players  as  Percy  Marmont,  Shirley 
Mason,  Noah  Beery  and  Raymond  Hatton, 
have  finally  returned  to  the  studio  in  Hol- 
lywood where  they  are  at  wqrk  on  the 
last  of  the  interiors  under  the  direction  of 
Victor  Fleming. 

.*•         *  , 

Bulletins  from  the  Cecil  De  Mille  studio 
finally  advise  that  the  producer-director  has 
completed  shooting  on  his  first  special  for 
Producers  Distributing  Corporation,  "The 
Road  to  Yesterday."  This  is  heralded  as  the 
most  ambitious  De  Mille  opus  nnce  "The 
Ten  Commandments." 


FIRST  NATIONAL  SUPPLIES  US  WITH 
A  HORDE  OF  STATISTICS  CONCERNING 
EVERYTHING  FROM  THE  NUMBER  OF 
SCENES  IN  THE  SCRIPT  OF  "THE 
VIENNESE  MEDLEY,"  TO  THE  NUMBER 
OF  ELECTRICIANS  ENGAGED  ON  A  SIN- 
GLE SET.  IT  LOOKS  AS  IF  IT  WOULD 
BE  ONE  OF  THE  YEAR'S  BIGGEST 
PICTURES,  DESPITE  THESE  STATIS- 
TICS. 

*   *  * 

A.  H.  SEBASTIAN,  the  producer,  Rob- 
ert Vig'nola,  director  and  Marguerite  de  la 
Motte,  Allan  Forrest  and  Willard  Louis 
of  the  cast,  arrived  in  New  York  recentfy 
to  film  scenes  of  the  special  "Fifth 
Avenue,"  which  will  be  a  Producers  Dis- 
tributing Corporation  release.  They  can 
duplicate  almost  anything  with  their  Holly- 
wood sets  but  they  can  hardly  attempt  to 
remake  Fifth  Avenue  on  a  studio  lot. 

Roger  Manning,  location  manager,  has 
been  promoted  to  succeed  Clarence  White, 
production  manager  of  the  F.  B.  O.  studios 
in  Hollywood.  White  left  to  join  S.  S. 
Hutchinson,  once  one  of  the  most  active 
of  film  producers,  who  is  now  engaged  in 
breathing  life  into  his  old  American  Film 
Company  at  Santa  Barbara. 


Dates  Ahead 


OCTOBER  7-8.— The  Motion  Picture 
Theatre  Owners  of  Michigan  convene  at 
Grand  Rapids. 

*    *  * 

OCTOBER  13.— The  Fall  Film  Golf 
Tournament,  held  at  Winged  Foot  Coun- 
try Club,  N.  Y. 


In  the  building  of 
his  new  $5,000,000 
theatre  in  Hollywood, 
Sid  Grauman,  premier 
showman  of  the  coast, 
will  reserve  part  of  the 
walls  as  a  Hall  of  Fame, 
where  recorded  in  the 
oils  of  master  painters 
of  the  world,  will  be 
hung  portraits  of  fam- 
ous stars  and  picture 
personalities.  The  first 
portrait  to  be  so  hon- 
ored will  be  Howard 
Chandler  Christy's  like- 
ness of  Norma  Tal- 
madge. Picture  on  right. 


Page  41 


Exhibitors  Trad&  Review 


Sales  News  and  Personalities  of  the  Week 


Ralph  W.  Abbett,  manager  the  In- 
dianapolis  Exchange,   Renown  Pic- 
tures, Inc. 


KANSAS  CITY 

Louis  Reichert,  former  P.  D.  C.  branch 
manager,  accepted  a  position  as  Warner 
Vitagraph  branch  manager. 

The  Universl  trade  showing  held  at  Chilli- 
cothe,  Mo.,  was  attended  by  a  large  number 
of  small  town  exhibitors. 

$     ;£  $ 

About  150  exhibitors  and  friends  of  the 
operators  attended  a  special  screening  of 
"Manhattan  Madness,"  which  marked  the 
graduating  exercises  of  a  class  of  the  Kansas 
City  School  of  Motion  Picture  Projection, 
"operted  in  conjunction  with  the  M.  P.  T.  O. 
Kansas-Missouri  for  non-union  operators. 

*  *  * 

Fred  Hershorn,  Universal  short  subjects 
manager  at  Kansas  City,  became  a  benedict 
and  left  for  Buffalo  with  the  bride,  Miss 
Mildred  Wilson,  to  join  the  Warner- Vita- 
graph  force. 

*  *  * 

Lloyd  Willis,  special  Warner- Vitagraph 
representative,  spent  a  busy  week  in  Kansas 
City  as  did  C.  S.  Baker,  who  was  on  his  way 
to  San  Francisco,  where  he  will  become  as- 
sistant Universal  branch  manager. 

*  *  * 

J.  L.  Grantham  has  been  made  assistant 
booker  at  the  Warner- Vitagraph  branch. 
■  Hi'  *  " 

Rebecca  Jofre,  home  office  manager  of  the 
sales  promotion  department  for  Universal, 
was  a  Kansas  City  visitor. 

*  *  * 

W.  E.  Truog,  Universal  district  manager, 
made  a  hurried  trip  to  New  York,  while  J.  A. 
Epperson,  Pathe  branch  manager,  returned 
from  a  gratifying  trip  through  the  Kansas 
and  Missouri  territory. 

*  *  * 

William  A.  Bach  has  been  appointed 
Canadian  district  manager  for  First  Na- 
tional Pictures,  Inc.,  by  E.  A.  Eschmann 
in  place  of  Louis  Bache,  resigned. 

Before  joining  First  National  he  was 
manager  of  Famous  Players'  interests  in 
Toronto  and  prior  to  that  was  special  rep- 
resentative of  the  Fox  Film  Corporation 
in  Canada. 


Zambreno  Buys 
Into  Two  More 
Progress  Firms 

Frank  Zambreno,  President  of  the  Progress 
Pictures  Corporation,  has  enlarged  the  scope 
of  his  activities  by  purchasing  an  interest  in 
two  exchanges  owned  by  J.  S.  Tussey,  of 
Cleveland  and  Cincinnati,  which  exchanges 
are  also  called  Progress  Pictures  Corpora- 
tion. This  now  gives  Mr.  Zambreno  a  sub- 
stantial interest  in  five  exchanges. 

Progress  Pictures  Corporation,  through  its 
offices  in  Chicago,  Milwaukee  and  Indianap- 
olis, serving  Illinois,  Wisconsin  and  Indiana, 
own  the  Golden  Arrow  Franchise  of  first 
run  features  for  this  territory,  and  now  that 
he  has  bought  the  Progress  Pictures  Corpora- 
tion of  Cleveland  and  Cincinnati,  negotia 
tions  are  pending  with  Dr.  W.  E.  Shallen- 
berger,  President  of  Arrow  Pictures  Corpora- 
tion for  the  twenty-four  Golden  Arrow  feat- 
ues  for  that  territory. 


PROMOTIONS  FROM 
F.  B.  O.  RANKS 

In  accordance  with  the  policy  of  the  Film 
Booking  Offices  of  America,  Inc.,  to  fill  va- 
cancies from  the  ranks  of  the  organization, 
Major  H.  C.  S.  Thomson,  President,  an- 
nounced the  following  promotions : 

S.  D.  Weisbaum,  Manager  of  the  Film 
Booking  Offices  Exchange  in  Denver  has 
been  promoted  tc  the  managership  of  the  ex- 
change in  San  Francisco. 

W.  E.  Matthews,  manager  in  Portland,  has 
been  promoted  to  the  managership  in  Den- 
ver. 

H.  F.  Moore,  salesman,  San  Francisco,  has 
been  promoted  to  the  managership  in  Port- 
land. 


J.  Welch,  manager  of  the  Vancouver 
Branch    of    Canadian  Educational 
Films. 


ALBANY 

E.  J.  Smith,  district  manager  for  Vita- 
graph, was  in  town  during  the  past  week,  and 
in  company  with  J.  N.  Klein,  local  manager, 
went  on  to  Utica,  where  the  two  called  on 
several  of  the  larger  exhibitors  of  the  city. 
*    *  # 

Claude  Fredericks,  owner  of  the  Capitol 
theatre  in  Pittsfield,  Mass.,  made  a  new  house 
record  on  Labor  Day,  when  "The  Coast  of 
Folly"  ran  to  the  biggest  day's  business  in 
the  history  of  the  theatre. 


Reported  Sales  and  Bookings 


Carrera  and  Medina  signed  with  I.  E. 
Chadwick  to  distribute  fourteen  of  the  Chad- 
wick  Pictures  Corporation's  features  in 
Cuba.  Carrera  and  Medina  own  theatres  in 
Cuba  and  will  first-run  the  pictures  in  their 
own  houses  before  releasing  them  for  general 
distribution. 

*  *  * 

Chadzv: rh  also  announce:  the  salr  r+  its  Pic- 
tures to  China  Film  Syndicate  of  Shanghai, 
China. 

*  *  * 

Bifid  Ronrrs,  of  Lnmas,  so^d  to  the  F.  &  R. 
Company,  Minneapolis,  territorial  rights  to 
the  Gotham  product.  The  sale  was  made 
through  G.  Ralph  Branton.  Eighteen  produc- 
tions are  involved.  They  will  be  released 
in  two  groups;  six  and  twelve. 


The  Bijou,  Theatrical  Enterprises,  other- 
wise known  as  the  Butterfield  Circuit  in 
Michigan,  has  contracted  for  the  entire  F.  B. 
0.  1925-26  program,  with  the  exception  of 
the  short  subjects.  The  deal  was  made  by 
Ed  Beatty,  general  manager  for  Butterfield 
and  A.  M.  Elliott,  manager  of  the  Detroit 
F.  B.  O.  exchange. 

*    *  * 

Arrow  Pictures  Corporation  has  disposed 
of  its  franchise  for  twenty-four  Golden  Ar- 


rozvs  to  the  Freedom  Film  Corporation,  Buf- 
falo, for  the  upper  Nezv  York  state  territory. 
The  deal  was  closed  by  W.  E.  Shall enberger 
and  Richard  Fox,  respective  presidents  of  the 
companies  concerned. 


W.  D.  Ward,  independent  exchange  operat- 
or in  Detroit,  has  bought  four  Arrow  Pic- 
tures: "Lost  in  the  Bin  Ci+v,"  "North  of 
Nome,"  "The  Lost  Chord"  and  "Lena 
Rivers." 

*  *  * 

The  new  series  of  twelve  Gotham  produc- 
tions has  been  sold  by  Sam  Sax  of  Lumas 
Film  Corporation  to  Montagu  and  McCon- 
ville,  of  Independent  Films,  Inc.,  Boston, 
Mass. 

*  *  * 

Stoll  Films  Ltd.,  of  London,  has  acquired 
the  rights  for  twelve  Gotham  productions,  the 
sale  being  negotiated  by  Herbert  Case  Hoag- 
land  of  Stoll  and  L.  W.  Kastner,  of  Inter- 
Ocean  Films.  ^ 

William  D.  Shapiro,  President  of  the 
Franklin  Film  Company,  who  are  the  distrib- 
utors of  the  Tiffany  and  Truart  Productions 
in  the  New  England  Territory  announces  that 
he  lias  booked  the  entire  Tiffany  "Big 
Tzvelve"  for  the  Poli  Circuit  of  theatres. 


September  21,  1925 


Page  45 


The  <Bic^  Little  Feature 


"The  Movies" 

Educational  2  reels 

i  The  family  sap  of  a  country  village  departs  for  the 
'/big  apple"  to  make  his  fame  and  fortune.  Stepping 
from  the  farm  on  to  the  sidewalks  of  the  town  in  half 
a  dozen  strides  he  soon  gets  into  difficulties  with 
traffic  regulations.  He  encounters  a  bully,  who  pro- 
ceeds to  hound  our  hero  throughout  the  picture.  The 
sap  finally  lands  in  a  movie  studio  doubling  for 
himself.  His  nemesis  appears  in  a  love-making  scene 
ind  the  sap  precipitately  flees.  A  merry  chase 
ensues  with  the  hero  landing  back  on  the  farm  in 
another  three  jumps  from  the  sidewalks  of  the  city 
and  his  mother  flies  into  his  arms  with  joy. 

Lloyd  Hamilton  is  presented  by  E.  W. 
Hammons  in  "The  Movies."  William  Good- 
rich directed  and  together  with  a  very  able 
supporting  cast,  including  Marcella  Daly, 
Glen  Cavender  and  Arthur  Thallasso  has 
turned  out  a  very  interesting  comedy.  Lloyd, 
as  the  sap  hero,  does  flawless  work  in  most 
of  the  film  and  proves  to  be  especially  hum- 
orous in  the  studio  scenes  where  he  has  to 
portray  a  fond  lover  in  Roman  costume.  He 
cannot  get  serious  in  these  scenes,  depicting 
the  giggling  stage  fright  of  most  beginners 
in  films. 

Novel  gags  are  numerous,  the  first  coming 
with  his  journey  from  the  farm  to  the  big 
town.  The  farm  set  is  built  on  a  boule- 
vard of  Hollywood  and  the  effect  of  the 
farm  and  the  city  being  on  the  same  location 
is  funny.  In  traffic,  Llcyd  resorts  to  strategy 
to  extricate  himself,  playing  blind  and  being 
escorted  to  safety  by  the  traffic  officer  who 
discovers  the  hoax  a  moment  later.  Later,  he 
seeks  the  protection  of  a  cop  when  pursued 
by  the  villain,  and  he  turns  the  tables  on  the 
other  man  adroitly. 

Actual  scenes  were  filmed  at  the  Mont- 
martre  Cafe  on  Hollywood  Boulevard,  where 
he  is  engaged  by  a  movie  director  to  sub- 
stitute for  Lioyd  Hamilton,  who  has  injured 
his  foot.  Double  exposure  is  used  in  these 
scenes  to  good  effect.  The  final  punch  in  the 
film  comes  when  the  sap,  chased  out  of  town 
by  the  irate  studio  crew,  steps  onto  the  farm 
from  the  boulevard  and  Mother  is  on  the 
porch.  With  one  bound,  she  flies  to  his  arms 
over  a  stretch  of  ten  feet,  in  an  ecstacy  of 

joy. 

"Your  Own  Back  Yard" 

Pathe  2  reels 

Farina,  dusky  juvenile  of  "Our  Gang,"  is  very 
lonesome  and  wants  to  play  with  the  white  boys, 
but  is  rebuffed  continually.  Mammy  tells  him  to  stay 
in  his  "own  back  yard."  Life  there  is  too  monoto- 
nous for  him  and  he  strays  out  again  and  runs  into 
all  sorts  of  difficulties  and  pranks  played  by  the 
other  boys.  The  Gang  get  free  samples  of  dental 
cream  and  not  only  go  into  a  tooth  drill  for  them- 
selves but  insist  on  brushing  the  mouths  of  three 
dogs,  who  give  the  appearance  of  foaming  at  the 
mouth.  They  are  taken  for  mad  dogs ;  chased  by 
the  police  and  shot  at,  Farina  thinking  he  is  the 
victim.  Finally  falls  asleep  in  a  beggar's  seat  and 
gets  contributions  with  which  he  outfits  himself  with 
new  clothes,  in  triumph. 

Farina  has  come  into  his  own  in  this  Hal 
Roach  comedy,  being  given  the  major  portion 
of  the  action,  and  boy,  he  takes  it  like  a 
trouper.  Formerly  his  very  appearance  was 
a  signal  for  the  laughs  to  begin,  but  now  in 
addition,  he  is  exhibiting  a  choice  brand  of 
histrionics.  The  comedy  is  excellent  and  the 
gags  likewise.  The  contrivance  of  the  cam- 
era that  squirts  water  on  the  unsuspecting; 
the  episode  of  the  dental  cream  and  the  mad 
dogs;  the  stunt  of  the  revolving  doors,  with 
Farina  emerging  dizzy;  the  chase  of  the 
dogs  by  the  police  and  the  use  of  novograph 
and  slow  motion  photography;  the  Mexican 
jumping  beans  and  the  jumping  chickens  and 
eggs;  all  go  far  toward  upholding  the  repu- 
tation of  these  comedies  for  originality  and 
uniqueness. 


REVIEWED  IN  THIS  ISSUE 
The  Movies  Educational 
Your  Own  Back  Yard  Pathe 


Montana  Clouds 
Peggy's  Heroes 
The  Invention 
Ko-Ko  Nuts 
Cuba  Steps  Out 


Davis  Dist.  Div. 
Davis  Dist.  Div. 
Davis.  Dist.  Div. 
Red  Seal 
Fox 


'Montana  Clouds" 


Overture  Scenic 


1  reel 


There  is  something  restful  about  a  good 
scenic,  and  this  one  is  a  beauty.  The  pho- 
tography is  excellent  and  it  carries  one  into 
the  Montana  hills,  where  most  wonderful 
cloud  effects  have  been  filmed. 

Every  amateur,  and  for  that  matter,  pro- 
fessional photographer  knows  the  artistic 
value  of  cloud  effects  in  photography.  Thus 
when  a  highly  skilled  cameraman  selects 
some  of  them  to  put  into  a  short  subject,  you 
may  judge  of  their  excellence. 

"Peggy's  Heroes 

Davis  Distributing  Division  2  reels 

Cudgy,  the  fat  boy,  and  his  friendly  enemy  Specs, 
hasten  to  Peggy's  home  mounted  respectively  on 
bicycle  and  roller  skates.  In  an  attempt  to  win  her 
favor  they  offer  to  take  her  rheumatic  father  for  a 
day's  outing.  The  day  is  full  of  mishaps.  At  a 
dance  that  evening  the  house  is  invaded  by  burglars. 
After  a  series  of  accidents  the  boys  put  the  ruffians 
out  of  business  and  are  rewarded  by  a  kiss  from 
Peggy. 

The  "Sheiks  and  Shebas"  offer  some  more 
merriment  in  this  latest  release  made  from 
the  story  by  King  Benedict. 

This  series  should  prove  very  popular,  es- 
pecially with  the  boys  and  girls  of  high 
school  age.  They  are  worthy  of  special  ex- 
ploitation efforts. 

There  are  any  number  of  laugh-making 
gags  in  this  film.  Perhaps  the  most  up- 
roariously funny  episodes  take  place  when  the 
house  is  entered  by  a  gang  of  thugs  bent 
upon  robbery. 

Cudgy  and  Specs  are  quite  naturally  scared 
to  death.  But  because  of  a  series  of  acci- 
dents, such  as  the  fall  of  a  ceiling,  they  are 
enabled  to  put  the  whole  gang  in  a  horizontal 
position.  With  the  burglars  stretched  out 
and  piled  up  like  so  much  cordwood,  they 
lose  no  time  in  taking  great  credit  for  their 
physical  prowess. 

The  titles  are  by  Pinto  Colvig  and  help 
things  along  materially. 

Exploit  this  one  as  a  "Sheiks  and  Shebas" 
comedy.  Circularize  the  young  people,  and 
make  a  special  play  for  the  prep,  school 
crowd. 


What  Others  Think 


SID  GRAUMAN: 

"I  believe  Red  Seal  Pictures  to 
be  an  achievement  in  Short  Subjcts. 
I  have  never  seen  anything  to  com- 
pare with  them  from  a  novelty  stand- 
point or  for  short  feature  entertain- 
ment value." 


729  7th  Ave. 


Y.  C. 


Edwin  Miles  Fadman,  Pres. 


"The  Invention" 

Davis  D'stributing  Division  2  reels 

A  young  inventor,  who  is  also  an  ardent  sports- 
man, is  seen  gazing  at  a  revolver  on  display.  Later 
the  gun  is  gone  and  a  bank  messenger  robbed.  The 
sheriff  seeks  the  inventor.  His  sweetheart  tells  him 
of  the  suspicions  of  the  authorities.  They  rush  to 
his  laboratory  and  find  that  a  tramp  has  entered  the 
place  to  rob  it.  The  man  has  blinded  himself  with 
chemicals  and  incidentally  struck  the  combination 
that  completes  the  invention.  The  tramp  turns  out 
to  be  the  bank  robber,  and  the  young  couple  get  a 
big  check  for  the  invention.    All  ends  well. 

One  of  the  "Fragments  of  Life"  series, 
this  one  tells  a  mighty  interesting  story.  One 
of  the  unusual  things  is  that  it  is  again  a 
tale  told  without  titles.  And  the  continuity 
is  so  smooth  that  none  are  needed.  The  pic- 
ture is  unsual  and  should  be  bound  to  please. 

There  are  a  number  of  big  moments 
crowded  into  the  little  film.  Not  the  least 
of  these  is  the  mad  race  back  to  the  labora- 
tory in  which  hero  and  heroine  are  followed 
by  the  sheriff  and  an  assistant  is  another 
speeding  car. 

The  picture  is  a  Herrick-Herrick  Produc- 
tion and  boasts  a  strong  cast  including  Elinor 
King,  Reginald  Simpson,  William  Calhoun 
and  Harry  Stone. 

This  is  an  unusually  strong  series  and  it 
will  be  wise  for  you  to  give  each  of  them 
some  special  exploitation.  Feature  the  "Frag- 
ments of  Life"  idea,  and  tie-up  with  the 
papers  by  offering  prizes  for  the  stories  of 
remarkable  happenings  in  the  lives  of  your 
townsfolks. 


"Ko-Ko  Nuts" 

Red  Seal  1  reel 

This  is  one  of  the  unusually  clever  "Out  of 
the  Inkwell"  series  by  the  brilliant  screen 
artist,  Max  Fleischer.  It  is  as  funny  as  its 
predecessors  and  will  delight  with  its  several 
new  twists  and  good  comedy  situations. 

Ko-Ko  the  clown  is  found  to  be  "nuts"  by 
his  master,  a  close-up  showing  that  the 
wheels  in  Ko-Ko's  head  are  not  running 
smoothly.  So  Ko-Ko  and  his  pup  are  sent 
to  the  asylum.  Here  by  a  ruse  the  cartoon 
clown  manages  to  have  himself  placed  in 
charge  of  the  asylum.  He  and  the  dog  have 
lots  of  fun.  So  will  your  audience.  Even- 
tually the  clown  lets  all  the  "nuts"  loose  and 
hangs  a  To  Let  sign  on  the  asylum. 

In  the  end  a  man  dressed  like  the  cartoon 
of  the  asylum  keeper,  steps  in  and  arrests  the 
artist  as  the  real  nut. 

Exploit  this  as  a  Ko-Ko  cartoon.  Offer 
prizes  for  original  drawings  of  Fleischer's 
famous  character.  Use  clown  bally  to  help 
sell  the  show. 


"Cuba  Steps  Out" 

Fox  1  reel 

The  Pearl  of  the  Antilles  is  shown  here 
in  all  her  glory.  The  film  is  educational  and 
entertaining.  It  should  help  the  box-office 
materially  for  there  is  widespread  interest  in 
our  Southern  neighbor. 

The  various  industries  of  the  island  repub- 
lic are  graphically  portrayed.  Fields  of  to- 
bacco, sugar  cane  and  so  forth  are  picturized. 
The  raw  product  is  followed  from  the  field 
to  the  warehouse.  We  see  the  cane  made 
into  sugar  and  the  tobacco  leaves  rolled  into 
excellent  Havana  cigars. 

Feature  this  one  as  an  interesting  film  of 
Cuban  activities.  Make  a  special  play  for 
the  school  trade  and  also  for  manufacturers 
and  dealers  interested  in  the  things  Cuba  has 
to  offer. 


Page  46 


Exhibitors  Trade  Review 


Helen  Foster,  new  leading  lady  with  Johnny  Arthur 
appearing  in  "The  Tourist"  and  "The  Cleanup";  and 
Lupino    Lane    starring   in    a    series   of    six,  for 
Educational. 


Billy  Dooley,  playing  princi- 
pal parts  in  Christie  Come- 
dies. His  latest  role  is  "the 
goofy  gob"  in  "A  Misfit 
Sailor." 


Johnny  Arthur,  a  hit  on 
Broadway,  finished  with 
"Cleaning  Up,"  his  latest 
Tuxedo  comedy  for  Educa- 
tional. 


News  Reels  in  Brief 


Pathe  News  No.  76 

PHILADELPHIA,  Pa. — United  States  wins 
Davis  Cup  for  sixth  consecutive  time. 
HERE  AND  THERE — CLE  ELUM,  WASH. — 
Dawes  pilots  his  own  train  on  scenic  trip. 
MARE  ISLAND,  CAL. — Pacific  flight  plane 
damaged.  LAKEHURST,  N.  J. — Boys'  pen- 
nies buy  now  flag  for  dirigible  Los  Angeles! 
DETROIT,  MICH.  (Detroit  only)  Cobb  cele- 
brates 20th  anniversary.  LANGLEY  FIELD, 
VA.  (Washington  only) — Test  new  Govern- 
ment amphibian  plane!  BELMONT  PARK, 
N.  T. — Pompey  captures  rich  Futurity!  AT- 
LANTIC CITY,  N.  J. — "Miss  California' - 
wins  title  of  "Miss  America."  AUGUSTA, 
SICILY — King  of  Italy  reviews  huge  battle 
fleet!  PHILADELPHIA,  PA. — Thrilling 
plays  mark  opening  of  intercircuit  polo 
tourney!  ARDMORE,  OKLA.  Girl  dare- 
devil stages  spectacular  dive.  BUENOS 
AIRES,  ARGENTINA — Argentina  hails  the 
Prince  of  Wales!  DETROIT,  MICH.  (De- 
troit only) — Speedboat  sets  new  record. 
HENDERSONVILLE,  N.  C.  (Charlotte  only) 
— Break  ground  for  new  hotel.  MUNCIE, 
IND.  (Indianapolis  only) — Dedicate  new 
mid-west  flying  field!  NEW  YORK  CITY 
(New  York,  Buffalo  and  Albany  only) — 15,- 
000  veterans  march  in  American  Legion 
parade!  BOSTON,  MASS.  (Boston  only)  — 
4,000  veterans  march  in  American  Legion 
parade! 

Fox  News  No.  99 

SYDNEY,  N.  S.  W. — 10,000  school  children 
form  a  living  emblem.  NEW  YORK  CITY 
— Gov.  Smith,  Mayor  Hylan  and  Senator 
Walker  talk.  ST.  LOUIS,  MO. — How  St. 
Lonis  open  air  opera  trained  its  own  ballet. 
TIFTON,  GA. — Harvesting  $15,000,000  to- 
bacco crop.  OREGON  CAVES,  ORE. — Stu- 
dents choose  a  weird  place  to  hold  a  dance. 
FRENCH  AVIATORS  PLAN  PARIS-NEW 
TOKK  HOP — Paul  Tarascon  (left)  and 
Francis  Coli  will  try  trans-Atlantic  flight. 
NEW  YORK  CITY — Introducing  "Corn  Wil- 
ly," a  fastidious  fox  terrier.  VENICE, 
ITALY — The  pigeons  of  St.  Mark's.  HOW 
THE  BUSINESS  GIRL  SPENDS  HER  VA- 
CATION— At  Interstate  Park  Camp.  YEL- 
LOWSTONE PARK — Visitors  travel  by 
stage  to  see  Old  West  revived. 

International  News  No.  77 

BUENOS  AIRES,  ARGENTINA  —  Vast 
crowds  in  Argentina  glimpse  the  Prince  of 
Wales.  ATLANTIC  CITY.  N.  J. — "Miss 
California"  crowned  beauty  queen  of  1925. 
NEW  YORK  CITY — Jumbo,  style  dictator, 
of  the  Zoo. 

SACRAMENTO,  CAL. — A  million  dollars  in 
live  stock.  NEWARK,  N.  J. — Fred  Spencer 
wins  bicycle  championship.  BALTIMORE, 
MD.  (Baltimore  only$ — Ministers  attend  the 
National  Negro  Baptist  Convention.  NEW 
YORK  CITY — (New  York  City,  Albany  and 
Buffalo,  only) — Civil  war  veterans  cheer 
American  Legion  boys.  PONCA  CITY, 
OKLA.  (Omit  Boston,  Los  Angeles,  Frisco, 
Seattle,  Portland  and  Butte) — Extra!  Speed 
records  broken  in  great  terrapin  derby. 
BOSTON,  MASS.  (Boston  only) — State  Le- 
gion veterans  hold  stirring  parade. 


LANE,  DOOLEY  AND  ARTHUR 

NEW  EDUCATIONAL  STARS 


TYT  EW  faces  on  the  screen !  That  is  the 
J-  *  constant  cry  of  movie  audiences,  par- 
ticularly those  which  dote  on  comedy.  The 
leading  comedy  production  companies  are  not 
laggard  in  this  respect,  more  than  a  dozen 
absolutely  new  screen  comedy  "finds"  having 
been  brought  to  the  screen  in  the  last  nine 
months,  to  supply  this  demand  for  something 
new  in  comedy. 

Several  new  stars  have  joined  the  Edu- 
cational Pictures'  group  for  the  season  of 
1925-26,  as  well  as  a  number  of  new  featured 
players,  both  men  and  women.  The  new 
stars  include  Lupino  Lane,  making  a  series 
of  six  Lupino  Lane  Comedies,  Johnny  Ar- 
thur, playing  featured  roles  in  Tuxedo  come- 
dies, and  Billy  Dooley,  who  is  playing  the 
principal  parts  in  a  number  of  Christie  come- 
dies. Jimmie  Adams,  former  Christie  com- 
edy star,  is  making  a  series  of  two-reel  com- 


edies under  his  own  name.  Al  St.  John,  who 
has  appeared  in  a  number  of  Educational  re- 
leases during  recent  seasons,  is  signed  up  for 
featured  parts  in  Mermaid  comedies,  sharing 
honors  in  this  series  with  Lige  Conley. 

Among  the  new  leading  women  is  a  very 
interesting  character  in  Helen  Foster,  who 
made  her  first  appearance  opposite  Johnny 
Arthur  in  "The  Tourist."  She  has  just  fin- 
ished her  second  picture  with  Arthur,  "Clean- 
ing Up."  In  addition,  she  has  been  selected 
to  play  opposite  Lupino  Lane  in  his  next 
picture. 

The  three  stars  who  have  never  appeared 
before  under  the  Educational  banner — Lane, 
Arthur  and  Dooley — have  made  encouraging 
strides  with  their  early  performances,  Johnny 
Arthur  particularly  being  in  demand  at  first- 
run  houses. 


COMEDY  DIRECTORS  BUSY 

HOLLYWOOD,  Sept.  21.— Norman  Tau- 
rog  is  making  them  faster  and  faster. 

The  veteran  comedy  director  has  chosen 
"auto  polo"  as  the  fast  action  sequence  for  a 
coming  Educational-Mermaid  Comedy,  and 
scenes  are  being  "shot"  at  Griffith  Park,  Los 
Angeles. 

Eight  flivvers  have  been  reconstructed  to 
meet  the  demands  of  the  fast  and  furious 
game,  and  seven  experienced  players  of  this 
form  of  polo  are  whacking  merrily  the  wood- 
en ball  while  the  cameras  register  the  dan- 
gerous sport  for  the  screen. 

Lige  Conley  is  the  eighth  player.  Al- 
though Lige  has  driven  everything  from  a 
bombing  plane  to  a  motorcycle,  he  feels  that 
the  combination  of  the  thrills  of  polo  and 
the  speed  of  the  little  machines  is  just  a' 
mite  faster  than  anything  else  he  has  ever 
attempted. 

Jess  Robbins  is  directing  an  all  star  cast 
in  Educational-Cameo  Comedies.  The  cast 
includes  Helen  Marlowe,  Phil  Dunham, 
George  Davis  and  Babe  London. 

*   *  * 

COBB  STARTS  NEW  ONE 

"The  Saddle  Tramp,"  a  two-reel  Western 
starring  Edmund  Cobb  and  being  directed  by 
Victor  Nordlinger,  began  production  this 
week  at  Universal.  The  cast  includes  Pal- 
mer Morrison,  Fay  Wray,  Albert  Smith  and 
Buck  Connor. 


ROACH  STUDIOS  IN 

FULL  PRODUCTION  SWING 

PRODUCTION  activities  on  new  Pathe 
comedies  are  now  in  full  swing  at  the 
Hal  Roach  studios,  following  the  vacation 
lull,  and  executives,  directors,  stars  and 
players  will  soon  be  working  at  top  speed, 
ready  for  a  busy  season. 

F.  Richard  Jones,  director  general  of  the 
Roach  studios,  has  returned  from  a  three 
weeks'  vacation  and  is  once  more  at  the 
helm.  Leo  McCarey  has  started  production 
on  the  newest  Charley  Chase  two-reel  com- 
edy in  which  Katherine  Grant  plays  the  lead- 
ing role  opposite  Chase.  This  troupe  re- 
cently completed  "The  Uneasy  Three,"  with 
Miss  Grant,  Fred  Kelsey,  Bull  Montana  and 
"Husky"  Hanes  supporting  Chase. 

Robert  McGowan,  director  of  the  "Our 
Gang"  rascals,  plans  to  start  production  on 
a  new  comedy  within  a  day  or  two.  Fred 
L.  Guiol  will  direct  Glenn  Tryon  in  a  new 
story  on  which  the  director  and  star  are 
already  at  work. 

Other  comedy  companies  are  scheduled  to 
start  with  the  return  from  vacation  trips  of 
Clyde  Cook,  who  visited  Banff;  Lucien  Lit- 
tlefield,  Tyler  Brooke  and  Jimmie  Finlayson. 
The  last  named  arrived  in  New  York  from 
France  a  few  days  ago  and  is  en  route  to 
the  West  Coast. 

C.  R.  Wallace  and  Frank  Terry  have  been 
added  to  the  staff  of  the  Hal  Roach  studios. 


September  21,  1925 


Page  47 


BOX  OFFICE  REVIEWS 


THE  PONY  EXPRESS 

Paramount  Photoplay.  Authors,  Henry 
James  Forman  and  Walter  Woods. 
Scenario,  Walter  Woods.  Director, 
James  Cruze,  Length,  9,929  feet. 

CAST  AND  SYNOPSIS 

Molly  Jones   Betty  Compson 

"Frisco  Jack"  Weston   Ricardo  Cortez 

"Ascension"  Jones   Ernest  Torrenco 

"Rhode  Island  Red"   Wallace  Beery 

Jack  Slade   George  Bancroft 

Charie  Bent  Frank  Laceteen 

Senator  Glen   Al  Hart 

The  Baby   Vondell  Darr 

Senator  Glen  plans  to  have  California 
secede  from  the  Union  whereupon  he  will 
annex  part  of  Mexico  and  form  a  new  em- 
pire. In  order  to  have  quick  communication 
with  the  East  the  pony  express  is  organized. 
Glen  plots  with  Slade,  his  agent  at  Julesburg, 
to  hold  up  mail  for  California  when  he  re- 
ceives the  pass  word  "Eureka."  Frisco  Jack 
secures  a  job  as  pony  express  rider  in  order 
to  be  near  Molly,  and  also  to  frustrate  Glen's 
plot.  He  succeeds  in  his  purpose.  California 
remains  loyal  to  the  Union.  And  before 
marching  off  to  the  war  he  weds  Molly. 

A TRULY  mighty  photodrama!  One 
that  will  live  forever!  One  that 
should  make  and  break  box-office  records 
for  years  to  come !  A  film  the  whole  world 
will  stand  up  and  cheer  for! 

It  is  a  magnificent  epic  of  pioneer  days 
— empire  building — of  keeping  the  country 
"one  Nation,  indivisible,  with  Liberty  and 
Justice  for  all." 

There  is  always  a  glamour  of  romance 
hovering  about  the  pioneer  days.  There  is 
a  thrill  in  fightin'  Injuns — in  the  frock 
coated  gamblers — in  the  buckskin  clad 
scouts — in  the  fearless  riders  of  the  plains. 
The  entire  atmosphere  of  the  Western 
country  during  this  era  is  redolent  of 
romance  that  would  excite  the  imagination 
of  a  stock-fish.  And  Director  Cruze  has 
crammed  every  thrill  into  his  production. 

The  acting  is  uniformly  fine.  The  quick- 
shooting  "Frisco  Jack"  Weston  is  one  of 
the  best  things  Cortez  has  done.  He  fits 
the  part  particularly  well.  Betty  Compson 
is  fine  as  Molly.  She  is  one  of  the  few 
who  can  stand  more  than  a  very  few  close- 
ups. 

Torrence  and  Beery  both  are  excellent. 
When  either  of  these  worthies  is  on  the  set 
he  comes  mighty  close  to  stealing  the  pic- 
ture. One  of  the  outstanding  performances 
is  contributed  by  George  Bancroft  as  the 
villain  Jack  Slade.  Bancroft  proves  him- 
self a  very  fine  actor  with  this  interpreta- 
tion. It  is  strong,  yet  repressed — mighty 
impressive  at  all  times,  never  overdone. 

This  is  a  really  big  historical  film.  Tie- 
up  with  schools,  libraries,  historical  societies, 
and  similar  institutions.  Also  tie-up  with 
the  railroads,  as  the  pony  expresss  was  the 
precurser  of  the  present  day  Overland  Lim- 
ted.  Feature  the  fine  cast  and  the  name 
of  Director  Cruze.  A  pony  express  rider 
bally  will  go  well.  A  relay  race  on  horses 
will  attract  attention. 


THE  PHANTOM  OF  THE 
OPERA 

Universal  Photoplay.    Adapted  by  Ray- 
mond Schrock  and  Elliot  J.  Clawson 
from  the  novel  by  Gaston  Leroux.  Direc- 
tor, Rupert  Julian.    Length,  8,464  feet. 
CAST  AND  SYNOPSIS 

Erik,  the  Phantom   Lon  Chaney 

Christine   Mary  Philbin 

Raoul   Norman  Kerry 

Ledoux   Arthur  Edmund  Carewe 

Simon   Buquet   Gibson  Gowland 

Comte  de  Chagny   John  Sainpolis 

Florine   Snitz  Edwards 

Carlotta  ■  Virginia  Pearson 

Manager   Cesare  Gravina 

Christine  is  one  of  the  lesser  singers  in 
the  Paris  Opera  Company.  She  is  helped  in 
her  career  by  a  mysterious  personage  who 
has  never  been  seen  but  is  known  as  the 
Phantom  of  the  Opera.  She  arrives  at  star- 
dom through  his  aid.  When  he  commands 
that  she  leave  her  fiancee  Raoul  she  refuses. 
He  kidnaps  her  and  escapes  with  her  to  the 
underground  labyrinth  where  he  lives.  She 
is  rescued  by  her  lover.  The  Phantom,  a 
man  of  terrible  appearance,  and  a  lunatic,  dies 

A SUPER  ghost  story  has  been  made 
into  a  really  great  picture.  It  will 
thrill  and  chill  audiences  with  its  fascinating 
horror.  And  they'll  like  it.  They'll  send 
their  friends.  "The  Phantom"  should  be 
a  box-office  sensation. 

It  is  impossible  to  view  this  film  in  leisure- 
ly manner.  From  first  to  last  it  keeps  one 
sitting  straight  up  following  every  ghostly, 
ghastly  sequence  with  all  of  one's  facul- 
ties. 

The  picture  has  been  produced  in  most 
lavish  fashion.  There  are  many  bits  of 
color  photography  that  would  be  difficult 
to  surpass  for  sheer  beauty  and  magnifi- 
cence. The  Paris  Opera  has  been  repro- 
duced with  remarkable  fidelity.  Merely 
to  view  these  sets  is  worth  the  price  of  ad- 
mission. 

Chaney  is  wonderfully  effective  in  the 
title  role.  His  much  heralded  make-up  for 
the  part  is  sufficiently  repellent  to  satisfy  the 
greatest  cravings.  His  masks — that  of  a 
skull — is  even  less  awful  than  the  manner  in 
which  his  face  is  made  up.  He  is  indeed 
a  forceful  villain  and  at  all  times  dominates 
the  action. 

Mary  Philbin  is  as  ever  sweetly  appeal- 
ing as  Christine  Daas,  the  singer.  Norman 
Kerry  is  a  hansome  hero.  The  supporting 
cast  is  great.  Special  praise  is  due  Gibson 
Gowland  and  Snitz  Edwards  in  the  char- 
acters of  Buquet  and  Florine  Papillon 
respectively. 

Don't  overlook  a  tie-up  with  libraries  and 
book  shops  on  Leroux's  famous  novel.  Your 
exploitation  should  be  dignified  and  im- 
pressive to  be  in  keeping  with  the  quality 
of  the  production.  Play  up  the  attractive 
title.  Feature  the  star  and  the  supporting 
cast.    Stress  the  mystery  element. 


GRAUSTARK 

First  N atonal  Photoplay.  Author,  George 
Barr  McCutcheon.  Scenario,  Frances 
Marion.  Director,  Dimitri  Buchoxvetzki. 
Length,  5,900  feet. 

CAST  AND  SYNOPSIS 

Princess  Yetive   Norma  Talmadge 

Grenfall  Lorry   Eugene  O'Brien 

Prince   Gabriel   Marc  McDermott 

Dangloss   Roy  D'Arcy 

Count  Halfont   Albert  Gran 

King  Ferdinand   Frank  Currier 

Ambassador  Winter  Hail 

Countess  Dagmar   Wanda  Hawley 

Grenfall  Lorry,  an  American,  meets  a  girl 
who  introduces  herself  as  Yetive  Goggens- 
locker.  She  is  really  Yetive,  Princess  of 
Graustark.  She  is  summoned  home  by  the 
King,  and  Lorry  follows  her.  He  learns  her 
identity  and  finds  her  betrothed  to  Prince 
Gabriel  of  the  neighboring  kingdom  of 
Axphalia.  The  Prince  frames  Lorry  on  a 
murder  charge  and  has  him  sentenced  to 
death.  He  and  Yetive  escape  but  are  re- 
captured. Again  escaping  he  accidentally 
finds  the  man  whom  he  is  presumed  to  have 
slain.  He  forces  a  confession  of  the  con- 
spiracy, returns  to  Graustark  in  time  to  stop 
Yetive's  wedding  to  Gabriel,  and  wins  her  as 
bis  own  bride. 

MARVELLOUSLY  directed,  lavishly 
produced,  exceptionally  well  acted, 
"Graustark"  should  prove  as  popular  a 
screen  play  as  it  has  a  novel. 

All  the  elements  necessary  to  a  big  box- 
office  success  are  present  in  abundance. 

The  story  itself  is  a  colorful  romance. 
A  handsome  youth  from  the  good  old 
U.  S.  A.  loves  and  is  loved  by  a  Princess 
of  the  blood  royal.  Despite  all  precedent 
— despite  the  wish  of  the  king,  himself — 
despite  the  conniving  villainies  of  a  royal 
rival — the  American  lad  makes  the  girl 
his  bride. 

There  is  comedy  as  well  as  a  wealth 
of  romantic  drama.  Most  of  the  humor 
centers  about  the  name  Goggenslocker 
which  Yetive  uses  upon  meeting  her  hero. 
Apparently  in  the  belief  that  no  Princess 
by  any  name  could  be  as  sweet  as  his,  the 
young  man  is  thoroughly  sold  on  the  idea 
that  this  impossible  cognomen  is  really  a 
beautiful  name. 

There  are  some  very  fine  sequences.  One 
of  special  beauty  shows  the  Princess  in  her 
wedding  raiment.  Her  custome  is  truly 
worthy  of  a  Queen.  And  Norma,  herself, 
is  as  perfect  a  Princess  as  was  ever  pic- 
tured. 

Eugene  O'Brien  is  happily  cast  in  the 
role  of  the  American,  Grenfall  Lorry.  He 
makes  a  finely  romantic  lover,  and  appears 
quite  fit  to  woo  and  win  a  regal  spouse. 

The  supporting  cast  has  been  carefully 
selected  and  helps  to  make  the  picture  well- 
worth  seeing. 

Exploit  this  as  a  fine  romantic  drama. 
Call  attention  to  the  popularity  of  the  Mc- 
Cutcheon best  seller  of  some  years  back. 
Feature  the  names  of  the  stars  and  the 
director.  Ushers  and  ballyhoo  artists  at- 
tired in  Graustarkian  uniforms  will  help. 


Page  48 


Exhibitors  Trade  Review 


THE  STORM  BREAKER 

Universal- Jewel  Photoplay.  Adapted  by 
E.  T.  Lowe,  Jr.,  from  Charles  Guernoris 
story.  Director,  Edward  Sloman. 
Length,  6,064  feet. 

CAST  AND  SYNOPSIS 

John  Strong   House  Peters 

Lyzette  Dijon   Ruth  Clifford 

Judith  Nyte   Nina  Romano 

Neil  Strong   Ray  Hallor 

Tom  Rorth   Jere  Austin 

Parson   Lionel  Belmore 

Elspeth  Strong   Gertrude  Claire 

John  Strong,  fearless,  boasting  skipper 
of  a  fishing  vessel,  weds  Lyzette  Dijon,  a 
romantic  dreamer.  During  his  absence 
she  becomes  more  and  more  attached  to 
Neil,  John's  poetic  brother.  They  are  dis- 
covered in  an  embrace  by  Judith,  who  is 
much  in  love  with  John  and  far  better 
suited  to  be  his  wife.  John  learns  of  the 
affair.  There  is  a  terrific  storm  and  Neil's 
boat  is  shattered  on  the  rocks.  John  suc- 
cumbs to  Lyzette's  plea  and  saves  Neil 
He  realizes  his  error  and  promises  Lyzette 
her  freedom.  There  is  a  promise  of  happi- 
ness for  Lyzette  and  Neil  and  also  for 
John  and  Judith. 

AN  interesting  tale  of  the  sea  is  well  told 
in  "The  Storm  Breaker."  It  should 
provide  good  entertainment  for  any  type  of 
house. 

The  cast  is  particularly  strong.  The 
storm  scenes  are  most  realistic,  and  the 
sequence  showing  John's  rescue  of  Neil  is 
keenly  thrilling.  Here  we  see  mountainous 
waves  hurling  John's  erring  brother  against 
the  rocks  upon  which  his  craft  has  been 
splintered.  A  life  boat  manned  by  the 
sturdy  sea  folk  of  Nova  Scotia  gives  battle 
to  the  elements,  and  finally  in  a  desperate 
blaze  of  bravery  John  plunges  into  the  fum- 
ing sea  to  save  the  boy  who  has  stolen 
his  wife's  affections. 

The  direction  is  fine.  There  are  many 
minor  touches  that  materially  contribute  to 
the  excellence  of  the  production  as  a  whole. 
Thus  we  see  the  old  mother  of  the  sea- 
rovers  peacefully  puffing  on  her  clay  pipe 
and  turning  to  the  Bible  for  solace  while 
her  boys  are  in  the  throes  of  the  storm. 
Also  the  brooding  figure  of  Judith  in  the 
person  of  Nina  Romano  is  memorable.  This 
dark-browed  daughter  of  the  fishing  village 
is  filled  with  contempt  and  hatred  for  the 
frail  creature  who  weds  the  man  upon  whom 
Judith  has  set  her  heart.  And  her  cruel 
triumph  at  the  discovery  of  Lyzette's  love. 

There  are  some  beautiful  sea  shots,  and 
the  lighting  is  an  asset. 

House  Peters  is  ideally  cast  in  the  role 
of  the  swaggering  fishing  master  who  is  at 
all  times  sufficient  to  himself. 

Ruth  Clifford  makes  a  capable  Lyzette. 
A  fragile  girl  who  has  lived  in  a  land  of 
dreaming  romance,  and  is  in  daily  fear  of 
the  sea  and  the  rough  men  who  wrest  their 
living  from  it.  Ray  Hallor  does  very  well 
with  the  part  of  Neil,  and  his  performance 
registers  with  convincing  sincerity.  In  roles 
of  lesser  importance  Gertrude  Claire  and 
Lionel  Belmore  are  effective. 

Exploit  this  as  a  thrilling  drama  of  rock- 
bound  coasts  and  raging  seas.  Stress  the 
religious  element  in  the  film  and  bid  for 
church  patronage.  Tie-up  with  coast 
guards  or  life  saving  stations  where  possi- 
ble. Use  ballys  of  men  attired  in  oilskins 
and  the  other  paraphernalia  of  seafarers. 


THE  CYCLONE  CAVALIER 

Rayart  Pictures  Corporation  Photoplay. 
Story  and  Continuity  by  Krag  Johnson 
and  Burke  Jenkins.  Director,  Albert 
Rogell.    Length,  4,928  feet. 

CAST  AND  SYNOPSIS 

Ted  Clayton   Reed  Howes 

Hugh  Clayton   Wilfred  Lucas 

Rosita  Gonzales   Carmelita  Geraghty 

President  Gonzales   Eric  Mayne 

El  Diablo   Jack  Mower 

Mickey   Johnny  Sinclair 

Von  Blatten   Ervin  Renard 

Clayton,  Sr.,  sends  son  Ted  to  Costa 
Blanca,  Central  America,  on  a  business  trip. 
On  the  steamer  are  President  Gonzales,  of 
Costa  Blanca,  his  daughter  Rosita,  and  her 
duenna.  Ted  promptly  falls  in  love  with 
Rosita,  but  makes  little  progress  because  of 
the  activities  of  the  chaperone.  Ted  incurs 
the  wrath  of  Gonzales  and  is  pursued  by  the 
military  immediately  upon  leaving  the  ship. 
He  becomes  involved  with  El  Diablo,  the 
mysterious  leader  of  a  revolution.  Ted  and 
Mickey,  discharged  sailor  from  the  ship, 
overhear  a  plot  between  Diablo  and  Von  Blat- 
ten, a  trusted  attache  of  the  President.  In 
disguise  they  overcome  Diablo  and  frustrate 
the  revolutionary  plans.  Ted  finally  wins  the 
President's  forgiveness,  and  Rosita's  love. 

HERE  is  a  rapid  fire  comedy  that 
should  boast  box-office  receipts  for 
any  of  the  smaller  houses.  It  contains  a 
wealth  of  broad  humor.  In  addition  there 
is  an  interesting  love  story,  several  thrilling 
adventures  with  villainous  revolutionists,  a 
surprise  mystery  twist,  and  a  cleverly 
directed  happy  ending. 

The  film  has  all  ingredients  necessary 
to  good  entertainment  value.  It  should 
make  friends  for  your  theatre. 

There  is  plenty  of  punch  in  each  of  the 
various  adventures  which  Ted  has  in  thwart- 
ing the  renegade  American  known  as  El 
Diablo,  and  his  fellow  revolution-plotter 
Von  Blatten.  In  the  end,  of  course,  Ted 
triumphs  with  the  aid  of  his  sailor  friend, 
Mickey.  The  final  sequence  depicts  him  as 
taking  charge  of  the  palace  as  military  com- 
mander. He  orders  the  President  and  his 
household  from  the  room.  That  is,  with  the 
exception  of  Rosita.  She,  he  commands  to 
his  side  and  orders  her  to  kiss  him.  And 
as  Rayart's  clever  press-book  reads:  "She 
does — and  likes  it." 

Reed  Howe  is  an  athletic,  good  looking 
chap.  His  acting  has  improved  greatly 
recently,  and  this  is  perhaps  the  best  char- 
acterization he  has  thus  far  offered.  It 
will  add  to  his  fan  followers. 

Carmelita  Geraghty  makes  a  darkly 
charming  Rosita.  She  has  the  kind  of  eyes 
that  cause  revolutions.  They  are  as  dan- 
gerous as  a  battery  of  guns.  The  remain- 
der of  the  cast  is  good  and  each  of  the 
actors  help  materially  to  make  the  produc- 
tion uniformly  fine.  Jack  Mower  does 
especially  well  with  the  role  of  El  Diablo. 
Like  to  see  him  in  bigger  parts. 

Exploit  this  as  a  fast  moving  romantic 
comedy  regarding  the  adventures  of  a 
Yankee  youth  in  a  Central  American  revo- 
lution. Ballyhoo  of  man  in  Spanish  costume 
will  attract  attention.  Get  window  display 
space  from  stores  selling  Spanish  shawls, 
mantillas,  combs,  etc.  Feature  Howes  and 
Carmelita  Geraghty. 


THE  LUCKY  HORSESHOE 

Fox  Photoplay.  Another,  Robert  Lord. 
Scenario,  John  Stone.  Director,  J.  G. 
Blystone.    Length,  5,000  feet. 

CAST  AND  SYNOPSIS 

Tom  Foster   Tom  Mix 

Eleanor  Hunt   Billie  Dove 

Denman   Malcolm  Waite 

Mack   J.  Farrell  MacDonald 

Dancer   Ann  Pennington 

Valet   J.   Gunnis  Davis 

Aunt  Ruth   Clarissa  Selwyne 

Tom  is  foreman  on  Eleanor's  ranch.  She 
goes  abroad  with  her  aunt  and  returns  with 
a  fiance,  Denman,  to  be  married  on  the 
ranch.  Tom  is  heart  broken  and  attempts 
to  return  a  horse  shoe  charm  which  she 
gave  him  for  luck.  She  declines  to  accept 
it,  and  his  pal  Mack  imbues  him  with  the 
go-getter  spirit  of  Don  Juan,  champion 
lover  of  all  time.  He  is  kidnapped  by 
Denman's  henchmen,  and  during  a  period 
of  unconsciousness  after  being  struck  over 
the  head,  he  visions  himself  in  the  heroic 
role  of  Don.  He  revives  in  time  to  inter- 
rupt the  wedding  and  marry  the  girl. 

HPHIS  is  as  fine  a  Tom  Mix  vehicle  as  any 
A  ever  attempted,  and  as  such  guarantees 
good  receipts  to  the  host  of  exhibitors  whose 
patrons  clamor  for  films  starring  the  form- 
er rider  of  101  Ranch. 

Not  only  is  it  a  bang-up  Western  with 
the  agile  Mix  performing  all  sorts  of  stunts, 
but  it  introduces  a  sequence  of  the  dream 
variety  in  which  all  the  characters  are  tran- 
sposed to  the  days  of  scented  romance  and 
gallant  chivalry  in  the  burning  Spain  of  Don 
Juan,  the  great  lover. 

Here,  befrilled  bravos  unsheath  quick 
steel  to  battle  for  the  hearts  of  sloeeyed 
Senoritas  whose  merest  glances  make  the 
pulse  quicken  in  ardent  admiration. 

And  Tom  is  quite  at  home  in  plumed 
hat  and  velvet  doublet.  He  swashbuckles 
through  each  scene  in  dashing  style,  and 
wins  the  lady  of  his  heart  despite  the  op- 
position of  a  hundred  enemies.  His  blade 
knows  no  brother. 

He  vaults  into  his  saddle,  he  gallops 
madly,  he  hurdles  fences  like  a  Grand 
National  steeplechaser.  But  this  isn't  all. 
In  the  Don  Juan  episodes  he  rivals  Fair- 
banks himself  in  versatile  agility.  Swing- 
ing from  chandeliers,  from  draperies,  from 
ropes,  he  heaps  confusion  and  defeat  upon 
his  enemies. 

Of  course,  it  is  all  quite  impossible. 
Quite  sedate  wedding  ceremonies  are  not 
interrupted  by  galloping  horsemen  dashing 
among  the  guests  to  seize  the  bride  from 
the  very  altar.  It  simply  isn't  done  now- 
adays, and  quite  probably  wasn't  done 
in  the  time  when  the  mention  of  Don  Juan 
made  Spanish  sirens  sigh.  But  who  cares? 
It  is  rattling  good  entertainment.  It  holds  a 
hundred  thrills — and  a  hearty  laugh  be- 
tween each  of  them.  Most  picture  pa- 
trons ask  no  more. 

Tom  is  just  Tom  in  this  one.  He  plays 
his  role  as  he  has  played  many  others,  and 
he  adds  a  few  new  ones  to  his  exciting  bag 
of  tricks.  J.  Farrell  MacDonald  brings  to 
the  production  the  inimitable  quality  of  hum- 
orous pantomine  that  has  distinguished  him 
in  each  of  his  films  since  his  Corporal  Casey. 

Exploit  the  names  of  Mix,  Billie  Dove, 
J.  Farrell  MacDonald  and  "Penny."  Tell 
folks  that  Tom  has  developed  into  a  Don 
Juan. 


September  21,  1925 


Page  49 


THE  FIGHTING  HEART 

Fox  Photoplay.  Adapted  from  Larry 
Evans'  novel  "Once  to  Every  Man"  by 
Lillie  Hayward.  Director,  John  Ford. 
Length,  7,532  feet. 

CAST  AND  SYNOPSIS 

Denny  Bolton   George  O'Brien 

Doris  Anderson   Billie  Dove 

Jerry   J.  Farrell  MacDonald 

Helen  Van  Allen   Diana  Miller 

Soapy  Williams   Victor  MacLaglen 

Flash  Fogarty   Edward  Piel 

Grandpa  Bolton   Bert  Woodruff 

Judgd  Maynard   James  Marcus 

Denny  Bolton  is  the  last  of  a  race  of  men 
who  have  drunk  themselves  to  death.  He 
soundly  thrashes  Soapy  Williams,  a  husky 
bootlegger,  for  selling  his  grandfather  liquor. 
The  grandfather  dies  and  Doris,  Denny's 
sweetheart,  wrongfully  suspects  him  of  drink- 
ing. Hearing  that  Williams  is  now  heavy- 
weight champion  Denny  journeys  to  the  city 
and  secures  a  tryout  at  Flash  Fogarty's  gym. 
He  does  well  and  is  finally  matched  against 
the  champion.  Denny  is  framed  by  Soapy 
and  Helen  Van  Allen.  Training  along 
Broadway  undermines  his  constitution  and 
after  a  terrific  fight  he  is  defeated.  Later 
he  meets  Soapy  in  front  of  a  night  club,  and 
goaded  by  insult  defeats  the  champ  in  a 
rough  and  tumble.  Then  he_  returns  to  the 
home  girl,  and  all  ends  happily. 

THIS  one  should  please  them  all.  It 
has  plenty  of  Main  Street  stuff.  Then, 
presto,  the  hero  is  transplanted  right  into  the 
center  of  Broadway.  From  being  a  husky 
country  kid  he  develops  into  an  almost 
champion.  He  never  does  win  the  diamond 
belt  and  the  title,  but  although  beaten  in 
the  ring,  he  delivers  a  beautiful  K.  O.  right 
on  the  title  holder's  chin. 

There  are  three  beautiful  fights.  Two 
of  them  are  the  good  old  fashioned  hit  and 
miss  stuff.  The  third  is  according  to 
Queensbury  rules,  and  it  has  as  many  kicks 
as  any  ever  staged  in  the  squared  circle. 

In  addition  to  the  exciting  battles,  there 
is  enough  pathos  to  bring  out  the  hankies, 
and  a  modicum  of  comedy  that  will  dry 
the  tears.  For  instance,  there  is  a  lovable 
old  Grandpa  who  has  himself  inherited  a 
weakness  for  a  wee  drop.  The  old  boy 
starts  out  bravely  to  march  with  the  veterans, 
but  falls  by  the  wayside  into  the  waiting 
arms  of  the  bootlegger  villain.  And  as  for 
comedy,  we  have  with  us  J.  Farrell  Mac- 
Donald  in  the  character  of  the  village  mail- 
man. 

George  O'Brien  is  going  to  win  himself 
more  friends  as  Denny  Bolton.  He  is  a 
clean  cut,  athletic  young  American.  And, 
moreover,  an  actor  of  no  mean  ability.  He 
registers  sincerity  in  every  action,  and  con- 
tributes a  compelling  characterization 
throughout  the  picture. 

Next  in  line  comes  Victor  MacLaglen. 
In  roles  to  which  he  is  suited  there  is  scarce 
a  better  actor.  As  the  bullying  fighter,  who 
despite  his  villainy  has  still  sufficient  stam- 
ina to  keep  in  shape  for  his  fights,  he  is 
realism  personified.  J.  Farrell  MacDonald 
does  as  well  as  ever  in  a  somewhat  slender 
bit.  Billie  Dove  is  fair  to  look  upon,  and 
does  all  that  the  story  requires  of  her.  The 
rest  of  the  cast  is  right  up  to  the  mark. 

Exploit  this  as  a  tale  of  the  prize  ring. 
Feature  the  fighting  sequences.  Tie-up 
with  sporting  goods  stores,  and  have  the 
libraries  and  book  shops  help  your  picture 
by  boosting  Larry  Evans'  novel. 


SHORE  LEAVE 

First  National  Photoplay.  Adapted  from 
the  Belasco  production  of  Hubert  Os- 
borne's stage  play.  Scenario,  Josephine 
Lovett.  Director,  John  S.  Robertson. 
Length,  6,856  feet. 

CAST  AND  SYNOPSIS 

Bilge  Smith   Richard  Barthelmess 

Connie   Martin   Dorothy  Mackaill 

Bat  Smith   Ted  McNamara 

Captain  Bimby   Nick  Long 

Mrs.  Schuyler  Payne   Marie  Shotwell 

Mr.  Schuyler  Payne   Arthur  Metcalfe 

Admiral  Smith   Warren  Cooke 

Chief  Petty  Officer   Samuel  Hines 

Bilge  Smith,  a  drifter,  joins  the  Navy.  On 
shore  leave  he  meets  Connie  Martin,  a  little 
dressmaker.  They  have  dinner  together,  and 
after  a  kiss  he  promises  to  come  back  "some 
time."  She  waits,  and  meantime  receives  a 
competent  income  from  a  schooner  which 
she  has  inherited.  When  she  again  meets 
Bilge,  he  has  to  be  reminded  of  her  iden- 
tity, but  refuses  to  marry  her  because  of  her 
money.  He  sails  again,  and  she  writes  that 
she  has  lost  everything.  He  immediately  re- 
turns and  finds  that  she  has  placed  her  ship 
in  trust  for  their  first  baby.    They  marry. 

JOIN  the  Navy  and  See  the  World," 
if   you   will — but   by  all   means  see 
"Shore  Leave"  first. 

It  wouldn't  do  to  miss  this  fine  film  for 
a  mere  sail  around  the  sphere.  Tell  your 
patrons  so.    They'll  like  the  picture. 

It  is  a  rattling  fine  comedy  with  just  the 
right  admixture  of  romance  and  pathos. 
Bilge  and  Bat  are  a  couple  of  regular  gobs. 
So  are  all  the  other  sea  going  Smiths  in- 
cluding the  Admiral  himself.  There  is  a 
lot  of  human  interest  stuff  in  "Shore  Leave." 
The  people  in  it  are  real  folks.  They  live 
their  little  lives  in  most  realistic  fashion. 
That  is  what  gives  the  production  a  kick. 

One  of  the  most  humorous,  and  at  the 
same  time  the  most  pathetic  sequences  is  that 
in  which  Connie  entertans  her  new-found 
sailor  friend  at  dinner.  He  calls  with  his 
pals  who  accompany  him  to  the  door  in 
case  the  invitation  falls  through.  It  doesn't 
however,  and  he  regales  the  girl  with  tales 
of  "them  spiggoty  places"  East  of  Suez, 
and  tells  of  his  ambition  to  be  a  chief  petty 
officer  so  he  won't  have  to  sleep  in  a  "ham- 
mick." 

Richard  Barthelmess  does  the  best  work 
he  has  recently  shown  as  the  bragging  gob. 
He  is  swaggeringly  self-confident.  Yet  it  is 
apparent  that  his  self-confidence  is  more  or 
less  of  a  pose.  His  swagger  a  bit  of  protec- 
tive coloration  assumed  when  he  isn't  quite 
sure  of  himself. 

Dorothy  Mackail  is  better  than  usual  in 
the  role  of  Connie.  She  gets  audience  sym- 
pathy, and  fits  perfectly  into  the  role  of  the 
little  dressmaker.  Special  credit  is  due  Ted 
McNamara  for  as  fine  a  bit  of  comedy 
characterization  as  has  been  seen  for  some 
time.  He  is  Bilge's  pal,  and  welterweight 
champ  of  the  fleet. 

You  have  a  tie-up  with  the  Navy  on  this 
one,  so  make  the  most  of  it.  Also  tell  them 
about  the  stageplay.  Play  up  the  sailor 
stuff  and  use  gobs  uniforms  for  bally  and 
ushers.  Invite  all  the  Smiths  in  town  to  be 
your  guests  at  the  show,  and  give  special 
performances  for  all  ex-service  men. 


THE  DARK  ANGEL 

First  National  Photoplay.    Adapted  from 
the  stage  play  by  H.  B.  Trevelyan.  Sce- 
nario, Frances  Marion.  Director,  Ceorge 
Fitzmaurice.    Length,  3,7 '11  feet. 
CAST  AND  SYNOPSIS 

Captain  Alan  Trent   Ronald  Colman 

Kitty  Vane   yilma  Banky 

Captain   Gerald  Shannon   Wyndham  Standing 

Lord  Beaumont  Frank  Elliott 

Sir   Hubert   Vane   Charles  Lane 

Miss  Pottles   Helen  Jerome  Eddy 

Roma   Florence  Turner 

Trent  wishes  to  wed  Kitty  before  return- 
ing to  the  front.  Unable  to  obtain  a  license 
on  such  short  notice,  they  are  forced  to  re- 
main at  an  inn  all  night.  Upon  returning 
to  the  trenches,  both  Trent  and  his  friend 
Shannon  are  wounded.  Trent  is  blinded,  and 
believing  him  dead  Shannon  woos  Kitty. 
Trent  lives  a  hermit's  life  in  another  sec- 
tion of  England,  and  gains  fame  as  a  writer 
of  juvenile  fiction.  Through  an  accident 
Shannon  meets  Alan.  He  tells  Kitty,  who 
hurries  to  her  lover.  Alan  is  unwilling  to 
have  her  wed  him  because  of  his  blindness. 
But  she  does  so  and  there  is  happiness  for 
both. 

VILMA  BANKY,  the  talented  beauty 
from  Budapest,  Hungary,  makes 
her  American  screen  debut  in  this  fine  pic- 
ture. Her  appearance  and  her  histrionic 
ability  are  such  as  to  assure  her  a  place  in 
the  heart  of  our  firm  loving  public.  Intro- 
duce her  to  your  patrons  at  once.  They 
are  sure  to  become  her  ardent  fans. 

There  are  a  number  of  tense  situations. 
One  of  them  comes  after  the  hunt  supper. 
My  Lord  Beaumont,  somewhat  under  the  in- 
fluence, tells  a  ribald  tale  of  seeing  Alan 
and  some  light-o'-love  at  the  inn.  Kitty 
overhears  him.  Sweeping  down  the  wide 
staircase,  she  declares  with  a  magnificent 
gesture  that  she  is  the  woman.  Consterna- 
tion follows. 

Then  there  is  the  scene  in  Alan's  cot- 
tage. Kitty  has  rushed  to  him.  He  pre- 
tends that  he  can  see,  and  is  at  pains  to 
affront  her  in  the  belief  that  marriage  to 
him  would  be  mere  self-sacrifice  on  her 
part.  Here  is  opportunity  for  excellent 
acting.  Both  Vilma  and  Ronald  Colman 
arise  finely  to  grasp  the  possibilities  of  the 
scene.  A  world  of  affecting  pathos  is  the 
result. 

Ronald  Colman  was  never  better  than 
as  Captain  Alan  Trent.  The  role  is  rich 
in  emotional  possibilities,  and  the  popular 
actor  handles  them  all  with  great  finesse. 

Vilma  Banky  renders  as  fine  a  charac- 
terization as  any  we  have  seen  on  the  screen 
for  many  a  moon.  She  never  over  acts,  and 
she  never  once  fails  to  extract  the  very 
most  from  the  part.  She  is  without  doubt 
one  of  the  greatest  emotional  actresses  ap- 
pearing on  celluloid. 

The  remainder  of  the  cast  renders  ex- 
cellent support.  Helen  Jerome  Eddy  has 
a  nice  bit  as  Alan's  secretary,  and  Wynd- 
ham Standing  is  very  well  cast  as  Captain 
Shannon. 

Get  your  patrons  acquainted  with  Vilma 
Banky.  She  is  going  to  be  a  drawing  card. 
Ronald  Colman's  name  will  also  pull  extra 
patronage.  Tell  people  that  the  picture  is 
an  adaptation  of  the  stage  play.  See  that 
your  exploitation  is  fine  and  dignified  so 
that  it  may  be  in  keeping  with  the  picture. 
Appeal  to  the  best  element  in  your  city. 


No.  The  Date  on  This  Issue  Is  Not  a  Mistake! 


Sometime  back  in  the  neolithic  age,  somebody  had  a  bright  idea. 
It  was — 

That  a  trade  paper  published  in  New  York  ought  to  be  dated  a 
week  ahead,  so  people  in  Hollywood  would  believe  it  came  overland 
by  telephone  when  it  reached  them  a  week  after  it  came  off  the  press. 

Maybe  the  scheme  fooled  somebody.  But  there's  no  record  to  prove 

it. 

Anyway,  with  the  coming  of  EXHIBITORS  REVIEW,  to  be 
published  daily  beginning  October  5,  EXHIBITORS  TRADE  RE- 
VIEW will  be  an  integral  part  of  the  daily  service,  making  its  ap- 
pearance each  Saturday  morning.  And  it  doesn't  seem  fitting  to  date 
a  daily  paper  a  week  ahead  or  a  week  back. 

So,  therefore,  it  is  necessary  to  change  the  date  of  this  issue  of 
EXHIBITORS  TRADE  REVIEW  to  something  between  Septem- 
ber 19  and  September  26.  Otherwise  there  would  be  two  consecu- 
tive issues  dated  September  26. 

Just  what  the  date  of  this  issue  really  ought  to  be  is  something  of 
a  problem.  September  21  has  been  selected  because  it  is  a  good  date, 
with  no  serious  blots  on  its  past  record,  and  with  every  prospect  of 
becoming  fully  as  important  as  any  other  day  in  the  calendar. 

And  the  next  issue  will  be  dated  September  26.  Obviously  it 
will  not  get  to  Hollywood  on  that  date.  Neither  will  it  reach  Wardour 
street  or  Shanghai  on  the  day  of  issue.  But  it  will  bear  an  honest 
date  that  isn't  designed  to  flimflam  the  innocent  reader. 

In  other  words:  After  this  number,  every  issue  of  EXHIBITORS 
TRADE  REVIEW  will  bear  the  actual  date  of  publication. 


September  21,  1925 


Page  51 


slide-O-graf,  jr.    "PERISCOPING  PROJECTION" 
stops  crowds  BENDS  LIGHT  RAYS 


THE  Standard  Slide  Corporation,  the 
largest  lantern  slide  establishment  in 
the  world  is  handling  the  Slide-o-Graf 
Jr.,  a  sidewalk  projector.  This  device  is 
one  means  by  which  you  can  attract  pass- 
ing crowds  into  your  house  or  store,  with 
novelty  displays. 

The  Slide-o-Graf,  Jr.,  is  a  stereoptican 
machine  which  enlarges  a  colored  lantern 
slide  of  advertising  or  motion  picture  stills 
to  five  feet  square  and  flashes  it  onto  the 
sidewalk  in  front  of  your  theatre.  It  col- 
lects the  crowds  and  tells  them  of  coming 
events.  You  can  change  the  slides  as  often 
as  you  wish  and  they  are  to  be  had  in  an 
endless  variety.  It  is  a  more  effective  than 
newspaper  advertising,  yet  costs  less  than 
four  cents  a  night  to  operate.  All  you 
do  is  set  it  in  your  lobby  or  window,  attach 
the  plug  in  your  electric  socket,  focus  the 
lens,  and  you  have  a  steady  illustration  in 
five  or  six  colors  with  selling  appeal. 

The  Standard  company  puts  out  com- 
plete lines  of  slides  for  all  purposes.  They 
embrace  advertising  slides  for  merchants, 
storekeepers  and  retailers.  Cleverly  de- 
signed ads  for  every  line  of  business.  Pub- 
licity slides  for  campaigns,  planned  and 
executed  for  national  advertisers.  Indi- 
vidual service  to  each  account.  Advance 
slides  for  all  feature  productions.  Patriotic 
slides,  covering  all  the  important  events 
of  U.  S.  history.  Photoplayer  slides  of 
all  the  leading  screen  stars.  Holiday 
slides  for  New  Years,  Lincoln's  and  Wash- 
ington's Birthdays,  St.  Patricks  Day, 
Easter,  Decoration  Day,  4th  of  July, 
Thanksgiving  and  Christmas.  Flag  slides, 
of  all  nations.  Lecture  slides  and  travel- 
ogues. Interesting  views  from  all  over  the 
world.  Serpentine  and  Pose  slides  for 
vaudeville  effects  and  dancing  acts.  Stan- 
dard Typewriter  Slides,  for  quick,  neat  and 
economical  announcements.  Made  in  a 
hurry  and  good  to  look  at.  Song  slides 
of  popular  songs  beautifully  illustrated  with 
movie  stars.  Rental  $1.00  per  week. 
Music  supplied.  Also  Mi-Ka  chorus  slides 
of  all  nations.  Lecture  slides  and  travel- 
songs.  Super  De  Luxe  Announcement 
slides.  Not  the  usual  timeworn  stock  an- 
nouncements, but  Super  De  Luxe,  in  all 
that  the  name  implies.  Artistically  de- 
signed, expertly  executed,  beautifully  hand- 
colored.    Twenty-five  cents  each. 


Courtesy  "American  Cinematographer'' 


Slide-o-graf,  Jr. 


THEATRE  FOR  BERKELEY 
Manager  of  Construction,  John  Carson,  is 
taking  estimates  for  the  erection  of  a  re- 
inforced concrete  theatre  building  in  Berke- 
ley, Cal.,  for  L.  A.  Dougherty.  The  cost 
is  estimated  at  $65,000. 


Diagram  of  "Periscoping  Projection,"  for 
piping  light  around  angles.  An  idea  hit 
upon  by  Roger  M.  Hill,  motion  picture 
engineer,  to  overcome  chandelier  obstruc- 
tions in  ballroom  of  Mayflower  Hotel, 
Washington,  D.  C. 


Howell's  Cine  Sales 

BERKSHIRE  THEATRE  in  Brooklyn, 
which  is  leased  by  Morris  Ginsberg,  has  con- 
tracted for  complete  theatre  equipment.  The 
house,  with  a  capacity  of  1,000  seats,  opened 
Labor  Day  for  business. 

The  twelfth  house  of  the  Rosenzweig  & 
Katz  Circuit,  the  KINEMA  THEATRE,  has 
purchased  equipment. 

NEW  PLAZA  THEATRE,  Williamsburg, 
has  installed  one  Gold  Fibre  Screen. 

PROCTOR'S  THEATRE,  Yonkers,  pur- 
chased two  new  Simplex  projectors. 

CUMBERLAND  THEATRE,  Brooklyn, 
owned  by  the  Brandt  Brothers,  has  pur- 
chased complete  new  equipment  consisting  of 
two  Peerless  Lamps,  one  Hertner  Generator, 
one  Gold  Fibre  Screen,  and  two  Simplex 
projectors. 


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


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


ONE  of  the  primary  principles  used  in 
practical  submarine  construction,  that  of 
the  reflection  of  light  in  the  form  of  a  peri- 
scope, enabling  scenes  above  water  to  be  ob- 
served under  water,  has  lately  been  adapteo. 
to  a  more  direct  commercial  purpose.  The 
principle  was  employed  by  Roger  M.  Hill, 
engineer  of  the  United  States  Army  Motion 
Picture  Service,  recently,  to  overcome  the 
problem  presented  by  obstructions  appearing 
in  the  way  of  motion  picture  light  rays,  in  a 
direct  throw  from  machine  to  screen. 

This  interesting  achievement  was  first  de- 
scribed in  the  August  isue  of  the  American 
Cinematographer,  in  the  projection  depart- 
ment conducted  by  Earl  J.  Denison.  In  the 
construction  of  the  elaborate  new  hotel,  the 
Mayflower,  in  Washington,  D.  C,  it  was 
not  only  desired  to  fit  the  ballroom  with 
complete  projection  facilities,  but  at  the 
same  time  to  appoint  the  room  with  sumptu- 
ous furnishings,  with  which  the  projection 
should  not  be  allowed  to  interfere.  Among 
these  furnishings  are  a  series  of  chandeliers 
hanging  from  the  ceiling,  so  massive  in  size 
that  it  was  found  that  they  could  obstruct 
.the  beams  of  light  from  the  projectors. 

The  projectors  were  installed  on  the  bal- 
cony of  the  ballroom.  The  floor  level  of  the 
balcony  struck  about  the  middle  of  the 
chandeliers,  which  thus  stood  in  the  way  of 
the  light  beams  and  made  projection  im- 
practical. 

Engineered  by  Hill 

What  to  do  next,  was  the  problem  con- 
fronting the  hotel  people.  They  would  not 
give  up  the  idea  of  having  motion  pictures 
and  could  not  do  away  with  the  chandeliers. 
So  the  management  decided  to  consult  an 
expert,  and  called  in  Roger  M.  Hill.  Hill 
immediately  advised  the  hotel  people  to  "peri- 
scope" or  "pipe"  their  projection.  "It  can't 
be  done,"  they  said.  "How  can  you  make 
the  projected  images  turn  corners  and  bend 
the  light  to  do  so?    Why,  it  is  impossible!" 

"Maybe,"  answered  Hill,  but  not  unil  we 
see  what  we  can  do." 

His  recommendations  sounded  unreason- 
able, but  given  leeway,  he  soon  started  to  put 
the  ideas  into  effect,  and  at  once  their  prac- 
ticability became  evident. 

Kollmorgan  Reflectors 

Hill,  in  constructing  the  "periscope"  idea, 
brought  into  play  special  reflectors  which  he 
obtained  from  the  Kollmorgen  Optical  Cor- 
poration. The  projectors  were  Motigraphs  de 
Luxe,  with  Superlite  lens,  the  largest  size 
ever  made.  The  first  of  the  reflectors  is 
placed  directly  in  front  of  the  objective  lens, 
as  shown  in  the  diagram.  The  images  from 
the  lens  are  projected  into  this  reflector  and 
are  "dropped"  down  six  and  one-half  feet, 
where  they  are  caught  by  a  second  reflector 
and  thrown  through  a  door,  near  the  balcony 
floor,  then  out  beneath  the  balcony  railing 
and  down  the  length  of  the  ballroom  to  the 
screen,  145  feet  away. 

Naturally,  everything  had  to  be  executed 
with  the  utmost  precision.  The  condenser  sys- 
tem is  tandem.  The  objective  is  nine  and 
one-third  inches  E.  F.,  with  four  inch  aper- 
ture. The  screen  is  eleven  by  fifteen.  The 
illumination  is  eight  foot  candles,  six  being 
generally  used;  mazda  lighting  is  used. 

Despite  the  fact  that  "veering"  the  light 
was  the  only  arrangement  possible  in  this 
case,  it  did  not  involve  any  great  expense,  and 
Hill's  bright  idea  for  periscoping  projection 
will  doubtless  be  followed  in  similar  in- 
stances in  the  future. 


Page  52 


Exhibitors  Trade  Review 


New  Theatres  Reported 


CONNEAUT,  OHIO 

MP.  Theatre  $30,000—1  and  3  sty.  40  x 
100,  constructed  of  brick.  Archt:  O.  R. 
Westerman,  247  E.  Broad  St.,  Columbus, 
Ohio.  Owner — Bly.  and  Miller  Co.  Con- 
neaut.    Plans  Drawn. 

PARIS,  ILL. 

Theatre  and  two  stores  also  two  story 
and  basement,  41  x  47.  Price-$2S,000 
Constructed  of  brick  and  steel.  N.  Central 
Ave  Private  plans.  Owner— Pans  Mer- 
chants Theatre  Co.  C.  O.  Farrnum,  pres. 
Owner  will  take  bids  soon. 

CHICAGO.  ILL. 

Archt.  Levy  &  Klein,  111  W.  Washington 
St  Chicago,  111.,  taking  bids  on  Theatre  at 
Irving  Park  Blvd.  Owner— Knipp  &  Shapiro, 
care  of  architect.  No  date  set  for  closing. 

CHAMPAIGN,  ILL. 

Archt  Berger  &  Kelly,  Lincoln  Bldg., 
Champaign,  111.,  taking  bids  on  Gen.  Contr. 
for  Theatre  (Park  Add)  m  Champaign,  ill. 
3  sty.  36  x  132.  Owner— Park  Theatre  Corp., 
care  of  Harry  McNavin,  cashier,  111.  bank. 

SULLIVAN.  ILL. 
Plans  drawn  on  Theatre  Bldg.,  in  Sullivan, 
111    Owner— J.  H.  Ireland,  608  S.  Hayworth 
Ave.,  Decatur,  111.  2  sty.  40  x  70.  (Note 
Owner). 

ST.  LOUIS,  MO. 

Archt.  &  Owner  taking  bids  on  gen. 
Contract  to  close  Sept.  15th.  on  Theatre  at  N. 
Broadway,  St.  Louis,  Mo.  1  &  2  sty.  60  x 
139.  Archt.  Theo.  Steinmeyer,  International 
Life  Bldg.  Owner— Stephen  Kaimann ;  Mgr. 
OFallon  Park  Theatre,  2037  Adelaide  Ave. 

KANSAS    CITY,  MO. 

Theatre  &  Stores— 3804-6  Main  St. 
Archts.  De  Foe  &  Besecke,  1704  Baltimore. 
Owner— R.  L.  Willis,  5037  Michigan.  2  sty. 
&  Bas.  65  x  165. 

DAVENPORT,  IA. 

Archt.  Clausen  Kruse  &  Klein,  Kahl  Bldg. 
Drawing  plans  on  Capitol  Theatre,  4  sty.  & 
Bas.  20  x  100.  Owner— H.  C.  Kahl,  Kahl 
Bldg. 


HOWELL'S  ANNIVERSARY 

David  P.  Howell,  President  of  the  Howell's 
Cine  Equipment  Company,  arrived  in  town  re- 
cently to  attend  the  celebration  of  the  sixth 
anniversary  of  the  firm's  existence.  Septem- 
ber 13th,  1919,  Joe  Hornstein  organized  the 
Howell's  Cine,  being  located  at  the  time  at 
729  7th  Avenue.  Joe  was  manager,  sales- 
man, stenographer,  installation  man  and  office 
boy,  all  at  the  same  time. 

The  firm  has  grown  to  such  proportions 
that  today,  he  occupies  the  entire  building  of 
the  S.  W.  corner  of  49th  St.  and  Seventh 
Avenue.  Thirty  people  are  employed  by  him, 
and  an  average  business  of  two  million  dollars 
a  year  is  done.  Hornstein  is  considered  to  be 
the  leader  of  one  of  the  largest  supply  deal- 
ers in  the  United  States.  Mr.  Howell  is  re- 
turning to  Los  Angeles  in  a  short  time. 


Classified  Opportunities 

Rate  2  Cents  a  Word — Cash  With  Copy 


For  Sale 


FOURTEEN  HUNDRED  NEW  OPERA 
CHAIRS,  some  upholstered.  New  goods  made  on 
contract  to  fit.  Bankrupt  stock,  at  a  big  saving. 
EIGHT  THOUSAND  YARDS  of  government 
Standard  Battleship  Linoleum  and  Cork  Carpet  at 
less  than  wholesale  prices  for  theatres,  churches, 
clubs  and  lodges.  Guaranteed  goods.  Not  less  than 
one  roll  sold.  J.  1.  REDINGTON  &  COMPANY, 
SCRANTON,  PA 

FOR  SALE — Approximately  270  7-ply  new  veneer 
chairs.  Also  generator,  frames  and  used  projecting 
machines.  Bargains.  Atlas  Moving  Picture  Com- 
pany, 534  S.  Dearborn  St.,  Chicago,  111. 

ELECTRIC  SIGN  "LYRIC" :  Double  faced, 
ready  to  hang;  cost  $100.  Spot  cash  $50.  J.  P. 
Redington,  Scranton,  Pa. 

CAMERA,  a  complete  200  ft.  Universal  outfit,  auto- 
matic dissolve.  $250.00,  guaranteed.  A  Wright, 
1025   Linn  St.,  Cincinnati,  Ohio. 

BARGAIN— WESTERN  AND  ACTION  FEA- 
TURES, thirty-five  good,  five,  six  and  seven-reel 
features.  Four  dollars  per  reel.  Also  one  and  two- 
reel  comedies.  Full  line  of  advertising  on  each. 
Supreme  Amusement  Association,  Fargo,  North 
Dakota. 

BARGAIN  BANNERS — Hand  painted,  3  colors,  any 
copy  up  to  15  words.  3x12  paper-75c.  3x10  cloth 
$1.40.  One  day  service.  Sent  anywhere.  Also 
processed  window  cards.  ASSOCIATED  ADVER- 
TISERS, 111  W.  18th  St.,  Kansas  City,  Mo. 

FOR  SALE — Modern  movie;  priced  for  quick  sale, 
account  of  illness ;  wonderful  bargain ;  county  seat 
of  10,000.  Box  24,  Exhibitors  Trade  Review,  New 
York  City. 


At  Liberty 


THEATRE  ORGANIST:  Desires  position,  Or- 
chestral experience,  Library.  Union,  references.  Six 
days  preferred.  Address  "B,"  Exhibitors  Trade  Re- 
view, 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. 


Far  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. 


Want  to  Buy 


WANTED — Rent.  Lease  or  Buy  Furnished  or  partly 
furnished  Picture  Theatre  or  Opera  House.  Send  full 
details,  terms,  size  of  theatre  and  population.  Will 
cons  der  managing  of  a  theatre;  ten  years'  experi- 
ence in  theatrical  business.  M.  TROUT,  Box  499, 
ENID,  OKLAHOMA.     (Middlewest  States  only.) 


Mailing  Lists 

Will  help  you  increase  sale* 

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conn  tsandprtceaoDcl&sal&ed  names 
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National,  State,  Local—Indlrtdaala, 
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lotion  Picture  Headquar- 
ters in  Los  Angeles. 

Wire  our  expense  for 
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HERALDS 


E 


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


1 


FILMACK  COMPANY 

736  S.WABASH  AVE.  CHICAGO 


CINEMA 

The  Motion  Picture  Review 
oi  the  Orient 

Manager:   E.  ATHANASSOPOULO 
Editor-in-Chief : 
JACQUES  COHEN-TOUSSIEH 

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

Address: 

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


WORLD'S  LARGEST  EXCLUSIVE  AMUSEMENT  TICKET  PLANT  %  TWENTY-  EICHT  YEARS  EXPERIENCE  AT  YOUR  SERVICE 

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CHICAGO,  ILLINOIS  '  best  eor  the  least  money       Quickest  delivery       correctness  guaran'teed 


One  Thing  More 

In  your  modern  motion  picture  house 
every  detail  of  projection,  decoration,  ventila- 
tion, temperature,  seating,  has  been  carefully 
worked  out  to  make  the  theatre  attractive 
and  comfortable. 

But  there's  one  thing  more  you  can  do — 
and  it's  a  real  factor  from  the  box  office  point 
of  view:  make  sure  the  picture  is  printed  on 
Eastman  Positive  Film,  the  film  that  safe- 
guards for  the  screen  the  quality  of  the  nega- 
tive so  your  public  may  enjoy  it. 

Eastman  film  is  identified  in  the 
margin  by  the  black-lettered 
words  "Eastman"  and  "Kodak" 


EASTMAN  KODAK  COMPANY 

ROCHESTER,  N.  Y. 


Wild  West 


iefith 


JacK.  Mulhall  and  Helen  Ferguson 


The  blare  of  a  bugle,  a  pistol  shot,  and 
the  great  rush  for  land  across  the 
boundary  of  the  old  Indian  Territory 


was  on. 


On  horseback,  muleback,  in  all  sorts 
of  vehicles,  in  great  swirling  clouds 
of  dust  they  went  hell-for-leather  for 
Uncle  Sam's  last  big  gift  of  free  land. 


And  in  the  crowd  were  four  babies,  two  boys,  two  girls, 
two  of  whom  were  to  hate  and  lose,  and  two  to  love 
and  win. 

See  the  world's  greatest  rodeos;  see  America's  most 
daring  riders;  see  the  lure  of  the  circus  united  with  the 
thrill  and  novelty  of  the  great  101  Ranch  Wild  West 
Show  whose  entire  facilities  were  used  in  the  making 
of  this  big  Western  serial. 


Produced  by  C.  W.  Patton  on  the  Famous 
101  Ranch  with  Miller  Bros.  Wild  West  Show 


Pafheserial 


u  wo 


MONTHLY  SHORT  SUBJECTS  NUMBER 


\  EXHIBITORS 

CTrade  RE  VI E  W 

i 

1  Cfhe  Business  Taper  of  the  Motion  Before  Industry 


I 

■ 


H 


WESsMt 
UK 


CLEAN  UP/ 


7/re  stage 
comedy  hit  J 
Brodway  roar- 
ed at  for  over 
a  year  is  now  I 
on  the  screen/ 


(paramount 
Cpicture 


William  dcMille 


WITH 


DECCIC    I  AVE  FROM  THE  PLAY  BY 

Ji.W,  FRANK  CRAVEN 

KMHEH  SCREEN  PLAY  BY 

PRODUCT!    ON   PHYLLIS  HAVER  ciaraberanger 


October  3,  1925 


THIS  ISSUE  --  8000  Copies 


Price  20  Cents 


WURUIZE 


UNIT 


GANS 


pleasant  feature  of  the  possession 
of  a  Wurlitzer  Unit  Organ  lies  in  the 
gratifying  effect  noticeable  in  the  box 
office  check-up  at  the  end  of  the  day. 
For  the  Wurlitzer  Unit  Organ  has  a  tan- 
gible box  office  power — an  attraction  as 
definite  as  that  of  any  star  whose  name 
ever  graced  a  lobby  display. 
Any  Wurlitzer  representa- 
tive or  any  Wurlitzer  Unit 
Organ  owner  can  show  you 
in  five  minutes  the  more 
salient  points  of  why  this 
pipe  organ  has  proved  itself 

TJAVE  you  sent  for  the  Wur- 
litzer Theatre  Organ  Cata- 
log? It  is  not  only  a  treatise 
on  theatre  organ  design  hut  a 
valuable  guide  to  theatre  con- 
struction and  decoration. 


to  be  so  obviously  better; — the  exclusive 
features  that  have  made  it  the  repeat 
choice  of  the  largest  as  well  as  the  small- 
est exhibitors. 

But  the  important  thing  is  not  that  you 
know  the  Wurlitzer  Unit  Organ  furn- 
ishes more  interpretive  accompani- 
ments, more  thrillingly  im- 
pressive overtures,  more  de- 
pendable service.  The  im- 
portant thing  to  you  is  that 
you  are  installing  the  organ 
that  the  public  knows  and 
recognizes  as  the  best. 

A  NOTHER  good  hook  to 
send  for  is  the  catalog  of 
Wurlitzer  Grand  Pianos.  The 
nevj  antique  finish  and  the  ex- 
clusive new  period  designs  can 
be  secured  in  styles  to  match 
any  decorative  motif. 


The   RUDOLPH  WURLITZER  CO. 

XV     ^-/CINCINNATI     NEW  YORK       CHICAGO      SAN  FRANCISCO      DENVER       LOS  ANGELES  H 
V^^121^East  4th  St.   120  W.  42nd  St.   329  S.  Wabash      250  Stockton  St.      2106  Broadway    814  S.  Broadway  Q^J^/ 

O^^^y^And  Forty  Other  Branches  in  Thirty-Three  Cities  ^/^^^T6 

Publi«hed  weakly  by  Exhibitor*  Keri*w  Pvbliahwc  Corporation  at  34  North  Crystal  Street,  East  Stroudsburg,  Pa.  Editorial  Offices  45  West  45th  Strret, 
Maw  York  City.    Sabacriptioe  IXOO  year.  la  tared  aa  second -oiaas  matter  An*.    S.  1922.  at  poa toffies  at  East  Strmidnbore,  Pa.,  under  act  of  March  3,  1S79. 


It's  two  reels  in  length,  but  in  its  great  comedy 
star,  excellent  story,  gorgeous  settings,  lavish  cos^ 
turning,  and  abundant  laughs,  it's  a  superfeature^ 


Better  SEE  this  picture  at  your  Educa- 
tional  Exchange  RIGHT  NOW.  You're 
going  to  regret  it  before  the  season  is 
over  if  you  fail  to  get  this  remarkable 
new  star.  By  that  time  he  is  going  to 
be  acknowledged  one  of  the  greatest 
comedy  stars  the  screen  has  produced. 


For  foreign  rights  address 
Far  East  Film  Corporation 
729  Seventh  Avenue 
New  York,  N.Y. 


EDUCATIONAL 
FILM  EXCHANGES,  Inc. 

President  ' 


Presents 


LUPINO 
LANE 


in 


MAID  IN 
MOROCCO 

First  of  the  six  two-reel 

Itgmcdies 


Member, 
Motion  Picture  Producers  and 
Distributors  of  America,  Inc. 
Will  H.  Hays,  President 


Will  produce  and  appear  in  Her  Melodramatic  Wallop 


"THE 


Story  by  Adela  Rogers  St.  John — Directed  by  Walter  Lang 

featuring 

PRISCILL 

supported  by  the  following  cast— 

THEODORE  VON  ELTZ  MARY  CARR 

CARL  MILLER  SHELDON  LEWIS 

TYRONE  POWER  NELLIE  BLY  BAKER 

GEORGE  SEIGMANN  MAX  AS  CHER 

VIRGINIA  PEARSON  EMILY  FITZROY 

to  be  released  thru 


flTML  EXCHANGES,  Lnc, 


DAVIS  DISTRIBUTING  DIVISION,  Inc. 

J.  CHARLES  DAVIS,  II,  President 


218  West  42nd  Street 


New  York,  N.  Y. 


FROM  COAST  TO  COAST 

THEY  WANT 
DAVIS  DISTRIBUTING  DIVISION,  Inc. 


99 


Better  Pictures  for  Less  Money 

THIS  TELEGRAM  TELLS  ITS  OWN  TALE 


CLASS  OF  SERVICE 


TELEGRAM 


DAY  LETTER 


HiSHT  MESSAGE 


NIGHT.  LETTER 


SYMBOL 


BLUE 


NITE 
N  L 


It  none  of  these  three  symbols 
appears  after  the  check  (number  of 
words)  this  is  a  telegram.  Other- 
wise its  character  is  i  ndicated  by  the 
symbol  appearing  after  the  check. 


WESTER  UNION 

telKam 


NEWCOMB  CARLTON,  PRESIDENT 


GEORGE  W.  E.  ATKINS,  FIRST  VICE-PRESIDENT 


CLASS  OF  SERVICE 


TELEGRAM 


DAY  LETTER 


NIGHT  MESSAGE 


NIGHT  LETTER 


SYMBOL 


BLUE 


NITE 


N  L 


If  none  of  these  three  symbols 
appears  after  the  check  (number  of 
words!  this  is  a  telegram.  Other- 
wise its  character  is  indicated  by  the 
symbol  appearing  after  the  check 


The  filing  time  as  shown  in  the  date  line  on  full-rate  telegrams  and  day  letters,  and  the  time  of  receipt  at  destination  as  shown  on  all  messages,  is  STANDARD  TIME. 

Received  at 

B24CB    S    27    2X  Blue 

Spokane  Washn  Sept  25  1925 

Davis  Distributing  Division  Inc 

218  W  42  NYC 

Must  purchase  additional  Independent  product  this  week    Wire  today 
when  your  exchange  this  territory  opens  and  whether  can  see  your 
representative  in  Seattle  Monday  Answer 

J  W  Allender  Ritz  Theatre  535P 


NOW 

READY 


™  4  SUPER  SPECIALS 
35  FEATURES 
14  COMEDIES 
10  EPISODE  SERIALS 


_j  4  "FRAGMENTS  OF  LIFE" 
Released  Thru 


NOW 

READY 


B  By 

DAVIS  DISTRIBUTING  DIVISION,  Inc. 

J.  CHARLES  DAVIS,  II,  President 
218  West  42nd  Street  New  York,  N.  Y. 


They  should  fairly  eat 


i'h        -  ale. 


one  up 

says  the  M.  P.  News  of 


Adapted  from 
the  greatest 
adventure  story 
of  all  time — 

SWISS 

FAMILY 
ROBINSON 

Directed  by  FRANCIS  FORD 

featuring 

BONOMO,  MARGARET  QUIMBY,  and 
JACK  MOWER 

Produced  and  released  by 

UNIVERSAL 


Universal's 
"Lucky  6 
Adventure 
Serials 

"Young  and  old  ought  to  revel  in  its  thrills. 
Promises  to  make  multitudes  of  new  friends 
for  the  serial.  Starts  to  move  from  the 
beginning." 

— Moving  Picture  World 


"Universal  has  a  great  box-office  winner.  A 
wonderful  adventure  feature.  Perilous  stunts 
....  thrilling." 

— Exhibitors  Trade  Review 

"A  sure  thriller  that  will  get  the  older  people 
as  well  as  the  children.  Here  is  one  you  can't 
afford  to  pass  up.  From  the  very  start  thrills 
commence  and  never  stop  coming." 

— Film  Daily 


NOW 
BOOKING! 


 ,  

Wanted — Your  Answer  to  this  Question — 

WHAT  IS  THE  IDEAL  PROGRAM? 

The  subject  of  this  discussion  is  the  ARRANGEMENT  of  the  program; 

not  the  quality  of  the  pictures 

YOU  KNOW  YOUR  AUDIENCES.  YOU  KNOW 
WHAT  THEY  LIKE  AND  WHAT  THEY  DISLIKE 


Should  the  ideal  program  open  with  a  feature?  Or  a 
short  picture? 

r$  3£ 

Should  the  feature  be  as  long  as  eight  or  ten  reels?  Or 
as  short  as  five? 

rfc 

What  short  subjects  should  be  included?  How  about 
two-reel  comedies?    One  reelers? 

^  3f* 

Do  you  include  a  news  reel?   Where  do  you  fit  it  in? 

How  about  Travelogs,  Historical  and  Educational  Sub- 
jects and  other  non-comedy  shorts? 

*f»  *f» 

What  else  would  you  mix  in  to  provide  maximum  of  en- 
tertainment for  your  average  crowd? 


JUST  lay  out  the  whole  show  as  yon  think  it  ought  to  be  and  tell  why,  in 
a  letter  for  publication  in  the  n-xt  SHORT  SUBJECTS  NUMBER. 
Here  is  an  opportunity  to  tell  the  producers  and  distributors  what  you  real- 
ly want,  particularly  in  Short  Subjects,  to  enable  you  to  balance  your  pro- 
grams and  satisfy  your  customers.  Get  your  ideas  on  paper  today.  Never 
mind  polishing  them  up.  Just  a  letter,  with  pen,  pencil  or  typewriter,  or 
what  you  please.  Don't  forget  to  write  your  name  and  theatre  legibly,  so 
you  will  get  proper  credit. 

And,  by  all  means,  do  it  now — Before  you  forget! 

Address  Your  Letter  "Short  Subjects  Editor"  Exhibitors  Trade  Review 
45  WEST  45th  STREET,  NEW  YORK 


= 


with 


LEWIS  STONE 

Shirley  Mason,  David  Torrence 
and  Barbara  Bedford 


The  popular  Lewis  Stone  in 
another  big  "W  inner 
Group"  hit. 

The  battle  of  a  powerful 
business  man  against  un- 
scrupulous   associates   t  o 


keep  them  from  cleaning 
him  out  and  his  fight  to 
save  his  daughter  from  the 
society  whirl  in  which  he  at 
first  thought  he  wanted  for 
her. 


Adapted  from  Henry 
K  i  t  c  h  e  11  Webster's 
novel,  "JOSEPH 
GREER  and  his 
DAUGHTER."  Di- 
rected by  George 
Archainbaud :  June 
Mathis,  editorial  direc- 
tor: continuity  by  Eve 
Unsell.  Presentation 
by  First  National 
Pictures  Inc. 


A  FIRST  NATIONAL  PICTURE 


October  3, 1925 


Page  7 


(g)eiB669S60  — '  ' 


EXHIBITORS 

trade  REVIEW 

Business  %per  of  the  potion  ftcture  Industry 

WILLARD  C.  HOWE,  Editor 


PETER  MILNE,  News  Editor 
MICHAEL  L.  SIMMONS,  Staff  Editor 
H.  K.  CRUIKSHANK,  Reviews  Editor 
H.   A.   LINET,   Exploitation  Editor 

JAMES  A.   CRON,  Advertising  Manager 
H.  J.  SCHLEIEiR,  Business  Manager 
L.   S.  HARRIS,  Equipment  Manager 


Vol.  18 


October  3,  1925 


No.  20 


CONTENTS 

PICTORIAL  PRESENTATIONS 

"Wild  West"   _;  _  frontispiece 

"Wild  Beasts  of  Borneo"   _  _  -  _   ..    54 

HEADLIGHTS  IN  THE  NEWS 

Pathe  Field  Managers  Terminate  Convention   _   10 

Ginsberg  to  Go  Abroad  _    ,   10 

An  Open  Letter  to  Will  Hays     -   11 

Cohn  Lauds  Independents  _    _   11 

Franchisers  Now  First  Nat'l  District  Managers  12 

Feature  Production  at  Highest  Point   _  _  _  13-14 

Schui.berg  Here  For  Material  _    _   15 

Major  Bowes  Dines  Sir  William  Jury     15 

"Flames"  M-G-M's  Fire  Picture  _   15 


England  Behind  Canada  in  Presentations 
Melbourne  Legislates  Victoria  Programs 
Sills  Writes  "Men  of  Steel"  _  


16 
16 
16 


REGULAR  DEPARTMENTS 


Editorial      

Exhibitor  News   -  -   

Box  Office  Reviews   _  -    

National  Tie-Up  and  Exploitation   _  -  _   27 


9 
19 
24 


Production  Highlights  

Sales  News  and  Personalities 

Special  Shorts  Section  

Equipment  News  and  Notes   


47 
48 
49 
61 


Copyright  1925  by  Exhibitors  Review  Publishing  Corporation 
Geo.  C.  Williams,  President;  Willard  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  Ebchibitors  Review  Publishing  Corporation. 
Member  Audit  Bureau  of  Circulations.  Subscription  Rates:  Postage  paid 
per  year,  United  States,  $2;  Canada,  $3;  Foreign,  $6;  single  copies,  20 
ceats.     Remit  by  check,  money   order,  currency  or  postage. 


CC*J\jJAY  TEARLE  ANO  A'LEEN  PC1MGLE  llsj 
'-TV4E- MVST1C"  AT  THE  PARK  AMD  MAJ-U 

FfiOM  CLEVELAND  PLAIN,  DEALER 


This  is  what  they're 
saying  about  Tod 
Browning's  big  hit, 
"The  Mystic,"  from 
Coast  to  Coast: 


'Surpasses  'The  Miracle 
Man.'  Equals  'The  Un- 
holy Three.'  Probably 
one  of  the  best  pictures 
of  the  year.  'The.Mystic' 
is  highly  recommended. 
Everybody  should  see  it." 

—  Cleveland  Plain  Dealer 


"The  Mystic"  is  just 
one  of  the  money  win- 
ners that  exhibitors 
get  in  Metro-Coldwyn- 
Mayer's  famous  Qual- 
ity Fifty-Two. 


Page  8 


Exhibitors  Trade  Revi'iw 


m 


Wild  West" 


A  Pathe  serial  thriller  with  unusual  incidents 


EXHIBITORS 

Oracle  REVIEW 

9he  Business  Vafer  of  the  Motion  ftcture  Industry 

Editorial 


E'RE  at  the  front  end  of  another  month 
and  this  is  the  Monthly  Short  Subjects 
Number.  Which  raises  a  point  that  merits 
a  little  discussion.  This  Short  Subjects  question 
isn't  one  that  can  be  disposed  of  on  a  once-a-month 
basis.  It  is  something  that  bobs  up  every  day  in 
the  year.  It  is  fully  as  important  one  week  as  an- 
other. So  it  isn't  the  intent  to  dispose  of  the  whole 
matter  with  a  monthly  number.  That  couldn't 
be  done.  The  purpose  back  of  these  issues  is  mere- 
ly to  throw  some  extra  emphasis  on  the  real  need 
of  better  treatment  for  a  part  of  the  program  that 
has  been  too  often  neglected  and,  also,  to  provide 
some  tangible  help  for  every  exhibitor  who  is  on 
the  alert  for  increased  business. 

Advertising  and  exploitation  of  Short  Subjects 
have  not  kept  pace.  Short  product  has  not  been 
utilized  as  it  might  be,  as  it  ought  to  be,  to  build 
attendance.  The  trade  as  a  whole  has  permitted 
itself  to  think  in  lopsided  terms  on  these  ques- 
tions. With  the  result  that  thousands  of  pro- 
grams virtually  go  by  default  with  the  public  for 
want  of  proper  publicity  in  behalf  of  pictures  the 
public  would  gladly  pay  to  see,  if  it  were  only  told 
about  them. 

It  is  time  to  snap  out  of  that  sort  of  business — 
to  realize  that  the  public  is  interested  in  pictures 
for  their  entertainment  value,  not  for  their  mileage. 

There's  no  more  reason  why  it  should  require  six 
reels  to  make  a  compelling  picture  than  why  O. 
Henry  should  have  required  50,000  words  in  which 
to  tell  a  story. 

Not  by  way  of  "publicity"  for  the  pictures,  but 
as  illustration  of  the  possibilities  of  some  of  the 
current  short  product  that  any  exhibitor  ought  to 
be  able  to  capitalize  in  a  big  way — take  Interna- 
tional News  Reel's  "Thrills  of  a  Lifetime."  It  is 
difficult  to  imagine  any  audience  that  would  not 


get  a  tremendous  "kick"  out  of  this  picture,  with 
its  breath-taking  scenes  coming  in  smashing  se- 
quence. Certainly  no  picture  could  contain  great- 
er human  interest  than  this  epic  of  the  news  reel, 
showing  as  it  does  the  romance  and  the  risk  in- 
volved in  picturizing  the  world's  events  day  by  day. 

Again,  in  a  totally  different  sort  of  short  picture, 
recently  released,  Educational's  "Wild  Beasts  of 
Borneo,"  are  scenes  that  will  grip  the  interest  of 
any  audience,  highbrow  or  lowbrow.  A  short  sub- 
ject for  which  Nature  provided  material  of  uni- 
versal appeal,  the  sort  of  material  that  is  so  rare  in 
pictures  it  is  bound  to  go  over  wherever  shown. 

Then,  in  current  releases  by  several  of  the  short 
subjects  distributors,  we  have  many  comedies  that 
show  real  progress  in  the  art  of  laugh-making. 
Pictures  that  provide  the  spontaneous  uproar  that 
any  exhibitor  likes  to  hear.  Pictures  that  put  au- 
diences in  that  friendly  good  humor  which  always 
brings  people  back  for  more. 

These  pictures  deserve  a  better  break  than  they 
are  getting  at  the  hands  of  some  exhibitors  who 
measure  importance  in  footage.  It  is  the  function 
of  this  Short  Subjects  Number  and  of  those  that 
will  follow  each  month  to  drive  home  this  fact. 
And  to  provide  Exhibitors  with  a  meeting  place 
for  the  exchange  of  ideas  on  this  vitally  important 
question. 

This,  therefore,  is  an  urgent  invitation  to  you, 
to  every  Exhibitor,  to  participate  in  this  work  of 
capitalizing  short  product.  What  are  you  doing? 
What  are  the  ideas  that  have  returned  a  profit  to 
you?  Let  us  have  them  for  the  benefit  of  others 
who  can  use  them. 


J 


Page  10 


Exhibitors  Trade  Review 


Patke  Field  Managers 

Terminate  Convention 

THE  convention  of  district-managers  and  home-office  executives  of  Pathe  Exchange, 
Inc.,  held  during  the  past  week  at  the  Roosevelt  Hotel,  New  York,  closes  today 
with  a  general  discussion  of  ways  and  means  to  improve  service  in  the  field.  Meet- 
ings are  to  be  continued  at  the  Pathe  home-office  Monday  and  Tuesday. 

Harry  Scott,  general  sales  manager,  who  Also  scheduled  for  the  new  season  are  104 
presided  at  all  the  sessions,  struck  the  key-     two-reel  comedies  from  the  screen's  leading 


note  of  the  convention  in  his  opening  address 
by  urging  the  company's  field  representatives 
present  to  lay  their  problems  and  recom- 
mendations before  the  assembly  with  the  ut- 
most frankness. 

Mr.  Scott's  invitation  to  discuss  all  prob- 
lems was  accepted  with  enthusiasm  by  the 
district  managers.  Several  of  those  present 
previously  identified  with  other  organizations 
declared  that  the  results  secured  and  the  busi- 
ness accomplished  were  remarkable  and  sur- 
passed anything  they  had  ever  seen. 

The  convention  opened  Wednesday  eve- 
ning, September  23,  and  continued  daily 
thereafter,  beginning  at  a  quarter  of  ten  in 
the  morning  and  adjourning  each  evening 
shortly   before  midnight. 

One  of  the  important  phases  of  Pathe  ser- 
vice up  for  discussion  was  the  recently  estab- 
lished staff  of  field  exploitation  men  who 
are  to  work  under  the  supervision  of  S.  Bar- 
ret McCormick,  exploitation  manager. 

Plans  were  also  discussed  in  detail  for  na- 
tional advertising  of  a  kind  with  which  ex- 
hibitors can  tie  up  with  direct  benefit  to  their 
box  offices.  Recent  instances  of  Pathe's  ad- 
vertising campaigns  were  cited  as  descriptive 
of  the  advertising  policy  which  Pathe  intends 
to  pursue  in  the  future. 

The  matter  of  Pathe  product  for  the  new 
season  was  also  gone  into  thoroughly.  At 
the  opening  of  the  1925-26  term  Pathe  has 
lined  up  the  most  formidable  program  of 
feature-length  productions  and  short-features 
of  its  entire  career.  In  addition  to  "The 
Freshman,"  "Black  Cyclone,"  "Kivalina  of 
the  Icelands,"  and  the  forthcoming  Hal 
Roach  feature  release,  starring  Rex,  tem- 
porarily titled  "The  Devil  Horse,"  Pathe  has 
acquired  within  the  past  few  weeks  the  dis- 
tribution of  a  series  of  Harry  Carey  West- 
erns, a  group  of  comedy-dramas  starring 
Larry  Semon,  and.  four  of  Charlie  Chaplin's 
most  famous  screen  successes — -"A  Dog's 
Life,"  "Shoulder  Arms,"  "A  Day's  Pleasure," 
and  "Sunnyside." 


comedy  studios  of  Hal  Roach  and  Mack 
Sennett.  Four  new  Patheserials  are  lined 
up  for  release  within  the  next  year,  starting 
with  "Wild  West,"  released  September  27, 
and  including  "The  Green  Archer,"  by  Edgar 
Wallace ;  "Janie,"  a  Western  by  Raymond  S. 
Spears;  and  a  thrilling,  actional  romance 
built  around  the  United  States  Coast  Guard 
service. 

In  the'  short-feature  department  Pathe  con- 
tinues the  distribution  of  its  Grantland  R'ce 
"Sportlights,"  "Stereoscopiks,"  "Aesop's  Film 
Fables,"  "Topics  of  the  Day,"  Pathe  Review, 
Pathe  News,  "Chronicles  of  America,"  and  a 
special  "Pilgrimage  to  Palestine"  series  of 
single  reelers. 

Those  who  attended  the  regular  conven- 
tion sessions  included:  Harry  Scott,  Gen- 
eral Sales  Manager  (Chairman);  Pat  Camp- 
bell, Feature  Sales  Manager;  Stanley  B. 
Waite,  Sales  Manager  of  Two-Reel  Come- 
dies Dept.;  E.  Oswald  Brooks,  Serial  Sales 
Manager;  W.  A.  V.  Mack,  Short-Feature 
Sales  Manager;  Charles  Henschel,  Eastern 
District  Manager;  Fred  C.  Aiken,  Mid-West 
District  Manager.  R.  S.  Schrader,  Central 
District  Manager.  Oscar  Morgan,  Southern 
District  Manager;  Frank  Harris,  Western 
District  Manager;  L.  S.  Diamond,  Manager 
of  Sales  Statistical  Dept.;  S.  Barret  Mc- 
Cormick, Exploitation  Manager;  P.  A.  Par- 
sons, Advertising  Manager;  E.  F.  Supple, 
Publicity  Manager;  Miss  Regge  Doran, 
Manager  of  Public  Relations  Dept.;  Mrs. 
E.  R.  Dessez,  Manager  of  Educational 
Dept.:  George  Gray,  Editor  of  Pathe  Sun; 
and  W.  C.  Smith,  Comptroller. 

At  the  banquet  in  honor  of  the  Pathe 
producers,  held  on  Friday  evening,  Septem- 
ber 25,  at  the  Hotel  Roosevelt,  there  were 
present  in  addition  to  those  already  named 
E.  C.  Lynch,  Chairman  of  the  Board  of  Di- 
rectors; Paul  Fuller,  President  of  Pathe 
Exchange,  Inc.;  Elmer  R.  Pearson,  Vice- 
President  and  General  Manager  of  Pathe 
Exchange,  Inc.;  J.  E.  Storey,  Assistant  Gen- 
eral Manager;  Hal  Roach  and  W.  B.  Frank 
for  the  Hal  Roach  Studios;  Wil'iam  R. 
Fraser  and  John  Ragland  for  the  Harold 
Lloyd  Corporation;  Pete  Carroll  and  John 
Waldron  for  the  Mack  Sennett  Studios; 
Mr.  A.  Van  Beuren  and  Charles  MacDonald 
for  "Aesop's  Film  Fables"  and  "Topics  of 
the  Day";  Emanuel  Cohen  for  Pathe  News 
and  Pathe  Review;  and  Irving  Green  for 
the  Yale  University  Press. 


HENRY  GINSBERG 
TO  GO  ABROAD 

Production  and  Distribution  Are 
Separate  Fields,  He  Believes 

Henry  Ginsberg,  head  of  the  Ginsberg 
Distributing  Corporation,  will  go  abroad 
shortly  to  bring  his  marketing  system  in 
Europe  to  the  same  state  of  perfection  it 
enjoys  here. 

Ginsberg's  immediate  concern  is  with  the 
Banner  product,  produced  by  Ben  Verschlei- 
ser,  five  titles  of  which  have  been  announced 
and  the  Royal  product,  five  titles  having  been 
announced  in  this  series  also. 

Ginsberg  is  a  firm  practitioner  of  the 
theory  that  the  production  and  distribution 
departments  of  the  motion  •  picture  business 
should  be  absolutely  divorced. 

He  explains  that  his  organization  does 
everything  but  make  pictures.  That  arduous 
duty  he  leaves  to  other  specialists.  He  is  a 
specialist  in  securing  maximum  bookings  and 
exploitation.  Nor  does  he  believe  that  the 
production  specialist  should  be  forced  to 
worry  about  sales  and  distribution.  Such  a 
worry  necessarily  plays  havoc  with  the  pro- 
duction expert. 

"It  is  natural,  of  course,  for  a  producer  to 
count  his  costs  and  remind  himself  of  what 
has  sales  value,"  Ginsberg  says,  "but  for  him 
to  face  selling  problems  is  akin  to  asking  a 
skilled  watch  maker  to  market  his  time- 
pieces. The  two  lines  of  endeavor  really 
aren't  related." 

*  *  * 

F.  B.  O.  HEADS  HOME 

J.  I.  Schnitzer,  first  vice-president  of 
F  B.  O.  in  charge  of  production,  John 
Brownell,  East  Coast  scenario  editor,  and 
Panla  Gould,  general  press  representative  for 
P.  B.  O.  in  the  east,  returned  to  New  York 
September  28th. 

Richard  Talmadge,  who  is  producing  and 
starring  in  a  series  of  comedy  dramas  which 
F.  B.  O.  is  releasing,  arrived  in  New  York 
on  the  same  date. 

*  *  * 

LOWELL  COMPANY  LEAVES 

John  Lowell,  director  and  star;  Fvangeline 
Russell,  co-star,  and  L.  Case  Russell,  scenar- 
ist, left  New  York  last  Wednesday  to  join 
Miller  Brothers'  101  Ranch,  with  whose  co- 
operation they  will  produce  "On  With  the 
Show"  for  the  independent  market. 


October  3, 1925 


Page  11 


Cohn  Lauds 
Independents 

Producer  Claims  Promises  More 
Than  Fulfilled 

Harry  Cohn,  vice-president  and  production 
head  of  Columbia  Pictures,  related  the  pro- 
gress made  by  independents  during  the  year, 
and  evidenced  his  appreciation  of  the  aid  and 
determination  of  most  of  the  independent 
theatre  owners  on  his  recent  arrival  in  New 
York. 

"The  independent  producers,"  Mr.  Cohn 
said,  "can  point  to  their  greatest  accomplish- 
ment to  the  unquestionable  fact  that  they 
have  made  a  product  which  is  well  on  a  par 
with  those  pictures  which  the  big  program 
companies  have  touted  as  specials,  This 
statement  means  that  I  include  all  the  inde- 
pendents with  Columbia. 

"Of  course  I  am  personally  proud  of  the 
pictures  I  have  made  for  Columbia  this  year. 
But  I  want  to  say  more  than  a  mere  passing 
word  of  praise  for  men  like  Ben  Schulberg, 
Ike  Chadwick,  Phil  Goldstone,  Renaud  Hoff- 
man, Hunt  Stromberg,  Whitman  Bennett, 
Charles  Burr,  Abe  Carlos,  and  a  host  of  other 
real  independent  producers  who  have  kept 
their  promises  100  per  cent  to  give  to  the 
exhibitors  who  have  had  the  guts  to  stand 
by  the  independent  producers  a  series  of  pic- 
tures that  will  stand  the  acid  test  of  hard 
box-office  values. 

"Despite  the  fact  that  the  independents  are 
delivering  the  goods,  there  is  still  a  number 
of  exhibitors  who  either  don't  take  the  time 
to  look  at  independent  productions  or  else 
they  are  satisfied  to  wait  the  doom  which 
will  eventually  overtake  them  by  taking  what 
they  think  is  the  path  of  least  resistance. 
That  is,  booking  blindly  every  over  adver- 
tised, over  estimated,  trade  mark  picture. 
This  will  eventually  drop  them  into  the  lap 
of  the  auctioneer  or  the  sheriff." 

Explaining  what  he  believes  to  be  the 
greatest  menace  to  the  independent  exhibitor 
today,  Mr  Cohn  continued:  "The  indifference 
on  the  part  of  some  of  the  exhibitors  to  give 
their  whole-hearted  support  to  those  deserv- 
ing independent  producers  who  are,  if  the 
proper  credit  is  given  to  them,  the  last  trench 
the  exhibitor  might  fall  back  upon  in  the  war 
for  their  final  elevation. 

"Columbia  Pictures  is  out  to  keep  every  last 
promise  which  was  made  to  the  exhibitor. 
Sixteen  of  the  pictures  finished  are  evidence 
of  Columbia's  determination  to  keep  promises 
— and  the  other  two  are  actually  in  work. 

"We  have  paid  big  prices  for  able  directors, 
strong  stories,  and  stars  of  real  box-office 
drawing  power  to  prove  we  have  confidence 
in  the  exhibitor." 

Mr.  Cohn  will  remain  in  New  York  for 
several  months  and  confer  with  his  associ- 
ates, Joe  Brandt  and  Jack  Cohn,  upon  the 
policy  and  output  of  Columbia  for  the  com- 
ing season.  Columbia  is  contemplating  a 
bigger  program  and  if  money,  experience 
and  energy  will  do  it,  better  pictures  than 
ever  before  in  its  history. 

4*     £  ♦ 

WELSH  WITH  ASSOCIATED 

Robert  E.  Welsh,  recently  editor  of  Mov- 
ing Picture  World,  has  joined  Associated  Ex- 
hibitors, having  been  appointed  to  the  post  of 
publicity  and  advertising  director  by  Oscar 
Price,  new  president  of  the  company. 

William  J.  Reilly  has  assumed  the  editor- 
ship of  the  World.  He  has  been  associated 
with  the  Charlmers  publications  for  eight 
years 


An  Open  Letter  To  Will  H .  Hays 

September  30,  1925. 

Hon.  Will  H.  Hays,  President, 

Motion  Picture  Producers  and  Distributors  of  America,  Inc., 
469  Fifth  Avenue, 
New  York  City. 

Dear  General  Hays : — 

You,  no  doubt,  are  aware  of  the  fact  that  the  members  of  your  organi- 
zation, without  advice  to  their  customers,  have  added  a  clause  to  the 
exhibition  contracts  that  they  enter  into  with  theatre  owners  as  follows: — 
"This  contract  and  each  and  every  term  and  condition  hereof,  except  the 
matter  set  forth  in  the  Schedule,  shall  be  deemed  amended,  modified, 
added  to  and  abrogated  by  the  terms  and  conditions  of  the  proposed 
new  uniform  exhibition  contract  if  and  when  finally  adopted  and  approved 
by  Motion  Picture  Producers  and  Distributors  of  America,  Inc.,  insofar 
as  the  terms  and  conditions  of  such  new  uniform  exhibition  contract 
shall  or  may  be  inconsistent  with  or  additional  to  the  terms  and  conditions 
hereof,  and  the  provisions,  terms  and  conditions  of  such  new  uniform 
contract,  when  so  adopted  and  approved,  shall  be  deemed  to  be  incor- 
porated herewith,  to  form  a  part  hereof  and  to  be  binding  upon  the 
parties  hereto." 

We  can  call  it  nothing  but  fraud  when  a  distributor  adds  a  clause  to  a 
contract  that  contains  in  bold  faced  type  the  words,  "UNIFORM  EXHIBI- 
TION CONTRACT,"  thereby  leading  his  customer  to  believe  that  the 
contract  that  he  is  signing  is  the  so-called  Uniform  Contract  without 
change  from  the  form  that  you  have  promulgated. 

The  clause  is  so  drawn  that  it  would  give  the  impression  vipon  a  first 
reading  that  the  proposed  new  uniform  exhibition  contract  referred  to  is 
the  form  of  contract  proposed  by  us  and  it  is  only  after  a  careful 
reading  that  it  becomes  apparent  tha  t  it  refers  to  a  contract  that  your 
organization  is  obviously  preparing. 

We  have  no  objection    to   your    organization    ignoring    our  proposed 
form  and  instead  preparing  one  from  your  own  viewpoint.     On  the 
contrary,  we  will  welcome  a  contract  drawn  by  you  that  is  fair  to  both 
*  sides. 

We  must,  however,  protest,  on  behalf  of  our  membership,  against  this 
newly  added  clause. 

Through  this  clause  an  exhibitor  agrees  in  advance  to  accept  a  contract, 
the  terms  of  which  are  unknown  to  him.  Your  members  require  of  the 
exhibitors  to  sign  a  check  in  blank  for  your  organization  to  fill  in  the 
amount  and  the  payee. 


We  have  tried  very  hard,  but  in  vain,  to  find  a  reason  for  this  action  other 
than  an  effort  by  your  organization  to  overcome  sales  resistance  because 
of  the  demand  of  the  theatre  owners  for  a  fair  contract  to  forestall  the 
acceptance  of  our  proposed  contract  by  the  Independent  Motion  Picture 
Association  of  America  and  to  provide  against  a  possible  decision  adverse 
to  the  form  of  contract  now  in  use  by  your  members. 

In  the  event  a  decision  is  rendered,  holding  the  present  contract  in- 
equitable, we  assume  it  is  the  intention  of  your  members  to  substitute  a 
new  form  for  the  present  one  and  this  clause  makes  it  possible  for  you  to 
do  so.  You  purpose,  thereby,  to  make  valid  the  present  contracts,  which 
.  we  claim  are  invalid  because  they  lack  mutuality. 

We  can  characterize  this  procedure  in  no  other  way  than  unethical,  unjust 
and  strategy. 

Sincerely  yours, 

JOS.  M.  SEIDER, 

Chairman,  Contract  &  Arbitration  Committee, 
MOTION  PICTURE  THEATRE  OWNERS  OF  AMERICA 


New  Hays  Contract  Ready 

npi   HE  Hays  office  announced  this  week  that  it  had  formulated  a  new  uniform  contract, 
J_    which  now  only)  awaits  the  endorsement  of  a  few  leaders  of  the  industry  before  it  is 
submitted  for  adoption  by  the  M.  P.  P.  D.  A. 

M.  J.  O'Toole,  ex-President  of  the  M.  P.  T.  O.  A.,  Charles  O'Reilly,  President  of  the 
T.  O.  C.  C,  and  R.  Biechele,  President  of  the  M.  P.  T.  O.  A.  of  Kansas  and  Missouri,  have 
received  copies  of  the  contract.  The  suggestions  of  this  trio  were,  to  a  great  extent, 
embodied  in  the  newly  drawn  contract  by  Gabriel  L.  Hess,  counsel  for  the  Hays  organi- 
zation. 

The  distributors  have  already  okeyed  the  contract.  It  now  only  remains  for  the 
exhibitor  bodies  to  place  their  endorsement  on  it,  the  Hays  office  says. 

O'Toole,  O'Reilly  and  Biechele  will  likely  be  the  last  voice  to  decide  whether  the 
contract  shall  be  accepted  by  exhibitor  organizations!  throughout  the  country. 

Supplementing  his  open  letter  to  Hays,  printed  elsewhere  on  this  page,  Joseph  M. 
Seider,  Chairman  of  the  Contract  and  Arbitration  Committee  of  the  M.  P.  T.  O.  A.,  de- 
clared that  that  organization  would  accept  the  contract  if  it  was  found  to  be  equitable. 

The  Hays  office  has  not  referred  to  the  Seider  contract,  recently  submitted  to  the 
trade,  in  drawing  up  the  new  form  and  it  is  thought  that  the  arbitration  clause  has  been 
unchanged. 


Page  12 


Exhibitors  Trade  Review 


CHARLES  R.  ROGERS,  who  is 
producing  the  series  of  Western 
features  starring  Harry  Carey  for  re- 
lease though  Pathe.  He  announces 
that  he  has  assembled  the  following 
cast  to  support  Carey  in  his  initial 
subject:  Harriette  Hammond,  Bert 
Woodruff,  Ruth  King,  Pat  Harmon, 
Stanton  Heck,  Raymond  Nye  and 
Joseph  Gerard. 


THIRD  MACFADDEN 
FEATURE  STARTED 

The  third  "Macfadden  Made  Movie," 
"Broken  Homes,"  one  of  the  series  of  "True 
Story"  productions  being  made  by  Bernarr 
Macfadden,  is  in  production. 

The  cast  is  headed  by  Alice  Lake  and  Gas- 
ton Glass,  with  the  other  important  roles  to 
be  filled  by  Betty  Jewell,  Barney  Sherry,  and 
Rita  Allen. 

Hugh  Dierker,  who  directed  the  first  two 
"Macfadden  Made  Movies,"  "The  Wrong- 
doers," and  "False  Pride,"  is  directing 
"Broken  Homes." 

The  story  of  "Broken  Homes"  will  be 
published  in  two  installments  in  the  Macfad- 
den True  Story  Magazine,  which  has  a  cir- 
culation of  more  than  2,000,000. 

*  *  * 

AL  JOY  COMPLETES 

"THE  ORPHAN" 

Al  Joy,  the  well  known  English  pantomine 
comedian,  has  returned  to  the  screen,  after 
an  absence  of  three  years,  during  which  time 
he  toured  the  world  in  vaudeville.  Mr.  Joy 
just  completed  "The  Orphan"  at  the  Ideal 
Studios,  under  the  direction  of  Charles 
Brooks,  which  is  the  first  of  a  series  of 
two  reel  comedies  in  which  the  inimitable 
comedian  will  be  featured  and  presented  b} 
the  Ricordo  Films,  Inc.  He  Is  supported  b> 
an  excellent  cast  including  Rose  Mass,  Pierre 
Le  Cellosse,  Lucio  Lomey  and  Thomas  Bur- 
rello.  Stuart  Moss  handled  the  camera, 
while  Charles  Yotte  assisted  Mr.  Brooks. 

Ivan  Bankoff,  the  world-famous  Russian 
dancer,  is  co-operating  with  Mr.  Joy  in  this 
series  of  entirely  new,  different,  and  novel 
two  reel  comedies.  Mr.  Joy  starts  next  week 
on  "The  Old  Gang,"  the  second  picture  of 
the  series. 

*  *  * 
UNIVERSAL  HOST  HOME 

Dave  Bader  has  returned  from  Denver, 
where  he  rounded  up  a  whirlwind  tour  of  ten 
Universal  Exchanges.  Acting  as  personal 
representative  of  Carl  Laemmle,  he  inaugu- 
rated and  laid  out  future  working  plans  for 
the  Universal  Theatre  Parties. 


First  Natl  Replaces  District 

Managers  With  Franchisers 

Radical  Alteration  in  Sales  Organization 
Announced  by  E.  A.  Eschmann 


FTRST  NATIONAL'S   franchise  holders 
are  to  become  sales  representatives  in 
their  various  districts,  as  well  as  exhibi- 
tors of  its  products. 

This  was  one  of  several  sweeping  altera- 
tions in  the  distribution  machinery  of  that 
concern,  just  announced  by  E.  A.  Eschmann. 

It  involves  the  complete  abolishment  of 
First  National's  present  system  of  district 
managers  and  the  substitution  of  franchise 
holders  in  their  places. 

Mr.  Eschmann  points  out  that  while  they 
are  exhibitors,  primarily,  the  franchise  hold- 
ers are  partners  in  First  National.  And  he 
contends  that  being  partners  they  are  as  much 
interested  in  the  sales  as  they  are  in  their 
own  exhibitions  of  its  products.  Therefore, 
they  should  throw  their  strength  into  the 
sales  as  wholeheartedly  as  they  do  into  their 
showings. 

The  suggestion  was  accepted  unanimously 
and  put  into  action  at  once.  And  those  who 
agreed  to  take  on  the  new  labors  of  district 
managers  insisted  upon  doing  so  without  com- 
pensation. 

In  fact,  at  the  close  of  the  meeting  all  the 
franchise  holders  volunteered  their  co-opera- 
tion in  their  respective  communities,  even  to 
the  point  of  going  out  into  the  field  and  sell- 
ing the  pictures,  themselves,  if  necessary. 
They  also  agreed  to  lend  their  assistance, 
whenever  and  wherever  required,  in  smooth- 
ing out  such  difficulties  as  may  arise  in  trad- 
ing between  seller  and  buyer. 

By  virtue  of  this  arrangement,  First  Na- 
tional's field  forces  will  now  operate  under 
twenty-six  district  managers,  instead  of  sev- 
en, as  heretofore. 

Canada  will  remain  under  the  supervision 
of  a  general  manager,  who  will  act  as  dis- 
trict manager,  as  well. 

Mr.  Eschmann  explained  that  the  change 
in  no  way  reflected  upon  the  ability  of  the 
former  district  managers.  In  fact,  under  his 
new  plan,  they  will  remain  with  the  company, 
but  in  the  capacity  of  branch  managers. 

In  this  manner,  it  is  believed  that  consid- 
erably greater  strength  can  be  maintained 
throughout  the  field.  For,  while  functioning 
ordinarily  in  the  territory  mapped  out  for 
them,  provision  is  also  made  whereby  any 
one  or  more  of  the  branch  managers,  as  re- 
quired, can  be  switched  at  a  moment's  notice 
to  any  other  territory  that  might  show  signs 
of  weakening.  This  continued  concentration 
of  an  augmented  force  (which  will  carry  with 
it  a  variety  of  experience)  upon  the  weak 
links  is  calculated  to  bring  them  out  of  their 
lethargy  and  place  the  entire  distribution  ma- 
chinery on  an  even  basis  of  100  per  cent,  re- 
turns. 

A  still  more  direct  contact  between  the 
field  agencies  and  distribution  headquarters  is 
also  incorporated  into  the  new  arrangement. 
It  is  Mr.  Eschmann's  intention  that  executives 
from  the  personnel  of  the  distribution  depart- 
ment will  circulate  constantly  around  the 
cycle  of  the  exchanges  so  that  there  will  be 
no  loss  of  direct  contact  between  them  and 
the  home  office.  He  holds  that  this  will  be 
one  of  the  vital  aims  of  his  organization. 

Since  the  inception  of  the  present  distribu- 
tion machinery,  it  has  been  Mr.  Eschmann's 
consistent  policy  constantly  to  increase  the 
responsibilities  of  the  branch  managers  and 
he  feels  that  after  the  two  and  a  half  years 
of   training  they  have  received  under  his 


regime  each  branch  manager  now  actually 
considers  First  National's  branch  business  as 
his  own.  The  authority  invested  in  him  ce- 
ments that  feeling  and  brings  out  the  highest 
type  of  loyalty  to  the  organization  and  his 
keenest  efforts  to  further  the  interests  of 
First  National.  Such  loyalty  and  effort  also 
insure  to  his  own  best  interests. 

*  *  * 

First  National— B.  &  K. 
Status  Unchanged 

Balaban  and  Katz's  recent  theatre  deal 
with  Famous  Players  will  in  no  way  alter  its 
long-standing  affiliation  with  First  National 
Pictures.  This  fact  was  emphasized  in  a  tele- 
gram sent  by  Sam  Katz  yesterday  to  all  First 
National's  original  franchise  holders.  Mr. 
Katz's  wire  reads  :  _ 

"Knowing  your  interest  in  the  negotiations 
between  Balaban  and  Katz  and  Famous 
Players,  I  want  to  advise  you  that  our  board 
of  directors  today  ratified  our  deal  with  Fam- 
ous Players.  The  first  and  most  important 
thing  is  that  the  status  of  Balaban  and  Katz 
remains  unchanged.  Balaban  and  Katz  re- 
main the  original  franchise  holder  of  First 
National  and  intend  to  contribute  in  the  fu- 
ture as  they  have  in  the  past  to  the  continued 
development  and  success  of  First  National. 
The  success  of  First  National  is  an  original 
part  of  your  business  and  ours  and  our  ef- 
forts will  be  directed  to  maintain  the  import- 
ant position  First  National  now  holds  in  the 
industry."    (signed)  Sam  Katz. 

*  *  * 

JANS  STARTS  FOURTH 

H  F  Jans  last  week  started  production 
on  his  fourth  picture  of  his  new  series 
"Ermine  and  Rhinestones"  at  the  Whitman 
Bennett  Studio  in  Yonkers  N.  Y.  Burton 
Kine  is  again  directing  while  the  cast  in- 
cludes Edna  Murphy,  Niles  Welch,  Ruth 
Stonehouse,  Bradley  Barker  and  Colt  Al- 
bertson. 


"Dog's  Life"  First 
Chaplin-Pathe 

PATHE  announces  that  "  A  Dog's 
Life"  will  be  the  first  of  the 
Charlie  Chaplin  comedies  to  be 
brought  back  to  the  screen  under 
the  terms  of  the  half  million  dollar 
contract  between  the  famous  come- 
dian and  the  distributing  concern. 
November  22nd  has  been  set  as  the 
release  date. 

Edna  Purviance  and  Albert  Austin 
appear  in  support. 

In  addition  to  "A  Dog's  Life," 
Pathe  secured  the  rights  to  three 
other  Charlie  Chaplin  comedies 
through  the  terms  of  the  big  con- 
tract— "Shoulder  Arms,"  "A  Day's 
Pleasure"  and  "Sunnyside." 

Pathe  will  provide  exhibitors  with 
a  complete  line  of  campaign  books 
and  accessories  on  the  Chaplin  series. 


October  3, 1925 


Page  13 


FEATURE  PRODUCTION 
AT  HIGHEST  POINT 

Announcements  of  Five  Companies  Point  to  Increased  Activity 


THE  Cecil  B.  DeMille  Studio  at  Culver 
City  is  witnessing  the  greatest  activity  in 
its  entire  history  with  the  fifth,  sixth  and 
seventh  pictures  on  De  Mille's  1925-26  .sched- 
ule now  under  construction ;  the  De  Mille 
personally  directed  production,  "The  Road  to 
Yesterday,"  being  edited  and  titled ;  and'  ac- 
tive preparations  being  made  for  the  filming 
of  three  other  productions  including  the  sec- 
ond De  Mille  special.    "The  Volga  Boatman." 

De  Mille  has  returned  from  a  two  weeks' 
outing  on  his  yacht  "Seaward,"  and  is  cutting 
and  titling  "The  Road  to  Yesterday,"  and  im- 
mediately upon  the  completion  of  this  work, 
he  will  go  into  conferences  with  Jeanie  Mac- 
pherson  on  the  adaptation  of  "The  Volga 
Boatman"  which  she  has  prepared  from  the 
story  written  by  Konrad  Bercovici. 

Bercovici,  although  thoroughly  familiar 
with  the  subject,  went  to  Europe  last  spring, 
especially  to  write  this  story  in  the  actual  at- 
mosphere that  will  be  reflected  on  the  screen. 

"Three  Faces  East,"  the  play  of  the  secret 
service  by  Anthony  Paul  Kelly  which  has  to 
its  credit  one  of  the  biggest  stage  runs  in  the 
theatrical  history  of  Broadway,  is  in  produc- 
tion under  the  direction  of  Rupert  Julian 
with  Jetta  Goudel,  Robert  Ames,  Give  Brook 
and  Henry  Walthall  in  the  principal  roles 
while  Julian  in  addition  to  directing  is  filling 
the  part  of  the  "Kaiser." 

Alan  Hale  with  Rod  La  Rocque  and  the 
company  which  will  support  him  in  "Brave- 
heart,"  his  second  starring  vehicle  for  Pro- 
ducers Distributing  Corporation,  is  working 
on  the  initial  scenes  of  this  production. 

"Braveheart"  is  an  adaptation  by  Mary 
O'Hara  from  "Strongheart"  the  stage  play 
of  modern  Indian  and  college  life  by  William 
C.  DeMille.  Lillian  Rich  plays  opposite  La- 
Rocque,  while  the  featured  players  include : 
Robert  Edeson,  Tyrone  Power,  Jean  Acker 
and  Sally  Rand. 

Paul  Sloane  is  at  work  directing  "Made  for 
Love,"  an  original  story  by  Garrett  Fort. 
This  will  be  the  third  Leatrice  Joy  starring 
vehicle  under  the  DeMille  regime. 

F.  B.  O. 

OCTOBER  and  November  bid  fair  to  be 
the  most  active  months  of  the  entire 
year  at  the  F.  B.  O.  Studios.  Despite  rumors 
of  slackening  production  the  schedule  pre- 
pared by  F.  B.  O.  executives  calls  for  the 
employment  of  more  players  and  directors, 
more  writers  and  more  artisians  than  have 
ever  worked  at  F.  B.  O.  over  a  like  period  of 
time. 

Not  only  is  F.  B.  O.  concentrating  atten- 
tion on  the  completion  of  its  sixty-four  unit 
program  for  the  season  of  1925-26  but  execu- 
tives are  already  at  work  assembling  the 
program  for  the  year  to  follow. 

Late  September  found  the  studio  working 
at  full  blast.  Tom  Forman  is  at  work  on  lo- 
cation with  the  "Midnight  Flyer"  company, 
filming  a  railroad  melodrama  by  Arthur  Guy 
Empey.  It  was  adapted  J>y  J.  Grubb  Alex- 
ander and  in  the  cast  are  Dorothy  Devore, 


Cullen  Landis,  Buddy  Post,  Claire  McDowell, 
Frankie ,  Darro  and  others.  It  is  slated  for 
early  winter  release. 

Casting  is  under  way  for  "Flaming 
Waters,"  a  drama  of  the  oil  industry  based 
on  >an  original  story  by  E.  Lloyd  Sheldon. 
This  will  be'  produced  by  Associated  Arts 
Corp.,  under  the  supervision  of  Ludwig  Erb 
for  F.  B.  O.  release.  Mary  Carr,  Malcolm 
M'Gregor  and  Pauline  Garon  have  already 
been  signed  for  principal  roles  and  Harmon 
Weight  will  direct. 

Fred  Thomson  is  on  location  in  the  San-- 
Fernando  Valley,  filming  ranch  scenes  for 
"All  Around  the  Frying  Pan,"  a  Frank  Rich- 
ardson Pierce  story.  David  Kirkland  wrote 
the  continuity  and  is  directing. 

Maurice  Flynn  is  on  location  filming  "Be- 
tween Men,"  a  comedy  melodrama  for  F.  B. 
O.  Spectacular  dam  break  scenes  feature 
the  story  which  is  being  directed  by  Harry 
Garson.  Kathryn  Myers  and  Helen  Lynch 
have  important  roles  in  support  of  the  star. 

Richard  Talmadge  is  at  work  on  an  un- 
titled story  under  the  direction  of  Sam  Nel- 
son. 

Continuity  writers  are  at  work  on  the 
Laura  Jean  Libbey  stories  "When  His  Love 
Grew  Cold"  and  "A  Poor  Girl's  Romance." 
These  productions  will  be  numbered  among 
F.  B.  O.'s  twelve  Gold  Bond  specials  for  the 
coming  season. 

Tom  Tyler,  F.  B.  O.'s  new  Western  star, 
is  at  work  on  an  unnamed  vehicle  under  the 
direction  of  Bob  De  Lacey  and  Jimmy 
Gruen. 

Emory  Johnson,  having  completed  his  news- 
paper melodrama,  "The  Last  Edition,"  star- 
ring Ralph  Lewis,  is  at  work  on  the  story 
for  his  next  F.  B.  O.  production.  Its  theme 
is  being  withheld  for  the  time  bein. 

*    *  * 

Famous  Players- 
Lasky 

ALTHOUGH  production  activities  have 
temporarily  halted  at  Paramount  Long 
Island  studio,  where  only  two  companies  are 
now  working ;  plans  are  in  preparation  at  the 
Lasky  Studio  on  the  West  Coast  for  a  rec- 
ord breaking  production  schedule. 

Charles  Eyton,  general  manager  of  the 
West  Coast  plant,  is  just  in  receipt  of  in- 
structions from  Jesse  L.  Lasky,  first  vice- 
president  in  charge  of  production,  covering 
the  company's  producing  schedule  for  the 
fall  and  winter  months. 

Within  the  next  30  days  seven  feature 
productions  will  be  in  the  making  at  Holly- 
wood studio  and  the  momentum  of  filming 
pictures  is  counted  upon  to  increase  from 
then  on. 

Pola  Negri  began  work  on  September  21 
on  her  new  starring  picture,  "The  Tattooed 
Countess",  under  the  direction  of  Malcolm 
St.  Clair.  The  story,  by  Carl  Van  Vechten, 
is  a  best  seller. 


.On  the  same  day  James  Cruze  started  film- 
ing "Mannequin,"  an  adaption  of  Fannie 
Hurst's  |50,000  prize  contest  novel. 

Raymond  Griffith  is  also  in  action  on  his 
new  starring  feature,  "Stage  Door  Johnny". 

The  same  week  that  the  Pola  Negri  and 
James  Cruze  pictures  were  placed  in  pro- 
duction, Raoul  Walsh  called  "camera"  on 
an  elaborate  film  presentation  of  "Hassan" 
with  a  feature  cast. 

September  28  saw  the  beginning  of  "The 
Enchanted  Hill",  with  Irvin  Willat  direct- 
ing this  Peter  B.  Kyne  story. 

On  October  5,  William  De  Mille  will 
launch  production  on  his  own  story,  "Mag- 
pie," with  Bebe  Daniels  in  the  featured  lead. 

During  the  same  week  Victor  Fleming  will 
begin  filming  "  Two  Soldiers,"  which  marks 
the  return  to  the  screen  of  Mildred  Davis  for 
the  first  time  since  she  became  Mrs.  Harold 
Lloyd  three  years  ago.  The  story,  by  Hugh 
Wiley,  has  a  war  background,  and  will  feat- 
ure in  the  cast  Wallace  Berry,  and  Raymond 
Hatton,  in  addition  to  Miss  Davis. 

During  October  at  least  seven  companies 
will  be  actually  shooting  at  the  Famous  Play- 
ers-Lasky  studio  in  Hollywood  or  on  loca- 
tion. 

Eight  pictures  have  been  definitely  sched- 
uled for  November  and  December,  and  pre- 
liminary plans  are  now  being  made  for  pro- 
duction activity  beginning  January  1  that  will 
will  rival  or  possibly  eclipse  the  gigantic  pro- 
gram of  1925. 

The  past  week  at  the  Eastern  plant  saw  the 
conclusion  of  three  new  productions  to  be  re- 
leased among  the  Golden  Forty.  These  were 
Monta  Bell's  screen  version  of  "The  King 
on  Main  Street"  with  Adolphe  Menjou, 
Greta  Nissen,  Bessie  Love  and  Oscar  Shaw. 

Gloria  Swanson  completed  her  latest  star- 
ring vehicle,  "Stage  Struck,"  under  the  direc- 
tion of  Allan  Dwan,  with  Lawrence  Gray 
opposite. 

D.  W.  Griffith  has  put  on  celluloid  the  last 
scene  for  "That  Royle  Girl,"  his  first  picture 
for  Paramount,  with  Carol  Dempster,  W.  C. 
Fields,  Harrison  Ford,  and  James  Kirkwood, 
in  the  principal  roles.  "That  Royle  Girl"  was 
adapted  from  Edwin  C.  Balmer's  Cosmopoli- 
tan Magazine  serial  of  Chicago's  jazz  and 
underworld  districts. 

The  last  of  the  ballroom  scenes  for  Her- 
bert Brenon's  "A  Kiss  for  Cinderella,"  with 
Betty  Bronson  and  Tom  Moore  has  been 
taken  down,  and  the  picture  is  now  in  the  cut- 
ting room.  Esther  Ralston,  Henry  Vilbart 
and  Dorothy  Cumming  are  among  the  prin- 
cipal players  in  the  supporting  cast. 

Thomas  Meighan  is  working  on  the  inter- 
iors for  "Irish  Luck,"  his  latest  effort  under 
Victor  Heerman's  direction,  for  which  the 
company  journeyed  to  Ireland  for  authentic 
atmosphere.  Lois  Wilson  has  the  chief  femi- 
nine role. 

Two  companies  of  Paramount  players  are 
working  far  from  the  studio  on  exteriors. 
One  is  the  Richard  Dix  unit  making  "Wom- 
(Continued  on  Next  Page) 


Page  14 


Exhibitors  Trade  Review 


FEATURE  PRODUCTION  AT  HIGHEST  POINT 


(Continued  from  Page  13) 
anhandled"  at  Houston,  Tex.,  with  Gregory 
LaCava,  a  newcomer  to  the  ranks  of  Para- 
mount directors.  They  have  engaged  a  large 
herd  of  cattle  for  the  filming  of  a  stampede 
at  the  Blakely  ranch,  30  miles  from  Houston. 
Esther  Ralston  is  the  heroine  of  this  compan- 
ion picture  to  Gloria  Swanson's  "Man- 
handled." 

Frank  Tuttle,  making  "The  American 
Venus"  from  Townsend  Martin's  original 
story  featuring  Miss  Ralston,  Lawrence  Gray, 
Ford  Sterling  and  Fay  Lamphier,  the  Miss 
America  of  the  Atlantic  City  Beauty  Pageant, 
has  returned  from  Greenwich,  Conn.,  with  a 
troupe  of  players  for  the  filming  of  the  in- 
teriors. 

Herbert  Brenon  has  started  on  George  M. 
Cohan's  stage  success,  "The  Song  and  Dance 
Man,"  with  Tom  Moore,  Bessie  Love  and 
Harrison  Ford  in  the  featured  roles.  Others 
in  the  cast  selected  thus  far  are  Norman 
Trevor,  George  Nash  and  Josephine  Drake. 
The  screen  version  is  the  result  of  collabor- 
ation between  Mr.  Brenon  and  Mr.  Cohan, 
the  scenario  being  written  by  Paul  Schofiejd. 

Another  picture  which  will  go  into  produc- 
tion this  month  is  'Aloma  of  the  South  Sea," 
with  Gilda  Gray  making  her  official  film  de- 
but in  the  New  York  stage  success. 

*    *  * 

Metro-Goldwyn- 
Mayer 

THE  greatest  fall  production  schedule  in 
the  history  of  motion  pictures  is  just  be- 
ing put  into  effect  at  the  Metro-Goldwyn- 
Mayer  studios  at  Culver  City,  according  to 
an  announcement  made  by  Louis  B.  Mayer, 
head  of  the  organization  now  conferring  with 
executives  in  the  East. 

Within  the  next  four  months,  at  least 
twenty  feature  productions,  many  of  them 
super-specials,  will  be  sent  East  either  com- 
pleted or  in  a  state  nearing  completion. 

King  Vidor,  who  has,  in  "The  Big  Parade," 
starring  John  Gilbert,  made  what  is  said  to  be 
one  of  the  best  productions  in  the  history  of 
the  industry,  is  just  beginning  his  fall  pro- 
ductions by  directing  Lillian  Cash's  first 
Metro-Goldwyn-Mayer  starring  vehicle, 
"La  Boheme,"  in  which  John  Gilbert,  another 
M-G-M  star,  will  appear.  Mme.  Fred  Degre- 
sac  has  scenarized  the  Henri  Murger  classic 
for  this  production,  while  Harry  Behn  has 
made  the  adaptation. 

Tom  Browning  has  just  completed  an- 
other of  his  original  melodramas  of  the  half- 
world,  which  will  be  made  under  the  title, 
"The  Mocking  Bird,"  and  will  star  Lon 
Chaney.  Waldemar  Young,  who  wrote  the 
continuity  for  "The  Unholy  Three,"  as  well 
as  for  Browning's  "The  Mystic,"  is  complet- 
ing the  script  and  filming  will  begin  at  an 
early  date. 

George  Hill  who  has  recently  been  added 
to  M-G-M's  directorial  ranks,  has  been  as- 
signed to  direct  Rex  Beach's  "The  Barrier," 
adapted  by  Harvey  Gates,  which  will  be  the 
second  Rex  Beach  story  in  production  this 
year.  The  other,  "The  Auction  Block,"  has 
not  yet  been  assigned.  Hope  Loring  and 
Louis  Leighton  have  adapted  the  latter  story 
-to  the  screen. 

Leon  Abrams,  director  of  Sarah  Bern- 
hardt's  last  motion  picture  and  author  of 
"The  Masked  Bride,"  in  which  Mae  Murray 
is  now  starring  with  Christy  Cabanne  at  the 
megaphone,  has  been  assigned  the  much-cov- 


eted English  novel,  "Nocturne,"  one  of  the 
best  fiction  works  of  Frank  Swinnerton. 

Benjamin  Christianson,  ace  director  of 
Scandinavia,  recently  brought  to  America  on 
contract  hy  Louis  B.  Mayer,  has  completed 
"The  Light  Eternal,"  slated  to  go  into  pro- 
duction some  time  this  month.  It  is  a  story 
with  an  old  world  locale  and  will  be  inter- 
preted by  an  all-star  cast.  It  is  Christianson's 
initial  effort  in  America  but  his  record  in 
Denmark,  Sweden  and  Germany  is  one  of 
the  brightest  of  that  continent. 

Hobart  Henley  will  this  week  begin  pro- 
duction of  "Free  Lips,"  an  original  story  by 
Carey  Wilson,  scenarized  by  Hope  Loring 
and  Louis  Leighton.  Norman  Shearer,  star 
of  "The  Tower  of  Lies,"  will  be  starred  in 
"Free  Lips"  and  Lew  Cody  will  be  featured. 

One  of  the  most  pretentious  efforts  of  the 
Mefro-Goldwyn-Mayer  schedule  will  be  the 
filming  in  technicolor  of  "Bardelys  the  Mag- 
nificent." a  romantic  and  colorful  story  of 
medieval  France  by  Raphael  Sabatini.  Be- 
cause of  his  wonderful  success  in  directing 
"The  Big  Parade"  this  plum  has  been  drawn 
by  King  Vidor.  John  Gilbert  has  been  as- 
signed the  starring  role. 

Paul  Bern,  who  won  his  directorial  spurs 
with  the  Paramount  organization,  will  direct 
"Paris"  as  his  initial  M-G-M  picture.  The 
story  is  an  original  from  the  pen  of  Carey 
Wilson  and  has  been  adapted  by  Jessie  Burns. 
The  film  will  feature  the  creative  work  of 
Erte  in  both  ballets  and  costuming  effects, 
notable  among  which  will  be  the  famous 
"pearl  ballet." 

Edmund  Goulding,  author,  former  actor 
and  n'ayright,  as  well  as  scenarist  has  just 
completed  his  script  of  "Sally,  Irene  and 
Mary,"  based  on  the  successful  musical  play 
of  Edward  Dowling  adapted  to  the  screen  by 
Louis  Leiffhton  and  Hope  Loring  and  direc- 
tion will  begin  this  week.  Goulding,  whose 
maiden  effort  as  a  director  met  such  success 
in  "Sun  Up,"  a  picturization  of  the  Lulu  Voll- 
tner  ctPge  success,  is  said  to  have  even  a  bet- 
ter story  in  Dowling's  legitimate  success. 

Robert  Z.  Leonard  is  now  directing  his 
first  Fall  picture,  "A  Little  Bit  of  Broadwav," 
r^-ctarring  Charles  Ray  and  Pauline  Starke. 
Unon  its  completion  he  will  be  assigned  an- 
other vehicle  which  will  in  all  probability  be 
interpreted  by  an  all-star  cast. 

Marshall  Neilan  has  completed  his  last  pic- 
ture under  his  present  contract  with  the  stu- 
dio. "The  Great  Love,"  based  on  his  own 
original  story,  and  adapted  by  himself  and 
Benjamin  Glazer. 

Christy  Cabanne  has  been  assigned  the  di- 
rection of  "Dance  Madness,"  written  by  S. 
Jay  Kaufman  and  adapted  by  Max  Marcin, 
who  is  now  engaged  on  an  original  story  for 
fall  production. 

"The  Mysterious  Island,"  picture  rights  of 
which  have  just  been  purchased  from  the  es- 
tate of  Jules  Verne,  is  to  be  directed  by  Jack 
Conway,  who  will  take  a  company  to  the  Ba- 
hamas. Many  of  the  scenes  will  be  made 
under  water  in  the  harbor  of  Nassau  and  vi- 
cinity, under  the  direction  of  J.  E.  William- 
son. Harvey  Gates  has  scenarized  the  novel 
for  this  production. 

A  suitable  story  for  direction  by  Mauritz 
Stiller,  famous  Swedish  director  who  has 
just  arrived  to  begin  work  under  a  M-G-M 
contract,  is  now  being  sought  and  will  be  an- 
nounced at  an  early  date.  Greta  Garbo,  who 
has  also  just  arrived  in  America,  will  be  as- 
signed a  suitable  vehicle  sometime  this  month. 


Monta  Bell,  who  made  a  number  of  Metro- 
Goldwyn-Mayer  pictures  this  year,  including 
Marion  Davies'  \  "Lights  of  Old  Broadway," 
Zasu  Pitts'  "Pretty  Ladies"  and  Norma 
Shearer's  "Lady  of  the  Night,"  will  return 
from  the  east  very  soon  in  order  to  help  se- 
lect his  next  story,  the  direction  of  which  is 
included  in  the  fall  schedule. 

One  of  the  super-specials  of  the  year, 
which  is  to  be  made  under  the  supervision 
of  Hunt  Stromberg,  will  be  a  propaganda  pic- 
ture of  high  entertainment  value  aimed 
at  the  arousing  of  the  nation  against  the 
peril  of  fire. 

Among  the  other  stories  slated  for  fall 
production  are  Vicente  Blasco  Ibanez'  "The 
Temptress"  and  an  original  by  Donald  Ogden 
Stewart,  who  is  returning  to  America  from 
Europe  to  complete  the  story.  William  Slav- 
ens  McNutt,  noted  fiction  writer,  is  preparing 
an  original  story  and  Ray  Doyle  is  writing 
continuity  for  an  as  yet  unannounced  super- 
special. 

The  production  schedule  also  includes  three 
original  stories  by  the  famous  European 
dramatist,  Franz  Molnar,  who  in  these  three 
scripts  will  contribute  his  first  direct  writing 
for  the  screen,  although  two  of  his  famous 
stage  plays,  "The  Swan"  and  "The  Devil" 
have  been  filmed  from  the  legitimate  offer- 
ings. 

*    *  * 


Warner  Brothers 

SO  FAR  advanced  are  Warner  Bros,  with 
their  1925-26  production  schedule  that  the 
company  is  already  announcing  plans  for  next 
season.  According  to  H.  M.  Warner,  who 
arrived  from  Los  Angeles  recently,  his  com- 
pany will  make  forty  pictures  on  the  1926-27 
schedule  and  books  and  plays  are  new  bang 
bought  so  that  work  on  next  year's  output 
can  be  prepared  with  the  completion  of  the 
current  picture  program  around  January  1. 

Mr.  Warner  said  plenty  of  time  would  be 
given  to  preparation  of  scripts  and  selection 
of  directors  and  next  year's  program  would 
be  headed  by  six  super-s  ecirls,  all  of  th:se 
being  photoplays  of  the  §2.00  class.  An  idea 
of  the  superior  character  of  the  1926-27  pro- 
duction can  be  gleaned  from  Mr.  Warner's 
statement  that  the  six  biggest  pictures  would 
consist  of  two  by  Ernst  Lubitsch  along  an 
entirely  different  line  from  his  past  efforts, 
two  starring  John  Barrymore  and  "Syd" 
Chaplin  in  two  big  comedies. 

Twenty-five  productions  of  the  forty  com- 
prising Warner  Bros.'  1925-26  schedule  al- 
ready have  been  completed,  although  the  first 
official  release  on  the  program  was  less  than 
a  month  ago.  With  only  fifteen  pictures  re- 
maining to  be  made,  and  -twelve  under  way, 
the  West  Coast  Studios  are  placed  in  a  more 
enviable  position  than  ever  in  the  past — one 
more  favorable,  probably,  than  any  other 
company  has  ever  enjoyed. 

The  advanced  stage  of  production  on  the 
current  schedule  not  only  permits  of  con- 
centrated effort  on  each  of  the  fifteen  pictures 
remaining  to  be  made,  with  a  complete  cam- 
paign back  of  every  succeeding  production, 
but  it  offers  opportunity  for  special  prepara- 
tion for  the  1926-27  specials.  Hence  Jack 
L.  Warner,  and  Ben  Zeidman,  his  associate 
in  charge  of  production,  are  planning  now 
the  details  of  picture-making  for  next  sea- 
son. 


October  3,  2925 


Page  15 


MAJOR  BOWES  DINES 
SIR  WILLIAM  JURY 

Officials  of  M-G-M  Honor  British 
-  Distribution  Head 

Major  Edward  Bowes  and  the  Metro-Gold- 
wyn-Mayer  organization  tendered  a  compli- 
mentary dinner  to  Sir.  William  Jury,  of  Lon- 
don, in  the  crystal  room  of  the  Ritz-Carlton, 
New  York,  on  the  evening  of  September  30. 

The  dinner  was  a  gracious  gesture  of  ap- 
preciation of  Sir  William's  work  in  the  in- 
dustry. Although  Major  Bowes  declared 
that  there  would  be  no  speeches,  the  import- 
ant members  of  filmdom  present  could  not 
refrain  from  expressing  their  affection  and 
admiration  for  the  British  guest, 

The  one  topic  mentioned  in  the  speeches 
aside  from  the  compliments  extended  to  Sir 
William,  was  the  distribution  of  foreign  pro- 
duct in  this  country. 

Each  of  the  speakers  declared  that  when 
any  foreign  producer  made  pictures  to  meet 
the  popular  demand  in  America  that  there 
would  be  no  difficulty  in  securing  proper  dis- 
tribution. In  replying  Sir  William  declared 
that  he  knew  this  to  be  the  fact.  He  con- 
tinued that  America  was  far  ahead  in  the 
motion  picture  industry,  and  that  it  would  be 
a  long  time  before  any  nation  could  compete. 
He  added  that  Britain  would  make  the  at- 
tempt. 

Among  other  speakers  were  Adolph  Zukor, 
Marcus  Loew,  Joe  Schenck,  Doctor  Giannini, 
Louis  Mayer,  Major  Bowes,  and  Will  Hays. 
The  distinguished  gathering  which  did  Sir 
William  honor  included  Jesse  Lasky,  Nathan 
Burkan,  Sam  Katz,  Harold  Franklin,  Nick 
Schenck,  and  other  "big  guns"  of  the  indus- 
try. A  number  of  press  members  were  on 
hand.  After  the  speeches  Nils  Grandlund 
took  charge  and  offered  some  entertainment 
composed  of  talent  from  the  big  Broadway 
shows. 

*  *  * 

CHICAGO  AND  NEW  YORK 

"POWER  GOD"  WINNERS 

The  contest  conducted  by  the  Montgomery 
Circulation  Service  and  the  Cloverleaf  Maga- 
zines of  St.  Paul,  Minn.,  to  determine  the 
two  amateurs  who  will  be  given  featured 
parts  in  the  Ben  Wilson  serial  "The  Power 
God,"  for  Davis  Distributing  Division,  ter- 
minated in  the  selection  of  Mary  Crane, 
Chicago,  and  John  Battaglia,  New  York  City. 

It  is  estimated  that  the  contest  ran  in  60 
magazines  and  600  newspapers.  Ben  Wilson 
and  Neva  Gerber  will  star  in  the  serial 
which  goes  into  production  shortly  on  the 
coast. 

*  *  * 

ROSHER  WITH  UFA 

Charles  Rosher,  one  of  the  best  known  and 
most  capable  cameramen  in  pictures,  who  has 
been  with  Mary  Pickford  continuously  for 
eight  years,  has  signed  a  contract  with  Ufa, 
the  noted  German  film  concern.  He  will  go 
abroad  right  after  the  completion  of  Miss 
Pickford's  "Scraps"  now  in  production. 

In  Germany  Mr.  Rosher  will  be  associated 
with  Murnau,  famous  director  who  made 
"The  Last  Laugh." 

*  *  * 

"PROPHET"  COMPANY  BACK 

"The  Wives  of  the  Prophet"  company, 
Dallas  Fitzgerald  directing,  has  returned 
from  location  in  Virginia,  and  is  now  at 
work  in  the  Peerless  studio,  Fort  Lee,  N.  J. 


Schulberg  Here 
For  Material 

Western  Producer  in  New  York 
on  Story  Hunt 

WITH  more  than  half  of  his  current  pro- 
gram of  twenty  Preferred  Pictures 
now  finished,  B.  P.  Schulberg  arrived  in 
New  York  last  Saturday  from  the  coast  to 
confer  with  J.  G.  Bachmann,  general  mana- 
ger of  distribution,  regarding  the  purchase 
of  story  material  for  the  1926-1927  season. 
He  will  make  a  survey  of  the  current  Broad- 
way stage  productions  with  a  view  to  secur- 
ing several  for  filming  as  Preferred  Pictures 
and  will  also  negotiate  for  a  number  of  best 
sellers  from  the  lists  of  current  fiction.  It  is 
expected  that  he  will  remain  in  the  east 
sufficiently  long  to  arrange  all  plans  for  the 
coming  year  and  that  before  his  departure  he 
will  be  ready  with  a  complete  production 
announcement. 


B.  P.  Schulberg 


The  producer  brought  with  him  the  master 
print  of  the  latest  Preferred  Picture,  "The 
Other  Woman's  Story,"  from  Peggy  Geddis' 
novel,  founded  upon  a  sensational  American 
divorce  suit.  He  stated  that  this  story  has 
proven  successful  in  a  plot  construction 
which  consists  of  taking  the  main  thread 
through  one  courtroom  scene  and  working 
out  the  story  proper  in  fifteen  or  more 
retrospective  episodes. 

Before  boarding  the  train  to  New  York, 
Mr.  Schulberg  supervised  the  initial  steps  in 
the  production  of  the  next  three  Preferred 
Pictures,  which  are  to  be  Wallace  Irwin's 
novel  of  marriage — "Lew  Tyler's  Wives," 
John  Goodrich's  original  screen  drama, 
"Eden's  Fruit,"  and  J.  J.  Bell's  brilliant  so- 
ciety story,  "Dancing  Days." 

*    *  * 

BREAKS  BRITISH  RECORD 

Returning  a  box-office  gross  of  5930 
pounds  sterling,  approximately  $29,650,  ex- 
clusive of  tax,  Charlie  Chaplin's  dramatic 
comedy,  "The  Gold  Rush,"  in  its  first  week 
of  an  indefinite  engagement  at  the  Tivoli 
theatre,  London,  England,  broke  all  motion 
picture  theatre  records  for  London  and  the 
British  Isles. 

This  box-office  total  exceeded  previous  fig- 
ures for  Tivoli  by  2500  pounds  sterling,  ap- 
proximately $12,500. 


"FLAMES"  M-G-M'S 

FIRE  PICTURE 

C.  Gardner  Sullivan's  Story 
Bought  as  Special 

Hunt  Stromberg,  associate  executive  at  the 
Culver  City  studios  who  is  to  supervise  the 
making  of  a  feature  with  a  colorful  fire 
menace  in  co-operation  with  the  International 
Order  of  Fire  Chiefs  and  the  Pacific  Coast 
Fire  Chiefs'  Association,  has  announced  that 
Metro-Goldwyn-Mayer  has  purchased  C. 
Gardner  Sullivan's  original  story,  "Flames," 
for  this  vehicle. 

Fire  Chief  William  Scott,  of  Los  Angeles, 
is  to  be  technical  adviser  of  the  production! 
The  story  is  laid  in  New  York  City  and  has  a 
flame  menace  background  that  includes  a  fire 
underground,  one  above  ground,  one  in  the 
air  and  one  at  sea,  which  together  call  for 
the  use  of  modern  fire-fighting  equipment, 
including  the  harbor  fire  patrol.  This  back- 
ground, however,  is  of  secondary  importance, 
as  the  central  theme  of  the  story  is  an  ardent 
and  romantic  love  tale. 

Work  on  this  production,  which  has  already 
aroused  considerable  enthusiasm  at  the  studios 
and  in  fire  fighting  circles  throughout  the 
country,  will  begin  just  as  soon  as  the  scenario 
and  adaptation  are  completed.  The  most  pop- 
ular stars  and  featured  players  available  will 
be  assigned  roles  in  this  spectacular  produc- 
tion. 

*    *  * 

WOODHULL  TO 
INDEPENDENTS 

The  Motion  Picture  Theatre  Owners  of 
Brooklyn,  N.  Y.,  requested  President  Wood- 
hull,  of  the  national  organization,  to  forward 
the  following  letter  to  the  Independent  Motion 
Picture  Association  of  America: 

September  25th,  1925. 

Gentlemen: 

We  are  presenting  for  the  consideration 
of  the  members  of  your  Association,  a 
resolution  adopted  by  the  Motion  Picture 
Theatre  Ozvners  of  Brooklyn  urging  the 
Independent  Producers  and  Distributors 
to  furnish  theatre  ozvners  with  free  trail- 
crs_  on  their  productions,  as  in  their 
opinion  such  a  course  will  result  in  in- 
creased business  both  for  the  distributors 
and  the  theatre  owners. 

They  point  out  the  exploitation  possi- 
bilities^ of  such  trailers  and  the  great 
publicity  value. 

We  are  very  pleased  to  transmit  this 
resolution  to  you  at  the  request  of  these 
theatre  ozvners,  and  -would  urge  your 
giving  the  same  your  serious  considera- 
tion at  the  earliest  opportunity.  We  join 
in  the  belief  of  the  Brooklyn  theatre 
owners  that  such  a  practice  will  prove  of 
great  benefit  and  advantage  to  the  pro- 
ducers, distributors  and  theatre  ozvners. 
Very  truly  yours, 

MOTION  PICTURE  THEATRE 

OWNERS  OF  AMERICA 
R.  F.  WOODHULL, 

President. 

*    *  * 
MOUNTAIN  STUDIO 

Leo  Maloney,  head  of  Maloford  Produc- 
tions, will  erect  a  modern  motion  picture 
plant  at  Skyland,  Calif.  The  studio  site  com- 
prises approximately  five  acres  of  ground  on 
the  Rim  of  the  World  Drive,  a  high  village 
in  the  San  Bernardino  mountains  and  was 
purchased  by  Maloford  on  account  of  the  Leo 
Maloney  outdoor  pictures. 

Grading  is  well  under  way  preparatory  to 
the  building  of  several  street  sets  and  a  staff 
of  carpenters  are  busily  engaged  on  other 
preliminary  work  under  the  supervision  of 
Don  F.  Osborne,  Maloford's  Production 
Manager. 


Page  16 


Exhibitors  Trade  Review 


SILLS  CONCEIVED 

STEEL  STORY 

First  National  .Star  Author  of 
Own  Special 

It  became  known  this  week  that  the  steel 
story  which  First  National  will  film  this  Fall 
as  one  of  the  biggest  "specials"  of  the  year 
was  written  by  Milton  Sills,  First  National's 
star. 

In  this  picture,  titled  "Men  of  Steel,"  Sills 
will  be  starred,  and  will  be  supported,  ac- 
cording' to  Earl  Hudson,  who  will  supervise 
the  production,  by  an  unusually  strong  cast. 
Several  of  the  players,  recently  placed  under 
contract  in  Hollywood,  will  be  brought  East 
especially  for  this  production. 

"Men  of  Steel"  will  be  made  by  the  Eastern 
production  units  of  First  National.  Most  of 
the  picture  will  be  filmed  in  the  steel  mills  at 
Gary,  Indiana,  on  the  Mesaba  iron  rangre  of 
Minnesota  and  at  the  ore  docks  in  the  Great 
Lakes.  Interior  scenes  will  be  made  at  the 
New  York  studios.  This  picture  is  to  be  made 
on  a  large  scale  as  an  epic  of  the  steel  in- 
dustry. It  will  show  the  iron  mines  and  steel 
mills  as  two  of  the  great  melting  pots  of 
America. 

For  years  Sills  has  had  such  a  story  in 
mind.  When  he  learned  that  First  National 
was  planning  a  steel  picture,  he  immediately 
went  to  work  on  his  story 

Hudson  read  the  story  and  pronounced,  it 
one  of  the  best  original  stories  submitted  to 
him  in  his  years  of  screen  experience.  Many 
stories  had  been  submitted,  some  by  writers 
of  note,  but  all  were  cast  aside  in  favor  of 
the  story  by  Sills.  Sills  is  now  collaborating 
with  John  Fish  Goodrich,  scenario  writer,  on 
the  preparation  of  the  script 


England  Behind  Canada 

In  Her  Presentations 

Nathanson  of  Toronto  Makes  Criticism 


TORONTO,  Can.,  October  2.— Sharp  com- 
ment relative  to  the  International  situation 
in  the  moving  picture  industry,  as  well  as  to 
the  position  of  -  British  film  production  and 
to  the  relation  of  the  screen  to  the  stage 
has  been  offered  by  N.  L.  Nathanson,  Toron- 
to, managing  director  of  Famous  Players 
Canadian  Corporation,  Limited,  Toronto,  op- 
erating approximately  100  moving  picture 
houses  across  Canada,  following  his  return 
from  a  several  months'  visit  in  the  British 
Isles  and  on  the  Continent. 

One  of  the  chief  observations  of  Mr.  Nath- 
anson is  that  the  present  condition  of  affairs 
in  the  moving  picture  production  activities  of 
England  is  the  lack  of  money  and  he  suggests 
a  subsidy  as  a  solution. 

Moreover,  he  declares  that  the  British  ex- 
hibitor is  lacking  in  showmanship  and,  in- 
cidentally, he  described  the  important  rela- 
tionship of  moving  pictures  to  music,  point- 


MELBOURNE  LEGISLATES 

VICTORIA  PROGRAMS 

The  legislature  at  Melbourne,  Victoria, 
Australia,  has  passed  a  law,  effective  June, 
1926,  making  it  imperative  for  all  motion 
picture  exhibitors  in  the  Victoria  province 
to  show  a  thousand  feet  of  British  made 
film  in  all  publicly  presented  programs. 


ing  out  that  the  Toronto  Hippodrome,  one 
of  the  largest  cinemas  directed  by  Famous 
Players  Canadian  Corp.,  pays  more  for  its 
music  than  for  its  pictures.  The  interview 
was  obtained  by  a  Toronto  newspaper  .writer 
and  appeared  a  few  days  .ago  in  the  Toronto 
daily. 

With  reference  to  a  statement  by  Lord 
Newton  that  "English  films  in  England  are 
trash  or  worse,"  Mr.  Nathanson  replied: 
"Partly  inspired  by  the  British  producers  biit 
not  altogether  wrong  and,  in  no  way,  differ- 
ent from  the  case  here.  We  get  poor  pictures 
here — and  we  get  most  of  the  best.  The  best 
American  film  is  the  finest  in  the  world.  The 
poorest  is  no  worse  than  the  poorest  of  any 
other  country:  technically,  not  quite  so  bad. 
W  hat  Lord  Newton  meant,  I  suppose,  was 
that  any  nation  has  the  right  to  make  its 
own  bad  pictures  and  to  sell  them  to  itself? 

"Not  so  good  as  they  should  be.  The  in- 
dustry needs  organization.  In  fact,  it  needs 
a  subsidy." 

"How  are  British  facilities  for  produc- 
tion?" the  interviewer  asked. 

"Protection  against  American  films?"  it 
was  suggested. 

"I  do  not  say  that.  Till  producers  over 
there  can  turn  out  more  good  pictures,  judged 
from  every  angle,  using  the  stage  talent, 
of  which  they  have  no  end,  as  freely  as  the 
American  producer  does — while,  of  course, 
doesn't  it  after  all  come  down  to  money,  most 
of  which  is  paid  in  salaries.  And  what  Brit- 
ish film  company  can  pay  salaries  such  as 
stars  get  in  Hollywood  and  New  York.  Why, 
there  isn't  a  firm  in  Britain  that  could  afford 
to  spend  half  a  million  dollars  on  a  picture 
unless  they  were  sure  of  getting  it  all  back 
from  the  market.  American  film  companies 
can  do  it  and  take  a  chance  because  they 
have  such  an  enormous  home  market  before 
they  touch  a  five  reel  film  for  export." 

"How  do  British  exhibitors  compare  with 
American  ?" 

"No  comparison.  We  in  Canada  are  dec- 
ades ahead  of  the  British  exhibitor  in  show- 
manship. Even  a  fine  film  isn't  given  a  decent 
setting  over  there.  The  British  exhibitor 
does  not  understand  the  game  of  building  up 
a  show.  Yes,  I  hope  to  bring  over  some  good 
British  films  here.  I'd  like  to  have  more  of 
them  to  balance  up  the  American.  But  the 
prospects,  now,  are  not  rosy.  A  great  deal 
will  have  to  be  done  to  buck  up  the  indus- 
try." 

"After  a  vacation,  have  you  any  fresh 
ideas  about  American  film  production  ?" 

"Yes,  I  think  too  many  pictures  are  produced, 
without  enough  regard  for  the  story,  the 
drama,  the  life.  Personally,  I  believe  in  build- 
ing up  picture  interest,  theatre  interest,  show 
interest.  You  cannot  do  that  with  hokum 
pictures  or  promiscuous  sex  films  and  slam- 
bang  music.  The  claim  of  the  moving  picture 
must  be  established  in  its  fidelity  to  life  and 
its  inter-relation  to  good  music.  That's  why 
the  Hippodrome  spends  more  on  music  than 
on  pictures.  And  it  is  time  States -producers 
paid  more  attention  to  subjects  from  other' 
countries.  There  is  a  big  life  in  Canada,  for 
instance,  that  the  film  only  touches  now  and 
again.  That  life  ought  to  be  featured,  not 
only  for  this  market  and  Britain,  but  for  the 
American  home  life.  This  country  is  a  link 
between  the  rest  of  the  Empire  and  the  Unit- 
ed States.  And  moving  pictures  should  be  a 
part  of  the  link  and  not  merely  propaganda, 
but  life.  Let  these  people  understand  one 
another  better  and  come  together." 


You  Can't  Bunk  The  Public- 
It  Knows  What  It  Wants 

Every  Columbia  Is  Made  Right, 
Rented    Right,  Satisfies  Cus- 


Are  What  They 
Want  and  Like 

BOOK  THEM  TODAY! 


MACK.  SEJWJSfE TT 

COMEDIES 


Tbvo  Heels 


r  Exhibitor 


Mack  SennetS 
Comedies  1 


She's  a  good  gal.  Why  not 
treat  her  right?" 


A  hungry  man  wouldn't  be  satisfied  with 
humming  bird's  tongues  on  toast  or  a  dill 
pickle. 

He  wants  a  real  square  meal,  like  good 
rare  roast  beef,  potatoes  and  brown  gravy. 

The  "subtle  stuff"  may  go  with  a  Browning 
Club,  but  your  crowd  likes  to  haw  haw. 
They  don't  like  to  guess  at  the  laughs. 


When  you  give  them  a  Mack  Sennett  you 
give  them  a  good  square  meal  of  comedy, 
and  they  thank  you  for  it. 

Take  a  look  at  "Over  There-Abouts"  and 
"Dangerous  Curves  Behind."  When  you 
get  through  laughing,  plan  to  advertise 
them.  What's  the  profit  in  having  a  good 
thing  if  you  don't  tell  them  about  it? 


MACK  SEJSTJVETT 


presents 


HALTH  CRAVES 


tn 


Good  Morning,  Madam! 


99 


A  Tbvo  Heel  Comedy 


He  was  a  book  agent. 

He  came  in  on  his  feet  and  went  out  on  his  ear. 

He  was  so  unlucky  that  black  cats  trembled 
as  he  slithered  by. 

He  had  been  stone  broke  so  long  that  moss 
was  gathering  on  the  stone. 

He  met  a  million  dollar  girl,  and  was  invited 
to  invite  her  and  nine  other  girls  to  dinner, 
and  his  wealth  was  fifty  cents. 

Just  look  over  this  one.  It  is  full  of  gags  and 
originality.  It  has  the  earmarks  of  a  riot. 
These  Graves  comedies  are  getting  better  all 
the  time,  and  they  started  good. 

There's  just  one  way  for  you  to  get  the  most 
profit  out  of  them.    Advertise  them. 


Pafhecomedy 

TRADE  ^^^""^ARk"" 


October  3,  1925 


Page  19 


News  of  Exhibitor  Activities 


Kansas  City  Dissatisfied 
With  Censorship  Boar 


KANSAS  CITY,  Mo.,  October  2— With 
exhibitors  and  all  those  affiliated  with  the 
industry  on  the  "outside,"  citizens  and  state 
officials  of  Kansas  are  beginning  to  ask,  and 
ask  with  emphasis:  "Why  have  a  censor 
board  if  it  has  passed  some  of  the  pictures 
we  sec  in  Kansas  theatres?" 

A  column  story  was  devoted  to  the  ques- 
tion, which  daily  is  growing  in  complication, 
by  the  Kansas  City  Star  Sunday.  That,  after 
all,  the  public  is  the  better  censor,  appears  to 
be  the  trend  of  sentiment.  In  observations 
made  by  Mrs.  C.  J.  Evans,  of  Topeka,  Kas., 
who  is  called  "the  mother  of  the  motion  pic- 
ture censors  in  Kansas,"  and  who  helped 
frame  the  state  censorship  law,  she  asserts 
that  the  censor  board  is  growing  entirely  too 
liberal  in  its  approvals.  Excerpts  of  her 
statement  in  a  letter  to  The  Star  follow : 

"One  afternoon  recently  I  dropped  into  a 
theatre.  After  an  enjoyable  viewing  of  a 
news  reel  and  comedy  a  feature  picture  was 
thrown  on  the  screen.  The  entire  picture  was 
immoral  and  suggestive  of  immorality  all  the 
way  through.  The  censorship  board  evident- 
ly had  tried  to  'clean  up'  in  places  by  elimin- 
ating titles. 

".  .  .  .  Inasmuch  as  the  whole  tragic 
broth  was  laid  bare  in  the  latter  part  of  the 
picture,  it  would  seem  that  the  work  of  the 
censor  board  served  no  other  purpose  than  to 
bewilder  the  minds  of  the  audience." 


The  Star's  story  continues : 

"The  above  protest  of  Mrs.  Evans  only 
voices  many  protests  that  have  been  made 
against  movies  in  Kansas,  where  the  stale  has 
attempted  by  law  to  regulate  them. 

"  'What  is  the  state  censor  board  doing?',  ' 
ex-Governor  Henry  J.  Allen  once  asked  in 
his  term  as  Governor  after  he  had  witnessed 
a  motion  picture  show  one  night  in  Topeka. 
'The  board  must  have  been  busy  at  something 
when  this  picture  got  by.' 

"Last  winter  during  the  legislative  session 
an  effort  was  made  to  abolish  censorship. 
The  movement  was  sponsored  by  the  motion 
picture  industry  and  people  were  suspicious 
of  the  step.  But  in  the  discussion  of  the 
pending  measure  one  frequently  heard : 
"Why  have  a  censor  board  if  it  has  passed 
some  of  the  pictures  I  have  seen  in  Kansas 
theatres  ?' 

"Miss  Emma  Veits  chairman  of  the  present 
board,  said  the  picture  mentioned  by  Airs. 
Evans  was  passed  by  her  and  Mrs.  W.  H. 
Haskell,  the  other  member  of  the  board,  Mrs. 
Etta  B.  Beavers,  not  being  present.  Miss 
Veits  admitted  there  had  been  some  com- 
plaints on  the  picture,  but  declared  that  when 
she  received  the  complaints  she  called  the 
picture  in  for  a  re-run,  but  that  the  distribu- 
utors  have  thirty  days  in  which  to  comply 
with  the  order  recalling  it." 


In dian  Pictu  re 
%        Has  Premiere 

In  Charlotte 

CHARLOTTE,  N.  C,  October  2.— Char- 
lotte's first  world  premiere  of  an  epochal  mo- 
tion picture  production  occurred  on  Sunday 
night,  September  20th,  at  one  minute  past 
midnight  when  "The  Vanishing  American" 
had  a  showing  at  the  Imperial  theatre  before 
an  audience  that  taxed  the  capacity  of  the 
theatre,  and  which  was  the  fore-runner  of  a 
solid  week's  presentation  of  this  production 
upon  the  occasion  of  the  holding  of  the 
"Made  in  Carolinas"  annual  exposition  at 
Charlotte  and  which  was  attended  on  Friday 
by  Miss  Lois  Wilson  upon  the  day  dedicated 
as  "Lois  Wilson  Day." 

"The  Vanishing  American"  called  for  only 
the  greatest  praise  from  local  critics,  the 
Charlotte  "Observer"  declaring  that  it  was 
"greater  than  'The  Covered  Wagon.'  "  Friday 
at  the  exposition  shattered  all  attendance 
records,  Miss  Wilson  making  three  different 
talks  before  the  immense  crowds  that  throng,- 
ed  the  exhibition  palace  of  the  exposition. 

HOQUIAM,  Wash,  Oct.  2.—The  Capitol 
opened  here  last  night  under  the  manage- 
ment of  Henry  Newnu-n. 

*    *  * 

LOS  ANGELES,  Cal.,  Oct.  2.— Bard',s 
Adams  Street  Theatre  opened  here  recently. 
It  is  one  of  the  Bard  chain,  operating  locally 
and  in  adjacent  towns. 


STRIFE  DISSOLVES 
ALLWON  CORP. 


PAUL  WHITEMAN  GLADDENS  BUFFALO; 
OTHER  UP-STATE  MUSIC  NOTES  SOUR 


At  a  special  meeting  of  the  Board  of  Di- 
rectors of  the  Allwon  Theatres  Corporation, 
New  York  City,  attended  by  nine  of  the 
twelve  directors,  a  resolution  was  unani- 
mously passed  authorizing  a  dissolution  of 
the  corporation  because  of  internal  strife 
between  certain  factions,  and  Hobart  b. 
Bird  was  authorized  and  directed  to  file  a 
petition  in  the  Supreme  Court,  New  York 
County  to  effect  said  dissolution.  The  peti- 
tion was  signed  by  eight  of  the  twelve 
directors. 

Resolutions  were  also  adopted  by  eight 
of  the  twelve  directors  repudiating  and  de- 
claring unauthorized  any  contracts  made 
for  the  booking  of  film  which  were  not 
signed  by  at  least  three  members  of  the  ex- 
ecutive committee.  The  excutive  committee 
as  constituted  by  the  by-laws  consists  of 
four  members.  Owing  to  dissenion  in  the 
corporation  only  three  members  had  been 
elected,  namely,  Charles  Steiner,  David 
Rosenzweig  and  Prank  Koren.  The  con- 
tracts repudiated  by  the  resolution  were 
those  not  signed  by  all  three  of  said  mem- 
bers of  the  committee.  Samuel  Weiss  was 
nominated  for  the  vacancy  in  the  member- 
ship of  the  Executive  Committee  and  was 
unanimously  elected  by  those  present  at 
said  meeting. 

BARRY  BURKE  TO  MANAGE 

PALACE  THEATRE  IN  DALLAS 

DALLAS,  TEXAS,  Oct.  2. — John  Friedl, 
district  manager  of  Southern  Enterpriser, 
in  Texas  announced  that  Barry  Burke,  of 
Port  Worth,  now  manager  of  the  Palace 
Theatre  there,  will  be  made  director  of  the 
Palace  Theatre  in  Dallas  to  succeed  Mr. 
Priedl. 

Mr.  Burke  is  35  years  old  and  has  been 
in  the  theatrical  game  almost  that  long. 
He  began  as  usher  and  worked  himself  up 
through  a  series  of  promotions  including 
head  usher,  doorman,  stage  carpenter,  stagp 
electrician,  operator,  assistant  manager  and 
finally  manager. 


BUFFALO,  N.  Y.,  October  2.— Buffalo 
exhibitors  are  greatly  pleased  with  the  an- 
nouncement by  Representative  Clarence  Mac- 
Gregor  of  Buffalo  that  he  will  seek  congres- 
sional help  to  "throttle  the  music  trust."  Mr. 
MacGregor  who  was  instrumental  in  having 
the  tax  on  admissions  repealed,  declares  he 
will  seek  an  investigation  of  the  American 
Society  of  Composers,  Authors  and  Publish- 
ers to  determine  to  what  lengths  it  is  going 
to  enforce  claims  for  the  use  of  copyrighted 
works  to  which  the  organization  considers  it- 
self entitled  under  what  Mr.  MacGregor  con- 
siders an  unwarranted  internretation  of  the 
copyright  statutes.  J.  H.  Michael,  chairman 
of  Buffalo  Zone  M.  P.  T.  O.  of  New  York, 
declares  the  fight  to  repeal  this  tax  is  just 
as  important  as  the  campaign  to  repeal  the 
admission  tax  and  urges  every  exhibitor  in 
the  state  as  well  as  the  country  to  support 
Mr.  MacGregor  in  his  proposed  battle.  Every 
motion  picture  house  in  the  United  States  is 
interested  as  each  must  pay  tribute  to  the  so- 
ciety. 

"It  is  unthinkable,"  says  Mr.  MacGregor, 
"that  any  person  or  group  can  be  permitted  to 
continue  such  a  course.  It  is  contrary  to 
American  sense  of  fairness  or  decency." 

The  strike  of  musicians,  stage  hands  and 
operators  is  still  in  force  in  the  Strand, 
Cataract  and  Bellevue  theatre,  Niagara  Falls, 
N.  Y.  and  promises  to  continue  indefinitely. 
High  officers  of  the  stage  hands  union  were 
in  the  Cataract  City  last  week  end  but  were 
unable  to  get  together  with  the  theatre  in- 
terests so  they  returned  to  New  York.  A.  C. 
Hayman,  president  of  the  Cataract  Amuse- 


ment company,  operating  the  Strand  and 
Cataract,  has  left  for  the  wilds  of  northern 
Ontario  for  a  two  weeks'  hunting  and  fishing 
trip,  and  Herman  Lorence,  manager  of  the 
Bellevue  has  started  on  a  motor  tour  to  the 
Adirondacks  and  New  York  city.  The  Strand 
in  celebrating  to  third  anniversary  this 
week. 

Paul  Whiteman  and  his  concert  orchestra 
of  28  men,  playing  Shea's  Hippodrome,  Buff- 
alo, the  past  week  at  a  salary  of  $10,000, 
jammed  that  big  house  every  afternoon  and 
evening.  It  was  the  biggest  "act"  of  its  kind 
that  has  ever  played  this  house  and  the  busi- 
ness figures  chalked  up  prove  that  it  is  a 
wise  policy  to  put  on  such  attractions  in  a 
picture  house. 

^    ^  % 

BLOWN  THEATRE  SAFE 

STARTS  $5,000  BLAZE 

Fire  broke  out  in  the  Florence  Theatre, 
83  East  Broadway,  New  York,  as  a  result  of 
an  attempt  to  blow  the  safe,  and  did  $5,000 
damage. 

The  house,  with  a  seating  capacity  of  1200 
is  owned  by  the  Allwon  Theatre  Corpora- 
tion. Rosenzweig  and  Katz,  managers,  who 
operate  twelve  Brooklyn  theatres  and  five 
others  on  the  East  Side.  They  were  insured 
through  the  Herbert  R.  Ebenstein  Company 
against  both  fire  and  burglary.  This  is 
the  second  attempt  within  a  short  time  to 
blow  the  safe  at  the  Florence  Theatre. 
*    *  * 

Seattle  Wash.  Oct.  2. — Edwin  B.  Rivers, 
former  Pacific  coast  newspaper  man,  is  now 
manager  of  the  American  Theatre,  John. 
Danz's  house. 


Page  20 


Exhibitors  Trade  Review 


St  Louis  Amusement  Co. 
Plans  Wide  Expansion 


First  National  Closes 
Over  1 ,250  Bookings 
in  Key  Cities 

The  Winner  Group  of  pictures  for  release 
by  First  National  for  the  new  season  has  hit 
a  fast  booking  pace,  more  than  1,250  con- 
tracts having  been  closed  to  date,  excluding 
all  franchise  sales. 

Practically  every  key  city  of  importance 
has  been  closed  for  the  entire  Winner  Group 
at  rental  prices  representing  an  increase  in 
the  average  price  of  pictures  over  all  previous 
sales. 

In  the  Winner  Group  are  several  special 
pictures  not  included  in  these  bookings.  In 
accordance  with  the  First  National  policy, 
which  has  proved  very  successful  to  produc- 
er, distributor  and  exhibitor  alike,  the  selling 
of  the  pictures  is  started  after  their  box- 
office  drawing  power  has  been  established  in 
dollars  and  cents  by  a  number  of  test  show- 
ings in  strategic  key  city  points. 

"Winds  of  Chance" 

"Winds  of  Chance,"  Frank  Lloyd's  new 
special,  has  been  booked  over  the  entire 
Famous  Players  circuit  of  theatres  in  th« 
South  and  in  New  England,  according  to  a 
statement  coming  from  the  company's  dis- 
tribution department. 

Recent  additions  to  the  list  of  sales  also 
include  the  Roosevelt  Theatre,  Chicago;  the 
State  Theatre,  Minneapolis;  the  Capitol,  St. 
Paul;  the  Garrick,  Duluth,  and  the  Olympia, 
Worcester,  Mass. 

"Graustark" 

Following  its  record  breaking  engage- 
ment at  the  Capitol  Theatre,  New  York, 
where  it  shattered  four  house  records  dur- 
ing the  first  week  of  its  run— the  records 
for  a  week's  receipts,  for  a  single  day's  re- 
ceipts, for  two  consecutive  days'  receipts 
and  to  the  biggest  single  matinee  in  the 
theatre's  history — First  National's  new 
Norma  Talmadge  picture,  "Graustark,"  di- 
rected by  Dimitri  Buchowetzki,  is  being 
eagerly  snapped  up  by  prominent  first  run 
theatres. 

Among  the  contracts  just  closed  on 
"Graustark"  are  the  following:  Crandall's 
Metropolitan  Theatre,  Washington,  D.  C. ; 
the  New  Grand  Central,  St.  Louis;  the  State, 
Minneapolis;  the  Capitol,  St.  Paul;  the  Gar- 
rick, Duluth;  the  A.  H.  Blank  circuit,  in- 
cluding Omaha  and  Des  Moines,  and  the 
Olympia  in  Worcester,  Mass. 

"The  Live  Wire" 

The  first  of  the  C.  C.  Burr  productions 
starring  Johnny  Hines,  "The  Live  Wire,"  is 
going  over  big.  Contracts  for  first  runs  on 
this  picture  in  the  finest  theatres  in  many 
of  the  chief  key  city  points  have  already 
been  closed.  In  addition  to  big  bookings 
previously  announced  "The  Live  Wire"  has 
been  sold  to  Loew's  State  Theatre  in  Cleve- 
land and  the  Main  Street  Theatre  in  Kansas 
City. 

First  National  is  making  special  efforts 
to  place  its  initial  Johnny  Hines  release  in 
the  representative  key  city  theatres,  in  the 
belief  that  "The  Live  Wire"  will  prove 
itself  a  valuable  acquisition  for  any  theatre. 

*    *  * 

CONVENTION  DATE 

The  sixth  annual  convention  of  the  M.- 
P.  T.  O.  of  Michigan  will  be  held  at  the 
Pantlind  Hotel,  Grand  Rapids,  October  6 
and  7.  At  the  opening  banquet  the  speak- 
ers will  be  Lieutenant  Governor  Walsh, 
John  Lovitt  of  the  Michigan  Manufactur- 
ers Association,  Judge  Alfred  J.  Murphy 
of  Detroit,  Clarence  J.  McLeod,  Congress- 
man from  Michigan,  Arthur  Vandenberg, 
Editor  of  the  Grand  Rapids  Herald  and 
Martin  Quigley  of  the  Exhibitors  Herald. 


ST.  LOUIS,  Mo.,  Oct.  2.— The  St.  Louis 
Amusement  Company,  controlled  by  Skouras 
Brothers  and  Harry  Koplar,  on  Tuesday, 
September  22,  took  over  the  Cinderella 
Theatre,  2731  Cherokee  street,  owned  by 
Freund  Brothers  under  a  long  term  lease 
calling  for  a  substantial  yearly  payment  to 
the  former  owners. 

Coincident  with  the  leasing  of  the  Cinder- 
ella it  was  learned  that  the  St.  Louis  Amuse- 
ment Company  plans  to  purchase  or  lease  ten 
other  prominent  neighborhood  theatres  in  St. 
Louis  and  also  has  perfected  plans  for  the 
construction,  purchase  and  lease  of  other 
theatres  in  the  St  Louis  territory.  The  deal 
for  the  ten  St.  Louis  houses  will  be  con- 
cluded within  the  next  few  weeks. 

In  furtherance  of  the  expansion  plans  of 
the  company  the  offices  of  the  St.  Louis 
Amusement  Company  have  perfected  ar- 
rangements for  the  floating  of  the  $600,000 
first  mortgage  6  per  cent  real  estate  gold 
bond  issue  due  serially  from  October  1,  1927 
to  1935. 

The  bond  issue  is  being  handled  by  the 
brokerage  houses  of  Lorenzo  E.  Anderson 
&  Co.,  Liberty  Trust  Company,  and  Taussig, 
Day,  Fairbank  &  Co.,  Inc.,  and  are  being 
sold  when,  as  and  if  issued. 

The  St.  Louis  Amusement  Company  now 
operates  and  owns  in  fee  simple  ten  moving 
picture  houses  and  airdomes  and  in  addition 
has  attractive  leases  on  eleven  other  amuse- 
ment places.  It  also  has  leases  on  three  other 
theatres  and  an  airdome  which  are  closed 
at  present.  All  of  the  houses  are  big  money 
makers. 

The  properties  owned  in  fee  simple  by  the 
company  recently  were  appraised  at  $1,232,- 
500.  This  does  not  take  into  consideration 
any  value  accruing  from  the  leaseholds.  An 
audit  of  the  company's  books  showed  annual 
earnings    before    federal    income   taxes  ol 


"HELL'S  HIGHROAD 

OPENS  STATE 

Premiere  at  New  Denver  House 
Gala  Occasion 

DENVER,  Colo.,  Oct.  2.— The  new  State 
Theatre  on  Curtis  street,  in  the  heart  of  the 
theatrical  center  of  Denver,  Colorado,  wa= 
onened  last  week  by  Harold  Home  and  Floyd 
Rice,  with  "Hell's  Highroad"  starring  Lea- 
trice  Joy  as  the  premiere  attraction 

The  formal  opening  of  the  house  was  one 
of  the  most  elaborate  affairs  ever  staged  in 
Denver. 

Practically  every  city  official  and  socially 
prominent  person  was  in  attendance,  and 
Cecil  B.  De  Mille's  presentation  of  the  Rupert 
Julian  production  was  greeted  with  an  ova- 
tion. 

The  decorations  of  the  new  theatre  were 
executed  under  the  supervision  of  Edwin 
Flagg,  president  of  the  Carroll  Theatre  Cor- 
poration in  Los  Angeles. 

The  policy  of  the  management  will  be  the 
presentation  of  exclusive  first  runs.  The 
first  year's  program  will  include  the  entire 
thirty-seven  releases  of  Producers  Distribut- 
ing Corporation.  These  productions  will  be 
shown  accompanied  by  de  luxe  stage  presen- 
tations under  the  direction  of  Harold  Home, 
who  is  well  known  on  the  West  Coast  for 
his  elaborate  prologues 


$125,451.43,  after  allowing  $124,618.81  for 
depreciation. 

Big  Earnings 

The  audit,  made  by  Ernst  &  Ernst,  certi- 
fied public  accountants,  covered  the  two-year 
period  ended  on  December  31,  1924. 

For  the  six  months  period  to  June  30, 
1925,  the  company  had  earnings  before  esti- 
mated Federal  incomes  taxes,  of  $87,601.69, 
cr  at  the  rate  of  $165,203  a  year. 

The  officers  of  the  St.  Louis  Amusement 
Company  are  Syros  P.  Skouras,  president; 
Harry  Koplar,  first  vice-president ;  Charles  P. 
Skouras,  second  vice-president ;  W.  A. 
Stickney,  secretary,  and  Sol  E.  Koplar, 
treasurer.  Recently  Sam  Hamburg,  Jr.,  dis- 
posed of  his  stock  in  the  company,  and  was 
succeeded  as  treasurer  by  Sol  E.  Koplar. 

Harry  Koplar  and  the  Skouras  Brothers 
are  considered  among  America's  leading 
showmen.  They  have  had  spectacular  careers. 
Koplar  builded  a  vast  fortune  from  a  five 
cent  tent  show  at  Fifteenth  and  Montgomery 
streets,  while  but  a  few  years  ago  Skouras 
Brothers  had  but  a  fourth  interest  in  a 
small  house  on  Market  street. 

In  addition  to  their  stock  in  the  St.  Louis 
Amusement  Company,  the  Skouras  Brothers 
control  the  Skouras  Brothers  Enterprises, 
which  own  the  Grand  Central,  "West  End 
Lyric,  Lyric  Skydome  and  Capital  Theatres, 
and  is  building  a  $4,500,000  theatre  and  office 
building  at  Seventh  and  Locust  streets. 

The  affiliated  companies  within  the  next 
few  weeks  will  control  forty  theatres  in  St. 
Louis  and  will  have  a  decided  advantage  in 
purchasing  film  and  other  supplies  for  their 
houses. 

Skouras  Brothers  Enterprises  A  stock 
reached  a  new  high  record  on  the  St.  Louis 
stock  exchange  September  19,  when  many 
shares  sold  for  $60.50.  The  stock  was  placed 
on  the  market  at  $36  but  a  few  months  ago. 


NEW  H.  &  H.  HOUSE 

CHICAGO,  III,  Oct.  2.— Work  has  been 
started  on  a  new  theatre,  the  Hollywood,  at 
Fullerton  and  Greenwood  avenues.  It  will 
cost  $500,000,  three  stories  in  height  and 
seating  1,400  people.  It  is  on  a  site  100  by 
165  feet  and  will  have  stores,  offices  and 
apartments  in  the  same  building.  Hill  & 
Haverkamp,  who  are  also  interested  in  the 
Rivoli,  Logan  Square,  Dearborn,  Star,  and 
Windsor  Theatres,  are  the  owners.  Plans 
were  drawn  by  K.  M.  Vitzhum  and  John  J. 
Burns.  The  general  effect  of  the  decoration 
is  popular  Italian  garden. 

*    *  * 

LOOT  JACKIE'S  THEATRE 

PASADENA,  Cal.,  Oct.  2.— The  Ray- 
mond Theatre,  one  of  the  Langley  chain,  re- 
cently bought  into  by  Arthur  Berstein,  pro- 
duction manager  for  Jackie  Coogan,  was 
robbed  of  over  $1,800.  This  is  the  fourth  time 
in  the  past  your  years  that  the  theatre  has 
been  looted. 

!(5    sj:  $ 

AMERICAN  PROPERTY  SOLD 

CHICAGO,  111.,  Oct.  2.— The  Broadway- 
Film  Laboratories,  composed  of  the  stock- 
holders of  the  liquidating  American  Film 
Company,  has  bought  the  latter  company's 
property  at  6227  Broadway  for  a  reported 
$125,000. 


October  3, 1925 


Page  21 


"Freshmen"  Continues 
Breaking  Records 


Grauman's  New  Theatre 

To  Be  Chinese  Temple 

Ground  For  Pioneer  Showman's  House  Will  be  Broken  November  1 


That  "The  Freshman,''  Harold  Lloyd's  new 
Pathe  feature  comedy,  is  a  world-beater  for 
breaking  box-office  records,  is  attested  to  by 
the  following  telegrams  received  at  the  Parhe 
Home  Office : 

Manager  Gillick  of  the  Pathe  Chicago 
branch  wired: 

"Roosevelt  broken  every  record  for  the 
house  with  the  Freshman.  Picture  is  doing- 
tremendous  business  and  everyone  is  talk- 
ing about  it." 

J.  A.  Epperson  of  the  Kansas  City  Branch 
wired : 

"Opening-  day  of  Freshman  at  Royal 
Theatre  Kansas  City  Missouri  broke  every 
record  in  history  of  theatre  by  number  of 
paid  admissions  and  box  offiice  receipts. 
Royal  has  played  practically  every  big-  pic- 
ture released  in  past  eight  years  so  this 
record  proves  beyond  any  question  of  doubt 
•that  Harold  Lloyd  is  biggest  box  office  at- 
traction in  show  business.  Press  and  pub- 
lic claim  Freshman  Lloyd's  greatest." 

Manager  Moran  of  the  Pittsburgh  Branch 
wired : 

"One  hundred  per  cent  Pathe  show 
Freshman  Tee  For  Two  and  Pathe  News 
Opened  the  new  Wilmer  and  Vincent  The- 
atre in  Altoona  yesterday.  It  went  over 
with  a  bang  continual  applause." 

S.  C.  Jacques  of  the  Cincinnati  Exchange, 
wired : 

"The  Freshman  opened  at  the  Rialto 
Theatre  Hamilton  Ohio  yesterday  and  broke 
all  house  records  for  gross  receipts  and 
number  of  admissions.  Despite  hot  weather 
in  afternoon  and  intermittent  showers  at 
night.  Would  have  done  even  better  had 
not  majority  of  people  stayed  to  see  pic- 
ture twice." 

W.  W.  Anderson  of  the  Atlanta  Office, 
wired: 

"The  Freshman  in  spite  of  heat  and  the 
curtailment  of  electric  light  throughout 
the  entire  city  of  Atlanta  opened  up  Mon- 
day to  a  very  successful  business  standing 
them  out  at  all  performances  and  showed 
much  larger  increase  Tuesday  holding  out 
at  least  eighteen  hundred  people  at  nine 
P.  M.  last  night  with  little  world  series 
opening  here  today  between  Crackers  and 
Fort  Worth.  And  the  opening  of  the  foot- 
ball season  here  Saturday  with  thousands 
of  visitors  in  our  city  looks  as  if  Freshman 
would  shatter  all  records  in  attendance  and 
box  office  receipts  at  Howard  Theatre." 

Harry  Graham  of  Chicago,  wired: 
"Freshman  opened  Danville  Sunday  and 
in  spite  of  thermometer  being  around  the 
hundred  mark  during  the  day  and  rain  at 
night  Sunday  grossed  big.  Expect  picture 
to  exceed  Covered  Wagon  gross." 

The  Pathe  office  in  Denver  wired  : 
"Monday  Denver  Post  carries  the  follow- 
ing advertisement.  The  Freshman  at  the 
Victory  Saturday  established  attendance 
record  that  has  never  been  equaled  in 
seventeen  years.  Sunday  exceeded  Satur- 
day by  sixteen  hundred  and  forty  six  peo- 
ple. Never  in  the  history  of  Denver  has  so 
many  people  thronged  the  theatre.  Never 
in  the  history  of  time  has  such  a  superblv 
supreme  comedy  been  given  the  public  as 
the  Freshman." 

*    *  * 

"PHANTOM"  A  SELL-OUT 

"The  Phantom  of  the  Opera,"  Universal, 
is  proving  a  sellout  at  the  Astor  Theatre, 
New  York. 

It  opened  the  Sunday  before  Labor  Day 
and  on  a  day  marked  with  rain  storms  which 
drenched  the  crowds  which  thronged  to  the 
theatre.  It  sold  out  Labor  Day,  then  re- 
peated on  Tuesday  after  Labor  Day,  usually 
a  poor  entertainment  date,  and  followed  the 
remainder  of  the  week  with  a  succession  of 
S.R.O.  performances. 

Universal  officials  and  executives  herald 
"The  Phantom"  as  a  greater  box-office  at- 
traction than  "The  Hunchback  of  Notre 
Dame"  or  "The  Storm."  To  date,  "The: 
Storm"  holds  all  Universal  booking  records, 
having  played  in  more  than  8000  theatres. 


N.  J.  EXHIBITORS' 
MEETING 

THE  Motion  Picture  Theatre  Own- 
ers  of  New  Jersey  held  a  Direc- 
tors' meeting  at  Asbury  Park,  New 
Jersey,  Sept.  24.  Among  those  pres- 
ent were:  President  Joseph  M.  Seider, 
Vice-Presidents  Charles  Hildinger, 
Peter  Adams  and  Louis  Rosenthal, 
Secretary  Leon  Rosenblatt,  Treasurer 
William  Keegan,  Chairman  Sidney  £. 
Samuelson  and  Directors  Benjamin 
Schindler,  I.  M.  Hirshblond,  Jacob 
Fox,  J.  J.  Unger,  Lee  Newbury,  E. 
Thornton  Kelly,  Louis  Gold. 

The  reduction  in  Power  Rate  has 
been  brought  to  a  head  and  the  data 
that  was  collected  for  the  past  year 
has  been  put  in  shape  for  presenta- 
tion to  the  Public  Utility  Commission. 

A  campaign  has  been  inaugurated 
in  the  City  of  Newark,  comparing  the 
amusements  of  that  city  with  other 
cities  of  its  size,  in  an  effort  to  get 
the  theatre-going  public  to  patronize 
the  local  theatres. 

Among  the  other  subjects  taken  up 
were  legislation,  industrial  reels  and 
the  Play  Date  Bureau. 

The  treasurer  reported  large  in- 
crease in  the  payment  of  dues. 

The  Directors  were  also  informed 
that  the  Hays  ors-aniaztion  had 
stepped  into  the  Apollo  vs.  Wellmont 
Theatre  case  and  has  retained  the 
firm  of  Cadwalder,  Wiclf»r«han  and 
Taft  to  renresent  the  AooHo  ExHismge 
in  order  that  the  matter  be  mnde  a 
fst  case.  The  Motion  PWnr«  Thea- 
tre Owners  ensraared  the  firm  of 
Foenig,  Sittenfield  &  Aranow  as  nrldi- 
tional  counsel  to  represent  the  Well- 
mont Theatre. 

PERMANENT  ORCHESTRA 

FOR  SPOKANE  HOUSE 

SPOKANE,  Wash.,  Oct.  2.— Ray  A.  Grom- 
bacher,  head  of  the  Spokane  Theatres,  Inc., 
opened  his  new  Egyptian  Theatre  here  with 
"Shore  Leave."  The  house  is  practically 
new,  having  been  remodelled  on  the  site  of 
th^  Cla^s  A  theatre,  damaged  by  fire. 

The  Egyptian  Theatre  is  the  first  in  Spok- 
ane to  carry  a  permanent  orchestra.  Other 
houses  controlled  by  Grombacher  are  the 
Liberty  and  Casino  here,  both  first  runs. 

*  *  * 
AFTER  MAGAZINES,  TOO 

Pasadena,  Cal.,  Oct.  2. — The  local  cen- 
sor board  eliminated  over  600  feet  of 
film  from  13  productions  during  the  last 
month.  Two  features  were  banned  alto- 
gether. The  censors  here  are  also  turning 
their  attention  to  the  newsstands.  They 
will  request  confiscation  of  those  "not  suit- 
able" for  home  perusal. 

*  *  * 
SUNDAY  CONCERTS 

Starting  Sunday.  October  4th,  Hugo  Ries- 
enfeld,  Managing  Director  of  the  Rivoli.  Ri- 
alto and  Criterion  Theatres,  in  New  York, 
will  introduce  the  first  of  a  series  of  Popu- 
lar Concerts,  to  start  at  12:30  and  run  till 
1.30  p.  m.  This  innovation  is  to  be  a  regular 
Sunday  feature  at  the  Rivoli  throughout  the 
season,  and  will  be  broadcast  by  station  WJZ. 


HOLLYWOOD,  Cal.,  Oct.  2.— Having  pre- 
sented the  first  Egyptian  Theatre  in  his  Hol- 
lywood theatre  of  that  name,  Sid  Grauman 
announced  last  week  that  his  new  house,  to 
cost  $5,000,000,  which  is  to  be  erected  on 
Hollywood  Boulevard  between  Orange  Drive 
and  Orchid  Avenue,  will  be  of  Chinese  de- 
sign. 

Coincident  with  this  announcement  Grau- 
man said  the  reports  that  he  was  interested 
in  a  projected  theatre  chain  were  groundless. 
His  Hollywood  Egyptian  and  the  new  Chi- 
nese Theatre,  he  says,  will  represent  his  only 
interests  in  this  line. 

In  view  of  the  fact  that  Grauman  is  with- 
out doubt  one  of  the  leading  showmen  of 
the  country,  combining  spectacular  effects 
with  a  keen  insight  into  audience  psychology, 
.  the  following  details  concerning  his  new  en- 
terprise are  unusually  interesting. 

The  plans  for  the  Chinese  Theatre  were  de- 
signed and  executed  by  Mendel  Meyer. 

Ground  will  be  broken  for  the  structure  on 
November  1. 
The  seating  capacity  will  be  2,000. 

The  motif  of  the  Theatrical  palace  is  to 
be  that  of  the  classical  Chinese  dynasties, 
and  inspiration  has  been  drawn  from  those 
magnificent  Celestial  temples  which  bear 
the  same  relation  to  the  architecture  of  the 
Orient  as  do  the  Greek  Acropolis  and  thc- 
Roman  Forum  to  the  architecture  of  the  Oc- 
cident. 

The  approach  to  the  theatre  will  be 
through  a  great  tropical  garden  elliptical  in 
form,  and  surrounded  by  a  wall  45  feet 
high.  Colored  fish  from  the  tropics  will 
sport  in  fountains  and  pools,  and  the  gar- 
den will  be  graced  by  rare  tropical  flowers 
and  trees.  As  soon  as  construction  opera- 
tions will  permit,  the  horticultural  pieces 
will  be  placed  full  grown  in  position  in  the 
same  way  the  landscaping  was  accom- 
plished at  the  Panama  Pacific  Exposition. 

A  great  gold  dragon,  in  relief,  25  feet 
high,  will  guard  the/  esplanade  to  the  the'- 
tre,  to  be  brilliantly  illuminated  at  night  by 
concealed  flood  lights.  The  peak  of  the  es- 
planade roof  will  tower  90  feet  above  the 
tropical  garden  in  burnished  copper. 

An  awe-inspiring  vista  will  greet  the  vis- 
itor entering  the  great  foyer.  Thirty  font 
walls,  flanked  by  giant  red  lacquered  col- 
umns, will  be  elaborately  embellished  with 
such  decorative  scenes  that  are  found  on 
old  Chinese  screens. 

The  auditorium  will  be  absolutely  unique 
in  the  plan,  patrons  passing  through  great 
colonnades  or  corridors  on  either  side, 
formed  by  towering  lacquered  columns  sev- 
en feet  in  diameter. 

The  walls  behind  the  column  will  be  en- 
riched by  giant  panels,  bearing  Chinese 
hangings,  some  of  them  more  than  25  feet 
in  length,  and  by  intricate  sculptural  de- 
signs in  relief  and  the  artistry  of  the  metal 
craftsman. 

The  columns  themselves  will  be  profusely 
ornamented  with  Chinese  bronze  and  brass, 
inlaid  to  present  the  wisdom  of  Confucius 
in  character.  Months  of  researcl  have  been 
made  to  insure  the  technical  correctness  of 
the  native  characters  which  will  present 
ideas  to  dramatic  art. 

One  of  the  largest  and  finest  pipe  organs 
in  the  country  will  be  installed,  with  the 
music  introduced  into  the  auditorium 
through  an  elaborate  grill  in  the  ceiling. 
Provision  will  be  made  for  a  very  large 
orchestra. 

The  proscenium  arch  at  the  asbestos  cur- 
tain will  be  85  feet  wide.  The  stage  from 
this  line  will  be  40  feet  in  depth  and  140 
feet  wide,  designed  to  permit  the  staging  on 
an  elaborate  scale  of  the  biggest  stage  pro- 
ductions. 

The  structure  will  be  Class  "A"  construc- 
tion throughout  on  a  frame  of  steel.  A 
highly  developed  system  of  ventilation  will 
be  incorporated,  which  will  permit  the  in- 
troduction of  fresh  air,  cooled  to  the  proper 
temperature  in  summer,  in  such  a  manner 
that  the  patrons  will  be  unconscious  of  the 
mechanical  circulation. 


Page  22 


Exhibitors  Trade  Review 


The  ghost  walks  for 

the  "Phantom"  bal- 
let. Here  above  you 
see  how  Albertina 
Rasch's  dancers 
trained  daily  for  the 
prologue  for  Univer- 
salis "Phantom  of 
the  Opera"  before  it 
made  its  New  York 
premiere  at  the  Astor 
Theatre. 

Down  to  the  sea  in 

a  row-boat,  goes 
Dorothy  Devore,  the 
winsome  W  anier 
Brothers  star.  Or 
perhaps  she  has  just 
trudged  along  the.' 
beach,  leaving  foot- 
prints in  the  sands 
of   Santa  Monica. 


Curios  crowds  always  gather  when  a  movie 
camera  is  in  sight.  This  shot  was  taken 
when  Colleen  Moore,  First  National  star, 
was    in     London    for    "We  Moderns." 


"Pawnee  Bill,"  known  in  private  life  as 
Maj.  G.  W.  Lillie,  is  now  in  conference 
with  Catherine  Curtis  on  her  forthcoming 
production  depicting  the  life  of  Buffalo  Bill. 


Page  Mr.  Volstead;  Vilma  Banky,  Rudolph  Valentino's  leading  woman  in  the 
United  Artists  production,  "The  Lone  Eagle,"  is  about  to  serve  Clarence  Brown, 
the  director,  and  Hans  Kraly,  scenarist,  some  old  water  from  the  studio  wine  cellar. 


October  3,  1925 


Page  23 


Cecil  B.  De  Mille 

and  Jetta  Goudal 
greet  Alia  Nazi- 
mo  va  upon  her 
visit  to  the  De 
Mille  Studio  last 
week  after  an  ex- 
tended absence  in 
Europe.  Alia  is 
all  dolled  up  in  a 
Parisian  gown 
while  De  Mille  is 
in  his  working- 
clothes  and  Jetta 
is  costumed  in 
the  17th  century 
gypsy  costume 
which  she  wears 
in  De  Mille's  per- 
sonally directed 
production  "T  h  e 
Road  to  Yester- 
day." 


Here  is  the  secret  of  her  slender,  lithe  body.  Whose? 
Norma  Shearer's,  of  course.    She  is  just  completing 
her  role  in  Victor  Seastrom's  "The  Tower  of  Lies" 
for  Metro-Goldwvn-Maver 


Director  J.  P.  Hogan  and  his  Columbia  Pictures  staff  on 
location  for  the  new  "Perils  of  the  Sea." 


Marilyn  Mills,  Davis  star,  shows  1 
off  her  co-stars  to  Nancy  Welford. 


Doug  must  swim  in  his  next  for  United  Artists,  "The  Black 
Pirate,"   and   so   Johnny   Weismuller   will   initiate  him. 


Joby  Ralston  also  works  to  keep 
fit.  She'll  be  seen  soon  with  Harold 
Lloyd  for  Paramount. 


Myer  Lesser,  director-general  of  advertising,  publicity  and 
exploitation  (left),  and  Samuel  E.  Morris,  general  manager 
of  distribution,  of  Warner  Bros.,  talking  over  plans  and 
developments  in  Warner  Bros.'  National  Advertising 
Campaign. 


Page  24 


Exhibitors  Trade  Review 


BOX  OFFICE  REVIEWS 


HIS  MAJESTY 

BUNKER  BEAN 

Warner  Brothers  Photoplay.  Author, 
Harry  Leon  Wilson.  Adapted  from 
Lee  Wilson  Dodd's  stage  play  by  Jul- 
ien  Josephson.  Director,  Harry  Beau- 
mont. Length,  7,291  feet. 

CAST  AND  SYNOPSIS 

Bunker  Bean   Matt  Moore 

Marie  Breeds   Dorothy  Devo.e 

Bud  Matthews   David  Butler 

Jim  Breede   George  Nichols 

Mrs.  Breede  Helen  Dunbar 

Professor  Balthasar   Frank  Leigh 

Countess  Casanova   Nora  Cecil 

Reginald  Larabee   Henry  Barrowes 

Bunker  Bean,  a  poor  clerk  wholly  lack- 
ing in  initiative,  is  convinced  by  two  fake 
mediums  that  he  rs  the  reincarnation,  first, 
of  Napoleon  and  second,  of  Ram  Tah,  an 
ancient  Eyptian  monarch.  Feeling  that  he 
is  a  conqueror,  he  becomes  unbearably 
snobbish.  But  fate  is  with  him,  his  em- 
ployer's daughter  proposes  and  becomes 
engaged  to  him.  He  inherits  money  and 
waxes  prosperous.  In  the  end  he  is  dis- 
illusioned, but  a  return  of  the  old  fighting 
spirit  enables  him  to  marry  the  girl  and 
all  ends  well. 

T]?7"HERE  slap  stick  comedies  are  pop- 
"  ular  this  poor  adaptation  of  Harry 
Leon  Wilson's  clever  story  may  get  by. 
Here  was  material  for  a  brilliant  screen 
comedy.  But  somewhere  something  hap- 
pened. The  result  is  that  the  picture  is  an 
elongated  two-reeler — far  less  entertaining 
than  many  short  subjects. 

In  the  story  Bunker  Bean  was  a  type 
somewhat  similar  to  the  celebrated  "Mer- 
ton  of  the  Movies."  He  was  a  lovable 
kid,  eager  to  believe,  anxious  to  succeed. 
He  did  so  because  of  the  exceeding  good 
fortune  with  which  his  author  endowed  him. 
The  series  of  adventures  he  passed  through 
were  such  as  to  cause  the  most  casual 
reader  to  chuckle. 

There  is  some  crude,  rough  comedy  in 
the  picture.  The  best  of  it  coming  to  light 
in  the  sequences  where  Bunker's  mummy 
is  delivered  at  his  home  and  subsequently 
destroyed  by  the  pup.  The  clowning  "bus- 
iness" is  overdone,  but  causes  a  smile  or 
two  here  and  there.  The  final  scene  shows 
Bunker  in  a  muddy  pond  struggling  with 
his  rival,  while  a  turtle  attacks  him  from 
the  rear. 

This  is  not  a  part  for  Matt  Moore. 
He  is  woefully  miscast.  Years  too  old  to 
play  Bunker,  he  also  makes  of  this  credu- 
lous kid  a  nondescript  moron.  He  fails  to 
arouse  sympathy.  Many  will  agree  with 
the  fake  clairvoyants  who  seem  to  adhere 
to  the  classic  motto  "Never  Give  a  Sucker 
an  Even  Break." 

If  you  exploit  this  one,  feature  the 
Wilson  story.  It  will  be  remembered  as  a 
classic  of  its  kind.  Play  upon  the  title. 
Stress  the  "mystic"  element.  Remembering 
the  late  Tut-ank-ahmen,  make  the  most  of 
the  fact  that  Bunker  is  supposed  to  have 
been  the  reincarnation  of  an  Egyptian  king. 


THE  CIRCLE 

Metro-Coldwyn-Mayer  Photoplay.  Adapt- 
ed from  the  stage  play  by  W.  Somerset 
Maugham.  Director,  Frank  Borzage. 
Length,  5,51  1  feet. 

CAST  AND  SYNOPSIS 

Elizabeth   Eleanor  Boardman 

Edward  Luton   Malcolm  McGregor 

Lord  Clive  Cheney   Alec  Francis 

Lady  Catherine   Eugenie  Besserer 

Lord  Porteous   George  Fawcett 

Mrs.   Shenstone   Eulalie  Jensen 

Arnold   Creighton  Hale 

Dorker   Otto  Hoffman 

Lady  Catherine,  wife  of  Lord  Cheney, 
elopes  with  a  family  friend,  Lord  Porteous. 
Thirty  years  later  her  son's  daughter  in- 
vites the  couple  to  call.  Her  reason  is 
that  she  is  considering  an  elopement  with 
Edward  Luton,  leaving  Arnold  for  him. 
She  wishes  to  see  if  a  love  elopement  will 
withstand  the  strain  of  thirty  years.  Con- 
vinced that  it  has  done  so,  she  and  Ed- 
ward elope.  But  Arnold  disguises  himself 
as  their  chauffeur  and  when  some  distance 
away  administers  a  sound  thrashing  to  Ed- 
ward returing  home  in  triumph  with  Eliza- 
beth. 

'J1  HEY  have  spoiled  this  one.  It  is  a 
sophisticated  problem  comedy-drama 
that  in  no  way  equals  the  brilliant  play 
from  which  it  is  adapted.  While  moder- 
ately pleasing,  it  must  be  relegated  to  the 
class  of  average  program  pictures. 

In  Somerset  Maugham's  play  one  of  the 
big  kicks  was  that  in  the  end  the  young 
couple  follow  in  the  footsteps  of  their  elders. 
In  turn,  they  defy  convention  and  sally 
forth  to  brave  the  world  together  without 
benefit  of  clergy.  Both  Lady  Catherine 
and  Lord  Porteous  warn  them  of  the  dan- 
gers that  beset  this  path.  But  when  their 
determination  is  evident  his  Lordship  oblig- 
ingly lends  his  motor  for  their  elopement. 

Perhaps  as  a  sop  to  the  censors  director 
Borzage  has  the  unlovable  husband  dis- 
guise himself  as  a  chauffeur.  He  drives 
his  wife  and  her  well-high  perfect  lover  to 
a  lonely  spot  and  administers  a  sound 
thrashing  to  him.  Thus  Maugham's  dandy 
finale  is  utterly  emasculated. 

It  seems  that  even  the  most  carefully 
moral  audience  would  prefer  Elizabeth  in 
Edward's  arms  rather  than  Arnold's  for 
the  final  clinch  of  the  picture.  Edward,  in 
the  person  of  Malcolm  McGregor,  is  a 
wholly  personable  young  man  guilty  of  no 
crime  save  ardently  loving  Elizabeth.  On 
the  other  hand  Creighton  Hale  makes  Ar- 
nold a  sneering  monocled  snob,  incapable 
of  a  hearty  laugh — or,  indeed,  of  a  hearty 
love.  Only  by  the  wildest  stretch  of  the 
imagination  may  one  believe  that  Arnold, 
described  as  "a  perfect  old  woman,"  could 
possibly  best  the  athletic  Edward. 

Alec  Francis  as  the  deserted  husband, 
does  the  best  work.  Next  to  him  come  Elea- 
nor Boardman  and  Malcolm  McGregor. 
Neither  Eugenie  Besserer  nor  George  Faw- 
cett is  well  cast,  and  Creighton  Hale  is  not 
up  to  the  mark.  Mention  the  adaptation  of 
the  film  from  the  stage  success. 


LET'S  GO  GALLAGHER 

F.  B.  O.  Photoplay.  Authors  and  Scen- 
arists, Persy  Heat  and  James  Qruen. 
Directors,  Robert  De  Lacey  and  James 
Cruen.  Length,  5,182  feet. 

CAST  AND  SYNOPSIS 

Tom  Gallagher   Tom  Tyler 

Dorothy  Manning   Barbara  Starr 

Black  Carter   Olin  Francis 

Thug  Peters   Sam  Peterson 

Bendy  Mulligan   Alfred  Huston 

Little  Joey   Frankie  Darrow 

Lowboy  Galdagher,  escaping  from  a 
saloon  fight,  rescues  Joe  who  has  been  sent 
parcel  post  to  Dorothy  Manning  by  her 
sister.  Gallagher  delivers  Joe  and  goes, 
to  work  on  the  Manners  ranch.  Here  he 
liaus  carter  and  Peters,  the  crooked  cow- 
men with  whom  he  battled  in  the  saloon. 
The  villains  buy  up  the  mortgage,  and 
while  Tom  is  away  getting  money  to  pay 
it,  they  kidnap  Dorothy.  In  a  fight  over 
the  girl  one  thug  kills  the  other.  Tom, 
with  the  help  of  the  boy,  Joe,  and  a 
rheumatic  old  puncher,  Bendy  Mulligan, 
rescue  Dorothy.  Gallagher  and  Dorothy 
marry. 

LL  the  usual  Western  stuff  here.  Plen- 
ty of  action.     Lots  of  good  riding. 
Some  good  fist  fights  and  gun  episodes.  It 
should  suit  okeh  where  they  like  this  form 
of  entertainment. 

Nothing  new  or  original  in  the  produc- 
tion. All  the  old  stuff  is  used  again.  But 
it  is  well  done.  Tom  Tyler  is  as  stalwart  a 
Western  hero  as  any  of  them.  He  is  bet- 
ter looking  than  many,  bearing  a  noticeable 
resemblance  to  George  O'Brien.  Also  he 
is  among  the  headliners  when  it  comes  to 
horsemanship. 

There  are  a  number  of  "punches."  The 
first  is  the  fight  in  the  saloon,  where  one 
of  the  villains  and  the  hero  go  to  the  mat 
in  a  realistic  fray.  Another  shows  Tyler 
galloping  after  the  handcar  which  is  run- 
ning wild  with  the  boy,  Joe,  aboard.  A 
rushing  locomotive  is  coming  head-on  to- 
ward the  car.  Here  suspense  is  plentiful, 
and  the  photography  especially  fine.  Of 
course,  Tyler  saves  the  boy.  The  handcar 
is  demolished.  In  still  another  sequence  the 
heroine  is  on  the  verge  of  a  precipice  over 
which  her  runaway  team  dashes.  Again 
Tom  to  the  rescue  in  thrilling  fashion. 

Some  comedy  is  supplied  by  Alfred 
Huston  in  the  character  of  the  rheumatic 
Bendy  Mulligan.  1  he  ancient  cowboy  de- 
cides mudbaths  will  be  good  for  his  ail- 
ment. He  takes  them  in  the  back  yard, 
and  gets  a  laugh  from  the  audience. 

The  cast  is  adequate  to  the  needs  of  the 
picture.  Tom  Tyler  does  some  mighty 
good  riding  and  gets  across  the  'punch' 
scenes  in  good  order.  Sam  Peterson  is  an 
evil  looking  villain.  Little  Frankie  Darrow 
responds  with  real  excellence  to  the  direc- 
tion of  Robert  DeLacey  and  James  Gruen. 
Alfred  Huston  gets  a  lot  out  of  his  bit. 

Play  up  the  title  and  get  your  patrons 
acquainted  with  Tom  Tyler.  Interest  the 
kids  in  Frankie  Darrow. 


October  3, 1925 


Page  25 


THE  MAN  ON  THE  BOX 

Warner  Brothers  Photoplay.  Adapted 
from  Harold  MacGratWs  novel  and 
stage  play.  Director,  Charles  Reisner. 
Length,  7,481  feet. 

CAST   AND  SYNOPSIS 

Bob  Warburton   Syd  Chaplin 

Bob's   Brother-in-Law   David  Butler 

Betty  Annesly   Alice  Calhoun 

Mrs.  Lampton   Kathleen  Calhoun 

Mr.   Lampton   Theodore  Lorch 

Bob's  Sister   Helene  Costelio 

Col.  Annesly   E.  J.  Ratcliffe 

Badoff   Charles  F.  Reisner 

Count  Karaloff   Charles  Gerrard 

Bob  Warburton,  wealthy  bachelor,  meets 
and  loves  Betty  Annesly.  In  order  to  be 
near  her  he  secures  employment  as  a  garden- 
er after  a  humorous  adventure  In  which  he 
pretends  to  be  a  cab  man  in  order  to  drive 
her  home.  Apprised  of  his  real  identity,  she 
insists  that  he  serve  as  butler  at  a  big  dinner 
party.  He  protests  ignorance,  and  the  villain 
offers  the  loan  of  his  butler.  This  in  order 
that  he  may  steal  the  plans  of  a  certain  in- 
vention. Bob  gains  knowledge  of  the  scheme 
and  thwarts  the  Count  and  his  spy  by  posing 
as  a  serving  maid  from  an  employment 
agency.  Bob  saves  the  day  and  marries  Betty. 

GAIN  Syd  Chaplin  shines  as  a  com- 
edian of  the  first  water.  His  hu- 
morous portrayal  of  Bob  Warburton  is  good 
for  a  laugh  anywhere. 

His  present  vehicle  lacks  the  wealth  of 
situations  that  abounded  in  "Charley's 
Aunt."  But  the  plot  of  the  story  makes 
it  necessary  for  him  to  do  some  female  char- 
acter impersonations.  It  is  in  this  bit  that 
he  scores  most  heavily.  He  flirts  and 
prances  about  in  a  most  amusing  manner, 
and  again  proves  himself  a  past  master  in 
the  art  of  pantomime. 

Another  especially  pleasing  sequence  is 
that  in  which  our  hero  becomes  "The  Man 
on  the  Box" — a  hansom  cab  driver  in  order 
to  drive  Betty  to  her  home.  In  a  set-to 
with  the  real  cabman,  Bob  is  thrown  from 
the  box  directly  to  the  horse's  back.  Here 
he  clings  to  the  animal's  neck  and  brings 
it  to  a  standstill.  Betty  hails  him  as  her 
hero.  The  rest  is  easy,  for  Bob  secures  a 
job  as  the  household  gardener. 

In  an  emergency  he  is  pressed  into  ser- 
vice as  butler.  But  as  such  he  cannot  be 
termed  a  complete  success.  He  soon  begs 
off  from  this  job,  and  to  thwart  Karaloff 
dons  the  disguise  of  a  serving  maid. 

Syd  Chaplin  is  indeed  a  joyous  come- 
dian. He  carries  the  entire  burden  of  this 
picture  on  his  shoulders.  Without  him  it 
would  not  amount  to  a  great  deal.  It  is 
distinctly  a  one  man  show. 

Alice  Calhoun  is  acceptably  beautiful  as 
the  heroine.  She  aids  materially  when  op- 
portunity offers.  It  is  interesting  to  notice 
improvement  in  the  work  of  Helene  Cos- 
telio, daughter  of  the  old  favorite  Maurice. 
"Chuck"  Reisner  contributes  some  laughs. 

The  popularity  enjoyed  by  the  star  will 
help  sell  tickets  for  your  showing.  Feature 
his  name  as  much  as  possible.  Tie  up  with 
libraries  and  book  shops  on  the  strength  of 
Harold  MacGrath's  novel.  Also  remind 
your  patrons  that  the  stage  play  was  a  big 
success.  A  hansom  cab  appropriately  plac- 
arded will  make  a  good  ballyhoo.  You 
may  also  use  a  man  dressed  as  a  serving 
maid  to  parade  the  streets  calling  attention 
to  your  picture, 


WHAT  FOOLS  MEN 

First  National  Photoplay.  Adapted  from 
Henry  Kitchell  Webster's  novel,  "Jos- 
eph Greer  and  His  Daughter."  Direc- 
tor, George  Archainbaud.  Length, 
7,349  feet. 

CAST   AND  SYNOPSIS 

Joseph  Greer   Lewis  Stone 

Beatrice   Shirley  Mason 

Jennie  McArthur   Barbara  Bedford 

Vi  Williamson   Ethel  Grey  Terry 

George  Burns   Hugh  Allan 

Lancing  Ware  John  Patrick 

John  Williamson   David  Torrence 

Handsome   Tom  Wilson 

Joseph  Greer  has  invented  a  new  process 
of  linen  manufacture.  He  enters  into  partner- 
ship with  a  group  who  intend  to  rob  him. 
He  is  on  guard  but  wishes  to  use  these  per- 
sons for  his  daughter's  social  advancement. 
The  wife  of  one  of  his  partners  approaches 
him  and  tells  of  her  infatuation.  He  re- 
pulses her.  The  garbled  account  which  she 
tells  her  husband  causes  that  worthy  to  sell 
Greer  out.  Meantime  his  daughter  marries 
her  former  chauffeur.  Greer  takes  to  drink 
and  disappears.  His  secretary  finds  him  living 
in  squalor.  She  convinces  him  of  his  daugh- 
ters' right  to  happiness  with  her  chauffeur 
husband.  The  three  instill  a  new  fighting 
spirit  in  him.  He  regains  his  fortune  and 
marries  the  secretary. 

A  N  absorbing  society  story  has  been  pic- 
turized.  It  should  prove  interesting 
entertainment  where  audiences  like  a  diet 
of  high  society  and  high  finance. 

The  plot  is  well  developed.  It  follows 
the  hero  through  a  series  of  disappointments 
and  disillusionments  that  finally  cause  his 
downfall.  From  this  point  he  again  arises 
to  affluence  and  happiness  through  the  ef- 
forts of  the  heroine,  his  secretary. 

Gripping  drama  crops  up  in  several  of 
the  scenes.  In  one  Greer,  in  the  person 
of  Lewis  Stone,  administers  a  well-deserved 
tongue  lashing  to  the  vamping  wife  of  his 
partner.  Later  she  ruins  him.  When  his 
back  is  turned  her  rascally  husband,  more 
or  less  at  her  instigation,  arranges  a  crooked 
deal  that  bankrupts  the  hero. 

On  top  of  this  disaster  his  cherished 
daughter  marries  her  chauffeur.  The  ac- 
cumulated unhappiness  is  too  great  to  bear. 
Greer  slinks  away  to  the  slums.  Here  in  a 
vital  scene  he  is  finally  discovered  by  his 
faithful  secretary.  She  shows  him  his  er- 
rors, and  finally  convinces  him  that  his 
daughter  has  indeed  made  an  admirable 
choice  in  selecting  a  husband. 

There  is  a  reconciliation.  The  final  se- 
quences make  it  plain  that  Greer  will  re- 
gain what  he  has  lost.  Also  that  Jennie 
McArthur,  the  secretary,  will  be  Mrs. 
Greer. 

Lewis  Stone  is  well  cast  in  the  part  of 
the  adoring  father.  He  gains  and  holds 
audience  sympathy  and  contributes  some 
fine  acting.  Shirley  Mason  makes  Bea- 
trice, the  daughter,  seem  real.  Barbara 
Bedford  is  quietly  compelling  in  the  role 
of  the  secretary  with  huge  personal  interest 
in  her  employer.  Hugh  Allan  makes  chauf- 
feur George  Burns  a  lovable  character. 

Tell  them  this  film  is  an  adaptation  of 
the  novel.  Build  up  interest  with  catch 
lines  used  in  conjunction  with  the  title.  Fea- 
ture the  name  of  Lewis  Stone,  and  the 
others  in  the  cast  that  have  special  pulling 
power  in  your  vicinity. 


A  SON  OF  HIS  FATHER 

Paramount  Photoplay.  Author,  Harold 
Bell  Wright.  Scenario,  Anthony  Col- 
dervey.  Director,  Victor  Fleming. 
Length,  6,925  feet. 

CAST  AND  SYNOPSIS 

Nora   ...    Bessie  Love 

g>E  Boy  Morgan    Warner  Baxter 

Charlie  Grey    Raymond  Hatton 

Holdbrook    Walter  McGrail 

Zobester    Carl  Stockdale 

Larry    Billy  Eugene 

Indian  Pete    James  Farley 

Pablo    Charles  Stevens 

Nora  comes  West  to  meet  her  brother  Lar- 
ry employed  on  the  Morgan  ranch.  Larry 
fails  to  appear.  It  develops  that  he  has 
joined  a  notorious  gang  of  smugglers  and 
gamblers  headed  by  Zobester.  Morgan  has 
also  lost  a  controlling  interest  in  his  ranch  to 
one  of  the  crowd,  Holdbrook.  Nora  finally 
learns  the  truth  about  her  brother  and  en- 
deavors to  reform  him.  She  is  kidnapped  by 
the  band,  but  rescued  by  Morgan  with  the  aid 
of  U.  S.  Cavalry.  Larry  is  killed.  Holdbrook 
learns  to  care  for  Nora  and  makes  her  a 
present  of  his  share  in  the  ranch.  Morgan 
and  Nora  wed.  The  band  of  smugglers  is 
disbanded. 

^HIS  is  a  thrilling  Harold  Bell  Wright 
melodrama  which  should  go  well 
where  Westerns  please.  It  is  lavishly  pro- 
duced against  an  Arizonian  background. 
The  scenery  is  exceptionally  fine.  Espe- 
cially those  shots  showing  the  Grand  Can- 
yon. 

There  is  plenty  of  action  from  first  to 
last.  The  biggest  thrill  is  contained  in  the 
sequence  showing  the  redoubtable  cavalry 
swooping  down  upon  the  smuggling  gang 
just  in  time  to  save  the  heroine. 

Other  scenes  that  will  make  them  sit  up 
and  take  notice  include  the  stampede  of  a 
herd  of  horses  and  some  vivid  shots  of  cat- 
tle rustling  operations. 

There  is  sufficient  wild  riding  and  gun 
play  to  satisfy  anyone.  The  plot  has  been 
logically  developed.  There  is  a  smashing 
climax  in  the  final  affray  between  the  troop- 
ers and  the  outlaws  in  which  the  heroine's 
weak  brother  is  shot  to  death. 

For  love  interest  there  is  an  affair  be- 
tween the  hero,  Morgan,  and  Nora.  Also 
an  added  touch  in  the  devotion  of  Hold- 
brook, the  villain,  for  the  Irish  girl.  Her 
winsomeness  woos  him  from  his  evil  ways. 
In  the  end  he  presents  her  with  the  prop- 
erty he  has  won  from  Morgan  in  gam- 
bling, and  steps  aside  so  that  the  lovers 
may  be  united. 

The  photoplay  is  excellently  cast. 
Warner  Baxter  plays  the  lead  with  assur- 
ance. He  looks  the  part  and  gives  a  com- 
petent and  convincing  performance.  Bessie 
Love  is  an  alluring  colleen.  It  is  not  dif- 
ficult to  understand  how  the  various  men 
succumb  to  her  charms.  Raymond  Hat- 
ton  and  Walter  McGrail  play  the  heavy 
roles. 

Don't  overlook  the  enormous  following 
enjoyed  by  Harold  Bell  Wright  among 
readers  of  current  fiction.  By  all  means 
effect  tie-ups  with  the  book  shops  and  libra- 
ries. The  title  is  good  for  catch  line  ad- 
vertising. Feature  the  strong  and  popular 
cast.  The  usual  Western  bally  is  appro- 
priate. 


Page  26' 


Exhibitors  Trade  Review 


TESSIE 

Arrow    Pictures    Corporation  Photoplay. 
Author,  SeWell  Ford.    Director,  Dallas 
FitzGerald.    Length,  6,221  feet. 
CAST  AND  SYNOPSIS 

Tessie   May  McAvoy 

Roddy  Welles  .  Bobby  Agnew 

Barney  Taylor   Lee  Moran 

Mrs.   Rodney  Welles   Mrytle,  Stedman 

Mamie  McGuire   Gertrude  Short 

Aunt  Maggie  Mary  Gordon 

Uncle  Dan  Frank  Perry 

Tessie  works  at  the  cigar  counter  of  a 
hotel.:  Her  sweetheart,  Barney,  is  a 'garage 
rrec'hanic.  She  excites  his  ambition  to  be  an 
automobile  salesman,  and  gives  him  a  tip  that 
wealthy  Mrs.  Welles  is  going  to  buy  a  car. 
He  and  Mrs.  Welles  are  constantly  in  one 
another's  company,  and  upon  one  occasion 
he  breaks  an  engagement  with  Tessie  to  be 
with  Mrs.  Welles.  Meantime  Roddy  Welles, 
her  son,  falls  in  love  with  Tessie.  Airs. 
Welles  visits  Tessie's  home  with  Barney  to1 
break  off  the  affair.  She  quarrels  with  Barney. 
Barney  attempts  to  make  up  with  Tessie,  but 
Roddy  woos  her  in  tempestuous  fashion. 
Roddy  becomes  of  age,  and  on  the  morning 
of  his  .twenty-first  birthday  he  and  Tessie 
elope.  ,  . 

'J1  HIS  is  a  comedy  that  should  prove  a 
popular  program  attraction  in  any  of 
the  smaller  houses.  It  is  well  filled  with 
humorous  situations.  There  is  a  pleasing 
love  story  interwoven,  and  enough  pathos 
to  make  a  well  balanced  film.  ■  . 

Much  of  the  humor  centers  about  the  in- 
fatuation of  the  wealthy  widow  for  the 
breezy  Barney  Taylor,  a  former  garage  me- 
chanic. He  falls  an  easy  victim  to  her 
charms — more  particularly  her  money.  Lee 
Moran  plays  the  part  in  a  mail  order  suit 
and  a  brown  derby.  He  extracts  all  the 
chuckles  the  role  offers. 

One  of  the  best  shots  shows'  the  widow 
dragging  the  unwilling  Barney  to  the  home 
of  his  former  sweetheart.  She  does  this  in 
order  to  break  off  her  son's  engagement  to 
Tessie,  who  presides  over  the  cigar  stand  at 
their  hotel.  Tessie  lives  with  relatives.  Her 
uncle  smokes  a  clay  pipe,  and  her  buxom 
aunt  appears  in  an  ample  gingham  apron. 
When  the  swell  Mrs.  Welles  and  her  em^ 
barrassed  escort  call,  Aunt  Maggie  prompt 
ly  asks  if  they  will  not  "stay  for  stew." 

There  is  a  good  surprise  ending.  It  will 
be  expected  that  in  the  end  Tessie  and  her 
garage  lover  will  be  reunited.  However, 
nothing  of  the  sort  happens.  A  lot  of  en- 
tertainment value  has  been  added  by  having 
the  heroine  elope  with  Roddy. 

Lee  Moran  and  Myrtle  Stedman  are 
fine  in  the  leading  comedy  roles.  May 
McAvoy  is  a  thoroughly  sincere  Tessie. 

Bobby  Agriew  makes  Roddy  pretty 
much  of  a  sap  in  the  early  sequences,  but 
later  he  comes  through  in  good  style  and 
will  have  the  audience  with  him  at  the 
finish.  /        ■  ' ;  v. 

Gertrude  Short  is  the  gum  chewing  type 
of  working  girl.  She  is  one  of  the  most  ef- 
fective chewers  on  the  screen.  Her  stuff  is 
always  good  for  a  laugh.  Mary  Gordon 
and  Frank  Perry  do  well  with  their  bits  as 
Tessie's  relatives. 

Your  advance  campaign  may  consist  of  a 
series  of  teasers  quoting  Tessie,  the  slangy 
cigar  stand  girl.  All  the  Tessies  in  your 
town  may  be  invited  to  attend  the  show  as 
your "  guests.  Arrange  a  Tessie  beauty  con- 
test to  select  the  prettiest  Tessie  in  town. 


THUNDER  MOUNTAIN 

Fox  Photoplay.  Adapted  from  the  Pearl 
Franklin- John  Golden  stage  play  by 
Eve  Unsell.  Director,  Victor  Schertz- 
inger.     Length,  about  7,600  feet. 

CAST  AND  SYNOPSIS 

Azalea   Madge  Bellamy 

Sam  Martin   Leslie  Fenton 

Preacher  Alec  Francis 

Morgan   paul  Panzer 

Joe  Givens   Arthur  Houseman 

Ma  McBirney  Emily  Fitzrov 

Pa  McBirney   Dan  Mason 

Si  Pace   Russell  Simpson 

Jeff  Coulter  Otis  Harlan 

Mandy  Coulter   ZaSu  Pitts 

There  is  a  feud  between  the  Martins  and 
Givens,  for  generations  residents  of  Thun- 
der Mountain.  The  Preacher  persuades  Sam 
Martin  to  get  some  education  and  help  his 
people.  Sam  does  so  and  determines  to  build 
a  school  house.  Azalea,  a  circus  performer, 
flees  from  the  show  and  its  owner  Morgan. 
Sam  protects  her  and  finds  her  a  home 
against  the  approval  of  the  people.  She  en- 
deavors to  aid  in  raising  funds  for  the  school 
by  performing  in  tights  and  spangles  for  the 
miser  Pace.  Discovered,  and  doubted  by 
Sam  she  determines  to  elope  with  Joe  Givens. 
Givens  murders  Pace  but  is  intercepted  in 
his  elopement  by  Sam.  Sam  is  suspected  of 
the  murder  and  robbery.  He  is  about  to  be 
hung  when  the  preacher  contrives  to  have  a 
charge  of  dynamite  set  off  after  asking 
Heaven  for  a  sifm  of  Sam's  innocence.  Giv- 
ens is  submerged  in  quicksand.  Azalea  and 
Sam  marry. 

J]  VERY  scene  builds  logically  to  a  cli- 
max that  literally  explodes  like  a  stick 
of  dynamite.  The  tenseness  of  the  final  sit- 
uations will  have  your  Datrons  mopoing 
their  foreheads  on  the  coldest  nights.  This 
choi'ld  please  them  ali.  It  i«  an  unusual 
melodrama  played  against  a  unique  back- 
ground. It  is  chock-a-block  with  thrills, 
heart  interest  and  suspense. 

Imagine,  if  you  will,  the  hero  with  a 
rope  about  his  neck  and  an  illiterate  mob 
of  mountaineers  clamoring  to  tighten  it. 
Imagine  his  old  friend,  the  preacher, 
praying  God  for  a  sign  of  the  man's  inno- 
cence. And  meantime  frantically  signal- 
ing his  fellow  conspirator  to  set  off  a 
charge  of  high  explosive.  The  fuse  is  laid. 
And  then — there  isn't  a  match.  A  deal  of 
fumbling — then  the  match — then  it  goes 
out.    There's  suspense  for  you ! 

That's  only  one  of  the  big  thrills  in 
"Thunder  Mountain'' — one  of  those  tha; 
make  it  a  thundering  good  audience  pic- 
ture. 

Madge  Bellomy  proves  that  she  can  act 
as  well  as  look  beautiful.  She  has  one 
of  the  best  parts  of  her  career — and  she 
makes  the  most  of  it.  Alec  Francis  makes 
a  fine  circuit  rider.  Dan  Masc\n  and  Otis 
Harlan  provide  a  deal  of  humor.  Leslie 
Fenton  is  a  fiery  mountain  ^outh.  Z^Su 
Pitts  and  her  expressive  hands  help  a  lot, 
and  Emily  Fitzroy  is  excellent.  Arthur 
Houseman  is  a  vicious  villain — and  if  we 
have  forgotten  anyone,  you  may  be  sure 
that  every  member  of  the  cast  is  always 
in  character  and  always  helping  to  make 
the  picture  a  success. 

You  can  tie  up  with  schools  and  pul- 
pits for  this  one.  It  boosts  the  value  of 
education  and  religion  throughout.  Tell 
about  the  stage  play.  Use  a  log  cabin 
front.  A  ballyhoo  of  "mountaineers" 
will  help.    Play  up  the  feud. 


THE  PRAIRIE  PIRATE 

Producers  Distributing  Corporation  Pho- 
toplay. Adapted  from  "The  Yellow 
Seal,"  by  W.  C.  Tuttle.  Director,  Ed- 
mund Mortimer.    Length,  4,603  feet. 

CAST  AND  SYNOPSIS 

Brian  Delaney   Harry  Carey 

Ruth  Delaney   Jean  Dumas 

Howard  Steele   Ll-vd  Whi^-rk 

Teresa  Esteban   Trilby  Clark 

Jose   Tote  Ducrow 

Don  Esteban   Roh».rt  FHe>=on 

Aguilar   Fred  Kohler 

Brian  Delaney's  sister  Ruth  is  murdered. 
He  turns  bandit  to  track  the  killer.  In  his 
search  he  enters  SfeeVs  gamblinor  hP]]  Here 
he  rescues  Don  Esteban  and  his  daughter, 
Teresa,  who  are  in  the  villain  ^eele's 
clutches.  Steele  attempts  to  marry  Teresa, 
but  Brian  thwarts  his  purpose  and  although 
wounded  escapes  with  the  girl  to  the  r"'n>;Ti- 
lains.  Steele  follows.  In  a  battle  Brian 
forces  Steele  to  exchange  clothing  with  him. 
The  posse  pursuing  Brian  shoot  and  kill 
Steele  by  mistake.  ■  It  develops  that  Steele 
was  the  n»n-J— «r  of  Brian's  sister.  Brian 
?nd  Teresa  wed. 

Q  NE  of  Carey's  best,  t'^is  ^^ms  like!" 

to  go  over  in  great  style  with  lovers  of 
thrill  films.  The  continuity  is  clear.  The 
long  arm  of  circumstance  is  not  too  elas- 
tic. There  is  steadily  increasing  speed  in 
the  action.  And  it  all  '--iMs  to  a  '->icr  cli- 
max when  Brian  and  Steele  finally  meet 
in  a  life  and  death  struggle. 

Beside  the  more  hect'c  seauences  of 
the  melodrama,  there  is  a  deal  of  romantic 
aDpeal.  The  love  affair  of  Brian  and  the 
charming  Teresa  will  cause  hearts  to  palpi- 
tate in  sympathy. 

One  of  the  most  charming  scenes  de- 
picts a  Mexican  fiesta.  The  atmosphere  is 
redolent  of  castenets  and  mantillas — beau- 
ty with  midnight  eyes — sombreros  and 
jingling  spurs.  One  mav  almost  hear  the 
guitars  accompanying   "La  Paloma." 

But  for  action,  give  us  the  battle  be- 
tween Brian  and  the  vicious-hearted  Steele. 
What  a  scrap!  Lightning  fast  exchanges 
of  pile-driving  wallops.  And  a  trick  end- 
ing. The  hero  forces  an  exchange  of  gar- 
ments. Sure  enouph,  th°  ocFse  mistake's 
Steele  for  Brian.  A  volley  of  shots  and 
the  murderer  of  Brian's  sister  defrauds  the 
gal'ows. 

Another  good  one.  Steele  has  all  but 
forced  the  heroine  into  matrimony.  Then 
this  Western  Lochinvar  comes  to  the  res- 
cue and  in  a  whirlwind  of  action  steals  the 
bride  away. 

Harry  Carey,  as  usual,  lives  and 
breathes  the  part  he  plays.  There  is  no 
strutting  or  posing.  He  is  just  himself.  And 
as  such  makes  the  character  of  the  ranch- 
man bandit  always  vital  and  vibrant  with 
life. 

Trilby  Clark  is  admirably  cast  as  the 
Spanish  heroine,  Teresa  Esteban.  She  looks 
the  part,  and  disolays  considerable  ability 
as  an  actor.  Of  course,  Robert  Edeson 
is  interesting  in  the  role  of  Don  Esteban. 
The  other  players  all  do  their  bits  admir- 
ably. 

Exploitations  for  this  one  should  feature 
the  name  of  the  star.  Stress  the  fact  that 
this  is  one  of  his  best  pictures — a  vital, 
thrilling,  film  of  the  West.  Mexican  lob- 
by and  bally  will  help. 


for  you 
ideas 
to  assist 
in  cleaning 

up  BIG 

with 


in  his  greatest  picture 


Johnny  Hines 


His  first 

UrAi  national  Picture 


Page  28 


National  Tie-Up  and  Exploitation  Section       Exhibitors  Trade  Review 


NATIONAL  TIE-UP  & 


Jumpin'  Johnny  Hines 
Better  Than  Aladdin's  Lamp 


YOU  DON'T  EVEN  HAVE 
TO  MAKE  A  WISH 

ALADDIN  had  a  pretty  good  lamp.. 
All  he  had  to  do  was  to  wish  for 
something,  rub  the  lamp,  then — 
presto,  chango,  alabazaba!  he  had  what 
he  wished  for.   That  was  a  pretty  good 
lamp,  as  lamps  go. 

But  it  didn't  have  a  thing  on  this  last 
Johnny  Hines  picture  released  through 
First  National.  We  mean  "The  Live 
Wire."  This  thing  has  everything  the 
old  birds  ever  thought  of  beat  about 
forty  miles,  or  ten  million  miles,  de- 
pending upon  your  individual  concep- 
tion of  what  a  run-away  race  is  like. 

No  alabazabas  with  "The  Live 
Wire" ;  no  lamp  rubbing,  and  you  don't 
have  to  make  any  wishes.  More  than 
you  could  ever  think  of  wishing  for  is 
part  and  parcel  of  the  picture.  Full 
house?  Extended  run?  Hilarious 
audiences  night  after  night  ?  You  don't 
have  to  wish  for  these  if  you  put  a 
"live  wire"  campaign  across  on  Johnny 
Hines.  These  well-worth  features  that 
boost  your  bank-roll  are  yours  before 
you  make  any  wishes. 

Don't  waste  your  time  rubbing  lamps. 
Instead,  get  the  local  store  keepers  to- 
gether and  sell  them  on  the  idea  of 
window  displays.  Start  the  ballyhoo 
ball  rolling.  Put  on  a  real  prologue ; 
then  you'll  agree  that  Aladdin  and  his 
lamp  were  small  timers. 


One  Column  Ad.  Available  from  Your 
Exchange  in  Cut  or  Mat. 


MAYBE   they   might  have  been 
able  to  make  "The  Live  Wire" 
brighter  and  funnier. 

Maybe  Paderewski  will  some  day 
do  a  hand  spring  for  his  audience. 

Both  are  possible — but  for  the 
present  time,  let  us  be  satisfied  with 
what  we  have.  They  are  plenty  good 
enough  as  they  stand. 


WE  DON'T  KNOW  WHO 
DISCOVERED  ANGLES 

WE  could  probably  find  out,  in  an 
encyclopedia.  Making  a  pretty 
broad  guess  at  it,  it  was  probably 
some  friend  of  Euclid  or  Archimedes. 
Or  maybe  it  was  one  of  them.  But 
what  of  it?  You  can't  put  your  picture 
across  on  that  alone. 

But  this  section  will  develop  some 
new  angles  in  exploitation !  That's 
worth  while  knowing  and  reading,  and 
remembering.  Forget  about  the  old 
Greeks.  Let's  get  down  to  the  very 
present  day,  and  see  what  there  is  left 
for  us.  Especially  for  "The  Live 
Wire." 

Tie-ups.  Best  there  ever  were.  One 
for  the  grocery  store.  One  for  the  cigar 
store.  One  for  the  dancing  schools.  A 
big  one  with  the  light  and  power  sta- 
tions. One  for  the  drug  store  and  the 
beauty  parlors.    Lots  more. 

Ballyhoo.  Enough  to  last  you  for  a 
year  run  on  this  picture.  It's  the  easiest 
thing  in  the  world  to  think  them  up 
because  you  can  attack  it  from  a  dozen 
different  angles.  You've  got  the  name, 
the  popular  star.  You've  got  a  real 
melodrama  with  the  "sign  those  papers 
or  over  with  you"  stuff.  You've  got  a 
whole  circus  and  some  extra  dare-devil 
stunts  to  boot.    You've  got — plenty! 

Then  there  is  any  number  of  teasers 
and  such  stunts.  Each  developed  in 
detail  or  suggested  in  this  section. 
Don't  miss  a  line  of  it.  It's  all  live 
stuff — and  no  hokum. 


October  3, 1925 


National  Tie-Up  and  Exploitation  Section 


Page  29 


EXPLOITATION  SECTION 


DOUBLE 
VALUE 

"JP  O  sing  the  praises  of  Johnny 
Hines  as  a  box  office  attraction 
would  he  very  similar  to  telling  an 
Englishman  that  his  country  is  the 
greatest  in  the  world.  It  is  well  nigh 
a  foregone  conclusion,  to  the  Eng- 
lishman, that  such  is  the  case.  And 
similarly,  to  the  exhibitor  who  has 
played  the  Johnny  Hines  pictures  be- 
fore, it  is  a  fact  that  he  will  always 
pull  a  full  house  whenever  shown. 

It  is  therefore  all  the  more  im- 
portant to  note  that  with  the  showing 
of  "The  Live  Wire,"  an  even  greater 
assurance,  if  possible,  of  pulling 
power  has  been  added  to  the  Johnny 
Hines  vehicle,  and  that  power  is  none 
other  than  the  winsome  Mildred 
Ryan. 

Although  not  by  any  stretch  of 
the  imagination  a  newcomer  to  the 
Klieg  lights,  this  picture  marks  the 
first  starring  opportunity  for  the 
pretty  seventeen  year  old  miss;  and 
to  say  that  she  is  completely  suc- 
cessful in  this  venture  would  be  like 
saying  that  the  Woolworth  Building 
is  a  pretty  large  house. 

She's  a  knockout  and  bids  fair 
to  develop  into  another  of  the  phe- 
nomenal proteges  of  C.  C.  Burr,  the 
director,  who  gave  Norma  Shearer, 
Billie  Dove,  Dorothy  Mackaill, 
Clara  Bow  and  Jacqueline  Logan 
to  the  silver  screen. 

That's  double  value  for  you  in 
"The  Live  Wire."  Play  up  to  the 
limit  for  the  maximum  returns. 


"The  Live  Wire"  Has 
A  Shock  in  Every  Foot 

THE  CAST 

The  Great  Maranelli  Johnny  Hines 

"Sawdust  Sam,"  his  circus  pal  Ed.  Breese 

Dorothy  Langdon     Mildred  Ryan 

Henry  Langdon,  her  father  /.  Barney  Sherry 

George  Trent  Bradley  Barker 

WITHOUT  much  ado,  the  story  of     don.    And  then  Fate  took  a  hand.  The 
"The  Live  Wire"  gets  right  into     "Great  Maranelli"  could  no  longer  thrill 
the   middle   of   things,   when   the     the  circus  folk,  and  he  drifted  around  from 
"Great  Maranelli,"  known  the  world  over    place  to  place,  a  knight  of  the  road, 
as  a  circus  stuntster,  lets  his  eyes  fall  upon        Again  his  path  crosses  that  of  the  pretty 
the  fair,  bnght  features  of  Dorothy  Lang-     Miss  Langdon,  but  this  time  in  her  good 

graces,  and  her  commendation  to  her  father 
0:  to  "give  him  a  job."    He  gets  the  job,  a 

.  light  and  power  salesman  for  the  company 

r/^^T  headed  by  Dorothy's  father.    He  becomes 

T  '~>w.  a  live  wire,  for  as  a  salesman  he  is  yet  to 

„  meet  his  peer. 

But  other  work  confronts  him,  that  of 
putting  over  a  great  amusement  park  proj- 
£  ect.    The  park  is  in  the  control  of  Doro- 

thy. It  looks  like  a  losing  proposition,  due 
to  the  dastardly  plans  of  George  Trent, 
Dorothy's  fiancee,  who  plans  to  make  the 
stock  in  the  project  worthless  so  that  he 
could  buy  it  all  up  at  a  premium  and  make 
his  fortune. 

BUT  he  figures  without  the  live  wire 
boy,  and  though  up  until  the  very  last 
moment  it  seems  that  Trent  will  get  the  bet- 
ter of  the  struggle,  Maranelli  shows  him- 
self as  "the  Great"  once  more,  and  not 
only  defeats  all  the  crooked  plans  of  Trent, 
but  wins  himself  a  share  in  the  enterprise 
by  marrying  Dorothy. 

There's  a  story  that  requires  no  qualifi- 
cations. It's  action  all  the  way  through. 
There  is  a  shock  in  every  foot  of  film. 


Page  30 


National  Tie-Up  and  Exploitation  Section 


Exhibitors  Trade  Review 


Unusual  Opportunity  for  City- Wide 
Electrical  Show  in  "The  Live  Wire" 


THERE  are  any  number  of  pictures  that  allow  the 
staging  of  the  ever  popular  fashion  show,  but  here 
is  a  chance  to  put  on  a  show  that  will  appeal  to 
every  member  of  the  family.     Just  think  what  the 
field  of  electricity  now  includes.    Household  goods  like 
stoves,  lights,  telephones,  irons,  hair  curlers,  coffee 
percolators,  griddles,  toasters.  Then  there  is  the  radio. 
And  electrified  toys  like  railroad  trains.  In  fact,  regard- 
less of  your  calling   in  business, 
home  or  pleasure,  there  is  always 
some  electrical  article  that  you  call 
upon  regularly  to  ease  your  burden 
or  heighten  your  pleasure.    We  are 
accustomed  to   take  these  things 
very  much  as  a  matter  of  course, 
and  so  pay  little  attention  to  them. 
That  is  the  reason  why  manufac- 
turers of  electrical  merchandise  are 
always  on  the  lookout  for  any  kind 
of  educational  shows  whereby  they 
may  foster  the  spirit  of  apprecia- 
tion for  their  products  and  make 
more  sales  to  the  public. 

TWO  POSSIBILITIES 

THERE  are  two  ways  in  which  an  electrical  show  can 
be  arranged.  One  would  be  to  have  the  merchants  dealing 
in  this  sort  of  commodity  arrange  a  cooperative  show.  That 
is,  to  arrange  a  showing  of  their  own  goods  in  their  own 
stores  on  some  one  or  two  designated  days  which  have 
been  thoroughly  ballyhooed  in  advance  concurrent  with  the 


'THERE  are  two  modes  of  at- 
*  tack  for  "The  Live  Wire." 
One  is  to  feature  the  name  and 
its  attendant  suggestiveness  to 
things  electrical.  These  are  dis- 
cussed on  this  page.  The  other 
is  to  feature  the  circus  element 
of  the  picture,  discussed  in  some 
detail  on  the  facing  way. 


advance  readers  and  newspaper  ads  for  "The  Live  Wire." 
Another,  and  better  way  for  all  concerned  would  be  for 
you  to  donate  your  lobby  space  to  these  merchants  for  the 
period  of  the  picture  run  at  your  theatre.  It  is  quite  certain 
that  if  you  broached  the  subject  to  the  leading  light  and 
power  company  in  your  town,  that  company  would  gladly 
take  all  the  detail  work  off  your  hands,  and  would  be  in 
itself  ample  assurance  of  full  dealer  cooperation. 

INSERT  SOME  SHOCKS 

THERE  are  any  number  of  elec- 
trical contrivances  on  the  market 
which,  though  no  doubt  of  some  ma- 
terial use,  can  be  used  to  astound  and 
shock  the  viewer.  These  contrivances 
are  essential  in  any  and  every  kind  of 
electrical  show,  for  they  are  great  at- 
tention getters. 

You  can  get  some  sputtering  wires 
and  mark  them  "Live  Wires — Dan- 
ger," for  display  in  and  near  your 
lobby,  but  make  certain  that  you  don't 
get  too  much  juice  shooting  through 
them,  or  your  "shock  stunts"  might 
prove  disastrous.  Your  lobby  at  night  should  be  made  up 
in  one  mass  of  electric  sparks  and  lights.  Any  electrical 
dealer  can  fix  up  very  convincing  effects  for  you.  The  well 
known  crackling  and  sparkling  of  live  wires  can  easily  be 
made.  The  name  of  the  picture  "The  Live  Wire,"  should 
in  this  instance,  be  put  up  on  your  marquise  in  the  largest 
electrified  letters  you've  ever  used.  An  interrupted  circuit 
would  prove  very  effective  for  these. 


JOHNNY  H1NES  IN  "THE  LIVE  WIRE" 


MOW  $Mm  ! 

fill  you  do  is  press  a. 

button  -and  the  light 
;  goes  on  or  off  — 

iiwf  wine 

lobby  of  the 

IHEATME. 

This  Week 


STREET  BALLYHOOS 

SEVERAL  corking  street  stunts  sug- 
gest themselves  for  "The  Live 
Wire."  One  is  to  have  several  lines- 
men putting  up  some  wires  on  a  tele- 
graph pole.  On  the  street  below  them 
place  a  little  red  sign  "Danger— Live 
Wire — will  lead  direct  to  the  Rialto 
Theatre."  Another  would  be  to  make 
a  large  cardboard  dummy  of  a  drycell, 
large  enough  to  allow  for  a  man  to 
get  into  it  and  walk  the  streets.  Suit- 
able copy  calling  attention  to  the  show- 
ing of  "The  Live  Wire"  should  be  let- 
tered on  it. 

SIMPLE  TEASER  WILL  HELP 

A SIMPLE  teaser,  taking  the  form  of 
throwaway  or  newspaper  reader 
ads  bearing  the  warning  to  stear  clear 
of  a  live  wire  until  "The  Live  Wire" 

(Continued  on  page  33) 


JOHNNY  HIKES  mll  a^r  w%cUSK  W1BJE" 


October  3,  1925 


National  Tie-Up  and  Exploitation  Section 


Page  31 


Spread  the  "Big  Top 


The  Great  Maranelli  and 
His  Circus  are  Here 

•  "T*  HE  Great  Maranelli"  was  a  cir- 
cus man,  and  the  picture  con- 
■  cerns  itself  with  the  doings  of 
this  Maranelli.  Now,  the  Great  Mara- 
nelli and  the  Live  Wire  are  one  and  the 
same  person,  and  both  are  none  other 
than  Johnny  Hines.  That's  why  you 
have  your  choice  of  either  exploiting 
the  picture  along  the  electrical  angle  or 
making  a  big  circus  ballyhoo  out  of  it. 
Your  choice  ought  to  be  largely  de- 
pendent- upon  the  kind  of  audience  your 
theatre  caters  to.  If  they  wili  stand 
for  ballyhoo — then,  Let's  Go! 

A  Real  Circus  Tent 

In  the  proverbial  two  shakes  of  a 
lamb's  tail,  you  can  transform  your 
theatre  into  the  niftiest  circus  front 
that  ever  greeted  the  sunny  morn.  Con- 
sider the  sketch  on  this  page.  It  is  of 
very  simple  structure.  Canvas,  of  the 
quality  that  awnings  are  made  of,  is 
used  for  the  covering.  This  stuff  can 
be  hired  from  dealers  handling  it.  The 
signs  on  the  front  and  side  are  self  ex- 
planatory as  are  all  the  trimmings  that 
are  suggested,  like  balloons,  pennants, 
confetti  and  streamers. 

Now  dig  up  some  old  circus  conses- 
sioner,  and  the  chances  are  even  that  he 
will  have  a  freak  front  to  sell  you 
(painting  of  the  fat  lady,  skinny  man, 
sword  swallower,  et  al.)  If  he  hasn't  you 
can  have  one  made  for  about  ten  dol- 
lars. (With  all  the  circus  pictures  now 
in  vogue,  one  of  these  fronts  would  be 
a  good  investment  for  the  future). 
This  front  or  drop  is  to  be  seen  from 
inside  the  "tent".  Then  you  will  need 
your  "barker",  and  whatever  else  of 
the  circus  element  can  afford. 

Press  Book  Explains 
Many  Novel  Stunts 

The  First  National  press  book  on 
"The  live  Wire"  is  very  well  prepared 
to  help  exhibitors  who  plan  to  carry 
out  the  circus  angle  in  their  exploita- 
tion. There  are  about  six  corking  stunts 
that  can  be  easily  adapted  to  any  sort 
of  theatre  regardless  of  size.  We  will 
not  go  into  the  detail  of  these  stunts 
here,  for  you  can  get  them  very  easily 
from  the  original  sheets. 

The  stunt  on  the  kids'  parade  is 
very  commendable,  and  is  bound  to 
cause  a  great  deal  of  commotion  a- 
mong  the  youngsters.  And  when  you 
get  the  youngsters  all  enthused,  you 
have  started  one  of  the  best,  advertis- 
ing mediums  in  the  world. 


Can  You  Warble  the  Circus  Lingo? 

THIS  information  below  can  be  used  in  throwaways, 
inquiring  reporter  stuff,  or  can  be  whipped  into 
shape  to  make  a  very  excellent  newspaper  short.  Many 
oi  the  phrases  were  coined  decades  ago,  but  are  still 
in  daily  use  with  the  "Joeies"  and  "barkers." 
"The  Big  Top"  is  the  main  tent. 
Clowns  are  called  "Joeies." 
Eliephants  are  called  "bulls." 

The  seats  are  named  "blues,"  due  to  the  fact  they  are 
painted  blue. 

A  vendor  of  any  kind  in  the  circus  answers  to  the  name 
of  "butcher." 

The  ticket  sellers  are 
known  as  "barkers." 

The    musicians  are 
called  "windjammers." 

Food      is  called 
"chow." 

The  actual  circus 
ground  is  called  "the 
lot." 

The  row  of  clowns' 
dressing  rooms  is  called 
"clown  alley." 

The  side  show  is 
called  "the  freak  house." 

And  when  you  hear 
the  call'  of  "Hey, 
Rube !"  don't  think  they 
are  calling  you.  It  is 
the  circus  man's  call  for 
help  and  the  signal  for 
all  hands  to  drop  what- 
ever they  are  doing  to 
come  to  the  assistance 
of  some  circus  em- 
ployee who  is  in  trouble. 

THE  LONG  AND  THE  SHORT  OF  IT 

A  LITTLE  fellow  well  padded,  and  a  big  fellow  who  knows  how  to  use  a  pair 
of  stilts  are  all  you  need  to  provide  your  theatre  with  a  street  ballyhoo.  These 
two,  carrying  on  a  conversation  about  "The  Live  Wire"  by  means  of  a  telephone, 
would  attract  a  lot  of  attention. 


Page  32 


National  Tie-Up  and  Exploitation  Section     Exhibitors  Trade  Review 


ODDS  WERE  200,000  TO  1 


J0HHNY  FUII£D  A  'ZOYAl" 


THE  CHANCES  AGAINST  IT 
ARE  —  TO  — *  .  YET, 
WITH  *A     LITTLE  HELP" 


\\   -i       PLAYING     IN  n 
AT  THE  STRAND  -  HE  GOT  ONE  - 

C  Aim  Yow  ? 


ASK  FOR 
A  DECK 
OF 


TA1II-H0  CARDS 


AND  TRY 
YOUR 
LUCK 


Teaser  Tie-Up  With  Tally-Ho 

Extend  Privilege  to  Try  for  Free  Pass  to 
Purchasers  of  Tally-Ho  Cards 


WITH  the  poster  shown  above  as 
the  working  basis,  you  can  ar- 
range for  an  interesting  tie-up 
with  cigar  stores  and  stationery  stores 
selling  playing  cards.  The  arrow  on 
the  right  on  the  poster  points  to  a 
slit  in  the  poster,  thru  which  a  per- 
son can  draw  a  piece  of  paper  or  a 
card. 

Each  person  purchasing  a  deck  of 
Tally-ho  cards,  used  in  every  home 
where  cards  are  used,  is  privileged  to 
draw  one  of  these  cards  through  the 
slit.  There  is  a  box  in  back  of  the 
poster  that  contains  these  cards  of 
course,  and  allows  for  the  "feeding/' 
There  will  be  one  chance  in  forty- 


eight  that  the  ace  of  spades  is  drawn. 
Allow  that  draw  a  season  pass.  Then 
there  are  fifteen  chances  to  fill  either 
a  straight  or  a  flush.  Allow  single 
passes  for  these. 

'J'HE  card  is  very  easy  to  make  up. 

It  will  improve  the  sale  of  play- 
ing cards  for  the  dealer,  and  it  is  only 
fair  to  suggest  to  him  that  you  will 
provide  the  passes  if  he  takes  on  the 
expense  of  the  poster.  The  chances 
are  that  you  can  talk  him  into  doing 
it.  In  the  meantime,  you  will  be  tell- 
ing plenty  of  men  (whose  business  it 
is  to  suggest  "going  to  the  movies,) 
that  Johnny  Hines  will  be  at  your 
theatre  in  "The  Live  Wire." 


But  Johnny  Hines'  Royal 
Was  a  Sure  Thing 

ONE  of  the  most  amusing  scenes 
in  the  picture  occurs  in  almost 
the  opening  shot  where  Johnny's 
friend,  the  "Armless  Wonder,"  inter- 
cepts a  crooked  pass  of  cards  in  a  little 
informal  poker  game,  and  helps 
Johnny  to  the  missing  ace  needed  to 
complete  his  royal  flush. 

A  royal  is  something  you  don't 
hear  about  every  day  in  the  week. 
The  chances  to  get  it  on  the  draw 
are  over  649  thousands  to  one. 
There  is  a  national  society  founded 
by  the  national  cartoonist  Webster, 
of  men  and  women  who  have  held 
straight  flushes. 

USE  THIS  INFORMATION 

We  are  not  telling  you  this  as  a 
matter  of  general  information.  The 
scene  mentioned  above  will  have  its 
own  appeal  to  a  certain  class  of  men 
and  women  who  enjoy  the  great  na- 
tional pastime.  There  are  several 
ways  of  telling  them  all  about  the 
incident — and  they  will  probably 
listen  to  this  angle  of  it  when  any- 
thing else  that  you  might  say  would 
receive  a  very  disinterested  recep- 
tion. 

Y^/  E  will  wager  that  if  you  were  to 
send  in  a  report  to  your  newspa- 
per that  you  held  or  drew  to  a 
straight  flush  in  a  game  last  night, 
that  paper  would  be  in  almost  im- 
mediate receipt  of  perhaps  a  dozen 
other  similar  reports  about  the  time 
"so  and  so  made  one  on  a  three  card 
buy,  or  held  one  pat."  All  this  sort 
of  stuff  is  a  very  expedient  way  to 
lead  up  to  the  story  of  Johnny  Hines' 
"draw,"  and  will  get  a  raft  of  atten- 
tion and  laughs. 

Flash  Poster  for  Johnny 

GOOD  flash  poster  for  Johnny 
Hines  can  easily  be  made  follow- 
ing the  layout  of  the  cards  in  the 
poster  shown  on  this  page,  except 
that  the  hidden-card  is  shown  as  a 
small,  card  size  photograph  of  Hines, 
he  so  representing  the  needed  ace. 
The  copy  should  call  attention  to  him 
as  the  ace  of  comedians. 

The  tie-up  between  the  cards  and  the 
picture  would  remain  in  the  still  of  the 
poker  game  scene  in  "The  Live  Wire." 


October  3, 1925 


National  Tie-Up  and  Exploitation  Section 


Page  33 


iiiiii 


'  I :  l' ! :  '  I :  I . ' ; '  I  !  ■  ■ !  ■ :  1 1 1 :  !  i  I  i  I . !  I , M 1 1 : ' ! : !  1 . 1 1 ! I  h !  I  i M : ■  1 1 L '  1 . 1 1 ■  U : 1 1  i  1 1 1 [  ■  1 1 1  i  I , I  i U  i . I ; , 1 1 . 1 1 : 1 : :  i U  |  1 1 , ,  :  I , I  i . I , ■  I  i :  I , ■  i  i i  1 . 1 1 ' ' . 


WHAT'S  THE  IDEA? 


JOHNNY  HINES  is  a 
"  Live  Wire  Salesman. 
He  is  trying  to  sell  this 
fellow  something.  More 
than  that,  from  the  look 
in  Johnny's  eye,  he's  up 
to  something  more  than 
a  sale.    What's  the  Idea? 


ALL  answers  must  be 
sumbitted  to  "The 
Live  Wire"  Contest  Edi- 
tor, Strand  Theatre,  City. 
No  more  than  fifty  words 
to  an  answer.  Submit  as 
many  answers  as  you 
please.  Correctness  of 
situation  will  not  count. 
A  Novel  answer  will  win 
the  prize. 


=  What's    Johnny    up    to    in    this    scene    from    "The  ^ 

=  Live  Wire."  (Strand.)  = 

|          Season  Pass  for  the  Most  Novel  Answer  j 

llllllillllllllllH 

Novel  Twist  to  Guessing 

Contest  for  "Live  Wire" 


Is  There  a  Little  Pachyderm 
in  Your  Home? 

THE  chances  are  that  there  is  not, 
for  if  there  were,  then  you  might 
be  somwhat  crowded  for  room. 

A  pachyderm,  dear  reader,  is  a 
high-brow  name  for  an  elephant. 
Now,  who  would  ever  think  it? 

Again,  as  once  before  in  this  sec- 
tion, we  advise  you  that  it  is  not  our 
intention  to  run  a  school  of  educa- 
tion here,  and  that  any  information 
we  give  you  is  with  the  view  of  mak- 
ing an  exploitation  stunt  out  of  it. 
This  is  no  exception. 

Not  so  long  ago,  in  Boston,  an 
inquiring  reporter  went  among  the 
bean-eaters  and  asked  them  some 
similar  question.  Few  knew  the 
answer,  and  the  non-informed  were 
advised  that  the  answer  could  be 
found  at  the  theatre  which  put  on 
the  stunt. 

That's  the  trick.  It  worked 
wonders.    It  will  do  so  again. 


"What's  The  Idea"  Contest  Has  It 
All  Over  Charades  For  Fun 


LIVE  WIRE  SHOW 

(Continued  from  page  30) 

has  been  located,  ought  to  prove  fruit- 
ful in  comment.  This  must  be  followed 
up  by  a  big  newspaper  ad  announcing 
that  all  danger  is  passed  and  that  "The 
Live  Wire"  has  been  located  and  the 
shock  in  it  has  been  harnessed  so  that 
it  can  now  be  seen  in  comparative 
safety  at  your  theatre. 


THE  layout  poster  above  gives  you  a 
Here  is  a  scene  in  "The  Live  Wire" 
of  its  possible  significance.    In  show 
able  to  get  three  different  interpretations 
not  seen  the  picture.    That's  what  leads 
to  the  situation. 

The  way  to  go  through  with  this  con- 
test is  to  make  up  three  or  four  of  these 
posters  and  place  them  in  prominent 
windows  near  your  theatre.  A  drug 
store,  a  cigar  store,  etc.,  would  be  the 
type  of  store  that  will  draw  the  largest 
number  of  people  to  it  during  any  one 
day. 

ADVERTISE  the  contest  in  the 
newspapers  and  in  throwaway 
folders,  programs  and  every  other  pos- 
sible way.  You  can  easily  get  the  store 
in  which  the  card  is  displayed  to  stand 
the  whole  cost  of  the  card  by  calling  at- 
tention in  your  announcement  advertise- 
ment that  the  "What's  the  Idea"  card  is 
on  display  in  that  store.  You  can  go  a 
step  further  and  allow  some  space  on 
your  announcements  for  an  advertise- 
ment of  the  store  in  whose  window  the 
card  is  placed.  This  will  assure  you  of 
even  more  cooperation. 

Every  contestant  will  want  to  see 
what  the  real  situation  that  the  still  pic- 
ure  really  is,  and  that  will  mean  so 
many  more  patrons  for  your  showing. 


fair  insight  as  to  what  it  is  all  about, 
that  allows  for  many  different  versions 
ing  the  still  around  the  office,  we  were 
of  the  situation  from  persons  who  had 
us  to  believe  that  there  is  a  novel  twist 

Have  the  winner  of  the  contest  an- 
nounced on  the  first  night  of  the  show- 
ing of  the  picture,  and  read  several  of 
the  better  and  more  novel  of  the  an- 
swers submitted.  Plant  a  couple  of  very 
ridiculous  answers  of  your  own  making 
just  to  get  a  couple  of  laughs  at  the 
very  start. 

WINDOW  CARDS  ESSENTIAL 
FOR  "LIVE  WIRE"  SHOW 

REGARDLESS  of  whether  your  live 
wire  show  is  to  be  held  in  the 
stores  of  the  merchants  or  in  the  lobby 
of  your  theatre,  it  is  essential  that  you 
allow  the  public  plenty  of  notice  to  the 
effect.  The  card  show  here  to  the  left 
will  prove  as  simple  and  as  satisfactory 
as  any  that  can  be  suggested.  These 
are  best  placed  in  the  store  windows  of 
the  merchants  who  participate  in  the 
show.  The  windows  should  be  dressed 
up  featuring  the  merchandise  that  will 
be  exhibited  in  your  lobby.  It  might 
be  well  to  add  Mildred  Ryan's  name  to 
the  caption  under  the  still  that  is  used 
in  this  poster. 


Page  34 


National  Tie-Up  and  Exploitation  Section       Exhibitors  Trade  Review 


Here  they  are,  Johnny  and  his 
new  find,  Mildred  Ryan.  She 
is  a  very  happy  addition  to  the 
star's  latest  undertaking. 


JOHNNY  HINES 


Pictures  will  tell  the  story,  providing  there  is  a  story 
to  be  told.  In  this  case  of  "The  Live  Wire,"  there  is  a 
genuine  plot,  which  is  an  unusual  thing  in  a  film  that 
boasts  only  fast  moving  action.  Yes,  sir!  There  is  a 
plot  in  "The  Live  Wire,"  and  that  is  one  of  the  many 


reasons  that  it  has  been  received  with  wide  open  hands 
and  hearty  laughs  besides.  Use  these  pictures  in  your 
lobby  frames.  Each  one  of  them  has  a  little  story  of  its 
own.  Each  little  story  will  act  as  a  silent  salesman  for 
you,  and  bring  you  the  business  when  you  show  "The 
Live  Wire." 


October  3, 1925  National  Tie-Up  and  Exploitation  Section  Pase  35 


IOHNNY  is  seen  as  a 
great  circus 
master,as  a  hobo, 
and  then  as  a  live 
I  wire  salesman. 
With  each  change,  he  becomes 
funnier.  And  he  starts  off 
funny,  so  you  may  well  imagine 
what  a  riot  he  is  before  the 
finish.  Make  good  use  of  these 
stills,  and  instead  of  just  past- 
ing them  up  or  putting  them 
in  frames  with  the  idea  of 
letting  the  inquisitive  guess  at 
their  meanings,  make  it  a  poli- 
cy to  caption  each  one,  it  is  a 
good  policy. 


"The 

LIVE  WIRE" 


You  have  a  notable  cast  to  exploit  in  "The  Live 
Wire."  Ed  Breese,  J.  Barney  Sherry,  Bradley 
Barker,  Flora  Finch — these  are  all  names  of 
players  that  have  a  regular  following  of  their 
own.    Play  these  up  to  the  maximum  in  con- 


nection with  the  exploiting  of  Johnny  and  his 
leading  woman.  What  more  can  you  ask  of  a 
picture; — story,  cast,  comic  situations,  some 
pathos — all  of  the  finest  calibre.  There  is  an 
honest  to  goodness  "shock  in  every  foot." 


Page  36 


National  Tie-Up  and  Exploitation  Section       Exhibitors  Trade  Review 


Blue  and  red  consti- 
tute the  color  scheme 
for  this  lobby  poster. 
You  can  also  get  a 
lightning  effect  by 
putting  a  flash  behind 
the  streak,  after  cut- 
ting it  out  and  past- 
ing a  green  tissue 
over  it.  In  this  form 
it  would  make  a  great 
shadow  box  if  placed 
in  a  darkened  window 
of    an    empty  store. 


IfVE 

Wine 


Uml  A  Happy  Inspiration 


WE'LL  admit  never  to  have  tried 
this  stunt  for  a  motion  picture 
theatre,  but  we  have  tried  and 
seen  it  go  through  with  a  bang  in 
other  kindred  undertakings.  It  is 
simply  based  on  a  proposition  that 
men  and  women  will  admire  their 
own  amateur  work  in  preference  to 
professional. 

Applying  that  principle  to  your 
lobby  posters,  we  work  out  a  little 
contest  like  this : 


BOUT  a  week  before  the  show- 
ing of  the  picture  make  a  lobby 
exhibition  of  (1)  the  reproduction  of 
posters  in  this  section,  (2)  the  lobby 
card  suggestion  above,  (3)  several 
choice  stills  from  the  picture,  and 
anything  else  that  might  tend  to  in- 
form the  viewer  of  the  highlights  in 
"The  Live  Wire."  Announce  to  the 
public  that  you  have  ,  ten  dollars  in 
cash  prizes  for  the  best  three  lobby 
cards  on  the  picture.  (That's  about 
the  same  that  it  would  cost  you  if  a 
regular  sign  painter  were  to  make 
them  up  for  you.)  Advertise  the  con- 
test in  the  newspapers  and  in  your 
programs.      Two    days   before  the 


showing  put  the  contestants'  efforts 
on  exhibition  in  your  lobby  and  al- 
low the  three  winners  to  be  picked 
by  popular  approval.  Simple  and  ef- 
fective.   It  is  a  "tried  and  proven." 

MAKE  IT  A  WEEKLY 

'J'  HE  chances  are  that  you  will  have 
to  run  one  of  these  contests  per- 
iodically by  sheer  weight  of  demand 
for  them.  The  results :  For  one 
thing,  you  will  get  a  lot  of  people 
scrutinizing  your  "wears"  who  other- 
wise would  never  give  a  thought  to 
motion  pictures.  For  another  thing, 
you  will  be  building  up  a  mouth  to 
mouth  advertising  medium.  Then 
again  you  can  get  the  cooperation  of 
artists'  supplies  stores,  art  schools 
and  such.  These  all  count  in  the  ag- 
gregate. 


Sure  Fire  Stunt  to  Keep 
Them  All  Guessing 


THIS  idea  for  the  shadow  box, 
shown  at  the  left,  has  some  un- 
usual angles  provided  for  it  by 
virtue  of  its  suggestion  of  an  electric 
bulb.  Put  up  the  box  in  a  prominent 
position  in  front  of  your  lobby.  Get 
a  sign  painter's  services  for  about  ten 
minutes  each  day  for  a  week.  Dur- 
ing dinner  time  or  about  eight-thirty 
o'clock  would  be  the  best  time.  The 
first  visit  he  makes  will  be  to  get 
ready  to  perform  some  work  that  is, 
he  places  his  easel,  and  arranges  all 
his  brushes  and  paints.  Slowly  and 
carefully  does  he  go  through  this 
procedure,  and  when  a  goodly  num- 


ber of  the  curios  are  collected,  he 
leaves  the  job — the  materials  remain- 
ing behind. 

r\  N  his  next  visit  he  draws  nothing 
more  than  the  outline  of  the  bulb 
around  the  smiling  face.  The  third 
day,  the  eyes  and  nose,  and  so  on,  not 
finishing  the  job  until  the  evening 
before  the  showing  of  the  picture. 

You'll  get  more  out  of  it  in  this 
way  than  if  you  were  simply  to  place 
the  completed  job  in  your  lobby  a 
week  before  the  showing  and  depend 
upon  passersby  to  take  heed  of  what 
you  are  trying  to  put  across. 


October  3, 1925 


National  Tie-Up  and  Exploitation  Section 


Page  37 


C ATCHLINES 

Johnny  Hines'  greatest  show  "The 
Live  Wire" — a  thousand  shocks 
above  the  rest. 


High  voltage  fun  and  electrifying 
thrills  in  Johnny  Hines'  peppiest — 
"The  Live  Wire." 


Johnny  Hiries  makes  the  world 
laugh — and  "The  Live  Wire"  makes 
it  thrill. 

Yea  Bo!  You  ought  to  see  Johnny 
do  the  Charleston. 

 A  

v 

It's  a  big  show — his  first  for  First 
National  and  easily  his  best. 

*}♦ 

You  haven't  laughed  till  you've 
seen  Johnny  Hines'  biggest — "The 
Live  Wire." 


Come  on  over — Johnny's  spread- 
ing happiness — get  your  share. 

 ►♦<  

For  the  family  and  the  kiddies 
and  everyone  who  likes  to  laugh  and 
laugh  and  laugh. 

v 

It  makes  the  old  uns  young  and 
makes  the  young  uns  thrill. 

v 

It's  a  laugh  to  see  'em  laugh  and 
keep  laughing  at  Johnny  Hines' 
greatest  show  "The  Live  Wire." 

 A  

'  V 

And  when  Johnny  does  the 
Charleston  you'll  be  dancing  too. 

v  ■ 

It  never  stops — and  you  never  stop 
laughing  for  weeks  after.  See  it — 
it's  great! 


Every  Grocer  In  Town 
Will  Display  This  Card 

THE  grocer  has  been  sadly  neglected  in  most  of  the  tie-ups  arranged  by  this 
paper.   But  it  has  been  for  the  simple  reason  that  the  pictures  we  were  work- 
ing upon  allowed  for  no  opportunity  to  arrange  for  such  a  tie-up. 
The  grocery  is  a  fine  place  to  start  any  news  agoing.  It  is  the  morning  meeting 
place  of  all  the  house-wives — and  that  is  as  good  if  not  better  than  a  live  news- 
paper with  its  ears  open  for  all  the  latest  chatter. 

That  is  why  we 
advise  strongly  that 


you  do  not  miss  up- 
on this  poster  shown 
here.  The  theme  of 
the  poster  is  one  of 
the  funniest  in  "The 
Live  Wire."  A  suit- 
able display  of  the 
Uneeda  Biscuit 
Company's  products 
in  the  window  with 
the  poster  in  the  cen- 
ter of  the  display  is 
all  that  you  have  to 
arrange. 

*    *  * 

The  overall  size  of 
poster  is  approximate- 
ly 14  x  22  inches. 
Red  and  blue  consti- 
tute the  color  scheme 
of  the  lettering.  Ar- 
range biscuit  display 
in  window. 


EVEN  IN  FUN  J 


"Knights  of  the  Road" 
Suggest  Good  Ballyhoo 

It  would  not  be  at  all  out  of  keeping  with  the  sequences  of 
"The  Live  Wire"  to  have  a  little  hokum  street  ballyhoo  of  a 
couple  of  the  gentry  of  the  road  doing  their  stuff.    There  are 


some  great  scenes,  hilariously  funny,  pulled  off  in  the  picture 
during  the  time  that  Johnny 
Hines  and  his  pals  become  out 
and  out  hoboes.  The  scene  that 
brought  about  the  Uneeda  Bis- 
cuits tie-up  shown  on  this  pic- 
ture is  one  of  the  wind-ups  of  a 
forage  for  fresh  vegetables  to 
complete  a  "repast." 

Another  scene,  where  Johnny 
and  a  pal  sell  a  man  his  own 
pigs  three  times  over  is  also 
worthy  of  some  ballyhoo.  For 
example,  a  couple  of  hoboes 
leading  some  of  these  little 
porkers  through  the  streets 
with  a  banner  "Greased  pigs" 
had  nothing  on  the  "Live  Wire" 
— then  calling  attention  to  the 
play  date  at  your  theatre. 

These  are  very  simple  stunts 
to  arrange,  but  it  is  really  sur- 
prising to  note  how  much  pull- 
ing power  these  simple  ones 
have  at  times  when  other,  more 
ambitious  stunts,  have  failed  to 
draw. 


Johnny  Hines    in  "The   LIVE  WIRE 


They  Aire  The  Choice  For 
The  Shopping  Basket  *  * 

<md  Yoi**Need«To-See  — « 

c&LJVE  W1R" 

AT  THE  STRAND  NEXT  WEEK 


A  Cash -In  For  Furniture  Store 


See  that  desk  in  the  scene  to 
the  left  (Still  No.  27)  ?  It  has 
a  history.  Originally  it  was 
made  upon  the  order  of  Henry 
M.  Flagler,  a  co-founder  of  the 
Standard  Oil  Company.  Upon 
his  death,  D.  W.  Griffith  pur- 
chased it  from  his  estate,  and 
he  in  turn  sold  it  to  Johnny 
Hines. 

The  still  can  be  used  effect- 
iv  ly  in  a  tie-up  with  any  of  the 
furniture  dealers  in  your 
town.  Of  course,  nothing  of  an 
extravagant  nature  can  be 
made.  All  you  require  would 
be  some  suitable  caption  calling 
;  ention  to  the  added  value  in 
real  furniture.  Tell  the  little 
story  of  the  desk. 


Page  38 


National  Tie-Up  and  Exploitation  Section       Exhibitors  Trade  Review 


KEEP   ONE  JUMP  AHEAD! 


Master  Campaign 
On  Catch  Slogan 


I 


F  you  are  an  exhibitor 
who  personally  has  ad- 
hered to  the  policy  of 
keeping  one  jump  ahead  of 
competition,  you  will  have  no 
difficulty  m  lining  up  all  the 
leading  merchants  in  your 
town  behind  a  "Live  Wire" 
campaign. 

There  is  no  special  effort  or 
material  required  to  get  the 
campaign  going.  The  poster 
shown  to  the  right,  built 
around  the  action  of  Still  No. 
64,  is  all  you  need.  For  the 
sake  of  conformity  as  well  as 
for  the  efficiency  and  added 
attraction  value  a  standard- 
ized card  will  have,  keep  the 
copy  on  all  the  cards  alike  ex- 
cept for  the  date  line  (Ever 
since,  etc.).  This  line  must 
be  varied,  of  course,  to  con- 
form with  the  facts  of  the 
store  or  establishment  in 
whose  window  the  card  will 
be  displayed.  It  is  sure  to 
bear  results. 


You  Must  Help 
The  Display  Men 


0 


Johnny  Hines  inlhtLive  Wire" 

One  Jump  Ahead  / 


EVER   SINCE   184-7  WE  HAVE  BEEN 

LIVE  WIRE 

OF    THIS  TOWN 


Set  the  Picture  at  the 
KIALTO  NOT  MONDAY 

And  You'll  Appreciate  What  It  Means 
to  be    A    "LIVE  WIFLE" 


Still  No.  64  on  the  Johnny  Hines  picture  "The  Live  Wire," 
released  by  First  National  is  used  in  this  poster.  The  still  has 
been  silhouetted  by  the  artist  to  emphasize  the  central  figure. 
Overall  size  15  x  18  inches. 


BURN  MAH  CLOTHES! 


Ohf  H 


J  AT 


GLObE 

/  SUNDAY  -  MOMMY-  TUESDAY 


Whew  !  Boy !  Just  look  at  those 
wicked  legs.  Has  he  got  the  St. 
Vitus?  No?  Ah,  I  see.  It's  the 
Charleston.  Well,  the  way  John- 
ny hits  that  Charleston  is  the 
nearest  thing  to  St.  Vitus  ever 
seen  on  the  screen.  The  boy  can 
dance.  If  there  is  anybody  in  your 
audience  who  thinks  he  or  she  can 
do  better,  invite  them  up  after 
each  showing  to  show  why  they 
think  so.  If  they  are  even  half 
as  good,  give  them  a  season  pass. 

But  don't  pull  any  surprises  on 
your  audience.  Let  it  be  known 
some  four  days  ahead  of  time  that 
you  will  have  a  "Charleston"  con- 
test after  each  performance.  Get 
the  posters  up  in  the  dancing 
schools  and  every  other  rendez- 
vous of  the  terpsichorean  disciples. 
And  by  the  way,  if  you  don't  have 
a  big  orchestra  of  your  own,  you 
can  no  doubt  get  the  free  services 
of  some  of  the  leading  orchestras 
to  play  for  these  contests  by  the 
simple  expedient  of  featuring  their 
services  in  your  announcements. 


F  course,  all  that  you 
are  primarily  concern- 
ed with  is  to  get  the 
poster  shown  to  the  left  dis- 
played in  a  store  window.  But 
with  a  little  extra  effort,  you 
can  help  the  store  merchants 
to  fix  up  some  real  window 
shows  that  will  not  only  en- 
hance the  appeal  value  of  the 
poster,  but  will  also  make  a 
friend  of  the  merchant  for 
future  co-operative  require- 
ments. 

For  instance,  here  is  one 
way  in  which  you  can  make 
the  poster  the  center  of  a  very 
interesting  window  show.  If 
the  store  really  happens  to  be 
one  whose  existence  dates 
back  some  fifty  or  more  years 
no  doubt  there  are  some  pho- 
tographs of  it  that  have  been 
taken  at  various  times  during 
its  life.  These  photographs, 
suitably  mounted  and  cap- 
tioned with  little  stories  deal- 
ing with  some  phases  of  the 
city  at  the  time  the  photos 
were  shot  would  be  sure  to 
get  many  interested  readers. 
Or  suppose  it  was  just  an 
ordinary  haberdashery  store  of  recent 
organization.  In  such  and  similar  cases 
apply  the  same  stunt  to  the  goods  sold. 
Concentrating  on  one  or  two  articles  of 
merchandise,  say  an  ordinary  starched 
collar,  arrange  for  a  window  show  of 
collars  in  the  many  varied  styles  that 
have  been  known  during  the  past  ten 
or  fifteen  years.  The  center  display 
would  then  be  the  very  latest  style  re- 
lease, and  that  would  constitute  the  tie- 
up  with  the  post  slogan  "One  Jump 
Ahead." 

Unlimited  Opportunity  Here 

"YEOMEN'S  dresses,  men's  hats,  pho- 
tographs of  the  various  styles  of 
men's  tonsorial  efforts,  shoes,  cravats, 
in  fact  everything  that  has  shewn  any 
tendency  towards  periodical  changes  in 
the  wake  of  Dame  Fashion  will  offer  a 
suitable  and  interesting  background  for 
the  slogan  and  the  poster. 

Every  wide  awake  store  will  want  to 
show  its  buying  friends  that  it  is  the 
leading  store  in  town,  and  will  certain- 
ly make  the  most  out  of  the  opportuni- 
ties this  campaign  offers  to  show  its 
wares. 


October  3, 1925 


National  Tie-Up  and  Exploitation  Section 


Page  39 


No  Papered  House  In 
A  Papered  Town 


SOME  wise-cracking  exhibitor 
once  said  "You  will  not  find  a 
papered  house  in  a  papered 
town."  In  our  humble  opinion  he  was 
more  wise  than  cracking.  His  idea 
was  to  let  every  body  in  town  know 
that  a  certain  worth  while  production 
was  going  to  play  at  a  certain  theatre, 
and  in  that  manner  make  it  necessary 
to  cancel  all  passes  for  that  performance  and  have  nothing 
but  paid  admissions. 

"POSTERS  PAY"  OLD  SLOGAN 

^  HAT  posters  pay,  is  an  old  slogan  among  the  successful 
exhibitors.  For  one  thing,  they  are  a  reasonably  inex- 
pensive manner  of  advertising  a  picture.  For  another  thing, 
production  companies  are  themselves  sold  on  this  form  of 
advance  advertising,  and  therefore  go  to  great  pains  in  order 


There  is  no  advertisement 
like  a  full  house.  Plaster 
your  town  with  posters,  and 
you  won't  have  to  issue  any 
cheaters  to  fill  up. 


to  put  out  real  selling  sheets.  The 
posters  made  and  issued  by  First  Na- 
tional for  the  Johnny  Hines  produc- 
tion "The  Five  Wire"  are  no  excep- 
tion to  this  statement.  They  are  sell- 
ing posters,  as  one  glance  at  the  lay- 
out above  will  show  you. 

USE  CAN  BE  VARIED 


rJJ*  HERE  is  more  to  the  use  of  posters  than  the  simple 
pasting  of  them  on  bill  boards.  Exhibitors  in  the  larger 
cities  have  many  times  successfully  employed  them  to  make 
large  marquis  cut-outs  with  excellent  effect.  They  can 
also  be  used  as  the  basis  for  attractive  shadow  box  work. 
One  of  the  larger  posters,  mounted  on  a  band  wagon 
would  be  especially  effective  for  "The  Live  Wire,"  as  it 
would  follow  out  the  general  circus  atmosphere  of  the 
picture. 


Page  40 


National  Tie-Up  and  Exploitation  Section       Exhibitors  Trade  Review 


"SLIDE"  TO  SAFETk" 


SLIDE  A 


Slides  and  trailers  are  another 
manner  of  putting  over  your  story  to 
your  prospective  audience  with  a 
very  fair  assurance  that  the  message 
will  have  the  maximum  amount  of 
attention.  These  mediums  are  very 
cheap,  and  the  exhibitor  not  availing 
himself  of  them  i&  making  an  error. 


Recognize  the  Full  Importance 
of  Prepared  Newspaper  Readers 

Day-by-Day  Campaign  Greatly  Dependent  on  These 


FURTHER  in  this  section  a  day- 
by-day  advertising  and  exploita- 
tion campaign  is  briefly  summar- 
ized for  you.  It  is  interesting  to  note 
to  what  large  extent  the  campaign  uses 
prepared  newspaper  readers,  advance 
notices  and  prepared  reviews.  These 
really  form  the  back  bone  of  the  cam- 
paign, for  it  is  the  one  way  in  which 
every  person  in  your  city  can  be  reach- 
ed at  the  least  expense  to  your  theatre. 

In  the  matter  of  these  readers,  we. 
have  one  case  where  the  smaller  ex- 
hibitor in  the  smaller  town  has  no  kick 
coming  about  the  expediency  of  pre- 
pared exploitation.    These  readers  are 


WHO  IS  THE  REAL  LIVE 
WIRE  IN  YOUR  TOWN 


THERE  will  be  many  persons  claim- 
ing for  themselves  or  friends  of 
theirs  the  distinction  of  being  the  "Live 
Wire"  of  the  town.  There  will  be 
many  who  will  take  the  credit  for  the 
railroad  station  being  built ;  for  the 
modern  and  improved  roads  passing 
through  the  town;  for  the  business 
boom,  and  so  on.  Now,  that  is  an  im- 
portant matter.  It  is  especially  im- 
portant because  any  contest  to  find  out 
who  really  is  the  livest  one  in  your 


town  is  sure  to  develop  several  new 
ones. 

Take  this  matter  up  with  your  news- 
papers, and  explain  it  to  them  from 
several  different  angles.  One  is  the 
fact  that  a  contest  in  the  newspapers  to 
determine  the  "Live  Wire"  will  be  sure 
to  add  to  the  daily  circulation  of  the 
paper.  Another  is  the  possible  new 
activities  that  might  arise  from  the 
spirit  of  competitive  civic  pride  that  is 
sure  to  result  from  such  a  contest. 


just  the  thing  for  this  class  of  exhibit- 
ors, even  to  a  larger  extent  than  to  the 
theatres  situated  in  the  big  cities  where 
breaking  through  the  newspaper  col- 
umns is  often  a  very  difficult  procedure. 

THE  exhibitor  who  has  been  accus- 
tomed to  using  the  readers  knows 
that  it  can  be  done — and  easily  too.  To 
the  exhibitor  who  has  steered  shy  of 
approaching  his  local  news  editor,  let 
us  say  that  the  newspaper  will  not  only 
publish  any  good  stories  of  the  motion 
picture  field  that  he  can  provide,  but 
will  be  tickled  to  death  to  get  it. 

The  First  National  press  sheet  is  full 
of  these  notices,  for  advance,  current 
and  review  needs.  They  are  all  written 
in  a  very  interesting  manner,  and  each 
deals  with  some  one  particular  phase  of 
the  picture.  Back  these  readers  up  with 
several  cuts  of  the  featured  players, 
and  use  a  generous  amount  of  advertis- 
ing matter  in  the  newspaper  in  which 
the  readers  are  run. 

LOOK  back  to  the  dates  of  your 
town.  If  you  find  that  there  is 
any  possibility  of  staging  some  sort  of 
anniversary  this  would  be  the  time  to 
do  so,  lauding  the  proponent  of  the 
celebrated  event  as  a  "Live  Wire." 


Melto"  Turns  the  Trick 


Famous  Reducing  Cream 

Makes  Perfect  Tie-up 

THERE  are  a  couple  of  circus  scenes 
in  "The  Live  Wire"  that  were  just 
made  to  order  for  a  tie-up  with  "Mel- 
to," a  nationally  famous  reducing 
cream.  Any  of  the  stills  that  have  to 
do  with  the  circus  can  be  used,  for  the 
fat  lady  figures  prominently  in  nearly 
every  one  of  them.  The  best  of  the  lot 
is  the  one  shown  in  the  poster  to  the 
right. 

This  poster  is  easily  put  together. 
The  still  is  silhouetted  as  shown  here. 
The  "Melto"  advertisement  is  used  in 
nearly  all  of  the  manufacturer's  ads. 
Paste  these  up  on  a  gray  board  eleven 
by  fifteen  inches  overall  size.  The  let- 
tering should  be  made  in  blue.  Experi- 
ence has  taught  us  that  the  simple  and 
inexpensive  one-stroke  lettering,  care- 
fully done,  is  as  satisfactory  in  results 
as  any  of  the  more  detailed  work.  The 
card  is  best  displayed  in  beauty  par- 
lors, drug  stores,  etc. 


REDUCING  CREAM 


THE  ONLY  PERSON 
WHO   DOE/N'T  U/£ 
IT   IX    THE  FAT 
LADY*  IN 


Johnny*'^  comedv 

Qtow  at  iJu,  (ftUdtFT? 


/nr. 


October  3, 1925  National  Tie-Up  and  Exploitation  Section  Page  41 

ONE  STEV  ^  DAY 

"The  Live  Wire"  Worthy  of  a  Day-by-Day  Advance 
Advertising  and  Exploitation  Campaign 


RALPH  W.  EMERSON  was  one  of  America's  greatest  minds.    Our  rather 
uncertain  memory  nothwithstanding,  we  will  nevertheless  quote  him  as  the 
person  who  first  expounded  the  theory  that  al!  one  had  to  do  to  build  roads 
was  to  manufacture  a  "Grand  Prix"  mousetrap,  or  words  to  that  effect. 

But  quoting  a  more  modern  great  mind,  "Those  days  are  over."  We  have  very 
efficient  municipalities  to  build  our  roads  these  days.  What  we  are  concerned  about 
is  to  make  good  automobile  road  maps  so  that  the  American  public  will  know  how 

to  get  to  any  place  where  they  have   

been  told  something  worth-while  awaits  THIRD    DA.  Y 

That's  the  job  nowadays.    Tell  your  TITCT  .  ,  . 

3  ..  J  ■  1US1  time  to  start  several  teasers  ago- 
state,  or  your  city,  or  your  neighbor-  I.  ,  .  .  , -  „  j  r  t 
i  i  .i  f  u  •  u  «.  J  m£,  as  f°r  instance,  the  tall  and  fat 
hood  that  you  are  showing  a  better            °'      ,.               «^    ,  ,  . 

i    •  *       T  n  v  t   n,      •  men  parading  throughout  the  streets, 

than  usual  picture.  J. ell  it  to  them  in  no  ^,     *  ,     ,,\        .?    ..e  ■ 

,  ■  i     ■       j     i     j  1  here  should  be  no  identifying  signs  on 

uncertain  words — in  a  day  by  day  cam-  -  ,         Ai     •  j     t.  •  x 

T.  ,      -n-  /   Z       -1  them  for  two  days, — the  idea  being  to 

paign.    It  has  Emerson  beat  a  mile.  ,   ,  ,.     ,       &  . 

r   &  see  what  comment  they  bring  from  out- 


FIRST  DAY 


EVERY  window  tie-up  gets  to  work 
today.  All  the  posters  get  to  work. 
Just  the  same  sort  of  stuff  that  you 
would  arrange  for  any  good  picture  ex- 
cept that  it  is  all  one  week  earlier.  And 
no  blushing  violets  in  your  papers, 
either.  The  boldest  and  the  biggest  you 
can  get  your  hands  on.  The  biggest  ad 
you  can  afford  to  carry  in  the  news- 
papers. A  prepared  reader  "Make  'em 
Laugh,  My  Motto"  by  Johnny  Hines 
(page  one  of  First  National  press 
sheet).  Also  prepared  reader  "Extras 
Get  Paid  to  See  Big  Circus"  (Same 
page).  Get  the  shadow  box  shown  in 
this  section  working  in  front  of  your 
lobby. 


SECOND  DAY 


SPREAD  the  news  in  your  local 
newspaper  about  the  "straight 
flush"  that  you  pulled  in  a  poker  game, 
and  invite  other  similar  stories.  These 
will  serve  as  a  lead  for  the  reader 
about  the  one  that  Johnny  Hines  pulled. 
Get  the  poster  on  page  placed,  and  paste 
the  newspaper  story  about  your  flush 
on  the  card.  Start  the  poster  contest 
working  by  exhibiting  the  working  ma- 
terial in  your  lobby.  Start  the  "What's 
the  Idea?"  contest  working.  Continue 
placing  readers  in  the  newspapers,  and 
start  your  advance  ads  working.  You 
should,  by  this  time,  have  made  all  ar- 
rangements for  either  the  "Live  Wire 
Show"  or  the  Circus  Lobby,  so  that  it 
could  be  started  at  a  moment's  notice. 


side  sources.  Then  introduce  the  tele- 
phone conversation  stunt.  Newspaper 
reader  on  the  circus  "lingo"  would  fit  in 
well  about  this  time.  Make  no  com- 
ment about  the  picture.  People  will 
think  of  it  when  they  see  the  circus 
posters  you  have  up.  Your  "inquiring 
Reporter"  can  start  his  questions  on 
"What  is  a  Pachyderm?" 


FOURTH  DAY 


LET  THINGS  slide  today,  and  study 
the  reception  your  loose  wires  have 
been  getting.  If  the  street  ballyhoos 
have  been  attracting  attention  get  set 
for  the  band  wagon  stuff,  street  circus 
parades  and  such  other  matter,  limited 
only  by  the  amount  of  money  you  can 
afford  to  spend  on  a  campaign.  If  your 
neighborhood  is  rather  a  quiet  and  se- 
date one,  concentrate  on  the  "Live  Wire 
Show,"  and  begin  making  preparations 
for  the  exhibitions  in  your  lobby  of  elec- 
trical accessories. 


FIFTH  DAY 


ONLY  two  more  days  before  the 
showing  of  the  picture.  You  are 
about  ready  for  the  big  slam.  All  your 
newspaper  readers  have  by  this  time 
taken  the  form  that  included  the  name 
of  the  picture,  "The  Live  Wire,"  and 
tell  all  about  the  showing  at  your  thea- 
tre. The  "tall  and  short  men"  start 
their  telephone  stunt.  The  teaser  stunt 
of  the  men  putting  up  electric  wires, 
etc.  should  start  off  today.  The 
"Knights  of  the  Road"  ballyhoo  can  al- 
so be  started  on  this  day.  Date  lines 
should  be  dropped  from  your  newspa- 
per ads  and  the  showing  should  be 
referred  to  as  "Next  Monday"  or 
"Next  Wednesday,"  as  the  case  may  be. 


SIXTH  DAY 


DISPLAY  the  posters  on  "The  Live 
Wire"  submitted  you  by  the  artist 
contestants.  Place  a  little  box  in  front 
of  each  for  the  ballots  which  are  to  be 
dropped  in  by  your  patrons.  Use  the 
stumps  of  your  tickets  as  ballots  to  in- 
sure yourself  against  "stuffing."  After 
the  beginning  of  the  last  performance 
on  this  day,  start  fixing  up  your  lobby 
either  with  the  circus  canvas,  or  ar- 
range for  the  electrical  show  exhibi- 
tions. The  more  commotion  you  cause 
with  these  preliminaries,  the  more  no- 
tice you  will  be  giving  of  your  activities. 
It  may  be  a  show  for  the  dealers,  but  it 
is  nothing  but  a  ballyhoo  for  you.  Make 
plenty  of  noise. 


SHOW  DAY 

NOW  take  a  long  breath — and  go !  Remember  the  slogan  "There's  a  Shock  in 
Every  Foot !"  No  half  way  exploitation  on  this  picture.  It  is  worth  every- 
thing you  can  put  into  it — it  will  guarantee  results.  There  isn't  a  stunt  in 
this  section  that  cannot  be  worked  by  every  exhibitor,  big  and  little.  Make  them 
all  work  for  you.  Though  we  call  this  "Show  Day,"  in  truth,  your  show  day  on 
"The  Live  Wire"  will  probably  be  a  week. 

You  can  make  it  plenty  lively  enough  in  your  theatre  by  the  awarding  of  prizes 
for  the  various  contests  you  should  have  been  running.  We  are  sure  that  the 
"Charleston"  Contest  will  bring  down  the  house.  Also,  you  can  get  more  than  the 
usual  number  of  laughs  from  your  "What's  the  Idea"  hoax.  For  a  small  prologue, 
we  would  suggest  any  of  the  many  circus  ring  acts  that  are  now  so  prevalent  on 
the  motion  picture  theatre  stages.- 


Cffill  be  a  big  money 
maker  anywhere  with 
your  regular  advertising 

.Silt- 

Tf  you  want  bigger 
profits  make  use  or  the 
ideas  in  this  tie-up  section 

AlirAt  national  Picture 


Meetr 


Sidney  Samuelson 


Noted  Exhibitor 


and  first  subscriber  to 


SIDNEY  SAMUELSON,  Newton,  N.  J. 


Exhibitors  Review 


(PUBLISHED  DAILY) 


Motion  Picture  Theatre  Owners  of  New  Jersey 

Affiliated  with 

Motion  Picture  Theatre  Owners  of  America 


PRESIDENT) 

JOSEPH  M.  SEIDER, 


N. 


VICE-PRESIDENTS: 

CHA8.   HILDI NGER.  TRENTON,  N.  . 

PETER  ADAMS,  paterson,  m.  J. 

LOUIS  ROSENTHAL.  ORANGE,  N.  . 

JOS.  BERNSTEIN.  JERSEY  CITY,  N. 
SECRETARY; 

LEON  ROSENBLATT.  BAYONNE,  N. 

TREASURER. 

WILLIAM  KEEGAN.  TRENTON,  N.  . 
GENERAL  COUNSEL  AND  LEGAL  ADVISER 
JOS.  VARBALOW 
NORMAN  H.  SAMUELSON 


OFFICE  OF_TH E  PRESIDENT 
74S  SEVENTH  AVE. 
NEW  YORK 


BOARD  OF  DIRECTORS: 

SIDNEY  SAMUELSON,  newton,  N.  J 

CHAIRMAN 
R.  F.  WOODHULL,  DOVER,  N.O. 
BENJAMIN  SCHINDLER.  CAMDEN,  N.  J. 
I.  M.  HIRSHBLOND,  TOMS  RIVER,  N.  J. 
LEO  JUSKOWITZ,  NEW  BRUNSWICK,  N.  J. 
WILLIAM  C.  HUNT,  WILDWOOD,  N.  J. 
HENRY  P.   NELSON.   ELIZABETH,  H.  J. 
I.  A.  ROTH.  MORRI8TOWN,  N.  J. 
JACOB  FOX.  BURLINGTON,  N.  J. 


August  31,1925. 

Mr.-  Willard  C.  Howe, 
Exhibitors  Trade  Review, 
45  West  45th  St., 
Hew  York, N.Y. 

Dear  Mr.  Howe : - 

It  is  with  extreme  gratification  that  I  learned  that 
you  are  about  to  publish  a  daily  issue  of  "Exhibitors 
Trade  Review." 

Your  paper,  under  its  present  policy,  has  become  one  of 
extreme  usefulness  and  aid  to  theatre  owners  in  many  ways. 

As  a 'daily,  it  is  my  opinion  that  "Exhibitors  Trade 
Review"  will  fill  a  long  felt  void  in  the  information 
service  of  the  independent  theatre  owners  and  as  such,  I 
welcome  its  arrival  and  wish  it  Godspeed. 


Cordially  yours, 

Chairman.  \ 


^  Here  Is  His 
Own  Opinion 
as  to  the  need 
for  a  real  daily 
n  ewspaper 
devoted  to  ex- 
hibitor inter- 
ests. 

<lRead  what 
he  says— 

<I  Then  turn 
the  page  for 
the  rest  of  the 
story" 


Page  44 


Exhibitors  Trade  Review 


(J The  First  Issue  of  EXHIBITORS  REVIEW  will  be  out 
the  morning  of  Monday,  October  5,  and  every  day 
thereafter  except  Saturdays  and  Sundays. 


It  will  contain  these  things  every  good  Exhibitor  needs, 
served  hot  from  the  press;  every  day. 


Editorial 


Ccmment  on  conditions,  events 
and  pictures  designed  to  keep 
you  posted  on  the  real  undercurrent  of  all 
happenings  in  the  motion  picture  business 
that  have  real  bearing  on  your  business. 
Brief,  pointed  and  frank.  Unbiased,  of 
course,  except  that  all  this  material,  na- 
turally, will  be  in  full  accord  with  the  fixed 
policy — a  newspaper  for  the  Motion  Picture 
industry. 


The  News 


W1LLARD   C.  HOWE 


PETER  MILNE 


All  of  it.  Not  mere  publicity, 
but  the  real  news  of  the 
business,  selected  and  presented  in  accord- 
ance with  the  best  newspaper  standards. 
Built  on  the  services  of  an  efficient  staff  in 
the  home  office  plus  a  thoroughly  competent 
corps  of  correspondents  in  all  centers  where 
motion  picture  news  breaks.  Special  atten- 
tion, of  course,  to  developments  in  all  legis- 
lative centers  and  the  key  cities.  A  news 
page  you  can  read  quickly  every  day  and 
keep  fully  informed. 


PlPtlirOC  ^ow  ^ey  Look,  What  they  are 

rlUlUI  Cd  Doing.  The  First-run  successes, 
those  that  have  been  forced  and  those  that 
are  flopping,  and  Why.  Material  that  will 
enable  you  to  profit  by  the  other  fellow's 
experience.  Pictures  are  reviewed  as  judged 
by  our  editors. 

No  outside  influences.  Honest  reviews. 
Just  facts,  plus  the  opinions  of  a  thoroughly 
competent  observer  whose  job  is  to  tell  you 
the  whole  unvarnished  truth.   Special  at- 
tention to  Short  Subjects. 


HERB  CRl'ilvSHANK 


October  3,  1925 


Page  45 


Exploitation 


A  stunt  a  day.  Fast  ones 
that  will  keep  the  S.  R.  0. 
sign  shiny.  No  banana  oil.  Nothing  that 
will  crimp  the  bank  account.  Nothing  that 
will  get  you  in  a  jam.  Just  sensible  picture- 
merchandising  ideas  that  you  can  use  with- 
out fear  of  any  kick-back.  And  built  mostly 
on  the  idea  that  your  first  duty  is  to  exploit 
your  business — your  theatre. 


HENRY   A.   LI  NET 


Equipment 


Physical  Operation  of  the 
Theatre.  Keeping  you  up 
to  the  minute  on  all  the  apparatus  that  will 
help  raise  the  standard  of  the  entertainment 
you  are  selling.  How  to  make  Radio  work 
for  you.  Music.  Lighting.  Everything  that 
contributes  to  the  complete  equipment  of 
the  Modern  Theatre,  large  or  small. 


ABRAHAM  BERNSTEIN 


And  these  are  not  all,  by  any  means. 
For  this  will  be  the  Complete  Daily 

Newspaper  of  the  Motion  Picture 

business. 
Nothing  to  waste  your  time. 


Nothing  to  put  you  to  sleep. 
|f  Nothing  dry. 

ft  Many  news  features  that  can  not  be 

covered  fully  here, 
jj  All  worth  real  money  to  you. 


Page  46 


Exhibitors  Trade  Reviei.v 


EXHIBITORS  Trade  REVIEW 

will  be  published  on  Saturday  as  heretofore. 

The  Exhibitors  Review  will  be  published  Daily.  And  to  make  this  service 
of  utmost  value  to  the  largest  possible  number  in  the  Motion  picture 
Industry,  a  radical  price  policy  is  put  into  effect  from  the  start: 

The  Weekly  sells  for  .  .  .  $2. 
The  Daily  will  sell  for  .  .  $2. 
But  everyone  will  want  both  at  $5. 

and  to  make  it  still  easier  for  you,  here  is  an  extraordinary  offer,  good 
only  in  advance  of  publication: 

If  you  are  already  a  subscriber  to  Exhibitors  Trade  Review  weekly, 
you  can  have  the  Daily  for  $2.00  additional. 

If  you  are  not  a  subscriber  to  the  weekly,  you  can  have  the  weekly 
and  the  daily  both  for 

$3.00 

if  you  order  immediately.  This  means  about  300  issues  during  the 
year,  at  a  cost  of  about  1  cent  per  copy  delivered.  You  can't  find 
any  offer  to  compare  with  this  in  the  history  of  the  publishing  business 

Sidney  Samuelson's  name  is  first  on  the  subscription  list.  Whose  will  follow? 

In  the  first  issues  of  the  Daily  will  be  published  the  names  and  pictures  of  the  first  100  Charter 
Subscribers.  If  you  sign  the  coupon  to-day,  send  your  photograph  along.  You  may  be  among  the 
first  hundred. 

You  had  a  good  sleep  last  night — 
Don't  sleep  on  this  offer  to-day! 


EXHIBITORS  REVIEW 
45  West  45th  Street 
New  York,  N.  Y. 

I  vote  in  favor  of  your  new  Daily  edition.   You  can  enter  my  order  as  indicated  be- 
low and  mail  your  bill : 

Indicate  which  (  )  I  am  already  a  subscriber  to  Exhibitors  Trade  Review.  Send  me 
you  wish  by  a  the  Exhibitors  Review  also,  and  your  bill  for  $2.00 

check  mark 

(    )  Enter  my  subscription  for  Exhibitors  Review  and  Exhibitors 
Trade  Review  editions  and  bill  me  $3.00 

Name.  

Theatre   


Address 


October  3, 1925 


Page  47 


Syd  Chaplin's  "Tile  Man  on  ths 
Box,"  his  first  Warner  feature,  has 
just  completed  a  most  successful 
week  at  Warner's  Theatre,  New  York. 
Here  he  is  in  a  familiar  phase  of 
his  amusing  characterization. 


HARRY  POLLARD,  Universal  feature 
comedy  director,  has  renewed  his  contract 
with  that  company.  Pollard  has  directed 
four  Reginald  Denny  pictures  and  has  re- 
ceived great  credit  for  the  development  of 
the  popularity  of  this  star. 

*  *  * 

FERENC  MOLNAR,  admittedly  one  of 
the  greatest  living  dramatists,  author  of 
"The  Swan,"  "Lillion,"  "The  Guardsman" 
and  "Fashions  For  Men,"  among  other 
plays,  has  signed  a  contract  with  Metro- 
Goldwyn-Mayer  to  supply  that  company 
with  three  original  scenarios. 

ROBERT  D.  MACINTYRE,  former 
casting  director  for  Metro-Goldwyn-Mayer 
has  been  engaged  by  Samuel  Goldwyn  to 
act  as  production  manager  for  his  three 
units. 

TIFFANY  has  completed  the  casting  of 
the  principals  for  "Morals  For  Men."  The 
full  list  of  names  is  as  follows:  Conway 
Tearle,  Agnes  Ayres,  Alyce  Mills,  Otto 
Matieson,  Robert  Ober,  John  Miljan,  Mary 
Beth  Milford,  Eve  Southern. 

*  *  * 

D.  W.  GRIFFITH  used  the  giant  Hip- 
podrome tank  in  New  York  to  photograph 
some  of  the  scenes  for  his  Paramount 
picture  "The  Royal  Girl."  Griffith  moved 
in  with  lights  and  cast  following  the  eve- 
ning performance. 

*  *  * 

MONTE  BLUE'S  next  starring  vehicle 
for  Warners  will  be  "The  Agony  Golumn," 
from  Earl  Derr  Biggcr's  Saturday  Evening 
Post  story.  Scenario:  E.  T.  Lowe,  Jr. 
Direction:  Earle  Kenton. 

"THE  RADIO  DETECTIVE,"  Arthur 
B.  Reeve's  up-to-date  mystery  story  is 
soon  to  go  into  production  at  Universal 
City  as  a  serial,  starring  Jack  Daugherty. 
William  Crinley  will  direct. 


JOSEPH  SCHENCK  and  Norma  Tal- 
madge  are  in  New  York,  the  former  to 
attend  to  the  eastern  ends  of  his  multi- 
farious businesses,  the  latter  to  acquire 
the  proper  clothes  for  "Kiki"  and  to  confer 
with  David  Bejasco,  producer  of  the  play, 
regarding  her  characterization. 

*  *  * 

"THE  PONY  EXPRESS"  is  James 
Cruze's  fiftieth  picture  for  Paramount.  His 
first,  made  nine  years  ago,  was  "loo  Many 
Millions,"  starring  the  late  Wallace  Reid. 
He  is  now  at  work  on  "Mannequin,"  the 
Liberty  Magazine  prize  story  by  Fannie 
Hurst. 

*  *  * 

AT  THE  CECIL  DE  MILLE  studio 
Rupert  Julian  has  started  work  on  the  C. 
Gardner  Sullivan  adaptation  of  Anthony 
Paul  Kelley's  play,  "Three  Faces  East" 
with  Robert  Ames,  Jetta  Goudal,  Henry 
Walthall,  Clive  Brook  and  Edythe  Chap- 
man featured. 

*  *  * 

THERE  ARE  NINE  children  playing 
in  Mary  Pickford's  "Scraps"  and  not  one 
of  them  wears  ordinary  apparel.  Their 
wardrobe  consist  entirely  of  cast-off  adult 
clothing.  They  are  said  to  constitute  a 
group  both  amusing  and  pathetic. 

*  $  $ 

SAM  RORK  declares  that  "Clothes 
Make  the  Pirate,"  with  Leon  Errol,  will  be 
his  most  pretentious  production  to  date. 
FirM:  National  is  making  as  equally  pre- 
tentious plans  for  its  distribution. 

*  *  * 

HOPE  HAMPTON  and    Jules  Brula- 
tour  have  returned  to   New  York  frc"i  -\ 
European  trip.    Miss  Hampton  will  do  p. 
picture  or  two  for  Associated 
Exhibitors  during  the  coming 
season,  will  continue  in  the 
McCall    Fashion    films  and 
will,    perhaps,    appear    in  a 
Shubert    stage    version  of 
"The  Sheik." 

*  *  * 

HERBERT  BRENON  has 

started  work  on  the  screen 
version  of  the  George  M.  Co- 
han play,  "The  Song  and 
Dance  Man,"  at  the  Para- 
mount eastern  studio,  with 
Harrison  Ford  and  Bessie 
Love  heading  the  cast. 

*  •*  * 
I.  E.  CHADWICK  is  also 

authority  for  the  statement 
that  his  "Count  of  Luxem- 
bourg" will  be  his  most  pre- 
tentious production.  Arthur 
Gregor  is  directing. 

*  *  * 
LARRY  SEMON  has  an- 
nounced Dorothy  D  w  a  n, 
Mary  Carr,  Lionel  Belmore, 
"Babe'*  Hardy  and  Bull  Mon- 
tana as  some  of  the  principals 
of  his  forthcoming  fealtr" 
comedy,  "Stop,  Look  and 
Listen"  for  Pathe. 


FOLLOWING  THE  com- 
pletion of  his  first  Fox  pic- 
ture, "When  the  Door 
Opened,"  Reginald  Barker 
and  the  producer  came  sud- 
denly to  the  parting  of  the 
ways.  General  disagreement 
caused  the  contract  to  be 
torn  up.  Barker  has  not  yet 
announced  his  future  plans. 

METROPOLITAN  Pro- 
ductions' "Rocking  Moon," 
the  big  Alaskan  story  which 
George  Melford  is  directing, 


kastbaum's  Gift 
To  Philadelphia 

PHILADELPHIA,  Pa.,  Oct.  2.— 
Philadelphia  is  to  be  enriched  by  the 
addition  of  ninety-eight  bronze  works 
of  llie  famous  August  Rodin  through 
the  purchase  of  these  by  Jules  E. 
Mastbaum,  President  of  the  Stanley 
Company  of  America.  Mr.  Mastbaum, 
in  Paris,  stated  that  these  Rodins,  to- 
gether with  those  he  purchased  last 
year,  making  a  total  of  106,  will  be 
made  part  of  the  art  exhibition  of 
the  Sesqui-centennial,  next  year.  Even- 
tually they,  with  all  other  works  of 
art  in  Mr.  Mastbaum' s  extensive  col- 
lection, will  become  the  property  of 
the  citizens  of  Philadelphia. 


has  a  complete  cast  as  to  principals.  John 
Bowers  and  Lilyan  Tashman  will  have  the 
featured  roles  while  the  main  support  con- 
sists of  Rockliffe  Fellowes,  Laska  Winters, 
Luke  Cosgrave  and  Eugene  Pallette. 
*    *  * 

SIX  FEATURE  companies  are  at  work 
at  Universal  City.  Charles  Brabin  is  di- 
recting Mary  Philbin,  Sven  Gade  is  making 
"Wives  for  Rent,"  Reginald  Denny  is  ap- 
pearing in  "Skinner's  Dress  Suit,"  Henry 
McRae  is  producing  "Strings  of  Steel"  and 
Jack  Daugherty,  as  noted,  is  appearing  in 
'The  Radio  Detective," 


This  picture  was  taken  when  Barbara  La  Marr  re- 
turned to  the  First  National  studios  on  the  coast 
following  her  recent  illness,  to  work  in  "Spanish 
Sunlight."  June  Mathis  and  John  McCormick, 
presented  her  with  the  giant  horse  shoe  and  wel- 
comed her  back  in  behalf  of  the  entire  First 
National  force. 


y  October  3, 1925 


Page  48 


Sales  News  and  Personalities  of  the  Week 


BUFFALO 

There  has  been  an  explosion  at  the  Buffalo 
Fox  exchange.  Bill  Rowell  is  now  a  sales 

'  representative  '  instead   of   branch  'manager. 

I  Charlie  Johnston  has  resigned  and  has  ac- 
cepted a  position  with  the  Freedom  Film  Cor- 
poration as  a  salesman.  O.  R.  Rieffel,  former 
manager  of  the  Albany  office  and  recently 

i  .Rochester  representative,  has  also  resigned 

j  from  the  Buffalo  sales  force. 

*  *  * 

,i  Allan  S.  Moritz  has  resigned  as  manager 
:  of  the  Buffalo  office  of  Dependable  Pictures 
'  Corporation  in  the  Beyer  building.  He  is  now 
;  devoting  his  time  to  the  operation  of  the 
i  Ritz  theatre  in  Niagara  Falls,  N.  Y. 

*  *  * 

Batiste  Madalena,  head  of  the  Eastman 
Theatre  poster  department,  was  awarded  a 
gold  medal  as  the  first  prize  in  the  figure 
and  portrait  class  of  the  art  exhibit  held  at 
the  Rochester  Exposition.  Mr.  Madalena's 
canvas,  which  is  a  huge  decorative  panel  in 
oil  ten  feet  long  and  five  feet  high,  is  titled 
"Prosperity." 

William  L.  Sherry,  one  of  the  organizers 
of  the  Famous  Players-Lasky  a  decade  ago, 
and  who  has  the  first  F.  P.-L.  franchise  iti 
western  New  York,  has  resigned  as  manager 
of  the  Buffalo  United  Art'sts'  exchai  ige  anii 
is  going  to  Florida  to  seek  wealth  and  the 
fountain  of  eternal  youth. 

*  *  * 

Pat  Dowling,  funnybone  doctor  and  dele- 
gate for  Al  Christie,  was  in  Buffalo  last  week 
end,  visiting  leading  exhibitors  and  confer- 
ring with  Howard  F.  Brink,  local  Educational 
•exchange  manager  who  is  placing  the  Chris- 
tie product  in  nearly  every  house  in  the  ter- 
ritory. Pat  is  touring  the  country  to  find  out 
from  first-hand  observation  what  people 
laugh  at. 

The  Verbeck  Musical  Sales  Co.,  Inc.,  have 
moved  from  their  William  street  address, 
where  they  have  been  for  many  years,  and 
are  now  established  at  729  Main  street  where 
(lhey  are  specializing  in  theatre  and  church 
..organs  made  by  the  Link  company 

Mayor  WilFam  J.  MacFarlane  won  out  in 
■the  primaries  in  Canadaigua,  N.  Y.,  the  othe 
'day  over  his  opponent  by  a  bare  plurality  of 
.'28  votes.  Mayor  Bill  is  also  interested  in  the 
(Exhib'tor  end  of  the  business.  He  was  one  of 
the  officers  of*  the  old  Associated  TheTtres, 
Inc.,  which  was  headed  by  Harold  P.  Dygert. 

*  *  * 

BUNN  HEADS  OPEN 

SELLING  FOR  FIRST  NATL 

C.  W.  Burm  has  been  placed  in  cha-ge  of 
the  open  market  selling  of  First  N'Jlipnal 
pictures,  exclusive  of  the  specials,  by  E.  A. 
Eschmann.  T^e  appointment  went  into  effee; 
on  Monday,  September  28th.  Mr.  Bunn  \<^<\ 
been  ricting  in  that  capacity  for  the  previoun 
two  months.  He  is  now  definitely  assigned 
to  that  important  division  of  distribution 

Mr.  Bunn  has  been  with  First  National  for 
more  than  a  year,  having  previously  been  one 
of  the  staff  of  salesmen  assigned  to  A.  W. 
Smith,  Jr.,  in  the  marketing  of  the  company's 
specials. 

In  announcing  the  assignment  Mr.  Esch- 
mann said: 

"Mr.  Bunn's  contact  with  the  branches  has 
!been  firmly  established,  and  quite  evidently 
-with  much  satisf?ction  to  the  field.  He  is 
assured  of  the  prompt  and  complete  co- 
operation of  the  branches." 


MANAGERS  CHANGE 
IN  WINNIPEG 

WINNIPEG,  Can.,  Oct.  2. — An  im- 
portant reorganization  of  managers  in 
Winnipeg,  Manitoba,  has  been 
effected  by  H.  M.  Thomas,  Winnipeg 
Western  Division  Manager  of  Famous 
Players  Canadian  Corp.,  Toronto.  L. 
Charles  Straw  has  been  appointed 
manager  of  the  Metropolitan  Theatre 
in  a  succession  to  H.  A.  Bishop  and 
the  latter  has  been  made  assistant  to 
Mr.  Thomas  in  the  general  super- 
vision of  theatres.  E.  A.  Retallick  of 
Winnipeg  has  been  appointed  house 
manager  of  the  Capitol  Theatre,  Win- 
nipeg, over  which  Mr.  Thomas  has 
general  personal  direction. 

Mr.  Straw  is  a  former  Winnipeg  ex- 
hibito-  but  has  had  charge  of  the 
Strand  Theatre  at  Brandon.  Manitoba, 
where  he  scored  signal  triumphs  in 
pop'ilarizina;  that  house.  Mr.  Bishop's 
promotion  is  of  wide  interest  as  he  is 
wll-hnown  in  theatrical  circles  of 
Winnipeg,  Calgary  and  other  Western 
cf>nt"»s  pnd  also  of  Los  Angeles  where 
his  family  resides. 

iw.  K/%'anifk  has  been  the  dramatic 
editor  of  the  Winnipeg  Tribune  for 
the  pn«t  five  vears  and  has  ha^d'ed 
the  publicity  for  the  Canitol  Theatre 
for  a  considerable  period. 


CHICAGO 

J.  O'Connell,  who  for  many  months  has 
held  down  the  post  of  booker  in  the  Univer- 
sal Film  Exchange  of  Chicago,  is  now  going 
out  to  show  his  smiling  face  to  exhibitors 
in  the  territory,  having  been  appointed  coun- 
try salesman. 

Lloyd  Lewis,  of  the  publicity  department 
of  Balaban  &  Kafz  theatres,  i-e~ently  returned 
from  a  vacation  spent  in  northwestern  Colo- 
rado. Fie  was  accompanied  by  John  Joseph, 
whci,  under  the  pseudonym  of  Polly  Wood, 
wites  of  movies  for  the  Herald  and  Exam- 
iner, and  Mrs.  Josenh. 

CHnto  Vidor  has  joined  !h°  Educational  Film 
Exchange  as  country  s^'esman.  He  was 
rorrrerly  with  the  Fox  Film  Company. 

Joseph  Ryan,  brother  of  Quin  Ryan,  an- 
rtouncer  of  WGM  '-ad^  station,  has  been 
appointed  to  handle  all  rad'o  act'vities  of  Bala- 
ban &  Katz  interes's.  At  present  several 
hours  daily  of  Balaban  &  Katz  entertainment 
are  broadcast  over  various  radio  stations. 
Young  Ryan  is  a  graduate  of  Notre  Dame 
University. 

*    *  * 

T  tibliner  &  Trinz,  Inc.,  operators  of  a  chain 
movies  in  Chicago,  have  co'^e  in  for  much 
abu?e  from  community  papers  on  the  West 
'id*  because  of  a  tie-un  cmraign  with  a 
-  o  i   store,   the   West   Side  business  men 
^M:ns>:  that  such  a  stunt  was  drawing  busi- 
eS's   away  from  the  territory  from  which 
"Miner  &  Trinz  obtained  patrons  for  their 
theatres 


ALBANY 

Bert  Gibbons,  former  manager  for  Vita- 
graph,  and  more  recently  connected  with  the 
local  Universal  exchange,  has  been  named 
as  manager  for  Dependable  in  this  territory, 
succeeding  Robert  Wagner,  of  Little  Falls, 
who  resigned. 

George  Goldberg,  a  well  known  salesman  in 
the  Pro-Dis-Co  office,  was  operated  on  last 
week,  but  is  now  well  on  the  road  to  re- 
covery. 

*  *  * 

Leon  Medem,  manager  of  the  Pathe  ex- 
change, has  returned  from  his  vacation  spent 
at  Edgemere,  L.  I. 

William  Smalley,  of  Cooperstown,  owner 
of  a  dozen  or  more  theatres  in  this  part  of 
lhe  state,  bought  a  strip  of  land  last  week  in 
Stamford,  N.  Y.,  and  will  erect  an  800-seat 
theatre  there  next  spring.  Mr.  Smalley  has 
been  running  a  Fashion  Show  along  with 
pictures  in  Fort  Plain,  St.  Johnsville  and 
Walton,  with  much  .success. 

William  Benton,  of  Saratoga  Springs,  will 
open  his  new  theatre  in  MechanicviIIe  on 
October  19. 

*  *  * 

ST.  LOUIS 

Sol  Rose,  Central  Missouri  salesman  for 
Universal,  who  spent  his  vacation  in  New 
York,  is  back  on  the  job.  Louis  E.  (Nicky) 
Goldhammer,  city  salesman,  returned  from 
Minneapolis.  He  is  the  only  thing  the  flour 
town  ever  turned  out  guaranteed  not  to  be  a 
Swede. 

*  *  * 

George  McBride  has  gone  up  again.  Re- 
cently he  was  made  chief  booker  for  the  local 
Universal  office  following  a  considerable  per- 
iod as  short  products  booker.  He  is  now  a 
valued  member  of  Lou  Hess'  sales  staff.  El- 
mer Sedin,  who  was  Universal's  booker  until 
about  a  year  ago,  has  returned  to  his  old 
job.  Bill  Collins  continues  as  short  products 
booker. 

C.  D.  Hill,  district  manager  for  Producers 
Distributing  Corporation,  departed  for  Kan- 
sas City  and  Omaha  September  26  Russell 
McLean,  personal  representative  for  Hill,  has 
gone  to  Des  Moines. 

*  *  * 

Charley  Werner,  manager  for  the  local 
Metro-Goldwyn-Mayer  office,  has  returned 
from  Mayo  Brothers  Sanitarium' at  Roches- 
ter, Minn.  He  was  accompanied  by  his 
brother  Sam,  who  operated  the  United  Film 
Exchange.  Charlej''s  numerous  fr'crds  will 
be  pleased  to  learn  that  he  is  greatly  im- 
proved and  will  be  his  old  a?Yf  within  a 
few  weeks.  His  recent  operation  was  entirely 
successful. 

*  *  * 

Tom  McKean,  manager  for  F.  B.  O.,  and 
Mrs.  McKean,  returned  from  their  Eastern 
tour  on  Monday,  September  28. 

+    *  * 
ARROW  DATES 

Oscar  Neufeld,  president  of  the  De  Luxe 
Film  Co.,  which  handles  Arrow  product  in 
Eastern  Pennsylvania,  recently  reported  1635 
play  dates  booked  in  one  week.  E.  A.  Gold- 
en, handling  the  New  England  territory,  re- 
ports 102  cities  have  been  booked  there. 

*  *  * 

MORGAN  ON  TOUR 

W.  J.  Morgan,  sales  manager  of  Producers 
Distributing  Corporation  started  an  extensive 
sales  tour  last  week,  with  an  itinerary  that 
embraces  a  visit  to  all  the  company's  branch- 
es except  those  in  the  far  west. 


October  3,  1925 


Page  49 


Importance  of  "Our  Gang"  comedy  playing  the  B.  F.  Keith-Albee  Circuit, 
shown  on  marquee  illumination  at  the  Riverside  Theatre,  New  York  City. 


's  Largest  Vaudevi 
Playing  Roach  Com 

Keith-Albee  Theatres  Back  Up  Pathe  Comedies  with 
Distinctive  Lobby  Displays  and  Advertising 


es, 


BEGINNING  the  first  week  in  September,  the  Keith-Albee  Circuit,  the  coun- 
try's biggest  chain  of  vaudeville  houses,  accorded  the  field  of  the  two-reel 
comedy  notable  recognition  by  becoming  party  to  what  is  considered  in '  film 
circles  to  be  the  most  important  booking  contract  ever  negotiated  for  short 
subject  product. 

The  contract  between  the  Keith-Albee  interests  on  the  one  hand  and  the  Hal 
Roach  Studios  and  Pathe  Exchange,  Inc.,  on  the  other,  provides  for  the  booking 
over  the  Keith-Albee  circuit  for  the  entire  Hal  Roach  two-reel  comedy  output 
for  one  year,  including  ten  comedies  from  each  of  the  following  groups :  "Our 
Gang,"  Charley  Chase,  Clyde  Cook,  Glenn  Tryon  and  Hal  Roach  two-reel 
comedies.    These  subjects  will  be  played  one  a  week  over  a  period  of  fifty  weeks. 

A  strong  feature  of  the  arrangement  is  of  a  25-minute  act  on  all  the  bills.  Short 
that  the  comedies  are  being  booked  in  the  subject  comedies  have  been  employed  before 
regular  vaudeville  program,  taking  the  place     in  the  large  vaudeville  houses  in  the  nature 

of  fillers  to  open  or  close  the  show,  but  the 
present  arrangement  is  a  decided  innovation 
for  the  big  time  houses.  The  two-reel  come- 
dies are  not  only  being  billed  as  a  regular 
act  but  are  also  being  given  equal  space  and 
prominence  in  advertising  and  lobby  displays 
with  the  other  acts.  Pathe  and  Hal  Roach  of- 
ficials are  especially  enthusiastic  over  this 
phase  of  the  arrangement,  pointing  out  that 
the  nation's  leading  vaudeville  management 
recognizes  what  so  many  exhibitors  do  not 
seem  to  appreciate  as  yet,  namely,  that  the 
short  subject  comedy  can  be  exploited  with 
resultant  effect  at  the  box-office. 

The  contract  just  closed  assures  a  showing 
of  the  Hal  Roach  product  over  a  widespread 
area  of  the  eastern  and  midwestern  portions 
of  the  country.  Involved  in  the  gigantic  book- 
ing contract  are  all  the  big  time  and  small 
time   Keith-Albee  houses   in   Greater  New 
York,    Jersey    City,    Newark,    Union  Hill, 
Yonkers,    Mount   V  ernon,    Troy,  Syracuse, 
Rochester,    Boston,   Providence,  Cincinnati, 
Program  frame  announcing  "Our  Gang"     Dayton,     Louisville,    Columbus,  Cleveland, 
comedy  as  an  act  on  the   B.   F.   Keith      Toledo,  Detroit,  Grand  Rapids  and  Indianap- 
Buswick  Theatre,  Brooklyn,  N.  Y.  olis. 


In  One  of  the  World's  Largest 
Playhouses 

Starting  off  in  great  style  at  the  New  York 
Hippodrome,  the  Keith-Albee  circuit  launched 
a  far  reaching  advertising  and  exploitation 
campaign  on  this  new  feature  of  their  big 
time  vaudeville  programs.  The  lobbies  and 
theatre  fronts  of  the  greatest  vaudeville 
houses  in  the  world,  members  of  this  circuit, 
now  contain  much  of  the  regular  publicity 
and  accessories  put  out  by  Pathe  and  a  great 
array  of  specially  framed  paintings  and  dis- 
play material. 

The  Pathe  comedy  product  is  in  the  lights 
(Continued  on  Page  50) 


cotwtrmms 
EVERY  WEEK 


'OUR  GANG' 
CLYDE  COOK 
OLENH  TRYON 
QtMUYCMASE 

HAL  ROACH 

.  WORLD'S  BEST 
.    MOVIE  FILM  . 

'  JmieeisofContinijoiL^ 
Laughter 

M  ADDITION  TO 

MGUUR  KUIH  ALBEE 
VAUDEVILLE  BILL 


How  the  Palace  Theatre,  Stronghold  of 

the  vaudeville  actor,  mils  Hal  Koach  Pre- 
mier Motion  Picture  Comedies. 


Page  50 


Exhibitors  Trade  Review 


Model  of  prolog  de- 
vised by  the  N.  Y. 
Hippodrome  for  Our 
Gang  in  "Your  Own 
Back  Yard,"  which 
was  later  put  on  dis- 
play in  the  lobby  of 
Riverside  Theatre. 


of  the  houses  on  this  great  circuit,  in  the 
newspaper  advertising,  window  cards  and 
special  heralds,  while  exploitation  stunts  of 
various  kinds  are  being  used  around  tne  cir- 
cuit to  make  known  the  fact  that  the  Pathe 
comedies  have  a  prominent  spot  on  the  vaude- 
ville bills. 

The  big  Hippodrome  Theatre  in  New  York 
staged  what  is  believed  to  be  one  of  the  first 
prologues  ever  produced  for  a  two-reel  pic- 
ture in  connection  with  the  showing  of  "Your 
Own  Back  Yard."  The  prologue  was  put  on 
by  Alan  Foster,  the  Hippodrome's  producer. 
Six  of  the  Hippodrome  chorus  girls  and  two 
of  Paul  Whiteman's  musicians  were  in  the 
attraction.  Up  stage  was  a  cottage  set  with  a 
fence.  Along  the  fence  were  the  girls  in 
country  dress,  singing  with  the  two  boys,  the 
latter  seated  upon  a  bench.  The  song  was 
"Stay  in  Your  Own  Back  Yard,"  on  which  a 
special  tie-up  has  been  made  between  the 
Pathe  exploitation)  department  and  the  pub- 
lishers. The  Hippodrome  intends  to  continue 


its  prologue  for  forthcoming  Pathe  comedies. 

"Your  Own  Back  Yard"  was  played  up  in 
the  Hippodrome  lobby  billing  while  a  special- 
ly painted  announcement  called  attention  of 
the  patrons  to  the  first  run  presentation  of 
all  the  Pathe  comedies. 

The  Palace,  New  York's  finest  vaudeville 
theatre,  has  placed  in  the  lobby  a  silver 
frame  which  will  carry  the  black  and  white 
photos  of  the  Pathe  comedies.  A  large 
framed  sign  calls  attention  to  the  "Extra 
Added  Comedy  Feature,"  and  lists  the  names 
of  leading  players  in  the  various  productions. 

At  the  Bushwick  theatre,  in  Brooklyn,  the 
initial  Pathe  feature  was  ushered  in  with  a 
special  "Holiday  Comedy  Carnival."  The  first 
of  the  series  of  comedies  played  was  "Your 
Own  Back  Yard,"  which  was  featured  next 
to  intermission.  The  theatre  front  billing 
carried  several  one-sheets  on  this  comedy  and 
others  to  follow,  while  large  papier  mache 
jester  heads  were  mounted  on  the  coping  of 
the  theatre. 


Lobby  Display  at  Riverside 

At  the  Riverside,  New  York,  "Our  Gang" 
got  a  prominent  place  in  the  list  of  vaude- 
ville headliners  while  a  comedy  one-sheet 
was  placed  alongside  the  vaudeville  billing  on 
the  theatre  front.  The  opening  scene  of 
"Your  Own  Back  Yard"  has  been  reproduced 
in  the  lobby.  There  is  a  back  yard  with  a 
mechanical  reproduction  of  the  Mammy  of 
the  picture  washing  clothes,  a  miniature  cot- 
tage, fence,  chickens,  mule,  goat,  kids  swing- 
ing on  the  gate,  etc.  This  lobby  display  is  en- 
tirely enclosed  in  glass  and  is  painted  in 
bright  colors.  The  back  yard  display  is  lighted 
up  brightly  at  night. 

The  81st  Street  Theatre,  New  York, 
placed  "Your  Own  Back  Yard"  in  the  mar- 
quise lights ;  the  Royal  printed  a  special 
window  card  with  the  "gang"  lined  up  across 
the  top  of  a  fireplace,  while  other  Keith 
houses  in  New  York  exploited  the  new  feat- 
ure in  various  ways  and  gave  it  a  good  spot 
on  the  bills. 

In  the  out  of  town  houses  just  as  much 
care  was  taken  to  give  the  new  feature  a 
big  send-off.  The  Keith  Theatre  in  Provi- 
dence, R.  I.,  working  with  the  Providence 
News,  has  offered  money  prizes  for  the  best 
suggestions  from  youths  for  scenario  ideas 
ior  future  "Our  Gang"  productions,  a  trip 
to  the  studio  and  a  part  in  an  "Our  Gang" 
picture  to  the  winner.  A  meeting  previous 
to  the  showing  of  the  feature  will  be  :ield 
in  the  theatre  and  all  the  contestants  in- 
structed as  to  how  to  fulfill  the  rules  of  the 
contest. 


Great  Stunt  for  "Felix  the  Cat"  Series 
Cartoon  Comedies  To  Pull  Crowds 


THE  first  three  of  the  series  of  "Felix 
the  Cat"  Cartoons,  which  Pat  Sulli- 
van has  made  for  Educational  Re- 
lease have  been  meeting  with  greater 
enthusiasm  than  ever  by  exhibitors 
everywhere.  The  new  series  opened 
with  "Felix  the  Cat  Trifles  with  Time," 
in  which  Felix  and  Father  Time  provide  some '  novel  entertain- 
ment. Then  "Felix  the  Cat  Busts  Into  Business,"  followed  by 
"Felix  the  Cat  Trips  Thru  Toylarid." 

As  this  new  series  of  "Felix  the  Cat"  subjects  is  being  intro- 
duced in  theatres  all  over  the  country,  many  of  them  have  been 
desirous  of  securing  some  definite  exploitation  ideas,  by  which 
this  popular  series  could  be  made  strong  as  Gibraltar  from  the 
very  start  and'  keep  patrons  coming  all  through  the  series.  To 
this  end,  the  idea  of  a  Felix  the  Cat  Revue  was  conceived  by 
the  Educational  Home  Office  in  conjunction  with  Pat  Sullivan 
— a  suggestion  for  a  prolog  that  would  not  only  be  an  excellent 
attraction  from  the  standpoint  of  the  theatre's  box-office,  but 
would  help  Felix  to  get  away  to  a  running  start  under  the 
Educational  Banner. 

f  \  N  next  page  are  described  three  variations  of  the  stunt  agreed 
"  upon,  which  can  be  put  on  as  an  elaborate  act  or  as  a  revue 
which  costs  little  outside  of  expense  of  costuming.  With  each 
of  the  three  suggestions  for  the  Felix  Pantomine,  a  sketch  is 
given  of  the  setting  and  layout.  One  big  house  in  Minneapolis 
is  already  planning  such  a  Felix  Revue  and  through  the  medium 
and  co-operation  of  the  Educational  Exchange  there,  all  ex- 
changes have  received  complete  data  and  ideas  for  this  stunt, 
the  revue  will  shortly  be  staged  at  that  house,  for  the  first  time. 
Of  course,  any  theatre  desiring  to  put  on  a  Felix  the  Cat 


THREE  PRACTICAL  "FELIX 
REVUES  SUGGESTED  FOR 
EXHIBITOR  PROLOGUES 


Revue  must  first  obtain  permission  from 
Mr.  Pat  Sullivan,  who  holds  the  rights  to 
any  such  stage  performances,  but  this  per- 
mission will  be  given  without  question  to 
any  theatre  booking  Felix  through  Educa- 
tional Exchanges.  All  that  is  necessary,  is  a 
letter  to  the  Home  Office  and  Educa- 
tional will  complete  the  transaction  for  exhibitors,  without  the  pay- 
ment of  royalties  to  Mr.  Sullivan. 

To  draw  the  proper  amount  of  attention  to  these  revues  when  put 
on,  any  number  of  additional  ballyhoos  and  street  stunts  could  be 
executed  on  the  principal  streets  and  outside  your  theatre.  A  street 
parade  of  say  half  a  dozen  men  dressed  at  Felix  Cats  with  a  small 
band  preceding  and  appropriate  banners  announcing  the  showing  of 
the  cartoon,  and  the  revue,  would  arouse  hot  interest  in  the  picture. 
A  lobby  stunt  could  consist  of  a  wooden  picket  fence  with  a  number 
of  toy  Felix  Cats  which  can  be  obtained  through  Educational  or  Mr. 
Sullivan.  A  lobby  ballyhoo  might  have  a  man  dressed  in  Felix 
costume  amusing  the  kiddies  in  front  of  the  theatre  all  day. 

A  NY  number  of  ideas,  which  will  suggest  themselves  to  exhi- 
bitors,  will  help  put  over  your  revue  in  grand  style,  if  based 
on  the  Felix  Cat  costuming  and  mannerisms.  Keep  in  mind  the  fact 
that  Felix,  the  cat,  has  a  tremendous  following  among  film  fans 
throughout  the  world,  gained  through  more  than  seven  years  cons- 
tant fun-making  on  picture  screens.  Half  your  work  is  done,  in 
connection  with  practical  stunt  ideas,  by  having  a  ready-made  audi- 
ence at  your  disposal.  An  important  thing  is  to  let  them  know 
both  in  advance  and  at  the  time  of  showing  that  one  of  their  screen 
favorites  is  in  town  to  entertain  them  in  100%  manner. 


October  3, 1925 


Page  51 


NUMBER  1  SETTING 


NUMBER  2  SETTING 


Felix  Pantomime,  No.  1 

Sullivan's  Exaggerated  Drawings 
Guide  Action 

rp  HIS  revue  re- 


quires  only  one 


person  dressed  as  a 
cat.  This  should  be 
a  person  with  some 
stage  presence  and 
ability  at  pantomime. 
The  other  parts  are 
so  simple  that  they 
can  be  disposed  of 
with    no  difficulty. 


Scene:  Suburban  yard  showing  kitchen 
door  and  window. 

Time:  Early  morning. 

Enter  Felix,  plainly  worried.  Indicates 
hunger;  walks  around  looking  for  food. 

Hears  steps  approaching.  Enter  Milkman 
who  places  bottle  of  milk  at  the  door  of 
kitchen. 

Felix  exaggeratedly  sneaks  over  to  get  the 
milk,  turns  to  look  all  around  first,  then  grabs 
for  bottle  just  as  the  door  opens  and  the  cook 
takes  milk  inside. 

Felix  registers  a  "Curses!"  and  goes  back 
into  the  Felix  walk.  Looks  offstage,  runs  to 
get  rope,  which  he  strings  across  path  to 
house.  Felix  runs  to  door  and  faces  Butcher 
as  he  enters.  Butcher  trips 
over  rope,  tossing  package  _  of 
meat  into  air  in  the  direction 
of  Felix,  who  prepares  to  catch 
it.  Package  flies  over  Felix's 
head  into  the  hands  of  the 
cook  in  the  doorway.  Exit  cook 
and  Butcher,  and  Felix  goes 
back  into  walk. 

Cook  places  prop  chicken  on 
window  sill.  Felix  sees  it  and 
sneaks  over  to  get  it.  Cook 
appears  in  window  and  Felix 
sneaks  away.  Tries  again  with 
same  result. 


Felix  thinks,  exits,  re-enters 
with  pepper  pot.  Pantomimes 
trial  of  pot,  sneezes,  then 
shakes  pepper  into  window, 
retreating  across  stage.  Loud 
gasp  and  sneeze  inside  kitchen 
and  chicken  is  blown  into  the 
hands  of  Felix,  who  catches  it 
and  exits,  triumphantly.  Cur- 
tain. 


^^^^k         Felix  Dance 

•IfiH^iff  Pantomime  No.  2 

^^Ky^hlL?^  HP  HIS  requires  two 
^^f^  1  dancers  dressed  as 

Felix  and  "His  Girl 
Friend."  They  can  be 
a  man  and  girl,  or  two  girls.  They 
could  be  students  of  a  dancing  school. 
This  dance  pantomime  should  be  par- 
ticularly attractive  if  well  staged. 

Place :   Suburban  roof  top  or  back  fence, 
according  to  preference. 
Time :  Night. 

Enter  Felix  to  keep  tryst  with  white  lady 
cat,  who  is  obviously  late.  Felix  dances  to 
show  delighted  anticipation,  then  impatience. 
Finally  he  relapses  into  the  Felix  walk. 
Poses  and  sulks. 

Enter  white  cat,  who  coquettes  with  Felix. 
He  refuses  to  be  cajoled  for  a  bit,  then  re- 
lents and  pursues  the  lady  cat,  wbo  dodges 
him  in  dance  rhythm. 

During  the  dance  Felix  pantomimes  love 
for  her,  to  which  she  indicates  indifference. 
Felix  proposes  to  her  and  receives  a  negative 
answer. 

Felix  sulks  and  is  teased  into  trying  again, 
whereat  he  asks  why  she  will  not  have  him. 
She  indicates  that  she  wants  a  big  cat  of  the 
go-getter,  caveman  type. 

Felix  sulks,  then  thinks,  nods  and  goes  into 
the  dance  again.  At  an  opportune  moment, 
Felix  plucks  off  his  tail  (a  stuffed  club), 
slams  the  lady  cat  over  the  head,  catches  her 
in  his  arms  as  she  falls,  and  dances  off  stage 
swinging  her  in  the  air.  Curtain. 


NUMBER  3  SETTING 

TE.ASER 


APARTMENT    HOUSE.  DBOD 


a 

n 


Felix  Pantomime,  No.  3 

Child  Actors  Supply  Inexpensive 
Cast 

THIS  requires  one  person  with  some 
ability  to  play  the  part  of  Felix, 
and  a  number  of  children  dressed  in 
similar  cat  costumes.  The  pantomime 
is  brief  and  simple  and  will  not  be  too 
difficult  for  children. 


mawutfir-  tftet  ««.« Itxe  U(»t  -p  ferni-i*  FeLltf  <w  FtMCe 


Scene:  Back  fence  surrounded  by  apart- 
ment houses  with  practical  windows. 

Time:  Moonlight  night. 

Enter  Felix  on  fence  to  keep  an  engage- 
ment. A  wait,  then  a  show  of  impatience. 
Felix  pulls  his  whiskers,  scratches  face,  taps 
foot,  then  the  Felix  walk  up  and  down  the 
foot,  then  the  Felix  walk  up  and  down  the 
fence.  Shakes  fist  and  sits  down 
to  howl. 

A  pair  of  shoes,  flung  from 
a  window,  fall  on  ground  and 
Felix  descends  from  fence  to 
get  them.  As  he  stands  there 
with  shoes,  enter  an  old 
clothes  man  who  buys 
them  and  exits.  Felix  climbs 
fence  again  and  howls  more. 
Again  shoes  are  flung, 
which  are  again  sold.  Felix, 
back  on  fence  again,  thinks  a 
bit,  walks  up  and  down,  then 
registers  delight  at  an  idea. 
Exits,  walking  on  fence  and 
returns  with  a  mob  of  cats, 
who  range  along  the  fence  and 
howl  in  chorus. 

Shoes  fly  from  all  windows 
as  curtain  descends.  Curtain 
up  to  show  cats  on  ground, 
holding  shoes  and  standing  in 
line  to  sell  shoes  to  the  old 
clothes  man  who  is  dealing 
with  Felix. 


Page  52 


Exhibitors  Trade  Revieiv 


Note  how  the  Forum  Theatre  uses  Los  Angeles  billboards  The  marquee  is  the   thing!     Universale    "Buster  Brown" 

to  exploit  Universale  "Buster  Brown."  series  is  good  enough  for  the    Forum  canopy,  m  Los  Angeles. 


Universal  Short  Subjects 

Effect  National  Tie- Up s 

NATIONAL  PRODUCTS  FOR  "BUSTER  BROWN" 


Popularize  Short  Product  With  National 
Tie-Ups 

UNIVERSAL  has  recently  put  through  a 
number  of  national  tie-ups  for  its  short 
product  which  are  making  the  Century, 
Gump  and  Bluebird  comedies,  and  Mustang 
and  Blue  Streak  Westerns,  as  lamiliar  tc 
patrons  as  many  big  feature  productions. 

Although  the  first  of  the  Buster  Brown- 
Century  Comedies  is  only  being  released  this 
month  these  new  fun  films  already  have  been 
linked  with  the  Buster  Brown  shoes,  Buster 
Brown  Stockings,  Kellogg's  Corn  Flakes  and 
Carnation  Milk  is  having  widespread  use. 
Buster  Brown  stills  in  its  ads  and  window 
displays ;  the  hosiery  manufacturer  has 
adopted  a  picture  of  Buster  and  Tige  pulling 
on  the  two  ends  of  the  Buster  Brown  stock- 
ing as  its  trade  mark.  Mary  Jane  and  Buster 
manifesting  their  delight  m  Kellogg's  Corn 
Flakes  now  appear  in  the  breakfast  food  ad- 
vertisements, and  a  picture  of  this  engaging 
pair  of  kids  drinking  their  morning  glass  of 
Carnation  Milk  is  having  widespread  use. 
Both  Amory  Brown  &  Company,  distributors 
of  Buster  Brown  hosiery,  and  the  Buster 
Brown  Shoe  Company,  have  prepared  win- 
dow displays  and  have  instructed  their  deal- 
ers throughout  the  country  to  work  with  the 
theatres  in  their  towns  showing  the  Buster 
Brown  comedies. 

The  Gumps,  through  the  famous  Sidney 
Smith  comic  strips,  are  familiar  to  20,000,00*0 
newspaper  readers  from  Shanghai  to  New 
York.  For  the  300  papers  running  these 
strips,  Universal  has  prepared  clever  little 
Gump  ads  calling  attention  to  the  comics  in 
the  newspaper  and  the  comedies  at  the  local 
theatres..  Many  of  the  papers  have  arranged 
to  use  these  ads  in  return  for  the  advertising 
on  the  screen. 

There  is  also  an  Andy  Gump  Biscuit  put 
out  by  the  Loose-Wiles  Biscuit  Company 
which  has  been  tied  up  with  the  comedies. 
The  biscuit  company  has  prepared  a  window 
card  reading :  "Andy  Gump — a  scream  in  the 
newspapers — a  riot  in  the  movies — but,  Oh 
Min !  in  the  cracker  box !"  and  urges  its 
dealers  to  co-operate  with  theatres  showing 
the  Gump  comedies. 

A  series  of  special  tie-up  stills  made  with 
short  product  stars  have  recently  been  made" 


by  Universal  and  are  available  through  the 
Universal  exploiteers.  One  shows  Charlie 
Puffy,  the  rotund  Bluebird  comedian,  writing 
with  a  Parker  fountain  pen.  Another  has 
Marceline  Day,  a  leading  woman  in  Bluebird 
Comedies,  and  Edna  Marion,  of  Century, 
munching  Sunshine  fig  bars,  one  of  the 
Loose-Wiles  products.  Josie  Sedgwick,  the 
Blue  Streak  Western  cowgirl  star,  is  pic- 
tured with  Venida  hairnets  and  eating  a 
"Cake  Eater"  candy  bar.  Arthur  Lake,  star  of 
the  popular  "Sweet  Sixteen"  series  of  Blue- 
bird Comedies,  with  Olive  Hasbrouck,  Eddie 
Clayton  and  Zion  Myers,  photographed  be- 
side a  new  Nash  sedan  in  front  of  the  Nash 
agency  in  Los  Angeles,  is  making  a  big  hit 
with  automobile  dealers.  These  tie-up  stills 
are  being  constantly  increased  and  are  prov- 
ing invaluable  as  exploitation  aids. 


Exploiting  Short 

Ab 

Prologues  on  Short  Subject  at  Scala  Thea- 
tre Effective  and  Popular 
isith  Patrons 

TPO  discuss  the  value  of  prologues  is,  among 
film  men,  to  indulge  in  a  commonplace, 
writes  Michael  L.  Simmons,  from  London. 
But  has  it  ever  occurred  to  us  to  associate  a 
prologue  with  a  short  subject.  That's  ex- 
actly what  Manager  Victor  of  the  Scala, 
Newcastle-on-Tyne,  England,  does  at  inter- 
mittent intervals,  usually  when  a  new  series 
of  comedies  or  serials  start. 

In  proper  relation  to  its  subject,  this  pro- 
logue is  shorter  than  those  used  with  feat- 
ures. Victor's  short  prologues  are  constructed 
along  institutional  advertising  lines,  yet  in- 
corporating sufficient  elements  of  amusements 
and  interest  to  justify  them  from  the  audi- 
ences' standpoint.  They  generally  resolve 
themselves  into  vaudeville  skits,  the  cost  be- 
ing nil,  for  the  manager  plays  the  prologue 
himself  and  uses  material  furnished  by  a 
local  scribe  gratis,  - 


Screen  Your  Shorts 

ALL  short  subjects  are  program 
builders,  and  not  merely  "fillers." 
Every  item  should  be  screened,  select- 
ing the  best  that  will  fit  in  with  the 
program  you  are  going  to  present. 

Screen  your  short  subjects  for 
your  orchestra  leader  and  organist 
and  get  their  suggestions.  Their 
knowledge  of  music  and  your  show- 
manship will  work  out  many  valu- 
able ideas  in  the  presentation  of  your 
program. 

Use  the  cream  of  the  news  weeklies, 
and  edit  the  items  so  that  they  start 
off  with  a  bang,  and  from  then  on  to 
the  finish  build  it  up  to  a  climax.  Make 
it  a  feature  of  your  entertainment. 

A  poor  comedy,  or  uninteresting 
short  subject  slows  up  your  show,  and 
is  a  bore.  Screen  everything  if  pos- 
sible, and  cut  out  the  "apple-sauce." 
and  when  you  have  your  show  all  set, 
sit  out  in  front  the  first  performance 
and  try  to  pick  it  to  pieces.  If  you  can 
improve  on  it  do  so  at  once,  but  if 
you  feel  you  have  a  well  balanced 
program  you  are  almost  sure  that  it 
will  go  over  with  your  patrons. 


Subjects 
road  Profitable 

British  Exhibitors  Cooperate  with  Trade 
Papers  on  W'eekly  Prize  Contests 
for  Shorts 

IN  England,  at  the  present  time,  two  com- 
panies, Pathe  and  European,  are  running 
exploitation  contests  in  connection  with 
shorts.  Weekly  cash  prizes  are  given  for  first, 
second  and  third  places  in  these  competitions 
and  the  trade  papers  publish  all  photographs 
and  descriptions  of  campaigns,  in  a  great 
measure  stimulating  the  pace  set  by  the  con- 
testants. James  V.  Bryson,  managing  director 
of  European,  admits  that  since  the  launching 
of  the  contest  the  sale  of  shorts  has  risen 
two  hundred  per  cent. 

"And,  believe  me,"  adds  Mr.  Bryson,  "I'll 
run  another  contest  as  soon  as  this  contest 
is  finished,  and  keep  on  running  more,  as 
long  as  exhibitors  continue  to  send  in  en- 
tries." That  rather -epitomizes  how  the  short 
subject  is  made  sweet  for  the  exhibitor  in. 
Great  Britain. 


October  3, 1925 


Lupino  Lane,  in  his  first  Educational  comedy,  "Maid  in 
Morocco,"  a  feature  production  in  settings,  cast,  and 
story1  a  feature  in  everything  except  length. 


Exhibitors  Respond  To  Greater 
Compaign  For  Fox  Shorts 

D  ESULTS  from  the  campaign  ot  producers  and  distributors  to 
accrue  stronger  representation  for  short  subject  films  are  ap- 
parent everywhere,  a  check  up  just  completed  by  Fox  Film  Corpora- . 
tion's  short  subject  department  discloses: 

Reports  from  the  various  Fox  exchanges  show  tha  texhibitors  are 
extending  co-operation  to  the  producers  in  the  matter  of  publicizing 
the  "little  fellows."    A  composite  of  these  reports  show  that : 

"Exhibitors  in  every  territory  are  going 
after  shorts  as  never  before.  Efforts  to  boost 
them  are  aparent  in  lobbies,  newspapers  and 
outdoor  advertising.  Our  new  press  books 
and  other  accessories  are  being  put  to  full 
use.  Keep  them  coming.  Orders  increase 
100  per  cent! 

A  special  staff  has  been  detailed  exclusively 
to  compiling  stories  on  the  little  feature, 
which  has  brought  results  in  the  newspapers 
and  a  notable  increase  in  the  number  of- 
clippings  on  shorts  is  already  evident. 
Stories  on  anything  but  feature  productions 
were  a  rarity  a  few  months  ago.  At  the 
present  time,  however,  clips  on  stories  about 
the  O.  Henry  pictur'zations,  the  Van  Bibber 
Comedies,  the  Helen  and  Warren  married 
life  series  and  Imperial  comedies  are  ap- 
pearing throughout  the  country  every  day. 


Jhelix  five  Cat* 

26  new  one-reel 

Animated  Cartoons  by 
Pat  Sullivan 

What  a  drawing  power  Felix  is  for  a  little  fellow!  No 
other  single-reel  comedy  star  can  boast  as  many  friends 
who  would  pay  their  money  at  the  box-office  to  see  him 
alone.  And  he's  better  than  ever  now  that  he's  joined 
the  fast-steppers  in  the  Educational  Pictures  family. 


FEUX  THE  CAT  TRIFLES  "WITH  TIME 
"FELIX  THE  CAT  BUSTS  INTO  BUSINESS" 
"FELIX  THE  CAT  TRIPS  THRU  TOVLAND" 
"FELLX  THE  CAT  ON  THE  FARM" 
"FELIX  THE  CAT  ON  THE  JOB" 


trie  grams 


p/vr  Siumx 


reign 


Deals  Completed  By  Izard 


Patheserials  Break 

Into  First  Run  Houses 

Patheserials  are  continuing  to  win  over 
many  good  theatres  to  the  popular  continued- 
next-week  form  of  screen  play  which  has 
been  elevated  by  Pathe  to  the  plane  of  high- 
classs  film  entertainment,  produced  on  a 
feature  basis,  with  favorite  stars,  good  stories 
and  elaborate  sets. 

The  two  first  run  theatres  in  Ogdensburg, 
New  York,  located  directly  opposite  each 
other,  have  booked  two  of  the  new  Pathe- 
serial.  One  of  these  houses,  the  Strand, 
played  its  first  serial  in  years  by  booking 
"Into  the  Net" ;  while  the  Opera  House,  also 
a  new  recruit  to  the  serial  ranks,  has  booked 
"Play  Ball."  The  Strand  has  just  booked 
"Wild  West." 

Other  theatres  in  East  Orange,  N.  J. ;  Al- 
bany, N.  Y. ;  Waterbury,  Conn. ;  Fort  Wayne, 
Ind.,  and  Newark,  N.  J.,  are  well  represented 
with  play  dates  on  the  two  current  serials. 


BRINGING  with  him  long  term  contracts 
for  news  reel  pictures  and  cameraman 
service  from  some  of  the  biggest  news 
reel  producing  firms  in  Great  Britain  and 
Continental  Europe,  Mr.  Forrest  Izard*  man- 
aging editor  of  Kinograms,  released  by  Edu- 
cational, has  returned  from  an  extended  trip 
abroad. 

Mr.  Izard's  trip  has  resulted  in  Kinograms 
being  served  with  a  most  complete  foreign 
service.  First  a  contract  was  signed  with  the 
foremost  "Gazette"  producers  of  the  British 
Isles  whereby  their  product  and  staff  of 
cameramen,  numbering  twenty  operators,  are 
available  for  Kinograms  This  includes  service 
from  England  proper,  Ireland,  Scotland, 
Wales  and  nearby  islands,  such  as  the  Isle 
of  Man,  Isle  of  Wight,  etc. 

For  Continental  Europe,  Mr.  Izard  first 
established  a  main  office  or  clearing  house  in 
Paris  which  serves  as  a  main  shipping  point 
for  all  news  reel  negative  from  Europe  (ex- 
cept England) ,  Turkey,  Asia  Minor,  Africa, 
Arabia  and  India.  Points  in  the  Orient,  such 
as  China  and  Japan,  will  continue  to  ship 
across  the  Pacific.  The  Paris  office  consists 
of  a  manager,  Mr.  Louis  Dansee,  and  a  staff 
of  cameramen  who  cover  Belgium,  Austria 
and  Switzerland,  as  well  as  France. 

Mr.  Dansee  was  formerly  a  cameraman  at- 
tached to  the  home  office  in  New  York.  About 
a  year  ago  he  was  made  staff  man  in  Paris. 
Now  he  is  manager  with  a  staff  of  his  own 


and  virtually  director  for  the  whole  of  Con- 
tinental Europe. 

Another  most  important  affiliation  was 
made  in  Germany  with  one,  of  that  country's 
leading  news  real  producers  whereby  Kino- 
grams is  assured  of  full  and  prompt  service 
of  all  news  events,  and  special  news  features 
from  Germany,  Holland  and  Russia.  Another 
contract  was  made  in  Stockholm  giving  Kino- 
grams full  service  in  Sweden,  Norway,  Fin- 
land and  Denmark.  Mr.  Izard  then  journeyed 
to  Rome,  where  a  staff  was  organized  to 
cover  fully  Italy  and  Greece.  Special  staff 
representatives  were  also  secured .  in  Spain, 
Portugal  and  Malta. 

This,  Mr.  Izard  believes,  places  Kinograms 
in  an  enviable  position  in  the  news  reel  field 
and  guarantees  to  exhibitors  a  service  cov- 
ering all  possible  points  of  news  interest  in 
the  countries  named.  Arrangements  were  also 
made  whereby,  in  case  of  some  extraordinary 
happening  requiring  additional  cameramen, 
operators  will  be  enabled  to  jump  from  one 
country  to  another  to  give  the  necessary  as- 
sistance. 

Other  foreign  points  are  being  built  up  as 
rapidly  as  possible.  Contracts  already  in  exis- 
tence include  Japan,  China,  South  and  Cen- 
tral America,  Mexico  and  Australia.  A  com- 
plete Canadian  staff  has  always  been  a  com- 
plement of  the  Kinograms'  domestic  staff.  In 
the  home  office,  besides  Mr.  Izard,  are  J.  V. 
FitzGerald,  Herbert  E.  Hancock,  associate 
editors,  and  Allyn  Butterfield,  film  editor  and 
cutter,  with  a  full  staff  of  cameramen  who  are 
veterans  in  the  news  reel  field.  Kinograms 
sales  are  looked  after  by  Mr.  Harvey  Day. 


Page  54 


Exhibitors  Trade  Review 


After  two  years  of  thrilling  adventure  in  dark  jungles  of  Borneo, 
Mr.  and  Mrs.  Lou  C.  Hutt  of  San  Francisco  have  brought  back 
a  pictorial  record  of  wild  animal  life  that  stirs  the  imagination 
and  quickens  the  heart  beat. 


Long  and  perilous  expedi 
tion  is  rewarded  by  startl- 
ing close-ups  of  white  ele- 
phants, leopards,  croco- 
diles, monkeys  and  rep- 
tiles. 


WILD  BEASTS  OF  BORNEO" 


An  Educational  Special  Release 


October  3,  1925 


Page  55 


EVIDENCE ! 


Prologue  used  by  Loew's  Aldine  Theatre,  Pittsburgh,  Pa.,  in  connection  with  an 
unusual  short  "Thirty  Years  Ago,"  released  by  Hal  Hodes  Short  Film  Exchange. 


Works  With  School  System 

TO  INCREASE  PATRONAGE 
FOR  SHORTS 


SECURING  the  100  per  cent  co-operation 
of  the  schools  in  his  community  has  put 
over  short  subjects  for  Wm.  Hartford, 
manager  of  the  Portola  Theatre,  West  Seat- 
tle, Washington.  Mr.  Hartford  admits  that 
there  has  been  a  good  bit  of  hard  work  at- 
tached to  it,  but  claims  results  have  justified 
the  efforts.  He  began  by  procuring  a  list  of 
educational  subjects  available  from  the  va- 
rious exchanges.  He  then  called  upon  the 
school  principals,  selling  them  the  idea  that 
he  would  be  willing  to  co-operate  with  them 
by  showing  these  short  subjects  best  and 
most  closely  related  to  the  subjects  they 
were  teaching  in  their  class  rooms. 

Teachers  were  summoned  to  their  princi- 
pal's office  for  a  conference  with  Mr.  Hart- 
ford, and  felt  they  had  a  hand  in  the  selec- 
tion of  films,  which  was  in  itself  gratifying 
to  them.  These  subjects  were  shown  only 
on  Friday,  Saturday  and  Sunday,  as  an  ac- 
commodation to  the  pupils.  Teachers  strong- 
ly urged  their  pupils  to  attend  these  shows, 
paying  close  attention  to  the  subjects  named, 
in  order  to  get  the  greatest  possible  benefit 
from  their  lessons.  In  many  cases  the  teacher 
has  shaped  her  instruction  directly  along  the 
lines  of  the  picture. 

This  Mr.  Hartford  has  done  from  the  kin- 
dergarten age  up,  showing  constructive  work 
done  by  small  children.  He  always  pays  care- 
ful attention  to  the  selection  of  a  picture 
that  is  thoroughly  wholesome  and  suitable 
for  youth,  for  his  feature,  thus  avoiding  any 
reactionary  criticism.  Five  schools  are  now 
eagerly  co-operating  with  him,  feeling  that 
they  are  receiving  great  courtesy  from  this 
live  showman.  Entire  classes  meet  in  the 
evening  and  attend  in  a  body  just  ru  see  the 
short  subjects  but  receiving  the  full  enter- 
tainment value  as  well.  This  one  feature  of 
his  short  subject  work  has  cemented  a  bond 
between  the  schools  and  exhibitor  that  is  ex- 
tremely valuable. 

As  an  example  of  the  results  obtained 
through  the  "Sing  Them  Again"  series,  Mr. 
Hartford,  on  the  fourth  of  July,  showed  the 
national  anthem.  His  big  audience  rose  as  a 
man,  joining  heartily  in  the  singing.  Along 
toward  the  close  of  the  film  Hartford  had 


arranged  several  portions  from  old  war  news 
weeklies,  fitting  them  together  in  a  stirringly 
patriotic  manner.  As  his  orchestra  swept 
into  a  smashing  crescendo,  again  playing  the 
Star  Spangled  Banner,  a  seemingly  endless 
line  of  great  battleships  passed  across  the 
screen,  gradually  dissolving  into  the  Ameri- 
can flag.  The  audience  was  thrilled  to  its 
heart  and  many  congratulations  poured  in,  as 
they  filed  out,  feeling  their  sense  of  patriot- 
ism satisfied  by  a  personal  participation. 

Mr.  Hartford,  as  we  said  before,  is  willing 
to  work  to  achieve  results.  He  is  quick  to 
see  possibilities,  and  believes  that  it  pays  to 
make  the  most  of  every  opportunity  afforded 
by  a  short  subject.  He  achieves  seme  splen- 
did results  with  scenics,  always  presenting 
them  with  an  organ  solo  of  some  well-known 
and  loved  melody.  He  states  that  many  of 
his  patrons  love  to  sing  softly  with  the  organ, 
at  the  same  title  enjoying  the  beauties  un- 
folded before  them.  The  who'.e  effect  is 
pleasing  and  harmonious. 


Is  it  possible  to  put  over  a  two-reeler  in  a 
"hick"  town  by  a  "hick"  exhibitor?  We'll 
say  it  is.    Here's  the  evidence. 

K.  L.  Burke,  of  Baker  City,  Oregon,  re- 
cently but  over  a  neat  bit  of  publicity  on  *, 
two-reel  subject,  "The  Chase,"  released  by 
Education,  that  resulted  in  heavy  box-offices 
at  subsequent  shows,  proving  the  value  of 
getting  behind  a  short  in  the  proper  way. 
Burke  took  a  quarter  page  space  in  the  local 
paper,  The  Morning  Democrat.  With  plenty 
of  white  space  to  set  it  off,  he  addressed  a 
letter  to  "Air.  and  Mrs.  Baker,"  in  which  he 
stated  over  his  own  signature,  as  follows : 

"I  firmly  believe  that  the  film  'The 
Chase,'  shown  last  night  at  the  Baker  The- 
atre is  one  of  the  finest  productions  shown 
in  this  city  for  some  time,  and  feel  confi- 
dent you  will  agree  with  me  and  thank 
me  for  giving  you  this  'tip.'  This  film  will 
be  shown  again  tonight,  Saturday  and 
Sunday  night  at  7  and  9  o'clock. 

K.  L.  BURKE, 
Manager  Baker  Theatres. 

It  was  in  the  nature  of  a  "tip"  and  got 
across  splendidly.  Mr.  Burke  can  be  counted 
on  to  take  advantage  of  an  opportunity  and 
capitalize  on  the  unusual.  It  would  not  occur 
to  everybody  to  suddenly  step  on  a  short  one, 
fairly  jarring  people  out  of  their  accustomed 
calm.  Of  course,  the  short  so  featured  must 
be  a  good  one,  says  Mr.  Burke.  You  will 
notice  he  did  not  even  mention  his  feature 
subject.  It  is  the  unusual  that  attracts  in  the 
small  town  as  well  as  the  large  cities.  We 
believe  any  exhibitor  could  put  an  idea  of 
this  kind  across  as  well  as  Mr.  Burke  did. 
*    *  * 

Screen  Snapshots  Prove 

Welcome  Short-Subject 

It  was  Jack  Cohn,  the  treasurer  of  Colum- 
bia, Pictures,  independent  producers,  who, 
watching  the  amazing  growth  of  the  fan 
magazines  some  years  ago,  conceived  the  idea 
of  using  this  form  of  interest  in  the  person- 
alities of  screen  figures  on  the  screen  itself. 
The  experiment  became  an  immediate  suc- 
cess, because,  unlike  any  other  novelty,  the 
popularity  and  the  interest  it  arouses  are  as- 
sured by  the  very  nature  of  the  film. 

In  these  one-reelers  the  public  is  taken  be- 
hind the  scenes  of  filmland.  There  isn't  a  fan 
in  existence  who  isn't  interested  in  the  thous- 
and people  that  move  across  the  magazines 
and  newspapers  of  the  country  in  headlines 
every  day.  Mr.  Cohn  believes  that  no  other 
form  of  film  entertainment  can  hope  to  ap- 
proach the  enormous  popularization  Screen 
Snapshots  received  every  day  in  thousands 
of  periodicals. 
Screen  Snapshots  covers  the  studios  thor- 
oughly together  with  the 
home  of  the  most  color- 
ful personalities  of  film- 
dom,  at  work  and  at 
play.  Every  exhibitor 
who  runs  Screen  Snap- 
shots has  come  to  realize 
that  it  is  a  feature  at- 
traction to  most  of  his 
iatrons. 

*      *  * 


Clyde  Cook  stars  in 
"M  o  o  n  1  i  g  h  t  and 
Noses,"  a  mysteri- 
ous-mystereo  gale  of 
laughter,  released  by 
Pathe. 


Page  56 


Exhibitors  Trade  Review 


Showmen  and  Exhibitors 

By  HAL  HODES 


THERE  are  two  distinct  types  of  thea- 
tre owners  in  this  industry  of  ours. 
The  first  is  the  Showman,  the  second 
is  the  Exhibitor,  and  between  the  two  there 
exists  a  gap  as  wide  as  the  ocean  which 
rolls  between  the  shores  of  this  country  and 
those  of  Europe. 

This  difference  between  the  Showman  and 
the  Exhibitor  lies  in  the  ability  of  the  first 
to  capitalize  for  profit  every  possible  angle 
of  the  shows  he  presents,  whereas  the  Ex- 
hibitor is  exactly  what  his  name  indicates — 
a  man  who  merely  throws  his  shows  to- 
gether and  leaves  the  rest  to  God  and  good 
luck. 

A  fine  example  of  the  real  Showman  came 
in  to  see  me  recently.  His  name  is  Max 
Chetkin  and  he  owns  the  Lakeland  Theatre 
at  Brighton  Beach,  Brooklyn.  This  Show- 
man, one  of  the  first  accounts  sold  by  my 
organization,  had  booked  a  Mutt  and  Jeff 
cartoon  before  the  paper  on  it  had  been 
delivered  to  us.  Apprised  of  this  fact  he 
declared  he  didn't  need  any  paper.  Instead 
he  had  an  idea  of  his  own  that  he  wanted 
to  test  out  and  which  he  refused  to  com- 
municate to  us  until  this  test  had  been  made. 

The  Mutt  and  Jeff  was  booked  for  a 
Sunday  showing.  Monday  morning  Mr. 
Chetkin  came  into  my  office  smiling  from 
ear  to  ear.    This  was  his  story. 

He  had  reasoned  out  that  the  first  thing- 
occurring  in  the  home  when  the  Sunday 
papers  _  are  brought  in,  is  a  grand  dive  by 
the  children  for  its  funny  sheet.  Knowing 
that  for  many  years  the  Mutt  and  Jeffs  have 
been  featured  on  the  front  page  of  the  Sun- 
day World  Comic  Section,  he  obtained  that 
day's  issue  of  the  newspaper,  slapped  the 
page  containing  the  colored  Mutt  and  Jeff 
cartoon  on  the  one-sheet  board,  sniped  it 
"Here  today"  and  waited  to  see  what  would 
happen. 

He  didn't  have  to  wait  long.  Attracted 
by  the  funnies  the  kids  hung  around  the 
one-sheet  board  and  looked  the  cartoon  over. 
The  result  was  a  difference  of  $40.00  in 
that  day's  receipts  over  that  of  the  usual 
Sunday  business,  which  Chetkin  contributes 
directly  to  the  kid  appeal  possessed  by  the 
Mutt  and  Jeff  cartoon. 

Louis  K.  Sidney  of  Loew's  Aldine,  Pitts- 
burgh, played  our  "Thirty  Years  Ago"  for 
a  week's  engagement  recently,  surrounding 
it  with  the  proper  presentation.  The  pro- 
logue consisted  of  a  set  representing  the 
exterior  of  an  old  store  show  with  replicas 


of  the  old  time  painted  one-sheets,  the 
phonograph  ballyhoo,  etc.,  playing  prominent 
parts.  The  patrons  entering  this  theatre  were 
dressed  in  the  style  of  the  period,  tin-kellys 
and  all.  Then  followed  a  set  showing  the 
interior  of  this  old  time  movie  show,  with 
benches  for  seats  and  an  orchestra  consist- 
ing of  a  strong  armed  piano  player,  a  trap 
drummer,  and  in  addition  a  leather  lunged 
individual  such  as  used  to  sing  the  old 
"ulcerated"  songs.  So  well  did  this  go 
over  that,  according  to  his  letter  addressed 
to  me,  it  ran  away  with  the  show  and  proved 
the  box  office  draw  for  a  week. 

These  men,  whose  names  are  selected  at 
random,  are  representative  of  the  class  of 
showmen  who  know  how  to  make  their  thea- 
tres paying  investments.  Too  many  ex- 
hibitors are  just  exhibitors,  because  they 
never  realize  the  opportunity  for  extra  busi- 
ness contained  in  the  short  subjects,  or  else 
because  they  are  mentally  lazy.  Having 
become  accustomed  to  one  set  routine,  they 
resent  any  suggestion  calculated  to  take 
them  out  of  a  rut  and  this,  to  my  mind,  is 
one  of  the  principal  reasons  their  theatres 
flop,  only  to  become  money  makers  when  a 
live-vrire  showman  eventually  converts  the 
erstwhile  lemon  into  a  gold  mine. 

On  the  other  hand,  it  must  be  confessed 
that  the  producer  and  distributor  of  short 
subjects  are  gotten  into  a  rut.  Their  one 
arid  two  reel  subjects  have  become  entirely 
too  much  alike.  The  comedy  is  just  a 
comedy,  identical  in  action  to  all  those  that 
have  gone  before.  The  scenic  is  just  the 
usual  animated  photograph  of  many  other 
similar  short  subjects  of  its  kind,  and  so  on 
down  the  line. 

It  was  because  we  sensed  this  fact  that  both 
the  Short  Films  Syndicate  and  the  Hal 
Hodes  Short  Film  Exchanges,  its  distributor 
for  the  state  of  New  York,  New  Jersey, 
Eastern  Pennsylvania  and  the  district  of 
Columbia,  came  into  existence.  It  is  our 
belief  that  recognition  awaits  the  producer 
and  distributor  of  the  different  one  and  two 
reelers,  and  with  this  thought  in  mind  we 
have  produced  for  ourselves,  or  else  en- 
couraged production  for  our  use  of  that  type 
of  short  subject  for  which  the  real  showman 
has  been  seeking. 

In  short,  all  product  released  by  this  or- 
ganization will  embody  the  result  of  our  ef- 
forts to  giive  to  showmen  throughout  the 
country,  films  containing  genuine  box  office 
quality. 


Wanda  Wiley,  popular  Century  Comedy- 
star,  in  deep  thought  before  starting  on 
'A    Winning    Pair,"    her   latest  picture. 


Fully  Alive  to  Short 
Exploitation  for  Profits 

ADVERTISING    and    exploitation  of 
short  subjects  in  the  Northwest  in  re- 
cent months  show  the  theatres  of  this 
section  to  be  among  the  leaders  of  the  coun- 
try in  taking  advantage  of  the  briefer  pio 
tures  to  make  added  profits. 

Under  the  management  of  Roy  Tillson,  the 
Fuller  Theatre  of  Kalamazoo,  Michigan,  has 
long  made  a  practice  of  100  per  cent  advertis- 
ing, backing  up  in  its  newspaper  space  every 
item  on  the  program.  For,  as  Mr.  Tillson 
explains,  "there  are  a  whole  lot  of  my  pat- 
rons who  come  to  see  the  comedy  as  much 
as  they  do  the  feature  and  the  vaudeville." 

"The  exhibitor  who  advertises  only  his  fea- 
ture and  leaves  his  patrons  to  guess  whether 
he  is  going  to  provide  a  comedy  or  other 
short  subject,"  writes  Mr.  Tillson,  is  simply 
passing  up  much  of  the  profit  which  might  be 
his  if  he  let  his  patrons  know  about  all  the 
entertainment  which  he  has  to  offer" 

"I  devote  a  good,  conspicuous  box  in  my 
newspaper  ad  layout  to  my  comedy,  and  make 
it  especially  forceful  when  I  have  stars  like 
Lloyd  Hamilton.  Comedy  stars  such  as  Ham- 
ilton get  50  per  cent  of  the  electric  sign  dis- 
play and  I  consider  that  any  comedy  that  is 
worth  showing  in  the  theatre  is  worth  giving 
a  good  display  in  front  of  the  theatre  This 
display  generally  amounts  to  half  of  the  en- 
tire lobby  display 

"This  is  by  no  means  an  experiment  with 
me,  for  I  have  proved  the  value  of  exploiting 
the  short  subject  through  a  long  period  of 
such  exploitation,  and  have  shown  conclusive- 
ly that  good  short  subjects  will  attract  people 
to  the  box-office  when  properly  advertised. 

"We  have  been  showing  Educational  pic- 
tures for  a  long  time  and  advertising  them 
just  as  regularly.  I  certainly  like  'The  Spice 
of  the  Program,'  and  the  box-office  results 
show  that  my  patrons  do  as  well.  All  I  want 
is  results  from  my  box-office,  and  you  can 
bet  your  life  that  the  short  subjects  go  a  long 
way  toward  producing  these  results." 

In  Milwaukee  there  has  been  a  very  notice- 
able increase  in  newspaper  space  devoted  to 
comedy  subjects.  "As  a  matter  of  fact," 
writes  Max  Siahl-,  manager  of  the  Educa- 
tional exchange  in  that  city,  "every  two-reel 
comedy  which  is  used  at  our  first  run  theatres 
in  Milwaukee  is  advertised  in  the  newspapers 
with  the  one  or  two  column  ads  illustrated 
in  our  press  sheets,  for  which  we  furnish 
exhibitors  with  free  mats. 


Soup,  Fish  and  Salad  Needed  As  Well  As 
Meat  Course  on  Program  Dishes 


The  management  of  the  Jackson  Thea- 
tre, Jackson  Heights,  L.  I.,  have  some 
definite  ideas  on  short  subjects.  They  be- 
lieve in  them  and  practice  them.    Do  you? 

Here  they  are  : 

The  longest  picture  on  a  theatre  pro- 
gram is  usually  called  the  "feature." 

This  is  a  purely  commercial  term,  and 
its  adoption  by  the  trade,  we  sometimes 
think,  was  unfortunate.  Designating  a 
certain  part  of  the  program  as  the  fea- 
ture of  the  entertainment  carries  with 
it  the  idea  that  the  remainder  of  the 
bill  is  merely  "padding." 

Such  is  far  from  the  case.  The  short 
subject,  News  Reels,  Comedies,  Screen 
Magazine  as  well  as  Musical  Numbers 
and  Divertisements, — these  constitute  a 
vital  part  of  the  program  and  in  many 
instances  a  short  subject  is  in  reality 
the  feature  of  the  entertainment. 

True,  the  feature  picture  consumes  the 
most  time,  but  time,   Einstein  says,  is 


relative  and  it  is  unquestionably  a  fact 
that  entertainment  cannot  be  measured 
by  a  yard  stick  nor  by  a  clock.  It  is 
easily  possible  to  get  more  enjoyment 
out  of  10  seconds  in,  say,  a  comedy, 
than  out  of  an  entire  full  length  picture. 

We  are  not  endeavoring  to  belittle  the 
"features"  for  we  reslize  that  as  a  rule 
the  6-reeler  is  the  meat  of  the  program. 
But  the  public  cannot  live  by  meat 
alone.  There  must  be  a  good  soup  (over- 
ture), fish  (News  reel),  salad  (divertise- 
ments), vegetable  (screen  magazine), 
and  dessert  (comedy),  to  make  a  well 
balanced  meal.  And  as  a  diner  some- 
times finds  that  a  delicious  salad  will 
overshadow,  the  meat  dish,  so  our  pa- 
trons sometimes  get  keener  enjoyment 
out  of  one  of  our  short  subjects  than 
they  did  from  the  feature  picture. 

Realizing  this,  the  Jackson  manage- 
ment buys  the  best  short  subjects  the 
market  has  to  offer,  using  as  much  care 
as  when  selecting  the  features. 


October  3,  1925 


Page  57 


Stan  Laurel,  director  of  Hal  Roach  comedies  prepares  to 
interview     his     star,     Clyde     Cook,     on     home  grounds. 

WHY  HAL  ROACH  BELIEVES 
IN  PRODUCING  SHORTS 
ON  FEATURE  SCALE 


"Be  Careful" 

Not  to  miss  one  of  the  best  box-office  bets  of  the 
season  among  Short  Subjects  by  letting  the  other 
fellow  beat  you  to  the  new  series  of  six  two-reel 

JIMMIE  ADAMS  COMEDIES 

PRESENTS 

Jimmie  Adams 

in  his  first  starring  comedy 

"Be  Careful" 


44 


T 


HE  sooner  that  exhibitors  come  to  realize  just  what  a  good 
two-reel  comedy  means  to  a  theatre  program  tlTey  will  prop- 


erly exploit  this  unit  of  their  screen  entertainment  and  attract 
additional  patrons,  as  well  as  benefit  the  motion  picture  business  as 
a  whole,"  declares  Hal  Roach,  producer  of  comedies  for  Pathe. 

"Feature  production  is  being  given  every  two-reel  comedy  on  the 
Hal  Roach  lot,  and  I  mean  specifically  what  I  say  when  I  say  'fea- 
ture production.'  In  stories,  directors,  casts  and  sets  the  feature 
element  is  present.  A  large  staff  of  comedy  writers  are  devoting 
more  time  than  ever  before  to  the  development  of  story  background 
and  legitimate  comedy  business.  We  have  engaged  feature  directors 
and  are  paying  them  the  same  salaries  they  would  receive  were  they 
working  for  a  feature  producing  concern.  In  casting  our  pictures, 
we  are  drawing  upon  the  ranks  of  dramatic  and  other  players  who 
are  well  known  as  members  of  feature  casts. 

"From  the  exhibitor's  angle  we  are  also 
giving  him  casts  with  players  whom  his  pat- 
rons will  recognize  as  appearing  in  features. 
Thus  we  are  bringing  the  two-reel  comedy 
up  to  the  feature  plane  in  the  movie  goer's 
mind.  Settings  are  also  made  fully  in  keep- 
ing with  the  other  'feature'  elements  of  the 
comedies. 

"Today,  more  and  more  people  are  shop- 
ping for  their  screen  entertainment  than  ever 
before.  If  the  exhibitor  advertises  only  his 
feature,  with  the  star's  name  in  lights,  billing, 
advertisements,  etc.,  and  slights  his  two-reel 
comedy,  he  is  limiting  the  number  of  pros- 
pective  patrons  he  may  hope  to  draw  to  the 
box-office.  If  the  prospective  patrons  do 
not  happen  to  care  for  the  particular  star 
featured  at  the  theatre,  he  will  shop,  about 
until  he  finds  a  picture  with  a  star  he  likes. 
Whereas,  if  the  exhibitor  takes  cognizance 
of  the  popularity  of  two-reel  comedies  and 
divides  his  advertising  and  other  announce- 
ments between  his  feature  unit  and  his  com- 
edy unit,  he  can  make  two  appeals  to  the 
prospective  patron. 

"Another  point  can  be  proved  by  refer- 
ence to  vaudeville — that  is,  that  length  does 
not  govern  the  entertainment  value  of  a 
particular  amusement  unit.  Exhibitors  need 
not  feel  that  the  two-reel  comedy  is  not  en- 
titled to  equal  billing  with  a  feature  running 
five  or  more  reels. 

"In  giving  the  two-reel  comedy  its  due 
recognition  and  exploitation  on  a  par  with 
the  feature,  the  exhibitor  adds  further  pres- 
tige to  the  screen  as  a  whole.  Whereas,  if 
the  comedy  is  hardly  mentioned,  patrons 
gather  the  idea  that  the  comedy  is  not  as 
good  a  movie  as  a  feature,  and  any  idea  that 
gives  the  impression  that  any  poor  pictures 
are  produced  and  shown  is  detrimental  to  the 
status  of  the  screen  as  a  whole.  The  exhibi- 
tor will  find  it  good  business  to  recognize 
the  good  two-reel  comedy  at  its  real  worth 
and  exploit  it  accordingly." 


Popular  demand  raised 
Adams  to  the  head  of 
his  oum  comedi)  companu 
after  a  lonq  series  of  un- 
broken lauqh  successes 
on  the  EDUCATIONAL 
PICTURES  proqram. 


Buster  Brown  Comes  to  Town 

William  C.  Herrmann,  general  manager  of 
the  Big  "U"  Exchange,  Universal's  New 
York  distribution  center,  reports  that  the 
Loew  circuit  has  arranged  to  show  the  Bust- 
er Brown  Century  comedy,  "Buster  Be 
Good,"  over  the  entire  circuit  within  a  few 
days.  This  comedy  is  one  of  the  first  two  o£ 
the  series  of  Buster  Brown  comedips  being 
made  by  tli«  Century  Film  Corporation  as  a 
screen  adaptation  of  the  famous  R.  F.  Out- 
cault  cartoons. 

The  Buster  Brown  comedies  are  just  being 
released.  This  week  they  will  play  in  hun- 
dreds of  theatres  throughout  the  country. 
Pre-release  showings,  in  such  theatres  as  the 
Granada,  San  Francisco ;  the  Forun;  In  Los 
Angeles ;  F.  &  R.'s  State  Theatre  in  Minne- 
apolis, and  similar  houses,  have  proven 'these 
comedies  to  be  high  class  first  run  excitement. 


Popular  demand  will  mate 

the  Jimmie  Adams 
Comedies  producers  of 
Extra  Profit  for  You 
if  qou  qet  back  of- 
them  with  proper  adver- 
tising and  exploitation. 


"Big  Boy"  (Malcolm  Sebastian)  newest 
comedy  discovery,  age  18  months,  who  ap- 
pears in  Educational  s  "Baby  Be  Good." 


"THE  SPICE  OF  THE  PROGRAM" 


LAUGH  INSURANCE 
POLICY  FOR  SHORT 

An  everyday  workable  and  inexpensive 
stunt  suggested  by  Educational  Films  for  its 
Jimmie  Adams  comedy,  "Be  Careful,"  which 
was  released  September  27th,  will  result  in 
your  cashing  in  at  the  box  office,  with  Laugh 
Insurance. . 

The  title  "Be  Careful"  lends  itself  to  a 
novel  exploitation  stunt,  which  consists  of  a' 
printed  herald  in  the  form  of  a  laugh  insur- 
ance policy,  issued  by  your  best  known  local 
insurance  agency.  These  should  be  printed 
so  as  to  look  like  a  genuine  policy,  and  dis- 
tributed from  the  theatre  and  by  the  insur- 
ance company's  agents  in  advance  of  the 
play  date  of  "Be  Careful."  The  policy 
should  read  as  follows : 

The  Insurance  Com- 
pany have  agreed  to  pay  the  sum  of 
$50.00  to  the  heirs  of  any  person 
whose  name  and  address  appear  on 
this  form,  should  fatal  results  to  him 
or  her  follow  excessive  laughter  while 
watching  the  Educational-Jimmie 
Adams  Comedy,  "Be  Careful." 


PROGRAM  COVER  DESCRIBES 

"SPICE  OF  THE  PROGRAM" 

The  Milwaukee  Theatre,  Milwaukee,  Wis., 
is  a  booster  of  short  subjects.  In  a  recent  is- 
sue of  its  program,  "The  Milwaukee  Theatre," 
the  panel  on  the  cover  page  is  devoted  to  a 
discussion  of  "The  Spice  of  the  Program," 
and  a  talk  about  the  Educational  Pictures  to 
be  shown  at  the  Milwaukee. 


Page  58 


Exhibitors  Trade  Review 


Great  Neck  Playhouse 

Pays  Special  Attention 

To  Meritorious  Shorts 


SHORT  subjects  are  treated  with  all  the 
dignity  and  importance  of  the  feature 
film  when  they  are  played  at  the  Great 
Neck  Playhouse,  at  Great  Neck,  Long  Island, 
N.  Y.,  by  Hary  Davey,  manager  of  the  half- 
million  theatre  owned  and  operated  by  Irv- 
ing M.  Lesser. 

There  is  no  finer  clientele  in  the  world 
than  can  be  found  every  night  in  the  Great 
Neck  Playhouse.  Such  famous  "names"  as 
Ring  Lardner,  John  Golden,  Sam  Harris, 
Lila  Lee,  James  Kirkwood  and  Sam  Bernard 
may  be  seen  nightly  in  the  Playhouse,  all  of 
them  being  residents  of  Great  Neck. 

When  Mr.  Davey,  formerly  associated  with 
the  Strand  Theatre  in  New  York,  took  over 
the  management  of  the  Great  Neck  Playhouse 
several  months  ago,  Mr.  Lesser,  the  owner, 
impressed  upon  him  the  necessity  of  giving 
"a  show  as  good  as  Broadway." 

After  a  number  of  experiments  and  closely 
watching  the  reaction  of  the  audience,  Mr. 
Davey  h;s  hit  on  a  program  of  presentation 
which  gives  full  opportunity  for  short  sub- 
jects. 

"I  get  up  my  program  with  the  thought 
that  the  short  subjects  are  meritorius  and 
should  not  be  slighted.  The  program,  briefly, 
runs  like  this  • 

"A — Pictorial  news  review. 

"B — Feature  film. 

"C — Overture. 

"D — Short  subject. 

"C— 5  acts  of  vaudeville. 
"In  each  instance  I  give  the  name  of  the 
short  subject.  In  no  emergency  do  I  cut  a 
foot  out  of  a  short  subject,  and  no  subject 
ever  is  dropped  from  the  program.  Every 
short  subject  is  scheduled  and  this  schedule 
does  not  vary.  In  addition  to  featuring  the 
short  subjects  in  our  spacious  lobby  and  on 
the  marquee,  we  give  them  space  in  both  the 
newspaper  and  program  readers  and  adver- 
tisements. 

"I  have  found  that  the  very  best  audience 
reaction  is  gotten  from  the  'Topics'  when  it  is 
presented  with  a  good  jazz  musical  number, 
and  with  light,  blue  footlights.  This  hght 
blue  is  a  contrast  from  the  light  used  on 
the  previous  subject. 

"After  the  'Topics'  I  go  into  the  overture 
and  after  the  overture  into  the  comedy,  giv- 
ing it  an  important  spot  on  the  program.  At 
the  same  time  I  change  the  house  lights,  giv- 


ing the  auditorium  a  subdued  atmosphere. 
This  seems  to  be  the  best  effect  for  a  comedy. 
We  have  had  great  success  with  our  short 
subjects  and  the  following  is  a  list  which 
we  are  using  to  our  own  and  the  satisfaction 
of  our  audience : 

"Lloyd  Hamilton  comedies,  Walter  Hiers 
comedies,  Mermaid  comedies,  Tuxedo  come- 
dies, Christie  comedies,  Bobby  Vernon  com- 
edies, Lupino  Lane  comedies,  Jimmy  Asams 
comedies,  Hodge  Podge,  Cameos,  Felix  the 
Cat,  and  Juvenile  comedies.  Helen  and  War- 
ren, O.  Henry,  Van  Bibber,  Imperial  come- 
dies, Our  Gang,  Harry  Langdon,  Mack  Sen- 
nett  and  Hal  Roach  comedies." 

*    *  * 

Fleischer's  New  Contract 

Max  Fleischer,  the  famous  film  cartoonist, 
signed  a  new  contract  with  Red  Seal  Pictures, 
whereby  the  latter  will  distribute  the 
entire  film  output  of  the  Fleischer  Studios, 
for  an  additional  three  years. 


Doubled  Receipts 

By  Boosting  Serial 

A  campaign  which  increased  the 
daily  average  receipts  exactly  100  per 
cent  during  the  three  days  that  the 
picture  showed  was  put  on  by  Man- 
ager Frank  A.  Graham  of  the  Grand 
Theatre,  Centralia,  Wash.,  and  Fred- 
eric Babcock,  Universal  exploiteer,  for 
the  opening  chapter  of  "The  Fighting 
Ranger." 

First  they  staged  a  "Days  of  Forty- 
nine"  show  and  picnic  at  the  city  park 
and  awarded  50  prizes  to  the  winners 
in  the  cowboy,  Indian,  ranger,  potato, 
bicycle  races  and  other  events.  Lem- 
onade was  given  away  to  nearly  1,000 
youngsters  and  grown-ups. 

A  parade,  which  they  organized,  had 
500  children  in  line  with  a  boys'  band 
leading  the  way  through  the  main 
streets  of  the  city.  Fifteen  prizes 
were  given  for  the  best  costumes  of 
children  impersonating  Hoot  Gibson, 
Buster  Brown  and  other  Universal 
stars  and  characters. 


Start  of  parade  celebrating  opening  of  "The  Fighting  Ranger,"  Universal  Serial 
at  the  Grand  Theatre,  Centralia,  Washington.    Exploitation  at  par. 


October  3, 1925 


Page  59 


The  <Bi^  Little  Feature 


"No  Father  to  Guide  Him" 

Pathe  2  reels 

Charlie  Chase  is  a  milkman  who  has  been  sep- 
arated from  his  wife  and  son  by  a  meddling  moth- 
er-in-law. On  his  day  off  Charlie  determines  to 
take  the  kid  to  the  seashore,  but  the  mother-in-law 
has  hired  detectives  to  frustrate  the  plan.  After 
many  attempts  Charlie  succeeds,  but  when  at  the 
beach  gets  in  a  jam  which  results  in  him  being 
in  the  ocean  without  a  bathing  suit.  He  resists 
all  attempts  of  life  savers  to  rescue  him,  and  fin- 
ally he  steals  the  detective's  clothes  and  has  his 
mother-in-law  arrested  for  spanking  the  boy. 

Here  is  a  real  good  short  comedy  with 
many  new  twists.  The  situations  arc  logically 
developed,  and  the  continuity  is  not  sacrificed 
to  gags. 

Perhaps  the  most  side-splitting  scene  is 
that  in  which  Charlie  finds  himself  in  the 
briny  deep  without  any  more  clothes  than 
he  was  born  with.  A  bevy  of  Hal  Roach's 
bathing  girls,  seeing  his  plight,  rush  to  se- 
cure help.  This  leads  to  the  introduction  of 
Duke  Kahanamoku,  the  famed  Hawaiian 
champion,  in  the  role  of  life  sa^er.  Of 
course,  Charlie  does  not  want  to  be  "saved" 
clothesless,  and  resists  mightily. 

The  comedy  has  been  well  directed  by  Leo 
McCarey  and  Charlie  Chase  extracts  every 
last  laugh  from  the  business  of  the  picture 
without  ever  straining  to  do  so. 

Exploit  this  one  as  a  Charlie  Chase  comedy 
emanating  from  Hal  Roach's  studios.  A 
ballyhoo  made  up  to  look  like  Charlie  and 
carrying  a  banner  will  help  attract  attention 
to  your  showing  of  the  film. 

*    *  * 

"The  Sky  Tribe" 

Fox  1  reel 

This  is  an  especially  fine  and  interesting 
subject.  It  depicts  the  life  and  habits  of  the 
Pueblo  Indians  and  their  antecedents  the 
Cliff  Dwellers  of  the  Southwest. 

There  is  great  beauty  in  the  scenery.  Many 
of  the  shots  show  the  manner  in  which  the 
Indians  mold  and  decorate  pottery,  the  pe- 
culiar manner  in  which  they  bake,  and  other 
of  their  activities. 

The  ruins  of  the  ancient  cliff  dwellings  are 
also  much  in  evidence  and  give  ample  proof 
of  a  civilization  long  since  obsolete. 

The  film  may  be  highly  recommended  with- 
out fear  of  disappointing  your  patrons.  Tie- 
up  with  schools,  historical  societies,  muse- 
ums, etc. 


"Piping  Hot" 


Universal  2  Reels 

Al,  a  somnambulist,  walks  a  wire  rope  across  a 
street  to  a  building  on  the  other  side  where  he 
walks  over  roofs  and  copings  in  a  perilous  manner. 
An  undertaker  and  Al's  pal,  follow  him,  one  trying 
to  save  him,  and  the  other  to  bury  him.  Al  steps 
off  the  roof  but  makes  his  descent  on  a  safe.  It 
then  develops  that  Al  and  his  pal  are  plumbers  who 
go  to  work  in  an  auto  and  in  formal  clothes.  In 
an  attempt  to  fix  up  the  plumbing  system  in  the 
nouse.  they  make  a  horrible  mess  of  things  and  end 
up  by  being  thrown  out. 

Comedies  are  not  supposed  to  have  log- 
ical plots  except  in  rare  instances  and  this 
century  with  Al  Alt  featured  is  no  exception. 
In  fact  the  entire  first  reel  has  nothing  to 
do  with  the  second,  and  hasn't  much  to  rec- 
ommend it  except  some  thrill  shots  of  Al 
walking  a  wire  across  a  street  (by  double 
exposure)  and  his  drop  off  a  roof,  riding  to 
safety  on  a  safe,  instead  of  being  dashed  to 
bits. 

The  second  reel,  however,  has  some  good 
humor  and  titles.  The  action  revolves 
around  an  attempt  to  fix  plumbing  pipes, 
with  the  reverse  result.  Plenty  of  water 
is  spilled  and  practically  the  entire  house 
ruined  through  their  amateur  efforts.  This 
comedy  is  supposed  to  be  an  Al  Alt  starring 
picture,  but  he  is  worthy  of  better  material. 


REVIEWED  IN  THIS  ISSUE 

No  Father  to  Guide  Him  Pathe 
The  Sky  Tribe  Fox 
Piping  Hot  Universal 
The  Friendly  Breast  of  Earth 

Artcolor  Scenic 
Toiling  for  Rest  Fox 
A  Cloudy  Romance  Fox 
On  the  Show  Patheserial 
The  Gold  Trap  Universal 


"The  Friendly  Breast  of  Earth" 

Artcolor  Scenic  1  reel 

This  is  a  very  fine  scenic  portraying  some 
of  the  wonderful  landscapes  in  the  Califor- 
nia Yosemite  Valley. 

It  shows  the  hills  and  valleys.  Lofty  peaks 
are  fringed  with  tall  trees,  while  purling 
brooks  and  glittering  falls  tumble  down  their 
lengths. 

The  photography  is  particularly  fine.  There 
are  some  sun  and  cloud  effects  that  cannot 
fail  to  impress  lovers  of  the  beautiful. 

These  little  journey  pictures  should  be 
strongly  featured.  You  can  increase  busi- 
ness by  effecting  a  tie-up  with  schools, 
churches  and  all  the  better  element  of  the 
town.  Organize  a  "Stay  at  Home  Travel 
Club"  to  show  your  patrons  the  country,  and 
indeed  the  world,  from  a  comfortable  seat  in 
your  theatre. 

#    *  * 

"Toiling  for  Rest" 

Fox  1  reel 

W  ith  sixteen  horses  bearing  their  equip- 
ment a  little  band  of  hardy  vacationists  set 
out  on  the  search  for  rest  in  the  heart  of 
the  Canadian  Rockies.  Back  through  country 
never  before  traversed,  vou  follow  them  in 
"Toiling  for  Rest,"  as  they  plunge  into  the 
icy  waters  of  a  glacier  fed  river,  and  after- 
wards as  they  are  nearly  swept  from  their 
feet  at  the  base  of  a  cataract.  Over  the  slip- 
pery, jagged  ice  of  a  great  glacier  they  take 
their  pack  train,  a  feat  never  before  attempt- 
ed. Up  the  rugged  side  of  a  mountain  and 
finally  back  through  snow  so  deep  that  the 
train  can  hardly  make  its  way.  This  picture 
gives  the  thrill  of  adventure  and  at  the  same 
time  is  one  of  rare  beauty  in  its  scenic  setting. 
Stories  of  the  adventures  encountered  in 
"Toiling  for  Rest"  appeared  in  an  article  in  a 
recent  issue  of  the  National  Geographic 
Magazine. 


Fox 


'A  Cloudy  Romance" 


2  reels 


What  Others  Think 
5. 

ERIC  T.  CLARKE 
Mgr.  Eastman  Theatre,  Rochester 
"I  need  not  tell  you  that  I  think 
highly  of  Red  Seal  Product.  The 
quantity  we  have  used  during  the 
last  year  speaks  for  itself." 


JlUji  N.  Y.  C. 

Edwin   Miles   Fadman,  Pres. 


An  eloping  couple  are  arrested  for  speeding,  and 
arraigned  before  the  girl's  father.  He  sentences  the 
youth  to  thirty  days.  Upon  release  the  hero  obtains 
employment  in  the  girl's  home  disguised  as  a  negro 
maid.  Here  he  is  loved  by  the  colored  butler. 
Through  a  series  of  misadventures  he  elopes  with 
the  butler.  He  escapes  in  time  to  frustrate  the 
plans  of  h.'s  rival  to  marry  the  girl.  By  accident 
he  and  the  girl  are  lifted  into  the  air  on  a  steel 
girder.  The  minister  is  also  hoisted  by  it,  and 
marries  them  high  in  the  air. 

A  real  comedy,  this  one  is  crammed  with 
smiles  and  thrills.  There  are  any  number  of 
screamingly  funny  situations,  and  not  a  few 
that  will  cause  any  audience  to  gasp. 

For  instance  there  is  the  scene  in  which 
the  hero,  heroine,  the  girl's  father  and  the 
minister  are  all  lifted  high  into  the  air  on  a 
steel  girder.  True,  it  is  not  a  new  gag.  But 
it  is  a  sure-fire  thriller  that  never  fails  to 
have  them  holding  their  breath. 

Then  there  is  an  automobile  wreck  in 
which  the  motor-car  containing  the  negro 
butler  and  the  hero,  disguised  as  a  maid, 
hurtles  through  space  to  land  on  a  moving 
train. 

There  are  lots  of  minor  comedy  gags  that 
help  materially.  One  of  the  best  sequences  is 
the  flirtation  between  the  hero  and  the  butler. 
A  pup  dashes  off  with  the  hero's  wig,  and 
for  a  few  moments  it  looks  as  though  his 
deception  must  be  discovered. 

The  cast  includes  Harold  Austin,  Connie 
Dawn,  Harry  Dunkinson  and  Jules  Cowles. 
Each  of  them  does  excellent  work.  You  can 
promise  your  patrons  a  lot  of  hearty  laughs 
and  be  sure  that  they  will  not  be  disappoint- 
ed. 


"On  the  Show" 

Ep.  2 

Patheserial  "Wild  West"  2  reels 

The  second  chapter  of  "Wild  West"  deals 
with  the  adventures  of  Jack  Mulhall,  Helen 
Ferguson,  Eddie  Phillips  and  Virginia  War- 
wick at  the  circus  opening.  It  is  there  that 
Mulhall,  now  a  foreman  on  his  benefactor's 
ranch,  meets  the  heroine  and  saves  her  life 
when  she  falls  off  an  elephant.  Eddie  Phillips, 
as  the  adopted  ward  of  one  of  the  Miller 
Brothers,  is  crooked  at  heart,  and  divides 
his  time  between  his  work  at  the  circus  and 
cattle  rustling.  He  also  tries  to  carry  on  an 
affair  with  both  the  heroine  and  her  rival, 
Virginia  Warwick.  The  serial  was  produced 
on  the  101  Ranch  in  Oklahoma,  with  the 
Miller  Brothers'  Wild  West  Show  supporting 
the  stars.  Robert  F.  Hill  directed  from  a 
scenario  by  J.  F.  Natteford. 

*   *  * 

"The  Gold  Trap" 

Universal  2  reels 

Crooked  mining  men  lay  a  trap  to  unload  the 
Excelsior  Mine  upon  a  Southern  Colonel,  who  travels 
out  West  with  his  daughter  for  the  purchase.  Fred 
Humes,  a  mining  engineer  who  is  prospecting  in 
the  hills,  rescues  the  Colonel  and  his  daughter  from 
the  runaway  stage.  Later,  the  girl  and  Fred  inspect 
the  mine  and  interrupt  Craven  and  his  gang  loading 
rock  salt  into  the  walls  of  the  mine  to  give  it  the 
appearance  of  gold.  Fred  is  assaulted  and  the  girl 
kidnapped.  The  Colonel  arrives  to  inspect  the  mine, 
indicates  his  his  assent  to  buy  and  returns  to  town 
with  Craven.  Meanwhile,  Fred  recovers,  rescues  the 
girl,  and  returns  to  town  just  in  time  to  save  the 
transaction  from  going  through  and  seeing  that  the 
crooks  get  their  deserts. 

Fred  Humes  is  the  featured  Western  rider 
of  the  Mustang  Western  short.  The  plot  is 
conventional  and  furnishes  enough  excuse 
for  some  fist  fighting,  good  riding  and  a  lit- 
tle love  interest.  Humes  does  passable 
work  and  the  supporting  cast  is  adequate. 
The  film  will  go  fine  in  houses  where  the 
Western  program  is  in  favor. 


Page  60 


Exhibitors  Trade  Review 


BUILDING  SERIALS 

FOR  EXPLOITATION 

UNIVERSAL  PLAN 

UNIVERSAL  has  tackled  the  serial  pro- 
duction game  from  a  new  angle  this 
year,  an  angle  based  on  widespread  and 
forceful  exploitation  values.  That  company 
has  chosen  its  serial  stories  so  that  they 
either  represent  great  American  historical 
developments,  important  scientific  develop- 
ments, widely  read  stories,  or  popular  fiction 
heroes.  The  exploitation  department  is  going 
to  extra  efforts  to  make  these  serials  100  per 
cent  valuable  to  the  exhibitor  as  ready  sell- 
ing pictures.  Fred  J.  McConnell,  general  sales 
manager  for  short  product  of  the  Lniversal 
organization,  has  put  the  full  power  of  his 
department  behind  the  Adventure  pictures, 
and  asserts  that  during  the  coming  season  the 
booking  of  a  Universal  serial  will  mean 
crowded  houses  in  any  locality. 

There  is  an  ambitious  schedule  of  Adven- 
ture pictures  projected  for  the  comrng  twelve 
months.  Adventure  pictures  are  ten-chapter 
serials,  and  the  Universal  organization,  with 
a  long  record  of  successful  serials,  promises 
that  the  forthcoming  year's  supply  will  out- 
strip all  past  efforts  in  the  chapter-picture 
field. 

The  schedule  for  1925-1926  includes  six 
Adventure  pictures,  made  with  popular  stars 
and  directed  by  men  of  top  notch  rating  in 
the  serial  production  field.  Also,  the  year's 
output  is  being  built  with  an  especial  eye  to 
exploitation  and  advertising  values.  This 
phase  of  serial  production  has  been  developed 
to  an  unusual  extent  at  Universal  City,  so 
much  so  that  when  a  serial  goes  into  produc- 
tion on  the  Universal  lot  it  is  almost  certain 
that  it  will  be  a  box-office  winner. 

The  six  serials  to  be  released  by  Universal 
during  the  coming  twelve  months  are  known 
as  The  Lucky  Six.  In  the  order  of  their  re- 
lease they  are :  "Perils  of  the  Wild,"  which 
now  is  being  released,  having  begun  August 
17th;  "The  Ace  of  Spades,"  which  begins 
October  19th;  'The  Scarlet  Streak,"  begin- 
ning December  21st ;  "The  Winking  Idol," 
due  to  start  February  22nd ;  "The  Radio  De- 
tective," April  28th,  and  "Strings  of  Steel," 
which  will  be  released  beginning  June  28th, 
1926. 

*   *  * 

Artclass  Pressbook 

on  New  Shorts  Series 

THe  Artclass  Pressbook  on  the  "Guess 
Who"  series  of  one-reelers,  each  of 
which  will  consist  of  shots  of  well  known 
screen  personalities,  whose  identities  are 
to  be  guessed  by  audiences  for  prizes, 
gives  valuable  suggestions  for  putting  this 
series  over  in  great  shape. 

On  cards  to  be  furnished  patrons  by  ex- 
hibitors, the  identity  of  each  star,  as  he 
or  she  appears  on  the  screen  is  noted,  in 
the  order  of  their  appearance.  Prizes  can 
be  offered  by  the  exhibitor  for  the  one 
guessing  the  appearance  of  the  stars  most 
correctly.  Prizes  can  be  given  for  the 
individual  reel  and  then  a  grand  contest 
made  of  the  series.  It  is  anticipated  that 
if  the  individual  reels  be  shown  for  a 
number  of  days,  a  great  many  people  will 
come  back  again  to  have  another  try  at 
the  names  of  the  stars  that  were  missed. 

The  press  sheet  also  gives  the  exhibitor 
a  number  of  possible  ways  of  attracting 
attention  to  the  contest,  and  once  it  is 
started  will  work  itself  up.  A  brilliantly 
designed  one-sheet  is  made  up  for  each 
reel,  showing  the  names  of  the  stars  who 
will  appear  in  the  reel.  That  alone  with 
the  drawing  power  of  the  stars  will  prove 
a  big  number  with  the  public. 


Sandusky  Theatres 

Wised  Up  on  Shorts 

Short  subjects  stand  high  with  the  San- 
dusky, O.,  picture-patronizing  public  and  ac- 
cordingly with  the  exhibitors. 

"They  invariably  mean  as  much  as  the 
feature ;  some  times  even  more,"  said  George 
J.  Schade,  owner  and  manager  of  the  Schade 
theatre. 

"We  specialize  on  ours,  having  found  long 
ago  that  specialization  pays,"  was  the  com- 
ment of  Arthur  F.  Himmelein,  manager  of  the 
Plaza. 

"Couldn't  get  along  without  them,"  said 
Alden  Seitz,  manager  of  the  Star. 

In  the  most  instances  Sandusky  exhibitors 
get  a  reputation  for  themselves  and  their 
houses  by  featuring  a  certain  one-reeler  or 
two-reeler  on  a  fixed  day  or  couple  of  days 
and  after  getting  the  public  coming,  keep  it 
coming  by  sticking  to  a  fixed  program. 

Himmelein  banks  on  "Our  Gang"  comedres 
and  the  cartoon  reels  in  which  "Felix,  the 
Cat"  is  the  big  It.  "The  children  cry  for  'em 
as  they  used  to  for  a  certain  patent  medicine," 
he  declared,  adding:  "And  when  you  get  the 
kids  coming  your  way  you  get  the  old  folks 
also." 

Schade  is  strong  for  Educationals  which 
he  says  his  patrons  like  "because  one  is  as 
good  as  another."  Seitz  has  won  a  steady 
increase  in  business  by  running  serials  and 
just  at  present  has  half  of  Sandusky  and 
environment,  talking  about  "Sunken  Silver." 
As  a  rule  all  Sandusky  exhibitors  advertise 
their  Short  Subjects  in  the  newspapers. 
*    *  * 

Handy  Index  Features 

Striking  Pathe  Press  Book 
on  "Wild  West"  Serial 

A  PRESS  BOOK  of  exceptional  quality 
and  carrying  an  unusual  index  feature 
that  will  please  busy  showmen  has  been 
devised  by  S.  Barret  McCormick,  director  of 
exploitation  for  Pathe,  covering  tht  current 
Patheserial  "Wild  West,"  which  s+ars  Jack 
Mulhall  and  Helen  Ferguson. 

The  "Wild  West"  press  book  is  approxi- 
mately 14  inches  deep  and  21  inches  wide. 
The  front  cover  page,  however,  is  only  15 
inches  wide.  Other  pages  are  graduated  to 
the  full  width  of  the  book,  with  index  lines 
which  cover  each  department.  These  are  so 
arranged  that  they  can  all  be  seen  at  one  time 
and  turned  to  immediately  without  thumbing 
over  any  pages.  The  first  index  is  Posters, 
then  comes  The  101  Ranch,  Stories  of 
Players,  Exploitation,  Accessories,  Publicity 
Ads,  and  The  Scope  of  Pathe  Serials. 

Covers  are  printed  in  two  colors  on  120 
pound  stock  and  the  inside  on  100  pound 
stock.  The  art  material  is  given  strong  dis- 
play, really  everything  is  billed  like  a  circus. 
There  are  nine  advertisements  with  a  good 
display  arrangement,  plenty  of  outdoor  action 
and  vivid  atmosphere.  There  are  also  four 
"spot"  ads  that  offer  a  variety  of  uses 

The  usual  line-up  of  exploitation  has  been 
augmented  by  a  series  of  mechanical  cut- 
outs which  are  both  simple  in  operation  and 
inexpensive  in  cost.  The  sky  has  been  made 
the  showman's  billboard  through  a  number 
of  overhead  exploitation  accessories.  Bosco, 
The  Missing  Link,  pink  lemonade  and  the 
"for  men  only"  side  show  get  a  part  in  the 
array  of  exploitation.  The  "Wild  West"  ad- 
vertising car  displays  some  unusual  circus- 
style  heralds,  a  set  of  miniature  stills,  giving 
;he  dramatic  highlights,  two  slides,  a  special 
200-foot  trailer,  a  set  of  11  x  14  lobby 
cards  for  each  chapter,  and  other  accessories. 
The  inside  back  cover  shows  the  scope  of 
Pathe's  national  advertising  campaign  on  this 
serial,  a  campaign  which  reaches  14,000,000 
persons  with  "Wild  West"  advertising.  The 
back  page  is  a  striking  circus  parade,  with 
punch  lines  of  the  sawdust  and  the  saddle. 


News  Reels  in  Brief 


Fox  News  No.  103 

MINNEOLA,  L.  I. — Lieut.  Al  Williams  of 
the  Navy  flies  302  miles  an  hour.  GEB.- 
TRUDE  EDERLE  BACK  AFTER  CHAN- 
NEL ATTEMPT— Says  she'll  try  it  again. 
BRAEMAR,  SCOTLAND — King  George  and 
Queen  Mary  see  ancient  Highland  games. 
HARRISBURG,  Pa.— Roped  to  swinging 
arm,  raw  recruits  of  the  state  police  are 
given  lessons  in  art  of  horsemanship. 
SUMNER,  WASH. — Thousands  of  bushels  of 
hops  are  picked  by  hand.  NATION'S  BUSI- 
NESS GIRLS  MEET  ON  CINDER  PATH— 
Miss  Mary  Miller  of  New  York  defeats  fast 
lield.  NEW  YORK  CITY — William  A. 
Magee,  the  mayor  of  Pittsburgh,  sails  on 
S.S.  America.  BUFFALO,  N.  1".— Survivors 
of  the  202nd  Regiment,  veterans  of  Spanish 
War,  present  a  memorial  taulet  to  city. 
JUAREZ,  MEXICO — The  115th  anniversary 
of  Mexican  independence  is  fittingly  cele- 
brated by  pageantry  and  a  parade.  FOR- 
EST HILLS,  L.  1.-15,000  tennis  fans  see 
Big  Bill  Tilden  conquer  Little  Bill  Johnston. 
NEW  ZEALAND — Seeing  the  world  with 
the  U.  S.  Navy.  MAKING  AN  AIR  SUR- 
VEY OF  WASHINGTON,  D.  C— F.ight  with 
city  planning  experts  affords  unusual  view 
of  nation's  capital. 

*     *  * 


Kinograms  No.  5122 

OFF  BLOCK  ISLAND— Rescue  ships  and 
divers  strive  to  save  S-51  crew  from  ocean's 
bottom.  CHICAGO — Walter  Hagen  beats 
Bill  Mehlhorn  in  finals  for  professional  golf 
championship.  WASHINGTON  —  President 
Coolidge  joins  the  Washington  Baseball 
club,  world's  champions,  to  have  his  pic- 
ture taken.  SAN  FRANCISCO — Coast  thou- 
sands turn  out  to  greet  Commander 
Rodgers  and  crew  of  P.N.-9  No.  1  upon 
their  return  from  Hawaii.  PARIS — 400,000 
francs  go  up  in  elaborate  demonstration  of 
fireworks.  FAIRMOUNT  PARK,  ILL.— 
Crowds  brave  rain  to  witness  return  of 
racing  to  St.  Louis  district  after  lapse  of 
twenty  years.  PHILADELPHIA — 43  year 
old  excursion  steamer  is  consigned  to  the 
llames.  NEW  YORK— George  Chapman 
wins  motor  paced  bicycle  title  for  sixth 
year  in  succession  while  crowd  of  20,000 
looks  on.  ATLANTIC  CITY— Shore  crowds 
see  Shriners  in  march  (Philadelphia  only). 
BLOOMINGTON,  ILL. — New  training  tricks 
for  Indiana  football  candidates  (San  Fran- 
cisco, Chicago  and  Indianapolis  only). 

*     *  * 


International  News  No.  81 

HOMEWOOD,  ILL. — Walter  Hagen  again 
wins  American  "pro"  golf  crown.  ROOSE- 
VELT FIELD,  L.  I.  (N.  Y.  City  only)  — 
Newsreel  daredevil  rides  on  wing  of  nsw 
sky  express.  .HOLLYWOOD,  CAL.  (Omit 
N.  Y.  City  and  Indianapolis) — Unique  ban- 
quet for  animal  actors  only.  NOTRE 
DAME,  IND.  (Indianapolis  only) — Notre 
Dame  opens  season  with  smashing  victory. 
INTERESTING  SNAPSHOTS  FROM  THE 
NEWS  OF  THE  DAY:  UNDERWOOD, 
WASH. — Spunky  salmon  begin  their  annual 
uphill  battle  to  reach  spawning  grounds; 
PEWSEY,  ENGLAND— Old-time  town-crier 
(the  human  newspaper)  has  his  day  again 
in  unique  tournament;  FRISCO,  CAL. — 
(Omit  Los  Angeles  and  Frisco) — Rescued 
Pacific  fivers  get  tremendous  "welcome 
home";  WORLEY,  TENN.  (New  Orleans 
and  Memphis  Only) — Disastrous  collision 
between  Dixie  express  trains:  NEAR 
KENT,  WASH.  (Portland  and  Seattle  only) 
— Tacoma  and  Seattle  interurbans  meet 
head-on  in  fog;  WASHINGTON.  D.  C. 
(Washington  only) — Pres.  Coolidge  con- 
gratulates the  Senators.  SOUTHEND,  ENG- 
LAND— Strange  football  game  on  muddy 
river  bed.  LARCHMONT,  N.  Y. — Sea-sled 
expresses  now  speed  commuters  to  work. 
OFF  BLOCK  ISLAND,  R.  I. — Great  naval 
disaster!  U.  S.  Submarine  rammed  and 
sunk  with  34  men! 

*     *  * 


A.  Pam  Blumenthal 

To  Make  Short  Series 

Having  lately  produced  a  series  of  sceniu? 
of  the  Norse  countries,  such  as  Holland. 
Sweden  and  Norway,  which  Film  Exchange, 
Inc.,  is  releasing,  A.  Pam  Blumenthal  will 
shortly  begin  production  of  a  new  series  of 
shorts  combining  the  topics  of  sport  and 
scenic  travel 


October  3, 1925 


Page  61 


TYPES  OF  MINUSA 
SCREENS  BUILT  TO 
SPECIFICATIONS 

A  BOOKLET  put  out  by  the  Minusa  Cine 
Screen  Company  of  St.  Louis,  Mo., 
"Reproduction,"  describes  some  of  the  line 
of  theatrical  type  screens  put  out  by  this  com- 
pany, but  it  does  not  go  into  details  regard- 
ing the  entire  line,  as  it  now  consists  of  three 
different  products,  viz,  the  Minusa  DeLuxe 
Special  Seamless ;  the  regular  Minusa  De- 
Luxe  Special  and  the  Minusa  Standard. 

De  Luxe  Special  Seamless 

The  Minusa  DeLuxe  Special  Seamless  is 
an  exclusively  Minusa  product,  made  on 
heavy  imported  seamless  fabric,  and  comes  in 
sizes  from  13'  x  17'  to  18'  x  24'  only.  This 
screen  is  built  to  specification  for  any  size  of 
theatre,  and  for  all  types  of  projection, — Reg- 
ular Arc,  Reflecting  Arc,  Mazda  Light  and 
High  Intensity. 

Minusa  De  Luxe  Special 

The  regular  Minusa  DeLuxe  Special  can  be 
had  in  any  size  required,  but  all  sizes  larger 
than  12'  x  16'  have  a  practically  invisible 
seam  across  the  picture  surface.  This  screen 
is  also  built  to  specification  for  any  size  of 
theatre  and  for  all  types  of  projection. 

Minusa  Standard 

Minusa  Standard  screens  are  not  built  to 
specification,  being  made  in  one  standard 
surface  only,  and  are  especially  adaptable  for 
use  in  long  narrow  houses.  This  is  the  type 
of  screen  that  is  manufactured  by  other 
screen  manu  >  acturers  and  was  placed  on  the 
market  to  meet  price  competition. 

Improved  Frames 

The  frames  furnished  with  both  the  De- 
Luxe  Special  Seamless,  and  the  regular  De- 
Luxe  Special,  are  equipped  with  steel  thread- 
ed bushings  inserted  in  the  lag  screw  holes. 
This  improvement  was  suggested  by  one  of 
the  dis'r:butors,  and  it  makes  the  stretching 
device  absolutetly  permanent  and  rigid. 

Tl  e  frames  with  the  Standard  sc;eens  are 
of  the  regular  type,  with  the  lag  bolts  being 
bored  into  the  wood.  Improved  frames  may 
be  had  with  Standard  screens,  however,  at  a 
slight  additional  cost. 

In  addition  to  Motion  Picture  Screens,  they 
manufacture  the  Minusa  Special  screen 
brushes.  Users  of  all  metallic  types  of 
screens  have  found  these  brushes  almost  in- 
■dispensible  in  keeping  their  screen  surfaces 
free  from  dust. 


Mr.  Exhibitor:  Ask  at  the  Film  Exchanges  1 
for  the 


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


S.  Lewis  Buys  St.  Louis 

Theatres  and  Airdomes 

Sam  Lewis,  who  operates  the  New  Shen- 
andoah Theatre,  Broadway  and  Shenandoah 
avenue,  St.  Louis,  swung  two  major  realty 
deals  during  the  past  week  when  he  pur- 
chased the  New  Shenandoah  Theatre  and 
Airdome  property  and  also  obtained  the 
American  Theatre,  Twelfth  and  Barton 
street,  and  the  adjoining  aidome. 

The  American  was  operated  by  Joseph 
Wagner  and  seats  about  700  persons.  The 
airdome  has  accommodations  for  as  many 
more.  It  is  considered  one  of  the  best  pay 
theatre  properties  in  that  section  of  the  city. 

The  New  Shenandoah  has  been  under  lease 
to  Lewis  for  some  time.  In  realty  circles  it 
is  reported  that  this  deal  approximated 
$250,000.  The  property  rents  for  $30,000  an- 
nually, it  is  said. 

Along  Picture  Row  gossip  has  it  that 
Lewis  has  his  eye  on  several  other  neigh- 
borhood houses  and  that  he  will  close  deals 
on  some  of  them  within  the  next  few  weeks. 

*  *  * 

Construction  of  Springfield,  Ills.,  new 
theatre  to  be  erected  on  Grand,  between  8th 
and  9th  streets,  will  get  under  way  soon. 
Contracts  were  let  the  past  week.  O'Shea 
Brothers,  1214  East  Jefferson  street,  are  the 
general  contractors.  The  house  will  measure 
65  x  115  fc-t  and  it  is  reported  it  will  cost 
$250,000.  Theodore  Gray,  South  Eleventh 
street,  Springfield,  is  the  owner. 

*  *  * 

The  contract  for  Sullivan,  Ill's.,  new  thea- 
tre has  been  awarded  to  Hagerman  &  Harsn- 
man,  local  contractors.  It  will  be  one  story, 
40  x  70  feet  and  cost  about  $50,000. 

sjs  s(s 

Lulu  Donaldson  has  sold  the  Grand  Thea- 
tre at  Salem,  Mo.  C.  P.  Bates  is  the  new 
owner. 

*  *  * 

The  Barlow  Theatre,  Barlow,  Ky.,  is  being 
remodeled  and  repaired. 


New  Theatres  Reported 


WHITE  PLAINS,  N.  Y. 

Plans  drawn  on  Theatre,  Bank  &  Office 
Bldg.  at  199-201  Main  St.,  10  sty.  66  x  212. 
Archt.  Benj.  W.  Levitan,  1  Pershing  Sq., 
N.  Y.  City.  Owner  Corporation,  care  of 
Archt. 

GOSHEN.  N.  Y. 

Theatre  contemplated  at  Goshen,  N.  Y.  on 
S.  Church  St.  Archt.  not  selected.  Owner — 
J  as.  T.  Conomos,  Warwick,  N.  Y. 

PERTH  AMBOY,  N.  J. 

Drawing  plans  on  M.  P.  Theatre  &  Stores. 

1  sty.  50  x  144.  Archt.  Hyman  Roseansohn, 
188  Market  St.,  Newark,  N.  J.  Owner— 
Kliven  &  Snapper  &  Kelsey,  care  of  Archt. 

DUBUQUE,  IA. 

Archt.  C.  L.  Crajewski,  B.  &  L.  Bldg., 
drawing  plans  on  Theatre  at  Central  Ave.  & 
14th  St.  Owner — W.  H.  Kre'chmer,  care  of 
archt. 

DETROIT,  MICH. 

Archt.  P.  R.  Pereira,  304  Lincoln  Bldg., 
will  take  bids  about  Sept.  7th  for  Theatre, 
Store  &  Office  Bldg.,  on  Jefferson  Ave. 
Owner — withheld— care  archt. 

NEGAUNEE,  MICH. 

Theatre.  $50,000  1  sty.  Archt.  D.  E.  Ander- 
son, Iron  River,  Mich.  Owner — Star  Theatre 
Co.,  Jafey  Rythkonent,  Negaunee,  Mich. 

SULLIVAN,  ILL. 

Drawing  plans  on  Theatre  Bldsr.  in  Sulli- 
van, 111.  Owner  withheld  care  Gen.  Contr. 
Gen.  Contr. — let  to  Hagerman  &  Harshman. 

2  sty.,  40  x  70. 

RACINE,  WISC. 

Plans  finished  on  Theatre  in  Racine. 
Archt.  G.  Howard  Grace,  Elmer  G.  Kiehler, 
B.  A.  Dore,  400  Huron  Bldg.,  Detroit,  Mich. 
Owner — Rialto  Amuse.  Co.,  Racine,  Wis. 


The  Eureka,  Eu- 
reka, Mo.,  has  been 
closed. 


T.  W.  Sharp,  of 
Little  Rock,  Ark., 

plans  to  build  a  new 
theatre  at  Prospect 
and  Beech  avenues, 
Pulaski  Heights,  lead- 
ing suburb  of  Little 
Rock.  The  plans  call 
for  a  building  40  x 
140  feet.  It  will  con- 
lain  a  balcony  and 
stage  of  nice  size  for 
road  shows  and  the 
like.  It  will  cost  about 
$250,000  exclusive  of 
equipment. 

The  Rialto  Theatre, 
Altamont,  111.,  has 
adopted  a  policy  of 
two  nights  per  week, 
Thursday  and  Friday. 
September  2  and  4 
were  the  opening 
nights  under  the  new 
plan. 

*    *  * 
Theatre  Planned 

Plans  are  being  pre- 
pared by  L.  A.  Scith 
for  the  erection  of  a 
two  -  story  theatre, 
store  and  office  build- 
ing at  Maplewood  and 
Western  avenues,  Los 
Angeles,  for  the  West 
Coast  Theatres,  Inc., 
which  is  estimated  to 
cost  about  $150,000. 


Here  is  the  Place 


for  your  next  convention 


'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" 


Page  62 


Exhibitors  Trade  Review. 


Statement  of  Ownership 

STATEMENT    OF   THE    OWNERSHIP,  MAN- 
AGEMENT,     CIRCULATION,      ETC.,  RE- 
QUIRED BY  THE  ACT  OF  CONGRESS  OF 
AUGUST  24,  1912, 
Of   Exhibitors   Trade   Review,   published   weekly  at 
East  Stroudsburg,  Pa.,  for  October  1,  1925. 
STATE  OF  NEW   YORK     I  ss 
COUNTY  OF  NEW  YORK  j 

Before  me,  a  Notary  Public  in  and  for  the  State 
and  county  aforesaid,  personally  appeared  Willard  C. 
Howe,  who,  having  been  duly  sworn  according  to 
law,  deposes  and  says  that  he  is  the  Editor  of  the 
Exhibitors  Trade  Review,  and  that  the  following  is, 
to  the  best  of  his  knowledge  and  belief,  a  true 
statement  of  the  ownership,  management  (and  if  a 
daily  paper,  the  circulation),  etc.,  of  the  aforesaid 
publication  for  the  date  shown  in  the  above  caption, 
required  by  the  Act  of  August  24,  1912,  embodied 
in  section  411,  Postal  Laws  and  Regulations,  printed 
on  the  reverse  side  of  this  form,  to  wit : 

1.  That  the  names  and  addresses  of  the  pub- 
lisher, editor,  managing  editor,  and  business  man- 
agers are:  Publisher,  Exhibitors  Review  Publishing 
Corp.,  45  West  45th  Street,  New  York  City;  Editor, 
Willard  C.  Howe,  45  West  45th  Street,  New  York 
City;  Business  Manager,  H.  J.  Schleier,  45  West 
45th  Street,  New  York  City. 

2.  That  the  owner  is:  (If  owned  by  a  corpora- 
tion, its  name  and  address  must  be  stated  and  also 
immediately  thereunder  the  names  and  addresses  of 
stockholders  owning  or  holding  one  per  cent  or  more 
of  total  amount  of  stock.  If  not  owned  by  a  cor- 
poration, the  names  and  addresses  of  the  individual 
owners  must  be  given.  If  owned  by  a  firm,  com- 
pany, or  other  unincorporated  concern,  its  name 
and  address,  as  well  as  those  of  each  individual 
member,  must  be  given.)  Geo.  C.  Williams,  45 
West  45th  Street,  New  York  City;  Frank  Meyers, 
239  West  39th  Street,  New  York  City;  M.  M. 
Fernsler,  Flushing,  Long  Island,  New  York. 

3.  That  the  known  bondholders,  mortgagees,  and 
other  security  holders  owning  or  holding  1  per  cent 
or  more  of  total  amount  of  bonds,  mortgages,  or 
other  securities  are:  (If  there  are  none,  so  state.) 
None. 

4.  That  the  two  paragraphs  next  above,  giving 
the  names  of  the  owners,  stockholders,  and  security 
holders,  if  any,  contain  not  only  the  list  of  stock- 
holders and  security  holders  as  they  appear  upon 
the  books  of  the  company  but  also,  in  cases  where 
the  stockholder  or  security  holder  appears  upon  the 
books  of  the  company  as  trustee  or  in  any  other 
fiduciary  relation,  the  name  of  the  person  or  cor- 
poration for  whom  such  trustee  is  acting,  is  given ; 
also  that  the  said  two  paragraphs  contain  state- 
ments embracing  affiant's  full  knowledge  and  belief 
as  to  the  circumstances  and  conditions  under  which 
stockholders  and  security  holders  who  do  not  ap- 
pear upon  the  books  of  the  company  as  trustees, 
hold  stock  and  securities  in  a  capacity  other  than 
that  of  a  bona  fide  owner;  and  this  affiant  has  no 
reason  to  believe  that  any  other  person,  association, 
or  corporation  has  any  interest  direct_  or  indirect 
in  the  said  stock,  bonds,  or  other  securities  than  as 
so  stated  by  him. 

5.  That  the  average  number  of  copies  of  each 
issue  of  this  publication  sold  or  distributed,  through 
the  mails  or  otherwise,  to  paid  subscribers  during 
the   six   months    preceding   the   date   shown  above 

is    (This  information  is  required  from  daily 

publications  only.) 

WILLARD    C.  HOWE, 

Editor. 

Sworn  to  and  subscribed  before  me  this  30th  day 
of  September,  1925. 

HYMAN  SCHLEIER, 
(Seal)  Notary  Public. 

Bronx  County,  No.  183  ;  Register's  No. 
2739A.     Cert,  filed  in  New  York  Co., 
No.  827;  Register's  No.  7651. 
(My  commission  expires  March  30,  1927.) 


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 


Classified  Opportunities 

  Rate  2  Cents  a  Word — Cash  With  Copy 


For  Sale 


Local  Films 


FOURTEEN  HUNDRED  NEW  OPERA 
CHAIRS,  some  upholstered.  New  goods  made  on 
contract  to  fit.  Bankrupt  stock,  at  a  big  saving. 
EIGHT  THOUSAND  YARDS  of  government 
Standard  Battleship  Linoleum  and  Cork  Carpet  at 
less  than  wholesale  prices  for  theatres,  churches, 
clubs  and  lodges.  Guaranteed  goods.  Not  less  than 
one  roll  sold.  J.  P.  REDINGTON  &  COMPANY, 
SCRANTON,  PA. 

VENEER  SEATS  and  backs.  1200  for  any  size 
chair,  never  used.  Will  fit  to  suit.  Redington 
Co.,  Scranton,  Pa. 

VENTILATION  SYSTEMS.  We  have  several 
blowers  complete  with  motors  which  we  will  sell  at 
a  very  cheap  price.  C.  G.  Demel,  845  S.  State  St., 
Chicago. 

BARGAIN  COSMOGRAPH  SUIT  CASE  port- 
able projector  with  stereopticon  attachment,  like 
brand  new;  good  condition.  Cost  $250.00  when 
new;  $70.00  takes  it.  Also  "The  Cossack's  Whip," 
6  reels  Russian  Revolution  action  picture:  $30.00,  in 
steei  shipping  case.  All  like  brand  new.  William 
Anderson,  42  Olive  St.,  Britain,  Conn. 

BARGAIN  BANNERS — Hand  painted,  3  colors,  any 
copy  up  to  15  words.  3x12  paper-75c.  3x10  cloth 
$1.40.  One  day  service.  Sent  anywhere.  Also 
processed  window  cards.  ASSOCIATED  ADVER- 
TISERS, 111  W.  18th  St.,  Kansas  City,  Mo. 

FOR  SALE — Modern  movie;  priced  for  quick  sale, 
account  of  illness ;  wonderful  bargain ;  county  seat 
of  10,000.  Box  24,  Exhibitors  Trade  Review,  New 
York  City. 

M.  P.  CAMERA,  $123;  Studio  lamps,  $75  each. 
Metropolitan  Films.  Altoona,  Pa. 

FOR  SALE:  Theatre  on  Long  Island;  Seats  500; 
Only  theatre  in  town  of  4000.  Large  drawing 
population.  Address  Box  12,  Exhibitors  Trade 
Review.   New  York. 

AN  EXCEPTIONAL  THEATRE  CHAIR  BAR- 
GAIN. Customers  Building  Loan  has  fallen  through 
and  has  forfeited  deposit  on  275  new  extra  heavy 
five  ply  opera  chairs.  Here  is  a  rare  opportunity  to 
buy  a  fine  chair  at  a  price  unheard  of  before.  We 
can  make  immediate  shipment.  Act  quick.  C.  G. 
Demel,  845  South  State  St.,  Chicago. 

MOTIO GRAPH,  Motor  Driven,  Mazda  equipped, 
two  bulbs,  never  used,  with  regulator.  Complete 
theatre  machine,  $60.00.  C.  F.  Maurer,  1012  Cleve- 
land Ave.,  S.  W.,  Canton,  Ohio. 

FOR  SALE:  Underwood  Standard  Typewriter  No. 
3,  16  inch  carriage.  Practically  new.  Can  be  used 
for  billing,  etc.  Original  cost  $150.00  ;  will  sell 
for  $65.00.    Box  S,  Exhibitors  Trade  Review. 


At  Liberty 


THEATRE  DRUMMER  at  liberty,  legitimate; 
tympani,  xylophone,  bells,  traps  and  effects — yes,  a 
truck  load.  Eight  years'  experience  w.th  good  or- 
ganiza  ions.  Picture  house  preferred.  Age  twenty- 
nine;  married.  Prefer  town  where  there  would  be 
opening  for   my   wife   now   or  in   the   near  future. 

e  .  -'vl  o.  gan  st  wi-h  large  library  _  for  same. 
Experienced  on  Hope  Jones,  also  good  orchestra 
pi  .  i.  i.malj  orchestration  library.  We  are  both 
union ;  have  Al  references.  Write  or  wire  par- 
ticulars. Wm.  Kuhn,  Musicians'  Union,  Wichita, 
Kansas. 

EXPERIENCED  OPERATOR  wants  position  at 
once  with  reliable  firm.  Has  Penn.  State  license 
Will  go  anywhere.  Address:  D.  C.,  c/o  Exhibitors 
Trade  Review. 

PROJECTIONIST:  Strictly  reliable;  six  years  ex- 
perience on  Powers  and  Simplex.  Join  union,  if 
necessary.  State  full  particulars.  Can  give  refer- 
ences. Clarence  M.  Anderson,  419  S.  Bartlett  St.. 
Canton,  So.  Dakota. 


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


t  or  Kent 


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. 


E 


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


FILMACK  COMPANY 

736  S.WABASH  AVE.  CHICAGO 


J 


Mail 


iling  Lists 

Will  help  you  increase  sales 
Send  lor  FREE  catalog  eMn» 
eooDUandDricesbn  classified  llamas 


Guaranteed  C  &  , 

refund  of  J  each 


S76T 


St.  Louis 


WORLD'S  LARGEST  EXCLUSIVE  AMUSEMENT  TICKET  PLANT  TWENTY- EIGHT  YEARS  EXPERIENCE  AT  YOUR  SERVICE 

ROLL  «S5S?)  FOLDED 


ArcusTTcket/s 

Jf  352  N.  ASHLAND  AVENUE  \V 

~  fmfsr.n  ii  i  iNinK  ^ — 


TICKETS 


CHICAGO,  ILLINOIS  best  eor  the  least  money       quickest  or.  livery       correctness  guaranteed 


Safeguards  negative  quality — 


EASTMAN 
POSITIVE  FILM 

At  Kodak  Park  every  known  precaution 
is  exercised  to  make  sure  that  every  foot  of 
Eastman  Positive  Film  actually  will  reproduce 
tone  for  tone,  all  the  detail  of  the  negative. 

Eastman  experts  safeguard  for  the  screen 
the  photographic  quality  your  audiences  are 
entitled  to  see  there — and  expect. 

Look  for  the  identification  "Eastman" 
"Kodak"  in  black  letters  in  the 
margin  of  prints  you  screen. 


EASTMAN  KODAK  COMPANY 

ROCHESTER,  N.  Y. 


HAL  'ROACH 


presents 


CHATRLEV  CHASE 


tn 


JVo  Father  To  Guide  Him 

and 

The  CaretaKer'*  Daughter 

.  Tte/o  Heel  Comedies 


A  year  ago  we  advised  you  to  keep  your  eyes  on  Charley 
Chase. 

We  told  you  that  the  way  he  was  coming  the  sky  was  the  only 
limit  to  his  future. 

What  has  happened?  During  the  past  year  he  has  appeared 
in  an  uninterrupted  succession  of  really  big  comedies,  with  not 
one  poor  or  just  fair  one  in  the  lot.  Each  one  has  delivered 
a  really  startling  number  of  laughs;  each  has  been  gilt-edged 
in  production  quality. 

Have  these  latest  rib-rockers  screened  for  you,  if  you  are 
out  to  get  the  best  in  two  reel  comedies. 

Keep  your  eye  on  Charley  Chase! 

Charley  Chase  means  ejetra  money  at  the  bojc 
office,  IF  you  let  'em  Kfiotef  he's  on  your  bill. 

F.  Richard  Jones,  Supervising  Director 

Pafhecomedy 

TRADE  ^^^"maRk""""* 


EXHIBITORS 

CTrade  REVIEW 

%e  Business  Paper  of  the  Motion Victure  Industry 


/  "LOVERS  IN 
QUARANTINE 

Starring 

Bebe  Daniels 


Bebeasd 
bride  on  a 
tropical 
island/ 


ocober  10, 1925      THIS  ISSUE  -  8000  Copies        ™-  20 


The  riot  scene  is  one  of  many  spectacular  thrills 


When  New  York  was  a  village 


Marion 


Davies 


A  Monta  Bell  Production 


in 


Love's  Old  Sweet  Song 


A  girl  interrupts  the  plans 


Miss  Davies  again  proves  herself  a  great  comedienne 

tetro  *  (jot 


Tony  Pastor's  reveals  a  new  beauty 

LIGHTS  o/  OL 
BROADWAY 

with  Conrad  Nagel 

adapted  by  Carey  Wilson 

from  the  play  "Merry  Wives  of 
Gotham"  hy  Laurence  Eyre 

A  Cosmopolitan 
Production 


cture  in 


J.  Charles  Davis,  2nd: 

Presents 

PEGG 

UheThxill  Girt 


OF  THE 


Peggy  O'Dag Production 


.DAVIS  DISTRIBUTING  DIVISION,  Inc. 

J.  Charles  Davis,  U  .President 

218  West  4  2nd.  St.  New  York. 


********  wyMy  Isfelbtan  »«ri«r  PaMhMag  Carporatfoa  at  U  Nortk  Crystal  Strart,  Eaat  Strosdatrarc,  Pa.  Uitoriml  OCm  41  W«k  4Stk  Si 
N«w   York  City     Svbaenptkm  12.00  year.     KaMrad  M  I  rflM  utlw  A«c   S.   1*22.  at  poMoAw  at   Ewt  SlnMUktfi.  Fa.,  mmtmr  aat  o<  Manfc  J.  1 


The  Newest  Achievement 
in  the  Motion  Picture  Field 

A  Daily  Newspaper 

— That  gives  all  The  News — When  its  News 

EXHIBITORS  REVIEW 

Published  Daily 

This  Daily  Edition  furnishes  a  complete  news  service  that  is  of  value 
to  EVERYONE  connected  with  the  motion  picture  industry. 

EXHIBITORS  TRADE  REVIEW 

Will  be  published  Saturdays  as  heretofore 

Exhibitors  Trade  Review  will  continue  to  render  the  same  complete  and  valuable  service 
given  in  the  past  as  The  Business  Paper  of  the  Motion  Picture  Industry,  including: 

EDITORIALS:  Vital,  pointed  and  frank  on  conditions,  events  and  pictures. 

NEWS:  All  of  it.  Not  just  publicity.  Legislative  developments  fully  covered. 

PICTURES:  Complete,  impartial  reviews.   Exhibitors  reports.  Release  Charts. 

Special  attention  to  Short  Subjects. 

EXPLOITATION:   Real  picture  merchandising  ideas — that  produce  big. 
EQUIPMENT:  All  about  equipping  and  operating  the  modern  motion  picture  theatre. 

DON'T  MISS  THIS! 

Exhibitors  Trade  Review,  the  weekly,  sells  for  $2.00  per  year 

Exhibitors  Review,  the  new  Daily,  sells  for  $3.00  per  year 

To  present  subscribers  of  Exhibitors  Trade  Review,  the  cost  of  250  issues  (one  year)  to  the 

new  Daily  will,  be  $2.00. 

To  non-subscribers  the  Exhibitors  Review,  Daily,  and  Exhibitors  Trade  Review,  Weekly,  will 
be  sent  for  a  cost  of  a  little  over  one  and  one-half  cents. 

$5.00 

If  you  want  to  be  in  the  "know"  of  motion  picture  news  and  events  send  in  your  order  on 
the  handy  coupon  below.    You  can't  afford  to  be  without  these  two  valuable  publications. 

Today — NOW  is  the  best  time. 


EXHIBITORS  REVIEW, 
45  West  45€E  Street, 
New  York  City. 

Enter  my  subscription  to  your  new  Daily,  as  checked  below. 

[  ]  I  am  a  subscriber  to  Exhibitors  Trade  Review.  Send  me  Exhibitors  Review  and  your  bill  for  $2.00. 
[  ]    Enter  my  subscription  for  Exhibitors  Review  and  Exhibitors  Trade  Review  and  bill  me  $5.00. 

Name  -   Firm  or  Theatre   _  


Address 


Adapted  from  Izola  Forresters  most  successful  novel  "SALVAGE" 

starring 
May  Allison  Holmes  Herbert 

Rosemary  Theby  James  Morrison 

a  ben  verschleiser  production 


The  Critics  Say- 


Moving  Picture  World — Tells  a  dramatic  story  with  the  events 
telescoping  into. a  crescendo  of  action. 

Film  Daily — Audience  appeal — excellent  cast — you  can  promise 
a  thrilling  romance. 

Morning  Telegraph— Well  mounted — elaborate  sets — a  distinc- 
tive cast. 

Trade  Review — Known  to  register  "sure-fire."  Storm  scene  real- 
istic— title  has  punch. 

Today — Action  galore — with  colorful  atmosphere. 


HENRY  GINSBERG 

DISTRIBUTING  CORPORATION 


1540  BROADWAY 
New  York,  N.  Y. 


nother 

big 

month 


money 
making 
pictures 


October 


< 


Foreign  Rights  Controlled 


ic  J 


CORINNE  GRIFFITH 

in  ClassiPied" 

This  is  Miss  Griffith's  greatest 
achievement.  The  story  is  by  Edna 
Ferber,  directed  by  Al  Santell,  with  edi- 
torial direction  by  June  Mathis,  and  has 
Jack  Mulhall  and  Charles  Murray  in 
support  of  star.  Presented  by  Corinne 
Griffith  Productions,  Inc. 


RICHARD  BARTHE LMESS 

with  DOROTHY  GISH 
'%b  BEAUTIFUL  CITT" 


in 


Another  money  making  picture  for 
Dick.  It  was  written  for  the  screen  by 
Edmund  Goulding  and  was  directed  by 
Kenneth  Webb.  Presented  by  Inspira- 
tion Pictures,  Inc.  Just  the  type  of  pic- 
ture the  fans  love  to  see  him  in. 


"%t  PACE  THAT  THRILLS' 

with  Ben  Lyon  and  Mary  Astor 

Here's  a  fast  one.  Adapted  from  an 
original  story  by  Byron  Morgan,  di- 
rected by  Webster  Campbell,  and  pro- 
duced under  the  supervision  of  Earl 
Hudson.  Editorial  director,  Marion 
Fairfax. 


"WHY  WOMEN  LOVE 
with  Blanche  Sweet 

One  of  the  most  powerful  dramas 
ever  screened.  From  the  famous  play, 
"The  Sea  Woman,"  by  Willard  Robert- 
son. Produced  and  directed  by  Edwin 
Carewe.  Robert  Frazer,  Charles  Mur- 
ray, Dorothy  Sebastian  and  Russel 
Simpson  in  cast.  Scenario  by  Lois 
Leeson. 


Hui  national 

have  the  pictures 


Members  /  Motion  Picture  Producers  «mt  Distributors  of  America  Inc.~Wlll  Hays  Prautmt 


October  10, 1925 


©C1B670934 


EXHIBITORS 

CTrade  REVIEW  ' 

Qke  Business  fkper  of  the  potion  ftcture  Industry 

WILLARD  C.  HOWE,  Editor 

Peter  Milne   ...News  Editor 

Michael  L.  Simmons   Staff  Editor 

Herbert  K.  Cruikshank   Reviews  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.  18  October  10,  1925 


No.  21 


CONTENTS 

PICTORIAL  PRESENTATIONS 
Peggy  Hopkins  Joyce  _  -  Frontispiece 

HIGHLIGHTS  IN  THE  NEWS 

Exhibitors  Review  Section  _   9 

Universal  Beauty  Contest  _  _   21 

Ginsberg  Spends  Million  ........  _   22 

Fox  Program  Half  Finished   22 

REGULAR  DEPARTMENTS 

Pictorial  News  of  the  Week  _  _   13 

Sales  News  and  Personalities  24 

Exhibitor  News   _    25 

Production  Highlights  .      27 

Showmanship        „  .._  28 

Exploitation  Ideas  .  -   29 

Box  Office  Reviews   -    -   35 

Big  Little  Feature     -  -   39 

Equipment  News  and  Notes   _  -   43 


Copyright  1925  by  Exhibitors  Review  Publishing  Corporation 
Geo.  C.  Williams,  President;  Willard  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. 


52S2525E5H5S5H525252S25E52S25HSH5H52525^^ 

and  after 
he  signed  u 
p  for  The  Qu 
ality  52  he 
said:  "I  am 
a  showman 
and  I  pick 
ed  Metro -G 
oldwyn-Ma 
yer  because 
they  talk  my 
language  on 
the  screen/' 
And  after  all 
this  is  a  sho 
wman's  busi 
ness  isn't  it? 


3 


EXHIBITORS 

(Trade  REVIEW 

r 

%e  Business  Paper  of  the  Motion  ficture  Industry 

Why  Not  Build  Arbitration  on  Experience? 

[An  Editorial  by  Willard  C.  Howe,  Reprinted  from  Exhibitors  Review — Daily — 

Issue  of  October  6] 


SOME  plan  of  arbitration  seems  to  be  a 
necessity  in  the  film  business.   Most  of 
the  current  controversy  on  the  subject 
arises  over  problems  of  procedure  that  ought 
to  be  relatively  easy  to  settle. 

If  it  be  assumed  that  experience  counts  for 
something — that  a  judge  is  a  better  judge 
after  he  has  been  on  the  bench  a  while — it 
follows  that  arbitrators,  also,  will  be  more 
competent  after  they  have  had  practical 
training.  And  if  this  is  true,  any  plan  for  the 
constant  rotation  of  individuals  in  short 
terms  of  service  on  the  arbitration  boards 
would  tend  to  demoralize  rather  than  im- 
prove the  system. 

Why  not,  then,  take  a  leaf  out  of  judicial 
experience  on  this  question? 

VERY  lawyer  knows  that  the  one  strongest  in- 
fluence which  keeps  our  trial  courts  hewing 
to  the  line  of  impartiality  is  the  review  of  their 
decisions  by  the  courts  of  appeals.  Judges  are  hu- 
man. They  have  most  of  the  human  frailties  and 
tendencies  to  error.  But  the  judges  of  our  courts 
of  record,  knowing  that  their  acts  are  constantly 
open  to  review  by  the  upper  courts,  are  constantly 
actuated  by  the  desire  to  avoid  reversals  based  on 
their  errors.  In  other  words,  the  system  of  re- 
viewing cases  on  the  record  made  in  the  trial 
court  tends  to  put  every  trial  court  on  its  mettle. 

Such  a  system  could  easily  be  applied  to  film 
arbitration.  Let  all  arbitration  proceedings  be 
covered  by  stenographic  record.  The  cost  of  the 
necessary  reporting  service,  on  a  per  diem  basis, 
would  not  be  prohibitive.  The  records  need  be 
written  up  only  in  those  cases  where  appeal  is 


taken.  Provide  for  appeal,  strictly  on  the  record, 
to  a  fully  representative  court  of  arbitration  ap- 
peals. Lett  the  appeals  body  deal  with  no  new  evi- 
dence of  any  kind,  confining  itself  solely  to  the 
one  job  of  determining  whether  the  arbitration 
board  acted  fairly  in  accordance  with  the  evi- 
dence. Where  the  finding  is  otherwise,  the  case 
to  be  remanded  to  the  arbitration  board,  either 
for  a  new  trial  or  with  specific  instructions  as  to 
what  its  findings  should  be. 

Such  a  system  would  eliminate  the  possibility 
of  material  bias  growing  out  of  business  relation- 
ships between  members  of  the  boards  and  liti- 
gants appearing  before  them. 

|3  RO VISION  might  be  made  for  legal  counsel  to 
represent  exhibitors  in  all  proceedings 
wherein  they  are  not  represented  by  counsel  of 
their  own  choosing,  and  for  a  system  of  taxing 
costs,  including  mileage,  against  the  loser  in  every 
proceeding  in  which  the  decision  warrants  such 
action,  as  a  means  of  keeping  out  of  the  arbitra- 
tion courts  many  cases  wholly  lacking  in  merit. 

It  should  be  possible,  also,  for  the  legal  talent 
affiliated  with  this  industry  to  formulate  a  code  of 
procedure  which  would  make  it  possible  to  try 
cases  on  affidavits  and  a  simple  system  of  plead- 
ings, obviating  the  necessity  of  personal  appear- 
ances in  connection  with  small  claims,  which,  un- 
der the  present  system,  exhibitors  located  at  dis- 
tant points  cannot  afford  to  defend. 

T  NASMUCH  as  the  purpose  of  arbitration  is  to 
provide  justice  equal  to  that  obtainable  in  the 
courts  of  law  and  equity  without  the  expense, 
time  and  trouble  involved  in  the  conduct  of  liti  - 
gation in  the  courts,  it  seems  logical  that  the 
whole  system  might  thus  be  patterned  after  the 
courts,  with  the  machinery  reduced  to  bare  es- 
sentials.  Is  not  such  a  plan  worthy  of  a  fair  trial? 


8 


Exhibitors  Trade  Review 


DO  YOU  FIND  TIME 

TO  READ  YOUR  MAIL  ? 

nnO  WHAT  earthly  use  can  an  exhibitor  put  all  the  ideas 
that  are  sent  to  him  daily  through  the  mail  if  he  never 
takes  the  time  to  read?  That's  one  side  of  the  story.  The 
other  side  is  a  question  by  exhibitors:  Where  is  the  exhibitor 
going  to  find  the  time  to  read  everything  that  is  sent  to  him 
daily?  There  is  a  problem  worth  consideration. 


DID  you  ever  follow  a  mail  carrier 
to  an  exhibitor's  office?  Particu- 
larly in  the  smaller  cities.  If 
you  did,  here  is  what  you  saw — 

Letters  and  pamphlets,  circulars  and 
cards,  press  clippings  and  advertising 
material,  bundles,  packages,  "oodles 
of  them! 

And  what  happened  ? 
A  quick  once-over,  despite  finely- 
printed  and  in  some  cases  cleverly  dis- 
guised "personal"  appeals  of  the  most 
expensive  sort,  thrown  into  the  waste 
basket  faster  than  the  mail  carrier 
could  hand  them  out. 
And  here  is  why : 

"OPPORTUNITY  LOST?  BOSH!" 

An  interview  with  a  Jersey  City  ex- 
hibitor revealed  that  he  doesn't  find 
time  to  answer  letters.  He  says  if  he 
attempted  it,  he'd  be  busy  employing 
stenographers  instead  of  managing  a 
theatre.  Too  much  mail  swamps  him, 
he  explained.  Asked  whether  or  not  he 
was  thus  overlooking  opportunity,  he 
said: 

"Opportunity?  Boshl  The  only  lost 
opportunity  is  the  money  that  it  cost 
to  produce  this  stuff.  If  I  had  that  for 
one  day,  I'd  retire.  It  just  seems  that 
everyone  picks  the  exhibitor  for  a  pros- 
pect to  sell  something  to.  And  they 
use  mails  to  do  it,  when  in  reality  a 
theatre  manager,  if  he's  on  the  job, 
hasn't  time  enough  to  answer  his  per- 
sonal correspondence.  If  you  doubt 
this,  send  out  a  hundred  letters  to  ex- 
hibitors. If  you'll  get  five  per  cent  of 
them  to  reply,  you're  a  wonder  as  an 
advertising  man.  The  trouble  is  he's 
burdened  with  mail,  and  that,  heaped 
upon  him  together  with  his  showman- 
ship problems,  seldom  receives  more 
than  a  passing  glance.  The  exhibitor 
has  learned  to  read  mail  on  the  run. 
He  scans  the  headlines  like  a  flash,  and 
he's  through.  He's  learned  all  about 
the  'proposition.'  And  his  other  work 
keeps  him  too  busy  to  give  it  more 
thought." 


[By  Special  Correspondent] 

ANOTHER  exhibitor  interviewed 
by  a  correspondent  in  a  small  Mis- 
souri town  of  10,000  inhabitants,  re- 
lates a  similar  story,  except  that  he 
confessed  he  was  on  the  look-out  for  a 
circular  offering  a  good  baler  for  sale. 
He  explained  "it  was  a  shame  to  throw 
away  so  much  expensive  advertising 
literature  when  good  paper  was  bring- 
ing such  good  prices.  I  haven't  time 
to  read  letters  or  circulars,  when  too 
frequently  expensive  pictures  and  in- 
clement weather  keep  me  figuring  out 
schemes  to  pull  a  crowd." 

Even  the  neighborhood  exhibitor  of 
the  large  city  seems  to  have  acquired 
the  habit.    He,  too,  knows  that  sorae- 


UT  your  messages  in 
the  trade  papers  and 


magazines.  Dont  burden 
us  with  letters,  pamphlets, 
circulars  and  what-nots" 
This  seems  to  be  the  solu- 
tion suggested  by  a  concen- 
sus of  exhibitor  opinions 
solicited. 


how  his  name  has  found  its  way  to 
the  mailing  list  of  everyone  having 
something  to  sell.  The  interviewer 
called  upon  a  Kansas  City  exhibitor. 
In  this  instance,  however,  only  one 
small  waste  basket  was  in  evidence,  and 
that  was  chuck  full  of  letters,  circu- 
lars and  advertising  matter.  And  his 
desk  was  literally  covered  with  it. 
Many  letters  bearing  first-class  postage 
lay  there  unopened.  One  bore  the  can- 
cellation stamp  date  of  December  14, 
1924.    This  manager,  too,  explained  he 


was  "loaded  up"  with  mail  of  every 
description  every  day  and  admitted  he 
actually  only  read  but  little  of  it.  "I 
treat  it  the  same  as  bills,"  he  said. 
"When  business  is  good,  I'm  glad  to 
see  what  I  owe.  When  it's  a  poor  week, 
I  don't  open  them.  And  when  I  have 
time,  I  read  most  of  the  announce- 
ments sent  to  me,  but  usually  I  am  too 
busy  to  do  it.  There  are  too  many  of 
them." 

DEPEND  ON  TRADE  PAPERS 

When  asked  how  these  exhibitors 
kept  posted  as  to  activities  in  the  in- 
dustry, they  unanimously  replied  they 
read  the  trade  journals.  "The  trade 
journals,  together  with  the  newspapers, 
keep  us  advised  as  to  what's  what  in 
the  motion  picture  business,"  was  the 
concensus  of  replies. 

SUMMED  up,  the  explanation  is 
simple.  It  is  not  that  exhibitors 
are  so  busy  they  haven't  time  to  look 
at  the  letters  and  advertising  circulars, 
even  though  replying  to  most  queries 
might  appear  as  an  Herculean  task.  It 
is  not  because  they  want  to  be  dis- 
courteous to  their  correspondents  or 
neglect  replying.   It  is  this : 

The  average  exhibitor  is  actually 
swamped  with  mail.  It  has  become  a 
burden  to  him.  In  many  instances  he 
feels  a  desire  to  reply,  but  too  much 
of  it  discourages  him.  The  result  is  he 
doesn't  reply  to  any  of  it  and  seldom 
considers  any  appeal  sent  to  him  by 
mail,  unless  it  happens  to  be  corre- 
spondence from  a  local  source  or  from 
someone  with  whom  he  is  transacting 
business  at  the  time.  However — 

PASSING  GLANCE  FOR  THE  REST 

The  majority  of  exhibitors  read  the 
trade  papers  because  in  them  they  find 
the  authentic  information  they  seek. 
And  they  read  the  nswpapers  because 
they  want  the  daily  news.  The  rest 
seldom  gets  more  than  a  passing 
glance. 


October  10,  1925 


EXHIBITORS  REVIEW 

Published  Daily 

Famous  Players  Block  Cut 
To  Be  Acted  On  By  T.O.C.C. 

O'Reilly  and  Berman  Criticize  Producer   Policy  in  Withdraw- 
ing Special  Releases 

WE  SHALL  certainly  have  to  do  something  about  it.    This  failure  to  deliver 
the  amount  of  pictures  called  for  in  the  Famous  Forty  Block  is  reaching 
a  state  that  can't  very  well  remain  unchallenged,"  said  Charles  O'Reilly, 
President  of  the  New  York  Theatre  Owners'  Chamber  of  Commerce,  in  discuss- 
ing the  delivery  of  the  Paramount  output. 

  "First,  exhibitors  were  to  get  forty  pic- 


GLORIA  WITH 

UNITED  ARTISTS? 

A  report  that  Gloria  Swanson  was  entering 
negotiations  with  United  Artists,  was  brought 
to  the  attention  of  Hiram  Abrams,  who  said  : 
"There's  no  truth  to  that.  I  know  that  for 
a  fact." 

Famous  Players  pass  on  the  remark  by 
saying  that  Miss  Swanson  is  due  back  in 
America  in  about  six  weeks,  when  she  will 
resume  work  under  the  Paramount  banner 
on  a  story  written  by  Fanny  Hurst. 

^    ^    %  >• 

Lynch  Circuit  to  B.  &  K. 

CHICAGO.— The  theatre  holdings  of  .  the 
Lynch  Circuit,  including  seventeen  houses  in 
Chicago  and  suburbs,  have  been  absorbed  by 
Balaban  and  Katz.  Floyd  Brockel  of  the 
Midwest  Circuit  is  directing  bookings  over 
the  circuit.  Charles  Casanave,  formerly  in 
charge  of  Lynch,  has  joined  the  63  Street 
Theatre  Corp. 

%       %  % 

Saxe  Gets  Four  More 

MILWAUKEE. — Four  more  houses  have 
been  acquired  by  the  Saxe  chain  here.  They 
are  the  Mirth  Theatre,  two  houses  under 
construction  by  the  Mai  Investment  Co.,  and 
a  new  house  under  construction  on  property 
acquired  some  time  ago  by  the  Saxe  inter- 
ests.   The  deal  involved  $4,000,000. 

#  *  * 

LOS  ANGELES,  Oct.  9.— Metro-Goldwyn- 

Mayer  studios  placed  Bernie  Hyman,  for- 
merly general  manager  for  Phil  Goldstone 
and  Tiffany  Productions,  in  the  editorial  de- 
partment for  a  long  period  yesterday.  The 
agreement  was  made  with  and  he  will  work 
under  the  general  supervision  of  Irving  G. 
Thalberg. 

LEATHURBY-SMITH  ORGAN 
INSTALLED 

Five  orders  for  organs  in  the  past  month 
is  a  record  for  the  Leathurby  Company  of 
the  Northwest  Territory.  One  was  installed 
in  the  new  Oaks  Theatre,  Berkeley,  Cal. ; 
another  in  the  Jacobs  Auburn  Theatre,  Au- 
burn, Cal. ;  and  still  another  in  the  Sunset 
Theatre. 

*  *  * 

TO  MEET  SAME  FATE? 

"Lady  Windemere's  Fan,"  produced  by 
Triangle  Corporation,  in  1921,  was  disap- 
proved by  the  Pennsylvania  Censors.  Con- 
jecture is  now  rife  as  to  whether  the  new 
Warner  Brothers-Ernst  Lubitsch  version 
will  meet  the  same  fate  in  that  state. 

a|e. '  $ 

DAVIS  PRODUCER  STARTS 

F.  Herrick  Herrick  began  production  yes- 
terday at  the  Tec-Art  Studio  on  his  newest 
feature  production  for  release  through  Davis 
Distributing  Division.  It  will  be  a  five  reeler 
entitled  "Keep  It  LTp "  starring  Eleanor 
King. 

%       *  % 

DESTROYED  BY  FIRE 

The  Rialto  Theatre,  Delta,  Colorado,  was 
almost  completely  destroyed  by  fire  some 
time  ago.  A  print  of  "The  Ten  Command- 
ments" and  other  prints  were  burned.  The 
property  loss  is  reported  at  $8,000. 


DEPINET  BACK 

AFTER  "PHANTOM"  TOUR 

Ned  Depinet,  Universal  sales  director,  has 
returned  to  the  home  office  from  a  trip  to 
the  southern  territory.  His  trip  was  taken 
primarily  in  the  interests  of  "The  Phantom 
of  the  Opera"  and  one  of  the  contracts  of 
which  he  is  very  proud  is  the  sale  to  the 
entire  Dent  &  Musselman  Circuit  of  ten 
theatres,  all  located  in  the  State  of  Texas, 
of  a  "Phantom"  contract  at  prices  uniformly 
as  good  or  better  than  those  paid  by  these 
theatres  for  "The  Hunchback  of  Notre 
Dame." 

The  contract  was  arranged  by  Mr.  Depinet 
with  L.  L.  Dent,  president  of  the  circuit. 
The  houses  included  in  the  circuit  are  the 
Palace,  El  Paso ;  Olympic,  Wichita  Falls ; 
Fair,  Amarillo ;  Grand,  Paris ;  Arcadia,  Ty- 
ler; National,  Breckenridge ;  Queen,  Abi- 
lene; Palace,  Denton;  Liberty,  Ranger;  Con- 
nellee,  Eastland. 

♦  4f  ♦ 

F.  B.  O.  LUNCH 

F.  B.  O.  entertained  Richard  Talmadge, 
the  Abe  Carlos-F.  B.  O.  star,  at  lunch  yes- 
terday at  the  Ritz-Carlton.  Trade  press  and 
newspaper  representatives  attended.  'Tal- 
madge obliged  with  some  stunts.  His  en- 
trance into  the  Crystal  Room  of  the  Ritz  was 
made  over  the  balcony,  via  a  headlong  dive 
on  to  a  spring  board. 

♦  ♦  ♦ 
PATHE  PARTY 

Pathe  held  a  studio  party  yesterday  after- 
noon in  honor  of  Allene  Ray,  at  the  Astoria 
studio,  Long  Island. 

$       %t  %L 

CONSTANCE  BENNETT  WITH  M-G-M 

LOS  ANGELES,  Oct.  9.— It  was  an- 
nounced at  the  Metro-Goldwyn-Mayer  stu- 
dios in  Culver  City  yesterday  that  Constance 
Bennett  has  signed  a  long  term  contract  to 
appear  in  M-G-M  pictures  exclusively. 

♦  ♦  ♦ 
MANAGER  DEPARTS 

Gloria  Gould,  managing  directress  of  Me- 
tro-Goldwyn's  Embassy  Theatre  in  New 
York,  is  on  her  way  to  Paris,  leaving  the 
theatre  in  charge  of  Mr.  Cruickshank,  house 
manager. 

It  is  reported  here  that  Miss  Gould  seeks 
a  divorce  from  her  husband,  Henry  A. 
Bishop,  Jr.  She  will  establish  residence  in 
Paris. 


tures ;  then  we  learned  that  we  were  to  get 
only  thirty-two ;  now,  as  I  understand  it, 
we  may  get  but  twenty-eight.  That's  hardly 
fair,  as  any  fair-minded  person  must  admit. 
I  can  understand,  and  bear  with  a  case  such 
as  the  failure  to  deliver  'Conquered,'  in 
which  the  star,  Gloria  Swanson,  for  some 
unknown  reason,  departs  from  the,  country,  a 
circumstance  beyond  the  control,  perhaps,  of 
those  answerable  for  the  film's  delivery. 

"But  that  wouldn't  account  for  the  with- 
holding of,  let's  say,  'The  Vanishing  Ameri- 
can,' which  I've  been  told  will  be  sent  out 
into  the  country  on  a  road-show  plan.  That 
picture  properly  belongs  to  exhibitors  who 
were  led  to  believe  that  they  were  to  get  it 
in  the  regular  block." 

At  this  moment,  Sam  Berman,  owner  of 
the  Stanley  Theatre,  Bensonhurst,  who  was 
present,  volunteered  with,  "That's  the  only 
trouble  with  block-booking.  Essentially,  the 
idea  is  great,  and  a  god-send  for  most  ex- 
hibitors. The  trouble  is,  however,  due  to  .the 
producers'  change  of  heart,  when  they  show 
a  picture  that  surpasses  all  expectations  in 
its  Broadway  release,  and  then  delay  the  na- 
tional release  until  it  suits  their  own  devices. 

"Take  Metro's  'Merry  Widow.'  That  was 
due  for  delivery  in  the  1924-25  schedule.  It's 
going  great  guns  on  Broadway,  but  the  ex- 
hibitor won't  get  it  until  1925-26.  If  such 
practices  weren't  in  use,  block-booking  would 
be  just  the  ticket  for  the  exhibitor  who  cant 
afford  individual  selection  of  film  at  fancy 
prices." 

Mr.  O'Reilly  was  asked  whether  a  report 
going  the  rounds  to  the  effect  that  he  had 
characterized  the  new  uniform  contract  _  as 
"a  vicious  step  backward,"  was  true,  said: 
"No.  Those  words  never  emanated  from 
this  desk.  I  have  often  said  that  a  step, 
unless  in  the  right  direction,  is  a  step  back- 
ward, and  this  inference  may  have  been  as- 
sociated with  our  disposition  of  the  new  con- 
tracts. The  T.  O.  C.  C.  has  gone  over  this 
contract  carefully,  offering  various  sugges- 
tions and  revisions,  and  they  are  now  in  the 
hands  of  Nathan  Burkan.  When  Mr.  Bur- 
kan  has  examined  them  and  returned  them 
to  me,  I  may  have  something  definite  to  say 
about  them ;  not  before." 

An  inquiry  at  the  Famous  offices  brought 
forth  the  reply  that  all  releases  would  be  de- 
livered, with  the  exception  of  "Conquered," 
which  makes  39  films  in  all,  of  the  Famous 
Fortv. 


10 


Exhibitors  Trade  Review 


"KIM"  UNIT  SAILS 

TO  SEE  KIPLING 

Maude  Adams  and  J.  E.  Meador,  together 
with  Joseph  Bickerton  and  Dudley  Field  Ma- 
lone  sailed  last  night  for  England  to  inter- 
view Rudyard  Kipling  regarding  the  scen- 
ario of  "Kim"  which  Miss  Adams,  in  con- 
junction with  Meador,  will  produce  in  India, 
on  the  exact  locations  of  the  story. 

Miss  Adams  has  been  working  on  this  en- 
terprise for  several  years.  She  has  had  sev- 
eral conferences  with  Kipling  and  several 
scripts  have  been  written.  A  new  light,  which 
Miss  Adams  has  perfected  in  the  laboratories 
of  the  General  Electric  Company,  will  be 
used  in  production. 

There  is  a  possibility  that  the  film  will  be 
made  in  color,  also  an  Adams— G.  E.  de- 
velopment. John  Robertson  will  direct. 

*  *  * 

LEON  ERROL'S  SECOND 

First  National  Expects  to  begin  shooting 
on  the  second  picture  representing  Leon 
Errol  about  October  1st.  This  is  a  screen 
version  of  J.  Storer  Clouston's  three  novels 
ibout  the  ^Lunatic  at  Large.  It  will  probably 
be  called  "The  Lunatic  at  Large  Again,"  aft- 
er the  title  of  his  latest  novel  about  this  char- 
acter. Ray  Harris  and  Eugene  Clifford  are 
preparing  the  continuity. 

Sam  Rork,  who  is  making  the  first  of  the 
series  of  Leon  Errol  pictures  for  First  Na- 
tional, "Clothes  Make  the  Pirate,"  from 
Holman  Day's  novel  of  that  title,  expects  to 
finish  shooting  on  the  picture  within  the 
week.  Dorothy  Gish,  Nita  Naldi.  Shirley 
Mason,  Tully  Marshall,  George  Marion, 
James  Rennie  and  Reginald  Barlow  are 
among  the  supporting  cast. 

*  *  * 

"AMERICAN  PLUCK"  IN  SECOND  WEEK 

Chadwick  Pictures  Corporation  reports  re- 
ceipt of  awire  from  Manager  Beck,  of  the 
Alcazar  Theatre  in  Chicago,  stating  that  the 
first  of  the  George  Walsh  starring  series, 
"American  Pluck,"  has  been  held  over  for  a 
second  week's  run  in  the  Alcazar  Theatre, 
Chicago.  The  Alcazar  is  situated  in  the 
Loop,  the  heart  of  the  downtown  district. 

*  *  * 

ROBERT-MORTON  ORGAN  IN 
MORELAND 

The  Moreland  Theatre  of  Portland,  Ore- 
gon, which  recently  had  a  gala  opening  at- 
tended by  Mayor  Baker,  was  completely 
equipped  by  B.  F.  Shearer  of  Seattle.  A 
Robert-Morton  standard  organ  was  installed. 

*  +  ♦ 

MONTANA  BOUND 

J.  L.  Hawkinson,  who  produces  the  famous 
Grantland  Rice  "Sportlights"  reels  for  re- 
lease by  Pathe,  left  Thursday  for  White- 
hall, Montana,  where  he  will  photograph 
scenes  for  a  forthcoming  sport  picture  of 
mountain  and  other  outdoor  scenes. 

^     4:     f  ' 

BRANDTS  LEASE  NEW  HOUSE 

Will  ■am  and  Harry  Brandt  have  taken  over 
the  lease  for  the  theatre  and  nineteen  stores 
which  are  to  be  built  on  Sutter  avenue  be- 
tween Ralph  and  Ninety-eighth  streets, 
Brooklyn,  N.  Y. 

*  *  * 
LOW  DIVDDEND 

Loew's  Boston  Theatres  Company  have  de- 
clared a  quarterly  31}4c  dividend,  payable 
November  1st  to  stockholders  of  record. 
Books  close  October  19. 

*  *  * 

THEATRE  TO  BE  REBUELT 

The  theatre  and  five  stores  now  standing 
on  the  northwest  corner  of  165th  Street  and 
Amsterdam  Avenue,  New  York  City,  will  be 
rebuilt  by  Frederick  Ambrose  Clark. 


Calendar  of  Coming  Events 


Oct.  11-12 — Little  Rock,  Ark.,  semi-annual 
convention  Arkansas  exhibitors. 

Oct.  13. — Winged  Foot  Country  Club, 
Mamaroneck,  N.  Y.,  Film  Golf  Tournament. 

Oct.  IS. — New  York,  meeting  of  T.  O. 
C.  C. 

Oct.  15. — Drake  Hotel,  Chicago,  American 
Association  of  Advertising  Agencies,  lunch 
to  publishers. 

Oct.  16. — New  York,  Ritz  Carlton,  dinner 
and  pre-view  of  Mary  Pickford's  "Little  An- 
nie Rooney." 

Oct.  29-30. — Dayton,  Ohio,  autumn  con- 
vention Screen  Advertisers  Association. 

Oct.  31.— Hotel  Astor,  N.  Y.— Loew-Met- 
ro-Goldwyn  Club  Cinema  Ball. 

"STELLA  DALLAS" 

AT  APOLLO 

"Stella  Dallas,"  Samuel  Goldwyn's  latest 
production  directed  by  Henry  King,  will  have 
its  world's  premiere  presentation  in  a  legiti- 
mate New  York  house  when  it  opens  at  the 
Apollo  Theatre,  November  fifteenth. 

Closing  of  the  theatre  negotiations  marks 
the  climax  of  a  series  of  interesting  events  in 
conjunction  with  "Stella  Dallas"  that  date 
back  over  a  year  and  a  half  ago. 

At  that  time  Mr.  Goldwyn  outbid  all  other 
producers  and  purchased  the  screen  rights  to 
Olive  Higgins  Prouty's  best  seller  novel 
which  first  appeared  as  a  series  in  the  Am- 
erican Magazine. 

GOLF  TOURNAMENT 

SALT  LAKE  CITY,  Oct.  9.— The  movie 
golfers  here  are  getting  ready  for  their  fall 
golf  tournament  which  promises  to  be  a  very 
interesting  event.  The  contestants  are  from 
the  Victory,  Paramount-Empress,  Pantages 
and  Gem  Theatres ;  the  Victory  and  Para- 
mount Theatres  having  put  up  a  cup  which, 
with  many  other  prizes,  is  expected  to  create 
considerable  rivalry. 

*  *  * 
WITH  F.  B.  O.? 

Jeannie  Macpherson,  former  Cecil  B.  De- 
Mille  special  writer,  has  severed  her  connec- 
tions with  the  director  and  Producers  Dis- 
tributing Corporation,  it  is  repor+ed,  and  has 
joined  the  ranks  of  F.  B.  O.  She  attended 
the  F.  B.  O.  lunch  yesterday.  Miss  Mac- 
pherson will  devote  herself  to  some  of  that 
company's  announced  specials,  it  is  said. 

*  *  * 

Incorporations 

DOVER,  Del.  —  Progressive  Pictures. 
$250,000.  W.  M.  Standbury,  Margaret  Boyrt, 
Ernest  Taylor,  Los  Angeles,  Cal.  (Colonial 
Charter  Co.) 

ALBANY.  N.-  Y. — Chippewa  Theatre  Cor- 
poration. 650  Common,  no  par.  J.  Hart,  G. 
Blake,  E.  M.  Fay.  (Atty.  W.  B.  Rogers, 
Jamaica). 

ALBANY,  N.  Y. — Meador-Robertson  Pic- 
tures, 1000  common,  no  par.  J.  E.  D. 
Meador,  S.  R.  Fleisher.  (Atty.  J.  P.  Bicker- 
ton,  Jr.,  220  W.  42nd  St.) 

ALBANY,  N.  Y. — Beerbohm  Corp;  150 
shares;  $100  each  200  common,  no  par. 
H.  P.  Seligson,  E.  S.  Silver,  S.  Johnston. 
(Attys.  Hays  and  Hershfield,  115  Broad- 
way.) 

ALBANY,  N.  Y. — Manor  Theatre  Corp.; 
$50,000.  C.  A.  Goldreyer,  W.  Fleischman. 
(Atty.  S.  H.  Eisler,  261  Broadway.) 

DOVER,  Del. — Extraordinary  Pictures 
Corp.;  Capital  $10,000.  (Atty.  Corp.  Guar- 
antee and  Trust  Co.,  Wilmington.) 

ALBANY,  N.  Y. — Buffalo  Strand  Theatre 
Corp.:  S.  Falk.  R.  Williams,  I.  Smith.  At- 
tys. Falk  Phillips  and  Schlenker,  Buffalo.) 

ALBANY,  N.  Y. — Ace  Prod.  Inc.,  $10,000. 
J.  McClellan,  A.  Saul  and  H.  Goldman. 

DOVER,  Del. — Color  Cinema  Prod's  Inc. 
Capital  $14,000,000. 


MICHIGAN  M.  P.  T.  O. 

HITS  AT  COHEN 

GRAND  RAPIDS,  Mich.— Glenn  Cross,  in 
his  report  to  the  state  M.  P.  T.  O.  in  session 
here  recommended  that  the  local  organiza- 
tion cease  working  for  the  national  body 
until  such  time  as  Sidney  Cohen  ceases  to  be 
at  the  head  of  it.  His  speech  was  greeted 
with  cheers. 

A  surplus  of  $50,000  was  reported  to  be  in 
the  state  treasury. 

#  #  * 

LOEW-METRO-GOLDWYN 

BALL  OCTOBER  31 

The  third  annual  Loew-Metro-Goldwyn- 
Mayer  ball  scheduled  for  Saturday  evening, 
October  31,  at  the  Hotel  Astor,  promises  to 
be  the  outstanding  event  of  the  theatrical 
year  along  Broadway. 

Major  Edward  Bowes  and  the  entire  house 
and  technical  staff  of  the  Capitol  Theatre 
are  at  work  on  numerous  novelties  to  be  pre- 
sented and  they  will  all  be  on  hand  the  eve- 
ning of  the  event  to  see  that  it  is  run  to 
perfection. 

Louis  B.  Mayer,  vice-president  in  charge 
of  production  for  Metro-Goldwyn-Mayer, 
who  is  now  in  the  East,  is  arranging  for  the 
personal  appearance  of  all  of  the  MG-M 
stars  and  featured  players.  In  addition  all 
the  stars  of  every  other  organization  in  the 
East  at  the  time  will  be  on  hand. 

Our  next  mayor,  "Jimmy"  Walker,  will  he 
on  hand  with  a  contingent  of  civic,  stage  and 
federal  officials  and  prominent  personages  in 
all  branches  of  the  sporting  world  will  be 
there. 

♦  ♦  ♦ 

THREE  UNITS  WORK 

AT  BENNETT  STUDIOS 

Whitman  Bennett's  Glendale  Studio  has 
resumed  the  hum  of  activity  with  three  units 
which  are  contributing  to  the  Golden  Arrow 
twenty-four  first  run  theatres. 

Major  Maurice  Campbell  has  started  opera- 
tions on  a  new  feature,  as  yet  unnamed. 

Mr.  Bennett,  himself,  will  soon  set  in  mo- 
tion the  machinery  for  a  picture  which  he 
will  personally  direct  and  supervise;  and  si- 
multaneously, Jane  Novak  will  begin  the  sec- 
ond of  the  series  that  she  has  contracted  to 
appear  in  for  Arrow. 

During  the  temporary  idleness  of  the  stu- 
dio, during  which  time  the  plant  was  enlarged 
and  new  electrical  equipment  installed,  it  has 
been  made  possible  to  carry  on  with  four 
units  at  the  same  time. 

With  the  resumption  of  activities,  three 
hundred  people  are  emplo}-ed. 

*  *  * 

Theatre  Changes  in 

St.  Louis  Territory 

The  following  changes  have  taken  place  in 
'he  district  served  by  St.  Louis  film  ex- 
changes, according  to  a  letter  from  Harry 
Weiss,  manager  for  First  National  Pictures, 
Inc.,  St.  Louis: 

The  Bell  High  School  Theatre,  Bell,  Mo., 
is  closed.  The  Barlow  Theatre,  Barlow,  Ky., 
is  closed  for  remodeling  until  after  Septem- 
ber 12. 

Lulu  Donaldson  has  sold  the  Grand  Thea- 
tre, Salem,  Mo.,  to  G.  B.  Bates.  Hector  M. 
E.  Pasmezoglu  has  leased  the  Delmar  Thea- 
tre for  a  number  of  years  to  Mr.  Maurie 
Stahl.  Mr.  Stahl  took  possession  on  August 
24.  The  American  Theatre,  St.  Louis,  has 
*>een  sold  by  Jos.  Wagner  to  Ben  Lewis,  who 
took  possession  on  September  1. 

The  Rialto  Theatre,  Altamont,  111.,  is  open- 
ing up  on  Thursday  and  Friday  nights. 
This  policy  was  started  September  3  and  4. 

*  *  * 
KIRCHNER  ELECTED 

DETROIT.— E.  E.  Kirchner  was  elected 
vice-president  of  Motion  Picture  Theatre 
Owners  Association  of  Detroit. 


October  10,  1925 


11 


BRIEFS  OF  THE  WEEK 

As  Reported  in  Exhibitors  Review 


M.  H.  HOFFMAN  OUT 
AS  ACTIVE  HEAD 

M.  H.  Hoffman  retires  a^  the  active  head 
of  the  Truart,  Tiffany  and  Renown  inde- 
pendent film  organizations.  Ill  health  is  given 
as  the  cause,  despite  rumors  of  internal  poli- 
tics in  the  organization.  A  later  report  an- 
nounces that  Abe  Carlos  assumes  executive 
control  in  these  organizations  and  still  re- 
mains at  the  head  of  the  Carlos  Productions 
making  Richard  Talmadge  features  for  F. 
B.  0. 

*  *  * 

24  COMPLETE 

John  S.  Woody,  general  manager  of  Asso- 
ciated Exhibitors,  announces  that  twenty- 
four  features,  including  "The  Sky  Rocket," 
are  completed  and  in  the  company's  ex- 
changes or  vaults.  It  is  also  stated  that 
Peggy  Hopkins  Joyce  will  make  three  more 
features  for  Associated  to  follow  "The  Sky 
Rocket." 

*  *  * 

Mayer  Spikes  Rumor 

Louis  B.  Mayer  silences  rumor  mongers, 
stating  that  Harry  Rapf  will  remain  with 
Metro-Goldwyn-Mayer,  but  that  he  will 
shortly  take  a  vacation  in  Europe.  Mayer 
states  that  Hunt  Stromberg  was  added  to  the 
M-G-M  production  executive  force  in  order 
that  he  (Mayer),  Rapf  and  Irving  Thalberg 
might  be  relieved  of  some  of  their  arduous 
duties. 

*  #  # 

HERSHBERG  ENDS  LIFE 

William  Hershberg,  Chicago  theatre  oper- 
ator, and  once  rival  of  Balaban  and  Katz, 
Business  depression  is  given  as  cause,  despite 
ended  his  own  life  last  Sunday  with  a  bullet, 
the  fact  Hershberg  left  $9,000  in  cash  and 
considerable  B.  &  K.  stock. 

*  *  * 
"BEST  PEOPLE"  STAYS 

Famous  Players-Lasky  denies  that  Sidney 
Olcott's  "The  Best  People"  will  be  withdrawn 
from  release  schedule.  It  is  booked  at  the 
Rialto,  New  York,  one  week  after  national 
release,  but  will  not  be  marketed  as  a  special. 

*  *  * 
BLUE  LAW  AGAIN 

Federal  Blue  Law  lobbyists  are  again  ac- 
tive in  Washington,  seeking  passage  of  a  na- 
tional censorship  bill.  Gabriel  Hess,  of  Hays 
counsel,  announces  that  such  a  bill'  would 
still  permit  separate  state  taxation. 

*"  *  * 

"CONQUERED"  WITHOUT  SW ANSON 

Famous  Players  PLasky  asks  New  Jersey 
exhibitor  to  cancel  contract  for  "Conquered" 
inasmuch  as  Gloria  Swanson  is  not  in  stellar 
role  af=  fir«*  advertised.  Case  will  go  before 
Philadelphia  arbitration  board  with  M.  P. 
T.  O.  of  New  Jersey  backing  exhibitor. 

SHORTS  INTO  FEATURES 

Pathe  may  convert  last  Harry  Langdon 
short  subjects  into  features.  Contracts  for 
these  shorts  cancelled  in  New  Jersey  and 
N.  J.  M.  P.  T.  O.  plans  protest  despite  right 
claimed  by  Pathe,  inasrnu'ch  as  time  limit  for 
cancellation  was  held  to. 


P.  O.  Investigation 
for  Florida 
Studio  Schemes 

The  Florida  "moving  picture  cities"  and 
projected  studios  are  under  the  investigation 
of  the  United  States  Post  Office,  which  has 
evidence  pointing  to  the  conclusion  that  some 
of  these  developments  are  little  more  than 
land  selling  schemes.  The  Hays  Office  is 
known  to  be  keeping  an  active  eye  on  cer- 
tain concerns  operating  in  Florida. 

$  $ 

P.  D.  C.  SHIPS  5 

Producers'  Distributing  Corporation 
shipped  five  prints  east.  These  are  "The 
People  vs.  Nancy  Preston" ;  "Simon  the 
Jester" ;  "The  Man  from  Red  Gulch" ;  "The 
Wedding  Song,"  and  "Madame  Behave." 
*    *  * 

WORLD  FILM  LEAGUE 

Louis  N.  Jaffe  suggests  world  film  league 
to  solve  problems  rising  out  of  anti-Ameri- 
can film  demonstration  in  Vienna. 

^       *  ^ 

CAPITAL  INCREASED 

The  North  American  Theatre  Corporation 
increases  its  capital  from  $53,000,000  to 
$100,000,000. 


LAEMMLE  RETURNS 
FROM  EUROPE 

Carl  Laemmle,  President  of  Universal,  ar- 
rives home  from  his  summer  in  Europe  and 
is  welcomed  by  a  large  crowd.  Laemmle. 
brings  with  him  a  German  invention  that 
will  be  used  in  the  production  of  "Gulliver's 
Travels."  It  will  make  Gulliver  larger  or 
smaller  than  his  supporting  cast  as  occasion 
demands.  Laemmle's  speech  before  the  C. 
E.  A.  in  London  released.  He  promises  Uni- 
versal production  in  the  projected  national 
studio  in  England  and  cleverly  answers  Brit- 
ish critics,  saying  that  he  will  use  domestic 
talent  when  available. 

*    *  * 
RIESENFELD  DENIES 

Hugo  Riesenfeld  denies  reports  of  resign- 
ing from  directorship  of  Rialto,  Rivoli  and 
Criterion  in  New  York.  Balaban  and  Katz 
theatre  management  of  Famous  Players 
houses  gave  rise  to  rumor. 

$  *  $  $ 
HUTCHINSON  BACK 

S.  S.  Hutchinson,  pioneer  "million-dollar" 
producer,  returns  to  field  and  will  make  a 
series  for  Associated,  the  first  of  which  is 

(Continued  on  Page  12) 


SOUTHERN 
EXPANSION 

Loew  plans 
theatre  expan- 
sion in  South 
and  Howard 
McCoy  will  es- 
tablish office  in 
Atlanta  to  take 
charge  of  ac- 
tivities. 

*  *  * 

ADDS  TO 
CHAIN 

The  Frank 
Amusement  Co. 
of  Waterloo, 
Iowa,  adds  the 
Plaza  Theatre, 
Sioux  City,  to 

its  chain. 

*  *  * 

ENGLISH 
IMPORTS 
INCREASED 

Imports  o  f 
films,  negative 
and  positive,  to 
England  on  the 
ascent  despite 
imposition  of 
tax. 

*  *  * 
NEW  TALK- 
ING  FILMS 

Western  Elec- 
tric Co.  has 
new  talking  film 
device  said  to 
surpass  all  oth- 
ers yet  demon- 
strated here. 


12 


Exhibitors  Trade  Review 


BRIEFS  OF  THE  WEEK  NATIONAL  SALES 


(Con tinned  froin  Preceding  Page) 

"The  Nut  Cracker,"  with  Zasu  Pitts,  di- 
rected by  Lloyd  Ingraham. 

*  #  * 
WALLER  WITH  WELSH 

Tom  Waller,  formerly  of  Moving  Picture 
World,  has  joined  Associated  Exhibitors  and 
will  work  under  Robert  Welsh. 

FLINN  DENIES  THEATRE  STORY 

John  C.  Flinn  of  Producers  Distributing 
Corporation  denies  that  company's  affiliation 
with  North  American  Theatres  Corporation. 

RELIGIOUS  PICTURES 

Religious  Motion  Picture  Foundation 
starts  operation  in  New  York.  Announces 
■monetary  contribution  from  the  Hays  office. 

*  *  * 
PROTECTIVE  TARIFF 

London  Film  Trade  submits  protective 
-tariff  measures  to  home  government,  thus 
crystallizing  a  move  to  protect  English  pro- 
ducers. 

%    *  % 

ASSOCIATED'S  APPROPRIATION 

Robert  E.  Welsh  to  spend  $250,000  in  ad- 
vertising Associated  Exhibitors  productions. 
A  large  part  of  it  will  go  toward  a  direct-' o- 
the-exhibitor  campaign. 

ASTOR  EXPANDS 

Astor  Corporation,  of  which  Irv  ing  Lesser 
and  Harry  Rathner  are  heads,  announce  an 
increased  program  of  production  and  re- 
leases. 

*  #  * 

WELCOMES  PRODUCER  OPPOSITION 

Kansas  City  exhibitor,  in  statement  to  Ex- 
hibitors Review  representative,  declares  pro- 


ducer-!,wned  'heatres  stimu'ate  independents' 
business. 


"SKYROCKET"  SET 

Associated  secures  release  of  "The  Sky- 
rocket," the  Marshall  Neilan  production  star- 
ring Peggy  Hopkins  Joyce. 


VICE-PRESIDENT  VISITS  M-G-M 

Vice-president  Charles  G.  Dawes  was  a 
recent  visitor  at  the  Metro-Goldwyn-Mayer 
studios,  where  he  was  received  by  Louis  B. 
Mayer,  production  executive-in-chief  of  the 
Culver  City  organization,  and  a  welcoming 
committee  of  directors,  stars  and  feature 
players  including  Fred  Niblo,  Monta  Bell, 
King  Vidor,  Norma  Shearer,  Mae  Murray, 
Eleanor  Boardman,  Marion  Davies,  Ramon 
Novarro  and  others. 


MUSIC  LICENSE 

Missouri  exhibitors  who  use  music  con- 
trolled by  the  Society  of  Composers,  Authors 
and  Publishers  have  been  advised  by  the 
M.  P.  T.  O.  Kansas-Missouri  to  make  pay- 
ment on  a  fair  and  consistent  license  until 
such  time  as  Missouri  can  obtain  the  same 
20  per  cent  rebate  system  as  is  in  force  in 
Kansas  among  exhibitor  members,  or  until 
the  national  copyright  act  is  amended. 
*    *  * 

INVESTIGATING  COMMITTEE 

The  Associated  Motion  Picture  Adver- 
tisers has  revived  the  Space  Buyers  on  Trade 
Paper  and  other  Amusement  mediums  Audit, 
and  it  is  announced  that  the  committee  will 
become  active  in  determining  "the  number 
and  classification  of  the  various  subscribers 
and  value  of  each  of  the  periodicals  in  ques- 
tion." 


Crippled  Children  of  Atlantic  City  witnessed  a  special  showing  of  "Little  Annie 
Kooney,     the  Mary   P1Ckford  United  Artists'   feature  at  the   Strand  Theatre. 


SYSTEM  FOR  C.B.C. 

Columbia     May     Organize  Ex- 
changes and  Promote  Big 
Ad  Campaign 

A  SPECIAL  meeting  was  held  in  New 
York,  attended  by  most  of  the  exchange 
men  who  are  the  franchise  holders  for  Co- 
lumbia Pictures  Corporation,  and  at  the 
meeting  definite  plans  were  made  whereby 
the  nationalizing  of  these  exchanges  would 
be  brought  about  within  a  very  short  time. 

Messrs.  Joe  Brandt  and  Jack  Cohn,  presi- 
dent and  treasurer  of  the  Columbia  Pictures 
Corporation,  upon  being  interviewed  after 
the  meeting,  stated  that  the  exchanges  who 
are  handling  Columbia  product  throughout 
this  country  have  felt  the  need  of  forming 
a  national  organization  for  the  purpose  oi 
distributing  the  Columbia  product,  and  at  this 
time  is  was  suggested  that  the  activities  of 
these  exchanges  be  restricted  to  such  product 
as  will  be  made  by  Columbia  Pictures  Cor- 
poration for  the  coming  season. 

Jack  Cohn  and  Joe  Brandt  do  not  feel  free 
at  this  time  to  discuss  in  detail  the  plan  that 
had  been  adopted  but  were  willing  to  com- 
mit themselves  to  the  extent  of  saying  that 
every  franchise  holder  who  attended  this 
meeting  was  in  favor  of  this  idea  and  that 
definite  steps  were  being  taken  to  work  out  the 
plan  so  that  it  would  bring  about  the  simul- 
taneous release  of  Columbia  Pictures 
throughout  the  United  States  and  would  also 
enable  the  Columbia  Picture  Corporation  to 
launch  a  big  advertising  campaign  in  papers, 
trade  journals,  and  magazines. 

The  subject  of  the  acquisition  of  theatres 
was  broached  at  the  meeting  and  it  was 
unanimously  voted  that  Columbia  Pictures 
and  its  distributors  will  not  enter  into  the 
exhibition  field. 

A  great  deal  of  discussion  took  place  at 
the  meeting  with  regard  to  the  reticence  on 
the  part  of  the  exhibitor  as  to  the  support 
they  should  give  this  year  to  independent 
producers.  The  reason  advanced  by  most  of 
the  exhibitors  seems  to  be  the  same  argu- 
ment that  has  been  advanced  heretofore  by 
exhibitors,  that  they  have  not  been  able  to 
depend  on  the  promises  of  the  independent 
producers  and  exchanges  to  deliver  the  num- 
ber and  quality  of  pictures  they  had  origin- 
ally set  out  to  make  and  promised  to  deliver 
at  the  beginning  of  the  season. 

Columbia  Pictures  Corporation  was  com- 
plimented regarding  the  strides  made  in  the 
quality  of  their  product  and  also  on  the  fact 
that  at  this  time  they  have  only  a  few  more 
pictures  to  be  made  by  their  producing  or- 
ganization on  the  coast  to  complete  the  eigh- 
teen pictures  orginally  scheduled  and  prom- 
ised by  the  Columbia  Pictures  Corporation. 

A  general  meeting  of  all  of  the  franchise 
holders  of  Columbia  Pictures  Corporation 
will  be  held  again  immediately  upon  the  ar- 
rival of  Mr.  Harry  Cohn  in  New  York, 
which  will  be  some  time  during  the  month 
of  October,  and  at  that  time,  the  actual 
working  plans  of  the  national  system  of  Co- 
lumbia distributors  will  be  worked  out  in 
detail  and  put  in  execution,  and  steps  imme- 
diately taken  to  acquire  additional  stories, 
players  and  directors  to  definitely  determine 
the  number  of  pictures  to  be  made  for  the 
next  season. 

Officials  of  the  Columbia  Pictures  Cor- 
poration are  optimistic  as  to  the  eventual 
outcome  of  this  season,  and  they  feel  that 
with  the  product  they  deliver  to  the  ex- 
changes, giving  the  exhibitors  ample  time 
to  examine  the  products  long  before  they 
book  them,  insuring  the  maximum  amount 
of  business  from  the  exhibitors  to  be  ex- 
pected under  existing  circumstances. 


October  10, 1925 


13 


Mauritz  Stiller,  famous  Swedish  director,  and 
Greta  Garbo,  the  actress  who  became  famous  in 
Europe  under  his  direction,  arrive  in  Los  Angeles 
to  start  work  for  a  Metro-Goldwyn-Mayer  film, 
the  title  of  which  will  be  announced  shortly.  They 
were  met  at  the  station  by  Seastrom,  Christiansen, 
Karl  Dane  and  Harry  Behn,  all  of  Scandinavian 
ancestry. 


Bruce  Mitchell 

who  directed 
the  new  Davis 
Distribu  ting 
Division  p  i  c- 
ture,  "'Tricks," 
f  e  a  turing 
Marylin  Mills 
and  her  won- 
der horse.  This 
p  r  o  d  u  c  t  ion 
marked  the  oc- 
casion of  the 
200th  picture 
Mr.  Mitchell 
has  completed. 


A  new  find:  Charlotte  Morgan,  playing 
the  lead  in  Sam  Bischoff's  "Classics  in 
Slang." 


"On  the  dotted  line"  for  Harry  Langdon,  signed  up  by  First  National  for 
feature  length  comedies.     Sol   Lesser  and  John   McCormick  are  with  him. 


14 


Exhibitors  Trade  Review 


Louise  Fazenda  (left)  claps  and  Patsy  Ruth  Miller  (right)  looks  on  in 
wonder  while  Jeanette  de  Lara,  musical  revue  star,  visits  the  Warner 
Bros,  studios  and  demonstrates  the  Charleston. 


Her  first  day  at  the  Para- 
mount studios,  Fay  Lam- 
phier  gets  the  last  word  on 
the  run  of  things  pertaining 
to  the  screen  from  Lyn 
Shores,  assistant  director. 
Fay  is  none  other  than 
"Miss  America,  1925." 


Col.  Fred  Levy,  F.  N.  franchise  holder, 
and  his  wife,  as  they  arrived  on  board 
the  S.  S.  Paris  from  Europe. 


Robert  McGowen,  director  of  the  famous  Hal  Roach-Pathe  "Gang"  brings  them  over 
for  a  visit  to  Frank  Newman,  managing  director  of  the  Metropolitan,  Rialto  and  Million 
Dollar  theatres,  Los  Angeles  Paramount  theatres.    The  "Gang"  appeared  personally  for 
a  showing  of  "Mary,  Queen  of  Scots." 

Herb  Brenon  became  Santa  Claus  to  four  children,  members 
of  the  cast  in  the  new  Betty  Bronson  starring  vehicle  "A 
Kiss  For  Cinderella,"  for  Paramount  release. 


Howard  Chandler  Christy,  famous  artist,  tries  out  a  few  new 
steps  with  Mae  Murray  in  the  Metro-Goldwyn-Mayer  studios. 


October  10, 1925 


15 


Count  DeBeaufort,  the  gentleman  with  the  cane,  and  a  party 
of  friends  drop  in  on  Jackie  while  at  work  on  "Old  Clothes" 
for  Metro-Goldwyn-Mayer. 


Douglas    Fairbanks,    with  the 
huge  cake  he  received  upon  his 
completion    of    "Don    Q"  for 
United  Artists. 


(Above)  "Helen  Maria" 
Dawes  and  Mrs.  Dawes 
leave  it  to  Doug  and 
Mary  to  tell  them  all 
about  how  movies  are 
made.  They  picked  on 
the  real  parties  this 
time,  both  now  busy  on 
pictures  for  United  Ar- 
tists 


(Left)  After  a  long  trip 

est  with  intentions  of 
plaving  in  "Fifth  Ave- 
nue."  John  Bowers  is 
recalled  to  the  coast  to 
nbv  the  featured  role 
in  "Rocking  Moon"  for 
P.  D.  C.  release. 


(Right)  Almost  ready 

to  resume  work  on  his 
three  remaining  pictures 
for  Chadwick,  Charles 
Ray  takes  some  time 
off  in  between  shots  to 
chat  a  bit  with  his 
mother  and  father. 


BRHH ! ! !  That's  Evelyn  Brent's 

(F.  B.  O.  favorite)  sentiments 
when  she  tried  the  cold  briny 
deep  in  the  sound. 


16 


Exhibitors  Trade  Review 


The  Paramount  School  and  Where  It  Leads  To 


Gilda  Gray,  the  most  famous  of  the  modern  danc- 
ers, who  is  at  work  on  Paramount  picture  version 
of  "Salome  of  the  South  Seas,"  a  play  now  play- 
ing to  capacity  on  Broadway.  Gilda  is  wearing 
an  evening  dress  of  shell  pink  antique  satin,  fea- 
turing the  bouffant  skirt  and  tight  bodice  designed 
by  Jeanne  Lanvin. 


All  better  now,  is  Bert  Lytell,  convalescing 
from  injuries  in  a  recent  picture.  Claire 
Windsor,  his  wife,  was  in  constant  atten- 
dance. Lytell  is  now  at  work  on  the 
Metro  film,  "Never  the  Twain  Shall  Meet," 
a  Cosmopoltian  production  under  the  di- 
rection of  Maurice  Tourneur. 


Sam  E.  Morris,  general  manager  of  distribution  of 
Warner  Brothers,  examines  the  first  returns  in  the 
big  Warner  advertising  accessory  contest.  The 
contest  ends  on  December  12,  and  cash  prizes  will 
be  awarded  on  Christmas  Eve. 


Greta  Nissen,  a  natural  star, 
and  gorgeous  siren  of  Raoul 
Walsh's  magnificent  spectacle 
"The  Wanderer,"  Paramount 
production. 


Marion  Ivy  Harris,  a  student 
at  Paramount's  Picture 
School  who  is  looking  to- 
wards the  stellar  heights  of 
Greta  above. 


Pathe'  pays  Half  a 

privilege  of  bringing  back  to 

Charlie  Chaplin 

famous  Million  Dollar 


with  First  National 


Million  for  the 

the  screen  theRrSt  Foilf 
PiCttireS  made  under  his 

Eight  Picture  Contract 

Four  triumphant  successes,  "A  Dog's  Life,"  "Shoulder 
Arms,"  "A  Day's  Pleasure"  and  "Sunnyside,"  which 
include  some  of  the  greatest  pictures  this  amazing 
screen  personality  has  ever  made! 

Never  before  have  pictures  for  re- presentation  brought 
such  a  price.  Only  Chaplin  productions  could  have 
done  it. 

These  Chaplin  pictures  are  always  first  runs.  As 
box  office  attractions  today  they  are  in  a  class 
by  themselves. 

The  first,  "A  Dog's  Life,"  will  be  released  Nov.  22. 


For  the  first  time  in  the  business, 
rights  for  re-presentation  of  pictures 
have  cost  as  much  as  on  original 
release  — -They  are  Charlie  Chaplins 
of  course 


When,  a  number  of  years  ago,  First  National  made  a  million  dollar 
contract  with  Charlie  Chaplin  for  eight  two-reel  pictures,  the  price 
was  considered  very  high. 

Since  that  time  it  has  been  amply  demonstrated  that  the  price,  far 
from  being  excessive,  made  that  contract  one  of  the  very  best  buys 
any  distributor  has  ever  made. 

Every  one  of  those  pictures  was  good.  Among  them  are  some  of 
the  outstanding  successes  of  the  business. 

Chaplin's  screen  career  is  absolutely  unique.  His  pictures  have 
undoubtedly  played  over  500,000  bookings,  yet  who  ever  heard  of 
a  booking  that  wasn't  a  success? 

All  of  his  pictures  have  made  money  for  everyone.  There  is 
probably  not  one  exhibitor  in  the  many  thousands  all  over  the 
world  but  what  has  money  he  wouldn't  have  if  he  hadn't  played 
Chaplin. 

PATHE  HAS  JUST  PAID  HALF  A  MILLION  DOLLARS  FOR 
THE  PRIVILEGE  OF  BRINGING  BACK  TO  THE  SCREEN  THE 
FIRST  FOUR  CHARLIE  CHAPLIN  PICTURES  MADE  UNDER 
HIS  FAMOUS  MILLION  DOLLAR  CONTRACT  WITH  FIRST 
NATIONAL  FOR  EIGHT  PICTURES 

AND— 

THE  PRICE  PAID  IS  THE  SAME  PRICE  THAT  WAS  PAID  FOR 
THEM  ON  ORIGINAL  ISSUE. 

"A  Dog's  Life"  will  be  released  on  Nov.  22nd.  "Shoulder  Arms," 
"A  Day's  Pleasure"  and  "Sunnyside"  will  follow. 

In  all  honesty  I  do  not  know  where  so  much  box-office  value  can  be 
secured,  dollar  for  dollar  and  foot  for  foot. 

If  there  is  any  box-office  certainty  in  any  product,  it  is  in  these 
pictures.  Like  diamonds  their  value  has  grown  with  time.  They 
are  PROVEN  product,  the  best  that  can  be  bought. 

To  be  able  to  offer  pictures  so  certain  to  make  money  for  exhibitors 
is  a  privilege  indeed. 

We  are  confident  that  exhibitors  will  be  as  eager  to  welcome  them 
as  we  were  to  get  them. 

ELMER  PEARSON, 
Vice-President  and  General  Manager, 
PATHE  EXCHANGE,  INC. 


October  10,1925 


21 


Universale  Beauty  Contest 
Shifts  To  New  York 


UNIVERSAL'S  mobile  studio  unit,  the 
"See  America  First"  tractor  and  trailer, 
which  has  been  touring  across  the  Conti- 
nent during  the  last  few  months,  arrived  in 
New  York  City  last  week.  It  will  film  inter- 
esting scenes  in  and  around  New  York  for 
inclusion  in  Carl  Laemmle's  symposium  of 
"See  America  First"  pictures.  It  also  is  con- 
ducting a  giant  beauty  contest  in  connection 
with  the  New  York  Daily  Mirror,  by  which 
a  young  New  York  girl  will  be  selected  to  go 
to  Universal  City,  Cal.,  the  Big  Universal 
studio  plant,  and  learn  to  be  a  movie  actress. 

The  tie-up  with  the  Daily  Mirror  has  de- 
veloped into  one  of  the  greatest  newspaper 
tie-ups  ever  recorded.  More  than  30,000  en- 
trants already  have  been  recorded.  They 
come  from  all 
sections  of  the 
greater  city  and 
from  all  walks  of 
life.  Holah,  who 
is  conducting  the 
contest  from  Un1 
iversal's  end, 
says  that  enough 
talent  is  being 
unearthed  in  this 
one  contest  to 
supply  all  the 
studios  for  five 
years. 

The  Daily  Mir- 
ror -Laemralc 
Beauty  Contest 
is  limited  to  girls 
between  18  and 
25  living  or  work- 
ing in  New  York 
City.  The  win- 
ner will  be  3ent 
to  Universal  City 
with  all  expenses 
paid,  and  will  re- 
ceive a  six- 
months  contract 
in  Universal  pic- 
tures at  $50  a 
week.  At  Uni- 
versal City,  she 
will  go  through 
a  regular  course 
of  training  by 
which  to  develop 

her  screen  talents  and  will  get  ample  op- 
portunity to  become  an  asset  to  the  screen. 

In  a  number  of  cities  the  "See  America 
First"  unit  already  has  conducted  these  con- 
tests. The  winners  have  been  sent  to.  Uni- 
versal City  and  now  are  making  rapid 
strides.  The  first  contest  was  held  in  San 
Francisco.  The  winner,  Miss  Vanna  Car- 
roll, was  adjudged  the  most  beautiful  girl 
in  San  Francisco.  She  was  selected  in  con- 
nection with  the  San  Francisco  Bulletin. 

As  soon  as  she  reached  Universal  City 
she  was  immediately  cast  in  ''Sporting 
Life,"  one  of  Universal's  big  Jewel  pictures 
of  the  coming  season.  Later  she  took  lead- 
ing parts  in  two-reel  westerns  starring  Ben 
Corbett  and  Peewee  Holmes,  and  also  did 
work  in  "The  Winking  Idol,"  an  Adventure 
Picture,  and  in  a  big  western  feature  Uni- 
versal is  making. 

The  next  contest  was  held  at  Salt  Lake 
City  in  connection  with  the  Salt  Lake  Tele- 
gram.^ The  winner  was  Dorothy  Gulliver, 
who  is  hailed  by  Universal  executives  as 
one  of  the  biggest  finds  of  the  year.  She 
already  has  played  in  good  parts  in  "The 


Still  Alarm,"  a  new  Universal  Jewel,  in 
"The  Winking  Idol,"  in  "Two  Blocks 
Away,"  another  big  Jewel,  and  in  "Strings 
of  Steel,"  another  new  adventure  picture. 

A  contest  was  held  in  Omaha,  in  connec- 
tion with  the  Omaha  Daily  News.  The  win- 
ner in  that  contest  was  Miss  Blanche  Fish- 
er. She  has  been  at  Universal  City  for 
more  than  a  month  now  and  has  worked 
in  various  roles,  among  them,  one  with 
Charles  Puffey  in  "White  Cargo,"  a  one- 
reel  comedy,  also  parts  in  "Strings  of 
Steel,"  and  a  big  western  feature. 

Contests  also  were  held  in  Chicago  and 
Milwaukee,  in  connection  with  the  Chicago 
American  and  the  Milwaukee  Sentinel.  The 
Chicago  winner  was  Miss  Florence  Allen, 


Group  of  Detroit  beauties  in  Universal's  "See  America  First"  national  contest 


who  is  now  at  Universal  City  playing  a 
small  part  in  "The  Radio  Detective,"  a  new 
Adventure  Picture.  In  Milwaukee,  the  win- 
ner was  Miss  Emmaline  Criswell,  who  has 
arrived  at  the  Universal  west  coast  studio 
and  is  cast  for  an  important  role  in  a  new 
Western  feature. 

THERE  also  were  contests  in  Detroit,  To- 
ledo and  Cleveland.  The  Detroit  winner 
Miss  Grace  Parent,  already  has  establish- 
ed herself  at  Universal  City  by  excellent  work 
in  "Two  Blocks  Away,"  a  new  Jewel  pro- 
duction. The  Toledo  and  Cleveland  win- 
ners, Miss  Irene  Franklin  and  Miss  Mabelle 
Perry,  respectively,  have  not  yet  completed 
their  preliminary  training,  but  will  be  put 
into  parts  in  a  few  weeks. 

Thus  Universal  is  giving  its  student  play- 
ers real  experience  right  from  the  start, 
in  connection  with  their  theoretical  train- 
ing, lessons  in  make-up  and  other  studio 
customs.  This  method  is  said  to  be  highly 
efficient  and  to  bring  out  latent  talent  very 
quickly. 

It  is  expected  that  the  New  York  girl 


will  be  selected  within  two  weeks.  She  will 
be  sent  to  Universal  City  and  put  through 
a  course  of  training  after  she  appears  in  a 
special  New  York  picture  to  be  made 
against  the  backgrounds  of  New  York's 
prominent  sights  and  places.  This  picture 
will  be  for  special  release  in  New  York 
theatres  and  will  be  of  especial  interest  to 
New  York  picture  fans.  With  the  columns 
of  publicity  now  running  in  the  Daily  Mir- 
ror, this  picture  promises  to  be  one  of  the 
best  exploited  short  pictures  ever  screened 
in  New  York.  Universal  has  produced  a 
local  picture  of  this  nature  in  connection 
with  every  contest,  and  its  local  showings 
have  been  feature  days  at  the  various  thea- 
tres which  booked  it. 


THE  big  Uni- 
versal "See 
America 
First"  unit  is 
causing  quite  a 
stir  on  the  streets 
of  New  York.  It 
consists  of  a  su- 
p  e  r  -  powerful 
Fageol  truck  mo- 
tor mounted  in 
an  enlarged  road- 
ster type  body, 
which  pulls  the 
trailer,  an  elab- 
orately equipped 
pullman  car,  with 
bunks,  a  galley, 
upholstered  seats, 
full  radio  equip- 
in  e  n  t ,  lighting 
system  and  other 
comforts  and 
conveniences.  The 
trailer  was  built 
for  the  Reginald 
Denny  pic- 
ture,  "California 
Straight  Ahead," 
and  much  of  the 
action  of  that 
feature  takes 
place  in  or 
around  this  trail- 
er. It  has  been 
changed  slightly 
for  the  purpose  of  transcontinental  studio 
touring  but  the  luxury  and  appointments  have 
remained  the  same. 


SIX  RAYARTS 
COMPLETED 

W.  Ray  Johnston,  president  of  Rayart 
Pictures  Corporation,  announces  that  Ger- 
son  Pictures  Corporation  has  completed 
shooting  of  a  series  of  six  Superior  melo- 
dramas for  Rayart  release..  The  present 
picture  was  directed  by  Oscar  Apfel  and  is 
entitled  "The  Midnight  Limited."  It  will 
star  Gaston  Glass,  Wanda  Hawley,  and 
Richard  Holt.  Production  was  started  eight 
weeks  ago,  but  the  company  have  encoun- 
tered some  delays  in  securing  the  thrilling 
railroad  action  that  is  required. 

The  Gerson  company  will  likely  start  work 
on  "The  Last  Alarm,"  an  Arthur  Hoerl 
story,  next. 


Ginsberg  Spends  Million 

On  Production  Program 


TTENRY  GINSBERG,  president!  of  the 
Henry  Ginsberg  Distributing  Corporation, 
devotes  his  entire  energies  to  distribution, 
but  nevertheless  he  is  vitally  interested  in 
having  each  and  every  film  of  Banner  and 
Royal  production  a  feature.  With  this  point 
in  view  he  has  insisted  upon  hand  picked 
casts,  the  different  players  being  selected  for 
their  especial  fitness  in  a  certain  role  and 
engaged  for  that  production  exclusively. 
This  is  naturally  a  more  expensive  proced- 
ure, but  results  in  better  individual  produc- 
tions. 

"It  is  not  so  many  years  back  that  the 
mere  mention  of  the  word  'million'  conjured 
in  my  mind  a  mental  vista  of  untold  power. 
The  spending  of  a  million  dollars  seemed 
to  me  a  business  romance,  yet  in  the  picture 
game  the  term  'million,'  while  in  many  cases 
used  to  excess  and  overworked,  is  generally 
more  than  mere  romance. 

"Our  first  year's  schedule  called  for  the 
production  of  twelve  pictures,  six  of  which 
have  already  been  completed.  With  the  bal- 
ance of  six  pictures  which  constitute  the 
balance  of  production,  it  is  our  intention  to 
expend  in  excess  of  half  a  million  dollars. 

"Our  first  four  pictures,  'The  Love  Gam- 
ble,' 'Wreckage,'  'Before  Midnight,'  and  'Big 
Pal,'  are  already  playing  the  better  theatres 
in  the  country,  and  I  believe  that  exhibitors 
and  exchangemen  will  agree  that  I  kept  my 
promise  made  at  the  opening  of  the  season, 
when  I  stated  that  we  would  spend  a  million 
dollars  on  production. 

"When  my  company  was  organized  I  made 
definite  promises  to  the  men  with  whom  I 
was  doing  business  that  every  one  of  my 
twelve  pictures  would  represent  the  utmost 
in  production.  The  same  painstaking  care 
will  be  followed  in  the  next  six  pictures,  the 
three  Banner  productions  and  three  Royal 
pictures.  It  would  have  been  an  easy  matter 
for  me  to  have  distributed  twice  the  number 
of  pictures,  but  to  better  safeguard  quality 
I  decided  that  for  the  first  year  one  picture  a 
month  would  give  me  an  opportunity  to 
check  up  on  every  detail  that  went  into  the 
making  of  a  picture." 

The  Banner  Productions  alternate  monthly 
with  the  Royal  series.  The.  three  Banners 
to  be  Completed  are  "Whispering  Canyon,"  a 
story  of  the  great  lumber  forests  of  the 
northwest  adapted  from  the  novel  of  the 
same  name  by  John  Mersereau ;  "Brooding 
Eyes,"a  mystery  novel  of  the  underworld 
written  by  John  Goodwin,  and  "The  Check- 
ered Flag,"  a  story  of  the  automoble  speed- 
way.  The   last   named  story   is  practically 


complete,  the  filming  of  the  spectacular  race 
scenes  the  only  portion  of  the  picture  re- 
maining to  be  filmed. 

The  three  Royal  pictures  comprising  the 
second  half  are  "A  Millionaire  Policeman," 
'The  Phantom  Express,"  and  "A  Desperate 
Moment."  The  Royal  series  comprise  stunt 
and  thrill  pictures  teeming  with  action. 

Commencing  November  1,  production  on 
the  second  group  will  be  started  at  the 
Hollywood  studios  of  Banner,  and  it  is  the 
intention  of  Mr.  Ginsburg  to  take  a  flying 
trip  to  the  coast  to  check  up  on  the  various 
details. 

*  *  * 

JANS  HOST  TO 

FOREIGN  BUYERS 

Herman  F.  Jans,  president  of  Jans  Pro- 
ductions, Inc.,  gave  one  of  his  justly  famous 
studio  parties  last  week  during  the  filming 
of  scenes  for  "Ermine  and  Rhinestones," 
his  latest  production  now  nearing  completion 
under  the  direction  of  Burton  King. 

The  visitors  to  the  studio  were  foreign 
buyers,  headed  by  D.  J.  Mountan,  president 
of  Richmount  Pictures,  Inc.,  who  will  han- 
dle the  foreign  rights  on  "Ermine  and 
Rhinestones,"  and  the  other  Jans  produc- 
tions to  follow.  In  addition  to  Mr.  Jans,  Mr. 
Mountan  and  Director  Burton  King,  those 
who  enjoyed  the  party  were  Dwight  C. 
Leeper,  vice-president  of  Richmount  Pic- 
tures ;  W.  Ray  Johnston,  president  of  Ray- 
art  Pictures ;  Millard  Johnson,  New  York 
representative  of  Australasian  Films,  Inc. ; 
Juan  Kunzler,  of  Soc.  Gen.  Cinematografica ; 
W.  A.  Robbins,  W.  Scott,  of  New  Zealand; 
Ruth  Stonehouse  and  Edna  Murphy,  who 
have  leading  roles  in  the  production. 

It  is  expected  that  actual  shooting  for 
"Ermine  and  Rhinestones"  will  be  com- 
pleted this  week.  The  cast  of  principals  in- 
cludes Edna  Murphy,  Niles  Welch,  Ruth 
Stonehouse,  Coit  Albertson,  Sally  Crute  and 
Bradley  Barker.  It  was  adapted  from  the 
story  by  Louise  Winter,  by  William  B. 
Laub. 

*  *  * 

BECK  TO  COAST 

Arthur  Beck,  who  came  East  with  the 
prints  of  "The  Unnamed  Woman"  and  "The 
Primrose  Path,"  which  are  being  released  as 
part  of  the  twenty-four  Golden  Arrow  first 
run  ieatures,  returned  to  Hollywood  last 
week  taking  with  him  the  manuscripts  of  a 
number  of  plays  and  stories  which  are  to  be 
picturized  for  Arrow  Pictures  Corporation. 


FOX  1925-26  FILMS 

HALF  COMPLETED 

Five  New  Features  Go  in  Work 
Shortly 

Writh  twenty-two  of  its  Supreme  attrac- 
tions and  starring  vehicles  and  approximately 
SO  per  cent  of  its  short  subjects  completed 
as  far  as  actual  filming  is  concerned,  the 
various  Fox  Film  Corporation  departments 
at  the  West  Coast  Studios  are  now  prepar- 
ing to  launch  the  remaining  half  of  the 
company's  1925-26  releases. 

Scenario  Editor  Edwin  C.  Hill  is  keeping 
his  script  and  continuity  writers  clicking 
their  typewriters  at  record  breaking  speed. 

Casting  Director  James  Ryan's  office  is 
doing  a  land  office  business  assigning  roles. 

Four  of  the  pictures  now  being  filmed 
are  Supreme  Attractions.  Henry  Otto  is  di- 
recting the  final  scenes  in  the  allegorical  se- 
quence of  "The  Ancient  Mariner."  Tom  Mix 
is  busy  on  his  fourth  starring  vehicle  for 
the  current  season  titled  "The  Best  Bad 
Man,"  under  the  direction  of  J.  G.  Blystone. 
"Wages  for  Wives,"  the  screen  version  of 
John  Golden's  stage  success,  "Chickenfeed," 
is  progressing  toward  the  final  stages  under 
the  eye  of  Frank  Borzage.  Duck  Jones, 
with  R.  William  Neill  directing,  is  on  his 
fifth  1925-26  production,  "Her  Cowboy 
Prince." 

The  other  films  in  work  are  rwo-reel 
comedies.  Robert  Kerr  is  back  on  the  Fox 
lot  and  has  another  of  the  Van  Bibber 
comedies  under  way.  Albert  Ray  has  the 
fourth  of  the  Helen  and  Warren  married 
life  series,  "Hold  Everbody,"  at  a  point 
where  it  will  be  finished  soon.  Daniel  Keefe 
is  directing  another  of  the  O.  Henry  series 
and  Bryan  Foy,  Lew  Seiler  and  Beniamin 
StolofT  are  at  work  on  new  Imperial  Come- 
dies. All  these  two-reel  entertainments  are 
under  the  personal  supervision  of  George  E. 
Marshall. 

The  pictures  that  are  scheduled  to  be  put 
in  work  immediately  are: 

"Daybreak,"  an  adaptation  of  the  stage 
play,  "The  Outsider." 

"The  Golden  Strain,"  Peter  B.  Kyne's  first 
contribution  to  the  Fox  program  from  the 
Cosmopolitan  magazine  story,  "Thorough- 
breds." 

"The  Golden  Butterfly,"  an  original  story 
by  Evelyn  Campbell. 

"My  Little  Pal,"  which  is  a  Tom  Mix 
starring  vehicle  from  Gerald  Beaumont's 
story,  "The  Gallant  Guardsman,"  and 

"The  First  Year,"  the  sixth  of  the  John 
Golden  unit  of  Clean  American  Productions. 


October  10, 1925 


23 


"Mike"  Simmons 


T  F  you  haven't  met  "Mike"  Simmons, 
and  the  chances  are  a  hundred  to  one 
that  you  have,  meet  him  now.  You're 
going  to  see  him  every  day.  Tell  him 
your  story.  Everybody  else  is  doing  it,  so 
don't  be  left  out  in  the  cold.  "Mike" 
can  be  reached  along  Film  Row  by  word 
of  mouth  and  at  Exhibitors  Review 
office  by  telephone — Bryant  6160. 

"Mike"  is  the  energetic  Staff  Editor 
of  Exhibitors  Review.  He  has  a  great 
nose  for  news  but  when  the  film  trade 
winds  start  cutting  up  capers,  not  even 
a  "Mike"  can  smell  out  every  story  and 
interesting  sidelight.  So  make  "Mike" 
your  mouthpiece  to  the  rest  of  the  mo- 
tion picture  industry.  When  you  "Tell  it 
to  Mike"  it  will  appear  in  the  columns 
of  Exhibitors  Review  the  next  day. 
That's  the  kind  of  service  that  Mike 
stands  ready  to  give  you.  The  only 
trouble  is  he  doesn't  stand  in  one  place 
very  long. 

But  catch  him,  it's  worth  while  to  you 
and  the  whole  motion  picture  business. 


24 


Exhibitors  Trade  Revietv 


Sales  News  and  Pers  onalities  of  the  Week 


ALBANY 

J.  M.  Klein,  who  was  recently  named  man- 
ager of  Warner  Brothers'  exchange  in  this 
city,  moved  his  household  goods  here  last 
week  from  Lynn,  Mass.,  and  has  definitely 
become  an  Albanian.  There  is  a  possibility 
that  the  exchange,  which  is  now  located  sev- 
eral blocks  from  what  is  known  as  Film  Row, 
may  move  next  spring  with  the  expiration  of 
the  present  license. 

*  *  * 

A  meeting  was  held  last  Saturday  morning 
at  the  Albany  Film  Board  of  Trade  rooms, 
for  the  purpose  of  discussing  the  Hallow- 
e'en masquerade  party  at  the  Hotel  Ken- 
more  in  Albany,  on  the  night  of  October  31. 
J.  H.  Maclntyre  is  chairman  of  the  enter- 
ment  committee  of  the  Film  Board  of  Trade. 

*  *  * 

Among  visitors  along  Film  Row  last  week 
were  George  Roberts,  division  manager  for 
Fox,  and  Sidney  Katz,  who  was  recently 
named  as  assistant  general  sales  manager  for 
F.  B.  O.  Mr.  Katz  was  located  in  the  local 
F.  B.  O.  office  for  several  weeks  a  year  ago, 
and  is  very  well  known  in  Albany  and  vi- 
cinity. 

*  *  * 

Thomas  Clark  was  named  as  assistant 
manager  of  the  Mark  Strand  theatre  in  Al- 
bany last  week.  Meyer  Freedman,  of  Schen- 
ectady, reopened  the  Rialto  in  that  city  last 
Sunday  night,  and  will  personally  operate 
the  house  from  now  on.  Mr.  Freedman 
was  formerly  associated  with  William  Shir- 
ley, until  such  time  as  W.  W.  Farley,  of  Al- 
bany, acquired  entire  control  of  the  four 
Schenectady  theatres. 

*  *  * 

Anniversary  Week  at  the  Griswold  Thea- 
tre in  Troy,  which  was  originally  set  for 
October  11,  will  now  be  held  during  the  week 
of  October  18,  according  to  an  announcement 
just  made  by  Jacob  Golden,  manager  of  the 
theatre,  who  is  making  plans  for  an  elabor- 
ate program  for  the  week. 

*  *  * 

Michael  Reznick  is  now  covering  the  Al- 
bany territory  for  Chase  pictures  in  place  of 
Mr.  Sternmann,  who 'resigned. 

*  *  * 

William  Shirley,  of  Schenectady,  returned 
last  week  from  Florida,  and  with  Mrs.  Shir- 
ley, left  almost  immediately  for  Buffalo, 
where  they  spent  the  week  with  Mr.  Shirley's 
parents.  Mr.  Shirley  expects  to  return  to 
Florida  in  the  near  future. 

*  *  * 

W.  H.  Linton,  of  Utica,  whose  theatre  was 
burned  last  spring,  two  weeks  after  it  had 
opened,  is  now  busily  engaged  in  construct- 
ing a  new  house  that  will  be  opened  a  few 
months  hence.  The  house  is  being  located  on 
the  site  of  the  one  burned. 

*  *  * 

DRIVE  FOR  WARNER 

ACCESSORY  SALES 

Warner  Bros,  are  conducting  a  contest  in 
the  sale  of  advertising  accessories,  with  all 
the  thirty-six  branch  exchanges  in  the  Unit- 
ed States  and  Canada  taking  part. 

The  exchange  selling  the  largest  quantity 
of  these  accessories,  proportioned  to  the  ex- 
pectancy percentage  allotments  of  each  given 
branch,  will  receive  a  silver  loving  cup,  to  be 
retained  permanently.  In  addition,  $500  in 
prizes,  to  be  divided  between  bookers  and 
poster  clerks,  is  offered.  There  are  five  of 
these  cash  awards,  a  first  prize  of  $250,  a 
second  of  $100  and  a  third  composed  of 
three  awards  of  $50  each. 

The  contest  started  with  the  week  begin- 
ning September  20th  and  closes  with  the 
week  ending  December  12th. 


INDEPENDENTS  INCREASE 

OUTLET  IN  CANADA 

With  Canadian  exchanges  turning  over  a 
greater  volume  of  the  Independent  product 
than  ever  before,  the  Film  de  Luze  organi- 
zation of  Montreal  has  contracted  for  the 
entire  Columbia  output  for  1925-26.  At  the 
head  of  Film  de  Luxe  is  Charley  Lalumiere, 
or  "The  Man  with  the  Cigar,"  as  he  is  known 
up  and  down  Canada.  Lalumire  is  a  staunch 
independent.  Besides  Columbia  he  is  hand- 
ling Banner  productions  and  many  others. 
One  of  the  pioneers  in  Canadian  exhibition, 
he  has  never  wavered  from  the  independent 
ranks.  Mr.  Lalumiere's  record  is  one  of 
unequalled  showmanship.  He  has  accom- 
plished feats  like  taking  the  St.  ■  Denis — the 
biggest  white  elephant  in  Montreal — and 
after  six  days  the  theatre  broke  the  records 
of  every  house  in  Quebec. 

Mr.  Lalumiere  recently  took  out  a  charter 
for  a  new  half-million  dollar  organization 
with  offices  in  the  Dominion.  Columbia  is 
proud  of  the  tribute  it  has  received  from 
the  kind  of  superior  showman  that  "Charley" 
is  recognized  to  be  by  everybody. 

*  *  * 

WILLIAM  FOX  BUILDS 

IN  AUSTRALIA 

The  similarity  and  good  will  existing  be- 
tween the  American  and  Australian  people 
was  again  emphasized  when  the  cornerstone 
was  laid  for  the  new  building  of  Fox  Film 
Corporation  in  Sydney,  Australia,  during  the 
Fox  Australian  convention  for  1925. 

The  Fox  organization  is  the  first  overseas 
film  concern  in  Australasia  to  build  its  own 
quarters.  Until  this  time  old  buildings  were 
altered  for  the  needs  of  various  distributors. 
The  erection  of  new  building  provides  the 
utmost  in  convenience  and  comfort  to  ex- 
hibitors, with  none  of  the  disadvantages  that 
were  attached  to  remodeled  structures. 

Clayton  P.  Sheehan,  home  office  represen- 
tative for  Fox,  presided  over  the  laying  of 
the  cornerstone,  assisted  by  Stanley  S.  Crick, 
Australasian  managing  director. 

*  *  * 

MORE  FOREIGN  OFFICES 

FOR  FIRST  NATIONAL 

E.  Bruce  Johnson,  Foreign  Manager  for 
First  National,  sailed  last  week  aboard  the 
Berengaria  for  the  Continent  where  he  will 
attend  the  opening  of  a  number  of  new  ex- 
changes, the  results  of  his  work  the  past 
year  in  the  augmentation  of  First  National's 
branches  abroad. 

The  exchanges  to  be  opened  upon  Mr. 
Johnson's  arrival,  take  in  France,  Germany, 
Belgium,  Holland,  Poland,  Checko-Slovakia, 
Hungary  and  Italy.  Up  until  a  short  time 
ago,  the  Berlin  and  Paris  offices  were  selling 
agencies,  but  have  been  transformed  into 
distributing  main  offices.  The  new  subsidiary 
branches  are  located  in  Lille,  Marseilles, 
Strassburg,  Brussells,  Amsterdam,  Prague, 
Vienna,  Warsaw  and  Turin  and  Rome.  This 
makes  a  total  of  fifteen  new  exchanges  for 
First  National  in  foreign  territory  since  Jan- 
uary 15th.  The  others  are  in  Havana,  Cuba, 
and  Kobe  and  Tokio,  Japan. 

*  *  * 

LOEW  BOOKS  "STEPPIN'  OUT" 

The  Columbia  comedy,  "Steppin'  Out,"  has 
been  booked  over  the  Loew  circuit,  follow- 
ing the  success  it  achieved  at  Frank  New- 
man's Rialto  Theatre,  Los  Angeles. 


BUFFALO 

Michael  Shea,  head  of  the  Shea  Amuse- 
ment Company  of  Buffalo,  operating  the 
Hippodrome,  Court  street,  North  Park,  and 
building  the  new  Buffalo,  has  been  elected 
president  of  the  Buffalo  branch  of  the  Cath- 
olic Actors'  Guild.  Philomena  Cavanaugh 
has  been  elected  first  vice-president ;  Thomas 
Reese,  second  vice-president ;  Helen  Douris, 
social  secretary;  Dr.  William  Stapleton,  ex- 
ecutive secretary,  and  Margaret  Crowley, 
recording  secretary.  Directors  of  the  organi- 
zation are :  Al  Beckerich,  manager  Loew's 
State  ;  Basil  Brady,  manager  Pathe  exchange  ; 
Dr.  Joseph  Burke,  William  J.  Connors,  Jr., 
the  Rev.  Charles  Duffy,  Vincent  R.  Mc- 
Faul,  managing  director,  Shea's  Hippodrome  ; 
Garry  McGarry,  John  R.  Oishei,  Mayor 
Frank  X.  Schwab,  John  Laughlin,  Mae  For- 
restel,  Joseph  Gavin,  Clayton  Sheehan,  dis- 
trict manager,  Fox  Film  Company ;  Harry 
Yates,  Mrs.  Ruth  Ashley  Smith,  Mrs.  Orson 
Yeager,  Alice  Ryan,  P.  T.  O'Connor,  the 
Rev.  C.  J.  Sloan,  Mrs.  J.  J.  Zimmerman, 
Mrs.  John  Lascelles  and  John  Kloepfer. 

*  *  * 

Harry  L.  Knappen,  former  manager  of  the 
Buffalo  First  National  exchange,  has  been 
appointed  manager  of  the  New  Orleans 
Pathe  office.  Harry  was  in  Buffalo  recently 
on  special  sales  work  for  the  Pathe  com- 
pany. 

*  *  * 

The  employees  of  the  Buffalo  Universal 
exchange  held  a  get-together  parry  last 
Monday  night  in  the  form  of  a  visit  to  Shea's 
Court  Street  Theatre  and  a  supper  after- 
wards at  the  Palais  Royal. 

*  *  * 

Hiding  in  the  cellar  of  the  Capitol  Theatre, 
Syracuse,  the  other  night,  burglars  waited 
until  the  performance  was  over  and  then 
after  the  place  had  been  closed  for  the  night, 
looted  the  house.  The  thieves  left  through 
the  front  door  of  the  theatre,  which  was 
found  open  later  by  a  patrolman.  Little  of 
value  was  stolen. 

*  *  * 

The  return  of  regular  time  has  brought  a 
noticeable  increase  in  business  in  western 
New  York  picture  theatres.  Daylight  Sav- 
ing is  a  terrible  thing  for  exhibitors,  especi- 
ally in  Buffalo.  Many  of  the  towns,  however, 
do  not  recognize  it  and  profit  accordingly. 
Exhibitors  are  hoping  that  some  day  the 
new  time  will  be  killed. 

*  *  * 

Three  new  specially  built  Simplex  ma- 
chines will  be  installed  in  the  new  Shea  Buf- 
falo Theatre  by  the  Becker  Theatre  Supply 
Company  of  Buffalo.  A  Brenkert  double  dis- 
solves a  Brenkert  color  effect  machine  and 
a  Dalite  high  intensity  screen  will  be  among 
the  other  equipment  items  to  be  installed 
by  the  Becker  company. 

Harry  Bailey  of  Indianapolis  has  been  ap- 
pointed manager  of  the  Buffalo  Fox  ex- 
change, succeeding  Bill  Powell,  who  is  now 
a  member  of  the  sales  staff.  The  Fox  office 
is  being  refurnished. 

*  *  * 

BRANCH  MANAGERS  CHANGE 

Pathe  announces  the  following  changes  in 
Branch  Manager  personnel  just  effective ;  H. 
L.  Knappen  has  been  appointed  Branch  Man- 
ager at  New  Orleans  succeeding  P.  A. 
Schmuck  who  has  been  transferred  to  the 
Charlotte  Branch ;  while  E.  E.  Heller,  for- 
merly Charlotte  Branch  Manager  has  been 
appointed  Special  District  Serial  Representa- 
tive. 


October  10,1925 


23 


News  of  Exhibitor  Activities 


BEAR  STATE  Canadian  Exhibitors 

THEATRES  FORMED  M°y  Get  Music  Tax 


West  Coast's  New  Subsidiary 

SAN  FRANCISCO,  Cal.,  Oct.  9.— An- 
nouncement was  made  of  the  formation  of  a 
new  subsidiary  corporation  of  the  West  Coast 
Theatres,  Inc.,  known  as  the  Bear  State 
Theatres,  Inc.,  capitalized  at  $2,000,000,  the 
capital  stock  of  which  corporation  will  be 
owned  by  West  Coast  Theatres,  Inc.,  and  the 
controlling  stockholders  of  T.  and  D.  Jr. 
Circuit. 

The  T.  and  D.  Jr.  Circuit  owns  and  oper- 
ates two  theatres  in  Lodi,  the  California 
Theatre  in  Peraluma,  the  Goddard,  Liberty 
and  Hippodrome  Theatres  in  Sacramento,  the 
Grand,  Majestic  and  Rialto  Theatres  in  Reno, 
theatres  in  Paso  Robles,  Selma  and  Susan- 
ville,  and  a  new  house  under  construction  in 
Dunsmuir.  In  addition  to  the  foregoing  T.  and 
D.  Jr.,  and  these  associates  of  West  Coast 
Theatres,  Inc.,  have  stockholding  interests  in 
other  corporations  which  own  or  operate  the 
State  Theatre  in  Oakland,  the  Royal  Theatre 
and  the  new  Polk  Theatre  under  construc- 
tion in  San  Francisco,  theatres  in  Oak  Park, 
Monterey  and  Pacific  Grove,  and  in  East 
Oakland,  Haywards,  San  Leandro  and  Elm- 
hurst. 

The  associates  of  the  West  Coast  Theatres, 
Inc.,  owning  these  controlling  interests  in  T. 
and  D.  Jr.  Circuit,  have  transferred  to  the 
Bear  State  Theatres,  Inc.,  all  their  interest  in 
T.  and  D.  Jr.  Circuit,  and  by  reason  thereof 
interest  in  proportion  of  these  stockholdings 
in  some  thirty-five  theatres  have  been  acquired 
by  this  new  subsidiary  of  West  Coast  Thea- 
tres, Inc. 

In  addition  to  these  houses,  West  Coast 
Theatres,  Inc.,  will  operate  the  theatre  to  be 
known  as  the  Grand-Lake,  and  which  is  now 
in  course  of  construction  in  the  Lake  Merritt 
district  of  Oakland.  Fortieth  avenue  and 
Telegraph  will  be  another  scene  of  West 
Coast  Theatres,  Inc.,  activity,  this  theatre, 
ground  for  which  will  be  broken  within  the 
next  fortnight  will  be  operated  by  a  separate 
corporation  and  Louis  Kaliski.  In  speaking  of 
this  district  Sol  Lesser,  vice-president  of  the 
West  Coast  Theatres,  Inc.,  said : 

"This  neighborhood  to  me  seems  to  be  the 
fastest  growing  district  in  Oakland.  To  my 
mind  it  rivals  any  ,of  the  boom  times  we 
experienced  in  Los  Angeles.  I  look  for  the 
Fortieth  and  Telegraph  avenues  district  to  be 
an  important  neighborhood  within  the  next 
year." 

The  theatre  started  some  time  ago  in  Mar- 
tinez, and  which  is  known  as  the  McNamara- 
Winkleman  property,  will  be  completed  by 
West  Coast  Theatres,  Inc.,  within  the  next 
sixty  days  and  operated  upon  the  same  policy 
as  all  of  their  "key  houses"  in  the  major  cities 
of  California.  This  new  house  is  assured  of 
the  finest  motion  pictures  on  the  market, 
which  will  include  the  productions  and  stars 
of  all  the  big  producing  companies. 

For  the  present  no  change  will  be  made  in 
any  of  the  theatres  taken  over  at  this  time,  is 
the  statement  of  A.  M.  Bowles,  general  man- 
ager of  West  Coast  Theatres,  under  whose 
direction  the  majority  of  the  new  theatres 
will  be  operated. 


OTTAWA,  Ontario,  Oct.  9.— That  the 
threatened  problem  of  a  copyright  license 
scheme  is  really  to  be  experienced  by  the  ex- 
hibitors of  Canada  is  a  certainty  is  shown 
by  the  fact  that  the  Performing  Right  So- 
ciety of  London,  England,  has  organized  a 
Canadian  branch  of  the  association  to  im- 
pose and  collect  copyright  fees  on  a  wide 
variety  of  music  which  is  now  being  played 
in  the  theatres  of  the  Dominion. 

Announcement  is  made  by  the  Secretary 
of  State  at  Ottawa,  of  the  incorporation  of 
a  company  under  a  Canadian  Federal  charter 
with  the  title  of  Canadian  Performing  Right 
Society,  Limited,  the  headquarters  being  at 
Toronto,  Ontario.  The  formation  of  this 
branch  has  been  sponsored  by  officials  of  the 
parent  body  in  London.  The  Canadian  com- 
pany has  been  established  with  a  capital 
stock  of  10,000  shares  having  no  nominal  or 
par  value. 

This  development  follows  upon  a  move  in 
the  Canadian  Parliament  last  winter  to 
amend  the  Canadian  Copyright  Acts  to  pro- 
vide for  the  payment  of  royalties  on  all 
copyrighted  music  played  by  theatres  in  Can- 
ada. Strenuous  objection  was  taken  by  or- 
ganized exhibitors  in  Canada,  namely,  the 
Amotion  Picture  Distributors  and  Exhibitors 
of  Canada,  a  branch  of  the  Hays  organiza- 
tion at  Toronto,  and  the  Canadian  Division 
of  the  M.  P.  T.  O.  The  net  result  of  the 
agitations  against  the  bill  was  that  it  did  not 
get  beyond  its  first  reading  and  the  com- 
mittee stage  in  the  Canadian  House  of  Com- 
mons. 

YOUNG  100  PERCENTER 

John  H.  Young,  Warner  Brothers  branch 
manager  in  Detroit,  has  recently  closed  100 
percent  contracts  for  the  showing  of  Warner 
product  during  1925-26  with  Lew  and  Ben 
Cohen,  for  their  Colonial  Theatre,  Detroit  ; 
Lester  Matt,  Flint;  Glenn  Cross,  Battle 
Creek ;  George  Wilbur,  Pontiac,  and  the  own- 
ers of  the  Butterfield  theatres  in  Lansing, 
Port  Huron  and  Grand  Rapids. 

The  Colonial,  Detroit,  opened  its  first  War- 
ner run  on  the  new  schedule  with  Monte 
Blue  in  "The  Limited  Mail." 

*  *  * 
SECOND  NEGRO  HOUSE 

BIRMINGHAM,  Ala.,  Oct.  2.— The  Jeffer- 
son Amusement  Company  will  build  a  new 
motion  picture  theatre  for  the  negro  patron- 
age on  West  Fourth  Avenue,  according  to  a 
recent  announcement  by  officials  of  the  com- 
pany. The  company  has  taken  a  twelve  year 
lease  on  the  site  and  will  build  a  theatre,  ac- 
cording to  the  announcement.  The  Jefferson 
Amusement  Company  is  headed  by  Paul  A. 
Engler  and  now  operates  a  moving  picture 
house  for  negroes  on  North  Eighteenth 
street. 

*  *  ■  * 

TOLEDO  TEMPLE  THEATRE  TO  BE 

HOME  OF  WARNER  FEATURES 

The  Temple  Theatre  is  to  be  the  Toledo 
home  of  Warner  Bros.'  Classics  of  the 
Screen  during  the  coming  season.  Jack 
O'Connell,  new  managing  director,  has  al- 
ready booked  John  Barrymore  in  "The  Sea 
Beast,"  Ernst  Lubitsch's  "Kiss  Me  Again," 
Syd  Chaplin  in  "The  Man  on  the  Box," 
Rin-Tin-Tin  in  "Tracked  in  the  Snow 
Country,"  Monte  Blue  in  "The  Limited 
Mail,"  and  Matt  Moore  and  Dorothy  De- 
vore  in  "The  Honeymoon  Express." 


NO  ACTION  YET 
ON  PARIS  HOUSE 

Mastbaum  Has  Site  Selected  But 
Received  No  Encouragement 

Philadelphia,  Pa.,  Oct.  9. — "It  was 
a  wonderful  vacation,  but  I  am  glad  to  be 
back  again,"  Jules  Mastbaum  said  on  re- 
turning to  Philadelphia.  "I  was  in  confer- 
ence with  people  in  Paris  regarding  a  mo- 
tion picture  theatre  of  the  same  quality_  as 
those  that  are  typical  of  the  best  in  America, 
but  nothing  was  actually  accomplished. 

"We  have  the  site  near  the  Grand  Opera 
House,  but  there  is  lacking  that  assurance 
of  government  interest  that  we  deem  essen- 
tial. The  motion  picture  situation  abroad 
cannot  be  compared  with  that  in  this  coun- 
try. There  isn't  a  picture  house  anywhere 
that  is  superior  to  our  Palace  Theatre  here, 
and,  as  for  entertainment,  it  is  of  the  old 
type,  without  large  orchestras,  fine  organs, 
special  features,  concert  entertainers,  pro- 
logues, or  the  like. 

"Foreign  films  cut  no  figure  at  all.  Every- 
where the  American  film  is  shown  and  all 
the  stars  are  there  on  the  screen.  The  titles 
are  translated  into  French,  but  sometimes 
the  English  titles  are  shown  as  well." 

With  nothing  abroad  in  the  way  of  picture 
entertainment  to  give  any  hints  to  America, 
Mr.  Mastbaum  devoted  some  time  to  inspec- 
tion of  theatres,  especially  with  respect  to 
any  art  superiority.  We  found  nothing  in 
any  way  to  surpass  that  which  America  af- 
fords. 

"But  I  feel,"  he  continued,  "that  America 
can  gain  much  through  a  devotion  to  art  and 
am  endeavoring  in  any  humble  way  to  do 
what  I  can  for  art  appreciation  by  bringing 
to  America  the  98  Rodin  statues,  regarding 
whose  purchase  abroad  I  believe  Americans 
are  already  aware." 

*    *  * 

"ABRAHAM  LINCOLN"  THIRD 

The  London  Daily  Chronicle  recently 
staged  a  voting  contest  to  determine  which 
films  shown  in  England  were  the  most 
popular.  American  films  captured  the  first 
four  places,  with  two  more  in  the  list  of 
ten. 

First  National's  "Abraham  Lincoln"  won 
third  place  in  the  list,  receiving  698,000 
votes.  The  highest  number  of  votes  cast 
for  any  one  picture  was  735,000.  "Abraham 
Lincoln"  was  thus  not  far  behind  the  lead- 
er in  the  Chronicle's  popularity  contest.  Its 
great  and  continuing  popularity  in  America 
has  thus  been  endorsed  by  the  British  pic- 
ture going  public. 

A.  W.  Smith,  Jr.,  on  Swing 

A.  W.  Smith,  Jr.,  assistant  to  E.  A.  Esch- 
mann  in  the  distribution  department  of  First 
National  Pictures,  left  last  week  on  a  three 
weeks'  trip  to  the  company's  branch  offices 
in  the  Mid-West  and  the  Central  districts. 
He  will  cover  most  of  the  territory  in  the 
Middle  Western  states  in  the  interest  of  First 
National  distribution  before  he  returns  to  the 
home  office. 

*    *  * 

POMEROY,  Wash.,  Oct.  9.— Claude  A. 
Thompson,  for  20  years  prominent  in  local 
theatricals  and  manager  of  the  Seeley 
Theatre,  died  at  his  home  of  a  lingering 
illness. 


26 


Exhibitors  Trade  Review 




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t'C.kprbtn*  a'ni  ,  re^j'on-fiCilihei  of  o  fx&vti  general". 

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To  the  left  is  the 
Testimonial  Tendered 
by   the  Sales 
Department  of 
First  National  Pictures 

to  Robert  Lieber. 
President,  on  the  occa- 
sion of  the  Establish- 
ment of  Lieber  Month. 
A  special  Sales  Drive 
is  now  drawing  to  a 
close  in  honor  of  this 
Month. 


Sunday  Wars 
Rage  On  In 
Missouri  Towns 

KANSAS  CITY,  Mo.,  Oct.  9.— One  ex- 
hibitor has  hoisted  the  proverbial  white  flag 
in  the  Sunday  show  battle  among  several 
smaller  town  exhibitors  and  citizens,  while 
another,  despite  a  fine  and  judgment  against 
him,  battles  stubbornly  on  determined  to  see 
the  fight  to  a  finish. 

J.  W.  Cotter,  Moberly,  Mo.,  exhibitor, 
pleading  not  guilty  to  operating  his  theatre 
on  Sunday  in  violation  of  a  Sunday  ordinance 
and  was  fined  $50  in  a  police  court.  He  then 
gave  notice  of  an  appeal  to  the  state  circuit 
court  and  announced  his  theatre  would  be 
open  on  Sunday,  as  usual.  Moberly  had  a 
Sunday  show  Sunday,  but  it  was  advertised 
as  a  "charitable  entertainment,"  and  no  ar- 
rests were  made.  However,  city  and  county 
authorities  are  expected  to  file  additional 
charges  against  Cotter  for  his  show  of  the 
previous  Sunday,  apparently  for  no  other 
reason  than  to  "hit  back"  at  him.  The  pro- 
ceeds of  Sunday's  show  were  turned  over  to  a 
committee.  The  city  ordinance  permits  shows 
if  the  proceeds  gn  tQ  charity.  Application  was 
made  for  an  injunction  to  close  the  theatre, 
but  this  was  denied  by  a  circuit  judge. 

Then,  in  Liberty,  Mo.,  after  those  who 
sympathized  with  Sunday  shows,  had  threat- 
ened to  close  up  all  drug  stores  and  filling 
stations  if  Sunday  shows  were  prohibited, 
Mr.  and  Mrs.  C.  R.  Wilson,  owners  of  the 
Liberty  Theatre,  and  leaders  in  the  fight, 
agreed,  after  a  conference  with  sixteen  busi- 
ness men,  to  let  bygones  be  bygones  and 
cease  operating  their  theatre  on  Sunday  with- 
.out  making  the  town  a  "blue  law"  Mecca. 


ENNIS  OPENS  OFFICE 

Bert  Ennis,  director  of  publicity  for  Roxy 
Theatres  Corporation  and  Sawyer-Lubin 
productions,  will  open  his  own  office  this 
month  for  the  purpose  of  handling  general 
advertising,  including  national  campaigns  for 
commercial  organizations,  as  well  as  motion 
pictures. 

Ennis  will  handle  from  this  office,  the  Roxy 
Theatres  Corporation,  an  organization  re- 
cently formed  for  the  purpose  of  building 
the  Roxy  Theatre,  the  world's  largest  mo- 
tion picture  house,  on  50th  street  and  7th 
avenue,  of  which  S.  L.  Rothafel  will  be  the 
presiding  genius. 

He  will  also  represent  the  Sawyer-Lubin 
organization  covering  the  Barbara  La  Alarr 
productions,  which  are  being  released  through 
First  National  Pictures,  Inc. 

^   ■%  £ 

ALBANY  GOSSIP 

ALBANY,  Oct.  9.— Exhibitors'  gossip  of 
the 'week  in  and  around  Albany,  ]Si.  Y.,  in- 
cludes the  fact  that  J.  B.  Harte,  of  Benning- 
ton, Vt.,  will  leave  shortly  for  Florida.  H.  C. 
McNamara,  of  Valatie,  plans  to  open  his 
new  theatre  in  that  village  the  latter  part  of 
October.  William  Curry  took  over  the  Vic- 
tory Theatre  in  Cambridge  the  fore  part  of 
October,  while  John  A.  Gillis  acquired  the 
Star  Theatre  in  Salem  on  October  1.  W.  W. 
Farley,  of  Albany,  is  ill  at  his  home  in  that 
city.  House  records  at  the  Liberty  Theatre  in 
Herkimer  were  broken  last  Sunday  by  "The 
Freshman." 

♦ 

"COMMANDMENTS"  BUSINESS 

ALBANY,  Oct.  9. — A  ten-piece  orchestra 
was  used  last  week  at  the  State  Theatre  in 
Schenectady,  N.  Y.,  together  with  a  prologue 
•in  the  presentation  of  "TheTen  Command- 
ments," to  the  biggest  business  that  house  has 
enjoyed  in  many  months.  The  entire  pro- 
gram was  arranged  by  James  Roach,  mana- 
ger of  the  theatre,  and  reflects  much  credit 
upon  his  ingenuity. 


"NEVER  THE  TWAIN" 
HANGS  UP  RECORDS 

Cosmopolitan    Production  Cleans 
Up  in  Various  Territories 

"Never  the  Twain  Shall  Meet,"  Cosmo- 
politan's picturization  of  Peter  B.  Kyne's 
famous  story  of  the  South  Seas,  is  proving 
one  of  the  most  successful  releases  of  the 
1925-1926  season.  Since  its  world  premiere 
at  the  Capitol  Theatre,  New  York,  on  July 
26th,  it  has  scored  in  various  parts  of  the 
country.  The  picture  has  played  to  record 
breaking  business  in  the  following  important 
theatres : 

The  Warfield,  San  Francisco,  where  it 
broke  house  records  of  long  standing ;  the 
State,  Los  Angeles,  where  it  broke  all  box- 
office  records  by  $5,000,  and  was  forced  to 
run  an  extra  performance  daily  (it  was  so 
strongly  established  at  this  theatre  that  a 
second  engagement  was  obtained  for  the 
picture  at  the  Criterion  Theatre)  ;  the  State, 
St.  Louis,  and  the  Aldine,  Pittsburgh,  where 
again  all  house  records  were  broken ;  the 
Heilig,  Seattle,  where  it  played  to  such  large 
business  that  a  second  week  was  granted  the 
photoplay. 

"Never  the  Twain  Shall  Meet"  also  broke 
records  for  attendance  at  the  Palace,  Wash- 
ington, and  the  Madison,  Detroit  (where  its 
success  had  proven  so  astounding  that  an 
indefinite  engagement  has  been  granted  the 
photoplay.  It  is  playing  its  third  week  at 
this  theatre).  The  Stanley,  Philadelphia;  the 
Merrill,  Milwaukee ;  the  Chicago  Theatre. 
Chicago ;  the  Apollo,  Indianapolis ;  the  Or- 
pheum,  Boston ;  the  Strand,  Cincinnati ;  the 
State,  Cleveland,  and  the  Valentine,  Toledo, 
are  other  important  cinema  playhouses  which 
have  recorded  tremendous  receipts  for  the 
picture. 

It  will  be  recalled  that  the  photoplay 
grossed  more  than  $63,000  in  the  week  of 
July  26th  at  the  Capitol  Theatre,  New  York 
— incidently,  the  worst  week,  from  a  theat- 
rical standpoint,  in  the  whole  year.  Only 
the  inauguration  of  Greater  Movie  Season 
prevented  the  picture  from  being  given  a 
second  week  at  the  Broadway  and  Fifty-first 
street  theatre. 

"Never  the  Twain  Shall  Meet"  was  di- 
rected by  Maurice  Tourneur.  Featured  in  the 
cast  are  Anita  Stewart,  Bert  Lytell  and 
Huntly  Gordon.  It  is  released  by  Metro- 
Goldwvn. 

*  *  * 

OPENS  SHORT  SUBJECT  EXCHANGE 

I.  Maynard  Schwartz,  for  four  years  man- 
ager of  the  Education  exchange  in  Chicago, 
has  resigned  to  open  his  own  distribution 
offices  in  Chicago  and  Indianapolis.  The 
new  exchange  is  to  be  called  "Short  Subject 
Exchange,"  and  has  opened  temporary  of- 
fices at  806  South  Wabash  avenue,  Chicago. 
It  will  start  off  with  the  Rayart-Herbert 
Rawlinson  serial,  "The  Flame  Fighter,"  as 
the  leader.  It  has  also  purchased  twelve  Ray- 
art  Comedies,  and  from  the  Anchor  Film 
Distributors  has  secured  twelve  two-reel 
Bobby  Ray  comedies,  released  as  Radiant 
Comedies. 

During  his  affiliation  with  Educational, 
Schwartz  has  made  many  friends,  all  of 
which  wish  him  the  greatest  success  in  his 
new  undertaking. 

*  *  * 

VANCOUVER,  B.  C,  Oct.  9.— Joseph 
Millman  is  the  new  manager  of  the  Victoria 
Theatre. 

*  *  * 

Rayart  Pictures  announces  that  the  Loew 
Circuit  has  contracted  for  "The  Flame 
Fighter"  for  ten  of  their  New  York  houses, 
including:  the  American  Theatre,  42nd 
Street;  Circle,  59th  Street:  Harlem,  125th 
Street;  Alhambra,  Borough  Park;  Warwick, 
Brooklyn;  Spooner,  Berland  and  Elsmere, 
Bronx;  Astoria,  Long  Island. 


October  10,  1925 


27 


PRODUCTION  HIGHLIGHT 


VICTOR    SCHERTZINGERE  has 

started  production  of  "The  Golden  Strain" 
on  the  Fox  lot.  This  is  Peter  B.  Kyne's  first 
story  for  Fox  under  his  new  contract.  Eve 
Unsell  made  the  adaptation  and  Madge 
Bellamy,  Kenneth  Harlan,  Hobart  Bos- 
worth  and  Ann  Pennington  head  the  cast. 
'  $    $  * 

EDWARD  L.  DOHENY,  oil  king  of 
the  West  will  present  Bill  Younger  s  play, 
"Hot  Air  Husbands,"  at  the  new  theatre  being 
erected  at  11th  and  Hill  streets,  Los  An- 
geles. It  is  understood  the  picture  rights  of 
the  piece  have  been  acquired  by  Famous  Play- 
ers-Lasky. 

"THE  GRAND  DUCHESS",  in  which 
Adolphe  Menjcu  and  Florence  Vidor  appear 
for  Paramount  under  Mai  St.  Clair's  direc- 
tion, has  been  filmed  entirely  on  panchroma- 
tic stock,  which  produces  a  better  color  value 
than  ordinary  film. 

"THE  BROWN  DERBY"  by  Francis 
S.  Merlin  and  Brian  Marlow,  will  be  Johnny 
Hines'  next  starring  picture  following  "Rain- 
bow R'ley,"  on  which  he  is  now  at  work  for 
First  National  release. 

THREE  PRODUCTIONS,  "The  Part 
Time  Wife,"  "One  of  the  Bravest,"  and  "The 
Shadow  on  the  Wall,"  have  been  completed 
by  Gotham  Productions  during  the  past 
week. 

*  #  * 

_  THE  ORIGINAL  "Isaac  Cohen"  of 
"Abie's  Irish  Rose,"  Bernard  Larcey,  has 
been  engaged  by  Al  Joy  to  support  him  in 

'The  Orphan,"  one  of  the  two  reel  comedies 
he  is  making  for  the  independent  market. 

if      ^:      :£  . 

TOM  RICKETTS,  erstwhile  director, 
has  been  engaged  for  a  part  in  Columbia's 
"The  Fate  of  a  Flirt,"  which  is  being  made 
under  the  direction  of  Frank  Strayer.  Dor- 
othy Revier  has  the  stellar  role  in  the  pro- 
duction. 

*  *  =F 

LAMBERT  HILLYER,  First  National 
d' rector  who  has  been  in  the  East  for  some 
time,  has  returned  West.  He  will  enjoy  a  va- 
cation before  resuming  work  with  one  of 
the  western  units  of  First  National. 

*  *  * 

JUNE  MATHIS  has  returned  from  her 
vacation  and  is  now  at  work  on  the  import- 
ant task  of  cutting  "The  Viennese  Medley," 
the  picture  that  First  National  expects  to  be 
one  of  its  finest  for  the  coming  season. 


Lillian  Gish  and  John  Gilbert  in 
one  of  the  finest  scenes  to  be  filmed 
of  Metro-Goldwyn-Mayer's  "La  Bo- 
heme." 


TOM  MIX  has  completed  "The  Best 
Bad  Man"  for  Fox.  This  is  an  adaptation  of 
Max  Brand's  "Senor  Jingle  Bells." 

MRS.  WALLACE  REID  has  practically 
completed  "The  Red  Kimono,"  the  melodrama 
she  contracted  to  make  for  Davis  Distribut- 
ing Division  and  Vital  Exchanges.  Mrs.  Car- 
olyn Wagner  will  handle  special  publicity  for 
this  picture.  She  worked  in  a  similar  capa- 
city on  "Broken  Laws"  and  "Human  Wreck- 
age." 

*  #  # 

CLARA  BOW  will  play  the  lead  in  the 
Dallas  Fitzgerald  production,  "White  Col- 
lars," by  Edgar  Franklin.  Borrowed  from 
Schulberg.    An  Arrow  release. 

*  *  * 

MR.  AND  MRS.  DOUGLAS  MacLEAN 

will  arrive  in  New  York  this  month.  The 
final  editing  of  the  star's  first  Paramount 


HARRY  MOREY,  real  vete 
eran  of  the  screen,  has  joined  the 
cast  of  "Aloma  of  the  South 
Seas,"  the  first  feature  in  which 
Gilda  Grey  will  appear  for  Fam- 
ous Players-Lasky.  Maurice  Tour- 
neur  directing. 

*    *  * 

ANNE  DALE,  who  played 
the  part  of  the  crippled  girl  in  the 
film  version  of  "The  Fool,"  and 
who  had  a  prominent  part  in  "The 
Afiracle,"  the  big  spectacular  pro- 
duction which  was  staged  at  the 
Century  Theatre,  New  York,  has 
one  of  the  main  feminine  roles  in 
"Keep  It  Up."  This  five  reel  com- 
edy-drama will  be  made  by  F.  Her- 
rick-Herrick  for  release  through 
Davis  distributing  Division,  Inc. 

.*  .  *    *  - 

GEORGIA  HARRIS  and  Bai 
bara  Luddy  have  been  signed  by 
William  Fox  to  play  leads  in  his 
various  comedy  releases.  Their 
first  picture  is  "East  Side,  West 
Side.'" 


picture,  "Seven  Keys  to  Baldpate"  has  been 
completed. 

HAROLD  DODD  has  been  appointed 
acsistant  director  at  Universal  City. 

*  #  * 

WALTER  WOODS,  production  editor 
of  the  James  Cruze  unit  at  the  Lasky  studio, 
is  en  route  to  New  York  City,  where  he  will 
do  special  research  for  a  picture  Cruze  is  to 
make  soon.  Woods  has  just  completed  the 
adaptation  of  Fannie  Hurst's  $50,000  prize- 
winning  novel,  "Mannequin,"  for  production 
by  Cruze. 

j£   %  ♦ 

MARY  BRIAN  has  been  assigned  a 
featured  role  in  Irvin  Willat's  new  produc- 
tion for  Paramount,  "The  Enchanted  Hill," 
a  visualization  of  the  Peter  B.  Kyne  story. 
Players  previously  signed  for  this  production 
include  Jack  Holt,  Florence  Vidor  and  Noah 
Beery. 

*  *  # 

HENRY  WALTHALL  and  Lionel 
Barrymore  have  been  added  to  the  cast  of 
George  Hill's  forthcoming  Metro-Goldwyn, 
Mayer  production  of  "The  Barrier,"  by  Rex 
Beach. 

*  *  ♦ 

JOHN  LANCASTER,  well  known  film 
man,  has  joined  the  executive  forces  of 
Metro-Goldwyn-Mayer,  and  will  occupy  a  new 
and  important  post  supervising  a  number  of 
departments,  including  the  casting  depart- 
ment. He  will  also  have  charge  of  the  per- 
manent M-G-M  stock  players. 

SAM  SAX  has  taken  over  for  distribu- 
tion by  Lumas  Film  Corporation  the  Jerry 
Mayer  production  entitled  "The  Northern 
Code." 

*  *  ❖ 

WORK  HAS  begun  on  the  production 
"The  Count  of  Luxembourg,"  Chadwick. 
Casting  has  commenced,  and  the  principal 
roles  will  be  portrayed  by  George  Walsh  as 
Renee  Duval,  the  Count  of  Luxembourg ; 
Helen  Lee  Worthing  as  Angele  Didier ; 
James  Morrison  as  Anatole ;  Lola  Todd  as 
Juliette,  and  Joan  Meredith  as  Yvonne. 

*  *  * 

ALAN  CROSLAND  has  just  been 
signed  to  a  long  term  contract  by  Warner 
Brothers,  according  to  an  announcement 
made  by  the  company's  officials  in  the  main 
offices  in  New  York.  He  was  signed  after 
the  completion  of  "Bobbed  Hair,"  the  pic- 
turization,  soon  to  be  released,  of  the  novel 
which  was  the  composite  work  of  twenty 
famous  writers. 


The  John  M.  Stahl  Company  at  work  on  "Memory 
Lane,"  a  Louis  B.  Mayer  presentation  for  First  National. 


KJU  IS  Southern  California 
newest  radio  station.  Cecil  B.  De 
Mille  has  just  received  this  desig- 
nation for  the  receiving  and  send- 
ing station  recently  erected  at  the 
Culver  City  studio.  Entertainment 
programs  will  not  be  broadcast 
from  this  new  station.  It  will  be 
used  solely  for  business  communi- 
cation while  De  Mille  is  on  yacht- 
ing trips.  The  studio  station  has  a 
wave  length  of  146  meters,  while 
that  on  De  Mille's  yacht  is  author- 
ized for  600  meters. 

*    *  * 

TYRONE  POWER  and  Jean 
Acker  have  been  added  to  the  cast 
of  "Braveheart,"  which  Alan  Hale 
is  now  directing  at  the  de  Mille 
studio  for  release  through  Produc- 
ers Distributing  Corporation.  Miss 
Acker's  appearance  in  "Brave- 
heart"  will  signalize  her  return  to 
the  screen  after  a  long  period  in 
vaudeville. 


28 


Exhibitors  Trade  Review 


SHOWMANSHIP 


Business  Booming  At 

World's  Largest  Playhouse 

Maj.  Bowes  reports  unprecedented  attendance  records 


MAJOR  EDWARD  BOWES,  Man- 
aging Director  of  the  Capitol 
Theatre,  reports  that  "Greater  Movie 
Season"  has  so  far  recorded  unprece- 
dented business  for  this  time  of  the 
year.  Since  the  opening  of  the  new 
season,  the  Capitol  has  had  forty  con- 
secutive nights  of  standing  room.  This 
amazing  condition,  coming  at  the  sea- 
son of  the  year  when  the  heat  is  ex- 
pected to  be  responsible  for  a  business 
depression,  is  believed  to  create  a  new 
record  in  the  industry. 

While  the  new  motion  picture  season 
has  been  admirably  represented  at  the 
Capitol  with  a  succession  of  excellent 
pictures,  the  surrounding  programs 
have  set  a  new  high  standard  in  motion 
picture  presentations.  On  this  subject, 
Major  Bowes  has  very  definite  ideas. 

Firm  Believer  in  Short  Units 

"I  believe  very  strongly  in  the  use 
of  short  units.  Beyond  a  certain  num- 
ber of  minutes,  you  cannot  hope  to 
hold  the  interest  and  attention  of  your 
audience,  and  before  you  know  it,  they 
are  squirming  in  their  seats  and  wish- 
ing the  thing  were  over. 

"I  am  greatly  in  favor  of  short  num- 
bers. We  cannot  with  each  number 
hope  to  please  everybody,  but  by  offer- 
ing a  variety  of  quick,  bright  numbers 
we  strike  a  happy  average  in  the  enter- 
tainment so  that  there  is  something  that 
everybody  can  enjoy.  Thus  if  a  per- 
son doesn't  like  a  particular  type  of 
number,  he  knows  that  within  a  few 
minutes  at  the  most,  it  will  be  over  and 
he  can  hope  to  see  something  that  he 
does  enjoy." 

IN  analyzing  the  numbers  at  the 
Capitol,  one  discovers  that  each  pre- 
sentation, however  short,  carries  out  a 
definite  idea. 

"Every  number  must  be  built  on  a 
definite  dramatic  idea,"  says  the  Major. 
"It  doesn't  matter  how  slight  the 
thread,  but  there  must  be  a  story  be- 
hind, everything.  Otherwise  it  must 
necessarily  fall  flat.  Take  a  chorus, 
bring  them  out  on  the  stage  and  just 
have  them  sing,  and  it  means  nothing. 
But  give  them  some  definite  idea,  some 
atmosphere  or  story  that  they  must 


carry  out,  and  the  presentation  imme- 
diately takes  life.  Putting  a  little 
thought  in  pantomime,  arranging  the 
groups  with  an  eye  to  composition;  a 
consideration  of  the  psychological  effect 
on  the  audience,  means  all  the  differ- 
ence between  a  success  and  failure. 

"We  try  to  be  natural ;  we  try  to  use 
our  own  taste  as  a  criterion.  We  have 
to  remember  always  that  we  have  a 
great  audience  to  please,  an  audience 
that  is  made  up  of  every  walk  of  life. 
We  try  to  strike  a  happy  medium — a 
level  that  will  be  human  and  entertain- 
ing, that  will  have  something  in  it  for 
each  spectator.  And  all  the  time  we 
try  to  keep  our  finger  on  the  pulse  of 
public  taste  and  modify  and  alter  our 
programs  accordingly. 

VARIETY  is  necessary ;  novelty  is 
also  necessary,  as  well  as  imagina- 
tion. And  to  each  program  we  try  to 
bring  a  freshness  and  spontaneity  that 
will  make  each  week's  entertainment  an 
adventure  in  the  theatre." 


Paramount  Offering  $500  Silver 
Shield  to  Australian  Exhibitors 
For  Exploitation 

That  Australian  and  New  Zealand 
exhibitors  are  fast  becoming  extremely 
proficient  in  their  exploitation  methods 
is  evidenced  by  reports  received  by 
Paramount's  New  York  office  on  the 
progress  of  the  campaign  of  Australian 
exhibitors  for  possession  of  the  big 
hammered  silver  shield  which  is  being 
offered  by  John  W.  Hicks,  Jr.,  Manag- 
ing Editor  of  the  Famous-Lasky  Film 
Service,  Ltd.,  of  Sydney,  to  the  exhi- 
bitor making  the  best  exploitation 
showing  during  Paramount  Week. 
Scores  of  theatre  owners  in  Australia 
and  New  Zealand  have  entered  the  con- 
test, and  as  a  result  the  Paramount 
name  and  trademark  is  being  presented 
to  the  Ansacz  and  Australasians  in 
many  new  and  startling  ways. 

The  silver  exploitation  shield  for 
which  the  exhibitors  are  striving  cost 
over  $500  and  stands  30  inches  high. 
The  winner  of  this  year's  contest  will 
have  his  name  and  the  name  of  his 
theatre  engraved  upon  the  shield,  which 
he  will  hold  for  one  year,  after  which 
he  will  have  to  relinquish  it  to  the  win- 
ner of  next  year's  contest. 


B.  P. 


A  New  Angle  on  Pictures 

Schulberg  Calls  Them  "Preservers  of  Good  English"  i 
Addition  to  Being  Educational  and  Entertaining 


THE  motion  picture  is  the  preserver 
of  good  form  in  English !  That  is 
the  opinion  of  B.  P.  Schulberg,  one  of 
the  most  prolific  producers  of  motion 
pictures  of  the  Independents. 

Proceeding  on  the  theory  that  films 
are  educational  as  well  as  entertaining, 
Mr.  Schulberg  thinks  that  producers, 
through  judicious  titling  of  motion  pic- 
tures, help  preserve  the  English  lan- 
guage and  save  it  from  sloppy  and 
slangy  tendencies. 

"We  have  reached,"  says  Mr.  Schul- 
berg, "what  seems  to  be  an  age '  of 
staccatic  expression  or  more  directly  a 
'wise  cracking  age.'  Ten  years  ago,  a 
person  would  have  said  T  can  hardly 
believe  that.'  But  today  that  same  per- 
son is  more  likely  to  say  'applesauce.' 

"Instead  of  a  neatly  turned  affirma- 
tive like  'that  is  correct  and  everyone 
knows  it !'  the  expression  today  is  'I'll 
tell  the  world !'   And  so  more  and  more 


the  language  of  yesterday  is  thrown  to 
the  discard  for  staccatic  expression. 

"We  seldom  hear  the  word  'luncheon' 
any  more.  We  have  pushed  it  aside  for 
the  shorter  and  more  laconic  'lunch.' 

"All  this  doesn't  help  the  English 
language.  The  result  is  a  steady  drift- 
ing toward  staccatic  expression  which 
will  be  very  hard  to  correct  later. 

"The  motion  picture  in  its  role  as 
educator,  has  the  power  to  help  some- 
what in  correcting  this  tendency.  Title 
writers,  at  the  instigation  of  producers, 
should  use  proper  phraseology.  They 
should  keep  clear  of  slang  or  shortened 
words. 

"I  have  instructed  all  title  writers 
working  on  Preferred  Pictures  to  write 
no  titles  that  employ  slangy  words.  This 
order  is  of  course  elastic.  It  has  to  be. 
Even  good  form  in  English  has  to  be 
sacrificed  sometimes  for  a  screen 
laugh." 


October  10, 1925 


'29 


XPLOITATI 


A  Section  of  Ideas  for 
Big-  and  Little  Exhibitors 


Police  reserves  had  to  be  called  out 
to  hold  the  crowds  in  check  which 
flocked  to  see  Harold  Lloyd  in 
Pathe's  release,  "The  Freshman,"  at 
the  Colony  Theatre,  New  York. 


"FRESHMAN"  GETS 
GREAT  EXPLOITATION 
AT  COLONY  THEATRE 

1VIOTHING  was  spared,  so  far  as 
11  time,  effort  and  money  were  con- 
cerned, in  making  use  of  all  the  nat- 
ural exploitation  angles  that  "The 
Freshman,"  Harold  Lloyd's  latest  for 
Pathe  had  to  offer  the  showman. 

The  collegiate  angle  was  especially 
played  up  big,  and  the  photo  above 
offers  a  fair  example  of  what  the 
theatre's  ideas  led  to.  The  campaign 
started  off  with  a  bang  when  these 
collegiates  first  descended  upon  the 
theatre  in  a  body  after  staging  an 
impromptu  snake'  dance  through  the 
streets. 

The  prologue  was  also  in  keeping 
with  the  general  campaign,  being  col- 
legiate in  manner.  There  is  no  rea- 
son why  exhibitors  all  over  the  coun- 
try cannot  follow  along  the  same 
lines,  and  duplicate  the  nightly  sell- 
outs reported  \y  the  Colony. 


"Most  Popular  Girl"  Contest 
A  Reply  To  An  "S.  O.  S. " 

IN  RESPONSE  to  an  S.  O.  S.  from  the  manager  of  the  Gem  theatre,  Jeffer- 
son, Mo.,  George  Gambrill,  Paramount  exploiteer  left  St.  Louis  and  arrived 
in  Jefferson  before  twenty- four  hours  had  passed.  The  Gem  theatre  was 
anxious  to  swing  in  line  with  the  Greater  Movie  Season  movement  and  wanted 
some  special  exploitation  stimulant  for  the  theatre  rather  than  for  any  certain 
picture. 

Gambrill's  idea  for  "the  most  popular  girl  in  Jefferson"  not  only  pleased  the 
management,  but  was  quickly  taken  up  bv  the  circulation  departments  of  The 
Tribune,  The  Post,  and  The  News,  the 


three  daily  papers  in  Jefferson.  George 
proposed  that  the  prizes  come  from 
Thomas  Meighan  and  Richard  Dix,  and 
secured  wires  from  both  Paramount 
stars  authorizing  him  to  conduct  a  con- 
test with  prizes  in  their  names.  The 
prizes  were  bought  by  the  theatre  for 
less  than  cost  from  the  jewelers  in 
town  who  saw  the  advantages  of  the 
advertising  that  would  accrue  for  them 
in  a  contest  which  ran  over  a  month  in 
three  daily  newspapers.  The  prizes  are 
a  silver  loving  cup  from  Thomas 
Meighan ;  second  prize,  a  beautiful 
bracelet  from  Richard  Dix ;  third  prize, 
an  autographed  silver  doren ;  fourth 


prize,  a  choker  of  Bluebird  pearls.  Ali 
gifts  are  now  being  displayed  in  the 
windows  of  the  jewelers  from  which 
they  were  purchased. 

The  contest  opened  August  2nd  and 
closed  September  2nd.  The  mayor 
of  Jefferson  locked  the  ballot  box  when 
the  contest  began  and  promised  to  un- 
lock it  publicly  for  the  count. 

Balloting  is  done  by  means  of  cou- 
pons carried  in  the  advertising  for  the 
Gem  theatre.  A  coupon  clipped  from 
the  paper  is  worth  ten  votes ;  accom- 
panied by  an  admission  ticket  to  the 
Gem  it  is  worth  twenty-five  votes. 


Colonel  A.  L.  Chapman,  famous  Indian  scout,  and  his  squaw  wife  were  used  by 
the  Rialto  Theatre,  Tacoma,  Washington,  in  their  advance  exploitation  campaign 
on  Fox's  super-production,  "The  Iron  Horse."  Even  in  that  city,  where  novelties 
must  be  real  novelties  to  get  any  attention,  this  idea  went  across  in  a  big  way,  and 
a  large  attendance  resulted  from  the  ballyhoo. 


30 


Exhibitors  Trade  Review 


The  bill-poster  under  the  little  sign  "Tomorrow"  below, 
is  nothing  else  but  a  one  sheet  of  Pathe's  "Topics  of 
the  Day,"  as  displayed  at  the  Broadway  Theatre,  Phila- 
delphia. Note  also  that  the  theatre  used  the  one 
sheets  on  "Sunken'  Silver"  and  "Aesop's  Fables." 


B.  F.  Keith's  Palace  Theatre,  New  York,  one  of  the  most 
famous  vaudeville  theatres  in  the  world  gave  Pathe's 
"Topics  of  the  Day"  equal  space  with  its  regular  head- 
liners. 


ERAL  HELP  EMPLOYED 


L AST  year  when  Loew's  Warfield 
Theatre,  San  Francisco  key 
house  of  West  Coast  Theatres,  Inc., 
played  First  National's  "Classmates," 
starring  Richard  Barthelmess,  it  ob- 
tained the  cooperation  of  the  U.  S. 
Army  in  putting  across  a  splendid  and 
spirited  stage  presentation  which  was 
.calculated  to  stir  patriotism  and  an 


added  admiration  for  Uncle  Sam's 
army — the  idea  went  across  beauti- 
fully and  Barthelmess  hung  up  a  new 
attendance  record. 

This  year  a  combination  of  events 
and  circumstances  again  lent  them- 
selves to  the  West  Coast  people  and 
a  new  record  for  gross  business  in 
San  Francisco  was  hung  up. 


'IRON  HORSE"  DRIVES  AT  RAILROAD  MEN 


An  outstanding  feature  of  the  recent 
"Irbn  Horse"  engagement  at  Keith's 
Palace  Theatre,  Cleveland,  was  the 
special  exploitation  campaign  arranged 
by  Manager  John  R.  Royal  and  the  Fox 
Exploitation  Agent  aimed  at  railroad 
men  and  their  families. 

No  motion  picture  ever  made  carried 
so  much  of  the  romance  of  railroading, 
and  so  much  of  general  interest  to  the 


toilers  of  the  rail  and  their  families. 
Consequently  the  drive  aimed  at  those 
most  wrapped  up  in  railroading,  turned 
over  a  lot  of  virgin  soil. 

Lists  were  secured  of  the  vast  army 
of  railroad  employes  operating  about 
Cleveland,  and  these  employes  were  so- 
licited through  the  medium  of  a  postal 
card  bearing  the  following  copy : 


RAILROAD  MEN 
<  c THE  IRON  HORSE  1  ' 
A  tremendous  drama  cf  the  building  of  the 
first  transcontinental  railroad,  will 
make  you  prouder  than  ever  to  say   ' e I  am 
a  Railroad  Man1 ' .      It  is  a  picture  for 
you  and  yours! . 

Starting  Sunday 
For  one  week  only 
B.    F     KEITH  PALACE 
World's  most  magnificent  playhouse 


Barthelmess  in  "Shore  Leave"  was 
booked  into  Loew's  Warfield  from 
September  5th  to  the  11th, — day  and 
date  with  the  Diamond  Jubilee,  the 
biggest  celebration  San  Francisco,  a 
city  which  prides  itself  upon  civic 
celebrations,  had  ever  staged.  Hun- 
dreds of  thousands  of  visitors 
swarmed  into  the  city  and  parades, 
fetes,  and  carnivals  were  hourly  oc- 
currences. 

THE  U.  S.  S.  Savannah,  mother 
ship  to  the  division  of  subma- 
rines in  the  Pacific  had  been  ordered 
to  dock  at  San  Francisco  to  partici- 
pate in  the  celebration  and  as  the  big 
battle  cruiser,  leading  the  flotilla  of 
submarines,  swung  into  the  harbor  of 
the  Golden  Gate  and  dropped  anchor 
off  California  City  to  coal  for  its 
stay,  Frank  Whitbeck,  publicity  di- 
rector of  West  Coast  Theatre,  Inc., 
climbed  aboard  a  power  boat  and 
sped  down  the  bay  to  greet  Captain 
John  R.  Thompkins,  the  commander, 
and  invite  him  to  participate  with  the 
theatre  in  bringing  home  a  rousing 
"Navy  Week"  at  Loew's  Warfield— 
to  thoroughly  sell  the  idea  of  the 
navy  to  the  thousands  of  visitors 
from  inland  points  who  were  to  be  in 
the  city  for  the  celebration. 

Captain  Thompkins,  seeing  the  pos- 
sibility of  navy  propaganda  by  ap- 
pearance of  the  thirty  piece  band 
from  the  Savannah  upon  the  stage 
of  Loew's  Warfield  before  approxi- 
mately 100,000  people,  agreed  to  the 
press  agent's  proposition  and  sent  his 
organization  to  Loew's  Warfield  for 
(Continued  on  page  31) 


October  10, 1925 


31 


FEDERAL  HELP  USED 

(Continued  from  page  30) 

the  first  three  days  of  the  seven-day 
engagement. 

Fanchon  and  Marco  conceived  a 
splendid  presentation  with  the  band 
on  stage  and  with  the  addition  of  the 
"Wings  of  the  fleet",  the  two  reel 
educational  film  of  navy  aviation 
by  the  Naval  Board  of  the  United 
States,  Loew's  Warfield  Theatre  was 
able  to  shatter  the  record  of  Bar- 
thelmess  during  the  run  of  "Class- 
mates." 

THE  musicians'  union,  usuall}' 
against  the  appearance  of  gov- 
ernment bands  in  stage  appearances, 
heartily  cooperated  with  the  theatre 
management  giving  their  consent  to 
the  band's  appearance  and  after  the 
engagement  Captain  Thompkins,  in  a 
letter  to  Whitbeck,  said : 

"I  am  very  grateful  to  you  for  sug- 
gesting the  special  naval  week  in  con- 
nection with  the  film  'Shore  Leave.' 
Your  courtesy  in  extending  invitations 
to  all  the  officers  and  men  of  the 
foreign  vessels,  as  well  as  our  own,  to 
witness  the  performance  contributed 
greatly  to  the  pleasure  of  all  during 
California's  Diamond  Jubilee  Week. 
My  family  and  myself  had  the  pleas- 
ure of  attending  a  performance.  We 
have  rarely,  if  ever,  witnessed  a  better 
performance  and  wish  to  extend  our 
sincere  congratulations. 


Brooklyn  Wakes  Up 


BOX  office  receipts  were  broken  at 
Loew's  Metropolitan  in  Brook- 
lyn, N.  Y.,  recently  when  it  ran  the 
Metro  feature  "Never  the  Twain 
Shall  Meet."  The  unusual  lobby 
displays  featured  the  exploitation  of 
the  picture,  the  ideas  used  being  self 
explanatory  in  these  photographs 
herein  shown.  Carl  Levi  and  George 
Schenck  were  behind  the  campaign. 


etty  Bronson  Comes  In 
For  Tie-Up  Exploitation 


Four  tie-ups,  na- 
tional in  scope, 
have  been  effected 
by  Claud  Saunders, 
exploitation  man- 
ager for  Famous 
Players-Lasky  Cor- 
poration as  a  part 
of  the  comprehen- 
sive campaign 
which  Mr.  Saund- 
ers' department  is 
conducting  on  "Not 
So  Long  Ago," 
"The  Golden  Prin- 
cess," "The  Pony 
Express"and  "Sev- 
en Keys  to  Bald- 
pate." 

For  "Not  So 
Long  Ago,"  deal- 
ers will  display 
window  cards  ad- 
vertising the  Betty 
Bronson  Apron,  a 
Bucilla  Embroid- 
ery Product. 

Window  cards 
tying  up  with  the 
Betty  Bronson 
Apron  also  will 
be  used  in  the 
campaign  on  "The 
Golden  Princess." 


NEW  ANGLE  ON  AUTO  TAGS 

The  best  automobile  tag  that  has  been  originated  recently  is  the  work  of 
George  Gambrill,  St.  Louis  exploiteer  for  Paramount,  who  drew  up  a  tag  about 
the  size  of  the  regular  baggage  check  reading :  "THIS  CAR  is  not  FOR  SALE 
because  the  owner  will  use  it  to  drive  to  the  Gem  Theatre  to  see  the  best  picture 
obtainable — always.  All  week  commencing  Sunday,  June  $  28th  $  A  week  of 
super  entertainment."  Anyone  taking  a  quick  look  at  this  tag  hanging  from  the 
door  handle  of  an  automobile  would  swear  that  the  card  read :  "THIS  CAR  IS 
FOR  SALE  $28$"  as  those  portions  of  the  text  were  in  thirty  six  point  block 
type  while  the  rest  of  the  text  was  in  eight  point. 

On  the  back  of  the  card  was  the  program  for  the  Gem  Theatre  showing 
three  changes  for  the  week. 


^VbtSoL 


/  lUCARDO  COHIEZ 


2  paramount  picture  2 


J 


32 


Exhibitors  Trade  Review 


A  bursting  thermometer,  with  the  degree  marks  shown  as  different  sequences  of  "His 
Supreme  Moment,"  First  National,  made  a  catchy  lobby  front  for  the  Seattle  Strand. 

Paramount  Ads  Praised 


Printers'  Ink  Monthly 
Sees  Appeal 


In  the  critical  commentary  on  the  use 
of  farm  paper  advertising,  "The  Print- 
ers' Ink  Monthly,"  the  official  organ  of 
the  national  advertisers  of  the  United 
States,  notes  the  intelligent  use  of  "ad 
copy"  with  a  direct  message  to  the 
farmer-reader.  Following  his  criticism 
of  several  prominent  advertisers  on 
technical  points,  the  author  of  the  arti- 
cle, Albert  E.  Hasse,  commends  the 
Paramount  farm  paper  advertising  for 
its  specific  "farm  appeal"  in  using  the 
angle  of  "the  monotony  of  farm  life" 
to  get  immediate  interest  from  farm 
audiences  in  the  advertising  displayed 

"Two  excellent  examples  stand  out," 
writes  the  advertising  critic.  "After 
illustrations  of  several  movie  incidents 
have  been  displayed  in  pen-and-ink 
drawings,  the  copy  puts  the  question  of 
"monotony"  directly  on  the  shoulders 
of  the  farmer  in  this  manner. 

Is  there  enough  play  in  your  life, 
enough  play  to  balance  the  chores? 

Think  this  over.  City  folks  may  have 
all  the  entertainment  they  want.  Farm 
folks  certainly  have  too  little. 

Every  day  has  an  evening,  and  if  you 
stay  home  or  drudge  every  evening  the 
engine  of  life  is  certainly  not  hitting  on 
all  six  for  you. 

Swing  into  step  ■  with  the  leading 
brand  of  motion  pictures,  Paramount. 
See  a  Paramount  picture  this  week  and 
start  your  happier  life  right  away ; 

Seme  theatre  near  you  is  scheduling 
Paramount  Pictures  right  now. 


Paramount  Pictures  are  leaders  be- 
cause they  are  made  of  the  same  stuff  as 
your  longings  for  adventure  and  whole- 
some entertainment. 

You  will  be  delighted  with  the  tonic 
that  Paramount  Pictures  provide,  and  so 
will  your  neighbors.  Social  intercourse  is 
brightened  and  the  theatre  showing  Para- 
mount Pictures  becomes  the  meeting 
place  of  the  community. 

"In  another  advertisement,  it  goes 
beyond  the  step  described  above.  It 
presumes  that  the  farmer  has,  of 
course,  come  to  know  that  he  can  re- 
lieve his  life  of  some  of  its  monotony 
by  becoming  a  movie  devotee.  In  that 
advertisements,  illustration  and  headline 
suggest  that  he  share  his  knowledge 
with  other  farmers  and  their  families." 


"SALLY"  GETS  FULL 
ADVANCE  WEEK 

Carefully  laid  out  exploitation 
campaign    makes  "Sally" 
Season's  Best  Bet 

MANAGER  Cliff  Denham,  of  the 
Capitol  Theatre,  Victoria,  B.  C, 
states  that  Colleen  Moore  in  First  Na- 
tional's "Sally"  was  one  of  the  biggest 
pictures  shown  there  this  season. 

Monday  evening  the  Capitol  orches- 
tra gave  the  usual  weekly  Music  Lov- 
er's Night  programme  which  filled  the 
house  to  capacity.  The  programme,  ar- 
ranged by  Director  Al  Prescott,  was 
selected  especially  for  the  picture.  The 
overture  was  "Sally"  by  Jerome  Kern, 
and  other  numbers  rendered  were :  Se- 
lection "The  Love  Song"  Kunneke; 
selection  "No,  No,  Nanette,"  Youmans ; 
fox  trot,  "Blue  Eyed  Sally,"  Ager;  "I 
Wonder  What's  Become  of  Sally"? 
Ager. 

Tuesday  performances  were  stronger 
than  Monday  and  during  the  week  each 
matinee  built  up  until  Friday  and  Sat- 
urday the  house  was  filled  for  every 
performance.  "The  best  picture  Miss 
Moore  has  appeared  in  yet,"  says  Man- 
ager Denham. 

Sunday  Papers  Help 

The  Sunday  Colonist  gave  consider- 
able space  to  the  coming  of  "Sally."  A 
two-column  head  story  in  the  Sunday 
edition  told  of  the  popularity  of  "Sally" 
as  a  stage  play.  A  two-column  cut  of 
Colleen  Moore  appeared  with  the  story. 
An  excellent  half  page  advertisement 
was  run. 

Advertising  for  this  picture  started 
five  days  in  advance.  Space  was  small 
at  first,  2y2  inches,  and  gradually  built 
up  to  10  inches  on  Saturday.  Sunday, 
the  day  previous  to  opening,  and  Mon- 
day, the  opening  day,  large  advertise- 
ments were  run  which  put  the  picture 
off  to  a  flying  start. 


Getting  a  sticker  on  the  windshield  of  the  taxi  cab  fleet  is  one  way  of  covering  your 
town.  The  Temple,  Toledo,  Ohio,  did  it  for  "The  Signal  Tower,"  Universal  picture. 


October  10, 1925 


33 


Another  Winner  for  R.  &  C. 


Rowland  and 
Clark's  theatres 
staged  a  rather  uni- 
que street  ballyhoo 
for  the  First  Na- 
t  i  o  n  a  I1  s  "Lost 
World."  Several  days 
before  the  advance 
advertising  of  the 
picture  at  the  Liber- 
ty Theatre,  a  huge 
dinosaur,  measuring 
14  feet  long,  and 
towering  12  feet  6 
inches  in  the  air, 
mounted  on  a  two 
foot  truck  was  put 
on  the  streets.  A 
bellows  arrange- 
ment, fed  with  red 
confetti  belched 
forth  apparent  fire 
from  his  ferocious 
mouth 


Real"Gold  Rush  "  Staged 
for  New  U.  A.  Picture 


When  Charlie  Chaplin's  "The  Gold 
Rush"  was  playing  the  Alhambra  thea- 
tre, Milwaukee — the  picture  chosen  to 
open  this  new  house — a  real  gold  rush 
was  staged  through  the  co-operation 
with  the  Alhambra  management  and 
the  executives  of  the  Milwaukee  Sen- 
tinel-Telegram. 

The  stunt  consisted  of  a  genuine  hunt 
for  $300  in  gold  coins.  It  was  city 
wide,  and  for  six  days  brought  a  two 
column  box  on  the  first  page  of  the 
newspaper  and  two  and  three  column 
new  feature  story  with  cuts  on  the  in- 
side. 


The  gold  rush  lasted  five  days,  on 
each  of  which  the  newspaper  hid  in  dif- 
ferent sections  of  the  city  four  small 
nuggets  of  imitation  gold  which  were 
exchangeable  by  the  finder  for  $15  in 
gold  at  the  office  of  the  newspaper. 

Each  day  the  newspaper  carried  four 
photographs  within  whose  boundaries 
the  nuggets  might  be  found,  and  each 
day  on  the  screen  of  the  Alhambra 
theatre  motion  pictures  of  the  localities 
giving  some  slight  clew  to  the  hiding 
places  were  shown. 

The  tie-up  was  exceptionally  effect- 
ive and  brought  splendid  results  for 
both  the  theatre  and  the  newspaper. 


Ohio  Ties  Up  With 
Public  Libraries 

"Thief"  Gets  Big  Play 

During  a  number  of  "Thief  of  Bag- 
dad" engagements  in  Ohio  recently, 
the  public  libraries  showed  a  great 
amount  of  interest  in  the  art  and 
educational  features  of  the  Douglas 
Fairbanks  spectacle. 

Besides  special  library  displays  at 
Hamilton,  Ohio,  and  Springfield,  Ohio, 
where  this  United  Artists  release  had 
first  runs,  the  picture  received  special 
attention  from  a  district  convention 
of  public  librarians  held  in  Springfield 
on  April  24th.  At  the  time  of  this 
convention  there  was  a  display  in  the 
Warder  library,  comprising  still  pic- 
tures of  scenes  from  the  photoplay, 
and  a  table  of  selected  books  all  per- 
taining to  the  art,  the  legend  and  the 
atmosphere  of  the  Arabian  Nights  and 
of  the  Orient  generally  as  reflected  in 
"The  Thief  of  Bagdad." 

The  exhibit  was  arranged  by  Miss 
Alice  Burrows,  Springfield,  Ohio, 
who,  for  added  effect,  had  assembled 
the  exhibit  on  a  Persian  rug. 

The  exhibit  was  not  only  admired 
by  the  convention  delegates,  but 
formed  a  topic  of  discussion  as  a 
thing  likely  to  be  of  value  in  stimu- 
lating advantageous  reading  by  the 
public. 

Although  this  is  the  first  time  any 
of  the  Ohio  libraries  had  tied  up  in 
any  way  with  a  motion  picture,  the 
idea  was  found  attractive,  owing  both 
to  the  merit  of  the  subject  and  the 
high  art  appeal  of  the  photographs. 
Incidentally,  a  real  wealth  of  books 
appropriate  to  such  a  display  was  in- 
troduced to  library  patrons. 


DRAWING  CONTEST  DRAWS 

Young  America  is  interested  in  anything  that  con- 
cerns horse-flesh.  Keeping  this  idea  in  mind,  the  man- 
agement of  the  Lyric  Theatre,  McKeesport,  Pa.,  offered 
prizes  to  the  youngsters  under  fourteen  years  of  age 
who  could  make  the  best  drawings  of  "Rex,"  the  hero 
of  Pathe's  "Black  Cyclone,"  while  that  picture  was  play- 
ing the  house.  There  was  a  shower  of  contributions 
from  both  boys  and  girls  in  the  community,  some  of 
which  "Rex"  might  have  recognized,  but  some  of  which 
looked  as  if  the  Hal  Roach  equine  star  had  been  in  the 
way  of  the  cyclone  himself. 

What  the  drawings  lacked  in  quality  they  more  than 
made  up  for  in  quantity  and  the  more  submitted  meant 
more  business  for  the  Lyric,  for  although  the  lobby  stills 
and  posters  could  show  the  kiddies  how  "Rex"  looked, 
no  child  of  today  would  overlook  a  chance  of  seeing  him 
in  the  movies. 

This  exploitation  stunt  is  inexpensive  and  one  that 
will  create  no  end  of  word-of-mouth  advertising  as  the 
little  would-be  artists  naturally  show  their  drawing  ef- 
forts to  all  their  friends  and  discuss  "Rex"  at  every  op- 
portunity. 


i } 

One  of  the  drawings  submitted  in  the  "Rex  Contest"'  for 
juveniles  at  Lyric  Theatre,  McKeesport,  Pa. 


34 


Exhibitors  Trade  Review 


MEANDERING  KITCHEN 
FOR  "DRUSILLA" 

Novel  Stunt  Employed  by  James 
Roach  Proves  Most  Effective 

A  unique  exploitation  stunt  which 
was  well  worth  the  effort  put  behind 
it,  was  conceived  and  executed  by 
James  Roach,  General  Manager  of  the 
Farash  Amusement  Co.,  Schenectady, 
New  York,  when  "Drusilla  With  a 
Million,"  the  Associated  Arts  Corpora- 
tion F.  B.  O.  Gold  Bond  production, 
played  the  Albany  Theatre  in  that  city. 

Mr.  Roach  tied  up  with  the  Adiron- 
dack Power  &  Light  Company  and  had 
a  truck  equipped  with  a  kitchen,  with 
every  kitchen  device  constructed  in  it, 
go  through  the  streets  of  Schenectady. 
On  this  truck  an  old  lady  dressed  in 
the  costume  Mary  Carr  wears  in  "Dru- 
silla" baked  a  cake  from  the  celebrated 
"Drusilla"  recipe.  The  entire  process 
of  cake-baking  was  gone  through  while 
the  truck  paraded  the  streets.  The 
batter  was  stirred,  put  in  the  oven,  and 
finally,  the  finished  cake  emerged,  slices 
of  which  were  distributed  to  passers- 
by,  who,  of  course,  talked  about  noth- 
ing else  for  hours. 

In  addition  to  this  clever  exploita- 
tion, 25,000  heralds  detailing  the  "Dru- 
silla Cake"  recipe  were  distributed 
from  aeroplanes  that  flew  over  the  city. 

As  a  consequence,  the  Albany  Thea- 
tre reported  a  record  breaking  business 
during  the  run  of  "Drusilla  With  A 
Million." 


DENNY'S  "CALIFORNIA" 
GETS  BIG  PLUG 


A  plug  for  "Cali- 
fornia Straight 
A  h  e  a  d,"  Reginald 
Denny's  latest  Uni- 
versal Jewel,  found 
its  way  onto  all  the 
screens  of  the 
Northwest  in  news 
reel  shots. 

The  planes  for  the 
famous  San  Fran- 
cisco-Honolulu flight 
were  made  in  Seattle 
and  the  day  they 
took  off  for  the 
Golden  Gate  there 
was  considerable  of 
a  celebration  in  Seat- 
tle. Kennedy  and 
Lukan  had  prepared 
a  large  arrow  on 
which  was  inscribed, 
"Good  Luck,  Cali- 
fornia Straight 
Ahead,  Carl  Laem- 
mle"  and  presented 
it  to    the  aviators. 


SPECIAL  "UGHTNIN"'  SHOWINGS 
FOR  INDIANAPOLIS  ADONISES 


A  new  and  subtle  method  of  ac- 
quainting Indianapolis  with  the  fact 
that  the  William  Fox  feature,  "Light- 
nin' "  was  shortly  to  make  its  local 
screen  debut^  has  just  been  executed 
by  Bingham  and  Cohen,  managers  of 


The  Liberty  Theatre  in  Portland,  Oregon,  made  the  most  out  of  the  fact  that  the 
heroine  of  "Chickie,"  the  First  National  picture  then  playing  that  theatre,  was 
supposed  to  be  a  Portland  girl.    These  things  make  showmen  out  of  exhibitors. 


the  Colonial,  and  the  Fox  exploitation 
department. 

The  stunt  consisted  in  sending  a  let- 
ter signed  by  the  theatre  management, 
and  enclosing  two  complimentary 
tickets  to  the  secretaries  of  the  local 
civic  and  fraternal  bodies.  The  letter 
stated  that  the  Colonial  management 
had  been  requested  by  Miss  Madge 
Bellamy  to  present  the  tickets  to  the 
two  best  looking  men  in  the  local  lodge, 
society  or  fraternity,  as  the  case  might 
be. 

Humor  Rules  Contest 

The  Indianapolis  Rotary  Club,  Real 
Etsate  Board,  Traffic  Club,  Luncheon 
Club,  and  in  fact,  every  social  body  to 
which  the  passes  were  sent,  held  vot- 
ing contests  to  determine  which  of  their 
members  were  most  qualified  to  wear 
the  laurels  as  beauties.  That  the  elimi- 
nations, tests  and  balloting  created  no 
end  of  amusement  is  putting  it  mildly. 
The  picture — in  the  meantime — coming 
in  for  no  small  amount  of  word-by- 
mouth  advertising. 

Big  Laugh  at  Finish 

On  the  evening  appointed  for  the 
Adonises  to  attend  the  theatre,  not  only 
were  Indianapolis'  "handsomest"  on 
hand,  but  their  less  decorative  brothers 
as  well,  turned  out  and  gave  them  a 
cheer  as  they  entered  the  theatre.  The 
cheer  was  responded  to,  by  a  set  of 
such  fiery  blushes  that  the  Marquee 
lights  for  the  moment  seemed  to  have 
lost  their  "kick." 


October  10,  1925 


35 


BOX  OFFICE  REVIEWS 


EXCHANGE  OF  WIVES 

Meiro-Coldwyn-Mayer  Photoplay.  Adapt- 
ed from  Cosmo  Hamilton's  stage  play 
by  Frederic  and  Fanny  Hatton.  Direc- 
tor, Hobart  Henley.  Length,  6,316 
feet. 

CAST  AND  SYNOPSIS 

Margaret  Rathburn   Eleanor  Boardman 

John  Rathburn   Lew  Cody 

Elise  Moran   Renee  Adoree 

Victor  Moran   Creighton  Hale 

Margaret  and  Victor  are  of  a  serious  turn 
of  mind,  while  John  and  Elise  are  playboys. 
Circumstances  throw  the  two  couples  to- 
gether. Elise  vamps  John  and  Victor  falls 
in  love  with  Margaret.  Margaret  determined 
not  to  lose  John  arranges  that  the  four 
spend  some  time  together  in  the  mountains. 
Here  she  suggests  an  exchange  of  wives. 
She  is  to  cook  for  Victor ;  Elise  for  John. 
Both  men  are  gourmets.  Margaret  is  a  fine 
cook.  Elise  relies  on  the  can  opener.  In 
the  end  John  is  very  glad  to  return  to  Mar- 
garet, and  a  sudden  reversion  to  cave  man 
methods  brings  Elise  to  Victor's  arms. 

By  "Herb"  Cruikshank 

£OSMO  HAMILTON'S  sophisticated 
drama  has  lost  a  lot  of  its  punch  en 
route  to  the  screen.  It  is  a  fair  program 
picture  and  that's  all.  The  story  is  slow 
in  starting.  When  under  way  there  is  not 
much  to  it.  It  drags  pretty  continuously. 
The  humor  is  forced.  Many  of  the  situ- 
ations border  on  the  ridiculous. 

Lew  Cody  and  Victor  Moran  are  cast 
as  a  couple  of  pie  eaters.  This  is  literal. 
For  both  of  the  husbands  of  the  ladies  in 
the  picture  are  worshippers  at  the  shrine  of 
lemon  pie.  In  the  long  run  it  is  the  pie 
that  counts.  Eleanor  Boardman's  culinary 
ability  wins  back  the  love  of  her  husband. 
Renee  Adoree  steals  it  with  her  kisses.  But 
she  relies  on  canned  goods  to  hold  it  and 
loses  out. 

In  the  pastoral  sequences  there  are  some 
beautiful  scenic  shots.  Eleanor  Boardman 
is  nicely  framed  in  arched  doorways  with 
lakes  and  mountains  as  backgrounds. 

One  of  the  funniest  scenes  shows  Lew 
Cody  vainly  endeavoring  to  alibi  himself 
with  the  excuse  of  a  "conference."  His 
unsmiling  wife  is  perfectly  aware  that  he 
has  been  philandering  with  Mrs.  Moran. 
His  nervous  laughter  and  too  glib  explana- 
tions are  met  with  stony  silence. 

Eleanor  Boardman  gives  the  best  per- 
formance in  the  role  of  the  domestic  wife 
who  is  clever  enough  to  thwart  her  rival 
through  sheer  strategy.  She  is  prettiesi 
when  pensive.  The  picture  offers  her  many 
chances  to  register  this  emotion. 

Lew  Cody  is  good  when  he  has  an  op- 
portunity to  do  anything.  Creighton  Hale 
is  satisfactory  as  the  cool  and  calm  hus- 
band of  the  emotional  Elise.  He  hasn't  yet 
abandoned  his  forced  smile.  Renee  Adoree 
is  thoroughly  in  character. 

Make  the  most  of  an  intriguing  title. 
Play  up  the  cast  and  stress  the  adaptation 
from  Cosmo  Hamilton's  opus. 


A  REGULAR  FELLOW 

Paramount  Photoplay.   Authors,  Reginald 
Morris  and  Joseph  Mitchell.  Scenario, 
Keene    Thompson.     Director,  Edward 
Sutherland.    Length,  5,1  16  feet. 
CAST  AND  SYNOPSIS 

Prince  Alexis   Raymond  Griffith 

Mary   Mary  Brian 

King   Tyrone  Power 

Prime  Minister   Gustav  Von  Seyffertitz 

Valet   Edgar  Norton 

Revolutionist   Nigel  de  Bruliere 

Tourist   Guide   Lincoln  Plummer 

Princess   Jacqueline  Gadsen 

Lover   Jerry  Austin 

The  Prince  is  tired  of  his  job  and  wants 
to  quit.  The  King  says  it  can't  be  done. 
The  Prince  is  dragged  hither  and  thither 
christening  battleships,  laying  corner  stones, 
opening  expositions,  etc.,  etc.  He  meets  and 
loves  a  tourist  girl.  They  are  separated.  A 
diplomatic  marriage  is  arranged.  The  Prin- 
cess visits  his  kingdom.  She  loves  a  guards- 
man. The  Prince  flies  by  'plane  to  return 
the  visit.  Her  lover  is  the  pilot.  He  wrecks 
the  'plane  but  the  Prince  escapes.  Unknown, 
he  has  the  time  of  his  life  with  his  re- 
discovered tourist  sweetheart.  He  is  found 
and  haled  back  to  his  kingdom  to  be  crowned 
king.  He  foments  a  revolution  and  is  thank- 
ful to  be  free.  The  people  insist  that  he  be 
their  President.  He  accepts  and  ■  marries 
the  girL 

By  "Herb"  Cruikshank 
\  GAY,  diverting  little  comedy,  as  re- 
freshing  as  a  breath  of  Autumn.    It  is 
a  sure  cure  for  a  grouch,  and  should  win 
the  plaudits  of  any  audience. 

Every  sequence  is  lighted  with  gentle 
humor.  There  is  just  enough  wistfulness. 
Just  the  slightest  bit  of  pity. 

There  are  gags  and  gags.  But  none  of 
them  is  obvious.  They  happen  along  quite 
naturally — and  unexpectedly. 

For  instance,  the  Prince  christens  a  war 
ship.  The  boat  slides  from  the  ways  and 
promptly  sinks.  Consternation.  Then  the 
Prince  with  his  little  pathetic  smile  says, 
"Submarine?" 

He  has  a  beautiful  ball  game  with  at 
revolutionist — the  ball  being  a  smoking 
bomb.  When  the  gentleman  of  anarchistic 
tendencies  hurls  it,  the  Prince  looks  hurt. 
"Is  that  nice?"  he  queries  wistfully. 

Raymond  Griffith  is  excellent.  He  al- 
ways is.  This  part  fits  him  to  perfection. 
To  the  manor  born,  he  is  the  long  suffer- 
ing Prince.  In  his  way  he  is  a  martyr  to 
his  people.  Every  movement  of  the  hand, 
every  glance,  every  posture,  tells  its  story. 
He  is  a  comedian  of  the  highest  rank. 

Mary  Brian  brings  a  Peter  Pan-like 
grace  and  graciousness  to  the  role  of  Mary, 
the  tourist  sweetheart.  Gustav  Von  Seyf- 
fertitz is  a  realistic  Prime  Minister.  Lin- 
coln Plummer  in  a  W.  C.  Fields  make-up 
does  a  fine  bit  as  a  tourist  guide.  The  titles 
are  a  thing  of  joy. 

Exploit  Raymor.d  Griffith.  Promise 
them  a  really  amusing  evening.  Tell  them 
this  is  a  gentle  satire  on  the  popular  Prince 
of  Wales.  Stage  a  "regular  fellow"  popu- 
larity contest. 


THE  TRUE  NORTH 

A  Clifford  C.  Griffin  Production.  Re- 
leasing arrangements  not  determined. 
Length,  7,000  feet. 

By  Peggy  Goldberg 

'JTHIS  is  a  real  attainment  in  the  art  of 
motion  picture  photography.  For  sheer 
beauty  of  scenic  effects  it  cannot  be  ex- 
celled. It  is  a  radical  departure  from  any- 
thing ever  presented  before  in  seven  reels, 
making  no  pretense  at  plot  whatever.  Be- 
cause of  the  unusual  character  of  this  pre- 
sentation, it  requires  expert  showmanship 
to  put  it  over.  Otherwise,  it  may  prove  a 
complete  flop. 

It  is  a  picturization  of  the  actual  experi- 
ence of  Capt.  Jack  Robertson  and  Arthur 
J.  Young,  the  bow  and  arrow  champion, 
during  their  expedition  through  Alaska  and 
Siberia,  extending  over  a  period  of  three 
years.  It  is  so  vividly  and  realistically  por- 
trayed, that  one  really  lives  every  scene. 
You  actually  experience  the  thrills  of  their 
adventures — their  crossings  of  treacherous 
waters,  and  climbing  of  almost  vertical 
mountains.  The  exquisiteness  of  many 
scenes  inspires  you  with  awe.  You  ho'd 
your  breath  and  utter  exclamations  of  de- 
light in  quick  succession.  Many  of  the  ef- 
fects, including  the  marvelous  photograph- 
ing of  the  midnight  sun,  taken  at  intervals 
of  twenty  seconds,  surpass  anything  ever 
done  before.  Arthur  Young's  marksman- 
ship arouses  much  admiration.  His  feat  of 
piercing  the  heart  of  one  of  the  largest 
bears  in  the  world  with  an  arrow  falls  noth- 
ing short  of  remarkable. 

Another  remarkable  feat  is  that  of  catch- 
ing birds  with  a  net  from  the  peak  of  a 
high  mountain. 

"The  True  North"  is  a  direct  appeal 
to  the  aesthetic  sense,  possessing  also  a  large 
element  of  instruction.  Unlike  many  films 
of  this  nature,  it  holds  the  interest  to  the 
last. 

The  titling  is  very  ingeniously  handled. 
In  many  cases  lines  of  our  poets  are  quoted 
which  is  in  perfect  harmony  with  the  beauty 
of  the  scenes. 

It  would  be  a  great  mistake  not  to  im- 
press on  your  patrons  the  nature  of  this  pic- 
ture. If  they  come  expecting  to  see  a  film 
of  the  ordinary  run,  they  are  likely  to  be 
disappointed  by  the  absence  of  plot.  If 
they  are  prepared  to  see  a  picture  absolutely 
void  of  the  love  element,  they  will  be  more 
than  pleased.  Direct  your  appeal  to  their 
innate  love  of  nature.  You  should  have  no 
difficulty  enlisting  the  support  of  schools. 
Inform  the  authorities  that  children  can 
learn  more  about  the  mode  of  living  of  the 
Eskimos,  the  products  of  Alaska,  the  ani- 
mals and  fish  to  be  found  there,  etc.,  from 
a  viewing  of  "The  True  North"  than  many 
tedious  hours  in  the  geography  class. 


36 


Exhibitors  Trade  Review 


THE  TOWER  OF  LIES 

Metro-Goldrvyn-Mayer  Photoplay.  Adapt- 
ed by  Agnes  Christine  Johnston  from 
Selma  Lagerlofs  novel,  "The  Emperor 
of  Par^goUta.''  Director,  Victor  Sea- 
strom.  Length,  6,849  feet. 

CAST  AND  SYNOPSIS 

Glory  Norma  Shearer 

Jan   Lon  Chaney 

Lars  Ian  Keith 

Katrina   Claire  McDowell 

August   William  Haines 

Erik   David  Torrence 

Jan's  daughter,  Glory,  grows  to  woman- 
hood the  only  creature  he  loves.  Lars,  the 
new  landlord,  insists  on  payments.  Glory 
goes  to  the  city  to  earn  the  money.  Here 
she  falls  a  victim  to  Lars.  Years  later  she 
returns  clad  in  fine  clothes.  Jan  has  awaited 
her  for  years.  His  mentality  is  dimmed. 
Returning  in  fancy  to  other  days  he  greets 
her  as  "Empress"  of  their  play  kingdom. 
The  townspeople  drive  her  from  home.  She 
takes  the  boat  back  to  the  city.  Jan  runs  to 
the  pier  an'd  leaps  into  the  water.  Lars  is 
on  the  boat  and  falls  off  to  be  killed  by  the 
paddle  wheel.  Glory  returns  and  weds  her 
girlhood  sweetheart  August. 

By  "Herb"  Cruikshank 

^  HEART-GRIPPING  photoplay  well 
produced  and  full  of  fine  character- 
ization. Its  audience  appeal  is  nevertheless 
in  doubt  because  of  the  sombre  futility  of 
the  story.  It  is  replete  with  bitterness. 
Scarce  a  ray  of  sunshine  penetrates  the 
gloom.  When  the  clouds  d©  part  it  is  for 
the  briefest  instant.  It  is  depressing. 

Lon  Chaney  is  a  scarcely  human  creature 
bound  to  the  soil  and  responding  to  none  of 
the  emotions.  Then  comes  a  daughter, 
Glory,  and  a  great  love  enters  his  heart. 
They  play  at  games  together — Emperor 
and  Empress  of  an  imaginary  Kingdom. 

Then  Erik,  Jan's  landlord  and  ancient 
friend,  dies.  His  evil  son,  Lars,  inherits 
the  estate.  Jan  is  told  to  pay  accrued 
rentals  or  get  out.  As  a  last  hope  Glory 
goes  to  the  city.  Money  cames  back — 
Glory  doesn't.    At  least  not  for  years. 

Jan  ages.  He  becomes  a  driveling  old 
man,  playing  with  the  children.  His  wife 
knows  the  truth.  She  toils  and  toils  with 
a  brow  dark  as  thunder  clouds — eyes  peer- 
ing black  into  the  future. 

Indeed,  there  are  many  big  moments  in 
"The  Tower  of  Lies."  It  is  full  of  a  rare 
symbolism.     People  will  not  forget  it. 

One  heart  rending  scene  shows  Glory 
fleeing  the  wrath  of  the  townsfolks  to  regain 
the  city.  Her  demented  father  pursues  her. 
Straight  down  the  pier  he  runs  totteringly. 
Straight  into  the  river.  Straight  down  to 
death.  The  boat  stops  suddenly.  Lars, 
loses  his  balance  and  is  beaten  to  pulp  by 
uie  paddle  wheels.   They  will  applaud. 

Cnaney  appears  in  an  entirely  different 
type  of  characterization.  He  is  expressive 
a3  ever.  He  drives  home  every  thought. 

Norma  Shearer  makes  a  fine  Glory.  In 
the  sequence  where  she  returns  from  the 
city  wealthy  in  the  wages  of  sin  she  is  most 
effective.  The  transition  is  well  done. 

bpecial  praise  to  Claire  McDowell  as 
the  glowering  Katrina.  She  personifies  im- 
pending doom  in  a  fine  performance. 

Get  the  best  people  in  town  to  see  this 
one.  Tell,  them  about  Lon  Chaney's  latest 
effort.    Stress  the  book  tie-up. 


PAINT  AND  POWDER 

Chadwicfy  Pictures  Corporation  Photo- 
play. Story  and  Adaptation  by  Harvey 
Gates.  Director,  Hunt  Stromberg. 
Length,  6,300  feet. 

CAST  AND  SYNOPSIS 

Mary  Dolan    Elaine  Hammerstein 

Jimmy  Everett    Theodore  Von  Eltz 

Mark  Kelsey    John  Sainpolis 

Phillip  Andrews    Stuart  Holmes 

Tim  McCardle    Pat  Hardigan 

Mazie  Hull    Derelys  Perdue 

Cabman    Charles  Murray 

Hop  Head    John  Gough 

Riley    Russell  Simpson 

Mary  and  Jimmy  work  in  a  cheap  cabaret 
owned  by  Riley.  Riley  is  controlled  by  Mc- 
Cardle, Boss  of  the  Bowery.  Kelsey,  theatri- 
cal producer,  visits  the  place,  but  fails  to 
notice  Mary.  One  of  McCardle's  henchmen 
steals  Kelsey's  wallet.  Jimmy  steals  it  in  turn. 
He  dresses  Mary  up  and  she  tries  for  a 
Broadway  job  and  fails.  Meantime  Jimmy 
and  McCardle  fight.  Jimmy  is  caught  and  sent 
up  the  river.  Kelsey  cannot  help,  but  offers 
Mary  a  job  in  the  show.  She  makes  good  and 
is  starred.  Jimmy  returns  and  finds  her  in  the 
villain  Andrews'  apartment  scantily  clad.  He 
jumps  to  conclusions  and  disappears.  Repent- 
ing, he  returns  just  after  Mary  has  married 
Kelsey.  Heartbroken,  he  leaves  her  to  the 
producer. 

By  "Herb"  Cruikshank 

J^OOKS  like  a  box-office  film.  It  tells  a 
good  story,  has  a  lot  of  showmanship 
angles,  and  several  good  surprises.  It  is  a 
first  rate  bet  for  any  average  adult  audience. 
Don't  forget — it's  not  for  the  children. 

The  picture  gets  under  way  with  little 
wastage  of  celluloid.  The  scene  opens  in  a 
Lago  Mike's  cabaret  on  New  York's  lower 
East  Side.  The  usual  types  are  seated  at 
tables.  The  heroine  is  a  singer;  the  hero  a 
waiter.  Before  long  Jimmy  clashes  with  the 
Bowery  Boss,  McCardle,  over  his  atten- 
tions to  Mary.  There  is  a  good  rough 
house  fight,  and  the  hero  is  whipped.  This 
may  be  called  surprise  number  one. 

Later  Mary  appeals  to  Kelsey  to  rescue 
Jimmy  from  the  law's  clutches.  Kelsey 
tries — and  fails.  Surprise  number  two. 
Surprise  number  three  is  the  biggest  of  all. 
Does  Jimmy  marry  Mary?  No!  Does 
he  return  in  the  nick  of  time?  No!  Is 
there  a  happy  ending  according  to  sched- 
ule?  There  is  not. 

Jimmy,  all  repentant  at  having  doubted 
Mary's  impeccable  virtue,  returns  after  the 
fatal  "I  do"  has  been  said  by  her  and  Kel- 
sey. Having  walked  right  in,  Jim  turns 
around  and  walks  right  out  again.  He 
sobs  his  way  out  into  the  world.  The 
bride  weeps  into  her  bouquet.  The  bride- 
groom stands  with  bowed  head.  The  wom- 
en should  like  this.  There  should  be  a  good 
cry  hidden  here  somewhere. 

The  acting  is  uniformly  good.  No  single 
performance  can  be  said  to  top  the  others 
by  more  than  a  small  fraction. 

Play  up  the  stage  atmosphere,  including 
the  actual  photographing  of  a  Broadway 
show.  Effect  fashion  tie-ups  on  the  display 
of  furs,  gowns  and  lingerie  staged  by  Stuart 
Holmes  at  one  of  his  little  house  parties. 
Play  up  the  ending  by  presenting  the  prob- 
lem as  to  what  should  have  happened.  Get 
audience  opinion  on  the  future  happiness  of 
Mary  and  Kelsey.  Feature  the  cast  and 
plaster  the  town  with  the  title. 


THE  WINDING  STAIR 

Fox  Photoplay.  Adapted  from  the  novel  by 
A.  E.  W.  Mason.  Scenario,  Julian  La 
Mothe.  Director,  John  Griffith  Wray. 
Length,  6,100  feet. 

CAST  AND  SYNOPSIS 

Marguerite    Alma  Rubens 

Paul    Edmund  Lowe 

Petras    Warner  Oland 

Gerard    Mahlon  Hamilton 

Mme.  Muller    Emily  Fitzroy 

Onery   Chester  Conklin 

Andrea    Frank  Leigh 

Paul,  a  French  legionnaire  stationed  in 
Morocco,  meets  and  loves  Marguerite,  a 
dancer  in  the  notorious  Iris  Cafe.  Through 
force  of  circumstances  she  has  fallen  into  the 
power  of  its  madame.  The  Riffian  tribesmen 
arise.  Paul  fears  for  Marguerite's  safety.  He 
leaves  his  troop  and,  disguised  as  a  native, 
protects  her.  He  is  discovered  by  Gerard,  his 
friend  and  superior  officer.  Gerard  spares  him 
the  death  of  a  court  martial.  The  World  War 
breaks  and  Paul  heads  a  Moroccan  regiment 
In  saving  Gerard's  life  he  is  wounded.  He 
recovers.  His  medals  and  name  are  restored 
to  him.  He  and  Marguerite  marry. 

By  "Herb"  Cruikshank 

^LL  right  for  second  runs.   Not  first  run 
material.   Entirely  too  much  footage  is 
consumed.   The  continuity  is  jumpy.  The 
story  is  illogical  and  poorly  developed. 

On  the  other  hand,  there  is  a  sufficient 
quantity  of  action.  A  few  really  thrilling 
scenes  and  some  fairly  good  acting.  The 
Moroccan  background  is  impressive  in  some 
shots.  And  the  present  war  waged  by 
France  against  the  Riffs  makes  the  produc- 
tion timely. 

One  of  the  best  scenes  shows  the  hero, 
disguised  as  a  tribesman,  battling  his  way 
through  the  Moroccan  hordes.  His  objec- 
tive is  the  city  gate.  It  must  be  opened  to 
admit  the  regiment  which  he  has  deserted. 
Only  thus  may  the  city  be  saved  from  mur- 
der and  rapine.  After  a  desperate  struggle 
he  succeeds.  The  inhabitants  are  rescued 
from  the  crazed  Mohammedans. 

Several  of  the  scenes  in  the  notorious  Iris 
Cafe  are  convincingly  realistic,  thanks  in 
great  measure  to  the  excellent  portrayal  of 
Emily  Fitzroy  in  the  thankless  role  of  an 
exploiter  of  girls. 

Acting  honors  go  to  Emily  Fitzroy,  as 
proprietress  of  the  Iris.  Next,  perhaps,  is 
Mahlon  Hamilton.  He  is  excellently  cast, 
thoroughly  in  character,  and  contributes 
some  of  the  best  work  he  has  offered  for 
many  moons.  Edmund  Lowe  is  good  look- 
ing as  a  legionnaire — also  as  a  sheik  of 
the  deserts.  The  part  lacks  conviction,  how- 
ever, and  Lowe  does  not  overcome  the  arti- 
ficiality. Alma  Rubens  is  satisfactory.  She 
does  what  she  can.  It  would  seem  as 
though  the  director  had  originally  intended 
to  develop  Frank  Leigh,  as  Andrea,  into  a 
typical  villain.  But  somehow  he  forgot  it 
and  this  excellent  actor  is  wasted.  Chester 
Conklin  without  the  trick  whisker  is  fine  as 
Mme.  Muller's  husband. 

Stress  the  Riffian  atmosphere.  Clip  and 
post  headlines  about  the  present  Moroccan 
disturbance.  Play  up  the  Foreign  Legion. 
Tie-up  on  the  novel.  Get  the  American 
Legion  Post  to  help.  Feature  the  popular 
names  in  the  cast. 


October  10, 1925 


37 


CLASSIFIED 

First  National  Photoplay.  Author,  Edna 
Ferber.  Scenario,  June  Mathis.  Direct- 
or, Alfred  A.  Santell,  Length,  6,927 
feet. 

CAST  AND  SYNOPSIS 

Babs  Comet   Corinne  Griffith 

Whitey    Jack  Mulhall 

Spencer  Clark  ,   Ward  Crane 

Mart  Comet    Carroll  Nye 

Old  Man  Comet    Charles  Murray 

Ma  Comet   Edythe  Chapman 

Jeanette  Comet    Jacqueline  Wells 

Weinstein    George  Sidney 

Bernstein    Bernard  Randall 

Babs  Comet,  daughter  of  New  York's 
poorer  West  Side,  is  employed  in  the  classi- 
fied ad  department  of  a  great  daily  paper. 
She  determines  to  capitalize  her  good  looks 
in  matrimony  and  cultivates  all  the  wealthy 
men  she  meets,  through  flirtations.  Through 
coincidence  she  meets  Whitey,  a  young  garage 
owner.  He  treats  her  differently  and  she  falls 
in  love  with  him.  Piqued  at  his  failure  to 
keep  an  engagement,  she  goes  motoring  with 
the  rich  Spencer  Clark,  of  Fifth  avenue,  and 
has  to  walk  home.  Whitey  brings  Clark  to 
her  home  to  explain.  Clark  offers  to  marry 
her,  but  she  tells  him  she  loves  Whitey. 

By  "Herb"  Cruikshank 

HERE'S  a  pippin.  It  is  a  clever  comedy, 
full  of  human  interest.  A  big,  juicy 
slice  of  life  as  it  is  lived  by  a  thousand 
families  on  New  York's  West  Side — and 
on  the  West  Side  of  any  big  city.  Audiences 
everywhere  should  like  it.  They  will  be 
able  to  select  many  incidents  that  have  ac- 
tually occurred  in  their  own  families.  It  is 
the  sort  of  picture  that  will  make  them 
nudge  each'  other  in  appreciation. 

Humorous  situations  abound.  For  in- 
stance, there  is  the  morning  dash  for  the 
wash  room.  The  daughter  wins,  and  the 
remainder  of  the  family,  towels  in  hand, 
have  to  wait  their  turns  impatiently. 

Every  true  comedy  has  its  pathos.  This 
has  plenty.  One  good  scene  shows  the 
daughter  returning  home  at  seven  in  the 
morning.  The  grim  faced  family  await  her. 
She  has  declared  that  she  is  able  to  take 
care  of  herself.  But  appearances  are  against 
her — and  the  family  doubts.  She  turns 
from  one  clouded,  sarcastic  face  to  another. 
Finally  she  asks  Whitey,  h^r  garage  me- 
chanic lover,  if  he,  too,  has  lost  faith  in  her. 
He  looks  her  over.  Finally  his  glance 
reaches  her  frail  satin  slippers.  They  are 
tern  to  shreds  and  covered  with  mud.  He 
smiles.  "Those  shoes  look  good  to  me." 
And  the  day  is  won.    She  walked  home. 

Never  before  was  Corinne  Griffith  more 
perfectly  in  character  than  in  this  part.  She 
is  the  sweetly  hard-boiled  working  girl  to 
perfection.  Perfectly  self  sufficient,  quite 
able  to  take  care  of  herself  in  any  and  all 
emergencies.  Jack  Mulhall,  as  the  hero,  is 
thoroughly  at  home,  and  particularly  well 
cast.  Ward  Crane  is  a  not  too  villainous 
heavy.  Charles  Murray  is  old  man  Comet 
to  the  life — just  as  Edythe  Chapman  is  Ma. 

Here  is  a  big  tie-up  with  newspapers. 
Use  the  classified  ad  section  to  advertise 
your  show.  Insert  names  of  citizens  in  the 
section,  inviting  them  to  attend  free.  Co- 
operate with  the  newspaper  in  a  mutual 
drive  for  big  business.  Feature  the  cast 
and  the  Edna  Ferber  story. 


CHILDREN  OF 

THE  WHIRLWIND 

Arrow  Pictures  Corporation  Photoplay. 
Author,  Le  Roy  F.  Scott.  Directors, 
Whitman  Bennett.  Length,  6,500  feet. 

CAST  AND  SYNOPSIS 

Joe  Ellison    Lionel  Barrymore 

Larry  Brainerd    Johnny  Walker 

Maggie    Marguerite  DeLaMotte 

Hunt    J.  R.  Toser 

Carlisle    Frank  Montgomery 

Barney    Bert  Tuey 

The  Duchess   Marie  Haynes 

Isabel  Sherwood    Ruby  Blaine 

Larry,  fresh  from  Sing-Sing,  goes  straight 
with  the  help  of  Hunt,  an  artist.  The  gang, 
including  Maggie,  his  sweetheart,  turns  against 
him.  He  is  accused  of  being  a  stool  pigeon. 
Maggie,  Barney  and  Carlisle  plan  a  blackmail 
plot.  The  victim  is  to  be  Dick  Sherwood,  the 
brother  of  Isabel,  Larry's  benefactor.  Larry 
appeals  in  vain  to  Maggie's  better  instincts. 
It  develops  that  she  is  the  daughter  of  a  con- 
vict pal,  Joe  Ellison.  Joe  is  released  and 
plans  vengeance  on  Carlisle,  who  was  paid  to 
bring  her  up  straight.  Larry  frustrates  the 
blackmail  plot.  Carlisle,  Barney  and  a 
crooked  detective  are  sent  up  the  river.  Larry 
marries  Maggie.  Isabel  marries  Hunt  and 
Joe  is  reunited  to  his  daughter. 

By  "Herb"  Cruikshank 

AN  actionful  melodrama  of  the  under- 
world, this  should  prove  an  interesting 
program  attraction  for  the  second  runs.  The 
story  is  rather  draggy  and  not  too  convinc- 
ing. But  there  is  enough  excitement  to  keep 
patrons  from  speculating  upon  its  plausi- 
bility. 

The  atmosphere  of  New  York's  slums  is 
redolent  of  realism.  So  is  the  notorious 
pawn  shop  of  "The  Duchess." 

At  the  end  of  the  picture  most  of 
the  characters  are  assembled  in  the  hotel 
suite  where  it  has  been  planned  to  fleece  the 
gullible  Dick  Sherwood.  Maggie,  Barney 
and  Carlisle  are  present  for  this  purpose. 
Hidden  in  a  closet  is  the  vicious  gunman. 
Red  Hannigan,  with  "gat"  ready  to  kill 
Larry,  whom  he  suspects  of  a  double  cross. 
In  another  room  is  Larry,  himself,  bent  upon 
foiling  the  blackmailers.  While  in  stealthy 
silence  enters  the  con  man,  Joe,  his  heart 
black  with  the  idea  of  murdering  Carlisle, 
who  has  made  Maggie  a  crook. 

Then  come  the  police.  Vice  is  punished 
and  virtue  is  again  triumphant.  And  in 
this  case  it  is  not  alone  its  own  reward.  All 
the  nice  people  find  happiness  in  one  anoth- 
er's arms,  while  the  crooks  and  villains  de- 
part for  prison. 

While  the  acting  is  up  to  standard,  there 
is  no  outstanding  performance.  Johnny 
Walker  and  Marguerite  DeLaMotte  have 
the  most  to  do,  and  while  not  overly  con- 
vincing, they  pass  muster.  Lionel  Barry- 
more,  as  Joe  Ellison,  appears  infrequently. 
His  role  does  not  offer  great  opportunity 
for  the  display  of  his  ability.  The  rest  of 
the  cast  fill  in  okeh. 

Feature  the  names  of  the  three  leading 
players,  and  make  the  most  of  'the  title. 
Play  this  one  up  as  an  underworld  thriller. 
Effect  a  tie-up  with  the  police  force.  In- 
terest welfare  societies,  etc.  Offer  to  make 
a  special  screening  for  the  local  penal  insti- 
tution. 


WANDERING  FIRES 

Arrow  Pictures  Corporation  Photoplay. 
Author,  Warner  Fabian.  Director, 
Maurice  Campbell.  Length,  6,300 
feet. 

CAST  AND  SYNOPSIS 

Guerda  Anthony    Constance  Bennett 

Raymond  Carroll    George  Hackathorne 

Norman  Yuell    Wallace  MacDonald 

Mrs.  Doremus   Effie  Shannon 

Mrs.  Carroll    Henrietta  Crossman 

Guerda  Anthony  is  the  victim  of  a  nasty 
scandal  because  she  sacrifices  her  reputation 
to  save  the  honor  of  her  soldier  fiance,  pre- 
sumably dead.  Norman  meets  and  loves  her. 
He  hears  the  details  of  the  scandal,  but  still 
insists  on  marrying  her.  They  live  blissfully 
for  some  time.  Then  Norman  becomes  ob- 
sessed with  jealousy  regarding  the  ex-lover, 
Raymonu.  Raymond,  shell  shocked  and  with 
an  arm  gone,  wanders  home.  His  mind  is 
restored  and  he  is  able  to  absolve  Guerda 
_  from  all  wrong  doing.  Again  there  is  happi- 
ness for  Guerda  and  iMorman. 

By  "Herb"  Cruikshank 

THIS  is  a  corking  good  Independent  mel- 
odrama that  should  boost  box-office  re- 
ceipts for  any  house  playing  it. 

The  acting  is  as  fine  as  might  be  expected 
from  the  exceptionally  strong  cast. 

There  is  no  end  of  suspense.  Two  won- 
derful love  stories.  Some  scenes  that  will 
bring  a  big  lump  in  the  throat  of  an  onlook- 
er.  And  a  story  old — yet  ever  new. 

Without  doubt  the  scene  in  which 
George  Hackathorne,  as  Raymond  Car- 
roll, recovers  his  lost  memory,  is  as  great  a 
bit  of  acting  of  its  kind  as  any  ever  filmed. 

The  talented  young  musician  has  been 
reported  dead  on  the  field  of  war.  But  he 
is  worse  than  dead.  One  arm  is  gone.  His 
memory  is  blank.  He  is  a  vagrant.  Wan- 
dering Joe  they  call  him.  And  finally  Wan- 
dering Joe  wanders  home.  He  remembers 
nothing.  His  mother  and  his  sweetheart  try 
in  vain  to  bring  light  to  his  unseeing  eyes. 
Then  he  wanders  to  the  piano.  "Mother, 
I  thought  you  were  going  to  have  this  broken 
key  mended."  The  spell  of  horror  is  broken. 

Other  good  shots  depict  the  gradual 
seeping  of  jealousy  into  the  heart  and  brain 
of  Norman  Yuell,  capably  played  by  Wal- 
lace MacDonald.  The  young  husband  is 
constantly  tortured  by  the  thought  that  his 
wife,  Guerda,  still  loves  the  man  with  whom 
scandal  has  linked  her  name. 

George  Hackathorne  has  greater  oppor- 
tunities— thus  first  honors  must  go  ot  him. 
Especially  in  the  scene  mentioned  he  does 
some  of  the  best  work  of  his  career. 

Constance  Bennett  again  proves  her  un- 
disputed ability.  She  is  sweet.  She  is  con- 
vincing.    She    knows    how   to  "emote.' 
There  is  no  actress  in  films  that  can  wear 
clothes  to  better  advantage. 

Wallace  MacDonald  is  a  handsome  lov- 
er. He  acts  with  repression  and  sincerity. 
Of  course  those  famous  troupers  Effie 
Shannon  and  Henrietta  Crossman  do  fam- 
ously with  their  bits. 

Tell  them  that  this  story  comes  from  the 
pen  of  Warner  Fabian,  author  of  "Flaming 
Youth."  Tie-up  with  the  song  "I  Love 
You  Truly."  Feature  the  cast. 


38 


Exhibitors  Trade  Review 


THREE  WISE  CROOKS 

F.  B.  O.  Photoplay.  Authors,  John 
Brorvnell  and  Fred  Kennedy  Myton. 
Director,  Harmon  Weight.  Length, 
6,074  feet. 

CAST  AND  SYNOPSIS 

Flash  Annie   Evelyn  Brent 

Dan  Fogerty   Bruce  Gordon 

Ma  Dickinson   Fannie  Midgeley 

Spug   John  Gough 

Grogan   William  Humphrey 

Don  Gray   Carroll  Nye 

Betsy   Dodo  Newton 

Annie,  Dan  and  Spug  are  clever  thieves. 
Annie  befriends  Ma  Dickinson,  who  has 
been  robbed  in  the  city.  The  old  lady  in- 
vites her  to  visit  Greenfield.  Detectives  be- 
ing hot  on  their  trail,  the  three  decide  to 
accept  the  invitation.  Here  they  find  that 
the  village  banker  is  a  crook,  and  has  swin- 
dled Ma.  Before  leaving  they  determine  to 
rob  the  bank.  They  do  so  but  meantime  De- 
tective Grogan  arrives.  Annie  has  already 
determined  to  go  straight.  She  returns  both 
money  and  diamonds  to  Grogan,  who  de- 
clines to  arrest  any  of  them.  She  and  Dan 
decide  to  stay  straight  and  get  married. 

By  "Herb"  Cruikshank 

A  GOOD  crook  melodrama,  this  one 
should  please  patrons  in  the  average 
theatre.  There  is  some  good  action,  heart 
interest,  plenty  of  comedy  relief,  and  a  bit 
of  sob  stuff. 

Nothing  startlingly  new  about  the  plot. 
It  is  the  old  stuff  that  has  proven  pretty 
dependable  in  the  past.  Probably  it  will 
continue  to  do  so. 

We  have  the  pretty  girl  crook,  known 
as  Flash  Annie.  Then  there  is  her  good 
looking,  straight-from-the-shoulder  pal, 
Dan,  a  daring  yegg.  And  lastly  a  comedy 
thief  who  supplies  most  of  the  humor.  Add 
to  these  a  lonely  white-haired  little  mother, 
a  hard  faced  detective  with  a  soft  heart, 
and  a  hypocritical  banker  who  preys  upon 
widows  and  orphans.  Shake  well,  sprinkle 
with  good  direction,  and  you  have  "Three 
Wise  Crooks." 

One  of  the  best  shots  comes  early.  It 
shows  the  three  masquerading  in  a  dentist's 
office  conveniently  near  the  scene  of  their 
robbery.  Dan  acts  as  the  dentist.  Annie 
as  the  patient.  Spug  waits  in  the  outer 
office  nursing  a  swollen  jaw.  The  swelling 
is  caused  by  the  bag  of  diamonds  concealed 
in  his  mouth. 

Another  good  one.  Grogan,  the  detec- 
tive, visits  Annie's  room.  She  is  almost 
caught  "with  the  goods."  But  she  drops 
them  in  a  gold  fish  globe.  Later  she  ab- 
stracts them,  and  leaves  Grogan  a  note 
asking  him  to  safeguard  the  gold  on  her 
goldfish  while  she  is  absent. 

Evelyn  Brent  is  perfect  in  character 
throughout  the  action.  She  is  good  to  look 
upon,  and  offers  a  convincing  portrayal  of 
her  role.  Bruce  Gordon  seems  made  to 
order  for  this  type  part.  He  is  a  dyed-in- 
the-wool  crook — but  one  can't  help  liking 
him.  John  Gough  is  a  good  comedian,  and 
Fannie  Midgeley  a  lovable  mother.  The 
support  is  okeh. 

Feature  this  as  a  thrilling  crook  melo- 
drama. Play  up  the  names  of  Brent  and 
Gordon.    Use  the  title  in  catch  line  ads. 


BELOW  THE  LINE 

Warner  Brothers  Photoplay.  Author  and 
Scenario,  Charles  A.  Logue.  Director, 
Herman  Raymafyer.  Length,  6,053 
feet. 

CAST  AND  SYNOPSIS 

Rin-Tin-Tin    Rin-Tin-Tin 

Donald  Cass    John  Harron 

May  Barton   June  Marlowe 

Jamber  Niles    Pat  Hartigan 

Cuckoo  Niles    Victor  Potel 

Deputy  Sheriff    Charles  Conklin 

Rev.  Baron    Gilbert  Clayton 

Mrs.  Cass    Edith  Yorke 

Rin-Tin-Tin,  a  police  dog,  is  shipped  South 
to  the  sheriff.  En  route  he  slips  from  the 
train  into  a  swamp  where  he  encounters  an 
alligator.  He  is  found  by  a  brutish  villain 
who  sells  him  to  the  hero.  The  villain  com- 
mits a  jewel  robbery.  The  sheriff  pursues 
with  bloodhounds.  The  villain  enters  the 
hero's  home  for  the  purpose  of  robbery,  but 
is  thwarted  and  killed  by  the  dog.  The  vil- 
lain's brother  allows  the  bloodhounds  to 
scent  the  hero's  coat.  The  beasts  track  both 
hero  and  heroine,  but  Rin-Tin-Tin  arrives  in 
time  to  save  them.    They  marry. 

By  "Herb"  Cruikshank 

REGULAR   thriller   with  Rin-Tin- 
Tin,    the   Wonder   Dog,  surpassing 
all  his  previous  efforts.    "Below  the  Line" 
cannot  fail  to  please  the  great  majority  of 
your  spectators. 

The  story  doesn't  lag  in  the  least.  There 
are  two  fine  scenes,  both  of  which  are 
climactic.  The  first  is  the  struggle  between 
Niles,  the  robber,  and  the  courageous  dog. 
The  animal's  devotion  to  its  friends  is  mar- 
vellous. If  we  were  playing  a  villain  role 
in  a  Rin-Tin-Tin  film,  we  should  wish  to 
be  quite  sure  that  the  dog  thoroughly  un- 
derstood that  it  was  all  for  the  picture.  His 
attack  is  ferocious.  There  is  little  doubt 
of  his  ability  to  slay  a  man  just  as  is  de- 
picted. 

The  second  exciting  scene  shows  the  dog 
dashing  to  the  rescue  of  the  man  and  girl 
who  are  threatened  by  bloodhounds.  He 
arrives  in  the  nick  of  time,  holds  the  man 
trackers  at  bay  and  finally  drives  them  off 
single  handed. 

Then  there  is  a  shivery  sequence  where 
the  insane  brother  of  the  villain  plans  his 
diabolical  revenge.  With  demented  cun- 
ning he  permits  the  slavering  hounds  to  get 
the  scent  of  the  hero's  clothing.  Then  re- 
leases them  to  stalk  and  destroy  him. 

There  is  a  pleasing  love  story  between 
Donald  and  May.  The  entire  action, 
however,  centers  about  the  dog.  He  ren- 
ders a  marvellous  performance,  one  that 
will  cause  all  beholders  to  wonder  at  his 
unbelievable  intelligence. 

John  Harron  plays  the  leading  human 
role,  and  does  nicely  with  it.  June  Mar- 
lowe is  a  satisfactory  heroine.  Pat  Harti- 
gan an  excellent  villain.  Victor  Potel  does 
well  in  the  bit  of  "Cuckoo"  Niles,  the 
villain's  crazed  brother. 

Feature  the  name  of  Rin-Tin-Tin  and 
make  a  special  play  for  the  patronage  of 
dog  lovers.  All  owners  of  police  dogs 
may  be  invited  as  your  guests.  You  may 
also  create  unusual  interest  among  the 
young. 


THE  CALGARY 
STAMPEDE 

Universal- J  ere  el  Photoplay.  Authors  and 
Scenarists,  E.  Richard  Schayer  and 
Don  Lee.  Director,  Herbert  Blache. 
Length,  5,924  feet. 

CAST  AND  SYNOPSIS 

Dan   Molloy   Hoot  Gibson 

Marie  La  Farge   Virginia  Brown  Faire 

Jean  La  Farge   Clark  Comstock 

Neenah   Ynez  Seabury 

Fred  Burgess   Jim  Corey 

Harkness   W.  J.  McCulley 

Callahan   Philo  McCullough 

Regan   Charles  Sellon 

Dan  Molloy,  champion  rider,  falls  in  love 
with  Marie.  His  suit  meets  with  the  disap- 
proval of  her  father.  The  father  is  mur- 
dered by  a  convict  whom  he  has  had  sent  up. 
Dan  is  suspected  and  flees  in  order  to  locate 
the  real  murderer.  He  gains  employment  on 
a  distant  ranch,  but  does  not  admit  his  iden- 
tity. At  the  Calgary  Stampede  his  boss  bets 
all  on  the  outcome  of  the  Roman  race  in 
which  he  has  an  entry.  The  rider  who  is  to 
have  the  mount  is  injured  in  a  former  event. 
Molloy  substitutes  and  wins.  His  identity 
discovered,  he  is  arrested.  But  the  half- 
breed  sweetheart  of  the  real  killer  tells  the 
truth.    Dan  marries  Marie. 

By  "Herb"  Cruikshank 

"Y^ITH  a  story  built  to  fit  in  with  true 
shots  of  the  far-famed  Calgary  Stam- 
pede, this  photoplay  is  a  wonderfully  ex- 
citing and  realistic  Western.  It  is  one  of 
Hoot  Gibson's  best  vehicles  to  date.  If 
they  like  Westerns,  they'll  like  this  a  lot. 

As  soon  as  the  characters  are  established, 
the  story  runs  into  five  of  the  "fastest  reels 
ever  witnessed.  Story  values  are  well 
maintained.  There  is  suspense,  a  love 
story,  and  all  the  usual  stuff.  But 
great  interest  centers  about  the  absolutely 
devilish  riding  of  the  rodeo  entrants. 

Not  only  are  there  bull-dogging  con- 
tests, steer  riders,  bronco  busters  and 
straight-away  racing.  There  are  races  such 
as  comparatively  few  people  have  ever  seen. 
There  is  a  covered  wagon  race.  The  old 
type  prairie  schooners  are  driven  at  ruinous 
rate  along  the  course.  More  than  once, 
men,  wagons  and  horses  are  entangled  in  a 
mess  of  wreckage.  Here,  indeed,  is  a 
Western  American  replica  of  the  Roman 
chariot  races.  There  is  a  kick  in  every  inch 
of  the  sequence. 

Then  as  a  smashing  semi-finale  there  is 
the  Roman  race.  Hoot  Gibson  rides  in  it 
— and  wins.  He  proves  second  to  none 
at  this  form  of  daring.  The  climax  is  a 
wild  tear  for  freedom  on  the  part  of  the 
murderer.  Hoot  pursues.  The  villain's 
wagon  dashes  over  a  cliff  and  he  is  mixed 
in  the  debris  with  a  broken  neck. 

Gibson  is  at  his  best.  He  is  right  there 
when  a  smile  or  a  blow  is  called  for.  And 
when  it  comes  to  the  riding — oh  boy!  The 
rest  of  the  cast  is  right  up  to  snuff.  Every 
one  of  the  riders  who  appear  deserves  spe- 
cial mention.  They  are  experts  in  their  art. 
Each  of  their  performances  will  make  you 
sit  on  the  edge  of  your  chair. 

Exploit  this  one  big.  You  can't  fail  to 
please  young  and  old.  Feature  the  Calgary 
Stampede.  Stage  a  big  ballyhoo  of  West- 
ern riders.  Play  up  Hoot  Gibson.  You 
may  safely  guarantee  money  back. 


October  10, 1925 


39 


III  The  <Biq[  Little  Feature 


"Cupid's  Victory" 

Universal  2  Reels 

Wanda  is  an  office  worker  who  has  a  peculiar 
faculty  for  getting  into  trouble.  She  meets  and 
loves  a  young  man,  but  a  misunderstanding  arises 
and  'she  becomes  most  jealous.  She  gives  a  party 
and  invites  all  the  boys  of  her  acquaintance  to  win 
him  back.  He  throws  out  the  crowd  through  a 
ruse  arid  telephones  a  lot  of  show  girls  who  appear 
and  seem  infatuated  with  him.  Wanda  sallies  forth 
heartbroken  arid  tries  in  many  humorous  ways  to 
commit  suicide.  She  falls  and  in  an  automobile  col- 
lision she  is  literally  thrown  into  the  arms  of  her 
sweetheart. 

This  is  a  high  type  comedy  which  will 
please  in  any  house.  It  is  well  produced 
with  unusually  fine  sets.  In  the  early  part  of 
the  picture  there  are  a  lot  of  good  laughs 
centering  about  the  actions  of  Wanda  as  an 
office  girl.  She  tries  to  please,  but  always 
fails.  In  the  end  a  frog  somehow  gets  into 
the  office  and  she  pursues  it  with  a  fire  axe. 
She  wrecks  the  office  but  the  frog  escapes. 

One  of  the  best  bits  shows  her  Romeo  dis- 
guised as  a  vamp.  One  by  one  he  lures  her 
male  friends  into  an  adjoining  room  where 
he,  blackjacks  them  and  drops  them  from  a 
window. 

Her  attempts  at  suicide  are  also  good  for 
a  hearty  laugh.  She  does  all  sorts  of  hair- 
raising  stunts  but  is  always  miraculously 
saved.  The  final  scene  shows  a  collision  be- 
tween the  car  she  is  driving  while  blind- 
folded, and  that  containing  her  sweetheart. 
There  is  a  teriffic  smash-up  and  Wanda  finds 
herself  in  her  lover's  arms  perched  upon  the 
fourth  floor  balcony  of  a  nearby  building. 

The  comedy  was  directed  by  Charles  La- 
mont,  and  Wanda  Wiley  is  the  star.  She  is 
as  daring  as  she  is  beautiful.  Feature  her  in 
your  exploitation  and  her  flock  of  followers 
will  come  to  your  theatre.  The  title  is  also 
good  for  some  "different"  sort  of  publicity 
stunt.  Little  bags  of  candy  hearts  may  make 
attractive  throwaways 

"Ko-Ko* Packs  'Em" 

Red  Seal  1  reel 

One  of  the  cleverest  of  this  clever  series. 
It  is  bound  to  please.  Ko-Ko's  boss  is 
going  to  move.  The  cartoon  clown  and 
his  dog  decide  they  will  not  be  left  behind. 
They  pack  everything  in  sight.  Even  the 
landscape  itself  is  rolled  up  in  comical 
fashion  and  stacked  in  a  corner.  The  pup 
even  folds  himself  up  and  ties  himself  with 
a  piece  of  cord. 

Then  Ko-Ko  sets  the  vacuum  cleaner 
working  and  everything  is  ducked  into  the 
inkwell.  The  boss  himself  disappears  back 
into  the  inkwell  and,  thus  the  film  ends. 

There  are  lots  of  humorous  touches,  such 
as  the  dog  packing  each  piece  of  coal  in 
a  tidy  paper  package,  and  tying  each  pack- 
age neatly  with  string. 

Tell  them  this,  is  a  mighty  clever  car- 
toon.     Feature    Ko-Ko.     Try    a  clown 
ballyhoo — and  don't  forget  the  pup.  This 
series  is  worthy  of  special  exploitation. 
*    *  * 

"Spot  Light" 

Educational  2  reels 

This  concerns  itself  with  the  difficulties  encountered 
in  presenting  a  vaudeville  show,  commencing  with 
the  advertising  of  the  performance,  and  ending  with 
the  last  curtain  fall- 
Each  one  in  his  turn  adds  to  the  failure  of 
the  show.  The  sandwich  man  on  stilts  gets  in 
a  traffic  jam.  The  property  man  falls  asleep 
and  later  misses  every  possible  cue.  He  uses 
the  rain  effect  instead  of  the  snow,  thereby 
causing  the  prima  donna  the  discomfiture  of 
a  thorough  drenching.  And  so  on  down  the 
line.  This  is  entirely  lacking  in  any  new  sit- 
uations, making  no  attempt  even  to  camou- 
flage the  time-worn  stage  bits.  At  best,  it  can 
be  classed  as  an  average  two-reeler. 


REVIEWED  IN  THIS  ISSUE 


Cupid's  Victory 
Ko-Ko  Packs  'Em 
Spot  Light 
The  Heart  Breaker 


Universal 
Red  Seal 
Educational 
Fox 


Working  for  the  Rest 

Bischoff,  Inc. 


Scrambled  Eggs 
Solid  Ivory 
Mozart-Hadyn 
As  You  Like  It 


Educational 
Pathe 
Fitzpatrick 
Ives-Leventhal 


The  Caretaker's  Daughter  Pathe 
On  the  Go  Fox 
Maid  in  Morocco  Educational 


"The  Heart  Breaker" 

Fox  2  reels 

At  a  bachelor  dinner  Sid  bets  he  can  stop  at 
"Cupid's  Inn"  for  two  weeks  without  marrying. 
The  Inn  is  inhabited  entirely  by  beautiful  girls  bent 
on  matrimony.  One  girl  to  escape  an  unwelcome 
suitor  dresses  as  a  boy  and  fools  Sid.  When  he 
discovers  her  sex  he  falls  in  love  with  her  and  is 
happy  to  lose  the  wager  by  making  her  his  wife. 

This  is  a  lavishly  produced  comedy  which 
should  prove  pleasing  to  any  audience.  Lit- 
tle resort  is  made  to  slapstick.  As  a  rule 
the  laughter  is  brought  out  through  some- 
what more  subtle  humor  than  usual. 

One  of  the  best  scenes  is  that  showing  the 
arrival  of  Sid  at  "Cupid's  Inn."  He  swag- 
gers up  quite  sure  of  his  ability  to  maintain 
bachelorhood.  But  his  confidence  quickly 
goes.  Girls  pop  out  from  every  nook  and 
corner.  Every  window  in  the  huge  struc- 
ture contains  a  vision  of  fair  femininity. 
Even  the  bus  boy  and  hotel  clerk  are  girls — 
not  to  mention  the  house  detective.  And 
they  all  have  but  one  object — matrimony. 

There  are  some  other  good  touches.  One 
is  the  sequence  showing  the  bachelor  dinner 
where  the  wager  is  made.  The  pranks  played 
upon  the  groom-to-be  by  his  pals  are  good 
for  many  chuckles.  In  another  scene  he  in- 
vites the  heroine,  disguised  as  a  boy,  to  recall 
boyhood  days  by  takmsr  a  plunge  in  the  old 
swimmin'  hole. 

Of  course,  there  is  the  usual  chase.  But 
this  is  given  a  new  touch  by  having  the  cou- 
ple fly  in  a  circus  chariot.  An  elephant  is 
introduced  also. 

The  cast  includes  Sid  Smith,  Judy  King, 
Jack  Henderson  and  others.  Exploit  it  as  an 
Imperial  Comedy.  Invite  all  engaged  couples 
to  see  it — or  in  fact  all  men  and  girls  who 
wish  to  become  engaged. 


What  Others  Think 
6. 

DAVID  LOEW: 

"I  consider  Red  Seal  product 
the  best  in  the  short  subject 
market." 


729  7th  Ave.     |'\jH^^»iW  N-  Y-  c- 

Edwin   Miles  Fadman.  Pres. 


"Working  for  the  Rest" 

Bischoff,   Inc.  2  Reels 

Johnny  sets  forth  on  a  vacation  with  his  wife 
and  her  family.  From  the  beginning  things  are 
made  miserable  for  him.  While  the  rest  of  the 
crowd  loaf  he  works  incessantly.  In  one  part  he  is 
stretched  unconscious  by  his  mother-in-law.  While 
out  he  has  beautiful  dreams  of  fair  women.  Upon 
regaining  consciousness  he  and  his  wife  slip  back 
home  for  a  rest.  As  they  open  the  door  of  their 
house  they  are  again  confronted  with  the  demon 
mother-in-law. 

The  mother-in-law  theme  has  been  used  as 
the  basis  of  this  "Biff"  comedy.  There  are  a 
number  of  good  gags.  The  comedy  should 
get  a  satisfactory  number  of  laughs  from 
the  average  audience. 

One  of  the  best  laughs  in  the  picture  is  a 
scene  where  Johnny  is  struggling  through 
the  woods  with  a  canoe  over  his  head.  He 
looks  for  all  the  world  like  some  strange 
bird.  Two  hunters  mistake  him  for  a  new 
kind  of  animal  and  pepper  away  at  him. 

Another  good  gag  shows  Johnny  dreaming 
he  is  in  swimming  with  a  crowd  of  bathing 
girls.  They  beckon  him  to  dive.  But  al- 
though they  are  only  a  few  feet  away,  each 
time  he  dives  he  finds  himself  in  only  an 
inch  or  so  of  watei. 

While  pursuing  an  elusive  rabbit  which_  he 
wishes  to  shoot,  Johnny  suddenly  finds  him- 
self being  stalked  by  a  bear. 

For  publicity,  invite  all  newlyweds  to  see 
the  show— and  to  bring  the  mothers-in-law. 
You  can  tie-up  with  sporting  goods  stores 
for  window  displays  on  the  strength  of  the 
camping  episodes.  ^ 

"Scrambled  Eggs" 

Educational  1  ree' 

This,  as  the  name  implies,  is  a  very  mixed- 
up  and  pointless  affair.  Two  correspondence 
marriages  are  about  to  be  consummated,  but 
not  without  the  proverbial  misunderstandings. 
The  tell-tale  imprint  of  two  rouged  lips  on 
the  hero's  forehead,  the  lady's  stocking  pulled 
out  of  his  pocket ;  these  are  complications 
which  must  be  explained.  This  crudely  put 
together  slapstick  affair  is  below  the  average. 


"Solid  Ivory" 


Pathe  1  reel 

Earl  Mohan  and  Billy  Engle  are  very_  much  in 
evidence  here  in  a  series  of  comedy  falls,  trick  stunts 
with  a  flivver,  and  a  fling  at  the  "manly  art/'  Mohan 
is  the  aspiring  contender  for  the  world's  titular 
pugilistic  honors,  and  the  sequences  with  the  flivver 
show  his  chief  vehicle  for  training.  After  many  of 
the  difficulties  and  vicissitudes  that  usually  beset  the 
owner  of  one  of  Hank's  onery  tin  Lizzies,  Mohan 
finally  reaches  the  ring,  where,  in  the  words  of 
Jefferson  Shrewsbury  Nutt,  there  is  much  excite- 
ment, but  he  could  learn  nothing. 

Perhaps  the  device  of  showing  a  recalcit- 
rant flivver  come  to  grief  by  showing  its  de- 
parting spirit  taking  wings  bound  heaven- 
ward (much  after  the  manner  of  little  Eva 
soaring  to  the  angels  in  the  ten,  twenty  and 
thirt'  melos)  is  nothing  new,  but  Ralph 
Ceder,  who  directed  this  Roach  fun  film, 
pulls  it  here  with  a  deftness  that  is  certain 
to  draw  a  volume  of  laughs.  Our  hero,  Mo- 
han, is  so  tough  he  allows  motor  trucks  to 
run  over  his  face,  and  that  not  one  of  them 
suffers  a  "flat"  in  consequence,  is  a  worthy 
tribute  to  the  staunchness  of  tires  the  manu- 
facturers make  these  days.  In  any  event, 
that's  the  sort  of  lad  an  ambitious  aspirant 
for  heavyweight  championship  honors  meets 
in  our  hero,  and  what  takes  place  in  the 
ring  looks  like  a  wholesale  distribution  of 
cyclones,  hurricanes  and  a  few_  typhoons 
stuck  in  for  good  measure.  This,  in  a  sense, 
gives  an  idea  as  to  the  brand  of  action  in 
this  one-reeler.  As  for  the  humor,  there 
are  enough  gags  to  keep  the  spectator  di- 
verted throughout  and  send  him  away  with  a 
smile. 


40 


Exhibitors  Trade  Review 


F.  B.  O.'s  trio  of  funsters,  Alberta 
Vaughn,  Kit  Guard  and  Al  Cooke, 
supply  a  new  brand  of  two-reel  fea- 
turettes  in  the  "Amazing  Mazie"  series. 


"Mozart-Haydn" 

james  A.  Fitzpatrick  1  reel 

This  interesting  biographical  sketch 
should  please  any  intelligent  audience.  It 
shows  the  struggles  of  young  Mozart  in 
realistic  fashion.  It  is  full  of  human  in- 
terest stuff.  It  makes  a  complete  little 
story  by  itself. 

In  one  sequence  the  following  famous 
scene  is  depicted.  Mozart  wagers  that 
he  can  play  on  sight  any  of  Haydn's  com- 
positions. Hadyn  accepts  the  wager.  It 
develops  that  the  piece  calls  for  playing 
certain  keys  in  the  center  of  the  piano 
while  both  hands  of  the  pianist  are  at 
opposite  ends  of  the  instrument.  Mozart 
says  it  is  a  physical  impossibility  Dut 
Haydn  accomplishes  the  feat  by  striking 
the  keys  with  his  nose. 

Mozart's  death  is  graphically  portrayed. 
There  is  real  tragedy  and  pathos  in  these 
shots.  All  in  all  it  is  a  film  well  worth 
seeing. 

Tie-up  with  all  musical  societies,  schools, 
churches  and  the  better  element  of  your 
town.  Get  the  cooperation  of  libraries  and 
music  stores.  Stage  classic  playing  con- 
tests. 

*  *  * 

"As  You  Like  It" 

Ives-Leventhal  1  reel 

As  clever  a  novelty  as  was  ever  filmed. 
Any  audience  will  be  as  pleased  with  it 
as  a  child  with  a  new  toy.    It's  a  scream. 

Through  the  medium  of  the  colored 
glasses  the  audience  is  able  to  close  its 
own  ending  to  several  dramatic  situations. 

For  instance,  in  one,  the  villainous  land- 
lord is  about  to  foreclose  the  mortgage. 
Now  look  through  the  left  eye.  Here  comes 
the  prodigal  son  all  dressed  up  with  a 
suitcase  full  of  coin.  He  pays  the  mort- 
gage and  throws  the  villain  out.  Now  the 
right  eye.  Here  comes  friend  son  a  typi- 
cal hobo.  He  asks  the  landlord  for  a 
handout  and  is  kicked  into  the  street  with 
his  parents. 

The  villain  is  about  to  kidnap  the  bride. 
Enter  the  hero.  Left  eye — the  hero 
trounces  the  villain.  Right  eye — the  hero 
offers  the  villain  a  drink  and  tells  him  he 
is  quite  welcome  to  the  girl. 

So  it  goes.    A  riot  of  fun. 

By  winking  the  eyes,  the  audience  may 
see  both  endings  at  once.  This  is  a  sure 
source  of  hilarity. 

Play  it  up  as  one  of  the  best  novelties 
ever  made.  Promise  them  a  distinct  sur- 
prise. Tell  them  they  may  supply  their 
own  endings. 

*  *  * 

"The  Caretaker's  Daughter" 

Pathe  2  reels 

A  young  married  couple  are  both  motor  enthusi- 
asts until  their  car  drives  them  into  desperation. 
The  ysung  husband  then  takes  it  to  a  second-hand 
dealer  where  a  gunman,  just  out  of  jail,  is  inveigled 
into  buying  it.  From  there,  the  scene  changes  to  a 
wayside  inn,  where  the  gunman,  the  young  husband, 
both  their  wives,  and  several  others  figure  in  a  wild 
scramble  of  intrigue  and  their  comic  attempts  to  get 
out  of  it. 

The  gag  man  was  apparently  on  his  toes, 
looking  for  opportunities  to  capitalize  all. 
the  tricks  of  his  trade,  when  this  two-reeler, 
featuring  Charlie  Chase,  was  put  together. 
When,  for  example,  Charlie  cultivates  the 
confidence  of  the  gunman,  and  merely  by  a: 
series  of  "knowing"  winks,  persuades  him  to 
buy  his  more  sinning  than  sinned-agsinst  car. 
we  have  a  situation  in  screen  humor  of 
which  even  a  Chaplin  might  well  be  proud. 
It  is  immense.  In  later  sequence,  there  is  a 
real  pot-pourri  of  fun  in  the  wild  scramble 
that  ensues  when  four  lively  "intriguers," 
each  ignorant  of  the  other's  movements,  en- 
deavor to  masquerade  as  one  and  the  same 
owner  of  a  sinister  wayside  inn.  What  hap- 
pens is  a  gagster's  picnic,  with  clever  antics 
by  such  good  funmakers  as  William  J.  Kellv, 
Jimmy  Finlayson,  Jimmie  Parrott  and  Sy- 
mona  Boniface. 


"On  the  Go" 

Fox  2  reels 

Sid  Smith  as  a  mailman  travels  many  weary 
miles  daily.  Finally  his  vacation  arrives.  He  de- 
termines to  sleep  for  two  weeks.  But  wife  has  made 
other  plans.  They  go  on  a  hike.  Many  catastrophes 
take  place  with  Sid  getting  the  worst  of  it,  espe- 
cially at  the  hands  of  the  wife's  family.  In  the  end 
he  narrowly  escapes  going  over  a  falls.  The  doctor 
prescribes  long  walks  for  him. 

An  amusing  Fox  Imperial  comedy,  this 
one  has  a  lot  of  good  gags.  They  should 
reap  rewards  of  laughter  from  any  but  the 
most  blase  audiences. 

One  of  the  good  things  is  where  Sid,  a 
tired  mail  carrier,  has  just  climbed  up  and 
down  a  flight  of  stairs  that  look  a  mile  long. 
As  he  reaches  the  bottom,  the  woman  of  the 
house  frantically  beckons  him  up  again. 
Staggering  to  the  top  he  is  asked :  "Won't 
you  take  little  Johnny  away  in  your  bag  if  he 
is  a  bad  boy?"  He  smiles  a  fainting  "Yes," 
and  again  resumes  his  weary  way. 

Lots  of  funny  things  happen  on  the  hiking 
trip.  There  is  a  good  comedy  thrill  in  the 
spectacle  of  Sid  slipping  swiftly  toward  the 
falls  that  roar  down  for  many  feet.  The  last 
straw  is  when  the  doctor  tells  him  he  needs 
exercise. 

The  cast  contains  Sid  Smith,  Lois  Boyd, 
Tommy  Hicks  and  Harry  Dunkinson.  Play 
up  the  star.  Invite  the  mail  carriers  to  at- 
tend free.  Make  your  showing  the  begin- 
ning of  a  campaign  for  more  money  for  the 
letter  men. 

Radio  to  Exploit  Dutch  Flower 
Shorts 

Cranfield  &  Clarke  have  decided  that  they 
will  advertise  their  new  series  of  Dutch  pic- 
tures through  the  medium  of  the  r^dio. 

Through  an  arrangement  with  Doubleday, 
Page  &  Co.,  with  whom  they  made  these  pic- 
tures in  Holland,  they  will  broadcast  a  little 
talk  to  the  theatres  and  garden  people 
throughout  the  country.  Mrs.  Wangner,  of 
the  National  Garden  Magazine,  will  give  this 
talk,  and  it  will  be  followed  up  by  a  radio- 
gram to  each  first  run  theatre  throughout  the 
country.  Boy  Scouts  will  aid  in  the  radio 
tie-up. 

The  company  will  announce  at  a  later  date 
when  these  pictures,  namely,  Tulip  Land, 
Let's  Go  Fishing:,  and  Wooden  Shoes,  are  to 
have  their  premier  showing  on  Broadwav 


"Maid  in  Morocco" 

Educational  2  reels 

The  story  of  a  lovely  maiden  and  a  romantic  young 
man  whose  dreams  of  a  happy  life  in  wedlock  are 
almost  shattered  by  the  designs  of  the  Caliph  who  be- 
comes enamoured  of  the  bride-to-be.  However, 
through  the  ingeniousness  of  her  fiance,  she  makes 
her  escape  and  they  are  reunited. 

Because  of  its  lavish  settings,  its 
thoughtful  story,  its  star  and  cast,  this 
comedy  is  the  best  Lupino  Lane  comedy 
produced.  Lupino  Lane  has  many 
thrilling  escapades  in  rescuing  his  fiance 
from  the  unworthy  Caliph  who  is  desirous  of 
adding  her  to  his  20u  wives.  A  most  humor- 
ous scene  -takes  place  in  the  harem,  where 
the  Caliph  orders  his  new  favorite  to  be 
brought  in  to  trip  the  light  fantastic  for  him. 
Lupino,  in  disguise,  enters,  and  starts  his 
terpsichorean  demonstration  with  an  emula- 
tion of  an  Egyptian  dance  in  harmony  with 
the  time  and  place.  However,  in  the  strain  of 
travesty,  he  changes  his  tempo  ana  gives  a 
highly  spirited  interpretation  of  the  Charles- 
ton, commingled  with  cartwheels  and  high 
kicking,  producing  a  rather  grotesque  effect  in 
his  Egyptian  garment  and  oriental  back- 
ground. You  needn't  hesitate  to  book  this 
one. 

Del  Andrews  Signed 

For  Universal  "Gumps' ' 

Del  Andrews,  well  known  director  of  com- 
edies and  features,  has  been  signed  to  direct 
the  forthcoming  series  of  "Andy  Gump"  com- 
edies to  be  released  by  Universal,  according 
to  announcement  from  Samuel  Von  Ronkel, 
producer  of  the  pictures.  Andrews  stepped 
to  the  front  as  one  of  Hollywood's  most  cap- 
able comedy  directors  when  he  made  "The 
Galloping  Fish,"  an  unusual  feature  comedy 
produced  by  the  late  Thomas  H.  luce. 

He  directed  Alberta  Vaughn  and  George 
O'Hara  in  a  series  of  comedies  for  F.  B.  O. 
then  directed  several  features  for  that  com- 
pany. His  first  production  for  Van  Ronkel, 
now  being  made,  bears  the  intriguing  title  of 
"Min  Walks  in  Her  Sleep,"  and  chronicles 
the  adventures  of  Andy's  famous  wife  as  a 
somnambulist. 


October  10, 1925 


41 


Eight  F.  B.  O.  Shorts 

For  November  Release 

AN  attractive  schedule  of  short  subjects 
will  be  offered  by  F.  B.  0.  for  the  month 
of  November.  November  1st  is  set  as  the 
release  date  for  "A  Ton  of  Fun  in  a  Beauty 
Parlor,"  a  Standard  Fat  Men  comedy  star- 
ring Fat  Karr,  Tiny  Alexander  and  Kewpie 
Ross,  the  three  fattest  men  on  the  screen. 
The  same  day  will  also  see  the  release  of  a 
Bray  cartoon  from  the  pen  of  Walter  Lantz 
as  yet  untitled. 

On  November  8th  the  fifth  episode  of  "The 
Adventures  of  Mazie,"  starring  Alberta 
Vaugh-n,  will  be  distributed.  No  title  for 
this  two-reel  subject  has  yet  been  selected. 
In  support  of  Miss  Vaughn  are  Larry  Kent, 
Kit  Guard  and  Al  Cooke,  while  Ralph  Ceder 
is  directing,  from  the  continuities  of  Deris 
Anderson. 

The  sixth  Bray  cartoon,  as  yet  untitled,  will 
be  distributed  on  November  15th,  as  well  as 
"Hold  Tight,"  a  two-reel  Blue  Ribbon  com- 
edy starring  Alice  Ardell,  which  Joe  Rock 
is  producing  for  F.  B.  O.  release. 

On  November  22nd  the  sixth  episode  of 
"The  Adventures  of  Mazie"  will  be  ready  for 
exhibitors.  A  Standard  Fat  Men  comedy,  as 
yet  untitled,  will  be  shown  on  November  29th, 
as  well  as  a  Bray  cartoon. 

"Wild  Beasts"  Broadcast 

Major  Edward  Bowes,  who  usually  confines 
his  radio  talk,  broadcast  over  Station  WEAF, 
to  that  portion  of  the  Capitol  Theatre  pro- 
gram having  musical  interest,  made  a  depart- 
ure from  this  custom  when  he  called  the 
attention  of  those  listening  in,  to  the  two-reel 
Educational  Pictures  special,  "Wild  Beasts 
of  Borneo,"  when  this  short  subject  was 
shown  at  the  big  Broadway  house  last  week. 


Music  Cue  Sheet 

Issued  for  "Our  Gang" 

Assuming  somewhat  the  comprehensive 
proportions  of  regular  feature  press  books, 
Pathe  is  issuing  a  snappy  line  of  short  sub- 
ject exploitation  campaign  sheets  on  all  its 
comedies  For  the  latest  "Our  Gang"  series 
release,  "Your  Own  Back  Yard,"  they  have 
even  prepared  a  thematic  music  cue  sheet, 
based  on  the  famous  pickaninny  ballad  by 
Karl  Kenneth,  which  inspired  the  production 
of  the  comedy.  In  the  same  press  book  i? 
given  breezy  copy  for  every  exhibitor  need ; 
advance  newspaper  readers ;  little  shorts 
suitable  for  programs,  house  organs,  etc. ; 
lour  illustrated  corner  block  advertising  sug- 
gestions and  illustrated  slides,  lobby  photos, 
one  and  three  sheets  and  trailer  information. 

There  are  four  press  books  on  the  follow- 
ing Hal  Roach  comedies,  all  containing  pub- 
licity ready-made  for  your  newspapers, 
newsy  little  squibs  that  will  fill  up  holes  on 
the  movie  page,  advance  readers,  one  and 
two  column  stories,  corner  blocks  readv  to 
paste  on  your  newspaper  advertising  which 
will  save  an  exhibitor  money  on  illustration- 
poster  and  lobby  decorations.  Our  Gang,  in 
"Better  Movies,"  "A  Punch  in  the  Nose," 
with  such  funsters  as  Lucien  Littlefreld, 
Jimmie  Finlayson,  Al  St.  John,  Lige  Conley, 
Martha  Sleeper  and  Dot  Farley ;  Charley 
Chase  in  "The  Caretaker's  Daughter";  and 
Clyde  Cook  in  "Moonlight  and  .Noses." 

Four  more  press  sheets  are  offered  on 
Mack  Sennett's  "Hurry  Doctor,"  featuring 
Ralph  Graves;  Mack  Sennett's  "Don't  Tell 
Dad,"  featuring  Graves;  Sennett's  "A  Rainy 
Knight,"  and  "Over  There- Abouts  " 


"Oh  Buster"  Starts  Work 

at  Hollywood  Studios 

TJROM  the  Hollywood  studios  of  the  Ceh- 
tury  Film  Corporation,  comes  word  that 
work  has  begun  on  the  third  comedy  of  the 
Buster  Brown-Century  Comedy  series.  It  is 
called  "Oh  Buster,"  and  will  be  ready  for 
telease  in  December. 

The  first  two  releases  of  the  series,  "Edu- 
cating Buster"  and  "Buster,  Be  Good,"  al- 
ready have  been  played  in  hundreds  of  thea- 
tres. The  first  was  released  September  23. 
It  played  in  such  big  first  run  houses  as  the 
Forum,  Los  Angeles ;  the  Granada  Theatre, 
San  Francisco  ;  the  Piccadilly,  Rochester ; 
Liberty  Theatre,  Kansas  City;  the  Alham- 
bra,  Milwaukee,  and  scores  of  others  of  equal 
prominence,  and  was  an  unqualified  success, 
according  to  reports  from  these  theatres.  "Oh 
Buster"  is  being  directed  by  Gus  Meins,  well 
known  as  a  comedy  director. 

Although  the  Buster  Brown  Comedies  are 
being  released  as  a  part  of  Century's  sched- 
ule of  52  pictures  a  year,  they  are  being 
sold  under  special  arrangements  and  are  said 
to  be  chalking  up  new  sales  records  for  the 
Century  company. 

t-    *  * 

Buckingham  With  Fox 

George  E.  Marshall,  Fox  Film  Corpora- 
tion comedy  supervision,  announces  that  Tom 
Buckingham  has  returned  to  the  directorial 
staff  of  the  Fox  comedy  unit.  For  a  number 
of  years  Mr.  Buckingham  directed  Fox  come- 
dies. Mr.  Buckingham  is  now  busily  engaged 
preparing  a  new  Imperial  comedy  which 
shortly  is  to  go  into  production. 


OF  THE 

FAMOUS 

AND  TREMENDOUSLY 

POPULAR. 


FROM  THE  PEN 
OF  THE  CELEBRATED 

WALTER/ 
LANTZ, 


You  Can  Get  'em  From 

F.  B.  O. 


The  new  Bray  Cartoons  (Combination  pen  and  ink  and  straight  photo- 
graphic effect)   are  a  tremendous  hit. 

There  are  26  of  them,  1  reel  each.  Brand  new  novel  ideas  in  up  to  the 
minute  stuff  that  will  go  over  like  a  house  afire  in  every  theatre  in  the  land, 
big  or  small. 

SEE  these  new  Bray  Cartoons.  Match  'em  alongside  of  anything  in  the 
business.  You'll  book  the  Brays  and  when  you  DO  book  'em — don't  fail  to 
boost  'em  in  your  advertising.  See  your  nearest  F.  B.  O.  Exchange  or  speak 
to  the  F.  B.  O.  salesman  who  calls  on  you,  and  DO  IT  NOW.  Don't  let 
these  crackerjack  business  builders  get  away  from  you. 

Distributed  by 

FILM  BOOKING  OFFICES  OF  AMERICA,  Inc. 


723  Seventh  Avenue,   New  York. 


Exchanges  Everywhere. 


42 


Exhibitors  Trade  Review 


LANE  &  HAMILTON  ON 

OCT.  EDUCATIONALS 

WITH  two  of  Educational's  comedy  stars, 
Lloyd  Hamilton  and  Lupino  Lane,  get- 
ting under  way  with  their  new  series 
the  October  schedule  of  releases  is  the  most 
notable  in  several  months.  In  all,  five  two- 
reel  and  five  one-reel  comedies,  as  well  as 
the  customary  twice  a  week  releases  of  Kino- 
grams,  Educational's  news  reel,  will  be  is- 
sued during  the  current  month. 

"The  Movies"  is  the  first  of  this  season's 
Hamilton  Comedies,  and  will  be  released  on 
October  4th.  It  shows  Lloyd  as  a  country  boy 
who  leaves  home  to  make  his  fortune  in 
Hollywood.  "The  Movies"  was  directed  by 
William  Goodrich. 

The  well  known  English  comedian,  Lu- 
pino Lane,  who  will  be  remembered  for  his 
excellent  work  in  "Isn't  Life  Wonderful?" 
has  injected  his  distinctive  screen  personality 
into  "Maid  in  Morocco,"  the  first  of  Educa- 
tional's 1925-26  series  of  six  releases  which 
will  star  him.  It  will  be  released  October  11. 
An  inborn  mastery  of  pantomimicry  and 
years  of  training  in  the  same  severe  school 
that  produced  Charlie  Chaplin,  make  this 
comedian's  work  stand  on  a  high  plane  in  the 
world  of  comedy.  Charles  Lamont  directed 
the  first  of  the  Lupino  Lane  comedies. 

Educational's  October  4  releases  will  also 
introduce  a  new  Christie  comedian,  Billy 
Dooley  in  "A  Misfit  Sailor."  The  role  is  simi- 
lar to  the  part  in  which  he  built  up  such  an 
enviable  reputation  in  vaudeville  circuits 
throughout  the  country.  A  one  reel  animated 
cartoon,  "Felix  the  Cat  on  the  Farm,"  com- 
pletes the  schedule  for  this  week. 

Coincidentally  with  the  first  Lane  two- 
reel  subject  on  October  11  there  will  be  re- 
leased a  one-reel  Cameo  Comedy,  "Dog 
Days."  The  first  of  the  new  season's  two 
reel  Juvenile  Comedy,  "Baby  Be  Good,"  ap- 
pears on  October  18,  introducing  two  of  the 
screen's  most  skillful  child  comedians,  Bonnie 
Barrett  and  "Big  Boy"  (Malcolm  Sebastion), 
who  are  supported  by  a  clever  supporting  cast 
of  youngsters.  "Felix  the  Cat  on  the  Job,"  and 
"Knicknacks  of  Knowledge,"  a  Lyman  H. 
Howe  Hidge-Podge,  both  one-reel  offerings, 
complete  this  week's  schedule. 

A  Mermaid  Comedy,  "Spot  Light,"  the  two- 
reel  release  for  the  final  week  of  October, 
features  Lige  Conley  in  a  most  enjoyable 
satire  on  "back  stage"  life.  Another  Cameo 
one-reeler,  "Scrambled  Eggs,"  completes  the 
Comedy  schedule  for  October  25. 


Four  New  Press  Books 

On  Fox  Comedies  Ready 

'T'HE  first  four-page  press  books  on  each 
of  the  four  new  series  of  comedies  which 
the  Fox  Film  Corporation  is  distributing  this 
year  have  been  sent  to  all  Fox  branches  and 
exchanges,  The  first  is  a  press  and  campaign 
book  for  the  William  Fox  versions  of  the 
O.  Henry  Story  Gems  of  Fiction.  Eight  of 
these  two-reel  subjects  are  to  be  released 
during  the  season  1925-26.  The  book  is  full 
of  press  stories,  pulling  paragraphs,  business 
bringers,  teasers  and  adaptable  newspaper 
and  program  paragraphs  on  the  first  three 
subjects  in  this  series:  "Shoes,"  "Transients 
in  Arcadia,"  and  "Failure."  In  addition 
there  are  a  number  of  O.  Henry  ad  cuts 
furnished. 

The  next  book  is  a  compilation  of  press 
stories  on  the  "Married  Life  of  Helen  and 
Warren"  comedies,  based  on  the  stories  by 
Mabel  Herbert  Urner ;  a  scries  of  satirical 
snapshots  of  modern  married  life.  The  same 
detail  of  little  persuaders,  pulling  paragraphs, 
one-column  newspaper  stories  and  ad  cuts 
is  liberally  furnished  for  the  use  of  exhibi- 
tors. 

Press  material  for  the  William  Fox  come 
dies  is  in  the  third  press  book.  The  material 
covers  "Sweet  Marie,"  featuring  Sid  Smith  ; 
"On  the  Go,"  with  Smith ;  "Love  and  Lions," 
with  Harold  Goodwin  and  Virginia  Marshall. 

Last,  but  not  least,  there  is  a  book  of  press 
stories  on  the  very  popular  Van  Bibber  se- 
ries of  comedies,  starring  Earle  Foxes.  A 
page  of  pithy  rar?granhs  for  program  or 
newspaper  is  given,  adaptable  to  any  Van 
Bibber  comedy. 

In  particular,  there  ?re  press  stories  on  "A 
Parisian    Knight,"    "The    Wrestler,"  .  "The 
Sky  Jumper,"  and  "The  Big  Game  Munter." 
*    *  * 

VAN  BIBBERS  CONTINUE 

Production  of  the  famous  Richard  Har- 
ding Davis  Van  Bibber  stories  will  be  re- 
sumed early  in  December  at  Fox  Film  Cor- 
poration's West  Coast  Studios,  with  Earle 
Foxe  and  Florence  Gilbert  continuing  in  the 
leading  roles,  accord:ng  to  George  E.  Mar- 
shall, Fox  comedy  supervisor. 

Mr.  Foxe  is  now  playing  an  important  role 
in  "Wages  for  Wives,"  under  the  direction  of 
Frank  Borzage.  Miss  Gilbert  is  playing  her 
second  leading  role  opposite  Buck  Tones  in 
"The  Desert  Price" 


News  Reels  in  Brief 


Kinograms  No.  5124 

NEW  YORK — Huge  crowds  block  Wall 
street  when  army  stages  sham  battle  to 
celebrate  aviation  week.  RACCOGNIGI, 
ITALY — Princess  Mafalda,  King's  second 
daughter,  is  married  to  Prince  Philip  of 
Hesse.  SANTA  ROSA,  CAL. — Burbank, 
plant  wizard,  denies  he  is  to  sell  his  won- 
derful garden  to  Stanford  University  (a. 
Kinograms  exclusive).  LONDON — British 
girl  athletes  in  exciting  hurdle  races. 
ABERDEEN,  MD. — Big  guns,  gas,  smoke 
screens,  and  bombs  form  impressive  spec- 
tacle for  big  crowds.  NEW  YORK — Scoot 
their  way  to  championships,  kiddies  from 
public  schools  hold  pushmobile  finals  in 
Central  Park. 

International  News  No.  83 

SANTIAGO,  CHILE— Chilean  army  in 
spectacular  review.  QUINCY,  MASS. — An- 
other giant  airplane  carrier  for  U.  S.  Navy. 
FOX  LAKE,  WIS.— "Bob"  LaFollette, 
youngest  man  ever  elected  to  U.  S.  Senate. 
N.  Y.  CITY — Carl  Laemmle,  famous  film 
man,  returns  from  Europe.  NEAR  SHANG- 
HAI, CHINA — The  curious  "dog-faced"  man 
of  China.  WASHINGTON,  D.  C. — World 
parliament  for  universal  peace  begins  ses- 
sions. RICHMOND,  VA. — Railway  tunnel 
caves  in  with  fatal  results.  ABERDEEN, 
MD. — "Leap  for  Life"  in  test  of  new  anti- 
aircraft guns.  LOS  ANGELES,  CAL. — New 
million  dollar  ball  park  opened  in  Los 
Angeles.  RICHMOND,  CAL. — Roughest  and 
steepest  hill  climb  full  of  thrills.  CAM- 
BRIDGE, MASS. — Rensselaer  battling  vain- 
ly to  halt  Harvard.  N.  Y.  CITY — Columbia 
hammering  Johns  Hopkins.  (Omit  Cin- 
cinnati, Cleveland,  Washington  and  Phila- 
delphia)— Yale  plavs  rings  around  Middle- 
bury.  CHAMPAIN,  ILL.— Nebraska's  re- 
markable victory  over  Illinois.  ANNAPO- 
LIS, MD.  (Washington  only) — Navy  eleven 
plows  through  William  and  Mary  defense. 
CLEVELAND,  OHIO. — U.  S.  Marines  and 
Carroll  University  elevens  provide  plenty 
of  thrills.  PHILADELPHIA,  Pa. — Penn's 
husky  eleven  forced  to  extend  itself  to  de- 
feat Swarthmore's  game  youngsters.  RAC- 
CONIGI,  ITALY — Italian  King's  daughter, 
Princess  Mafalda,  weds  Prince  Philip  of 
Hesse. 

Fox  News  No.  72 

WASHINGTON,  D.  C. — Col.  William  C. 
Mitchell  appears  as  chief  witness  before  air 
inquiry  board.  BLOCK  ISLAND — The  at- 
tempt to  raise  the  Submarine  S-51.  WASH- 
INGTON, D.  C. — A  day  with  M.  Caill?ux. 
SALZBURG,  AUSTRIA — Staging  of  "The 
Miracle"  brings  nobility.  WINDSOR 
SHADES,  VA. — Quail  are  raised  in  captiv- 
ity. N1LES,  MICH. — Jack  Dempsey  finally 
signs.  NIAGARA  PALLS,  N.  Y. — Difficult 
engineering  feat.  SOUTH  BEND,  IND. — 
Knute  Rockne  whips  his  Notre  Dame  team 
into  shape.  COLUMBIA,  MO. — Coach  Gwinn 
Henry  whips  his  Tiger  football  team  into 
shape.  BROCKTON,  MASS. — Eager  throngs 
attend  the  Brockton  Pair.  VENICE,  CAL. 
— Daring  riders,  mounted  on  motorcycles, 
compete  in  broadjumping.  LOS  ANGELES, 
CAL. — U.  S.  battle  fleet  back  home  again. 
SYDNEY,  N.  S.  WALES. — Men  and  women 
riders  compete  in  a  thrilling  two-mile 
paper  chase. 

New  Wanda  Wiley  Released 

/"^ENTURY  Film  Corporation  announces 
^  the  release  of  the  second  new  Wanda 
Wiley  comedy,  "Cupid's  Victory,"  through  all 
Universal  exchanges.  This  is  heralded  as  the 
best  two-reeler  Miss  Wiley  ever  made.  It  is 
built  around  a  logical  story  and  is  filled  with 
comedy  situations. 

She  has  an  opportunity  in  this  picture  to 
put  over  several  of  the  daring  stunts  which 
have  won  her  fame.  "Cupid's  Victory"  was 
directed  by  Charles  Lamont.  In  the  support- 
ing cast  are  Earl  McCarthy,  Tony  Hayes  and 
a  bevy  of  Century  beauties,  recruited  from 
the  Century  Follies  Girls. 


"Watch  the  birdie"  and  unsuspecting  little 
Farina    got    an    eyeful    of    water.  His 
mammy  warned  him  to  stay  in  "Your  Own 
Back  Yard,"  a  Pathe  Our  Gang 


October  10,1925 


43 


THEATRE  EQUIPMENT 

AND  ACCESSORIES 


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


Martin  Converters  for  Low 
and  High  Intensity  Arcs 

All  the  advantages  of  a  motor-generator 
set,  combined  with  high  efficiency  and  sim- 
plicity in  operation  are  embodied  in  the  Mar- 
tin Rotary  Converter,  manufactured  for  mo- 
tion picture  theatres  by  the  Northwestern 
Electric  Company  of  Chicago.  An  additional 
advantage  of  higher  efficiency  over  any  other 
motor  generator  set,  as  compared  with  the 
multiple  wound  sets  and  better  adaptability 
to  all  kinds  of  arc  lamps,  when  compared 
with  the  series  wound  motor  generator  ^ets, 
is  claimed  by  the  company  in  its  attractive 
and  informative  booklet. 

Operating  Moving  Picture  Arcs 

To  convert  alternating  into  true  direct  cur- 
rent for  projection  arcs,  the  "Martin"  Rotary, 
it  is  asserted  by  the  Northwestern,  has  dem- 
onstrated its  superiority  over  all  types  of 
motor  generator  sets,  and  mercury  or  me- 
chanical rectifiers.  The  emergency  panel,  il- 
lustrated on  this  page,  with  the  "Martin" 
converter,  is  the  only  self-contained  outfit  on 
the  market  which  combines  in  one  unit  all 
the  resistances,  switches  and  fuses  necessary 
to  control  and  deliver  direct  current  to  any 
number  of  arc  lamps,  and  at  the  same  time 
furnish  alternating  current  for  use  in  case 
the  rotary  should  be  out  of  service  for  any 
cause.  The  use  of  the  emergency  panel  with 
the  rotary  eliminates  the  cost  of  compense 
arcs  for  emergency  purposes  and  saves  its 
extra  cost  in  wiring  alone. 

High  and  Low  Intensity 

One  of  the  latest  advantages  embodied  in 
the  "Martin"  is  the  fact  that  the  machine 
can  be  used  for  the  new  Low  Intensity  Reflec- 
tor Lamps  just  as  well  as  for  the  High  In- 
tensity which  was  formerly  used.  The  Mar- 
tin Rotary  was  adapted  for  this  purpose  in 
Chicago  Theatre,  and  even  on  installations 
that  have  been  in  for  years,  it  was  only  nec- 
essary to  change  resistances  in  order  to  adapt 
the  machine  to  the  new  lamps. 

All  these  advantages,  combined  with  the 
simplicity,  high  efficiency  and  unity  power 
factor  features  of  the  "Martin"  Rotary  has 
earned  for  it  phenomenal  success. 


MOVIE  THEATRE 

BANNERS 

30t  Each 


WORDED  TO  ORDER— FOUR  COLORS 

Size  32  in.  or  36  in.  by  10  ft.    30c — sizes  over 
ten  feet  5c  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, 
Tel.  Olympic  2131 
Fine  Arts  Studios.  Inc.         4500  Sunset  Blvd. 
HOLLYWOOD,  CALIF. 
Mail  us  a  trial  order  TODAY. 


New  Theatres 
Reported 

PHILADELPHIA. 

Archt.  Hodgens  & 
Hills,  130  S.  16th  St., 
building  theatre  at 
Frankfort  ave.  Own- 
er, W.  Freihofer,  care 
Freihofer  Baking  Co., 
20th  and  Indiana  ave., 
1  sty.,  93x190. 

NEW  KENSINGTON, 
PA. 

Archt.  J.  Nichols, 
Sth  ave.,  building  the- 
atre at  5th  ave.  Own- 
er, S.  Maimovitz,  Co- 
lumbus Amusement 
Co.,  5th  ave. 

WOODLAWN,  PA. 

Archt.  F.  M.  Stet- 
son, 425  Franklin 
ave.  Building  the- 
atre at  Franklin  ave. 
Owner,  Anthony  P. 
Jin,  care  Strand  The- 
atre, Franklin  ave.,  1 
sty.  and  bas.,  25  x  100. 

NEW  YORK  CITY. 

Archt.  Thos.  W. 
Lamb,  664  8th  ave., 
drawing  plans  on  the- 
atre at  west  side  8th 
ave.,  56-57th  sts.  Own- 
ers, F.  Ziegteld  and 
W.  R.  Hearst,  214  W. 
42nd  St. 

EASTHAMTON,   N.  Y. 

Archt.  J.  G.  Thorpe 
drawing  plans  for  the- 
atre. Owner,  Leonard 
Edwards. 


[OBOE 


I0E30E 


lonoi 


THINK  IN  COLORS 


SEE  IN  COLORS  D 

o 


0  DO  IN  COLORS  "  '        WIN  WITH  COLORS  Q 

'  INDISPENSABLE  FOR  CORRECT  * 


MOTION  PICTURE 

8      MUSICAL  PRESENTATION  3 

Not  an  Encyclopedia  or  Book 

-BUT- 

S  A  PRACTICAL  METHOD  8 

D  B 

FOR  OBTAINING  MUSICAL  RESULTS 
WHICH    WILL    INCREASE  YOUR 

BOX  OFFICE  RECEIPTS 

n        FOR  PARTICULARS  WRITE  DIRECT  TO  2 


USIC  BUYERS  CORP. 

1520  Broadway,  New  York 
aocaOi  ipcaoi  ssaocaoi 


"Eyemo"  New  Portable  Bell 

and  Howell  Automatic  Camera 

The  announcement  of  a  new  light  weight, 
portable  standard  motion  picture  camera,  de- 
signed and  built  by  the  Bell  &  Howell  Com- 
pany, Chicago,  manufacturers  of  95  per  cent 
of  the  professional  cameras  and  equipment 
used  in  studios,  it  being  received  with  great 
enthusiasm  by  cinematographers., . 

The  camera  measures  but  4^4  x  6  x  8 
inches,  and  weighs  only  7  pounds,  and  uses 
no  tripod.  It  is  apparent  that  the  same  sound 
operating  principles  as  feature  the  more 
costly  professional  studio  cameras  has  been 
embodied  in  the  new  "Eyemo." 

The  camera  is  entirely  automatic.  Thirty- 
five  feet  of  film  are  exposed  at  one  winding 
Adjustable  speed  permits  the  taking  of  nor- 
mal speed  of  16  exposures  per  second,  and 
half  speed,  eight  exposures  per  second. 


Sperry  New  Type 

Projection  Lamp 

Special  automatic  lamps  are  necessary  to 
obtain  reliable  high  intensity  results.  Hall 
&  Connolly,  Inc.,  operating  under  the 
Sperry  High  Intensity  Arc  Patents,  the  same 
patents  governing  the  high  powered  search- 
lights to  the  Army  and  Navy,  have  on  the 
market  a  new  model  high  intensity  lamp. 

Five  years'  practical  experience  has  pro- 
duced improvements  in  this  lamp,  such  as 
new  heat  resisting  alloys,  points  of  conveni- 
ence and  accessibility  and  simplicity  of  auto- 
matic functioning. 


Mr.  Exhibitor:  Ask  at  the  Film  Exchanges 
for  the 


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


HOUSE 


■v 

e  newest, 
finest  and  most 
'  conveniently  situated  \ 
hotel  in 
COLUMBUS  IB 

OHIO  1      OPEN  AFTER 

'(  AUGUST  "25  'lWj 
FREPFRICK  W.BERGMAN 

Mutinying  Dxvctor 


44 


Exhibitors  Trade  Review 


COMFORT 

CONVENIENCE 
^ECONOMY 
v/;NEWYORK 

WITHOUT  sacrificing 
home  comforts, 
while  enjoying  all  the 
modern  conveniences 
New  York  offers  its 
visitors,  stop  at  the  Hotel 
Martinique.  Unusual 
rates  as  low  as  $2.50  per 
day.  Restaurant  service 
is  especially  economical. 
Club  breakfast  45c— de- 
lightful table  d'hote 
dinner  at  $1 .25.  Also  a  la 
carte  at  moderate  prices. 

The  Hotel  Martinique  is  lo- 
cated right  in  the  midst  of 
the  busy  shopping  districts, 
is  right  across  the  street  from 
the  famous  Hotel  McAlpin 
and  all  business  centres  are 
readily  accessible. 

In  fact,  you  can  go  direct 
from  the  Martinique  to  any 
place  in  New  York  without 
stepping  out  of  doors  (via  en- 
closed subway  from  base- 
ment). 

A.  E.  SINGLETON,  Res.  Mgr. 

^St  without 

Jj£  Hotel  *V 

JJkrtimifue 

(Affiliated  with  Motel  XAlpin 

Broadway-32-/fl33^Sts. 

NEW  vORK 


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 


Classified  Opportunities 

Rate  2  Cents  a  Word — Cash  With  Copy 


For  Sale 


FOURTEEN  HUNDRED  NEW  OPERA 
CHAIRS,  some  upholstered.  New  goods  made  on 
contract  to  fit.  Bankrupt  stock,  at  a  big  saving. 
EIGHT  THOUSAND  YARDS  of  government 
Standard  Battleship  Linoleum  and  Cork  Carpet  at 
less  than  wholesale  prices  for  theatres,  churches, 
dubs  and  lodges.  Guaranteed  goods.  Not  less  than 
one  roll  sold.  J.  P.  REDINGTON  &  COMPANY. 
SCRANTON,  PA.  

VENEER  SEATS  and  backs.  1200  for  any  size 
chair,  never  used.  Will  fit  to  suit.  Redington 
Co.,  Scranton,  Pa. 

VENTILATION  SYSTEMS.  We  have  several 
blowers  complete  with  motors  which  we  will  sell  at 
a  very  cheap  price.  C.  G.  Demel,  84S  S.  State  St., 
Chicago. 

450  VENEER  SEATS,  2  Powers  6A  machines,  1 
mirroroid  screen,  1  asbestos  booth,  2  exhaust  tans. 
Act  quick.  Osceola  Theatre,  258  St.  Ann's  Ave., 
Bronx,  N.  Y. 

FOR  SALE — Modern  movie;  priced  for  quick  sale, 
account  of  illness ;  wonderful  bargain ;  county  seat 
of  10,000.  Box  24,  Exhibitors  Trade  Review,  New 
York  City. 

M.  P.  CAMERA,  $125 ;  Studio  lamps,  $75  each. 
Metropolitan  Films.  Altoona,  Pa. 

FOR  SALE:  Pathe  Camera;  good  .as  new;  with 
new  Bell  Howell  tripod,  complete  $450.00.  Also 
new  200  foot  Universal  Camera  with  7  magazines. 
$250.00.  Or  bo^h  outfits  for  $600.00.  H.  Berger,  197 
Hamilton  St.,  Dorchester,  Mass. 

SMALL  CHOICE  LOT  2,  3,  4,  5-reel  features. 
Positively  nearly  new.  Extra  good  plays.  Plenty 
new  paper.  $5.00  per  reel.  25%  deposit;  balance 
C.O.D.  with  examination.  Amer  Film,  1149  Fair 
Ave.,  Columbus,  Ohio. 

THE  TOLL  OF  MAMMON,  4  reels,  $12.00;  25% 
with  order,  balance  C.O.D.  Marvin  Gear,  2635 
Cleveland  Ave.,  S.W.,  Erie,  Pa. 

A  CHEAP  BUY — 280  splendid  theatre  chairs  in 
fine  condition  for  sale.  Originally  these  chairs  cost 
$12.00.  No  good  offer  refused.  Apply,  Manager, 
Loew's  Aldine  Theatre,  Pittsburgh,  Pa. 

MOTIO GRAPH,  Motor  Driven,  Mazda  equipped, 
two  bulbs,  never  used,  with  regulator.  Complete 
theatre  machine,  $60.00.  C.  F.  Maurer,  1012  Cleve- 
land Ave.,  S.  W.,  Canton,  Ohio. 

FOR  SALE:  Underwood  Standard  Typewriter  No. 
3,  16  inch  carriage.  Practically  new.  Can  be  used 
for  billing,  etc.  Original  cost  $150.00  ;  will  sell 
for  $65.00.    Box  S,  Exhibitors  Trade  Review. 


At  Liberty 


A-l  VIOLINIST,  leader  or  baton  at  liberty.  First 
class  p'cture  house  experienced ;  large  library.  Pro- 
duce prologues,  novelties,  etc.  Union,  young,  and 
neat  appearance.  Can  furnish  other  first  class 
musicians.  Best  of  references.  Box  266,  Orange- 
burg,   S.  C. 


Position  Vacant 


WANTED :  Organist  for  moving  picture  theatre — 
one  who  is  thoroughly  experienced.  Six  days. 
Julius  Freedman,  Forest  City,  Penn. 


Mailing  Lists 

Will  help  you  Increase  Bale* 
Send  for  FREE}  catalog  sirlnt 
conn  ts  and  prlceson  classified  namsc. 
of  yon  r  be*  t  prospective  cub  tomere*= 
National,  State,  Xocal-Indlvldomlav 
Professions,  Business  Firms. 
Guaranteed  C  «t 
refund  of  J  ''each 


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. 


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. 


Equipment  Wanted 

WANTED:  Edison  Super  Kineto,  Model  D,  and 
parts.     Also  films.    Geo.    H.    Nichols,    St.  Cloud, 

Minn. 


MER  ALIOS 


W SHI 
■  Gu; 


SHIPPED  SAME  DAY  ORDER  IS  RECEIVED 

Guaranteed  Service — Good     Work — Popular 
Prices — Send  for  Trial  Order. 


FILMACK  COMPANY 

736  S.WABASH  AVE.  CHICAGO 


fafn  ES 

tjOTEIf. 


Motion  Picture  Headquar- 
ters in  Los  Angeles. 

Wire  our  expense  for 
reservations. 


WORLD'S  LARGEST  EXCLUSIVE  AMUSEMENT  TICKET  PLANT  TWENTY- E|£HT  YEARS  EXPERIENCE  AT  YOUR  SERVICE 

ROLL  CSSESf)  FOLDED 


ArcusTTcketg 

/  w  352  N.  ASHLAND  AVENUE  \v 
™  rmr &r.n   li  i  irumc  «" 


TICKETS 


CHICAGO,  ILLINOIS  ^  best  eoh  the  least  money       quickest  delivery       correctness  guaranT'Ccd 


Safeguards  negative  quality 


EASTMAN 
POSITIVE  FILM 

At  Kodak  Park  every  known  precaution 
is  exercised  to  make  sure  that  every  foot  of 
Eastman  Positive  Film  actually  will  reproduce 
tone  for  tone,  all  the  detail  of  the  negative. 

Eastman  experts  safeguard  for  the  screen 
the  photographic  quality  your  audiences  are 
entitled  to  see  there — and  expect. 

Look  for  the  identification  "Eastman" 
"Kodak"  in  black  letters  in  the 
margin  of  prints  you  screen. 


EASTMAN  KODAK  COMPANY 

ROCHESTER,  N.  Y. 


HAL  'ROACH 


presents 


GLEJVJV  T*RyOM 

  in 

Madame  Sans  Jane 

(Madame  Don't  Give  a  Whoop) 
He  wanted  the  girl  but  her  father  didn't  want  him. 

To  lose  him  the  old  man  set  sail  for  Europe  with  his  daughter.  But 
on  the  same  boat,  disguised  as  a  movie  vamp,  was  the  boy,  prepared 
to  do  or  die  and  stand  the  old  man  on  his  addled  bean. 

Tryon  as  the  movie  vamp  is  one  of  the  choicest  bits  of  humor  your 
eyes  have  seen  in  many  a  long  day.  It  will  outshine  all  but  the  very 
biggest  features. 

you  can  only  get  all  that's  coming  to  you  IF  you  advertise  it, 

F.  Richard  Jones,  Supervising  Director 


Pafh^comedy 

 w — 


What  he  saw — a  Charming  and 
Skittish  Woman  with  the  face 
he'd  love  to  kiss. 


What  he  saw— the  face  he'd 
love  to  punch. 


•tober  17,  J  921 


THIS  ISSUE-- 8000  COPIES 


Price  20  Cents 


WuRLlIZER 

UNIT  ORGANS 


...  the  permanent 
withaREi 


EXHIBITORS  from  coast  to  coast 
are  realizing  every  day  the  real 
box  office  value  of  the  Wurlitzer 
Unit  Organ.  The  steadily  increasing 
number  of  Wurlitzer  Unit  Organ  in- 
stallations, in  both  newly  constructed 
and  long  established  houses,  is  conclu- 
sive evidence  of  this  fact.  And  it  is  not 
always  the  largest  of  America's  finest 
motion  picture  palaces  that  select  the 

ANOTHER  MIGHTY 


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again  a  Wurlitzer  will  furnish  the 
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today  for  catalog. 


The  RUDOLPH  WURLITZER  CO. 


CINCINNATI       NEW  YORK     CHICAGO      SAN  FRANCISCO      DENVER        LOS  ANGE_ 
121  East  4th  St.  120  W.  42nd  St.  329   S.   Wabash    250  Stockton  St.     2106  Broadway   814  S.  Broadw^ 

And  Forty  Other  Branches  in  Thirty-Three  Cities 

'Exhibitors   Review  Publishing  Corporation   at  34   North   Crystal   Street,   East   Stroudsburg.   Pa.       Editiorial  "Offices  45   West- 45th  Street 
New  York  City,    Subscription  $2.00  a  year.    Entered  as  second-class  matter  Aug.   5,   192*2,  at  postoffice  at  East  Stroudsburg,   Pa.,  under  act  of  March  3,  1879 


Mae  Busch 

Owen  Moore,  Harry  T.  Morey  and  Burr  Mc  Intosh 

^  Camille  of  the 


tar 


oast 


MOTION 
PICTURE 


"Bui  hf 


tie 

Rights 
(TORY ! 

\siua 

HAT 

ENDS. 

(RAGE  CaVi" 


riille  of  the  Barb'ary 
Coast" 

Prod.:  Encore  Prod. 
Diet.:  Asso.  Exhibitors 
ll  a  Whole    MUCH  GOOD  ACT- 
ING  AND   Sags  VkKYE?- 

STOKY  NttDS  SOME  KIND 
OF  SPEEDING  UP.  CUTTING 
MIGHT  DO  IT. 


FILM, 
DAIL/ 


nrl,  to 


SOME 
1D-UP. 

breezy- 
him 


Rd  look- 
kare  of 
eterson 
food  a 

west- 


urally. 
to  the 
a",  and 


n  Lee 
aloon 


.Ma 

dance  hafTi 
■  making  a 


Busch 


xcelle; 
the  means  of 


)inedy 


n "  ot  hero,  played 
ly  well  by  Man  Moore. 
f  Young  contributes  some 
jusmess  that  gets  over 
Burr  Mcintosh  is  one 
of  those  unrelenting  parents  and 
others  are  Harry  Morey,  Dorothy- 
King,  William  Robert  Daley. 

Type  of  Story  Drama.   There  is  a 

lamihar  ring  about  Forrest  Halsey's 
"Camille  ot  the  Barbary  Coast.'' 
It  has  to  do  with  a  dance  hall  girl 
'  who  isn't  all  bad'and  of  her  regen- 
eration of  a  wealthy  down-and- 
outer.  But  there  is  such  a  lot  of  _ 
good  atmosphere  and  good  acting 
tnal  it  does  ma  ice  tor  pretty  mter- 
esting  material  at  that.  It  is  slow 
in  getting  started  and  even  when 
they  do  get  hero  and  heroine  team- 
ed up  it  doesn't  step  along  as  live- 
ly.as  it  might.  This  couii  proba^ 
bly  be  improved  with  some  cutting, 
especially  the  over-long  close-ups 
of  Mae  Busch.  They  are  mostly 
all  far  too  long.  Hugh  Dierker  has 
surrounded  the  characters  with 
some  great  atmosphere.  The  dance 
ha'l  and  its  patronizing  element  is 
ty  ical  and  Tammany  Young's 
co  jedy  contributions  are  good.  He 
maxes  some  easy  change  by  escort- 
ing "ladies"  into  the  dance  hall 
when  they  come  unaccompanied  by 

_  a  ••(rent.--   

Box  Othce  Angle  Pretty 

box  ofhct 


-.effective 
al  and  with  a  heart 


climax  ._ 


riiake  it  pleasingly  "sad''  tor  a  good 


nany. 


d  stuff  Exploitation. 
I  audi- 
:st. 

for  the 
jit  is  a 
histling 
novelty 
'nner  a 
during 

;augh; 


„  Ducted  by  his 
_.  t\im  fattier. 


Good  cast  and  names 
Talk  about  the  good 
work  oi  Mae  Busch  and  Matt 
Moore.  Regarding  the  story,  let 
them  know  it  deals  with  a  rich 
youth  who  was  "down"  and  of  a 
dance  hall  girl  who  brought  him 
"up."  Has  first  rate  angles  for  ex- 
ploitation and  a  trailer  including 
Tammany  Young's  comedy  slant 
should  get  them  interested. 

Direction  Hugh  Dierker;  good, 

but  a  bit  slow  on  development. 

Author    Forrest  Halsey 

Scenario  Forrest  Halsey 

Cameraman    Frank  Zukor 

Photography    Good- 
Locale    City 

stern  I  Length  About  6,000  feet 

feet  |  Release  date   Nov.  1 


ur>'  Loast" 

ra(natic  <s,„         -'core  ,„  D- 


'JVC   /,enc  Mnc.  hil]  'reque 

A«e  Bmci.      ,  "le"'  wv  k   .  lmb"ion  t 


nirnnous  cai' 


Or/r  />atf  rV  rn  tfAe  ring! 

For  real  entertainment,  red-blood 
strength,  QUALITY,  just  beat  this  one 
if  you  can! 


Story  by  Forrest  Halsey 


A  Hugh  Dierker  Production 


ssociate 


d  Exhibit 


JOHN  S.  WOODY, 


o  r  s 


PRESIDENT 


Glenn  Hunter 

and  Edna  Murphy 

in  His  Buddy's  Wife 

with  Douglas  Gilmore,  Flora  Finch  and  Marcia  Harris 


MOTION  PICTURES  TOOA/ 


"His  Buddj [  J 

ic  a  Whole   in  sfi*^  T°Xt 

aVheme  a^d  GET 

3TRSADE.  .  role  that 

1-1  :i 


lough  yo« .P'<*» "gifted.  ,  a 

TVPe  °'  '°ory  o»  >he^r«ar  serves 
£°  Howard  Kelly-  \  n\  J,a»»  ° 
T    •         a  basis  1         Kelly  has 

,Bk  that  is  WW  ki5j  .1, 


FILM 
DAIL/ 


Encore 


,rt(crrca  n" 
-".ho  final  ending 
,,er°   iccepUble-         „..(  are  bud 
Wmy  -d*t  is.Uille- 
,      in  France.    1«"=      promise  to 

look  after  ^understood J"?  q( 
protection  s,m       M  tne  he.g^ 
'gossips  get  busy  s  from 

"h',5"T     «">ial  W°marry  BUI. 

\  „  had  been  h,0,r*         e  makes 

wen.  »  „  k 

b-ithlr;  oi  the  °« 'Jfjose  vvhen 

Direction  small  town  gossip  ang 

C^erdone.    TH  ^KeUy 

i  Cameraman  .   

I  \  photograph   

I  LocaJ?ew  England  town 
Length 
ReWase  »a« 


AU  right 
France- 

5  200  feet 
.'.  Oct  - 


FINE  B.  O.  FILM 

"HIS  BUDDY'S  WIFE."  Asso- 
ciated Exhibitors*  Photoplay.  Stars 
Glenn  Hunter.  Director  Tom  Ter- 
iss.  Length,  7  Reels.— A  cracker- 
jack  audience  picture,  this  starring 
vehicle  for  Glenn  Hunter  should 
exert  wide  appeal.  There  is  noth- 
ing new  in  the  way  of  a  story, 
but  it  is  the  type  of  photoplay  that 
the  fans 'delight  in;  mere  is  pajjios 
action  and  sentiment,  witn  a  num-| 


ber  of ' 


var  sequences  thrown 


here  is  true  to  life*  and  color! uH 


the  plot  is  nicelv  worked  out  _. 
that  right  up  to  the  end,  it  keeps 
you  guessing  as  to  tne  hnal  'mil-' 
come!  1  here  i5  nPTrltirg  here  Thai 
has  not  been  done  legions  of  times, 
but  since  the  fans  seem  to  like 
them  this  way  this  is  a  point  in  its 
favor  rather  than  otherwise. 

The  narrative  may  be  described 
as  Enoch  Arden  brought  up  to 
date.  Two  chums  at  the  outbreak 
of  the  war  are  buddies  in  No  Man's 
Land.  They  both  love  the  same 
girl,  but  Bill  was:  lucky  enough  to 
marry  her  before  embarking  for 
France.  Through  all  the  grim 
tragedy  of  war  with  its  stark  re- 
alities and  sordidness,  they  both 
cherish  the  memory  of  this  sweet 
girl.  When  Bill  is  called  on  to  per- 
from  a  hazardous  mission,  he 
leaves  his  wife's  picture  with  his 
best  pal,  telling  him  in  the  event 
of  his  death,  to  go  back  and  take 
care  of  the  girl.  Bill  is  swept  down 
in  the  melee  of  battle,  and  his  pal 
faithful  to  his  trust  goes  back  to 
the  girl.  Complications  arise,  and 
to  silence  the  wagging  tongues  of 
idle  gossips,  he  marries  Bill's  wife 

When  all  is  going  well,  the  ghost 
from  the  dead  appears  in  the  flesh 
and  Bill's  pal,  with  a  nobility 
prompted  partly  by  unselfishness 
and  partly  by  love,  leaves  the  two 
lovers  together. 

Glenn  Hunter  as  the  youth, _  is 
well  cast  and  Edna  Murphy,  as  the 
wife,  is  daintily  wistful  and  win- 
some. Others  deserving  of  a  word 
of  mention  are  Flora  Finch  ana 
Gordon  Begg.  The  piece  was 
adapted  by  Tom  Terriss  from  a 
story  in  Smart  Set  by  T.  Howard 
Kelley,  and  capably  directed  by 
Mr.  Terris 

wmh>  t      ii  • 


Now  that  folks  are  back  from  their  vacations,  full  of  pep  and 
enthusiasm,  they*  crave  virile  stories,  full  of  red  blood  and  iron. 

Here's  one  that  will  grab  their  heart  strings  and  start  the  tears. 

They'll  talk  about  it.  Everyone  who  sees  it  will  mean  several  more 
at  your  box  office.   You  can't  keep  a  good  picture  a  secret. 

Story  By  T.  Howard  Kelly 
Produced  and  directed  by  Tom  Terriss 


Associated  E 


John  5  Woody, 


i  it  o  r  s 


PRESIDENT 


Lionel  Barrymore 
Hope  Hampton 


and  Louise  Glaum 


Fifty 

FIFTY  |  6m 


Crisp  and  spicy  like  a  rare  tropical  fruit. 

Settings  and  costumes  that  fairly  dazzle. 

French  underworld,  American  high-life,  all  in  one  picture. 

Looks  class,  IS  class. 

Has  names  that  count  on  your  theatre  front. 

A  Henri  Diamant  Berger  Production 


ssociate 


o  r  s 


John  S.  Woody, 


PRESIDENT 


Hal  Roach 


presents 


Harold  Lloyd 

*  Never  Wfeakeri 


(TA, 


Second  of t/w  Popular  Demand Series) 

■Never  Weaken" 

.  _  i._  e. 


Full  of  La«6Thr.u  Strf 

Bev.o«ed      C.  *  ■  program 

i0f    Hare"  '-lOTd  relSSUC.  --  --edited^* 


is  a 


reeTSE^p  '  .,  devoted  to 

Mrs.  Harold  ^       he  deternunes  to  ^ 

a  lot  of  uP">a  oi  an 

comedy.  mistakcn  the  b^st>  g  he 

AiWr  etobe  ior  **  ^liU        chair  out 
electric  globe  g,rder  l.its  &  sky. 

h3S  ngg   .do«  and  UP  W  the  top  a 
of  the  "^situation  where  h    ^  fig 
S"af '    Trom  his  eyes  and  se  and 
bandag\n«l  on  the  corner  o    a         d  on  a 
o{  an  in  gel  horus  being  J  and 

hearS  sfa  * Ue.one  of  be  ^ 
harp  by  a  B"  heaven,  is  one  ot  vk 


Har°>d  Ho*!'  ^°.topJa 


'/rector, 


■Ar  *«: !*v 

>-ya?  earl/, 


girder"  KPer,'ouSJy 


ud  ~;„  ""tended  . 
.~  fur  " 


M'rtie 

ft*  ,Ar^p 


irnj 


(hfc  P 


but  „, 
PoJire 


by 
ch, 


lain. 


far. 
lind- 

s  h:,     s  a  flam        a  nui».l 


(afce- 


"ey  to 
.A 


'.he  h, 


of  near 


falls. 


"Now  or  Never,"  the  first  of  the  Popular  Demand  Series, 
was  a  clean-up  everywhere 

Knocked  a  score  of  house  records  galley  west. 

Salvaged  lots  of  weeks  that  exhibitors  had  charged  off  in  ad- 
vance as  bloomers. 

AH  you  have  to  do  is  to  advertise  this  one — 

For  there's  only  one  Harold  Lloyd,  and  "Never  Weaken"  is 
a  pip. 


ssociate 


d  E 


x 


h  i  M  o  r 


John  S  Woody. 


president 


Who 

Is 

He? 

One"  of  the  first  subscribers  to   Exhibitors  DAILY  REVIEW. 

Exhibitors  —  Exchange  Managers  —  Salesmen 

Do  you  recognize  Him?  We  want  to  see  how  many  do.  He's  a  popular 
Exhibitor.  Send  along  his  name,  theatre  and  address  on  the  coupon  be- 
low and  we'll  send  you 

Exhibitors  DAILY  REVIEW 

For  One  Month — About  25  Issues 

FREE 

Exhibitors  DAILY  REVIEW  gives  you: 

All  the  news — real  news — interesting  news — when  it's  hot.  News  of  and 
for  You.  The  latest  doings,  happenings  and  events  of  the  motion  picture 
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Picture  Reviews  that  tell  you  what  you  want  to  know.  Exploitation  ideas 
and  all  about  equipping  and  operating  picture  theatres. 

FILL  THIS  OUT  AND  MAIL  TODAY 

Contest  Editor, 

Exhibitors  DAILY  REVIEW, 
.  45  West  45th  Street, 
New  York  City. 

I  recognize 

Mr  Theatre  

City   State   

Send  Exhibitors  DAILY  REVIEW  to 

Name   _  

Theatre  or  Company  

Address   


THE  PICK  OF 

FOR  INDEPENDENCE 

"BETTER  PICTURED 


General  Charles  King 

Frontier  Features 

starring 

BEN  WILSON  and  NEVA  GERBER 

r  "Warrior  «  Gap,"  "Under  Fire," 
DCArw  J  "F°rt  Frayne,"  "Tonio,  Son  of 
KfcADY  i  the   sierras,"  "A   Daughter  of 

I the  Sioux" 


5 


Pictures  from  the  Novels  of 

James  Oliver  Cur  wood 

"My  Neighbor's  Wife" 
"The  Gold  Hunters" 


READY 


Lawson  Haris  Production 

"LAW  or  LOYALTY"— Ready 


1 


.  Super  Special  Smash 

"THE  RED  KIMONO" 

by  Adela  Rogers  St.  Johns 

Produced  by  and  with 

MRS.  WALLACE  REID 

Featuring  PRISCILLA  BONNER 


Super  Feature 

"RED  LOVE" 

starring 

JOHN  LOWELL 
and  EVANGELINE  RUSSELL 

A  Daring  Drama  of  the  American  Indian  of  Today 


1 


DeLuxe  Specials 

with 

MARILYN  MILLS 

and  her  intelligent  horses 
"STAR"   and  "BEVERLY" 

"TRICKS"  (Ready)  "THREE  PALS"  (Next) 


Episode  Super  Serial 
Nationally  Advertised  and  Exploited 

"THE  POWER  GOD" 

starring 

Ben  Wilson  and  Neva  Gerber 
For  December  Release 


Secret  Service  Stories 
Featuring  "THE  THRILL  GIRL" 

"PEGGY  O'DAY" 

'Peggy  of  the  Secret  Service" (Ready) 
"Peggy  in  Chinatown"  (Next) 


Episode  Serial 
BEN  WILSON 
and  NEVA  GERBER 

in 

"THE  MYSTERY  BOX" 

NOW  READY 


VITAL  E 


Philadelphia,  Pa.     Pittsburgh,  Pa. 


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Buffalo,  N.  Y.     Albany,  N.  Y.  Milwaukee,  Wii 


Released  Thru 


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18  West  42nd  Street  —  J.  Charles  Davis,  U 


Foreign  rights  to  Kings,  Curwoods,  Maynards  and  Mystery  Box 
RICHMOUNT  PICTURES,  INC.,  729  7th  Ave.,  New  York,  N.  Y. 


FOR  PROFIT 
VR  LESS  MONEY" 


Super  Feature 

'HEARTS  AND  FISTS" 

By  Clarence  Buddington  Kelland 

featuring 
hn  Bowers,  Marguerite  de  la  Motte, 
Alan  Hale,  Dan  Mason 

(H.  C.  Weaver  Production,  Tacoma) 


PICTURES 


Super  Special  Jj 
RABIAN  NIGHTS  FANTASY! 
'Tales  of  a  Thousand  and 
One  Nights" 

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from 

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(acclaimed  as  the  new  star  of  Westerns) 

and  "TARZAN,"  King  of  All  Horses 

READY — "$50,000  Reward,"  "Fighting  Cour- 
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FOUR  NOW  READY 


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qJI  few  of  the  reasons  why 

Qhc  WINNER  GROUP 

is  amazincj  the  industry 


OCTOBER 


m 


"Short  £eoi>e 


irCThtiivtWlrt 

^ *Ew off 


CORINNE 

GRIFFITH 

in  "Classified" 

RICHARD 

BARTHELMESS 

with  DOROTHY  GISH 
iii%e  Beautiful  Citu" 


%£,  PACE  THAT  ii      re,.*,  ? 

THRILLS"  f.  ton*l$fi&& 
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WHY  WOMEN  LOVE 

with  Blanche  Sweet 


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Members  of  Motion  Picture  Producers  «ut  Distributors  of  America  Inc.~Will  Hays  jWmt 


October  17,  1925 


©C1B689861 


EXHIBITORS 

Qhde  REVIEW 

9fo  Business  Paper  of  the  potion  Ticture  Industry 


WILLARD  C.  HOWE,  Editor 

Peter  Milne   News  Editor 

Michael  L.  Simmons   Staff  Editor 

Herbert  K.  Cruikshank   Reviews  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.  18  October  17,  1925  No.  22 


CONTENTS 

PICTORIAL  PRESENTATION 

"The  Circle"   Frontispiece 

"The  Black  Pirate"    18 

FEATURES 

The  Danube  "Blues"    12 

The  Paramount  School   43 

HIGHLIGHTS  IN  THE  NEWS 

Daily  Review  News  Section    13 

News  of  the  Week   15 

REGULAR  DEPARTMENTS 

Editorial   11 

Sales  News  and  Personalities   21 

Production  Highlights    22 

Still  Life    23 

Exhibitor  News    27 

Exploitation  Ideas  !   29 

Box -Office  Reviews  _     35 

Big  Little  Features    39 

Equipment  News  and  Notes    42 

Price  Head  Vital  Board    17 

Associated  Exhibitors  Selling  Policy   19 

botsford  and  holman  advanced    20 

Morgan  Back  in  New  York    20 


Copyright  1925  by  Exhibitors  Review  Publishing  Corporation 
Geo.  C.  Williams,  President;  Willard  C.  Howe,  Vice  President;  F.  Meyers, 
Treasurer.  Executive  and  Editorial  offices:  Hearn  Building,  45  West  1-orty- 
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. 


Page  9 
5ESH52SHS2525E5ES2S2S252SESrl52SHZ55' 


The  grjeat 
sue 


this  year,  as 
last,  is  due 
to  superio 
r  showman 

ship.  Metro 
Goldwyn- 
ayer's  famed 

has 
►made 

i 


Quthty 


M 


us  a 
gain  this  yea 
r  The  Talk  of 
the  Industry 


On 


Page  10 


Exhibitors  Trade  Review 


The  family  gathers  at  dinner,  and  it  is  the  same  performance  all 
over  again,  when  Lady  Catherine  and  Porteus  start  their  petty 
quarreling  about  nothing. 


Edward  takes  no  chances  with  a  gun  around  the  house 
when  it  is  expected  that  some  shooting  might  be  in  order. 
And  so  he  orders  the  butler  to  hide  it. 


44 


The  Circle" 


The  Story  of  Life  in  Picture  Form 
Released  by  Metro-Goldwyn-Mayer 


21  1M5 


EXHIBITORS 

9raJe  REVIEW 

( 

9he  Business  Paper  of  the  Motion  ftcturekdustrf 


Editorial 


INASMUCH  as  this  page  is  customarily  de- 
devoted  to  the  discussion  of  conditions  and 
events  of  current  interest.  I  trust  that  you 
who  read  it  will  forgive  me  for  using  a  part  of 
it  this  week  to  discuss  a  subject  in  which  I  have 
a  frankly  selfish  interest.  I  do  it,  however,  on 
the  theory  that  you  may  be  induced  to  take  a 
similar  interest,  one  that  will  be  mutually  profit- 
able. 

As  has  been  announced  several  times  recently, 
Exhibitors  Trade  Review  inaugurated  a  daily 
newspaper  service  beginning  Monday,  October 
5.  The  Daily  edition  is  called  Exhibitors  Daily 
Eeview.  It  has  now  completed  its  second  week 
and  has  met  with  success  far  beyond  the  most 
optimistic  expectations. 

The  reason  for  this  daily  newspaper  is  this: 
Exhibitors  Trade  Review,  from  its  beginning 
years  ago,  has  been  a  trade  newspaper.  Its  first 
and  foremost  function  has  been  to  provide  the 
trade  with  dependable  information  about  pic- 
tures and  the  film  industry.  We  have  now  come 
to  the  point  where  weekly  publication  does  not 
meet  the  real  needs  of  the  trade.  No  one  in  any 
branch  of  this  business  can  afford  to  wait  a  week 
for  the  news.  To  do  so  is  apt  to  mean  actual 
financial  loss,  wasted  opportunities. 

There  was  a  time  when  newspapers  of  gen- 
eral circulation  were  published  once  a  week. 
Then  they  appeared  two  and  three  times  a  week. 
Until  today  they  appear  in  numerous  editions 
through  every  day.  The  same  evolutionary  pro- 
cess has  been  going  on  in  connection  with  the 
handling  of  trade  news,  particularly  in  the  in- 
dustries that  move  rapidly.  The  day  of  the 
daily  trade  newspaper  is  here. 


It  has  been  consistently  the  endeavor  of 
Exhibitoes  Trade  Review  to  meet  every  issue  of 
this  sort  squarely.  In  line  with  this  policy,  it 
has  broadened  its  service  by  publishing  Ex- 
hibitors Daily  Review  to  provide  what  it  believes 
is  a  vital  need  of  the  business. 

You,  as  a  reader  of  Exhibitoes  Trade  Review, 
are  going  to  form  your  own  opinion  as  to 
whether  such  need  exists  and  as  to  whether  Ex- 
hibitors Daily  Review  is  meeting  it.  To  help 
you  form  that  opinion,  I  shall  be  glad  to  send 
you  some  copies  of  the  daily  edition.  You  can 
thus  determine  for  yourself  what  it  means  to 
you.  To  make  the  test  drop  me  a  line  and  I  will 
see  that  you  receive  copies  Avithout  cost  for  a 
period  sufficient  to  answer  this  question  to  your 
own  satisfaction. 

*    *  * 

THE  week  has  been  an  unusually  active  one, 
in  fact  and  rumor.  A  New  York  newspaper 
prints  the  prediction  that  Famous  and  First 
National  will  merge.  Completion  of  the  organ- 
ization of  Vital  Exchanges,  Inc.,  is  recorded  and 
the  company's  exchanges  are  beginning  to  func- 
tion. Paramount's  "The  Vanishing  American" 
scores  one  of  the  season?s  big  hits,  receiving  some 
of  the  most  enthusiastic  reviews  ever  accorded 
a  picture.  Warner  Bros,  announce  that  Waddill 
Catchings,  of  Goldman,  Sachs  &  Co.,  has  be- 
come chairman  of  their  finance  committee.  The 
Skouras-Famous  deal  is  reported  closed.  Cuts 
in  production  programs  are  generally  reported 
and  as  generally  denied,  but  there  is  generally 
no  disposition  to  deny  that  the  market  is  over- 
loaded. 


Page  12 


Exhibitors  Trade  Review 


Th 


e 


Danube 


Wlues 


Being  the  first  of  two  articles 
on  a  situation  in  Austria 
from  which  is  derived  the 
moral  "The  Wages  of  Un~ 
showmanship  is  an  Empty 
Till/' 


By  Our  Foreign  Correspondent 


IN  a  city  so  rich  in  the  tradi- 
tions and  success  of  the  theatre 
as  Vienna,  one  would  expect  to 
find  a  fertile  field  for  the  develop- 
ment of  showmen.  Yet  of  showmen — 
construing  the  term  as  it  has  become 
known  since  the  advent  of  Barnum 
— there  is  a  mysterious  dearth.  A 
study  of  theatre  management  in  the 
Austrian  capitol  reveals  in  bold  relief 
a  passive  disposition  amounting  almost 
to  lethargy  in  a  field  where  only  the 
dynamic  might  be  expected  to  prevail. 

By  the  theater  we  mean  the  motion 
picture  house,  since  this  article  is  con- 
cerned only  with  motion  pictures;  but 
to  make  a  more  general  observation  the 
legitimate  houses  are  no  exception  to 
the  dereliction.  One  might  shift  the 
onus  of  this  state  of  affairs  to  the  heavy 
atmosphere  of  old-world  culture  which 
seeps  into  the  artery  of  business  and 
social  life  and  which  may  act  as  a  sort 
of  deterrent  to  the  few  venturesome 
souls  aspiring  to  the  twentieth  century 
tactics  practised  in  the  newer  worlds. 
But,  then,  how  account  for  the  brisk 
enterprise,  the  up-to-dateness  and  go- 
getiveness  in  the  same  industry  in 
Rome,  in  Munich  and  in  Paris,  where 
culture  is  just  as  old,  and  as  jealously 
maintained  ? 

On  first  noting  the  situation  in  Vien- 
na— which,  incidentally,  typifies  that  of 
all  Austria — one  is  prone  to  ask  him- 
self :  Which  is  the  horse  before  the  cart  ? 
In  other  words,  is  it  the  prospective 
deadwood  on  all  sides  of  him  that  kills 
the  exhibitor's  incentive  for  stepping 
out  and  making  a  bold  bid  for  patron- 
age; or  is  it  first  due  to  the  exhibitor's 
lack  of  initiative  that  makes  many  peo- 
ple all  but  oblivious  to  the  fact  that  a 
motion  picture  house  is  being  operated 
in  their  neighborhood  ? 

AN  examination  into  the  peculiar  ex- 
istence of  the  Viennese  may  throw 
some  light  on  the  matter.  For  one 
thing,  the  cafes  comprise  the  yery  nuc- 
leus around  which  all  social  activities 
in  Vienna  revolve.  Here,  fellows  sit 
and  make  love  to  their  girls.  Groups 
of  animated  talkers  congregate  through- 


out the  day  and  night,  discussing  topics 
of  the  moment,  or  for  that  matter  sub- 
jects of  hardly  any  concern  to  them  at 
all,  so  long  as  they  can  linger  in  the 
congenial  atmosphere  of  gaiety  and 
good  fellowship. 

Idlers  of  all  sorts  blissfully  wheedle 
away  the  hours,  and  it  is  not  uncom- 
mon for  a  fellow  to  sit  at  a  single  cup 
of  coffee  almost  all  day.  Women  fre- 
quent the  cafes  unescorted  and  are  con- 
sidered none  the  less  respectable  on 
that  account.  In  fact,  even  the  motion 
picture  exhibitor  runs  in  ever  so  often 
to  while  away  convivial  moments  when 
he  might  better  be  seeing  that  his  light 
fuses  are  ready  for  any  emergency,  or 
his  furnace  fixed  with  a  good  head-up 
of  steam. 


Showmen  would  do  well  to 
read  this  situation  as  ob- 
served by  an  astute  American 
film  man  in  Austria.  The 
story  throws  an  interesting 
highlight  on  film  conditions 
in  a  distant  country,  giving 
at  the  same  time  an  excellent 
example  of  cause  and  effect 
as  regards  the  relation  of 
showmanship  to  the  box- 
office. 


The  fact  remains  notably  clear  that 
in  the  cafe  the  exhibitor  has  his  strong- 
est competitor.  It  would  seem  an  es- 
sential law  of  business  that  the  way  to 
overcome  the  pernicious  influence  of  a 
competitor  is  not  to  hold  hands  with  it, 
but  to  lock  horns  instead.  Or,  if  it  has 
too  much  power  and  endurance,  one 
might  do  worse  than  emulate  it.  It 
stands  to  reason  that  when  your  com- 
petitor is  taking  away  business  from 
you  he  is  giving  a  better  show  to  his 
patrons,  no  matter  what  his  line  may  be. 

Obviously,  the  exhibitor  can't  give 
away  a  glass  of  beer  to  each  ticket  buy- 
er, nor  would  it  be  advisable  for  him  to 


launch  a  campaign  on  teetotalism  in  a 
country  where  beer  and  coffee  drinking 
and  lounging  are  the  most  flourishing 
institution  existent.  More  seriously,  it 
is  up  to  the  exhibitor  to  fathom  that 
"something"  with  which  his  competitor 
attracts  customers,  and  to  avail  himself 
of  that  "something"  in  selling  his  own 
product — movie  entertainment. 

Tj1  OR  one  thing,  does  it  ever  occur  to 
Mr.  Viennese  Exhibitor  that  folks 
wouldn't  frequent  the  cafes  so  intense- 
ly, for  all  their  congeniality,  if  these 
places  weren't  warm  in  winter,  cool 
and  attractive  in  summer,  and  well 
ventilated  at  all  times?  Does  it  ever 
occur  to  Mr.  Viennese  Exhibitor  that 
his  own  premises  leave  a  lot  to  be  de- 
sired in  that  respect?  Let  us  say,  at 
this  point,  an  exhibitor  who  has  been 
more  than  usually  dutiful  as  regards 
the  physical  comforts  of  his  house, 
rises  to  remark  that  his  heating  and 
ventilating  systems  compare  favorably 
with  any  cafe  in  town,  but  that  folks— 
a  goodly  quantity  of  them,  at  least — 
don't  seem  interested  enough  to  investi- 
gate the  fact. 

Well,  then,  let's  see  what  other  cylin- 
der his  management  engine  is  missing 
on.  For  example,  I've  noted  in  the 
case  of  a  number  of  exhibitors  that 
when  they've  placed  two  6-sheets  out- 
side the  theatre,  over  which  the  pale 
rays  of  a  sickly  carbon  lamp  shed  an 
anaemic  glow,  they  seem  to  think 
they've  done  about  all  in  their  power  to 
apprise  a  palpitating,  waiting  public  of 
the  great  time  in  store  for  them  inside. 

Extraordinary,  but  true.  And  these 
same  house  managers  mournfully  be- 
wail the  press  of  the  throngs  against 
the  doors  of  the  cafe  across  the  street, 
which  has  an  aurora  of  multicolored 
lights  smiling  a  welcome  above  its  ent- 
rance, and  hardly  an  inch  of  space  in 
the  windows  that  isn't  covered  with  a 
printed  promise  of  hot,  savory  coffee 
that  seduces  the  nostrils  with  a  pungent 
odor  by  the  sheer  suggestion  of  it. 

{Part  tzvo  of  "The  Danube  Blues" 
will  appear  in  a  following  issue.) 


October  17,  1925 


Page  13 


EXHIBITORS  REVIEW 


"I  DON'T  BELIEVE  IT," 

—SAYS  PETTI  JOHN 

In  the  above  words,  and  in  the 
immortal  words  of  Mark  Twain, 
"The  report  is  grossly  exaggerated," 
C.  C.  Pettijohn,  Counsel  for  the 
Hays  organization  answers  the  in- 
quiry based  on  the  report  that  he 
would  sever  his  connection  with  the 
M.  P.  P.  D.  A. 

When  told  that  this  report  had 
emanated  from  the  "Curb,"  of  Film 
Row,  Mr.  Pettijohn  said:  "If  it 
came  from  the  curb,  give  it  a  push 
and  let  it  go  into  the  gutter,  where 
it  belongs."  With  this  succinct  re- 
mark the  Hays  official  spikes  the 
rumor  that  persists  in  floating 
around  Metropolitan  circles. 


Distinguished  Gathering 
at  Metropolitan  Premier 

BOSTON,  Mass.,  Oct.  16— Five  New 
England  governors,  state  and  city  officials, 
Adolph  Zukor  and  every  important  official  of 
Famous  Players-Lasky  Corporation  and  a 
great  party  of  film  stars  headed  by  Thomas 
Meighan,  arrived  in  Boston  last  night,  to  at- 
tend the  pre-opening  of  the  new  $8,000,000 
motion  picture  theatre. 

The  Metropolitan  is  Adolph  Zukor's  dream 
of  3'ears  come  true,  to  create  the  finest  theatre 
that  money  could  buy.  It  is  declared  by 
architects  and  decorators  to  be  one  of  the 
most  magnificent  theatres  in  the  world,  com- 
paring favorably  with  the  Grand  Opera 
House  in  Paris.  Every  corner  of  the  theatre 
reveals  a  marvel  of  decoration  and  modern 
convenience.  Throughout  the  theatre  the 
sponsors  have  spared  no  expense  to  create 
the  richest  effects  possible  in  a  modern  play- 
house. 

Besides  Meighan,  Tom  Moore,  Lois  Wil- 
son, Bessie  Love,  Harrison  Ford,  Esther 
Ralston  and  Ford  Sterling  were  introduced 
to  the  special  gathering  from  their  loge  seats. 
In  attendance  also  was  Miss  America  and 
Miss  Boston  as  well  as  prominent  educators, 
churchmen  and  dignitaries  from  various  parts 
of  New  England.  The  doors  of  the  theatre 
will  be  opened  to  the  public  Saturday  morn- 
ing at  11  o'clock  at  a  65c  top. 

The  picture  selected  to  open  the  new  the- 
atre was  "A  King  on  Main  Street,"  starring 
Adolph  Menjou,  directed  by  Monte  Bell. 


Published  Daily 


Spring  Spikes  Daily  Yarn 

of  Famous  First  Nat'l  Merger 

IN  yesterday's  New  York  American,  a  story  signed  by  Louella  Parsons,  pur- 
ported to  foretell  a  "mammoth  merger"  scheduled  to  take  place  between 
Famous  Players  and  First  National.    The  story,  written  with  a  strong  in- 
ference of  authenticity,  went  on  to  say  that  some  time  in  November,  Famous 
Players  would  send  out  a  call  for  all  the  First  National  franchise  holders.  Once 
assembled,  these  men  were  to  be  invited  to  join  forces. 

"In  my  opinion,"  continued  the  writer, 
"most  of  the  theatre  owners  who  are  in  op- 
position to  the  Famous  Players-Lasky  houses 
in  the  same  territory  will  be  declared  in  on 
the  new  deal.  There  will  be  no  public  an- 
nouncement of  all  this,  you  may  be  sure,  but, 
as  I  said  before,  I  know  my  film  history. 


WARNER  BROS.  LUNCH 

TO  ERNST  LUBITSCH 

Warner  Brothers  tendered  a  luncheon  to 
Ernst  Lubitsch  at  the  Park  Lane,  New  York, 
yesterday.  The  director  came  down  to  New 
York  from  Toronto  where  he  filmed  the  last 
exteriors  of  "Lady  Windermere's  Fan."  With 
him  were  Mrs.  Lubitsch  and  Irene  Rich  who 
sails  today  for  Europe. 

Among  the  Warner  brothers  attending 
were  Sam,  Abe  and  Harry.  Harry  acted  as 
toastmaster.  He  introduced  Nathan  Burkan 
who  told  of  Lubitsch's  earfy  days  on  the 
stage  in  Germany  and  of  his  early  trials  in 
Hollywood,  growing  out  of  the  fact  that  he 
was  German. 

Lubitsch  made  a  short  speech,  thanking 
those  present  for  their  co-operation.  Among 
the  notable  guests  in  attendance  were  ex- 
Ambassador  James  W.  Gerard,  Police  Com- 
missioner Enright  of  New  York,  Hugo 
Reisenfeld,  Herman  Heller. 

MILLION  DOLLAR  THEATRE 

PLANNED  FOR  ST.  LOUIS 

ST.  LOUIS,  Mo. — Plans  for  a  building  on 
a  mammoth  scale  with  motion  picture  theatre, 
restaurant,  dance  hall  and  garage  are  in  prep- 
aration. The  site  is  at  the  triangle  formed  by 
Skinker  boulevard  and  Oakland  and  Clayton 
avenues  at  the  Southwestern  entrance  to  For- 
est Park.  The  project  calls  for  an  expendi- 
ture of  $1,000,000. 

The  identity  of  the  syndicate  behind  the 
big  deal  has  not  been  divulged  by  the  Paul 
Jones  Realty  Company  which  acquired  the 
site  for  the  promoters.  The  lot  fronts  364 
feet  on  Clayton,  320  feet  on  Oakland,  200 
feet  on  Central  avenue  and  26  feet  on 
Skinker  boulevard. 


Powers  Answers  Joyce  Romance 

Rumor  With  "Wife  Wont  Let  Me" 


'T'  HERE  is  one  big  reason  that  Peggy  Hop- 
kins  Joyce,  the  beautiful  motion  picture 
star,  will  not  be  able  to  marr}'  P.  A.  Powers, 
the  prominent  motion  picture  financier,  and 
that  reason  is  the  present  Mrs.  P.  A.  Powers 
This  is  a  part  of  the  statement  issued  yes- 
terday by  P.  A.  Powers  in  answer  to  an 
article  appearing  in  a  theatrical  weekly  that 
Peggy  Hopkins  Joyce  would  divorce  her  pres- 
ent husband,  Count  Morner,  while  she  is  in 
Paris  for  which  place  she  sailed  last  week. 


"Marry  Peggy  Joyce !"  stated  Mr.  Powers 
in  surprise,  "of  course  that  would  be  a  pleas- 
ure, but  unfortunately  it  can't  be  done — my 
wife  won't  let  me." 

Miss  Joyce  has  deserted  the  legitimate  stage 
for  good  and  will  remain  in  pictures  accord- 
ing to  a  statement  she  made  just  before  sail- 
ing. Her  screen  debut  was  made  in  'The 
Sky  Rocket,"  a  Marshall  Neilan  production  to 
be  released  by  Associated  Exhibitors. 


"Samuel  Katz  has  already  sent  out  an  in- 
vestigator to  reDort  on  the  houses  controlled 
by  Famous  Players-Lasky,  and  wherever 
there  is  an}'  inefficiency,  or  lack  of  system, 
the  managers  will  be  relieved  of  then  jobs." 

The  first  inquiry  by  Exhibitors  Daily  Re- 
view for  an  official  statement  from  either  of 
the  involved  companies,  brought  forth  from 
Sam  Spring,  head  of  First  National's  legal 
department,  this  reply: 

"Yes,  I  saw  that  story  in  the  American, 
and  I've  already  been  in  touch  with  Miss 
Parsons.  I  told  her  that  she  should  not  have 
printed  that  story  without  first  consulting  me 
for  the  facts.  Tn  her  column,  tomorrow,  you 
will  see  a  denial,  and  that's  the  answer  to  the 
merger  report." 


ROXY'S  NEW  OFFICE 

Samuel  S.  Rothafel,  more  familiarly  known 
as  "Roxy"  to  the  film  industry,  has  leased  a 
suite  of  offices  in  the  magnificent  new  build- 
ing on  57th  Street,  "Steinway  Hall."  These 
offices  will  be  the  temporary  headquarters  for 
the  new  theatre  building  now  in  course  of 
construction,  "The  Roxy,"  at  51st  Street  and 
7th  Avenue. 


RUBIN  TO  BOSTON 

Harry  Rubin,  chief  projectionist  of  the 
Rialto,  Rivoli  and  Criterion  theatres  in  New 
York,  left  yesterday  for  Boston,  to  supervise 
the  projection  details  of  the  opening  of  the 
new  Paramount  house  in  Boston,  "The  Met- 
ropolitan." He  will  return  immediately  after 
the  opening. 


DENNTSON  TO  BOSTON 

Earl  J.  Dennison,  Supervisor  of  Projection 
for  Paramount  Exchanges,  left  for  Boston 
yesterday  to  inspect  the  exchanges  in  that 
District.  He  will  return  to  the  home  office 
the  early  part  of  next  week. 

LACTEEN  TO  FAMOUS 

Frank  Lacteen,  the  screen  villain  of  many 
serials,  and  the  villainous  half-breed  in  "The 
Pony  Express"  is  on  his  way  to  the  Coast 
to  sign  up  with  Famous  Players. 


Page  14 


Exhibitors  Trade  Review 


WESTERN  PENNSYLVANIA 

TO  OBSERVE  M.  P.  DAY 


Calendar  of  Coming  Events 


Oct.  20.— T.  O.  C.  C.  meeting  at  Hotel 
Astor. 

Oct.  20. — New  York,  Advertising  Club, 
Meeting  Trade  Paper  Audit  Committee  A. 
M.  P.  A. 

Oct  29-30. — Dayton,  Ohio,  autumn  con- 
vention Screen  Advertisers  Association. 

Oct.  31. — Loew-Metro-Goldwyn  Club  an- 
nual ball,  Hotel  Astor,  N.  Y. 

Nov.  14. — Hotel  Plaza,  N.  Y.,  dinner  in 
celebration  of  15th  anniversary  of  Pathe 
News. 


Texas  Exhibitor 
Latest  to  Buck 
Sunday  Closing 

AMARILLO,  Texas. — Following  his  arrest 
and  the  payment  by  him  of  a  nominal  fine 
for  opening  on  Sunday  the  Fair  theatre 
here,  Ross  D.  Rogers,  head  of  D.  F.  &  R. 
Enterprises,  may  yet  win  against  stiff  oppo- 
sition to  the  Sunday  show  program. 

As  soon  as  the  Fair  announced  its  Sunday 
bill,  the  opposition  became  united.  Public 
sentiment  seemed  even  a  greater  menace  than 
the  officials  who  declared  their  intention  to 
enforce  the  statute  on  Texas  law  books  pro- 
hibiting amusements  on  Sunday  where  an 
admission  fee  is  charged. 

The  Daily  News  here  expressed  itself  on 
the  Sunday  laws,  believing  that  they  should 
be  enforced. 

Under  his  own  signature,  Rogers  printed 
a  statement  in  the  News,  outlining  the  policy 
of  his  theatres  ana  assuring  the  public  that 
they  would  be  guided  by  public  sentiment. 
He  pointed  out  that  Amarillo  had  reached  the 
stage  where  Sunday  shows  had  become  a 
necessity  and  that  the  laws  not  only  pro- 
hibited Sunday  pictures,  but  cold  drinks,  fill- 
ing stations  and  many  i  ther  businesses. 

With  a  well-planned  campaign,  D.  F.  &  R. 
Enterprises  are  hoping  to  overcome  the  situ- 
ation. No  shows  were  held  last  Sunday,  but 
it  is  believed  that  within  the  next  few  weeks 
the  town  will  have  these  advantages. 

♦     ♦  *K 

O'LOGHLIN  IS  FOX 

CANADIAN  MANAGER 

J.  P.  O'Loghlin,  at  present  manager  of 
Fox  Film  Corporation's  Toronto  office,  has 
been  promoted  to  the  position  of  Canadian 
district  manager,  according  to  an  announce- 
ment made  yesterday  by  James  R.  Grainger, 
general  sales  manager  of  the  Fox  organiza- 
tion. 

Mr.  O'Loghlin  succeeds  Ira  H.  Cohen, 
who  has  been  assigned  to  the  Home  Office 
as  special  representative  with  supervision 
over  the  Detroit,  Indianapolis  and  Cincin- 
nati exchanges. 

The  new  Canadian  district  manager  will 
take  over  his  new  duties  on  Monday.  He 
will  make  his  headquarters  in  Toronto  and 
at  the  same  time  continue  his  management  of 
the  Toronto  office. 

TALMADGE  RENEWS 

Richard  Talmadge,  who  has  been  sojourn- 
ing in  New  York  for  the  past  three  weeks, 
left  for  Los  Angeles  on  Wednesday  after- 
noon to  start  work  on  his  next  production 
which  is  released  through  F.  B.  O. 

While  in  New  York,  Mr.  Talmadge  signed 
a  new  contract  with  A.  Carlos,  under  whose 
management  he  has  been  for  the  past  three 
years. 


PHILADELPHIA,  Pa.— Monday,  Novem- 
ber 23rd,  1925,  has  been  set  aside  by  the  Mo- 
tion Picture  Theatre  Owners  of  America  as 
National  Motion  Picture  Day. 

The  Western  Pennsylvania  contingent  is 
getting  ready  to  make  its  plans  for  the  ob- 
servance of  the  occasion.  Pledge  cards  are 
being  mailed  to  the  exhibitors  of  the  terri- 
tory on  which  they  will  signify  their  inten- 
tion of  donating  twenty-five  per  cent  of  their 
receipts  on  this  day  to  the  organization  for 
the  protection  and  advancement  of  the  in- 
terests of  the  motion  picture  theatre  owner. 

The  M.  P.  T.  O.  of  W.  Pa.,  plans  a  big 


Burr  Brings 

Brenda  Bond 
To  Lead  Role 

C.  C.  Burr,  who  has  been  most  prolific  in 
making  new  stars  for  the  screen,  again  at- 
tracts attention  by  his  choice  of  Brenda 
Bond,  signed  this  week  by  the  producer  to 
play  the  leading  feminine  role  opposite 
Johnny  Hines  in  the  comedian's  new  First 
National  starring  vehicle,  "Rainbow  Riley." 

Mr.  Burr  has  already  given  such  now  well- 
known  artists  their  first  screen  leads  in  the 
Johnny  Hines  comedies  as  Dorothy  Mackaill, 
Jacqueline  Logan,  Billy  Dove,  Clara  Bow, 
Jobyna  Ralston,  Norma  Shearer  and  Mil- 
dred Ryan.  He  first  noticed  Miss  Bond's 
picture  potentialities  when  he  saw  her  in 
"Jack  and  Jill,"  a  musical  comedy  which  had 
an  extended  Broadway  run. 

$    %  ^ 

ALLVINE'S  CRITERION  WORK 

Glendon  Allvine's  latest  campaign  of  ex- 
ploitation, complete  in  every  detail,  for  the 
opening  of  "The  Vanishing  American"  at 
the  Criterion  Theatre,  has  been  causing  com- 
ment. All  the  interior  and  exterior  decora- 
tions, except  the  electric  sign,  are  his  work, 
as  well  as  the  exploitation  on  the  vanishing 
Putnam  Building.  The  Indian  decorations 
embellishing  the  inside  and  lobby  of  the 
house  were  sent  on  to  New  York  by  Fred 
Harvey  from  Grand  Canyon.  The  cigar 
store  Indian  in  front  of  the  house  is  also 
Glen's  idea. 

*    *  * 

GOLDWYN  STARTS  ANOTHER 

Actual  production  work  on  the  third  "Pot- 
ash &  Perlmutter"  production,  which  is  titled 
"Partners  Again — With  Potash  &  Perlmut- 
ter," has  started  under  the  direction  of  Henry 
King.  George  Sidney  and  Alexander  Carr 
will  again  play  the  roles  of  the  argumenta- 
tive fifty-fifty  partners.  The  script  has  been 
written  by  Frances  Marion  in  collaboration 
with  Montague  Glass. 


"COMPETITION  IS  NOT 
THE  LIFE  OF  TRADE!" 

Barney  Dubinsky,  who  operates 
the  Regent  Theatre,  Kansas  City, 
has  ideas  that  differ  with  the  econo- 
mists. "Those  who  say  "Competition 
is  the  life  of  trade,'  are  all  wet," 
says  Barney.  "Since  downtown 
building  improvements  have  swept 
away  two  rival  theatres,  I've  had 
better  crowds  and  far  less  trouble 
buying  films!" 


advertising  campaign  directed  at  the  public, 
acquainting  the  fans  with  the  ■  fact  that  on 
National  Motion  Picture  Day,  their  favorite 
theatres  will  have  specially  attractive  pro- 
grams. 

■  An  executive  committee  has  already  been 
named  for  the  occasion,  and  this  committee 
will  later  name  a  general  committee,  which 
will  have  all  charge  for  the  observance.  The 
personnel  of  the  executive  committee  is  as 
follows : 

Harry  Davis,  Chairman ;  D.  A.  Harris,  M. 
A.  Rosenberg,  Nate  Friedberg,  John  Alder- 
dice,  M.  B.  Nadler  and  Fred  J.  Herrington. 


PITTSBURGH  BOARD 

ELECTS  OFFICERS 

PITTSBURGH,  Pa.— The  Film  Board  of 
Trade  of  Pittsburgh,  at  its  regular  meeting 
last  Monday  afternoon,  held  its  annual  elec- 
tion and  installation  of  officers  for  the  com- 
ing year. 

B.  M.  Moran  was  re-elected  President; 
Russell  Wehrle,  Vice-President,  and  James 
H.  Alexander,  Treasurer. 

Edward  Fontaine  was  named  Chairman  of 
the  Arbitration  Board. 

B.  M.  Moran  was  again  elected  chairman 
of  the  Business  Efficiency  Committee,  his 
aides  being  Russell  Wehrle,  Edward  Fontaine, 
W.  J.  Kupper  and  James  H.  Alexander. 

*  *  * 

CHAPLIN  TO  DESERT  COAST 
FOR  PERMANENT  N.  Y.  PROD. 

PASADENA,  Cal— After  arriving  in 
Hollywood  last  Wednesday,  Charles  Chaplin 
publicly  announced  that  it  was  his  intention 
to  close  up  his  Hollywood  Studio  and  Bev- 
erly Hills  residence,  upon  the  completion  of 
one  more  picture.  He  will  move  to  New 
York  for  future  film  production  and  a  perma- 
nent residence. 

+    &  * 
INCORPORATIONS 

Albany,  N.  Y. — Woodside  Amusement 
Corp.,  theatrical,  $5,000.  M.  R.  Weinberger, 
S.  H.  Posner,  J.  Weinstein.  (Atty.  J.  Klein, 
1440  Bway.) 

Albany,  N.  Y. — Sidbill  Co.,  motion  pic- 
tures, $10,000.  S.  Clare,  W.  Wolfson,  A. 
Sahyne.  (Attys.  Kendler  &  Goldstein,  1540 
Bway.) 

*  t-  * 

MRS.  ZUKOR  SAILS 

Mrs.  Adolph  Zukor,  wife  of  the  President 
of  Famous  Players-Lasky  Corporation,  is 
sailing  today  on  the  S.S.  Paris  for  a  several 
weeks'  rest  in  Europe. 


LITIGATION 


Kerman  Films  v.  Independent  Pictures 
Corporation.  C.  K.  Ellis  for  the  plaintiff, 
H.  G.  Kosch  for  the  defendant.  The  case 
was  tried  before  Justice  Wasservogel  of  the 
N.  Y.  Supreme  Court,  Part  5,  and  the  deci- 
sion reserved  by  the  Justice. 

The  1133  Broadway  Corporation  won  a 
judgment  of  $113.75  from  the  Pilgrim  Pic- 
tures, Inc.,  in  the  N.  Y.  County  Court. 

*    *  * 

In  the  Appellate  Division  of  the  N.  Y.  Su- 
preme Court  Jetta  Goudal  v.  Distinctive  Pic- 
tures. Appeal  to  be  argued.  Kendall  &  H. 
for  respondent  and  Murray,  A.  &  R.,  for  ap- 
pellant. 


October  17,  1925 


Page  15 


As  Reported  in  Daily  Exhibitors  Review 


CONN.  COURT 

DENIES  REHEARING 

Supreme  Court  Appeal  Next 
on  Calendar 

It  is  finally  reported  that  the  special  Fed- 
eral Court,  sitting  in  New  Haven,  Conn.,  has 
refused  a  rehearing  of  the  state  tax  law.  The 
appeal  was  carried  to  the  court  by  the  Fox 
Film  Corp.  of  New  York  and  the  American 
Feature  Film  Co.,  of  Boston,  Mass. 

Judges  Henry  Wade  Rogers,  Henry  God- 
dard  and  Thomas  W.  Thacher  denied  the 
appeal.    The  text  of  their  decision  follows : 

"The  motion  for  a  re-argument  is  denied. 
The  application  is  based  on  the  theory  that 
the  court  disposed  of  this  case  upon  the 
theory  that  the  statute  was  passed  in  the  ex- 
ercise of  the  police  power,  but  the  court  de- 
cided that  whether  the  act  was  passed  in  the 
exercise  of  the  police  power  or  the  taxing 
power,  it  was  valid." 

The  decks  are  now  cleared  for  an  appeal 
to  the  Supreme  Court  at  Washington. 


Kipling,  Shaw, 
Wells  Sought 

For  Pictures 


Prior  to  sailing  on  the  Olympic  last  Sat- 
urday with  Maude  Adams  and  J.  E.  D. 
Meador,  Joseph  P.  Bickerton,  Jr.,  theatrical 
lawyer  and  backer  of  various  shows  here, 
announced  that  he  would  present  a  plan  be- 
fore English  novelists,  playwrights,  govern- 
ment officials  and  motion  picture  people,  out- 
lining a  method  of  picture  production  for 
England  which  will  serve,  he  said,  as  an 
offset  to  the  threatened  American  monopoly. 

Mr.  Bickerton  will  endeavor  to  do  what 
various  picture  men  have  endeavored  in  the 
past,  to  extract  George  Bernard  Shaw's  con- 
sent to  the  filming  of  his  works. 

He  will  also  interview  Rudyard  Kipling 
regarding  other  of  his  works  beside  "Kim" 
which  Miss  Adams  will  film. 


LONDON,  England. — George  Bernard 
Shaw  and  H.  G.  Wells  are  members  of  the 
Film  Society  formed  here  to  sponsor  pictures 
with  "pretensions  of  sincerity."  Hon.  Ivor 
Montagu,  who  is  credited  with  securing  the 
backing  of  these  two,  states  that  films  of 
scientific  character  and  those  that  have  ele- 
ments to  recommend  them  over  the  rank 
and  file  will  receive  the  Society's  endorse- 
ment. The  Society  is  also  calling  for-  the  re- 
issue of  early  Americans  films,  namely  the 
two  reel  Indian  productions  and  the  first 
Chaplin  pictures. 

*  * 

Witwer  and  Hellman  Series 

Plans   are  under  way  at  the   F.   B.  O. 

Hollywood  studios   for  the  production  of 

"Fighting  Hearts,"  a  new  two  reel  series  by 
Sam  Hellman. 

Still  another  H.  C.  Witwer  series  will  be 
produced  by  F.  B.  O.,  entitled  "Milgrim's 
Progress." 


10,000  Posters 
Banned  in  Montreal 

MONTREAL.— During  the  month  of  Sep- 
tember, Martin  Singher,  chief  poster  censor 
for  this  city,  examined  7,710  moving  picture 
posters,  of  which  7,256  were  marked  "Ac- 
cepted" and  454  were  rejected.  The  city 
drew  revenue  from  this  source  amounting 
to  $231.89  during  the  one  month. 

With  the  month  of  September,  the  poster 
censor  bureau  started  its  second  year  of  work 
in  Montreal.  During  the  first  year,  109,249 
posters  were  examined,  of  which  98,450  were 
passed  and  10,799  were  rejected.  The  total 
revenue  to  the  city  during  the  first  12  months 
from  poster  censorship  amounted  to  $3,149.8-:! 
a  small  tax  being  charged  on  each  poster. 


urice  Costello 
Directs  Daughter 


Maurice  Costello.  first  screen  idol,  is  re- 
turning to  motion  pictures  as  director.  The 
first  star  he  will  direct  is  his  own  daughter, 
Dolores  Costello.  The  picture  is  "Maryland, 
My  Maryland,"  a  J.  Stuart  Blackton  produc- 
tion. 

Production  work  on  "Maryland,  My  Mary- 
land" is  to  start  immediately.  Besides  Miss 
Costello  John  Harron,  Otto  Matiesen,  Shel- 
don Lewis  and  Tyrone  Power  have  been 
selected. 

+   ♦  ♦ 

Fox  Buying  Heavily 

William  Fox  is  to  continue  his  policy  of 
producing  "big  time"  pictures.  It  is  under- 
stood he  is  snatching  up  many  of  this  season's 
plays,  at  least  one  of  which  is  up  in  the  big 
money. 

Report  has  it  that  he  has  closed  or  is 
about  to  close  for  seven  other  plays,  includ- 
ing "What  Price  Glory?"  and  "The  Family 
Upstairs,"  from  the  season's  list. 

♦  ♦  ♦ 

Coogan  to  Retire 

HOLLYWOOD.— Jackie  Coogan  will  re- 
tire from  the  screen  on  the  completion  of 
his  current  picture  being  made  at  the  M-G-M 
studio  according  to  a  report  current  here. 

Jackie's  long  hair  will  be  clipped  and  he 
will  be  shipped  off  to  school  until  old  enough 
to  return  to  the  screen  as  a  juvenile,  the 
report  says. 

£      %  * 

UFA  Directors  Here  Monday 

Two  directors  of  UFA  arrive  here  on  the 
Deutschland  Monday.  They  are  Alexander 
Grau,  head  of  the  educational  and  scientific 
departments  of  the  company,  and  Dr.  Nich- 
olas Kausmann,  who  was  interested  in  the 
production  of  "The  Way  to  Strength  and 
Beauty." 

*  *  * 

Pickford  at  Strand 

Mary  Pickford  in  "Little  Annie  Rooney" 
is  the  feature  photoplay  at  the  Mark  Strand 
theatre  the  week  beginning  Sunday. 


CRIME  FILMS 

IN  ENGLAND 

Censors  There  Rule  Against 
Certain  Phases 

LONDON.— The  British  Board  of  Film 
Censors  has  relisted  its  principles  against 
"crime"  pictures,  owing  to  the  continued  re- 
currence of  such  pictures  here. 

In  a  letter  to  Inter-Ocean  Film  Corp.,  T. 
P.  O'Connor,  president  of  the  Board,  said 
that  pictures  showing  characters  as  criminals 
resulting  from  environment  would  not  be 
continually  tolerated,  nor  would  pictures  in 
which  the  law  was  held  up  to  ridicule. 

Other  mandates  were  listed  as  follows : 

(a)  No  serial  dealing  with  "crime"  will 
be  examined  except  as  a  whole. 

(b)  No  film  in  which  "crime"  is  the  do- 
minant feature,  and  not  merely  an  episode 
in  a  story,  will  receive  a  certificate. 

(c)  No  film  will  be  passed  in  which  uhe 
methods  of  "crime"  are  shown  or  illustrated. 

(d)  No  "crime"  film  will  be  passed,  even 
in  cases  where  at  the  end  of  the  film,  re- 
tribution is  supposed  to  have  fallen  on  the 
criminal,  or  where  actual_  crime  is  treated 
from  the  comic  point  of  view. 

M-G-M  Studio  for  London 

LONDON.— The  possibility  of  Metro- 
Goldwyn-Mayer  erecting  a  studio  here  is  be- 
ing seriously  discussed.  Well  informed  cir- 
cles have  it  that  Sir  William  Jury's  visit  to 
America  was  to  arrange  details  with  Marcus 
Loew  and  other  M-G-M  heads. 

The  site  selected,  according  to  the  story, 
is  close  to  North  Acton  station.  The  Air 
Ministry's  statistics  show  this  region  to  be 
less  susceptible  to  fogs  than  other  localities 
in  England.  Robert  Rubin  of  M-G-M,  re- 
cently here,  is  believed  to  have  scouted  for 
the  site. 

*  *  * 

"Sorrows"  Script  Done 

John  Russell  and  George  Hull  have  com- 
pleted the  scenario  of  "The  Sorrows  of 
Satan"  for  D.  W.  Griffith  and,  it  is  said,  their 
first  efforts  on  the  modernization  of  the  Cor- 
elli  piece  met  with  the  director's  entire  ap- 

PrGriffith  will  make  this  picture  for  Famous 
Players-Lasky  following  completion  of  cut- 
ting and  titling  on  "That  Royle  Girl'  and 
it  is  understood  it  will  be  done  on  a  most 
elaborate  scale. 

*  *  * 

Dawes  Pathe  News  Guest 

Vice-President  Dawes,  cabinet  officers  and 
foreign  ambassadors  will  be  guests  of  honor 
at  a  banquet  Nov.  15  at  the  Hotel  Plaza  in 
celebration  of  the  fifteenth  anniversary  of 
Pathe  News.  Emanuel  Cohen,  editor  of  the 
reel,  has  made  arrangements  for  a  special 
train  to  convey  the  guests  from  Washington. 

*  *  * 

Start  "Skinner's  Dress  Suit" 

LOS  ANGELES.— "Skinner's  Dress  Suit," 
Henry  Irving  Dodge's  story,  goes  into  pro- 
duction as  a  Reginald  Denny  Jewel  at  Uni- 
versal City  today. 


Page  16 


Exhibitors  Trade  Review 


OLCOTT  P.  D.  C.  DEAL 
APPEARS  LIKELY 

Flinn  Considers  Director  One  of 
the  Finest  Making  Films 

A  report  that  Sidney  Olcott  will  direct 
under  the  banner  of  Producers  Distributing 
Corp.,  elicited  the  statement  from  the  execu- 
tive offices  of  the  company  to  the  effect  that 
nothing  definite  had  been  consummated. 

Conversation  with  John  C.  Flinn  on  the 
subject,  developed  his  opinion  of  the  ability 
of  Olcott  as  a  director,  Mr.  Flinn  saying : 

"I  believe  that  Sidney  Olcott  is  rated 
among  the  four  leading  directors  making  pic- 
tures today.  And,  so  far  as  his  record  on  a 
box-office  basis  is  concerned,  I  don't  believe 
there  will  be  found  more  than  one  or  at  the 
most  two,  who  surpass  him." 

SKOURAS  COMPLETES 

DEAL  WITH  FAMOUS 

Oct.  16.-— It  was  reported  late  last  night 
that  Spyrus  Skouras,  chief  of  the  St.  Louis 
Amusement  Company,  had  yesterday  per- 
fected the  arrangement  with  Famous-B.  &  K. 
regarding  his  New  Ambassador,  West  Fnd 
Lyric  and  Grand  Central  in  St.  Louis.  These 
are  all  downtown  first  runs  and  were  the. 
only  houses  desired  by  Famous  in  the  nego- 
tiations. 

*  ♦  ♦ 

VITAL  REORGANIZED 

Vital  Exchanges,  Inc.,  has  been  reorgan- 
ized with  the  following  officers :  David  Hoch- 
reich,  president ;  Arthur  L.  Price,  vice-presi- 
dent ;  J.  Chas.  David  2nd,  second  vice-presi- 
dent;  Walter  Cohen,  secretary-treasurer;  Leo 
A.  Price,  chairman  of  the  board  of  directors 
and  finance  committee.  The  directors  are 
Leo  and  Arthur  Price,  Hochreich,  Davis, 
Cohen,  J.  K.  Adams,  William  Hedwig,  with 
Senator  Abraham  Kaplan,  general  counsel. 

Seventeen_  Vital  Exchanges  have  opened. 
The  remaining  fourteen  will  accept  business 
in  thirty  days.  Leo  Price  is  president  of  the 
Associated  Banking  Corp.,  Arthur  Price,  his 
son,  is  vice-president. 

*  *  * 

Ray  Johnston  to  Coast 

W.  Ray  Johnston,  President  of  Rayart 
Pictures  Corporation,  has  left  for  Los  An- 
geles where  he  will  spend  a  month  in  various 
conferences  with  Rayart  Producers  regard- 
ing the  second  Rayart  Series  for  1925-26. 

He  was  accompanied  by  Dwight  C.  Leeper, 
vice-President  of  Richmount  Pictures,  who 
distribute  the  Rayart  Product  abroad. 

*  ♦  ♦ 

Adolph  Zukor,  2nd 

Mr.  and  Mrs.  Eugene  J.  Zukor  are  receiv- 
ing congratulations  on  the  birth  of  a  son, 
Adolph  Zukor,  2nd,  on  October  9.  Both 
Mrs.  Zukor  and  the  baby  are  doing  well. 

Ben  Turpin  Cast 

Ben  Turpin  has  joined  the  cast  of  "Steei 
Preferred,"  Metropolitan  Production  for 
Pro-Dis-Co.  release. 

*  *  * 

Loew  Sells  Aldine 

WILMINGTON,  Del.— Marcus  Loew  has 
turned  the  Aldine  over  to  the  Stanley  Co. 
with  the  understanding  Metro-Goldwyn's  are 
booked. 

*  *  * 

Schlesinger  to  Coast 

Gus  Schlesinger,  Warner  foreign  manager, 
is  en  route  to  the  coast. 


"Sky  Rocket"  Not 
To  Be  Roadshowed 

"Associated  Exhibitors  will  not  roadshow 
their  super-special,  "he  Sky  Rocket,"  Peggy 
Hopkins  Joyce's  first  starring  vehicle,"  Gen- 
eral Manager  John  S.  Woody  emphatically 
stated  yesterday. 

"Naturally  with  a  picture  as  big  as  Peggy 
Hopkins  Joyce  in  The  Sky  Rocket'  there 
would  be  a  temptation  to  roadshow.  It  is  for 
this  reason  that  I  want  to  assure  many  in- 
quirers that  Associated  Exhibitors  is  first  and 
foremost  a  picture  organization  and  will 
continue  to  devote  its  best  thought  for  the 
benefit  and  betterment  of  the  motion  picture 
exhibitor,"  Mr.  Woody  added. 


Exhibitors  Who  Sell 

Held  to  Contracts 

DALLAS,  Texas.— The  Board  of  Ar- 
bitration, in  a  number  of  recent  cases 
tried  here,  has  ruled  that  exhibitors 
who  sell  their  houses  are  liable  to  keep 
contracts  previously  signed.  The  Inde- 
pendent Film  Service  was  sustained 
in  actions  totaling  $715.00  brought 
against  H.  A.  Holton,  of  Port  Arthur, 
and  J.  H.  Pittman  who  sold  out  to 
Jefferson  Amusement  and  the  Beau- 
mont Company,  respectively. 

The  Fox  exchange  was  awarded  a 
claim  of  $1,890  in  a  similar  case. 

The  Motion  Picture  Journal,  re- 
gional publication  here,  reports  five 
other  cases  in  which  claims  totaling 
over  $2,000  were  awarded  to  ex- 
changes when  exhibitors  sold  to  chains 
or  other  owners. 


COMPANY  HEADS  DENY 
PRODUCTION  CUTS 

There  is  a  growing  indication  that  the  ma- 
jority of  the  big  producer-distributors  are 
cutting  down  production  costs,  if  not  actu- 
ally decreasing  the  number  of  scheduled  pic- 
tures for  the  current  season. 

Heads  of  the  various  companies,  when 
queried  yesterday  by  Exhibitors  Daily  Re- 
view, emphatically  denied  such  a  condition. 
It  is  an  established  fact,  however,  that  the 
Play  Date  Bureau  has  enabled  the  indepen- 
dents to  contract  for  their  product  consid- 
erably in  advance  and  this  has  closed  dates 
usually  open  to  the  larger  producers. 

23  COMPLETE  AT  F-P-L 

Paramount  has  finished,  or  is  on  the  final 
production  stages  of  all  the  23  attractions 
which  it  will  release  during  October,  Novem- 
ber, December  and  January.  Work  is  also 
well  under  way  on  several  pictures  for  the 
new  season. 

*  *  * 

Wood  Replaces  Terris 

Tom  Terris  is  no  longer  director  of  Para- 
mount's  star  school  at  the  Long  Island 
studio.    Sam  Wood  will  finish. 

*  *  * 

Exchange  Quits 

PITTSBURGH,  Pa.— Preferred  Pictures 
Exchange  has  gone  out  of  business.  It  is 
not  known  who  will  continue  to  handle  Pre- 
ferred Pictures  here. 

rfc     ^  rP 

Married  a  Year 

Marie  Prevost  and  Kenneth  Harlan  cele- 
brated the  first  anniversary  of  their  wedding 
yesterday. 


M.P.T.O.  TO  LOBBY 
AT  WASHINGTON 

Woodhull,    Cohen,    Seider  and 
Brylawski  for  Tax  Reduction 

The  theatre  owners  of  America  will  be  rep- 
resented at  the  Tax  Reduction  hearmg  by  the 
House  Ways  and  Means  committee  on  Octo- 
ber 24  next  at  Washington,  D.  C,  by  a  com- 
mittee of  the  Motion  Picture  Theatre  Own- 
ers of  America  consisting  of  R.  F.  Wood- 
hull,  President,  Sydney  S.  Cohen,  Chairman 
Board  of  Directors,  A.  Julian  Brylawski, 
Chairman,  Administrative  Committee,  and 
Joseph  M.  Seider. 

On  behalf  of  the  theatre  owners  the  above 
committee  will,  upon  the  conclusion  of  the 
oral  argument,  file  a  brief  with  the  legis- 
lators. 

Waddill  Catchings 
Heads  Finance  Committee 

Waddill  Catchings,  member  of  the 
Wall  Street  firm  of  Goldman,  Sachs  &  Co., 
has  been  elected  to  the  board  of  directors 
of  Warner  Brothers  and  Chairman  of  the 
Finance  Committee. 

H.  M.  Warner,  in  announcing  this,  stated 
that  it  was  a  move  made  to  relieve  *he  War- 
ner Brothers  of  carrying  on  the  financial  af- 
fairs of  the  company,  and  to  leave  them  at 
liberty  to  devote  their  individual  efforts  t:> 
furthering  the  various  ends  of  the  business 
for  which  each  of  them  is  particularly 
adapted. 

*  *  * 

GOLFERS,  GOOFERS  AND 
GEEFERS 

DEIBEL  AND  YOUNG  TAKE  BIG  CUPS. 
HAMMONS  WINS  PUTT 

Mamaroneck,  N.  Y.,  Oct.  13. — The 
winners  of  the  Fall  Film  Golf  Tourna- 
ment were  announced  at  the  dinner  im- 
mediately following  at  the  Winged  Foot 
Golf  Club,  Mamaroneck,  N.  Y. 

Chris  Deibel  took  the  Warner  Trophy 
for  low  guess,  and  T.  C.  Young  took  the 
Rueben  Samuels  trophy  for  low  net. 

The  prize  for  runner  up  was  won  by 
Mitchell  May.  Jess  Gourley  won  the 
imitation  porcelain  cuspidor  with  168. 

Chris  Deibel  also  took  the  special 
Mastbaum  trophy  for  exhibitors.  Rabell 
took  the  Class  A  with  a  92.  Arthur 
Kane  won  the  Class  B,  and  H.  Gains- 
boro  won  the  Class  C  prize.  Brandt  was 
awarded  the  New  York  exhibitors  trophy. 
Scheiber  won  the  F.  B.  O.  cup. 

Following  are  the  winners  of  the 
flights:  Dan  Fish,  Arthur  Whyte,  Jack 
Kreh,  J.  V.  Ritchey,  Louis  Brock,  Geo. 
Filson,  Lee  Geinsboro,  Berry,  Elmer 
Pearson,  A.  S.  Pratchett,  Pat  Garyn,  Jack 
Glucksmann,  Lee  Ochs,  J.  S.  Dickerson, 
W.  K.  Scott,  Earl  H.  Hammons,  Paul 
Cohn,  Gene  Pecher,  F.  W.  Crosbie  and 
Geo.  H.  Oliphant. 

*  *  * 

Thomson  to  Europe 

H.  C.  S.  Thomson,  President  and  Man- 
aging Director  of  F.  B.  O.,  left  Tuesday  for 
a  two  month's  trip  to  London,  Paris  and 
Berlin,  where  he  will  make  a  survey  of  for- 
eign film  conditions  and  visit  the  foreign 
offices  of  the  company. 

jfc        5fc  * 

Principal  to  Start 

LOS  ANGELES.— Principal  Pictures  will 
start  "The  Winning  of  Barbara  Worth"  next 
week. 


October  17,  1925 


Page  17 


Leo  A.  Price,  Banker,  Heads 
Vital  Exchanges  Board 


LEO.  A.  PRICE 


DAVIS  DISTRIBUTING  DIVISION,  INC.,  announced  this  week  the  con- 
summation of  the  organization  of  Vital  Exchanges,  Inc.,  with  exchanges 
opening  immediately  in  seventeen  cities  as  the  first  step  in  the  nationwide 
distributing  system  which  was  formed  some  time  ago  by  the  Davis  Distributing 
Division,  Inc.,  and  Vital  Exchanges,  Inc.,  for  the  purpose  of  the  exclusive 
distribution  throughout  the  United  States  and  Canada  of  the  product  of  Davis 
Distributing  Division,  Inc. 

David  R.  Hochreich,  president  of  Vital 
Exchanges,  announces  that  the  organization 
of  the  entire  thirty-one  exchanges  is  practi- 
cally completed  and  that  seventeen  exchanges 
will  be  in  operation  immediately,  with  the  re- 
maining fourteen  ready  to  accept  bookings 
within  thirty  days. 

Officers  and  Board 

Coincident  with  the  beginning  of  actual 
physical  distribution  by  Vital  Exchanges,  Mr. 
Hochreich  announces  the  organization  of 
Vital  Exchanges  Inc.  as  follows :  David  R. 
Hochreich,  president ;  Arthur  L.  Price,  vice- 
president  ;  J.  Charles  Davis,  2nd,  second 
vice-president ;  Walter  Cohen,  secretary- 
treasurer,  and  Leo  A.  Price,  chairman  of  the 
board  of  directors  and  finance  committee, 
with  the  following  board  of  directors :  Leo 
A.  Price,  chairman;  David  R.  Hochreich,  Ar- 
thur L.  Price,  J.  Charles  Davis  2nd,  Walter 
Cohen,  J.  K.  Adams,  William  Hedwig,  with 
Senator  Abraham  Kaplan,  general  counsel. 

Mr.  Hochreich  expressed  his  gratification 
at  the  entrance  of  Leo  A.  Price  into  the 
motion  picture  industry  through  the  medium 
of  Vital  Exchanges.  Mr.  Hochreich  said : 
"As  stated  at  the  time  of  the  formation  of 
Vital  Exchanges  Inc.,  I  believe  this  to  be  the 
only  real  Independent  distributing  organi- 
zation with  national  releases  and  the  lines  on 
which  this  comedy  was  formed  by  myself 
and  Messrs.  Davis  and  Adams  have  proven 
the  soundness  of  our  belief. 

President  Associated  Banking  Corp. 

"I  am  delighted  that  Vital  Exchanges  Inc. 
has  been  fortunate  enough  to  secure  the  in- 
valuable services  of  such  men  as  Leo  A. 
Price,  Arthur  L.  Price,  Walter  Cohen  and 
Senator  Kaplan.  Mr.  Leo  A.  Price  was  for- 
merly president  of  Rothenberg  &  Co.,  and  is 
now  president  of  the  Associated  Banking  Cor- 
poration, and  has  been  acting  as  trustee  for 
Vital  Exchanges  Inc.  during  its  organization. 
Arthur  L.  Price,  his  son,  is  vice-president  of 
the  Associated  Banking  Corporation,  with 
which  organization  Mr.  Cohen  is  also  affili- 
ated. I  consider  that  the  entrance  of  these 
gentlemen  into  the  motion  picture  industry  is 
a  tribute  not  only  to  Vital  Exchanges  Inc. 
and  the  Davis  Distributing  Division  Inc.,  but 
to  the  motion  picture  industry  itself,  for  they 
are  recognized  in  the  financial  world  as  lead- 
ers in  their  chosen  field,  and  their  affiliation 
with  Vital  Exchanges  Inc.  is  a  tribute  to  that 
organization,  its  policies  and  product,  as  well 
as  the  Davis  Distributing  Division  Inc. 

"Senator  Abraham  Kaplan,  while  a  well 
known  lawyer,  is  recognized  in  the  financial 
world  and  in  the  field  of  politics  as  one  of 
the  ablest  men  in  his  chosen  profession.  He 
is  an  expert  on  motion  picture  matters. 

"This  reorganization  of  Vital  Exchanges 
Inc.  in  no  way  affects  the  association  with 
Davis  Distributing  Division  Inc.,  whose  pro- 
duct we  will  handle  exclusively  for  the  next 
five  years  and  whom  we  look  to  with  the 
utmost  confidence  for  the  supply  of  product 
of  sufficient  quantity  and  quality  to  make 


Vital  Exchanges  Inc.  one  of  the  leading  dis- 
tributing organizations  in  the  industry.  It  was 
only  after  careful  investigation  of  that  or- 
ganization and  a  review  of  its  product  al- 
ready completed  that  Vital  Exchanges  Inc. 
determined  to  contract  with  Davis  Distribu- 
ting Division  Inc.  to  supply  them  with  pic- 
tures. They  have  already  thirty  completed 
features  for  immediate  release.  Also  a  two- 
reel  comedy  a  week,  two  serials  and  a  num- 
ber of  novelty  short  subjects,  and  from  a 
careful  analysis  of  the  product  now  in  pro- 
duction and  to  be  produced,  I  feel  confident 
in  stating  to  my  exhibitor  friends  throughout 
the  industry  that  Vital  Exchanges  Inc.,  in 
supplying  them  with  Davis  product,  will  fur- 
nish the  exhibitor  with  as  good  product  as 
it  is  possible  for  brains,  money  and  ability 
to  produce. 

"Vital  Contract" 

"I  believe  that  now  as  never  before  in  the 
history  of  the  industry  the  launching  of  such 
an  organization  as  Vital  Exchanges  Inc.  is  of 
the  utmost  importance  to  the  exhibitor  who 
has  become  dissatisfied,  and  in  fact,  whose 
very  existence  has  been  imperilled  by  the 
conditions  enforced  by  the  monopolistic  or- 
ganizations seeking  to  strangle  him  in  every 
way  possible.  The  confidence  of  the  exhibitor 
in  us  has  been  amply  proven  by  the  fact  that 
Joseph  Seider,  chairman  of  the  Contract  and 
Arbitration  Committee  of  the  M.  P.  T.  O.  A., 
and  president  of  the  M.  P.  T.  O.  of  New 
Jersey,  has  drawn  the  contract  for  and  be- 
tween the  exhibitor  and  Vital  Exchanges  Inc., 
and  this  contract  is  to  be  known  as  the  Vital 
Contract.  I  repeat  here,  my  pledge  made  on 
the  announcing  of  the  formation  of  Vital 
Exchanges  that  ' Vital  Exchanges  will  never 
enter  into  competition  with  their  customers, 
the  exhibitors,  and  that  Vital  Exchanges  Inc. 
will  never  sell  out  to  the  interests  seeking  to 
control  the  motion  picture  industry. 

J.  Charles  Davis  2nd,  in  speaking  of  the 
reorganization  of  Vital  Exchanges,  said :  "I 


can  add  little  to  what  Mr.  Hochreich  has  said 
save  that  I  am  very  happy  and  proud  to  see 
Vital  Exchanges  Inc.  attract,  by  its  merit, 
such  men  as  the  Messrs.  Price,  Cohen  and 
Kaplan.  I  feel  as  does  Mr.  Hochreich,  that 
this  is  a  distinct  tribute  not  only  to  Vital 
Exchanges  but  to  Davis  Distributing  Divi- 
sion. I  feel  that  under  the  leadership  of  Mr. 
Hochreich  and  his  associates,  Vital  Ex- 
changes is  destined  to  take  its  place,  and 
that  at  an  early  date,  as  one  of  the  most 
important  releasing  organizations  in  the  mo- 
tion picture  industry.  I  have  had  the  pleasure 
of  knowing  Messrs.  Price  and  Kaplan  for 
sotne  time,  and  I  know  them  to  be  men  of 
sterling  qualities  and  great  ability,  and  I  feel 
that  their  association  with  Vital  Exchanges 
is  a  tribute  to  the  motion  picture  industry  as 
a  business." 

Exchanges  Operating 

The  Vital  Exchanges  which  are  now  in 
operation  and  those  opening  within  the  week 
are:  Philadelphia,  Dave  Segal;  Pittsburgh, 
O.  R.  Kurtze;  Buffalo,  Richard  C.  Fox;  Al- 
bany, Richard  C.  Fox ;  Milwaukee,  Walter 
A.  Baier;  Cleveland,  Harry  A.  Lande;  Cin- 
cinnati, Harry  A.  Lande ;  Indianapolis.  Harry 
A.  Lande;  St.  John,  N.  B,  R.  J.  Romney; 
Toronto,  Winnipeg,  Montreal,  Vancouver,  R. 
J.  Romney ;  Boston,  Harry  Segal ;  New  York, 
Moe  Kerman ;  Chicago,  Si  Greiver. 

Mr.  Hochreich  is  leaving  on  a  trip  im- 
mediately to  arrange  the  opening  of  the  other 
exchanges  which  are  but  waiting  the  word  to 
go.  He  will  be  joined  on  the  Coast  by  Mr. 
Davis,  who  will  spend  some  time  in  Califor- 
nia in  the  interest  of  productions  and  states 
that  all  production  is  to  be  speeded  up  in 
order  to  keep  the  newly  opened  exchanges 
fully  supplied  with  quality  product.  Mr. 
Hochreich  also  states  that  his  assistant,  Mil- 
ton Kempner,  will  accompany  him  on  the  trip 
and  that  the  detail  of  all  office  management 
will  be  looked  after  by  Max  F.  C.  Goosman, 
assistant  general  manager. 

*    *  * 

London  Critics 
Praise  Pick  ford's 
Latest  Film 

"Mary  Pickford  in  'Little  Annie  Rooney'  is 
a  sheer  joy,"  said  the  film  reviewer  for  the 
London  Daily  Chronicle,  after  seeing  the 
opening  performance  of  this  United  Artists 
Corporation  release  at  the  Marble  Arch  Pa- 
vilion. 

"From  near  the  start  to  the  finish  the 
audience  has  nothing  to  do  but  laugh,"  said 
the  Daily  Sketch. 

"A  short  pause  in  the  middle  of  'Little 
Annie  Rooney'  would  be  useful  to  allow  the 
spectators  to  catch  breath  before  being 
plunged  from  one  series  of  emotions  into 
another,"  said  the  Times. 

"Mary's  exploits  with  foot  and  fist  provoke 
prolonged  and  boisterous  merriment,"  said  the 
Telegraph. 

"A  quaint  mixture  of  fun  and  pathos  that 
was  received  with  a  succession  of  chuckles 
and  laughs  that  fully  demonstrated  the  audi- 
ence's enjoyment  of  Mary  Pickford's  tomboy 
pranks,"  said  the  Star. 

"Good  entertainment,  in  which  'The  World's 
Sweetheart'  repeats  those  delightful  perform- 
ances of  tomboy  exuberance,"  said  the  West- 
minster Gazette. 

"Mary  Pickford  makes  a  wonderful  tom- 
boy still,"  said  the  Evening  Standard. 


Page  18 


Exhibitors  Trade  Review 


Douglas 

Fairbanks 

in 

"The  Black 

Pirate  " 


TT  would  be  foolhardy  to  pre- 
1  diet  that  "The  Black  Pirate," 
the  newest  venture  of  Douglas 
Fairbanks  for  United  Artist's  re- 
lease, is  going  to  surpass  any- 
thing that  the  popular  screen 
idol  has  ever  done  before.  The 
picture  is  yet  much  too  young 
to  fortell  what  the  finished 
product  will  be.  But  for  a  cer- 
tainty, never  before  have  the 
preparations  for  any  of  Fair- 
banks' productions  been  as  lav- 
ish and  far-reaching.  If  this 
be  an  indication,  then  let  us 
look  for  something  greater 
than  we  may  even  dare  to  ex- 
pect. 


Sales  Details  Discussed 

At  Associated  Meet 


Keenest  enthusiasm  was  manifested  by  spe- 
cial field  men  when  they  learned  in  confer- 
ence this  week  in  the  home  office  of  Associ- 
ated Exhibitors'  big  plans  regarding  Peggy 
Hopkins  Joyce's  starring  vehicle,  "The  Sky 
Rocket."  The  fact  that  "The  Sky  Rocket"  is 
Miss  Joyce's  first  picture  and  that  it  is  one  of 
their  company's  super  specials  for  the  ensu- 
ing season,  coupled  with  the  official  announce- 
ment that  an  appropriation  of  over  $150,000 
has  been  voted  to  exploit  this  production, 
were  primarily  responsible  for  the  high  ten- 
sion evidenced. 

General  Manager  John  S.  Woody  and 
Sales  Manager  Jay  A.  Cove  presided  over 
these  sessions,  which  lasted  for  three  days. 
Four  of  the  five  special  representatives  of 
Associated  Exhibitors  were  present  during 
the  three  days  in  the  home  office  quarters  at 
35  West  45th  street,  Manhattan. 

Details  of  the  company's  new  selling  and 
administrative  policy  were  outlined.  In  this 
respect,  the  special  representatives  learned  of 
Associated's  second  group  of  1925-26  pro- 
ductions, totalling  sixteen.  They  were  given 
the  opportunity  of  previewing  the  major  por- 
tion of  this  second  half  of  the  schedule. 


A  statement  of  Associated's  plans,  reas- 
suring to  the  present  field  organization,  was 
made  by  President  Oscar  Price,  and  was  re- 
ceived with  much  enthusiasm.  Robert  E. 
Welsh,  director  of  publicity  and  advertising, 
explained  in  detail  elaborate  plans  which  he 
has  under  way  in  connection  with  his  own 
department  which  call  for  the  co-operation 
of  the  sales  department  to  its  mutual  aid. 

The  special  representatives  were  instructed 
with  regard  to  the  taking  over  of  towns  of 
less  than  2,500  population,  heretofore  sold 
for  Associated  by  Pathe,  and  for  the 
employment  of  bookers  and  a  greatly  in- 
creased sales  organization.  In  this  respect 
were  discussed  many  details  of  sales  work 
and  the  entire  distribution  campaign  for  the 
remainder  of  the  season. 

Those  of  the  special  field  force  m  atten- 
dance during  this  three-day  conference  were 
Claude  C.  Ezell,  Floyd  Lewis,  Harry  E.  Lotz 
and  Melville  E.  Maxwell.  A  detailed  report 
of  what  had  been  accomplished  at  these  ses- 
sions was  forwarded  to  Oren  F.  Woody, 
who  is  now  on  the  Pacific  Coast  and  who  was 
unable  to  get  to  New  York.  Mr.  Woody  will 
conduct  exchange  meetings  on  the  Coast. 


F.  B.  O.  Sets  Thirteen 

On  November  Program 


Thirteen  releases,  five  of  which  are  features 
and  eight  short  subjects,  are  scheduled  for 
release  by  F.  B.  O.  during  November. 

The  imposing  program  is  headed  by  "No 
Man's  Law,"  an  Independent  Pictures  Cor- 
poration production  starring  Bob  Custer.  The 
handsome  Western  star,  who  is  making  a 
second  series  of  Texas  Ranger  pictures  for 
the  distributing  company,  will  be  seen  in  a 
fast  moving  action  melodrama,  replete  with 
fights  and  thrills.  "No  Man's  Law"  will  be 
released  on  November  1st. 

A  Western  film  starring  Tom  Tyler, 
F.  B.  O.'s  "surprise"  Western  star,  who 
sprang  instantaneously  into  favor  with  his 
first  picture,  "Let's  Go,  Gallagher,"  has  also 
been  set  for  November  1st.  The  productien 
is  as  yet  untitled. 

'All  _  Around  Frying  Pan,"  based  on  the 
magazine  story  by  Frank  L.  Pierce,  will  serve 
as  Fred  Thomson's  next  super  Western,  and 
will  be  distributed  on  November  8th.  David 


Kirkland  directed  from  his  own  continuity. 
Clara  Horton,  James  Marcus,  William 
Courtwright,  John  Lince,  Monte  Collins, 
Elmo  Lincoln  and  Newton  Barber  support 
Thomson. 

"The  Last  Edition,"  Emory  Johnson's  lat- 
est production,  which  he  calls  "a  tribute  to 
the  profession  of  journalism,"  and  which  is 
listed  as  a  Gold  Bond  picture  by  F.  B.  O., 
will  also  be  shown  to  exhibitors  on  Novem- 
ber 8th.  "The  Last  Edition"  was  written  by 
Emilie  Johnson,  the  mother  of  the  young 
director-producer.  The  cast  is  headed  by 
Ralph  Lewis,  with  Lila  Leslie,  Ray  Hallor, 
Frances  Teague,  Rex  Leas,  Lou  Payne,  David 
"Red"  Kirby,  Wade  Boteler,  Cuyler  Supplee, 
Leigh  Willard  and  Will  Frank  in  support. 

The  second  Texas  Ranger  production,  star- 
ring Bob  Custer,  as  yet  untitled,  will  be  shown 
on  November  29th. 

Eight  short  subjects  are  scheduled  for 
November. 


O'Malley  Back 

From  Sales  Trip 

David  A.  O'Malley,  secretary  of  Columbia 
Pictures  Corporation,  has  returned  from  a 
six  weeks'  trip  covering  all  Columbia  ex- 
changes throughout  the  country.  Mr.  O'Mal- 
ley made  an  exhaustive  study  of  the  inde- 
pendent situation  and  has  returned  with  the 
opinion  that  the  coming  year  will  be  the  best 
and  most  prosperous  to  be  experienced  by 
independent  producers  and  distributors. 

"The  financial  situation,"  he  says,  "is  better 
than  it  has  been  at  any  other  time  in  the  his- 
story  of  motion  pictures.  Distributors 
throughout  the  entire  country  have  awakened 
to  the  fact  that  independent  productions  can 
be  cashed  in  on  as  readily  as  can  the  trust 
product ;  and  that  independent  productions 
now  equal  the  calibre  of  those  turned  out 
on  the  billion  dollar  'lots'." 

Columbia  productions  in  particular  have 
established  the  present  high  standing  of  in- 
dependent product,  and  has  won  the  confi- 
dence of  independent  distributors  to  such  an 
extent  that  all  those  now  handling  Columbia 
pictures  have  laid  definite  plans  to  form  a 
national  organization  for  the  exclusive  dis- 
tribution of  Columbia  productions  and  will 
meet  in  New  York  during  the  coming  week 
to  definitely  decide  on  new  policies.- 

Mr.  O'Malley  states  that  his  exhaustive 
study  of  conditions  in  the  field  reveals  that  at 
the  present  time  exhibitors  and  distributors  of 
independent  productions  feel  that  the  revived 
competition  in  the  motion  .picture  industry 
and  the  splendid  quality  of  independent  pro- 
duct being  offered  has  brought  about  a  re- 
newed interest  which  has  permanently  done 
away  with  the  recent  slump  in  motion  pic- 
ture production. 

*    *  # 

Instructor  Praises 
"Broken  Hearts" 

Frances  Taylor  Patterson,  instructor  of 
sity,  editor  of  "Broken  Hearts,"  a  Jaffe  Art 
photoplay  composition  at  Columbia  Univer- 
Film  starring  Lila  Lee,  has  just  completed 
her  work,  and  declares  the  picture  adapted 
for  any  type  of  house. 

"I  cannot  say  whether  'Broken  Hearts'  is  a 
great  picture,  but  I  do  not  hesitate  to  pro- 
claim it  a  true  life  film,  one  of  the  most  real- 
istic efforts  ever  produced.  Big  and  small  city 
audiences  will  like  this  picture,  because  it  is 
of  universal  appeal.  It  is  new  without  being 
revolutionary.  There  is  the  comedy  relief 
which  does  not  overshadow  the  main  story, 
however,"  continued  Mrs.  Patterson. 


Page  20 


Exhibitors  Trade  Review 


Botsford  and  Holman 


First  Nat'l 


Advanced  by  Paramount        To  Resume 


Left:  A.  M. 
Botsford, 
advertising 
manager 
Famous- 
B.  &  K. 
Theatres. 
Right:  Rus- 
sell Holman, 
advertising 

manager 
for  Famous 
Players- 
Lasky. 


A.  M.  Botsford,  who  for  four'  years  has 
been  advertising  manager  of  Famous  Players- 
Lasky  Corporation,  leaves  this  post  on  No- 
vember 1  to  take  charge  of  the  advertising 
department  of  the  new  corporation  which  will 
be  formed  to  control  the  operation  of  the 
theatres  now  aligned  with  Famous  Players 
throughout  the  country. 

Russell  Holman,  who  has  been  Mae  Bots- 
ford'? assistant,  succeeds  him  as  advertising 
manager  for  Famous  Players. 

The  department  which  Mr.  Botsford  will 
organize  and  direct  will  supervise  all  adver- 
tising of  the  individual  theatres,  and  will 
conduct  a  comprehensive  institutional  cam- 
paign, the  first  of  such  campaigns  of  national 
scope. 


Both  Mr.  Botsford  and  Mr.  Holman  are 
widely  known  among  national  advertisers  and 
in  the  motion  picture  industry,  their  cam- 
paigns on  behalf  of  Paramount  pictures  hav- 
ing received  the  unstinted  praise  of  leaders  in 
the  advertising  and  publishing  fields.  On 
many  occasions  the  layouts  prepared  by  the 
department  have  been  awarded  the  highest 
honors  in  competitive  exhibitions. 

Sidney  R.  Kent,  general  manager  of  Fam- 
ous Players,  in  appointing  Mr.  Holman  ad- 
vertising manager,  declared  that  as  assistant 
in  the  department  Mr.  Holman  had  displayed 
a  keen  sense  of  advertising  values,  a  big  fac- 
tor in  popularizing  Paramount  pictures 
throughout  the  world. 


Morgan,  of  Pro-Dist-Co., 

Reports  Great  Business 


W.  J.  Morgan,  sales  manager  of  Pro- 
ducers Distributing  Corporation  returned  to 
New  York  this  week  after  a  business  sur- 
veying trip  that  took  him  to  every  branch  in 
the  midwestern,  central,  southern  and  east- 
ern districts ;  and  his  report  of  conditions  in 
general  and  the  prospects  for  the  Producers 
Distributing  releases  in  particular  are  more 
than  gratifying  to  the  company  executives. 

Mr.  Morgan  reports  that  exhibitors  every- 
where are  booking  the  entire  list  of  thirty- 
seven  pictures  on  the  present  schedule,  with 
the  utmost  confidence  in  the  representations 
being  made  for  their  quality  and  diversity  of 
entertainment  matter  and  that  the  most  inter- 
esting phase  of  these 1  advance  bookings  is 
the  fact  that  a  great  many  contracts  have 
been  signed  with  the  foremost  theatres  in 


first  run  towns,  heretofore  looked  upon  as 
"closed"  territories. 

A  high  compliment  is  paid  to  the  Pro-Dis- 
Co.  sales  force  in  Mr.  Morgan's  report.  He 
says  that  with  the  changes  additions  and 
iransfers  made  in  the  selling  force  during  the 
past  several  months  he  believes  the  personnel 
of  the  field  organization  to  be  the  finest  that 
ever  represented  a  motion  picture  distributing 
company. 

'"The  men  we  have  in  the  field  are  of  the 
highest  calibre  socially  and  commercially," 
says  Mr  Morgan,  "and  I  am  as  proud  of 
them  as  our  representatives  as  I  am  of  the 
productions  and  the  producers  they  are  repre- 
senting. I  feel  that  we  have  a  great  organi- 
zation as  well  as  a  great  line  of  pictures  un- 
der out  banner." 


Paths  is  Host  to  Newspapers 

in  Honor  of  Allene  Ray 


A  large  and  representative  gathering  of 
motion  picture  writers  of  the  daily,  trade  and 
fan  press  were  in  attendance  at  the  gay  fes 
tivities  of  the  studio  party  tendered  Allene 
Ray  by  Pathe  in  the  medieval  settings  of 
"Bellamy  Castle,"  erected  at  the  Long  Island 
studio  for  "The  Green  Archer." 

While  half  of  the  party  were  dancing,  oth- 
ers wended  their  way  to  the  archery  gallery 
in  the  studio  annex.  All  of  the  "archers"  had 
a  good  time  on  the  bow  and  came  within  a 
few  circles  of  the  bull's  eye.  W.  Adolpe 
Roberts,  of  Brewster  Publications,  triumphed 


over   all   others   in   hitting  the   bull's  eye. 

The  crowning  event  of  the  party  was  the 
coronation  of  Miss  Allene  Ray  as  "Queen  of 
Serials." 

Members  of  the  cast  assisting  Miss  Ray 
in  receiving  the  guests  were  Walter  Miller, 
Mrs.  Walter  Miller,  Burr  Mcintosh,  Frank 
Lackteen,  Walter  P.  Lewis,  Jack  Tanner,  Ray 
Allan,  William  Randall,  Stephan  Grattan, 
Dorothy  King  and  Wally  Oettel. 

"The  Green  Archer"  company  is  now  work- 
ing on  the  sixth  chapter  of  the  new  Pathe- 
serial. 


Eastern  Production  Units  Active 
After  Letdown 

After  several  weeks  of  inactivity,  produc- 
tion at  First  National's  New  York  studios  is 
expected  to  swing  into  high  speed  within  a 
few  days,  according  to  an  announcement  by 
Earl  Hudson,  supervisor  of  this  company's 
eastern  production  units. 

"Men  of  Steel"  will  be  the  first  picture  to 
start.  This  will  go  into  production  between 
the  15th  and  25th,  according  to  present  plans. 
The  exact  date  will  depend  upon  the  arrange- 
ments now  being  perfected  with  o/frcials  of 
the  United  States  Steel  Corporation.  The 
United  States  Steel  Corporation,  through 
Judge  Elbert  H.  Gary,  has  agreed  to  co- 
operate with  First  National  in  every  way  and 
turn  its  vast  interests  over  to  the  company 
for  the  filming  of  this  picture.  "Men  of 
Steel"  is  to  be  a  steel  epic.  It  will  be  one  of 
the  biggest  "specials"  yet  made  by  First  Na- 
tional. Milton  Sills  wrote  the  original  story 
and  will  be  seen  in  the  starring  ro.c.  Sills 
and  John  Fish  Goodrich  prepared  the  script. 
George  Archainbaud  has  been  selecte ■]  to  di- 
rect. A  supporting  cast  that  boast/  all  star 
quality  has  been  picked.  Doris  Kenyon,  May 
Allison,  Claude  Gillingwater,  George  Faw- 
cett,  Victor  McLaglen  and  John  Philip  Kolb 
will  comprise  the  principal  players  in  this 
supporting  cast.    Hudson  will  supervise. 

Meanwhile  work  is  being  rushed  for  the 
starting  of  a  half  dozen  other  pictures  which 
will  be  placed  in  production  as  rapidly  as 
space  at  the  studios  will  permit.  Five  widely 
known  scenario  writers  have  been  added  to 
the  writing  staff  of  the  eastern  units.  They 
are  Olga  Printzlau,  John  Fish  Goodrich, 
Charles  Whittaker,  Jane  Murfin  and  Harvey 
Thew. 

Goodrich  is  working  on  the  script  of  "Men 
of  Steel."  Miss  Printzlau  is  doing  the  script 
for  "Pals  First,"  which  was  first  written  as 
a  novel  by  Francis  Perry  Elliot.  It  later  ap- 
peared as  a  successful  Broadway  pioduction. 
Miss  Murfin  and  Whittaker  are  woiking  to- 
gether on  the  adaptation  of  'The  Savage,"  an 
original  story  by  Ernest  Pascal.  Thew  is 
writing  the  script  for  "The  Boss  of  Little 
Arcady,"  an  adaptation  of  Harry  Leon  Wil- 
son's magazine  story  of  the  same  name.  Earl 
Snell  and  C.  L.  Yearsley  are  writing  thc 
adaptation  of  "Mismates,"  the  Myron  C. 
Fagan  play,  which  will  be  started  as  soon  as 
Doris  Kenyon  completes  her  work  in  "Men 
of  Steel."  Jack  Jungmeyer  and  Joseph  Poland 
are  working  on  another  script  not  yet  an- 
nounced. 

In  the  cutting  room  are  "The  Scarlet  Saint," 
which  Director  George  Archainbaud  recently 
completed  with  Mary  Astor  and  Lloyd 
Hughes  in  the  featured  roles,  and  "The  Un- 
guarded Hour,"  a  Milton  Sills'  starring  ve- 
hicle. 


"PHANTOM  EXPRESS"  HAS 

ETHEL  SHANNON  IN  CAST 

In  accordance  with  his  announcement  that 
only  players  of  proven  box-office  worth  would 
appear  in  Banner  and  Royal  pictures  released 
through  the  Henry  Ginsberg  Distributing 
Corporation,  Mr.  Ginsberg  announced  this 
week  that  Ethel  Shannon  has  been  engaged 
to  play  the  leading  role  in  'The  Phantom  Ex- 
press," the  third  picture  in  the  Royal  series 
on  which  production  has  now  begun. 

Miss  Shannon  scored  a  hit  in  the  Christie 
farces,  "Charlie's  Aunt"  and  "Stop  Flirting." 
She  is  the  ideal  type  to  combine  deft  touches 
of  humor  with  the  fast  action  and  appealing 
romance  of  "The  Phantom  Express.' 


October  17,  1925 


Page  21 


Sales  News  and  Personalities  of  the  Week 


SEATTLE 

Western  Film  Corporation  has  purchased 
four  Chadwick  Specials,  "Flattery,"  "I  Am 
the  Man,"  "The  Midnight  Girl,"  and  "Man 
of  Iron,"  for  Washington,  Oregon,  Idaho  and 
Montana.  "Eyes  of  Hollywood"  has  also 
been  purchased  by  this  firm,  as  has  the 
second  series  of  "Alice"  comedies. 

*  *  * 

Cecil  Gruell,  formerly  booker  at  Produc- 
ers Distributing  Corporation,  has  resigned  to 
join  the  local  staff  at  Metro-Goldwyn  as  gen- 
eral assistant. 

*  *  * 

DeLuxe  Feature  Film  Corporation  of  Seat- 
tle announces  the  appointment  of  Louis 
Goldsmith  as  salesman  out  of  the  local  of- 
fice. 

*  *  * 

Seattle  Fox  Film  Corporation,  Jack  Sulli- 
van, manager,  was  the  first  local  film  ex- 
change to  go  over  the  top  for  the  Community 
Fund  drive.  They  were  over  their  quota 
by  nine  o'clock  on  the  opening  da3'  of  the 
drive ! 

*  *  * 

V.  S.  Brown,  who  has  been  covering 
Block  B  in  Washington  for  Pathe,  has  re- 
signed. His  territory  will  be  covered  by  W.  C. 
Green,  for  three  years  in  the  Portland  terri- 
tory for  this  company. 

*  *  * 

H.  W.  Lawrence,  exploitation  manager  of 
Seattle  Fox,  staged  a  highly  successful  saxo- 
phone contest  at  the  Coliseum,  during  an  en- 
gagement of  "Little  Sousa"  as  guest  conduc- 
tor of  the  big  Coliseum  orchestra.  "The 
Wheel"  was  the  featured  picture. 

*  *  * 

Greater  Features,  Inc.,  distributors  of  in- 
dependent pictures  throughout  eight  northwest 
states  and  Alaska,  have  purchased  eight 
Chadwick  pictures.  Two  Charles  Rays,  "Some 
Pun'kins"  and  "Sweet  Adeline,"  are  in  the 
group,  which  includes  also  "The  Unchastened 
Woman,"  "The  Perfect  Clown,"  "Paint  and 
Powder,"  "Blue  Blood,"  "American  Pluck" 
and  "Prince  of  Broadway." 

*  *  * 

S.  Z.  Williams,  traveling  auditor  for  Pro- 
ducers Distributing  Corporation,  who  has 
spent  some  time  in  Seattle  recently,  is  being 
felicitated  upon  his  marriage  to  Miss  Col- 
man,  formerly  proprietor  of  the  Yesler 
Theatre  here. 

*  *  * 

Portland  office  of  Producers  Dist.  Corp. 
has  been  opened.  Dave  Fraser,  assistant  di- 
vision manager,  who  passed  through  Seattle 
on  his  return  from  a  convention  in  Chicago, 
was  in  Portland  to  supervise  the  opening. 
Jack  Rue  is  Portland  manager  and  has  for 
his  assistant  Ray  Hudson,  formerly  of  the 
Seattle  staff. 

s|s     a|e  sfc 

F.  B.  O.  SECURES  BLANKET 
PHILADELPHIA  BOOKING 

Jerome  Safron,  manager  of  the  F.  B.  O. 
Philadelphia  exchange,  consummated  a  deal 
with  William  Cadoret,  general  manager  of 
the  Commerford  Circuit,  for  F.  B.  O.'s  en- 
tire product  for  the  1925-26  season  for  the 
eighteen  theatres  on  the  Commerford  circuit 
in  Pennsylvania. 

The  cities  include  Scranton,  Wilkes-Barre, 
Plymouth,  Sunbury,  Danville,  Ashley,  Avoca, 
Bloomsbury,  Dickson,  Duryea,  Glen  Lyon, 
Hawley,  Honesdale,  Mauch  Chunk,  North- 
umberland, Selinsgrove,  Throop  and  West 
Pittstown. 


BUFFALO 

Jimmy  Speer,  former  manager  of  the  Buf- 
falo Dependable  Exchange,  has  returned 
from  Florida  and  is  trying  to  sell  exhibitors 
land  in  that  boom  country. 

*  *  * 

E.  J.  Hayes,  former  manager  of  the  Buf- 
falo First  National  office,  and  recently  asso- 
ciated with  the  sales  staff  of  Producers  Dis- 
tributing Corporation  and  Bond  Photoplays 
Corporation,  has  entered  a  sanatorium  to 
recover  his  health. 

*  *  * 

O.  T.  Schroeppel  is  now  in  charge  of  all 
the  booking  at  the  Fox  office,  where  much  re- 
arranging has  been  under  way  in  exchange 
layout.  Harry  Bailey,  the  new  manager,  has 
arrived  and  taken  up  his  duties.  J.  Emerson 
Dickman,  salesman  par  excellence,  is  now 
combing  his  hair  straight  back.  That  is,  the 
one  strand  that  is  left. 

*  *  * 

"Hub"  Taylor,  Pathe  salesman,  is  getting 
out  his  snowshoes,  shovel,  boots,  sledge  and 
limbering  up  his  Eskimo  dogs,  for  his  winter 
explorations  along  the  southern  tier.  "Hub" 
is  taking  no  chances  this  winter.  He  got 
stuck  about  once  a  day  last  year  in  the  drifts 
down  around  Jamestown,  Elmira,  Bingham- 
ton,  etc. 

*  *  * 

Harry  Dixon  and  his  F.  B.  O.  sales  force 
report  business  this  fall  breaking  records  at 
his  office.  Elmer  Lux,  booker,  is  working 
nights  to  keep  the  contracts  up  to  date  in 
the  books. 

*  *  * 

Sydney  Samson,  manager  of  the  Bond 
Photoplays  Exchange,  is  presenting  exhibitors 
with  "business  boosters."  It  tastes  pretty 
good  at  that.  It  comes  in  a  small  but  con- 
venient size,  best  pocket  bottle. 

$  -    $  sf: 

Richard  C.  Fox,  manager  of  the  Freedom 
Film  Corporation  office,  has  received  several 
new  productions  of  the  Arrow  group  for 
which  he  has  contracted  for  distribution  in 
western  New  York.  Johnny  Bykowski  is 
presiding  at  the  booker's  desk  at  Freedom. 

C.  W.  Anthony,  who  recently  resigned 
from  the  Warner  Brothers'  staff  to  accept 
an  appointment  as  Associated  Exhibitors' 
representative  in  Buffalo,  is  now  out  in  the 
sticks  acquainting  exhibitors  with  his  product. 

3fC  3fC 

ALBANY 

Through  the  courtesy  of  C.  H.  Buckley, 
owner  of  the  Leland  Theatre  in  Albany,  Her- 
man Stern,  manager  of  the  F.  B.  O.  exchange 
in  this  city,  hps  arranged  for  a  screening  of 
"The  Last  Edition"  at  the  theatre  on  the 
night  of  October  19th,  following  the  second 
show.  Included  in  the  list  of  invited  guests 
are  Governor  Alfred  E.  Smith  and  all  news- 
paper representatives  in  Albany  as  well  as 
those  taking  part  at  various  theatres. 

Charles  Gilmore,  of  Syracuse,  has  leased 
the  Temple  and  the  Hohman  Theatres  in 
Pulaski  and  will  assume  possession  on  No- 
vember 1.  Jacob  A.  Youngs  will  be  retained 
as  manager  of  the  Temple. 

*  *  * 

John  Maxwell,  formerly  of  the  Frontier 
Amusement  Company  of  Buffalo,  has  been 
made  manager  of  the  Liberty  Theatre  in 
Herkimer,  owned  by  the  Shine  interests. 

*  *  * 

Charles  Henschel,  district  manager  for 
Pathe,  with  headquarters  in  New  York, 
stopped  over  in  Albany  during  the  week  while 
on  his  way  to  Boston. 


KANSAS  CITY 

Several  changes  in  the  management  of 
theatres  in  the  Kansas  City  territory  have 
been  announced.  Lee  Jones,  manager  of  Uni- 
versal theatres  in  Atchison,  Kans.,  has  been 
transferred  to  Independence,  Kans.,  where  he 
will  manage  the  Beldorf  Theatre.  Mr.  Jones 
was  succeeded  in  Atchison  by  A.  R.  Zimmer, 
who  will  assume  charge  of  the  Crystal  and 
Royal  Theatres.  The  Garden  Theatre,  Col- 
ony, Kans.,  has  been  purchased  by  T.  H. 
Lauck  from  W.  E.  Bearce,  owner  of  a  chain 
of  theatres.  The  Robinson  Theatre,  Robin- 
son, Kans.,  has  been  purchased  by  Charles 
Pirky  from  G.  L.  Rugg. 

*  *  * 

W.  J.  Morgan  and  C.  D.  Hill,  general  sales 
manager  and  district  manager  for  Producers 
Distributing  Corporation,  were  in  Kansas 
City  on  a  tour  of  the  Middle  West. 

*  *  * 

Universal  employees  are  jubilant  over  the 
fact  that  four  of  the  five  exchanges  under  W. 
E.  Truog  of  Kensas  City,  district  manager, 
finished  in  the  first  seven  in  the  Universal 
sales  contest. 

Earl  Cunningham,  Paramount  exploiteer,  is 
hard  at  work  on  "something  special"  on  "The 
Pony  Express." 

Sam  Stoll,  formerly  with  Universal,  has 
joined  the  Paramount  sales  force  in  Kansas 
City,  while  Leonard  Allison^  former  assistant 
bookkeeper  at  the  Universal  branch,  has  been 
made  chief  booker  at  the  Des  Moines,  Iowa, 
Universal  exchange,  being  succeeded  in  Kan- 
sas City  by  Mark  Gilbert. 

Charles  T.  Sears,  former  president  of  the 
M.  P.  T.  O.,  Missouri,  and  now  general  man- 
ager of  Universal  theatres  in  the  Kansas 
City  territory,  and  Harry  Taylor,  Universal 
branch  manager,  left  for  Independence, 
Kans.,  to  take  charge  of  the  Beldorf  theatre, 
recently  purchased  by  Universal. 

*  *  * 

From  Joe  Silverman,  president,  down  to  the 
most  humble  employee,  good  feelinr  exists 
in  the  Independent  Film  Corporation's  office 
this  week,  due  to  several  big  sales  last  week. 

*  *  * 

Ned  Depinet  and  F.  J.  McConnell,  southern 
division  manager  and  short  subjects  manager, 
respectively,  for  Universal,  were  business 
visitors  in  Kansas  City. 

Among  the  out  of  town  visitors  in  the 
Kansas  City  market  this  week  were  G.  L. 
Hooper,  National  Theatre,  Toneka.  Kans. ; 
W.  H.  Weber..  Echo  and  Larkin  Theatres, 
Great  Bend,  Kans. ;  Lawrence  Brunninger, 
Cozy  and  Crystal,  Topeka,  Kans. ;  A.  R. 
Zimmer.  Crystal  and  Royal,  Atchison,  Kans.; 
H.  B.  Doerring.  People's  Theatre,  Garnett, 
Kans,;  Harry  McClure,  Strand,  Emporia, 
Kans. ;  Edward  Peskav.  Rivola  and  Penn 
Theatres,  St.  Joseph,  Mo. ;  S.  E.  Wilhoit, 
Jefferson  Theatre,  Springfield,  Mo. 

*  *  * 

GOLD  BONDS  BOOKED 

The  Olympia  Theatre,  Worcester,  Mass., 
has  booked  all  the  Gold  Bond  pictures  on 
the  F.  B.  O.  program  for  early  showing-. 
They,  include  "Drusilla  With  a  Million," 
"If  Marriag-e  Pails?"  "The  Keeper  of  the 
Bees,"  "The  Last  Edition,"  "Parisian 
Nights."  "When  His  Love  Grew  Cold,"  "A 
Poor  Girl's  Romance,"  "The  Midnig-ht  Fly- 
er," "The  Futurity  Winner,"  "Flaming- 
Waters,"  "The  Isle  of  Retribution,"  and 
"Happiness." 


Page  22 


Exhibitors  Trade  Review 


PRODUCTION  HIGHLIGHTS 


CECIL  DE  MILLE  claims  that  the 
close-up  plays  a  bigger  part  in  the  success  of 
pictures  that  the  spectacular  scene.  It's  the 
little  bits  of  action  that  makes  great  pictures. 
The  argument  is  now  open. 

ALLAN  BROOKS,  well  known  actor, 
playright  and  stage  director,  has  joined  the 
Cecil  De  Mille  staff  and  is  absorbing  picture 
technique  at  Culver  City. 

*  *  * 

WARNER  BROTHERS  have  loaned 
Kenneth  Harlan  and  Louise  Fazenda.  Harlan 
goes  to  Fox  for  "The  Golden  Strain,"  while 
Miss  Fazenda  goes  to  Famous  Players-Lasky 
for  a  role  in  the  current  R.  A.  Walsh  spec- 
tacle. 

*  *  * 

"SKINNER'S  DRESS  SUIT"  in  which 
Universal  is  to  star  Reginald  Denny,  will  be 
the  most  costly  farce  comedy  ever  made  for 
the  screen,  according  to  Raymond  L.  Schrock, 
general  manager  of  Universal.  The  cast  will 
include  some  of  the  best  known  players  in 
pictures.  Laura  La  Plante  will  play  opposite 
Denny. 

*  *  * 

ANTHONY  JOWITT,  who  was  lead- 
ing man  opposite  Gloria  Swanson  in  her  re- 
cent picture,  "The  Coast  of  Folly,"  has  been 
assigned  one  of  the  principal  roles  in  Wil- 
liam de  Mille's  forthcoming  Paramount  pro- 
duction, temporarily  titled  "Magpie.''  Bebe 
Daniels  is  the  leading  feminine  player. 

*  *  * 

SEVERAL  ADDITIONS  have  been 
made  in  the  last  few  days  to  the  cast  of 
"The  Cave  Man,"  Warner  Brothers'  pictun- 
zation  of  the  Gillette  Burgess  story,  in  which 
Matt  Moore  and  Marie  Prevost  are  to  star. 
Phyllis  Haver,  Hedda  Hopper,  John  Patrick 
and  Myrna  Loy  are  the  latest  to  be  added  to 
the  list. 

*  *  * 

GEORGE  HAWTHORNE  has  writ- 
ten from  Europe  that  he  is  being  co-starred 
with  Betty  Balfour,  England's  most  beautiful 
screen  star,  in  "The  Sea  Urchin,"  a  Gams- 
borough  production.  Graham  Cutts  is  direct- 
ing, and  Hal  Young,  who  made  the  Trish  se 
que'nces  for  the  Tommy  Meighan  picture,  is 
behind  the  camera. 

*  *  * 

ORVILLE  CALDWELL,  who  plays 
the  lead  in  the  Jack  Fitzgerald  production  of 
"Wives  of  the  Prophet,"  has  returned  to  New 
York  from  Harrisonburg,  Va.,  where  the  ex- 
teriors were  made.  His  most  vivid  remem- 
brance is  a  trip  on  the  Potomac  River  in  a 
wobbly  old  steamer  during  a  bad  storm,  and 
he  is  still  wobbling  on  his  legs  trying  to 
find  his  land  limbs. 

*  *  * 

HOLMES  HERBERT  is  rapidly  fol- 
lowing in  the  footsteps  of  his  celebrated 
countrymen,  Percy  Marmont.  He  needs  only 
one  or  two  roles  such  as  he  is  now  playing 
as  leading  man  opposite  Pola  Negri  in  "The 
Tattooed  Countess"  to  establish  him  as  one 
of  the  best.  In  addition  to  having  played  lead- 
ing man  opposite  Corrine  Griffith,  Alice 
Joyce,  Alma  Rubens,  etc.,  Mr.  Herbert  has 
played  many  big  character  leads,  including 
"the  blind  major"  in  Barthelmess'  "The  En- 
chanted Cottage." 

*  *  * 

HELEN  LEE  WORTHING  who  be- 
gan her  motion  picture  career  in  "Janice 
Meredith,"  has  just  been  assigned  the  leading 


One  of  the  thrills  from  "The  Bash- 
ful Buccaneer"  (Rayart)  with  Reed 
Howes,    Dorothy    Dwan    and  Bull 
Montana. 


feminine  role  in  "The  Count  of  Luxemberg," 
a  Chadwick  Pictures  production.  Her  most 
recent  role  was  an  important  one  with  Pola 
Negri  in  "The  Flower  of  the  Night." 

*  *  * 

DIANA  KANE  begins  work  this  week 
as  one  of  the  wives  in  "The  Seven  Wives  of 
Bluebeard,"  in  which  Ben  Lyon  plays  the 
male  lead.  This  role  is  an  award  of  merit,  so 
to  speak,  given  Miss  Kane  by  Robert  Kane, 
the  producer,  in  appreciation  of  the  splendid 
work  she  did  in  one  of  the  leading  parts  of 
"The  New  Commandment,"  which  Howard 
Higgin  directed. 

+    %  % 

A  LINE  FROM  Betty  Blythe  informs 
us  that  she  opened  up  her  vaudeville  engage- 
ment in  England  in  the  Hippodrome,  the 
foremost  theatre  in  Manchester.  Betty  says 
that  she  followed  in  the  footsteps  of  Sessue 
Hayakawa.  Miss  Blythe  will  return  to  Amer- 
ica early  in  November,  when  she  will  imme- 
diately begin  work  in  a  picture  made  here  in 
the  East,  in  which  she  is  to  be  starred. 

*  *•  * 

PATSY  RUTH  MILLER  is  the  latest 
cinema  celebrity  to  let  her  locks  fall  beneath 
the  bobber's  shears.  Pat,  whose  long  tresses 
were  the  envy  of  all,  decided  the  other  day 
that  as  Syd  Chaplin's  leading  lady  in  'Nightie 
Night  Nurse"  she  would  give  the  world  a 
glimpse  of  a  shingled  Pat.  The  result  is  de- 
vastating, from  all  reports,  so  the  Warner 
star  is  rejoicing  in  her  freedom  from  hair- 
pins and  nets. 

*  *  * 

HOPE  HAMPTON  has  returned  from 
Rochester,  where  she  posed  for  the  color 
screen  supplement  of  McCall's  Magazine  in 
the  various  dresses  which  she  recently  pur- 
chased in  Paris.  Miss  Hampton  plans  making 
a  picture  shortly  for  Associated  Exhibitors. 

SOJIN,  famous  Japanese  actor,  rioted 


for  the  subtlety  of  his  oriental  characters,  has 
been  signed  to  play  an  important  featured 
role  in  "The  Golden  Journey,"  which  Raoul 
Walsh  is  directing  for  Paramount. 

*  *  * 

ALLAN  DWAN  will  head  for  the  Pa- 
cific Coast  soon  to  film  his  next  Paramount 
picture,  "Sea  Horses,"  which  is  scheduled  to 
fo  into  production  at  the  Lasky  Studios  on 
November  9.  Jack  Holt,  Florence  Vidor, 
George  Bancroft  and  Lawrence  Gmy  havv 
been  selected  for  featured  roles. 

*  *  * 

WILLARD  LOUIS,  popular  player  in 
many  recent  Warner  Brothers'  successes,  in 
which,  usually,  he  has  been  cast  in  comedy 
roles,  has  been  assigned  the  part  of  Pedrillo, 
personal  servant  to  Don  Juan,  in  "Don  Juan," 
John  Barrymore's  second  production  of  the 
year  for  the  Warners.  The  assignment  will 
serve  to  bring  together  again  Barrymore, 
Louis  and  Mary  Astor,  a  trio  who  scored 
heavily  in  Warners'  "Beau  Brummel."  The 
role  is  probably  the  most  important  for  which 
Louis  has  ever  been  cast. 

*  ♦  «K 

PRODUCTION  OF  "The  Overland 
Trail,"  a  dramatic  picture  story  of  the  Black 
Hills  gold  rush,  has  been  begun  at  Universal 
with  Albert  Rogell  directing.  Jack  Hoxie  is 
the  star,  and  is  supported  by  a  capable  cast. 

BEBE  DANIELS  will  not  return  to 
Paramount's  Long  Island  studio  for  her  next 
picture,  arrangements  having  been  completed 
for  the  filming  of  her  next  starring  vehicle, 
"Miss  Brewster's  Millions,"  in  Hollywood, 
beginning  November  9.  Edward  Sutherland 
will  direct.  Miss  Daniels  has  just  finished 
"Volcano,"  from  the  play  "Martinique,"  di- 
rected by  William  K.  Howard. 

*  #  # 

THE  INCEPTION  of  the  Universal 

School  of  Cinema  Arts  at  Universal  City 
early  this  month  was  a  decided  success,  it  is 
reported.  Everyone  concerned  exhibited  the 
greatest  enthusiasm  and  Raymond  L. 
Schrock,  general  manager,  has  arranged  for 
an  enlargement  of  the  scope  of  the  schedule. 
The  first  lecturer  was  Pat  O'Malley. 

*  *  * 

SO  IMPRESSED  was  Edward  J.  Mon- 
tagne,  scenario  editor  of  Universal,  with  the 
adaptation  made  by  Mary  O'Hara  of  "The 
Home  Maker,"  King  Baggot's  success,  that 
he  engaged  her  to  write  the  adaptation  for 
Baggot's  next  picture  for  Universal,  "Perch 
of  the  Devil,"  by  Gertrude  Atherton.  This 
will  be  the  second  Atherton  novel  done  into 
script  form  by  Miss  O'Hara,  the  first  having 
been   "Black  Oxen." 

*  *  * 

ALMA  RUBENS  and__  Bert  Lytell  head 
ihe  cost  with  which  John  Griffith  Wray,  form- 
er Ince  director-in-chief,  has  started  produc- 
tion of  "The  Golden  Butterfly"  on  the  Fox 
Films  lot  in  Hollywood. 

*  *  * 

THE  CAST  of  "Nightie  Night  Nurse," 
on  which  Syd  Chaplin  has  begun  production 
for  Warner  Brothers,  is  now  almost  complete, 
Chaplin  himself  plays  the  role  of  Jerry 
Clark,  while  Patsy  Ruth  Miller  has  the  part 
of  June  Harrison.  Others  in  the  cast  are 
Gayne  Whitman,  Pat  Hartigan,  Edith  Yorke, 
Dave  Torrence,  Raymond  Wells,  Henry 
Barrowes  and  Ed  Kennedy. 


October  17,  1925 


Page  23 


Sid  Grauman  staged  a  gold  rush  for  United  Artists'  "The 
Gold  Rush."  Everybody  was  allowed  to  enter  into  the 
search  for  the  hidden  bag  in  the  sands  at  Santa  Monico. 
The    Los    Angeles    Examiner    cooperated    in    the  stunt. 


"Young"  Stribling,  famous  Atlanta  boxer  drops  in  on  his  old 
school  chum,  Estelle    Bradley,    at    the  Educational-Tuxedo 
studio.    Virginia  Vance  and  Johnny  Arthur  are  shown  to 
the   left   of   the   school  chums. 


It  is  all  the  rage  now  m  Hollywood,  and 
it  was  created  by  Percy  Westmore,  young 
artist  for  First  National.  Percy  special- 
izes in  painting  bugs  on  the  knees  of  the 
girls,  whereby  he  has  become  the  envy  of 
the  entire  state.  He  is  shown  doing  his 
stuff  on  Grace  Parker,  member  of  "The 
Viennese  Medley." 


Richard  Dix  finds  a  better  way  of  being 
kept  moist  after  a  rescue  in  Central  Park 
Lake  for  a  scene  in   Paramount's  film, 
"Womanhandled." 


Vincent  Lopez  is  also  an  artist  with  the 
pen  and  ink.  If  you  don't  believe,  cast 
your  eye  on  this  caricature  of  Mary  as 
"Little  Annie  Rooney,"  under  which  name 
Mary  Pickford  will  soon  be  seen  for  U.  A. 


Page  24 


Exhibitors  Trade  Review 


William  Boyd's  haberdashery  of 
1625  which  he  is  wearing  for 
P.  D.  C.'s  "Road  to  Yesterday" 
fits  in  all  right  with  the  trick 
parchment  paper,  but  Jetta 
Goudal  in  her  modern  chic  hat 
— she'd  fit  in  anywhere. 


Bert  Ennis,  who  actively  took 
over  the  duties  of  Director  of 
Publicity  of  the  Roxy  Theatre 
Corporation,  building  at  51st 
Street  and  Seventh  Ave.,  New 
York. 


Dorothy  Mackaill  and  Joyce 
Compton,  First  National  play- 
ers take  a  few  lessons  in 
"Charlestoning"  from  some  of 
the  old  soldiers  in  the  Home 
near  Hollywood. 


You've  got  to  watch  your 
weight  nowadays,  according  to 
the  new  style  of  player  con- 
tracts handed  out.  Here's  Joyce 
Compton  checking  up  at  the 
First  National  studios. 


Attorney  General  duff  of  Utah  receives  the  first  print  of 
F.  B.  O.'s  "Keeper  of  the  Bees"  from  Pilot  Rolfe  at  Salt 
Lake   City.     The  picture  made  its  world  premiere  at  the 
American  Theatre  there. 


Here's  the  latest  in  fads,  painting  your 
"say  it  with  flowers"  stuff  on  the  lucky 
one's  knee.  Ralph  Graves,  Mack  Sennett 
Pathe  star  is  telling  it  to  Thelma  Parr. 


It's  a  lot  of  fun  keeping  in  trim  in  this  way,  thinks  Norma  Shearer,  the  Metro  star. 
At  the  present  time,  the  reason  Norma  must  keep  in  trim  is  the  picture  "Free 
Lips"  which  Hobart  Henley  is  directing. 


October  17,  1925 


Page  25 


Samuel  Goldwyn,  and  his  two  finds  of  the 
current  season,  Vilma  Banky,  and  a  little 
sixteen  year  old  American  beauty,  Lois 
Moran.  Both  will  be  seen  very  soon  in 
United  Artists  releases. 


(Above)  of  course,  he  is  none 
other  but  W.  C.  Fields,  engag- 
ing in  a  little  by-play  for  the 
kiddies  while  at  work  on  Grif- 
fith's Paramount  picture,  "That 
Royle  Girl." 


Jackie  learns  that  fame  doesn't 
always  pay.  He  was  a  marked 
"man"  when  he  started  out  in 
his  electrically  propelled  road- 
ster for  the  Metro  studios  to 
work   on   "Old  Clothes." 


Exquisite  Lilyan  Tashman  will 
be  seen  with  Charles  Ray  and 
Pauline  Starke  in  the  new  Met- 
ro-Goldwyn-Mayer  picture  "A 
Little  Bit  of  Broadway." 


They  look  busy,  but  it's  probably  a  put  up  job  for  the 
camera.    However,  there  is  no  denying  that  this  Paramount 
Casting  Staff,  Datig  (standing)  in  charge,  do  some  pretty 
good  work. 


Charles  Wakefield  Cadman,  noted  American  composer,  who 
was  engaged  to  do  the  score  on  Paramount's  "The  Vanishing 
American,"  a  screen  version  of  Zane   Grey's  epic  of  the 
American  Indian. 


p 


age  26 


Exhibitors  Trade  Review 


Jn 

oft                             '    '    *  "**s^     jotB               :  :       :  : 

TV]  OT  all  of  you  have  met  "Pete"  Milne. 
He's  the  clever  NeAvs  Editor  of  Ex- 
hibitors DAILY  REVIEW  and  is  in 

the  office  most  of  the  day  waiting  to  hear  from 

you. 

When  that  big  stoiy  of  yours  breaks  or  that 
last  minute  news  comes  through  "Phone  It 
to  Pete,"  Bryant  6160.  He'll  tell  the  rest  of 
the  motion  picture  industry  in  Exhibitors 
DAILY  REVIEW'S  columns  the  next  issue. 
Speed  is  his  middle  name. 

"Pete's"  got  a  real  nose  for  news  and  how 
to  write.    He's  a  real  newspaperman  and  a 
showman  too.     Been  in  this  game  of  ours 
about  12  years.  Knows  it  from  A  to  X  any- 

VV  &  y  , 

So  just  "Phone  It  to  Pete."  Your  story  will 
be  broadcasted  to  everybody  in  the  motion 
picture  industry. 

f.'l 

■  .J 

October  17,  1925 


Page  27 


News  of  Exhibitor  Activities 


Goldman  Dismisses 
Suit  Against 
Metropolitan 

ST.  LOUIS,  '  Mo.— William  Goldman, 
through  his  attorney,  A.  Frumberg,  Monday, 
October  12,  dismissed  his  $250,000  damage 
suit  against  the  Metropolitan  Theatre  Cor- 
poration, Harry  Koplar  et  al. 

The  controversy  was  settled  out  of  court. 

Goldman,  through  the  suit,  sought  to  estab- 
lish an  interest  in  the  St.  Louis  Theatre  at 
Grand  Boulevard  and  Morgan  street,  which 
will  open  shortly.  He  was  the  original  pro- 
moter of  the  theatre. 

Goldman  shortly  after  the  suit  was  filed 
sought  to  compel  David  Sommers,  president 
of  the  Metropolitan  Theatres  Corporation, 
and  Harry  Koplar  to  answer  questions^  tend- 
ing to  establish  Koplar's  alleged  connection 
with  the  theatre,  but  was  over-ruled  by  the 
special  commissioner. 

Later  the  Missouri  Supreme  Court  sus- 
tained the  commissioner. 

The  theatre  has  been  leased  to  the  Orpheum 
Circuit  and  will  be  used  as  a  combination 
vaudeville  and  first  run  motion  picture  thea- 
tre. 

*    *  * 

Metropolitan  Opening 

ST.  LOUIS,  Oct.  16.— The  $2,000,000  St. 
Louis  Theatre,  Grand  Boulevard  at  Morgan 
street,  the  grand  opening  of  which  has  been 
delayed  from  time  to  time,  is  scheduled  to 
throw  open  its  doors  within  a  very  short  time 
now,  according  to  the  latest  advices. 

The  building  was  erected  by  the  Metropoli- 
tan Theatres  Corporation,  of  which  David 
Sommers  is  president,  Sam  Koplar  vice- 
president,  Emil  S.  Strauss  treasurer,  and 
Lambert  E.  Walther  director.  It  will  seat 
4,200  persons. 

Several  months  ago  the  theatre  was  leased 
to  the  Orpheum  Circuit  and  will  be  used  as 
a  combination  vaudeville  and  picture  house. 
It  adjoins  the  Grand  Central  Theatre,  owner! 
by  Skouras  Brothers  Enterprises,  while  but 
across  Lucas  avenue  is  the  Missouri  Thea- 
tre, owned  by  Paramount  and  Balaban  & 
Katz. 

Walther  is  also  a  director  in  the  St.  Louts 
Amusement  Company,  controlled  by  Skouras 
Brothers  and  Harry  Koplar. 


"PHANTOM"  IN  PHILADELPHIA 

"The  Phantom  of  the  Opera,"  Universal's 
big  super-production,  now  enjoying  a  run  at 
the  Astor  Theatre,  New  York  City,  had  an 
elaborate  premiere  early  this  week  in  the  A!- 
dine  Theatre,  Philadelphia,  the  Stanley  Com- 
pany of  America's  house. 

*   *  * 

STAHL  TAKES  ANOTHER 

ST.  LOUIS,  Mo.,  Oct.  16.— Maurice 
Stahl  has  taken  a  lease  on  the  Plaza 
Theatre,  Clara  and  Etzel  avenue,  formerly 
operated  by  the  Super  Theatre  Corpora- 
tion, controlled  by  Hector  M.  E.  Pas- 
mezoglu,  who  is  disposing  of  all  his  prop- 
erties. 

Stahl  several  weeks  ago  also  leased  the 
Delmar  Theatre  and  airdome  from  Pas- 
mezoglu,  changing  the  name  later  to  the 
Embassy  Theatre.  He  also  interested  in 
Union  Theatre,  Union  and  Eastoti,  the 
Mikado,  and  Mikado  Airdome  and  with 
George  Skouras  in  the  Aubert  and  Chip- 
pewa. 


Mike  Rosenberg  of  the 
Lesser  group  and 
Harry  Sugarman, 

Director  of  the  Junior 
Theatre  Circuit  in 
California. 


Arkansas  Exhibitors 
Settle  Music  Problem 

Collins  Reelected  President  at  11th  Semi- Annual  Meeting 


LITTLE  ROCK,  Ark,  Sept.  16.  — An 
agreement  by  which  Arkansas  motion  pic- 
ture owners  may  use  the  copyrighted  music 
of  members  of  the  American  Society  of  Com- 
posers, Authors  and  Publishers  by  paying  li- 
cense rates,  was  reached  by  the  Motion  Pic- 
ture Theatre  Owners  of  Arkansas  with  Judge 
Felix  D.  Robertson,  of  Dallas,  Tex.,  resident 
attorney  for  the  society  at  the  eleventh  semi- 
annual meeting  of  the  motion  picture  men  at 
Hotel  Marion  yesterday. 

"This  agreement  settles  many  contem- 
plated infringement  suits  against  theatre 
owners  in  Arkansas  who  heretofore  have 
been  using  the  music  of  the  society  without 
authority,"  Judge  Robertson  said.  "It  had 
been  planned  to  file  the  suits  soon  in  United 
States  District  Courts  throughout  Arkansas." 
Similar  settlements  have  been  reported  by 
Judge  Robertson  in  Texas  and  other  states. 

Eli  Whitney  Collins  of  Jonesboro  was 
elected  for  the  fourth  consecutive  time  as 
president  of  the  motion  picture  men.  Cecil 
Cupp  of  Arkadelphia  was  elected  vice  presi- 
dent to  succeed  H.  D.  Wharton  of  Warren, 
who  was  chosen  secretary-treasurer. 

Members  elected  to  the  board  of  directors 
are  W.  L.  Landers,  Batesville;  L.  B.  Clark, 
El  Dorado ;  E.  H.  Butler,  Russellville ;  E.  C. 
Robertson,  Fayetteville ;  Walter  W.  Raney. 
McCrory;  John  A.  Collins,  Paragould;  Sid- 
ney Nutt,  Hot  Springs ;  H.  D.  Wharton, 
Warren,  and  W.  E.  Blume,  Searcy. 

About  seventy  Arkansas  motion  picture 
theatre  owners  attended  the  meetings.  The 
first  day's  meeting  they  were  shown  special 
films  at  the  New  Theatre,  owned  by  T.  E, 


Sharp,  who  is  building  another  theatre  in 
Pulaski  Heights,  west  of  the  main  business 
section  of  Little  Rock. 


MUDD  COLLEY  LETS  CONTRACT 

BIRMINGHAM,  Ala.,  Oct.  16.— Contract 
for  the  building  of  the  new  million  dollar 
moving  picture  theatre  to  be  built  on  West- 
Second  avenue  has  been  let  by  the  Mudd 
Colley  Amusement  Company  to  Charles  M. 
Allen  &  Sons,  of  Birmingham.  Work  of 
clearing  the  site  will  be  begun  within  the  next 
week,  according  to  B.  H.  Mooney,  who  says 
that  the  building  will  be  completed  and 
ready  for  occupation  within  the  next  ten 
months,  if  the  present  schedule  for  building 
is  carried  out. 

*  *  * 

SAN  BENITO,  Texas,  Oct.  16.— A  mod- 
ern theatre  will  be  built  in  the  near  future. 
The  theatre  will  cost  about  $50,000  and  will 
seat  1,000. 

*  *  * 

SAN  ANTONIO,  Texas,  Oct.  16.— The 
new  $1,500,000  Aztec  Theatre  at  San  Antonio 
Texas,  is  now  under  construction  and  will  be 
finished  and  completed  early  in  the  new  year. 

*  *  * 

CHILDRESS,  Texas,  Oct.  16.— The  new 
Palace  Theatre  at  Childress,  Texas,  will  be 
completed  and  opened  for  business  in  the 
near  future. 

*  *  * 

CLEBURNE,  Texas,  Oct.  16.— W.  A.  Mc- 
Donald, well  known  theatre  manager,  died  at 
his  home  September  26th.  He  leaves  a  wife 
and  two  daughters. 


Page  28 


Exhibitors  Trade  Review 


Sunday  Opener 
Now  Held  On 
Additional  Charge 

KANSAS  CITY,  Mo.,  Oct.  16.— Not  hav- 
ing been  satisfied  with  seeing  J.  W.  Cotter, 
manager  of  the  Fourth  Street  theatre,  Mo- 
berly,  Mo.,  fined  $50  for  violating  the  town's 
blue  law  ordinance  for  opening  on  Sunday, 
the  county  prosecutor  for  Randolph  county 
has  filed  a  charge  of  violating  the  state's 
anti-Sunday  labor  statute  against  Mr.  Cotter. 
The  first  case  has  been  appealed  to  the  state 
supreme  court,  while  the  second  charge  is  re- 
garded as  more  or  less  of  a  crude  joke  on  the 
part  of  an  over-zealous  office  holder. 


THEATRE  ACTIVITIES  IN 

ST.  LOUIS  DISTRICT 

ST.  LOUIS,  Mo.,  Oct.  16.— The  Arsenal 
Theatre,  Grand  Boulevard  at  Arsenal  street, 
St.  Louis,  Mo.,  plans  to  erect  a  handsome 
steel  canopy  in  front  of  the  house.  It  com- 
mands South  Grand  boulevard  for  many 
blocks.  The  St.  Louis  Amusement  Company 
are  the  owners. 

The  Jonesboro  Amusement  Company, 
Jonesboro,  Ark.,  will  soon  take  bids  on  a 
$100,000  motion  picture  and  vaudeville  theatre 
to  be  erected  at  Church  and  Monroe  streets. 

The  house  will  be  75  by  120  feet  and  of, 
steel,  stone,  concrete  and  terra  cotta  con- 
struction.   E.  J.  Wolpert  is  the  architect. 

*  *  * 

Tony  Sudekum,  president  of  the  Crescent 
Amusement  Company,  Nashville,  Tenn.,  has 
had  plans  prepared  for  a  $50,000  theatre  for 
Shelbyville,  Tenn.  It  will  be  erected  on  the 
site  of  the  present  opera  house. 

*  *  * 

William  Schrader  plans  to  erect  a  $75,000 
motion  picture  and  vaudeville  house  in  Ster- 
ling, 111.  The  plans  prepared  by  Bradley  & 
Bradley,  520  Brown  Building,  Sterling,  call 
for  a  house  two-story  and  basement,  50  by 
135  feet.  It  will  be  of  brick,  concrete  and 
stone  construction. 


NEW  THEATRES  FOR 

OKLAHOMA  CITY 

OKLAHOMA  CITY,  Okla.,  Oct.  16.— 
Harvey  Luckett  has  purchased  the  Grand 
Theatre  at  Collinsville,  Okla. 

*  *  * 

The  New  Star  Theatre  opened  at  Gould, 
Ark.,  with  D.  W.  Strong,  manager. 

*  *  * 

Lee  J.  Lewis  has  purchased  the  Palace 
Theatre  at  Greenwood,  Ark. 

*  *  * 

Fire  caused  considerable  damage  to  the 
Crescent  Theatre  at  Little  Rock,  Ark.,  but 
the  building  was  saved  and  no  one  injured. 

James  Boyd  will  open  liis  Gem  Theatre  at 
Blytheville,  Ark.,  in  the  near  future. 

L.  Miller  has  purchased  the  Queen  Theater 
at  Bay  City,  Texas. 

*  *  * 

Lee  A.  Walker  is  building  a  new  theatre 
at  Lampassas,  Texas. 

*  *  * 

H.  C.  Houston  and  C.  C.  Lindsey  are  erect- 
ing a  new  theatre  building  at  Memphis, 
Texas,  to  be  named  the  Gem. 

*  *  * 

The  Gem  Theatre,  recently  burned  at  Dal- 
las, Texas,  is  to  be  rebuilt  soon. 

*  *  * 

J.  B.  Shackleford  and  W.  O.  Shackelford 
have  opened  their  new  $100,000  theatre  at 
Abilene,  Texas.  The  new  theatre  is  50  x  140 
fireproof  and  the  last  word  in  theatre  build- 
ing and  equipment. 


Front  of  the  new  State  Theatre,  in 
Denver.    It  opened  with  Cecil  De 
Mille's  "Hell's  Highroad." 


[From  the  Motion  Picture  Journal,  Dallas, 
Texas.) 

Showmen  who  sell  their  houses  without 
provision  for  the  assumption  of  existing 
contracts  are  liable  to  the  exchange  for  ful- 
fillment of  these  obligations,  it  was  stressed 
at  recent  meetings  of  the  Board  of  Arbitra- 
tion. 

This  ruling  was  handed  down  in  a  number 
of  cases,  the  most  important  of  which  were 
filed  against  H.  A.  Holton.  of  Port  Arthur, 
who  recently  sold  his  houses  there  to  the 
Jefferson  Amusement  Company  of  Beaumont. 

The  Independent  Film  Service  Company 
was  sustained  in  its  claim  against  Holton  for 
$115  for  unplayed  product.  The  distributor 
was  also  sustained  in  its  claim  against  J.  H. 
Pittman  for  $600.  Pittman  also  sold  his 
houses  to  the  Beaumont  Company. 

Fox  won  out  in  its  claim  against  Holton 
for  $1,890,  representing  the  largest  sum  of 
money  involved  at  the  board  meetings. 

Creole  and  Southern  States,  two  companies 
which  recently  combined  to  form  the  Liberty 
Film  Distributing  Corporation,  each  had 
cases  against  Holton.  The  former  held  sev- 
eral percentage  agreements  and  filed  a  claim 
for  $613.38  which  was  disallowed  by  the 
board.  The  Southern  States  claim  on  straight 
rental  for  $1,150  was  allowed. 

Liberty  was  sustained  in  its  claim  against 
Roy  McAmis,  formerly  of  the  Princess  in 
Sayre,  Okla.,  for  $519.93.  The  exhibitor  re- 
cently sold  his  house  without  making  pro- 
vision for  playing  pictures  under  contract. 


Stern  Jersey  Circuit 
Has  Six  New  Theatres 
Under  Construction 

/~\NE  of  the  most  active  exhibitor  circuits 
"  in  the  East  is  providing  stimulating  thea- 
tre construction  in  New  Jersey.  Announce- 
ment comes  this  week  from  the  Joseph 
Stern's  Theatrical  Enterprises  of  Newark, 
N.  J.,  that  a  new  theatre,  the  latest  in  this 
year's  development,  is  under  way  in  Kearney, 
N.  J.  The  ground  measures  150  x  200  on 
63-73  Kearny  avenue  and  52-66  Maple  street. 
It  is  to  be  an  1800  seat  house  featuring  vaude- 
ville and  motion  pictures.  The  building  is  to 
contain  in  addition  to  the  theatre,  six  stores, 
and  the  entire  project  will  cost  approximately 
$275,000.  W.  E.  Lehman,  Newark,  are  the 
architects,  and  the  Fatzler  Company  of  New- 
ark, the  general  contractors.  The  opening 
date  is  planned  for  March  1st,  1926. 

Five  other  houses  in  various  cities  of  New 
Jersey  are  in  process  of  construction,  as  fol- 
lows :  The  Riiz  Theatre,  Springfield  avenue, 
Newark,  N.  J.,  2,000  seats,  to  open  February 
1st;  the  Royal  Theatre,  Bloomfield,  N.  J., 
2,000  seats,  to  open  January  1st,  with  vaude- 
ville and  pictures ;  the  Sanford  Theatre,  Ir- 
vington,  N.  J.,  1,800  seats,  vaudeville  and 
pictures,  to  open  January  15th ;  Red  Bank, 
N.  J.,  2,000  seat  vaudeville  and  picture  house 
to  open  March  1st,  and  Cranford,  N.  J.,  1,500 
seat  motion  picture  theatre  opens  March  1st. 


George  L.  Holdridge,  formerly  of  the  Na- 
tional at  Pharr,  Texas,  was  ordered  to  pay 
Vitagraph  $210  rental  on  unplayed  pictures. 
The  exhibitor  sold  his  theatre  recently  with- 
out making  proper  provision  for  handling 
programs  booked. 

These  cases  having  gone  through  Board  of 
Arbitration  proceedings,  the  way  is  now  open 
for  the  exchanges  to  bring  suits  in  the  courts 
for  coverages  of  the  amounts  listed  above. 

Harris  &  Ballew,  charged  by  Famous  with 
holding  a  print  six  extra  days,  were  ordered 
by  the  board  to  pay  the  distributor  $40  to 
cover  the  lost  time. 


ALBANY  BRIEFS 

ALBANY,  Oct.  16. — Exhibitor  activities  of 
general  interest  in  Central  New  York  dur- 
ing the  past  week  included  the  following: 

The  departure  of  Bob  Landry  of  Ogdens- 
burg  for  Florida. 

The  appointment  of  Frank  Briggs  as 
manager  of  the  Clinton  Square  theatre  in 
Albany. 

The  acquisition  of  the  Colonial  theatre  in 
Monroe  by  J.  J.  Dinber"  of  Jersey  City  from 
the  K.  and  B.  Amusement  company. 

The  announcement  of  F.  "W.  Aldrick  of 
the  Regent  in  St.  Regis  Falls  that  he  would 
close-  for  the  winter  on  November  1. 

The  departure  of  William  Shirley  for 
Florida  after  a  few  days  spent  in  Schenec- 
tady. 

The  announcement  from  Nick  Dennis  of 
Utica  that  he  would  operate  the  Auditorium 
in  this  city  with  pictures  and  Italian 
vaudeville. 

The  resignation  of  Louis  Saperstein  as 
manager  pf  the  Palace  in  Troy. 


Exhibitors  Who  Sell 

Held  to  Contracts 


October  17,  1925 


Page  2$ 


XPLOITATI 


A  Section  of  Ideas  for 
Big-  and  Little  Exhibitors 


"Speed  Spook"  Car  in  Canada 

Murray  Lafayette  Breaking  Into  Front  Page 
Newspaper  Copy  With  His  Driverless  Car 

THE  famous  driverless  "Speed  Spook"  car  which  C.  C.  Burr  is  sending 
on  a  transcontinental  trip  to  exploit  the  Johnny  Hines  pictures  now 
being  released  through  First  National,  and  which  was  used  with 
remarkable  success  in  New  York  City,  New  Jersey,  Philadelphia,  Reading, 
Pittsburgh,  Harrisburg,  Wilkes-Barre,  Scranton,  Morgantown,  Chicago,  St. 
Louis  and  a  host  of  others,  is  now  doing  effective  work  in  Canada,  the  first 
leg  of  the  trip,  under  the  supervision  of  Murray  Lafayette  who  has  handled 
the  car  in  all  its  exploits  during  the  past  year. 


Lafayette,  who  is  new  in  Montreal, 
has  not  only  broken  into  front  page 
newspaper  copy  in  Toronto,  Hamilton 
and  Montreal,  but  has  managed  to  have 
the  exploits  of  this  "driverless  car"  fea- 
tured in  every :  city  where  he  has  appear- 
ed. He  reports  that  the  sensation  ere-, 
ated.\by  the  "Spook  Car"  in  the  Can- 
adian cities  is  reported  to  be  without 
equal  in  the  history  of  the  Dominion.. 
According  to  newspaper  clippings  re- 
ceiyed  at  the  Burr  offices  daily,  the 
Canadian  newspapers  have  been  quick 
to  play  up  to  the  limit  as  far  as  fea- 
tured front  page  space  is  concerned.  , 

LAFAYETTE  has  been  able  to  ob- 
tain permission  from  the  municipal 
authorities  everywhere '  to  run  the 
"driverless  car"  without  molestation, 
with  the  result  that  the  "Spook,"  by  its 
unusual  appearance  and  the  fact  that  no 
driver  is  visible  at  the  wheel,  has  been 
able  to  cause  unusual  comment  and  to 
bring  the  car  to  the  attention  of  prac- 
tically everybody  wherever  he  has  gone. 

The  business-getting  results  in  the 
theatres  that  are  playing  the  Johnny 
Hines  pictures  in  Canada  have  been  un- 
usually big,  and  the  many  calls  from  ex-- 
hibitors  throughout  the  smaller  Can- 
adian cities  in  Ontario  and  Quebec 
have  been  so  great,  that  the  "Spook" 
will  probably  remain  across  the  border 
an  additional  4  weeks. 

IMMEDIATELY  following  this,  Laf- 
ayette will  drive  the  car  to  each  prin- 
cipal city  in  the  United  States  in  con- 
junction with  the  showing  of  "The  Live 
Wire,"  "Rainbow  Riley"  and  "The 
Brown  Derby,"  the  first  three  of  John- 


ny Hines'  initial  starring  productions 
for  First  National. 

C.  C.  Burr's  office  is  working  in  con- 
junction with  each  First  National  Ex- 
change, apprising  them  of  the-  approx- 
imate date  on  which  the  "Speed  Spook" 
ballyhoo  car  will  appear  in  their  terri- 
tory. In  many  instances  arrangements 
have  been  made  whereby  the  "Spook'' 
will  be  given  the  freedom  of  the  city  in 
the  more  important  municipalities 
throughout  the  country. 

So  excellent  have  been  the  results  of 
this  ingenious  ballyhoo  wherever  it  has 
appeared,  that  Burr  has  definitely  plan- 
ned to  send  the  "Spook"  to  practically 


every  city  of  importance  from  New 
York  to  California. 

DESPITE  the  fact  that  it  will  prob- 
ably take  a  full  year  to  complete 
the  trip,  Burr  feels  that  the  expenditure 
is  warranted  and  will  more  than  be  re- 
paid by  the  additional  business  accrued 
to  exhibitors  and  the  nationwide  public- 
ity given  his  star. 

*    *    *  .  j 

Augusta  Theatre  Makes 

Effective  Book  Tie- Up 

Copies  of  the  Peter  B.  Kyne  novel  on 
which  Maurice  Tourneur  based  his< 
"Never  the  Twain  Shall  Meet"  were 
featured  in  a  window  display  when  this 
Cosmopolitan  production  for  Metro- 
Goldwyn-Mayer  played  recently  at  the 
Colonial  Theatre  in  Augusta,  Me.  Stills 
and  ll-by-14  photos  were  prominently 
displayed  and  50  one-sheets,  3  sizes  and 
1  twenty-foUr  were  posted.  Hanging 
moss  and  palm  leaves  decorated  the 
lobby,  and  100  special  -cards  printed  kf> 
light  green  .and  black  on  white  were 
displayed  throughout:  the  town.  A: 
trailer  was  used,  and  there  was  a  v'igojr-.- 
our  press  campaign.  Floyd  Stuantj." 
Metro-Goldwyn  exploiteer,  brought  .exp- 
edient business  to  the  Colonial  through*, 
these  activities. 


Here  is  a  very  effective  way  of  stressing  the  selling  point  of  a  picture.  Lon 
Chaney  is  the  star  of  "The  Unholy  Three,"  (Metro  release)  and  the  big  marquise 
cut-out  can  leave  no  doubts  in  the  mind  of  the  town  that  Lon  Chaney  is  the  star. 
Good  business  was  reported  on  this  by  the  Metropolitan  Theatre,  Morgantown,  W.  Va. 


Page  30 


Exhibitor  s  Trade  Review 


Inquiring  Reporter  Works 
Wonders  for  "Don  Q" 


In  . the  run  of  the  new  Douglas  Fair- 
banks feature,  "Don  Q,"  at  the  Colo- 
nial theatre,  Boston,  three  exploitation 
angles  were  developed  by  Mark  Larkin, 
•.who  has  been  the  Fairbanks  publicity 
ace  for  several  years  and  whose  work 
•during  the  engagement  of  "Don  O"  at 
the  Globe  theatre,  New  York,  brought 
•  such  results  that  he  was  sent  on  to 
Boston. 

■  In  addition  to  the  regular  newspaper 
'  publicity  arid  advertising  campaign  an 
"Inquiring  Reporter,"  tie-up  w  a  s 
effected  with  the  Boston  Traveler 
-which  resulted  in  a  two  column  story 
with  cuts  every  day  for  four  of  the 
five  weeks  of  the  engagement. 

A  man  dressed  as  "Don  Q,"  accom- 
panied by  a  Traveler  reporter  and  a 
photographer  went  about  the  city  ask- 
ing three  questions  of  various  pedes- 
trians in  the  streets.  All  questions  re- 
lated to  points  of  interest  in  the  city. 
For  instance,  here  are  the  questions  for 
one  day: 

"Where  is  Bowdoin  Square? 

"Where  is  Tremont  Row? 

"Where  was  the  first  school- 
house  in  Boston?" 
"  To  the  persons  correctly  answering 
these  questions  "Don  Q"  gave  free  one 
month's  subscription  to  the  Traveler. 
To  the  first  person  answering  correctly 
3»e  also  gave  a  pair  of  tickets.  Each 
person  answering  correctly  during  the 
■contest  was  entitled  to  participate  for 
an  essay  prize  of"  $100,  awarded  by 
ithe  Traveler  who  wrote  the  best  article 
•oil  Boston. 


The  cost  of  this  tie-up  was  $650 
which  was  charged  to  advertising  and 
pro-rated  over  the  five  weeks.  One 
thousand  one  month  subscriptions  at 
55  cents  each,  plus  the  $100  prize 
money  was  the  amount  spent  by  the 
theatre.  The  effect  of  this  feature  ap- 
pearing daily  in  the  Traveler  was  of 
incalculable  value  for  it  appeared  as 
news  and  not  advertising. 

Another  tie-up  which  was  very  effec- 
tive was  made  with  WEEI,  the  most 
powerful  broadcasting  station  in  New 
England.  Each  evening  a  brief  synop- 
sis of  "Don  Q"  was  broadcast,  and 
then  Bob  Emoi'y,  known  to  the  younger 
radio  fans  as  "Big  Brother,"  asked  his 
hearers  to  send  him  their  best  "Don 
Q"  adventure;  this  to  consist  of  some 
adventure  on  the  part  of  a  boy  that 
would  reflect  credit  to  himself  and 
also  his  father.  The  broadcaster  pointed 
out  the  advantage  of  fathers  and  sons 
seeing  the  picture  together,  inasmuch 
as  it  tended  to  show  the  sort  of  exam- 
ple a  father  should  set  for  a  son,  and 
also  how  a  son  should  follow  the 
father's  example.  As  rewards  auto- 
graphed copies  of  Douglas  Fairbanks 
photographs  were  given. 

The  "inquiring  reporter"  played  havoc 
with  the  Boston  City  highbrows  when  "Don 
Q"  played  that  city  recently.  A  big  tie-up 
with  the  Boston  "Traveler"  brought  in 
extra  business  on  this  United  Artists  re- 
lease. It  was  playing  at  the  Colonial 
Theatre  at  the  time. 


A  "Don  Q"  tango  contest  for  a  Doug- 
las Fairbanks  cup  figured  in  a  third 
tie-up.  Pemberton  Inn,  where  the  con- 
test was  staged,  is  of  the  better  class  of 
dining  places.  The  tie-up  was  made 
with  the  Boston  Advertiser,  which  gave 
a  two  weeks'  publicity  campaign  con- 
sisting of  a  daily  short  story,  with  cuts, 
supplemented  by  a  three  day  advertis- 
ing display  on  the  part  of  the  Pember- 
ton Inn,  in  which  the  contest,  the  inn 
and  the  theatre  and  picture  were  men- 
tioned. 

The  Boston  Traveler  supplemented 
the  "Inquiring  Reporter"  campaign 
with  3500  tack  cards  without  cost  to 
the  theatre ;  also  posters  on  each  of  the 
sixteen  delivery  wagons. 

*    *  * 

"Pretty  Ladies"  Campaign 
Based  on  Catchy  Title 

The  Queen  or  Tresses  contest  proved 
an  exceedingly  popular  feature  of  the 
elaborate  campaign  waged  by  W.  J. 
Murphy,  Metro-Goldwyn  exploiteer 
and  the  management  of  Loew's  War- 
field  in  San  Francisco  when  "Pretty 
Ladies"  opened  there  recently.  The 
first  prize  for  the  most  beautifully 
dressed  head  of  hair  was  a  week's  va- 
cation at  Hotel  Capitola,  a  vacation 
outfit  contributed  by  the  Emporium 
Sportswear  Shop  and  a  three  weeks'  en- 
gagement under  Fanchon  and  Marco. 
The  second  prize  was  $50  in  cash,  and 
there  were  15  additional  prizes. 


October  17,  1925 


Page  31 


NORMA 

SHEARER 


LON 

CHANEY 


V  VICTOR. 

■fc  SEASTROMS 

^Traduction 
jmm  the  fwM 
THE  EMPFR0R9  PORTUCALIA 

SllMA  LAGERUW 


Picture 


SILENT  SALESMEN 

A  VICTOR  SE ASTRO A.-i  HON 


THE 

TOWER 

OF 

?LIES 


I  NORMA  SHEARER 
I  LON  CHANEY~> 


Posters  are  silent  in  that  they  have  not 
the  power  of  speech.  But  considering 
the  tremendous  power  they  carry  in  put- 
ting messages  over,  they  are  anything  but 
silent.  As  for  example,  these  posters  on 
M-G-M's  "The  Tower  of  Lies." 


I0E30 


Norton 

Jon 

(J^ney- 

■'■''■''•■'■■/v.'.- 

L~— =  i=v- 

1        AGNES  ■           I                       by        ..  ' 
SSSSS     Jf  SEIMAIAGEW.OF 

11                /^«,//#i'Maver 'picture/ 

Records  Are  Fragile  Things  When 
"The  Lost  World"  Hits  Town 


ONCE  again  First  National's  record  breaker,  "The  Lost  World,"  does  it. 
Meaning  the  breaking  of  all  existing  records.   That's  twice  in  one  week. 
First  in  Portland,  Oregon.   Opening  there  Sunday  and  again  in  Pitts- 
burgh opening  Monday. 

The  North-West  is  supposed  to  be  radically  different  from  the  conservative 
East.  But  like  the  far  famed  "Colonel's  lady  and  Judy  O'Grady  they're  sis- 
ters under  their  skin,"  when  it  comes  to  mobbing  the  box-office  when  "The 
Lost  World"  comes  to  town. 

Jensen  and  Von  Herberg,  who  may  well  be  described  as  Generals  in  the 
vast  army  of  exhibitors,  "went  after  it"  when  they  booked  "The  Lost  World" 
and  they  got  what  they  went  after.    Meaning  business. 


This  is  what  they  did.  With  the  aid 
of  Fred  McClelJan,  exploitation  man 
assigned  by  Allan  S.  Glenn,  First  Na- 
tional's Director  of  Exploitation. 

Two  contests  were  arranged  for  con- 
currently. One  with  the  Portland  News. 
Guessing  the  weight-  of- the  prehistoric 
monsters  in  "The  Lost  World."  Seven 
consecutive  days.  Another-  with  The 
Portland  Telegram.  "Is  Portland  'A 
Lost  World'  To  You."  Also  for  seven 
consecutive  days.  The  newspapers 
were  eager  to  co-operate — as  they  al- 
ways are  when  something  is  offered 
that  creates  reader  interest. 

The  Portland  News  ran  the  story  of 
the  picture  in  serial  form. 


THE  town  was  billed  like  a  circus— 
literally  so — because  the  Barnum 
and  Bailey  circus  had  just  left  town 
prior  to  the  billing  campaign  on  "The 
Lost  World"  and  the  local  billposting 
brigade  adopted  the  simple  expedient 
of  going  over  the  circus  routes  and 
posting  over  their  dead  paper. 

Windows  galore  were  placed  at  the 
disposal  of  the  exploitation  department 
for  co-operative  tie-ups.  Drug  stores 
for  "twist-em"  toys — rubberized  dinos- 
aurs; hardware  stores  for  displays  of 
stills  showing  firearms  in  use  by  the 
actors ;  United  Cigar  Stores  for  dis- 
plays of  stills  showing  Lewis  Stone, 


Wallace  Beery  and  Lloyd  Hughes 
smoking  pipes ;  book  stores  and  drug 
stores  again  for  display  of  the  novel  by 
Conan  Doyle  and  music  stores  for  the 
exhibition  of  windows  full  of  the  song 
"The  Lost  World." 

A MAN  dressed  in  the  costume  of  a 
tropical  country  explorer  paraded 
the  main  streets  of  Portland  distribut- 
ing "The  Mystic  Oracle,"  a  clever  gad- 
get descriptive  of  the  picture,  which 
has  become  so  popular  that  like  the  far- 
famed  medication  "children  cry  for  it." 

Jensen  and  Von  Herberg  also  rigged 
up  three  new  electric  signs  at  their 
Liberty  Theatre  to  inaugurate  the  ad- 
vent of  the  picture. 

Not  more  than  a  week  was  consumed 
in  effecting  the  entire  campaign,  other 
than  the  paid  ads  in  the  papers  which 
were  started  well  in  advance  as  were 
the  readers  and  specials  and  photos. 

THE  result,  as  in  Pittsburgh,  was  an 
opening  day  which  broke  ■  all  rec- 
ords and  which  gave  promise  on  the 
opening  day  of  breaking  all  records  on 
the  week  as  well. 


Page  32 


Exhibitors  Trade  Review 


NO  TROUBLE  WITH  WIVES 


^ont  Envy  the  Salesman! 


v4s  Seen,  m  the  ^Paramount  'Pkhae  Comedy  -with 
FLORENCE  VIDOR,  TOM  MOORE,  ESTHER  RALSTON  and  FORD  STERLING 

THE  TROUBLE 
WITH  WIVES 

_  is  that  they  often  let  the  flappers  get 

away  with  it  when  they  might  wear 


SHOES 

And  have  Feet  as  Pretty  as  any  on  the  Silver  Screen 


TT2RE  are  two  of 
the  special  tie-up 
cards  that  have  been 
arranged  by  Leon  J. 
Bamberger,  of  the 
Paramount  exploita- 
tion staff  on  the 
great  fashion  pic- 
ture, "The  Trouble 
With  Wives."  It  is 
needless  to  reiterate 
that  this  department 
of  Exhibitors  Trade 
Review  has  always 
been  strong  for  this 
sort  of  exploitation. 
It  is  a  quiet,  unas- 
suming kind  of  pub- 
licity, but  when  done 
right,  is  probably  the 
most  potent  of  all 
forms.  Eleven  thou- 
sand merchants  are 
all  set  to  cooperate 
with  every  exhibitor 
who  shows  this  pic- 
ture. Get  your  share 
of  it. 


Well,  What  Would  You  Think? 


Scene  from  Parapuiurit  Picture  GwwJ?  tfiffi 
kottEXCE  VIDOK.  TOM  MOORE,  ESTHER  RALSTON  arid  FORD  -STERLING. 

THE  TROUBLE 


.is  that  they  don't  take  a  leaf  out  ot 
Beauty's  Book— and  wear 


that  give  the  Natural  Beauty  of  their  Feet  a  Chance 


The  National  Tie-ups  Obviate 

All  Trouble  With  Wives 

ELEVEN  thousand  merchants  will  cooperate  with  theatre  owners  in  ex- 
ploiting "The  Trouble  with  Wives"  through  a  tie-up  just  effected  by 
Leon  J.  Bamberger,  assistant  manager  of  the  exploitation  department 
of  Famous  Players-Lasky  Corporation,  with  the  manufacturers  of  Martha 
Washington,  Queen  Quality  and  Dorothy  Dodd  Shoes. 

These  merchants  will  receive  attractive  window  cards  for  display  during 
the  advance  campaign  conducted  by  exhibitors  on  this  picture.  Among  the 
slogans  printed  on  these  cards  to  arrest  the  attention  of  passersby  are  these : 


"The  trouble  with  Wives  is  improper 
footwear." 

"The  Trouble  With  Wives  is  that 
they  often  let  the  flappers  get  away  with 
it  when  they  might  wear  Dorothy  Dodd 
shoes." 

"The  Trouble  With  Wives  may  often 
begin  with  the  shoes  she  wears.  Queen 
Quality  shoes  give  every  woman  the 
benefit  of  faultless  fit  and  smart  style." 

On  the  cards  are  reproduced  high- 
lights from  the  attraction. 

The  tie-up  with  F.  Mayer  Boot  & 
Shoe  Company,  of  Milwaukee,  manu- 
facturer of  the  Martha  Washington 
shoe,  was  made  through  the  assistance 
of  Ed.  Corcoran,  Paramount  exploiter 
in  Wisconsin. 

Thomas  G.  Plant  Company,  of  Bos- 
ton, is  cooperating  with  exhibitors  and 


Paramount  through  the  tie-up  with  Dor- 
othy Dodd  and  Queen  Quality  shoes. 

In  furthering  the  tie-up,  the  Mayer 
Company  is  providing  its  dealers  with  a 
two-column  ad  mat  and  a  pair  of  shoes 
to  be  awarded  in  any  contest  which  a 
theatre  may  wish  to  conduct  in  connec- 
tion with  the  presentation  of  the  pic- 
ture. 

oi         -locaoc  ioe3qx=q 

g  Are  you  following  the  daily  exploita-  g 

tion  musings  in  Exhibitors  Review?  H 

You    ought    to,    because    they    are  II 

meant  just  for  the  kind  of  exhibitor  II 

who  wants  to  make  money  out  of  I 

exploitation  without  mortgaging  his  U 

Q  theatre  to  do  so.  jj 


SPECIAL  COMMENDATION 

THE  mythical  prize  this  week 
ought  to  go  to  the  management 
of  the  Liberty  Theatre,  Kansas  City, 
for  the  splendid  cut-out  it  made  on 
Fox's  "The  Iron  Horse."  Thirty- 
five  feet  in  height,  it  towered  over 
the  marquise,  a  veritable  challenge 
to  all  the  doubtful  that  here  was  a 
picture  of  merit. 


Thirty-five  foot  marquise  cut-out  on  "The 
Iron  Horse,"  Fox  film. 


October  17,  1925 


Page  33 


Watch  the  Press  Books 

That  Explain  Stunts 

A  Book  That  Goes  Into  Detail  on  Each  Stunt 
Usually  Has  Something  Real  to  Explain 

NAT  ROTHSTEIN  and  his  staff  up  at  F.  B.  O.  have  put  over  another 
one  of  the  famous  "detailed"  press  books.   The  fact  that  it  has  more  or 
less  ideas  in  it  than  the  next  book  is  of  less  importance  than  the  fact 
that  each  of  the  stunts  got  up  by  the  staff  is  fully  explained,  leaving  nothing 
for  the  exhibitor  to  have  any  doubts  about.    That  is  a  worthwhile  policy,  and 
one  that  has  always  been  appreciated  by  exhibitors. 

Besides,  it  can  usually  be  taken  for  granted  that  the  man  who  will  thus  go 
into  detail  about  an  idea  he  has  to  forward  is  pretty  well  acquainted  with 
all  the  angles  of  the  stunt.  It  is  a  difficult  matter  to  go  into  detail  about 
hokum.  That  is  usually  put  over  with  a  big  screaming  headline,  and  a  few 
lines  of  explanatory  copy,  leaving 
much  to  the  imagination  of  the  exhibi- 
tor (and  of  times  more  than  even  the 
imagination  of  the  exploiteer  could 
grasp.) 

In  the  big  book  put  out  for  "The 
Keeper  of  the  Bees,"  nearly  every 
stunt  that  requires  an  illustration  is 
duly  illustrated.  Several  samples  of 
the  pen  and  ink  sketches  used  are  re- 
produced on  this  page. 

For  instance,  the  street  ballyhoo 
shown  in  the  upper  right  hand  corner  of 
page  might  be  a  rather  far-fetched 
matter  without  the  aid  of  an  illustra- 
tion. In  the  sketch,  you  have  the  whole 
story.  People  will  identify  the  cos- 
tume worn  with  matters  pertaining  to 
the  keeping  of  bees.  The  same  ap- 
plied to  the  window  show  sketched  in 
the  lower  left  of  the  page,  and  also 
the  clever  little  guessing  stunt  shown  at 
the  righi. 


Tie- Up  Values  Stressed 


JT  is  interesting  to  note  to  what  ex- 
tent tie-ups  are  being  used  in  the 
making  of  exploitation  for  recent  pic- 
tures. It  is  of  special  interest  to 
readers  of  Exhibitors  Trade  Review, 
since  this  paper  has  always  advocated 
and  stressed  the  value  of  tie-ups, 
sometimes  over  and  above  any  other 
form  of  exploitation. 

The  National  Tie-up  and  Exploita- 
tion Section  run  periodically  by  the 
Exhibitors  Trade  Review  has  made 
exhibitors  and  producers  sit  up  and 
take  notice.  This  department  is  in 
constant  receipt  of  photographs  and 
stories    from    exhibitors    showing  to 


what  great  use  they  have  made  of  tie- 
ups.  And  lately,  the  attention  of  this 
department  has  been  called  to  a  large 
number  of  producing  companies  that 
are  arranging  similar  tie-ups  for  their 
pictures. 

These  tie-ups  were  at  first  suggested 
in  their  press-books.  And  now  the 
tie-ups  are  being  worked  out  in  detail, 
following  the  mode  of  procedure  out- 
lined by  Exhibitors  Trade  Review. 
The  large  majority  of  them  are  ex- 
cellent in  their  conception,  and  this  de- 
partment advocates  their  use  in  what- 
ever form  or  mode  the  exhibitor  finds 
plausible. 


Tie-ups  with  the  grocery  dealers  on  their  various  honey 
products,  and  with  drug  stores  on  balms  and  lotions  that 
cure  stings  and  on  honey  cough  medicines  is  the  suggested 
idea  that  comes  along  with  this  unusual  window  display 
from  F.   B.   O.'s  press  book   on   "Keeper  of  the  Bees." 


How  many  bees  in  this  jar?    Anybody  can  take  a  guess  at  the 
number.     There  is  no  calculation  to  make,  and  is  therefore  a 
matter  of  pure  guesswork.    Let  a  grocer  put  up  a  jar  of  honey 
for  the  best  guess. 


Page  34 


Exhibitors  Trade  Review 


LAST  TIM E S  T HUR SDAY'FAIRBAN KS  IN  "DON 


BEG. .FRIDAY       "THE  PONY  EXPRESS" 


UTHE 


Six-horse  team  and  prairie  wagon  used  for  Paramount's  "Pony  Express." 


Nut  Cracking  Contest 
Something  New 

A NUT-CRACKING  contest  as  a 
means  toward  brushing  up  on 
American  history  has  just  been 
staged  by  the  Rialto  Theatre, 
Charleston,  West  Virginia.  That  the 
list  of  brain  twisters  made  a  hit  with 
local  historians  was  evidenced  by  the 
large  number  of  replies  received.  The 
general  excellence  of  the  replies  in- 
dicated as  well  that  Charleston's  his- 
tories and  reference  books  came  in 
for  a  fine  thumbing  and  combing  dur- 
ing the  week  of  the  contest. 

The  Charleston  Daily  Mail  did  its 
patriotic  bit  toward  the  dissemina- 
tion of  our  country's  history  by  con- 
ducting the  affair  in  a  generous  and 
public-spirited  manner.  The  news- 
paper featured  the  contest  in  promi- 
nent positions  each  day,  under  a 
double  column  head.  As  the  idea  was 
launched  to  be  one  of  the  exploita- 
tion aids  given  the  local  engagement 
of  "As  No  Man  Has  Loved,"  it  can 
be  appreciated  that  the  Fox  picture 
came  in  for  a  lot  of  valuable  free 
space. 

A  few  of  the  thirteen  queries  pro- 
pounded are  as  follows : 

1.  Who  and  what  was  Thomas  Jef- 
ferson?   Aaron  Burr? 

10.  How  many  stars  in  the  flag  in 
1807?  and  1863?  Who  was  presi- 
dent in  the  same  years? 

13.  In  what  year  was  Philip  Nolan 
condemned  to  be  a  man  without  a 
country?  How  long  was  he  a  man 
without  a  country?  What  was  it 
he  loved  "As  No  Man  Has 
Loved"? 

CONTESTANTS  sending  the 
best  answers  were  awarded  the 
following  prizes :  First  prize,  $5  in 
gold ;  second  prize,  $3 ;  third  prize,  $2. 
Honorable  mention  prizes  consisting 
of  six  pairs  of  tickets  were  also 
awarded.  Contestants  were  directed 
to  send  their  answers,  not  to  the 
newspaper  offices,  but  to  Lieutenant 
Nolan,  Rialto  Theatre,  Charleston. 


"Pony Express  "Gets 
Great  Send-Off 
At  'Frisco  Theatre 

[F  you  are  running  a  little  theatre, 
and  can't  afford  more  than  about 
twenty-five  dollars  a  week  for  ex- 
ploitation, then  just  read  about  this 
stunt  as  a  matter  of  interest  and 
guidance  for  future  days.    But  you 


Window  tie-up  with  the  Gillette  Safety 
Razor  was  another  important  step  in  cam- 
paign  on   Paramount's   "Pony  Express." 

big  fellows  ought  to  get  in  behind 
the  idea  in  big  shape,  and  make  the 
same  clean-up  on  "The  Pony  Ex- 
press" that  the  management  of  the 
Imperial  Theatre  made  during  its  re- 
cent run  there. 

There  was  no  angle  of  exploita- 
tion omitted  in  the  campaign.  Post- 
ers a  plenty.  Direct-by-mail  adver- 
tising. Big  ads  in  the  newspapers. 
Plenty  of  window  tie-ups  with  firms 
of  national  importance.  And  a  street 
ballyhoo  that  could  take  a  prize  in 
any  float  parade. 


Pretentious  Prologue 
Features  "Slave" 

W  HEN  Norma  Shearer  appeared 
"  in  her  new  starring  vehicle,  "A 
Slave  of  Fashion"  at  Loew's  State 
Theatre  in  St.  Louis,  Mo.,  W.  G. 
Bishop,  Metro-Goldwyn  exploiteer, 
tied  up  the  house  of  Finkelstein, 
fashionable  clothiers,  with  the  pre- 
sentation, thereby  enabling  the  thea- 
tre to  put  on  "A  Symphony  of  Fash- 
ions." This  pretentious  revue  in- 
volved the  use  of  five  sets  and  twen- 
ty-five people. 

A  special  announcement  trailer  re- 
vealed in  advance  that  scene  1  would 
deal  with  Adam  and  Eve  in  the  Gar- 
den of  Eden,  where  personal  adorn- 
ment was  first  adopted ;  that  scene  2 
would  set  forth  the  Dance  of  Cleo- 
patra, with  Egyptian  styles  and  set- 
tings ;  that  scene  3  would  show  the 
court  of  Louis  XI  of  France,  where 
fashion  reached  its  pinnacle  of  or- 
nate design ;  that  scene  4  would  in- 
troduce the  minuet  as  danced  in  Col- 
onial days  in  America  in  Colonial 
costumes,  and  that  scene  5  would  dis- 
play advance  fashions  of  today.  Sey- 
mour Simon's  orchestra  of  11  pieces 
furnished  music  on  the  stage  for  this 
revue. 

The  House  of  Finkelstein  bought 
space  in  the  local  dailies  and  took  ad- 
vantage of  the  fact  that  the  Retail- 
ers' Association  met  in  St.  Louis1  at 
the  time,  a  letter  being  mailed  to 
every  merchant  expected.  A  tie-up 
with  the  Shoe-Mart  gave  more  space 
in  the  press,  and  another  tie-up  with 
the  Fashion  Bootery  resulted  in  the 
mailing  out  of  10,000  booklets  by  the 
shoe  store  exploiting  both  the  picture 
and  its  wares.  A  number  of  window 
displays  were  achieved,  and  special 
write-ups  found  space  in  the  press. 
There  was  also  a  special  lobby  dis- 
play. 


October  17,  1925 


Page  'i'5 


BOX  OFFICE  REVIEWS 


THE  VANISHING 

AMERICAN 

Paramount  Photoplay.  Author,  Zane 
Grey.  Adapted  by  Lucien  Hubbard. 
Scenario,  Ethel  Doherty.  Director, 
George  B.  Seitz.    Length,  1  0,063  feet. 

CAST  AND  SYNOPSIS 

Nophaie   Richard  Dix 

Marion  Warner   Lois  Wilson 

Booker   Noah  Beery 

Earl  Ramsdell   Malcolm  MacGregor 

Shoie   . .  Charles  Stevens 

Nasja  Son  of  Man  Hammer 

Do  Etin   Bernard  Siege! 

Bart  Wilson   ..Bert  Woodruff 

Kit  Carson   Guy  Oliver 

Nophaie  is  the  head  man  of  his  tribe..  The 
tribe  is  being  exploited  and  robbed  by  Booker, 
the  Indian  Agent,  and  his  gang.  Nophaie  pro- 
tests in  vain.  America  enters  the  World  War. 
Horses  are  necessary.  Marion  begs  Nophaie 
to  have  his  tribesmen  bring  in  their  mounts. 
Loving  Marion,  he  agrees.  The  Indians  not 
only  bring  in  their  horses,  but  also  enlist.  In 
France,  Nophaie  is  distinguished  for  bravery. 
When  they  all  return  home,  some  badly  crip- 
pled, they  find  that  Booker  is  in  charge.  He 
has  stolen  all  their  lands  and  exiled  their 
people  to  the  desert.  He  is  also  responsible 
for  the  death  of  the  girl,  Gekin  Yashi, 
Shoie's  sweetheart.  This  brave  exhorts  his 
people  to  war.  Despite  Naphoie's  efforts,  the 
redmen  descend  on  the  town  of  Mesa.  The 
whites  take  refuge  ia  a  school  house.  En- 
deavoring to  stop  bloodshed  Nophaie  ventures 
out  and  is  killed.  So  is  Booker.  •  The  In- 
dians desist.  A  friendly  agent  is  appointed. 
Captain  Ramsdell  comforts  Marion. 

By  "Herb"  Cruikshank 

^REMARKABLE  picture  which  should 
prove  to  be  a  box-office  attraction  of 
unusual  merit.  It  has  the  deserts  and  can- 
yons of  Arizona  as  background.  Hosts  of 
real  Indians  of  the  Navajo  and  Hopi  na- 
tions are  introduced  into  the  action.  The 
photography  is  exceptionally  fine,  and  there 
are  a  number  of  long  shots  equal  in  beauty 
to  any  ever  made. 

The  story  itself  is  of  secondary  interest. 
It  is  a  satisfactory  tale  but  nothing  unusual. 
But  as  a  vibrant  history  of  the  original 
Americans  the  film  heads  the  list. 

In  the  early  sequences  we  are  introduced 
to  the  various  peoples  whose  possession  of 
the  country  antedates  the  Indian  invasion. 
All  this  is  somewhat  in  the  nature  of  a 
prolog. 

The  most  actionful  sequences  include  a 
fist  fight  between  the  hero  and  half  a  dozen 
villains,  the  battle  scenes  in  France,  and 
the  descent  of  the  enraged  warriors  on  the 
desert  town  of  Mesa. 

Richard  Dix  makes  an  unexpectedly  fine 
Indian  chieftain.  Noah  Beery  is  a  black- 
hearted scoundrel.  Lois  Wilson  fits  nicely 
as  the  girl,  and  Malcolm  McGregor  is  sat- 
isfactory. Big  exploitation  for  this  one.  Stress 
the  Indian  stuff.  Tie-up  with  Zane  Grey's 
novel.  When  you  play  this  brag  about  it 
plenty.    They  will  not  be  disappointed. 


THE  MIDSHIPMAN 

Metro-Goldmyn-Mayer  Photopl  y.  Au 
tiior,  Carey  Wilson.  Director,  Christy 
Cabanne.    Length,  7,49o  feel. 

CAST  AND  SYNOPSIS 

Midshipman  James  Randall   Ramon  Novarro 

Pa'-ricia  Lawrence   ,  Harriet  Hammond 

Ted  Lawrence   Wesley  Barry 

Mrs.  Randall   Margaret  Seddon 

Basil  Courtney  Ciauford  Kent 

Rita   Kathleen  Key 

Fat   Maurice  Ryan 

Tex   Harold  Goodwin 

Midshipman  Randall  attends  the  United 
States  Naval  Academy  at  Annapolis,  as  did 
his  father  before  him.  He  meets  and  loves 
Patricia  Lawrence,  who  is  engaged  to  the 
villain,  Basil  Courtney.  Randall  is  on  duty  the 
night  of  the  big  dance.  Courtney  frames 
things  so  that  Rita  is  to  be  found  with  Ran- 
dall in  the  duty  room.  Plans  slip  and  Ted  is 
found  instead.  Rather  than  betray  Patricia's 
brother,  Randall  plans  to  reign.  However, 
Tex  has  overheard  Courtney's  plot  and  tells 
Randall.  Meantime  Courtney  kidnaps  Patricia 
on  his  yacht.  Randall  pursues  in  a  naval  ves- 
sel, whips  Courtney  in  a  fight  and  marries 
Patricia  upon  his  graduation. 

By  "Herb"  Cruikshank 

^DIVERTING  comedy  of  particular  in- 
terest because  of  the  Annapolis  coloring 
and  the  introduction  of  the  United  States 
Navy.    It  should  go  well  anywhere. 

The  early  sequences  are  devoted  almost 
entirely  to  the  development  of  humorous 
situations.  Later  the  film  turns  into  melo- 
drama with  the  boys  in  blue  again  dashing 
to  the  rescue  of  beauty  in  distress. 

One  of  the  best  directorial  touches  in  the 
picture  comes  when  Novarro,  the  hero,  is 
asked  by  freckled-face  Wesley  Barry  to 
fill  out  his  sister's  dance  card.  Novarro 
looks  at  Barry,  who  dissolves  into  a  girl 
the  image  of  her  brother.  Wesley,  as  a 
girl,  will  get  a  laugh  anywhere. 

There  are  other  shots  showing  the  hazing 
of  the  new  arrivals  by  the  upper  classmen. 

hrough  the  entire  picture  the  spirit  and 
morale  of  the  Annapolis  students  is  well 
stressed. 

Novarro  and  Harold  Goodwin,  Tex  in 
the  picture,  put  on  a  good,  lively  bout  in  the 
beginning  of  the  film.  They  remain  enemies 
throughout  the  action,  but  the  Navy  spirit 
wins  and  in  the  last  reel  they  are  fast 
friends. 

Ramon  Novarro  makes  a  good  Midship- 
man Randall.  The  uniforms  of  the  Acad- 
emy become  him.  Harold  Goodwin  ren- 
ders an  even  performance  in  the  character 
bit  of  another  cadet,  Tex.  The  rest  of  the 
cast  helps  materially.  Crauford  Kent  plays 
the  heavy  with  easy  confidence. 

Make  the  most  of  the  tie-up  with  the 
Academy.  Tell  them  the  Secretary  of  the 
Navy  hands  Ramon  his  diploma.  Invite  all 
the  gobs  in  your  vicinity.  Get  your  congress- 
man to  aid  in  arousing  interest  regarding 
Annapolis  scholarships. 


LAZYBONES 

Fox  Photoplay.  Adapted  from  the  stage 
play  by  Orven  Davis.  Scenario,  Frances 
Marion.  Director,  Frank  Borzage. 
Length,  7,234  feel. 

CAST  AND  SYNOPSIS 

Lazybones   Buck  Jones 

Kit   :  Madge  Bellamy 

Mrs.  Tuttle  Edythe  Chapman- 

Dick  Ritchie   Leslie  Fenton 

Agnes  Fanning  Jane  Novak 

Ruth  Fanning   .1  ZaSu  Pitts 

Mrs.   Fanning   ....  Emily  FitWrOy 

Elmer  Baluster  William  Norton  Bailey 

Lazybones :  is  a  shiftless  but  lovable  .char- 
acter. He  loves  Agnes.  Mrs.-  Fanning  sends- 
for  Ruth  to  return  from  school  and  wed  El- 
mer Ballister.  Ruth  returns  with  a  child  ancf 
a  story  of  marriage  to  a  sailor  who  has  beet* 
drowned.  She  attempts  suicide.  Lazybones 
saves  her  and  adopts  the  child.  Ruth  marries 
Ballister.  Lazybones  refuses  Agnes'  request 
to  give  up  the  child  and  she  refuses  to  have 
anything  to  do  with  him.  Ruth  dies  after 
confessing  to  her  mother.  Lazybones  goes  to 
war  and  returns  to  find  Kit, '  Ruth's  child, 
grown  to  maturity.  He  falls  in  love  with  her, 
but  she  marries  Dick.  In  the  end  there  is  an- 
intimation  that  Lazybones  and  Agnes  may. 
marry. 

By  "Herb"  Cruikshank 

£JERE  is  a  heart-throb  film  that  should  go 
big  where  they  like  the  sobby  "East 
Lynne"  type  of  drama.  Don't  lead  them  to 
expect  a  typical  Buck  Jones  picture.  This 
is  not  one.  It  is  different  from  anything 
Buck  has  done.    And  he  does  well. 

The  action  begins  about  the  year  1  900. 
The  characters  are  clad  in  the  costumes  of 
that  period.  Here  we  have  ZaSu  Pitts,  as 
Ruth,  returning  home  with  a  baby.  She 
explains  that  she  has  been  marriei'..  But 
her  sailorman  has  been  drowned.  Right 
here  the  introduction  of  a  wedding  certifi- 
cate would  have  saved  a  heap  of  trouble. 

The  final  scenes  are  laid  in  1925.  Lazy- 
bones is  grey  at  the  temples.  Kit  has  de- 
veloped into  a  charming  young  woman. 

One  good  shot  shows  Lazybones  sleep- 
ing while  his  buddies  in  France  are  busy 
battling  Huns.  He  wakes  with  a  start,, 
dashes  from  his  dugout,  and  half  asleep 
unwittingly  captures  the  enemy.  A 
bit  of  a  sad  ending.  But  the  audience 
knows  that  Agnes  will  soon  be  hovering  in 
the  background. 

ZaSu  Pitts  steals  the  picture  while  she  is- 
on  the  set.  This  excellent  actress  contrib- 
utes a  portrayal  that  will  wring  tears  from 
the  hardest  hearted  audiences.  Buck  Jones 
proves  conclusively  that  he  can  act  as  well 
as  ride.  This  is  a  new  departure  for  him 
and  his  work  is  most  interesting. 

Feature  the  stage  play.  Talk  about 
Buck  Jones  in  a  new  type  role.  Stress  the 
strong  cast.  Window  displays  of  fashions 
from  1900  to  date  will  help.  Tie-up  with 
the  newspapers  on  an  old  time  photograph 
contest. 


Page  36 


Exhibitors  Trade  Review 


FLYIN'  THRU 

Davis    Distributing    Division  Photoplay. 


Author,  Al  Wilson.  Adapted  by 
George  W.  Pyper.  Director,  Bruce 
Mitchell.    Length,  six  reels. 

CAST  AND  SYNOPSIS 

i,ieut.  Willis   Al  Wilson 

Anne  Blair    Elinor  Fair 

Judson  Blair    George  French 

Jim  Willis    James  McElhern 

Melvin  Parker   Clarence  Burton 

Sybil    Fontaine  La  Rue 

Gladys  Ains  worth   Zella  Ingraham 

Bill  Goofus   Garry  O'Dell 


Blair  and  Jim  Willis  quarrel.  Blair  is 
killed  by  the  villain,  Parker.  Willis  is  sent 
to  jail  for  the  murder.  Young  Willis  returns 
trom  France  an  aviation  ace.  He  sets  out  to 
find  the  real  slayer  and  free  his  father.  He 
'tours  the  country  as  an  exhibition  flyer  and 
strikes  a  clue  on  the  Mexican  border.  Sybil, 
Parker's  dance  hall  sweetheart,  becomes  in- 
iatuated  with  Willis  and  tells  the  truth. 
Willis  endeavors  to  kidnap  Anne.  Speeding 
-over  the  desert  in  a  motor  car,  but  Willis 
overtakes  him  in  a  plane.  The  girl  is  rescued, 
'Blair  turned  over  to  justice  and  Willis  weds 
•Anne  in  an  aeroplane  far  above  the  clouds. 

By  "Herb"  Cruikshank 

^J^HE  picture  is  built  frankly  about  Al 
Wilson's   spectacular  aeroplane  stunts. 
These  are  sufficiently  thrilling.     The  film 
should  be  a  puller  for  the  smaller  theatres. 

Wilson  surely  understands  the  air  stuff. 
Some  of  the  things  he  does  are  exceedingly 
daring.  When  he  rides  his  plane  the  at- 
tention of  the  audience  will  be  riveted  on 
the  screen. 

One  of  the  best  thrills  is  contained  in  a 
scene  where  the  engine  stops  high  above  the 
clouds.  Wilson  climbs  along  the  side  of 
the  plane  and  sets  it  going  again.  There  is 
no  fake  to  any  of  his  stunts.  He  certainly 
flirts  with  death  a  dozen  times.  In  other 
sequences  he  swings  from  his  air-steed  on  a 
ladder,  and  indulges  in  other  antics  that 
are  warranted  to  call  forth  exclamations 
from  the  onlookers. 

•  The  picture  needs  some  editing.  Judi- 
cious cutting  will  help  the  continuity  a  lot, 
and  will  also  strengthen  the  plot. 

There  is  some  good  comedy,  rather  of 
the  slap-stick  variety,  supplied  by  Garry 
O'Dell  in  the  role  of  Bill  Goofus,  late  a 
sergeant  in  the  A.  E.  F.  aviation  corps. 
Bill  manages  to  get  in  everyone's  way  in- 
cluding his  own.  He  gets  across  a  number 
of  bits  that  will  rouse  the  average  audience 
to  laughter. 

There  are  several  cut-backs  showing  war 
stuff.  It  is  interesting  to  see  the  Big  Berthas 
again  in  action. 

Al  Wilson  is  a  personable  hero.  He 
does  very  well  with  his  role.  One  cannot 
help  but  admire  his  intrepid  daring  in  the 
air.  Fontaine  La  Rue  is  excellent  as  the 
dance  hall  vamp.  Clarence  Burton  plays 
the  heavy  role  in  characteristic  fashion. 

Exploit  Al  Wilson  and  his  aeroplane 
stunts.  Tie  up  with  the  legion.  Invite  all 
iate  members  of  the  aviation  corps  to  be 
your  guests. 


DOWN  UPON  THE 
SUWANEE  RIVER 

Lee-Bradford  Photoplay.  Author,  Haps- 
burg  Liebe.  Director,  Lem  F.  Kennedy. 
Length,  6,696  feet. 

CAST  AND  SYNOPSIS 

Hopeless  Bill  Ruble    Charles  Emmett  Mack 

Mary  Norwood  .    Mary  Thurman 

David  Norwood    Arthur  Donaldson 

Rev.  John  Banner    Walter  P.  Lewis 

Old  Mag    Blanche  Davenport 

Herbert  Norwood    Wally  Merrill 

Hoss-fly  Henson    Charles  Shannon 

Gambler    Jack  Burgoyne 

Ruble,  frowned  upon  by  the  community  be- 
cause of  atheism,  elopes  with  Mary.  He 
saves  Mary's  brother  .from  disgrace  but  is 
suspected  of  theft  and  driven  from  town.  He 
ships  on  a  boat  and  is  gone  a  year.  Mary's 
child  is  born  and  she  is  cast  out  by  her 
P?  rents.  She  pins  a  note  to  the  child's  cloth- 
ing and  sets  out  to  drown  herself.  She  is 
saved  by  an  old  negro  and  returns  home  to 
find  Bill  awaiting  her.  Bill  is  convinced  that 
his  religious  ideas  are  wrong.  He  and  Mary 
attend  church  with  the  baby.    All  ends  well. 

By  "Herb"  Cruikshank 

TUST  a  sweet  little  story  of  the  South- 
J  land.  It  possesses  a  certain  charm  that 
should  make  it  a  box-office  asset. 

There  is  a  plausible  plot  which  has  been 
rather  well  developed.  There  is  some  sus- 
pense, a  delightful  love  story,  and  an  air  of 
realism  that  is  one  of  the  chief  charms. 

No  big  kick  is  contained  in  the  film,  but 
there  are  a  number  of  mildly  exciting  epi- 
sodes. These,  somehow,  seem  to  fit  in  with 
the  general  tempo  of  the  story.  Any  hectic 
happening  would  be  strangely  out  of  place. 

Naturally  the  scenes  are  laid  along  the 
moss  fringed  banks  of  the  dreamy  Suwanee. 
The  picture  was  actually  shot  there.  The 
scenery  is  unfamiliar  and  beautiful.  The 
photography  especially  good.  The  direc- 
tion all  that  could  be  desired. 

Once  in  a  while  there  are  situations  that 
strain  the  credulity.  Thus,  the  hero  plays 
poker  with  the  villain  to  regain  the  funds 
lost  by  his  wastrel  brother-in-law.  Right 
off  the  reel,  he  holdc  an  ace,  king,  queen 
and  jack  of  hearts.  Most  poker  players 
know  the  odds  against  filling  a  straight 
flush.  The  hero  draws  the  ten  spot  with 
no  trouble  at  all.  He  could  have  won  on 
a  pair  of  aces  and  done  so  more  convinc- 
ingly. 

There  are  a  number  of  negro  characters 
introduced  into  the  action.  They  are  the 
real  thing  apparently  picked  up  on  location. 
With  the  born  talent  for  mimicry  and  pan- 
tomime with  which  their  race  is  endowed, 
they  do  marvellously  well. 

Charles  Emmett  Mack  is  a  satisfactory 
hero.  He  has  profited  by  association  with 
D.  W.  Griffith,  and  renders  a  performance 
in  keeping  with  the  story.  Mary  Thurman 
is  not  quite  the  type  for  her  part,  but  does 
her  best  to  make  up  for  this  deficiency. 
Blanche  Davenport  is  excellent  in  the  char- 
acter bit  of  an  old  fortune  teller.  Charles 
Shannon  supplies  the  comedy.  His  make- 
up is  the  one  jarring  note.  It  is  badly 
exaggerated. 

Stress  the  Suwanee  River  idea.  Tie-up 
with  the  song.  Use  a  darky  quartette  pro- 
log.   Tie-up  with  the  churches. 


BIG  PAL 

•- 

Banner  Productions,  Inc.  Photoplay.  Di- 
rector, John  Adolfi.  Length,  4,534  feet. 

CAST  AND  SYNOPSIS 

Dan  Williams   William  Russell 

Helen  Tniscott   Julanne  Johnston 

Mary  Williams   Mary  Carr 

Johnny  Williams   Micky  Bennett 

Tim  Williams   Hayden  Stevenson 

j  A  thrilling  rescue  of  Helen  Truscott  by 
Dan  Williams,  runner-up  for  heavyweight 
championship  of  the  world,  makes  close 
friends  of  the  two.  The  day  for  Dan  to  box 
in  his  last  elimination  contest  comes  along, 
and  little  Micky  (Dan's  brother)  getting  wind 
of  some  crookedness  in  the  camp  of  Dan's 
rival,  makes  an  exploration  into  that  camp 
only  to  be  discovered  and  used  as  a  tool  to 
discourage  Dan  from  trying  to  win  the  bout. 
Dan:  is  warned,  by  an  anonymous  letter,  that 
unless  he  allows  himself  to  be  knocked  out 
in  the  fifth  round,  he  will  never  see  Micky 
again.  The  fight  goes  on,  and  the  end  of  the 
fourth  round  sees  Dan  in  a  pretty  bad  con- 
dition. But  in  the  meanwhile,  Helen  and  some 
of  the  kid  friends  of  Micky  have  located  him, 
and  rush  him  to  the  scene  of  the  fight.  Dan 
sees  him,  and  feeling  that  he  may  now  fight 
his  best,  makes  short  work  of  his  opponent. 

By  "Hank"  Linet 

Y^/  ITHOUT  noseying  too  much  into  all 
the  details  that  make  or  break  a  pic- 
ture, it  can  be  said  that  "Big  Pal"  will 
make  a  pretty  good  box-office  bet'.  It  is 
built  along  the  very  orthodox  lines  of  suc- 
cessful pictures,  as  success  goes,  offering 
nothing  startling  nor  very  novel,  and  at  the 
same  time,  offering  nothing  offensive.  Which 
makes  things  even-Steven. 

A  steady  and  rapid  fire  of  action  tends 
to  make  one  overlook  many  little  discrepan- 
cies in  the  directing  and  photography,  which 
latter  must  be  said  to  be  rather  poor  in 
spots. 

From  the  very  start  of  the  picture,  the 
viewer  senses  that  somewhere  in  it  he  will 
be  treated  to  a  real  fight  scene.  That's 
worth  while  waiting  for.  And  as  the  pic- 
ture progresses  and  shows  marked  improve- 
ment over  the  manner  that  the  opening  shots 
were  handled,  the  anticipation  of  the  ring 
fight  becomes  sweeter.  Which  is  as  it 
should  be,  for  the  fight  was  a  corker. 

William  Russell  &s  Dan  Williams  is  or 
was  an  amateur  boxer  of  some  note,  which 
helps  a  great  deal  in  his  portrayal  as  the 
logical  contender  for  the  heavyweight  cham- 
pionship. He  puts  on  a  real  fight,  and  it 
seems  to  us  that  the  fellow  who  stood  up 
(as  long  as  he  could)  in  front  of  him  dur- 
ing the  fifth  round  of  the  bout  earned  every 
penny  he  received  from  the  producing  com- 
pany.   He  got  an  awful  licking. 

Micky  Bennett,  as  Johnny  Williams,  de- 
serves watching.  The  kid  has  some  very 
fine  traits.  He  is,  more  or  less,  a  natural 
actor,  and  pulled  many  laughs  from  the 
little  audience  that  watched  this  picture  with 
the  reviewer. 

Mary  Carr  was  her  old,  sweet  self  again, 
this  time  as  a  granny-radio-bug. 

There  is  an  excellent  press  book  avail- 
able for  the  exploitation  of  "Big  Pal." 
Chief  among  its  suggestions  are  an  organi- 
zation of  a  "Big  Pal  Club"  and  an  ath- 
letic accessories  tie-up.  Both  of  these  ought 
to  pull. 


October  17,  1925 


Page  37 


LOVERS  IN  QUARANTINE      THE  SUBSTITUTE  WIFE 

Paramount  Photoplay.  Author,  F.  Tenny- 
son Jesse.  Scenario,  Townsend  Martin 
and  Luther  Reed.  Director,  Frank 
Tutile.    Length,  6,570  feet. 


CAST  AND  SYNOPSIS 

Diana   Bebe  Daniels 

Anthony  Blunt   Harrison  Ford 

Macintosh  Josephs   Alfred  Lunt 

Pamela  Gordon   Eden  Gray 

Amelia  Pincent   Edna  May  Oliver 

Lola  Diana  Kane 

The  Silent  Passenger  Ivan  Simpson 

Mrs,  Burroughs   Marie  Shot-well 

Diana  is  in  love  with  her  sister's  fiance, 
who  is  an  explorer.  During  his  absence  the 
Sister,  Pamela,  has  engaged  herself  to  Mac- 
intosh Josephs.  Upon  Blunt's  return  he  is 
welcomed  by  Diana.  Blunt  and  Pamela  plan 
to  elope.  Diana  locks  her  sister  in  a  closet 
and  usurps  her  place  on  the  steamer  with 
Blunt.  Diana  transforms  herself  into  a  cap- 
tivating young  woman  with  the  aid  of  her 
sister's  trousseau.  Blunt  falls  in  love  with 
her.  They  are  all  quarantined  by  the  ship's 
doctor.  When  the  quaratnine  is  lifted  Diana 
marries  Blunt,  leaving  her  sister  to  Mac- 
intosh. 

By  "Herb"  Cruikshank 

J^N  amusing  comedy  based  on  the  stage 
play  "Quarantine,"  this  picture  should 
prove  to  be  a  satisfactory  box-office  attrac- 
tion. There  are  many  laughable  situations, 
and  the  type  of  story  fits  the  personality  of 
the  star,  Bebe  Daniels. 

The  film  is  well  produced  against  hand- 
some backgrounds.  There  are  a  number 
of  beautiful  exteriors.  The  scenes  on  the 
steamer  are  interesting,  and  the  semi-tropi- 
cal atmosphere  of  Bermuda  has  been  used 
in  making  the  island  sequences  realistic. 

Miss  Daniels  effects  a  wonderful  transi- 
tion from  a  gawky  girl  of  prep  school  age 
into  a  beautiful  young  woman.  The  change 
is  made  with  the  aid  of  the  fine  feathers  that 
form  a  part  of  her  sister's  trousseau. 

The  manner  in  which  the  heroine  finally 
accomplishes  her  purpose  and  weds  the  ob- 
ject of  her  affections  sustains  interest  and 
builds  to  a  laughable  climax. 

One  of  the  humorous  situations  in  which 
the  film  abounds  is  caused  by  the  physician's 
order  to  place  all  the  passengers  on  the 
steamer  in  quarantine.  Diana  having  forced 
herself  on  Blunt  in  her  sister's  stead,  is 
faced  with  the  necessity  of  making  the  rest 
of  the  travellers  believe  that  she  and  An- 
thony are  honeymooners.  They  are  given 
a  cottage  for  themselves  and  the  usual  com- 
plications arise  regarding  sleeping  arrange- 
ments. Such  mix-ups  are  always  good  for 
a  laugh.    Audiences  are  sure  to  enjoy  them. 

Bebe  Daniels,  as  Diana,  is  happily  cast. 
First  she  appears  as  the  hoydenish  younger 
sister.  Later  she  blossoms  out  in  the  role 
of  a  real  heart-breaker. 

Harrison  Ford  looks  and  acts  the  part  of 
the  explorer,  Blunt.  Alfred  Lunt,  recent 
lead  in  the  stage  success,  "The  Guards- 
man," is  effective  as  Macintosh  Josephs. 

Make  the  most  of  the  adaptation  from 
the  stage  success.  Play  up  the  title  and 
feature  the  pulling  names  in  the  cast.  Tell 
your  patrons  that  this  is  a  peppy,  actionful, 
comedy-romance  that  is  a  sure  cure  for  the 
blues. 


Arrow  Pictures  Corporation  Photoplay. 
Author,  Katherine  Smith.  Director, 
Wilfred  Noy.    Length,  6,580  feet. 

CAST  AND  SYNOPSIS 

Hilda  Nevers   Jane  Novak 

Lawrence  Sinton   Niles  Welch 

Victor  Bronson   Coit  Albertson 

Evelyn  Wentworth   Louise  Carter 

Dr.  Kitchell   Gordon  Standing 

Dr.  DeLonge   Mario  Majeroni 

Evelyn  marries  Lawrence  for  his  money. 
She  loves  Dr.  Kitchell.  On  her  wedding 
night  Lawrence  is  blinded  by  burglars. 
Kitchell  discovers  that  Hilda  Nevers,  a  nurse, 
has  a  voice  identical  to  Evelyn's.  He  and 
Evelyn  go  away  together,  hiring  Hilda  to 
substitute  as  Lawrence's  wife.  Victor  Bron- 
son, Lawrence's  lawyer,  returns  unexpectedly 
and  finally  learns  of  the  substitution.  Mean- 
time Hilda  falls  in  love  with  Lawrence.  An 
operation  restores  his  sight.  He  learns  the 
truth,  loves  Hilda  and  marries  her.  Evelyn 
and  Dr.  Kitchell  are  unmasked.  There  is 
promise  of  happiness  for  Lawrence. 


By  "Herb"  Cruikshank 


AN 


interesting  story  well  adapted  to  the 
screen,  "The  Substitute  Wife"  should 
prove  a  puller  for  the  smaller  theatres.  There 
is  a  lot  of  heart  interest.  Audience  sympa- 
thy will  be  a  hundred  per  cent  with  the 
blinded  hero  and  the  girl  who  transplants 
his  faithless  wife  in  his  affections.  There 
is  a  deal  of  pathos  in  the  situations  show- 
ing the  trusting  husband  imposed  upon  be- 
cause of  his  sightless  condition. 

A  number  of  clever  directorial  touches 
enhance  the  entertainment  value  of  the  film. 
In  one  place  Hilda  is  threatened  with  dis- 
covery by  the  lawyer  and  family  friend, 
Victor  Bronson.  She  evades  this  by  a  sim- 
ple feminine  expedient.  She  appears  be- 
fore Bronson  with  a  towel  covering  her 
blonde  locks,  and  her  face  unrecognizable 
because  of  a  mud  pack.  > 

Later,  however,  Bronson  encounters  her 
without  a  disguise.  He  remarks,  "You 
look  quite  yourself  today."  The  cat  is  out 
of  the  bag. 

The  scene  showing  Hilda  making  her 
great  sacrifice  is  well  worked  out.  She  dis- 
covers that  the  villainous  Kitchell  has  pur- 
posely refrained  from  prescribing  the  slight 
operation  necessary  to  restore  Lawrence's 
sight.  She  sends  for  an  eminent  surgeon, 
well  knowing  that  with  the  recovery  of  his 
eyes,  the  man  she  loves  will  discover  the 
deception  practiced  upon  him. 

Niles  Welch  does  well  in  the  difficult 
part  of  the  blind  man.  His  portrayal  is 
realistic.  He  registers  sincerely  the  agony 
through  which  Lawrence  passes  at  the  fear 
of  being  in  permanent  darkness.  Jane  No- 
vak arouses  immediate  sympathy  as  the 
nurse.  Coit  Albertson  offers  a  restrained 
and  natural  performance.  The  support  is 
adequate. 

Play  up  the  title  in  catchline  advertising. 
Invite  physicians  to  see  the  picture  as  your 
guests.  Arouse  interest  in  the  question  as 
to  whether  or  not  any  two  voices  are  suffi- 
ciently alike  to  enable  a  deception  such  as  is 
practiced  in  the  picture. 


SATAN  IN  SABLES 

Warner  Brothers  Photoplay.  Adapted 
from  Bradley  King's  story.  Director, 
James  Flood.    Length,  7,260  feet. 

CAST  AND  SYNOPSIS 

Grand   Duke   Michael   Lowell  Sherman 

Paul   Johnny  Harron 

Colette   Pauline  Garon 

Dolores   Gertrude  Astor 

Victor  Frank  Butier 

Emile   Francis   J.  MacDonald 

Grand  Duchess  Sophia   Frances  Raymond 

Billee   Richard  Botsford 

Colette,  a  Montmartre  girl,  enters  Michael's 
palace  with  a  crowd  of  Apache  friends  during 
a  Mardi  Gras  celebration.  Before  leaving, 
the  Grand  Duke's  diamond  becomes  en- 
tangled in  her  dress.  Upon  arriving  home  her 
brother-in-law,  Emile,  a  thief,  finds  the  jewel 
and  hides  it.  She  recovers  it  and  returns  it  to 
the  Grank  Duke.  They  become  friends.  Do- 
lores, a  cost-off  sweetheart  of  Michael's,  plans 
revenge.  She  vamps  Michael's  beloved  young- 
er brother,  Paul.  Paul  learns  of  her  relations 
with  Michael.  He  dashes  away  in  an  automo- 
bile, pursued  by  Michael.  Both  cars  are 
wrecked  and  Paul  is  killed.  Michael  suspects 
Colette  when  he  sees  Emile  enter  her  apart- 
ment. He  insults  her  and  leaves  her.  In 
the  end  he  reforms  and  they  are  reunited. 

By  "Herb"  Cruikshank 
'J1  HIS  is  a  fair  program  attraction,  and 
as  such  should  pass  muster  with  most 
audiences.  The  production  is  decidedly 
melodramatic.  The  story  itself  runs  pretty 
thin.  The  characterizations  are  frequently 
overdone. 

One  glaring  error  is  in  labelling  a  Nice 
Carnival  as  a  Parisian  Mardi  Gras  cele- 
bration. This  shot  was  apparently  cut-in 
from  a  news-reel.  We  are  quite  certain  of 
having  seen  these  floats  and  grotesque  masks 
in  some  recent  screen  news. 

The  big  climax  of  the  picture  comes  when 
Paul  and  his  brother,  the  ex-Grand  Duke, 
are  hurled  from  a  bridge  in  their  speeding 
cars.  Paul  has  slapped  his  big  brother's 
face  upon  learning  of  his  relations  with 
Dolores.  The  boy  dashes  from  the  palace 
into  his  racer  and  darts  through  the  night. 
Michael  pursues.  Both  cars  hurtle  to  de- 
struction. Paul  dies  in  Michael's  arms. 
In  this  sequence  Lowell  Sherman  renders 
a  realistic  portrayal  of  heart-break. 

There  are  several  good  touches.  One 
comes  when  Michael  casually  takes  from 
Dolores  the  revolver  with  which  she  is  about 
to  slay  him.  "I  thought  I  took  that  away 
from  you  last  week,"  he  smiles. 

In  the  role  of  the  Grand  Duke,  Lowell 
Sherman  is  given  too  much  to  pose  and 
posture.  There  are  too  many  close-ups  of 
him.  But  when  there  is  anything  really 
big  to  do,  he  does  it  well.  As,  for  instance, 
the  manner  in  which  he  registers  grief  in 
the  wreck  sequence. 

Pauline  Garon  contributes  a  most  action- 
ful performance.  She  uses  arms,  legs,  head 
and  eyes  effectively.  Even  goes  into  a 
Charleston  dance  for  the  Duke's  edification. 
Gertrude  Astor  is  a  good  vamp. 

Francis  J.  MacDonald  is  good  in  his  bit 
as  Emile,  the  Apache  brother-in-law,  who 
causes  Michael  and  Colette  no  end  of  trou- 
ble. Frances  Raymonds  is  a  capable  Duchess 

The  best  bet  in  exploiting  this  one  is  to 
play  up  the  four  leading  members  of  the 
cast.  The  title  is  attractive.  You  may 
also  stress  the  Parisian  atmosphere. 


Page  38 


Exhibitors  Trade  Review 


THE  UNNAMED  WOMAN 

Arrow  Pictures  Corporation  Photoplay. 
Author,  Charles  E.  Blaney.  Director, 
Harry  O.  Hoyt.    Length,  6,300  feet. 

CAST  AND  SYNOPSIS 

Flora  Brookes   Katherine  MacDonald 

Donald  Brookes   Herbert  Rawlinson 

Doris  Gray   Leah  Baird 

Billie   Norton   Wanda  Hawley 

Archie  Wesson   John  Miljan 

Doris  Gray,  a  gold  digger,  ensnares  the 
worthless  Archie  Wesson  into  marriage.  She 
discovers  he  has  no  money.  Both  are  sick  of 
their  bargain.  Flora  Brookes  spends  the 
night  with  the  Wessons  during  her  husband's 
absence.  Hearing  a  burglar  she  summons 
Archie  to  her  room.  Here  they  are  dis- 
covered in  a  compromising  position  by  Doris 
and  her  friend  Billie.  Doris  plans  a  black- 
mail scheme,  promising  not  to  mention  Flora 
as  co-respondent  for  a  sum  of  money.  She 
selects  Flora's  husband  as  her  attorney. 
When  he  refuses  to  handle  her  case  she  flies 
into  a  rage  and  tells  Flora's  name.  Donald 
finds  Archie  and  whips  him.  The  chauffeur 
who  had  planned  to  burglarize  the  Wesson 
home  confesses  and  clears  Flora's  name.  She 
is  reunited  to  Donald.  Archie  and  Doris  de- 
cide they  really  love  one  another  and  start 
life  anew  together. 

By  "Herb"  Cruikshank 

'J'HIS  looks  like  a  good  box-office  bet.  A 
strong  cast  of  popular  players  handle  all 
situations  convincingly.  There  is  an  inter- 
esting story.  The  suspense  is  well  main- 
tained. Several  ingenious  directorial  twists 
add  materially  to  the  value  of  the  enter- 
tainment. There  is  a  leavening  of  comedy 
that  will  bring  out  laughter  in  liberal  quan- 
tities. 

One  of  the  humorous  situations  depicts 
Flora  in  the  act  of  mixing  her  first  cocktails. 
She  is  at  the  home  of  the  Wessons.  Being 
unfamiliar  with  the  art  of  concocting  bever- 
ages, her  product  is  high  in  alcoholic  con- 
tent. She  tastes  each  ingredient  with  the 
result  that  might  be  expected.  First  she 
becomes  quite  hilarious.  Later  she  has 
what  may  be  termed  a  crying  jag,  and 
weepingly  calls  for  her  absent  husband. 

The  idea  of  having  her  summon  Wesson 
to  her  room  is  logically  and  plausibly 
worked  out.  The  chauffeur,  discharged, 
has  determined  to  burglarize  the  house.  At 
the  last  minute  he  is  discouraged  from  the 
attempt.  Flora  has  seen  him.  However,  it 
is  impossible  to  convince  anyone  of  the 
truth  of  her  statement.  Thus,  although  ut- 
terly innocent,  she  is  placed  in  a  bad  posi- 
tion from  which  there  seems  no  escape. 

A  laughable  sequence  shows  Donald 
chasing  Archie  about  the  house.  Each  time 
he  gets  within  range  he  punches  the  fugi- 
tive. 

Each  member  of  the  cast  does  capable 
work.  Katherine  MacDonald  appears  as 
beautiful  as  ever.  She  is  good  in  both  com- 
edy and  dramatic  situations.  John  Miljan 
contributes  his  share  in  the  role  of  Archie 
Wesson,  a  villain  who  is  not  such  a  bad 
chap  after  all. 

The  divorce ''theme  makes  the  use  of 
"summonses"  possible  as  throwaways  or 
door  hangers.  Stress  the  thought  that  ap- 
pearances are  often  deceiving.  Invite  brides 
and  grooms  to  see  the  film  with  the  idea  of 
having  them  avoid  domestic  entanglements 
through  life.    Play  up  the  strong  cast. 


DURANT  OF  THE 

BAD  LANDS 

Fox  Photoplay.  Adapted  from  the  novel 
by  Maibelle  Heikes  Justice.  Director, 
Lynn  Reynolds.  Length,  5,844  feet. 

CAST  AND  SYNOPSIS 

Dick   Durant   Buck  Jones 

Molly  Gore   Marian  Nixon 

Clem  Allison  Malcolm  13'=>ite 

Pete  Garson   Fred  DeSilva 

Preacher   Knapp   Luke  Cosgiove 

John  Boyd   George  Lessley 

Jimmy   Buck  Black 

Clara  Belle   Seesel  Ann  Johnson 

Durant  is  wrongfully  suspected  of  being 
a  road  agent,  the  depredations  really  being 
committed  by  Garson,  an  outlaw,  and  the 
crooked  sheriff,  Allison.  Boyd  ships  gold 
from  his  mine.  The  Garson  gang  intercepts 
the  shipment  but  the  gold  is  saved  by  little 
Jimmy.  Durant  rescues  the  boy  and  takes 
him  to  Molly,  whom  he  loves.  Molly  saves 
him  from  the  posse.  The  Garson  gang  is 
discovered  robbing  a  bank.  They  battle  the 
posse  and  Garson  escapes  into  the  mine,  using 
Boyd's  daughter  as  a  shield.  Durant  rides 
on  the  scene  with  the  Federal  marshal.  He 
administers  a  fearful  beating  to  Garson, 
breaks  up  the  gang  and  marries  Molly. 

By  "Herb"  Cruikshank 

RAPID  action  Western  picture  that 
will  please  where  Buck  Jones  is  popu- 
lar in  this  type  of  tale. 

There  are  all  the  usual  thrills.  A  great 
sufficiency  of  fast  riding  and  equestrian 
stunts.  The  suspense  is  well  sustained. 
The  fight  at  the  climax  is  won  by  the  hero, 
the  villain  receiving  a  well-deserved  drub- 
bing. 

One  of  the  big  kicks  in  the  picture  shows 
Durant,  played  by  Buck  Jones,  dashing 
after  a  runaway  hand-car.  Little  Jimmy  is 
aboard  it.  A  speeding  train  on  the  same 
track  makes  a  collision  sure.  Durant  gal- 
lops at  top  speed  and  is  able  to  seize  the 
boy  from  the  hand-car  just  in  time  to  save 
his  life. 

There  are  some  good  comedy  touches. 
One  shows  Durant  stealing  a  meal  from  a 
group  of  ranchers.  He  so  arranged  things 
that  the  disgruntled  diners  are  convinced 
their  food  has  been  eaten  by  the  dogs  and 
cats  they  find  grouped  about  the  table. 

Another  interesting  sequence  is  that  in 
which  Durant  stops  at  the  poverty  stricken 
shack  occupied  by  Molly  and  her  crippled 
father.  There  is  scarcely  food  enough  for 
them,  and  dinner  guests  are  not  entirely 
welcome.  Durant  produces  the  roast  that 
he  has  stolen  and  invites  the  girl  and  the 
grouchy  old  man  to  dine  with  him.  Later 
he  contrives  to  leave  a  gift  of  gold,  although 
the  father  orders  him  from  the  premises 
upon  learning  that  he  is  a  fugitive  from 
justice. 

There  are  some  beautiful  scenes  in  the 
exterior  shots.  Wooded  hills  and  pleas- 
antly sunny  valleys  abound.  The  lighting 
and  photography  are  all  that  can  be  de- 
sired. 

Any  Western  exploitation  stunts  will  fit 
in  well  for  this  film.  Cowboy  ballyhoo,  log 
cabin  or  mine  front  will  help.  Play  up 
Buck  Jones.  Throwaways  of  small  sacks 
of  "gold"  will  attract  attention. 


THE  PLASTIC  AGE 

Preferred  Picture  Corporation  Photoplay. 
Adapted  by  Eve  Unsell  and  Frederica 
Sagor  from  Percy  Marks'  novel.  Direc- 
tor, Wesley  Ruggles.  Length,  6,488 
feet. 

CAST  AND  SYNOPSIS 

Cynthia  Day  Clara  Bow 

Hugh  Carver   Donald  Keith 

Mrs.  Carver   Mary  Alden 

Henry  Carver   Henry  B.  Walthall 

Carl  Peters   Gilbert  Roland 

Norrie   Parks   J.   Gordon  Edwards,  Jr. 

Merton  Billings   Felix  Valle 

Coach  Henry  David  Butler 

Hugh  Carver,  a  champion  runner  in  prep 
school,  joins  a  dissipated  set  in  college.  His 
poor  physical  condition  causes  him  to  lose 
out  in  athletics.  He  incurs  the  wrath  of  his 
father.  He  is  a  constant  companion  of 
Cynthia  Day,  a  wild  flapper.  At  a  roadhouse 
he  indulges  in  a  brawl  with  his  former  room 
mate,  Carl.  The  place  is  raided,  but  he  man- 
ages to  escape  with  Cynthia,  and  also  to 
rescue  the  unconscious  Carl.  Cynthia  realizes 
the  harm  she  is  doing  him  and  declines  to  see 
him.  Hugh  settles  down  to  hard  work  In 
his  senior  year  he  wins  athletic  honors  and 
the  admiration  of  the  students.  His  parents 
are  proud  of  him.  Cynthia  comes  back  and 
it  is  intimated  that  they  will  marry  after  his 
graduation. 

By  "Herb"  Cruikshank 

'JT-HIS  is  a  colorful  romance  of  college  life 
that  should  prove  a  popular  attraction. 
Percy  Marks'  novel  has  not  been  closely 
followed  by  the  adaptors.  But  they  have 
built  a  good  story.  One  which  seems  more 
interesting  than  the  original  book. 

In  addition  to  the  love  interest,  there  are 
some  good  comedy  situations,  fight  thrills, 
and  a  corking  good  football  game  which  is 
won  by  the  hero. 

For  humorous  touches  the  director  de- 
picts the  hazing  of  Hugh  and  other  fresh- 
men by  the  boys  in  the  upper  classes.  They 
are  thrust  into  a  girls'  dormitory  clad  in 
ridiculous  disguises  and  are  made  to  per- 
form for  the  edification  of  the  gathering. 

There  is  a  big  thrill  in  the  football  se- 
quences. The  sight  of  the  hero  winning 
the  game  in  the  last  quarter  should  call 
forth  a  round  of  applause  from  any  audi- 
ence. The  battles  between  the  college  men 
are  actionful  affairs.  Wallops  are  ex- 
changed with  great  gusto.  Hugh's  knock- 
out of  Carl  is  realistic.  The  transition  of 
Hugh  from  a  model  athlete  into  a  cigarette 
smoking  victim  of  collegiate  night  life  is 
well  portrayed.  His  come  back  is  also 
staged  in  a  convincing  manner. 

Clara  Bow  and  Donald  Keith  do  finely 
in  the  leading  roles.  They  both  look  their 
parts  and  stay  right  in  character  through- 
out the  production.  Mary  Alden  and 
Henry  B.  Walthall  play  the  proud  parent 
parts  in  convincing  manner.  Gilbert  Roland 
is  Carl  Peters,  Donald's  rival  in  all  col- 
lege activities  and  also  in  the  wooing  of 
Cynthia.  David  Butler  is  good  in  a  bit  as 
the  athletic  coach. 

Tie-up  with  the  novel.  Stress  the  col- 
lege atmosphere.  Make  a  special  play  for 
college  and  prep  school  patronage.  Use 
pennants  for  lobby  and  front  decorations. 
Invite  local  athletes  to  view  the  picture  as 
your  guests. 


October  17,  1925 


Page  39 


2fT1he<Bi^  Little  Feature  M 


'A  Sweet  Pickle" 


Pa  the  2  reels 

Alice  is  a  counter  girl  in  a  bakery.  While  de- 
livering a  birthday  cake  to  the  home  of  an  admirer, 
as  it  turns  out,  she  is  given  a  chance  to  "step  out" 
in  society.  Her  debut  proves  very  exciting — to  the 
rest  of  the  household  as  well  as  herself. 

This  is  a  sure  winner.  It  confirms  Hal 
Roach's  assertion  that  he  is  making  two- 
reelers  on  a  feature  scale.  It  is  a  finished  pro- 
duct, without  a  rough  edge.  It  is  obvious 
that  as  much  thought  has  been  given  this  as 
any  two  reels  in  a  feature. 

Alice  Day,  pretty  and  vivacious,  acquits 
herself  beautifully  in  both  her  role  as  coun- 
ter girl  and  society  debutante.  Her  portrayal 
of  the  latter  role  is  reminiscent  of  Gloria 
Swanson  in  "Mme.  Sans  Gene."  The  part  is 
similar  and  the  interpretation  is  quite  as 
adeptly  given. 

The  action  starts  at  quick  pace,  and  steadily 
gains  momentum,  the  titters  developing  into 
shrieks  of  laughter. 

Your  patrons  will  laugh  to  themselves 
when  they  recall  the  scene  where  Alice  is 
hanging  suspended  in  mid-air,  holding  on  for 
dear  life  to  the  end  of  a  long  strip  of  carpet 
which  she  has  pulled  along  in  falling.  The 
man  with  a  heavy  trunk  on  his  back  moves 
his  legs  but  doesn't  advance  a  step  because 
Alice  is  pulling  the  carpet  from  under  his 
feet. 

The  title  should  lend  itself  to  a  simple,  in- 
expensive and  novel  bit  of  exploitation. 

*  #  * 

"Film  Facts  'H'  " 

Red  Seal  1  ree] 

A  mighty  interesting  subject  which  should 
hold  audience  attention  in  any  theatre.  It 
deals  with  the  romantic  occupation  of  the 
natives  of  Samoa  in  the  South  Seas.  The 
inhabitants  of  the  island  depend  largely  upon 
industries  connected  with  cocoanuts  for  their 
existence. 

The  film  follows  their  activities  from  the 
time  the  nuts  are  taken  from  the  trees.  They 
pass  through  various  processes  en  route  to 
their  commercial  destinations. 

One  of  the  most  interesting  things  is  the 
manner  in  which  the  nuts  are  transported 
down  stream  to  a  port.  Many  of  them  are 
tied  together  so  that  a  complete  circle  is 
formed.  The  other  nuts  are  placed  within 
the  circle  and  thus  bound  together. 

Interest  your  patrons  in  seeing  the  world 
from  a  seat  in  your  theatre.  Play  these 
films  frequently  and  advertise  them  as  a  trip 
to  Samoa,  etc. 

*  *  * 

"Peggy's  Helpers" 

Davis  Distributing  Division  2  reels 

Peggy's  boy  friends,  Cudgy  and  Specs,  are  jeal- 
ous of  a  newcomer  with  slender  form  and  curly 
hair.  Both  endeavor  to  emulate  the  rival.  The  re- 
sult is  ludicrous.  Later  the  paperhangers  who  are 
decorating  Peggy's  house  go  on  strike.  The  boys 
finish  the  job  with  disastrous  results  to  everyone. 

This  "Sheiks  and  Shebas"  comedy  is  above 
the  average  of  the  series  and  offers  moments 
of  hilarious  entertainment. 

The  sequences  showing  the  boy  rivals  for 
Peggy's  hand  indulging  in  archery  practice 
should  be  good  for  a  laugh  anywhere.  Of 
course,  their  indifferent  marksmanship 
causes  arrows  to  fly  far  wide  of  the  mark 
with  humorous  results. 

There  is  also  a  lot  of  good  slapstick  stuff 
in  the  bit  dealing  with  the  paperhanging 
activities  of  the  boys.  It  would  be  hard  to 
make  a  worse  mess  of  a  job  than  do  they. 

Exploit  this  as  one  of  the  high  school  age 
comedies.  Get  the  town  acquainted  with  the 
characters  in  the  pictures.  Offer  prizes  for 
original  cartoon  strips  dealing  with  Peggy 
and  her  friends. 


REVIEWED  IN  THIS  ISSUE 
A  Sweet  Pickle  Pathe 
Film  Facts  "H"  Red  Seal 

Peggy's  Helpers  Davis  Dis.  Div. 
A  Winning  Pair  Universal 
Good  Morning  Madam  Pathe 
A  Punch  in  the  Nose  Pathe 
Absent  Minded  Universal 
Mixing  in  Mexico 

Short  Films  Syndicate 
Transients  in  Arcadia  Fox 
The  Road  From  Latigo  Universal 


"A  Winning  Pair" 

Universal  2  reels 

A  flapper  of  the  bathing  colony  arouses  the  ani- 
mosity of  the  less  attractive  girls  at  the  resort ; 
takes  a  high  dive  into  a  bathing  pool  and  wakes  up 
from  a  dream.  She  has  rival  suitors  who  quarrel 
and  in  escaping  them  jumps  from  a  window.  The 
one  she  loves  is  weak-kneed  and  hesitates  about  de- 
claring his  love.  However,  Wanda  stages  a  horse- 
back ride.  In  a  fall  from  the  horse,  her  lover  is 
brought  to  the  point  of  proposal  through  her  immi- 
nent danger  and  all  is  well  that  ends  that  way. 

Better  and  better  grows  Wanda  Wiley's 
work  as  a  Century  star,  but  not  so  better 
grows  the  story  material.  It  is  true  the 
stories  are  now  beginning  to  take  plot,  where- 
as formerly  they  were  purely  chase  and 
slapstick,  but  not  so  far  from  now,  when 
they  strike  her  tempo,  her  producers  will  be 
turning  out  knockout  Wanda  Wileys.  In  this 
featurette,  Wanda  plays  an  awkward  goofy 
girl  who  resorts  to  primitive  measures  in  or- 
der to  win  her  her-man.  Direction  is  fair, 
cast  ordinary  and  Wanda  good. 

"Good  Morning  Madam" 

Pathe  2  reels 

Ralph  Graves,  a  book-agent,  and  his  pal,  Marvin 
Lobach,  another  book  agent,  meet  with  ill-success 
everywhere.  A  society  girl  out  on  a  charity  drive 
sticks  Ralph  for  his  last  quarter,  gained  while  mis- 
taken for  a  blind  man  by  a  passerby.  He  falls  for 
her  and  gives  up  the  coin.  Later  all  three  enter  a 
restaurant  to  a  meal,  Ralph  and  his  pal  having  no 
money.  Great  trepidation  is  felt  by  Ralph,  when 
the  time  comes  for  paying  the  bill,  but  as  fate  would 
have  it,  the  society  girl,  who  loves  our  hero,  has 
paid  the  bill. 

A  good  cast,  a  fair  story  and  suspense 
make  this  comedy  produced  by  Mack  Sen- 
nett  good  program  material.  Graves  has  been 
censured  by  some  critics  as  being  out  of  his 
element  in  the  field  of  comedy,  but  it  seems 
that  in  this  comedy  he  takes  comedy  direq- 
tion  very  sprightly  and  he  strives  hard  to 
get  over  every  effect  that  makes  for  laughter. 
Thelma  Parr  plays  her  part  very  confidently. 
The  restaurant  episode  with  hungry  Graves 
simulating  indifference  to  food  is  well  done. 
Sennett  will  make  a  real  comedian  out  ot 
Graves  if  he  is  directed  as  well  as  he  is  now 
and  is  given  high  caliber  stories. 


What  Others  Think 

7. 

RICHARD  WATTS,  Jr.: 

"A  considerable  part  of  the  ad- 
vancement in   the   field   of  screen 
novelties  is  due  to  Red  Seal  Pictures." 
— N.  Y.  Herald-Tribune,  Oct.  11 


729  7th  Ave.    FCilLBSHUi  N.  Y.  C. 

Edwin  Miles  Fadman.  Pres. 


"A  Punch  in  the  Nose" 

Pathe  2  reels 

The  story  concerns  a  stranded  "Uncle  Tom's 
Cabin"  troupe.  They  are  almost  desperate  when  the 
manager  succeeds  in  securing  positions  for  his  com- 
pany in  a  sanitarium.     And  then  the  fun  begins. 

"A  Punch  in  the  Nose"  is  advertised  "not 
a  love  story."  And  a  love  story  it  is  not. 
But  it's  a  funny  story  and  sure  to  be  of 
value  on  any  program. 

The  theme  offers  many  angles  for  comedy 
development  and  none  has  been  overlooked. 
The'  cute  bow-legged,  bright-eyed  baby  takes 
advantage  of  the  helplessness  of  the  two 
patients  having  their  mud  baths.  His  ex- 
pression of  delight  is  genuine.  The  swimming 
instructor  pro  tern  makes  a  very  ridiculous 
picture  in  his  improvised  swimming  outfit. 
Much  splashing  of  water  is  the  result  of  his 
slim  knowledge  of  aquatics. 

Al  St.  John,  Lige  Conley,  Martha  Sleeper 
and  Dot  Farley  all  help  to  make  this  two- 
reeler  a  thoroughly  enjoyable  and  amusing 
comedy. 

Tell  them  if  they're  feeling  "down  in  the 
dumps"  they  need  only  the  sanitarium  in  "A 
Punch  in  the  Nose"  to  cure  them  of  their  ills. 

%  * 

"Absent  Minded" 

Universal  1  reel 

An  absent-minded  professor  has  to  be  reminded 
to  wear  his  trousers  upon  going  out  of  doors.  The: 
more  he  is  reminded,  the  oftener  he  forgets,  causing 
embarrassment  to  his  wife  and  everyone  in  the 
apartment  house.  He  departs  on  an  errand  for  his 
wife,  a  birthday  being  imminent.  Whose  birthday  it 
is,  he  is  unaware  of ;  so  he  purchases  gifts  for  all 
his  relatives  assembled  at  a  dinner.  On  arriving 
home,  he  is  astounded  to  find  that  the  birthday  party 
was  his  own  and  he  had  bought  things  for  everyone 
but  himself. 

Neely  Edwards,  who  has  had  first  rate 
reputation  as  a  finished  comedian,  has  a 
hard  time  in  this  one.  While  the  gags  fur- 
nished him  were  clever  and  to  the  point, 
they  somehow  failed  to  provoke  laughs.  The 
episode  of  the  purchase  of  various  packages, 
including  a  lawn  mower  and  a  live  duck,  and 
his  efforts  to  get  them  all  home  is  the  major 
comedy  basis  of  the  film.  The  other  is  his 
absent-mindedness  in  dressing  himself.  Per- 
haps he  needs  a  foil  to  play  opposite  him 
hereafter  to  furnish  conflict  and  contrasting 
opposition,  if  he  is  to  achieve  better  results 
in  these  Bull's  Eye  comedies. 

*    #  * 

"Mixing  in  Mexico" 

Short  Films  Syndicate  2  reels 

Mutt  and  Jeff  are  broke  in  Mexico.  A  sign  offers 
a  large  prize  for  any  toreador  who  can  stay  in  the 
ring  with  the  wild  bull.  Mutt  sends  Jeff  to  try  his 
luck.  After  a  thrilling  combat  Jeff  triumphs  and  is 
hailed  by  the  populace  as  a  hero.     Mutt  faints. 

Don't  miss  this  cartoon.  They'll  surely 
laugh  and  laugh  and  laugh.  Bud  Fisher's 
heroes  are  known  everywhere  newspapers 
are  read,  and  they  will  receive  a  hearty 
welcome  in  any  theatre. 

There  are  a  number  of  clever  gags.  One 
is  the  idea  of  planting  Jeff  on  a  pair  of 
springs  so  that  he  may  spring  back  out 
of  the  bull's  way.  Of  course  Jeff  loses 
the  springs  and  is  about  half  a  leap  away 
from  the  bull  in  a  furiously  funny  chase. 

Mutt  gains  entrance  as  a  Spanish  sen- 
orita.  A  mustachioed  Mexican  insists  on 
holding  his  hand.  When  it  comes  time  for 
Mutt,  to  do  his  stuff  and  throw  pepper  into 
the  bull's  eyes,  he  fails  to  do  so. 

The  bull  tears  down  the  box  where  Mutt 
and  his  admirer  are  seated  and  tosses 
both  from  the  ring.  They  wait  for  Jeff 
with  tears  in  their  eyes.  But  much  to  their 
surprise  Jeff  throws  the  bull. 

Exploit  the  cartoon  strip.  Tell  them 
about  Mutt  and  Jeff.  That's  all  that  is 
necessary. 


Page  40 


Exhibitors  Trade  Review 


"Transients  in  Arcadia" 

*ox  2  reels 

Mamie,  a  shop  girl,  determines  to  live  like  an 
aristocrat  for  the  period  of  her  brief  vacation.  She 
poses  as  a  Countess  and  takes  her  friend  Rosie  with 
her  as  a  maid.  She  meets  Farrington  who  is  also 
posing  as  a  wealthy  youth.  Romance  buds.  When 
it  is  time  for  Mamie  to  return  she  cannot  bring  her- 
self to  tell  the  truth.  Returning  to  work  she  again 
meets  Jimmy,  who  is  merely  a  clerk.  They  laugh 
at  the  mutual  deception,  and  plan  a  Coney  Island 
honeymoon. 

A  very  good  two  reel  feature.  It  is  an 
adaptation  of  O.  Henry's  story.  It  is  cap- 
ably directed  by  Daniel  Keefe.  The  cast  in- 
cludes Mary  Akin,  Hugh  Allan,  Yvonne 
Howell,  Marie  Walcamp  and  Anthony  Merle. 

The  comedy  situations  are  well  developed, 
and  the  titles  help  bring  out  the  laughs. 
There  is  a  fight  scene.  Two  crooks  knowing 
of  the  real  countess's  famous  pearls,  at- 
tempt to  burglarize  Mamie's  room.  Despite 
Jimmy's  battle,  they  succeed.  But,  of  course, 
the  pearls  they  secure  are  cheap  paste  imita- 
tions. 

Much  humor  is  supplied  by  a  couple  of 
ancient  aristocrats  who  happen  to  be  friends 
of  the  Count,  whom  they  believe  to  be 
Mamie's  husband.  They  are  scandalized  at 
the  behavior  of  their  friend's  wife  with  young 
Farrington. 

Each  actor  plays  his  part  capably,  enters 
right  into  the  spirit  of  the  film  and  helps  to 
made  a  good  picture.  Your  explanation 
should  be  built  around  the  name  of  the  great 
short  story  writer,  O.  Henry. 

*    *  * 

"The  Road  From  Latigo" 

Universal  2  reels 

Bandits  try  to  capture  gold  being  transported  on 
a  stage-coach,  but  are  foiled  by  the  driver.  The 
sheriff  connives  with  an  innocent  girl  living  alone 
m  a  cabin,  at  which  the  hero  later  stops  with  all 
the  gold  on  the  way  to  an  assayer,  probably.  She 
wrongly  suspects  Jerry  of  being  a  crook  and  hides 
his  gold.  Later,  Jerry  is  held  up  by  the  gang,  but 
they  find  only  rocks  in  the  bags.  They  return  to  the 
girl's  cabin  for  the  gold,  but  are  foiled  at  the  last 
moment. 

Edmund  Cobb  plays  in  a  short  Western 
Mustang  featurette,  as  the  wronged  gold 
messenger,  and  does  what  he  has  to  do  in  a 
businesslike  way.  The  story,  such  as  it  is,  is 
so  amateurish,  however,  that  it  draws  snick- 
ers of  incredulousness.  The  part  taken  by  the 
meddling  girl  is  a  fair  one  and  the  girl  play- 
ing it  shows  promise  of  better  work.  Of 
course,  there  is  lots  of  wild  riding,  but  no 
Westerners,  good  or  bad,  could  think  of  such 
stupid  action  as  they  have  to  portray  in  this 
film.  Apparently  very  little  effort  is  being 
made  in  these  Mustang  Westerns  to  give 
anything  but  a  bare  working  idea  for  the 
director  to  go  on,  or  perhaps  he  doesn't  use 
any.  It  can't  be  that  the  field  of  Western 
has  already  been  exhausted,  for  just  a  little 
thought  given  to  plots  would  make  the  series 
welcome  everywhere. 

BILL  IT  HARD 

Tl/T  ANAGER  STEFFY,  of  the  Coliseum 
Theatre,  Seattle,  stepped  out  in  his  ac- 
customed style  on  what  he  considers  a  pull- 
ing comedy,  with  Harry  Langdon  in  "Re- 
member When?"  This  short  was  on  the 
program  with  "Wild,  Wild  Susan,"  and  was 
given  a  good  third  of  the  advertising  space 
in  Sunday's  Seattle  Daily  Times,  with  a 
photograph,  and  appropriate  captions.  In  the 
lobby  displays  posters  were  used. 

The  crowds  laughed  plenty,  says  Steffy,  who 
believes  in  telling  them  when  he  has  a  real 
good  one  for  them,  which  is  most  of  the  time. 
He  has  built  up  a  goodly  following  for 
"Comedy  Stars"  by  this  method  of  advertis- 
ing. We  wonder  whether  he  couldn't  get 
just  as  big  a  kickback  on  an  unknown  brand, 
having  educated  his  patrons  to  expect  some- 
thing good,  by  keeping  faith  in  his  adver- 
tising. 

The  big  Coliseum  organ  makes  the  most 
of  the  funniest  scenes  in  a  comedy  and  al- 
ways gets  a  laugh  out  of  the  audience. 


News  Reels  in  Brief 


Fox  News,  Vol.  7,  No.  4 

OMAHA,  NEBR. — President  Coolidge  goes 
to  the  American  Leg-ion  convention.  f ER- 
SONALIT1ES  OF  NOTE  IN  THE  DAY'S 
NEWS — Admiral  Robison  takes  command 
of  the  Fleet  as  Admiral  Countz  retires. 
SAN  FRANCISCO — The  speed  classic  of 
dogdom.  RAILOADS  HOLD  THEIR  OWN 
WORLD'S  SERIES — Pennsylvania  System's 
crack  team  defeats  N.  T.  Central  cham- 
pions 5-4.  NAPA,  CALIF. — A  freak  of  na- 
ture is  the  old  man  of  the  rock.  A  VISIT 
TO  THE  TOMB  OF  CHRISTOPHER  CO- 
LUMBUS— In  Santo  Domingo.  MINEOLA, 
L.  I. — America's  fastest  planes  compete 
with  Europe's  crack  flyers.  NEW  YORK 
CITY — Bier  butter  and  egg-  men  in  conven- 
tion. SYDNEY,  N.  S.  W. — Men  and  women 
riders  compete  in  a  thrilling-  ten-mile  paper 
chase.  THE  WORLD'S  SERIES — Senators 
and  Pirates  battle  for  baseball  title. 

International  News  No.  85 

ALLENTOWN,  PA. — Huge  hillside  moved 
in  tremendous  explosion.  PALO  ALTO, 
CAL. — 1200  college  boys  clash  in  strenuous 
mud  fight.  JUANITA,  WASH. — Raiding  the 
busy  bees'  winter  honey  supplies.  WASH- 
INGTON, D.  C. — Home-run  hitting  features 
world  series  contests.  PORTLAND,  ORE. — 
"Ships"  worth  a  fortune  make  a  tine  bon- 
fire. LISIEUX,  FRANCE— Cardinal  Dough- 
erty leads  in  unique  honors  to  Saint.  ST. 
LOUIS,  Mo. — Veiled  prophet  rides  in  gor- 
geous night  spectacle.  BOSTON,  MASS. — 
Boston's  finest  on  parade.  MITCHEL 
FIELD,  N.  Y. — Speed  of  248  miles  an  hour 
wins  Pulitzer  Air  Classic.  NEW  HAVEN, 
CONN. — Thrilling  football  plavs  in  Yale- 
Georgia  battle.  PROVIDENCE,  R.  I. — 
Vivid  scenes  from  Pennsylvania's  stirring 
victory  over  Brown.  NEW  YORK  CITY — 
Georgia  "Tech"  triumphs  over  Penn  State 
eleven  in  thrilling  football  battle.  OFF 
MOHEGAN  ISLAND,  ME. — MacMillan  ship 
battles  storm. 

Kinograms  No.  5126 

WASHINGTON — Senators  defeat  Pirates 
in  third  world's  series  game  (Pre-released). 
W1SCASSET,  ME. — MacMillan  expedition 
returns  from  trip  to  Arctic  regions.  LI- 
SIEUX, FRANCE — Church  and  people  unite 
to  honor  "Little  Flower"  in  magnificent 
rites  elevating  Carmellite  nun  to  sainthood. 
ABERDEEN,  SCOTLAND — King  George 
visits  Aberdeen,  to  open  art  gallery  wing, 
wearing  kilts.  HAWORTH,  N.  J. — Miss 
Maureen  Orcutt,  woman  Eastern  golf  cham- 
pion, shows  her  skill  and  gives  her  twin 
brothers  a  lesson.  ST.  LOUIS — Veiled 
prophet  again  visits  St.  Louis  and  gorgeous 
night  parade  is  held  in  his  honor.  DAN- 
BURY,  CONN. — Auto  daredevils  thrill 
crowd  in  stirring  race  on  dirt  track.  ST. 
LOUIS — 4  killed,  51  hurt  in  explosion  (St. 
Louis  only).  PHILADELPHIA— Senator 
Walker,  New  York  Mayoralty  candidate, 
and  Mayor  Kendrick  of  Philadelphia  Iri'- 
spect  subway  construction  (Philadelphia 
only).  SALEM,  N.  J. — Jersey  celebrates 
founding  of  Salem  with  impressive  pageant 
(Philadelphia  onlv). 

*    *  # 


Two  fine  examples  of  National  Exploita- 
tion for  Universal  Short  Subjects.  (Left) 
One  sheet  issued  on  Andy  Gumps-Loose- 
Wiles  Biscuit  Co.  tie-up,  arranged  by  Joe 
Weil.  (Below)  Arthur  (Buster  Brown) 
Trimble  poses  with  Kellogg's  Corn  Flakes. 


Short  Handled  Like 

Vaudeville  at  Parkway 

Good  Showmanship 

MM.  MESSITER,  of  the  Whitehurst 
•  Theatres  in  Baltimore,  gave  an  un- 
usual exhibition  of  showmanship  recently 
when  "Vaudeville,"  a  Red  Seal  "Out-of-the- 
Inkwell"  Cartoon  played  at  the  Parkway 
Theatre. 

Impressed  by  a  pre-view,  Mr.  Messiter 
played  "Vaudeville"  up  in  his  ads  and  an- 
nouncements, treating  it  as  though  it  were 
an  actual  vaudeville  performance. 

He  handled  it  in  the  same  way  during  the 
showing  of  the  film.  For  example,  during 
the  part  that  showed  Gallagher  and  Shean 
activities,  his  orchestra  played  the  song  that 
the  team  made  famous.  The  part  in  which  the 
pianist  rendered  his  number  was  played  en- 
tirely by  the  pianist  with  appropriate  music, 
the  orchestra  remaining  silent,  and  so  on 
until  the  end  of  the  reel. 

The  arrangement,  he  reports,  delighted  the 
audience,  and  brought-  forth  enthusiastic 
reviews.  It  is  another  example,  Mr.  Messiter 
maintains,  where  proper  exploitation  and 
management  of  a  short  subject  can  bring  re- 
sults to  the  box-office. 

*   *  * 

Two  Lupinos  in 

Educational  Comedy 

HOLLYWOOD,  Oct.  17.— Lupino  Lane  and 
his  brother,  Wallace  Lupino,  will  be  seen  as 
hero  and  "heavy,"  respectively,  in  a  new  Ed- 
ucational-Lupino  Lane  Comedy  now  in  course 
of  production  under  the  direction  of  William 
Goodrich.  Virginia  Vance  is  leading  lady  and 
the  balance  of  the  cast  includes  George 
Davis  and  Glen  Cavender. 

Lige  Conley  and  Estella  Bradley,  who  have 
appeared  in  a  number  of  Educational-Mer- 
maid Comedies  during  the  past  year,  will  be 
seen  again  in  one  of  the  fast  two-reelers  now 
in  production  under  the  direction  of  Stephen 
Roberts. 

Helen  Foster  is  being  co-starred  with  Cliff 
Bowes  in  an  Educational-Cameo  Comedy  un- 
der the  direction  of  Jess  Robbins. 

Norman  Taurog  has  chosen  a  supporting 
cast  for  his  first  Educational-Lloyd  Hamilton 
comedy  that  includes  Dick  Sutherland,  fam- 
ous "bad  man"  of  the  screen,  and  Marcella 
Daly. 

After  finishing  four  Educational-Mermaid 
comedies  under  the  direction  of  Stephen 
Roberts,  Al  St.  John  is  enjoying  a  vacation 
during  which  he  will  hunt  deer  on  his  ranch. 


a  scream  in  the 
newspapers — 


a  riot  in  the 
movies 


but  Oh  Mini 

in  the  cracker  box 

Sunshine 


/ 


Biscuits 

Wlidesome-lvIouriston<£ 


October  17,  1925 


Page  41 


Ten  Subjects  on 

Pathe  Oct.  18  Program 

A  great  diversity  of  short  feature  enter- 
tainment is  offered  on  the  Pathe  schedule  for 
the  week  of  October  18th. 

"Good  Morning,  Madam !"  is  the  two- 
reeler  with  Ralph  Graves  and  produced  by 
Mack  Sennett.  "Cuckoo  Love"  offers  Glenn 
Tryon  in  a  two- reel  comedy  from  the  Hal 
Roach  studios. 

"Ride  'Em,  Cowboy,"  is  the  title  of  the 
fourth  chapter  of  the  Patheserial,  "Wild 
West,"  featuring  Jack  Mulhall  and  Helen 
Ferguson. 

"Clever  Feet"  is  the  newest  Grantland  Rice 
"Sportlight"  release.  "Nazareth,"  the  second 
release  of  the  "Pilgrimage  to  Palestine"  se- 
ries of  Biblical  films,  presents  scenes  of 
Christ's  activities.  "Bethlehem,"  the  initial 
release  of  the  series,  was  released  on  Octo- 
ber 4th. 

Pathe  Review  No.  42  presents  three  enter- 
taining subjects:  "The  Gorges  of  Rocama- 
dour,"  "Tree-Top  Nurseries,"  first  flashes  of 
bird  life;  "Brides  of  the  Northland,"  another 
of  the  "Here  Comes  the  Bride"  series.  "Air 
Cooled,"  one  of  the  "Aesop's  Film  Fables"; 
"Topics  of  the  Day,"  and  two  issues  of  the 
popular  Pathe  News  complete  the  October 
18th  release  schedule. 

♦  '■  ♦  ♦ 

New  Art  Class  Shorts 

Provide  Contest  Angles 

Louis  Weiss,  Managing  Director  of  Weiss 
Brothers'  Artclass  Pictures  is  offering  a  new 
series  of  Six  Single  Reel  special  short  sub- 
jects to  the  state-right  market  for  the  first 
time.  The  series  is  entitled  "Guess  Who" 
and  is  exactly  what  its  title  would  indicate,  a 
guessing  contest. 

These  single  reels  will  each  have  shots  of 
twenty-five  big  well  known  stars.  These  stars 
appear  on  the  screen  long  enough  for  them 
to  be  plainly  seen.  They  will  move  about 
and  display  many  of  their  individual  char- 
acteristics and  it  is  the  part  of  the  audience 
to  mark  the  order  of  the  star's  appearance 
on  a  card  provided  for  the  purpose.  The 
cards  themselves  will  be  given  to  the  patrons 
as  they  enter  the  theatre.  Prizes  can  be  of- 
fered for  the  best  cards  turned  in. 

Two  reels  of  the  series  are  already  in 
New  York  for  showing.  In  them  is  a  great 
array  of  stars.  Among  those  in  the  first 
reel  are:  Wallace  Beery,  Betty  Blythe,  Ho- 
bart  Bosworth,  Margaret  De  La  Motte, 
Percy  Marmont,  Nazimova,  Anna  Q.  Nilsson, 
Pat  O'Malley,  Charles  Ray,  Alma  Rubens, 
Milton  Sills,  Alberta  Vaughn,  Claire  Wind- 
sor. Some  of  the  prominent  stars  in  the  sec- 
ond reel  are  Monte  Blue,  Ruth  Clifford, 
Corinne  Griffith,  Elaine  Hammerstein,  Nor- 
man Kerry,  Cullen  Landis,  Laura  La  Plante, 
Jacqueline  Logan,  Ben  Lyon,  Bert  Lytell, 
Dorothy  Mackaill,  Antonio  Moreno,  Marie 
Prevost,  Anita  Stewart,  Lewis  Stone. 

*  *  * 

News  Reels  Rendered  Fast 

Service  on  World's  Series 

Kinograms  is  claiming  an.  unusual  scoop 
in  the  opening  game  of  the  World's  Series. 
With  the  game  over  at  4  p.  m.,  the  finished 
product  cut,  titled  and  containing  a  complete 
picture  story  of  the  high  pictorial  spots  in 
the  game,  had  been  delivered  and  placed  on 
the  screens  of  Pittsburgh  at  6  :55  p.  m.,  a  little 
less  than  three  hours  after  the  final  inning. 

Pathe  News  also  rendered  fast  service  in 
presenting  scenes  of  the  series  last  Wednes- 
day on  screens  in  New  York  the  same  even- 
ing, Loew's  New  York  Theatre  receiving  a 
print  at  eleven  o'clock.  Emanuel  Cohen  sent 
Al  Richards  to  Pittsburgh  with  a  staff  of 
laboratory  and  camera  men,  who  rigged  up  an 
emergency  laboratory.  They  were  thus  able 
to  supply  Pittsburgh  theatres  with  prints  for 
the  evening  shows. 


"Love  and  Kisses," — 
and  who  deserves  them 
more  than  that  charm- 
ing Mack  Sennett  star, 
Alice  Day?  Raymond 
McKee  is  the  support- 
ing kissee  in  this  Pathe 
comedy. 


Chapel  Capitalizes 

Question  Mark 

"What  do  you  think  of  this  as  an  adver- 
tising stunt,"  queries  V.  C.  Chapel,  manager 
of  the  Liberty  Theatre  in  Marlette,  Mich. 
"I  print  a  cotton  banner  for  my  dog,  put  it 
on  him  in  the  morning  and  start  him  out. 
He  goes  up  to  the  main  busy  corner  and 
stands  around  for  a  couple  of  hours.  From 
there  he  goes  down  to  the  theatre  and  walks 
around  there  until  the  show  opens." 

His  faithful  collie  bore  this  legend  re- 
cently : 


"What's  an  Eye" 
? 

• 

It's  a  Universal  2-Reel 
Comedy  playing  at 
Liberty  Theatre 


"Since  I  started  advertising  in  this  way, 
business  has  increased  almost  half.  I  find  a 
question  mark  on  the  dog's  banner  a  big 
drawing  card. 

"They've  got  to  stop  kicking  those  hound 
dawgs  around  after  this." 

*    *  * 

Marshall  Completes 

Two  Fox  Comedies 

George  E.  Marshall,  comedy  supervisor  at 
Fox  Film  Corporation's  West  Coast  Studios, 
in  a  wire  East  today,  announces  the  comple- 
tion of  two  more  two-reel  entertainments, 
namely,  'The  Brainstorm,"  an  Imperial,  and 
"Hold  Everybody,"  the  fourth  of  the  Helen 
and  Warren  Married  Life  series. 

Robert  Kerr,  who  had  got  ahead  of  sched- 
ule in  the  direction  of  the  Van  Bibber  comedy 
sensations  directed  "The  Brainstorm,"  with 
the  rollicking  little  "sawed  off"  Sid  Smith  in 
the  leading  role.  Albert  Ray  directed  "Hold 
Everybody,"  with  Kathryn  Perry  and  Hallam 
Cooley  continuing  in  the  leading  roles. 
*    *  * 

New  Witwer  Series 

Secured  by  Schnitzer 

J.  I.  Schnitzer,  vice-president  of  F.  B.  O. 
in  charge  of  production,  announces  the  pur- 
chase of  H.  C.  Witwer's  current  series  of 
stories,  "Pilgrim's  Progress,"  runnning  in 
Cosmopolitan  Magazine.  The  stories,  in  se- 
rial form,  narrate  the  adventures  of  a  taxi- 
driver,  and  are  done  in  the  inimitable  Witwer 
slang  style.  Production  will  begin  on  these 
stories  in  the  early  future. 


FOUR  SENNETTS  READY 

"Gooseland,"  Alice  Day's  seventh  starring 
comedy  under  the  Mack  Sennett  banner  for 
Pathe  release,  has  been  completed  and  the 
popular  comedienne  has  started  another  fun 
film.  Alf  Goulding  directed.  The  star's 
eighth  comedy  vehicle  is  being  made  with 
Eddie  Cline  at  the  megaphone.  The  compar.y 
is  now  on  location  at  sea  off  San  Pedro. 

A.  H.  Geibler,  whose  titles  add  much  mer- 
riment to  the  Mack  Sennett  comedies,  has 
completed  the  titling  of  two  new  fun-films 
entitled  "Wandering  Willies"  and  "Good 
Morning  Madam !"  Ralph  Graves  has  com- 
pleted another  two-reeler  entitled  'Not  So 
Fast,"  in  which  the  popular  comedian  ap- 
pears as  "Officer  999." 

Red  Seal  Has  Seven  Featurettes 
For  October 

Red  Seal  announces  seven  subjects  on  their 
October  schedule,  completing  the  first  six- 
teen of  the  announced  ninety-five  Featurettes 
to  be  released  this  year. 

"Daisy  Bell  (on  a  Bicycle  Built  for  Two)" 
is  this  month's  Ko-Ko  Song  Car-tune.  This 
was  pre-released  recently  at  the  Capitol, 
where  it  met  with  a  cordial  reception  on  the 
part  of  the  audience,  who  sang  it,  and  the 
critics,  who  praised  it. 

The  second  of  the  "Marvels  of  Motion," 
the  films  made  by  the  Fleischer-Novagraph 
process,  is  also  on  the  list.  This  was  also 
pre-released  at  the  Capitol.  "Ko-Ko  on  the 
Run,"  concerning  a  race  between  two  clowns, 
which  ran  at  the  Strand  two  weeks  ago,  is 
the  month's  "Out-of-the-Inkwell"  contribu- 
tion. 

"Land's  End"  is  another  of  the  Gems  of 
the  Screen  series.  This  shows  the  beautiful 
country  in  the  far  end  of  Wales,  known  as 
the  "port  of  shipwrecked  mariners."  Two 
more  of  the  Animated  Hair  Cartoons,  by 
Marcus,  the  New  York  Times  cartoonist,  ana 
another  issue  of  "Film  Facts,"  this  one  called 
"Dance  of  all  Nations,' 

*    *  * 

Pathe,  Ltd.,  Gets 

Ko-Ko  Car-Tunes 

Augmenting  their  rights  to  distribute  the 
Red  Seal  Series  of  short  subjects,  "Marvels 
of  Motion"  and  "Out  of  the  Inkwell"  series, 
in  Great  Britain,  Pathe,  Ltd.,  this  week  signed 
a  contract  with  Red  Seal,  to  take  over  for 
further  distribution  in  that  country  the  Ko- 
Ko  Car-tunes  produced  by  Max  Fleischer. 

The  songs  will  be  released  in  Great  Britain 
in  this  order :  "Swanee  River,"  "Daisy  Bell," 
"My  Bonnie  Lies  Over  the  Ocean,"  "Ta-Ra- 
Ra-Boom-Der-E,"  "Sailing,  Sailing,  Over  the 
Bounding  Main,"  "Has  Anybody  Here  Seen 
Kelly?"  "Dixie,"  and  "Dolly  Gray." 


Page  42 


Exhibitors  Trade  Review 


THEATRE  EQUIPMENT 

AND  ACCESSORIES 


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


HERTNER  REPORTS 
FIVE  TRANSVERTERS 
SOLD  TO  THEATRES 

/~)NE  of  the  surest  indexes  of  improving 
^  conditions  throughout  the  country  is  the 
increase  in  the  amount  of  motion  picture 
equipment  being  purchased. 

Mr.  Hertner,  of  the  Hertner  Electric  Com- 
pany, reports  that  there  is  a  very  marked  in- 
crease in  the  purchase  of  transverters  for  the 
coming  season. 

Incidentally  the  transverter  is  practically 
indispensable  for  use  in  theatres  operating  in 
sections  where  there  is  alternating  current  as 
it  transverts  such  current  into  direct  current 
and  other  wise  improves  projection. 

The  Hertner  Electric  Company  have  just 
recently  received  orders  from  the  following 
theatres : 

Bluebird  Theatre,  Baltimore,  Maryland; 
Merlin  Theatre,  Duquesne,  Pennsylvania; 
Midwood  Theatre  and  Park  Theatre,  both  at 
Brooklyn,  New  York;  and  Bellevue  Theatre 
at  West  Rqxbury,  Massachusetts. 

These  orders  originate  through  N.  C.  Hae- 
fele  and  Company,  Baltimore,  Maryland; 
Hollis,  Smith,  Morton  Co.,  Pittsburgh,  Penn- 
sylvania ;  Howells  Cine  Equipment  Co.,  New 
York,  and  United  Theatre  Equipment  Co., 
Boston,  Massachusetts. 

;Js  ?H 

DUPLEX  CHEMICALS 

Believing  that  the  photographer's  place  is 
in  the  studio,  where  his  artistic  talent  can  be 
recorded  on  the  sensitized  plate,  the  Duplex 
Motion  Picture  Industries,  Inc.,  of  Long 
Island  City,  New  York,  have  been  work- 
ing for  several  years  on  simplified  chemicals 
which,  for  either  tank  or  tray  develop- 
ment, would  eliminate  all  complicated  formu- 
lae, and  make  the  photographic  process  very 
nearly  fool-proof.  The  Duplex  Cumminone 
Chemicals  booklet  describes  eleven  different 
grades  of  photographic  specialties. 


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  5  c  per  running  foot. 
Hand  Painted  on  Heavy  Poster  Paper 
(If   a  one  sheet  poster   "cut   out"   is  desired 

mounted  on  anv  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, 
Tel.  Olympic  2131 
Fine  Arts  Studios,  Inc.         4500  Sunset  Blvd. 
HOLLYWOOD,  CALIF. 
Mail  us  a  trial  order  TODAY. 
Cash  Must  Accompany  All  Orders. 
Positively  No  C.   O.  D.'s. 


Hennegan  Company  Design 
Exploitation  for  F.  N.  P. 

One  of  the  cleverest  pieces  of  work  de- 
signed for  lobby  exploitation  ever  conceived, 
has  just  been  originated  by  John  Hennegan, 
of  the  Hennegan  Company  of  Cincinnati,  for 
First  National  Pictures.  It  consists  of  a 
streamer  on  "The  Lost  World,"  which,  when 
strung  up  in  any  theatre  lobby,  supplies  all 
that  is  necessary  in  the  way  of  decoration  of 
exploitation.  It  is  the  most  complete  lobby 
decoration  ever  offered  to  the  exhibitor.  This 
streamer  can  be  obtained  through  any  First 
National  Exchange.  The  Hennegan  Company 
is  now  making  all  of  the  First  National 
heralds,  and  also  has  a  new  series  of  date 
slips  for  use  in  theatre  lobbies. 

DECORATES  THEATRE 

William  Beck  &  Sons  of  Cincinnati,  have 
recently  completed  the  installation  of  a  hand- 
some pair  of  velour  curtains  in  the  Holly- 
wood Theatre  at  College  Point,  Cincinnati, 
O.  One  of  these  curtains  is  used  in  front  of 
the  screen  and  operated  by  Vallen  curtain 
control  and  tracks.  The  other  covers  the  en- 
tire proscenium  arch.  This  company  also 
recently  redecorated  the  entire  stage  and 
boxes  of  the  Majestic  Theatre  of  Columbus. 

*  *  * 

SCHELL  STAGE  SETTINGS 

Schell's  Scenic  Studios  of  Columbus,  O., 
have  issued  a  new  and  very  handsome  cata- 
logue showing  dozens  of  new  and  unusual 
screen  settings  for  motion  picture  theatres.  It 
is  understood  that  these  catalogues  will  be 
sent  to  any  exhibitor  upon  his  request.  The 
Schell's  Studios  build  sets  for  most  of  the 
Keith  Theatres. 

#  ^  * 

Lee  Sells  Marquees 

Mr.  Lee,  of  the  Probert  Sheet  Metal  Co., 
of  Covington,  Ky.,  states  that  his  company 
has  furnished  marquees  and  kalomine  doors 
for  a  large  number  of  new  theatres  recently. 
Among  these  jobs  he  mentioned  that  the  new 
Palace  Theatre  at  Youngstown,  O.,  con- 
tracted for  three  marquees,  two  of  them 
having  built  in  them  interchangeable  signs. 
The  Stanley  Theatre,  of  Camden,  N.  J.,  is 
another  Probert  job.  They  installed  all  the 
fireproof  kalomine  doors  in  this  theatre. 


THINK  IN  COLORS 


SEEIFTCOLORS 


DO  IN  COLORS 


W  IN  WITH  COLORS 


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. 


New  Theatres  Reported 

CHICAGO,  ILL. 

Archt.  W.  T.  Bailey,  3621  S.  State  st. 
Plans  drawn  on  theatre  at  S.  W.  Cor.  49th 
and  State  sts.  Owners,  Universal  Negro  Im- 
provement Assoc.,  care  G.  E.  Tayloi,  16  W. 
35th  st. 

STERLING,  ILL. 
Archt.    Bradley   &   Bradley,   520  Brown 
Bldg.,  Rockford,  111.   Plans  drawn  on  theatre 
at   Sterling,    111.      Owner,   Wm.  Schrader, 
Sterling,  111. 

TOPEKA,  KANS. 

Archt.,  Thomas  W.  Williamson  &  Co., 
Peoples  National  Bank  Bldg.  Associate 
Archt.  Boiler  Bros.,  Huntzinger  Bldg.,  Kan- 
sas City,  Mo.  Owner,  Topeka  Hotel  Co., 
care  O.  B.  Guffer,  care  Central  Trust  Co., 
Topeka,  Kans.  Drawing  plans  on  theatre  at 
7th  and  Jackson. 

OMAHA,  NEBR. 

Archt.  J.  Eberson,  212  E.  Superior  St., 
Chicago,  111.  Drawing  plans  on  a  theatre 
at  Omaha,  Neb.  Owner,  A.  H.  Blank 
Theatres  of  Nebr.,  Room  300,  Commonwealth 
Bldg.,  Des  Moines,  Iowa. 

DAVENPORT,  IA. 

Archt.  Clausen,  Kruse  &  Klein,  Kahl  Bldg., 
building  theatre  at  Davenport,  la.  Owners, 
H.  C.  Kahl,  Kahl  Bldg. 

DUBUQUE,  IA. 

Archt.    C.   I.   Crajewski,   B.   &   I.  Bldg., 
building  theatre  at  Central  ave.  and  14th  st. 
Owner,  W.  H.  Kretchmer,  care  archt. 
RACINE,  WIS. 

Archt.  C.  Howard  Crane,  Elmer  George 
Kiehler,  B.  A.  Dore,  400  Huron  Bldg.., 
building  theatre  at  corner  5th  and  Lake  sts. 
Owner,  Rialto  Amusement  Co.,  care  S.  Fried- 
man, 1003  Lake  ave. 

RICHMOND,  IND. 

Archt.  not  selected,  contemplated  theatre 
at  9th  and  Main  streets.  Owner,  M.  E.  Rem- 
ley,  10th  and  Main  sts. 

NEW  YORK  CITY. 

Archt.,  R.  E.  Hall,  231  W.  43rd  St.,  build- 
ing theatre  at  1481-83  Broadway  and  201-207 
W.  42nd  st.  Owner,  Orvis  Mudi  Realty  Co., 
Felix  E.  Kahn,  pres.,  485  5th  ave. 

GLEN  COVE,  N.  Y. 

Archt.  Douglas  P.  Hall,  405  Lexington  ave., 
N.  Y.  C.  Building  Theatre  at  School  st. 
Owner,  Calderon  Theatrical  Corp.,  314  Fulton 
st,  Hempstead,  N.  Y. 

NEW  ROCHELLE,  N.  Y. 

Archt.  Herbert  Krapp,  1650  Broadway, 
N.  Y.  C.  Drawing  plans  on  theatre  at  Main 
st.  and  Center  ave.  Owner,  1925  Realty 
Corp.,  Samuel  Levy,  Pres.,  295  Fifth  ave., 
N.  Y.  City. 


^eNEIfc 

J  HOUSE 


9ie 


he  newest,  ^!  [  [ 
finest  and  most 
'  conveniently  situated 
hotel  in 
COLUMBUS 

OHIfl         /I     OPEN  AFTER 
'*  AUGUST  25,K1<«5 
FREDERICKW.  BERGMAN 

Man  ayituj  Dim: to  r 


October  17,  1925 


Page  4  5 


THEATRE  MANAGERS'  SCHOOL 
VISITS  NICHOLAS  POWER  PLANT 


IS  GTE:  This  is  the  first  of  a  series  of  articles  in  this  magazine 
concerning  the  new  Theatre  Managers'  School  which  Famous 
Players-Lasky  Corp.,  is  conducting ;  the  first  of  its  kind  ever 
attempted,  in  the  interests  of  improved  theatre  management 


THE  students  o  f 
Paramount's  "The- 
atre  Managers' 
School,"  now  in  its  sec- 
ond month  of  a  six 
months'  course,  are  be- 
ing given  the  most 
practical  and  compre- 
hensive course  of  mod- 
ern theatre  manage- 
ment ever  undertaken 
by  any  organization. 
Not  only  are  they  re- 
ceiving the  benefits  of 
the  regular  curriculum, 
under  the  supervision 
of  John  F.  Barry,  of 
the  theatre  department 
of  Famous  Players- 
Lasky  Corporation,  but 
in  addition,  noted  ex- 
perts  in   such  various 

phases  of  the  modern  theatre,  as  "Theatre 
Heating,"  "Theatre  Seating,''  "House  Ser- 
vice," "Telephone  Problems,"  "The  Building 
Code,"  "Ventilation,"  "Projection"  and 
"Maintenance" ;  personally  appear  before  the 
class  from  day  to  day  and  lecturt  on  the  re- 
spective topics.  Still  further,  those  in  charge 
of  the  class  are  leaving  nc  opportunity  to 
pass  to  make  the  instruction  as  complete  as 
possible. 

To  this  end,  visits  are  arranged  from  time 
to  time,  to  manufacturing  plants  throughout 
the  country,  which  specialize  on  theatre  equip- 
ment In  this  manner  everything  that  goes 
into  the  modern  theatre  today  will  be  under- 
stood from  the  ground  up. 

On  October  6th,  the  Paramount  Managers' 
School  spent  three  and  a  half  hours  in  the 
Nicholas  Power  Plant,  downtown  New  York, 
as  one  of  the  sessions  in  the  course.  The  class, 
with  its  director,  John  F.  Barry,  and  Harry 
Rubin,  chief  projectionist  of  the  Rivoli, 
Rialto  and  Criterion  Theatres  in  New  York, 
were  welcomed  by  P.  A.  McGuire,  advertising 
manager  of  the  Nicholas  Power  Company, 
manufacturers  of  the  Powers  Projectors. 

i  In  his  opening  remarks,  McGuire  referred 
to  the  phase,  "Better  Projection  Pays,"  and 
briefly  but  forcibly  stressed  the  importance 
of  projection. 

Greene  Paper  Read 

Bart  F.  Greene,  chief  examiner  for  elec- 
tricity and  moving  picture  licenses  in  the 
Department  of  Water  Supply,  Gas  and  Elec- 
tricity, City  of  New  York,  scheduled  to  at- 
tend the  session,  unfortunately  was  unable  to 
be  present.  Mr.  McGuire  stated  that  he  had 
been  authorized  by  Mr.  Greene  to  make  the 
following  statement: 

"Protection  of  audiences  by  proper  enforce- 
ment of  the  law  in  the  motion  picture  theatres 
of  the  City  of  New  York  is  the  duty  of  the 
Department  of  Water  Supply,  Gas  and  Elec- 
tricity. It  is  our  duty  to  see  that  standard 
equipment  is  used,  properly  installed,  main- 
tained and  placed  in  charge  of  competent 
projectionists.  We  are  required  to  regularly 
inspect  the  equipment  after  installation  and 
carefully  examine  all  applicants  for  licenses 
to  operate  motion-  picture  machines  in  New 
York  City. 


Theatre  Managers'  School  of  Famous 
Players-Lasky  assembled  on  the  roof  of 
the  Nicholas  Power  Plant,  after  a  half- 
day  session  in  practical  projection.  John 
F.  Barry  and  Harry  Rubin,  and  the  class 
were  welcomed  by  R.  A.  McGuire. 

In  the  course  of  a  year  about  one  thousand 
applications  for  licenses  are  made  by  men  who 
have  taken  courses  or  who  have  had  some 
sort  of  practical  experience  in  operating  mo- 
tion picture  machines,  but  in  spite  of  this 
not  much  more  than  one  hundred  pass  the 
examination.  This  is  barely  10  per  cent  and  in- 
dicates how  exacting  the  requirements  are.  It 
will,  therefore,  be  readily  understood  that  it 
is  not  possible  to  operate  a  motion  picture 
machine  in  this  city  without  considerable 
study  and  long  apprenticeship. 

Managers  and  theatre  owners  do  well  when 
they  employ  capable  men  in  their  projection 
rooms  and  then  give  these  men  the  fullest 
possible  co-operation.  Time  and  money  arc- 
well  spent  which  give  the  projectionist  proper 
working  conditions  and  first  class  equipment 
kept  in  good  condition  by  proper  repairs  and 
replacements.  Projection  rooms  are  under 
weekly  supervision  by  inspectors  of  the  De- 
partment but  we  are  glad  to  be  of  assistance 
to  theatre  owners,  managers  and  projection- 
ists and  willingly  give  any  assistance  when- 
ever called  upon  to 'do  so.  Managerr  should 
..lot  wait  until  they  are  compelled  to  make 
repairs,  as  equipment  kept  in  the  right  condi- 
tion insures  the  safety  of  audiences,  adds  to 
their  pleasure,  reduces  damage  to  film  and  in- 
;rases  box-office  receipts." 

History  of  Projects 

It  was  then  explained  that  the  class  would 
be  divided  into  two  groups  and  one,  under 
A.  R.  Schulze,  of  the  engineering  department 
of  the  Nicholas  Power  Company,  would  be 
shown  early  models  of  Power's  Edison, 
Lubin,  Selig,  Gaumont,  and  other  projectors 
used  in  the  formative  period  of  the  motion- 
picture  industry.  The  other  group,  under  Mr. 
Wrede,  of  the  repair  department,  would  be 
shown  the  projection  room  with  three  latest 
Power's  projectors  and  three  modern  types 
of  lamps,  Powers  high  intensity,  Power's  in- 
candescent and  Powerlite  low  intensity  re- 
flector arc. 


After  both  groups 
had  been  shown  the 
models  and  the  projec- 
tion room,  they  return- 
ed to  the  auditorium  of 
the  Power's  testing 
laboratory  and  Mr 
Schultze  explained  the 
special  features  o  f 
Power's  projectors. 
The  members  of  the 
class  took  great  interest 
in  Mr.  Schultze's  talk 
and  considerable  discus- 
sion followed. 

Joseph  Abrams,  who 
has  been  installation 
man  for  the  Nicholas 
Power  Company  for 
nearly  fifteen  years, 
then  gave  a  demonstra- 
tion of  the  three  types 
of  illuminants,  high  intensity,  incandescent 
and  low  intensity,  which  were  shown  succes- 
sively on  the  screen  and  then  all  three  at  the 
same  time.  It  is  believed  that  this  is  the  first 
time  these  three  types  of  illuminants  have 
been  shown  on  one  screen  at  the  same  time. 
This  was  accomplished  by  superimposing  the 
three  lights  upon  each  other  but  with  a  few 
inches  of  each  extending  on  the  side  from 
the  others,  so  that  the  contrasting  effect  was 
clearly  shown.  After  this  demonstration  by 
Mr.  Abrams  and  explanations  hy  Mr.  Schulze, 
Mr.  Wrede  delivered  a  very  interesting  talk 
on  repairs  and  replacements  and  pointed  out 
the  importance  of  having  emergency  parts 
on  hand  in  the  projection  room.  The  class 
was  also  supplied  with  a  printed  article  writ- 
ten by  Air.  Wrede  giving  a  list  of  the  parts 
which  should  be  carried  on  hand  for  Power5s 
projectors 

At  the  conclusion  of  Mr.  Wrede's  talk  the 
class  was  divided  into  three  groups,  one  under 
Mr.  Schulze,  one  under  Mr.  Wrede,  and  one 
under  Mr.  Wickersheimer,  chief  inspector  of 
the  Nicholas  Power  Company,  and  in  this 
way  were  taken  through  the  Power's  factory. 
They  were  shown  how  large  an  equipment 
it  takes  to  properly  and  efficiently  manufac- 
ture a  modern  motion  picture  projector,  and 
also,  the  exactness  of  the  operations,  meas- 
urements and  inspection  which  enter  into  the 
making  of  Power's  parts.  It  is  interesting 
to  know  that  many  of  these  parts  are  made 
to  measurements  of  one  ten-thousandth  part 
of  an  inch,  an  exactness  which  is  seldom  ex- 
ceeded except  in  the  manufacture  of  fine 
scientific  instruments.  In  the  various  depart- 
ments the  groups  stopped  to  watch  the  as- 
sembling of  more  important  parts  of  me  pro- 
jector and  were  given  explanations  which 
would  assist  them  in  understanding  the  ne- 
cessity for  carefully  looking  after  these  par- 
ticular parts. 

The  class  then  adjourned  to  the  roof, 
where  the  picture  was  taken  which  is  shown 
on  this  page.  The  members  of  the  Paramount 
Managers'  School  found  much  to  interest 
th  em  in  all  that  was  shown  and  told,  and  de- 
rived real  benefit  from  this  session  of  their 
course.  Mr.  Barry  and  Mr.  Rubin  expressed 
themselves  as  being  very  well  pleased  with 
their  visit  and  hoped  that  the  next  class 
would  be  able  to  devote  a  whole  day  to  the 
Powers'  nlant. 


Page  44 


Exhibitors  Trade  Review 


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OVERLOOKING  BELMONT 
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COURSES  •  •  • 
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CINEMA 

The  Motion  Picture  Review 
of  the  Orient 

Manager:    K.  ATHANASSOPOULO 
Editor-in-Chief : 
JACQUES  COHEN-TOUSSIEH 

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

Address : 

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


A-l  VIOLINIST,  leader  or  baton  at  liberty.  First 
class  picture  house  experienced ;  large  library.  Pro- 
duce prologues,  novelties,  etc.  Union,  young,  and 
neat  appearance.  Can  furnish  other  first  class 
musicians.  Best  of  references.  Box  266,  Orange- 
burg,  S.  C. 

ORGANIST,  nine  years  experience  on  all  makes 
organs.  Expert  picture  accompanist.  Play  every- 
thing from  jazz  to  classic.  Play  piano  for  vaude- 
ville or  tab.  "Organist,"  519  Seventh  Ave.,  Peoria, 
Ills. 

FEATURE  ORGANIST— Young  man,  desires  po- 
sition. Union.  Library.  Address :  "Organist," 
Apt.  3,  3606  13th  St.,  N.  W.,  Washington,  D.  C. 


For  Rent 


For  Sale 


FOURTEEN  HUNDRED  NEW  OPERA 
CHAIRS,  some  upholstered.  New  goods  made  on 
contract  to  fit.  Bankrupt  stock,  at  a  big  saving. 
EIGHT  THOUSAND  YARDS  of  government 
Standard  Battleship  Linoleum  and  Cork  Carpet  at 
less  than  wholesale  prices  for  theatres,  churches, 
clubs  and  lodges.  Guaranteed  goods.  Not  less  than 
one  roll  sold.  J.  P.  REDINGTON  &  COMPANY, 
SCRANTON,  PA 

VENEER  SEATS  and  backs.  1200  for  any  size 
chair,  never  used.  Will  fit  to  suit.  Redington 
Co.,  Scranton,  Pa. 

MOTIOGRAPH,  Motor  Driven,  Mazda  equipped, 
two  bulbs,  never  used,  with  regulator.  Complete 
theatre  machine,  $60.00.  C.  F.  Maurer,  1012  Cleve- 
land Ave.,  S.  W.,  Canton.  Ohio. 

A  CHEAP  BUY — 280  splendid  theatre  chairs  in 
fine  condition  for  sale.  Originally  these  chairs  cost 
$12.00.  No  good  offer  refused.  Apply,  Manager, 
Loew's  Aldine  Theatre,  Pittsburgh,  Pa. ' 

M.  P.  CAMERA,  $125 ;  Studio  lamps,  $75  each. 
Metropolitan  Films.  Altoona,  Pa. 

FOR  SALE:  Pathe  Camera;  good  as  new;  with 
new  Bell  Howell  tripod,  complete  $450.00.  Also 
new  200  foot  Universal  Camera  with  7  magazines. 
$250.00.  Or  both  outfits  for  $600.00.  H.  Berger,  197 
Hamilton  St.,  Dorchester,  Mass. 

450  VENEER  SEATS,  2  Powers  6A  machines,  1 
mirroroid  screen,  1  asbestos  booth,  2  exhaust  tans. 
Act  quick.  Osceola  Theatre,  258  St.  Ann's  Ave., 
Bronx,  N.  Y. 

SMALL  CHOICE  LOT  2,  3,  4,  5-reel  features 
Positively  nearly  new.  Extra  good  plays.  Plenty 
new  paper.  $5.00  per  reel.  25%  deposit;  balance 
C.O.D.  with  examination.  Amer  Film,  1149  Fair 
Ave.,  Columbus,  Ohio. 

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. 


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. 


HERALDS 


L 


SHIPPED  SAME  DAY  ORDER  IS  RECEIVED 

Guaranteed  Service — Good     "Work — Popul 
Prices — Send  for  Trial  Order. 


FILMACK  COMPANY 

736  S.WABASH  AVE.  CHICAGO 


IVED  ■ 

ipular  I 


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. 


Miscellaneous 


MOTION  PICTURE  MACHINES  and  supplies— 
We  buy,  sell,  and  exchange  machines,  films,  and 
equipment ;  theatre  and  road  show  equipment  at  half 
price ;  calcium  gas  outfits  and  supplies ;  Mazda  light 
for  all  machines  ;  machines  rebuilt  or  parts  supplied ; 
bargain  lists  free.  Established  1892.  National 
Equipment  Co.,  409  W.  Michigan  St.,  Duluth,  Minn. 


Wanted 


CHINESE    FILMS  WANTED. 

Box  1439  Honolulu. 


Creart  Studios, 


Motion  Picture  Headquar- 
ters in  Los  Angeles. 

Wire  our  expense  for 
reservations. 


Mailing  Lists 


ou  increase  sale* 


Nstlonsl,'  State,    _ 

Prof aaslons.  Business  Finns. 

,99% b^^Tot  5  ^each 

•■SBEBB 


WORLD'S  LARGEST  EXCLUSIVE  AMUSEMENT  TICKET  PLANT  TWENTY  EiCHT  YEARS  EXPERIENCE  AT  YOUR  SERVIlf 

ROLL  FOLDED 


ARcusTTcKETf5 

/  w  352  N.  ASHLAND  AVENUE  \V/ 
"  fHiraf.n   Ii  i  iivniQ 


TICKETS 


CHICAGO,  ILLINOIS  bist  f ok  w  hast  money        ui-kmm  ixh\(k>        lohreumss  v.uv;ANrm> 


Safeguards  negative  quality — 

EASTMAN 
POSITIVE  FILM 

At  Kodak  Park  every  known  precaution 
is  exercised  to  make  sure  that  every  foot  of 
Eastman  Positive  Film  actually  will  reproduce 
tone  for  tone,  all  the  detail  of  the  negative. 

Eastman  experts  safeguard  for  the  screen 
the  photographic  quality  your  audiences  are 
entitled  to  see  there — and  expect. 

Look  for  the  identification  "Eastman" 
"Kodak"  in  black  letters  in  the 
margin  of  prints  you  screen. 


EASTMAN  KODAK  COMPANY 

ROCHESTER,  N.  Y. 


MACK.  SEJSTJSfETT 

COMEDIES 


Tbvo  *ReeU 


Exhibitor 


Mack  Sennetf 
Comedies 


"She's  a  good  gal.  Why  not 
treat  her  right?" 


A  hungry  man  wouldn't  be  satisfied  with 
humming  bird's  tongues  on  toast  or  a  dill 
pickle. 

He  wants  a  real  square  meal,  like  good 
rare  roast  beef,  potatoes  and  brown  gravy. 

The  "subtle  stuff"  may  go  with  a  Browning 
Club,  but  your  crowd  likes  to  haw  haw. 
They  don't  like  to  guess  at  the  laughs. 


When  you  give  them  a  Mack  Sennett  you 
give  them  a  good  square  meal  of  comedy, 
and  they  thank  you  for  it. 

Take  a  look  at  "Over  There-Abouts"  and 
"Dangerous  Curves  Behind."  When  you 
get  through  laughing,  plan  to  advertise 
them.  What's  the  profit  in  having  a  good 
thing  if  you  don't  tell  them  about  it? 


Pafhecomedy 

TRADE  ^^^/AARI^™™,""""^"— 


EXHIBITORS 

CTrade  REVIEW 


°the  Business  Paper  of  the  Motion  Victure  Industry 


The  Rolls-Royce  of 
all  Jazz  comedies 


Till  BEST 
PEOPLE 


SIDNEY  OLCOTT 

PRODUCT  ION 

Qaramount  picture 


ii 


tober  24,  1925 


Price  20  Cents 


THE  EASIEST 
JOB  IN 
PICTURES 


The  man  who  writes  the  ads  for  Metro-Goldwyn-Mayer  has  the 
easiest  job  in  pictures. 

And  no  wear  on  the  conscience. 

He  can  tell  the  truth. 

And  he  does. 

He  tells  you  that  Metro-Goldwyn-Mayer  is  the  talk  of  the  industry. 

And  you  know  it's  true,  because  everywhere  you  go  you  hear  it. 

YOU  hear  them  say:    "  Metro-Goldwyn-Mayer  is  doing  their  stuff 
again  this  year.    How  do  they  keep  up  that  pace?" 

Here's  how. 

The  way  to  release  only  good  pictures  is  not  to  release  weak  ones. 

Our  standard  is  high  because  we  never  offer  you  a  picture  until  we're 
satisfied  you'll  like  it. 

And  we  know  what  you  like. 

Because  we' re  showmen. 

So  we  work  on  a  picture  until  every  possible  box-office  angle  is  packe 
into  it. 

And  it  meets  our  showmanship  standards. 
That's  why  you  hear  this  slogan  everywhere. 

THE  TALK 
OF  THE  INDUSTRY 


AL  WILSONl 

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The  World's  Greatest  Stunt  Aviator  1 

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Davis  Distributing  Division,  Inc. 


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AIRPLANE  STORIES 

I  FILLED  WITH  THRILLS  1 

|  HEART  INTEREST  | 

1  FAST  ACTION  | 

|  SPILLS  | 

Wise  exhibitors  made  money  with  previous  AL  WILSON  pictures  1 

CASH  IN  ON  THIS  SERIES 


H 
S 

"FLYIN'  THRU"  is  completed  1 

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Released  Thru  VITML  EXCHANGES, 7n~  By 

DAVID  R.  HOCHREICH,  President 

DAVIS  DISTRIBUTING  DIVISION,  Inc. 

h    WEffW  Ml  J.  CHARLES  DAVIS,  II,  President 

h      %t  C.         218  West  42nd  Street  New  York,  N.  Y. 

*  ^==s^  Released  thru  KERMAN  FILMS,  Inc.,  in  New  York  City 

j&ZHZHZHZMBHXHXHEHXHSHXHEHEHXHXHEHXHE'HXHXHXHXHEHEHXHEHEHZHXHXHXH^ 


Published  weekly  by  Exhibitors  Review  Publishing  Corporation  st  34  North  Crystal  Street,  East  Stroudsburg,  Pa.  Editiorial  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 


8,000 Theatres  Are 


A  smashing  record!  With  8,000  theatres  in 
the  United  States  and  Canada  showing 
Educational  Pictures  this  week,  Educational 
Pictures  set  a  mark  that  has  seldom  if  ever 
been  touched  by  any  other  program  of  pic- 
tures^thesfinest  possible^s^im^n^Tt^^fie^ 
©nf^rtainmem;  ^jualityjind  bo^office  value 
of  ^Wse^r^^Sho^r^^ubjecfe; 

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^     "THE  SPICE  OFTHE  PROGRAM"  ^ 


taucationalFictuves  1  his  Week 


Practically  every  one  of  America's  Big  The- 
atres is  included  in  the  great  exchange  city 
houses  named  on  these  pages  and  in  the 
other  key-city  first-runs  that  have  booked 
p^l^thtcational  Pictures  this  week.  Almost  every 
other>theatre  of  any  consequence  in  the  land 
is  also^on  the  list  of  bookings^No-^reater 
indo^s0g!Lerit-€o uld-p^s s ibly_  fc£  given  to  ~£tn.y^ 


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FILM  EXCHANGES,  Inc. 

President  


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Member,  Motion  Picture  Producers  and 
Distributors  of  America,  Inc. 
WittH.  Hays,  President. 


71 


4 


Exhibitors  Trade  Revieiv 


Why  The  Leading  Exhibitors 

Read 

Exhibitors  Daily  Review 

And 

Exhibitors  Trade  Review 


Exhibitors  DAILY  RE  VIE  W — the  latest 
news — all  the  news — when  it's  news.  In  the 
film  industry  where  news  is  made  overnight, 
you  want  it  now — not  at  the  end  of  the  week. 
The  latest  legislative  developments — what's 
going  on  in  the  key  cities.  News  of  pro- 
ducers, distributors  and  exchanges.  Not  just 
publicity,  but  news  that  affects  you  and  your 
business. 

Personalities — sidelights  of  film  row.  Inter- 
esting news — real  news — readable  news. 
News  of  events,  conditions  and  happenings 
that  you  can't  afford  to  be  without. 
Editorials,  brief,  pointed  and  pithy — that 
are  of  real  importance  to  you.  The  What — 
How  and  Why  of  pictures.  Honest,  impartial 
and  competent  reviewing  by  those  who  know. 

POLICY 

It  shall  be  the  purpose  of  the  Exhibitors 
DAILY  REVIEW  to  publish  all  the  news 
daily  of  all  the  field,  all  the  time,  to  conduct 
an  open  forum  for  frank  discussion,  to  play 
fair  and  to  proceed  with  energy  and  faith- 
fulness in  behalf  of  all  the  various  elements 
of  the  motion  picture  industry. 


Exhibitors  Trade  Review  (Published  Week- 
ly). The  Business  Paper  of  the  Motion  Pic- 
ture Industry. 

Editorials  that  keep  the  exhibitor  in  touch 
with  the  real  undercurrents  of  happenings  in 
the  film  industry. 

Complete  Reviews  of  pictures.  Release 
charts.  Exhibitors  reports  so  that  you  can 
learn  what  pictures  are  paying  and  the  why 
and  wherefore.  Special  attention  to  Short 
Subjects.  Each  month  a  regular  Short  Sub- 
jects Number. 

All  about  the  modern  picture  theatre.  Build- 
ing them — equipping  and  profitably  operat- 
ing them.  Putting  Radio  to  work  for  you. 
Monthly  Equipment  Number. 

Exploitation  ideas.  Practical — workable — 
profitable.  Ideas  that  put  your  pictures  over 
big.   Special  Tie-Up  sections. 

Anything  that  helps  the  exhibitor  to  become 
a  better  showman — to  make  bigger  profits — 
to  be  a  better  business  man. 


Exhibitors  REVIEW  (DAILY)  sells  for  $3.00  per  year 

EXHIBITORS  TRADE  REVIEW  (Weekly)  sells  for  $2.00  per  year 

And  today  is  the  time  to  start  reading  these  two  valuable  papers  if  you  aren't  already. 


Exhibitors  DAILY  REVIEW, 
45  West  45th  Street, 
New  York  City. 

Enter  my  subscription  to  your  new  Daily,  as  checked  below. 

[  ]    I  am  a  subscriber  to  Exhibitors  Trade  Review.    Send  me  Exhibitors  DAILY  REVIEW  and 
your  bill  for  $2.00. 

[  ]    Enter  my  subscription  for  Exhibitors  DAILY  REVIEW  and  Exhibitors  Trade  Review  and 
bill  me  $5.00. 

Name   Firm  or  Theatre  .   

Address   


THE  SEASON'S 
SMART  AFFAIR! 

S  TA  GE     and  SCREEN 

BALL 

of  the  

Loew- Metro -Goldwyn- Mayer  Club 

3RD  ANNUAL  GALA 
ENTERTAINMENT 

Celebrated  Performers  from  all  Leading  Musical  Plays 
Revues  and  Motion  Pictures 

Music  by  VINCENT  LOPEZ 

Himself — and  His  Enlarged  Orchestra 

10  OTHER  FAMOUS  ORCHESTRAS 

TICKETS  ON  SALE- 
TICKET  AGENCIES  AND  LOEW  THEATRES 

—     FORMAL  — 

Hotel  Astor  -  October  31st 


6 


Exhibitors  Trade  Review 


Another  great  triumph  must  be  recorded  for  RICHARD 
BARTHELMESS.  In  his  latest  picture— his  first  in  FIRST 
NATIONAL'S  worth  getting  "Winner  Group"-fThe  Beau- 
tiful City"— this  extremely  popular  star,  with  Dorothy  Gish, 
cnves  to  the  screen  another  such  rare  treat  as  was  the  never- 
to-be-forgotten  "Tol'able  David." 


The  story  was  written  for  the  screen  by  Edmund  Goulding. 
Directed  by  Kenneth  Webb  and  presented  by  Inspira- 
tion Pictures,  Inc.     As  always  —  exhibitors  find 


ir&t  natioaal  Pictured 


B&fl byWJ fQ&ft  csgg) 

Mtsibcrs  cf  Mc:.on  Picture  Producers  and  Distributors  of  America  lnc.~\Mll  Hays  fissidint 


EXHIBITORS 

CTrade  REVIEW 

< 

Qhe  Business  Paper  of  the  Motion  Ticture  Industry 


Business  Conditions  and  Pictures 


THAT  there  is  direct  relationship  between 
general  business  conditions  and  conditions  at 
the  box-office  no  one  denies.   Yet  there  has 
been  a  good  deal  of  talk  lately  about  slow  business 
in  pictures,  in  the  face  of  the  fact  that  general  bus- 
iness has  been  on  the  upward  trend.  Why? 

Perhaps  the  most  vital  single  factor  in  making 
for  the  prosperity  of  the  motion  picture  business 
is  the  industrial  payroll.  With  the  farmer's  income 
a  very  close  second.  Because,  both  directly  and 
indirectly,  these  two  factors  very  largely  control 
the  spending  power  of  the  classes  from  which  mo- 
tion pictures  draw  their  income. 

The  point  which  some  people  overlook  is  this: 
When  payrolls  shoot  skyward,  the  buying  power 
of  the  workers  begins  to  expand  slowly.  The  two 
increases  do  not  come  simultaneously.  Nor  does 
the  farmer  begin  to  spend  freely  the  moment  he 
knows  his  crops  are  good  with  prices  favorable. 

General  conditions  throughout  the  country  are 
better  right  now  than  they  have  been  in  a  long  time. 
Except  for  local  conditions  such  as  prevail  in  the 
anthracite  region  and  one  or  two  other  spots,  busi- 
ness is  humming.  But  it  didn't  hum  through  the 
summer.  It  was  rather  dull,  in  most  lines.  And 
it  may  take  another  month  for  the  change  to  be 
felt  in  this  business.  It's  on  the  way  and  the  com- 
ing winter  ought  to  be  substantially  larger  in  vol- 
ume than  the  industry  has  experienced. 

It  will  be  well  to  remember,  however,  that  there 
are  a  lot  of  other  people  in  this  country  who  hope 
to  profit  from  the  prosperity  now  prevalent.  This 
is  no  time  for  a  letdown  in  salesmanship  and  ex- 
ploitation. 

We  shall  have  with  us  shortly  several  new  types 
of  phonographs,  which  will  be  widely  advertised 
as  far  superior  to  anything  heretofore  offered.  The 


public  will  be  coaxed  into  buying  millions  of  dol- 
lars worth  of  them  and  most  of  the  business  will 
be  done  on  the  time-payment  basis.  Those  weekly 
payments  of  25  or  50  cents  are  very  likely  to  come 
out  of  the  family  entertainment  budget.  You 
must  expect  to  work  a  little  harder  to  offset  that 
sort  of  competition.  And  radio,  too,  will  be  a  big 
factor  this  winter.  The  radio  people  have  learned 
all  the  tricks  of  the  automobile  business.  They  are 
changing  designs  and  hookups  to  render  old  equip- 
ment obsolete  in  the  expectation  of  being  able  to 
replace  hundreds  of  thousands  of  old  receiving  sets 
with  new  ones  at  fancy  installment  prices.  Here's 
another  one  that  will  cut  a  slice  out  of  the  enter- 
tainment fund. 

These  things  must  be  met  by  the  most  intensive 
effort.  And  one  of  the  points  for  you  to  consider, 
for  every  exhibitor  to  mull  over,  is  this :  New  ideas, 
new  methods  of  exploitation.  Don't  go  into  this 
winter  season  depending  on  old  stuff  to  fill  your 
houses.  You  must  put  on  a  high-power  drive  if 
you  are  going  to  cash  in  as  you  should,  but  remem- 
ber you  are  running  a  motion  picture  business,  not 
a  circus  you  can  take  out  of  town  after  you  have 
slipped  over  some  sharp  tricks. 

And  here's  another  point:  Your  biggest  source 
of  power  is  and  will  continue  to  be  the  newspaper 
or  newspapers  that  cover  your  community.  Unless 
you  are  getting  the  absolute  maximum  of  aid  out 
of  the  newspapers,  the  best  thing  you  can  do  in 
your  own  interest  is  to  put  on  your  hat  and  go  have 
a  talk  with  your  local  newspaper  men,  right  now. 
There's  the  biggest  single  influence  you  can  call 
to  your  aid  to  build  record  business  during  the 
next  few  months. 


Exhibitors  Trade  Review 


10 


The 


Danube 


"Elites" 


MANY  of  the  cafes  have  music  ren- 
dered by  one  or  more  artists,  who, 
inspired  by  the  traditions  of  Beethoven, 
Haydn,  Mozart,  Strauss,  Schubert — ail 
former  local  lights — carry  on  the  old 
airs  to  new  adulating  ears.  Vienna  has 
long  been  noted  for  its  great  love  of 
classic  music,  and  the  cafes  ceaselessly 
play  on  this  penchant  in  signs,  notices, 
window  cards  and  hand-bills.  The  thea- 
tre manager,  in  whose  domains  the  cap- 
italizing of  the  people's  love  for  music 
would  seem  to  find  an  appropriate  set- 
ting, has  thus  far  overlooked  this  poten- 
tial instrument  for  augmenting  patron- 
age. In  a  city  where  the  least  sign  or 
mention  of  music  halts  the  man  on  the 
street  in  his  tracks,  the  exhibitor  who 
pioneers  in  specially-gotten-up  musical 
programs  to  supplement  the  screen  at- 
traction, will  find  many  new  faces 
among  his  customers. 

Music  is  the  one  best  bet  for  luring 
the  Viennese,  for  music  gilds  the  scene 
everywhere  and  good  musicians  go  beg- 
ging for  positions  at  ridiculously  low 
salaries.  Just  why  Mr.  Viennese  Ex- 
hibitor doesn't  realize  on  these  logical 
assets  may  be  ascribed,  perhaps,  to  the 
very  same  cause  that  had  the  writer 
searching  assiduously  in  front  of  the 
entrance. 

That  this  wasn't  due  alone  to  the 
writer's  strangeness  to  local  architec- 
ture, let  it  be  said,  after  adding  that  he 
understands  the  language  and  can  read 
signs,  that  on  another  occasion  he  no- 
ticed two  bystanders  in  front  of  a  900 
seat  house  in  the  Ringestrasse — the 
most  famous  street  in  Vienna — arguing 
as  to  which  one  of  the  two  seemingly 
blank  walls  comprised  the  entrance. 
Again,  extraordinary,  but  true. 

YET,  the  people  of  Vienna,  like  all 
other  people  of  the  earth,  are  fond 
of  the  cinema.  The  trouble  seems  to  be 
in  the  fact  that  they  aren't  sufficiently 
nor  properly  reminded  of  their  fond- 
ness. To  put  it  another  way,  they 
don't  get  enough  eye  lure,  or  for  that 
matter,  imaginative  lure  of  any  kind. 
That  they  actually  have  a  fondness  for 
the  photoplay  is  borne  out  by  the  fact 
that  for  days  after  seeing  a  show  they 
will  discuss  its  various  points,  laughing 
again  at  the  funny  situations,  and  re- 


By  OUR  FOREIGN 
CORRESPONDENT 

counting  the  dramatic  incidents  with 
poignant  gravity. 

The  people  have  had  a  long  period  of 
national  illness  and  are  in  a  state  of 
mind  unique  in  its  susceptibility  to  the 
kind  of  entertainment  that  will  bring 
them  out  of  their  troubles.  The  loss  of 
a  war,  the  upheaval  of  an  age-old  gov- 
ernment, the  social  and  economic  re- 
construction being  effected  by  gradual 
transitions,  have  created  a  situation 
very  promising  to  the  real  showman 
who  knows  how  to  work  with  human 
nature. 

Vienna,  with  its  broken  morale,  and 
temperament  bordering  on  the  hysteri- 
cal, is  ripe  for  a  cool,  rollicking  laugh. 
The  exhibitor  who'll  give  his  audience 
a  goodly  diet  of  Harold  Lloyd,  Buster 
Keaton,  Larry  Semon,  is  going  to  get  a 
good  jump  on  his  colleague  around  the 
corner  who  regales  an  already  nerve- 
racked  people  with  six  reels  of  gore, 
morbidity  and  horrors,  and  with  no 
short  subject  or  diversity  of  any  kind  to 
leaven  the  heavy  going. 


IT  HIS  second  of  the  two-article 
series  on  a  drastic  situation  in 
Vienna  proves  conclusively  that 
"The  Wages  of  Vn  showman  ship  Is 
an  Empty  Till." 

Read  for  yourself  and  see  if  your 
conclusions  don't  match  the  editor's, 
who  believes  that  never  was  the 
principle  of  "Cause  and  Effect"  so 
concretely  established,  as  regards 
the  theory  of  showmanship. 


To  several  exhibitors  I  have  voiced 
the  propitiousness  of  an  all-short  com- 
edy program  and  they  have  declared 
the  idea  promising.  Some  have  agreed 
to  give  it  a  try.  My  observation  about 
the  comedy  picture  proving  a  boon  to 
both  audience's  spirits  and  exhibitor's 
cash  draw,  was  more  or  less  borne  out 
when  I  watched  the  reaction  of  one 
audience  to  Buster  Keaton  in  "Our 
Hospitality."  The  house  rocked  with 
explosions  of  glee  comparable  to  the 
rattle  of  musketry,  which  simile  is  no 


This  is  the  second  of  the 
two  articles  on  a  situation  in 
Austria,  pointing  a  universal 
moral,  crystallized  in  the 
words: 

"The  Wages  of  Unshow- 
manship  is  an  Empty  Till." 


older  than  it  is  true.  Charlie  Chaplin 
received  a  "howling"  reception  in 
some  of  his  short  pictures  reminiscent 
of  the  days  when  his  pie-throwing  was 
more  important  than  his  funny  derby 
and  inimitable  brogans. 

GERMANY,  with  its  kinship  of  lang 
uage  and  geographical  juxtaposi- 
tion wields  a  strong  influence  in  the 
Austrian  film  mart.  Despite  this, 
Yankee-made  films  stand  well  to  out- 
shine all  competition.  A  few  Italian 
films  are  seen  here  and  there,  and  also 
an  occasional  British  production.  How- 
ever, one  gets  a  good  idea  of  how  the 
wind  blows  for  the  American  product 
by  making  a  survey  of  a  single  week's 
bookings  at  the  various  theatres. 

The  representation  of  producers 
runs,  Paramount's  "Shadow  of  Paris,' 
starring  Pola  Negri;  Metro's  "A  Boy 
of  Flanders,"  starring  Jackie  Coogan; 
Paramount's  "Zaza,"  starring  Gloria 
Swanson;  the  old  Selznick's  "Woman 
to  Woman,"  with  Betty  Compson; 
Warner's  "Get  Your  Man,"  with  the 
wonder  dog,  Rin  Tin  Tin ;  First  Na- 
tional with  an  old  Barthelmess  attrac- 
tion under  a  new  name ;  Metro's  "The 
Countess  Nada,"  (probably  a  new 
name)  with  Mae  Murray;  Pathe's 
"Grandma's  Bov,"  with  Harold  Lloyd; 
Universal's  "The  Darling  of  l\cvr 
York,"  with  Baby  Peggy. 

It  takes  a  little  analysis  to  see  that 
here  as  in  other  fields,  the  Stars  and 
Stripes  wave  supreme.  The  outlook  for 
1926  in  this  territory  is  by  all  odds  on 
the  side  of  improvement  and  better 
business  all  around. 

A  civic  housing  program,  for  exam- 
ple, which  will  give  10,000  families  an 
apartment  of  eight  rooms  each  at  a 
rental  of  $10  a  year — pace  the  rate — 
will  relieve,  immeasurably,  much  of  the 
present  economic  pressure.  It  will  also 
release  much  buying  power,  for  the 
building  schedule  is  giving  employment 
to  many  who  had  been  idle. 

Added  to  this  is  the  fact  that  visitors 
and  tourists  are  finding  Austria  more 
accessible  than  heretofore,  which  means 
a  consequent  increase  in  the  circulation 
of  money.  It's  now  up  to  the  Austrian 
exhibitor  to  read  the  life  of  Barnum 


October  24,  1925 


CI  B670535 


11 


EXHIBITORS 


DAI LY  REVIEW 

A  Newspaper  Devoted  to  the  Motion  Picture  Industry 


NEW  YORK,  SATURDAY,  OCTOBER  24 


Schulberg-F.-P.-L.  Deal       Brylawski  Alone 
Formally  Announced  For  M.  P.  T.  0.  A. 


OFFICIAL  announcement  was  made  yesterday  by  Jesse  L.  Lasky  that  B.  P. 
Schulberg,  one  of  the  best  known  producers,  had  joined  the  production 
department  of  the  Famous  Players  Lasky  Corporation  under  a  long  term  contract. 

Mr.  Lasky  also  declared  that  under  the 
arrangements  made  Famous  takes  over  four 
players  and  one  director  whom  Mr.  Schul- 
berg had  under  contract.  The  four  players, 
who  will  be  added  to  the  Paramount  Stock 
Company,  are  Clara  Bow,  Donald  Keith, 
Alyce  Mills  and  Gilbert  Rowland.  The  di- 
rector is  William  Wellman. 

"la  embarking  on  the  greatest  production 
program  in  our  history,"  said  Mr.  Lasky, 
"it  gives  me  great  pleasure  to  announce  the 
addition  of  Mr.  Schulberg  to  our  producing 
forces.  Mr.  Schulberg  will  produce  pic- 
tures in  the  Lasky  studio  and  we  expect 
that  his  coming  will  be  of  immense  help  in 
the  ambitious  program  we  have  prepared  for 
ourselves. 

"I  wish  to  emphasize  that  Mr.  Schulberg's 
coming  to  the  Lasky  studio  is  an  addition 
to  our  forces,  and  does  not  mean  in  any 
sense  that  there  will  be  any  change  in  the 
producing  personnel  of  the  production  de- 
partment. 

By  adding  Mr.  Schulberg  to  our  forces 
we  will  be  able  to  devote  even  greater  care 
and  attention  to  each  individual  picture.  To- 
day there  is  no  such  thing  as  seasons  in 
the  picture  business ;  the  spring  and  summer 
pictures  must  be  just  as  big,  just  as  attract- 
ive, as  the  pictures  that  open  the  Fall  sea- 
son. The  public  demands  it,  and  we  are 
prepared  to  give  both  the  trade  and  the  pub- 
lic a  group  of  pictures  next  Spring  which 
will  he  the  best  we  have  ever  made. 

"Our  policy  of  making  our  pictures  in 
six-month  blocks,  rather  than  attempting  to 
line  up  a  full  year's  program,  makes  it  pos- 
sible for  us  to  get  behind  our  Spring  group 
with  greater  effect  than  if  we  had  to  scatter 
our  energies  over  a  full  year's  schedule. 

"The  acquisition  of  Mr.  Schulberg,  as  I 
said,  will  help  us  to  carry  out  that  policy." 

Schulberg's  Statement 

"The  only  successful  producer  is  the  pro- 
ducer whose  resources  make  it  possible  for 
him  to  produce  the  kind  of  pictures  he  wants 
to  produce." 

This  was  the  statement  yesterday  of  B.  P. 
Schulberg,  in  commenting  upon  his  return 
to  the  Famous  Players-Lasky  Corporation 
as  one  of  the  producers  at  the  Lasky  studio 
in  Hollywood.  In  the  early  days  of  the 
Famous  Players  Film  Company  Mr.  Schul- 
berg was  one  of  Adolph  Zukor's  right  hand 
men  and  was  in  charge  of  publicity  and  ad- 
vertising. Since  then  he  has  been  produc- 
ing pictures  for  himself,  and  in  the  last  few 
years,  despite  lack  of  resources  and  a  heavy 


burden  of  worry  and  expense,  has  made 
some  of  the  biggest  box-office  attractions  in 
the  history  of  the  business. 

"I  cannot  tell  you  how  glad  I  am  to  get 
back  to  Paramount,"  said  Mr.  Schulberg. 
"I  know  the  men  in  Paramount.  I  know 
Mr.  Zukor,  Mr.  Lasky,  Mr.  Kent.  I  know 
what  they  stand  for,  what  they  are  trying 
to  do.  And  I  know  what  they  have  done. 
And  I  appreciate  to  the  fullest  the  immense 
opportunity  which  they  are  giving  me. 

"One  of  the  fundamental  necessities  of  the 
motion  picture  business  is  ideas.  Without 
ideas  you  cannot  produce  pictures.  But  an- 
other essential  is  ample  resources,  and  that 
means  organization,  man  power,  money. 
Without  resources  your  most  brilliant  ideas 
will  never  come  to  fruition.  With  resources 
at  your  back  there  is  nothing  that  can  stop 
you  except  your  own  limitations. 

"The  Paramount  organization  has  these 
resources.  For  years  I  have  been  making 
pictures  out  in  Hollywood  and  I  have  looked 
with  envy  on  the  facilities  which  are  avail- 
able at  the  Lasky  studio.  When  a  director 
wants  a  certain  novel  or  play,  there  are  men 
and  money  to  get  it  for  him. 

"When  he  has  a  part  in  a  picture  which 
calls  for  a  certain  player,  that  player  is  a 
member  of  the  stock  company.  He  does 
not  have  to  twist  his  story  or  abandon  it 
because  his  star  or  leading  player  is  not 
available.  And  he  does  not  have  to  beggar 
his  story  by  inadequate  sets  and  mounting. 
In  other  words,  he  can  do  complete  justice 
to  his  ideas  and  when  he  turns  out  a  pic- 
ture it  is  the  best  that  he  can  produce  with 
everything  at  his  command. 

"I  will  continue  to  have  as  my  personal 
assistant  Sam  Jaffe,  who  has  been  closely 
associated  with  my  producing  activities  for 
the  past  five  years." 

"U"  SCENARIO  EDITOR 
TRANSFERS  HEADQUARTERS 

Mrs.  Winifred  E.  Reeve,  Scenario  Editor 
and  Literary  Advisor  for  the  Universal  Pic- 
tures Corporation,  leaves  New  York  for 
Universal  City  today.  Hereafter,  her  head- 
quarters will  be  at  Universal  City  instead  of 
in  New  York,  although  she  will  continue 
to  exercise  supervision  over  the  reading  and 
buying  done  by  her  New  York  staff. 

This  change  is  the  result  of  a  decision  by 
Carl  Laemmle,  president  of  Universal,  who 
feels  that  the  scenario  chief  should  be  at  the 
center  of  production,  thus  eliminating  the 
3000  mile  gap  and  the  consequent  obstacles 
to  perfect  understanding. 


In  Washington 


A.  Julian  Brylawski,  Chairman  of  the 
Administrative  Committee  of  the  M.  P.  T. 
O.  A.,  will  represent  the  exhibitors  at  the 
Tax  Reduction  Hearing  by  the  House  Ways 
and  Means  Committee,  held  today  in  Wash- 
ington. 

Originally,  it  was  arranged  to  have  a  full 
committee  consisting  of  R.  F.  Woodhull, 
President,  Sydney  S.  Cohen,  Chairman 
Board  of  Directors,  Mr.  Byrlawski,  and 
Joseph  M.  Seider. 

The  change  of  approach  to  the  hearing 
in  no  wise  affects  the  tactics  originally  plan- 
ned, when  the  committee  was  intended  to  go, 
according  to  Sydney  S.  Cohen,  who  was 
asked  for  details.  In  effect,  the  situation  is 
to  be  approached  in  the  same  manner  em- 
ployed in  the  organization's  successful  effort 
for  the  elimination  of  the  Seat  Tax  and  the 
repeal  of  the  Admission  Tax  on  sums  up 
to  fifty  cents. 


Fashion  Film  Review 

Program  of  26  Starts 

Promenading  the  Times  Square  district  of 
New  York,  a  group  of  fashion  models,  at- 
tired in  period  costumes  of  American  his- 
tory, attracted  attention  yesterday,  when  the 
first  of  a  series  of  26  Single  Reel  Fashion 
Shows  was  shot  by  Blake  &  Blumenthal,  of 
220  W.  42nd  St.  The  series  will  be  state 
righted,  some  of  the  reels  using  Technicolor. 
Prominent  motion  picture  stars  will  appear 
in  many  of  the  series  which  B.  K.  Blake  is 
directing  and  A.  Pam  Blumenthal  photo- 
graphing. 


Exhibitors  DAILY  REVIEW  has 
one  of  the  ablest  editorial  staffs  in 
the  publishing  business.  They  are 
experts  in  their  particular  line  and 
they  are  giving  today  better  material 
and  up-to-the-minute  news  than  any 
other  trade  paper  in  the  motion  pic- 
ture field.  You,  Mr.  Exhibitor,  Dis- 
tributor, Producer,  Exchange  Man- 
ager, Salesman,  are  receiving  a 
newspaper  worth  ten  times  what  is 
charged  for  it,  $5.00  a  year,  about 
300  issues.  This  includes  EXHIBI- 
TORS TRADE  REVIEW,  out  every 
Saturday. 


12 


Sid  Golden  Back 
After  Six  Years 

Discoverer  of  Larry  Semon 
May  Direct  Here 

Sidney  Golden,  one  time  director  for  Uni- 
versal, and  more  generally  known  as  the 
discoverer  of  Larry  Semon,  arrived  in  New 
York  on  the  Homeric  this  week  after  a  six 
years'  sojourn  in  Europe. 

During  his  residence  on  the  other  side,  Mr 
Golden  concerned  himself,  for  the  most  part 
W1*rVhe  makinS  of  Pictures  for  Hungarian 
and  German  producers.  The  latest  work  he 
did  m  this  connection  is  "Yiskor,"  a  costume 
picture  of  more  or  less  pertinent  appeal  to 
Jewish  audiences. 

Asked  about  producing  conditions  in  Ger- 
many, with  particular  reference  to  the  poten- 
tial power  of  that  country's  films  as  a  com- 
petitive force  for  world  markets,  Mr.  Golden 
said : 

"Apart  from  my  own  intimate  knowledge 
and  close  observations  which  bring  the  in- 
evitable conclusion  that  there  will  never  be 
enough  force  on  the  other  side  to  give 
American  distributors  much  to  worry  about 
many  German  producers  have  actually  admit- 
ted that  America,  with  its  great  start,  its  vast 
financial  resources,  and  the  uncanny  touch 
that  gives  a  universal  entertainment  flavor  to 
all  its  films,  will  never  be  headed  in  the  race 
for  supremacy. 

"Even  the  really  great  directors  there— 
those  who  have  produced  artistic  and  tech- 
nical results  of  a  rare  quality— are  prone  to 
errors  of  the  most  amateurish  sort.  And  as 
for  showmanship  in  the  direction,  well,  it's  a 
practically  unknown  commodity."  Mr.  Gold- 
en went  on  to  sav  -hat  his  future  plans  are 
not  definitely  '.rmu  ited,  but  it  is  known 
that  he  is  m  ee^-_tion  with  Universal,  the 
result  of  vvnicii  may  find  him  wielding  a 
megaphone  under  that  company's  banner. 
*    *  * 

I.  M.  P.  A.  Version  Follows 

Bachmann  Statement 

Quickly  in  the  wake  of  J.  G.  Bachmann's 
statement  to  the  effect  that  B.  P.  Schulberg 
Productions,  Inc.,  is  the  only  concern  in  the 
motion  picture  industry  that  has  no  debt 
only  assets,  comes  an  announcement  from  the 

T~  '  A?  which  in  Part  and  in  effect 
reads  as  follows : 

"An  erroneous  impression  has  been  cre- 
ated through  the  publication  of  a  statement 
accredited  to  Mr.  J.  G.  Bachmann,  and  has 
Drought  forth  statements  from  several  of 
the  foremost  Independents  which  should  set 
at  rest  any  doubt  as  to  the  stability  of  the 
Independent  producers  and  distributors  A 
canvass  of  the  field  shows  that  these  inde- 
pendents will  go  through  with  their  full 
quota  of  production,  as  outlined  at  the  be- 
ginning of  the  season,  and  will  carry  out 
their  contractional  relationships  with  their 
franchise  holders  and  theatre  owners. 

'The  Independents  feel  it  is  a  feather  in 
their  hat  that  Famous  Players  reached  out 
into  the  Independent  ranks  to  secure  a  pro- 
ducer to  take  charge  of  their  production 
organization  on  the  Coast 

"From  reliable  sources  it  is  understood 
that  the  National  Organizations  are  en- 
deavoring to  procure  from  the  Independents 
men  whose  experience  makes  them  valuable 
assets;  but  these  men  are  remaining  in  the 
Independent  ranks  and  will  continue  to  sup- 
ply the  Motion  Picture  Theatre  Owners 
with  a  sufficient  quantity  of  quality  pro- 
duction." 


Calendar  of  Coming  Events 


Oct.  27. — New  York,  Airplane  preview  of 
new  Warner  feature. 

Oct.  29. — Camden,  N.  J.,  meeting  of  the 
Board  of  Directors  of  the  M.  P.  T.  O.  of 
New  Jersey. 

Oct.  29.— N.  Y.  Hofbrau  Haus,  Meeting  of 
A.  M.  P.  A.,  with  Adolph  Zukor  guest  of 
honor. 

_  Oct.  29-30. — Dayton,  Ohio,  autumn  conven- 
tion Screen  Advertisers  Association. 

Oct.  31. — Loew-Metro-Goldwyn  Club  an- 
nual ball,  Hotel  Astor,  N.  Y. 

Nov.  1. — Du  Bois,  Penna.,  Meeting  of  the 
M.  P.  T.  O.  of  Western  Pennsylvania. 

Nov.  6.— Washington,  D.  C,  Film  Golf 
Tournament. 

Nov.  14.— Hotel  Plaza,  N.  Y.,  dinner  in 
celebration  of  15th  anniversary  of  Pathe 
News. 

Nov.  15. — New  York,  Apollo  Theatre,  pre- 
miere Samuel  Goldwyn's  "Stella  Dallas." 

Nov.  17-18.— Dallas,  Texas,  Baker  Hotel, 
Texas  M.  P.  T.  O.  convention. 

Dec.  8-9. — Columbus,  O.,  annual  meeting 
M.  P.  T.  0.  of  Ohio. 


Exhibitors  Trade  Review 


Irvine  Lesser  Adds 
Another  to  Chain 


Carrying  out  its  policy  of  giving  import- 
ant nearby  cities  "Broadway  film  presenta- 
tions," the  Irving  Theatres  Corporation,  Irv- 
ing M.  Lesser,  president,  opened  the  palatial 
New  Memorial  Theatre  at  Beacon,  N.  Y., 
Thursday  night. 

The  New  Memorial  Theatre  is  possibly  the 
finest  theatre  of  its  size  and  type  outside  of 
the  larger  cities.  The  interior  has  been  gorg- 
eously decorated,  Robert  Sterling,  noted  New 
York  interior  decorator  having  been  placed 
in  charge  of  this  work.  Elaborate  stage  dec- 
orations were  furnished  by  Joe  Holak,  of  the 
New  York  studio.  Ritz-Carlton  chairs  and 
luxurious  loge  lounges  are  features  of  the 
seating  arrangement.  John  J.  Witlin  will  be 
manager  of  the  theatre. 

"Romola,"  starring  Lillian  Gish  was  the 
opening  bill. 

Irving  Theatres  Corporation  shortly  will 
add  the  Capitol  Theatre  at  Haverstraw,  New 
York,  to  its  growing  string  of  playhouses. 


Goldman-Skouras  Cons  olida t ion 
Comes  Out  of  St.  Louis 


ST.  LOUIS,  Mo.,  Oct.  23.— Merging  of 
the  interests  of  Skouras  Brothers  Enterprises, 
Inc.,  which  operates  the  Grand  Central  Thea- 
tre, Grand  and  Lucas  avenue;  the  West  End 
Lyric,  Delmar  boulevard  near  Euclid  avenue, 
and  the  Lyric  Skydome,  Delmar  boulevard  at 
Taylor  avenue,  with  the  Kings  Theatre  owned 
by  William  Goldman  was  revealed  Tuesday, 
October  20,  with  the  filing  of  an  operating 
agreement  involving  the  theatres  in  the  office 
of  Recorder  of  Deeds  William  Tamme. 
_  The  agreement  provides  for  the  organiza- 
tion of  a  new  corporation  to  operate  the 
four  houses.  It  will  have  1000  shares  of  no 
par  value  stock  of  which  Spyros  and  Charles 
Skouras  will  control  55  per  cent  and  Gold- 
man 45  per  cent.  The  agreement  was  dated 
March  18,  1925,  and  is  to  become  operative 
within  thirty  days  after  the  completion  and 
opening  of  the  Ambassador  Theatre,  Seventh 
and  Locust  streets,  being  erected  by  Skouras 
Brothers. 

As  is  known  the  Ambassador  and  the  Mis- 
souri Theatre,  Grand  boulevard  at  Lucas  av- 
enue, controlled  by  Famous  Players  Lasky 
Corporation  will  be  operated  by  Skouras 
Brothers  as  Paramount  first  run  houses. 
Papers  In  that  deal  have  not  yet  been  signed. 

Goldman  and  the  Skouras  brothers  will  be 
managers  of  the  new  chain.  Goldman  will 
receive  $12,500  as  annual  salary  and  the 
Skouras  brothers  $8750  each. 

A  new  name  for  the  corporation  will  be 
agreed  upon  and  if  no  name  can  be  selected 
by  the  managers  it  will  be  designated  by  Sam 
B.  Jeffries,  an  attorney  who  is  a  member  of 
the  Board  of  Directors  of  Skouras  Brothers 
Enterprises. 

The  new  corporation  will  pay  an  annual 
rental  for  the  Grand  Central  Theatre  to  the 
company  organized  by  Skouras  Brothers  to 
construct  and  operate  the  new  Ambassador 
Theatre.  The  agreement  provides  that  1 
rental  must  be  paid  before  any  rentals  are 
paid  on  the  account  of  the  other  theatres. 

Skouras  Brothers  will  receive  $15,000  an- 
nual rental  for  the  West  End  Lyric  and 
$10,000  for  the  Lyric  Skydome  plus  18  per 
cent  of  the  gross  receipts  of  that  theatre 
above  $55,555  annually.  Goldman  will  lease 
the  Kings  theatre  for  $20,000  annual  rental. 

Universal  May  Figure 

The  parties  further  agree  that  in  the  event 
the  Grand  Central   Theatre  is  leased  to  Uni- 


versal Pictures  Corporation  under  arrange- 
ments heretofore  made  Goldman  shall  re- 
ceive 50  per  cent  of  the  profits  arising  out 
of  the  operations  of  the  theatre  under  such 
lease  and  shall  be  the  owner  of  half  interest 
in  the  lease  during  a  period  of  20  years. 

It  has  been  known  for  some  time  that  Uni- 
versal Pictures  has  been  seeking  the  Grand 
Central  as  a  St.  Louis  first  run  and  would 
move  into  that  house  when  the  new  Am- 
bassador opens.  One  unconfirmed  report 
was  that  an  annual  rental  of  $100,0Qi  would 
be  paid  for  Grand  Central. 

The  lease  on  the  Grand  Central  only  ap- 
plies to  the  theatre  and  does  not  involve  the 
stores  on  the  first  floor  nor  the  offices  occu- 
pied by  Skouras  Brothers,  the  St.  Louis 
Amusement  Company,  etc.,_  on  the  second 
floor.  The  Lyric  Skydome  lease  only  applies 
to  the  Skydome  proper,  its  entrances  and  ex- 
its, etc. 

The  arrangements  between  Goldman  and 
Skouras  Brothers  and  between  Harry  Koplar 
and  Skouras  Brothers  paves  the  way  for 
other  deals  involving  from  twelve  to  twenty- 
five  other  theatre  in  various  parts  of  St.  Lduis 
and  nearby  towns. 

*  '  ♦  * 

Schine  Chain  After 

Thompson  Theatre 

ROCHESTER,  N.  Y.— The  Schine  The- 
atrical corporation  is  about  to  purchase  the 
Plymouth  theatre  here  for  $85,000.  The 
owner  of  the  property  is  Thomas  G.  Thomp- 
son, formerly  of  393  Wellington  avenue,  ad- 
judged incompetent  nearly  a  year  ago,  and 
sent  to  an  institution.  Acting  as  a  com- 
mittee for  Thompson  were  his  daughter, 
Edith  V.  Thompson  and  Attorney  E.  Reed 
Shutt.  The  committee,  acting  in  the  interest 
of  Thompson,  found  it  best  to  dispose  of  the 
property. 

The  purchase  will  involve  the  taking  over 
of  a  first  mortgage  for  $16,000  held  by  the 
Monroe  County  Savings  Bank  and  a  second 
mortgage  for  $42,000  held  by  the  Fitzhugh 
Realty  company.  At  the  present  time  trie 
Glove  City  Realty  company  holds  a  ten  year 
lease  on  the  building  which  will  expire  July 
31,  1934.  The  amusement  concern  is  given 
the  privilege  of  either  renewing  the  lease  for 
another  ten  year  span,  or  buying  the  building 
at  any  time  for  agreed  price  of  $115,000. 


October  24,  1925 


13 


NEWS  OF  THE  WEEK 

As  Reported  in  Exhibitors  DAILY  REVIEW 


CONTRACT  UP 
BEFORE  T.O.C.C. 

Hays   Document   Discussed  by 
Burkan  and  Bloch 

NEW  YORK,  October  21.— The  meeting 
of  the  Theatre  Owners'  Chamber  of  Com- 
merce yesterday  drew  a  crowd  in  the  expec- 
tation that  James  J.  Walker  would  be  pres- 
ent, but  he  failed  to  appear. 

The  most  important  business  of  the  session 
centered  around  the  new  Hays  contract, 
which  was  discussed  by  Nathan  Burkan,  As- 
semblyman Bloch  and  others.  Burkan  ex- 
pressed the  view  that  the  new  Hays  form  is 
too  lengthy  and  lacks  the  elements  of  pro- 
tection the  exhibitor  has  a  right  to  expect. 
There  was  some  discussion,  also,  of  the 
Burkan  and  Seider  contracts.  It  was  finally 
decided  to  distribute  copies  of  the  Hays  form 
immediately,  with  the  understanding  that  the 
directors  will  consider  it  at  a  meeting. 

*  *  * 

Arlen  Goes  West;  Pola's  Pic- 
tures Not  Mentioned 

Michael  Arlen,  author  of  the  "The  Green 
Hat"  and  "These  Charming  People,"  now 
current  on  Broadway,  left  last  Friday  for 
the  Lasky  studio  in  Hollywood.  He  will  as- 
sist in  the  adaptation  of  one  of  his  own 
short  stories  for  Paramount  and  also  will 
prepare  originals. 

*  *  * 

Shuberts  Won't  Build 

ST.  LOUIS,  MO.— The  Shuberts  have  pur- 
chased the  Rialto  Theatre,  318  North  Grand 
Boulevard,  to  replace  the  Shubert-Jefferson, 
Twelfth  and  Locust  Boulevard,  which  closes 
for  the  last  time  October  31.  The  price  paid 
is  said  to  have  been  $400,000.  The  Rialto  seats 
1,803  persons  and  the  Shubert-Jefferson  1,681. 
The  Shuberts  have  abandoned  plans  to  build 
in  St.  Louis,  it  is  said. 

Woody  on  Tour  Next  Week 

John  S.  Woody,  general  manager  of  Asso- 
ciated Exhibitors,  leaves  next  week  for  his 
first  tour  of  the  exchanges  since  Associated 
reorganized.  Sales  plans  for  the  company's 
"Triumphant  Thirty,"  with  particular  refer- 
ence to  "The  Skyrocket,"  will  be  discussed. 

Columbia  Not  to  Retrench 

Columbia  Pictures,  through  an  official,  de- 
nies the  story  published  in  a  theatrical  weekly 
that  it  will  retrench  in  production.  This  sea- 
son's output  of  eighteen  is  complete.  Re- 
trenchment is  impossible. 

DISCONTINUES  VAUDEVILLE 

COLUMBUS,  O.  —  Pantages  vaudeville 
bookings  shown  in  combination  with  motion 
pictures  at  the  James  Theatre,  have  been 
discontinued,  probably  indefinitely,  William 
M.  James  indicated  in  announcing  independent 
bookings.  The  change  was  made  to  compete 
with  the  split  week  of  the  B.  F.  Keith  inter- 
ests in  Columbus. 


George  J.  Shade 

SCHADE  MAKES  FIGHT 
FOR  RE-ELECTION 

SANDUSKY,  O,  Oct.  19.  — George  J. 
Shade,  owner  and  manager  of  the  Schade 
Theatre  here,  is  in  the  midst  of  a  campaign 
for  re-election  to  the  City  Commission,  the 
five-man  body  governing  Sandusky  under  a 
charter. 

When  four  years  ago  this  month  Schade 
became  a  candidate  for  a  commissionership, 
the  political  powers  that  ruled  in  Sandusky, 
"laughed  up  their  sleeves,"  so  to  speak. 

But  during  his  tenure  of  office  Schade  has 
saved  the  taxpayers  of  Sandusky  something 
like  $100,000  on  a  paving  proposition  and  in  a 
recent  fight  involving  the  health  of  his  city, 
brought  the  health  department  to  action  in 
double  quick  time. 

"THE  BIRTH"  and  "GREED" 
TAXED  and  BARRED 

HARTFORD,  Conn.— "Greed"  and  "The 
Birth  of  a  Nation"  were  banned  by  the  mayor 
of  Hartford,  after  having  been  passed  and 
taxed  by  State  Agent  Splaine.  The  tax: 
on  "Greed"  was  $100,  and  this  amount  is  ap- 
parently lost  to  the  distributors.  Benedict  M. 
Holden,  associate  counsel  for  the  M.  P.  P. 
D.  A.,  said  that  the  mayor's  right  to  revoke  a 
film  license  was  merely  "a  fire  prevention 
provision"  and  that  he  is  endeavoring  to 
"out-Splaine  Splaine." 


BRITISH  BOARD 
GETS  PROPOSALS 

Anti-American    Propaganda  Is 
Rife  in  England 

LONDON.-The  Board  of  Trade  has  re- 
ceived concrete  proposals  from  a  committee 
of  the  C.  E.  A.,  composed  of  exhibitors 
manufacturers  renters  and  producers,  for 
the  defense  of  British  films  against  the 
American  invasion." 

The  proposals  include: 

Scheme  for  a  compulsory  proportion  of 
British  films  in  every '  publicly  exhibited  pro- 
gram. This  follows  the  plan  adopted  by  Vic- 
toria, Australia  of  a  mandatory  1,000  feet  of 

after5  June  1  pictUre  Pro&rams 

The  creation  of  a  National  Film  Studio 
A  him  quota  plan  on  the  idea  of  the  Ger- 
man kontingent,"  which  obliges  distributors 
to  acquire  one  native  film  for  every  foreien 
film  imported.  The  latter  plan  would  be  in 
modified  ratio. 

It  is  thought  that  one  or  two  of  these 
plans  will  be  adopted  this  winter. 

*  *  # 

More  Money  Brought  Into 
Weaver  Productions 

TACOMA  Wash.,  Oct.  ^.-Reorganiza- 
tion of  the  H.  C.  Weaver  Productions,  Inc. 
of  Tacoma,  effected  last  Tuesday  with  the 
formation  of  a  new  executive  board  com- 
posed of  a  group  of  Tacoma  financiers,  was 
completed  at  a  meeting  held  last  Wednesday 
when  officers  were  elected.  Men  with  millions 
now  head  the  enterprise. 

*  *  * 

Fox  Buys  Film  Rights 

William  Fox  has  secured  the  film  rights 
to  the  next  ten  plays  to  be  produced  by  Sam 
H.  Harris,  theatrical  producer.  The  next  play 
opens  tonight  in  Philadelphia,  called  "The 
Wolf  at  the  Door.  To  follow  that  will  be  a 
play  called  "The  Dark,"  by  Martin  Brown, 
author  of  "Cobra." 

*  *  * 

First  National  Bookings 

Among  the  recent  important  bookings  made 
by  First  National  are  those  of  "The  Lost 
World,"  at  the  Rivoli  Theatre.  Baltimore'* 
first  run,  and  Frank  Lloyd's  "Winds  of 
Chance"  at  the  Metropolitan  in  Washington 
and  at  the  Lyric  in  Cincinnati. 

"The  Lost  World"  continues  to  attract  ca- 
pacity audiences  and  to  break  house  records 
throughout  the  country.  "Winds  of  Chance" 
has  developed  into  one  of  First  National's 
big  money  mak-.-rs  of  the  year. 

*  *  * 

Elinor  Glyn  Free  Lance 

Before  leaving  for  the  coast,  Madame 
Elinor  Glyn,  interviewed  at  the  Ambassador 
Hotel  regarding  her  future  activities,  stated 
that  she  has  definitely  severed  her  connection 
in  the  most  amicable  spirit  with  the  Metro- 
Goldwyn-Mayer  organization,  after  a  cordial 
co-operation  of  over  two  years  in  which  she 
made  for  them  such  successes  as  "Three 
Weeks,"  "His  Hour,"  etc. 


Exhibitors  Trade  Retiew 

Won't  Play  Roach  Comedies 
On  Seven  Weeks  Basis 


14 

MILWAUKEE  NO 
FIZZLE— SEIDER 

New  Jersey  M.  P.  T.  O.  Head 
Denies  Johnston  Editorial 

New  York,  October  20. — The  statement 
made  in  an  editorial  published  by  Motion 
Picture  News  last  week  over  the  signature 
of  Editor  William  A.  Johnston  that  "the 
Milwaukee  convention  has  been,  so  far  as  we 
can  see,  a  fizzle,"  drew  a  forceful  denial  yes- 
terday from  Joseph  E.  Seider,  president  of 
the  M.  P.  T.  O.  of  N.  J. 

"The  Milwaukee  convention  was  in  no 
sense  a  fizzle,"  said  Mr.  Seider.  "It  resulted 
in  tangible  and  substantial  benefits  to  exhibi- 
tors throughout  the  country  and  gave  the  in- 
dependents a  large  volume  of  business  that 
they  would  not  have  had  if  the  plans  laid  at 
Milwaukee  had  not  been  worked  out.  In 
fact,  the  independent  producers  were  enabled 
to  go  out  and  sell  a  large  amount  of  product 
that  they  wouid  not  have  dared  consider  mak- 
ing if  it  had  not  been  for  the  support  and 
encouragement  the}'  received  at  Milwaukee 
and  through  the  Play  Date  Bureau  and  the 
M.  P.  T.  O.  A." 

*  *•  # 

YITAGRAPH  SMITHS 
COME  BACK 

Albert  E.  Smith,  former  head  of  Vita- 
graph,  will  return  to  the  production  field  be- 
fore long,  it  is  reported,  as  backer  of  a  series 
of  btg  features  to  be  directed  by  David 
Smith,  formerly  one  of  the  chief  Vitagraph 
directors. 

$   $  $ 

Capitol's  6th  Year 

Next  week  marks  the  sixth  anniversary  of 
the  Capitol  Theatre  and  Major  Edward 
Bowes,  managing  director,  plans  to  celebrate 
the  event  with  a  festive  program.  Buster 
Keaton's  new  comedy,  "Go  West,"  will  be 
the  principal  source  of  merriment.  Major 
Bowes  and  his  staff  have  prepared  a  brilliant 
surrounding  program,  on  which  will  appear 
all  of  the  Capitol's  popular  soloists  and 
dancers. 

*  #  * 

Welhnont  Case  To 

Trial  in  November 

Louis  Phillips,  counsel  for  Apollo  Ex- 
change, in  the  action  against  the  Well- 
mont  Theatre,  Montclair,  N.  J.,  to  enforce 
arbitration,  told  Exhibitors  Daily  Review 
that  the  case  would  go  to  trial  before  a  jury 
and  that  he  expects  it  to  be  set  down  for 
a  day  early  in  November. 

*  *  * 

Olcott  Wants  to  Quit  Famous 

Negotiations  between  Sydney  Olcott  and 
Famous  Players  relating  to  a  contract 
whereby  Olcott  is  expected  to  make  one 
more  picture,  has  reached  no  satisfactory 
conclusion.  It  is  known  that  Olcott  objects 
to  the  restrictions  under  which  he  has  been 
working  on  his  recent  Paramount  releases 
and  feels  that  he  should  be  allowed  to  ex- 
ercise reasonable  directorial  supervision  if 
he  is  to  complete  the  contract.  It  is  under- 
stood that  the  outstanding  difficulty  has 
arisen  over  the  class  of  stories  tendered 
him,  and  that  he  feels  his  prestige  would  be 
impaired  if  he  were  to  proceed  with  Famous 
on  the  basis  of  which  he  has  been  working. 


GRAU  HERE  TO 
STUDY  SITUATION 

At  a  meeting  yesterday  at  which  were 
present  Major  Alexander  Grau,  director  of 
UFA,  and  his  colleague,  Dr.  Nicholas  Kauf- 
mann ;  also  F.  Wynne-Jones  and  a  repre- 
sentative of  Exhibitors  Daily  Review,  Mr. 
Wynne- Jones  stated : 

"Major  Grau  is  ready  to  introduce  300 
scientific  short  subjects,  of  a  diverse  educa- 
tional nature,  all  uniquely  adapted  to  popular 
taste.  So  certain  are  we  of  a  real  demand 
among  exhibitors  for  these  films,  that  unless 
we  can  effect  a  deal  with  the  highest  calibre 
type  of  distributor,  we  will  go  ahead  and  es- 
tablish a  national  system  of  exchanges  of 
cur  own." 

*  *  * 

Berman  Welding  Chain 

As  Independent  Outlet 

PHILADELPHIA— Lou  Berman,  owner 
of  the  Independent  Film  Exchange  here,  has 
bought  the  Victory  Theatre,  Baltimore,  a 
1,500  seat  house.  Berman  already  owns  the 
Savoy  in  Bethlehem  and  the  Strand  in  Shen- 
andoah and  has  plans  under  way  for  thea- 
tres in  South  Bethlehem  and  Easton,  Pa. 

Berman  holds  the  franchise  here  for  the 
Chadwick  and  Tiffany  products  and  is  de- 
veloping a  theatre,  chain  to  insure  adequate 
play  dates  for  his  features. 

*  *  * 

Picture  Fire  in  Utica 

UTICA,  N.  Y. — During  a  performance  of 
motion  pictures  at  Grange  Hall,  Brookfield, 
fire  broke  out,  destroying  the  hall,  the  plant 
of  the  Brookfield  Courier  and  several  other 
properties  in  the  heart  of  the  village,  caus- 
ing a  loss  of  $16,000. 

*  *  * 

Settle  With  Operators 

SALT  LAKE,  U. — A  compromise,  has 
been  effected  between  the  managers  of  local 
theatres  and  the  operators.  Carl  A.  Porter, 
manager  of  the  Victory  Theatre,  stated  that 
part  of  the  demands  of  the  operators  were 
met,  and  everybody  was  on  the  job  again. 

Valentine  Takes  New  Part 

R.  S.  Valentine,  former  branch  manager 
of  Pathe's  Des  Moines  office,  has  been  pro- 
moted to  the  post  of  Southern  District 
manager.  He  is  at  present  in  New  York, 
where  he  will  stay  for  a  few  days  before 
leaving  for  the  South.  Oscar  Morgan,  who 
vacates  this  post,  becomes  manager  of  the 
Dallas  branch  at  his  own  request. 

*  *  * 

Zukor  First  A.  M.  P.  A.  Guest 

At  the  meeting  of  the  A.  M.  P.  A.  yes- 
terday President  Allvine  announced  that 
Adolph  Zukor  would  attend  next  week's 
luncheon.  He  heads  the  list  of  twelve  men 
selected  as  the  industry's  greatest  by  A.  M. 
P.  A.  vote. 


Following  a  complaint  that  Pathe  was 
offering  the  U.  B.  O.  seven  weeks'  protec- 
tion on  the  showing  of  Hal  Roach  come- 
dies, Charles  O'Reilly,  on  behalf  of  the 
T.  O.  C.  C,  said: 

"This  seven  weeks'  protection  to  the  Keith 
houses  on  Hal  Roach  comedies  is  all  wrong 
and  incompatible  with  the  treatment  that 
exhibitors  have  been  led  to  rely  on  in  sign- 
ing contracts  for  these.  It's  true,  the  con- 
tracts don't  stipulate  any  definite  period  that 
must  elapse  between  the  Keith  showings, 
and  that  of  the  next  run,  but  on  past  prac- 
tice the  exhibitor  has  beed  led  to  expect  his 
film  seven  days  after.  But  seven  weeks  I 
It's  preposterous,  and  we  simply  won't  play 
them  on  that  basis. 

"Why,  even  in  a  court  of  law,  precedent 
is  an  important  factor  in  deciding  a  case, 
and  it's  on  precedent,  chiefly,  that  we're 
basing  our  contention.  If  Pathe  insists  on 
this  seven  weeks'  protection  idea,  it  is  in  a 
sense  breaking  faith  with  the  exhibitors,  for 
the  latter  were  guided  by  past  experience- 
allowing  for  seven  day  intervals— when  they 
signed  contracts  on  these  Roach  pictures. 
It  would  be  a  different  thing  if  the  contracts 
definitely  stated  that  the  pictures  wouldn't  be 
delivered  for  seven  weeks.  Then  tke  ex- 
hibitor, in  signing,  would  know  exactly  what 
he's  up  against.  But  the  contracts  merely 
state  that  the  films  will  be  delivered  nfter 
the  first-run.  After,'  by  precedent,  means 
about  seven  days  later,  and  any  new  con- 
struction on  the  term  by  the  distributor  is 
a  gross  imposition  on  the  exhibitor,  who  ac- 
cepts it  in  the  belief  that  past  practice  will 
govern  the  transaction. 

"These  distributor-exhibitor  ills  and  mala- 
dies have  been  going  on  for  eight  years," 
went  on  Mr.  O'Reilly.  "What  the  business 
really  needs,  and  never  has  had,  is  a  real 
medicine  man ;  one  who  can  actually  offer 
cures,  not  merely  diagnose  disease.  And 
that's  what  the  industry  hasn't  got  at  pres- 
ent." 

Inquiries  at  the  Pathe  office  and  at  the 
New  York  Exchange  could  elicit  no  state- 
ment in  regard  to  Pathe's  position  in  the 
matter. 

B.  and  K.  Bow 

CHICAGO.— The  censors  versus  Balaban 
&  Katz  has  resulted  in  a  triumph  for  the 
former.  Alleged  objectionable  scenes  were 
deleted  from  "Her  Sister  from  Paris"  and 
the  film  allowed  to  continue. 

£ 

Marion  Davies'  N.  Y.  Premiere 

The  New  York  premiere  of  Marion 
Davies  in  her  latest  photoplay,  "Lights  of 
Old  Broadway,"  will  take  place  Sunday, 
November  1st,  at  the  Capitol  Theatre.  This 
picture  represents  Miss  Davies'  first  starring 
vehicle  for  Metro-Goldwyn-Mayer. 


October  24,  1925 


15 


A  GIFT 

for  every  Exhibitor  who 
knows  His  Business ! 


Here  is  a  famous  ar- 
tist's impression  of  a 
well  known  motion 
picture  star.  Do  you 
know  who  she  is? 
What  picture  she  is  ap- 
pearing in  at  present, 
and  where? 


If  you  know  your  busi- 
ness, if  you  read  the 
Exhibitors  DAILY  RE- 
VIEW, you  will  know 
everything  about  her. 
It  is  a  paper's  business 
to  give  you  news.  It  is 
vour  business  to  read. 


An  impression  by  Zero 


There  is  a  Full  Month's  Subscription 
to  the  Greatest  Daily— FREE— 

if  you  can  fill  out  the 
Coupon  correctly. 
Read  Exhibitors 
DAILY  REVIEW. 


Editor 

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

I  know  my  business,  I  read  the  papers.  Her 

name  is  ,  and  her 

latest  picture  is   "  

which  she  made  for   

The  picture  opened  at  the   


Theatre,  N.  Y.,  on  October  17,  1925. 


All  the  News  When  It  Is  News 

(Offer  Expires  Oct.  31,  1925) 


My  Name 
Theatre  . 
Address  . 


16 

PATHEX  CAMERA 
SELLING  FAST 

New  Territory  Opened  Weekly  on 
Amateur's  Machine 

EW  territory  is  being  opened  weekly, 
in  the  distribution  of  the  Pathex  morion 
picture  camera-projector  combination,  which 
permits  the  amateur  operator  to  make  his  own 
movies  and  then  show  the  finished  product 
in  his  own  home. 

Within  the  last  month  advertising  cam- 
paigns have  been  started  in  leading  newspa- 
pers of  Pennsylvania,  Ohio,  Illinois,  Wiscon- 
sin and  Oklahoma  as  well  as  in  Washington, 
D.  C,  and  plans  are  now  under  way  to  intro- 
duce the  new  product  in  the  middle  west  and 
on  the  Pacific  coast. 

That  the  new  camera  quickly  registered 
with  the  public  is  shown  by  the  fact  that  at 
the  World's  series  in  Pittsburgh  and  Wash- 
ington last  week,  several  were  seen  on  the 
field,  their  owners  taking  great  delight  in 
filming  both  plays  and  players  in  the  baseball 
championship  series. 

Commending  itself  to  the  layman  because 
of  its  unusual  compactness,  the  combination 
of  camera  and  projector  is  small  enough  to  be 
carried  in  a  medium-sized  handbag  as  the  to- 
tal weight  of  both  machines  is  about  five 
pounds.  The  operation  of  both  camera  and 
projector  has  been  so  simplified  as  to  he 
almost  automatic  and  each  will  produce  per- 
fect results  even  in  the  most  unskilled  hands. 

The  ready-made  films  for  home  projection, 
designed  for  the  use  of  the  projector  only, 
are  also  finding  a  ready  market.  Among  the 
subjects  already  distributed  are  reels  on  ani- 
mal life,  industry,  art,  science,  travelogues, 
sports,  animated  cartoons,  dramatic  pictures 
and  comedies.  Included  among  these  film 
numbers  are  some  of  the  early  and  most  not- 
able Triangle  releases  in  which  Douglas  Fair- 
banks, Mary  Pickford,  Charlie  Chaplin,  Lil- 
lian Gish  and  other  screen  celebrities  of  ihe 
past,  present  and  future  rose  to  international 
fame.  To  this  long  list  new  subjects  are  be- 
ing added  weekly  so  that  every  variety  of 
screen  entertainment  will  be  covered  by  sev- 
eral subjects. 

*  *  * 

Cohn  Brings  Oat 
Two  New  Directors 

Much  has  been  written  and  said  about  new 
faces  on  the  screen,  but  it  is  the  firm  belief 
of  Harry  Cohn,  president  of  the  Waldorf 
Studios,  that  the  screen  needs  new  directors. 

Tony  Gaudio,  for  the  past  four  years  chief 
cameraman  for  Norma  Talmadge,  has  just 
completed  his  first  directorial  effort,  "The 
Price  of  Success,"  and  Mr.  Cohn  was  so 
pleased  with  his  work  that  he  immediately 
signed  him  to  direct  his  next  Waldorf  pro- 
duction, "Sealed  Lips,"  with  Dorothy  Revier 
and  Cullen  Landis. 

The  other  director  find  of  Mr.  Cohn's  is 
Frank  Strayer,  who  for  the  past  five  years 
has  been  assistant  to  Harry  Beaurhont.  Mr. 
Strayer's  first  picture  was  "Enemy  cf  Men." 
This  picture  proved  such  a  success  that  Mr. 
Cohn  immediately  re-engaged  him  to  direct 
"The  Penalty  of  Jazz."  For  his  next  picture 
Mr.  Strayer  has  been  assigned  to  direct  "The 
Lure  of  the  North,"  a  dog  story  . 

*  *  * 

CAST  FOR  NEXT  PRODUCTION 

With  the  engagement  of  Forrest  Stanley 
for  the  leading  male  role,  Cohn  an- 
nounces the  following  members  of  the  cast 
which  will  support  Dorothy  Revier  in  "The 
Penalty  of  Jazz,"  Tom  Ricketts,  Ethel  Wales, 
Maude  Wayne,  Frank  Wood  and  Erwin 
Connely. 


Exhibitors  Trade  Review 


Nick  Altrock,  Washington  Baseball  Comedian,  "shoots"  Governor  Pinchot,  of  Penn- 
sylvania, at  the  first  game  of  the  recent  world  series  in  Pittsburg.    Nick  is  using  the 

New  Pathex 


M-G-M's  Trackless  Train 
Rolls  Into  Los  Angeles 


|%/|  ETRO-GOLDWYN-MAYER's  Track- 
less  Train  has  reached  Los  Angeles  and 
has  been  accorded  the  most  sensational  re- 
ception ever  celebrated  on  the  Coast.  The 
special  headed  a  parade  of  floats  one  mile 
long,  blocking  all  traffic  and  drawing  cheers 
from  the  thousands  who  lined  the  sidewalk 
along  the  fifteen  mile  route  taken  by  the  train. 
This  route  led  through  the  busiest  section  of 
Los  Angeles  through  Hollywood  and  Beverly 
Hills  to  the  studio  in  Culver  City. 

The  vehicle  was  met  at  the  city  limits  by 
Mayor  George  Cryor  and  prominent  city  and 
county  officials,  including  Boyle  Workman, 
President  of  the  City  Council  and  I.  Birn- 
baum,  Chairman  of  the  Police  Commission. 
Irving  G.  Thalberg,  Harry  Rapf,  Hunt 
Stromberg,  associate  studio  executives  and 
Edward  J.  Mannix,  studio  manager,  rode  at 
the  head  of  the  parade,  which  included  floats 
from  the  studio,  from  Loew's  State  Theatre, 
from  Grauman's  Egyptian,  from  various 
West  Coast  Theatres  and  from  the  local  ex- 
change. A  large  military  escort  from  Fort 
McArthur  accompanied  the  parade,  in  which 
stars  and  players  from  the  Culver  City  Stu- 
dios rode  in  their  own  machines.  Lon 
Chaney,  Jackie  Coogan,  Marion  Davies,  John 
Gilbert,  Mae  Murray,  Ramon  Novarro,  Nor- 
ma Shearer,  Eleanor  Boardman,  Aileen  Prin- 
gle,  Pauline  Starke,  William  Haines,  Carmel 
Myers,  Conrad  Nagel,  Sally  O'Neill,  Bert 
Roach  and  others  were  recognized  and  cheer- 
ed by  the  enthusiastic  crowds.  Three  stopL 
were  made,  the  first  on  the  new  Ninth  Street 
viaduct,  the  second  at  the  City  Hall,  where 
the  Municipal  officials  disembarked  and  the 
third  before  the  Egyptian  Theatre.  At  each 
of  these  points  enormous  crowds  collected. 

The  sensational  success  of  the  special's  trip 
across  the  continent  has  not  been  exceeded  in 
the  annals  of  motion  picture  exploitation.  Ex- 
hibitors in  towns  through  which  it  passed  are 
unanimous  in  describing  it  as  the  greatest 
ballyhoo  ever  staged  in  the  history  of  the  in- 
dustry. Ten  thousand  one  hundred  and 
twenty-one  miles  of  territory  have  been  tra- 
versed on  its  historic  trip,  according  to  Con- 


ductor Edward  Carrier,  who  has  had  con- 
tinuous charge  of  the  special,  and  it  has  ar- 
rived on  the  coast,  he  reports,  in  excellent 
condition. 

Enormous  difficulties  were  encountered  and 
successfully  overcome  on  the  train's  trip. 
Muddy  roads  which  made  travelling  exceed- 
ingly difficult  for  the  heavy  transport  were 
encountered,  especially  in  Oklahoma  and 
northern  Texas,  where  some  of  the  heaviest 
rains  recorded  in  these  districts  made  the 
roads  almost  impassable.  In  Michigan  a 
cloudburst  carried  away  a  bridge,  making  it 
necessary  for  the  crew  to  choose  between 
making  a  very  long  detour  and  constructing 
an  emergency  bridge.  The  latter  course  was 
taken,  thereby  enabling  the  train  to  arrive  at 
its  next  stop,  where  crowds  awaited  it  in  the 
rain,  with  the  loss  of  only  two  hours  in  time. 
Newspapers  throughout  the  country  repeated- 
ly described  the  train  as  "  a  greater  attraction 
than  a  circus  parade." 

The  special  is  shortly  to  extend  its  trip 
from  Los  Angeles  to  San  Francisco. 

*  *  * 

"BROKEN  HEARTS"  POSTPONED 

The  release  of  "Broken  Hearts,"  the  Jaffc 
Art  Film  production  directed  by  Maurice 
Schwartz  and  starring  Lila  Lee,  has  been 
postponed.  This  regular  length  feature  sched- 
uled for  release  on  October  25  has  gone 
through  very  rigid  editing.  In  the  final  film- 
ing, it  was  discovered  that  in  the  man-hunt- 
ing scenes,  picturing  the  fierce  Russian  Cos- 
sacks pursuing  the  hero,  a  fugitive  from 
justice,  a  slight  error  in  the  costuming  had 
passed  the  vigilant  eyes  of  the  editors.  The 
scene  will  be  retaken. 

*  *  * 

SCHENCK  SIGNS  FOREIGN  STAR 

Tullio  Carminati,  leading  man  and  man- 
aging director  for  Eleanor  Duse  during  her 
last  tour  in  Italy  in  1921  and  1922,  and  well 
known  screen  star  in  Italy,  Germany  and 
South  America,  has  signed  a  three-year  con- 
tract with  Joseph  M.  Schenck  as_  leading 
man  in  Talmadge  and  other  productions. 


October  24,  1925 


11 


What  is  the  Real  Strength 
of  Picture  Theatres? 


lonos 


CI  AN  a  subject  of  national  importance  be  viewed  and 
*  aired  by  the  opinions  of  motion-picture  theatre 
goers?  Do  they,  as  a  class,  constitute  the  Smiths 
and  Joneses  of  America?  Mr.  William  Phillips,  from 
Newport,  Kentucky,  thinks  they  are.  Mr.  Phillips  thinks 
that  these  people  are  the  ones  who  should  rightly  pass 
upon  the  prohibition  question.  And  furthermore,  he 
thinks  that  they  ought  to  do  so  while  attending  the 
theatre.  Read  what  Mr.  Phillips  writes.  It  is,  at  least, 
interesting. 


Newport,  Ky. 

Mr.  Willard  C.  Howe,  Editor, 
Exhibitors  Trade  Review, 
New  York,  N.  Y. 

My  Dear  Mr.  Howe: — 

Would  you  listen  to  this  for  a  moment? 
I  thank  you. 

Let  us,  you  and  I,  start  something.  It  may 
not  do  any  good,  still  I  am  positive  it  will 
create  a  lot  of  interest. 

This,  the  greatest  country  in  the  world, 
increasingly  groaning  and  moaning;  evi- 
dently lamenting  a  great  mistake  that  it  has 
made,  and  by  all  gods  of  the  olden  Greeks, 
it  appears  impossible  to  mend  the  mistake. 
But,  "Where  there  is  a  will,  there  is  a  way." 
The  will  lies  with  the  people;  the  way,  with 
the  theatre — the  screen. 

Now  then:  get  up  and  call  upon  every 
theatre  manager  on  the  face  of  these  United 
States  to  show  his  appreciation  and  courtesy 
to  the  people  of  America,  by  placing  a  ballot 
box  in  the  lobby,  and  let  them  vote  and  voice 
their  opinions.  Then  let  some  screen  repre- 
sentative carry  the  echo  to  Washington,  and 
thus  open  the  way  to  give  the  public  a  chance 
to  recall  their  mistake.  Give  them  a  chance 
for  a  second  life.  The  screen  can  and  will 
do  it.  Take  this  up  and  you  will  never  re- 
gret it,  and  bear  in  mind  it  has  been  proven 
more  than  once  that  the  dry  affair  is  a  fail- 
ure. While  the  government  is  spending  mil- 
lions cf  r1~1i~ro  t-o  enforce  the  law,  hundreds 
of  pcph  l^r.e  their  lives  cn  account  of  it. 


What  good  does  this  struggle  do,  or  has 
done?  None.  More  murders  going  on  rec- 
ord since  the  dry  day  dawned  than  ever  be- 
fore. The  tense  feeling  is  mounting  up 
every  day.  under  the  supposition  that  the 
rich  have  it  and  always  will.  The  working 
man? — no  chance  in  God's  world. 

Bear  in  mind  further  that  the  family  that 
voted  it  dry  to  prevent  one  member  from  get- 
ting drunk  is  now  drinking  what  that  one 
member  is  making.  The  fellow  who  makes 
it  himself  drinks  it,  goes  blind  or  croaks. 
How  many  of  these  cases  have  you  heard? 
We  say  plenty. 

There  is  a  chance  here  for  a  screen  serv- 
ice to  go  down  in  history  and  all  following 
generations  will  remember  it  till  the  end  of 
the  world.  I  tell  you,  Mr.  Howe,  this  is 
possible.  Very  little  energy  is  required.  Let's 
start  this  and  see  where  it's  going  to  finish. 
And  I  don't  care  if  you  give  me  away. 
There  are  no  drys  left  to  murder  me.  They 
all  regret  it.  'Tis  apparent  and  I  know  there 
are  judges  even  who  hate  like  h  1  to  in- 
dict a  man  on  such  an  offense. 

Now  be  kind  enough  and  tell  me  your 
opinion  regarding  my  odd  suggestion. 

Very  sincerely  yours, 

(Signed)  Wm.  Phillips. 


18 


Exhibitors  Trade  Review 


Progressing  With  Pathe  News 


A    memorable    anniversary    for  Pathe 
News  reel.    Fifteen  years  of  world  events 
are  shown  on  this  page. 


15  Years  - 


At  the  Pathe  Anniversary  next  November 
14,  these  years  will  be  discussed  by 
American  leaders  of  industry  and  finance. 


October  24,  1925 


19 


Dawes  Will  Attend  Pathe 
Anniversary  Dinner 


Most  notable  guest  list  ever  assembled 
has  signified  its  desire  to  attend  gala 
celebration  marking  the  fifteenth  anni- 
versary of  the  Pathe  News  Reel 


/~VNE  of  the  most  significant  and  outstanding  events  in  the  history  of  the 
screen  is  the  tribute  paid  the  fifth  estate  by  the  large  and  representative  list 
of  distinguished  men,  headed  by  Vice-President  Dawes,  who  have  accepted  invi- 
tations to  attend  the  dinner  marking  the  fifteenth  anniversary  of  news  reels, 
which  will  be  held  under  the  auspices  of  Pathe  News  at  the  Hotel  Plaza  in  New 
York  on  November  14th. 


That  so  many  leaders  in  public  affairs 
outside  the  motion  picture  industry,  such 
as  the  Vice-President,  cabinet  members, 
foreign  ambassadors,  governors  of  states, 
senators  and  congressmen,  and  the  most 
renowned  financial,  scientific  and  profes- 
sional men  of  the  Nation,  including  chief 
executive  officers  of  the  Army  and  Navy, 
should  realize  the  import  of  this  occasion 
and  the  notable  achievement  in  screen 
journalism  which  it  commemorates,  proves 
conclusively  the  prominent  place  the  news 
reel  holds  in'  the  minds  of  the  people  of 
the  United  States. 

Celebrities  Will  Attend 

The  list  of  illustrous  men  who  have  an- 
nounced their  intention  of  paying  tribute 
to  the  news  reel  on  November  14th,  in- 
cludes, in  addition  to  the  Vice-President 
of  the  United  States,  Honorable  Curtis  D. 
Wilbur,  Secretary  of  the  Navy;  Honorable 
Hubert  Work,  Secretary  of  the  Interior; 
Senor  Don  Manuel  C.  Tellez,  Mexican 
Ambassador  to  the  United  States;  Baron 
Ago  von  Maltzan,  German  Ambassador; 
Ralph  O.  Brewster,  Governor  of  Maine; 
Alfred  E.  Smith,  Governor  of  New  York; 
E.  Lee  Trinkle,  Governor  of  Virginia; 
United  States  Senator  Coleman  DuPont; 
United  States  Senator  Royal  C.  Copeland; 
Thomas  A.  Edison,  noted  pioneer  film  in- 
ventor; Chauncey  Depew;  Owen  D. 
Young;  Frank  Hedley,  President  of  the 
Interborough  Rapid  Transit  Company;  W. 
W.  Atterbury,  Pennsylvania  Railroad;  P. 
C.  Crowley,  New  York  Central  Lines; 
William  Greene,  President  American  Fed- 
eration of  Labor;  D wight  F.  Davis,  newly 
named  Secretary  of  War;  Mayor  James 
M.  Curley  of  Boston;  Frank  D.  Water- 
man, Republican  Mayoralty  Candidate  for 
Democratic  Mayoralty  nominees  for  City  of 
New  York ;  Dr.  L.  W.  Rowe,  Director- 
General  of  the  aPn- American  Union  ;  Frank- 
lin Adams,  Counsellor  of  the  Pan-American 
Union ;  John  Clive  La  Gorce,  Associate 
Editor  of  the  National  Geographic  Society, 
and  Melville  E.  Stone,  Counsellor  of  the 
Associated  Press. 

The  United  States  Navy  will  be  repre- 
sented by  Rear-Admiral  Charles  P.  Plun- 
kett,  Commandant  of  the  First  Naval  Dis- 
trict; Admiral  Robinson,  Chief  of  Naval 
Operations;  Rear-Admiral  W.  A.  Moffett, 
Chief  of  the  Bureau  of  Aeronautics;  Ad- 
miral Leigh  Palmer;  Rear-Admiral  Wil- 
liam S.  Benson,  retired;  Major  General 
John  A.  Lejeune  Conmandant  Marine 
Corps.;  Captain  Walter  Gherardi,  Aide  to 
the  Secretary  of  the  Navy;  and  Mr.  T.  V. 


O'Connor,  Chairman  of  the  United  States 
Shipping  Board. 

The  Army  will  be  represented  by  Major 
General  John  L.  Hines,  Chief  of  Staff; 
Major  General  Mason  M.  Patrick,  Chief 
of  the  Air  Service;  Major  General  Charles 
P.  Summerall,  Commanding  the  Second 
Corps  Area,  which  includes  New  York 
City. 

Special   Guest  Trains 

A  special  train  on  the  Pennsylvania 
Railroad  has  been  chartered  by  Pathe 
News  to  convey  the  officials  to  the  dinner. 
Two  floors  have  been  engaged  in  the  Hotel 
Plaza  for  the  convenience  of  the  guests. 

In  discussing  the  forthcoming  celebra- 
tion with  a  representative  of  this  paper, 
Emanuel  Cohen,  Editor  of  Pathe  News, 
announced  that  the  dinner  is  intended  to 
emphasize  the  importance  of  the  fifteenth 
Anniversary  of  news  dissemination  by  mo- 
tion pictures. 

"Twenty-five  years  ago  the  flickering 
and  uncertain  cinematograph  showing  the 
horse  drawn  fire  engine  responding  to  a 
fire  aroused  a  wave  of  enthusiasm,"  de- 
clared Mr.  Cohen.  "Ten  years  later 
science  had  eliminated  the  eye-tiring,  un- 
certain and  cloudy  projection  of  moving 
pictures.  Charles  Pathe  was  the  pioneer 
in  the  news  film  field.  He  was  the  first 
to  perceive  the  miraculous  possibilities  of 
the  motion  picture  camera  as  the  world's 
most  accurate  reporter.  It  was  then  that 
the  first  attempt  was  made  to  organize  a 
world-wide  news  film  service. 

"The  development  of  the  ordinary  cam- 
era into  motion  portrayal  has  made  the 
African  jungles  almost  as  familiar  to  the 
peoples  of  the  world  as  the  Strand  in 
London  or  Broadway  in  New  York.  The 
news  film  has  reached  every  corner  of  the 
world  during  the  last  fifteen  years.  The 
news  film  serves  millions  of  subscribers 
in  the  farthest  corners  of  the  world.  It 
speaks  the  universal  language.  It  reaches 
all  grades  of  mentality  with  the  same  per- 
fection of  accuracy.  It  has  become  the 
most  accurate  reporter  of  news  and  events 
that  the  world  has  even  known.  It  has 
ceased  to  be  merely  an  entertainment.  It 
is  now  an  institution.  It  is  to  emphasize 
and  honor  this  achievement  that  the  dinner 
is  tendered." 

News  Reel  History 

Recalling  the  history  of  the  news  reel, 
Mr.  Cohen  said: 

"Since  the  inception  of  the  news  reel 
fifteen  years  ago,  when  news  in  motion- 


Emmanuel  Cohen,  Editor  of  Pathe  News,  assumed  the 
responsibilities   eleven  years   ago,   and  still   likes  it. 

pictures  was  first  systematically  assem- 
bled and  released  on  the  screen,  the  news 
reel  has  grown  tremendously  in  im- 
portance as  a  disseminator  of  up-to-the 
minute  news  to  the  public.  Originally,  the 
Pathe  News  was  known  as  the  Pathe 
Weekly  and  issued  once  a  week.  Eleven 
years  ago,  when  I  took  charge,  the  cam- 
era staff  consisted  of  five  men  all  located 
in  the  United  States.  For  foreign  news 
events  we  depended  upon  our  contact 
wkh  the  Pathe  Journal  of  France,  but 
this  proved  highly  unsatisfactory.  News 
events  photographed  by  foreign  camera- 
men were  entirely  lacking  in  the  American 
viewpoint,  as  might  be  expected,  so  it 
was  necessary  for  us  to  establish  a  staff 
of  cameramen  working  under  our  own  in- 
structions throughout  the  world.  Today 
we  have  a  grand  total  of  approximately 
1100  cameramen — staff,  semi-staff  and  cor- 
respondents— stationed  in  all  parts  of  the 
world. 

Equals  the  Daily  Newspapers 

"The  task  of  turning  out  two  issues  of 
Pathe  News  each  week — 104  each  year — 
is  of  a  magnitude  that  few  outside  the 
business  appreciate.  The  mere  directing 
of  the  activities  of  1100  cameramen  is  one 
that  requires  a  detailed  knowledge  of 
travel  and  communication  conditions  in 
the  remote  parts  of  the  earth  as  well  as 
in  well  settled  countries. 

"Furthermore,  it  is  not  merely  to  photo- 
graph these  events.  We  must  have  means 
of  rushing  the  negative  immediately  to 
New  York  in  order  that  it  may  be  dis- 
tributed to  the  public.  In  order  to  in- 
sure this  rapid  delivery  and  handling  it 
has  been  necessary  for  us  to  take  the 
matter  of  communication  into  our  own 
hands.  If  trains  or  steamers  are  not  avail- 
able, aeroplanes  are  called  into  service. 
Sometimes  all  three  are  called  upon  to 
provide  speedy  work. 

"Through  the  combined  efforts  behind 
the  news  reel  as  exemplified  by  Pathe 
News,  the  public  today  may  see  events 
of  the  moment  on  the  screens  of  their 
local  theatres  as  soon  and  often  sooner 
than  the  daily  newspapers  can  show  pic- 
tures of  the  happenings.  So  great  a,  fac- 
tor is  the  news  reel  in  the  field  of  motion 
pictures  that  no  program  is  considered 
complete  without  a  news  reel  of  topical 
events." 


20 


Exhibitors  Trade  Review 


"Triumphant  30"  Is  Name 
of  Associated  Series 


ASSOCIATED      EXHIBITORS'  thirty 
pictures  for  the  season  now  have  a  title 
— The  Triumphant  Thirty ! 

The  first  picture  to  be  released  under  this 
new  title  is  "Counsel  for  the  Defense,"  a 
melodrama  of  a  small  town.  Betty  Compson 
holds  the  stellar  role,  with  House  Peters 
and  Rockliffe  Fellows  in  support. 

In  addition  to  the  scheduled  thirty,  several 
specials  will  be  released,  one  of  which'  is 
already  completed  and  is  "The  Sky  Rocket," 
starring  Peggy  Hopkins  Joyce.  None  but  the 
Capitol  or  the  Strand  will  have  the  first  run 
of  this  production  on  Broadway.  Marshall 
Neilan  directed. 

The  first  eight  picture  have  already  been 
released.  These  were  "Never  Weaken,"  star- 
ring Harold  Lloyd,  with  Mildred  Davis ; 
"Headlines,"  starring  Alice  Joyce,  with 
Malcolm  MacGregor;  "Keep  Smiling,"  Monty 
Banks,  with  Ann  Cornwall ;  "Manhattan 
Madness,"  Jack  Dempsey  and  Estelle  Tay- 
lor ;  "His  Buddy's  Wife,"  Glenn  Hunter, 
with  Edna  Murphy;  the  crook  melodrama, 
"Under  the  Rouge,"  with  Tom  Moore  and 
Eileen  Percy;  "Camille  of  the  Barbary 
Coast,"  Mae  Busch  and  Owen  Moore,  and 
"Fifty-fifty,"  with  Lionel  Barrymore  and 
Hope  Hampton. 

Two  Glenn  Hunter  pictures  are  scheduled 
for  release  in  the  near  future.  Pictures  star- 
ring such  well  known  players  as  Blanche 
Sweet,  Ralph  Lewis,  Clara  Bow,  Percy  Mar- 
mont,  and  many  others  of  like  calibre,  in 
addition  to  other  pictures  by  stars  who  al- 
ready have  appeared  in  the  first  eight,  arc 
in  process  of  production. 
Oscar  Price,  president  of  Associated  Ex- 


hibitors, announces  that  not  only  the  pictures 
for  this  season  are  enlisting  the  hard  work 
and  close  attention  of  the  studios  and  work- 
ers in  his  organization,  but  that  plans  for 
next  season  are  being  carefully  made,  and 
preparations  for  a  program  even  more  ex- 
tensive and  consisting  of  even  greater  pro- 
ductions are  now  in  progress. 

Authors  whose  work  is  especially  adapted 
to  the  screen  are  being  approached  by  Asso- 
ciated Exhibitors  for  the  picturization  rights 
to  their  novels,  while  the  best  scenarists  are 
being  employed  to  write  photoplays  for  stars 
already  engaged. 

Twenty-four  pictures  already  in  production 
for  the  remainder  of  this  season,  together 
with  the  specials,  and  plans  under  way  for 
the  season  following,  comprise  an  extent  of 
activity  seldom  surpassed  in  this  industry,  and 
is  indicative  of  the  renewed  enery  with  which 
the  reorganized  Associated  Exhibitors  is  at- 
tacking the  work  before  it. 

Under  the  new  slogan,  "The  Triumphant 
Thirty,"  the  pictures  for  the  season  will  b± 
offered  to  exhibitors  by  a  sales  corps  stimu- 
lated for  the  occasion  by  better  pictures  than 
ever,  and  more  extensive  advertising  and 
accessories  backing  them.  John  S.  Woody, 
general  manager,  and  Jay  A.  Gove,  general 
sales  manager,  are  enlarging  the  department 
and  making  the  sales  force  one  of  the  most 
dominant  in  the  industry. 

"CAMILLE"  NOVEMBER  1 

Associated  Exhibitors,  Inc.,  will  release 
"Camille  of  the  Barbary  Coast"  on  Novem- 
ber 1.  "Camille  of  the  Barbary  Coast"  feat- 
ures Mae  Busch 
and  Owen 
Moore.  The 
stars  are  backed 
by  a  supporting 
cast  including 
Harry  Morey, 
Dagmar  G  o  - 
do  w  sky,  Burr 
Mcintosh,  Frit- 
zie  Brunette, 
Dorothy  King, 
Tamany  Young 
and  a  host  of 
others. 

DENA  REED 
WITH 
GINSBERG 

Dena  Reed,  who 
relinquished  her 
post  as  press 
sheet  editor  for 
Producers  Dis- 
trhuting  Cor- 
poration a  few 
months  ago  be- 
cause of  a  break 
down,  is  full  of 
pep  once  more 
and  back  in  the 
game.  She  is  in 
charge  of  pub- 
licity and  ad- 
vertising for  the 
Henry  Ginsberg 

Distributing 
Corporation  and 
will  wield  her 
typewriter  in  the 
interests  of  Ban- 
ner and  Royal 
pictures. 


Third  Buster  Brown 
Hailed  as  Best 

"Oh  Buster!"  the  third  Buster  Brown 
comedy,  the  two-reeler  series  being  made 
for  Universal  release  by  the  Century  Film 
Corporation,  has  been  received  in  the  east 
and  is  hailed  by  Universal  executives  and 
sales  heads  as  the  best  Century  Comedy  ever 
turned  out.  It  is  regarded  as  sure  proof  that 
the  Buster  Brown  comedy  series  will  take 
second  place  to  no  brand  of  comedies  during 
the  coming  season. 

There  has  been  great  elation  at  the  Uni- 
versal home  office  over  the  success  of  the 
first  two  Buster  Brown  comedies,  "Educat- 
ing Buster,"  and  "Buster,  Be  Good!" 

Representatives  of  the  Loew  Circuit  in  and 
around  New  York  City  previewed  "Oh  But- 
er !"  shortly  after  its  arrival  in  the  east  and 
immediately  booked  it  for  a  run  over  the 
circuit,  totaling  126  days.  The  comedy  also 
is  scheduled  to  play  at  an  early  date  in  a 
number  of  big-first  run  theatres  throughout 
the  country  including  the  Forum  in  Los  An- 
geles, the  Granada  in  San  Francisco,  the 
State  in  Milwaukee,  the  State  in  Buffalo,  the 
Piccadilly  in  Rochester,  the  Apollo,  Indian- 
apolis ;  the  Allen,  Akron ;  Loew's  State, 
Memphis  ;  Loew's  Newark,  Newark  ;  as  well 
as  the  Ascher  Circuit,  the  Lubliner  &  Trintz 
Circuit,  Finkelstein  &  Rubin,  the  Whitehurst 
circuit,  the  Saenger  circuit,  and  similar 
chains. 

"Oh  Buster !"  was  directed  by  Gus  Meins, 
a  newcomer  to  the  Century  lot. 

*    *    *  •  _/ 

Fleischer  to  Edit 

Two  New  Series 

Max  Fleischer,  "Out-of-the-lnkwell"  car- 
toonist, signed  a  contract  this  week  with  the 
Urban-Kineto  Corporation,  whose  seventy 
acres  at  Irvington,  N.  Y.,  constitute  perhaps 
the  best  equipped  studio  and  laboratory  in 
the  world,  whereby  he  will  be  editor  in  chid 
of  two  new  film  series  for  the  corporation, 
to  be  called  "Realviews"  and  "Searchlights." 

The  "Reelviews"  will  be  a  film  magazine  of 
current  topics.  Arrangements  have  been  com- 
pleted so  that  Fleischer  will  have  a  staff  of 
camera  men  reaching  around  the  world,  who 
will  be  ready  at  a  moment's  notice  to  go  out 
and  take  the  needed  scenes.  Fleischer's  posi- 
tion will  be  equivalent  to  the  executive  editor 
of  a  magazine  who  has  a  staff  of  highly 
trained  correspondents  working  under  him.  In 
addition,  Fleischer's  contract  calls  for  him 
to  title  the  serie=  also. 

The  "Searchlights"  will  be  a  series  of  one- 
reelers  on  popular  science. 
=    .  #    *    *  '    '   .  " 

Universal  Serial  Has 
Noted  Characters 

The  characters  of  Alexander  Graham  Bell 
and  Theodore  N.  Vail,  two  men  who  played 
prominent  parts  in  the  development  of  the 
telephone,  have  been  filmed  for  "Strings  cf 
Steel,"  Universal's  new  Adventure  picture. 
Ted  Duncan  will  impersonate  Vail,  and  Al- 
phonse  Martel  is  playing  the  role  of  Bell. 

"Strings  of  Steel"  is  a  ten-episode  chapter 
play  dealing  with  the  romantic  story  of  the 
invention  and  development  of  the  telephone. 
Universal  is  co-starring  William  Desmond 
and  Eileen  Sedgwick.  The  picture  is  being 
directed  by  Henry  McRae. 

George  "Buck"  Connor  and  George  A.  Wil- 
liams are  recent  additions  to  the  cast  of 
"The  Radio  Detective,"  another  Universal 
serial,  starring  Jack  Daugherty,  with  Mar- 
garet Quimby  in  the  leading  feminine  role. 
William  Craft  is  directing  this  picture, 


October  24,  1925 


"Now,  here's  how  to  hold 
your  forks,"  says  Director 
Clarence  Brown  to  Rudy  and 
his  new  leading  woman, 
Vilma  Banky.  They  are  at 
work  on  "The  Eagle,"  for 
United  Artists  release. 


Antonio  Moreno,  smile,  pea- 
jacket,  cane,  spats  and  every- 
thing, is  back  in  the  States. 
He  has  been  away  for  quite 
awhile,  working  opposite 
Alice  Terry  in  "Mare  Nos- 
trum," an  adaptation  from 
Blasco  Ibanez.  Willis  Gold- 
beck  put  the  novel  into 
screen  shape,  and  Rex  In- 
gram directed  it  for  Metro- 
Goldwyn-Mayer. 


Margaret  Quimby  plays  the  lead  for  Jack  Daugherty  in  the 
new  Universal  serial,  "The  Radio  Detective."   Margaret  is  a 
dancer  of  note,  having  been  seen  in  White's  Scandals,  Music 
Box  Revue  and  others. 


The  Secret  is  out — Leatrice 
Joy  has  ears.  We  knew  it  all 
the  time.  In  fact  all  the 
women  have  ears — but  they 
don't  show  them,  that's  all. 
Can't  fool  us.  Picture  fans 
will  see  Miss  Joy's  ears  in 
"The  Wedding  Song,"  re- 
cently competed  for  P.  D.  C. 


Three  of  a  kind,  only  two 
are  several  years  younger 
than  the  other.  Irene  Rich  and 
her  two  daughters  are  known 
to  be  the  closest  of  friends 
in  spite  of  their  relationship. 
Irene  is  seen,  delightful  and 
often,  under  the  War  ne  r 
banner. 


The  American  Legion  pays. 

the  De  Mille  Studio  a  visit 
during  the  California  State 
convention.  The  ex-serv- 
ice men  and  their  families 
are  posed  on  a  huge  set 
used  by  Cecil  De  Mille  in 
filming  "The  Road  to  Yes- 
terday" f^r  P.  D.  C. 


Rin-Tin-Tin,  Warner 
Brothers  wonder  dog,  dis- 
plays some  of  his  paternal 
love  for  the  most  promising 
of  his  five  off-springs.  Just 
as  soon  as  the  youngster 
gets  his  wisdom  teeth  all 
adjusted,  he'll  be  put 
through  the  training  school. 


Six  men  of  the  ice  and 
snow.  (Sitting)  Rasmussen, 
Stefansson,  Lomen,  (Stand- 
ing) Ralph  Lomen,  de  No- 
gales,  and  Earl  Rossman, 
who  made  "Kivalina"  for 
Pathe. 


Gene  Stratton,  tom-boy 
grand-daughter  of  Stratton- 
Porter,  who  wrote  "The 
Keeper  of  the  Bees,"  just 
released  as  a  picture  by 
F.  B.  O.  With  Gene  is  Rob- 
ert Frazer  who  played  the 
lead. 


After  travelling  9,000  miles 
from  Switzerland  to  Holly- 
wood, this  Saint  Bernard 
puppy  is  at  last  acclimated 
and  happy  with  his  mistress 
Colleen  Moore,  the  First 
National  star. 


October  24,  1925 


23 


Sally  O'Neill  plays  another  lead — leading  the  turkey  on  for 
Thanksgiving   (joke?)     Sally  has  a  great  part  in  the  new 
Metro  production   "Sally,   Irene  and   Mary,"  an  adaptation 
of  the  famous  musical  play. 


Herman  Wobber, 

(left)  Western 
manager  for  Fam- 
ous Players,  arid 
Sol  Lesser,  he  of 
the  West  Coast, 
get  together  for  a 
little  chat. 


Assistant  Secretary  of  the  Navy,  Robinson,  drops  in  on  the 
M-G-M    studios    where    rph-^nne    recently    completed  "The 
Midshipman." 


Horace  Wade, 

phenomenal  boy 
newspaper  reporter 
crashes  a  party  at 
the  Warner  stu- 
dios while  "Lady 
Windermere's  Fan" 
was  being  made. 
All  well-k  n  o  w  n 
faces.  Know  them? 


Here  is  the  young 
lady  who  turns  out 
so  many  of  the 
scenarios  for  First 
National.  A  big  job, 
and  well  done.  Her 
name  is  Florence 
Strauss. 


Try  this  on  your  ukulele,  or  whatever  you  call  those  things 
that  Percy  Marmont  and  Shirley  Mason  are  trying  to  play. 
They're  down  in  the  (atmosphere  of  the)  South  Seas  for  the 
making  of  "Lord  Jim"   for  Paramount. 


24 


Exhibitors  Trade  Review 


That's  what  comes  out  of  this  here  bobbed  hair  craze, — a  man  can't  get  a  haircut 
in  his  own  barber  shop  any  more.     Millard  Webb,   directing  John  Barrymore,  in 
"The  Sea  Beast"  for  Warners  has  to  do  the  next  best  thing. 


Dorothy  Henry,  as  "Mary,"  one  of  the 
"Wives  of  the  Prophet"  J.  A.  Fitzgerald 
is  making  for  Lee-Bradford  release. 


Laugh  this  off.   Jennings,  Anna  Q.  Nilsson,  Ed  Earle  and 
Rus  Simpson,  all  in  Frank  Lloyd's  "The  Splendid  Road,"  for 
First  National,  organize  a   "Buck   Up"   Club,   the  purpose 
being  smiles  and  glad  hands. 


John  Gilbert  takes  time  out  from  "La  Boheme"  in  which  he 
plays  opposite  Lillian  Gish,  to  be  photographed  by  a  new 
camera  aspirant  on  the  M-G-M  lot. 


Bebe  Daniels  decides  she  can  get  on  with  the  mashie  instead 
of  an  iron.    The  athletic  young  Paramount  star  is  one  of  the 
leading  feminine  golfers  at  the  Sunset  Canyon  Country  Club, 
a  half  hour's  ride  from  the  studio  in  Hollywood. 


October  24,  1925 


25 


BOX  OFFICE  REVIEWS 


RED  HOT  TIRES 

Warner  Brothers  Photoplay.  Adapted 
from  the  story  by  Gregory  Rogers.  Di- 
rector, Erie  C.  Kenton.  Length,  6,660 
feet. 

CAST  AND  SYNOPSIS 

Al  Jones   Monte  Blue 

Elizabeth  Lowden   Patsy  Ruth  Miller 

Mr.  Lowden   Fred  Esmelton 

George  Taylor   Lincoln  Stedman 

Coachman   Charles  Conklin 

Crook  No.   1   Tom  McGuire 

Crook  No.  2   William  Lowry 

Crook  No.  3   Malcolm  Waite 

The  first  time  Al  sees  Elizabeth  he  loves 
her.  In  flirting  he  wrecks  his  car,  is  in- 
jured, and  develops  a  deadly  fear  of  motor- 
cars. The  second  time  he  sees  her,  her  car 
frightens  his  horse.  She  speeds  with  him  to 
the  hospital.  Both  are  sent  to  jail  by  her 
father,  the  police  chief.  Al  flirts  while  in  jail 
and  is  ejected.  While  endeavoring  to  break 
into  jail  to  be  near  Elizabeth,  he  incurs  the 
enmity  of  a  band  of  crooks.  They  later  kid- 
nap Elizabeth.  Through  his  efforts  she  is  res- 
cued. He  overcomes  his  automobile  fear  and 
they  elope  in  a  speedster. 

By  Herb  Cruikshank 

J^NOUGH  laughs  in  this  one  to  make  it 
a  good  comedy  attraction  for  the  aver- 
age audience.  This  fact  coupled  with  the 
names  of  the  leading  players  should  be  suf- 
ficient to  guarantee  a  good  gross. 

Toward  the  end  there  is  a  letting  down 
in  the  humor  of  the  production  caused  by 
the  insertion  of  the  usual  hackneyed  chase 
of  a  speeding  motor  by  armies  of  motor- 
cycle cops. 

The  funniest  situations  are  covered  in 
the  hero's  attempt  to  break  into  jail  in  order 
to  be  with  his  sweetheart,  and  in  the  antics 
of  the  pair  after  he  succeeds. 

In  endeavoring  to  force  an  entry  to  the 
lock-up,  Al  hurls  a  brick  through  the  bank 
window.  Smilingly  he  awaits  arrest.  But 
the  brick  has  struck  and  stunned  a  stick-up 
man,  and  instead  of  incarceration  he  is  the 
recipient  of  congratulations  on  all  hands. 

Several  chuckles  are  caused  by  the  fury 
and  despair  of  the  Police  Chief's  golf-loving 
friend.  This  disciple  of  Col.  Bogey  waits 
all  day  to  play.  The  eighteen  holes  looked 
forward  to  dwindle  to  a  measly  one.  And 
as  the  two  leave  for  their  one  hole  game 
it  begins  to  rain. 

Monte  Blue,  a  true  comedian,  gets  every 
last  laugh  out  of  his  role  as  the  speed- 
fearing  hero.  He  makes  the  most  of  every 
bit  of  business.  In  those  sequences  where 
he  is  called  upon  to  whisper,  "I'm  not 
afraid,"  as  counseled  in  a  book  he  has  pur- 
chased, his  facial  expression  is  immense. 

Patsy  Ruth  Miller  is  a  personable 
heroine.  She  extracts  a  lot  of  chuckles 
from  a  pair  of  hob-nailed  shoes  she  dons  in 
place  of  her  lost  pumps.  The  others  all 
do  their  bits  to  make  a  good  film. 

Tie-up  with  motor-car  agencies  and  ac- 
cessory dealers  for  this  one.  Stage  auto- 
mobile parades.       Use  split-a-page  ads. 


FLOWER  OF  NIGHT 

Paramount  Photoplay.  Author,  Joseph 
Hergesheimer.  Scenario,  Willis  Gold- 
beck-  Director,  Paul  Bern.  Length, 
6,374  feet. 

CAST  AND  SYNOPSIS 

Carlota  Villalon   Pola  Negri 

Don  Geraldo  Villalon   Joseph  Dowling 

John    Basset   Youcca  Troubelzkoy 

Luke  Rand   Warner  Oland 

Derek  Bylandt   Edwin  J.  Brady 

Mrs.  Bylandt   Eulalie  Jensen 

Servant   Cesare  Gravina 

Vigilante  Leader   Gustav  von  Seyffertitz 

Josefa   Helen  Lee  Worthing 

Don  Geraldo  hates  Americans  because  of 
fancied  wrongs  regarding  his  mining  proper- 
ties. His  daughter,  Carlota,  incurs  his  en- 
mity because  of  her  insistence  upon  attending 
a  dance.  The  Don  commits  suicide.  Carlota 
longing  for  life  and  liberty  drifts  from  the 
hacienda  to  San  Francisco.  Here  she  becomes 
a  dancing  girl  in  El  Paradiso.  John  Basset, 
an  American  whom  she  loves,  spurns  her 
upon  finding  her  there.  Luke  Rand,  villain, 
promises  to  recover  her  mine  from  Basset. 
He  does  so,  wounding  Basset.  In  a  revulsion 
of  feeling  she  rescues  Basset  who  subse- 
quently kills  Rand.  Carlota  and  John  recog- 
nize their  mutual  love  and  are  united. 

By  Herb  Cruikshank 

CJEEMS  bound  to  be  a  big  pay-off  pic- 
ture. Pola  Negri  renders  one  of  the 
best,  if  not  the  finest  performance,  she  has 
ever  contributed.  She  portrays  all  the  emo- 
tions in  turn.  But  she  is  best  when  the 
smouldering  fire  in  her  soot-fringed  eyes 
blazes  in  jealous  rage. 

She  is  worthy  of  a  far  greater  vehicle 
than  Joseph  Hergesheimer  has  prepared  in 
"Flower  of  Night."  She  is  thoroughly 
competent  to  play  great  parts  in  great  film 
stories.  This  tale  falls  short  of  being  even 
among  the  near-great. 

The  story  itself  is  a  colorful  melodrama 
of  the  early  West.  It  deals  with  life  in 
the  rough — life  as  lived  in  'Frisco  in  the 
days  of  gold  and  Vigilantes.  The  cos- 
tumes and  the  background  are  in  themselves 
sufficient  to  lend  interest.  But  the  tale  that 
is  told  is  full  of  improbabilities.  The  end- 
ing is  never  in  doubt. 

There  is  plenty  of  action.  Not  a  reel 
is  without  the  barking  of  guns.  There  is  a 
hanging,  and  a  lot  of  the  fast  riding  that 
is  expected  in  Westerns  of  all  calibres. 

Next  to  Pola,  mark  up  another  hit  for 
Warner  Oland.  He  plays  the  villain,  Luke 
Rand.  And  although  he  makes  of  the 
character  a  black-hearted  scoundrel,  he  is 
nevertheless  a  blackguard  who  is  game  to 
the  core.  Prince  Youcca  Troubetzkoy,  the 
hero,  is  far  from  our  conception  of  a  youth 
from  the  grim  and  rockbound  coast  of  New 
England.  He  is  a  handsome  youth,  but  is 
totally  eclipsed  by  Pola's  fiery  acting.  Gus- 
tav von  Seyffertitz  does  creditably  as  chief 
of  the  Vigilantes. 

Feature  this  Pola  star.  Tie-up  with 
Hergesheimer's  story. 


LITTLE  ANNIE  ROONEY 

United  Artists  Photoplay.  Adapted  by 
Hope  Loring  and  Louis  Lighton  from 
the  story  by  Katherine  Hennessey.  Di- 
rector, William  Beaudine.  Length, 
8,850  feet. 

CAST  AND  SYNOPSIS 

Annabelle    Rooney   Mary  Pickford 

Joe  Kelly   William  Haines 

Officer  Rooney   Walter  James 

Tim  Rooney   Gordon  Griffith 

Tony   Carlo  Schipa 

Abie   Spec  O'Donnell 

Spider   Hugh  Fay 

Mickey   Joe  Butterworth 

Little  Annie  Rooney,  scrapper  and  kid  gang 
leader,  secretly  adores  Joe  Kelly,  leader  of 
the  older  boys.  He  is  the  pal  of  her  brother, 
Tim.  Officer  Rooney  objects  to  Tim  associat- 
ing with  Joe  if  he  will  not  give  up  his  ways. 
In  a  dance  hall  battle  Officer  Rooney  is 
slain.  The  guilty  gunmen  blame  Joe.  Tim 
starts  out  to  'get'  him  and  succeeds.  Mean*- 
time  Mary  and  her  gang  are  instrumental 
in  capturing  the  real  killer.  Mary  offers  her- 
self in  a  blood  transfusion  that  saves  Joe's 
life.  Joe  reforms  and  goes  into  the  trucking 
business.  Tim  joins  the  force.  Happy  ending. 

By  Herb  Cruikshank 

g  HOULD  be  a  box-office  riot.  It  is  the 
sort  of  stuff  they  love.  Mary  Pick- 
ford  comes  back  again  in  one  of  the  typical 
kid  roles  that  helped  so  largely  to  build 
her  fame. 

The  story  has  popular  appeal.  The 
continuity  holds  it  closely  together.  The 
acting  is  fine.  Director  Beaudine  has  reg- 
istered with  some  mighty  good  touches. 

There  is  a  nice  mixture  of  comedy  and 
drama — even  tragedy.  One  of  the  most 
effective  scenes  shows  Annie  awaiting  the 
arrival  of  her  beloved  dad  on  his  birthday 
night.  She  has  prepared  a  feast  to  cele- 
brate. There  are  table  decorations  and 
presents.  But  a  stalwart  bluecoat  arrives 
to  tell  with  a  gulp  that  Officer  Rooney 
will  never  come  home  again. 

The  battles  between  the  rival  gangs  of 
kids  are  full  of  good  comedy.  All  sorts  of 
weapons  are  used.  Annie  hurls  and  is 
hurled  at  by  all  varieties  of  missiles.  Per- 
haps there  is  a  bit  too  much  repetition  here. 

The  backyard  "Wild  West  Show"  is 
a  scream.  Also  the  gathering  of  many  na- 
tionalities in  Rooney's  flat  to  devise  ways 
and  means  of  repaying  the  loss  of  the  fruit- 
man  at  the  hands  of  Annie's  mob. 

Mary  Pickford  is  excellent  as  Annie. 
She  appears  more  diminutive  than  ever. 
She  has  been  surrounded  by  a  cast  of  larger 
actors,  and  special  props  seem  to  aid.  The 
cast  is  perfectly  in  character.  Walter 
James  as  Rooney,  the  cop,  is  fine.  Little 
Spec  O'Donnell  with  a  putty  nose  is  an 
Abie  to  be  remembered.  William  Haines 
and  Gordon  Griffith  are  nice  Irish  boys  who 
quit  gang  habits  just  in  time. 

Play  Mary  Pickford  to  win.  Make 
the  most  of  the  title  and  its  various  tie-ups. 


26 


Exhibitors  Trade  Review 


SCANDAL  STREET 

Arrow  Pictures  Corporation  Photoplay. 
Adapted  from  the  story  by  Frank  R. 
Adams.  Director,  Whitman  Bennett. 
Length,  6,750  feel. 

CAST  AND  SYNOPSIS 

Sheila  Kane   Madge  Kennedy 

NeilKeeley  I  Ni]  Welch 

Harrison  Hallidayj  NUes  welch 

Howard  Manning   Edwin  August 

Julian  Lewis  Coit  Albertson 

Cora  Forman   Louise  Carter 

Pat  O'Malley   J-  Moy  Bennett 

Neil  Keeley,  picture  star  and  husband  of 
Sheila,  is  killed  in  a  motor  accident  in  com- 
pany with  the  notorious  Cora  Forman.  Hal- 
liday,  a  double  for  Keeley,  takes  his  place. 
The  public  is  kept  ignorant  of  Keeley's  death. 
To  make  the  imposition  realistic  Halliday 
lives  at  Keeley's  home  as  Sheila's  guest. 
They  fall  in  love  with  one  another.  Cora 
sees  a  chance  for  blackmail  and  consults 
Julian  Lewis,  an  unscrupulous  lawyer.  To 
save  Sheila,  Halliday  spends  much  time  with 
Sheila.  Halliday  plans  another  auto  accident 
in  which  both  he  and  Cora  will  be  killed. 
Fate  thwarts  the  plan.  Sheila  and  O'Malley, 
the  picture  producer,  drive  up.  All  is  ex- 
plained to  Sheila.   Happy  ending. 

By  Herb  Cruikshank 

T'HE  fans  should  certainly  like  this  one. 

It  has  to  do  entirely  with  the  lives  of 
motion  picture  actors,  directors  and  pro- 
ducers. There  are  intimate  shots  of  picture 
production  in  the  studio.  Long  shots,  me- 
diums, close-ups,  reverses,  and  so  on  are 
shown  and  explained.  The  troubles  of 
stars,  directors  and  producers  are  graphi- 
cally portrayed. 

There  is  a  nice  love  story  interwoven. 
The  story  is  plausible.  It  builds  well  to  a 
climax  that  precedes  the  happy  ending  so 
much  in  demand.  There  is  plenty  of  sus- 
pense. 

The  most  interesting  shots  are  those 
showing  the  production  of  a  film  in  the 
studio.  Several  sequences  are  enacted. 
The  director  does  his  stuff.  The  stars  do 
theirs.    It  looks  like  the  real  thing. 

Niles  Welch  enacts  a  dual  role.  First 
he  is  the  actor  whose  head  is  turned  by 
feminine  adulation  and  a  too  extensive  ac- 
quaintance with  the  cup  that  cheers. 

Later  he  is  the  hard  working  Halliday, 
living  image  of  the  dead  star.  In  this  part 
it  is  shown  that  he  is  forced  to  act  a  role 
even  in  private  life. 

Here  is  an  interesting  situation.  He  is 
in  love  with  Sheila,  and  portraying  the  role 
of  her  husband,  he  must  needs  pretend  to 
be  the  dissolute  Keeley.  Mr.  Welch  does 
well  in  both  parts. 

Madge  Kennedy  is  the  heroine  and 
makes  the  most  of  her  part.  She  is  espe- 
cially effective  in  the  sequences  where  she 
is  called  upon  to  register  jealousy  of  Halli- 
day and  Cora. 

The  remainder  of  the  cast  is  excellent. 
Each  of  them  renders  a  fine  character  por- 
trayal. 

Exploit  this  as  a  picture  of  studio  life 
and  the  activities  of  the  motion  picture 
business  from  the  inside.  Stress  the  point 
that  pictures  are  shown  in  the  making.  Play 
up  the  cast  and  Niles  Welch  in  a  dual  role. 


WHY  WOMEN  LOVE 

First  National  Photoplay.  Adapted  from 
Willard  Robertsons  play,  "The  Sea 
Woman."  Scenario,  Lois  Leeson.  Di- 
rector, Edwin  Carewe.  Length,  6,696 
feet. 

CAST  AND  SYNOPSIS 

Molla  Hansen   Blanche  Sweet 

Olaf  Hansen   Bert  Sprotte 

Rod  O'Malley   Robert  Frazer 

Josiah  Scott   Charles  Murray 

Silas  Martin   RusseU  Simpson 

Pearl   Dorothy  Sebastian 

John  Hickey   Fred  Warren 

Ira  Meers  Edward  Earle 

Olaf  Hansen's  ship  is  lost.  His  daughter  is 
saved  by  a  lighthouse  keeper.  Her  lover  Rod 
misses  her  letters  and  is  absent  two  years  on 
a  cruise.  Molla  promises  Martin,  the  light- 
house man  to  protect  Pearl,  his  daughter  who 
is  inclined  to  be  wayward.  The  girl  falls  In 
love  with  a  rumrunner.  Later  Molla  is  told 
of  Pearl  s  condition  by  a  physician.  Pean 
blames  the  innocent  Meers.  Molla  shoots 
him.  Pearl  discovers  that  the  rum-runner 
has  married.  She  gets  him  in  the  lighthouse 
tower,  floods  it  with  gas  and  hurls  a  lantern 
in.  An  explosion  follows.  Pearl  and  the  man 
die.  Ira  recovers.  Rod  returns  and  weds 
Molla. 

By  Herb  Cruikshank 

gATISFACTORY  entertainment  with 
special  appeal  for  communities  where 
they  like  the  "lighthouse-by-the-sea"  type 
of  story.  In  such  spots  it  should  pull  extra 
well. 

There  are  a  number  of  good  touches  to 
the  credit  of  director  Carewe.  One  of 
these  is  a  genuine  thriller.  It  pictures  the 
sea  ablaze.  An  oil  tanker  is  ignited  by  a 
carelessly  thrown  cigarette.  The  fire 
reaches  the  hold.  There  is  a  tremendous 
explosion.  The  ocean  is  changed  into  a 
writhing  hell  of  flame. 

Through  this  the  heroine  and  the  res- 
cuing lighthouse  keeper  fight  their  way  to 
shore.  Later  there  is  a  shot  showing  the 
lighthouse  a  roaring  inferno  from  an  explo- 
sion of  gas.  The  tower  totters  and  falls  in 
a  fashion  to  make  any  audience  sit  up  and 
take  notice. 

I  think  a  better  ending  would  have  been 
supplied  by  causing  Ira,  the  innocent  engi- 
neer, to  finally  win  the  love  of  the  erring 
Pearl  and,  forgiving,  marry  her.  As  it  is, 
the  girl  is  consumed  in  the  fire  with  her 
faithless  lover,  rum-running  Johnnv. 

There  are  some  beautiful  scenic  shots 
showing  the  sea,  the  lighthouse  and  the 
surf  sprayed  rocks. 

Blanche  Sweet  is  just  that  in  a  role  that 
is  robbed  of  its  sympathy  by  the  greater 
interest  aroused  in  the  doings  of  Pearl. 
The  latter  part  is  ably  enacted  by  Dorothy 
Sebastian.  This  talented  girl  renders  a 
fine  portrayal  of  a  headstrong  girl,  misun- 
derstood, and  in  turn  not  knowing  just  what 
it  is  all  about.  The  cast  is  up  to  require- 
ments with  special  praise  for  the  comedy 
work  of  Charley  Murray  as  a  bald  seaman. 

The  title  hasn't  anything  to  do  with  the 
picture.  Yet  it  may  have  exploitation 
value.  The  names  in  the  cast  will  pull. 
Stress  the  sea  stuff  and  use  the  lighthouse 
idea  for  bally  and  lobby  display. 


THE  BASHFUL 

BUCCANEER 

Rayart  Pictures  Corporation  Photoplay. 
Story  and  Continuity,  Kraig  Johnson 
and  Bur^e  Jenkins.  Director,  Harry  J. 
Brown.    Length,  five  reels. 

CAST  AND  SYNOPSIS 

Nancy  Lee   Dorothy  Dwan 

Jerry  Logan   Reed  Howes 

First  Mate   Sheldon  Lewis 

Second  Mate   Bull  Montana 

Cook   Jimmie  Aubrey 

Captain   Sam  Allen 

Clipper   Jones   George  French 

Jack   Sailor  Sharkey 

Jerry,  a  writer  of  sea  stories  who  has 
never  seen  the  sea,  reci'ves  a  big  check  for 
(/lie  of  his  advmun;  tales.  He  determines 
(o  really  go  to  sie  seeking  material  for  more 
yarns.  Two  mariners  working  for  the 
orphaned  Nancy  wish  to  lift  the  libel  on 
her  boat  for  debts.  They  are  readers  of 
Jerry's  books.  Not  knowing  the  hero,  they 
frame  a  story  of  buried  treasure  culled  from 
his  own  writings.  He  buys  the  boat,  en- 
gages a  roughneck  crew  and  sets  sail  for 
treasure  existing  only  in  the  minds  of  the 
mariners.  The  crew  really  mutinies.  After 
many  thrilling  adventures  all  hands  land  at  a 
point  mentioned  in  one  of  Jerry's  stories. 
Here  they  encounter  a  motion  picture  com- 
pany filming  an  adaptation.  Everything  is 
explained.  Jerry  marries  Nancy  and  returns 
to  Waterloo,  Iowa,  to  write  more  sea  tales. 

By  Herb  Cruikshank 

GjHOULD  receive  an  enthusiastic  wel- 
come at  the  box-office.  It  is  Reed 
Howes'  best  to  date.  A  live  tip  for  ex- 
hibitors catering  to  an  average  picture-going 
public. 

The  story  has  to  do  with  hidden  treasure 
— pirates — mutiny.  It  is  a  "Treasure  Is- 
land" story,  touched  with  the  light  hand 
of  comedy.  The  picture  is  amusing,  di- 
verting, entertaining.  Yet  there  is  an  abun- 
dance of  thrills.  It  abounds  in  attention- 
holding  action.  There  is  a  surprise  twist 
at  the  end  that  will  send  them  out  hoping 
for  more  pictures  like  it. 

Nancy  Lee  is  possessor  of  a  stately 
schooner  which  is  plastered  with  mortgages 
like  an  old  homestead.  Along  comes 
Howes  with  a  bag  of  money  and  a  longing 
for  salt  air.  Before  he  knows  it  the  cash 
is  gone  and  he  is  roving  the  main  with  a 
villainous  crew  at  his  command. 

There  is  no  treasure — but  he  doesn't 
know  that.  Neither  does  the  crew.  They 
mutiny.  He  gets  excitement  enough  for  a 
series  of  Alger  books. 

The  final  kick  comes  when  he  battles  the 
pirates  ashore,  and  seriously  interferes  with 
a  picture  company  engaged  in  producing  a 
film  version  of  his  best  seller. 

Howes  outdoes  himself  in  the  leading 
role.  Dorothy  Dwan  is  a  delightful  hero- 
ine. There  are  athletic  stunts  galore.  Lots 
of  comedy,  too.  Some  of  it  supplied  by 
Jimmy  Aubrey  as  the  cook.  Those  emi- 
nent actors,  Bull  Montana  and  Sailor 
Sharkey,  help  to  make  the  atmosphere  of 
villainy  realistic.  Other  gentlemen  with 
squashed  noses  and  vegetable  ears  aid  in 
making  the  crew  appear  piratical. 

Exploit  this  as  Reed  Howes'  best  so 
far.  Feature  the  hidden  treasure  idea. 
Stage  a  treasure  hunt — the  treasure  being 
passes.  Use  throwaways  of  maps  pointing 
the  way  to  the  treasure — at  your  theatre. 


October  24,  1925 


27 


THE  WALL  STREET  WHIZ 

F.  B.  O.  Photoplay.  Story  and  Continuity, 
James  Bell  Smith.  Director,  Jack  Nel- 
son.   Length,  5,452  feet. 

CAST  AND  SYNOPSIS 

Richard    Butler   Dick  Talmadge 

Peggy  McCooey   Marceline  Day 

Mrs.   McCooey   Lillian  Langdon 

Mr.  McCooey   Dan  Mason 

Aunty   Billy  Bennett 

Villain   Carl  Miller 

The  villain  is  swindling  McCooey  out  of 
his  wealth  in  a  Wall  Street  deal.  In  escaping 
from  a  gambling  raid,  Butler  catapults  him- 
self into  the  limousine  where  Mrs.  McCooey 
and  daughter  Peggy  are  riding.  He  declares 
himself  as  a  Butler.  Mrs.  McCooey  misun- 
derstands, and  engages  him  as  a  butler.  Being 
in  love  with  Peggy  at  first  sight  and  having 
a  sense  of  humor  he  accepts.  He  thwarts  the 
villain  in  a  series  of  thrilling  and  funny 
encounters.  Marries  Peggy  and  saves  old 
man  McCooey's  money. 

By  Herb  Cruikshank 

'Y^HERE  they  like  this  pleasing  and  ath- 
letic star  the  picture  should  prove  an 
acceptable  program  attraction.  It  is  no 
better  and  no  worse  than  his  average  pro- 
duction. 

Richard  Talmadge  himself  is  the  whole 
show.  He  is  a  stuntster  par  excellence. 
His  various  displays  of  athletic  and  gym- 
nastic ability  should  be  worth  the  price  of 
admission. 

The  story  itself  is  weak  and  improbable. 
The  comedy  dates  back  a  long  time.  One 
gag  is  about  Aunty  who  is  looking  for  her 
spectacles.  The  specs  are  safely  on  her 
forehead  all  the  time.  Maybe  the  rising 
generation  is  yet  unfamiliar  with  this  one — 
and  others. 

The  best  part  of  the  whole  thing  is  Dick 
in  a  series  of  scrimmages  with  three  villain- 
ous yeggs.  They  pursue  each  other  in  turn. 
Up  stairs  and  down — over  tables — off  bal- 
conies— over  fences — down  stairs.  It  cer- 
tainly requires  a  nimble  brain  and  marvel- 
lous co-ordination  of  muscle  to  stage  Tal- 
madge's  stunts  in  such  rapid  fire  succession. 
Not  only  does  the  indefatigable  Dick  de- 
serve lots  of  credit — but  the  men  who  work 
as  his  foils  should  receive  the  Croix  de 
Guerre  with  palms.  It  is  a  wonder  they 
don't  draw  lilies  instead. 

I  should  like  to  see  Dick  in  a  vehicle 
that  tells  a  story  as  well  as  providing  him 
with  still  greater  opportunities  to  do  his 
stuff. 

Dan  Mason,  a  fine  old  character  man,  is 
miscast  as  old  man  McCooey.  But  he 
nevertheless  does  what  he  can  to  inject  hu- 
mor into  the  part.  Carl  Miller  is  the  vil- 
lain with  silk  hat  and  mustache. 

The  best  way  to  exploit  this  one  is  to 
dwell  entirely  on  Richard  Talmadge  and 
his  dare-devil,  neck-breaking  stunts.  Play 
up  the  fact  that  this  smiling  star  never  uses 
a  double,  no  matter  how  perilous  the  feat 
may  be.  You  should  be  able  to  interest  all 
athletes  in  his  pictures.  Why  not  tie-up 
with  local  athletic  clubs,  Y.  M.  C.  A.; 


THE  KEEPER 

OF  THE  BEES 

F.  B.  O.  Photoplay.  Adapted  from  Gene 
Stratton  Porter  s  novel.  Director,  J.  Leo 
Meehan.  Length,  5,712  feet. 

CAST  AND  SYNOPSIS 

Jamie  MacFarlane   Robert  Frazer 

The  Bee  Master  Josef  Swickard 

Margaret  Cameron   Martha  Maitox 

Alice  Cameron   Clara  Bow 

Molly  Cameron   Alyce  Mills 

Little  Scout   Gene  Stratton 

Angel  Face   Joe  Coppa 

Fat  Ole  Bill   Ainse  Charland 

Nice  Child   Billy  Osbome 

Jamie  MacFarlane,  war  veteran,  runs  away 
from  a  Government  hospital  so  he  may  die  by 
the  sea.  He  passes  the  home  of  The  Bee 
Master.  The  old  man  is  ill  and  persuades 
Jamie  to  take  charge  of  the  bees  while  he  is 
in  the  hospital.  Mrs.  Cameron  lives  next 
door.  Her  daughter  Molly  is  "in  trouble" 
and  goes  to  live  in  the  city  with  her  cousin 
Alice.  Alice  meets  Jamie  and  persuades  him 
to  marry  her.  She  gives  Molly  her  ring  and 
wedding  certificate.  Molly  dies  in  childbirth. 
Jamie  takes  the  child  to  Mrs.  Cameron,  not 
knowing  its  identity.  Mrs.  Cameron  dis- 
covers the  truth  and  blames  Jamie.  Alice 
confesses.  All  ends  well,  Jamie  re-marrying 
Alice. 

By  Herb  Cruikshank 

^WAY  from  the  big  cities  this  should 
prove  a  good  box-office  bet.  The  pull- 
ing power  of  the  popular  author's  name  is 
undeniable.  However,  sophisticated  audi- 
ences are  liable  to  laugh  in  the  wrong 
places. 

The  story  is  somewhat  trite.  The  con- 
tinuity is  none  too  well  connected.  The 
interest  that  might  have  been  aroused  in 
bee  life  has  been  almost  entirely  overlooked. 

Perhaps  the  best  bit  in  the  production 
centers  about  Gene  Stratton,  granddaugh- 
ter of  the  author.  She  is  a  typical  tomboy 
and  is  cast  as  such.  She  appears  in  boy's 
clothing  in  the  early  sequences,  and  gives 
a  good  account  of  herself  in  fistic  engage- 
ments with  her  boy  cronies.  There  is  a 
distinct  surprise  when  she  refuses  to  go  in 
swimming  "raw,"  and  admits  to  the  hero 
that  she  is  a  girl.  Later  she  appears  in 
feminine  raiment.  But  she  was  certainly 
meant  for  a  boy.  Even  as  a  girl  she  is  a 
boy. 

The  most  appealing  is  Jamie  MacFar- 
lane, played  by  Robert  Frazer.  The  role 
of  the  World  War  veteran  should  contain 
a  world  of  pathos.  Here  is  a  young  man 
whose  life  is  shattered.  He  bitterly  gives 
away  the  Croix  de  Guerre  won  with  his 
blood,  remarking,  "It  never  did  me  any 
good."  Robert  Frazer  is  not  the  type  for 
the  part. 

Clara  Bow  does  well.  She  doesn't  leave 
any  doubt  as  to  what  is  wrong.  When 
there  are  chances  to  act  she  seizes  them. 
The  rest  of  the  cast  is  up  to  the  require- 
ments of  the  film.  We  would  like  to  see 
Gene  Stratton  in  some  similar  parts. 

You  can  tie  up  with  the  American  Le- 
gion for  this  one.  Use  a  glass  encased  bee 
hive  in  lobby.  Stress  the  tie-up  with  the 
novel.  Make  the  most  of  the  pulling  names 
in  the  cast. 


THE  LAST  EDITION 

An  F.  B.  O.  Photoplay.  Written  for  the 
screen  by  Emilie  Johnson.  Directed  by 
Emory  Johnson.    Length,  6,400  feet. 

CAST  AND  SYNOPSIS 

Tom  Macdonald   Ralph  Lewis 

Mary  Macdonald   Lila  Leslie 

Ray  Macdonald   Ray  Hallor 

Polly  Macdonald   Frances  Teague 

Clarence  Walker   Rex  Lease 

Also  Lou  Payne,  David  Kirby,  Wade  Boteler,  Cuyler 
Supplee,  Leight  Willard  and  others. 

Clarence  Walker,  a  young  newspaper  re- 
porter, in  love  with  Polly  Macdonald,  is  set 
to  run  down  a  story  on  the  operations  of  a 
notorious  bootlegger.  He  gets  on  the  wrong 
track  which  results  in  the  arrest  of  Polly's 
brother.  The  newspaper,  in  which  Tom, 
father  of  the  accused,  is  employed,  gets  the 
break  on  the  story.  An  almost  super-human 
effort  of  the  part  of  Tom  enables  the  story 
to  make  the  last  edition.  Then  when  he  sees 
what  his  own  presses  have  printed  he  makes 
an  unsuccessful  appeal  to  his  employers  to 
suppress  the  story  until  he  could  prove  the 
innocence  of  his  boy.  That  denied  him,  he 
makes  an  attempt  to  wreck  the  presses.  At 
that  very  moment,  an  explosion,  planned  by 
the  bootlegger  gang,  demolishes  the  building. 
Tom  is  blamed,  but  in  the  meantime,  Clar- 
ence has  been  successful  in  tracking  down 
the  real  guilty  parties,  and  sets  all  his  errors 
aright. 

By  Hank  Linet 

QAMBLE  on  "The  Last  Edition"  as  a 
money-maker  for  the  average  theatre. 
It  has  the  two  most  wholesome  qualities  for 
a  box-office  success:  exploitation  possibili- 
ties and  the  suspense  element.  In  other 
words,  you  can  pull  them  in  on  "The  Last 
Edition,"  and  you  can  keep  them  in  till 
the  last  foot  of  film  is  unreeled. 

There  is  no  reason  to  pull  this  picture 
apart  into  its  various  elements  in  an  effort 
to  make  a  "sensational  film"  out  of  it.  It 
isn't  that,  which,  in  the  face  of  the  desul- 
tory experiences  many  exhibitors  have  had 
with  recent  sensations,  is  something  in  its 
favor. 

The  plot,  acting,  photography  and  every 
other  phase  of  "The  Last  Edition"  is  sec- 
ondary in  consideration  to  the  marvelous 
and  intelligent  manner  in  which  the  story 
is  kept  up  in  fever  pitch  until  the  great 
climax,  in  which  we  are  treated  to  a  sight 
of  a  tall  office  building  crumbling  up  in  the 
heat  of  a  five  alarm  fire.  I  mean  it  as  a 
high  commendation  to  this  scene  when  I 
say  that  it  is  worthy  of  a  place  in  a  news- 
reel.  It  is  very  realistic  and  makes  one's 
blood  tingle  with  excitement. 

The  director's  treatment  of  the  activities 
in  the  press  rooms  of  a  great  metropolitan 
newspaper  is  also  worthy  of  commendation. 
It  is  probably  the  first  time  that  this  sub- 
ject has  been  handled  in  such  a  detailed 
manner,  and  it  will  no  doubt  prove  of  great 
interest  to  most  audiences. 

Its  exploitation  possibilities  are  immense. 
The  chances  are  that  the  producing  com- 
pany will  arrange  tie-ups  with  police  and 
fire  departments,  as  well  as  with  newspa- 
pers, for  "The  Last  Edition"  could  be  used 
as  a  medium  for  a  liberal  education  in  the 
workings  of  these  vocations. 


28 


Exhibitors  Trade  Review 


News  of  Exhibitor  Activities 


Proposed  Entrance  to  Grauman's 
new  Chinese  Theatre,  Hollywood,  Cal. 


Break  Ground  Nov.  1 
For  Grauman  's  New 
Chinese  Playhouse 

HOLLYWOOD,  Oct.  23—  Ground  break- 
ing ceremonies  for  what  it  is  believed  will 
be  the  most  unique  playhouse  in  the  world 
have  been  tentatively  set  for  November  1, 
which  will  be  a  red  letter  day  in  the  history 
of  the  film  capital. 

On  that  date  the  first  shovelful  of  earth 
will  be  turned  in  the  excavation  for  the 
foundations  of  Grauman's  Chinese  Theatre, 
which  Sid  Grauman,  internationally  famed 
showman,  plans  to  make  the  finest  palace  of 
entertainment  on  earth. 

The  entire  motion  picture  world  of  Holly- 
wood will  assemble  at  that  time  on  the  loca- 
tion chosen,  to  sponsor  formally  this  newest 
architectural  creation  dedicated  to  the  arts  of 
the  stage  and  screen. 

Grauman  startled  the  amusement  universe 
with  his  Egyptian  Theatre  in  Hollywood, 
using  an  entirely  new  and  distinct  motif 
in  architecture  and  design,  which  is  now  be- 
ing widely  copied  by  less  pretentious  play- 
houses, and  now  he  plans  to  make  a  reality 
of  the  dream  he  has  had  ever  since  he  saw 
the  Egyptian  theatre  go  over  with  a  bang,  by 
the  erection  of  a  bizarre,  colorful  Oriental 
amusement  palace,  to  be  known  as  Grau- 
man's Chinese  Theatre. 

*    *  * 

Missouri- Illinois  Exhibiors 

Approve  Seider  Contract 

In  a  letter  written  to  J.  M.  Seider,  presi- 
dent of  the  M.  P.  T.  O.  of  N.  J.,  Louis  C. 
Hehl  expresses  the  sentiment  of  the  M.  P. 
T.  O.  of  Eastern  Missouri  and  Southern  Il- 
linois, as  follows : 

"We  had  a  meeting  of  the  Executive  Com- 
mittee of  the  State  Organization  and  I  read 
your  letter,  also  the  Standard  Exhibition 
Contract  and  the  Set  of  Rules,  and  will  say 
that  these  have  met  with  the  apro\al  of  all 
who  attended  the  meeting  and  they  say  that 
they  do  not  see  how  these  can  be  improved 
upon,  so  far  as  we  are  in  a  position  to  judge. 
I  cannot  well  improve  the  same." 


F-P-L's  Metropolitan  Theatre 

In  Boston  Holds  5000 


BOSTON,  Mass.— The  new  Famous  Play- 
ers-Lasky  house,  the  Metropolitan,  opened 
here  last  week  before  a  distinguished  audi- 
ence, including  governors  of  the  New  Eng- 
land States,  F-P-L  officials  and  stars. 

The  theatre  as  completed  is  judged  by  arch- 
itects and  decorators  to  be  one  of  the  most 
magnificent  theatres  in  the  world.  It  com- 
pares favorably  with  the  Grand  Opera  House 
in  Paris  and  every  corner  of  the  theatre  re- 
veals a  marvel  of  decoration  or  modern  con- 
venience. 

Throughout  the  theatre  the  promoters 
spared  no  expense  to  create  the  richest  ef- 
fects. The  whole  cost  of  the  theatre  was 
$8,000,000,  it  is  stated  by  the  promoters,  and 
that  figure  was  25  per  cent  higher  than  the 
original  estimates.    It  seats  5,000. 

Entering  the  theatre,  the  high  and  spacious 
lobby  gives  the  first  impression  of  magnifi- 
cence. It  is  a  sheer  90  feet  to  the  ceiling  and 
it  is  lined  with  sixteen  columns  of  rose  jas- 
per. The  walls  are  panels  of  Botticinni 
marble  bordered  with  darker  rose  Tarvenal. 

Two  huge  chandeliers  are  suspended  from 
the  ceiling  by  heavy  cords  of  velvet.  The 
chandeliers  are  crystal,  with  18,000  electric 
light  bulbs  and  weigh  1,800  pounds  each.  On 
the  ceiling  of  the  lobby  Louis  Ambrosi, 
former  artist  at  the  Vatican,  has  painted 
murals  that  compare  with  those  he  placed  in 
the  Metropolitan  Opera  House  in  New  York. 

Cohen  Protests  Picture 


The  mural  decorations  in  the  theatre  prop- 
er are  by  Edmund  Philo  Kellogg  of  Chicago, 
and  are  symbols  of  the  phases  of  music  and 
drama.  One  of  the  murals,  above  the  pro- 
scenium arch,  is  set  with  precious  stones. 

There  are  innumerable  new  features  in 
theatre  construction  embodied  in  the  house. 
There  is  a  signal  system  that  charts  vacant 
seats  in  the  house.  There  are  smoking  rooms, 
lounging  rooms  and  other  service  rooms. 

In  the  ladies'  rooms  there  are  individual 
dressing  tables.  The  furniture  is  upholstered 
in  costly  tapestries  and  the  carpets  that  cover 
the  floors  are  thick  pile,  specially  manufac- 
tured for  the  theatre. 

Everything  has  been  done  to  give  the  pat- 
rons comfort.  A  new  system  of  projection, 
the  only  one  of  its  kind  in  the  world,  is  an 
experiment  to  relieve  eye  strain  ana  prevent 
the  distortion  of  the  pictured  image  in  pro- 
j  ection. 

The  .Metropolitan  is  considered  the  most 
magnificent  motion  picture  theatre  in  Amer- 
ica, and  the  promoters  are  conservative  in 
their  claim  that  it  is  the  most  comfortable, 
theatrical  experts  say. 

Air  cooling  and  purifying  plants  are  in- 
stalled in  the  house.  Under  every  seat  is  a 
ventilator^  Each  seat  is  upholstered  with 
deep  cushions.  It  has  the  largest  seating  ca- 
pacity of  any  theatre  in  New  England  and  its 
presentations  are  expected  soon  to  be  New 
(inglands  premiers  of  motion  pictures. 


Shows  in  Armories 


Takes    Stand    With  Theatre 
Owners  Against  Shows  in 
State  Armories 

Following  an  announcement  that  the  State 
Armory  on  Broadway,  Kingston,  N.  Y.,  would 
be  used  for  a  series  of  motion  picture  exhibi- 
tions, charging  admissions  to  the  public,  be- 
ginning November  2,  Sidney  Cohen  sent  a 
telegram  of  protest  to  Brigadier  General  Ed- 
ward J.  Wescott,  adjutant  general  of  the 
State  of  New  York,  which  says  in  part : 

"This  represents  species  of  unfair  com- 
mercial competition.  Theatre  owners  are  re- 
quired by  state  and  local  laws  to  afford  every 
protection  to  public  against  fire  and  other 
hazards.  Theatres  in  state  have  permanently 


SMITH  BANS  SHOW 

Albany,  October  23. — In  answer 
to  state-wide  exhibitor  protest,  Gov- 
ernor Alfred  E.  Smith,  acting  with 
Brigadier  General  Wescott,  has  put 
a  stop  to  the  proposed  use  of  the 
Armory  at  Kingston  for  the  exhi- 
bition of  motion  pictures.  Sidney 
Cohen  credits  R.  F.  Woodhull  with 
the  defeat  of  the  plan.  Woodhull 
succeeded  in  promoting  a  telegram 
to  the  Governor  from  practically 
every  influential  exhibitor  in  the 
State. 


built-in  fireproof  booths  with  every  safety 
appliance  for  safeguarding  patrons.  Desire 
to  call  your  attention  to  fact  that  state  laws 
require  all  seats  in  theatres  to  be  affixed  per- 
manently to  ground,  whereas  we  are  advised 
ordinary  camp  chairs  or  temporary  seating 
arrangements  will  be  made  in  armory  during 
showing  of  these  pictures.  Theatre  owners 
pay  national,  state  and  local  taxes  and  are 
part  of  community  life,  co-operating  with  all 
governmental  and  state  programs  and  we 
feel  sure  New  York  State,  itself  a  service 
institution,  and  a  safeguard  of  its  citizens, 
lives  and  property,  will  not  countenance  be- 
ing used  by  any  interest  as  unfair  commer- 
cial opposition.  Feel  unless  immediate  action 
is  taken  to  prevent  such  motion  picture  exhi- 
bitions in  New  York  State  armory  that  dan- 
gerous precedent  will  be  established  imperil- 
ling millions  of  dollars  invested  in  motion 
picture  theatres  of  this  State,  with  resultant 
loss  to  public.  Will  be  glad  to  furnish  any 
additional  information  required  and  would 
greatly  appreciate  your  immediate  reply. 

MOTION  PICTURE  THEATRE 
OWNERS  OF  AMERICA, 
R.  F.  Woodhull,  President; 
Sydney   S.   Cohen,  Chairman, 
Board  of  Directors." 
A  copy  of  this  telegram  was  sent  to  Gov- 
ernor Alfred  E.  Smith  and  another  to  every 
theatre  owner  in  New  York  State,  urging  im- 
mediate co-operation  by  each  exhibitor  wiring 
his  protest  of  the  action,  that  of  his  Cham- 
ber of  Commerce  and  other  local  organiza- 
tions. 


October  24,  1925 


29 


Sales  News  and  Personalities  of  the  Week 


BUFFALO 

Richard  C.  Fox,  president  of  Freedom 
Film  corporation,  257  Franklin  street,  will  be 
in  charge  of  the  Vital  exchanges  in  Buffalo 
and  Albany.  Headquarters  in  Buffalo  will  be 
in  the  Freedom  office. 

*  *  * 

Harry  Gibbs,  manager  of  the  New  Haven 
Fox  office,  is  in  Buffalo  promoting  sales  and 
now  is  touring  the  territory  with  G.  Emerson 
Dickman.  Clarence  Ross  has  resigned  as 
cashier. 

*  *  * 

E.  S.  Flynn  has  arrived  in  Buffalo  from 
Philadelphia  to  take  over  the  management 
of  the  United  Artists  exchange,  succeeding 
William  L.  Sherry,  who  has  gone  to  Florida. 

*  *  * 

Colvin  Brown,  vice-president  of  F.  B.  O. 
was  in  Buffalo  last  week  end  and  during  his 
stay  here  he  took  occasion  to  congratulate 
local  manager  Harry  T.  Dixon  on  the  fine 
sales  showing  made  by  the  exchange. 
,  *    *  * 

Al  Teschmacher,  for  many  years  booker 
at  the  Pathe  office,  is  back  in  the  game  as 
booker  for  Associated  Exhibitors.  Al  is  con- 
tinuing, however,  to  operate  the  Casino  thea- 
tre, an  east  side  community  house. 

*  *  * 

Dolly  McMillan,  beautiful  inspector  at  the 
F.  B.  O.  office  is  the  happy  possessor  of  the 
$1000  check  awarded  her  as  first  prize  winner 
in  the  Buffalo  Evening  Times  popularity  con- 
test. We  suppose  Dolly  soon  will  be  on  her 
way  to  Hollywood. 

*  *  * 

The  Hi-Art  theatre  in  Lockport  has  re- 
turned to  a  straight  picture  policy  and  it  is 
understood  that  the  new  Palace,  Paramount 
leased,  has  reduced  prices  to  25  cents.  Harold 
B.  Franklin  was  in  Lockport  last  week  look- 
ing over  the  Palace. 

*  *  * 

Al  Beckerich,  manager  of  the  Loew  State, 
Buffalo,  put  over  a  good  one  this  week,  when 
for  the  first  time,  local  street  cars  used  ads 
on  their  stern  and  bow  telling  the  world  about 
the  show  at  Al's  house. 

*  *  * 

Helen  Kozanowski,  sister  of  Hilda  and 
Stanley  Kozanowski,  managers  of  the  Rivoli 
theatre,  Buffalo,  died  last  week.  Helen  had 
been  cashier  at  the  big  community  house.  . 

*  *  * 

Michael  Shea,  head  of  the  Shea  Amuse- 
ment company,  of  Buffalo,  and  Vincent  R. 
McFaul,  managing  director  of  Shea's  Hippo- 
drome, journeyed  to  Boston  last  week  for  the 
opening  of  the  new  Metropolitan  theatre  in 
the  Hub  City. 

*  *  * 

Jack  Stevens,  formerly  with  the  Schine 
Theatrical  corporation,  as  manager  of  houses 
down  state,  has  accepted  the  management  of 
the  new  Grand  theatre  in  Westfield,  N.  Y., 
operated  by  the  Zicofe  corporation  of  Buff- 
alo. He  will  also  continue  to  book  for  the 
Elk  theatre,  Buffalo,  which  house  he  has  been 
managing  of  late. 

*  *  * 

The  new  Shea  Buffalo  theatre  will  open 
the  middle  of  January.  The  exterior  work  is 
complete  and  the  interior  is  coming  along  in 
fine  shape.  _  The  house  will  be  the  last  word 
in  decoration,  furnishings,  equipment,  con- 
struction and  convenience. 

*  *  * 

"PARISIAN  NIGHTS"  BOOKING 

"Parisian  Night,"  an  F.  B.  O.  Gold  Bond 
production  starring  Elaine  Hammerstein  and 
Lou  Tellegen,  and  directed  by  Al  Santell, 
played  Pantages  Theatre,  Salt  Lake  City,  the 
week  of  October  7th,  to  capacity  audiences. 


T>  EAUTY  and  utility  will  be  com- 
bined  in  Fox  Film  Corporation's 
New  York  Exchange  at  343-45  West 
44th  Street,  the  cornerstone  of  which 
will  be  laid  on  October  28.  Senator 
James  J.  Walker,  Democratic  candi- 
date for  mayor,  will  wield  the  trowel. 
Officials  of  city  and  state,  stars  of 
stage  and  screen  and  300  exhibitors 
from  the  metropolitan  area  will  lake 
part  in  the  ceremonies. 

It  will  be  the  most  scientifically 
laid  out  exchange  in  the  country, 
with  every  modern  appliance  for  the 
handling  and  distribution  of  films 
and  accessories.  The  exterior  will  be 
burnt  red  brick  with  a  purplish  cast. 
A  lounge  and  reception  room,  open- 
ing out  of  the  projection  room,  will 
be  fitted  up  for  the  comfort  of  vis- 
iting exhibitors. 

Arrow's  Previews 

Bring  Bookings 

Impressed  by  the  success  of  the  trade  show- 
ing of  "Tessie"  in  Cleveland  a  few  weeks  ago 
at  the  Allen  Theatre,  arrangements  for  which 
were  made  by  Lou  Rogers,  one  of  the  travel- 
ling representatives  of  Arrow  Pictures  Cor- 
poration, that  resulted  in  a  large  number  of 
bookings  being  obtained  by  Progress  Pictures 
Corporation  of  Cleveland  and  Cincinnati, 
who  have  the  franchise  for  this  territory  for 
the  twenty-four  Golden  Arrow  First  Run 
Features  for  1925-26,  Mr.  Rogers  removed 
his  activities  to  Pittsburgh  last  week. 

In  conjunction  with  Harry  Greele,  mana- 
ger of  Supreme  Photoplay  Productions,  own- 
er of  the  franchise  for  the  Golden  Arrow  for 
the  territory  served  by  the  Pittsburgh  office, 
Lou  Rogers  staged  a  trade  showing  of  "Tes- 
sie" at  the  Million  Dollar  Grand  Theatre  on 
Sunday  afternoon,  October  11. 

The  largest  attendance  of  exhibitors  to 
witness  a  preview  showing  of  a  feature  in 
Pittsburgh  was  the  result  of  Messrs.  Greeley 
and  Roger's  activities. 

This  method  of  bringing  to  the  very  doors 
of  the  theatre  owners  a  chance  to  see  just 
what  they  are  buying  is  meeting  with  such 
favorable  response  that  within  the  course  of 
a  few  days  a  preview  showing  of  a  Golden 
Arrow  product  will  be  made  in  Detroit. 


KANSAS  CITY 

Charles  T.  Sears,  former  M.  P.  T.  O. 
Missouri  president,  is  midwest  manager  of 
Universal  theatres. 

*  *  * 

C.  M.  Parkhurst,  formerly  with  Warner- 
Vitagraph,   now  is  with   the  Kansas  City 

F.  B.  O.  sales  force,  while  James  Bradford, 
of  the  P.  D.  C.  sales  force,  left  for  Omaha, 
Neb.,  to  accept  a  similar  position  with  the 
same  company  in  that  city. 

J.  F.  Burke,  traveling  auditor  for  Educa- 
tional, was  a  busy  Kansas  City  visitor. 

*  *  * 

E.  O.  Brooks,  serial  sales  manager  for 
Pathe,  conducted  a  sales  meeting  at  the  Kan- 
sas City  exchange. 

C.  W.  Allen,  assistant  P.  D.  C.  branch 
manager,  bYought  back  a  goodly  number  of 
contracts  from  the  territory. 

*  %  ♦ 

H.  O.  Bertels,  former  Denver  exhibitor 
and  Associated  Exhibitors'  branch  manager 
of  Los  Angeles,  has  been  added  to  the  Pathe 
sales  force  in  Kansas  City. 

*  ♦ 

T.  W.  Edwards,  formerly  with  the  salt 
Lake  City  Pathe  branch,  also  has  been  added 
to  the  Katisas  City  staff  of  that  company. 

*  *  * 

Improvements  aplenty  are  in  progress  at 
the  Fox  branch.  Not  only  is  M.  A.  Levy, 
branch  manager,  having  the  interior  re- 
painted, but  opera  chairs  have  been  installed 
in  the  projection  room. 

*  *  * 

J.  E.  Flynn,  Metro-Goldwyn  district,  man- 
ager, was  a  Kansas  City  visitor,  as  was  W. 

G.  Bishop,  Metro-Goldwyn  exploiter  of  St. 
Louis. 

A       ♦  £ 

ST.  LOUIS 

Jack  Underwood,  manager  for  Enterprise 
here,  has  been  transferred  to  the  Dallas,  Tex., 
office.  He  departs  for  his  new  post  on  Sun- 
day, October  25.  His  successor  here  has  not 
been  named. 

*  *  * 

Felix  F.  Feist,  general  manager  for  Metro- 
Goldwyn-Mayer  and  District  Manager  J.  E. 
Flynn  were  recent  visitors. 

*  *  * 

A.  W.  Smith,  Jr.,  from  First  National' 
home  office,  paid  the  local  office  a  visit.  He 
is  on  tour  of  the  branch  offices  of  the  corn- 


Leslie  B.  Mace,  First  National  salesman, 
was  injured  painfully  when  his  automobile 
skidded  into  a  ditch.  He  sustained  a  broken 
nose  and  other  injuries. 

*  *  * 

"Buns"  Derby,  F.  B.  O.  salesman,  was 
marooned  for  several  hours  when  his  ma- 
chine skidded  into  a  ditch.  He  was  trying 
some  of  those  Illinois  roads  that  are  not 
concrete. 

*  ♦  ♦ 

Lew  Bent,  F.  B.  O.  salesman,  is  back  from 
his  vacation.  He  and  the  missus  took  in 
many  interesting  places  in  South  St.  Louis 
while  he  was  away.  Lew  believes  in  Seeing 
St.  Louis  First. 

*  *  * 

James  A.  McLaughlin  is  the  new  owner  of 
the  Kozy  Theatre,  Kahoka,  Mo. 

*  *  * 

Callers  of  the  week  included:  Jim  Reilly, 
Alton,  111.;  Jack  Pratt,  Fulton,  Mo.;  J.  Mc- 
Namara,  Virden,  111. ;  Harry  Mueller,  Fes- 
tus,  Mo.;  J.  W.  Cotter,  Moberly,  Mo.,  and 
Paul  Lutestanski,  Granite  City,  111. 


30 


Exhibitors  Trade  Review 


PRODUCTION  HIGHLIGHTS 


MAURICE  E.  SEBASTIAN,   son  of 

the  producer,  has  been  installed  as  produc- 
tion manager  of  the  A.  H.  Sebastian  pro- 
ducing organization,  which  is  now  engaged 
in  the  making  of  "Fifth  Avenue,"  at  the 
Metropolitan  Studios  in  Hollywood.  Mr. 
Sebastian  has  just  completed  an  engagement 
as  production  manager  of  the  Howard  Esta- 
brook  Company.  Prior  to  this,  he  was  asso- 
ciated with  the  Orpheum  Circuit. 

*  *  * 

DIRECTOR  GEORGE  ARCHAIN- 
BAUD,   Fred   Stanley  and  a   group  of 

technical  experts  returned  to  New  York  last 
week  after  a  ten-day  inspection  tour  of  iron 
mines,  ore  carrying  lines  and  steel  mills  of 
the  United  States  Steel  Corporation.  This 
trip  was  made  for  the  selection  of  locations 
for  filming  the  most  spectacular  scenes  of 
"Men  of  Steel,"  the  big  "special"  which  goes 
into  production  under  the  supervision  of  Earl 
Hudson,  head  of  First  National's  Eastern 
production  units,  within  the  next  two  weeks. 

*  *  * 

AN  ANNOUNCEMENT  that  will  come 
with  great  interest  to  the  members  of  the 
moving  picture  industry  is  the  fact  that  R.  A. 
White,  former  General  Sales  Manager  of  the 
Fox  Films,  has  followed  the  crowd  and  has 
gone  to  Florida  to  enter  the  real  estate  field. 
He  has  been  made  the  Sales  Manager  of  the 
Delray  office  of  the  Mizner  Development 
Corporation,  developers  of  Boca  Raton.  Del- 
ray  is  located  just  eighteen  miles  south  of 
Palm  Beach  and  ten  miles  north  of  Boca 
Raton. 

*  *  * 

EDWIN  CAREWE  expects  to  finish 
photography  on  his  next  First  National  pic- 
ture, "Joanna,"  H.  L.  Gates'  widely  syndi- 
cated novel,  next  week.  He  has  made  rapid 
progress  on  this  production  and  expresses 
himself  as  extremely  well  pleased  with  the 
acting  of  Dorothy  Mackaill,  in  the  leading 
role,  as  well  as  the  performances  of  the  rest 
of  the  cast,  which  includes :  Jack  Mulhall, 
George  Fawcett,  Paul  Nicholson,  John  T. 
Murray,  Yvonne  Carewe,  Lillian  Langdon 
and  Dolores  del  Rio. 

*  *  * 

MARIE  PREVOST  has  started  work 
on  her  next  Warner  Bros,  feature,  "The 
Cave  Man,"  with  Matt  Moore  playing  oppo- 
site. This  story  by  Gillette  Burgess  was  one 
of  the  dramatic  hits  of  the  stage.  Miss  Pre- 
vost  will  have  such  a  part  as  she  had  in  Ernst 
Lubitsch's  "Kiss  Me  Again,"  while  Matt 
Moore  will  be  presented  in  an  entirely  new 
type  of  character. 

*  *  * 

ROBERT  KANE  has  announced  that 
his  next  production — his  third  for  First  Na- 
tional release — will  be  "The  Reckless  Lady," 
from  the  novel  by  Sir  Philip  Gibbs.  It  will 
be  directed  by  Howard  Higgin,  who  was  se- 
lected by  Mr.  Kane  to  direct  his  initial  pic- 
ture for  First  National,  "The  New  Com- 
mandment" from  Frederick  Palmer's  novel, 
"Invisible  Wounds."  Sada  Cowan  has  been 
engaged  to  prepare  the  continuity  for  "The 
Reckless  Lady."  Production  is  expected  to 
be  under  way  early  in  November. 

*  *  * 

MATT  MOORE  will  be  seen  in  one 
of  the  leading  roles  in  the  Truart  Produc- 
tion, "Where  the  Worst  Begins."  This  is 
a  comedy  drama  in  which  Moore  will  be  seen 
in  an  entirely  different  characterization  than 
he  has  heretofore  attempted.  Other  mem- 
bers of  the  cast  include  Ruth  Roland,  Alec 
B.  Francis,  Roy  Stewart  and  Grace  Darmond. 
The  picture  was  directed  by  John  McDer- 
mott. 


NEVER  AGAIN  will  Lillian  Rich  put 
her  nickname  of  "Billy"  on  a  hotel  register, 
according  to  a  letter  she  writes  from  north- 
ern California,  where  she  is  now  on  location 
in  the  vicinity  of  Russian  river  with  the 
C.  B.  De  Mille  company  filming  "Brave- 
heart." 

"In  a  spirit  of  fun,  I  signed  my  nickname 
of  'Billy'  when  registering  at  the  local  ho- 
tel," reads  Miss  Rich's  letter.  "The  next 
day,  in  a  true  spirit  of  western  hospitality, 
the  townspeople  gave  a  festival  in  honor  of 
the  visiting  film  troupe.  The  men  received 
cigars  and  the  women  candy,  and  there  was 
a  lovely  box  of  tin-foiled  Havanas  labeled 
'For  Billy  Rich.'" 

*  *  * 

THE  THIRD  of  the  Tiffany  produc- 
tions "Big  Twelve,"  "Borrowed  Finery,"  by 
George  Bronson  Howard,  has  been  finished 
and  has  just  been  received  in  New  York.  It 
is  a  comedy-drama  of  the  phase  of  life  in 
New  York  which  could  only  be  dramatized 
by  so  clever  a  writer  as  Mr.  Howard.  In 
the  cast  of  players  are  Gertrude  Astor,  Lou 
Tellegen,  Hedda  Hopper,  Ward  Crane,  Tay- 
lor Holmes,  Louise  Lorraine,  Otto  Lederer, 
Trixie  Friganza  and  Baroara  Tennant.  The 
picture  was  directed  by  Oscar  Apfel. 

A  RATHER  unusual  and  very  wise 
procedure  is  being  followed  at  the  Metropol- 
itan Studios,  where  William  Sistrom  has  in- 
stituted the  policy  that  a  story  bought  for 
picture  purposes  should  reach  the  screen  un- 
der its  original  title. 

"Without  Mercy,"  "Simon  the  Jester," 
"Rocking  Moon"  and  "Steel  Preferred,"  the 
first  four  Metropolitans,  were  filmed  under 
their  original  titles,  and  they  will  reach  the 
screen  without  change. 

*  *  * 

FLORA  FINCH,  veteran  favorite  in 
the  realm  of  screen  comedies,  has  been  added 
to  the  cast  of  "Fifth  Avenue,"  which  A.  H. 
Sebastian  is  now  producing  for  release 
through  Producers  Distributing  Corporation. 

*  *  * 

ALFRED  A.  SANTELL,  who  is  di- 
recting Robert  Kane's  production,  "Blue- 
beard's Seven  Wives"  for  First  National,  is 
on  the  home  stretch  of  photography  and  ex- 
pects to  complete  shooting  this  week.  Lois 
Wilson  has  been  added  to  the  number  of 
leading  women,  which  includes  Blanche 
Sweet,  Dorothy  Sebastian,  Nita  Naldi  and 
Betty  Jewell,  Wilfred  Lyteel.  Dan  Penell  and 
Douglas  MacPherson  are  recent  male  addi- 
tions to  the  cast. 


THE  16  PARAMOUNT  junior  stars, 
members  of  the  Paramount  Picture  School, 
paid  a  visit  to  the  Hampden  Theatre,  New 
York,  Thursday  night,  and  studied  the  por- 
trayals of  Walter  Hampden  and  Ethel  Bar- 
rymore  in  "Hamlet."  They  were  accompanied 
by  Sam  Wood,  their  director,  and  their 
chaperon,  Mrs.  J.  Walter  Taylor. 

After  the  second  act  the  future  cinema 
stars  went  back  stage  and  met  Mr.  Hamp- 
den and  Miss  Barrymore.  At  the  ;ame  time, 
Charles  Brokaw,  of  Columbus,  Ohio,  presi- 
dent of  the  class  and  a  former  member  of 
Mr.  Hampden's  Shakespearian  repertoire 
company,  formally  invited  the  noted  stage 
actors  to  visit  the  Paramount  Astoria  studio 
and  watch  them  at  work. 

*  *  * 

ARROW  PICTURES  Corporation  is 
also  handling  a  series  of  thrillers  in  which 
Charles  Hutchison,  who  long  has  been  recog- 
nized as  the  dare  devil  of  the  films,  is  starred. 

Word  has  just  come  to  Dr.  W.  E.  Shallen- 
berger,  president  of  Arrow  Pictures,  from 
Mr.  Hutchison  that  he  has  completed  his 
latest  picture,  "Pirates  of  the  Sky,"  which, 
according  to  the  star,  incorporates  more  hair 
raising  stunts  than  has  ever  possibly  been 
seen  in  a  feature. 

*  *  * 

AL  GREEN  will  direct  Colleen  Moore 

in  "Irene."  This  word  comes  from  John  Mc- 
Cormick,  of  First  National  Studios.  Green 
directed  Miss  Moore  in  "Sally,"  which  is 
regarded  as  one  of  the  biggest  pictures  of  her 
screen  career. 

*  *  * 

DOROTHY  DEVORE  has  been  cast 
for  the  leading  feminine  role  in  "The  Agony 
Column,"  Monte  Blue's  next  starring  picture 
for  Warner  Brothers.  Production  started  this 
week  with  Roy  Del  Ruth  directing.  The  bal- 
ance of  the  cast  includes  Helen  Dunbar, 
Heinie  Conklin,  Myrna  Loy  and  Otto  Hoff- 
man. The  story  is  by  Earl  Derr  Biggers  and 
was  adapted  for  the  screen  by  E.  T.  Lowe, 


WILLIAM  SISTROM,  general  man- 
ager of  Metropolitan  Pictures  Corporation, 
announced  the  completion  of  the  cast  for 
"The  Million  Dollar  Handicap,"  this  week, 
and  filming  was  immediately  started  under 
the  direction  of  Scott  Sidney.  Vera  Reynolds 
will  enact  the  stellar  role,  supported  by  Ed- 
mund Burns,  Ralph  Lewis,  Walter  Emerson, 
Ward  Crane,  Tom  Wilson,  Clarence  Burton 
and  Danny  Hoy. 


October  24,  1925 


31 


XPLOITATI 

A  Section  of  Ideas  for 
Bijr  and  Little  Exhibitors 


Exploiteers  Toeing  the 
Mark  for  Pathe  Subjects 


Elaborate  Press  Books  on 
Chaplin  Re-Issues  Lead 
Activities 

The  Exploitation  Department  of 
Pathe  Exchange,  Inc.,  is  preparing  elab- 
orate pressbooks  on  the  Four  Charlie 
Chaplin  pictures  which  will  be  brought 
back  to  the  screen  under  the  banner  of 
that  organization.  The  first  of  the  four 
productions  to  be  released  will  be  "A 
Dog's  Life."  Showmen  will  have  for 
this  picture  working  data  which  will  be 
far  more  complete  than  the  original 
pressbook  on  this  Chaplin  feature. 

"Our  pressbooks  on  the  four  Chap- 
lins  will  be  just  as  finished  a  product 
as  if  we  were  getting  them  out  for  his 
very  latest  picture,"  said  S.  Barret  Mc- 
Cormick,  director  of  Exploitation  for 
Pathe.  "All  our  publicity  stories,  ad- 
vertising and  exploitation  material  will 
be  brought  right  up  to  date  and  will 


The  Pathe  Exploitation  Staff  is 
kept  plenty  busy  these  days, 
with  Chaplin  reissues  on  hand, 
the  Harold  Lloyd  "Freshman" 
breaking  records,  and  other 
units  gaining  in  favor.  They 
are  worth  attention. 

try  and  give  the  showmen  some  entire- 
ly new  angles  to  work  on  for  the  pro- 
motion of  these  four  famous  comedies. 
The  books  we  will  get  out  will  probably 
be  the  most  elaborate  ever  produced 
for  reissues." 

The  release  date  for  "A  Dog's  Life" 
has  been  set  for  November  22,  Thanks- 
giving week. 

Exhibitors  who  have  learned  of 
Pathe's  contract  with  Chaplin  whereby 
a  million  dollars  was  paid  to  the  noted 
comedian  for  bringing  back  four  of  his 
best-known  productions  have  showed  a 
keen  interest  in  the  deal. 


Stunt  Advocated  For 
"Freshman"  Tie-Up 
Wins  Favor 

Manager  Carl  F.  Miller,  of  the  Strand 
theatre,  Fremont,  O.,  got  a  lot  of  free 
advertising  at  home  and  abroad  by  in- 
viting the  Fremont  high  school  football 
team  to  the  Strand  to  see  Harold  Lloyd 
in  "The  Freshman."  He  not  only 
"made"  the  Fremont  papers  but  got  a 
lot  of  specials  on  the  outside,  of  which 
the  •following  from  The  Toledo,  O., 
Blade,  a  paper  with  a  circulation  of 
more  than  a  quarter  of  a  million,  is  a 
sample : 

Fremont,  Oct.  14. — Fremont  high  school's 
football  squad  watched  Harold  Lloyd  score 
a  movie  touchdown  in  "The  Freshman,"  now 
being  exhibited  in  the  Strand  theatre.  Coach 
Bunk  Ross  and  F.  R.  Woodruff,  faculty  ath- 
letic manager,  chaperoned  the  party. 


A  New  Series 

ol 

Newspaper  Ads 
for  your  use 

The 

"Seven  Keys  to  Baldpate"  Tie-up 


Order  by  Number 


The  Ynle  &  Toai.e  Mia.  Co.,  Stamford.  Conn 


Who 

forgot  to  buy  q 
a  YALE  Loch<T 


{JEE  Do-jila.  MxLtan  ,o 


YALE 


were/F 
//keys  to 

Saidpate 

Jfont  of  them 

were  YALE  keys 

SEE  Douglas  MacLean  in  the  Paramount  Pic- 
ture "Seven  Keys  to  Baldpate."  What  happened 
there  might  happen  to  anyone  who  depends  on 
ordinary  locks  and  keys. 

Every  entrance  door  Is  worthy  of  Yale  security. 
A  Yale  Dead  Lock  or  Yale  Night  Latch  will  do  the 
trick.  Then  you  can  be  sure  your  door  will  open 
only  to  your  own  Yale  keys.  Let  Us  Show  you  the 
lock  Douglas  Mac  Lean  should  have  taken  to  Baldpate. 
Distributed  by 

I  SPACE  FOR  DEALER'S  NAME) 


Yale  Locks  Become 
Tie-ups 

£  N  the  cooperative  campaign 
which  has  been  negotiated 
by  Leon  J.  Bamberger,  assist- 
ant exploitation  manager  of 
Paramount,  with  Yale  and 
Towne  Manufacturing  Com- 
pany, Stamford,  Conn.,  on 
Douglas  MacLean's  "Seven 
Keys  to  Baldpate,"  the  maker 
of  Yale  locks  is  supplying  its 
dealers  throughout  the  coun- 
try with  effective  advertising 
mats  and  electros  in  two  and 
three  columns. 

Exhibitors  have  been  gen- 
erous in  praising  Paramount 
for  the  beneficial  service  ren- 
dered through  the  arrange- 
ment of  tieups  on  the  com- 
pany's various  pictures  by  Mr. 
Bamberger. 


32 


Exhibitors  Trade  Review 


VANISHING  AMERICAN"  STUNTS 
PULLED  ON  BIG  SCALE 


An  extensive  advance  campaign, 
coupled  with  word-of-mouth  advertis- 
ing, were  responsible  for  the  record 
breaking  run  of  "The  Vanishing 
American"  at  the  Imperial  theatre, 
Charlotte,  N.  C.  So  large  were  the 
crowds  on  the  last  day  that  hundreds 
failed  to  gain  admittance. 

A  remarkable  tribute  to  the  picture 
was  the  fact  that  many  persons  who  at- 
tended the  initial  performance  return- 
ed every  afternoon  to  see  the  picture. 
It  is  interesting  to  note  also  that  this 
record  run  was  made  in  the  face  of 
heavy  opposition,  with  the  made-in- 
Carolinas  Exposition  under  way  during 
the  week. 

Institutional  activities  and  advertising 
and  exploitation  were  combined  effect- 


ively in  the  advance  campaign.  Edward 
J.  Wall,  Paramount  exploiteer,  made  re- 
peated appearances  before  the  board  of 
directors  of  the  exposition  and  before 
the  Rotary  Club,  addressing  both  organ- 
izations. The  secretary  of  the  Chamber 
of  Commerce  visited  a  number  of  sur- 
rounding towns,  calling  attention  to  the 
world  premiere  of  the  picture  at  Char- 
lotte. 

Wall  assisted  the  exposition  with  its 
advertising  and  display  matter  and  in 
return  the  committee  gave  enthusiastic 
cooperation  in  furthering  the  motion 
picture  ball,  which  was  a  distinct  and 
novel  social  feature  in  Charlotte.  This 
affair  was  made  all  the  more  attractive 
by  the  personal  appearance  of  Lois  Wil- 
son and  her  sister,  the  two  sitting  as 


A  24-sheet  on  a  street  car  was  just  the  thing  to  start  the  Charlotte  (N.  C.)  people 
all  talking  about  the  "Vanishing  American,"  Paramount  picture  when  it  had  its 

premiere  at  the  Imperial. 


Compo-board  window  display  mottled  with 
plaster  was  used  in  the  Universal  Phila- 
delphia Exchange  when  "The  Phantom  of 
the  Opera"  played  at  the  Aldine  Theatre. 


judges  in  the  dancing  contest. 

In  his  campaign,  Wall  distributed  40,- 
000  roto  sections  in  the  local  dailies, 
the  cost  of  this  paper  being  divided 
evenly  between  the  exposition  and  the 
theatre.  Three  thousand  heralds  and 
3,000  miniatures  of  Miss  Wilson  also 
were  distributed.  The  miniatures  were 
made  up  in  the  form  of  a  program  of 
the  initial  performance,  which  was  held 
one  minute  after  midnight,  Monday 
a.  m.,  this  hour  being  necessitated  by  the 
Sunday  closing  law  in  Charlotte. 

Three  days  prior  to  the  opening  and 
during  the  entire  run  a  street  car  ptas- 
tered  with  24  sheets,  mounted  on  can- 
vas, toured  the  city.  Men  dressed  in 
Indian  uniforms  distributed  rotos  and 
readers  about  the  streets.  On  Saturday 
preceding  the  opening  the  high  school 
band  toured  the  streets  with  the  street 
car  ballyhoo,  each  member  of  the  band 
being  given  a  pass  to  the  theatre  for  his 
services. 

Hung  across  the  principal  street  in- 
tersection was  a  40  foot  banner. 

A  $100,000  policy  insuring  the  print 
against  theft  and  damage  received  wide 
publicity  in  the  press,  and  the  stunt  was 
commented  upon  at  several  of  the  civic 
club  luncheons. 

On  Saturday  night  Miss  Wilson  made 
a  personal  appearance  at  the  theatre. 
So  great  was  the  crowd  that  every  po- 
lice reserve  was  called  out.  With  pa- 
trons standing  in  the  aisles  of  the  thea- 
tre and  the  lobby  packed,  fully  2,000 
blocked  traffic  in  the  street. 

During  the  run  of  the  picture  the  reg- 
ular organ  music  was  augmented  by  a 
10  piece  orchestra.  As  a  prologue,  a 
young  woman  dressed  in  Indian  cos- 
tume sang  "The  Indian  Love  Call." 


October  24,  1925 


33 


"Personal  Appearance"  Stunt  Works 

Without  Personal  Appearance 


Cup  Donated  by  Fairbanks 
Compensates  Audience  for 
Non-  Appearance 

When  the  Douglas  Fairbanks  feat- 
ure "Don  Q,"  was  shown  at  the  Liberty 
theatre,  Spokane,  Wash.,  the  house 
management  sent  a  special  invitation  to 
Mr.  Fairbanks  to  attend  the  opening 
showing.  This  he  was  unable  to  accept 
but  he  did  telegraph  he  would  be  glad 
to  donate  a  cup  to  the  winner  of  the 
Inland  Empire  handicap  at  the  Spokane 
Fair.  This  offer  was  accepted,  and  duly 
publicized  in  the  newspapers  of  Spok- 
ane as  well  as  in  some  fifty  nearby 
towns  and  cities. 

The  loving  cup  was  won  by  J.  Cheat- 
ham's "Purr  Puss"  which  had  been  a 
consistent  winner  at  Tia  Juana  during 
last  winter's  racing  season.  The  trophy 
was  presented  at  the  conclusion  of  the 
race  by  Miss  Margaret  McGreevy  who 
had  been  crowned  Princess  of  the  In- 
land Empire.  Jockey  Ted  Buel  re- 
ceived the  cup  for  the  winner's  owner. 

The  publicity  received  on  this  exploi- 
tation stunt  resulted  in  a  record-break- 
ing run  for  the  United  Artists  Cor- 
poration release  at  the  Liberty.  Crowds 
gathered  in  front  of  the  house  an  hour 
before  the  opening  and  continued  to 
storm  the  theatre  throughout  the  ten- 
day  engagement. 

Tho  we  would  not  advise  pulling  any 
wool  over  the  eyes  of  the  public,  it  can 
be  said  that  a  letter  asking  for  the  per- 
sonal appearance  of  a  star  will  often  get 
the  same  results  as  the  appearance 
itself.  At  least  you  give  your  audience 
the  impression  that  you  are  in  the  run 
with  the  big  fellows. 


London  disobeys  convention  by  allow- 
ing a  window  display  of  a  motion  pic- 
ture (Don  Q,  the  United  Artist  re- 
lease). The  picture  was  being  shown  to 
record  crowds  at  London  Hippodrome. 


FINDS  ANOTHER  USE 
FOR  FORD  CARS 

Manager  Realizes  That  a  Ford 
Will  Always  Attract  Attention 
and  Cashes  in  on  Fact 

An  antiquated  model  of  a  Ford  car 
in  a  window  bearing  a  sign  "See  'A 
Slave  of  Fashion'  at  the  Laurier  Thea- 
tre" recently  attracted  a  good  deal  of 
attention  in  Woonsocket,  R.  I.,  where 
this  popular  film  starring  Norma  Shear- 
er was  vigorously  exploited  by  Floyd 
Stuart,  Metro-Goldwyn  exploiteer. 

Stuart  achieved  a  number  of  tie-ups 
which  procured  him  windows  featuring 
ladies'  garments,  flowers  and  jewelry, 
all  of  which  exhibited  art  cards  with 
stills  and  photos  of  Miss  Shearer.  One 
hundred  block  printed  cards  were  dis- 
played and  three  thousand  heralds  were 
distributed  from  house  to  house.  Spe- 
cial billing  was  resorted  to  and  there 
was  a  special  lobby  display.  A  trailer 
was  used  in  the  theatre  with  good  er- 
ect. 


"Farina"  Spills  a  Beauty 


The  management  of  Shea's  Hippo- 
drome, Buffalo,  N.  Y.,  exploited  "Your 
Own  Back  Yard"  through  a  series  of 
letters  to  prominent  people  under  the 
signature  of  Farina,  the  little  ink  spot 
of  "Our  Gang."  These  letters  weie 
written  in  Ring  Lardner  style  and  were 
mailed  in  tiny  envelopes,  marked  "per- 
sonal." 

Here  is  Farina's  letter:  ■ 

Dear  Mister: 

I  have  lots  of  trubbles  becaus 


evrybudy  pix  on  me  but  i  will  get 
even  with  them  if  you  will  tell  the 
little  boys  and  little  girls  that  I  will 
be  at  mister  Shay's  Hipodroum 
next  Sunday  and  they  made  me  cal 
my  show  "Your  Own  Back  Yard." 

I  just  know  how  much  you  will 
like  me  and  my  gang  and  my  show 
and  please  tell  all  yore  frinds  about 
me. 

Thanks 

FARINA. 


Brooklyn  Police  Help  Roebling 

Exploit  "The  Making  of  O'Malley' 


CHARLES  Finesilver,  manager  of  the  Roebling  Theatre, 
Brooklyn,  N.  Y.,  saw  a  fine  chance  to  gei  the  police  of 
the  Clymer  Street  station,  just  across  the  street  from 
the  theatre,  to  help  him  exploit  First  National's  police  photo- 
play starring  Milton  Sills,  "The  Making  of  O'Malley." 

He  arranged  with  the  captain  of  the  precinct  foi  the  uni- 
formed men  to  line  up  in  front  of  the  theatre  tor  roll  call 
and  dismissal  at  4  p.  m.  In  order  to  get  publicity  for  Sills 
and  "The  Making  of  O'Malley,"  he  had  one  of  his  staff  at 
the  theatre  dressed  in  police  uniform,  face  the  policemen 
while  they  were  being  photographed  and  the  roll  was  being 
called.  On  the  back  of  his  ballyhoo  artist  was  a  large  sign, 
with  the  red  and  green  circles  of  street  traffic  signals,  the 
name  of  the  star,  picture,  theatre,  etc. 

The  fake  policeman  was  used  as  a  street  bahyhoo,  parad- 
ing the  streets  in  the  section  of  the  city  around  the  Roeb- 
ling theatre.  He  attracted  much  attention,  especially  from 
the  children  who  proved  strong  patrons  of  the  picture 


34 


Exhibitors  Trade  Review 


Miniature  locomotive,  old   railroad  ads  and  Indians  were 
used  in  the  lobby  of  the  Colonial  Theatre,  Indianapolis,  for 
Fox's  "The  Iron  Horse." 


A  futuristic  "Iron  Horse"  ballyhoo  with  Old  Soldier  riders 
was  used  by  the  Capitol  Theatre,  Calgary,  Alberta,  Canada. 


Lobby  display  for  advance  advertising  of 
Fox's  "Iron  Horse"  by  Manager  Gersdorff 
of  Majestic  Theatre,  San  Antonio,  Texas. 


Exploitation  of  "Iron  Horse" 
Sets  Many  Precedents 

WE  have  been  watching  with  interest  the  efforts  of  Ned  Holmes,  director  of 
exploitation  for  the  Fox  Film  Corporation  in  putting  "The  Iron  Horse"' 
over.  Every  week  a  new  set  of  photographs  comes  to  our  attention,  each 
set  replete  with  new  and  novel  ideas.  So  far,  it  has  been  impossible  to  check  up 
on  the  results  these  many  and  diversified  stunts  have  obtained  for  the  theatres 
where  they  were  tried,  but  it  certainly  does  seem  that  any  picture,  even  if  not  of 
the  high  calibre  of  "The  Iron  Horse,"  must  go  over  with  such  exploitation. 

This  page  reproduces  several  of 
the  ideas  advanced  in  street  bally- 
hoos  and  lobby  displays  at  the- 
atres in  the  United  States  and 
Canada.  They  are  worth  while 
following  if  at  all  within  the 
means  of  the  exhibitor.  They  are 
sure  to  bring  results. 


24  sheet  mounted 
on  electric  car 
toured  Indian- 
apolis for  a  week 
preceding  "Iron 
Horse"  opening 
at  Colonial. 


The  Mozart  Theatre,  Canton,  Ohio,  used  this  clever  street 
ballyhoo  for  Fox's  "Iron  Horse."    Notice  the  sign  at  the 
right,  announcing  a  tie-up  with  the  navy. 


This  Indian  ballyhoo  worked  the  front  and  lobby  of  the 
Colonial  Theatre,  Indianapolis,  in  behalf  of  the  Fox  super- 
production,  "The  Iron  Horse." 


October  24,  1925 


35 


The  <Bi<j  Little  Feature 


"Shootin'  Wild" 


Unive»sal 


2  reels 


Dirtyshirt  Jones  gets  ready  to  fight  the  stockyard 
champ  ob  July  4th.  Magp-e  and  Dirtyshirt  are 
rivals  for  the  hand  of  Su,  the  town  vamp,  but  a 
local  sheik  cuts  them  both  out.  The  fight  comes  off 
as  per  sche<rule,  with  a  big  celebration.  Jones  wins 
the  fight  by  a  fluke,  while  outlaw  bandits  raid  the 
town.  Jones  and  Magpie  set  off  a  fireworks  stand 
and  rout  tlie  bandits  and  are  acclaimed  heroes. 

For  a  Mustang  Western  comedy  drama, 
this  picture  has  solid  weight  and  real 
material.  Ben  Corbett  and  Pee  Wee 
Holmes  play  Simpkins  and  Jones,  respec- 
tively, both  scoring  effectively,  Pee  Wee, 
especially.  The  episode  of  the  routing  of 
the  bandits  by  fireworks  is  very  well  han- 
dled. This  comedy  has  lots  of  action  and 
laughs  and  should  go  well  all  over. 


"All  Aboard' 


Fox 


2  reels 


Warren  receives  a  wire  that  he  must  sail  at  once 
for  Paris.  Later  this  is  countermanded.  He  returns 
home  to  find  that  Helen  has  dashed  to  the  boat  to 
join  him.  Meantime  there  is  another  change  and 
Warren's  partner  has  just  time  to  make  the  steamer. 
Warren  pursues  in  a  rum  runner  power  boat.  In 
the  mix-up  he  is  hoisted  on  one  side  of  the  boat 
while  Helen  is  lowered  to  the  pilot  boat  on  the 
other  side.  Finally  they  both  get  aboard  the  rum 
boat  and  are  pursued  by  revenuers.  They  return  to 
the  steamer  and  put  the  partner  out  of  the  honey- 
moon cabin. 

This  is  one  of  the  "Helen  and  Warren" 
series.  It  is  a  high  calibre  film  that  should 
please  anywhere.  If  the  story  had  got  under 
way  a  bit  sooner  some  more  good  gags  could 
have  been  injected  in  the  chase  between  the 
rum  runner  and  the  revenue  craft. 

One  of  the  most  humorous  situations  is 
where  Warren  pursues  the  family  cat  into 
the  hallway  and  is  confronted  on  all  sides 
by  ladies  about  to  go  out.  Warren  is  in  his 
pajamas. 

Another  good  sequence  which  is  not  devoid 
of  thrill  shows  the  couple  in  the  rum  speed- 
ster being  drenched  with  sea  water.  They 
suggest  that  the  captain  surrender.  He  replies 
that  his  motto  is  "Don't  Give  Up  the  Ship." 
Warren  gives  a  sickly  smile. 

The  cast  includes  Kathryn  Perry,  Hallam 
Cooley,  Diana  Miller,  William  Davidson  and 
Pat  Harmon. 

This  film  deserves  additional  exploitation. 
Tie-up  with  the  newspaper  stories.  Feature 
th«  strong  cast. 


"Felix  the  Cat  Trips  Thru 
Toyland" 


REVIEWED  IIS  THIS  ISSUE 

Felix  the  Cat  Trips  Thru  Toyland 

Educational 
A  Goofy  Gob  Educational 
Slippery  Feet  Educational 
Lyman  H.  Howe's  Hodge  Podge 
No.  38  Educational 
All  Aboard  Fox 
Pathe  Review  No.  43  Pathe 
Better  Movies  Pathe 
The  Invisible  Revenge  Short  Film 
The  Lion  Charges  Short  Film 
Shootin'  Wild  Universal 
The  Boundary  Line  Universal 
Nursery  Troubles  Universal 


"The  Invisible  Revenge" 

Short  Film  Syndicate  1  reel 

A  Mutt  and  Jeff  cartoon  in  which  little  Jeff 
finally  puts  one  over  on  his  bullying  boy 
friend.  This  should  prove  a  pleasing  asset 
for  any  program.  Jeff  gets  a  job  with  a; 
chemist  who  has  invented  a  liquid  making 
anything  invisible  for  a  brief  period.  To  se- 
cure revenge  on  Mutt  for  relieving  him  of 
his  salary,  Jeff  purloins  some  of  the  magic 
fluid  and  makes  himself  and  a  diminutive 
colored  boy  invisible.  While  so  they  drive 
Mutt  almost  insane  with  fear,  and  end  by 
throwing  everything  in  the  place  at  him. 


Educational 


1  reel 


Here  is  one  of  the  cleverest  Pat  Sullivan 
cartoons.  Felix  rescues  a  doll  from  an  irate 
pup  and  in  reward  is  taken  for  a  trip  to 
toyland.  Here  he  encounters  a  villainous 
clown  who  kidnaps  his  doll-girl  and  spirits 
her  away  to  his  castle.  Felix  tries  in  many 
ways  to  rescue  her.  Finally  he  calls  on  the 
toyland  army  for  aid  and  wages  war  against 
the  villain.  Finally  he  overcomes  Punchin- 
ello and  again  clasps  the  doll  to  his  heart. 
There  are  many  nice  touches  in  the  film,  such 
as  lollypop  trees  and  various  toy  animals 
that  seem  to  live. 


"The  Boundary  Line" 


Universal 


2  reels 


The  changing  of  the  course  of  a  little  stream 
which  divided  the  ranches  of  Col.  Jasper  and  Col. 
Jones,  fanned  the  spark  of  animosity  in  the  hearts 
of  the  rebel  war  vet  and  the  old  soldier  of  the 
Union.  This,  however,  subsides  when  Jones'  grand- 
daughter and  Casper's  grandson  fall  in  love  and 
announce  their   intention   of  marrying. 

Not  so  good.  This  Mustang  western  comes 
in  the  same  category  as  the  last  few  of  this 
series.  It  is  entirely  lacking  of  pep,  the 
actors  moving  along  as  if  they  know  every- 
thing is  going  to  turn  out  all  right  anyway. 
The  plot  isn't  startlingly  new,  but  if  there 
were  more  action,  it  could  have  made  a  fairly 
interesting  story.  The  titles  too  are  long  and 
talky.  In  short,  it  can't  even  be  classed  as  an 
average  western. 


What  Others  Think 

8. 

MISSOURI  THEATRE: 

"Have  used  your  Ko-Ko  Song 
Car-Tunes  as  Featured  Organ  Solos 
and  want  to  say  they  pleased  the 
audience  immensely." 

— Milton  Slosser,  Organist. 


729  7th  Ave.    H'JU!  N.  Y.  C. 

Edwin  Mile*  Fidmuj.  Pre*. 


"Pathe  Review  No.  43" 

Pathe  1  led 

This  is  a  particularly  interesting  review. 
"Makers  of  Men"  will  especially  appeal  t© 
the  juveniles  who  will  thrill  over  the  routine 
at  West  Point  from  the  minute  the  boys  ar- 
rive until  they  are  declared  full-fledged  Ca- 
dets. "Fresh-Air  Tonic",  Pathe-color  views 
of  Monte  Dore,  France's  favorite  mountain 
resort,  shows  the  beauty  of  the  valley  in  the 
browns  and  golds  of  Autumn.  This  is  a  good 
time  to  show  it.  The  games  indulged  in  there 
are  of  the  more  strenuous  nature  and  are  in 
strong  contrast  with  those  played  here.  "Sun- 
Light,  the  World's  Champion  Producer  of 
Energy,"  one  of  the  "Magic  Eye"  series  is 
another  interesting  subject.  With  the  use  of 
a  microscope,  thousands  of  cells  of  stored 
away  sunlight  are  found  in  the  juice  of  a 
potato.  This  is  a  good  one  for  a  tieup  with 
the  schools. 


'Nursery  Troubles" 


Universal 


2  reels 


Poor  little  Edna  is  a  tramp.  She  tries  to  get  a 
job  as  a  maid  but  the  competition  is  keen.  She 
resorts  to  strategy,  gets  the  job  and  is  assigned  to 
a  nursery  in  a  department  store  as  nursemaid.  Later 
two  babies  get  mixed  up  when  called  for  by  their 
mothers  and  there  is  a  wild  to-do.  Edna  chases 
around  town,  first  bringing  back  a  colored  baby,  and 
finally  the  right  one.  This  wins  her  promotion  as 
head  nurse. 

Pert,  Pretty,  and  Persevering — that's  Edna 
Marian,  Century  Comedy  Star,  all  over.  Sel- 
dom has  she  shown  to  better  advantage  than 
in  this  picture.  Looks  like  Wanda  Wiley 
will  have  to  look  to  her  laurels  after  Marian's 
work  here. 

The  story,  opening  with  Edna  riding  the 
brakes  on  a  freight  train,  her  attempts  to 
find  a  job  dressed  in  masculine  attire ;  her 
happy  and  winsome  way  with  the  beautiful 
babies  used  in  the  nursery — all  contribute  to 
a  delightful  comedy.  This  picture  is  all  Edna 
Marian.  Play  it  and  please  the  kiddies  and 
their  mammys. 

*    *  * 


'A  Goofy  Gob" 


Educational 


reels 


Jay  Belasco,  an  ensign,  is  in  love  with  the  com- 
mander's daughter,  who  gives  him  her  ring  as  a 
token  of  her  affection.  On  seeing  the  ring,  the 
commander  becomes  suspicious  and  questions  Jay, 
who  denies  that  it's  the  commander's  daughter. 
However,  the  commander  sets  out  to  learn  the  truth, 
ordering  Jay  not  to  leave  the  boat.  Goofy  Gob 
volunteers  to  get  Jay  out  of  the  scrape  by  returning 
the  ring.  He  gets  himself  in  many  scrapes  enroute, 
but  finally  gets  the  ring  to  the  girl,  thus  saving  tbe 
day. 

A  bright  comedy  with  nary  a  dull  moment. 
A  sure  bet  for  pepping  up  your  program. 

It's  a  good  vehicle  and  Billy  Dooley  cer- 
tainly does  it  justice.  He's  essentially  a 
comedian.  His  facial  expression — or  rather 
lack  of  it — helps  develop  the  laughs. 

There  are  no  highlights  in  this  production, 
but  there  is  a  steady  stream  of  good  comedy 
situations,  provoking  much  laughter. 

Play  up  Billy  Dooley. 


36 


Exhibitors  Trade  Review 


"Slippery  Feet" 


Educational  2  reels 

Bobby  and  Frances  are  in  love.  George  is  jeal- 
ou»  »nd  decides  to  get  Bobby  out  of  the  way.  He 
makes  a  wager  with  Bobby,  who  is  an  excellent  im- 
personator, that  he  cannot  give  an  impersonation  of 
"Dan  Derby"  for  whom  the  police  are  looking.  The 
fcet  is  laid.  Bobby  appears  as  'Dan  Derby."  George 
kai  telephoned  the  police  and  Bobby  is  arrested.  He 
U  finally  exonerated  when  the  real  "Dan  Derby" 
make*  his  appearance.  Bobby  and  Frances  are  re- 
uaited. 

An  average  comedy.  Bobby  Vernon  is 
funny  and  versatile.  Frances  Lee  is  ador- 
able as  the  ingenue.  However,  there's  too 
much  wild  chasing  and  not  enough  variety. 

Bobby's  impersonations  are  clever.  For 
instance,  by  standing  behind  a  table  which 
hides  his  lower  extremeties,  and  donning  a 
garment  of  some  sort,  using  his  arms  as 
legs,  he  looks  like  a  perfect  midget  standing 
on  the  table.  He  then  does  some  tall  stepping 
— with  his  hands. 

Apropos  of  "Slippery  Feet,"  you  might 
have  a  dance  contest,  with  your  stage  ver^ 
highly  polished.  The  couple  keeping  their 
balance  the  longest,  is  acclaimed  winner. 


"The  Lion  Charges" 

Short  Film  Syndicate  1  reel 

A  true  thriller  that  will  hold  any  audience. 
It  portrays  an  African  lion  hunt  held  in  the 
far  famed  "Valley  of  Lions."  The  great 
yellow  beast  is  driven  from  cover  by  native 
beaters.  He  is  seen  skulking  in  the  background 
Then  he  charges  straight  at  the  cameraman. 
Titles  tell  us  that  the  camera  was  swept  aside 
in  the  mad  rush.  But,  as  usual,  the  photogra- 
pher stuck  to  his  post  until  the  lion  was  with- 
in a  few  feet  of  him.  Moreover,  the  camera 
was  set  back  in  position  in  time  to  picture  the 
beast's  death.  Later,  there  is  a  "lion  dance" 
by  the  natives.  They  hop  about  a  huge  fire 
bearing  the  animal's  skin  in  celebration  of 
their  victory.  Play  this  one  up.  It  is  a  sure 
interest  holder. 

»   *  * 

"Lyman  H.  Howe's  Hodge 
Podge  No.  38" 

Educational  1  reel 

This  edition  of  "Knicknacks  of  Know- 
ledge" is  very  interestingly  handled.  If  your 
patrons  are  a  little  tired  of  the  usual  presen- 
tation of  current  events,  give  them  a  change 
in  diet.    They  will  be  grateful  for  it. 

The  cartoons  and  caricatures  used  for  the 
introduction  of  subjects  are  humorous  and 
entertaining — the  subjects  themselves  interest- 
ing ;  a  perfect  combination  for  this  type  of 
presentation. 

What  seems  duller  than  washing  windows? 
And  yet  the  window  washer  removing  specks 
from  the  panes  on  the  fifty-fifth  floor  of  the 
Woolworth  Building  is  compensated.  From 
his  lofty  position  he  gets  an  odd  view  oi 
Broadway  below — troleys,  autos,  pedestrians, 
the  East  River  and  boats. 

And  so  we  go  into  Peru,  China  and  New 
Zealand,  learning  a  little  and  laughing  a 
little. 

This  is  dandy  to  get  your  patrons  in  a 
receptive  mood  for  the  feature. 

*    *  * 

"Better  Movies" 

Pathe  2  reels 

A  neighborhood  pang  finds  a  deserted  studio  and 
proceeds  to  create  "better  movies."-  Mickey  is  the 
director  and  the  rest  of  the  gang  are  the  actors. 
First  a  tin-can  camera  is  used  for  registering  the 
action.  Then  a  poor  little  rich  boy  brings  on  his 
miniature  camera  which  takes  real  pictures.  They 
give  a  show  where  the  picture  is  presented.  The 
actors  and  director,  in  viewing  it,  take  great  pride 
in  their  work. 

Another  whale  of  a  comedy.  You  can't 
go  wrong  with  this  "Our  Gang"  two-reeler. 
It's  way  up  to  standard. 

Those  kids  certainly  have  a  propensity  for 
chasing  away  the  blues.  And  they  have  a 
dandy  vehicle  in  "Greater  Movies"  which 


gives  them  an  opportunity  to  burlesque  the 
old-time  movie  thrillers  which  they  do  in 
grand  style.  Marvelous  direction  they  get 
too. 

Of  course,  little  Farina  stands  out,  as  usual. 
Here  as  a  lackey  whose  mistress  tries  to 
vamp  him.  He  becomes  terribly  nonplussed, 
twiddling  his  fingers  and  shifting  his  glance 
in  embarrassment.  When  some  pepper  i» 
blown  in  the  air,  the  kids  are  funny  when 
they  all  start  to  sneeze,  but  somehow  Far- 
ina's sneezes  are  the  funniest.  Little  "Husky" 
Hanes,  a  new  addition  is  a  darling.  Barely 
two  years  old,  he's  a  perfect  actor.  His  en- 
tire vocabulary  consists  of  "Fooey,"  but  hi  = 
face  expresses  his  true  sentiments.  Martha 
Sleeper,  in  a  radical  departure,  takes  part  too 
in  the  fun-making. 

The  kids  will  come,  of  course.  But  don't 
forget  the  grown-ups  love  these  clever  kia» 
too  and  will  particularly  enjoy  their  ideas 
on  revolutionizing  the  film  industry.  You 
are  justified  in  giving  this  as  much  advertis- 
ing and  publicity  as  your  feature. 


How  a  Short  Can  Be  Made 
to  Attract  Youths 

BRUCE  GODSHAW,  Universale  new  ex- 
ploitation man  in  the  Chicago  territory, 
is  turning  out  exploitation  campaigns  in 
wholesale  lots.  His  latest  tie-up  for  "Perils 
of  the  Wild,"  the  new  Universal  Adven- 
ture picture,  is  with  The  Hub  (Henry  C. 
Lytton  &  Sons),  for  essay  contests  in  35 
theatres,  the  clothing  store  to  furnish  three 
boys'  suits  for  prizes  for  each  theatre.  All 
the  Lubliner  &  Trintz  houses  witn  the  ex- 
ception of  the  Pantheon,  and  the  Monogram, 
20th  Century,  Casino  (Halsted  street),  and 
the  Casino  (Madison  street),  are  already  in 
on  the  stunt. 

The  prizes  are  to  go  to  the  writers  of  the 
best  essays  on  the  three  following  subjects: 
Why  do  boys  prefer  to  come  to  The 
Hub  for  their  first  long  trouser  suit  ? 

Would  you  rather  wear  long  trousers 
or  knickers?  Why? 

If  The  Hub  organized  a  Boys'  Club 
would  you  like  to  belong — and  what  en- 
tertainment would  you  suggest? 
In  addition  each  boy  who  enters  the  con- 
test will  receive  a  free  copy  of  a  48-page 
book  containing  batting  averages,  track  rec- 
ords, Boy  Scout  data,  All-American  football 
teams,   radio   dope,  etc.     The   tie-up  with 
"Perils  of  the  Wild"  comes  through  the  fact 
that  to  enter  the  contest  the  boys  must  fill  out 
a  coupon  and  hand  it  to  the  doorman  of  the 
theatre  on  the  opening  day  of  the  new  serial. 


Pathe  News  No.  83 

OMAHA,  NEB. — Coolidge  receive!  tre- 
mendous ovation  from  American  Le*;iom! 
VALPARAISO,  CHILE — His  Royal  High- 
ness keeps  on  wandering!  Here'*  "Wales 
himself,  all  togged  out  in  Navy  attire,  pay- 
ing a  visit  to  Chile's  principal  Naval 
Academy.  HAVANA,  CUBA — Havana  Taeat 
Club  crew  wins  annual  Cuban  rowing;  re- 
gatta. Oarsmen  from  rival  clubs  pmll  aar* 
for  victory  after  getting  away  to  a  rood 
start.  SARANAC  LAKE,  N.  T. — Baseball 
fans  throughout  nation  mourn  death  »f 
Christy  Mathewson!  "Big  Six,"  idol  f»r  tw» 
decades,  loses  battle  to  disease  contraetea 
"Over  There."  NEW  YORK  CITY — Amund- 
sen returns,  ready  to  try  another  polar 
flight.  MITCHEL  FIELD,  N.  Y. — French 
aviator  wins  Liberty  trophy  race  In  na- 
tion's aerial  classic.  Capt.  Lemaitre  takes 
lead  soon  after  the  start  and  areragres 
129.1  miles  per  hour.  WASHINGTON.  D.  C. 
— Baseball  (titles  to  be  furnished  later). 
KANSAS  CITY,  MO. — Start  drive  to  organ- 
ize national  Girls'  Week.  Thousands  of 
girls  take  part  In  colorful  parade  in  mighty 
tribute  to  girlhood. 

Fox  News  Continuity 

WASHINGTON,  D.  C— President  Coolidge 
and  his  cabinet  bid  farewell  to  resigning 
Secretary  of  War,  John  W.  Weeks.  NEW 
YORK  CITY — Miss  Congo,  only  female 
gorilla  ever  in  captivity.  PARIS,  FRANCE 
— The  high  cost  of  taxies  prompt  this 
couple  to  ride  to  their  wedding  in  a  parade 
of  push-carts.  CHICAGO,  ILL — Thousmds 
see  thrilling  gridiron  game.  GUASTI, 
CALIF. — Harvest  starts  on  state's  vast  crop 
of  wine  grapes.  SNOQUALMIE,  MONT. — 
Nature  submits  to  man's  mastery  at  the 
falls.  EL  PASO,  TEX. — Gen.  J.  C.  Castner, 
new  commander  of  Fort  Bliss.  CHERO- 
KEE, N.  C. — Indians  celebrate  Fall  Festival 
with  ball  game.  MILAN — One  of  Italy's 
splendors  is  the  Duomo.  NEWAPK,  N.  J. 
— A  scenic  railwav  in  the  backyard.  NEW 
MEXICO — Vast  drift  of  white  smd,  one  of 
world's  strangest  desert  formations.  The 
JAZZ  BARBER  SHOP  makes  its  appear- 
ance; New  Yorker  today  can  get  a  shave 
or  haircut  to  music  of  an  orchestra. 

Kinograms  No.  5128 

MARINO,  ITALY — Thousands  celebrate 
big  grape  festival.  SAN  FRANCISCO — 
Girls  help  gobs  get  ready  for  Navy  Day. 
STOCKHOLM,  SWEDEN — Swedish  children 
in  mammoth  fete.  WILLIAMS,  CALIF. — 
Raise  record  flocks  of  turkeys  in  west. 
NEW  YORK — Lay  cornerstone  for  $3,000.- 
000  clubhouse.  PARIS — See  moving  side- 
walks as  traffic  jam  cure.  NEW  HAVEN— 
Penn  beats  Yale  in  thrilling  game.  NEW 
YORK — Notre  Dame  is  beaten  by  Army. 

International  News  No.  87 

YOKOHAMA,  JAPAN — Worst  flood  In  50 
years  spreads  havoc  in  Japan.  SEATTLE, 
WASH.- — Highest  church  honors  for  Bishop 
O'Dea.  Dignitaries  from  every  diocese  on 
Pacific  Coast  attend  pontifical  mass.  IN- 
DIANAPOLIS, IND. — Indiana's  tribute  to 
Sen.  Ralston.  1.  U.  S.  Senators  and  other 
leading  citizens  follow  the  casket  into  the 
church  at  Lebanon.  2.  Townsfolk  pay 
tribute  to  the  famous  statesman.  CHICAGO. 
ILL. — Hoorav!  No  more  crying  babies! 
Canned  sunlight  to  cure  'em!  MARINO, 
ITALY — Fountain  pours  forth  wine  for  all 
at  joyous  feast.  Italian 
city  celebrates  record- 
breaking  grape  harvest 
— heralds  on  horseback 
summon  the  thirsty. 
NORTHFIELD,  VT.  — 
Schoolboys  in  remark- 
able exhibition  of  rough 
riding.  Stiffest  kind  of 
course  tests  nerTes  of 
Norwich  Military  Col- 
lege lads  training  for 
cavalrymen.  AN  IN- 
TERNATIONAL NBWS- 
REEL  SPECIAL — Sur- 
prising upsets  thrTll 
vast  crowds  in  first  big 
games  of  football  sea- 
son. 1.  New  Haven, 
Conn.,  high  spots  in 
Penn's  victory  »rer 
Yale.  4.  New  York 
City,  West  Point  as- 
tounds football  world. 


Lloyd  Hamilton  and 
his  boy  friend,  "Ted- 
dy," in  the  Montmartre 
scene  from  Educational 
comedy  "The  Movies." 


October  24,  1925 


37 


Theatres  Highly  Praise 

Buster  Brown  Series 

TT  ROM  all  parts  of  the  country  testimonials 
are  pouring  in  on  the  Century  Comedy 
Corporation,  whose  Buster  Brown  comedies 
are  released  by  Universal  Pictures,  as  to  the 
popularity  of  the  new  series. 

Mark  Hanson,  manager,  the  Larchmont 
Theatre,  Los  Angeles,  Calif.,  writes:  "I  pre- 
viewed the  first  of  the  Buster  Brown  series, 
'Educating  Buster,'  starring  Arthur  Trimble, 
Wednesday  night,  at  .he  Larchmont  Theatre 
and  think  it  is  a  knockout.  I  predict  this 
series  will  be  a  landslide  for  the  box-office. 
Buster,  Mary  and  T;ghe  as  well  as  the  sup- 
porting cast  are  excellent." 

From  Joe  Buell,  manager,  the  DeLuxe 
Theatre,  of  Los  Angeles,  comes  word  that: 
"We  previewed  Buster  Brown  last  night  I 
counted  some  58  good  hearty  laughs  in  the 
picture.  I  don't  hesitate  in  saying  'It  is  the 
best  Century  I  have  ever  seen.'  Congratula- 
tions on  this  picture.  Will  be  a  great  box- 
office  attraction." 

Howard  Waugh,  manager,  the  Alhambra 
Theatre,  Milwaukee,  Wisconsin,  writes :  "Will 
you  give  me  release  dates  on  tne  Buster 
Brown  comedies  so  that  we  can  set  them  in 
as  fast  as  possible.  'Educating  Buster'  was  a 
big  hit  for  me  this  week,  and  many  patrons 
particularly  mentioned  it  to  us." 

From  Manager  Fahnley  Bridges,  of  the 
Artcraft  Theatre,  Franklin,  Indiana,  comes 
a  letter  saying: 

"We  have  been  playing  >our  Century  com- 
edies for  quite  a  while  and  I  am  very 
pleased  to  say  that  in  my  opinion  and  that  of 
my  patrons  I  believe  that  Century  comedies 
are  the  best  on  the  market  today.  Keep  up 
the  good  work." 


No  Let  Up  on  Fox  Comedies 

As  Halfway  Mark  is  Passed 

As  the  halfway  mark  in  the  production  of 
comedies  was  passed  at  Fox  Films  West 
Coast  Studios  a  few  days  ago,  the  hum  of 
activity,  so  to  speak,  became  a  veritable  roar. 

George  E.  Marshall,  general  supervisor, 
and  his  directorial  staff,  including  Robert 
Kerr,  Daniel  Keefe,  Thomas  Buckingham, 
Bryan  Foy,  Benjamin  Stoloff,  Lew  Seiler,  Al 
Ray  and  others,  have  never  been  quite  so 
busy  as  since  they  swung  into  the  second  halt 
of  the  production  calendar. 

Perhaps  the  most  important  tidings  from 
the  Fox  fun  factory  is  the  announcement 
that  Carroll  Nye,  who  first  attracted  by  his 
clever  work  with  Corinne  Griffith  in  "Classi- 
fied," has  been  signed  to  play  leads  in  the 
series  of  O.  Henry  comedies.  Nye  won  recog- 
nition as  a  clever  juvenile  almost  overnight, 
and  his  first  Fox  picture  will  be  "Cupid  a  la 
Carte."  Production  is  already  under  way,  un- 
der the  direction  of  Kerr.  Daniel  Keefe  was 
originally  assigned  to  pilot  this  O.  Henry 
tale  to  the  screen. 

Tom  Buckingham  is  busily  engaged  on  a 
new  Helen  and  Warren  comedy  of  married 
life,  as  yet  untitled.  Charles  Sellon  and  Tiny 
Sanford  have  been  added  to  the  cast  in 
character  roles  and  the  picture  promises  to 
have  unusual  sparkle. 

Earle  Foxe  is  knee  deep  in  a  new  Van 
Bibber,  while,  across  the  lot,  Georgie  Harris 
and  Barbara  Luddy  are  making  their  second 
in  the  Irish-Jewish  series  of  comedies. 

The  smashing  success  of  productions  al- 
ready completed  and  released  on  this  sea- 
son's schedule  seemingly  has  spurred  the 
Fox  comedy  staff  on  to  even  greater  en- 
deavors. 


to  settlement  in  1893  (which  "land  rush"  is 
thrillingly  depicted  in  the  opening  chapter  of 
"Wild  West,")  it  became  necessary  for  Col. 
Miller  to  establish  a  more  permanent  head- 
quarters for  his  ranch,  and  this  was  done 
immediately  by  leasing  tracts  of  land  along 
the  Salt  Fork  River,  thus  providing  water 
facilities  for  his  herds 

With  the  decease  of  Col.  Miller  a  number 
of  years  ago,  his  three  sons,  Joseph  C, 
Zack  T.  and  George  L.,  inherited  the  im- 
mense ranch,  which  they  have  continuously 
extended  in  area,  until  today  it  includes 
110,000  acres,  about  half  of  which  is  owned 
by  the  Miller  brothers  and  the  other  half 
still  leased  from  the  Ponca  and  Otoe  In- 
dians. 

While  the  101  Ranch  is  the  only  place  left 
in  the  southwest  where  the  genuine  old  west 


Traditions  of  the  Old  West 

Still  Live  On  101  Ranch 

^"T^TTLD  WEST,"  the  new  Patheserial,  with  the  great  wild  west  and  circus  life  as  a 
\\  background,  was  staged  on  101  Ranch  near  Ponca  City,  Oklahoma,  the  last  remaining 
of  the  numerous  big  ranches  that  formerly  were  a  feature  of  Western  America.  Jack 
Mulhall  and  Helen  Ferguson  are  cast  in  the  featured  roles  of  the  film,  which  was  produced 
by  C.  W.  Patton. 

101  Ranch  was  established  originally  by  Col.  George  W.  Miller  during  the  70s,  when  cattle 
were  being  brought  northward  from  Texas  along  the  Chisholm  trail  and  pastured  in  the 
Cherokee  Strip.  It  was  then  government  land,  leased  by  the  cowmen  at  2  to  5  cents  per  acre 
per  annum.    With  the  opening  of  the  Strip 

may  be  depicted,  yet  the  importance  of  the 
ranch  lies  in  the  fact  that  it  is  one  of  the 
most  extensive  live  stock  and  agricultural 
experimental  farms  in  the  world.  While  the 
Miller  brothers  maintain  cowboys,  cow  ponies 
and  long  horned  steers  for  putting  on  wild 
west  shows,  rodeos,  round  ups,  and  such 
other  events,  yet  they  also  have  the  largest 
herd  of  pure  bred  registered  Holstein  and 
Shorthorn  cattle  in  America,  and  the  largest 
herd  of  pure  bred  registered  Duroc-Jersey 
hogs  in  the  world. 

So  great,  in  fact,  has  been  the  work  of 
the  Millers  all  along  such  live  stock,  agri- 
cultural and  horticultural  lines  that  the  Okla- 
homa State  A.  and  M.  College  is  planning,  as 
a  part  of  its  agricultural  course,  to  have  some 
of  its  classes  spend  two  weeks  annually  at  the 
101  Ranch  in  order  to  get  a  direct  line  on 
how  new  scientific  experiments  are  actually 
being  carried  out. 

101  Ranch  also  boasts  of  large  herds  of 
buffalo,  ostriches  and  elk,  together  with  cages 
of  wild  animals.  It  is  one  of  the  real  show 
places  of  the  entire  west  and  is  visited  an- 
nually by  thousands  of  people.  Outside  of 
the  annual  round-up  crowds,  the  Miller 
brothers  estimate  that  at  least  100,000  per- 
sons visit  the  ranch  every  year.  The  vastness 
and  greatness  of  this  unusual  ranch  and  its 
wild  west  and  far  east  circus,  the  lure  and 
the  thrill  and  the  adventure  of  the  old  and 
the  new  west,  is  crammed  into  every  chapter 
of  the  new  Patheserial,  "Wild  West." 


EDUCATIONAL  STUDIO  WORKERS 

DOING  SOME  FAST  STEPS 

Norman  Taurog  has  finished  the  comedy 
in  which  he  has  been  directing  Lloyd  Hamil- 
ton, and  is  now  spending  a  "vacation"  in  the 
Hollywood  hospital.  Taurog's  throat  has  been 
bothering  him  for  some  months  past  and  it 
was  decided  that  an  operation  was  necessary 
to  remove  the  cause  of  the  annoyance. 

Virginia  Vance  is  putting  in  her  time  be- 
tween pictures  trying  to  master  the  art  of 
fencing.  She  has  engaged  an  instructor 
who  makes  visits  to  the  studio  to  coach  her 
in  the  serious  business  of  thrust  and  parry. 

Lupino  Lane  has  decided  that  boxing  is  too 
strenuous  a  form  of  exercise.  He  lost  four- 
teen pounds  in  four  days. 

The  four  rounds,  in  the  picture  he  is  mak- 
ing under  the  direction  of  William  Goodrich, 
consumed  four  days  in  the  making,  and  after 
boxing  four  days  under  the  arcs,  Lane's 
scales  showed  him  to  be  fourteen  pounds  un- 
der par. 

*   *  * 
JOB  WAS  AN  AMATEUR 

Job  may  have  had  his  troubles  with  boils, 

etc. — ■ 

He  was  never  a  director  of  kid  comedies, 
and  so  he  must  rank  as  an  amateur  sufferer. 

Charles  Lamont,  directing  Juvenile  Come- 
dies for  Educational,  has  returned  from  a 
ten  days'  sojourn  on  the  deep  as  director  and 
general  caretaker  of  about  a  dozen  kids, 
ranging  in  age  from  eighteen  months  to 
seven  years.  Between  seasickness,  lost  chil- 
dren, false  "Kid  Overboard !"  alarms,  and  the 
difficulty  of  making  a  comical  comedy  on  the 
bounding  main,  Lamont  is  sure  that  Job  knew 
absolutely  nothing  about  troubles,  and  that 
his  patience,  comparatively  speaking,  never 
even  suffered  a  strain. 


Alberta  Vaughn,  the  amazing    Mazie  in 
F.  B.  O.'s  "The  Adventures  of  Mazie," 
Larry  Kent  plays  the  male  lead. 


Water  Polo  Feature  of  Episode 
No.  7  "The  Adventures  of  Mazie" 

A  water  polo  game  with  high  lights  of 
comedy  will  be  the  feature  episode  No.  7  of 
F.  B.  O.'s  new  "Mazie"  series,  based  on  the 
Nell  Martin  magazine  stories.  Alberta 
Vaughn  is  being  starred  and  Ralph  Cedar  is 
directing.  Two  famous  west  coast  teams  of 
swimmers  will  take  part  in  the  game,  which 
will  be  staged  in  the  big  tank  of  one  of  the 
Los  Angeles  clubs. 

It  will  mark  the  first  time  that  a  water 
polo  game  has  been  put  into  a  screen  story 
and  much  is  expected  by  F.  B.  O.  executives 
in  the  way  of  novel  and  comedy  treatment 
of  this  unusual  sporting  feature.  Al  Cooke 
and  Kit  Guard,  F.  B.  O.'s  comedians  will, 
of  course,  cavort  in  the  water  with  laughs 
the  main  idea. 


38 


Exhibitors  Trade  Review 


THEATRE  EQUIPMENT 

AND  ACCESSORIES 


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


NEW  TRANSVERTER  MODELS 

Increasing  Popularity  of  Mirror  or  Reflector  Arcs  Necessitates 
Specially  Designed  Transverter  Sets  Conserving  Space 
and  Supplying  Proper  Current  Control 


THE  use  of  the  electric  arc  for  motion 
picture  projection  has  made  another 
great  advance  with  the  adoption  in  this 
country  of  the  mirror  arc.  The  mirror  or 
reflector  arc,  or  as  sometimes  called  the  low 
intensity  arc,  is  not  new  but  has  been  used 
considerably  in  Europe  for  quite  some  time, 
being  nothing  but  the  adaptation  of  the 
search  light  construction  to  the  lamphouse 
and  projector. 

There  have  been  a  number  of  makers,  par- 
ticularly in  Germany  and  France,  whose 
lamps  were  available  and  could  have  been 
bought  and  used  but  nothing  happened  until 
about  three  years  ago  when  interest  became 
aroused.  Today  there  are  a  number  of  such 
lamps  made  in  the  United  States  and  rumors 
of  others. 

The  horizontal  position  of  the  arc,  while 
it  permits  the  use  of  a  mirror  to  gather  the 
light  at  the  best  position  facing  the  crater, 
also  leads  to  a  more  sensitive  condition  of 
the  arc  stream  and  unless  the  proper  sizes 
of  carbons  are  used,  so  that  they  are  neither 
underloaded  nor  overloaded,  the  arc  is  more 
likely  to  be  unsteady  than  if  in  the  vertical 
position.  The  arc  cannot  be  drawn  out  as 
long  as  the  vertical  arc,  hence  the  voltage 
must  be  kept  more  nearly  normal. 

For  use  with  these  lamps,  it  is  necessary 
to  have  a  source  of  current  that  will,  at 
least,  not  tend  to 
increase  the  sensi- 
tivity of  the  arc, 
and  every  effort 
must  be  made  in 
the  design  of  the 
generator  to  pro- 
duce such  results. 

In  the  Trans- 
verter it  has  been 
the  aim  of  the  de- 
signers to  produce 
a  machine  that  will 
deliver  the  current 
with  the  greatest 
degree  of  stability 
and  no  pains  are 
spared  to  achieve 
this  end,  either  in 
workmanship  o  r 
material. 

The    two  units 
intended  for  oper- 
ation of  the  mirror 
arc  are  the  double 
F,S-  1  30  and  double  20, 

The  "Double  30,"  ver-  the  former  operat- 
t  i  c  a  1  construction  ing  at  from  30  to 
Transverter  Unit,  oper-  20  amperes,  and 
ating  at  from  30  to  20  the  latter  from  20 
amperes.  to     10  amperes. 


By  John  H.  Hertner 

President  Hertner  Electric  Company 


This  covers  the  usual  range  of  such  arcs. 

These  sets  are  designed  along  the  lines  of 
the  larger  units  except  that  on  account  of 
their  shorter  length  a  close  coupled  two 
bearing  mounting  has  been  adopted,  the  bear- 
ings as  in  the  case  of  the  larger  generators 
being  Hess  Brights,  and  the  standard  the 
vertical  type.  The  machines  are  built  for 
horizontal  operation  only  when  so  specified. 

The  electrical  design  follows  the  general 
lines  of  that  of  the  larger  units,  being  a 
bipolar  interpoled  generator   driven  by  an 


rHE  Hertner  Electric  Com- 
pany of  Cleveland,  O.,  is 
known  throughout  the  country 
for  the  excellence  of  its  Pro- 
jection Room  Equipment. 
They  are  now  among  the  first 
to  recognize  the  growing  im- 
portance of  the  horizontal  car- 
bon arc  in  motion  picture  pro- 
jection and  have  specially 
designed  "The  Double  30"  and 
"Double  20"  Transverter  Units 
for  operation  of  the  Mirror 
Arc. 


induction  motor.  The  latter  is  designed  to 
give  as  near  as  possible  constant  speed  char- 
acteristics so  as  to  eliminate  the  effect  of 
line  voltage  fluctuations  and  to  maintain  its 
speed  under  heavy  overload  such  as  can  oc- 
cur during  the  change-over  period  if  the  arcs 
are  permitted  to  draw  out  unusually  long. 

'"PHE  generator  is  not  differential  com- 
pound  wound,  but  develops  its  constant 
current  performance  by  proper  rocking  of 
the  brushes.  Regulation,  produced  in  this 
manner,  is  apparently  closer  and  more 
prompt  when  the  force  that  maintains  the 
constancy  of  the  current  is  located  at  the 
point  where  the  disturbances  originate. 

In  machines  designed  for  the  usual  con- 
stant potential  operation,  it  is  sought  to 
make  the  effect  of  armature  reaction  as  small 
as  possible  so  as  to  disturb  the  field  as  little 
as  can  be  and  to  promote  satisfactory  com- 
mutating  conditions.  A  multipolar  construc- 
tion is  generally  used,  as  in  it,  the  effect  of 
the  armature  on  the  field  is  reduced  since  it 
is  split  between  a  larger  number  of  poles 


while  the  magnetic  strength  of  each  field 
coil  is  practically  the  same  as  though  the 
generator  were  bipolar,  hence  a  minimum  of 
field  distortion  with  increasing  load. 

IN  the  bipolar  generator  the  armature  re- 
sistance being  a  maximum,  advantage  can 
be  taken  of  this  fact  by  using  a  bipolar  de- 
sign where  this  reaction  can  be  put  to  use 
and  in  a  machine  of  constant  current  charac- 
teristics the  armature  reaction  can  be  em- 
ployed in  maintaining  constancy  of  current 
by  limiting  and  decreasing  the  increase  of 
field  strength  a .  the  voltage  increases. 

In  any  generator  of  this  kind,  the  field 
strength  at  ordinary  operation  is  very  low, 
the  generator  having  an  open  circuit  voltage 
of  from  three  to  four  times  its  single  arc 
working  voltage  and  the  magnetic  strength  is 
in  proportion  so  that  good  commutation 
could  hardly  be  expected  without  the  use  of 
interpoles. 

In  many  houses  the  projection  room  is 
very  badly  crowded  and  all  efforts  must  be 
made  to  conserve  space.  With  this  in  mind, 
the  earlier  machines  were  all  built  vertically 
but  with  the  more  modern  theatre  the  room 
allotted  to  the  projection  machinery  has  be- 
come more  generous  in  size. 

The  cut,  Fig.  1,  is  of  the  vertical  con- 
struction, being  a  double  30.  The  unit  is 
built  to  suit  the  A.  C.  supply  for  any  com- 
mercial frequency  voltage  or  phase. 


Fig.  2 

The  "Double  30,"  built  horizontally.  The 
close   coupled    construction   requires  no 
sub-base  for  the   maintenance   of  align- 
ment. 

Fig.  2  shows  the  same  unit  built  horizon- 
tally. It  will  be  noted  that  this  close  coupled 
construction  requires  no  subbase  for  the 
maintenance  of  alignment. 

From  all  appearances  the  future  of  the 
mirror  lamp  is  secure.  The  American  manu- 
facturers are  turning  out  a  product  that  as- 
sures correct  working  from  a  mechanical 
standpoint  and  all  indications  point  to  a  con- 
tinual decrease  of  the  use  of  the  standard 
vertical  arc  and  of  the  incandescent  lamp 
in  the  projector,  and  a  rapid  increase  of  the 
use  of  the  mirror  arc. 


October  24,  1925 


39 


New  Portable  Camera  Makes 

Appearance  in  Chicago 

Elimination  of  Tripod  Facilitates  Action 


THE  announcement  of  a  new  light  weight, 
easily  portable  standard  motion  picture 
camera,  designed  and  built  by  the  Bell  & 
Howell  Company,  Chicago,  manufacturers  of 
95  per  cent  of  the  professional  cameras  and 
equipment  used  in  studios  the  world  over,  is 
being  received  with  great  enthusiasm  by  cine- 
matographers,  who  have  long  felt  the  need  of 
such  a  camera. 

It  is  apparent,  upon  noting  the  design  and 
specifications  of  this  new  camera,  that  care- 
ful thought  has  been  given  by  the  manufac- 
turers in  the  construction  of  a  camera  that 
not  only  embodied  the  same  sound  operating 
principles  as  their  more  costly  professional 
studio  cameras,  but  that  could  be  used  quick- 
ly and  with  the  minimum  of  effort. 

The  camera  is  entirely  automatic.  A  spring 
motor  of  the  highest  type,  which  is  rewound 
with  a  key,  provides  the  power.  The  spring, 
controlled  by  a  governor,  assures  equal  and 
uniform  exposure  for  every  frame,  as  the 
film  moves  at  a  constant  speed  at  all  times. 
The  motor  starts  off  at  full  speed  the  instant 
the  trigger  is  pressed  and  stops  instantly 
when  the  trigger  is  released.  Thirty-five  feet 
of  film  are  exposed  at  one  winding. 

Adjustable  speed  permits  taking  pictures 
at  normal  speed  of  16  exposures  per  second 
and  half  speed  (8  exposures  per  second),  or 
any  intermediate  range ;  also  single  pictures 
are  readily  made.  Speed  control  adjustment 
lever  may  be  worked  while  operating  the 
camera. 

A  feature  of  Eyemo  Camera  is  its  extreme 
compactness.  Instead  of  using  a  tripod,  it  is 
held  to  the  eye  in  the  normal  sighting  posi- 
tion as  a  spyglass  would  be  used.  Matched 
viewfinder  enables  the  cinematographer  to 
see  in  the  finder  exactly  what  is  being  photo- 
graphed on  the  film.  Diaphragm  opening  dial 
and  focusing  dial,  as  well  as  spirit  level  are 
visible  through  the  finder  and  can  be  ad- 
justed with  one  hand  while  the  other  is 
holding  the  camera. 

t 

SINCE  no  tripod  is  necessary  the  object 
is  ready  for  instant  use  and  facilitates 
following  a  fast  moving  object.  Universal 
socket,  however,  is  provided  so  that  tripod 


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, 
Tel  Olympic  2131 
Fine  Art»  Studios.  Inc.         4500  Sunset  Blvd. 
HOLLYWOOD,  CALIF. 
Mail  us  a  trial  order  TODAY. 
Cash  Must  Accompany  All  Orders. 
Positively  No  C.  O.  D.'s. 


may  be  used  with  long  range  lenses  that  will 
be  interchangeable  with  the  47  m/m  Taylor 
Hobson  F  2.5  lens  with  which  the  camera 
will  be  regularly  equipped.  The  Bell  & 
Howell  Company  indicates  that  lenses  up  to 
a  20-inch  Telephoto  are  regularly  stocked  and 
that  the  style  of  micrometer  mounts  em- 
ployed will  expedite  interchangeability,  giv- 
ing the  camera  extreme  photographic  flexi- 
bility for  field  use. 

Standard  film  for  use  with  this  new  type 
camera  will  be  available  in  daylight  loading 
rolls  of  100  feet.  The  camera  has  the  capa- 
city of  120  feet  of  negative  loaded  in  a  dark 
room.  Footage  dial  indicates  the  number  of 
feet  exposed.  The  camera  measures  but  4^4 
x  6  x  8  inches,  irregular  shaped  and  weighs 
only  7  pounds.  Its  portability,  ease  of  oper- 
ation and  rapid  set  up,  is  expected  to  make 
it  very  popular  with  newsreel  men  and  others 
who  must  get  around  quickly  and  take  pic- 
tures under  very  difficult  conditions. 

It  is  also  expected  to  supply  a  very  definite 
need  of  the  professional  cinematographers 
for  a  quick  and  ready  camera  that  can  be  de- 
pended upon  to  use  in  photographing  possible 
"locations,"  and  for  stunting  and  aeroplane 
work.  It  is  anticipated  that  the  theatre  man 
will  make  use  of  the  camera  in  taking  pic- 
tures of  local  interest  to  supplement  the  reg- 
ular program,  and  that  the  industrial  con- 
cern will  want  it  to  use  in  business.  It  has, 
too,  a  big  appeal  to  the  school,  the  club,  the 
church  and  the  individual  desiring  to  take 
motion  pictures  using  standard  film,  it  is 
believed. 

*    *  * 

Omaha  Equipment  Distributors 

The  Western  Theatre  Supply  Company, 
with  headquarters  in  Omaha,  Nebraska,  is  a 
central  supply  station  for  exhibitors  within  a 
radius  of  1,000  miles  of  that  city,  for  such 
equipment  as  Powers  Projectors,  Powerlite 
Low  Intensity  Arc  Lamps,  Morelite  Low  In- 
tensity Arc  Lamps,  Da-Lite  Gold  Fibre 
Screens,  G.  E.  Mazda  Units,  G.  E.  Genera- 
tors, and  Vallen  Automatic  Curtin  Controls 
and  Noiseless  Track.  The  company  also 
specializes  in  the  installation  of  scenery  sets 
and  velour  draperies,  constituting  first  aid 
beauty  treatment  for  re-modelled  theatres. 


Robertson  Curtain  Control 

Fayetteville,  Ark. — E.  C.  Robertson,  of  Fay- 
etteville,  has  installed  gold  velvet  curtains  with 
a  purple  cyclorama  in  the  reopened  Ozark 
Theatre,  valued  at  $100,000.  He  also  recently 
installed  his  curtain  control  invention  at  the 
King  George  Theatre  in  St.  Catharines,  Ont. 

*    *  * 

LOEW  BUILDS  ANOTHER 

NORFOLK,  Va.— Marcus  Loew  will  build 
a  new  theatre  here.  Howell's  Cine  will  fur- 
nish all  the  equipment 


Mr  Exhibitor-  A«k  at  the  Film  Exchange* 
for  the 


I-  

(nam 

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


Scratch  Proof  Film 
A  Practical  Process 

rPHE  Stcwart-Teitel  Process  of  prolonging 
the  life  of  prints  is  meeting  with 
popularity  in  the  trade.  It  has  succeeded 
in  making  the  emulsion  absolutely  as  inde- 
structible as  the  celluloid. 

The  process  prevents  scratching,  toughens 
the  emulsion,  film  runs  clean  and  smoothly, 
eliminates  waxing,  waterproofs  the  film,  oil 
proofs  the  film,  no  coating,  longer  runs,  no 
rain  effects,  and  protects  film  intended  for 
export. 

This  process  is  unique  in  that  it  welds  the 
chemical  constituents  of  the  emulsion,  mak- 
ing it  a  remarkably  tough  and  smooth  sub- 
stance without  in  any  way  interfering  with 
the  resiliency  of  the  film ;  thus  the  resistance 
to  wear  and  tear  is  increased  many  fold,  and 
the  earning  power  of  the  print  is  materially 
enhanced. 

Both  positive  and  negative  films  last  longer 
when  processed,  and  they  do  not  scratch. 
The  Stewart-Teitel  process  enables  positives 
always  to  be  shown  to  their  ibest  advantage, 
as  they  retain  indefinitely  all  their  tints  and 
tones  (including  sepia),  and  it  enables  ex- 
hibitors to  show  pictures  without  blemish 
months  after  the  print  has  been  in  service. 

*  *  * 

New  Plant  for  Tiltz 

Los  Angeles,  Cal. — Word  comes  from  the 
Coast  of  the  opening  of  a  new  plant  owned 
by  Tiltz  Engineering  Company,  on  1346  West 
Sixteenth,  east  of  Hoover  street.  The  Tiltz 
company  specializes  on  the  manufacture  and 
installation  of  ventilating  and  air  condition- 
ing apparatus  for  theatres  and  other  buildings. 
The  company's  engineers  are  always  avail- 
able for  consultation  on  problems  of  ventila- 
tion, air  cooling,  drying,  or  blast  heating. 

Young  Theatre  Manager 

Earl  Skevdahl,  new  manager  of  the  Royal 
Theatre,  Sioux  City,  la.,  is  said  to  be  the 
youngest  manager  of  a  first  class  theatre  in 
Iowa.  He  is  22  years  old.  Skevdahl  climbed 
to  his  position,  too,  not  finding  it  ready  made 
for  him,  as  he  spent  four  years  as  usher, 
doorman  and  then  assistant  manager  before 
he  was  named  manager  of  the  Royal. 

*  *  * 

Wurlitzer  to  Build 

Kansas  City,  Mo.— The  Rudolph  Wurlitzer 
Company,  manufacturers  of  organs  and  mu- 
sical instruments,  are  planning  to  build  a 
plant  in  Kansas  City,  to  cost  $500,000.  How- 
ard E.  Wurlitzer,  president  of  the  company, 
states  that  the  new  building  will  start  next 
year.  The  company  has  recently  completed  a 
building  in  Detroit.  The  probable  location  of 
the  new  building  will  be  at  Walnut  street  or 
Grand  avenue,  and  will  be  eight  to  ten  stories 
high. 

*  *  * 

ANOTHER  FOR  WEST  COAST 

LOS  ANGELES,  Cal.— A  $150,000  theatre 
and  office  building  seating  1,500  people  will 
be  built  at  Maplehurst  and  Western 
Avenues.  L.  A.  Smith  is  preparing  plans  for 
the  structure. 

*  *  * 

GOLD  FIBRE  SCREEN  FOR  READE 

Walter  Reade  has  purchased  a  Gold  Fibre 
Screen  from  Joe  Hornstein  for  his  new 
Main  Street  Theatre  at  Asbury  Park,  N.  J. 


rawK  IN  COLORS 


SEE  IN  COLORS 


DO  IN  COLORS 


WIN  WITH  COLORS 


40 


Exhibitors  Trade  Review 


Classified  Opportunities 

Rate  2  Cents  a  Word — Cash  With  Copy 


New  Theatres  Reported 

WEST    CHICAGO,  ILL. 

Archt.— Elmer  E.  Behrens,  605  N. 
Michigan  Ave.,  Chicago,  111.,  drawing 
plans  for  theatres  at  West  Chicago,  111. 
2  sty.  &  bas.  55  x  160.  Owner:  Lester 
Norris,  167  W.  Main  St.,  St.  Charles,  111 
MILWAUKEE,  WIS. 

Archt.— Dick  &  Bauer,  811  State  St. 
Drawing  plans  on  theatre  at  15th  and 
Vliet  Sts.  50  x  225.-2  sty.  Owners: 
Colonial  Amusement  Co. 

MADISON,  WIS. 

Archt.— C.  W.  &  Geo.  L.  Rapp,  190  N. 
State  St.,  Chicago,  111.,  building  theatre  at 
216  State  Street,  Madison,  Wis.  122  x 
132.  Owner:  Beecroft  Bldg.  Co.  Dr.  W. 
G.  Beecroft,  6  W.  Miffin  St.,  Madison, 
Wis. 

BAY  CITY,  MICH. 
Archt. — John  Eberson,  219  E.  Superior 
St.,  Chicago,  111.  drawing  plans  for  theatre 
at  Washington  Ave.,  Bay  City,  Mich.  2 
sty.  Owner:  Bay  City  Theatre  Co.,  W.  S. 
Butterfield,  Pres.,  Battle  Creek,  Mich. 

INDIANAPOLIS,  IND. 

Archt.— Pierre  &  Wright,  1133  Hume 
Mansur  Bldg.  Building  Theatre  and  Club 
Bldg.  at  19th  &  Alabama  Sts.  1  sty.  & 
bas.  56  x  81.  Owner:  Little  Theater  So- 
ciety of  Indianapolis,  John  Reynolds, 
pres.  Chamber  of  Commerce,  55  S.  Hard- 
ing St. 

CLEVELAND,  OHIO. 

Archt.— Philip  Lindsey  Small  &  C.  B. 
Rowley,  220  Union  Bldg.  Drawing  plans 
for  Theatre  Bldg.  &  Studio,  at  S.  W.  Cor. 
E.  86th  St.  &  Proposed  Drury  Lane.  100 
x  100.  Owner:  Playhouse  Foundation,  Inc. 
Chas.  S.  Brooks,  Pres.  1598  E.  115th  St. 


CINEMA 

Tlx  Motion  Picture  Raricw 
of  the  Orient 

Manager:   E.  ATHANASSOPQULO 
Editor-in-Chief: 
JACQUES  COHEN-TOUSSIEH 

"CINEMA"  it  tae  only  picture  BttbKcation 
drcalatiac  throughout  the  Orient. 

AMrnt: 

"CINEMA,"  8  RUE  de  L"EGLISE  DEBANE 
ALEXANDRIA/  EGYPT 


Mailing  Lists 

Will  help  you  increase  »*Ie« 


frafaaUMia,  Business  Firms. 

99^b^^^deolf  5  ^each 


8tti«i 


it.  Louis 


At  Liberty 


A-l  VIOLINIST,  leader  or  baton  at  liberty.  First 
class  p  cture  house  experienced;  large  library.  Pro- 
duce prologues,  novelties,  etc.  Union,  young,  and 
neat  appearance.  Can  furnish  other  first  class 
musicians.  Best  of  references.  Box  266,  Orange- 
burg,   S.  C. 

FEATURE  ORGANIST — Young  man,  desires  po- 
sition. Union.  Library.  Address:  "Organist," 
Apt.  3,  3606  13th  St.,  N.  W.,  Washington,  D.  C. 


Wanted 


CHINESE    FILMS  WANTED. 

Box  1439  Honolulu. 


Creart  Studios, 


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

WANTED — 5  to  8  reel  features  and  comedies  in 
good  condition  with  paper ;  send  complete  list. 
White  Equip.  Co.,  Bristol,  Tenn. 

WANTED — All  kinds  of  Features  in  good  condi- 
tion, list  with  lowest  prices.    Box  234,  Bristol,  Tenn. 

WANTED — 6  Powers  6B  Machines.  State  serial 
number  and  condition.  White,  24  Sixth  St.,  Bris- 
tol, Conn. 


For  Sale 


A  CHEAP  BUY — 280  splendid  theatre  chairs  in 
fine  condition  for  sale.  Originally  these  chairs  cost 
$12.00.  No  good  offer  refused.  Apply,  Manager, 
Loew's  AMine  Theatre,  Pittsburgh,  Pa. 

FOR  SALE:  Pathe  Camera;  good  as  new;  with 
new  Bell  Howell  tripod,  complete  $450.00.  Also 
new  200  foot  Universal  Camera  with  7  magazines. 
$250.00.  Or  bo'h  outfits  for  $600.00.  H.  Berger,  197 
Hamilton  St.,  Dorchester,  Mass. 

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. 

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. 


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. 


For  Rent 


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


Miscellaneous 


JUST  TO  SHOW  YOU  what  dandy  Signs  and 
Banners  you,  yourself,  can  paint  with  our  Simpli- 
fied Air  System,  we  will  make  you  a  Six  Foot 
Banner,  any  wording,  cloth,  for  50  cents — sent  C. 
O.  D.,  One  Day  Service. 

HUME  COLOR  SPRAY  SYSTEM 
Idle  Hour  Theatre  Building  SEYMOUR,  MO. 


Motion  Picture  Headquar- 
ters in  Los  Angeles. 

Wire  our  expense  for 
reservations. 


HOUSE 


9/ie 


v 

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


OPEN  AFTER 
AUGUST  25*1025 
FREDERICK  W.BERGMAN 

raiymf  Director 


HEHALDS 


■  SHIP 

M  Guars 


SHIPPED  SAME  DAY  ORDER  IS  RECEIVED 

Guaranteed  Service — Good     Work — Popular 
Prices — Send  for  Trial  Order. 


FILMACK  COMPANY 

736  S.WABASH  AVE.  CHICAGO 


1 


WORLD'S  LARGEST  EXCLUSIVE  AMUSEMENT  TICKET  PLANT 


TWENTY- EICHT  YEARS  EXPERIENCE  AT  YOUR  SERVICE 


1    'mmw$£$      roll  f  COUPON  '  ■  V^l 

/  ^    352  N.  ASHLAND  AVENUE  '     0— TICKET 

*  CHICAGO,  ILLINOIS  ^-^  —  -  «  — »   - 


FOLDED 

ETS— 


BEST  rOH  THE  LEASE  MONEY  QUICKEST  OlllVtRY  CORRECTNESS  GUARANTEED 


Safeguards  negative  quality 


EASTMAN 
POSITIVE  FILM 

At  Kodak  Park  every  known  precaution 
is  exercised  to  make  sure  that  every  foot  of 
Eastman  Positive  Film  actually  will  reproduce 
tone  for  tone,  all  the  detail  of  the  negative. 

Eastman  experts  safeguard  for  the  screen 
the  photographic  quality  your  audiences  are 
entitled  to  see  there — and  expect. 

Look  for  the  identification  "Eastman" 
"Kodak"  in  black  letters  in  the 
margin  of  prints  you  screen. 


EASTMAN  KODAK  COMPANY 

ROCHESTER,  N.  Y. 


MACK  SEJSTJSTETT 


presents 


HALTH  CRAVES 


tn 


Good  Morning,  Madam!" 


A  Tbvo  Heel  Comedy 


He  was  a  book  agent. 

He  came  in  on  his  feet  and  went  out  on  his  ear. 

He  was  so  unlucky  that  black  cats  trembled 
as  he  slithered  by. 

He  had  been  stone  broke  so  long  that  moss 
was  gathering  on  the  stone. 

He  met  a  million  dollar  girl,  and  was  invited 
to  invite  her  and  nine  other  girls  to  dinner, 
and  his  wealth  was  fifty  cents. 

Just  look  over  this  one.  It  is  full  of  gags  and 
originality.  It  has  the  earmarks  of  a  riot. 
These  Graves  comedies  are  getting  better  all 
the  time,  and  they  started  good. 


There's  just  one  way  for  you  to  get  the  most 
profit  out  of  them.    Advertise  them. 


Pafhecomedy 

TRADE  ^^"«ARI^ 


! 


Exhibitors  DAILY  REVIEW  Section.  Page  17 


EXHIBITORS 

CTrade  REVIEW 


°the  Business  Paper  of  the  Motion  Picture  Industry 


<77ie  Love  Event 
of  the  Season 


i 


in  a  flaming 
romance  writ- 
ten especially 
for  her  hy^ 

JOSEPH 
HERGESHEIMER 

Screen  play  by 
Willis  Goldbeck 
Directed  by 
Paul  Bern 


PRESENTED  BY 

ADOLPH  ZUKOR 
JESSE  L.  LASKY 


SORTy 


I  X 


Priscilla  Dean  visits  Wurlitzer  Factory. 
N.  Tonawanda,  N.Y.,  and  is  shown  how 
the  Mighty  Wurlitzer  Organ  is  built. 


The  Greatest 
Attraction 
in  the  Picture 
ndustry 


\ 


WHEN  Priscilla  Dean  visited  the  Wur- 
litzer factory  recently,  she  marveled  at 
the  skill  of  the  artisans,  the  myriad  infini- 
tesimal parts,  and  the  precision  of  adjustment 
required  to  assemble  a  Wurlitzer  organ.  It  was 
a  revelation  to  observe  the  internal  mechanism 
of  the  majestic  instrument  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  emo- 
tion. 

And  not  only  Miss  Dean,  but  producers,  ex- 
hibitors, 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  thea- 
tres, but  in  theatres  of  all  sizes,  for  each  of  which  there  is  a  special  type 
of  Wurlitzer  Organ. 


CINCINNATI 
121  East  4th  St. 


NEW  YORK 
120  W.  42nd  St. 


CHICAGO 
329  S.  Wabash 


SAN  FRANCISCO 
250  Stockton  St. 


DENVER 
2106  Broadway 


LOS  ANGELES 
814   S.  Broadway 


TTNTT  QRGA] 


Oh  _ 

What  ^STAR! 

a  STORY? 
af  a  PICTURE! 


A  MARSHALL  NEILAN  PRODUCTION 

The  star  known  to  every  nation  that  reads  f  In  Adele 
Rogers  St.  John's  famous  Cosmopolitan  Magazine  serial 
and  book  novel  success  f  The  sky-rocketting  rise  of  a 
waif  of  the  tenements  through  struggles  as  a  motion 
picture  extra  girl  to  the  dizzy  heights  of  stardom  f  With 
a  Neilan  cast  including  Owen  Moore,  Earl  Williams, 
Gladys  Hulette,  Eddie  Dillon,  Gladys  Brockwell, 
Bull  Montana  ?  Produced  by  Celebrity 
Pictures,  Inc.,  for  the  fans  of  the  world 


Sky  Rocket"  is  a  BIG  ONE! 
The  boldest  of  black  type 
fails  to  convey  an  idea  of  its 
tremendous  BOX-OFFICE 
VALUES  «  The  finest  of  gold 
lettering  gives  but  a  faint  hint  of 
its  CLASS  «  "The  Sky  Rocket" 
is  destined  to  be  the  outstanding 
success  of  the  coming  season 
Peggy  Hopkins  Joyce,  interna- 
tionally famed  beauty,  by  her 
sheer  artistry  in  "The  Sky  Rocket" 
takes  her  place  with  the  screens 
four  leading  stars  ^  Marshall 
Neilan,the  genius  who  gave  the 
screen  so  many  of  its  classics, 
contributes  a  new  chapter  of 
achievement  °g  THREE  POSITIVE 

STATEMENTS  OF  POSITIVE 

fact  °g  Wait  until  you 
SEE  it  °£  If  s  a 
SENSATION! 


\ 


CLASSIFIED 


RESULTS  must  be  had  in  a  hurry  when  resorting 
to  classified  advertising.  The  quicker  the  article 
advertised  is  sold,  or  bought,  or  exchanged  for  bet- 
ter value,  the  less  the  ad  costs.  It  pays  to  advertise 
in  the  best  classified  columns  first.  Only  the  quick 
results  COUNT. 


HARRY  LEMEN 

REAL  ESTATE 

OFFICE  OPPOSITE  COURT  HOUSE 
MADISON.  INDIANA 


Exhibitors  Trade  Review, 
45  West  Fouxty-fifth  8t., 
New  York  City,  N.  Y. 


OFFICE  PHONE  «2  R 


October  X5,  1935. 


Gentlemen: - 

Your  letter  of  October  13  received.  I  do  not  want 
to  oontinue  the  ad  as  I  have  already  sold  the  theatre. 

I  sold  the  theatre  to  a  local,  man,  hut  was  more 
than  pleased  with  the  results  I  got  from  my  ad  in  your 
paper. 

Thanking  you  for  your  interest,  I  am 


HL/DTT 


Published  weekly  by  Exhibitors  Review  Publishing  Corporation  at  34  North  Crystal  Street,  East  Stroudsburg,  Pa.  Editiorial  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 


Exhibitors  Trade  Review 


SMASHING 


NOT  since  the  first  issue 
of  the  first  Motion  Pic- 
ture Trade  Paper  has 
there  been  such  an  over- 
whelming outstanding  wave 
of  interest  and  genuine  en- 
thusiasm about  a  publication— 


That's  Why  We  Say 


EXHIBITORS 


DAILY  REVIEW 


as  Arrived 


IT  SHOULD  COST  MORE 
IT'S  WORTH  MORE 


yber  31, 1925 


Page  11 


SUCCESS! 


NEVER  before  in  mo- 
tion picture  history  has 
a  publication  made  a 
firmly  established  place  for 
itself  in  so  short  a  period- 
four  weeks  of  operation— 


That's  Why  We  Say 


EXHIBITORS 


DAILY  REVIEW 


Is  a 


net 


UT  THE  PRICE  REMAINS 

5  A  YEAR 


mazinq  ?  Why  it's  olstoundinq 
to  find  C  such  big  pictures 

*J  released 


Hul  national  Picture* 


foreign  Rijfhu  Connnll«1  by  \ 

Firii  NjijoiuI  Ph.h»c>  Inc 
>8J  MtJuon  dvrnuc  Ntwlol.  / 


Members  ^  Motion  Picture  Producers  and  Distributors  of  America  Inc.— Will  Hays  Pmi&tnl 


EXHIBITORS 

CTmde  REVIEW 

%e  Business  Taper  of  the  Motion  ftcture  Industry 

Editorial 


THIS  has  been  a  rather  hectic  week  with 
respect  to  changes  in  personnel  and  lineup 
throughout  the  national  distributing  organ- 
izations. With  chief  interest  centering  around  the 
insistent  report  that  Famous  and  First  National 
are  getting  together.  On  his  return  from  Europe 
a  week  ago  Richard  Rowland  vigorously  denied  it. 
Shortly  thereafter  the  report  was  published  that 
he  had  resigned  from  First  National,  his  resigna- 
tion to  take  effect  today.  And  he  promptly  denied 
that,  also.  On  the  other  hand,  a  wager  was  made  in 
New  York,  with  odds  of  10  to  1,  that  the  amalga- 
mation would  be  formally  announced  within  30 
days.  And  the  amount  of  the  wager  was  written 
in  five  figures. 

When  he  talked  to  the  Associated  Motion  Pic- 
ture Advertisers  on  Thursday,  Adolph  Zukor, 
among  other  things,  said  that  he  had  never  know- 
ingly done  anything  to  hurt  motion  pictures  or 
the  industry.  Which  raises  the  question,  hypothet- 
ically,  Does  Mr.  Zukor  think  the  combining  of 
Famous  and  First  National  would  be  a  good  thing 
for  motion  pictures?  He  knows  the  answer.  No 
one  else  can. 

It  is  rather  evident,  however,  that  the  Balaban- 
Katz-Famous  deal  puts  a  new  aspect  on  the  situ- 
ation. The  theory  is  commonly  held  that  B.  &  K. 
are  going  to  operate  under  the  Paramount  thumb. 
But  there  is  ground  for  the  suspicion  that  actually 
they  are  going  to  operate  for  profit.  The  financial 
elements  in  the  deal  confirm  that  suspicion.  So  it 
is  not  unlikely  that  the  B.  &  K.-controlled  thea- 
tres will  go  wherever  they  must  to  get  good  pro- 
duct. Which  means,  of  course,  that  too  much  cen- 
tralization of  control  over  production  might  not 
be  to  their  best  ultimate  interest. 

But  this  is  beside  the  point.  What  everyone 
would  like  is  definite  information.  Unfortunately, 
for  the  moment,  it  is  lacking,  except,  perhaps,  to 
those  who  are  within  the  intimate  circle  where  any 
such  deal  would  be  handled. 

One  thing  is  certain:  If  a  combination  of  any 
two  of  the  "Big  Three"  should  come  about,  it: 
would  give  Universal,  Fox  and  some  others  a  lot 


to  think  about.  It  might  even  raise  a  serious  ques- 
tion for  the  concerns  that  take  their  revenue  chiefly 
out  of  Short  Subjects.  It  is  announced  authori- 
tatively, that  Famous  is  going  to  make  some  Short 
Subjects.    "Some"  might  mean  a  good  many. 

Going  back  to  what  Mr.  Zukor  told  the  A.  M. 
P.  A. — he  expressed  the  view  that  the  film  busi- 
ness is  too  big  to  be  controlled  by  three  or  four  in- 
dividuals or  groups.  Flowever  much  his  operations 
may  seem  to  contradict  that  statement,  he  prob- 
ably was  sincere  in  making  it.  He  has  been  fairly 
successful  thus  far,  which  means  that  he  has  been 
right  more  than  half  the  time,  in  practical  plan- 
ning and  carrying  out  his  projects  to  get  results. 
And  certainly  he  is  right  in  thinking  that  neither 
he  nor  any  other  man  could  for  long  monopolize 
or  control  a  business  as  dependent  on  brains  as  it 
is  on  money. 

Comment  on  the  muddled  situation  now  pre- 
vailing would  hardly  be  complete  without  refer- 
ence to  this  fact:  While  rumors  are  distracting 
the  attention  of  a  lot  of  people  from  their  jobs,  the 
sales  departments  of  certain  concerns  are  driving 
methodically  ahead,  getting  the  business.  At  least 
two  of  the  national  distributors  have  sold  their  pro- 
duct up  to  within  a  very  small  percentage  of  their 
possibilities.  They  are  intensively  driving  to  get  all 
there  is.  And  they  don't  stop  for  gossip,  how- 
ever spicy  it  may  be. 

There's  a  lot  of  guessing  going  on  to  the  effect 
that  Jaydee  Williams  is  coming  back  into  the  bus- 
iness at  an  early  date.  His  plans  for  a  great  Brit- 
ish production  enterprise  are  regarded  in  some 
quarters  as  not  likely  to  materialize  because  of  the 
tremendous  difficulty  of  securing  enough  capital 
in  England  to  finance  such  a  scheme.  As  one 
rather  prominent  executive  puts  it:  "Jaydee"  is  one 
of  the  best  organizers  the  film  business  has  ever 
had.  And  God  knows  we  need  an  organizer  or 
two  right  now." 

Thereby  arises  the  question:  Do  we  need  more 
organizers  or  less? 


Page  16 


Exhibitors  Trade  Review 


The  Handwriting 
On  the  Wall 


An  open  letter  to  Exhibitors  Review  from  T.  F.  McCoy, 
Manager  of  the  Florence  Theatre,  Pasadena,  California. 


IN  a  world  filled  with  beautiful 
things,  wonderful  people,  and  all 
nature  reflecting  beauty,  harmony 
and  love,  why  do  some  of  the  Produc- 
ers and  Directors  stoop  so  low  as  to  dig 
into  filth  for  their  stories  and  set- 
tings? Why  pick  the  underworld  and 
the  people  who  live  in  it  to  make 
heroes  ? 

There  are  millions  invested  in  the 
picture  industry — in  both  the  pro- 
duction  and  exhibition  fields,  and  the 
safety  of  these  millions  rests  with  the 
producer  and  director. 

Anyone  who  gives  the  least  bit  of 
attention  to  the  industry,  must  know 
there  is  something  radically  wrongs 
for  the  American  public  is  drifting 
aTpay  from  the  picture  theatres.  Re- 
m  ;mber  for  every  effect  there  must 
bf  a  cause,  also  remember  that  not 
aJ  of  the  American  public  is  crazy 
a'  out  jazz  and  wild  parties. 

The  sex  appeal  and  the  salacious 
{..  ms  and  plays  may  do  a  big  business 
o  i  Broadway.  But  remember  this, 
Broadway  is  only  a  small  part  of  the 
United  States.  The  heart  of  America 
is  clean,  and  it  will  stay  clean,  for  our 
forefathers  have  handed  down  to  pos- 
terity a  nation  built  on  a  solid  foun- 
d  ition  of  honesty,  fair-dealing,  Chris- 
tian ideals  and  principles.  The  Jazz 
Age  is  passing,  and  the  day  of  the 
sex  film  and  sensational  title  is  al- 
ready dead.  The  producer  and  di- 
rector who  keeps  trying  to  force  this 
filth  onto  the  American  public  will 
soon  be  counted  among  the  has-beens. 

There  is  a  sentiment  sweeping 
America  today,  and  it  will  leave  the 
picture  industry  in  the  same  boat 
with  another  large  and  prosperous 
industry  that  has  ceased  to  exist 
within  the  last  few  years. 

Have  you  ever  known  one  of  the 
rare,  rich  and  racy  films  being  a  big 
outstanding  box-office  bet?  Then 
why  are  they  produced?  Can  it  be 
that  the  mentalities  of  the  directors 
and  story  writers  have  reached  this 
low  level  through  environment?  Or 
is  it  cheap  propaganda  spread  to  un- 
dermine the  ideals  and  morals  of  the 
present  and  coming  generations  of 
America?  There  must  be  some  rea- 
son. 


The  American  public  is  waking  up, 
and  whether  the  producer  realizes  it 
or  not,  it  is  public  sentiment  that 
spells  success  or  destruction.  The 
exhibitor,  who  hasn't  guts  enough  to 
refuse  to  run  some  of  the  pictures 
that  are  coming  into  the  market,  is 
simply  digging  his  own  grave,  as  well 
as  a  grave  for  the  entire  industry. 

If  the  producer  won't  heed  the 
warning,  then  the  exhibitor,  for  his 
own  protection,  should  heed  it.  You 
can't  force  something  on  the  public 
very  many  times  and  get  away  with 
it.  It's  the  people,  who  buy  the 
tickets  at  the  box-office,  who  furnish 
the  bread  and  butter,  and  the  divi- 
dends. 

The  handwriting  is  on  the  wall,  and 


anyone  but  a  blind  man  should  be  able 
to  read. 

Look  at  the  people  who  are  making 
the  kind  of  pictures  the  public  spends 
its  money  to  see.  At  the  head  of  the 
list  you  will  find  Harold  Lloyd, 
Douglas  Fairbanks,  Mary  Pickford 
and  Buster  Keaton,  also  Douglas 
McLean  and  Reginald  Denny  are 
rapidly  climbing  in  popularity. 

The  reason  for  their  popularity  is 
on  account  of  the  clean,  wholesome 
pictures  they  are  giving  the  public. 

There  are  quite  a  few  cancers  eat- 
ing the  picture  industry,  any  one  of 
which  may  prove  fatal,  but  one  of  the 
quickest  ways  to  kill  "the  goose  that 
lays  the  golden  egg"  is  to  keep  forc- 
ing pictures  of  an  objectionable  na- 
ture on  the  American  people. 


Self  Supporting — 

Plus  a  Weekly  Profit 


By  Edward  H.  Bobert 


JUST  what  a  complete  factor  a  house  or- 
gan can  be  in  the  success  of  a  theatre 
has  been  experienced  by  the  management 
of  the  Metropolitan  Theatre  at  Morgantown, 
West  Virginia.  And  we  will  add  here  that 
our  publication  has  established  its  accustomed 
place  in  the  homes  of  Morgantown. 

For  the  information  of  exhibitors  who  are 
publishing  house-organs  or  for  those  who 
have  come  to  realize  the  advantages  of  pub- 
lishing one,  it  might  be  well  to  oudine  the 
various  points  found  to  be  in  our  favor  be- 
for  we  began  publication. 

To  begin  with,  Morgantown  is  a  small 
city  of  some  17,000  souls.  Trade  area  in- 
cluded there  are,  perhans.  twi<v>  amount 
Being  the  seat  of  the  West  Virginia  Uni- 
versity with  the  usual  run  of  college  maga- 
y)  zines  and  papers,  in  addition  to  two  very 
good  local  newspapers  to  compete  with,  it 
necessitated  some  healthy  missionary  work  to 
tie-up  local  merchants  with  the  house-organ 
idea.  But  it  was  put  over.  Today  the  book 
has  increased  in  size  and  popularity  to  the 
extent  that  it  is  accepted  as  a  very  readable 
magazine  and  not  as  mere  propaganda  for 
the  theatre. 

And  that  is  the  very  first  thing  that  an 
exhibitor  must  watch  in  establishing  his 
house-organ.  It  is  unwise  to  approach  a 
prospective  advertiser  with  the  request  for 
"co-operation."  The  word  itself  leans  to- 
wards "charily"  and  charity  advertisers  are 
never  "sold."  The  solicitor  is  forced  to 
"sell"  them  the  same  idea  every  issue  arid 
each  succeeding  issue  becomes  more  diffi- 
cult, i 


The  first  number  of  the  Movie  Mirror  was 
a  twelve  page  affair.  Page  sizes  ran  about 
12  by  9  inches  and  the  book  was  published 
every  two  weeks.  We  found  that  to  publish 
two  issues  a  month  with  each  advertiser  re- 
peating his  advertisement,  the  amount  of 
space  devoted  to  advertising  matter  did  not 
give  us  a  very  good  break  on  meeting  the 
publication  cost.  The  next  issue  became  a 
monthly  and  double  the  usual  rates,  were 
charged,  using  the  argument  that  the  in- 
creased circulation  secured  under  the  newer 
plan  and  the  greatly  increased  number  of 
pages,  would  secure  greater  reader  interest 

Succeeding  issues  of  the  Mirror  have 
ranged  from  28  pages  and  cover  to  an  anni- 
versary number  of  48  pages.  Rates,  based  on 
a  charge  of  $7.50  a  quarter  page,  have  never 
amounted  to  less  than  $400  an  issue.  When 
taking  into  consideration  that  the  average 
publication  cost  for  a  28  page  book  is  about 
$420  an  issue,  the  house  organ  idea  is  worthy 
of  much  consideration  and  effort. 

Not  satisfied  with  a  good  break  on  the 
actual  printing  cost  our  next  issue  has  been 
converted  into  a  paying  business  for  the 
theatre.  With  the  same  amount  of  advertis- 
ing to  work  from,  a  rotogravure  cover  (the 
same  as  those  distributed  from  various  pro- 
ducing corporations)  is  being  used  in  place 
of  the  usual  printed  cover.  With  the  greatly 
increased  page  size,  the  same  amount 
white  space  has  been  secured  with  a  reduction 
of  40  per  cent  in  the  printing  cost.  The 
idea  seems  to  be  worth  working  uui.  Rote 
sections  are  replete  with  pictures  and  It 
takes  pictures  to  work  up  reader  interea*. 


October  31, 1925  Page  17 

EXHIBITORS 

DAILY  REVIEW 

j4  Newspaper  Devoted  to  the  Motion  Picture  Industry 


NEW  YORK,  SATURDAY,  OCTOBER  31 


NAHM.  P.  DAY 
REJECTED  BY 
OHIO  M.  P.  T.  0. 

Aim  to  Give  High  Class  Programs 
Every  Day  in  Year 

COLUMBUS,  Ohio,  Oct.  30.— A  special 
meeting  of  the  executive  committee  of  the 
M.  f.  i.  O.  of  Ohio  has  been  called  for 
Nov.  10,  in  Columbus,  at  the  James  theatre. 
Speakers  and  definite  plans  for  the  state 
convention,  in  December,  will  be  announced 
after  this  meeting.  At  present  William  M. 
James,  president,  and  J.  P.  Wood,  business 
manager,  are  in  charge  of  the  arrangements. 

'The  1000  members  of  the  M.  P.  T.  O.  of 
Ohio  do  not  feel  the  need  of  a  'Motion  Pic- 
ture Day'  like  the  one  which  has  been  set 
aside,  as  they  feel  that  the  highest  class  pro- 
grams should  be  in  order  every  day  instead 
of  once  a  year,"  P.  J.  Wood,  business  man- 
ager of  the  Ohio  group,  said  this  week,  when 
asked  of  plans  being  made  by  his  organiza- 
tion for  the  occasion. 

Slides,  informing  the  theatre  patrons  of 
the  coming  event,  have  been  offered  the  Ohio 
organization  but  have  been  refused  because 
their  need  was  not  felt. 

Since  the  Ohio  organization  was  formed 
it  has  been  its  purpose  to  raise  the  standards 
of  pictures  exhibited  and  the  general  feeling 
showed  that  no  one  single  day  was  necessary 
for  an  outburst. 


Goldwyn  Picks  Betty  Jewel 

Samuel  Goldwyn  has  picked  still  another 
winner  and  in  a  most  unusual  manner.  Betty 
Jewel,  who  up  to  this  time  has  played  minor 
parts  in  pictures,  has  been  assigned  by  the 
producer  to  play  the  leading  ingenue  role  in 
the  Henry  King  production,  "Partners  Again 
— wi'h  Potash  &  Perlmutter,"  which  has 
been  under  way  for  over  a  month  in  Cali- 
fornia. 

It  all  came  about  this  way:  The  other 
night  Mr.  Goldwyn  saw  Miss  Jewel  do .  a 
small  part  in  "The  New  Commandment." 
That  night  at  one  o'clock  he  called  his  agent 
on  the  telephone.  At  nine  o'clock  in  the 
morning  Miss  Jewel  was  in  h's  office,  had 
signed  a  con'ract,  and  leaves  for  California 
to  start  work  next  Tuesday. 


Max  Ree  Signs  Contract 

Max  Ree,  Danish  art  director,  has  been 
engaged  by  Joseph  M.  Schenck,  through  the 
courtesy  of  Metro-Goldwyn-Mayer,  with 
whom  Ree  has  just  signed  a  five-ve^r  con- 
tract, to  create  the  costumes  for  Constance 
Talmadge  in  "East  of  the  Setting  Sun." 


NORMA  TALMADGE 
AND  KEATONS  GO 

Norma  Talmadge  and  Mr.  and  Mrs.  Buster 
Keaton  are  returning  to  the  coast  on  the 
Twentieth  Century  Limited  today.  Miss 
Talmadge  came  to  New  York  for  a  four 
weeks'  vacation  and  to  get  her  costumes 
made  for  her  next  production,  "Kiki,"  which 
will  be  directed  by  Clarence  Brown  on  her 
return  to  the  coast. 

Ronald  Colman,  who  will  play  opposite 
Miss  Talmadge  in  "Kiki,"  left  earlier  in  the 
week. 

The  Keatons  came  East  to  attend  the  op- 
ening of  "Go  West"  at  the  Capitol  theatre. 
Keaton  has  negotiated  for  a  new  story  while 
here,  which  is  said  to  be  a  distinct  departure 
from  anything  he  has  hitherto  made. 

Constance  Talmadge  will  remain  in  New 
York  another  ten  days  before  returning  West 
to  begin  work  on  "East  of  the  Setting  Sun," 
to  be  directed  by  Erich  von  Stroheim,  who 
will  also  play  an  important  role  in  this  film. 

While  in  New  York,  Joseph  M.  Schenck 
recently  signed  a  long  term  contract  with 
Tullio  Carminati,  Italian  stage  and  screen 
actor,  who  was  leading  man  for  Eleonora 
Duse  for  two  years,  and  another  contract 
with  Miss  Blanche  Merrill  to  write  and 
adapt  screen  stories  for  the  Talmadge  sis- 
ters. Carminati  has  already  departed  for  the 
coast,  and  Miss  Merrill  leaves  Monday. 


Valentino  Coming 

Word  was  received  yesterday  from  Los 
Angeles  that  Rudolph  Valentino  will  leave 
there  Tuesday  for  New  York  to  be  present 
when  his  new  picture,  "The  Eagle,"  opens 
Sunday  (Nov.  8)  at  the  Strand  Theatre. 

"The  Eagle"  is  Valen'ino's  first  produc- 
tion for  United  Artists  Corporation. 

Valentino's  plans  are  to  arrive  in  New 
York  on  the  Twentieth  Century  Limited 
Saturday  forenoon,  Nov.  7th.  Once  here  he 
will  decide  as  to  his  future  plans,  and  it  is 
quite  possible  that  he  will  go  right  on  to 
Europe,  once  he  has  seen  "The  Eagle"  on  its 
way.  For  some  time  he  has  talked  of  an  ex- 
tended European  vacation  for  a  rest  prior  to 
starting  work  on  a  new  photoplay. 


Billie  Dove  Becomes 

"Color  Girl  of  Films" 

Billie  Dove,  appearing  opposite  Douglas 
Fairbanks  in  "The  Black  Pirate,"  is  rapidly 
becoming  known  as  "The  Color  Girl  of 
Pictures."  The  reason  is  that  Miss  Dove 
has  been  specializing  in  color  films  ;  in  fact, 
she  is  a  pioneer  in  this  field.  Her  first  fame 
as  a  featured  player  in  an  all-color  picture 
came  with  her  appearance  in  Irvin  WiHat's 
production  of  the  Zane  Grey  story,  "Wander- 
ers of  the  Wasteland."  Her  work  in  this 
feature  did  much  to  influence  Douglas  FMr- 
banks'  selection  of  her  for  this  lead  in  "The 
Black  Pirate,"  another  epic  in  color. 


RJ.  COCHRANE 
IS  APPOINTED 
ARMY  MAJOR 

Sworn  as  Officer  of  Signal  Reserve 
by  Colonel  Traub 

R.  H.  Cochrane,  vice-president  of  the  Uni- 
versal Pictures  Corporation,  yesterday  took 
the  oath  of  office  as  a  Major  in  the  Signal 
Reserve  of  the  United  States  Army.  The 
oath  was  administered  by  Captain  O.  A. 
Hess,  adjutant  of  the  77th  Division,  Organ- 
ized Reserves,  under  the  direction  of  Colonel 
Peter  E.  Traub,  chief  of  staff  of  the  77tk 
Division. 

The  ceremony  took  place  in  the  Universal 
vice-president's  offices  in  730  Fifth  avenue, 
and  was  witnessed  by  a  number  of  Univer- 
sal executives  and  co-workers  of  R.  H.  Coch- 
rane. Colonel  Traub,  who  commanded  the 
35th  Division  in  France  as  Major  General, 
explained  to  Major  Cochrane,  the  valuable 
co-operation  and  assistance  which  can  be 
given  to  the  Army  by  leading  citizens  in  in- 
dustry and  commerce.  The  oath  was  read  by 
Captain  Hess,  in  his  official  capacity  as  Di- 
vision Adju'ant. 

Following  the  ceremony,  General  Traub 
and  his  adjutant,  together  with  several  Uni- 
versal executives,  were  the  guests  of  Major 
Cochrane  at  a  luncheon  in  the  Gotham  Ho- 
tel. 


Lichtig  Here 

Harry  Lichtig  is  at  the  Astor  from  the 
coast.  He  may  open  a  casting  and  play 
brokerage  office  here. 


Reynolds'  Next 

LOS  ANGELES— Lynn  Reynolds  will  di- 
rect "The  Yukon  Trail"  for  Universal. 
James  O.  Spearing  did  the  script 


AN  OUTGROWTH 

Exhibitors  DAELY  REVIEW 
is  not  an  accident.  Its  existence 
has  grown  out  of  a  real  and 
urgent  need  in  the  industry.  It 
is  an  extension  of  service  in- 
augurated by  EXHIBITORS 
TRADE  REVIEW  that  is  issued 
every  Saturday,  containing  the 
business  review  of  the  Industry 
as  well  as  the  news. 


Page  1? 


Exhibitors  Trade  Review 


"Black  Pirate" 
Leads  Announced 

Crish,  De  Gross  and  Randolph 
in  Good  Parts 

Present  indications  are  that  the  cast  for 
Douglas  Fairbanks'  forthcoming  screen 
feature,  "The  Black  Pirate,"  the  first  photo- 
play he  has  attempted  in  color  photography, 
will  be  one  of  quality  rather  than  number. 
Just  now  only  two  women  are  scheduled  to 
appear  in  this  film — Billie  Dove  in  the  lead- 
ing feminine  role,  and  her  maid,  not  yet 
selected. 

Among  the  men  in  the  cast  are  Donald 
Crisp,  who  directed  the  last  Fairbanks  offer- 
ing, "Don  Q,"  and  who  this  time  will  be  seen 
as  a  one-armed  Scotch  pirate,  a  characteriza- 
tion so  cleverly  devised  as  to  completely 
mask  his  identity.  Sam  De  Grasse  will  work 
his  way  through  the  picture  in  another  of 
his  characteristic  roles.  Anders  Randolf  has 
an  interesting  part.  Others  who  will  be  seen 
to  advantage  are  Roy  Coulson,  Charles  Gor- 
man and  Al  MacQuarris,  all  of  whom  had 
parts  in  "Don  Q"  and  other  Fairbanks  pro- 
ductions. 

In  addition  to  the  featured  players  a  stock 
company  of  some  thirty  pirates  is  being 
maintained.  For  some  of  the  battle  scenes, 
which  naturally  take  place  at  sea,  several 
hundred  extras  have  been  engaged.  The 
picture  will  be  several  months  in  production. 


Russel  on  Bremon  Script 

John  Russell  is  adapting  "Beau  Geste"  foi 
Famous  Players-Lasky.  It  will  be  Herbert 
Brenon's  next  to  follow  "Dancing  Mothers." 
Russell,  with  George  Hull,  just  finished 
"Sorrows  of  Satan"  for  Griffith. 


Calendar  of  Coming  Events 


Oct.  31. — Loew-Metro-Goldwyn  Club  an- 
nual ball,  Hotel  Astor,  N.  Y. 

Nov.  1. — Du  Bois,  Penna.,  Meeting  of 
the  M.  P.  T.  O.  of  Western  Pennsylvania. 

Nov.  6. — Washington,  D.  C,  Film  Golf 
Tournament. 

Nov.  7-8-9. — Drake  Hotel,  Chicago,  semi- 
annual convention  Famous  Players-Lasky 
Corp. 

Nov.  14. — Hotel  Plaza,  N.  Y.,  dinner  in 
celebration  of  15th  anniversary  of  Pathe 
News. 

No.  IS.  —  New  York  Apollo  Theatre, 
premiere  Samuel  Goldwyn's  "Stella  Dallas." 

Nov.  17-18.— Dallas,  Texas,  Baker  Hotel, 
Texas  M.  P.  T.  O.  convention. 

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


Katz  Institutes  First 
Changes  at  Rivoli 

An  enlargement  of  the  stage  facilities  at 
the  Rivoli  Theatre  has  already  begun,  with 
engineers  looking  things  over  and  making 
plans  for  putting  in  new  counter  weights 
for  the  curtains  and  rigging;  to  bring  the 
stage  up  to  the  asbestos  curtain,  to  widen 
the  stage  and  the  orchestra  pit  by  removing 
three  row  of  seats,  and  an  elevating  system 
for  the  orchestra.  These  are  changes  insti- 
tuted by  Sam  Katz. 

These  improvements  are  expected  to  devel- 
ope  the  theatre's  capacity  for  broader  scope 
film  prologues  and  presentations,  and  to  gen- 
erally increase  the  popularity  of  the  entire 
theatre. 

The  plan  to  change  the  front  of  the  Rialto 
house  into  Egyptian  architecture,  has  been 
laid  aside  until  the  Spring. 


Walsh  at 
Cornell 

Having  com- 
pleted the  role 
of  Renee  Duval 
in  "The  Count 
of  L  u  x  e  m  - 
bourg"  George 
Walsh  has  re- 
sumed work  on 
his  series  of  ac- 
tion pictures  for 
the  Chadwick 
Pictures  Cor- 
poration. This 
t  i  m  e  ,  it  is 
"Smith  of  Cor- 
nell", to  be  pro- 
duced in  Ithaca, 
on  the  v  e  r  }' 
campus  of  the 
University,  and 
the  Chadwick 
people  are  nego- 
tiating with  the 
college  author- 
ities to  gain 
permission  for 
the  company  to 
use  the  historic 
"hills  above 
Cayuga's  wa- 
ters" as  the 
original  back- 
ground for 
football  history. 


Good  Response 
To  P.  D.  C.  Month 

Kansas-Missouri  Exhibitors 
Pleased  with  Plan 

KANSAS  CITY,  Mo.  —  Missouri  and 
Kansas  exhibitors  greeted  the  announcement 
that  December  was  to  be  their  month  with 
fine  enthusiasm  and  the  P.D.C.  office  is  re- 
ceiving letters  of  approval  fast  enough  to 
bring  a  wide  smile  upon  the  face  of  its  man- 
ager, C.  A.  Schultz. 

"I  am  agreeably  surprised,"  said  Mr. 
Schultz,  "at  the  generous  way  in  which  the 
exhibitors  have  assured  us  of  their  support. 
Although  I  thought  the  plan  one  which  will 
work  for  the  mutual  benefit  of  both  parties,  I 
was  somewhat  dubious  as  to  how  strong  the 
theatre  owners  would  back  us." 

The  amount  which  will  be  given  the  ex- 
hibitors' organization  depends  entirely  upon 
the  amount  of  business  done  by  the  P.D.C. 
during  December.  Since  the  exhibitors  have 
pledged  themselves  to  book  the  P.D.C. 
product  for  that  month  it  is  certain  th^t  the 
receipts  will  be  much  larger  and  Mr.  Schultz 
is  confident  that  the  sum  will  run  well  into 
four  figures. 

Among  the  wires  received  by  the  branch 
manager  is  one  from  Cecil  DeMille.  It 
reads : 

"Delighted  to  hear  of  your  plan  for  a 
P.D.C.  month  during  December.  Such  Co- 
operation of  theatre  owners  with  producers 
and  distributors  is  bound  to  be  a  cornerstone 
for  future  success  of  industry." 


New  Buffalo  Ventures 

BUFFALO,  N.  Y— Walter  Hays,  former 
president  of  the  M.P.T.O.  of  N.  Y.  and  a 
vice  president  of  the  Mark-Strand  interests, 
will  lease  the  new  theatre  wh:ch  Sidney 
Wertheimer  will  build  on  Hertel  avenue,  a 
few  doors  from  Shea's  North  Park  The 
house  will  have  a  seating  capacity  of  2500 
and  will  be  one  of  the  most  elaborate  in  the 
city. 

James  Cardina,  who  operates  the  Varsity 
and  Kensington  theatres,  community  houses, 
has  purchased  a  site  on  Bailey  avenue,  near 
Delavan,  on  which  he  will  begin  construc- 
tion in  the  spring  of  a  new  theatre.  The 
house  will  have  a  frontage  of  140  feet.  In 
association  with  his  brother,  Thomas,  Mr. 
Cardina,  is  also  remodeling  and  enlarging 
his  Glen  theatre  in  Williamsville,  N.  Y. 

BUFFALO  —  The  Hager-Askey  Buldiing 
company,  1325  Hertel  avenue,  have  sent  a 
petition  to  council  asking  a  permit  to  build  a 
motion  picture  theatre  in  the  rear  of  their 
new  business  building  at  3174  Main  street. 
The  council  has  referred  the  petition  to  the 
city  planning  committee.  It  has  not  been  an- 
nounced as  yet  who  will  lease  the  theatre 
when  it  is  ready. 


Rochester  Compromise  Likely 

ROCHESTER  —  It  is  expected  that  an 
agreement  will  be  reached  soon  between  the 
Rochester  Musicians'  Protective  association 
and  the  Rochester  Theatre  Managers'  asso- 
ciation. A  meeting  will  be  called  to  discuss 
the  wage  demands.  Under  an  offer  of  the 
theatre  managers,  which  is  in  the  nature  of  a 
compromise,  the  musicians  ask  for  a  raise 
of  $10  for  a  seven  day  week  and  $6  more  for 
a  six  day  week,  to  effect  all  theatre  musi- 
cians in  the  city,  except  those  in  the  or- 
chestra at  the  Eastman. 


Both  Doing  Well 

Armand  Schneck,  cashier  of  the  Com- 
monwealth Film  Corporation,  was  presented 
with  a  bouncing  baby  girl  by  Mrs.  Armand 
Schneck,  Thursday,  October  29th,  at  the  Beth 
David  Hospital,  New  York. 


October  31,1925 


Page  19 


NEWS  OF  THE  WEE 


As  Reported  in  Exhibitors  DAILY  REVIEW 


MOE  MARK  GETS 
ROBBINS  CHAIN 


Ten    Houses    Involved  in 
Yesterday's  Purchase 


Moc  Mark,  president  and  general  man- 
ager of  the  Mitchel  H.  Mark  Realty  Cor- 
poration, owners  of  the  Mark  Strand  the- 
atres in  New  York  State,  announced  the 
acquisition  of  the  Robbins  Enterprises  chain 
of  theatres. 

Ten  theatres  are  involved,  five  in  Utica, 
four  in  Watertown  and  one  in  Syracuse. 
The  deal  also  involves  large  and  valuable 
real  estate  holdings  in  Utica,  Watertown  and 
Syracuse,  the  most  important  being  the  ac- 
quisition of  a  complete  city  block  in  the 
heart  of  Utica's  business  district  and  the 
seven  story  Eckel  Building  in  Syracuse. 

No  announcement  was  made  of  exact  fig- 
ures, but  the  deal  represents  several  millions 
of  dollars. 

Nathan  Robbins,  president  of  Robbins  En- 
terprises, will  become  one  of  the  vice-presi- 
dents of  the  Mitchel  H.  Mark  Realty  Cor- 
poration, and  Mr.  Mark  announced  Mr. 
Robbins'  duties  will  be  concentrated  largely 
to  acquiring  still  more  theatres  for  the 
Mitchel  H.  Mark  Corporation. 

The  Mitchel  H.  Mark  Theatre  Corpora- 
tion, besides  the  Utica,  Watertown  and 
Syracuse  theatres,  owns  and  operates  the 
Mark  Strand  Theatre,  New  York,  the  Mark 
Strand  in  Brooklyn  and  several  theatres  in 
Albany  and  Troy. 


Stevenson  Increases  Holdings 

ATLANTA,  Ga.— The  Stevenson  The- 
atres, Inc.,  now  operating  a  chain  of  houses 
in  North  Carolina,  have  purchased  the  Rose 
Theatre  of  Burlington,  N.  C,  and  the  Ma- 
jestic Theatre,  Mebane,  N.  C.  The  organ- 
ization is  also  building  a  new  house  in  Bur- 
lington, which  will  shortly  be  completed. 


Lasky  Heads  Drive 

Jesse  L.  Lasky,  first  vice-president  of 
Famous  Players-Lasky  Corporation,  has  ac- 
cepted the  chairmanship  for  the  Motion 
Picture  Group  in  New  York's  ninth  annual 
Red  Cross  Roll  Call  and  is  now  organizing 
his  group. 


Evelyn  Brent's  Next 

"A  Broadway  Lady,"  a  drama  of  the  New 
York  show  world,  will  be  Evelyn  Brent's 
new  starring  vehicle  for  F.  B.  O. 


SHEA  NOW  PARTNER 
WITH  FAMOUS-B.  &  K. 


All  Owners  But  Shea  Are 
Bought  Out 

BUFFALO,  N.  Y. — Famous  Players-Las- 
ky and  Balaban  &  Katz  have  closed  a  deal 
with  the  McNaughton  Realty  Company  of 
Buffalo  through  which  the  former  corpora- 
tion takes  the  place  of  all  outside  interests 
in  the  Buffalo  company,  except  Michael 
Shea  who  remains  as  heretofore.  The  deal 
also'  provides  for  the  erection  of  a  new 
theatre  on  the  Root  site  at  622  Main  Street. 
Shea  will  continue  to  operate  the  houses 
involved  which  include  Shea's  New  Buffalo 
Theatre,  Shea's  Hippodrome,  Shea's  North 
Park  and  Shea's  Court  Street,  the  latter  be- 
ing the  vaudeville  house  playing  Keith  at- 
tractions. 


"Red  Kimono"  Completed 

LOS  ANGELES.— The  last  shots  of  Mrs. 
Wallace  Reid's  production  "The  Red  Kimo- 
no" have  been  completed  and  the  picture 
has  been  edited  and  is  now  being  titled  by 
Adela  Rogers  St.  John,  the  author  of  the 
story. 

By  the  time  J.  Charles  Davis,  2nd.  ar- 
rives on  the  West  Coast  the  picture  will  be 
ready  to  be  shown  to  him  and  to  D^vid  R. 
Hochreich,  president  of  Vital  Exchanges. 
Inc.,  who  will  meet  him  in  Los  Angeles. 


Defeat  Censorship 

ATLANTA.— Bv  a  vote  of  24  to  7  the 
city  council  Monday  afternoon  defeated  an 
ordinance  providing:  for  a  censorship  of 
vaudeville  shows,  legitimate  theatre  attrac- 
tions, and  the  prologues  and  special  acts  in 
Atlanta  picture  theatres. 


A^her  Bros.  Take  Two 

CHICAGO. — Asher  Bros,  have  taken  over 
the  Parthenon  Theatre,  Berwyn,  111.,  as  well 
as  the  new  Mid  West  Theatre  just  com- 
pleted. The  latter  is  a  2,500  seat  house. 
Both  of  these  houses  were  built  for  S.  J. 
Gregory  and  Co. 


Saenger  House  For  New  Orleans 

NEW  ORLEANS,  La.— George  J.  Glover 
is  building  a  new  theatre  to  seat  3.800  for 
the  Saenger  Circuit  of  New  Orleans.  It 
will  be  located  at  Canal  and  North  Ram- 
part Streets  and  is  to  cost  apnroximately 
$1,125,000.  The  opening  will  take  place  in 
February,  1926. 


FOX  GETS  SIX  BELASCO  PLA  YS 


What  probably  constitute  the  most  im-  ' 
portant  deals  of  the  season  between  stage 
and  screen  were  announced  by  William  Fox 
when  he  made  public  the  fact  that  Fox 
Films  has  purchased  the  screen  rights  to 
"Cradle  Snatchers"  and  "What  Price  Glory," 
Broadway  hits ;  "One  Increasing  Purpose," 
A.  S.  M.  Hutchinson's  latest  novel,  and  six 
David  Belasco  plays. 


In  addition  to  the  four  plays  which  made 
David  Warfield's  reputation — "The  Music 
Master,"  "The  Auctioneer,"  "The  Grand 
Army  Man"  and  "The  Return  of  Peter 
Grimm" — the  Fox-Belasco  transaction  in- 
cludes film  rights  to  "The  Lily,"  in  which 
Nance  O'Neill  starred,  and  "The  Comedian," 
in  which  Lionel  Atwill  played  the  title  role. 


KUNSKY  PLANS 
THREE  MORE 


Will  Be  Neighborhood  Houses 
—  State  Opens  Soon 


DETROIT.— It  is  reported  here  that  the 
Kunsky-Balaban  and  Katz  interests  will 
erect  three  more  costly  neighborhood  the- 
atres in  the  near  future. 

A  site  has  already  been  secured  in  the 
North  Woodward  section  where  the  first  of 
the  three  will  rise,  it  is  said.  The  other  two 
will  follow  within  two  years. 

The  North  Woodward  house  will  seat 
over  3,000. 

Kunsky's  new  $2,000,000  State  Theatre 
has  opened. 


Metropolitan  in  Boston 

Only  Leased  To  Famous 

Famous  Players-Lasky  does  not  have  full 
control  of  the  new  and  mammoth  Metro- 
politan Theatre,  which  opened"  October  16th. 
The  house,  one  of  .the  most  beautiful  and 
modern  in  the  country,  which  is  reported  to 
have  cost  anywhere  from  five  to  eight  mil- 
lions dollars,  was  built  by  a  Mr.  McDonald, 
well  known  builder  of  Boston.  McDonald 
spent  three  million  dollars  of  his  own  money 
to  build  the  theatre.  After  which  it  was 
leased  for  a  long  term  of  years  by  Para- 
mount and  the  B.  K.  Keith-Albee  interests, 
which  manage  the  policy  and  presentations 
in  the  house. 


SAX  WILL  DELIVER 

Before  leaving  for  California  last  week, 
Sam  Sax  of  Gotham  Production  and  presi- 
dent of  Lumas  Film  Company,  took  excep- 
tion to  rumors  circulated  that  various  inde- 
pendent producing  and  distributing'  concerns 
were  about  to  curtail  producti-n  and  fail  to 
make  delivery  on  pictures  already  announced. 

"You  can  state  most  emphatically  for  me," 
said  Mr.  Sax.  "that  the  twelve  Gotham  pro- 
ductions to  be  distributed  by  me  through 
Lumas  Film  Corporation  will  be  delivered 
on  or  before  the  release  date  assigned  each 
picture. 

"Our  December  and January  releases  are 
now  in  the  vaults  arid ;  may  be  secured  by 
our  regional  distributors  ten  weeks  in  ad- 
vance if  they  so  desire.'  We  are  also  four 
or  five'  weeks  ahead  on  our  advertising  ac- 
cessories and  gaining  more  time  with  each 
succeeding  production." 


Gibbons  Renews 

LOS  ANGELES.— Codric  Gibbons,  art 
director  in  chief  for  Metro-Goldwyn-Mayer, 
has  signed  a  new  long  term  contract  with 
that  organization,  according  to  an  announce- 
ment made  by  Irving  G.  Thalberg. 


"Sailors'  Wives" 

"Sailors'  Wives,"  the  novel  written  by 
Warner  Fabian,  author  of  "Fleming  Youth," 
will  be  filmed  this  winter  by  First  National's 
Eastern  production  units  in  New  York,  ac- 
cording to  an  announcement  by  Earl  Hud- 
son. 


Page  20 


Exhibitors  Trade  Review 


ZUKOR  BRANDS  LASKY'S  WITHDRAWAL 
REPORT  AS  "MALICIOUS  FALSEHOOD" 

The  published  report  that  Jesse  L.  Lasky  is  to  resign  from  the  Famous  Players- 
Lasky  Corporation  is  malicious  falsehood,  circulated  for  selfish  reasons,  it  was 
declared  by  Adolph  Zukor. 

"I  see  no  reason  why  anybory  should  circulate  this  report,  or  why  any  reputable 
newspaper  should  publish  it,"  said  Mr.  Zukor.  "No  doubt  somebody  who  would 
profit  by  Mr.  Lasky's  departure  from  this  company  is  busy  spreading  this  story, 
which  is  a  lie  made  out  of  whole  cloth.  Mr.  Lasky  has  no  intention  of  leaving  this 
company." 

"I  would  call  the  story  of  my  resignation  a  joke,"  said  Mr.  Lasky,  "if  had  not 
been  given  such  widespread  publication  in  the  last  few  days.  Let  mc  say  this,  once 
and  for  all:  I  have  no  intention  of  leaving  Famous  Players.  I  have  been  here  for 
years  and  I  intend  to  remain.  The  report  that  I  am  about  to  resign  is  false,  utterly 
and  absolutely.'" 


SALES  CABINET  OF 
UNIVERSAL  IS  OUT 

Depinet,  Marin  and  Levy  Hand  In  Resignations;  Metzger 
Appointed  Sales  Manager 


FAMOUS  "WALKS 
OUT"  ON  BOARD 
OF  ARBITRATION 

Minneapolis    Film  Circles 
Keep  Watch  on  Outcome 
Of  Situation 

Minneapolis,  Minn.— Refusal  of  the  Famous 
Players-Lasky  Corporation  to  submit  to  the 
verdict  of  the  Arbitration  Board  in  the  case 
of  George  Legeros  versus  Famous,  has  pre- 
cipitated a  real  furore  in  film  circles  here. 

The  board  awarded  Legeros  $2,292.60  for 
failure  of  Famous  to  supply  him  with  pic- 
tures. 

Famous  asked  for  a  rehearing,  which  was 
set  for  last  Thursday.  At  this  time  Famous 
revoked  submission  to  arbitration  and  refus- 
ed to  be  a  party  to  further  proceelings  in  the 
Legeros  case. 

The  company  followed  up  this  unexpected 
action  with  the  filing  of  a  complaint  in  dis- 
trict court  to  set  aside  the  arbitration  deci- 
sion and  be  given  "such  relief  as  the  court 
may  deem  just." 

Previous  to  the  convening  of  the  arbitration 
meeting  the  company  is  alleged  to  have  of- 
fered Legeros  $1,000  to  drop  further  action. 

The  arbitration  court  awarded  Famous  30 
days  to  pay  the  judgment  granted  Legeros. 
Failure  of  the  company  to  comply  with  this 
order,  under  the  arbitration  rules,  subjects  it 
to  forfeiture  of  its  rights  of  arbitration. 

The  question  as  to  whether  or  not  a  dis- 
tributor can  "walk  out"  on  the  arbitration 
agreement  is  one  that  will  doubtless  be 
fought  through  to  the  last  ditch. 

FIRST  NATIONAL 

RESUMES  IN  EAST 


After  a  four-weeks  period  of  inactivity 
production  was  resumed  Monday  at  First  Na- 
tional's New  York  studios  when  "Too  Much 
Money"  was  started  with  John  Francis  Dillon 
directing. 

"Too  Much  Money"  is  an  adaptation  of 
Israel  Zangwill's  stage  play  of  the  same  title. 
Lewis  Stone  and  Anna  Q.  Nilsson  have  been 
brought  on  from  Hollywood  to  play  the  feat- 
ured roles. 

Present  plans  also  call  for  the  start  of 
"Men  of  Steel,"  the  big  steel  "special"  which 
will  be  filmed  from  an  original  story  by  Mil- 
ton Sills  who  will  also  have  the  starring  role 
in  the  picture.  George  Archainbaud  will  di- 
rect under  the  supervision  of  Earl  Hudson, 
head  of  First  National's  Eastern  production 
units.  In  the  supporting  cast  will  be  Doris 
Kenyon,  May  Allison,  Claude  Gillingwater, 
George  Fawcett,  Victor  McLaglen  and  John 
Philip  Kolb. 


Harry  Hoyt  Here 

Harry  O.  Hoyt,  who  has  been  selected  by 
J.  J.  Schnitzer,  vice-president  of  F.  B.  O.,  to 
direct  Mrs.  Rudolph  Valentino  (Natacha 
Rambova)  in  the  picture  in  which  she  will 
Star  for  F.  B.  O.  and  which  will  be  made  in  a 
studio  in  the  east,  arrived  in  New  York  yes- 
terday for  production  conferences  with  F. 
1.  O.  officials. 


Lowell's  Heavy 

F.  Serrano  Keating  has  joined  the  Lowell 
Company,  making  "On  with  the  Show,"  trav- 
ding  with  Miller  Brothers'  101  Ranch  Wild 
West  show.  He  is  playing  a  heavy  opposite 
Of.  Lowell. 


The  Universal  sales  cabinet  has  fallen.  The 
resignations  of  Ned  Dupinet,  Ned  Marin  and 
Jules  Levy  were  handed  in  Thursday.  Lou 
Metzger,  who  has  been  in  charge  of  the 
Universal  complete  service  plan,  was  immed- 
iately appointed  sales  manager  in  charge  of 

ROWLAND  DENIES 
HIS  RESIGNATION 

Report  Started  In  Spirit  of  Fun, 
He  States 


A  New  York  Daily  Thursday  carried  the 
announcement  that  Richard  A.  Rowland,  gen- 
eral manager  of  First  National  Pictures  in 
charge  of  production,  had  resigned  due  in- 
ability of  the  executive  and  the  company  to 
get  together  on  what  each  thought  fair  re- 
muneration. 

The  story  went  on  to  say  that  Rowland's 
resignation  would  take  effect  tomorrow. 

Questioned  regarding  this  yesterday  Row- 
land denied  the  truth  of  the  story.  "I  am 
not  leaving  Saturday  or  any  other  time,"  he 
said.  "They  have  me  resigning  every  Sat- 
urday.   They  are  notright." 

Paramount  Convention 

Dates  Set  for  Chicago 

November  7th,  8th  and  9th  are  the  dates  set 
for  the  next  semi-annual  Convention  of  the 
Famous  Players-Lasky  Corporation  at  the 
Drake  Hotel,  Chicago,  111. 

Particular  sales  attention  will  be  devoted 
to  the  selling  point  of  such  pictures  as  "The 
Vanishing  American,"  "The  Wanderer," 
"Moana"  and  "Grass,"  all  of  which  will  be 
shown  to  the  assembled  district  and  exchange 
managers.  Special  musical  scores  have  been 
prepared  for  these  pictures  by  Jimmie  Brad- 
ford to  accompany  the  showing  of  the  pic- 
tures. 


Rapee  Returns 

Erno  Rapee,  who  has  been  staging  musical 
presentations  of  pictures  in  Berlin,  returned 
to  this  country  yesterday. 


the  western  division  and  Fred  McConnell, 
manager  of  short  subjects  is  given  charge  of 
complete  service  sales  in  addition  to  super- 
vision of  short  subjects.  The  other  two  va- 
cancies resulting  from  the  resignations  had 
not  been  filled  last  night. 

ZOKOR  GUEST  AT 
A.  M.  P.  A.  LUNCH 


Says    Advertising    of  Pictures 
Is  Now  An  Individual 
Proposition 

Adolph  Zukor  came  out  very  strongly  in 
favor  of  the  industry's  advertising  and  pub- 
licity men,  in  a  tribute  he  rendered  Thurs- 
day at  the  regular  meeting  of  the  A.  M.  P.  A,, 
at  which  he  was  the  guest  of  honor. 

"Half  the  success  of  motion  pictures  to- 
day as  public  entertainment  is  due  to  the  ef- 
forts of  publicity  and  advertising  men  such  as 
you,  who  are  present  today,"  Zukor  said,  "and 
you  are  responsible  for  at  least  half  the 
prestige  that  producers  who  are  trying  to 
make  worth  while  pictures,  have  achieved. 

A  leading  question  was  put  to  Zukor  by  an 
A.  M.  P.  A.  member:  "Do  you  think  the 
booking  of  pictures  will  resolve  itself  into  a 
proposition  like  that  which  existed  in  theatri- 
cal circles  between  K.  &  E.  and  the  Shu- 
berts?" 

Zukor  replied  to  this  by  saying  that  he 
thought  the  picture  business  was  bigger  than 
the  theatrical  business  and  that,  as  such,  it 
was  beyond  the  province  of  two  or  three,  or 
five  or  six  combinations  to  control  the  book- 
ing situation. 


Schenck  Refutes  Report 

Los  Angeles. — Joseph  M.  Schenck  said  here 
that  he  had  Jiever  stated  that  Gloria  Siran- 
son  had  signed  with  United  Artists,  as  re- 
ported. 

"We  would  like  to  have  her,"  Schenck 
said,  "but  she  is  under  contract  to  another 
company." 


October  31. 1925 


Page  21 


Exhibitors 


Directors  - 
Producers 


Another  Opportunity  to  get 
A  Full  Month's  Subscription 

to  the  New 

Exhibitors  DAILY  REVIEW 


This  is  a  photograph  of  a  noted  execu- 
tive who  has  just  returned  from  a  trip 
to  Europe.    Who  Is  He? 

Every  well  informed  man  in  the  mo- 
tion picture  industry  should  know  him. 
We  wonder  how  many  do. 

If  you  know  him  and  tell  us  who  he  is, 
we'll  send  you  FREE,  the  Exhibitors 
DAILY  REVIEW  for  a  full  month. 


Who  Is  He! 


CUT  OUT  AND  MAIL  TODAY 


A  Full  Month's  Subscription 

to  the  GREATEST  DAILY  is  waiting  for  you— 
if  you  can  tell  us  who  he  is. 

If  It's  NEWS  you'll  see 
it  FIRST  in  the 

Exhibitors 

DAILY  REVIEW 

You  Must  Read  It  to  be  Up-to-Date 

(Offer  expires  Nov.  7th) 


Editor, 

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

Sure  I  know  him ;  his  name  is 


Name  ... 
Theatre 
Address 


Page  22 


Exhibitors  Trade  Review 


Amundsen  Polar  Might  Is 

Released  by  Pathe  Exchange 


Lincoln  Ellsworth  and  Captain  Raold  Amundsen 


PATHE  announces  the  acquisition  of  the 
authentic  motion  pidture  log  of  the 
Amundsen  polar  expedition  in  the  first 
attempt  to  reach  the  North  Pole  by  airplane, 
which  will  be  released  on  or  about  Novem- 
ber 10th  as  a  special  screen  attraction  under 
the  title,  "The  Amundsen  Polar  Flight." 

World-wide  publicity  from  the  first  an- 
nouncement of  Amundsen's  plans  to  fly  to 
the  Pole,  successively  to  the  eventful  trip 
itself  and  the  subsequent  return  after  being 
lost  to  the  world  for  twenty-four  days,  has 
made  this  exploration  flight  the  most  talked 
of  event  of  modern  times.*  The  public  that 
has  read  so  much  about  the  first  Polar  flight 
eagerly  awaits  the  opportunity  to  see  it  in  all 
its  thrilling  actuality  in  this  remarkable  film. 

Undoubtedly  this  subject  is  one  of  the  most 
remarkable  human  screen  documents  ever  re- 
corded since  the  advent  of  the  cinema.  It 
was  photographed  under  the  strangest  condi- 
tions ever  faced  by  a  cameraman,.  He 
cranked  his  machine  through  all  the  perils  of 
the  Arctic  air  flight,  even  during  the  heart- 
rending period  when  they  were  lost  to  the 
world  and  facing  death  at  every  step,  and 

Warner  Sales  Chiefs 

Meet  in  New  York 

Sam  E.  Morris,  general  manager  of  distri- 
bution for  Warner  Brothers,  called  a  meeting 
of  the  firm's  district  sales  managers  last 
week  that  lasted  four  days.  The  men  were 
summoned  for  the  purpose  of  getting  a  line 
on  what  might  be  expected  from  the  various 
exchanges,  and  also  to  see  that  the  field  or- 
ganization was  perfected  sc  that  the  home 
office  would  be  relieved  of  considerable  de- 
tail with  which  it  has  been  encumbered  since 
the  exchanges  were  taken  over  last  spring. 

Attending  were :  Harry  Lustig,  in  charge 
of  Los  Angeles,  San  Francisco,  Portland, 
Seattle,  Vancouver,  Denver,  and  Salt  Lake 
City;  Lloyd  Willis,  representing  Cleveland, 
Cincinnati,  Pittsburgh,  Detroit  and  Indian- 
apolis; Edwin  Silverman,  whose  territory 
includes  Chicago,  Milwaukee  and  St.  Louis ; 
Herbert  Elder,  representing  Charlotte,  At- 
lanta, New  Orleans.  Dallas,  and  Oklahoma 
City;  E.  J.  Smith,  in  charge  of  the  district 


only  discaided  his  camera  at  the  final  moment 
when  the  last  ounce  of  superfluous  weight 
had  to  be  dispensed  with  in  the  desperate  but 
successful  return  trip. 

As  present  by  Pathe,  "The  Amundsen  Polar 
Flight"  filmed  takes  the  spectator  on  a  "per- 
sonally conducted"  trip  with  the  daring  ex- 
plorers who  trusted  their  lives  to  Providence 
and  two  super-airplanes.  Captain  Raold 
Amundsen,  discoverer  of  the  South  Pole, 
who  at  63  sought  io  reach  the  North  Pole  by 
air,  is  first  introduced.  Then,  Lincoln  Ells- 
worth, the  only  American  in  the  party,  makes 
a  close-up  bow.  The  two  giant  Dornier-Wal 
planes  are  shown.  Each  plane  carried  a  crew 
of  two  besides  the  leader.  With  Amundsen 
in  the  N-25  were  Lieutenant  Riiser-Larsen, 
Norwegian  navy,  and  Master  Mechanic  Karl 
Feucht.  In  Ellsworth's  plane,  the  N-24,  were 
Lieutenants  Omdal  and  Dietrichson. 

An  animated  map  disloses  the  fate  of  other 
expeditions,  their  routes  and  the  route  plan- 
ned by  Amundsen. 

All  the  high  spots  of  the  exploration  are  in- 
cluded in  the  film. 


Schlessinger  Will 
Leave  for  Europe 

Gus  Schlesinger,  general  manager  of  the 
foreign  department  of  Warner  Brothers,  is 
in  Los  Angeles  for  a  hurried  visit  to  the 
studio  and  to  confer  with  Jack  L.  Warner 
and  his  associate,  Bennie  Ziedman,  concern- 
ing _  the  year's  product,  before  sailing  for 
Paris,  where  he  makes  his  headquarters. 

The  next  trip  that  Mr.  Schlesinger  takes 
will  be  his  first  visit  to  the  Warner  ex- 
changes in  Europe.  There  are  twenty  of 
them  throughout  continental  Europe  and 
Great  Britain. 

He  has  been  in  active  charge  of  the  foreign 
distribution  of  the  Warner  product  for  the 
past  five  years  and  has  seen  his  company 
grow  to  its  present  proportions.  He  is  fully 
conversant  with  situations  and  market  pos- 
sibilities of  Europe  and  feels  that  while 
American  films  have  a  strong  foothold  there 
that  it  is  possible  to  further  entrench  them. 


Charles  Ray 
Gets  Long  Term 
M-G-M  Contract 

Following  the  completion  of  what  is  be- 
lieved to  be  Charles  Ray's  most  remarkable 
characterization  on  the  screen  in  Robert  Z. 
Leonard's  "Bright  Lights,"  in  which  he  is 
featured  opposite  Pauline  Starke,  Metro- 
Goldwyn-Mayer  has  secured  the  signature  of 
this  popular  artist  on  a  long  term  contract. 

The  agreement  just  signed  by  Louis  B. 
Mayer  and  Ray  foreshadows  ambitious  plans 
for  Ray's  screen  future.  Preparations  on  the 
story  of  the  initial  picture  in  which  he  is  to 
appear  under  his  new  contract  will  be  started 
shortly.  Those  in  the  know  declare  that  Ray 
has  achieved  a  characterizati®n  in  "Bright 
Lights"  which  bids  fair  to  rank  as  one  of  the 
outstanding  performances  of  the  year. 

"Bright  Lights"  is  based  on  a  story  by 
Richard  Connell  adapted  to  the  screen  by 
Jessie  Burns. 

*    *  * 

ASTOR  WILL  NOT 
DECREASE  SUPPLY 

THERE  will  be  no  decrease  in  production 
or  distribution  by  Astor  Distributing  Cor- 
poration, it  was  said  this  week  by  Harry 
Rathner,  president  of  that  organization,  when 
reports  were  called  to  his  attention  that  sev- 
eral other  companies  were  reducing  their 
schedule  of  pictures  for  the  season  of  1925-26. 

Production  work  on  the  fourth  Macfadden 
made  movie  of  True  Story  Films  will  begin 
this  week  under  the  direction  of  Elmer  Clif- 
ton. 

The  signing  of  Clifton  by  Mr.  Macfadden, 
was  pointed  out  by  Mr.  Rathner  to  be  evi- 
dence that  Mr.  Macfadden  will  obtain  the 
services  of  the  most  capable  directors  and 
players  to  make  True  Story  productions  and 
that  no  expense  will  be  spared  to  make  Mac- 
fadden Made  Movies  the  de  luxe  products  of 
the  state  rights  field.  Qifton  achieved  inter- 
national fame  as  director  of  that  classic  of 
the  sea  "Down  to  the  Sea  in  Ships."  He 
has  many  box-office  pictures  to  his  credit  and 
long  was  one  of  D.  W.  Griffith's  favorite  di- 
rectors, being  a  pupil  of  that  wizard  of  the 
screen. 

The  fourth  picture  will  be  "Wives  at 
Auction,"  a  Macfadden  True  Story  the  con1 
tinuity  being  written  by  Lewis  Allen  Browne, 
noted  writer  of  magazine  stories  and  vaude- 
ville sketches.  Clifton  and  William  Parker 
collaborated  with  Browne  in  the  adaptation. 

"Wives  at  Auction"  will  be  produced  at 
the  former  Pathe  studio  in  the  Bronx,  New 
York,  Mr.  Macfadden  having  taken  a  lease 
on  that  studio  for  the  series  of  eight  pictures 
he  is  producing.  Three  of  the  productions  al- 
ready completed  are  "The  Wrongdoers," 
"False  Priile,"  and  "Broken  Homes."  Final 
editorial  work  on  "Broken  Homes"  will  be 
finished  by  the  end  of  the  week  by  Hugh 
Dierker,  who  directed  it. 

Harry  Carey's  Company 

Back  at  Universal  City 

Harry  Carey  and  a  band  of  some  hundred 
odd  cowboys  have  returned  to  the  Universal 
Studios  after  spending  ten  days  at  Kernville, 
California,  where  a  number  of  exterior  scenes 
were  filmed  for  Carey's  first  Pathe  Western 
feature,  which  is  being  produced  by  Charles 
R.  Rogers.  Scott  Dunlap  is  directing  the  pic- 
ture, which  is  an  adaptation  by  Harvey  Gates 
of  the  story,  "Buck  Up,"  written  by  Basil 
Dickey  and  Harry  Haven. 


October  31, 1925 


Pag<?23 


Rowland  on  Situation 

Existing  in  Europe 


"  rjlHERE  never  was  a  better  opportunity 
I  for  the  marketing  of  American  pic- 
tures abroad  than  there  is  today,"  said 
Richard  A.  Rowland,  general  manager  of 
First  National  Pictures  on  his  return  from  a 
five  weeks'  tour  of  the  continent,  last  Satur- 
day. Mr.  Rowland  arrived  in  New  York  on 
the  Berengaria,  accompanied  by  Mrs.  Row- 
land, his  niece,  Miss  Gladys  McCracken,  and 
M.  L.  Finkelstein,  of  Minneapolis. 

During  his  stay  in  Europe,  Mr.  Rowland 
and  Robert  Lieber,  president  of  First  Na- 
tional Pictures,  who  will  not  return  for  sev- 
eral more  weeks,  visited  First  National 
branches  in  England,  Germany,  France  and 
Italy. 

"In  saying  that  the  opportunities  in  Europe 
are  most  inviting  to  producers  and  distribu- 
tors," continued  Mr.  Rowland,  "I  do  not 
mean  to  infer  that  there  are  not  problems  to 
be  met  and  solved  in  each  individual  country- 
according  to  its  own  peculiar  conditions.  But ' 
the  .big  point  to  remember  is  that  the  market 
exists,  ready  to  be  expanded,  that  American 
films  never  were  as  popular  as  they  are  at  the 
present  time,  and  that  our  producers  and 
distributors  are  becoming  more  familiar  with 
the  methods  of  foreign  motion  picture  men. 

"In  practically  every  country  that  I  visited 
it  appears  to  me  that  there  is  plenty  of  room 
for  more  really  first  class  theatres,  and  it  is 
only  a  matter  of  time,  a  comparatively  short 
time,  I  believe,  before  such  theatres  will  be 
erected.  As  the  houses  increase  in  number,  it 
only  stands  to  reason  that  there  will  be  a 
corresponding  growth  in  the  film  market, 
which  must  continue  to  draw  its  main  sup- 
ply from  America. 

"Things  are  stirring  in  England,  and  it 
would  not  surprise  me  at  all  if  we  received 
some  important  announcements  concerning 
film  production  in  that  country  before  many 
weeks  have  passed.  A  number  of  factors  are 
at  work  in  the  British  Isles  which  seem  bound 


to  have  a  vital  bearing  on  future  activities. 

"Production  plans  of  the  leading  producers 
in  Germany  are  particularly  interesting.  The 
revival  of  commercial  activity  in  that  country 
is  impressive,  and  the  film  business  is  keeping 
pace  with  other  industries.  Everywhere  1 
went  I  found  the  keenest  interest  in  Ameri- 
can motion  picture  projects.  Exhibitors 
wanted  to  know  all  about  our  pictures  planned 
for  the  coming  season  and  American  exploi- 
tation methods,  which  were  generally  con- 
ceded to  be  far  in  advance  of  their  own. 
Stars  such  as  Norma  Talmadge,  Colleen 
Moore,  Corinne  Griffith,  Milton  Sills,  Rich- 
ard Barthelmess,  Constance  Talmadge  and  a 
number  of  others  are  steadily  strengthening 
their  following  in  Europe,  and  there  is  a  big 
demand  for  productions  in  which  they  ap- 
pear. 

"Personally  I  would  very  heartily  welcome 
an  increase  in  the  number  of  pictures  brought 
to  this  country  from  Europe  providing  they 
are  the  right  sort  for  American  audiences. 
There  is  no  real  reason  why  photoplays,  suit- 
able to  our  own  best  theatres  should  not  be 
made  abroad,  just  as  many  successful  'stage 
plays  have  their  origin  in  European  .coun- 
tries. Audiences  everywhere  are  becoming 
more  cosmopolitan  in  their  tastes  and  as 
time  goes  on  this  is  certain  to  be  more  than 
ever  the  case.  There  are  no  bars  against  any 
pictures  of  the  right  kind,  whatever  their 
source." 

A  delegation  of  friends,  including  a  number 
of  First  National  executives,  were  at  the 
pier  to  welcome  Mr.  Rowland  on  his  return. 
Among  them  were  Sam  Katz,  Sam  Spring, 
secretary-treasurer ;  E.  A.  Eschmann,  general 
manager  of  distribution ;  Earl  Hudson,  gen- 
eral manager  eastern  production ;  John  S. 
McCormick.  general  manager  West  Coast 
productions ;  Al  and  Ray  Rockett,  M.  C.  Le- 
vee, E.  M.  Asher,  James  R.  Quirk  and  Robert 
T.  Kane. 


Columbia  Pictures  Corp. 

Well  Up  to  Schedule 


TO  PUT  an  end  to  the  published  rumor 
that  Columbia  Pictures  Corpoiation  is 
■among  those  independent  producers  cur- 
tailing production,  executives  of  this  organi- 
zation stated  in  an  interview  that  their  entire 
program  for  this  year  has  already  been  com- 
pleted. Negatives  of  the  eighteen  pictures 
originally  scheduled  for  this  year's  program 
are  now  in  the  laboratory  undergoing  the 
finishing  process  and  will  be  ready  for  re- 
lease before  the  date  on  which  they  are  due. 

The  consistent  high  calibre  productions  re- 
leased by  Columbia  in  the  past  created  an 
insistent  demand  by  exhibitors  for  features 
containing  the  Columbia  brand,  which  made 
it  necessary  to  complete  the  production 
schedule  at  the  earliest  possible  date. 

The  best  directorial  and  acting  talent  only 
were  engaged  in  the  making  of  these  pictures, 
and  those  productions  on  the  Columbia 
schedule  which  have  already  been  released 
have  won  wide  public  approbation.  Dorothy 
Revier,  who  is  under  a  long  term  starring 
contract  with  Columbia  Pictures  Corporation, 
has  been  provided  with  some  of  the  best  ve- 
:ii<1cs  of  her  career  and  she  has  won  a  world- 
wide popularity  as  one  of  the  foremost 
screen  favorites.  In  all  her  productions  she 
has  been  supported  by  excellent  casts  and  in 
all  her  forthcoming  pictures  this  high  stan- 
dard in  production  and  talent  has  been  main- 
tained. 

The    extensive    national    advertising  and 


publicity  campaign,  which  was  prepared  early 
in  the  season  for  the  exploitation  of  Columbia 
features,  will  be  continued  on  those  which  are 
yet  to  be  released  and  some  unique  exploita- 
tion stunts  will  be  seen  in  the  exploiting  of 
the  two  Columbia  productions,  "When  Hus- 
bands Flirt"  and  "Lure  of  the  Wild,"  which 
are  the  next  on  this  company's  release. 
*    *  %- 

"Fifty-Fifty"  Completes 
Associated  Group 

Associated  Exhibitors,  Inc.,  makes  known 
this  week  that  it  will  release  "Fifty-Fif iy" 
on  November  15th. 

"Fifty-Fifty"  features  Hope  Hampton, 
Lionel  Barrymore  and  Louise  Glaum.  It  is  a 
Henry  Diamant  Berger  production.  This  re- 
lease completes  Associated's  first  group  which 
includes  eight  feature  productions.  Based  on 
a  novel  marital  angle  from  the  story  by  Alan 
Dwan,  "Fifty-Fifty"  ranks  high  as  a  box- 
office  attraction  in  Associated's  1925  autumnal 
releases.  The  preceding  seven  features,  all 
possessing  star  casts  of  note,  are:  "Head- 
lines," starring  Alice  Joyce  and  Malcom  Mac- 
Gregor;  "Never  Weaken,"  with  Harold 
Lloyd  and  Mildred  Harris ;  "Keep  Smiling" 
Monty  Banks  and  Ann  Cornwall;  "Manhat- 
tan Madness,"  Jack  Dempsey  and  Estelle 
Taylor;  "His  Buddy's  Wife,"  Glenn  Hunter 
and  Edna  Murnhy;  "Under  the  Rouge,"  Tom 
Moore  and  Eileen  Percy  and  Owen  Moore. 


George  H.  Davis 


CRY,  SAYS  DAVIS 

"The  chief  trouble  with  the  independent 
field  is  that  independents  are  alwavs  saying- 
there  is  trouble." 

This  is  the  opinion  expressed  by  George 
H.  Davis,  president  of  Banner  Productions, 
when  asked  this  week  if  he  agreed  with  the 
views  expressed  by  others  in  the  independent 
field,  that  this  is  a  hard  year  for  indepen- 
dents. 

"Crying  about  conditions  is  bad  psychology 
and  bad  business,  too.  Independents  through- 
out ;  the  field— producers,  exchangemen  and 
exhibitors— who  keep  telling  each  other  that 
the  busines  is  going  to  hell  are  sending  it 
there.  If  conditions  are  bad,  kicking  about  it 
won't  improve  them.  I  don't  believe  they  are 
any  worse  than  they  ever  were,  only  we're 
kicking  more  than  we  used  to. 

"We  independents,  instead  of  trying  to 
buck  the  trusts  and  condole  with  each  other 
on  the  hard  times  we're  having  doing  it,  must 
work  harder  to  grasp  the  things  within  our 
reach.  Ten  bookings  at  $50  equals  one  at  $500. 
If  we  can't  compete  with  the  Big  Three  in 
the  first  run  houses  and  get  the  $500  all  at 
once,  we  can  make  something  that  the  little 
fellow  wants  and  go  out  after  him. 

"With  hard  work,  optimism  and  good  busi- 
ness sense,  you  can  make  money,  no  matter 
how  bad  conditions  may  be.  I've  proven  this 
in  my  own  organization,  and  Henry  Gins- 
berg, president  of  the  Henry  Ginsberg  Dis- 
tributing Corporation,  who  distributes  our 
Banner  and  Royal  pictures,  has  proven  it  in 
his  end  of  it. 

"Banner  Productions  work  with  very  little 
overhead.  We  keep  costs  down  and  make  our 
money  go  a  long  way.  We  never  borrow  to 
make  our  productions.  Not  one  cent  of  our 
money  goes  to  loan  sharks — every  penny  is 
put  into  production.  We  buy  a  good  story, 
procure  a  cost  that  means  something  at  the' 
box-office,  and  take  particular  care  to  get  a 
director  who  knows  his  job.  On  these  terms 
we  spare  no  expense,  it's  the  unnecessary  in- 
cidentals that  we  eliminate. 

"The  result  is  that,  at  minimum  expense, 
we  turn  out  pictures  with  a  maximum  enter- 
tainment value.  They  are  pictures  made  to 
meet  the  needs  of  the  independent  exhibitor — 
pictures  on  which  he  can  make  money  and 
consequently  pictures  on  which  Banner  Pro- 
ductions and  the  Henry  Ginsberg  Distributing 
Corporation  make  money  too — not  stupen- 
dous sums,  perhaps,  but  enough  to  make  us 
feel  that  we  are  succeeding  . 

"  'Work  hard,  attend  to  your  own  business 
and  never  mind  conditions'  is  my  working 
motto,  and  it  has  been  my  experience  that  it's 
a  good  one  for  anyone  in  the  independent 
field." 


Page  24 


Exhibitors  Trade  Review 


Big  Plans  For  Selling         Mrs.  Valentino 
Peggy  Joyce  Picture    in  F.  B.  O.  Film 


WHILE  Peggy  Hopkins  Joyce  is  touring 
Europe,  Associated  Exhibitors  are 
forging  ahead  in  their  plans  to  make 
her  one  of  the  biggest  stars  in  filmdom.  So 
pleased  are  the  executives  of  Associated  Ex- 
hibitors with  the  work  of  Miss  Joyce  in 
'The  Sky  Rocket,"  that  she  will  make  three 
additional  pictures  for  the  company.  Her 
second  production,  as  yet  unnamed,  will  be 
started  on  her  return  from  Europe. 

"The  Sky  Rocket"  was  written  by  Adela 
Rogers  St.  John  and  is  based  on  the  rise 
and  fall  of  a  movie  star  in  Hollywood. 

P.  A.  Powers,  chairman  of  the  Board  of 
Directors  of  the  Associated  Exhibitors,  was 
the  first  to  see  Miss  Joyce's  qualities  as  a 
film  star.  He  thought  so  much  of  his  con- 
victions that  he  was  willing  to  gamble  a 
quarter  of  a  million  dollars  on  his  judgment, 
it  is  said. 

Marshall  Neilan  was  engaged  to  direct 
the  film,  and  without  any  fanfare  or  red 
fire  he  surrounded  himself  with  a  strong 
supporting  cast  and  quietly  set  about  to  make 
die  picture. 

The  first  two  selected  were  Owen  Moore 
and  Earle  Williams.  These  two  stars  have 
the  outstanding  parts  second  in  importance 
to  the  role  portrayed  by  Miss  Joyce.  Sup- 
porting these  players  are  Gladys  Hulette, 
Sammy  Cohen,  Bull  Montana,  Ed  Dillon, 
and  many  others. 

"The  Sky  Rocket"  as  a  screen  vehicle  was 
actually  in  production  almost  three  months. 
The  actual  shooting  time  covered  a  period 
of  two  months. 

With  the  arrival  of  the  film  in  New  York 
it  leaked  out  in  film  circles  that  the  picture 
was  a  wonder  and  several  of  the  leading 
distributors  began  angling  for  the  picture. 
It  was  finally  obtained  for  the  Assoeiated 
Exhibitors  by  Oscar  Price  and  is  scheduled 
for  an  early  release. 

In  keeping  with  the  plans  outlined  by  P.  A. 
Powers,  over  $150,000  will  be  spent  on  "The 
Sky  Rocket"  which  will  be  released  as  a 
special  and  will  not  be  included  in  the  book- 
ing of  the  regular  Associated  Exhibitors 
product.  Under  the  supervision  of  John  S. 
Woody,  General  Manager,  a  special  sales 
force  is  being  organized  to  handle  the  sale  of 


<*  D  EGGY  HOPKINS  JOYCE  as  a  real 
mm  star  *s  the  biggest  surprise  of  my 
career  as  a  director,"  comments  Mar- 
shall Neilan  in  an  interview  this  week  fol- 
lowing the  completion  of  his  work  with  Miss 
Joyce  on  "The  Sky  Rocket,"  Associated  Ex- 
hibitors' big  special  production. 

"When  I  commenced  work  on  'The  Sky 
Rocket'  several  months  ago  it  was  with  no 
idea  that  I  was  to  have  the  surprise  of  my 
life,  and  that  Peggy  Hopkins  Joyce  was  to 
afford  me  that  surprise,"    Neilan  says. 

"I  found  Miss  Joyce  to  be  a  good  actress — 
hut  to  be  perfectly  honest  she  did  not  im- 
press me  as  anything  more  than  'good'  until 
we  had  gotten  well  under  way. 

"Perhaps  it  was  due  to  the  fact  that  I  was 
so  intensified  in  following  the  script  based 
upon  the  Cosmopolitan  Magazine  story  by 
Adele  Rogers  St.  Johns  that  my  first  impres- 
sion of  Miss  Joyce  did  not  change  until  later. 
But  when  it  commenced  to  change,  it  literally 
soared  until  I  realized  I  had  on  my  lot  a 
'true  find' — a  screen  diamond  of  the  purest 
water. 

"All  along  I  knew  that  Miss  Joyce  in  the 
starring  role  of  such  a  picture  as  'The  Sky 


Peggy  Hopkins  Joyce 

the  picture,  while  Robert  E.  Welsh,  Director 
of  Advertising  and  Publicity  for  Associated 
Exhibitors,  is  planning  a  special  field  force 
of  exploitation  men  for  the  key  cities  and 
surrounding  territory. 

The  first  of  a  series  of  direct  to  exhibitor 
broadsides  is  now  in  work  and  is  founded 
on  the  beautiful  gowns  and  wardrobe  in  the 
picture  worn  by  Miss  Joyce, 


Rocket'  would  create  the  biggest  demand  at 
any  box-office ;  that  women  would  want  to  see 
Miss  Joyce  because  of  herself  and  her  reputa- 
tion for  lavish  gowns — that  men  would  want 
to  see  Miss  Joyce  solely  because  of  Miss 
Joyce. 

"But  as  our  work  on  'The  Sky  Rocket'  ad- 
vanced and  I  became  so  familiar  with  the 
scenario  that  I  could  see  the  lines  with  my 
eyes  closed,  I  began  to  watch  very  closely 
every  movement  made  by  Miss  Joyce  before 
the  camera. 

"I  found  Peggy  Hopkins  Joyce  to  be  one 
of  the  most  intelligent  and  cultured  women 
whom  I  have  ever  encountered.  This  intelli- 
gence, kindly  understanding,  with  charm  and 
versatility,  together  with  physical  beauty, 
make  up  that  'lure'  of  Peggy  Hopkins  Joyce. 
With  every  advantage  in  the  world  and 
everything  conceivable  to  induce  egotism 
"Miss  Joyce  is  an  exceptional  star.  Not 
once  during  the  long  grind  associated  with 
the  making  of  'The  Sky  Rocket'  did  Miss 
Joyce  even  evidence  a  'temperament.'  She 
was  always  composed— in  fact,  her  attention 
to  my  directions  was  carried  out  with  the 
painstaking  exactitude  of  an  aspiring  extra." 


Mrs.  Rudolph  Valentino,  professionally 
known  as  Natacha  Rambova,  has,  through 
her  manager,  Harry  J.  Cohen,  signed  a  con- 
tract with  Film  Booking  Offices  of  America, 
Inc.^  to  star  in  an  F.  B.  O.  Gold  Bond  pro- 
duction, according  to  an  announcement  eman- 
ating today  from  the  offices  of  J.  I.  Schnitzer, 
vice-president  of  the  company  in  charge  of 
production,  who  consummated  the  deal. 

The  film,  which  will  be  a  magnificently 
gowned  and  lavishly  mounted  society  drama, 
and  one  of  the  most  pretentious  offerings  on 
the  company's  1926-27  program,  will  be  made 
in  a  studio  in  the  east.  Mrs.  Valentino  is  now 
in  Paris,  and  is  busily  engaged  in  the  purchase 
of  an  extensive  and  gorgeous  wardrobe  for 
the  production.  When  she  sails  on  the  Levia- 
than on  November  3rd,  she  will  bring  with 
her  the  very  last  word  in  feminine  attire  from 
the  smartest  coutourieres  in  Paris.  These 
gowns,  hats,  wraps,  shoes  and  shawls  will  all 
be  worn  in  the  picture. 

Harry  O.  Hoyt,  who  has  been  prominently 
identified  with  the  direction  of  some  of  the 
season's  best  known  successes,  chief  among 
them  "The  Lost  World,"  will  direct  the  pro- 
duction, while  Daniel  Carson  Goodman,  form- 
erly production  manager  of  Cosmopolitan 
Productions,  Inc.,  will  supervise  production. 
Shooting  on  the  film,  which  is  as  yet  untitled, 
will  be  started  about  November  IS. 

Shallenberger 
Reviews  Year 

"The  season  of  1925-26  will  go  down  in  the 
history  of  the  motion  picture  industry  as  the 
most  successful  in  its  entire  existence,"  says 
Dr.  W.  E.  Shallenberger,  president  of  Arrow 
Pictures  Corporation.  A  confirmation  of  this 
prediction  is  based  on  reports  of  tax  receipts 
growing  out  of  theatre  admissions,  which  em- 
phasizes the  fact  that  September,  1925,  dis- 
closes threatre  attendance  for  this  month  to 
be  the  largest  September  since  the  govern- 
ment started  exacting  a  tax. 

"There  is  no  reason  why,"  continues  Dr. 
Shallenberger,  "any  theatre  owner  or  mana- 
ger should  complain  about  business  this  year. 
Industrial  organizations  are  running  full  blast 
with  full  force  of  men,  railroad  car  loadings 
are  at  the  peak,  farmers  have  been  blessed 
with  good  crops  and  high  prices  for  same.  In 
fact,  the  United  States  has  never  had  so  many 
evidences  of  abundant  prosperity  as  is  being 
shown  at  the  present  writing.  It  is  an  old 
saying  that  Wall  Street  reflects  conditions  six 
months  in  advance.  If  it  holds  good  in  the 
present  instance,  with  the  stock  market  boom- 
ing even  bigger  than  in  the  "war  baby"  days 
then  the  picture  industry  should,  by  every 
rule  and  measure,  reap  a  golden  harvest." 

*  *  * 

STANLEY  ADDED  TO  COLUMBIA  CAST 

Forrest  Stanley,  who  has  played  opposite 
Dorothy  Revier  in  several  of  her  recent  Co- 
lumbia vehicles,  is  again  to  be  seen  opposite 
this  popular  star  in  the  latest  Columbia  pro- 
duction to  be  released,  "When  Husbands 
Flirt" 

*  *  * 

QUARTETTE  IN  "PHANTOM  EXPRESS" 

Royal  Pictures  have  added  George  Sieg- 
mann,  William  Tooker,  George  Periollat  and 
John  Webb  Dillon  to  the  cast  of  "The  Phan- 
tom Express,"  a  Henry  Ginsberg  release  now 
in  production  at  the  Banner  studios  in  Holly- 
wood. 


Neilan  Holds  Flattering  Opinion 

of  "Skyrocket"  Star's  Ability 


The  one  and  only  "Whatizit?"    The  International  Newsreel 
found  him,  it,  or  her,  in  Shanghai.    We  are  referring  to  the 
figure  on  the  left.    The  other  is  a  regular  dog. 


Anna    Q.    Nilsson  ar- 

lives.  She  "arrived"  in 
pictures  a  long  time  ago 
for  First  National.  This 
time  she  just  arrived  in 
New  York. 


The  Pharaohs  of  Ancient  Egypt  had  nothing  on  Director  Paul 
Sloane,   who   had   a    couple    of   mosquito    chasers  standing 
guard  while  directing  Leatrice  Joy  in  "Made  for  Love"  for 
P.  D.  C. 


Joe  Schenck  presents  a  special  "Don  Q"  cup  to  the  winner  of  the  "Don  Q"  handicap 
at  the  Thorncliffe  races  at  Toronto  while  the  United  Artists  picture  was  at  the 

Regent  theatre  there. 


To  the  left  is 
Miss  Alice  Joyce, 
a  Paramount  fea- 
tured player,  now 
hard  a,t  work  on 
"Mannequin,"  the 
Fannie  Hurst 
prize  story. 


To  the  right  is 

Dolores  Costello 
who  is  also  ap- 
pearing with 
Alice  Joyce  in 
"M  a  n  n  e  quin.' 
James  Cruze  is 
at  the  directorial 
helm  for  this 
picture. 


-Above  is  one  of  the  year's  finds  of  the 
screen.  Dorothy  Seastrom.  First  National 
found  her,  but  not  until  she  had  already 

■started  a  lot  of  bidding  among  other  pro- 
ducing units.. 

Below  is  a  picture  of  Alice  Ardell  appear- 
ing in  Blue  Ribbon  Comedies  for  F.  B.  O. 
It  is  a  little  in  advance  of  Thanksgiving 
Vto  ;print  this — but  she's  nice  enough  to 
repeat  for  that  issue. 


JJf  E  are  not  trying  to  steal  any 
woman's  suffrage  movement  from 
anybody.  But  at  the  same  time,  just 
for  a  change,  thought  we  would  devote 
a  page  exclusively  to  the  fair  sex.  Any 
further  suggestions  will  be  appreciated. 


The  gilded  Gilda  Gray,  as  she  appears  in 
Paramount's  "Aloma  of  the  South  Seas." 


We've  just  about  used  up  all  the  nice 
terms  applied  to  beautiful  women,  so  we'll 
just  say,  here's  Barbara  Bedford,  leading 
woman  for  Bill  Hart  in  his  new  one  for 
United  Artists. 


Beautiful  Norma,  the  only  Norma  Tal- 
madge,  and  the  floral  tribute  she  received 
from  Hiram  Abrams,  president  of  United 
Artists.    It  was  a  welcome  to  New  York. 


Fore— or  how  many  have  you?  Isn't  that 
the  usual  question  among  golfers?  Here 
is  Kathryn  Perry,_  the  Fox  star,  showing 
Tt"  u 


Carmel  Meyers,  otherwise  Iras  in  Metro's 


October  31, 1925 


Page  27 


The  fairest  of  the  fair  gather  at  Universal  City  as  a  result  of  the  Universal  Beauty 
contests  held  throughout  the  land.    Left  to  right:  Miss  Milwaukee,  "Teddy"  Criswell, 
Miss  Detroit,  Grace  Parent,  Miss  Omaha,  Blanche  Fisher,  Miss  Salt  Lake,  Dorothy 
Gulliver  and  Miss  Toledo,  Irene  Franks. 


Harry    Carey's  son 

Dobey,  is  following  in 
Dad's  footsteps  to  the 
delight  of  the  new 
Pathe  star.  Carey, 
senior,  is  now  working 
in  his  first  Pathe  wes- 
tern sponsored  by 
Charles  R.  Rogers,  well 
known  film  executive. 


Walter  Hagen  wins  American  Golf  Tour- 
.  nament.  Photo  taken  by  International  news 
reel    cameraman    shows    Walter  Hagen, 
'who  won  the  American  Golf  Tourament, 
defeating  Bill  Melhern,  the  runner-up. 


Rin-Tin-Tin's   son   takes   to   the   bottle,   as   his   father  did 
before  him,  but  the  beverage  he  favors  is  both  harmless  and 
healthful  and  the  Warner  Bros:  wonder  dog  is  glad  to  en- 
courage his  offspring  in  its  use. 


Vera  Reynolds  checks  up  on  her  wrist  watch  with  a  medieval 
timepiece;  namely  the  sun  dial  on  the  old  castle  in  "The 
Road  to  Yesterday,"  in  which  she  appears  for  Producers 
Distributing  Corporation  release. 


Tito  Scipa,  the  famous  lyric  tenor  of 
the  Metropolitan  Opera  Company,  pays 
his  respects  to  Leatrice  Joy,  after  watch- 
ing her  at  work  on  "Made  for  Love,'' 
at  the  Cecil  De  Mille  Studio.  He  was 
quite  interested  in  the  ways  ot  the  pan- 
tomime stage,  and  Miss  Joy  expressed 
her  desire  to  see  the  opera  the  same  way. 


Josef  Diskey,  famous  singer,  provides  the 
atmosphere  for  Mary  Pickford  while  she 
was   still   on   the   lot  for   "Little  Annie 
Rooney"  for  United  Artists. 


Doug,  Mary,  Sid  Grauman,  Hughes  and  Enid  Bennett — all  interested  in  the  doings 

for  Metro's  "Ben  Hur"  races 

Right— H.  M.  War- 
ner and  the  madam, 
just  after  they  paid 
their  respects  to 
President  Coolidge. 


Below — the  two  little  winners  in  a  Baby  Star  Con- 
test, staged  by  Pantages  theatre,  Los  Angeles,  in 
connection   with    F.    B.    O.'s    production,  "The 
Bandit's  Baby."    Are  they  happy? 


The  production  staff  and  players  of  the  "Viennese  Medley"  company,  pro- 
duction for  First  National.    Do  you  recognize  Hersholt,  Anna  Q.  Nilsson, 
June  Mathis,  May  Allison  and  the  others?  They're  all  there. 


i 


October  31, 1925 


Page  29 


News  of  Exhibitor  Activities 


New  Note  in  Deal  By  P.  D.  C. 
and  Kansas-Missouri  M.P.T.O. 


THE  "Exhibitors'  Month"  agreement  en- 
tered into  last  week  between  the  M.  P. 
T.  0.  of  Kansas  and  Missouri,  and  the 
Producers  Distributing  Corporation,  whereby 
the  exhibitors'  association  will  receive  a  share 
of  the  receipts  collected  by  Producers  Dis- 
tributing Corporation  for  December  playing 
dates,  reflects  the  finest  spirit  of  co-operation, 
yet  exhibited  between  the  distributing  and 
exhibiting  factions  of  the  motion  picture  in- 
dustry. 

W.  J.  Morgan,  sales  manager  of  Producers 
Distributing  Corporation,  when  asked  for  de- 
tails on  the  agreement  and  the  co-operative 
phases  that  have  brought  the  exhibitors  body 
into  a  close  working  arangement  with  the 
Producers  Distributing  Corporation,  ex- 
plained that  R.  R.  Biechele,  president  of  the 
M;  P.  T.  O.  of  Kansas  and  Missouri,  con- 
ceived the  idea  of  securing  the  assistance  of 
Producers  Distributing  Corporation,  as  the 
foremost  independent  releasing  organization, 
in  the  M.  P.  T.  O.'s  drive  for  membership, 
and  that  Producers  Distributing  Corporation 
agreed  to  the  suggestion  of  Mr.  Beichele  as  a 
worthy  endeavor  and  entered  into  agreement 
in  a  sincere  desire  to  assist  the  exhibitors  of 
Kansas  and  Missouri  in  strengthening  their 
organization. 

The  plan  as  proposed  and  adopted  makes 
December  "Exhibitors'  Month,"  and  gives  the 
M.  P.  T.  O.  of  Kansas  and  Missouri  a  per- 
centage of  the  rentals  on  all  the  Producers 
Distributing  releases  played  during  the  month 
of  December  on  dates  set  and  secured  by 
representatives  of  the  M.  P.  T.  O. 

While  this  agreement  ties  up  the  M.  P. 
T.  O.  and  Producers  Distributing  Corporation 
under  a  definite  and  co-operative  working 
plan  for  mutual  advantages,  it  does  not,  in 
any  way,  involve  the  M.  P.  T.  O.  in  the 
actual  selling  plans  of  Producers  Distributing 
Corporation. 

In  detailing  the  agreement  and  explaining 
its  workings,  Mr.  Morgan  says: 

"We  are  working  with  and  for  the  M.  P. 
T.  O.  of  Kansas  and  Missouri  in  a  desire  to 
see  their  membership  increased  and  their  or- 
ganizations strengthened  to  maximum  possi- 
bilities for  the  general  good  of  the  industry. 
And  when  Mr.  Biechele  explained  that  his 
organization's  greatest  need  was  funds  and 
asked  for  our  co-operation  in  securing  such 
funds  through  a  percentage  arrangement  on 
booking  dates,  we  listened  with  interest  and 
finally  accepted  his  plan,  which  has  just  been 
put  into  operation. 

"This  plan  calls  for  a  percentage  on  the 
receipts  from  each  playing  date  in  the  Kansas 
and  Missouri  territory,  set  by  representatives 
of  the  M.  P.  T.  O.  for  the  month  of  De- 
cember. The  M.  P.  T.  O.  representatives  are 
not  out  to  secure  contracts  nor  induce  the 
the  booking  of  our  releases,  but  in  all  in- 
stances where  we  have  closed  contracts  for 
our  pictures  without  playing  dates,  the  M.  P. 
T.  O.  representatives  are  at  liberty  to  secure 
definite  playing  dates  for  the  month  of  De- 
cember and  a  percentage  of  the  receipts  from 
these  dates  will  be  turned  over  to  the 
M.  P.  T.  O. 

"The  funds  which  will  be  turned  over  to  the 
M.  P.  T.  O.  under  this  agreement  will  be 
used  to  secure  new  members  and  to  carry 
out  the  progressive  plans  of  the  organization 
which  are  now  held  in  abeyance  for  lack  of 
working  capital. 


"We  consider  this  plan  as  fair  and  honor- 
able as  it  is  novel.  It  obviates  the  necessity  of 
assessing  the  members  of  the  organization, 
or  resorting  to  the  unpleasant  task  of  seek- 
ing contributions.  It  shows  a  clear-sighted 
and  business-like  desire  to  put  the  organiza- 
tion upon  a  sound  financial  footing  by  honest 
effort ;  and  we  are  happy  to  co-operate  with 
Mr.  Biechele  in  working  out  his  plan  to  a 
successful  conclusion. 

"In  effect  the  efforts  of  the  M.  P.  T.  O. 
representatives  will  not  increase  our  bookings 
but  they  will  render  valuable  assistance  to 
us  in  the  setting  of  play  dates,  and  therefore 
the  percentages  to  be  turned  over  to  the 
M.  P.  T.  O.  may  be  properly  looked  upon  as 
fair  compensation." 

Asked  if  Producers  Distributing  Corpora- 
tion intended  to  make  similar  arrangements 
with  the  exhibitor  bodies  in  other  states,  Mr. 
Morgan  said: 

"We  have  no  other  proposition  of  this 
nature  under  consideration  at  the  present 
time  and  personally  1  am  unacquainted  with 
the  financial  standings  of  the  various  exhibi- 
tor units.  But  first  and  foremost  Producers 
Distributing  Corporation  is  interested  in  the 
general  welfare  of  the  industry  and  we  are 
at  all  times  ready  and  willing  to  listen  to 
any  fair  and  honest  plan  for  the  advancement 
of  the  exhibitor  body. 

*  *  * 

PICKFORD  BREAKS  RECORDS 

"  'Little  Annie  Rooney'  has  broken  all 
records  for  Saturday  and  Sunday  receipts 
at  the  Liberty  theatre,  Kansas  City,"  tele- 
graphed Sam  Carver,  manager,  at  the 
recent  showing  of  Mary  Pickford's  new 
United  Artists  Corporation  release.  "Due 
to  our  limited  seating  capacity  we  were  un- 
able to  handle  the  crowds  and  hundreds 
were  turned  away.  The  patrons  were  well 
pleased  with  Mary  Pickford's  latest  tri- 
umph. Expect  this  feature  to  make  great- 
est success  in  history  of  house  before  end 
of  run." 

*  *  * 

ORDERED  CLOSED 

ALBANY,  Oct.  30  —  William  Tweedy  of 
Mechanicville,  N.  Y.,  failed  to  observe  or- 
ders from  the  State  Department  of  Labor, 
calling  for  certain  changes  in  the  construc- 
tion of  his  theatre,  and  as  a  result  the 
state  ordered  the  house  closed  on  Oc- 
tober 19. 

*  *  * 

ST.  LOUIS  BOARD 

ST.  LOUIS,  Mo.  —  The  new  arbitration 
board  of  St.  Louis  Film  Board  of  Trade 
is  composed  of  Sam  Werner,  United  Film 
Service ;  Lou  Hess,  Universal  Pictures,  and 
W.  B.  Scully;  Metro-Goldwyn-Mayer,  for 
the  exchanges  and  Joe  Mogler,  Oscar  Lehr 
and  W.  O.  Reeve  for  the  exhibitors. 

SUED  FOR  SONG 

ST.  LOUIS,  Mo.  —  Irving  Berlin,  Inc., 
owners  of  the  copyrights  on  "Yes  Sir,  That's 
My  Baby"  and  "When  You  and  I  Were 
Seventeen"  have  filed  suit  in  the  United 
States  District  Court  in  St.  Louis,  Mo., 
against  the  Film  Corporation  of  America, 
6800  Delmar  boulevard,  University  City, 
alleging  infringement  of  copyright. 


CANADIAN  FAMOUS 

SHOWS  PROFITS 

TORONTO,  Oct.  30  —  Larger  net  pro- 
fits, an  increase  in  the  number  of  theatres 
controlled,  a  greater  net  surplus  brought 
forward,  dividends  paid  on  first  preference 
stock  and  other  highly  favorable  features 
were  noted  in  the  annual  financial  state- 
ment of  Famous  Players  Canadian  Corpora- 
tion, Limited,  Toronto,  for  the  fiscal  year 
ending  August  29,  1925,  which  has  just  been 
released  from  the  Toronto  head  office. 

Net  profits  for  the  12  months  amounted 
to  $413,168,  before  providing  for  income 
taxes  for  1925,  as  compared  with  $304,362. 
for  the  preceding  fiscal  year.  The  surplus 
brought  forward  from  August  29,  not  pro- 
viding for  the  1925  income  taxes,  was 
$243,325,  while  the  net  surplus  at  the  same 
date  one  year  before  was  $187,146.  It  is 
pointed  out  that  the  1924  income  taxes 
amounted  to  $33,182. 

The  company's  total  assets  are  shown  at 
$15,416,063.  Dividends  paid  on  the  first  pref- 
erence stock  totalled  $332,000.  Theatre  prop- 
erties are  carried  on  the  books  at  a  net 
valuation  of  $5,237,205  and  investments  in 
various  affiliated  companies  are  recorded  at 
$499,685.  Advances  to  affiliated  com- 
panies secured  by  mortgages  amounted  to 
$216,612.  Cash  in  banks  and  on  hand 
amounted  to  $264,672  and  the  accounts  re- 
ceivable are  shown  at  $156,401. 

Interest  paid  on  bonds  and  mortgages 
reached  the  total  of  $90,369.  The  propor- 
tion of  deferred  charges  met  during  the 
year  was  $47,069  and  property  depreci- 
ation was  placed  at  $180,000.  Total  deduc- 
tions, including  these  several  items, 
amounted  to  $317,438. 

An  increase  of  $120,000,  was  shown  _  in 
the  mortgages  on  theatre  properties  during 
the  12  months  but  this  was  due  to  a  trans- 
action at  Ottawa,  Ontario,  in  which  a  mort- 
gage was  assumed  on  a  large  downtown 
property  adjacent  to  the  site  now  being 
held  for  a  theatre.  Not  including  this  prop- 
erty purchase,  the  outstanding  mortgages 
on  other  theatre  properties  throughout  Can- 
ada were  reduced  by  $73,000.  during  the 
year. 

Famous  Players  Canadian  Corp.  now 
controls  more  than  80  theatres  in  Canada, 
it  is  pointed  out,  the  largest  development 
during  the  year  being  the  acquisition  of  the 
Trans-Canada  Theatres,  Limited,  holdings. 

The  president  of  the  Canadian  company 
is  Adolph  Zukor  of  New  York  City.  N.  L. 
Nathanson  of  Toronto  is  the  managing 
director  of  the  corporation  and  subsidiary 
companies. 

*   *  * 

BENTON'S  NEW  STATE 

ALBANY,  Oct.  30.— The  State  theatre 
in  Mechanicville,  N.  Y.,  which  has  been 
in  course  of  construction  for  several 
months,  and  owned  by  William  E.  Benton, 
of  Saratoga  Springs,  was  opened  under 
most  auspicious  conditions  on  Monday 
night,  Oct.  26.  The  house  represents  about 
$150,000  and  ranks  as  one  of  the  finest  mo- 
tion picture  theatres  in  the  smaller  cities 
of  this  section.  There  was  a  public  in- 
spection of  the  house  during  the  late  after- 
noon with  two  shows  in  the  evening,  "Lit- 
tle Annie  Rooney"  was  the  feature.  Many 
were  present  from  Albany's  Film  Row. 


Page  30 


Exhibitors  Trade  Review 


Tax  Repeal  Speeches  by 

Brylawski  and  Pettijohn 


Following  is  the  statement  by  A.  Julian 
Brylawski,  chairman  of  the  administrative 
committee  of  the  Motion  Picture  Theatre 
Owners  of  America,  at  the  hearing  on  nuis- 
ance taxes  held  before  the  Ways  and  Means 
Committee  of  the  House  of  Representatives, 
Washington,  D.  C,  Saturday,  October  24th, 
1925: 

I  am  here  as  executive  chairman  of  the 
Motion  Picture  Theatre  Owners  of  America 
and  representing  them  in  their  appeal  to  this 
committee  and  to  Congress  for  the  repeal  of 
the  present  tax  on  theatre  admissions.  This 
tax  was  called  from  its  very  inception  a 
"war  tax,"  and  as  a  "war  tax"  it  still  re- 
mains in  the  minds  of  the  public,  although  we 
have  been  most  careful  to  eliminate  the  word 
"war"  from  our  tickets  and  price  lists. 

Now,  the  first  point  that  I  wish  to  bring 
out  in  my  statement,  which  I  can  assure  you 
will  be  very  brief,  is  the  resentment  of  the 
public  to  this  tax — truly  one  of  the  so-called 
"nuisance  taxes."  No  body  of  men  on  earth 
are  closer  to  the  public  than  the  theatre  men — 
our  box-offices  are  a  medium  of  contact  sen- 
sitive in  the  extreme  to  every  fluctuation  of 
public  taste  and  sentiment.  This  contact  is  a 
necessary,  vital  part  of  our  business ;  with- 
out it  we  cannot  exit,  for  in  the  amusement 
field  "the  public  must  be  served,"  so  therefore 
I  think  we  are  well  qualified  to  testify  to  the 
strenuous,  unfavorable  reaction  that  this  tax 
has  and  is  causing  throughout  the  country.  It 
is  a  burden  that  draws  resentment  from 
the  purchaser  of  the  ticket,  and  a  patron 
that  feels  resentment  at  the  box-office  is  not 
a  good  audience  for  us. 

So  strong  has  this  feeling  been  apparent 
that  in  many  sections  of  the  country  theatre 
owners  have  taken  what  to  them  is  the  wiser 
course,  and  have  at  their  own  expense  ab- 
sorbed the  tax.  This,  however,  is  something 
that  but  few  theatres  can  afford,  and  so  it  has 
worked  out  to  the  detriment  of  the  average 
theatre  whose  earnings  do  not  permit  of  this 
additional  burden.  But  in  the  vast  majority 
of  cases  the  tax  is  passed  on  to  the  public,  as 
was  intended,  and  the  public  does  not  like  it. 

Amusements  today  are  as  much  a  part  of 
the  life  of  a  community  as  any  other  primary 
necessity.  They  are  a  necessity,  not  a  luxury, 
and  are  of  the  greatest  value  to  the  health, 
happiness  and  morale  of  the  people.  Like 
everything  else,  the  cost  of  amusement  is 
constantly  advancing — I  mean,  primarily,  the 
cost  of  production,  actors,  stage  hands,  mu- 
sicians, stories,  material,  reach  a  new  level 
this  year.  The  cost  of  films,  acts,  plays,  is 
constantly  on  an  upward  trend.  You  will  say 
that  we  pass  these  things  on  to  the  public 
and  of  course  that  is  sometimes  possible, 
but  I  call  your  attention  to  the  contant  level 
of  theatre  prices  in  the  last  three  years.  The 
theatre  owner  cannot  raise  or  lower  his  prices 
at  will  like  other  merchants.  Theatre  prices 
are  normally  constant. 

The  bureau  of  statistics  of  our  organiza- 
tion, whose  duty  it  is  to  collect  this  data, 
reports  that  the  average  price  of  theatre  ad- 
missions throughout  the  country  has  advanced 
but  3 1-3  per  cent  since  1922,  this  despite 
greatly  increased  costs.  The  fact  of  the  matter 
is  that  theatre  admissions  have  reached  a 
"high"  that  does  not  admit  of  profitable  ad- 
vance. By  that  I  mean  that  a  higher  admis 
sion  charge  will  not  bring  increased  revenue 
at  the  box-office,  as  the  falling  off  in  the 
number  of  admissions  is  directly  relative  to 
the  increase  in  price.  Of  course,  I  am  not 
speaking  of   occasional,  exceptional  attrac- 


APPEAL  TO  SMOOT! 

T\  ESPITE  the  speeches  of  Charles 
C.  Pettijohn,  of  the  Hays  or- 
ganization, and  A.  Julian  Brylawski, 
representing  the  M.  P.  T.  O.  A.,  at 
the  tax  hearing  before  the  House 
Ways  and  Means  Committee  in 
Washington,  D.  C,  it  is  reported 
that  in  all  likelihood  the  House  will 
include  a  box  office  tax  in  its  na- 
tional tax  bill  which  will  come  be- 
fore it  this  session.  Hope  of  relief 
now  lies  with  Senator  Reed  Smoot 
of  Utah,  head  of  the  Senate  Finance 
Committee,  who  is  opposed  to  all 
nuisance  taxes.  Exhibitors  interested 
in  the  elimination  of  the  theatre 
tax  should  use  the  mails  to  carry 
their  arguments  to  Senator  Smoot. 


tions,  but  of  conditions  everywhere,  on  a 
general  average. 

The  only  answer  to  increased  cost  of  shows 
today  with  us  is  increased  capacity — not  high- 
er prices,  but  more  admissions.  This  is  the 
natural  law  that  is  building  the  great  large 
capacity  theatres  of  today — with  their  appeal 
of  bigger  shows  for  the  same  money.  But  the 
great  number  of  theatres  throughout  the 
country  built  in  normal  times  and  with  rela- 
tively small  capacities  feel  the  burden  of  this 
tax  keenly.  To  them  the  increased  cost  of 
the  ticket  by  reason  of  this  tax  cuts  down 
the  number  of  admissions  and  the  revenues. 
To  the  public  the  removal  of  this  tax  means 
lower  theatre  prices,  to  the  theatre  owner  it 
means  larger  audiences,  and  I  am  sure,  gen- 
tlemen, that  if  you  can  see  your  way  to  re- 
move this  burden  from  off  our  shoulders,  we 
will  all  thank  you  from  the  bottom  of  our 
hearts. 

Following  is  the  address  delivered  by 
Charles  C.  Pettijohn,  general  counsel  of 
the  Hays  organization,  before  the  House 
Ways  and  Means  Committee,  on  the  theatre 
box  office  tax  reduction  hearing: 

Congress,  at  its  last  session,  abolished  the 
tax  on  admissions  up  to  and  including  fifty 
cents.  This  was  a  tremendous  relief  to  the 
theatre-going  public  and  especially  to  the 
smaller  theatre  owners  of  the  country.  It 
saved  hundreds  of  them  going  out  of  busi- 
ness. Careful  canvas  shows  that  when  the 
tax  was  removed  that  more  than  85  per 
cent  of  the  exhibitors  of  the  country  re- 
duced their  admission  prices.  In  other 
words,  they  gave  their  patrons  the  benefit 
of  the  reduction  of  the  tax. 

While  the  tax  collected  on  admissions  to 
places  of  entertainment  may  be  an  amuse- 
ment_  tax,  it  is  far  from  being  in  any 
sense  a  luxury  tax.  Entertainment  is  re- 
creation and  wholesome  recreation  is  a 
necessity,  if  tolerable  living  is  considered 
something  more  than  a  mere  drab,  mecha- 
nical existence.  The  amusement  tax  is  in 
a  very  real  sense  a  tax  on  a  necessity. 

Mankind  must  have  something  with  which 
to  fill  in  leisure  hours  and  relieve  the  ten- 
sion of  civilized  life  if  he  is  not  to  resort 
to  injurious  mischief.    The  amusement  tax 


is,  therefore,  a  tax  on  a  preservative  of 
good  order  and  public  safety. 

The  amusement  tax  was  excusable  in  the 
beginning  only  because  it  was  an  emer- 
gency war  measure.  The  conditions  which 
made  it  a  necessity  are  now  definitely  things 
of  the  past  and  it  ought  to  be  abolished 
as  soon  as  conditions  will  permit. 

While  the  greatest  of  our  magazines 
boast  of  a  circulation  of  2,500,000,  the  mo- 
vies reach  70,000,000  weekly.  The  motion 
picture  theatre  occupies  a  place  in  its  com- 
munity second  only,  if  second,  to  the  news- 
papers itself  for  the  building  of  public 
opinion.  Its  power  for  good  should  not  be 
hampered  by  excessive  taxation. 

It  may  not  be  possible,  at  this  time,  to 
abolish  all  of  the  tax  on  admissions  and  it 
now  becomes  a  question  for  your  commit- 
tee to  decide  as  to  what  extent  these  taxes 
can  and  should  be  removed.  I  do  not  want 
to  suggest  up  to  what  amount  taxes  on  ad- 
missions should  be  repealed  because  your 
Committee,  in  the  last  analysis,  will  have 
before  you  actual  figures  from  the  Treasury 
Department  showing  how  much  revenue 
would  be  lost  to  the  Government  in  ex- 
emptions of  50  cents  to  $1.00,  $1.00  to  $1.50 
and  $1.50  to  $2.00  and  so  on  up.  I  firmly 
believe  that  this  tax,  which  hits  the  great 
mass  of  the  American  public  from  one  to 
four  times  a  week,  should  be  repealed  in 
its  entirety.  However,  if  this  can  not  be 
done,  this  great  burden  should  be  lifted  as 
much  as  possible  in  view  of  existing  con- 
ditions in  the  Treasury. 

*    *  * 

Contract  Awarded 

For  Roxy  Theatre 

Following  several  months  of  incessant 
work  since  the  initial  announcement  that 
S.  L.  Rothafel,  celebrated  Roxy  of  screen 
and  radio,  would  build  the  "Roxy,"  the 
world's  largest  theatre,  Roxy  himself  an- 
nounced that  the  building  contract  for  the 
construction  of  the  6000  seat  house  bearing 
his  name  has  been  awarded  by  Walter  W. 
Ahlschlager  of  Chicago,  architect,  for  the 
Roxy  Theatres  Corporation,  to  the  Chanin 
Construction  Company,  New  York. 

Walter  W.  Ahlschlager,  responsible  for 
the  architectural  plans  from  which  the 
Roxy  will  be  built,  has  designed  and  built 
several  of  the  finest  motion  picture  theatres 
in  the  United  States,  including  many  o.f 
Chicago's  foremost  modern  film  palaces. 

The  plans  call  for  the  erection  of  the 
world's  largest  theatre  at  50th  Street  and 
7th  Avenue,  New  York,  on  a  plot  of  ground 
involving  more  than  52,000  square  feet  with 
a  cost  covering  the  completed  project  of 
$8,000,000. 

A  first  mortgage  bond  issue  of  $4,250,- 
000  has  been  placed  by  S.  W.  Straus  & 
Co.  and  the  balance  of  the  financing  has 
been  underwritten  by  a  group  of  private 
bankers. 

In  making  this  announcement,  Roxy  also 
stated  that  the  plans  and  specifications  are 
ready  and  the  Chanin  Construction  Com- 
pany will  proceed  with  the  building  imme- 
diately. From  present  indications,  it  is  ex- 
pected that  the  Roxy  Theatres  Corpora- 
tion will  throw  its  doors  open  to  the  pub- 
lic some  time  in  October,  1926. 


October  31, 1925 


Page  *31 


Sales  News  and  Personalities  of  the  Week 


BUFFALO 

Richard  C.  Fox,  president  of  the  Freedom 
Film  corporation  of  Buffalo,  announces  the 
appointment  of  Joseph  Cantor  as  manager 
of  the  Albany  branch,  just  opened  at  4  Clin- 
ton street.  Freedom  now  is  distributing  in 
addition  to  the  Golden  Arrow  product  the 
new  Vital  features  in  Buffalo  and  Albany 
territories.  In  Buffalo  the  sales  staff  con- 
sists of  Charlie  Johnston  who  is  covering 
the  city,  Frank  Moynihan,  Syracuse,  and 
Morton  L.  Connor,  Rochester.  Clarence 
Ross  who  recently  resigned  as  cashier  at 
Fox,  has  joined  Freedom  as  auditor. 

*  *  * 

O.  T.  Schroeppel  has  resigned  as  booker 
at  the  Fox  exchange  and  has  been  succeeded 
by  Carl  Fahrenholz,  former  shipper.  Mr. 
Schroeppel  is  one  of  the  veteran  film  men 
of  Buffalo,  he  having  been  associated  with 
the  business  way  back  in  the  old  General 
Film  days.  He  has  also  been  in  the  ex- 
hibitor end  of  the  business,  having  been  as- 
sociated with  the  old  Associated  Theatres, 
Inc.,  the  Schine  company,  and  others.  His 
last  managerial  position  was  in  Salamanca, 
N.  Y. 

*  *  * 

C.  W.  Anthony,  Associated  Exhibitors 
manager  in  Buffalo,  has  engaged  Mel  R. 
Edwards  as  representative  in  the  Syracuse 
territory.  Harry  E.  Lotz,  district  manager, 
has  been  in  town  for  several  days,  confer- 
ring with  leading  exhibitors. 

*  *  * 

Clayton  P.  Sheehan,  district  manager  for 
Fox,  who  has  been  touring  around  the  globe 
in  the  interests  of  his  company,  is  back  in 
Buffalo  at  the  local  exchange.  In  the  words 
of  Shakespeare,  "He  hardly  recognized  the 
place !" 

*  *  * 

Buffalo  exchanges  are  closing  contracts 
with  the  new  Thurston  theatre  in  Rochester 
which  soon  is  to  open  in  Kodak  Town  under 
the  management  of  Al  Root,  former  Olean 
exhibitor. 

*  *  * 

George  Canty,  booker  at  Pathe's  Buffalo 
exchange,  is  complaining  that  he  never  gets 
his  name  in  the  public  prints  unless  he  gets 
the  gate  er  somethin'.  Well,  there  you  are, 
George.    We  hope  you're  satisfied. 

*  *  * 

OKLAHOMA  CITY 

W.  C.  Robinson  has  resigned  as  salesman 
for  First  National  and  has  been  succeeded 
by  Horace  Booth. 

*  *  * 

Roll  Parra,  booker  for  Metro-Goldwyn, 
has  accepted  a  position  as  checker  for  Pathe. 

*  *  * 

Southern  Enterprises  has  added  the  fol- 
lowing checkers  to  handle  "The  Ten  Com- 
mandments" in  Oklahoma  and  Arkansas, 
Jim  Emerson,  J.  A.  Mason,  Malcolm  Cook, 
J.  G.  Redding,  M.  R.  Hitchins  and  W.  E. 
Nichols. 

*  *  * 

George  K.  Lange  has  been  appointed 
traveler  for  Southern  Enterprises,  Inc.,  while 
Don  Bardwell  takes  his  place  as  shipping 
clerk. 

A.  E.  Summers  has  resigned  as  salesman 
for  Southern  Enterprises,  Inc.,  to  take  charge 
of  the  Empress  Theatre  at  Mangum,  Okla- 
homa. 

*  *  * 

Mr.  Mitchell,  booker  for  Warner  Bros,  at 
Oklahoma  City,  has  resigned  as  booker  and 
is  succeeded  by  R.  M.  Ginder. 


ST.  LOUIS 

Jack  Underwood,  manager  for  Enter- 
prise Distributing  Corporation,  has  delay- 
ed his  departure  for  Dallas,  Tex.  He  will 
take  charge  of  the  Dallas  office  for  Enter- 
prise. 

*  *  * 

The  Famous  Theatre,  515  Franklin  ave- 
nue, St.  Louis,  is  to  re-open  under  the 
management  of  Otto  Schwartz.  He  owns 
the  building. 

*  *  * 

G.  E.  McKean,  manager  for  Fox  visited 
Paducah,  Ky.,  and  Memphis,  Tenn.,  during 
the  week. 

*  *  * 

Joe  Greene  has  moved  from  the  Maffitt 
Theatre,  Vandeventer  avenue,  near  Maffitt 
avenue,  St.  Louis,  to  the  Chippewa  Theatre, 
Broadway,  near  Chippewa.  George  Skouras 
owns  the  Chippewa.  The  St.  Louis  Amuse- 
ment Company  owns  the  Maffitt. 

*  *  * 

G.  E.  Gamel  has  sold  the  Royal  Theatre, 
Thayer,  Mo.,  to  .R.  A.  Griffith. 

*  *  * 

The  Palace  Theatre,  Royal,  111.,  operated 
by  William  Cox  will  be  taken  over  by  the 
management  of  the  opposition  house.  It  is 
said  that  the  deal  is  contingent  on  a  can- 
cellation of  all  contracts  for  films  so  that 
one  of  the  houses  could  be  closed. 

*  *  * 

The  Opera  House,  Newburg,  Mo.,  is  un- 
der new  management. 

*  *  # 

S.  H.  Mays  has  purchased  the-  Majestic 
Theatre,  La  Planto,  Ark.,  from  E.  B.  Mar- 
tin. 

Callers  of  the  past  week  included :  Tom 
Reed,  Duquoin,  111.,  A.  Crichlow  and  Jim 
Reilly,  Alton,  111. ;  and  J.  Mound,  Gem 
Theatre,  Valley  Park,  Mo. 

afe  ip. 

TORONTO 

Bill  Fox,  exploitation  man  for  Fox  Film 
Corporation,  has  created  a  sensational  bal- 
lyhoo for  "The  Iron  Horse,"  this  being  a 
facsimile  of  a  locomotive,  tender  and 
caboose,  the  engine  being  an  exact  counter- 
part of  the  "Lucy  Dalton,"  the  first  loco- 
motive to  run  over  the  system  of  the  Can- 
adian Pacific  Railway  in  Eastern  Canada. 

*  *  * 

Walter  F.  Davis,  in  charge  of  the  super- 
vision of  scrip  book  sales  among  many  of 
the  theatres  of  Famous  Players  Canadian 
Corp.,  Toronto,  has  been  temporarily  trans- 
ferred to  Fort  William,  Ontario,  where  he 
has  assumed  the  management  of  the  Or- 
pheum  Theatre.  Shortly  after  his  arrival 
in  Fort  William,  Mr.  and  Mrs.  Davis  cele- 
brated their  twenty-second  wedding  anni- 
versary. 

*  *  * 

A.  C.  Benson  has  taken  over  the  manage- 
ment of  the  Toronto  branch  of  Famous 
Lasky  Film  Service.  Mr.  Benson  was  for- 
merly sales  manager  at  the  Washington,  D. 
C,  exchange. 

Allan  G.  Ritchie,  who,  for  the  past  five 
years,  has  been  associated  with  the  Mont- 
real exchange  of  Famous  Lasky  Film 
Service,  Limited,  has  been  appointed  man- 
ager of  the  Famous  Lasky  office  at  Winni- 
peg, Manitoba,  assuming  his  new  position 
October  22. 


ALBANY 

William  Smalley,  of  Cooperstown,  al- 
ready owning  and  operating  a  dozen  thea- 
tres, has  just  taken  over  the  one  in  Sher- 
burne, with  possession  on  November  1. 

*  *  * 

Mr.  and  Mrs.  A.  T.  Mallory,  of  the  Star 
in  Corinth,  returned  home  last  week  from 
a  very  pleasant  automobile  trip  to  New 
York  city. 

Uly  S.  Hill,  of  the  Strand  group  of 
houses  in  Albany  and  Troy,  has  arranged 
matters  so  that  the  entire  freshman  class 
of  the  State  College  of  Teachers  in  Albany,, 
will  attend  a  showing  of  "The  Freshman" 
on  Saturday  noon,  October  31,  at  the  Mark 
Strand  theatre. 

*  *  * 

Sam  Burns,  former  manager  of  the 
Warner  Brothers'  exchange  in  Albany,  who 
has  been  in  Miami  for  the  last  few  weeks, 
has  returned  to  Albany. 

*  *  * 

Bert  Gibbons,  one  time  manager  of  the 
Vitagraph  exchange  in  Albany,  is  now  as- 
sociated with  Warner  brothers  and  cover- 
ing northern  New  York  as  a  salesman. 

*  *  # 

Ted  Jacocks,  formerly  of  New  Haven, 
has  just  been  added  to  the  sales  staff  of 
Associated   Exhibitors  in  Albany. 

*  *  * 

Along  Film  Row  during  the  past  week,, 
from  out  of  town,  were  Claude  Fredericks* 
of  the  Capitol  in  Pittsfield ;  E.  D.  Leisch- 
mann  of  New  York,  and  Charles  Sesonske, 
of  Johnstown,  as  well  as  Maurice  Chase, 
of  Buffalo. 

*  *    *  - 

OTTAWA 

Pete  Gorman,  a  veteran  theatre  manager 
of  Ottawa,  is  now  devoting  much  of  his 
spare  attention  to  horse  racing  on  the  big 
Canadian  tracks.  With  his  brother,  he 
owns  a  large  string  of  thoroughbreds 
which  have  been  campaigned  for  a  num- 
ber of  years. 

*  +*  ♦ 

James  McGuire,  one  of  the  old-timers 
among  the  projection  machine  operators  in 
Ottawa,  Ontario,  has  been  appointed  to 
take  charge  of  the  booth  at  the  Capitol 
Theatre,  Ottawa,  which  was  opened  after 
15  months  darkness  on  October  19  by  Man- 
ager Peter  Kehayes  and  Steve  Ladas,  the 
latter  a  prominent  business  man  of  Ottawa. 
Leo  Roberge  has  been  appointed  director 
of  the  eight-piece  orchestra.  i 

*  *  * 

To  have  two  Canadian  premiere  Show- 
ings in  a  row  was  the  experience  of  Man- 
ager Dave  Coplan  of  the  Imperial  Theatre, 
urday,  October  24.  Fred-  Thomson  in 
were  seen  during  the  "week"  starting  Sat- 
urday, October  24.  Fred  Thomson  in 
"Ridin'  the  Wind"  was  shown  for  the  first 
half  while  "Off  the  Highway"  was  the  other 
new  release  during  the  last  half. 

CHANGES  HANDS 

S.  H.  Mays  has  taken  over  the  Majestic 
Theatre,  Lepanto,  Arkansas. 

*  *  * 

STEELE  IN  ST.  LOUIS 

Mr.  Chas.  M.  Steele,  assistant  general  man- 
ager of  distribution,  First  National  Pictures, 
Inc.,  of  New  York,  spent  Monday  at  the 
St.  Louis  branch.  Mr.  Steele  was  accom- 
panied to  St.  Louis  by  Mrs.  Steele. 


Page  32 


Exhibitors  Trade  Review 


F.  B.  O.  Scores  a  success  on  the 
romance  of  the  press. 


October  31, 1925 


Page  33 


BOX  OFFICE  REVIEWS 


THE  BEAUTIFUL  CITY 

Inspiration  Pictures,  Inc.  Photoplay.  Re- 
leased by  First  National.  From  the 
original  by  Edmund  Coulding.  Directed 
by  Kenneth  Webb.    Length,  6,466  feet. 

CAST  AND  SYNOPSIS 

Tony  Gillardi   Richard  Barthelmess 

Molly   Dorothy  Gish 

Nick  Di  Silva   William  Powell 

Carlo  Gillardi   Frank  Puglia 

Mamma   Gillardi   Florence  Auer 

Tony  Gillardi,  a  poor  Italian  hawker  of  flowers, 
is  aware  of  his  lowly  position  by  the  sharp  contrast 
■with  the  evident  prosperity  of  his  brother  Carlo,  who 
seems  to  have  a  healthy  wallet  at  all  times.  Never- 
theless, Tony's  Irish  sweetheart,  Molly,  believes  in 
him.  It  develops  that  Carlo's  income  is  not  within 
the  law,  and  later,  when  a  robbery  brings  the  police 
down  on  the  Gillardi  household,  Tony  pretends  guilt 
to  save  his  brother  and  is  sent  to  jail.  He  comes 
out  embittered,  learns  that  a  gangster  is  forcing ' 
Carlo  to  a  life  of  crime  and  starts  out  to  "get"  the 
latter,   but  is  swerved  from   this  object  by  Molly. 

By  Michael  L.  Simmons 

ITH  two  names  like  Dick  Barthelmess 
and  Dorothy  Gish  in  the  cast;  with 
the  sharp,  graphic  incidents  and  scenes  of 
the  always  interesting  life  in  a  Metropoli- 
tan slum;  with — rarer  still — a  close-up  and 
vivid  portrayal  of  a  Chinese  play  in  a  real 
Chinese  theatre;  and  with  a  he-man's  bat- 
tle that  out-furies  the  fight  that  won  Bar- 
thelmess many  plaudits  in  "Fury,"  you 
have  here  a  picture  that  should  prove  a 
sweet  dream  and  a  pretty  bed-time  story  for 
the  cash  drawer. 

"The  Beautiful  City"  is  just  plain,  juicy 
showmanship  pie,  generously  sprinkled  with 
the  elements  that  make  Tom,  Dick,  Jane 
or  Mary  say,  as  they're  leaving  your  thea- 
tre, "Thanks,  Mr.  Manager.  When  axe 
we  going  to  have  more  like  it?" 

The  scenes  of  underworld  life  have,  as 
they  say  in  critical  circles,  "guts."  Noth- 
ing of  the  flimsy,  make-believe  papier-mache 
shots;  but  real,  absorbing,  conviction  in 
every  stone  and  stoop;  "oodles"  of  interest 
in  the  types,  from  the  furtive,  swarthy  gang- 
ster, to  the  Chinese  actors,  wafting  a  dra- 
matic breath  of  the  Orient  to  their  coun- 
trymen a  few  steps  off  the  Bowery. 

Dorothy  Gish  supplies  the  love  motif 
in  the  way  that  we  expect  a  member  of  the 
Gish  family  to  do  it.  When,  on  the  very 
precipice  of  impatience  and  desire,  she 
strategically  maneuvers  her  bashful  swain 
into  position  for  his  initial  kiss,  you  have 
one  of  those  situations  which  is  the  back- 
bone of  many  movie  successes. 

The  critical  "once-over"  brings  this  con- 
clusion: Barthelmess  and  Gish  to  pull 
them  in.  A  dandy  exploitation  angle  sup- 
plied by  the  unusual  in  the  Chinese  theatre 
scenes,  to  help  bring  them  in.  And  love 
interest,  a  bang-up  fight,  a  transition  from 
the  beautiful  to  the  ugly  and  back  again  to 
the  beautiful  for  diversity  in  theme,  and  an 
ending  to  suit  the  general  palate  to  send 
them  away  telling  the  rest  how  good  it  is. 
Frankly,  I  don't  see  how  you  can  lose. 


THE  KING  ON  MAIN 
STREET 

Paramount  Photoplay.  Adapted  by  Doug- 
las Doty  from  the  stage  play  by  G.  A. 
de  Caillavet,  Robert  de  Flers  and  Sam- 
uel Arene.  Director,  Monia  Bell. 
Length,  6,229  feet. 

CAST  AND  SYNOPSIS 

King    Serge   IV   Adolphe  Menjou 

Gladys    Humphreys   Bessie  Love 

Terese   Manix   Greta  Nissen 

John   Rockland   Oscar  Shaw 

Arthur  Trent   Joseph  Kilgour 

Jensen   Edgar  Norton 

Count  Krenko   Mario  Majeroni 

Aunt  Tabitha   Marcia  Harris 

The  King,  faced  by  the  necessity  of  negotiating 
a  loan  to  develop  his  country's  oil  fields,  journeys 
to  America  via  Paris.  While  his  diplomatic  en  tour- 
age  negotiate  the  loan,  his  majesty  slips  away  to 
Coney  Island,  where  he  enjoys  a  wonderful  day  with 
a  casual  acquaintance — one  "Skinny"  Smith,  a 
freckle-faced  boy.  Here  he  also  encounters  Gladys 
whom  he  had  once  seen  in  Europe.  She  introduces 
him  to  her  fiancee,  who  is  interested  in  gasoline 
stations.  The  young  go-getter,  not  knowing  the 
King's  identity,  invites  him  home  for  a  week  end. 
The  King  accepts  and  goes.  He  and  Gladys  are 
locked  on  a  balcony  all  night.  The  rascally  repre- 
sentative of  the  oil  corporation  makes  use  of  this 
fact  to  secure  the  King's  signature  to  an  unfair 
contract.  The  King  sadly  journeys  home,  weus  an 
ugly  Princess,  and  is  forced  by  his  people  to  never 
again  leave  his  country. 

By  Herb  Cruikshank 

A  DELIGHTFUL  picture  that  seems 
sure  to  please  all  who  see  it.  This 
one  brings  Adolphe  Menjou  back  in  the 
sort  of  role  to  which  he  is  best  suited.  As 
the  merry  monarch  of  Molvania,  he  is  a 
charming  gentleman.  Although  a  thorough 
sophisticate,  his  heart  is  young.  His  day 
at  Coney  Island  with  a  new  found  friend, 
"Skinny"  Smith,  is  an  epic. 

The  film  contains  many  sequences  that 
are  gently  amusing.  There  is  the  incident 
of  the  King  discarding  his  cane,  because 
"Skinny"  advises  that  only  dudes  wear 
canes.  There  is  the  shot  of  his  majesty 
and  the  vamping  Mrs.  Nash.  She  loses 
her  heart  to  the  "great  lover."  Then  he 
with  a  quiet  smile  recalls  her  earlier  remark 
avowing  total  disinterest  in  him. 

The  scenes  portraying  his  visit  to  Little 
Falls,  N.  J.,  home  of  John  Rockland,  the 
gasoline  station  man,  are  in  the  best  high 
comedy  vein.  The  pathetic  little  love  epi- 
sode between  the  gallant  King  and  Gladys 
is  worthy  of  smiles — and  tears. 

In  the  end,  we  have  the  sad-eyed  King 
safe  back  home  again.  An  ugly  Princess 
shares  his  throne.  His  minister  of  state  pre- 
sents a  document  insisting  that  he  shall 
never  more  leave  the  confines  of  his  king- 
dom. 

His  majesty  steps  apart  an  instant.  In 
his  mind's  eye  he  visions  the  beautiful  Pa- 
risienne,  Terese.  He  again  sees  "Skinny," 
and  conjures  up  the  image  of  Gladys  and 
her  American  go-getter  sweetheart.  With 
a  sigh  he  signs,  and  settles  down  to  the 
tedious  and  monotonous  business  of  being 
a  king  for  the  rest  of  his  days. 


EAST  LYNNE 

Fox  Photoplay.  Adapted  from  Mrs. 
Henry  Wood's  play  by  Leonore  J.  Cof- 
fee. Director,  Emmett  Flynn.  Length, 
6,975  feet. 

CAST  AND  SYNOPSIS 

Lady  Isabel   Alma  Ruben* 

Archibald    Carlyle   Edmund  Lowe 

Sir  Francis  Levison   Lou  Tellegen 

Chief  Justice  Hare   Frank  Keenan 

Barbara  Hare   Marjorie  Daw 

Richard  Hare   Leslie  Fenton 

Afy  Hallijohn   Belle  Bennett 

Miss  Cornelia   Martha  Mattox 

Lady  Isabel  weds  Archibald  Carlyle  although  fas- 
cinated by  the  villain  Levison.  Mr.  Hallijohn  dis- 
covers Levison  with  his  daughter.  In  the  scuffle 
that  follows  Hallijohn  is  killed.  Circumstantial  evi- 
dence points  to  Richard  Hare,  who  flees.  Levison 
insidiously  plants  jealousy  of  Carlyle  and  Barbara 
Hare  in  Lady  Isabel's  heart.  He  finally  persuades 
her  to  elope.  Later  he  deserts  her  and  she  is  in- 
jured in  a  train  wreck.  Hearing  of  her  children's 
illness  she  disguises  herself  as  a  nurse  and  devotes 
herself  to  them.  She  sickens  and  dies.  Richard 
Hare  secures  the  conviction  of  Levison  on  the  mur- 
der charge.     Carlyle  marries  Barbara. 

By  Herb  Cruikshank 

A  REAL  old-fashioned  melodrama.  The 
sort  of  picture  in  which  the  average 
audience  should  revel.  It  contains  all  the 
heart-throb  hokum  that  has  been  considered 
sure-fire  stuff. 

The  production  is  well  done.  The  cast 
is  remarkable  for  the  popular  names  it 
contains.  The  settings  aid  in  establishing 
the  Victorian  atmosphere  of  the  middle 
eighteen  hundreds. 

The  story  as  picturized  has  been  some- 
what toned  down  in  places.  Thus  the 
child  held  in  Isabel's  arms  during  the  train 
wreck  episode  is  not  the  offspring  of  her 
illicit  union  with  Levison.  It  is  merely  an 
infant  borrowed  from  a  fellow  passenger. 
While  the  film  does  not  follow  the  book 
too  closely,  the  tale  does  not  lose  in  interest. 
The  characters  and  the  lives  they  lead  hold 
attention  throughout  the  footage. 

One  of  the  weepiest  scenes  depicts  the 
return  of  the  shattered  Isabel  to  the  home 
and  children  she  deserted  for  the  apple- 
eating  villain.  Alma  Rubens  crams  this 
sequence  with  pathos.  I'll  bet  there  will  be 
moist  handkerchiefs.  Another  good  bit 
shows  the  sneering  Levison  being  led  away 
to  prison  "with  gyves  upon  his  wrists." 
Lou  Tellegen  plays  the  part  in  no  uncertain 
manner.  He  endows  the  character  with  no 
single  vestige  of  decency.  The  famous  de- 
scription of  Von  Stroheim  as  "the  man 
you  love  to  hate"  applies  to  Tellegen  in  this 
role.  I  almost  heard  the  galleries  hissing 
as  he  swaggered  away  to  life  imprisonment 

There  is  a  bit  of  comedy  relief  supplied 
by  Martha  Mattox  and  her  incessant  play- 
ing on  the  harpsichord.  Edmund  Lowe  is 
a  handsome  hero  and  does  well  as  Carlyle. 

Exploit  the  title.  Tie-up  with  the  book. 
Recall  the  stage  play.  Arrange  fashion 
shows  and  window  displays  on  the  strength 
of  the  costumes.    Feature  the  cast. 


Page  34 


Exhibitors  Trade  Review 


THE  GOLD  HUNTERS 

Davis  Distributing  Division  Photoplay. 
Author,  James  Oliver  Curwood.  Di- 
rector, Paul  Hurst.  Length,  6,500  feet. 

CAST  AND  SYNOPSIS 

Roderick  Drew   David  Butler 

Minnetake   Hedda  Nova 

Mary  McAllister   Mary  Can- 
Hairy  Grimes   Bull  Montana 

Shorty   Jimmy  Aubrey 

Mukoki   Al  Hallett 

Wabigoon   Noble  Johnson 

Hugh  Beresford   Frank  Elliott 

John  Ball  . .  .■  John  T.  Prince 

Drew  and  his  Indian  wolf  hunters  discover 
a  birch  bark  map  clutched  in  the  hand  of  a 
skeleton  in  an  apparently  deserted  cabin.  As 
they  investigate,  a  gold  bullet  buries  itself_  in 
the  wall.  On  their  way  home  something 
starts  an  avalanche  and  Drew  is  injured. 
Upon  his  recovery  the  three  again  start  out 
to  investigate.  A  crook,  Beresford,  and  his 
accomplice,  Grimes,  arrive  and  gaining  news 
of  the  treasure  hunt  from  Minnetake,  Drew's 
sweetheart,  steals  the  map.  Minnetake  hastens 
to  warn  Drew  and  falls  into  Beresford's 
hands.  With  the  aid  of  an  unknown  ally 
Drew  bests  Beresford  and  his  aides..  The 
mystery  is  solved  by  the  discovery  that  the 
half  crazed  firer  of  the  golden  bullet  is 
John  Ball,  Minnetake's  grandfather.  So 
Drew  wins  both  bride  and  gold. 

By  Herb  Cruikshank 

JJERE  is  a  good  buy  in  the  realm  of 
Western  adventure  pictures.  It  is  suit- 
able entertainment  for  any  but  the  big 
houses  in  the  larger  cities.  An  able  adap- 
tation of  a  James  Oliver  Curwood  story,  it 
offers  much  that  is  unusual. 

In  the  first  place,  by  special  arrangement 
with  the  National  Park  Commission,  it  was 
filmed  in  the  Sequoia  National  Park.  The 
backgrounds  are  of  unsurpassed  beauty. 
They  offer  a  real  screen  treat,  providing 
entirely  new  atmosphere. 

The  cast  is  strong.  Every  actor  has  been 
well  fitted  with  a  part.  None  is  out  of  his 
element.  There  are  numerous  incidents  of 
a  thrilling  nature,  all  leading  up  to  the 
final  solution  of  the  mystery,  and  the  happy 
ending  for  hero  and  heroine.  Suspense  is 
well  maintained  throughout. 

Early  in  the  film,  the  three  wolf  hunters 
happen  upon  the  cabin.  Here  is  a  grizzly 
skeleton  clasping  the  map  of  mystery.  Then 
comes  the  bullet.  Later  the  discovery 
through  means  of  Indian  deduction,  that 
the  shack  has  been  recently  occupied.  From 
this  point,  there  is  told  a  tale  of  adventurous 
romance  that  should  thrill  any  but  the  most 
blase  and  sophisticated  audiences. 

Every  member  of  the  cast  deserves  an 
honorable  mention.  David  Butler,  broad- 
shouldered  and  smiling,  makes  an  admirable 
hero.  Hedda  Nova  is  a  picturesque  crea- 
ture of  the  woodlands.  Mary  Carr — well, 
every  one  knows  her.  And  so  on  down  the 
list.  The  comedy  is  supplied  by  Jimmy 
Aubrey  as  a  hobo  who  has  strayed  far  from 
the  land  of  side-door  pullmans. 

You  can  play  this  heavy  in  your  exploi- 
tation. The  discovery  of  a  mysterious  map 
will  help.  So  will  the  discovery  of  "gold." 
Advertise  for  the  whereabouts  of  John  Ball, 
in  the  name  of  "The  Gold  Hunters."  Use 
throwaways  of  "golden"  bullets,  or 
pouches  of  "gold  dust."  Tie-up  with  the 
Curwood  story.    Play  up  the  cast. 


THE  OTHER  WOMAN'S 
STORY 

Preferred  Pictures  Photoplay.  Author, 
Peggy  Candis.  Scenario,  John  Good- 
rich. Director,  B.  F.  Stanley.  Length, 
6,080  feel. 

CAST  AND  SYNOPSIS 

Mrs.  Colby   Alice  Calhoun 

Colman  Colby   Robert  Fraizer 

Jean  Prentiss   Helen  Lee  Worthing 

Judge   David  Torrence 

Maid   Riza  Royce 

Robert  Marshall   Mahlon  Hamilton 

Gertie  Van   Gertrude  Short 

Robert  Marshall  is  found  dead.  Colman 
Colby  is  arrested  for  the  murder.  At  the 
trial  it  develops  that  Mrs.  Colby  was  di- 
vorcing her  husband  to  marry  Marshall,  of 
whom  he  had  always  been  jealous.  It  also 
comes  out  that  Jean  Prentiss,  named  as  co- 
respondent in  the  Colby  case,  was  deeply  in 
love  with  Colby,  although  totally  innocent. 
All  witnesses  seeing  the  dead  man  at  his 
home  the  night  of  the  murder  testify  that  he 
"looked  at  the  door  behind  him."  The  jury 
goes  out  and  brings  in  a  verdict  of  guilty. 
Meantime  Jean  remembers  a  girl's  face 
through  the  window  at  the  Marshall  funeral. 
Searching  in  the  Rogues'  Gallery  she  locates 
the  girl.  This  underworld  denizen,  Gertie 
Van,  offers  evidence  that  convicts  Mrs. 
Colby  of  the  crime  committed  in  a  jealous 
rage.  Colby  and  Jean  are  united. 

By  Herb  Cruikshank 

^UNIQUE  mystery  story.  The  suspense 
element  alone,  exceptionally  well  de- 
veloped, should  make  this  absorbing  enter- 
tainment in  the  large  majority  of  theatres. 

The  plot  is  arranged  so  that  the  audi- 
ence is  numbered  among  the  spectators  at 
the  trial  of  Colby  for  murder.  The  killing 
itself  is  never  shown.  As  the  various  wit- 
nesses are  examined  and  cross-examined, 
their  stories  are  picturized  on  the  screen. 

Little  by  little  the  prosecutor's  cunningly 
wrought  net  of  circumstantial  evidence 
brings  the  hero  closer  to  the  noose.  At  all 
times  there  is  a  doubt  as  to  his  actual  guilt. 
The  district  attorney's  office  is  unable  to 
build  a  perfect  case.  Yet,  though  "not  as 
deep  as  a  well,  nor  as  wide  as  a  church 
door,  it  is  enough" — enough  to  cause  seven 
"good  men  and  true"  to  vote  away  a  life 
on  the  first  ballot.  A  bullying  jury  fore- 
man does  the  rest.  Then  at  the  last  minute 
comes  the  new  evidence  that  causes  the  ver- 
dict to  be  set  aside. 

In  my  opinion  Helen  Lee  Worthing, 
Gertrude  Short  and  Riza  Royce  render  the 
most  convincing  performances  in  the  picture. 
The  first  as  "the  other  woman,"  the  second 
as  an  underworldling,  the  third  as  a  ser- 
vant. 

Miss  Worthing  offers  a  finely  restrained 
characterization.  Gertrude  Short  mingles 
pathetic  tragedy  with  comedy.  Riza  Royce 
is  well-nigh  perfect  as  a  zany  serving-maid 
who  quite  agrees  with  the  district  attorney 
as  to  her  mental  incompetence.  The  re- 
mainder of  the  cast  form  background. 

Here  is  a  tie-up  with  the  bench  and  bar 
of  your  city.  Also  a  chance  to  arouse  in- 
terest in  the  picture  as  a  strong  argument 
against  capital  punishment.  You  may  in- 
vite the  detective  force  to  view  the  film. 
Omit  the  final  confession.  See  how  many 
can  select  the  murderer. 


HIDDEN  LOOT 

Universal  Photoplay.  Author,  William  /. 
Neidig.  Scenario,  Harry  Ditmars.  Di- 
rector, Robert  North  Bradbury.  LengtK 
4,738  feet. 

CAST  AND  SYNOPSIS 

"Slipper  Tongue"  Cranner   Jack  Hoxie 

Anna  Hones   Olive  Hasbrouck 

Dick  Hones   Edward  Cecil 

Big  Bill   Jack  Kenny- 
Buck   Buck  Connors. 

Manning   Bert  DeMarc 

Jordan   Charles  Brinley 

Anna  and  brother  Dick  occupy  a  ranch. 
Their  cattle  money  is  stolen  in  a  raid  con- 
ducted by  four  villainous  employees  whom 
they  trust.  A  stranger  known  as  "SKpper 
Tongue"  because  of  his  smooth  talk,  is  sus- 
pected as  the  thief,  and  as  such  pursued  by 
a  posse.  He  eludes  the  posse  but  is  captured 
by  the  villains.  With  the  help  of  his  dog  and 
horse  he  escapes.  Having  fallen  in  love  with 
Anna  he  makes  occasion  to  see  her  and  con- 
vinces her  of  his  innocence.  Finally  he  suc- 
ceeds in  bringing  the  culprits  to  justice.  He 
then  discloses  himself  as  the  president  of  the 
Cattlemen's  Protective  Association,  who  has 
devoted  his  time  to  tracking  down  the  villain 
and  his  gang.   He  and  Anna  wed. 

By  Herb  Cruikshank 

WHERE  they  like  Jack  Hoxie,  his  dog 
and  his  horse,  this  should  prove  accept- 
able program  entertainment.    It  is  Hoxie's 
latest  Blue  Streak  Western. 

He  makes  a  satisfactory  Western  hero 
of  stereotype  style.  His  riding  and  prowess 
as  a  battler  are  up  to  the  mark.  He  has  a 
smile  that  should  carry  him  a  long  way 
with  "wide  open  spaces"  fans. 

As  to  the  story,  it  differs  in  no  way  from 
a  hundred  others.  There  is  the  usual  rob- 
bery. The  unsuspected  villains  thwarted 
by  the  mysterious  hero.  Posses  galloping 
madly  in  the  wrong  direction.  A  gende 
and  not  too  convincing  love  story.  And 
the  final  clinch  with  the  trained  dog  horn- 
ing in  for  the  fadeout. 

The  dog  and  horse  are  in  some  of  the 
best  bits  in  the  film.  The  sad-eyed  canine 
leads  the  steed  about  by  the  bridle,  and 
lends  a  hand — or  at  least  feet  and  teeth — 
whenever  Jack  is  in  difficulties.  In  one 
shot  he  digs  under  a  cabin  in  which  his 
master  is  imprisoned  and  makes  escape  pos- 
sible. Then  when  the  pursuers  endeavor 
to  crawl  through  the  same  hole  he  attacks 
them  viciously. 

The  production  does  not  offer  the  actors 
much  opportunity  to  demonstrate  any  un- 
usual histrionic  ability.  The  parts  are  all 
small  with  the  exceptions  of  those  filled  by 
Hoxie  and  Olive  Hasbrouck,  who  plays 
Anna.  However,  those  included  in  the 
cast  are  entirely  up  to  the  slender  require- 
ments of  the  film. 

There  are  several  pretty  scenic  shots. 
Among  others  one  purporting  to  show  a  real 
oasis  in  the  heart  of  an  Arizona  desert. 
While  all  the  surrounding  country  is  deso- 
late, this  piece  of  land  is  luxuriously  garbed 
in  tropical  verdure.  The  director  is  at 
some  pains  to  assure  the  onlooker  that  this 
is  the  spot  in  which  the  hero  and  his  bride 
will  finally  make  their  home. 

Exploit  this  as  Jack  Hoxie's  latest.  Tell 
them  about  the  animals.  Use  any  usual 
Western  ballyhoo  or  lobby  display. 


October  31, 1925 


Page  35 


THE  PACE  THAT  THRILLS 

First  National  Photoplay.  Author,  Byron 
Morgan.  Director,  Webster  Campbell. 
Length,  6,91  1  feet. 

CAST  AND  SYNOPSIS 

Danny  Wade   Ben  Lyon 

5°"s   Mary  Astor 

Duke  LeBaron   Charles  Beyer 

Hezekiah  Sims   Tully  Marshall 

Jack  Van  Loren   Warner  Richmond 

Mrs.  Van  Loren   Evelyn  Walsh  Hall 

Mr.  Van  Loren   Thomas  Holding 

Paula   Fritei  Brunette 

Toreador   Paul  Ellis 

Paula,  a  chorus  girl,  bride,  protects  her 
child  against  its  drunken  father  Jack  Van- 
Loren.  He  falls  and  is  killed.  The  Van  Lor- 
ens  have  Paula  sentenced  to  life  imprison- 
ment for  murder.  Her  son  grows  up  in  an 
orphanage  and  becomes  a  screen  star.  He  is 
branded  as  a  coward  because  he  won't  take  a 
chance.  The  reason  is  that  he  must  work  to 
gain  his  mother's  freedom.  He  loves  his  pro- 
ducer's daughter,  Doris.  He  is  entered  in  a 
motor  race  and  his  mother's  case  comes  up 
the  same  day.  She  is  freed.  He  dashes  to 
the  track  and  races  himself.  His  car  is 
wrecked,  but  he  proves  he  is  no  coward.  He 
wins  Doris'  love. 

By  Herb  Cruikshank 

'pHE  film  belies  its  title.  There  is  very 
little  thrill.  The  excellent  cast,  al- 
though wasted  in  this  production,  may  nev- 
ertheless serve  to  bring  business.  Aside 
from  names  there  is  little  to  recommend  this 
effort. 

The  big  thrill  is  supposed  to  be  in  the 
motor  race.  The  entire  action  of  the  pro- 
duction builds  up  to  this  climax.  And  the 
race  itself  falls  flat  as  a  fallen  arch.  The 
cars  speed  in  procession  once  or  twice 
around  the  saucer.  Then  Lyons's  car 
crashes  over  the  side  and  is  wrecked.  Some- 
how the  scene  is  tame  and  unconvincing. 

There  are  several  improbabilities.  In 
the  wreck  the  hero  emerges  with  a  mere 
scratch.  In  another  sequence  he  is  sup- 
posed to  be  tossed  by  a  bull,  and  also  es- 
capes with  a  slight  bruise.  Incidentally  the 
bruise  is  on  his  face,  although  the  male 
bovine  attacked  from  the  rear. 

The  really  best  scene  is  one  in  which 
Paul  Ellis  actually  encounters  a  bull  in  a 
motion  picture  bull  fight.  Can't  say  how 
fierce  the  animal  was,  but  in  any  event, 
Ellis  faces  it — it  charges — and  he  nimbly 
dodges. 

There  is  a  good  humorous  bit  supplied 
by  Gunboat  Smith  as  a  pugilist.  He  mocks 
the  supposed  coward  in  ludicrous  fashion. 
"The  Gunner"  is  quite  an  actor  these  days. 

As  to  acting.  Warner  Richmond  in  a 
bit  as  the  heavy  wins  the  day.  It  is  too 
bad  that  he  is  killed  so  quickly.  Next 
comes  Mary  Astor.  Then  Tully  Marshall. 
Fritzi  Brunette  is  good  as  the  hero's 
mother.  In  the  latter  sequences  she  is 
made  up  to  look  twenty  years  older,  and 
she  plays  this  part  well.  Ben  Lyon  is  not 
satisfactory  as  the  hero.  He  lacks  expres- 
sion. He  appears  unnatural  and  uncon- 
vincing.   Evidently  he  is  miscast. 

Don't  promise  them  too  much  on  this 
one.  The  cast  is  fine — feature  it.  Play 
up  the  title.  Tie-up  with  motor-car  agen- 
cies for  an  automobile  parade. 


THE  BEST  PEOPLE 

Paramount  Photoplay.  Adapted  by  Ber- 
nard McConville  from  the  play  by  Da- 
vid Grey  and  Avery  Hopwood.  Di- 
rector, Sidney  Olcott.  Length,  5,700  ft. 

CAST  AND  SYNOPSIS 

Henry  Morgan   Warner  Baxter 

Alice  O'Neil   Esther  Ralston 

Mrs.   Lenox   Kathlyn  Williams 

Bronson   Lenox   Edwards  Davis 

Arthur  Rockmere   William  Austin 

Throckmorton   Larry  Steers 

Mrs.  Lenox  plans  ambitious  marriages  for 
Bertie  and  Marion.  The  former  loves  a  show 
girl,  Alice  O'Neil.  Marion  loves  Henry,  the 
family  chauffeur.  Rockmere,  an  anemic  aris- 
tocrat, is  engaged  to  Marion.  She  breaks  the 
engagement.  Rockmere  arranged  with  Mr. 
Lenox  and  Throckmorton  Bertie's  uncle,  to 
meet  Alice  and  Millie  in  a  supper  room  after 
the  show.  Marion  and  Henry  dine  in  an  ad- 
joining room.  Bertie  who  wishes  to  be  with 
Alice  starts  a  fight.  This  ends  in  the  arrest 
of  Bertie,  Alice,  Millie  and  Throckmorton. 
Upon  their  release  they  all  arrange  to  marry. 
Alice  and  Henry  do  likewise. 

By  Herb  Cruikshank 

'T'HIS  comedy  should  have  appeal  for 
average  audiences.  It  is  a  passable 
program  picture.  The  moral  is  that  "The 
Best  People"  are  those  who  toil  for  what- 
ever they  may  win  from  life. 

It  is  not  entirely  probable  that  the 
daughter  of  an  aristocratic  family  would 
fall  desperately  in  love  with  her  chauf- 
feur. Especially  as  the  driver  is  not  de- 
picted as  an  ardent  lover,  and  permits  her 
to  make  all  the  advances.  The  affair  be- 
tween Bertie  and  Alice  is  more  easily  un- 
derstandable. 

Here  and  there  Director  Olcott  has  in- 
jected some  very  humorous  business.  For 
instance,  after  being  released  from  jail, 
Throckmorton,  Millie,  Bertie  and  Alice 
drive  in  a  taxi  until  all  fall  asleep.  Seeing 
this,  the  taxi-driver,  capably  played  by 
Ernie  Adams,  stops  the  car.  He  jacks  up 
the  front  wheel,  and  has  the  time  of  his  life 
spinning  it  around  and  listening  to  the 
music  of  his  meter  as  it  registers  dimes 
galore. 

The  best  acting  in  the  production  is  con- 
tributed by  Margaret  Livingston  in  the 
role  of  chorus  girl  Millie.  She  is  per- 
fectly in  character  and  gives  a  fine  inter- 
pretation of  the  role.  She  is  to  the  life, 
the  disillusioned  show  girl  with  an  eye  al- 
ways open  for  the  main  chance. 

Warner  Baxter  does  not  make  the  chauf- 
feur-lover part  impressive  for  its  sincerity. 
Esther  Ralston  is  sweet  as  Alice.  Edwards 
Davis  and  Kathlyn  Williams  are  okeh  as 
the  parents.  Larry  Steers  does  well  as  the 
uncle. 

In  exploiting  this  one  stress  the  title. 
Make  the  most  of  the  tie-up  with  the  book 
and  the  stage  play.  Invite  "The  Best 
People"  of  your  town  to  see  the  picture. 


An  honest  review  is  the  greatest 
service  to  the  exhibitor. 

Exhibitors  Trade  Review  and 
Exhibitors  DAILY  REVIEW 

prints  only  honest  and  candid  re- 
views. 


THE  EVERLASTING 
WHISPER 

Fox  Photoplay.  Adapted  from  the  novel 
by  Jackson  Gregory.  Director,  J.  G. 
Blystone.    Length,  5,311  /eel. 

CAST  AND  SYNOPSIS 

Mark  King   Tom  Mix 

Gloria  Gaynor   Alice  Calhoun 

Gratton   Robert  Cain 

Old  Honeycutt   George  Berrell 

Swin  Brody   Walter  James 

Mrs.  Gaynor   Virginia  Madison 

Jarrold   Karl  Dane 

Mark  King  is  a  prospector  who  has  fallen 
under  the  spell  of  the  whispering  pines  and 
determined  to  stay  in  the  open.  He  meets 
Gloria  through  rescuing  her  from  a  runaway 
horse.  Gloria  is  wooed  by  the  villain  who 
wishes  to  marry  her  for  her  money.  The 
villain  also  forces  Old  Honeycutt  to  tell  the 
hiding  place  of  his  gold  mine.  Mark  rescues 
the  old  miner  and  also  prevents  Gloria's 
marriage  to  Gratton.  To  rescue  her  from  a 
compromising  position  Mark  marries  her. 
Longing  for  city  life  and  resenting  the  man- 
ner of  Mark's  wedding  to  her  she  returns  to 
San  Francisco.  Later  she  comes  to  love  the 
prospector  and  together  they  face  life  among 
the  pines. 

By  Herb  Cruikshank 

'J^HIS  is  the  usual  Mix  brand  of  enter- 
tainment. The  picture  should  prove  as 
popular  as  any  of  his  recent  films.  Mr. 
Mix  has  a  big  following  with  the  rank  and 
file  of  picture  goers. 

In  this  latest  opus  he  appears  as  a  pros- 
pector who  has  been  permanently  lured 
away  from  the  cities  by  "The  Everlasting 
Whisper"  of  the  pine  trees.  There  are  at 
least  three  big  punch  scenes  in  the  produc- 
tion. The  first  of  these  comes  early  in  the 
action.  It  shows  Tom  and  the  celebrated 
horse,  Tony,  making  a  desperate  leap  for 
life  over  a  chasm.  Thus  is  the  heroine 
rescued  from  a  runaway  in  a  thrilling  se- 
quence. 

Later  both  the  hero  and  his  horse  stage 
a  battle  with  a  wolf  pack.  This  is  the 
most  interesting  shot  in  the  picture.  Al- 
though the  wolves  are  evidently  dogs,  they 
have  been  photographed  in  such  a  manner 
as  to  be  convincingly  like  their  wild  breth- 
ren. 

Of  course  Tom  also  routs  the  villain 
and  his  retainers  in  another  fight  sequence. 
Quite  some  comedy  relief  is  offered.  One 
laughable  shot  showing  the  villain  being 
ducked  in  a  horse  trough  by  the  steel-mus- 
cled hero. 

Almost  all  the  action  takes  place  out-of- 
doors.  Many  of  the  scenes  are  unusually 
beautiful.  This  is  especially  true  of  those 
showing  the  big  timber.  The  lighting  and 
photography  are  good. 

Tom  Mix  in  his  accustomed  raiment 
makes  an  appealing  and  colorful  figure. 
\He  acts  with  the  natural  manner  which  is 
his  greatest  charm.  He  is  quite  in  char- 
acter and  as  quick  as  ever  physically  and 
mentally.  The  audience  will  rejoice  with 
him  at  the  villain's  downfall. 

Alice  Calhoun  is  the  heroine  who  finally 
loves  Tom  enough  to  remain  with  him  near 
the  big  pines.  Robert  Cain  does  good 
work  as  the  villain,  Gratton. 

Play  up  the  fight  with  the  wolves.  Fea- 
ture Tom  Mix  and  Tony.  A  "prospector" 
ballyhoo  will  help  business. 


Page  36 


Exhibitors  Trade  Review 


The  <Bic[  Little  Feature  I 


"The  Constant  Simp" 

F.  B.  O.  2  reels 

Mazie  St.  Clair  is  fired  because  of  her  habitual 
lateness.  Her  employer,  a  young  struggling  lawyer, 
blames  her  negligence  for  a  letter  he  received  from 
a  client  stating  he  will  engage  another  attorney  if  a 
certain  collection  is  not  made  immedia'tely.  In  the 
hope  of  becoming  reinstated,  Mazie  sets  out  to  col- 
lect the  money.  She  is  about  to  leave  with  the 
money  when  she  discovers  that  the  group  had  been 
engaged  in  making  counterfeits.  For  fear  she  will 
betray  them,  they  bind  and  gag  her,  but  not  before 
she  has  phoned  two  of  her  admirers,  who  come  along 
with  her  employer  and  release  her.  After  turning 
over  some  real  money  to  her  employer,  of  course  the 
job  is  hers  again. 

A  fine  comedy  that  should  prove  a  real 
asset  on  any  program.  This  is  the  second  of  a 
series  of  Two-reel  comedies  featuring  Alberta 
Vaughn.  The  series  is  called  "The  Adven- 
tures of  Mazie,"  and  it  is  my  opinion  that  if 
you  show  one,  your  patrons  will  watch  eager- 
ly for  the  next. 

This  is  a  complete  production,  being  replete 
with  comedy  situations,  an  interesting  theme, 
and  above  all,  excellent  acting  by  every  mem- 
ber of  the  cast. 

Alberta  Vaughan  as  Mazie  is  full  of  pep. 
She  certainly  radiates  personality,  and  is  cer- 
tainly good  to  look  at. 

Al  Cooke  and  Kit  Guard  as  Tripp  and  Fall 
are  a  dandy  team,  their  antics  provoking  much 
laughter. 

Larry  Kent  is  excellent  as  the  clean-cut 
business-like  lawyer. 

In  short,  each  contributes  toward  making 
this  a  fast  moving,  entertaining  and  genuinely 
funny  comedy. 

Book  and  play  up  the  entire  series.  It  will 
draw  them  in. 

*   *  * 

"The  Adventures  of  Mazie" 
No.  3  "Or  What  Have  You?" 

F.  B.  O.  2  reels 

George  Dorsey,  the  fledgling  lawyer,  is  asked  by 
Mr.  Cortley,  his  client,  to  make  a  settlement  for 
$25,000  with  Mr.  Ditson,  who  has  been  injured 
when  his  and  Mr.  Cortley's  autos  collide.  Mr.  Dit- 
son refuses  to  settle  for  less  than  $50,000.  Mazie, 
Dorsey's  sapient  stenographer,  suspects  that  Ditson 
is  a  professional  "accident  hound."  By  posing  as  a 
vendor,  she  gains  entry  to  Ditson 's  home  where  she 
adroitly  gets  Ditson  to  east  aside  his  crutches  and 
dance  agilely.  This  is  the  cue  for  Tripp  and  Fall, 
the  versatile  detectives,  to  take  an  incriminating 
photo  which  compels  the  signing  of  a'  release  by 
Ditson. 

The  third  of  "The  Adventures  of  Mazie" 
series  is  right  up  to  standard  and  will  cer- 
tainly not  be  disappointing  to  those  who 
liked  the  first  two.  Those  who  have  not  seen 
the  preceding  ones  will  come  for  the  subse- 
quent ones. 

Alberta  Vaughn's  charm  is  inexhaustible 
and  too  much  cannot  be  said  for  the  versa- 
tility of  the  entire  cast  which  is  really  re- 
freshing. 

There  is  some  thrilling  automobile  and  mo- 
torcycle riding  up  hill,  down  dale  and  through 
traffic  which  will  make  any  audience  gasp. 

Good  comedy  is  furnished  by  Tripp  and 
Fall.  There  is  a  screamingly  funny  situation 
when  Tripp  starts  off  on  a  bicycle  with  some- 
body else's  camera  and  a  dog  who  has  been 
sic-ed  after  him  gets  hold  of  his  trouser  leg. 
This,  however,  does  not  interfere  with  Tripp's 
propelling  the  bicycle.  The  dog  hangs  on, 
running  along,  trouser  leg  in  mouth,  until  he 
is  tired  out  and  lets  go. 

Exploit  the  fact  that  these  are  stories  by 
Nell  Martin,  published  in  Top-Notch  Maga- 
zine. 


REVIEWED  IN  THIS  ISSUE 
Account  of  Monte  Cristo 

Bischoff,  Inc. 

Crooked 

Davis  Distributing  Division 
The  Tourist  Educational 
The  Adventures  of  Mazie 
No.  3,  Or  What  Have  You? 

F.  B.  O. 

The  Constant  Simp  F.  B.  O. 

Sweet  Marie  Fox 
Delft  Blue  New  Era  Films 

Aesop's  Film  Fables  Pathe 
Are  Parents  Pickles?  Pathe 
Should  Sailors  Marry?  Pathe 
Wildcats  of  Paris  Pathe 


"Aesop's  Film  Fables" 

Pathe  1  reel 

"The  Honor  System"  is  an  excellent  edition 
of  the  series.  The  system  doesn't  work  in 
this  jail,  where  the  inmates  take  advantage  of 
every  opportunity  to  knock  down  guards  to 
make  their  escape,  defying  all  efforts  of  the 
police  to  recapture  them.  Many  good  laughs 
are  produced  when  the  cats  cannot  resist  the 
music  created  by  their  stone-breaking,  and 
leave  their  occupation  long  enough  to  do 
their  steps. 

*    *  * 


"Are  Parents  Pickles?" 


Pathe 


1  reel 


Jimmie  is  a  fire  extinguisher  salesman  who,  after 
a  series  of  attempts  to  interest  his  client,  finally  de- 
livers the  extinguisher  to  his  home.  When,  how- 
ever, the  house  is  on  fire  a  saxophone  is  mistaken 
for  the  extinguisher,  and  the  house  is  reduced  to 
ashes. 

Should  please  the  average  audience.  Al- 
though the  plot  is  thin,  there  is  sufficient 
comedy  and  continuity  to  hold  their  interest. 

There  is  some  good  satire  on  private  secre- 
taries and  fraternity  brotherhood.  Fortun- 
ately Jimmie  is  able  to  give  the  "high  sign" 
to  the  five  secretaries,  each  of  whom  be- 
longs to  a  different  fraternity.  His  theory 
is  "belong  to  them  all,"  and  it  works  beauti- 
fully. The  initiation  ceremonies  initiate  some 
slapstick. 

Jimmie  Parrott  is  the  chief  funmaker; 
Jobyna  Ralston  hasn't  much  of  a  part,  but 
makes  the  most  of  it. 


Announcing 

Two  important  new  series 

13  "REELVIEWS" 
One-reel  Film  Magazine 

"SEARCHLIGHTS" 
One-reel  Popular  Science 

Produced  by  URBAN-KINETO 
Edited  by  MAX  FLEISCHER 
Released  through 


"Should  Sailors  Marry?" 


Pathe 


2  reels 


In  order  to  pay  alimony  to  her  divorced  husband, 
Fay  decides  to  marry  a  rich  man.  Clyde  Cook,  who 
has  been  at  sea  for  four  years  and  has  saved  all  his 
money,  seems  a  likely  candidate  and  the  marriage  is 
consummated.  However,  the  fun  begins  when  he 
learns  that  the  former  husband  is  part  of  the  house- 
hold. When  it  is  learned  that  Clyde  has  lost  his 
fortune,  he  is  put  to  work  and  is  heavily  insured 
against  accident.  Their  designs  on  his  life  do  not 
however,  materialize,  and  he  makes  his  escape. 

Fairly  good  comedy.  It's  a  little  slow  in 
starting,  but  once  it  gets  under  way  there 
is  good  entertainment,  Clyde  Cook  supplying 

most  of  it. 

There  are  some  very  funny  situations.  The 
fight,  for  example,  between  the  husky  wrest- 
ler and  the  puny  sailor  affords  some  good 
laughs.  Clyde  Cook  uses  his  double-jointed- 
ness  to  good  advantage.  This  is  always  a 
source  of  fun. 

Nor  is  this  two-reeler  devoid  of  thrills. 
When  Clyde  drops  through  the  floor  from 
a  great  height,  his  end  seems  inevitable,  but 
invariably  bits  of  rope  and  steel  come  to  his 
rescue. 

Fay  Holderness  as  the  wife  is  excellent, 
and  Noah  Young  as  the  wrestler-husband 
certainly  looks  the  part. 

The  title  could  be  played  up.  And  Clyde 
Cook,  of  course. 

*   *  ♦ 

"Crooked" 

Davis  Distributing  Division  2  reels 

There  is  a  shortage  in  the  cash  at  the  heroine's 
father's  factory.  The  villainous,  gambling  foreman 
is  suspected.  Hero  and  heroine  plan  to  capture  him 
in  the  act  of  theft.  Meantime  the  heroine's  father 
himself  robs  the  safe  of  the  payroll  and  escapes  on 
a  train.  The  foreman  sees  him  and  telephones  ahead 
to  secure  his  arrest.  He  is  seized  at  the  next  sta- 
tion. 

This  is  one  of  the  "Fragments  of  Life" 
series.  It  is  a  picture  without  titles.  It  is  an 
interesting  film,  but  not  up  to  the  high  stan- 
dard set  by  its  predecessors.  The  main  reason 
for  this  is  that  the  story  is  left  uncompleted. 
The  villain  is  not  guilty  of  the  crime.  The 
kind-faced  father  is  arrested  for  the  theft 
And  that  is  the  end  of  the  picture.  Some- 
how, the  thought  seems  unfinished. 

The  production  is  well  cast.  The  conti- 
nuity is  so  clear  that  titles  are  unnecessary. 
All  in  all,  it  is  a  distinct  novelty  that  will 
prove  of  interest  to  the  average  audience. 
Exploit  it  as  something  totally  different  in 
screen  entertainment. 


"Account  of  Monte  Cristo" 

Bischoff,  Inc.  2  Reels 

One  Punch  McTague  is  arrested  while  endeavoring 
to  escape  his  training  quarters  to  visit  his  girl.  His 
manager  insists  that  he  is  an  intelligent  chap  and 
no  crook.  It  is  agreed  that  if  he  can  relate  the 
story  of  Monte  Cristo  he  wijl  be  released.  He  does 
so  in  ludicrous  fashion,  and  instead  of  being  released 
is  confined  in  a  padded  cell.  At  last  the  real  thief 
is  apprehended  and  McTague  set  free. 

This  is  an  H.  C.  Witwer  comedy  feature- 
ing  Eddie  Phillips  and  Charles  Delaney.  It 
is  a  clever  idea  and  should  prove  generally 
pleasing.  However,  if  your  patrons  are  not 
familiar  with  the  famous  novel  and  play, 
"The  Count  of  Monte  Cristo,"  they  may  not 
appreciate  the  burlesque. 

The  pugilist  hero  has  small  conception  of 
the  novel.  He  dresses  the  leading  characters 
in  regulation  comedy  convict  clothing,  and 
further  burlesques  every  part  of  the  story. 

(Continued  on  next  page) 


October  31, 1925 


Page  37 


"Account  of  Monte  Cristo" 

(Continued  from  previous  page) 
He  disposes  of  his  three  enemies  in  humor- 
ous fashion.  The  final  villain  is  described  as 
a  puguilist  opponent  of  McTague's.  This 
gives  opportunity  for  a  humorous  prize  ring 
sequence  in  which  McTague  triumphs  with 
the  aid  of  his  manager.  The  manager  sinks 
his  teeth  into  the  rival  fighter's  leg. 

There  is  a  good  directorial  touch  in  the 
early  part  of  the  film.  Here  we  are  intro- 
duced to  Derby  Doyle,  the  manager.  Derby 
beckons  to  the  audience  to  gather  about  him 
while  he  relates  the  story. 

Exploit  the  name  of  H.  C.  Witwer,  the 
well  known  comedy  writer.  Play  up  the 
featured  players  and  make  the  most  of  the 
burlesque  of  the  famous  story  of  Monte 
Cristo. 

*  *  * 

"Wildcats  of  Paris" 

Pathe  1  reel 

This  is  above  even  that  high  standard  set  by 
the  Aesop  Fable  series  of  which  it  is  among 
the  most  recent.  As  usual,  the  moral  has  no 
connection  with  the  picture,  but  contains  a 
laugh  in  itself. 

The  ridiculous  cats  are  out  in  force.  They 
are  Parisians  this  time,  regular  Apaches. 
They  even  indulge  in  a  Montmartre  dance 
that  is  sure  fire.  Innocent  sight  seers  fall 
victims  to  their  ludicrous  snares.  A  funny 
pup  is  king  of  the  underworld.  He  kidnaps 
the  cat  hero's  sweetheart.  In  a  series  of 
Fairbanks  stunts  and  fights,  evil  is  thwarted 
and  virtue  emerges  triumphant.  You  can't  go 
wrong  showing  this  one. 

*  *  * 

"The  Tourist" 

Educational  2  reels 

Johnny  Arthur  is  touring-  in  a  trick  flivver  when 
he  meets  the  heroine  walking  home  from  an  auto- 
mobile ride.  He  escorts  her  home  and  there  dis- 
covers two  villains  who  have  found  a  curative  well 
on  the  farm.  The  farm  is  to  be  sold  for  taxes, 
and  the  crooks  hasten  townward  to  secure  pos- 
session. Johnny  and  the  girl  beat  them  to  it  after 
many  adventures.  Johnny  saves  the  farm,  marries 
the  girl  and  waxes  wealthy  by  the  sale  of  the 
spring  water. 

This  is  a  real  fine  comedy  starring  Johnny 
Arthur.  It  is  well  gagged  up,  and  there  are 
some  especially  amusing  sequences  featuring 
the  trick  auto  in  which  "The  Tourist"  is  tour- 
bread.  When,  in  the  chase  sequences,  the 
villains  blow  all  four  tires  by  means  of  brok- 
ing. 

The  engine  of  his  machine  swerves  him 
ful  sight  is  that  in  which  scenes  are  shown 
is  seen  bubbling  against  the  crater.  The 
of  the  volcano  at  night  and  the  boiling  lava 
as  a  place  to  fry  eggs,  boil  coffee  and  toast 
en  bottles,  Johnny  strips  them  off,  pushes 
his  flivver  onto  the  railroad  tracks,  lifts  the 
top  of  his  car,  and  sails  along  to  victory. 

In  the  closing  shots  Johnny,  his  wife  and 
his  mother-in-law  are  shown  at  the  height 
of  prosperity.  And  there  are  half  a  dozen 
little  Johnnies  playing  about,  whose  presence 
the  mother-in-law  ascribes  to  the  wonderful 
powers  of  the  spring  water  that  has  brought 
them  all  fortune. 

Arthur  is  a  wistful  little  chap,  and  a  true 
comedian.  His  work  in  this  one  is  good  for 
many  a  chuckle.  His  leading  women  is  es- 
pecially appealing,  and  makes  a  fine  little 
heroine.  _  The  support  is  satisfactory. 

Exploit  this  as  a  Johnny  Arthur  comedy, 
and  effect  tie-ups  with  motor-car  agencies 
and  accessory  stores. 

*   *  * 

"Delft  Blue" 

New  Era  Films  1  reel 

This  is  a  film  tour  of  parts  of  Holland, 
and  shows  in  interesting  fashion  the  land- 
scapes and  scenes  that  have  served  as  the 
inspiration  for  the  famous  Dutch  artists. 

We  see  the  familiar  windmills,  the  odd 


little  bridges,  the  harbors,  and  the  odd,  in- 
teresting characters  that  live  in  the  land  e.t 
dikes.  Many  of  the  shots  are  strangely 
reminiscent  of  the  Delft  chinaware  which 
has  enjoyed  tremendous  vogue  throughout 
the  civilized  world. 

These  travel  films  deserve  special  men- 
tion. They  bring  remote  parts  of  the  world 
to  your  very  doorstep  and  have  great  value 
in  an  educational  way  as  well  as  offering 
capital  entertainment.  When  you  show  thii 
one  and  others  of  the  series  you  should  tie 
up  with  schools,  churches,  and  the  best  ele- 
ment in  your  town. 

*   *  * 


Two    scenes     from    Educational's  "The 
Tourist,"   a   short  that  made  New  York 
theatre-goers  laugh  heartily. 


"Sweet  Marie" 

Fox  2  reels 

Sid  Smith  is  an  ex-doughboy  who  dreams  of  his 
sweet  Marie,  a  little  French  girl  whom  he  met 
"over  there"  and  who  has  disappeared.  He  knows 
she  is  in  America  and  searches  for  her  finally  lo- 
cating her  in  the  cabaret  of  his  hated  rival.  Sid 
outwits  and  out-fights  the  villain  and  wins  the 
girl  after  a  series  of  humorous  episodes. 

This  Imperial  Comedy  is  mighty  good  en- 
tertainment, and  is  much  better  than  the 
usual  run  of  this  type  of  comedy.  The  film 
is  well  produced  on  an  unusually  lavish  scale 
and  contains  a  number  of  sequences  that  are 
well  calculated  to  gain  the  requisite  laughs. 

Perhaps  the  funniest  sequences  are  those 
in  which  Sid  reminds  Sweet  Marie  of  their 
thrilling  experiences  "over  there."  Thest 
are  shown  to  the  spectators  through  the 
medium  of  a  flash  back.  Another  good  short 
is  that  showing  Sid  setting  forth  on  his  daily 
tour  in  search  of  the  lost  sweetheart.  His 
valet,  formerly  a  truck  driver  in  the  army, 
acts  as  crauffeur  to  a  peculiar  equipage 
which  may  best  be  described  as  a  motor- 
driven  roller  chair.  Of  course,  the  chauffeur 
falls  off,  and  Sid  unknowingly  hooks  his 
chariot  on  to  the  very  car  that  contains  the 
girl  of  his  heart,  and  the  villainous  cabaret 
proprietor. 

Ply  this  up  as  an  exceptionally  good  com- 
edy, and  feature  the  name  of  Sid  Smith.  In- 
vite all  the  "Sweet  Maries"  in  town  to  see 
the  picture  as  your  guests. 


News  Reels  in  Brief 


Pathe  News  No.  88 

SANTA  CRUZ,  CAL. — Set  new  anti-air- 
craft record  against  mile-high  target!  6.3rd 
Artillerv  gunners  riddle  towed  sleeve,  3% 
by  10  feet  long,  with  shrapnel  in  latest 
tests.  WASHINGTON,  D.  C— State  Gover- 
nors seek  repea  of  U.  S.  Inheritance  Tax! 
Executives  visit  Pres.  Coolidge  and  pledge 
support  to  administrative's  tax  reduction 
plan.  Gov.  C.  Walker  (right)  of  Georgia, 
and  T.  H.  Thoreson,  North  Dakota  Tax 
Commissioner,  are  united  against  inher- 
itance levy.  ANZIO,  ITALY — Honor  Colum- 
bus on  first  Italian  Columbus  Day!  BALTI- 
MORE, MD. — U.  S.  Army  flier  sets  new  sea- 
plane speed  record — Lt.  Doolittle  (in  plane 
No  3)  defeats  European  airmen  for  Schnei- 
der Cup  at  232.7  miles  an  hour.  The  Ita- 
lian monoplane,  piloted  by  De  Briganti,  had 
a  hard  job  taking  off  because  of  the  low- 
ness  of  wings.  Flying  bullets — traveling 
four  miles  a  minute.  Proud  of  Army's  vic- 
tory— -Maj.  Gen.  Patrick  (right)  Chief  of 
Air  Service,  and  Lt.  Doolittle.  Many  of 
Navy's  speedist  planes  were  destroyed 
when  17  ships  were  smashed  by  a  60-mile 
gale  24  hours  before  the  race.  CAMBRIDGE, 
MASS. — Dartmouth  crushes  Harvard  for  the 
third  consecutive  time!  Capt,  Cheek's  kick 
from  placement  in  first  period  is  little  help 
to  Crimson,  who  lost  32-9.  Lane  of  Dart- 
mouth scores  on  a  perfect  forward  pass. 
Harvard's  only  touchdown.  (Boston  only. 
At  Providence,  R.  I.,  Yale  defeats  Brown  20 
to  7.  INDIANAPOLIS,  IND.  IN  THE  LIME- 
LIGHT— A.  R.  Robinson  new  U.  S.  Senator! 
Lawyer  is  named  by  Gov.  Jackson  to  fill 
vacancy  caused  by  death  of  Sen.  Ralston. 
VIENNA,  AUSTRIA  — ■  Prance  versus  Ger- 
many on  tennis  court!  Mile.  Lenglen  de- 
feats Prau  Neppach,  Germany's  womeV 
champion,  in  first  important  match  since 
the  war.  PORTSMOUTH,  ENGLAND.  "Wel- 
come home"  is  England's  greeting  to  Prince 
of  Wales!  H.R.H.  is  jolly  well  pleased  to  be 
back  after  his  six  months  tour  in  Africa 
and  S.  America.  PHILADELPHIA.  PA. 
Philadelphia  only).  Penn  defeats  Chicago 
7  to  0!  60,000  brave  rain  to  see  great  Red 
and  Blue  team  and  scalp  of  Big  Team 
champion  to  its  sensational  1925  victories. 
BRADY.  TEXAS — Turkeys  take  on  weight 
for  holiday  season. 

Fox  News  Continuity 

NEW  BEDFORD,  MASS.  —  The  crimson 
cranberry  is  now  being  picked  from  the 
bogs  of  New  England  for  holiday  festive 
board.  ON  THE  ATLANTIC — Sir  Esme 
Howard,  the  British  Ambassador  to  Amer- 
ica, returns  to  post  after  vacation  at  home. 
ATLANTA,  GA.  — ■  "Vice  President  Dawes 
pays  a  visit  to  the  South  and  is  met  at  the 
Atlanta  Station  by  Mayor  Sims.  LONDON, 
ENGLAND — Cricklewood  Farm,  just  out- 
side city,  is  a  famous  asylum  of  rest  for 
aged  and  infirm  work-horses.  ATHENS, 
GREECE — Far  from  home,  sailors  of  U.  S. 
S.  Scorpion  are  joined  bv  the  natives  in  en- 
joyment of  a  holiday.  SEATTLE,  WASH. — 
A  shipload  of  reindeer  from  wilds  in  Alaska 
arrives  to  stock  a  game  preserve  in  Califor- 
nia. ST.  PAUL,  MINN.  —  Nets  in  St.  Croix 
River  yield  17,000  lbs.  of  carp  at  a  time,  to 
be  shipped  to  markets  in  the  East.  PARIS 
— To  the  French,  flowers  are  a  necessity  of 
life,  and  every  street  corner  has  its  blossom 
vendor.  MANY  STARTLING  UPSETS  IN 
FOOTBALL  RESULTS  —  70,000  at  New 
Haven  see  Pennsylvania  conquer  Yale  for 
first  eime  16-13.  CHICAGO,  ILL.  — -  Univer- 
sity of  Chicago  defeats  Northwestern,  6  to 
0.  before  a  vast  throng  at  Stagg  Field.  SAN 
FRANISCO  —  81  hardy  athletes  battle 
treacherous  tide  in  race  to  swim  the  Golden 
Gate,  and  only  38  of  them  finish. 

Kinograms  No.  5130 — New  York 
Edition 

PHILADELPHIA — PENN  DEFEATS  CHI- 
CAGO 7  to  0 — The  kick-off.  Battle  in  the 
rain  on  muddy  gridiron.  Forward  pass  of 
45  yards  nets  Penn  a  touchdown,  the  only 
score  of  the  game.  Chicago  battles  hard 
for  a  score.  But  Penn  holds  the  Maroon  off 
and  wins  7-0.  LOS  ANGELES — LIGHT  THE 
FLAMES  OF  FOOTBALL  FURY — Univer- 
sity of  California  students  hold  lurid  mass 
meeting  at  night.  YOU'D  NEVER  GUESS 
THIS  WAS  IN  ALASKA — Anchorage, — Ice 
and  snow?  Nix!  Instead  they  have  agricul- 
tural parade,  flappers  and  everything.  A 
Kinograms  exclusive.  BOSTON.  —  AT  76 
HE'S  IN  COLLEGE  WITH  HIS  GRANDSON, 
22 — Grandfather  is  a  freshman  and  the 
youth  is  a  senior  in  Boston  University. 
ANZIO,  ITALY — Mussolini  open  new  cable 
to  So.  America. — Direct  line  to  Buenos 
Ayres  is  inaugurated — The  Premiere  and 
party  arrive.  BROOKLYN,  N.  Y.  —  Say 
Farewell  to  Last  Clipper  Ship — Olt  salts  bid 
good-bye  to  the  "Benjamin  F.  Packard"  in 
unusual  ceremony.  BAY  SHORE  PARK, 
MD.  —  Lieut  J.  H.  Doolittle  also  breaks 
world  seaplane  record  in  big  air  race. 


Page  38 


Exhibitors  Trade  Review 


Red  Seal's  "Evolution" 
"Thru  Three  Reigns" 
Runners-Up  for  Award 


Two  Red  Seal  Featurettes,  the  three-reel 
\ersion  of  "Evolution"  and  "Thru  Three 
Reigns"  finished  in  second  and  third  place  in 
the  Riesenfeld  Goid  Medal  Award  for  the 
most  novel  short  subject  of  the  year  ending 
Sept.  1.  First  place  and  the  medal  were  won 
by  "The  Voice  of  the  Nightingale,"  produced 
abroad  by  L.  Starevitch  for  the  Pathe  Con- 
sortium of  Paris. 

Edwin  Miles  Fadman,  President  of  Red 
Seal,  while  quick  to  announce  his  congratu- 
lations to  the  winner  of  the  award,  was 
highly  gratified  at  the  standing  of  his  own 
films  in  the  contest. 

"Evolution"  is  the  film  edited  by  Max 
Fleischer  for  Urban-Kineto  and  produced 
under  the  supervision  of  Edward  J.  Foyles, 
of  the  American  Museum  of  Natural  His- 
tory. Originally  issued  as  a  five-reeler,  it  is 
now  also  available  in  a  shortened  three-reel 
version. 

"Thru  Three  Reigns"  is  a  Cranfield  and 
Clarke  production  that  has  met  with  acclaim 
wherever  it  has  played.  It  is  a  pictorial  rec- 
ord of  the  lives  of  three  great  monarchs  of 
Britain,  Victoria,  Edward,  and  the  present 
George.  And  through  all  these  are  interest- 
ing films  of  the  Prinoe  of  Wales,  first  as  a 
tiny  lad,  through  boyhood  and  up  to  today. 

*  *  * 

NEW  ONE  FROM  F.  B.  O. 

"Look  Out  Below !"  is  the  title  Joe  Rock 
has  given  his  current  Standard  comedy  fea- 
turing the  trio  of  rotund  funsters,  "Fat" 
Karr,  "Kewpie"  Ross  and  "Fatty"  Alexan- 
der. In  any  event  this  will  be  the  working 
title  of  the  little  fun  teature  which  is  being 
directed  by  '  jum"  Summerville,  the  elon- 
gated megaphone  wielder. 

*  %•  * 

NOVELTY  SUBJECTS  PRAISED 

Edwin  Miles  Fadman,  President  of  Red 
Seal,  is  in  receipt  of  a  letter  from  Finkel- 
stein  and  Ruben,  Minneapolis,  praising  the 
entire  Red  Seal  output.  "As  a  whole,  "says 
the  letter,  "your  material  is  fine,  while  your 
Ko-Ko  Song  Car-Tunes  and  Out-of-the-Ink- 
well  subjects  are  marvelous."  The  entire 
Red  Seal  product  has  been  booked  for  the 
F.  and  R.  Theatrical  Enterprises. 


Use  Slugs  for  Shorts 

ONE  of  the  most  essential  aids  to 
exhibitors  in  exploiting  fea- 
tures, has  been  the  use  of  slug  and 
one  column  cuts  to  be  used  as  teas- 
ers in  newspapers  and  programs. 
This  same  method  should  be  effec- 
tive with  your  short  programs  as 
well.  If  you  are  going  to  get  all 
the  possibilities  out  of  your  short 
subjects  as  you  do  with  features 
don't  overlook  a  liberal  distribution 
of  these  teasers,  probably  the  most 
important  advance  exploitation  you 
can  give  any  film,  long  or  short. 

Distributors  of  short  films  are 
paying  more  and  more  attention  to 
this  phase  of  exhibitor  helps.  Make 
your  patrons  just  as  well  acquainted 
with  your  comedies  and  novelties,  as 
far  in  advance  as  possible,  as  they 
are  with  features.  They'll  watch 
for  them  and  come  to  see  them. 
What  movie  fan  would  miss  an 
"Our  Gang"  comedy  if  he  knew  ex- 
actly when  he  could  see  it?  Not 
one. 

What  lover  of  good  music  wouldn't 
appreciate  knowing  when  your  thea- 
tre was  running  one  of  the  "Music 
Master"  series,  or  the  Mack  Sennett 
fans,  whrn  you  play  a  Sennett  com- 
edy. Not  one.  Until  they  have  taken 
it  for  granted  that  they'll  see  some- 
thing interesting  in  the  short  films 
whenever  they  go,  but  why  not  play 
up  your  best  shorts  and  get  all  the 
nossible  business  that  might  be  lying 
around. 


Fox  Announces  New 
Helen  and  Warren 
Also  an  0.  Henry 

Fox  Films  announces  the  launching  of  two 
new  comedies,  one  in  the  O.  Henry  series 
and  one  in  the  Helen  and  Warren  married 
life  series,  with  casts  up  to  the  high  stand- 
ard maintained  in  all  the  Fox  short  subjects 
this  season. 

"The  Silent  Witness"  is  the  title  of  the 
Helen  and  Warren  two-reeler  based  on  an- 
other of  Mabel  Herbert  Urner's  stories.  It 
will  be  directed  by  Tom  Buckingham,  who 
has  just  returned  to  the  Fox  lot  with  an  en- 
hanced reputation  for  putting  punches  into 
comedies.  Kathryn  Perry  and  Hallam  Cooley 
continue  in  the  roles  of  Helen  and  Warren, 
the  newlyweds. 

"Cupid  a  la  Carte"  is  the  new  O.  Henry 
being  produced  under  the  direction  of  Daniel 
Keefe.  Florence  Gilbert,  brilliant  comedi- 
enne, who  has  been  carrying  the  leading 
feminine  role  in  the  Van  Bibber  comedies, 
has  been  lent  to  the  O.  Henry  production 
unit  to  play  the  role  of  Mame.  Carroll  Nye 
has  been  cast  as  the  hero  of  the  story.  Maine 
Geary  and  Sidney  de  Grey  have  important 
supporting  roles. 

Both  comedies  are  being  produced  under 
the  direct  supervision  of  George  Marshall, 
Fox  comedy  chief. 

*    *  * 

NEW  "BABY  STAR"  FUND 

Another  "baby  star  '  has  been  annexed  by 
Joe  Rock,  producer  of  fun  films.  This  time 
it  is  dainty  little  Lois  Boyd,  formerly  a  mem- 
ber of  the  Christie,  Roach  and  Sennett  pul- 
chritudinous  aggregation.  Miss  Boyd  will 
be  seen  in  the  next  Standard  comedy. 


AIR  MEN  THRILL  AT 


"LIFES  GREATEST  THRILLS" 


Two  score  of  famous  men,  whose  names 
are  household  words  throughout  the  world, 
and  whose  every  hour  is  filled  with  thrills, 
composed  a  private  audience  in  the  Enlisted 
Men's  Club,  at  Mitchel  Field,  Long  Island, 
that  witnessed  a  showing  of  International 
Newsreel's  sensational  motion  picture,  "Life's 
Greatest  Thrills." 


The  Gang  gathers  atop  Director  Bob  McGowan's  desk  and  only  are  knee  high  to 
the  phone.    It's  a  "process  camera"  scene  from  a  new  Pathe  review. 


The  men,  all  of  them  aviators  and  most  of 
them  speed  pilots,  had  been  invited  to  see 
the  picture  by  Lieutenant  John  A.  Bock- 
horst,  International  Newsreels'  intrepid  avia- 
tor cameraman. 

The  showing  was  made  possible  by  Lieu- 
tenant-Colonel Benjamin  D.  Foulois,  com- 
manding officer  at  Mitchel  Field  and  the 
pioneer  pilot  of  the  U.  S.  Army  Air  Service. 

During  the  course  of  the  showing  of  the 
pictures,  the  daredevils  of  the  air  sat  spell- 
pound  as  thrill  after  thrill  was  revealed  to 
them.  From  time  to  time  there  were  ex- 
clamations of  astonishment,  particularly  at 
the  remarkable  automobile  and  airplane  pic- 
tures that  are  a  part  of  this  sensational  pic- 
ture. 

At  the  conclusion  of  the  showing  Lieut- 
Col.  Foulois  said: 

'"Life's  Greatest  Thrills'  has  caught  the 
real  thrill  of  flying  and  also  given  us  a  new 
idea  of  the  important  part  played  by  news- 
reel  photographers  in  recording  the  important 
events  for  posterity.  International  Newsreel 
is  certainly  to  be  congratulated  for  their  en- 
terprise in  giving  this  picture  to  the  public." 

Lieut.  A.  J.  Williams,  who  broke  the 
world's  speed  record  when  he  flew  302  miles 
in  an  hour,  the  greatest  speed  at  which  any 
human  being  ever  travelled,  declares: 

"They  didn't  misname  that  picture  when 
they  called  it  'Life's  Greatest  Thrills.'  Be- 
lieve me,  it's  the  greatest  picture  I've  seen." 


The  Palace  Theatre,  New  Orleans,  La., 
one  of  the  houses  on  the  Orpheum  Circuit 
has  booked  for  early  showing  the  Joe  Rock 
series  of  Blue  Ribbon  comedies,  starring 
Alice  Ardell,  and  the  series  of  Standard  Fat 
Men  comedies,  featuring  "Fat"  Karr,  "Kew- 
pie" Ross  and  "Fatty"  Alexander,  which 
F.  B.  O.  are  distributing. 


October  31, 1925 


Page  39 


XPLOITATI 

A  Section  of  Ideas  for 
Big*  and  Little  Exhibitors 


Santa  Claus  Can  be 

A  Will  O'  The  Wisp 


Old   Kriss   Kringle  is  Always 
Around  for  the  Exhibitor 
Who  Knows  Him 

WE'VE  been  doing  so  many  tie-ups 
in  this  paper  that  we  don't  even 
feel  stumped  when  attempting  to 
tie-up  Santa  Claus  with  "Not  So  Long 
Ago,"  or  in  fact  any  picture.  The  rea- 
son we  take  this  particular  picture  is 
that  we  happened  to  have  a  good  pho- 
tograph illustrating  the  point  to  be 
brought  out  in  this  column. 

Just  watch  your  daily  newspapers 
from  now  until  Christmas  and  see  how 
each  day  will  bring  about  an  increase 
in  the  number  of  advertising  pages  car- 
ried. Also  note  the  many  different 
forms  these  ads  will  take  to  bring 
about  some  novelty  to  attract  the  great- 
er amount  of  attention  from  readers. 

Christmas  to  the  store  keeper  is  the 
day  when  the  greatest  amount  of  busi- 
ness of  the  current  year  is  done.  Show 
him  how  to  increase  that  business,  and 
he'll  be  your  friend  forever  and  ever, 
as  the  story  books  have  it. 

You  can  sell  these  merchants,  these 
store  keepers  on  the  Split  a  Page  ad 
idea,  easy  as  pie.  They  won't  be  "Fall- 
ing" for  anything.  Rather,  they  will 
be  recognizing  a  new  and  novel  form 
of  advertising. 

It  doesn't  matter  what  your  picture 
is,  there  are  plenty  of  ways  for  live 
merchants  to  tie-up  with  his  own  par- 
ticular form  of  merchandise.  It's  the 
greatest  thing  for  him,  because  it  will 
make  him  at  least  twice  as  sure  that  his 
ad  will  be  read.  And  it's  just  the  thing 
for  you — for  the  exact  same  reason. 

We'll  be  glad  to  help  you  in  laying 
out  such  ads.  Send  your  requests  for 
suggestions  and  ideas  to  Hank  Linet, 
Exploitation  Editor,  and  he  will  shoot 
you  the  stuff  pronto.  No  charge  for  the 
service.  It's  part  of  the  Exhibitors 
Trade  Review  service — and  it's  fol- 
lowed by  the  Exhibitors  Daily  Review 
also. 


TTTR  ST  THOMAS  TTMESJOIUNAI. 


SATTTrDAV.  OCTOOT  t.  in 


Cokimbia  Theatre 
ictober  5,  6,  7 


NOT  SO  LONG  AGO 


Columbia  Theatre 
October  5,  6,  7 


A  Picture  That  Brings  Back  The  Good  Old  Days   Of  Not  So  Long  Ago 

'  BETTY  BRONSON  AND 
CORTEZ  IN  BIG  FILM 


Leads  In  Shoe  Styles 
As  In  the  Days  of 
Not  So  Long  Ago 


^Economic 
l«  *•  Shoe  Store 


s  We  tleaidti 
3  Long  Agoj 


•  Cleveland  Bicycle 

This  Is  the  Place 
Service  Built 


eds  miairinff  you 
moderei,.!.  at  the 


MOW  LONG  HAVE  YOV  UttN  IN 
ST  THOMAS' 


"  NOT  SO  LONG  AGO  ' 


t?rts  ir.  m ten nizin.fr,  ini-ludinfr  bui'. 

Dick  Dinner 


"  Not  So  Long  Ago  " 


Time  Has  Wrought  Many 
Changes  in  Cars  and  Stars 

eM.m.hi'ie  rm  ni  ol  Cttieral  Mnttrs. 


Elgin  Motor  Co. 

:  St.  Catherine  ilrt-et.  i  ,      Phone  > 

Oldsmobile  Six 

Produet  of  General  Motor* 


Those  Were  the  Days  ! 


.SieWj/  Olrnll  ProduetU. 

'    —  with  - 


A  Careful  Eye 
Examination 


F.  STEELE 


BETTY  BRONSON  and 
RICARDO  CORTEZ 


•  Any>  when  old  New  York  w,.*, 
young-- when  Tim«'s  .-'T 

just  -a  ewpath.  Pi-rwhuiM; 
Vnth  gvn&i  charm  and  fcoloj 
by  the  director-of  "Little  OJrl 
New  York  " 


COLUMBIA  THEATRE 


Vowlag.  Tuendau  and  Wednomday.  Oct.  S.S.J 
Regular  Populal  Price*  Prevailing. 
Cwdy  LLOYD  HAMILTON"  in  'WAITING* 


*.A$l  GREY  S    THE  t 


-TERN  STARS 
h  Berrf 


HP  HIS  cooperative  advertising  page 
-*-  shown  appeared  in  the  St.  Thomas 
Times  Journal,  St.  Thomas,  Ontario.  To 
the  casual  observer  it  looks  like  a  page 
of  reading  matter  on  Paramount's  picture, 
"Not  So  Long  Ago,"  starring  Betty  Bran- 
son.   Once  into  the  text  matter,  the  reader 


will  get  the  advertisements  of  merchandis- 
ers. That  is  the  desired  way  of  advertising. 
Text  matter  on  advertising  pages  is  usually 
twice  as  expensive  as  ordinary  ads.  It  is 
no  wonder,  therefore,  that  the  management 
of  the  Columbia  Theatre  was  able  to  put  the 
page  across  as  efficiently  as  is  seen  here. 


Page  40 


Exhibitors  Trade  Review 


Lost  World" Looks  Like  Year's 


Outstanding  Publicity  Film 


Here  is  another  of  the  many  stunts  that 
have  been  pulled  to  date  on  First  Na- 
tional's "Lost  World."  Notice  the  cut-out 
figure  placed  right  on  the  light  sign.  This 
took  place  at  the  Strand  Theatre,  Seattle, 
Washington,  and  seems  to  have  opened  a 
new  way  of  putting  things  across  with  a 
*   *  * 

Loew's  State  Theatre  at  Los  Angeles, 
California,  thought  enough  of  the  Inter- 
national News  scoop  to  put  it  right  on  the 
marquee.  This,  by  the  way,  is  a  corking 
way  to  put  over  these  happenings.  It  will 
bring  not  only  a  full  house,  but  much 
good-will  besides. 


Lost  Animal  Contest  a  Feature  of 
"Lost  World"  Exploitation 
in  Atlantic  City 

One  of  the  most  complete  and 
thorough  campaigns  that  has  ever  been 
staged  for  the  exploitation  of  any  pic- 
ture is  a  broad  statement  to  make  about 
the  efforts  of  any  exploitation  work. 
However,  in  all  justice,  it  can  be  said 
of  the  First  National  campaign  for 
"The  Lost  World"  at  Atlantic  City. 

Booked  in  with  short  notice,  with 
only  a  few  days  to  work  before  the 
opening  at  the  Globe  theatre,  "The 
Lost  World,"  was  not  lost  in  the  board- 
walk city — they  found  it — they  couldn't 
help  it. 

Here  is  a  summary  of  the  work  that 
was  done : 

1.  A  "Lost  World"  Lost  Animal 
Contest  was  arranged  with  the  Atlantic 
City  Gazette  Review.  For  an  entire 
week  this  paper  ran  daily  photographs 
of  "The  Lost  World's"  prehistoric  ani- 
mals, with  daily  cash  prizes  to  those 
who  could  give  the  correct  names  of 
the  animals.  A  fifty- word  essay  about 
the  animal  determined  the  placing  of 
the  award  and  the  stunt  went  over  with 
a  bang.  Atlantic  City  laid  aside  its 
crossword  puzzles  and  juggled  with 
brontosaurus,  allosaurus  and  the  like. 
More  than  2,000  replies  were  received 
by  the  paper. 

2.  A  tie-up  was  arranged  with  the 
Yellow  Taxi,  the  jitney  busses,  and  the 
Packard  Taxi  Company,  a  total  of  more 
than  200  cars.    Each  car  bore  a  two- 


foot  sticker  pasted  on  the  rear  windows 
reading,  "Hop  in  and  see  The  Lost 
World'  now  playing  at  the  Globe  The- 
atre." 

3.  So  pleased  was  the  Atlantic  City 
Gazette-Review  with  the  success  of  the 
contest  which  they  carried  that  they  dis- 
tributed 12,000  "Lost  World"  rotograv- 
ure inserts  in  the  Sunday  edition  of  the 
paper. 

4.  Every  book  store  location  worthy 
of  using  was  procured  for  full  window 
tie-ups  on  the  A.  L.  Burt  edition  of  Sir 
Arthur  Doyle's  novel  from  which  the 
picture  was  made. 

5.  The  principal  music  store  window 
was  used  to  sell  the  picture  and  the 
song  "The  Lost  World." 

6.  The  Majane  News  Company,  the 
leading  news  dealer  in  Atlantic  City, 
used  11,000  stickers,  advertising  the 
picture  in  Yiddish.  These  were  placed 
on  the  front  page  of  every  Jewish  news- 
paper sold  in  the  city. 

7.  In  cooperation  with  the  local  or- 
ganization of  Boy  Scouts,  15,000  special 
heralds  were  distributed  to  the  homes. 

8.  Twenty-five  of  the  best  hotels 
were  agreeable  to  placing  special  art 
cards  in  their  lobbies  in  conspicuous  lo- 
cations. 

9.  Trailers  were  run  in  two  principal 
picture  houses  advertising  the  attrac- 
tion. In  addition  to  all  of  the  above 
features  in  a  town  of  the  size  of  At- 
lantic City,  the  town  was  literally  billed 
to  the  heavens.  All  you  could  see  was 
"Lost  World"  paper.  50-24  sheets ;  100- 
8  sheets;  150-6  sheets;  1,000-1  sheets 
and  500-3  sheets.  Four  thousand  win- 
dow cards  were  placed. 

Last,  but  by  no  means  least,  a  special 
projection  machine  called  a  Picturola, 
was  placed  in  the  lobby  of  the  theatre. 
This  machine,  which  is  about  the  same 
size  as  a  Victrola  and  of  much  the  same 
appearance,  is  a  continuous  projection 
machine  that  shows  a  teaser  trailer.  A 
similar  one  blocked  traffic  in  New  York 
recently  when  used  to  exploit  "The  Lost 
World"  there.  The  one  in  Atlantic 
City  proved  to  be  no  exception,  for 
crowds  jammed  the  walk  in  front  of  the 
Globe  Theatre. 

The  campaign  was  complete  in  every 
detail  and  it  was  one  that  was  produc- 
tive of  wonderful  results  despite  the 
fact  that  nothing  particularly  flashy  or 
sensational  was  undertaken.  It  there 
was  any  other  angle  that  might  profit- 
ably be  exploited  it  would  have  needed 
Thurston  to  produce  it. 

The  campaign  was  under  the  guid- 
ance of  Louis  R.  Brager,  directed  by 
Allan  S.  Glenn,  Supervisor  of  Ex- 
ploitation for  First  National. 


October  31, 1925 


Page  41 


Ties  With  Steamship 
Company  For  Boat 
Excursion  To  Theatre 

THE  Star  Theatre  in  Arnold's 
Park,  la.,  recently  reversed  the 
Sunday  custom  of  towns  near  bath- 
ing beaches.  Instead  of  losing  its  pa- 
trons to  the  beaches  on  a  fine  August 
Sunday  it  "dragged"  them  all  in  and 
collected  those  from  other  resorts  on 
the  lake  as  well.  The  house  record 
was  broken  by  100  per  cent. 

The  picture  was  "The  Hunchback  of 
Notre  Dame."  Jack  Edwards,  Uni- 
versalist,  came  from  Des  Moines  to  put 
on  an  exploitation  campaign  and  the 
first  thing  he  did  was  to  make  a  tie-up 
with  the  Okoboji  Steamship  Company, 
which  operates  on  Lake  Okoboji,  for  a 
joint  lake  excursion  and  theatre  party. 
Special  tickets  were  printed  giving  pur- 
chasers a  reduced  rate  of  70  cents  for 
the  lake  trip  both  ways  and  theatre  ad- 
mission. 

Tickets  were  placed  on  sale  at  the 
Manhattan  Beach  Hotel  and  The  Inn 
with  special  announcements  on  bulletin 
boards  and  advertising  matter  placed  in 
all  key  boxes  at  both  hotels.  All  of  the 
company's  boats  carried  advertising 
matter  on  the  excursion. 

BUT  not  content  with  pulling  in  most 
of  the  hotel  guests  and  cottagers  on 
Lake  Okoboji,  Edwards  and  Manager 
Rehfield  journeyed  four  miles  south  to 
Milford  and  five  miles  north  to  Spirit 
Lake  to  tack  cards  all  over  town.  They 
used  a  ballyhoo  truck  covered  with  ban- 
ners for  this  trip. 

The  only  newspaper  published  in  Ar- 
nold's Park  is  the  weekly  "Bulletin,"  a 
'11  x  7}4  inch  affair.  The  Star  Theatre 
uses  half  of  the  back  page  of  this  pub- 
lication for  its  ad.  Mr.  Edwards  made 
arrangements  with  the  editor  to  lift  the 
ad  from  the  back  page  after  the  regular 
run  was  off  the  press  and  to  place  it  on 
the  front  page  together  with  a  publicity 
story  on  the  "Hunchback"  engage- 
ment and  the  steamship  excursion.  One 
thousand  of  these  were  then  run  off  and 
placed  in  key  boxes  at  resort  hotels  and 
distributed  in  automobiles  in  Arnold's 
Park,  Milford  and  Spirit  Lake. 

Through  a  tie-up  with  a  local  bak- 
ery heralds  on  the  picture  were  wrapped 
in  all  bundles  sent  out  by  the  shop. 

EDWARDS  also  made  a  personal 
call  on  the  minister  of  the  Com- 
munity church  and  "sold"  him  on  the 
picture  with  the  result  that  he  endorsed 
the  production  from  the  pulpit  on  Sun- 
day morning.  The  Catholic  priest  of 
the  parish  also  recommended  the  pic- 
ture to  his  parishioners. 


The  effective  lobby  display  in  The 
Palace  Theatre,  Dallas,  Texas,  on  the 
Metro  feature,  "A  Slave  of  Fashion," 
with  Norma  Shearer.  It  was  a  beau- 
tiful sight,  especially  when  the 
lobby  lights  were  on  in  full  flare  at 
night,  and  caused  much  favorable 
comment. 


Window  Cards  Help 

When  "A  Slave  of  Fashion,"  star- 
ring Norma  Shearer,  played  recently  at 
the  Victory  Theatre  in  Providence,  R. 
I.,  Floyd  Stuart,  Metro-Goldwyn  ex- 
ploiteer,  exploited  the  picture  by  dis- 
tributing 200  window  cards  among  mer- 
chants who  displayed  them  in  their 
windows,  and  by  posting  500  one- 
sheets. 


Peacock  Feathers  Ties 
Whole  Town  on  Show 

AS  well  turned  out  a  fashion  show 
as  ever  hit  Pittsburgh  was  pro- 
duced last  week  at  the  Camera- 
phone  Theatre,  East  Liberty,  by  Rich- 
ard Brown,  manager  of  this  popular 
little  suburban  house.  With  the  assist- 
ance of  Lon  B.  Ramsdell,  exploiteer 
for  Universal,  this  pair  sewed  up  East 
Liberty  tight  on  exploitation  for  the 
"Fall  Fashion  Show"  which  was  pro- 
duced in  conjunction  with  the  Univer- 
sal Jewel,  "Peacock  Feathers." 

On  the  stage  were  two  grand  pianos, 
played  at  the  same  time,  which  added 
novelty  and  smartness  to  the  regulation 
parade  of  models.  Six  beautiful  girls 
attired  in  all  the  latest  of  milady's  gar- 
ments strutted  forth  as  only  expert 
models  can,  ending  their  part  of  the 
performance  by  appearing  on  a  beau- 
tiful illuminated  runway  that  ran  the 
entire  length  of  the  house.  The  setting 
was  an  old  Moorish  castle,  and  with  the 
colors  of  the  drapes  and  the  lighting  ef- 
fect, it  was  a  style  show  well  worthy 
of  a  house  more  pretentious  than  the 
Cameraphone. 

LL  the  leading  dress  shops  loaned 
their  winds  to  Manager  Brown.  A 
hardware  store  dressed  its  windows 
with  hardware  and  centered  this  sign 
among  the  pots  and  pans :  "What's 
the  use  of  dressing  up  if  you  can't  have 
these  to  cook  with." 

As  a  result  of  these  efforts  of  Man- 
ager Brown,  "Peacock  Feathers"  had 
the  honor  of  breaking  all  house  rec- 
ords and  setting  a  standard  that  will  be 
hard  for  Mr.  Brown's  competitors  to 
follow. 


The  sign  on  the  wagon  tells  the  story  of  this  ballyhoo  for  Universalis  "The  Goose 
Woman."    To  say  that  the  stunt  did  the  trick  would  be  putting  it  mildly.    It  was 

a  riot  for  success. 


Page  42 


Exhibitors  Trade  Review 


Temple  Theatre's  Ballyhoo 
Joins  Eagles'  Parade 

THE  Temple  Theatre  in  Toledo, 
Ohio,  was  playing  "Secrets  of  the 
Night,"  a  Universal  Jewel,  at  ihe 
same  time  that  the  Eagles  were  having 
a  Grand  Convention  in  town.  A.  J. 
Sharick  came  along  from  the  Universal 
Exchange  in  Cleveland  to  work  out 
some  exploitation  and  managed  to  horn 
the  Temple  into  the  Eagles'  parade. 

A  truck  containing  a  large  black 
beaverboard  box  and  a  pretty  girl  took 
up  its  place  in  the  rear  of  the  parade. 
The  girl  threw  away  cards  which  read : 
"This  box  contains  the  solution  to  'Se- 
crets of  the  Night' — ask  the  Eagles — 
they  know.   See  the  picture — Temple." 

Five  thousand  other  cards  were  given 
out  along  the  line  of  march  with  this 
copy  on  them:  "Ask  the  Eagles — they'll 
tell  you  the  'Secrets  of  the  Night' — see 
the  picture  at  the  Temple." 

Sharick  also  devised  a  shadow  box 
for  the  lobby.  Four  mysterious  faces 
were  suspended  from  fine  wires  with 
baby  spots  trained  on  them. 

AS  he  was  waiting  for  his  train  back 
to  Cleveland  he  noticed  the  station 
rapidly  filling  with  people  waiting  f6r 
delegations  of  visiting  Eagles.  Now 
Sharick  always  has  Carl  Laemmle's  in- 
terests at  heart  even  when  off  duty  and 
"s%  he  procured  the  services  of  two 
dusky  gentlemen  wearing  red  caps.  For 
15  minutes  they  rushed  through  the  sta- 
tion lustily  paging  Virginia  Valli,  Reg- 
inald Denny,  and  Laura  La  Plante.  No 
visiting  delegation,  no  matter  how  im- 
portant, received  an  attention  during 
this  quarter  of  an  hour  when  every 
fifth  person  was  sure  he  had  spotted 
the  famous  film  stars.  Incidentally, 
Sharick  got  more  amusement  for  a  dol- 
.  lar  than  he  has  had  since  the  war. 


Window  display  on  Paramount^  "The 
Trouble  with  Wives,"  in  the  Charles  Berg 
Shoe  Store,  Portland,  Ore.  Fred  Lucas, 
house  manager  of  the  People's  Theatre, 
put  it  over. 

Fred  Lucas  Puts 

Over  a  Winner 

Tie-ups  Feature  Campaign 

FRED  J.  LUCAS,  manager  of  Jen- 
sen &  Von  Herberg's  People's  the- 
atre, Portland,  Ore.,  numbers  among 
the  excellent  exploitation  campaigns 
which  he  has  been  executing,  the  one 
on  Paramount's  "The  Trouble  With 
Wives." 

The  Portland  exhibitor  overlooks  no 
bet  in  the  draft  of  his  campaigns,  and 
as  a  result  he  is  building  a  valuable 
patronage  through  the  establishment  of 
his  house  as  an  institutional  center. 

On  "The  Trouble  With  Wives,"  Mr. 
Lucas  posted  fifteen  24  sheets  and 
placed  200  window  cards  throughout 
the  city.  In  tie-ups  effected  with  eight 
stores,  40,000  heralds  were  distributed. 
These  tie-ups  were  made  possible  to  a 
great  extent  through  the  national  tie-ups 
with  shoe  manufacturers  arranged  by 
Leon  J.  Bamberger,  assistant  exploita- 
tion manager  for  Paramount. 

An  extensive  advertising  campaign 
was  carried  on  in  four  daily  papers, 
with  a  double  truck  tie-up  effected  in 
one  of  the  papers  with  six  merchants 
participating. 

Through  a  tie-up  with  Boncilla,  5,000 
50  cent  packages  were  presented  to  the 
women  patrons. 

In  his  campaign,  Mr.  Lucas  had  the 
assistance  of  Jay  A.  Haas,  Paramount 
exploiteer. 


Help  Him  Help  You 

Can  you  think  of  any 
way  in  which  Hank  Linet, 
our  Exploitation  Editor, 
can  be  of  help  to  you  as 
an   exhibitor   in  selling 
your  picture  to  the  pub- 
lic? 

Mr.  Linet  will  gladly 
give  you  personal  service 
without  cost  to  you.  Write 
him. 


Every  Night  a  Special 
Night  at  Strand 

EVERY  night  is  a  "special"  at  the 
Strand  Theatre,  Calgary,  Alberta, 
according  to  the  schedule  which  has 
been  drawn  up  by  Manager  Pete  Egan. 
Monday  is  merely  "opening  night"  for 
the  week's  presentations  but  on  Tues- 
day it  is  "Aluminum  Night"  when 
cooking  utensils  are  distributed  among 
the  patrons  under  an  arrangement  with 
a  local  firm;  on  Wednesday  there  is  a 
"Lady's  Guest  Matinee"  when  every 
lady  patron  can  bring  another  lady 
free  while  on  every  Wednesday  eve- 
ning a  $15  lady's  hat  is  given  away 
thanks  to  a  tie-up  with  a  local  millinery. 

Thursday  night  is  "Pay  Night"  when 
every  purchaser  of  a  ticket  gets  a  pay 
envelope  in  which  is  enclosed  a  coin 
anywhere  from  One  cent  to  $2.50.  Fri- 
day night  is  "Dad's  Night"  when  every 
father  can  bring  his  whole  family  of 
kids  for  the  price  of  one  ticket.  Sat- 
urday has  "Community  Singing  Night" 
when  the  audiences  are  encouraged  to 
participate  in  both  new  and  old  songs 
with  slides  and  a  special  song  leader. 


October  31, 1925 


Page  43 


Annie  Rooney  Song 
Plugged  For  Mary 


When  Mary  Pick'ford's  "Little  Annie 
Rooney"  was  put  on  at  the  Stanley  the- 
atre, Philadelphia,  eight  of  the  most 
prominent  music  stores  in  the  city  were 
flooded  in  their  windows  with  copies  of 
the  Annie  Rooney  song.  Five  hundred 
photographs  of  the  star,  in  addition  to 
five  hundred  copies  of  the  song,  were 
distributed  to  the  first  500  requests 
received  at  radio  station  WIP,  follow- 
ing the  broadcasting  of  the  picture 
and  the  favorite  old  song. 

The  huge  Stanley  locomotive,  a  re- 
production of  the  Pennsylvania  rail- 
road engines,  steamed  all  over  the  city 
with  the  announcement  of  the  picture, 
theatre  and  play  date,  and  the  city  was 
plastered  with  an  extra  supply  of  win- 
dow cards  and  the  regular  line  of  litho- 
graphs. 


$100.00 

REWARD! 

FOR  PROOF 

that  you  ever  had  a  jazzier 
or  a  more  fantastical  dream 
than  you'll  see- 
when  you'll  see  — 
"The  Beggar  on  Horseback" 


An  eye  catcher!  Scores  of  these  cards  in 
Madison,  Wisconsin,  got  a  great  business 
for  Paramount's  "Beggar."  MacWilliams 
of  the  New  Madison  Theatre  was  respon- 
sible for  the  idea. 


Dream  Angle  on  "Beggar"  Stunt 


STRESSING  the  dream  angle  in  all 
advertising,  F.  J.  McWilliams, 
manager  and  E.  F.  Corcoran, 
Paramount  exploiteer,  put  over  a  very 
successful  campaign  on  "Beggar  on 
Horseback,"  which  was  held  for  a  week 
at  Fischer's  New  Madison  Theatre, 
Madison,  Wis. 

Through  a  co-operative  tie-up  an  ef- 
fective window  was  arranged  in  one  of 
the  music  stores  displaying  a  dozen  or 
so  dream  songs.  Special  advertising 
copy  drawn  by  a  student  of  Wisconsin 
university,  emphasized  the  dream  com- 
plex also.  To  further  convey  the  dream 
idea,  a  colorful  lobby  display  in  fantas- 
tic design  was  constructed. 

A  teaser  campaign  on  the  picture 


opened  two  weeks  before  the  showing. 
Fifteen  thousand  broadsides  were  drop- 
ped over  the  city  from  an  aeroplane. 
Following  this  10,000  postal  cards,  on 
which  were  printed  a  "widget"  and  the 
slogan,  "Not  a  horse  in  it,  nor  a  beggar, 
just  laughs,  laughs,  laughs,"  were  mail- 
ed out.  Five  thousand  rotos  were  in- 
serted in  the  Sunday  Wisconsin  State 
Journal,  while  10,000  heralds  also  were 
distributed  on  the  opening  day. 

A  personal  appeal  to  the  newspaper 
owner  resulted  in  a  special  story  writ- 
ten in  an  editorial  vein  on  the  picture. 

Through  the  streets  before  and  during 
the  engagement  rode  a  gaudily  dressed 
"beeear  on  horseback." 


Weekly  Song  Fest 
at  Rialto  Scores 


An  old  time  song  fest  was  staged  in 
the  Rialto  theatre,  Erie,  Pa.,  the  other 
night  when  Manager  Partos  arranged 
for  slides  of  a  number  of  Dixie  and 
popular  melodies.  With  Mrs.  Partos 
at  the  piano,  the  audience  joined  heart- 
ily in  the  songs.  The  event  went  over 
so  big  that  Mr.  Partos  has  decided  to 
make  it  a  regular  feature  at  the  Rialto. 
This  is  a  good  idea  for  community 
houses  especially  and  it  puts  the  folks 
in  an  amiable  mood  for  the  rest  of  the 
program. 

Herman  Lorence  of  the  Bellevue, 
Niagara  Falls,  put  over  a  good  tie-up 
with  local  merchants  when  a  page  ad 
was  inserted  in  the  Niagara  Falls 
Gazette,  announcing  that  an  arrange- 
ment had  been  made  whereby  purchas- 
ers at  any  of  the  co-operating  stores 
would  receive  a  special  discount  ticket. 


ig  Posters  Still 

Potent  Ad  Factors 


First  National  is  still  sold  on  the  idea 
that  big  paper  is  one  of  the  outstand- 
ing ways  to  pack  the  exhibitor  houses. 
If  precedent  is  any  criterion,  First  Na- 
tional knows  what  it  is  about. 

Below  is  one  of  the  big  sheets  that  is 
available  for  "The  Scarlet  Saint,"  star- 
ring Mary  Astor.  It  is  a  most  striking 
affair,  and  is  bound  to  get  the  eye  and 
attention  of  every  passer-by.  We  are 
in  receipt  daily  of  letters  from  exhibit- 
ors outlying  their  stunts  on  this  or 
that  picture,  and  almost  without  ex- 
ception, these  kind  of  posters  figure 
prominently  in  their  campaigns. 
What  are  you  doing  with  them? 


.  ■ 

MARY  ACTOR,"1 
LLOYD  HUGHES 

MHU  V-WOMf  MCMAIMSAUO 


Page  44 


Exhibitors  Trade  Review 


The  Bugle  Corps  of  the  164th  Battalion,  U.  S.  Infantry,  were  called  into  play  at 
the  special  performance  of  Fox's  "Iron  Horse"  given  to  the  American  Legion  at 
the  Liberty  Theatre,  Niagara  Falls,  N.  Y. 

Exceptional  Exploitation  Being 
Lined  up  for  Chaplin  Re-issues 

Pathe  Gathering  Material  From  All  Sources 


AS   Pathe  is  backing  its  series  of 
Charles  Chaplin  comedies  with  a 
full   line   of   exploitation  stunts 
and  aids,  the  famous  comedian's  re- 
marks on  this  subject  in  a  recent  inter- 
view are  interesting. 

In  the  columns  of  the  Vaudeville 
News,  after  telling  his  interviewer  a 
brief  history  of  his  entry  into  vaude- 
ville, Chaplin  said : 

"Since  that  day  vaudeville  has  pro- 
gressed more  than  any  branch  of  the 
amusement  business  except,  of  course, 
the  motion  pictures.  And  I  am  not  for- 
getting that  the  films  found  their  first 
exploitation  in  vaudeville  theatres 
which  is  in  itself  a  proof  of  the  cease- 
less enterprise  of  this  branch  of  amuse- 
ments. 

JT  particularly  is  interesting  that 
Chaplin  was  interviewed  at  the  New 
York  Hippodrome  where  the  Pathe- 
Hal  Roach  two-reel  comedies  are  given 
special  exploitation  and  presentation. 
Concerning  the  Hippodrome  show, 
Chaplin  said: 

"Here  in  Keith-Albee's  Hippodrome 
for  a  nominal  price  of  admission  I 
have  witnessed  a  performance  of  in- 
credible distinction,  size  and  style  of 
presentation.  The  house  is  packed. 
Backstage  everything  is  courtesy,  or- 
der, comfort  for  the  artists.  I  am  told 
that  this  house  has  the  largest  seating 
capacity  in  the  world.    I  know  its  in- 


ternational and  American  fame  and 
popularity.  But  even  now  I  can  hardly 
realize  the  transformation  that  has 
come  over  the  'varieties'  since  Mr. 
Keith  and  Mr.  Albee  created  this  thor- 
oughly American  form  of  entertain- 
ment which  they  named  vaudeville. 

44QH,  there  is  no  doubt  that  vaude- 
ville is  leading  the  way  in  the 
amusement  world  of  the  theatre — ex- 
cept of  course,  the  motion  pictures." 

"A  Dog's  Life,"  the  first  Pathe- 
Chaplin  comedy,  will  be  released  on 
November  22. 


Electric  Hook-Up 
Sells  "Hot  Water" 

Joe  A.  Blau,  in  charge  of  publicity  at 
the  Rialto  Theatre,  Hamilton,  Ohio,  was 
quick  to  perceive  the  exploitation  pos- 
sibilities in  Harold  Lloyd's  "Hot 
Water,"  released  by  Pathe,  with  the  re- 
sult that  he  had  the  town  talking  about 
his  unusual  window  and  lobby  tie-up  as 
well  as  his  other  unique  stunts,  when 
the  picture  was  shown  at  his  house  re- 
cently. 

Several  days  before  the  picture  open- 
ed a  six  foot  vertical  wire  mesh  to 
which  the  words  "HOT  WATER"  in 
large  flaming  red  letters  were  attached, 
was  suspended  from  the  theatre's  flag 
pole,  where  it  was  easily  seen  for  sev- 
eral blocks  in  the  business  section. 

Tie-ups  with  local  merchants  proved 
to  be  as  unique  as  they  were  effective. 
In  a  local  candy  store  signs  were  dis- 
played reading  "Ideal  Candies — if 
you're  in  'Hot  Water'  with  your  wife 
or  sweetheart.  See  'HOT  WATER'  at 
the  Rialto  for  5  screaming  days." 

A  drug  store  got  a  real  kick  out  of 
handsomely  hand-lettered  signs  in  col- 
ors, reading:  "Our  HOT  CHOCO- 
LATE is  not  all  'HOT  WATER,'  but 
it  goes  a  long  way  to  make  you  feel 
good  these  chilly  days.  Try  our  HOT 
CHOCOLATE  —  then  see  'HOT 
WATER'  at  the  Rialto — Harold 
Lloyd's  latest  scream  achievement." 

An  electric  shop  whose  windows  al- 
ways attract  attention  displayed  stills 
with  extra  good  effect.  The  words 
"HOT  WATER"  were  cut  from 
heavy  cardboard  and  suspended  in  the 
air  with  toy  balloons  while  in  another 
part  of  the  window  a  tea  kettle  was 
shown  from  which  a  cutout  of  Lloyd's 
head  protruded. 

In  other  stores  hot  water  bottles  were 
displayed  bearing  placards  "  'HOT 
WATER,'  an  essential  article  in  every 
home.  It  is  just  as  essential  to  see 
Harold  Lloyd  in  'HOT  WATER,'  his 
latest  scream  achievement  at  the  Rial- 
to." 


A  candy  shop  tie-up  for  Chaplin's  United  Artists'  picture,  "The  Gold  Rush,"  ar- 
ranged by  the  Capitol  Theatre,  Winnipeg,  Manitoba.     The  feature  was  a  special, 

"Gold  Rush  Nugget"  candy. 


October  31, 1925 


Page  45 


THEATRE  EQUIPMENT 

AND  ACCESSORIES 


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


MANY  THEATRE  FIRES 
DURING  PAST  WEEK 

ALBANY — Two  motion  picture  theatres  in 
New  York  State  were  destroyed  by  fire  aur- 
ing  the  past  week.  One  of  the  houses  was 
well  filled  at  the  time  the  flames  were  dis- 
covered, but  the  crowd  escaped  without  any 
great  disorder.  In  Mineville,  a  village  near 
Lake  Champlain,  the  Star  Theatre,  operated 
by  Mrs.  Jennie  Anderson,  was  burned  to  the 
ground,  together  with  a  hotel  and  residence. 
(Continued  on  page  46) 


SUPERIOR  QUALITY 

is  the  reason  for 
the     success  of 

GOERZ 

FILM  RAW  STOCK 

Use  this  formula  for  best  results: 
COERZ  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. 


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, 
Tel.  Olympic  2131 
Fine  Arts  Studios,  Inc.         4500  Sunset  Blvd. 
HOLLYWOOD,  CALIF. 
Mail  us  a  trial  order  TODAY. 
Positively  No  C.  O.  D.'s. 
Cash  Must  Accompany  All  Orders. 


Motion  Picture  Theatre 
Improving,  Says  Hertner 

One  of  the  interesting  features  of  the  mo- 
tion picture  industry,  says  Mr.  Hertner,  of 
The  Hertner  Electric  Company,  is  that  re- 
gardless of  the  size  of  the  town  or  city,  mo- 
tion picture  theatres  are  rapidly  improving, 
not  only  in  their  seating  and  comfort  feat- 
ures, but  in  the  facilities  for  better  projec- 
tion. 

This  is  evidenced,  says  Mr.  Hertner,  in 
one  day's  mail  in  which  orders  were  received 
from  cities  ranging  from  Trenton,  N.  J.,  to 
Mount  Jewett,  Pa. 

Recent  Transverter  orders  include  the  fol- 
lowing theatres  and  managements :  Dawn 
Theatre,  Hillsdale,  Mich. ;  Gaiety  Theatre, 
Trenton,  N.  J.;  C.  F.  Oberg,  Mt.  Jewett, 
Pa.,  and  John  E.  Stahl,  New  Theatre,  Home- 
stead, Pa. 


FIVE  TON  ORGAN  IN 
NEW  PIKE  THEATRE 

DOVER,  O. — A  five-ton  organ  was  in- 
stalled for  the  recent  opening  of  the  Pike 
Theatre  and  Jack  Whitesell,  noted  organist 
of  New  York  and  Chicago,  did  the  honors 
on  the  splendid  instrument  for  the  opening 
week. 

The  organ  was  installed  by  the  Robert 
Morton  Organ  Company  at  a  cost  to  the 
Pike  Theatre  of  over  $10,000.  A  selected 
audience  of  business  and  professional  leaders 
of  Dover  were  present  at  the  opening  per- 
formance. 

*   *  * 

Theatre,  Store  Building,  $15,000 

SAN  FRANCISCO,  Cal.— Plans  have  been 
filed  with  the  building  inspector  for  the  erec- 
tion of  a  one-story  frame  theatre  and  store 
building  on  the  northwest  corner  of  46th 
Avenue  and  Irving  St.  Ward  Cox  and 
George  Austin  are  the  owners  and  it  is  their 
intention  to  spend  upwards  to  $15,000  on  the 
project. 


White  Screen  Installations     New  Theatres  Reported 


CHICAGO. — In  addition  to  their  regular 
line  of  screens,  the  Da-Lite  Screen  Co.,  of 
Chicago,  is  now  manufacturing  the  white 
screen. 

Some  of  the  new  and  recent  installations 
of  this  white  screen  are  as  follows:  Grand 
Riviera  Theatre,  Detroit;  Inwood  Theatre, 
Bronx,  N.  Y. ;  Salaam  Theatre,  Newark, 
N.  J. ;  and  the  Branford  Theatre,  also  in 
Newark. 

The  New  York  and  New  Jersey  installa- 
tions mentioned  above  were  made  through 
Mr.  Jos.  Hornstein,  of  Howells  Cine  Equip- 
ment Co.,  while  the  installation  of  the  Grand 
Riviera  at  Detroit  was  made  through  The 
Exhibitors  Supply  Co.,  of  that  city. 


Trans-Bay  Builds 

SAN  FRANCISCO,  Cal.— The  Trans-Bay 
Theatres  Corporation,  of  Oakland,  are  plan- 
ning to  complete  a  Class  "A"  motion  picture 
theatre  to  seat  2,000.  The  structure  will  go 
up  in  Telegraph  Avenue  between  Thirty- 
eighth  and  Fortieth  Streets,  Oakland,  and 
will  probably  cost  $250,000. 


Z%Phelco!" 

CharlesW.Phellis&Co. 

INCORPORATED 

130  West  42nd  Street, 
New  York 


Mr.  Exhibitor:  Ask  at  the  Film  Exchanges 
for  the 


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


Reprinted  from  Exhibitors  Daily  Review 
Redding,  Cal. — J.  J.  Wood,  manager  of  the 
Redding  Theatre,  has  let  contract  for  another 
theatre  on  Market  street.     Seat  450,  cost 
about  $12,000. 

*  *  * 

East  Oakland,  Cal. — O.  R.  Thaqer,  archi- 
tect, preparing  plans  for  reinforced  concrete 
theatre  to  cost  $68,500.  Seat  1,000. 

*  *  * 

Miles  City,  Mont.— The  Old  Iris  Theatre 
building  is  being  remodelled,  with  a  new 
front,  facing  Main  Street. 

*  *  * 

Mt.  Vernon,  Wash. — Bids  were  called  for 
a  new  $128,000  theatre  building  to  go  up  at 
First  and  Kincaid.  Mr.  Pollock  of  Seattle 
has  received  the  bids. 

*  *  * 

Wichita,  Kas— New  house  opened  recently 
in  Braman,  Okla.,  "The  Francis."  Seating 
420,  completely  equipped  with  pipe  organ. 
Owned  and  operated  by  McKee  and  Spauld- 
ing  of  Braman. 

New  York  City. — Arch. :  Eugene  DeRosa, 
110  W.  40th  St.,  building  theatre  at  Clinton 
and  Suffolk  Sts.  2  sty.  100x120.  Owner:  182 
Suffolk  St.,  Corp.,  A.  T.  Halperin,  pres.,  874 
Broadway. 

*  *  * 

Syracuse,  N.  Y. — Archt. :  Howard  T.  Yates, 
612  Dillaye  Bldg.,  building  theatre  at,  loca- 
tion withheld.  Owner:  Withheld.  Care: 
Archt. 

*  *  * 

Little  Neck,  N.  Y. — Archt.  (prob.)  :  Eu- 
gene De  Rosa,  110  W.  40th  St.,  N.  Y.  C. 
contemplating-  theatre  at  Hillindale  Ave.,  and 
Broadway,  Little  Neck,  N.  Y.  Owner:  Irving 
Lesser,  c.o.  Principal  Pictures,  1540  Broad- 
way, N.  Y.  C. 

$  -  ♦  * 

North  Tonawanda,  N.  Y.— Archt. :  R.  E. 
Hall  Co.,  452  Fifth  Ave.,  N.  Y.  C.  Drawing 
revised  plans  for  theatre  at  Webster  St. 
Owner :  Main  Co.  Realty  Co.,  H.  S.  Henschel 
in  charge.  Falls  Blvd.,  N.  Tonawanda, 
N.  Y. 


Page  46 


Exhibitors  Trade  Review 


Tell  the  Story  of 
Your  House 


WE  SAY  TO  YOU 
EXHIBITORS 

That  the  Exhibitors 
DAILY  REVIEW  is  mak- 
ing two  and  three  dimes 
grow  where  only  one  grew 
before.  Advance  reviews 
on  pictures,  and  a  money 
making  exploitation  idea  a 
day. 

Cost  to  subscribe  to  Ex- 
hibitors DAILY  REVIEW, 
one  and  a  half  cent  a  day. 
$5.00  for  about  300  issues. 


THE  very  first  step  in  the  practical  use  of 
screen  bulletins  as  business  builders  is 
their  use  to  build  the  prestige  of  your 
theatre.     And    particularly    its  institutional 
standing,  entirely  regardless  of  the  particular 
pictures  you  may  be  showing. 

Working  in  this  direction,  you  must  first 
capitalize  your  physical  equipment  in  every 
possible  way. 

Is  your  heating  plant  equipped  with  ther- 


RadiO- v  - Mat 

r  l 

'      IT  IS  THE  POLICY  OP  THIS  1 

be 

1  — 

HOUSE  TO  SHOW  ONLY 
CLEAN  PICTURES 

a: 

K|  - 

If  in  Your  Opinion  We  Ever 

re 

Pail  in  This  the  Management 

UJ 

*  cb 
I  Q 
lac 

Will  Welcome  Your 
Opinions  or  Advice 

L  J 

w 

Wm 

is  the  Stationery  of  the  Screen 

Non-melting — IS  on-inflammable 

Screen  Bulletins  by 
the  Exhibitor 

There  are  many  things 
done  for  the  comfort,  safety 
and  pleasure  of  your  patrons 
that  they  never  hear  about. 
A  flash  wkiJ  a  Radio-Mat 
daily  will  make  them  realize 
to  what  lengths  you  often  go 
for  their  benefit. 

Radio-Mats  are  indispen- 
sible  for  "Tie-up  s"  and 
Teasers. 


10,000  Typed  Daily! 


RadiO^^-Mat 

1 

'            BUT  10  DAYS  MORE 

for  the  voting  in  the 

-id. 

cc : 

£ 

BEAUTY  CONTEST 

One  Years  Pree  Admission 

to  This  Theatre 

I-Mat 

To  the  Young  Lady  Receiving 
the  Most  Votes 

New  , 

MISS  MAY  SIMPSON 

£ — J 

l  Now  Leads  With  301,753  Votes  A 
^  ^ 

.  • 

is  the  Stationery  of  the  Screen 

mostatic  control  that  keeps  an  even  temper- 
ature during  the  cold  months.  If  so  your 
customers  won't  notice  it  unless  you  tell  them. 
But  suppose  you  say :  "The  temperature  in 
this  theatre  is  maintained  constantly  at  70, 
which  experts  say  is  best.  You  won't  catch 
cold  here." 

If  you  are  installing  individual  drinking 
cups :  "You  will  find  individual  drinking  cups 
in  the  lobby.  A  clean  cup  for  every  cus- 
tomer's protection." 

When  you  have  redecorated  the  house,  re- 
finished  the  lobby  or  made  other  changes  that 
improve  the  appearance  of  the  house,  say  so  : 
"How  do  you  like  the  change  in  our  lobby? 
It  was  done  over  to  make  it  more  attractive 
to  YOU." 

You  can  lay  a  lot  of  stress  on  sanitation 
during  the  winter  months.  Many  people  are 
afraid  of  crowds,  with  their  dangers  of  con- 
tagion. You  can  offset  such  fears  to  a  con- 
siderable extent,  particularly  during  the  sea- 
son when  coughs  and  colds  are  prevalent,  by 
calling  constant  attention  to  your  precautions  : 
"This  theatre  receives  a  thorough  cleaning 
daily,  to  make  it  safe  for  you.  Germs  are 
not  allowed  to  loiter  here." 

Or:  "Our  ventilating  system  keeps  the  air 
circulating  and  fresh,  for  YOUR  comfort 
and  health." 

Again :  "We  spare  nothing  to  make  this 
theatre  safe.  Fire-safe,  germ-safe,  always 
wholesome.    Help  us  keep  it  so." 

These  particular  thoughts  may  not  repre- 
sent anything  like  the  best  possibilities  of 
your  house.  You  must  work  out  your  own 
ideas,  based  on  what  you  have  to  talk  about. 

But  the  vitally  important  thing  is  to  talk 
about  what  you  have. 

Otherwise  your  customers  take  the  whole 
establishment  for  granted.  The  things  you 
have  spent  days  and  weeks  working  out  for 
their  comfort  and  enjoyment  are  accepted  as 
a  matter  of  course,  without  a  second  thought. 

When  Mr.  Statler  delivers  a  free  morning 
paper  to  the  guests  of  his  hotels  he  does  a 
thing  that  would  mean  almost  nothing  if  he 
didn't  talk  about  it.  When  he  puts  into  ef- 
fect his  policy  that  "The  customer  is  always 
right,"  the  guests  would  remain  entirely  ig- 
norant cf  its  existence  if  he  did  not  stress  it 
in  his  advertising. 

You  can  do  the  same  for  your  house. 
And  your  physical  equipment  is  the  first  step. 
The  first  thing  to  talk  about. 

There  are  plenty  of  other  things,  of  course. 
To  be  discussed  in  this  department  in  coming 
months. 

*    *  * 

MANY  THEATRE  FIRES 

DURING  PAST  WEEK 

{Continued  from  page  45) 

The  damage  was  about  $40,000.  For  a  time 
the  entire  village  was  threatened.  Aid  was 
summoned  from  Ticonderoga  and  Port 
Henry. 

Other  Fires  Reported 

In  Brookfield,  a  motion  picture  theatre  was 
burned  to  the  ground  on  the  night  of  October 
21,  with  a  loss  running  into  the  thousands. 
Tt  is  thought  that  a  defective  wire  caused  the 
blaze.  The  place  was  filled  but  the  assemb- 
lage fled  from  the  building  without  any  dis- 
order. Three  other  buildings  were  destroyed. 
Firemen  were  summoned  from  four  adjoin- 
ing villages. 


Continuous  Picture 
Projector  at  Show 

One  of  the  outstanding  exhibits  at  the* 
New  York  Electrical  and  Industrial  Exposi- 
tion closed  this  last  week  was  that  of  the 
Capitol  Machine  Co.,  Inc.,  of  New  York. 
This  company  is  one  of  the  leading  manufac- 
turers of  the  continuous  motion  projection 
machines,  and  has  added  many  features  to 
this  type  of  machine  to  make  it  fully  adapt- 
able to  all  manner  of  usage. 

The  machine,  without  a  doubt,  is  one  of  the 
best  means  an  exhibitor  can  employ  in  the 
showing  of  trailers  in  his  lobby  or,  as  prac- 
tice now  has  it  in  exploitation,  in  the  win- 
dows of  nearby  unoccupied  stores.  The  film 
is  placed  on  the  machine,  and  no  other  atten- 
tion is  needed  to  keep  the  thing  going,  just 
one,  long  continuous  show. 

It  is  interesting  to  note,  by  the  way,  that 
this  latter  method  of  exploitation  has  been 
highly  commended  by  the  exploitation  editor 
of  Exhibitors  Trade  Review.  Use  pictures 
to  exploit  pictures,  is  his  idea.  Getting  one 
of  these  showing  a  live  moving  trailer  on 
a  feature  picture  in  a  window  which  is  cov- 
ered with  a  whitewash,  allowing  only  several 
peepholes  for  the  curious  to  find  out  what  is 
behind  it  has  always  proven  a  sure-fire  ex- 
ploitation stunt. 

With  the  Capitol  projector,  this  stunt  be- 
comes very  easy  to  work,  and  is  commended 
by  many  exhibitors  for  just  that. 

*  *  * 

NEW  REWIND  PULLEY 

A  pulley  that  all  projectionists  have  been 
looking  for  has  been  placed  on  the  market 
by  the  Best  Devices  Company  of  Cleve- 
land, Ohio.  It  is  a  rewind  pulley  installed 
on  rewinds  in  projection  booths,  so  that  a 
crank  can  be  used  for  inspecting,  or  the 
motor  for  ordinary  rewinding.  The  crank 
is  not  removed.  The  pulley  takes  the 
place  of  spacer  on  reel  shaft.  Price  $2.50. 
The  company  also  handles  a  line  of  Mazda 
and  negative  adapters,  radio  apparatus, 
border  and  foot  spotlights. 

*  *  * 

SIMPLEX  PROJECTOR 

FOR  FANNING  HALL 

Fanning  Hall,  Hampton,  L.  I.,  through  Mr. 
Fanning,  has  purchased  a  new  Simplex  pro- 
jector and  screen  from  the  Howells  Cine 
Equipment  Co. 

*  *  * 
WHEELAN  PIPE  ORGAN 

Beeville,  Texas.— S.  A.  Sanderson,  a  local 
exhibitor,  has  ordered  an  electric  piano  for 
his  house.  The  eqnpment  was  furnirhed  by 
the  J.  D.  Wheelan  Pipe  Organ  Company. 


October  31, 1925  PaSe  47 

Y    171,000  People  Visited  the  Electrical  Exposition  at  the  Grand  Central  Palace,  New  York, 


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Oct.  14  to  24— THEY  WERE  ATTRACTED,  FASCINATED  AND  HELD  BY 
THE  CAPITOL  SELF -OPERATING  PROJECTOR 


An 

Exploitation 


Suit  Case  Type  with  Rear  Projector,  Daylight  Screen.    Light  Weight, 
Portable  and  Does  Not  Require  An  Operator;  Can  Easily 
Be  Transported  and  Set  Up  Anywhere. 


I  nil 


Your  Lobby  Is  Your  Show  Room — 
Make  It  Sell  Your  Seats  to  Passers-by. 

The  Capitol  Self-Operating  Con- 
tinuous Motion  Pict  u  b  e  Pbojectob 

will  sell  your  vacant  seats  by  show- 
ing continuously  your  coming  and 
current  films  in  your  lobby. 

SPECIAL  TRAILER  SERVICE 
for  CAPITOL  PROJECTOR  on 

16  va/ m  non-inflammable  stock  can 
be  secured  from  National  Screen 
Service,  130  West  46th  Street,  New 
York  City. 


Capitol 
Distributors 

CAPITOL-CLAREMONT 
LABORATORIES,  Inc. 
601  Transportation  Bldg. 

Washington,  D.  C. 
JAMES  B.  BUCHANAN 
P.  O.  Box  435 
Atlanta,  Ga. 
F.  &  N.  CO. 
28  Piedmont  Street 
Boston,  Mass. 
CAPITOL  PROJECTOR  & 
FILM  CO. 
109  W.  19th  Street 
Kansas  City,  Mo. 
MOTION  PICTURE  MACHINES 
COMPANY 
607  Neville  Street 
Pittsburgh,  Penna. 
THE  SLY  FOX  FILM  CO. 
627  First  Avenue 
Minneapolis,  Minn. 
CAPITOL  PROJECTOR  & 

FILM  CO. 
133  W.  Washington  Street 
Chicago,  111. 
PATHESCOPE  CO.  OF  CANADA 
Limited 
156  King  Street,  West 
Toronto,  Canada 


Four  Outstanding  Features  of  the 
Capitol  Daylight  Projector 

Can  be  displayed  in  your  lobby  either  day  or  night  with  equal 
success. 

Gives  continuous  automatic  projection  without  services  of 
an  operator. 

Capitol  Projectors  use  16  mm. 
films  (reduced  from  any  standard 
negative)  have  a  special  perfora- 
tion and  are  made  only  on  non-in- 
flammable film,  which  is  free  from 
insurance  restrictions  and  does 
not  require  a  fireproof  booth. 
Made  in  both  light  portable  and 
in  cabinet  styles. 

(Fill  Out  and  Mail  Coupon) 


CAPITOL  MACHINE  CO.,  (E.t.r.) 

100  East  42nd  Street, 
New  York  City. 

Please  advise  how  I  can  make  the  Capitol 
Self-Operating  Continuous  Motion  Picture 
Projector  increase  my  receipts. 

Also  explain  your  TRAILER  SERVICE. 

Name    —  

Theatre   _  ■  

Street  and  Number   -  


Town.. 


.._  State  _ 


Cabinet  Type 

Suitable  for  Lobby  Display 


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Page  48 


Exhibitors  Trade  Review 


FIG.  405 


"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  attractiveness  as  a  carefully 
selected  marquise. 

As  manufacturers  for  years  of  structural,  ornamental  and 
sheet  metal  building  specialties,  we  have  the  most  compre- 
hensive designs  at  inviting  prices.  We  can  provide  a  type 
to  suit  any  architectural  scheme,  or  design  one  to  meet  the 
individual  taste  of  exhibitors  or  their  architects. 

Consider  now  the  substantial  increase  in  at- 
tendance yon  can  achieve;  write  today  for  de~ 
scriptive  folder. — E.  T.  R. 

The  MOESCHL-EDWARDS 
CORRUGATING  Co. 

BOX  564  CINCINNATI,  OHIO 


Manuf acturers   o  f  Mecco   Ornamental   Ceilings   and   Side   Walls  and 
Metal  Projecting  Booths 


INDISPENSABLE  FOR  CORRECT 
MOTION  PICTURE 

D  MUSICAL  PRESENTATION  Q 
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Not  an  Encyclopedia  or  Book 

— BUT — 

S  A  PRACTICAL  METHOD  5 

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FOR  PARTICULARS  WRITE  DIRECT  TO 

MUSIC  BUYERS  CORP. 

g  1520  Broadway,  New  York  2 
D      D 


Projection  Problems  Stressed 
in  F.  P.  L.  Managers  School 

(Second  in  the  series  of  articles  on  the  F.  P.  L.  Theatre 
Managers  School) 

Address  by  HARRY  RUBIN 

AT  this  point  in  the  Course  on  Projection,  I  want  you  to  under- 
stand the  importance  of  projection  in  every  theatre.  I  am 
emphasizing  the  importance  of  projection  because  I  feel  that 
unless  you  future  theatre  managers  appreciate  at  the  start  how 
very  important  this  matter  is,  you  will  not  get  all  that  you  should 
from  my  Course ;  and  secondly,  you  will  not  go  out  to  the  theatres 
with  that  attitude  toward  projection  which  every  manager  should 
have. 

Once  you  are  filled  with  the  realization  that  projection  is  very, 
very  important,  then  you  will  profit  as  you  should  from  this  Course 
— and  your  supervision  of  projection  hereafter  will  be  as  it  should. 

The  success  of  a  motion  picture  theatre  depends  upon  the  patrons 
living  through  what  I  might  call  a  certain  illusion.  If  they  are  to 
get  all  that  motion  picture  entertainment  can  give  them,  then  they 
should  feel  in  watching  the  picture,  that  they  are  part  of  the  story, 
living  it  just  as  the  characters  do ;  thus  they  will  never  advert  to 
the  fact  that  they  are  looking  at  a  two  dimensional  surface,  covered 
just  with  light  and  shadow.  If  the  illusion  is  perfect,  the  patrons 
will  be  carried  away  to  the  very  scene  of  the  story;  they  will  forget 
that  they  are  sitting  in  a  theatre  seat, — they  will  be  living,  as  I 
said,  with  the  characters,  fighting — hating — hoping — conquering, — 
just  as  the  actors  are  doing. 

Now  let  me  illustrate  this  by  a  few  comparisons:  When  you 
read  a  gripping  story,  you  lose  yourself  in  that  story, — you  forget 
that  you  are  reading  a  book, — you  forget  that  you  are  sitting  by 
your  fireside  in  the  quiet, — you  go  right  out  into  the  world  and 
live  the  story  as  it  is  written.  If  someone  accidently  slams  a  door 
the  illusion  is  spoiled.  Most  of  the  pleasure  of  reading  the  novel 
is  taken  away, — you  are  brought  back  to  earth  by  the  noise. 

So,  too,  if  you  are  reading  a  novel  and  the  printing  is  so  poor 
that  the  pages  are  blurred,  the  mere  struggle  to  read  prevents  you 
from  just  passing  away  into  a  fairyland; — thus  you  do  not  get  that 
pleasure  from  the  story  that  you  otherwise  would. 

If  you  are  looking  at  beautiful  scenery  through  dirty  glasses, 
you  do  not  get  that  full  enjoyment  that  you  should. 

Poor  projection  can  spoil  the  illusion  just  as  a  slamming  door, — 
blurred  printing,  or  dirty  glasses. 

Poor  focus, — an  unsteady  picture, — a  flickering  image  on  the 
screen, — poor  illumination, — travel  ghost, — film  breakage, — improper 
projection  speed, — all  these  things  spoil  the  illusion. 

The  very  smallest  defect  in  projection  can  be  responsible.  For 
instance :  a  little  dust  or  oil  on  the  objective  lens, — warped  film, — 
the  vibration  of  the  projector, — a  bent  sprocket  shaft, — film  shrink- 
age,— imperfect  perforations  in  the  film, — unsteady  arc, — dirty -con- 
densers,— insufficient  current, — punch-marked  film, — and  many  other 
small  details  which  are  defects  in  projection  and  spoil  the  illusion. 
Just  realize  what  this  means !  Any  one  of  one  hundred  small  de- 
fects that  happen  up  in  that  little  projection  room  spoils  everything 
else  that  is  done  to  make  entertainment  for  the  motion  picture  the- 
atre. Just  one  little  slip-up  in  one  detail  of  projection  and  the  patron 
is  brought  back  to  earth  with  a  thud — and  his  entertainment  is 
spoiled.  Do  you  wonder  that  I  say  that  projection  is  important, — 
when  one  defect  in  projection  can  spoil  all  the  work  of  the  creative 
genius  who  built  up  the  motion  picture  story, — the  work  of  the 
director, — the  stars  and  the  cast  who  toiled  weeks  to  make  the 
illusion  for  the  future  enjoyment  of  motion  picture  fans, — all  the 
expense  of  the  sets, — all  the  expense  of  high-salaried  executives, — 
all  the  expense  of  the  distribution  department, — all  the  expense  of 
building  the  theatre  and  equipping  it, — all  the  efforts  of  the  man- 
agers to  install  good  service  in  their  theatre, — all  this  is  in  vain  if 
the  projection  is  not  as  it  should  be.  Do  you  wonder  that  I  say 
that  projection  is  so  very  important? 

There  was  a  time  when  projection  was  not  considered  as  im- 
portant as  it  now  is  and  I  can  illustrate  this  with  a  few  stories. 

One  of  the  first  big  motion  picture  palaces  of  the  world  was 
ready  to  open  on  Broadway  about  twelve  years  ago  when  the  man- 
ager discovered  by  chance  that  there  was  no  projection  room 
installed  in  the  theatre. 

Thousands  of  dollars  had  been  spent  on  other  phases  of  equip- 
ment but  that  other  very  important  thing,  "PROJECTION,"  had 
been  overlooked. 

In  another  big  theatre  on  Broadway,  the  projection  room  was  so 
located  that  the  projectionist  could  not  see  the  entire  screen  but 
(Continued  on  page  49) 


October  31, 1925 


Page  49 


The  VINER  ORGAN 

a  TRIUMPH  in 

Theatre  Organ  Building 

The  full  rich  tones  and  com- 
plete orchestration  of  VINER 
ORGANS  make  them  most 
adaptable  for  the  interpreta- 
tion of  the  various  moods  ne- 
cessary to  properly  interpret 
the  motion  picture. 

The  VINER  ORGAN,  be- 
cause of  its  complete  orchestra- 
tion, takes  the  place  of  the  full 
orchestra. 


SEND   FOR   FULL  INFORMATION 


VINER  &  SONS. 

1375  NIAGARA  ST.  BUFFALO,  N.  Y. 


w 

w 
fr 


PROJECTION  PROBLEMS  STRESSED 
IN  F.  P.  L.  MANAGER'S  SCHOOL 

(Continued  from  page  48) 

located  that  the  projectionist  could  not  see  the  entire  screen  but 
had  to  rig  up  a  system  of  mirrors  for  the  purpose.  This  is  very 
inefficient. 

The  cause  of  this  is  merely  the  failure  to  realize  the  importance 
of  projection.  I  know  of  another  big  theatre  in  New  York  which 
is  one  of  the  most  splendid  in  the  country,  whose  projection  room 
was  so  constructed  that  it  was  impossible  to  install  the  projectors 
without  tearing  down  the  walls.  These  three  stories  taken  just 
from  New  York  City  alone,  show  you  that  at  one  time  projection 
as  not  given  the  attention  that  it  deserves. 


I  do  not  want  you  to  think  that  even  today  projection  is  properly 
appreciated  everywhere.  There  are  many  theatres  in  the  country 
where  the  projection  is  a  disgrace  to  the  industry, — and  I  am  not 
speaking  of  small , 'theatres  only.  But  the  fact  that  the  Theatre 
Department,  of  Famous  Players-Lasky  has  set  aside  so  much  of  this 
Course  you  are  getting  for  the  study  of  projection  is  sufficient  proof 
that  its  importance  is  realized  in  some  quarter! 

But  no  matter  how  much  training  is  given  here  at  the  school, 
everything  rests  With  you  when  you  go  out  to  a  particular  theatre. 

In  dealing  with  the  projectionist,  realize  that  he  Is  not  a  mechani- 
cal worker  whose  duties  are  limited  to  putting  the  film  In  and 
taking  it"  out..  Make  him  realize  that  you  know  he  is  an  expert, 
studying  his  own  particular  problems  and  constantly  seeking  im- 
provements.' Impress  upon  him  the  importance  of  his  work.  Show 
him  how  much  depends  upon  the  illusion  which  be  can  break  by 
any  defect  of  projection. 

The  good  projectionist  does  not  wait  for. mistakes  to  happen  be- 
fore he  installs  improvements, — he  is  always  on  the  lookout  to  safe- 
guard against  possible  defects.  He  does  not  blame  defects  on  his 
mechanism  because  he  knows  that  in  most  cases  these  can  be 
avoided  with  proper  care.  There  are  no  breaks  in  his  film  because 
he  does  not  trust  the  rewinding  to  a  mechanism,  but  handles  every 
foot  of  it, — sensitive  to  the  slightest  weakness,  which  he  corrects 
in  time  to  prevent  a  break.  In  other  words,  he  is  not  a  mere 
machine, — he  is  a  thinker, — an  expert 


"DE  LUXE" 

Interchangeable 

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(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  50 


Exhibitors  Trade  Review 


A  lran^^rieK 

Means  Crowded  Theatres 

As  well  as  Properly  Projected 
Pictures 


The  Transverter  transverts 
empty  seats  into  filled  ones. 
It  transverts  a  mediocre  picture 
into  a  better  one  thru  better 
projection. 

It  transverts  expensive  current 
bills  into  lesser  ones  and  it  does 
it  automatically  without  having 


to  bother  you  to  ask  you  how. 
Send  for  our  interesting  litera- 
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If  over  2,000  Theatres  are  al- 
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possibly  you  can  save  money 
and  improve  your  pictures  by 
using  it. 


It  costs  nothing  to  find  out — just  write  us  today. 


^HERTNER  ELECTRIC  COMPANY 


Ilj o  cxxst  -Arv-eviix  ^ 


Cleveland ,  oYlx o  USA 


Robert  P.  Carsen 
Scenic  Studios 


CONSTRUCTORS,  DESIGNERS 
and  PAINTERS 
of 

PICTURE  and  STAGE  SETTINGS 

Specializing  in  renting  scenery  for  pro- 
fessional and  amateur  productions. 

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and  SUPPLIES 

1507  No.  Clark  Street 
CHICAGO,  ILL. 

Phone  all  Depts.  Delaware  6022;  Office, 
Superior  1852 


New  York  Statutes  Governing  Operators 


The  Operator's  License  and 
copy  of  these  rules  shall  be  dis- 
played in  a  conspicuous  place  in 
the  booth  while  the  public  is  in 
or  has  access  to  the  premises. 

No  operator  shall  conduct  an 
exhibition  except  where  to  his 
knowledge  a  permit  or  license 
of  the  department  of  licenses  is 
exhibited  on  the  premises. 

The  apparatus  and  its  con- 
struction shall  be  tested  by  the 
operator  prior  to  each  perform- 
ance. No  defective  apparatus, 
or  apparatus  of  a  type  not  ap- 
proved by  this  department  shall 
be  operated.  No  apparatus  with 
a  lamp  served  with  oxy-hydro- 
gen  or  acetylene  gas  shall  be 
approved. 

It  is  forbidden  to  overfuse 
(see  electrical  code,  section  418 
of  the  Code  of  Ordinances)  or 
to  make  any  electrical  connec- 
tions not  sanctioned  by  the 
aforesaid  chapter  (see  section 
438). 

The  operator  shall  report 
promptly  every  defect  in  the  ap- 
paratus or  its  connection,  the 
correction  of  which  he  is  unable 
to  secure. 

Badly  torn  films  shall  not  be 
used  and  their  presence  in  the 
booth  shall  be  reported  as  soon 
as  practical. 

The  booth  at  all  times  shall  be 
kept  clean.  Ne  pieces  of  film 
or  loose  combustible  material 
shall  be  allowed  to  remain  in  the 
booth,  unless  kept  in  a  metal 
box  provided  with  a  close  fitting 


cover  constructed  without  the 
use  of  solder. 

The  door  of  the  booth  shall 
be  kept  closed  while  the  public 
has  access  to  the  premises. 

No  person  shall  be  allowed  in 
the  booth  except  the  manager  or 
owner  of  the  premises,  a  licensed 
operator,  a  person  specially  au- 
thorized by  the  commissioner  in 
writing,  or  any  duly  accredited 
officer  of  the  city. 

The  interior  of  the  booth  shall 
remain  readily  accessible  to  the 
persons  mentioned  in  the  fore- 
going section.  The  door  of  the 
booth  shall  not  be  latched  on  the 
inside  nor  the  handle  removed 
from  the  outside,  nor  shall  any 
signalling  device  be  permitted 
which  is  ooerated  from  the  front 
of  the  house. 

No  film  other  than  that  on  the 
machine  or  on  the  rewinder  shall 
be  exposed  in  the  booth  at  any 
time. 

No  smoking  is  permitted  in 
the  booth  at  any  time. 

No  matches,  fire  or  open  light 
is  permitted  in  the  booth  while 
the  public  is  on  or  has  access  to 
the  house  or  premises. 

Every  fire,  together  with  the 
apparent  cause  thereof,  shall  be 
promptly  reported. 

Advance  report  shall  be  made 
of  the  installation  of  a  moving 
picture  machine  for  a  one  night 
exhibition. 

The  apparatus  shall  at  all 
times  be  in  charge  of  a  licensed 
operator. 


OcUJber  31, 1925 


Page  51 


Annual  Directory  Number 


of  the 


Exhibitors  Trade  Review 

OUT  SATURDAY, 
DECEMBER  26, 1925 


BIG  EQUIPMENT  SECTION 

WHO'S  WHO  SECTION 

EXPLOITATION  OF  THE  YEAR 

PICTURES  OF  THE  YEAR 

RELEASE  CHART  OF  THE  YEAR,  ETC.,  ETC. 


To  Advertisers: 


THE  BIG  ANNUAL  EDITION  ALWAYS  REFLECTS 
WHO  SWHOIN  MOTION  PICTURES  AND  THIS 
YEAR  WILL  PROVE  NO  EXCEPTION. 


Send  In  Your  Advertising  Announcements  Now 

DON'T  WAIT  UNTIL  THE  LAST  MINUTE  AND 
THEREBY  TAKE  A  CHANCE  OF  MISSING  OUT. 


Forms  Close  December  20,  1925 

Separate  Issues  to  nomubsctibets  of  Annual  $1.00 


Page  52 


Exhibitors  Trade  Review 


Lattice  Hanging  Baskets 
for 

Theatre  Lobbies  & 
Stage  Set 

Booklet  mailed  upon  request. 

Schroeder  Art  Flower 
Mfg.  &  Decorators, 

6023   Superior  Ave., 
Cleveland,  O. 


Projection  Hints 


$60,000  Fire 

KENOSHA,  Wis.— Sixty  thousand  dollars 
is  the  estimated  extent  of  damage  caused  to 
the  Burke  Theatre  by  fire,  which  completely 
gutted  the  structure.  Fire  Chief  John 
Schwartz  is  in  a  hospital,  the  result  of  in- 
juries received  when  he  fell  down  a  rear 
stairway  obscured  by  dense  smoke. 


Has  Ms.*ii«i,  Troubles 

From  E.  N.  Holden,  Gilbertsville,  N.  Y., 
the  writer  received  the  following  very  inter- 
esting letter: 

"My  Dear  Mr.  Trout — I  read  your  projec- 
tion dpartment  very  carefully  each  week, 
;md  secure  some  very  helpful  advice  from 
same.  Your  department  is  a  big  help  to 
exhibitors  and  projectionists  in  securing  better 
projection  results.  More  power  to  the  Trade 
Review. 

"I  am  going  to  ask  ycu  to  help  me  out  in 
some  projection  trouble  I  am  now  having 
with  a  mazda  outfit  I  recently  purchased.  My 
theatre  and  projection  equipment  was  in- 
stalled a  few  years  before  the  city  installed  an 
electric  light  plant,  so  I  still  use  my  own 
electric  light  plant  for  projection.  It  gives 
me  very  pleasing  results,  with  only  a  little 
engine  trouble  at  times,  about  twice  a  year. 

"The  plant  consists  of  a  15  h.p.  engine;  a 
General  Electric  generator  with  a  capacity  of 
90  to  110  volts,  50  amperes  and  3  k.w.  The 
generator  has  four  poles  and  is  compound 
wound  type;  speed  is  about  1,800  r.p.m.  I 
use  a  panel  board  with  a  field  rheostat  control 
of  the  voltage.  My  projection  distance  is 
about  sixty  feet  from  the  projection  lens 
to  the  screen,  and  projects  a  picture  about 
8%  by  11  feet.  Am  using  a  Motiograph 
machine  with  good  lenses  and  condensers. 
Machine  is  in  good  condition. 

"For  emergency  purposes  I  purchased  a 
'Best  Adapter  Equipment'  to  use  in  the 
lamp  house  in  case  that  my  light  plant  may 


In  the  Film  Industry 

where  News  is  made  o  vernight 

You  want  all  the  News 
when  it's  News 
Today — not  next  week 

Read 

Exhibitors  Daily  Review 

First  in  News 
Always  first 

Make  sure  of 

getting  your  copy  Daily 

Subscribe  today! 

It's  $5.00  a  year 


go  'dead'  some  time  on  me.  But  for  some 
reason  this  mazda  equipment  does  not  give 
good  results.  I  get  a  good  liyht  from  my  arc 
lamp  and  a  very,  very  poor  light  from  the 
mazda  outfit.  With  the  arc  lamp  I  get  a 
light  that  will  almost  put  your  eyes  out. 

"I  am  using  a  1,000  watt  bulb  with  the  Best 
Adapter,  as  recommended  by  the  company  1 
purchased  the  adapter  from.  Do  you  think  the 
bulb  is  of  the  correct  wattage?  I  can  make 
the  change  from  the  arc  to  the  mazda  in  a 
very  few  minutes,  so  would  like  to  get  this 
outfit  work  right  as  it  would  be  mighty  handy. 
I  get  the  same  results  from  the  mazda  when 
I  attach  the  bulb  to  my  own  light  plant  as 
when  I  use  the  city's  alternating  current 
I  have  tried  using  a  corrugated  condenser  but 
that  does  not  seem  to  help  matters  out.  Do 
you  think  the  piano  condensers — same  as  I 
use  in  the  lamp  house  for  arc — are  good 
enough  to  use  for  the  mazda  equipment? 

"We  always  try  and  give  our  patrons  the 
very  best  in  projection,  and  we  do  get  a  good 
picture  with  the  arc  lamp,  but  you  know  a 
person  is  liable  to  have  his  own  light  plant 
give  him  trouble,  and  when  it  does  you  have 
to  shut  down  until  you  get  it  fixed.  If  I  can 
get  the  mazda  equipment  working  good  why 
I  could  make  the  change  very  easily  until 
I  got  my  own  light  plant  repaired  up  again. 
I  surely  will  be  very  grateful  to  you  if  you 
can  give  me  some  advice  that  will  help  me 
secure  good  results  from  this  mazda." 

(Signed.) 
E.  N.  Holden. 

Answer 

I  first  want  to  thank  you  for  your  kind 
words  in  regard  to  our  projection  depart- 
ment. I  always  try  and  present  articles  and 
data  that  will  be  of  a  helpful  nature  to 
exhibitor  and  projectionist  friends.  This  ad- 
vice is  free  to  readers  of  this  magazine  at 
all  times. 

The  following  advice  is  for  exhibitors  and 
projectionists  using  their  lamp  house — regular 
lamp  house  that  comes  with  projector — and 
using  an  adapter  in  the  arc  lamp.  It  is  taken 
for  granted  that  you  are  using  a  6^4  and  7Yz 
piano  condenser  combination  in  your  lamp 
house.  Never  use  any  other  size  when  using 
an  adapter  in  your  lamp  house. 

I  advise  the  use  of  a  900  watt  bulb,  30  am- 
peres and  32  volts.  I  never  saw  very  success- 
ful projection  using  a  1,000  watt  bulb  and 
110  volts.  You  have  to  use  a  small  trans- 
former on  A.  C.  current  for  the  32  volt  bulb 
and  a  small  rheostat  when  using  this  bulb  on 
direct  current.  But  remember  that  the  result 
is  better. 

The  mazda  planet-convex  condenser,  as 
used  by  the  Simplex  Company,  consists  of  a 
6^4  and  a  7^4  condenser  combination.  You 
want  to  use  this  same  combination  in  your 
lamp  house  for  the  Best  Adapter.  These 
lenses  are  so  placed  that  they  are  only  1-16 
(Continued  on  Page  54) 


Realty  Group  to  Build 

At  the  expiration  of  the  present  leases  on 
the  property  at  869  Longwood  avenue,  Bronx, 
the  lessees,  Loventhal  Brothers,  realty  opera- 
tors, will  build  a  theatre.  Their  lease  extends 
for  twenty-five  years. 

*   *  * 

Anthony  Has  New  House 

The  Palace  Theatre  of  Anthony,  Kansas, 
opened  a  short  while  ago,  under  the  manage- 
ment of  L.  W.  Conner,  exhibitor  from  Okla- 
homa. 


October  31, 1925 


Page  53 


Safeguards  negative  quality — 

EASTMAN 
POSITIVE  FILM 

At  Kodak  Park  every  known  precaution 
is  exercised  to  make  sure  that  every  foot  of 
Eastman  Positive  Film  actually  will  reproduce 
tone  for  tone,  all  the  detail  of  the  negative. 

Eastman  experts  safeguard  for  the  screen 
the  photographic  quality  your  audiences  are 
entitled  to  see  there — -and  expect. 


Look  for  the  identification  "Eastman" 
"Kodak"  in  black  letters  in  the 
margin  of  prints  you  screen. 


EASTMAN  KODAK  COMPANY 

ROCHESTER,  N.  Y. 


L.  _ 


Page  54 


Exhibitors  Trade  Review 


LOBBY  DISPLAY 
FRAMES 


TICKET  BOOTHS 
MIRRORS,  ETC. 

All  Designs  Original 

Your  Lobby  is 
Your  Show  Window 

Attract  your  patrons  by  properly 
displaying  your  posters  in  the 
newest  and  most  attractive  frames 

Stanley  Frames  Are 
Always  Right 

 f 


SEND  FOR  OUR 
NEW  CATALOGUE 


Stanley  Frame  Co. 

L.  RING,  Pres. 
727  7th  AVE.,  NEW  YORK 


Patented 


NOISELESS,  EFFICIENT 
Curtain  Control  &  Track 

Faith  behind  the  product  has  put 
The  VALLEN  Curtain  Machine 
and  Noiseless  Track  in  theatres 
in  Every  State  in  the  Union. 
You  owe  it  to  yourself  to  investi- 
gate the  VALLEN  PRODUCT. 


"THE  PERFECT  CURTAIN  TRACK" 
Patent  Applied  For. 

E.  J.  Vallen  Electrical  Co.       Akron,  Ohio 


Theatre  of  1,000 
Seats  Planned 
In  Lake  Forest 

CHICAGO,  111. — Announcement  of  plans 
for  the  erection  of  a  $225,000  theatre,  to  seat 
1,000,  to  be  built  at  Deerpath  and  Forest  ave- 
nues, Lake  Forest,  was  made  last  night  by 
the  James  Anderson  company  of  Lake  For- 
est. 

Construction  work  is  expected  to  begin 
within  the  next  sixty  days.  It  is  hoped  to 
have  the  structure  completed  by  spring. 

The  building,  of  old  English  architecture, 
will  have  four  shops  on  the  street  and  twelve 
offices  on  the  second  floor.  The  theatre 
will  be  leased  by  William  Pearl,  of  High- 
land Park. 

*  *  * 

Sharp  in  Little  Rock 

LITTLE  ROCK,  Ark.— T.  W.  Sharp  has 
awarded  contracts  on  his  new  theatre  to  be 
erected  at  620  Beech  street.  It  will  cost  about 
$50,000. 

*  *  * 

Fotoplayer  Organs  in  Texas 

A  large  style  Fotoplayer  has  been  placed 
in  the  Clarksville  Theatre,  "The  Opera 
House."  Ben  Hurst,  manager  of  the  theatre, 
placed  the  order.  The  Sunset,  which  A.  C. 
January  is  opening  in  November,  at  Oak 
Cliff,  Dallas,  has  also  ordered  a  large  model 
Fotoplayer  installed. 

*  *  * 

Mid  wood  Opens  Today 

The  Midwood  Theatre,  Flatbush's  newest 
amusement  palace,  will  open  its  doors  today, 
October  31. 

The  theatre  is  located  on  Avenue  K  and 
Coney  Island  avenue,  Brooklyn,  N.  Y.,  and  is 
owned  by  the  McNamara  Brothers.  All  the 
equipment  used  in  this  house  was  purchased 
from  the  Howells  Cine  Equipment  Co. 

*  *  * 

Morris  Blender  Builds  Alone 

Morris  Blender,  formerly  connected  with 
Straussberg  of  the  Kismet  and  State  Thea- 
tres, Brooklyn,  N.  Y.,  will  start  building  oper- 
ations for  himself  in  the  Bronx.  His  new 
house  will  have  a  capacity  of  2,000  and  will 
be  ready  in  the  early  part  of  next  spring. 
Address  is  174th  street  and  Jerome  avenue. 

*  *  « 

600  Seater  for  Yonkers 

S.  Graves,  Yonkers,  N.  Y.,  theatre  opera- 
tor, started  operations  on  a  new  600  seat 
house  on  Riverdale  avenue,  Yonkers.  The 
theatre  will  be  fashioned  after  the  new  style 
intimate  type  and  completion  is  promised  by 
February  of  the  coming  year. 


Bilt-Rite 
Installations 

CHICAGO  —  The 
Bilt-Rite  Frame  Co. 
recently  celebrated 
their  first  anniver- 
sary. They  state  that 
they  have  enjoyed  ex- 
cellent business  dur- 
ing the  first  12 
months  of  the  com- 
pany's existence.  The 
company  manufac- 
tures lobby  display 
frames.  Some  of  their 
recent  installations 
are  as  follows :  Circle 
Theatre,  Cleveland, 
Ohio ;  Savoy  Theatre, 
also  of  Cleveland,  and 
The  Princess  Theatre, 
of  Peoria,  111. 


Editorial  material,  announce- 
ments of  a  non-advertising  na- 
ture, statements  and  signed 
articles,  intended  for  publica- 
tion in  the 

Annual  Equipment  Number 
of  Exhibitors  Trade  Review 
(Out  Saturday,  December  26, 
1925)  must  reach  these  offices 
not  later  than  December  15. 


REPORTS  MAZDA  TROUBLE 

(Continued  from  page  52) 

of  an  inch  apart.  The  focal  length  is  never 
changed.  The  condensers  must  be  kept  clean. 

The  distance  from  front  surface  of  the 
condenser  to  aperture  should  be  nine  inches 
when  usiny  a  small  diameter  projection  lens 
and  eleven  inches  when  using  a  large  diame- 
ter projection  lens.  This  recommendation  is 
for  using  plano-convex  condensers  only. 

Don't  guess  at  distances.  Use  a  ruler  and 
be  sure  that  you  are  right  in  your  measure- 
ments. The  least  bit  out  of  measurement 
makes  a  great  difference  when  using  mazda 
equipment. 

The  lamp  filament  must  be  2>%  inches  from 
collector  lens.  Move  the  lamp  backward  or 
forward  until,  using  a  ruler,  you  bave  the 
filament  exactly  that  distance  from  the  col- 
lector lens.  If  you  received  an  instruction 
book  with  your  equipment,  by  all  means  fol- 
low the  instructions  carefully  as  outlined  in 
the  book.  The  manufacturers  are  always 
glad  to  send  you  an  instruction  book  and  give 
you  all  the  help  they  possibly  can. 

You  must  proceed  as  follows  to  focus  the 
lamp  filament  correctly:  Remove  your  pro- 
jection lens  from  the  mechanism,  open  up 
the  fire  shutter  and  block  same  up  so  that  it 
will  remain  open  (no  film  in  projector)  and 
move  your  revolving  shutter  out  on  its  shaft 
until  its  blade  is  exactly  10^4  inches  from 
aperture.  Instead  of  moving  shutter  you  may 
support  a  small  piece  of  dark  colored  card- 
board or  sheet  of  metal  10^4  inches  from  the 
aperture  to  serve  as  a  screen.  You  next  light 
the  bulb  (lamp)  and  you  will  find  an  image 
of  the  lamp  filament  on  shutter  or  cardboard 
screen,  move  the  lamp,  as  a  whole,  back- 
ward or  forward  until  the  filament  image  is 
in  as  sharp  a  focus  as  you  can  get  it 

As  to  focusing  the  mirror  image.  When 
you  have  the  filament  sharp,  you  next  unlock 
the  mirror  and  swing  the  mirror  sideways 
and  up  and  down  until  the  mirror  image  of 
the  filament  appears  on  the  shutter  blade. 
Remember  that  this  image  will  be  much  less 
bright  than  the  lamp  filament  itself.  Be  sure 
and  focus  this  mirror  as  sharp  as  you  can 
get  it.  Swing  the  mirror  sideways  or  up  and 
down  so  as  to  locate  the  mirror  image  that 
it  exactly  fills  the  space  between  the  filament 
coils  of  the  bulb.  You  then  have  the  focusing 
part  of  the  mazda  complete. 

If  your  current  be  D.  C.  move  the  regulator 
to  "low"  as  soon  as  the  switch  to  the  lamp  is 
pulled.  If  current  is  A.  C.  set  regular  line 
voltage  switch  at  "low"  as  soon  as  you  pull 
table  switch  supplying  current  to  the  trans- 
former. 


Sign  Distribution 

CHICAGO.— The  Glo-letr  interior  theatre 
signs  manufactured  by  the  Frank  E.  Plow- 
man Co.  are  now  exclusively  distributed  by 
the  Tablet  &  Ticket  Co.  of  Chicago.  The 
sign  is  the  one  so  much  seen  in  theatres  and 
used  as  direction  signs  for  which  purpose  they 
are  admirablv  suited. 


October  31, 1925 


Page  55 


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. 

Frank  Netschert,  61  Barclay  Street,  New 
Tork. 

(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 
Tork. 

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. 
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 

Eastman  Kodak  Co.,  Rochester,  N<3W 
York. 

Flsh-Schurman  Corp.,  45  West  45th 
Street,  New  York. 

FLOOR  COVERINGS 

Clinton  Carpet  Co.,  Chicago,  111. 
(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 
boards) 

Dwyer  Bros.,  520  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) 

LEI\  SES 

Bausch  &  Lomb  Optical  Co.,  Rochester, 
New  York. 

(/(/.  catalog  on  lenses  of  all  kinds) 
C.  P.  Goerz  American  Optical  Co.,  New 
York  City. 

(111.  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  projection  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.  City. 
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.,  Coxsackie,  New 
York. 

(Illustrated  catalog  on  projection  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.,  21O0  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  pips 
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.,  Shamokin,  Pa. 
Trimount  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. 


Page  56 


Exhibitors  Trade  Review 


Classified  Opportunities 

Rate  2  Cents  a  Word — Cash  With  Copy 


C7fl<L 

Definorit 

CHICAGO 


For  Sale 


Local  Films 


ADVANTAGES 

OVERLOOKING  BELMONT 
YACHT  HARBOR  ANI> 
LINCOLN  PARK  GOLF 
COURSES  •  •  • 
A  N  EW  HOT  E  L- 700  ROOMS 
OPENED  EARLY  IN  1924 
ALREADY  FAMOUS  FOR 
ITS  HOSPITABLE 
ATMOSPHERE  •  •  - 

SPECIAL 
MONTHLY  RATES 
WRITE  FOR  BOOKLET 

G.E.Billinqslei) 


HOUSE 


<ivedB 

>pular  B 


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


FILMACK  COMPANY 

736  S.WABASH  AVE.  CHICAGO 


FOURTEEN  HUNDRED  NEW  OPERA 
CHAIRS,  some  upholstered.  New  goods  made  on 
contract  to  fit.  Bankrupt  stock,  at  a  big  sawing. 
EIGHT  THOUSAND  YARDS  Of  government 
Standard  Battleship  Linoleum  and  Cork  Carpet  at 
less  than  wholesale  prices  for  theatiCS,  chtVCbes, 
clubs  and  lodges.  Guaranteed  goods.  Not  fcofr  than 
one  roll  sold.    J.  P.  REDINGTON  &  COMPANY, 


SCRANTON,  PA. 


VENEER  SEATS  and  backs.     £00  tor  my  rize 

chair,  never  used.    Will  fit  to  suit.     Rtdtagtgjn  Co., 

Scranton,  Pa. 

A  CHEAP  BUY — 280  splendid  theatre  chairs  in 

fine  condition  for  sale.  Originally  these  chairs  cost 
$12.00.  No  good  offer  refused.  Apply;  Manager, 
Loew's  Aldine  Theatre,  Pittsburgh,  Pa. 


FOR  SALE — One  brand  new  Newman  rJdcet  chop- 
per, cost  $100,  sacrifice  $60;  20x40  tent  OBtAC,  $75; 
power  inductor,  $25  ;  Ft.  Wayne  usnpeajprO,  JB5 ; 
32  volt  2  K.  W.  generator  outfit,  $65*  Everything 
guaranteed.     Grobarick,  Trenton,  fcew  JcMQk 

FOR  SALE — Organ,  machines,  fans,  booths,  new 
and  used  chairs.  Western  Pennsylvania  Amusement 
Company,  1012  Forbes  Street,  Pittsburgh,  I»a,  _C-tf 

FOR  SALE:   1  SEEBURG  ORGAN,  285  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. 

FOR  SALE:  Pa  the  Camera;  good  as  new;  with 
new   Bell   Howell  tripod,   complete   $450.00.  Also 

new  200  foot  Universal  Camera  with  7  magazines. 
$250.00.  Or  bolh  outfits  for  $600.00-  H.  Berger,  197 
Hamilton  St.,  Dorchester,  Mass. 

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. 


Miscellaneous 


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


At  Liberty 


A-l  VIOLINIST,  leader  or  baton  at  liberty.  First 
class  p.cture  house  experienced ;  large  library.  Pro- 
duce prologues,  novelties,  etc-  Union,  young,  and 
neat  appearance.  Can  furnish  other  first  class 
musicians.  Best  of  references.  Box  266,  Orange- 
burg,  S.  C. 

FEATURE  ORGANIST— Young  man,  desires  po- 
sition. Union.  Library.  Address:  "Organist," 
Apt.  3,  3606  13th  St.,  N.  W.,  Washington,  D.  C. 


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 


MOTION  PICTURES  made  to  order.  Commercial. 
Home  or  Industrial  We  hare  excellent  facilities, 
and  the  best  cameramen.     Our  price  20c  per  foot. 

•  Ruby  Film  Company.  727  Seventh  Avenue,  N.  Y. 


For  Rent 


MOTION  PICTURE  aqd,  "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. 


Wanted 


CHINESE    FILMS  WANTED. 

Box  1439  Honolulu. 


Creart  Studios, 


THEATRE  WANTED  in  thriving  town  within  150 
miles  of  Toledo,  Ohio,  preferred.  Will  buy,  lease  or 
rent.  Waid  Zeis,  1358  Elmwood  Avenue,  Toledo, 
Ohio.  •  ■•■ 


Motion  Picture  Headquar- 
ters in  Los  Angeles. 

Wire  our  expense  for 
reservations. 


ing  Lists 

.i_  ...Sri  i— 


Will  help  yi_. 
tor.  FREE 


ou  increase  sale* 
log  riTiafc 


Professions,  Business  Firm*. 

99%b^°"fundeo\  5  ^each 


•Ml* 


it.  Louis 


WORLD'S  LARGEST  EXCLUSIVE  AMUSEMENT  TICKET  PLANT'  TWENTY- ElSHT  YEARS  EXPERIENCE  AT  YOUR  SERVICf 

ROLL  FOLDED 


Ad.cusTTcket/3 

/  352  N.  ASHLAND  AVENUE  \V 


TICKETS 


CHICAGO,  ILLINOIS  „isi  f oh  me  ieast  m-om >        quiemsj  rniivLRv        correctness  i;uA«4N.rrtD 


Duplex  Standard 


MEASURING  MACHINE 

has  a  capacity 
of  10,000  feet  and 
can  be  reset  to 
zero  at  anytime/ 

It  is  100%  accurate 
and  eliminates  any 
possibilities  oftnors 
in  footage, 

Its  speed  knows  no 
limit- ~  it's  con- 
struction is 
DUPLEX 
quality 


9fte  First  one 
has  yet  to  wear  out ' 


uplex  Motion  Picture  Industries,^ 

£png  Island  City,New7drk, 


rsary 


ew 


Special  big  features- 
Special  box  office  set 

Special  big  newspaper  d|  rtijng  campaign  34  leading 
cities — 

Special  interest  to  you  ai 


The  first  news  weekly, 
the  public,  the  best  kno1 
and  the  best  and  most  pro] 

Ask  the  Pathe  salesman  f  < 


Iir  patrons, 
the  minds  and  hearts  of 
>tion  picture  in  the  world, 
He  picture  for  you  to  show, 
etails! 


Bigger  and  Better  Than  Ever  ! 


Exhibitors  DAILY  REVIEW  Section,  Page  13 


EXHIBITORS 

CTrade  REVIEW 

9Ae  Business  Paper  of  the  Motion  Victure  Industry 


stand \store in  America  is  featuring} 


\y.  7, 1925      Monthly  Short  Subjects  Number         20  ce„ts 


THROW  AWAY  THE 
DICTIONARY,  BOYS! 

Blooie  goes  the  dictionary.  ! 

F©W©r  words  and  more  facts  is  what  exhibitors  want  anyhow. 
IVI©trO-Goldwyn--Ma'yer  salesmen  are  saving,  their  tonsils. 
The  pictures  do  the  talking. 
We  release  a  new  argument  every  week. 

And  that's  been  going  on  since  we  gave  you  Lon  Chaney   in  "The 
Unholy  Three"  back  in  August. 

And  followed  it  with  the  most  marvelous  line-up  ol  self-selling  product 
ever  put  on  spools. 

Norma  Shearer  in  "A  Slave  of  Fashion;'  "Pretty  Ladies,"  "Sun-Up," 
"The  Mystic"  speak  for  themselves. 

From  coast  to  coast  you  hear  "Never  The  Twain  Shall  Meet." 

"Exchange  of  Wives,"  "The  T  ower  of  Lies,"  Ramon  Novarro  in  "The 
Midshipman,"  Buster  Keaton  in  "Go  West." 

They  talk  in  figures. 

And  now  get  ready  for  "The  Merry  Widow." 

It  has  been  talking  for  itself  for  three  months  on  Broadway  at  $2  a  talk. 
No  wonder  there  are  a  lot  more  Metro-Goldwvn-Mavcr  exhibitors  today. 

J  J  J 

than  ever  before  in  history. 

And  more  signing  for  The  Quality  Fifty-Two  every  day. 

If  you're  wondering  how  long  this  record-breaking  pace  can  keep  up. 

Listen. 

In  the  coming  weeks  we're  going  to  release  a  line-up  of  babies  that  have 
even  our  past  performance  stopped. 

The  pictures  talk  for  us. 

That's  why  Metro-Goldwyn-Mayer  is 

THE  TALK 

OF  THE  INDUSTRY 

Member  Motion  Picture  Producers  and  Distributors  ot  America,  Inc.     Will  H.  Hays,  President 
Published  weekly  by  Exhibitors  Review  Publishing  Corporation  at  34   North   Crystal   Street,   East  Stroudsburg,    Pa.     Editotial^  Offices,   45   West  45  h„  ^tr^. 


f 


More  Proof! 

of  the  Supremacy  of 


THE  SPICE  OF  THE  PROGRAM" 


in  the  Short  Subjects  Field 


The  Greatest  Week 

During  the  week  ending  October  3 1,  8000  the- 
atres in  the  United  States  and  Canada  played 
Educational  Pictures — a  record  seldom,  if  ever, 
achieved  by  any  other  prograrn  of  pictures. 
Practically  every  first  run  house  in  the  land 
was  included  in  this  smashing  record  of 
bookings! 

The  Greatest  Picture 

In  the  same  week  an  Educational  release 
— "The  Voice  of  the  Nightingale" — 
was  awarded  the  Hugo  Riesenfeld  Gold 
Medal  for  the  Most  Novel  Short  Subject 
of  the  Year! 

If  You  Want  Added  Profits 
Book  Educational  Pictures — and  Advertise  Them 


EDUCATIONAL 
FILM  EXCHANGES,  Inc. 


Member,  Motion  Picture  Producers  and  Distributors  of  America,  Inc. 
Will  H.  Hays,  President. 


I 


PULLING  POWER 
+  PLUS  - 


The  Great  Super-Serial 


THE 


OWE 


GOD" 


A  BEN  WILSON  PRODUCTION 

starring 

BEN  WILSON  and  NEVA  GERBER 


RELEASED  IN  DECEMBER— THIS  NATIONALLY 
ADVERTISED  SERIAL  WILL  BRING  CHRISTMAS 
CHEER  TO  YOUR  BOX  OFFICE 


hd  VlTML  EXCHMNGBSJnc,  By 


218  tOest  Arlnd.  STREET  NEW  YORK  CITY 

Except  in  territories  already  under  contract 


Day  after  day  since  it  began 
publication  five  weeks  ago 

Exhibitors  DAILY  REVIEW 

has  published  the  Big  News  of 
the  industry  first 

This  service  is  but  one  of  the 
reasons  why  every  enterprising 
Exhibitor  should  read  the  real 
newspaper  of  the  business 

And  the  cost  is  only  $5  a  year, 
including  EXHIBITORS  TRADE 
REVIEW  every  week 


The  Coupon 
Is  For 

Your  Convenience 


Exhibitors  DAILY  REVIEW 
45  W.  45  St. 
New  York: 

Enter  my  subscription  to  Exhibitors  DAILY  REVIEW 
and  send  your  bill  for  one  year. 

Name   

Address  

Business   


"th  Ni&  Naid,  Tun,  , 

^"lce  Tourneur 


ibers  of  Motion  Picture  Producers  and  Distributors  of 
America,  Inc. — Will  Hays,  President. 


A  Hut  national  Picture 


November  7,  1925 


C1B685599 

msssszsssssssssssssss 


Page  7 


25252E5 


EXHIBITORS 

Cfrade  REVIEW 

Cflie  Business  Paper  ef  the  Motion  ficture Industry 


WILLARD  C.  HOWE,  Editdr 

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.  18 


November  7,  1925  ' 


No.  25 


CONTENTS 


PICTORIAL  PRESENTATIONS 
Amundsen's  Flight   „  .Frontispiece 

HIGHLIGHTS  IN  THE  NEWS 

Brandt  and  Cohen  on  Broken  Promises   16 

Nine  Completed  By  Chadwick  _.  16 

Special  Editions  of  Pathe  News   16 

Tax  Problems   -     21 

Weiss  Takes  Agfa  Control  -   21 

Pathe  Starts  New  Western  Serial  .....   21 

Inspiration's  Expansion  ;  _   27 

Educational  Gets  Far  Eastern  Films   27 

F.  B.  O.  Launches  Western  Drive:   27 

REGULAR  DEPARTMENTS 

Editorials  _  -  -  -   9 

"Shorts  Are  Sweet  "  (Feature)   10 

Daily  News  Section  -   11 

Still  Life   .-.  -  -  -  -   23 

Production  Highlights  -  -   28 

Exhibitor  News   -  -   29 

Exploitation  Ideas  -   31 

Big  Little  Features   -  -  -   35 

Box  Office  Reviews    44 

Production  Charts  -  -  -   46 

Equipment  News  and  Notes   50 

./  

i/  -  / 

I  /     Copyright  1825  by  Exhibitor*  Review  Publishing  Corporation 

#o.  C  WtHJams,  President;  VII  lard  C.  Howe.  Vka  President;  P.  Meyers, 
Treasurer.  Executive  and  Editorial  offices:  Hearn  Building,  45  West  Forty  - 
fifth  street.  New  York.  Telephone,  Bryant  0100.  Address  all  commani- 
eatfon*  to  Executive  Office*.  Published  weekly  at  34  North  Crystal  Street, 
Bast  Stroadsburg,  Pa.,  by  Exhibitors  Review  Publishing  Corporation. 
Member  Audit  Bureau  of  Circulations.  Subscription  Rates:  Postage  paid 
per  year.  United  States,  S3;  Canada^  S3;  Foreign,  10;  single  copies,  20 
oeats.    Remit  by  check,  money  order,  currency  or  postage. 


Find  the  man 


m 


who  is  playing 


Metro-Goldwyn.Mayer's 
The  Quality  52 


5Z5Z5a52g5aagSgBgSSSaSEgk5i5ES^^ 


Page  8  Exhibitors  Trade  Review 


Amundsen  Attempts 
A  Polar  Flight 

rHE  thrilling  attempt  made  by  the  Arctic  explorer, 
Amundsen,  and  his  courageous  companions  has 
been  put  on  the  screen  by  Pathe  Exchange.  The  film 
is  authentic  and  exceptionally  interesting. 


Lincoln  Ellsworth,  Amundsen's  American 
companion,  who  navigated  one  of  the  two 
planes  in  the  wash  into  the  frozen  unknown. 


(Above)  Mother  seal  ready  to  snatch  her  baby  to 
safety  beneath  the  ice  at  the  first  sign  of  danger. 

(Left)  Members  of  the  heroic  crew  are  decorated 
for  valor  as  vast  throngs  cheer  them. 

(Below)  The  daring  airmen  make  final  preparations 
to  hop  off  from  Spitzbergen  to  the  Pole,  600  miles 
across  the  white  wilderness. 


CTrade  REVIEW 

9he  dusiness  Thpcr  of the  Motion  detune  Industry 

Short  Subjects  Are  Largely 
What  You  Make  Them 


AN  Exhibitor  friend  of  mine  was  complaining 
rather  bitterly:  "Short  subjects  could  be 
made  a  great  leverage  for  more  business. 
But  the  trouble  is  with  the  kind  of  short  subjects 
we  are  getting,  not  with  the  way  we  handle  them. 
Imagine  advertising  and  exploiting  some  of  the 
comedies  I  am  showing  right  now.  I'd  have  to 
leave  town." 

And  a  little  later  in  the  conversation  he  broke 
out  in  a  different  vein:  "You  know  the  way 
prices  have  gone  up  it's  a  tough  job  to  fill  out  our 
programs.  I  am  paying  so  much  for  a  few  big 
features  that  there  isn't  anything  left.  This  season 
I  have  had  to  fill  in  with  some  state-right  pictures  I 
could  buy  for  almost  nothing,  to  balance  the  high 
prices  I  am  paying  for  twenty-five  or  thirty  big 
pictures.  And  after  all,  I  don't  know  whether  they 
will  be  big  ones  until  the  cash  is  counted." 

Of  course  I  didn't  stand  that  exhibitor  against 
the  wall  and  tell  him  his  policy  is  rotten.  It 
wouldn't  do.  He  is  successful.  He  knows  the 
business.  He  has  made  money.  Yet  the  disparity 
in  his  remarks  ought  to  be  evident  to  a  ten-year-old. 

As  long  as  you  exhibitors — not  all  of  you,  of 
course,  but  altogether  too  many — pin  your  faith  on 
"big  pictures"  to  such  an  extent  that  you  can't 
afford  good  product  all  the  way  through  your  pro- 
grams, you  will  have  occasion  to  criticize  some  of 
the  short  subjects  offered  you.  If  you  demand 
comedies  at  an  impossible  price,  someone  is  going 
to  manufacture  them.  There  is  going  to  be  a  lot 
of  cheating.  And  you  are  to  blame  for  it. 

Too  many  theatres  are  trying  to  emulate  the 
fellow  who  manages  to  drive  a  Rolls-Royce  on  a 
$10,000  income.  It  can  be  done,  but  it  isn't  evi- 
dence of  good  judgment.  Any  more  than  spend- 
ing too  large  a  share  of  your  prospective  receipts 
on  a  few  features  and  skimping  on  the  rest  of  your 
programs. 


There  are  plenty  of  Exhibitors,  all  over  North 
America,  who  will  testify,  gladly,  that  they  have 
found  it  profitable  to  buy  the  best  short  product 
they  can  find.  Their  conclusion  is  based  on  ex- 
perience. They  know  how  their  attendance  figures 
expand  under  such  treatment.  And  their  policy 
is  the  sort  of  policy  that  will  bring  steady  improve- 
ment in  the  level  of  short  product. 

I  don't  mean  that  it  is  ever  good  business  to  pay 
more  than  a  reasonable  price,  to  pay  more  than  the 
films  are  worth.  This  is  a  bargaining  business  and 
probably  always  will  be.  But  I  do  mean  that  if 
you  put  yourself  in  a  position  where  you  can't  buy 
good  comedies,  a  good  serial,  a  good  newsreel,  or 
any  other  element  that  goes  to  make  a  good  pro- 
gram, simply  because  you  have  overspent  on  a  few 
extra  super-specials,  you  are  doing  yourself  an  in- 
justice, hurting  your  own  house  with  its  patrons 
and  stimulating  the  production  of  cheap  pictures 
that  ought  not  to  be  made. 

To  make  a  really  outstanding  picture  in  two  reels 
requires  more  genius  than  to  make  one  in  ten  reels. 
The  short  film  is  like  the  short  story,  in  this  respect. 
Well  done,  it  is  a  gem.  And  must  command  a 
decent  price. 

There  is  a  lot  of  good  short  stuff  on  the  market. 
No  Exhibitor  who  appreciates  the  importance  of 
this  part  of  the  program  as  a  definite  builder  of  at- 
tendance need  go  without  it.  And  once  the  habit 
of  giving  this  part  of  the  booking  job  the  careful 
consideration  its  importance  justifies,  there  will  be 
general  improvement  in  the  pulling  power  of  this 
class  of  pictures. 

You  exhibitors  actually  determine  producing 
policies.  You  represent,  in  the  producer's  mind, 
the  voice  of  the  public.  If  you  say  you  want  more 
good  short  subjects  you  will  get  them. 


t,       (A  Exhibitors  Trade  Review 

Page  10 

When  Shorts  Are  Sweet 


ENGLISH  SHOWMEN  EXPLOIT  SHORTS 
THE  SAME  AS  THEY  DO  FEATURES 


WHEN  it  comes  to  supporting,  exploit- 
ing and  applying  showmanship  strategy 
of  every  kind  to  the  short  subject,  the 
British  exhibitor,  according  to  my  personal 
observation,  seems  to  have  scaled  to  lofty 
heights  in  the  art.  As  no  testimony  is  more 
convincing  than  that  revealed  by  actual  in- 
stances, let  me  give  a  few  examples,  as  I 
encountered  them  during  my  tour  of  show- 
manship inspection  in  the  United  Kingdom. 

Manager  Roney,  of  the  Picture  House, 
Leeds,  is  about  to  line  up  his  next  week's 
exploitation  program  when  he  discovers  that 
though  his  feature  attraction  is  actually 
a  sound,  entertaining  film,  it  has  neverthe- 
less, no  specific  elements  or  angles  with  which 
to  stir  the  public's  imagination  or  curiosity. 
Furthermore,  the  title  is  hardly  a  "draw," 
and  as  though  to  cap  the  climax  of  his  mis- 
fortunes, a  delay  in  shipping  leaves  him 
without  stills,  posters,  slides,  and  other  ac- 
cessories necessary  for  proper  publicizing. 

Manager  Roney  knows  that  once  he  can 
lure  his  public  inside  his  doors,  they  will 
go  away  satisfied,  for  he  really  has  a  good 
program  on  tap.  But  he  knows,  too,  that 
with  four  other  cinemas  within  a  stone's 
throw  of  his  theatre,  nothing  short  of  ex- 
ploitation-dynamite will  give  him  the  "break" 
he  hopes  for. 

Calling  on  Necessity's  other  daughter,  Man- 
ager Roney  picks  upon  his  short  subject  of 
the  week,  a  two  reel  episode  of  "Samson  of 
the  Circus,"  to  furnish  the  fireworks  for 
waking  up  the  town.  "Ah,  here,"  says  the 
fast-moving  manager,  "are  angles.  I'll  bal- 
lyhoo them  with  lions,  tigers,  strong  men, 
dwarfs,  peanuts — everything  smacking  of  the 
sawdust  ring."  And  witness,  thereafter,  the 
town  placarded  in  good  old  carnival  style, 
with  announcements  of  all  the  attractions 
afore-mentioned.  "CIRCUS  WEEK,  AT 
THE  PICTURE  HOUSE!  ELEPHANTS, 
DARING  DEEDS,  OOH !  THE  WILD 
MAN!" 

VV/  ITNESS  in  amplification  of  this  idea, 

"  a  calliope  operating  up  and  down  the 
main  thoroughfares  of  Leeds,  singing  its 
siren  song  of  sawdust,  swings  and  spangles. 
Witness  the  contagion  of  this  festive  atmos- 
phere as  it  permeates  the  spirit  of  both 
grown-up  and  kiddy.  And  witness,  finally, 
to  skip  a  host  of  intervening  detail,  Roney's 
house  packed  to  standing  room  every  eve- 
ning, and  rocked  with  cries  of  glee  and 
laughter  at  the  matinees  given  over  almost 
entirely  to  the  youngsters. 

On  more  clearly  defined  lines  of  exploit- 
ation, the  case  of  manager  Newton,  of  the 
Casino,  Saltcoats,  is  typical  of  how  the 
shorts  fare  in  showmanship  treatment  on 
foreign  soil.  To  better  understand  the 
significance  of  the  campaign  about  to  be  de- 
scribed, it  would  be  pertinent  to  have  a  vis- 
ual idea  of  the  local  setting. 


By  Michael  L.  Simmons 

Picture,  then,  a  sea-coast  town,  on  the 
west  front  of  Scotland,  to  which  come 
holiday  makers,  all  more  or  less  on  pleas- 
ure bent.  The  Casino,  a  homely  wooden 
structure,  seats  900,  and  charges  admission 
of  3d,  4d,  6d  (6  cents,  8  cents,  and  12  cents.) 
Manager  Newton  is  out  to  wake  up  the 
town,  with  a  two-reel  episode  of  "The  Rid- 
dle Rider,"  and  has  a  twelve-sheet,  one  6 
sheet,  a  set  of  stills,  one  slide,  and  an  al- 
lowance of  i\  (5  dollars)  to  be  used  for  ex- 
tras. It  so  happens  that  Newton  is  handy 
with  a  drawing  brush,  so  to  start  things  off 
he  gets  up  a  series  of  six  "gag"  posters,  car- 
toons full  of  local  humour,  and  places  them 
where  they  will  do  the  most  good.  Of  course, 
these  posters  are  devised  to  show  their  re- 
lation to  "The  Riddle  Rider." 

iy  EWTON  next  turns  his  attention  to  a 
L"  bus  line  running  from  the  sea-side  to 
the  main  street,  on  which  thoroughfare  his 
theatre  is  located.  By  arranging  with  the 
drivers  to  make  a  regular  hack  stand  in 
front  of  his  house,  he  wins  the  privilege  of 
placarding  the  hood  of  each  bus  with  large- 


It  Can  Be  Done ! 

T  F  this  article  does  nothing 
■*■  else,  it  should  spike  for  once 
and  all  time,  the  oft-quoted 
plaint  that  short-subject  exploit- 
ation is  a  fallacy".  The  successes 
achieved  by  British  showmen, 
witnessed  at  first  hand  by  the  au- 
thor, is  an  inspiring  refutation  of 
the  negative  assertion.  Read  it 
for  yourself  and  decide. 


lettered  announcements  concerning  "The 
Riddle  Rider."  Concurrent  with  the  show- 
ing of  this  film,  the  interesting  topic  of  the 
day  for  the  townsfolk,  is  the  issue  of  a  lot- 
tery by  a  local  hospital,  magnificent  cash 
prizes  going  to  the  lucky  ones,  and  the  net 
proceeds  to  the  hospital  funds ! 

It  seems  that  every  person  in  town,  comr 
ing  to  town,  or  going  from  town,  carries 
away  the  lottery  circular,  an  attractive  gold- 
en brochure,  admirably  gotten  up  for  its  pur- 
pose, undoubtedly  by  an  expert.  Manager 
Newton  likes  the  look  of  those  lottery  cir- 
culars. They  are  better  than  those  he  can 
afford,  and,  more  important,  they  seem  to 
be  in  the  hands  of  every  Tom.  Dick,  Harry, 
Jane,  Mary  and  Maude  in  town. 


TO  THINK  is  but  to  contrive  and  soon 
enough  Newton  effects  a  tie-up  with  the 
Hospital  Lottery  in  which  he  advertises  the 
lottery  ballot  on  his  screen,  and  distributes 
them  in  front  of  his  house.  For  his  trouble 
he  is  allowed  an  insert  on  which  he  adver- 
tises "The  Riddle  Rider."  There  are  other 
stunts,  taking  form  in  throw-aways,  tie-ups, 
house  displays,  but  the  "piece  de  resistance" 
of  the  campaign  is  the  one  I  should  like  to 
conclude  with. 

Apparently  the  sidewalks  were  too  nar- 
row for  Newton's  activities,  so  he  selected 
the  roads  of  the  three  streets  adjacent  to 
his  for  painting  in  letters  four  feet  high, 
a  sort  of  hares-and-hounds  diagram  of  how 
to  find  "The  Riddle  Rider,"  the  chase  of 
white  paint  ending  before  the  door  of  his 
theatre.  The  attempt  to  chronicle  this  ire- 
pressible  showman's  activities,  takes  more 
temerity  than  an  ordinary  typewriter  will 
withstand.  To  perorate  the  episode  with  the 
remark  that  despite  the  close  proximity  of 
three  other  Cinemas,  all  larger  than  his, 
The  Casino  was  the  center  of  interest  and 
packed  full  at  every  performance,  must  ap- 
pear to  be  repeating  the  obvious,  unless 
cause-and  effect,  all  principles  of  merchan- 
dising, and  justice  itself,  are  the  futile  con- 
ceptions of  a  bilious-minded  crew,  raised 
on  a  diet  of  fallacy. 

The  above  instances  are  a  few  touches  on 
the  pulse  of  short  subject  showmanship  in 
England.  Rather  than  take  up  space  for  the 
cataloging  of  additional  instances,  it  would 
be  more  comprehensive  to  view  the  prospect 
from  the  cause-and-effect  angle.  The  ques- 
tion, then,  presents  itself :  "What  inference 
can  be  drawn  from  the  high-powered  in- 
terest in  the  small  reeler." 


THE  answer  is  "A  very  logical  inference, 
if  one  is  given  a  peep  behind  the  renting 
scenes."  Showmanship  guides  the  scene,  but 
the  renters,  with  the  help  of  the  trade  pa- 
pers, provide  the  incentive.  At  the  present 
time,  two  companies,  Pathe  and  European, 
are  running  exploitation  contests  in  connec- 
tion with  shorts.  Weekly  cash  prizes  are 
given  for  first,  second  and  third  place  in  the 
competitions,  and  the  trade  papers  publish 
all  photographs  and  descriptions  of  cam- 
paigns, thus  stimulating  the  pace  set  by  the 
contestants.  James  V.  Bryson,  Managing 
Director  of  European,  admits  that  since  the 
launching  of  the  contest  the  sale  of  shorts 
has  risen  two-hundred  per  cent. 

"And,  believe  me,"  adds  Mr.  Bryson,  "I'll 
run  another  contest  as  soon  as  this  contest 
is  finished,  and  keep  on  running  more,  as 
long  as  exhibitors  continue  to  send  in  en- 
tries." That  rather  epitomizes  the  method  of 
sweetening  the  short  subject  for  the  exhib- 
itor in  Great  Britain. 


November  7,  1925 


Page  11 


EXHIBITORS 


DAI LY  REVIEW 

A  Newspaper  Devoted  to  the  Motion  Picture  Industry 


NEW  YORK,  SATURDAY,  NOVEMBER  7 


BRITISH  TRADE 
WRONG  ON  CUT 
BY  INDEPENDENTS 

Producers  Here  Deny  Reports  Ap- 
pearing in  Film  Renter 

Refuting  the  statements  contained  in  an 
article  headed,  "Slump  in  Independent 
Production,"  which  appeared  in  the  issue 
of  "The  Film  Renter,"  October  24th,  a 
British  '  trade  publication,  leading  produc- 
ers of  independent  product  in  America  are 
branding  the  story  as  ill-informed  and 
decidedly  erroneous. 

'the  story  declared  that  a  shortage  in 
independent  product  from  American  pro- 
ducers' was  expected,  and  that  such  firms 
as  Arrow,  which  had  announced  a  pro- 
gram of  twenty-four  productions  for  the 
currenti  season,  were  to  make  but  ten;  and 
that  Chadwick,  which  was  to  make  twelve, 
was1  only  producing  nine,  and  that  Davis 
Distributing  Division  which  had  embarked 
upon  a  program  of  seventy-four  pictures 
was  lonly  making  thirty. 

Dr.  W.  E.  Shallenberger,  of  Arrow 
Films*  said  that  there  was  absolutely  no 
truth  in  the  Film  Renter's  story  and  his 
company  would  proceed  with  the  entire 
program  of  twenty-four  pictures,  seven  of 
which  have  already  been  completed. 

John  K.  Adams,  Vice  President  of  Davis 
Distributing  Division  declares  that  the  re- 
port is  preposterous  and  that  a  smashing 
big  trade  paper  insert  on  their  entire  pro- 
gram would  appear  next  week,  which 
would  be  the  best  answer  to  misguided 
trade  p,aper  editors  in  England. 


"Mocking  Bird"  Cast 

Eric  Mayne,  Sydney  Bracy  and  Ernie  S. 
Adams  are  the  latest  additions  to  the  cast 
of  "The  Mocking  Bird,"  the  starring  vehicle 
for  Lon  Chaney,  which  Tod  Browning  now 
is  directing  for  Metro-Goldwyn-Mayer. 
Owen  Moore  and  Renee  Adoree  head  the 
supporting  players. 


Francke  in  Patterson 

The  numerous  friends  of  William 
Francke,  formerly  the  Advertising  Manager 
of  the  Precision  Machine  Co.,  manufacturers 
of  Simplex  machines  will  be  glad  to  know 
that  he  is  now  connected  with  the  Rivoli 
Theatre,  Paterson's  newest  movie. 


UNITED  ARTISTS 
GETS  ESCHMANN 


E.  A.  Eschmann,  who  has  tendered  his 
resignation  as  general  manager  of  distribu- 
tion for  First  National,  will  join  United 
Artists  as  special  representative  and  assis- 
tant to  Hiram  Abrams,  as  soon  as  his 
First  National  contract  is  completed. 

Abrams  spoke  highly  of  Eschmann's 
ability  in  making  the  announcement. 
Eschmann's  new  affiliation  will  probably 
be  effected  the  first  of  next  month. 
Abrams  has  left  for  the  coast. 

Gambarelli  With  Roxy 

Mile.  Gambarelli,  premiere  danseuse  at 
the  Capitol  Theatre  here  since  its  opening, 
has  resigned  .  and  has  joined  "Roxy" 
Rothafel's  "Gang,"  the  weekly  feature 
broadcast  through  WEAF  and  allied  sta- 
tions throughout  the  country. 

It  is  probable  that  Mile.  Gambarelli 
will  be  one  of  the  features  of  the  "Roxy" 
theatre  when  it  opens. 

*  *  * 

Hackathorne  in  "Justice" 

George  Hackathorne  will  stay  in  Eng- 
land to  make  another  picture  following 
"The  Sea  Urchin,"  in  which  he  is  co- 
starred  with  Betty  Balfour,  England's  fa- 
vorite motion  picture  star.  His  next  pic- 
ture will  be  a  screen  adaptation  of  "Jus- 
tice," which  John  Barrymore  made  famous. 
He  will  return  to  America  late  -in  Novem- 
ber and  immediately  go  to  the  coast  to  play 
a  role  in  an  Allan  Dwan  production. 

Russell  to  Florida 

Big  Bill  Russell  came  to  New  York  to 
visit  his  wife,  Helen  Ferguson,  who  is 
starring  in  a  Pathe  serial.  Lem  Kennedy 
greeted  Bill  on  his  arrival  and  simply 
shanghied  him,  so  Bill  leaves  for  Florida 
this  week,  where  down  Miami  way 
"Shooting  Stars"  is  to  be  made  by  the 
Tilford  Productions. 

*  *  $ 

Betty  Blythe  Returning 

Betty  Blythe.  who  has  been  sojourning 
abroad  these  past  six  months,  making  pic- 
tures and  latterly  enjoying  a  vaudeville 
tour  of  Great  Britain,  will  return  to  the 
United  States  in  December.  Her  latest 
picture  "She,"  is  one  of  the  film  successes 
of  the  year  in  England  and  it  will  be  re- 
leased in  America  shortly. 

*  *  $ 

Monta  Bell's  Next 

Monta  Bell's  next  picture  for  Metro-Gold- 
wyn-Mayer will  be  an  adaptation  of  Vin- 
cente  Blasco  Ibanez's  "The  Torrent."  None 
of  the  cast  has  been  selected. 


ANDREWS  HOUSES 
IN  MUNCIE  ARE 
BOUGHT  BY  FRM 

Fitzpatrick  and  McElroy  Extend 
Theatre  Holdings  in  Indiana 

Muncie,  Ind.,  Nov.  6. — Fitzpatrick  and 
McElroy  have  increased  their  theatre  hold- 
ings in  Indiana  by  the  acquisition  of  the 
Andrews  Circuit  of  three  theatres  here. 
The  three  are  the  Columbia,  Star  and  Lyric 
and  they  were  purchased  outright  from  C. 
Ray  and  Forrest  E.  Andrews  who  have  re- 
tired from  the  exhibition  field  to  devote 
their  time  to  their  Florida  real  estate  inter- 
ests. ^ 

This  deal  was  put  through  in  double 
quick  time  and  three  days  after  the  signing 
of  the  contract  Fitzpatrick-McElroy  took 
over  operation,  starting  November  1.  The 
Columbia  Theatre,  a  two-story  building 
which  occupies  a  quarter  of  a  block  on 
South  Walnut  Street,  was  recently  con- 
structed, and  under  the  management  of  For- 
rest E.  Andrews  has  been  showing  Para-, 
mount  and  Metro  Goldwyn  pictures.  The 
Star,  located  on  East  Main  Street,  has  of- 
fered pictures  from  the  same  companies,  to- 
gether with  musical  tabloids.  The  Lyric, 
also  on  South  Walnut  Street  has  been  show- 
ing a  varied  program  chosen  from  the 
other  manufacturers. 

J.  C.  Wodetsky,  who  has  been  managing 
Fitzpatrick-McElroy's  Benton  Harbor  the-, 
atres,  has  been  transferred  to  Muncie  to 
look  after  the  new  houses. 

When  Fitzpatrick-McElroy  made  their 
first  purchase  in  Michigan  City,  Ind.,  they 
hinted  that  this  was  only  a  start  in  the  state 
and  there  would  be  further  announcements 
soon.  They  followed  almost  immediately, 
with  the  Richmond  deal.  Now  in  a  little 
more  than  a  month  they  have  added  the; 
three  Muncie  houses. 


Exhibitors  DAILY  REVIEW 
readers  tell  us  they  like  the  pa- 
per and  they  tell  us  the  reasons 
why.  There  is  no  waste  of 
space  in  the  DAILY  REVIEW. 
The  exhibitor  is  a  very  busy 
man.  To  be  sure  he  needs  his 
daily  message,  but  he  likes  it 
as  short  and  clear  as  possible. 
We  are  positively  minus  frills 
and  luxuries.  The  DAILY  RE- 
VIEW is  all  meat,  up-to-the- 
minute  material. 


rage  12 


Exhibitors  Trade  Review 


Lower  East  Side 

Sees  "Beautiful  City" 

The  appearance  of  Mayor-elect  James  J. 
Walker  and  Richard  Barthelmess,  the  screen 
star,  coupled  with  the  special  presentation 
for  their  benefit  of  a  motion  picture  dealing 
with  life  on  the  lower  East  Side,  before  mem- 
bers of  the  Grand  Street  Boys  Association, 
brought  such  an  unexpectedly  large  turn- 
out Wednesday  night,  November  4th,  at  the 
association's  club  house,  106  West  55th  Street, 
New  York,  that  police  assistance  was  re- 
quired to  maintain  order  after  a  riot  call 
had  been  sent  in. 

The  occasion  marked  a  celebration  of 
Senator  Walker's  election  to  the  Mayoralty 
of  New  York  and  was  featured  by  the  first 
presentation  in  the  city  of  Richard  Barthel- 
mess' new  First  National  picture,  "The  Beau- 
tiful City,"  a  story  of  the  East  Side.  Bar- 
thelmess made  a  personal  appearance  and 
short  speech  as  did  also  Mayor-elect  Walk- 
er, and  so  numerous  were  the  spectators 
from  among  the  club  membership  that  hun- 
dreds were  turned  away.  Only  club  members 
were  invited,  but  there  are  6,000  of  them  and 
the  cluh  house  can  accommodate  only  about 
2,000.  It  is  estimated  that  about  4,000  turned 
out  with  their  wives  and  families.  There  is 
a  seating  capacity  for  about  500  in  the  au- 
ditorium, but  at  least  1200  persons  had  to 
stand  during  the  showing  of  the  picture  and 
the  speechmaking.  Outdoors,  the  traffic  in 
55th  Street  was  blocked  and  a  riot  call  was 
sent  to  the  47th  Street  police  station.  Twen- 
ty policemen,  led  by  Sergeant  Mulcahney, 
responded  and  order  was  restored  while 
Barthelmess  and  his  mother,  under  the  escort 
of  th  ree  bluecoats,  made  their  exit. 

*    *  * 

Dick  Talmadge's  Latest 

With  the  engagement  of  the  complete  cast, 
work  was  launched  yesterday  by  Richard 
Talmadge  on  his  new  production  for  F.  B. 
O.,  "So  This  is  Mexico." 


You  Can't  Bunk  The  Public 
It  Knows  What  It  Wants 

Every  Columbia  Is  Made  Right, 
Rented  Right,  Satisfies  Cus- 
tomers and  Makes  Profits  Right 


Calendar  of  Coming  Events 


Nov.  7-8-9. — Drake  Hotel,  Chicago,  semi- 
annual convention  Famous  Players-Lasky 
Corp. 

Nov.  14. — Hotel  Plaza,  New  York.,  dinner 
in  celebration  of  15th  anniversary  of  Pathe 
News. 

Nov.  15. — New  York,  .  Apollo  Theatre, 
premiere  Samuel  Goldwyn's  "Stella  Dallas." 

Nov.  17-18— Dallas,  Texas,  Baker  Hotel, 
Texas  M.  P.  T.  O.  Convention. 

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


w.  — .  >  ,  . 


18 


t  j  v- 


Are  What  They 
Want  and  Like 

BOOK  THEM  TODAY! 


ATLANTA  BOARD 

ELECTS  OFFICERS 

(Special  Correspondence) 

Atlanta. — George  R.  Allison,  senior  man- 
agerial representative  of  Fox  Film  Corpora- 
tion in  the  South,  was  unanimously  elected 
president  of  the  Atlanta  Film  Board  of 
Trade  at  the  meeting  of  the  Board  of  Di- 
rectors of  that  organization  held  on  Mon- 
day, November  2nd. 

Other  officers  are  as  follows :  Vice-pres- 
ident, C.  R.  Beacham,  First  National  branch 
manager;  treasurer,  James  H.  Butner,  man- 
ager of  Educational  Film  Exchanges ;  E.  L. 
Cole,  who  has  held  the  position  of  executive 
secretary  for  a  long  period,  was  re-elected. 

Ten  standing  committees  were  appointed 
as  follows : 

Grievance — James  W.  Hanlon,  manager  of 
Metro-Goldwyn,    chairman ;  H.    D.  Hearn, 
Southern  States  Film  Company;  Dave  Prince, 
Famous  Players-Lasky  Corporation. 
Arbitration— R.    S.    Williams,  Universal, 
chairman ;  W.  W. 
Anderson,  Pathe; 
Thos.  A.  Little, 
Producers  Dis- 
tributing Corpor- 
ation. 

Standing  Rules 
— H.  D.  Hearn, 
Southern  States 
Film  Company, 
chairman ;  Fred 
L.  Davie,  F.  B. 
O. 

Membership  — 
C.  H.  Beacham, 
First  National, 
chairman; 
George  R.  Alli- 
son, Fox  Film 
Corporation. 

Business  Effi- 
ciency— Jas.  H. 
Butner,  Educa- 
tional, chairman ; 
Dave  Prince,  Fa- 
mous Players- 
Lasky. 

Legislation  and 
Public  Informa- 
tion— George  R. 
Allison,  Fox. 

Transportation 
— James  H.  But- 
ner. 

Entertainment- 
O.  P.  Hall,  Vi- 
tagraph. 

P  u  r  c  h  a  s  ing 
Agent  —  W.  W. 
Anderson,  Pathe. 

Credits— C.  R. 
Beacham,  First 
National,  Chair- 
man; James  W. 
Hanlon. 


18 


Whitehurst  Addresses 
Stockholders  Again 

(Special  Correspondence) 

BALTIMORE,  Md„  Nov.  5.— J.  H.  White- 
hurst, president  of  the  Century  Theatre 
Company,  has  again  addressed  the  stock- 
holders of  that  company  in  regard  to  the 
proposed  sale  of  the  property.  His  letter 
is  as  follows : 

"My  attention  has  been  called  to  an  ar- 
ticle published  in  the  afternoon  papers  yes- 
terday, in  which  the  statement  is  purported 
to  have  been  made  by  Mr.  Julian  S.  Stein, 
on  behalf  of  the  Committee  which  is  asking 
for  the  deposit  of  the  stock  of  the  Century 
Theatre  Company,  under  an  agreement  which 
will  permit  the  committee  to  sell  the  theatre 
at  such  a  price  and  on  such  terms  as  in  their 
judgment  may  be  advisable,  to  the  effect 
that  the  highest  offer  that  has  been  made 
for  the  theatre  was  one  of  $1,800,000,  but 
that  the  Committee  was  hopeful  of  getting 
other  offers  more  advantageous  to  the  stock- 
holders. 

"While  the  offers  stated  to  have  been  re- 
ceived by  the  Committee  have  not  been  dis- 
closed to  me  these  facts  I  think  are  signifi- 
cant and  should  be  conclusive  to  any  stock- 
holder who  is  considering  dep6siting  his 
stock  on  the  strength  of  promises  such  as 
were  suggested  in  the  statement  made  by 
Mr.  Stein. 

"Several  weeks  ago,  after  negotiations  ex- 
tending over  a  period  of  about  18  months, 
an  offer  was  made  to  Stein  Bros.  &  Boyce 
by  Loew,  InC;,  to  purchase  the  Century  the- 
atre. Less  than  a  week  ago  the  offer  was 
approved  by  Mr.  Stein  and  he  vigorously 
urged  its  acceptance.  Under  this  offer,  there 
was  to  be  paid  an  amount  which  would  yield 
the  preferred  stockholders  par  and  the  com- 
mon stockholders  a  fraction  under  $15 
per  share,  but  it  provided  that  the  hold- 
ers of  the  preferred  stock  should  give  up 
their  right  to  cumulative  dividends  and  that 
the  purchase  price  of  the  stock  was  to  be 
paid  as  follows : 

"To  the  preferred  stockholders,  one-third 
in  cash  in  installments  spread  over  a  period 
of  30  months  and  two-thirds  in  30-year  2nd 
mortgage  sinking  fund  bonds. 

"To  the  common  stockholders,  $1.50  per 
share  in  cash,  payable  in  installments  over 
30  months  and  the  balance  in  30-year  2nd 
mortgage  sinking  fund  bonds. 

"The  committee  may  think  that  someone 
will  increase  the  offer  to  "the  point  that  will 
permit  the  payment  to  the  common  stock- 
holders of  an  amount  in  excess  of  $15  per 
share,  however.  Mr.  Stein's  own  judgment 
as  to  this  is  best  evidenced  by  the  fact  that 
a  week  ago  his  mature  judgment  was  that 
an  offer  of  $15  a  share  for  the  common 
stock  payable  as  above,  was  one  that  should 
be  accepted. 

"In  view  of  the  contest  that  seems  in- 
evitable, it  is,  of  course,  advisable  for  the 
holders  of  the  common  stock  to  sell  the 
same,  if  they  can  get  an  acceptable  price  for 
it.  I  am  always  glad  to  discuss  with  any 
stockholder  the  advisability  of  such  sale  at 
any  time." 

♦  ♦  ♦ 

Meehan  Buys  in  Pasadena  Sun 

James  Leo  Meehan,  director  of  "The  Keep- 
er of  the  Bees,"  and  other  novels  by  his 
mother-in-law,  the  late  Gene  Stratton  Porter, 
has  purchased  a  controlling  interest  in  the  j 

Pasadena  Morning  Sun. 

*  *  * 

"Up  and  At  'Em" 

"Up   and  At   'Em,"   a  western  comedy- 1 
melodrama  starring  Tom  Tyler,  has  been  ac- 
cepted for  production  by  F.  B.  O.,  it  was 
announced  yesterday  by  B.  P.  Fineman,  gen- 
eral manager  of  production. 


November  7,  1925 


Page  13 


NEWS  OF  THE  WEEK 


As  Reported  in  Exhibitors  DAILY  REVIEW 


NEW  COMPANY 
TO  TAKE  OVER 
FOX  THEATRES 

Sixteen  Houses  Named 

Nov.  4. — A  new  holding  company,  with 
4,000,000  shares  of  stock,  no  par  value,  will 
shortly  be  incorporated  to  take  over  the  thea- 
tres and  the  interests  in  theatres  how  con- 
trolled by  William  Fox  and  his  associates. 
The  company  will  be  known  as  the  Fox 
Theatres  Corporation. 

Banking  interests  allied  with  Fox  state 
that  the  corporation  will  begin  its  existence 
with  assets  of  more  than  $20,000,000,  of 
which  $11,000,000  will  be  in  cash  and  $9,- 
000,000  in  equities  in  theatres.  The  only  in- 
debtedness will  consist  of  real  estate  mort- 
gages to  the  sum  of  $1,300,000. 

The  $9,000,000  equity  has  accumulated  from 
William  Fox's  original  investment  of  $5,000 
in  1905. 

The  stock,  it  was  said,  would  consist  of 
3,900,000  Class  A  shares  and  100,000  Class  B 
shares,  each  class  sharing  equally  in  the 
earnings.  Control  of  the  company,  however, 
will  rest  with  the  Class  B  stock  which  will 
be  held  by  Fox  and  his  associates. 


A.  M.  P.  A.  to  Ouestion 

15,000  Theatres 

Developments  in  the  survey  and  report  on 
trade  papers,  which  the  A.  M.  P.  A.  is  con- 
ducting, materialized  only  slightly  at  Thurs- 
day's meeting. 

A  motion  was  passed  to  empower  tfye  com- 
mittee, which  Nat  Rothstein  heads,  to 
send  out  individual  letters  to  approximately 
15,000  theatre  owners  of  the  country,  asking 
them  to  return  a  questionnaire  on  the  sub- 
ject. From  an  average  to  be  struck  from  the 
returns,  something  tangible  will  be  forth- 
coming within  the  next  couple  of  months. 


Arbitration  Case 

Of  Famous  Up  Today 

Minneapolis,  Minn. — An   effort   will  be 

made  today,  it  is  understood,  at  the  meeting 
of  the  Arbitration  Board  here  to  dismiss  a 
case  coming  up  between  Famous  Players- 
Lasky  and  an  exhibitor,  on  the  ground  that 
the  distributor  has  no  standing  before  the 
board. 


Earl  Kramer  New 

"U"  Division  Manager 

Earl  Kramer,  who  has  been  manager  of 
the  Universal  Buffalo  Exchange  for  the  past 
few  years,  has  been  chosen  to  take  over  Jules 
Levy's  former  position  as  Eastern  Division 
Manager  of  Distribution  for  Universal.  As 
reported  a  few  days  ago,  Lou  Metzger  took 
over  the  Western  Division  formerly  handled 
by  Ned  Martin.  Metzger  has  been  a  home 
office  executive  for  a  number  of  years  and 
lately  handled  the  Universal  Complete  Serv- 
ice Plan  for  exhibitors. 


Cohen's  Answer  To  Those  Who 

Have  Him  "Dead  and  Buried9* 

Sydney  S.  Cohen  Thursday  issued  the  following  statement : 

"The  selection  of  Joseph  M.  Seider  as  Business  Manager  of  the  National  Motion 
Picture  Theatre  Owners  of  America  by  the  Administrative  Committee  is  a  most 
happy  one  and  one  which  will  meet  with  the  approval  of  Independent  theatre  owners 
throughout  the  country.  For  my  part,  it  is  both  a  privilege  and  a  pleasure  to  wel- 
come Mr.  Seider  to  this  new  field  of  endeavor  for  which,  by  reason  of  his  energy 
and  talents  he  is  so  eminently  fitted;  a  field  which  properly  worked,  as  it  will  be, 
will  relieve  from  a  mass  of  detail  those  of  us  who  have  been  daily  wrestling  with 
the  problems  confronting  our  fellow  theatre  owners. 

"Members  of  the  Board  of  Directors  of  the  M.  P.  T.  O.  A.  (of  which  Mr.  Seider 
is  a  member)  who  met  in  New  York  last  week  in  conjunction  with  the  Administra- 
tive Committee  and  the  Play  Date  Bureau,  heartily  endorsed  and  enthusiastically  ap- 
proved Mr.  Seider's  intelligent  handling  of  his  duties  as  Chairman  of  the  Contract 
Committee.  To  such  wholehearted  and  approving  endorsements,  I  feel  I  can  add 
little  more  than  to  say  that  I  feel  that  both  M.  Seider  and  the  Motion  Picture 
Theatre  Owners  of  America  are  to  be  equally  congratulated  upon  this  new  alliance." 


E.  A.  ESCHMAN  RESIGNS  FIRST 
NATIONAL  DISTRIBUTION  POST 


Nov.  4. — Vital  changes  have  taken  place  in 
the  First  National  organization  with  the 
resignation  of  E.  A.  Eschmann,  general  man- 
ager of  distribution  on  Monday  last.  Esch- 
mann stated  last  night  that  he  had  tendered 
his  resignation  from  the  company  on  No- 
vember 2nd  to  become  effective  on  Decem- 
ber 1st. 

First  National  has  met  the  situation  by 
making  a  radical  departure  from  any  former 
method  of  distribution  of  its  product,  by 
creating  a  sales  triumvirate,  similar  to  that 
which  has  existed  in  the  past  with  other 
leading  distributing  and  producing  companies. 
"This  new  sales  group  will  be  under  the 
general  supervision  of  Sam  Spring,  of  the 
First  National  Legal  Department,  who  will 
act  as  its  head,"  said  Mr.  Eschmann,  in  dis- 
cussing his  resignation. 

Two  of  the  principals  in  Universal's  form- 
er sales  cabinet  Ned  Depinet  and  Ned  Marin, 
together  with  A.  W.  Smith,  Jr.,  one  of  the 
Eschmann's  chief  lieutenants  in  the  sales  de- 
partment, are  the  new  sales  cabinet  and  Dis- 
trict Heads  of  Distribution  under  Spring's 
supervision. 


Ralph  Williams 


Succeeds  Depinet 


Ralph  B.  Williams  has  been  appointed  to 
succeed  Ned  Depinet  as  director  of  Universal 
sales  for  the  southern  division.  Williams  has 
been  sales  manager  of  the  Atlanta  office  for 
some  time.  He  will  locate  in  New  York. 
Den  Y.  Cammack,  Williams'  assistant  in  At- 
lanta, succeeds  him  as  manager  there. 


Weiss  President  of  Agfa 

Alfred  Weiss,  one  of  the  organizers  of  the 
Triangle  Film  Corp.  and  formerly  vice- 
president  of  Goldwyn  pictures,  has  been  made 
president  and  general  manager  of  Agfa  Raw 
Film  Corporation,  succeeding  J.  T.  Cosman, 
former  sales  manager. 


UFA  Seeks  10,000,000 

A  report  in  financial  circles  has  it  that 
UFA  is  in  the  market  to  secure  a  $10,000,000 
loan,  offering  to  mortgage  its  Berlin  studios 
in  order  to  meet  a  debt  of  28,000,000  marks. 


Armistice  Special 

"The  New  Commandment,"  directed  by 
Howard  Higgin  featuring  Blanche  Sweet 
and  Ben  Lyon,  moves  into  the  Rivoli  The- 
atre Sunday.  Simultaneously  it  will  also 
be  shown  in  various  key  cities  all  over  the 
country  to  celebrate  Armistice  Week. 


Prince  in  "Just  Suppose" 

Prince  Rokneddine  Mirza  Kedjar  of  Per- 
sia, will  make  his  initial  bow  to  the  screen 
in  "Just  Suppose,"  the  Inspiration  pncture 
starringRichard  Barthelmes,  which  is  now 
being  filmed  in  the  Tec -Art  Studios. 


Constance  Bennett  Quits 

The  marriage  of  Constance  Bennett  to 
Phil  Plant,  Jr.,  film  actress,  who  was  one  of 
the  leading  stars  of  the  Associated  Exhibi- 
tors, has  caused  the  termination  of  her  con- 
tract. 


"My  Lady  of  Whims" 

Dallas  Fitzgerald  has  completed  "My 
Lady  of  Whims,"  in  which  Clara  Bow  en- 
acts the  leading  role.    For  Arrow. 


Von  Eltz  Cast 

Theodore  Von  Eltz  will  play  the  male  lead 
opposite  Evelyn  Brent  in  her  new  F.  B.  O. 
production,  "A  Broadway  Lady." 

Kirkland  Directing  Thomson 

Dave  Kirkland  will  direct  "The  Tough 
Guy,"  the  next  Fred  Thomson  picture  for 
F.  B.  O. 


Page  14 


Exhibitors  Trade  Review 


P.  DC.  COMBINES 
COAST  STUDIOS 
UNDER  DE  MILLE 

SISTROM  GEN'L  MANAGER 

Los  Angeles,  Nov.  4.— As  a  preliminary 
step  to  a  most  extensive  program  for  the 
1926-27  season,  official  announcement  was 
made  today  of  the  consolidation  of  the  Cecil 
De  Mille  Studio  at  Culver  City  and  the 
Metropolitan  Studio  in  Hollywood  with  the 
production  activities  and  the  officers  of  both 
studios  unified  under  Cecil  B.  DeMille. 

Plans  for  this  amalgamation  which  have 
been  under  discussion  for  some  time,  were 
perfected  this  week  upon  the  arrival  here  of 
John  C.  Flinn,  general  manager  of  Producers 
distributing  Corporation  and  president  of 
lyletropolitan  Pictures  Corporation.  The  con- 
solidation places  the  most  extensive  produc- 
ing machinery  in  all  Los  Angeles  at  the  dis- 
posal of  Cecil  DeMille  and  brings  under 
his  general  supervision  a  program  of  be- 
tween forty  and  fifty  features  to  be  released 
during  the  1926-27  season  by  Producers  Dis- 
tributing Corporation: 

William  Sistrom,  general  manager  of 
the  Metropolitan  Studios,  will  _  assume 
the  general  management  of  the  consolidated 
organization.  The  appointment  of  Sistrom 
to  this  position  will  allow  DeMille  greater 
freedom  for  concentration  on  his  personally 
directed  independent  pictures,  the  second  of 
which  will  be  "The  Volga  Boatmen,"  on 
which  he  is  planning  to  start  immediately. 

Fred  Kley,  heretofore  general  manager  of 
the  DeMille  Studio,  has  been  appointed  per- 
sonal representative  of  DeMille  in  the  field 
of  distribution  and  will  divide  his  time  be- 
tween Los  Angeles  and  New  York. 

The  executive  committee  of  Metropolitan 
Pictures  Corporation  consisting  of  Messrs. 
Charles  and  Al  Christie  and  John  C.  Flinn, 
will  extend  its  business  supervision  to  em- 
brace all  the  activities  of  the  combined  stu- 
dios. 

Under  the  plans  of  the  consolidation, 
Cecil  DeMille's  name  will  be  withdrawn 
from  all  productions  excepting  those  which 
he  personally  directs,  as  soon  as  the  1925-26 
schedule  of  pictures  is  completed. 

This  arrangement  will  eliminate  the  con- 
fusion in  the  public  mind  caused  by  DeMille's 
name  appearing  on  both  productions  made 
under  his  supervision  and  those  made  under 
his  personal  direction.  DeMille's  present 
plans  call  for  three  big  personally  directed 
productions.  These  will  carry  his  name  ex- 
clusive and  all  other  productions  made  at 
either  studio  will  be  known  as  Metropolitan 
Pictures. 


Theatre  Tax  To  Go 

It  is  the  personal  opinion  of  William  A. 
Brady  that  it  will  not  be"  very  long  now 
before  the  theatre  admission  tax  will  be 
entirely  eliminated.  Mr.  Brady  has  just  re- 
turned from  Washington,  where  he  appeared 
before  the  Ways  and  Means  Committee  to 
plead  for  the  legit  houses.  Informal  as- 
surance of  the  repeal  was  given  to  him  by 
several  members  of  the  committee. 


Max  Linder  a  Suicide 

Reports  from  Paris,  dated  October  31,  tell 
of  the  death  of  Max  Linder,  famous  French 
motion  picture  star,  and  that  of  his  wife, 
formerly  Miss  Peters,  in  a  suicide  pact. 


How  News  Does  Travel 

In  This  Business! 
From  "The  Exhibitor,"  of  Phila- 
delphia,  issue  of  October  1,  1925: 
GENE  FELT  RETURNS  FROM 
Europe 

Eugene  and  Mrs.  Felt,  who  have 
been  spending  the  summer  abroad, 
have  returned  to  their  home  in  this 
city. 


From  "The  Exhibitor,"  issue  of 
October  15,  1925: 
GENE  FELT  OPERATED  OWN 
THEATRE  AT  SIXTEEN 

Maurice  Eugene  Felt,  known  to 
his  friends  as  Gene,  whose  death  by- 
shooting  on  September  29th  created 
such  a  sensation  locally,  was  active 
in  theatricals  here  and  in  New  York 
over  a  period  _of  19  years. 


From  "Film  Daily,"  issue  of  No- 
vember 4,  1925: 

GENE  FELT  RETURNS  FROM 
EUROPE 

Philadelphia. — Eugene  Felt,  who 
has  been  abroad  for  the  summer, 
has  returned. 


14  Plays;  3  Novels 

Acquired  by  Fox 


Hollywood,  Cal.— The 
acy  for  suitable  screen 
leading  companies  are 
hot  and  heavy.    At  one 
Sheehan,  general  manage 
the  purchase  of  screen 
plays  and  three  novels 
1926-27  product. 


battle  for  suprem- 
material,  which  the 
waging,  is  waxing 
fell  swoop,  Winfield 
r  for  Fox  announces 
rights  to  fourteen 
for  the  schedule  of 


Baby  to  Schnitzers 

.  Mr-  and  Mrs.  J.  I.  Schnitzer  are  receiv- 
ing congratulations  on  the  arrival  of  a 
seven-pound  baby  girl  who  was  born  Wed- 
nesday, November  4th.  The  proud  papa,  who 
is  vice-president  of  F.  B.  O.  in  charge  of 
production,  says  mother  and  baby  are  doing 
nicely. 


Katzman  Promoted 

Sam  Katzman  has  been  made  assistant 
to  Howard  Higgin,  now  directing  "The 
Reckless  Lady,"  a  new  Robert  Kane  Pro- 
duction. 


E.  J.  SMITH  NEW 
SALES  HEAD  OF 
ASSOC.  EXHIBITORS 


frice   Picks   Former   "U"  and 
Warner  Executive  to  Succeed 
J.  A.  Gove 


Oscar  A.  Price,  president  of  Associated 
Exhibitors,  yesterday  announced  that  E.  J. 
Smith,  for  years  among  the  industry's  bet- 
ter known  sales  executives,  had  taken  over 
the  reins  of  General  Sales  Manager  of  As- 
sociated. 

Smith  succeeds  J.  A.  Gove,  who  has  held 
that  post  for  the  past  few  years,  and  who 
now  resigns  to  enter  on  activities  in  another 
branch  of  the  industry.  Gove  says  that 
his  future  plans  are  in  the  process  of  shap- 
ing and  not  yet  ready  for  announcement. 

Smith  comes  to-  Associated  Exhibitors  with 
a  long  record  of  sales  successes  in  the  pic- 
ture industry.  He  grew  up  in  the  Universal 
organization  with  Joe  Schnitzer,  Harry  Ber- 
man,  Art  Schmidt  and  others. 

When  Universal  faced  the  task  of  tak- 
ing over  distribution  of  its  own  product 
in  England  in  1920,  Carl  Laemmle  chose 
Smith  for  the  job.  His  labor  included  the 
establishing  of  a  complete  exchange  system, 
the  selling  of  Universal  product  for  new 
higher  prices  in  opposition  to  its  own  pic- 
tures still  being  block  booked  through  pre- 
vious distributors,  and  the  launching  of  the 
first  of  the  big  Laemmle  specials. 

Two  years  later  Laemmle  brought  Smith 
back  as  sales  chief  of  the  home  organiza- 
tion.   

Later  he  joined  the  F.  B.  O.  sales  staff, 
going  from  an  executive  post  there  to  take 
on  similar  duties  with  the  Warner  Brothers 
organization.  It  is  known  that  while  nego- 
tiations looking  towards  his  acquisition  by 
Associated  Exhibitors  have  been  on  for  some 
time,  it  was  only  with  utmost  reluctance 
that  Warner  Brothers  consented  to  release 
him  from  a  long  term  contract  to  enable  him 
to  embrace  broader  opportunities  in  complete 
charge  of  the  rejuvenated  Associated. 

Both  Oscar  Price  and  P.  A.  Powers  are 
enthusiastic  over  Smith's  acquisition. 


Can't  Get  U.  S. 
Casts,  British 
Producers  Say 


London,  England.  —  Motion  picture  pro- 
ducers here  who  endeavor  to  make  pictures 
standing  a  chance  to  be  accepted  in  the 
American  market,  are  finding  it  more  diffi- 
cult to  secure  well  known  American  stars 
for  the  principal  roles. 

German  producers  have  discovered  this 
to  be  the  case  also,  particularly  of  late,  it  is 
said. 

Producers  from  both  countries  find  it  easy 
to  enter  upon  negotiations  with  likely  stars. 
Details  are  then  consummated  up  to  the 
point  of  signing  contracts  when,  for  reasons 
not  told  the  producers,  the  stars  more  often 
than  not  back  down. 


Both  British  and  German  producers  are 
inclined  to  lay  the  blame  for  these  refusals 
to  the  door  of  the  American  film  industry 
itself.  It  is  hinted  at  here  that  American 
producers  do  not  like  to  see  their  stars  ac- 
cept foreign  engagements  for  the  simple  rea- 
son that  their  appearance  in  a  foreign  film 
will  be  used  as  a  selling  argument  for  Amer- 
ican disctribution  of  that  film. 

British  and  German  producers  see  in  these 
refusals  another  attempt  to  boycott  their 
productions  from  the  American  market, 
despite  their  merits,  and  the  producers' 
efforts  to  meet  American  standards  of  box 
office  value. 


November  7,  1925 


Page  15 


Ten  Questions 


of 


Day 


1.  Should  the  Tax  Be  Removed  on 
Theatre  Admissions  Over  50 
Cents? 

2.  Is  There  a  General  Demand  for 
Revision  of  the  Uniform  Con- 
tract? 

3.  Are  Exhibitors  Throughout  the 
Country  Satisfied  with  Arbitra- 
tion as  Now  Conducted? 

4.  Are  "Westerns"  Losing  Ground 
with  the  Fans? 

5.  Is  the  "Star"  System  Passing 
Out? 


6.  Will  the  State-Right  Method  of 
Distributors  Survive? 

7.  How  Many  Feature  Pictures  Are 
Needed  Yearly  to  Supply  the 
American  Market? 

8.  Is  Germany  About  to  Become  an 
Important  Maker  of  Pictures  fr. 
Release  in  This  Country? 

9.  Will  American  Exhibitors  Pay 
More  for  Pictures  If  Great  Britain 
Curtails  Imports  of  American 
Films? 

10.  Should  Exhibitors  Buy  Blocks  of 
Film  at  Average  Prices? 


^Sf^  ^4/^ 


These  Questions — and  Others  of  Equally 
Vital  Importance  to  Exhibitors,  Pro-  S 
ducers,  Actors  and  Exchangemen 
— These  Questions  are  Answered 
Daily  in  Exhibitors 


Exhibitors 
DAILY 
REVIEW 
45  W.  45th  St. 
New  York  City 


DAILY  REVIEW 


/  Name 


S  Send  Exhibitors 

DAILY  REVIEW 
and  Exhibitors  Trade  Review 
($5.00)  for  a  year. 


Theatre  or  Company. 
Address  .  


Fage  16 


Exhibitors  Trade  Review 


Brandt  and 

"BROKEN 

JOE  BRANDT  and  Jack  Cohn,  president 
and  treasurer  of  Columbia  Pictures  Cor- 
poration, have  issued  a  constructive  state- 
ment anent  the  conditions  now  existing  in 
the  motion  picture  industry,  and  suggesting 
a  remedy  to  eliminate  these  conditions  and 
make  of  next  year  not  only  a  successful  one, 
but  also  one  to  bring  good  feeling  and  fel- 
lowship between  producers,  distributors  and 
exhibitors. 

The  statement : 

The  present  chaotic  conditions  in  the  mo- 
tion picture  industry  are  due  to  the  broken 
promises  of  producers.  Never  in  the  history 
of  motion  pictures  has  such  a  situation  con- 
fronted the  exhibitor  as  at  the  tail  end  of 
the  1925-1926  season,  and  the  producers  are, 
in  a  large  measure,  entirely  to  blame  for  a 
situation  which  has  forced  a  great  many  ex- 
hibitors into  a  position  where  they  feel  un- 
able to  depend  on,  and  have  an  entire  lack 
of  confidence  in,  the  promises  of  producers 
to  deliver  the  number  of  pictures  they  prom- 
ised to  produce  at  the  beginning  of  the  cur- 
rent year. 

The  over-zealous  and  avaricious  attitude 
on  the  part  of  some  of  the  producing  or- 
ganizations at  the  beginning  of  the  season 
in  announcing  a  formidable  production  pro- 
gram has  been  responsible  for  lulling  a  great 
many  exhibitors  into  a  sense  of  confidence 
and  false  security  which  has  been  ruthlessly 
destroyed  in  many  cases  before  half  the 
season  was  over  by  the  retrenchment  on  the 
part  of  producers.  Embellished  announce- 
ments of  tremendous  production  programs 
which  have  later  been  cut  down  by  as  much 
as  50  per  cent,  in  some  instances,  has  wrought 
havoc  among  the  exhibitors  dependent  upon 
these  companies  for  their  play  dates. 

Have  Kept  Faith 

The  officials  of  the  Columbia  Pictures  Cor- 
poration are  in  the  unique  and  secure  posi- 
tion of  being  the  only  producing  company  to 
have  kept  absolute  faith  with  the  exhibitors 
in  producing  their  full  quota  of  eighteen  pic- 
tures as  announced  at  the  beginning  of  the 
present  season,  and  this  organization  is  pre- 
pared to  back  up  the  statement  by  the  fact 
that  they  now  have  in  their  possession  the 
negatives  of  the  eighteen  pictures  scheduled 
for  release.  And  these  pictures  were  made 
in  spite  of  the  fact  that  exhibitors,  who  at 
the  beginning  of  the  season,  promised  their 
whole-hearted  co-operation,  had  in  a  sense 
withheld  some  of  their  support  and  given  the 
business  that  they  had  promised  Columbia 
to  other  organizations.  It  must  not  be  gath- 
ered from  this  statement  that  the  officials  of 
the  Columbia  Pictures  Corporation  desire 
any  erroneous  impression  formed  that  they 
did  not  get  their  share  of  the  bookings  from 
the  exhibitors  this  year.  Every  exhibitor 
who  knew  his  business  realized  the  box  office 
value  of  Columbia  pictures  with  the  result 
that  they  included  the  entire  Columbia  pro- 
gram in  their  list  of  bookings ;  realizing  that 
the  support  of  worthwhile  independent  pro- 
ducers was  a  means  to  safeguard  their  inter- 
ests no  matter  what  political  or  business 
move  the  non-independent  organizations 
made. 

That  the  producers  have  learned  the  error 
of  their  ways  is  evidenced  by  the  fact  that 
announcements  have  already  been  made  by 
many  of  the  companies  that  they  will  not 
announce  as  many  pictures  for  production 
for  the  coming  year  as  they  did  at  the  be- 
ginning of  the  present  season. 


Cohn  on 

PROMISES" 

They  have  come  to  realize  that  promising 
to  throw  on  the  market  more  pictures  than 
can  possibly  be  consumed  has  brought  about 
a  condition  whereby  not  only  the  producers' 
income  has  considerably  suffered,  but  the 
returns  of  the  exhibitor  have  also  been  mate- 
rially curtailed,  by  reason  of  forcing  the  ex- 
hibitor to  sign  up  for  more  pictures  than  he 
needed  in  order  to  get  a  few  leaders  among 
exhibitors  to  create  a  demand  for  production 
that  they  only  hope  to  make.  In  this  is  the 
crux  of  the  whole  situation.  Instead  of  of- 
fering fair  competition  among  all  the  large 
motion  picture  producing  concerns,  they 
adopted  this  method  of  securing  an  outlet 
for  product  that  common  sense  should  have 
told  them  would  mean  flooding  the  market 
with  surplus  product. 

Supply  and  Demand 

Supply  and  demand  must  govern  every 
business  and  the  picture  industry  is  no  differ- 
ent to  any  other  industry  and  this  is  the  time 
for  producers  to  ponder  over  the  conditions 
as  they  were  this  year  and  realize  that  they 
must  be  conservative  in  their  estimate  of  pro- 
ductions to  be  made  in  future.  Once  they 
have  announced  the  number  of  pictures  they 
should  go  through.  The  time  to  retrench  is 
at  the  beginning  of,  not  in  the  middle  of,  or 
at  the  end  of  the  season. 

The  spirit  of  fair  play  must  be  more  evi- 
dent next  year  than  ever  before  as  the  un- 
natural and  unhealthy  competition  which  was 
prevalent  this  year  has  forced  upon  many 
producers  the  conclusion  that  less  pictures 
of  a  better  calibre  will  bring  in  more  revenue 
to  the  exhibitor  and  more  revenue  to  the 
producer — the  public  demand  for  better  pic- 
tures has  been  blazoned  forth  in  the  news- 
papers and  it  behooves  the  producer  to  read 
the  handwriting  on  the  wall  and  get  out  of 
the  system  of  machine-made  pictures  and 
produce  less  pictures  of  better  quality. 

While  speaking  of  fair  play,  it  is  not  amiss 
to  refer  to  the  developments  in  the  last  few 
weeks.  The  big  producers  have  realized  what 
the  exhibitors  failed  to  realize  when  inde- 
pendent productions  were  offered  them  at  the 
beginning  of  the  year.  The  general  merit  of 
independent  productions  prove  beyond  doubt 
that  the  brains  of  the  motion  picture  indus- 
try were  well  distributed  among  independent 
producers  and  that  they  were  as  capable  of 
making  better  productions  consistently  than 
at  any  other  time.  As  proof  of  this  state- 
ment, comes  the  negotiations  by  the  large 
companies  for  the  men  who  have  put  the  in- 
dependent market  on  its  feet  this  year.  How- 
ever, independent  producers  have  come  to 
realize  that  with  the  kind  of  competition  they 
are  offering,  the  larger  producing  concerns, 
the  exhibitors  will  without  doubt  eagerly 
look  forward  to  independent  pictures  to  re- 
lease them  from  the  conditions  heretofore 
mentioned  in  which  they  were  to  a  large 
extent  responsible  themselves. 

*    *  * 

PATHE  HALLOWE'EN  PARTY 

A  successful  Hallowe'en  party  was  held  at 
the  Pathe  New  York  exchange  at  1600 
Broadway  on  Friday  evening,  October  30th. 
The  main  sales  room  was  turned  into  a  big 
dance  hall,  illuminated  by  the  customary 
weird  lights  and  jack  o'  lanterns  of  this  oc- 
casion. 

Herby  Steiner's  jazz  orchestra  provided 
music  for  dancing  and  also  accompanied  sev- 
eral professional  entertainers  who  contributed 
their  efforts  to  the  delightful  program. 


NINE  COMPLETED 
BY  CHADWICK 

With  the  present  season  having  reached 
the  halfway  mark,  Chadwick  Pictures  Cor- 
poration finds  itself  with  nine  of  the  sched- 
uled features  already  released,  two  in  pro- 
duction almost  completed,  and  the  remainder 
following  very  closely,  one  after  the  other, 
within  the  final  two  months  of  the  year.  The 
distributed  pictures  have  met  with  nation- 
wide success  and  the  exhibitors  are  clamor- 
ing for  more. 

I.  E.  Chadwick,  president  of  the  Chadwick 
Pictures  Corporation,  the  Merit  Film  Ex- 
change, and  the  Independent  Motion  Pictures 
and  Producers  Association,  is  returning 
Monday  from  the  coast  to  coast  trip,  during 
which  he  witnessed  and  supervised  produc- 
tion activities  of  his  producing  units  in 
Hollywood  and  thoroughly  surveyed  the  field 
of  independent  distribution  and  exhibition  in 
the  key  cities  of  the  country.  In  the  indepen- 
dent market  Chadwick  has  placed  his  suc- 
cesses, and  along  with  him  he  is  bringing  the 
latest  completed  production,  "The  Count  of 
Luxemburg,"  an  all  star  cast  making  it  one 
of  the  finest  pictures  made  by  the  company. 
George  Walsh  and  Helen  Lee  Worthing  have 
the  title  roles. 

At  present,  the  West  Coast  force  is  work- 
ing on  "The  Transcontinental  Limited,"  a 
railroad  romance  guaranteed  by  its  prize  cast 
to  be  one  of  the  most  sensational  dramas 
made  in  many  years.  Johnnie  Walker,  Mary 
Carr,  Eugenie  Gilbert  and  Alec  Francis  have 
roles  of  importance,  and  the  past  successful 
work  of  each  of  these  stars  prophesies  an 
unusually  fine  film. 

"The  Bells,"  starring  Lionel  Barrymore; 
"Winning  the  Futurity,"  and  the  remainder 
of  the  George  Walsh  series  will  close  a  year 
of  sincere,  hard  work  for  Chadwick,  himself 
and  his  co-workers. 

Special  Editions 

of  Pathe  News 

As  an  added  service  to  exhibitors  during 
the  15th  anniversary  celebration  of  news- 
films  period,  Pathe  News  will  film  and  re- 
lease exclusive  and  special  local  editions 
twice  each  week  in  all  of  the  thirty-four  big 
cities  where  the  firm's  exchanges  are  locatea. 

Very  often  a  news  happening  is  not  of 
national  importance  yet  it  is  of  very  great 
importance  and  interest  to  the  locality  in 
which  it  occurs.  These  special  local  edi- 
tions will  show  the  important  events  in  each 
of  the  various  cities  and  nearby  territory 
immediately  after  their  occurrence.  They 
will  picture  well-known  people  and  familiar 
scenes.  Many  people  will  have  the  novelty 
of  seeing  themselves  and  their  friends ;  all 
will  have  the  opportunity  of  seeing  familiar 
screens  and  landmarks. 

Emanuel  Cohen,  Editor  of  Pathe  News, 
made  all  arrangements  for  the  making  of 
the  special  local  editions  during  his  recent 
trip  from  coast  to  coast.  It  is  this  careful 
planning  and  the  execution  of  these  plans 
that  has  made  this  unusual  special  edition 
service  to  exhibitors  possible. 

The  special  organization  built  up  to  pre- 
pare and  distribute  these  local  editions  dur- 
ing the  Pathe  News  anniversary  period  from 
November  15th  to  December  15th,  is  the 
most  elaborate  and  comprehensive  ever  de- 
vised to  handle  a  temporary  enterprise  of 
this  kind  in  the  motion  picture,  or  any  other 
field. 


Grant  land  Juice's  Sport lights 

One  Heel,  E-dery  Other  Week 


Is  the  public  sport-mad? 

75,000  persons  gather  at  the  football  games  of  the  big  colleges.  Tickets 
can  only  be  obtained  at  high  prices  and  great  difficulty.  No  one 
knows  how  many  persons  would  attend  if  there  were  stadiums  big 
enough  to  hold  them. 

The  same  is  true  of  baseball. 

Swimming,  track,  basketball,  soccer,  polo,  tennis, — see  the  space 
devoted  to  them  in  the  newspapers.   It  reflects  public  interest. 

Sportlights  show  every  side  of  sport.  Each  is  full  of  action,  beauty 
thrill,  popular  appeal. 

You  can  show  no  pictures  that  will  more  surely  please  than  the 
Sportlights. 

Produced  by  J.  L.  Hawkinson 


Pkfhepicture 


TRADE      /  \  MARK. 


15 he  Serial  That  MaKes 
Feature**  LooK.  Cheap 


rche 


mi 


A  story  so  exciting  that  you  can't  lay  down  the  book 
until  you  finish  it  has  been  put  into  the  fastest  mystery 
you  ever  saw  on  the  screen. 

A  three-ring  cast  which  includes  Burr  Mcintosh  and 
Frank  Lackteen. 

if  Enthusiastic  'Patrons 

Directed    by  Spencer  'Bennel   Scenario  by  FranK  Leon  Smilh 


Pafheserial 


M^acK  Bennett  Comedies 


Ttvo  Heels 


They  all  HKe  to  laugh;  &>hy  not  let  'em  ? 

Laughter  means  dollars  to  you,  IP  you  shotv 
MacK  Sennett  Comedies  and  Advertise  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  fact;  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 


Pafli6comedy 


TRADE 


J 


November  7,  1925 


Page  21 


Your  Tax  Problems  Will  Be   Weiss  Takes 
Solved  in  These  Columns     Asf"  Control 


Never  beforehas  the  income  tax  assumed  such  outstanding  importance.  New  decisions, 
revised  interpretations,  changes  of  one  sort  or  another,  are  being  made  almost  daily — all 
directly  affecting  the  taxpayer's  account  with  the  government.  Yet  how  many  persons  really 
know  how  to  correctly  prepare  their  income  tax  returns? 

Believing  that  our  readers  will  welcome  any  assistance  along  these  lines,  particularly, 
at  this  time,  with  the  close  of  the  year  approaching,  arrangements  have  been  made  for  a  new 
feature — an  income  tax  department — that  will  deal  with  this  question  in  a  simple,  practical 
manner.  -m  .  .  < 

In  this  connection  we  pride  ourselves  in  having  been  able  to  obtain  the  services  of 
Mr.  M.  L.  Seidman,  CP. A.,  to  conduct  the  department.  Mr.  Seidman  is  a  well  known  tax 
expert,  and  has  been  a  close  student  of  taxation  in  its  various  phases.  He  is  a  member 
of  the  firm  of  Seidman  &  Seidman,  Certified  Public  Accountants,  a  nationally  known  tax 
and  accountant  organisation.  He  is  on  the  tax  committee  of  the  New  York  Board  of 
Trade  and  Transportation,  and  recently  appeared  on  its  behalf  before  the  House  Ways  and 
Means  Committee. 

The  Department  zvill  appear  regularly,  and  to  broaden  its  scope,  Mr.  Seidman  has 
consented  to  answer  through  it,  all  income  tax  questions  that  might  be  directed  to 
him.  Questions  shoidd  be  addressed  to  Mr.  Seidman,  c.  o.  Seidman,  41  Park  Row,  New 
York  City.  All  communications  must  be  signed  by  the  inquirer,  but  no  names  will  be 
disclosed  in  the  published  answers. 


By  M.  L.  SEIDMAN 

Income  tax  returns  have  been  called  the 
American's  bugaboo.  Cartoons  portraying 
the  bleary-eyed  and  bewildered  taxpayer 
poring  over  a  mass  of  figures  under  the 
midnight  oil  trying  to  figure  out  his  income 
tax,  have  been  seen  so  often  as  to  be  elig- 
ible for  acceptance  as  the  national  trade- 
mark. 

But  the  situation  is  not  quite  as  hopeless 
as  all  that.  It  is  true  that  the  income  tax 
is  technical  and  complex.  It  has  to  be,  if  it 
is  going  to  mete  out  justice  to  millions  of 
taxpayers  engaged  in  all  walks  of  life.  Fur- 
thermore, the  law  itself  cannot  anticipate 
every  possible  question  and  so  one  must 
expect  to  find  literally  thousands  of  rulings 
and  decisions  engrafted  upon  it. 

However,  the  income  tax  is  scientific  in 
construction.  It  has  a  number  of  clean-cut 
well  defined  principles  behind  it,  which, 
when  understood,  help  clear  the  entire  at- 
mosphere. It  is  to  explain  these  principles 
in  simple,  every-day  language,  that  this 
series  of  articles  will  be  conducted.  It  will, 
of  course,  be  impossible  to  cover  the  par- 
ticular problems  confronting  each  reader. 
To  take  care  of  that  situation,  a  question 
and  answer  feature  will  be  maintained, 
where  readers'  individual  questions  will  be 
directly  answered. 

Who  Are  Subject  to  Tax 

In  attempting  to  explain  a  subject  like 
the  income  tax,  it  has  always  seemed  to 
me  that  the  first  thing  to  outline  is  the 
class  of  persons  to  whom  the  tax  applies, 
that  is,  who  is  liable  or  subject  to  the  tax 
(whenever  the  word  "person"  is  used,  in  a 
discussion  of  the  income  tax,  it  refers  to 
both  the  individual,  corporation  or  trust). 

In  the  first  place,  there  is  the  citizen  of 
the  United  States.  Generally  speaking,  a 
citizen  is  an  individual  born  or  naturalized 
in  the  United  States.  Every  citizen  is  liable 
to  the  tax  on  his  entire  income.  It  makes 
no  difference  where  he  lives.  It  makes  no 
difference  where  the  income  is  earned.  He 
may  be  in  China,  and  make  all  his  money 
there.  He  is  still  subject  to  the  United  States 
income  tax  on  all  of  his  income. 

One  not  a  citizen,  i.  e.,  an  alien,  is  liable 
to  the  tax  on  all  his  income,  too,  if  he 
resides  in  this  country.  He  is  then  taxed 
just  like  a  citizen.  However,  the  fact  that 
one  is  an  alien  and  does  not  live  in  this 
country  does  not  bring  him  without  the 
scope  of  our  income  tax  law,  for  if  he  has 
any  income  derived  from  sources  within 
the  United  States,  he  is  subject  to  tax  on 
that  income,  even  though  he  himself  may 
not  have  ever  set  foot  in  the  United  States. 
Thus,  a  Frenchman  living  in  Paris,  let  us 


say,  but  owning  the  bonds  of  one  of  our 
railroads,  would  be  subject  to  tax  on  the 
interest  from  those  bonds ;  or  if  he  held 
stock  in  one  of  our  domestic  corporations 
or  owned  some  real  estate  here,  he  would 
be  subject  to  tax  on  the  income  yielded. 

In  other  words,  a'  United  States  citizen  is 
subject  to  tax  on  income  derived  from  all 
sources.  An  alien  is  subject  to  tax  on  in- 
come derived  from  all  sources,  if  he  lives 
in  the  United  States,  and  on  income  de- 
rived from  sources  within  the  United 
States,  if  he  does  not  live  here. 

The  Corporation 

So  much  for  the  individual.  Let  us  look 
for  a  moment  at  the  status  of  the  corpora- 
tion. For  this  purpose,  the  law  divides  cor- 
porations into  two  classes — the  domestic  and 
the  foreign  corporation.  A  domestic  cor- 
poration is  one  organized  in  the  United 
States.  A  foreign  corporation  is  one  not 
organized  in  the  United  States,  even  though 
transacting  all  of  its  business  here.  The 
liability  of  a  corporation  to  the  income 
tax  is  governed  by  almost  the  same  rules 
as  those  for  individuals.  A  domestic  cor- 
poration is  subject  to  a  tax  on  all  income 
from  all  sources,  be  it  in  the  United  States 
or  outside  of  the  United  States.  A  for- 
eign corporation  is  subject  to  tax  only  on 
income  derived  from  sources  within  the 
United  States. 

Partnerships  as  such  are  not  subject  to 
tax.  The  law  looks  upon  a  partnership  as 
being  merely  a  group  of  two  or  more  in- 
dividuals, and  it  is  on  the  individual  that 
the  liability  for  the  tax  is  placed. 

Trusts  and  estates,  on  the  other  hand, 
are  regarded  more  like  corporations,  and 
are  liable  to  tax.  The  same  distinction  is 
made  with  respect  to  domestic  and  foreign 
estates  as  with  domestic  and  foreign  cor- 
porations. 

Accordingly,  the  rules  with  respect  to 
persons  liable  to  tax  might  be  summarized 
as  follows :  United  States  citizens,  resident 
aliens,  domestic  corporations  and  domes- 
tic estates  and  trusts  are  subject  to  tax  on 
their  entire  incomes,  from  whatever  source 
derived.  Non-resident  aliens,  foreign  cor- 
porations, and  foreign  trusts  and  estates  are 
taxable  on  the  income  derived  from  sources 
within  the  United  States. 

Knowing  who  is  liable  to  the  tax,  we  then 
come  to  the  question  as  to  whether  all  per- 
sons must  file  returns  under  all  conditions. 
That  subject  will  be  covered  in  the  next  ar- 
ticle. 

In  the  meantime,  if  you  have  any  ques- 
tions on  the  matter  so  far  treated,  or  any 
other  phase  of  the  income  tax,  do  not  hesi- 
tate to  submit  them. 


This  week  the  personnel  of  the  Agfa  Raw 
Film  Corporation  underwent  a  change.  J.  T. 
Cosman,  former  selling  agent,  is  no  longer 
connected  with  that  corporation,  and  Alfred 
Weiss  is  now  its  president  and  general  man- 
ager in  full  charge. 

Mr.  Weiss  has  long  been  identified  with 
important  developments  in  the  motion  picture 
industry.  Many  years  ago  he  was  instrumen- 
tal in  organizing  the  Triangle  Film  Corp. 
When  the  Goldwyn  Pictures  Corp.  was 
formed  he  was  called  upon  to  open  up  its 
branches  and  started  the  selling  end  of  the 
Goldwyn  Pictures  Corp.  For  many  years  he 
was  identified  with  the  Goldwyn  concern  as 
their  vice  president  and  general  manager  in 
charge  of  sales ;  he  later  on  sold  his  inter- 
est in  the  New  York  and  Buffalo  exchanges. 

He  is  now  back  again  actively  in  the  mo- 
tion picture  field  and  identified  with  one  of 
the  largest  manufacturers  of  raw  film,  rank- 
ing next  in  importance  to  the  Eastman  Com- 
pany, the  Agfa,  which  is  the  abbreviation  for 
Aktien  Gesellschaft  fuer  Anilinfarben.  The 
Agfa  Raw  Film  Corporation  has  been  well 
introduced  in  this  country  and  under,  the 
new  management  it  is  expected  that  there 
will  be  still  closer  co-operation  between  the 
purchaser  and  seller.  Mr.  Weiss  is  very 
anxious  to  give  the  producers  and  users  of 
this  film  every  kind  of  service  that  is  neces- 
sary for  good  results. 

Pathe  Starts  New 
Western  Serial 

"The  Bar-G  Mystery,"  a  new  Pathe-serial, 
based  upon  a  magazine  serial  written  by 
Raymond  S.  Spears,  has  been  placed  in  pro- 
duction on  the  West  Coast,  with  Dorothy 
Phillips  and  Wallace  MacDonald  heading 
a  stellar  cast  which  includes  Ethel  Clayton, 
Philo  McCullough,  Violet  Schram,  Johnny 
Fox,  Victor  Potel,  Billie  Bletcher,  Fred  de 
Silva,  Jim  Corey,  Al  Hart,  Tom  London, 
Robert  Irwin,  Fred  Kohler  and  White- 
house.  C.  W.  Patton,  who  sponsored  the 
Patheserial  "Wild  West,"  is  producing  the 
new  Western  chapter-play,  and  Robert  F. 
Hill  is  again  directing  for  Patton. 

In  using  a  popular  story  as  the  basis  for 
the  new  serial,  Pathe  is  continuing  its  estab- 
lished policy  of  using  the  best  available  plot 
material  for  its  chapter-plays,  as  exemplified 
in  the  recent  releases  of  "The  Green 
Archer,"  based  upon  Edgar  Wallace's  novel 
of  the  same  name ;  "Play  Ball"  written  by 
Manager  John  J.  McGraw  of  the  New  York 
Giants'  team ;  and  "Sunken  Silver,"  adapted 
from  Albert  Payson  Terhune's  "Black  Cae- 
sar's Clan."  "The  Bar-G  Mystery"  originally 
appeared  as  a  magazine  serial  by  Raymond 
S.  Spears  under  the  title  "Janie  of  the 
Waning  Glories." 

Producer  Patton  is  giving  the  new  serial 
the  best  production  facilities,  and  is  carry- 
ing out  the  Pathe  idea  of  making  its  con- 
tinued films  on  a  feature  scale,  in  sets,  direc- 
tion and  cast.  In  addition  to  the  cast  the 
celebrities  assembled,  Mr.  Patton  is  employ- 
ing the  same  troupe  of  Patton  cowpunchers 
noted  for  their  daring  horsemanship  in  pre- 
vious Patheserials. 


Page  22 


Exhibitors  Trade  Review 
IIIIIIIIIIIIIMIIIIIIIIUIIIIIIIIIIIIllll 


JOSEPH  M.  SEIDER 

As  the  culmination  of  a  series  of  meetings 
of  the  administrative  committee  of  the  Mo- 
tion Picture  Theatre  Owners  of  America,  it 
wast  announced  Saturday  that  Joseph  M.  Sei- 
der,  president  of  the  M.  P.  T.  O.  of  New 
Jersey,  had  been  appointed  business  manager 
of  the  national  organisation.. — From  Exhib- 
itors DAILY  REVIEW. 


Seider  Appointment 
Good  Business 


(  Reprint  of  Editorial  Which  Appeared  in 
Exhibitors  DAILY  REVIEW, 
Nov.  2,  1925) 


THE  selection  of  Joseph  M.  Seider  as  Business  Manager  of 
the  national  organization,  announced  Saturday  by  the  Ad- 
ministrative Committee  of  the  M.  P.  T.  O.  A.,  is  good  business. 

Eminently  fitted  by  training  and  experience,  with  a  full 
appreciation  of  the  position  and  viewpoint  of  the  exhibitor,  Joe 
Seider  will  supply  the  motive  force  needed  to  make  the  organi- 
zation a  forceful  champion  of  nationwide  exhibitor  interests. 

The  theatre  is  the  most  important  element  in  this  business. 
Its  successful  operation  is  no  longer  merely  a  matter  of  pictures 
and  prices.  It  is  facing  greater  and  more  intensive  competition. 
It  is  becoming  definitely  established  as  an  institution,  an  integral 
part  of  the  business  structure  of  the  country.  Thus  it  is  sur- 
rendering its  isolation,  finding  itself  constantly  more  in  need 
of  protective  organization  and  good  counsel. 

Exhibitors  throughout  the  country,  whatever  their  affili- 
ations may  be,  have  reason  to  congratulate  themselves  that  Joe 
Seider  is  to  function  as  their  active  representative.  Clean, 
straightforward  and  able,  he  will  neither  forget  nor  neglect  their 
business. 

It  is  to  be  hoped  that  he  will  succeed  in  bringing  about  a 
greater  measure  of  harmony  among  all  exhibitors  whose  interests 
should  be  served  by  the  M.  P.  T.  O.  A.  Division  of  thought  and 
action  has  been  too  costly.  If  Joe  Seider  receives  the  support  he 
ought  to  have,  the  organization  will  fully  justify  the  hopes  and 
aims  of  the  men  Avho  have  long  struggled  to  build  it. — W.  C.  H. 


There  was  a  big  party  last  week 
when  a  group  of  First  National 
players  congregated  in  the  Penn 
Station,  N.  Y.,  to  get  the  train 
for  Birmingham,  Ala.  That's 
where  they  are  going  to  shoot 
the  exteriors  for  "Meiff-of  Steel", 
a  special  under  George  Archain- 
baud.  Here,  left  to'  right,  are 
George  Fawcett,  Milton  Sills, 
Doris  Kenyon  and  May  Allison. 


Rex  Ingram,  and  his 

s  t  a  r-wife,  Alice 
Terry,  while  at  the 
Exposition  in  Paris. 
Miss  Terry  has  since 
returned  to  America, 
having  completed 
her  work  in  "Mare 
Nostrum",  the  In- 
gram production  for 
Metro  Goldwyn. 

The  bible  today,  as 

pictured  in  the  Pathe 
series  "A  Pilgrimage 
to  Palestine".  These 
are  fishing  boats  in 
the  Sea  of  Galilee. 


Oh,  that  form!  It's  terrible,  Mr.  Syd  Chaplain.  Syd  is  work- 
ing on  "Nightie,  Night  Nurse"  for  Warner  Bros,  at  the  time, 
and  must  have  his  fun  in  between  shots. 


When  John  Barrymore  has  seen  the  last  oi 
for  Warner  Bros.,  he  will  be  sure  that  r 
Some  of  the  shots  taken  far  out  on  the 
worthy  of  the  saltiest  of  all  tars. 


Cecil  De  Mille  bids  a  fond  farewell  to 
his  friend  Winter  Hall,  well  known  char- 
acter actor.  Mr.  Hall  is  leaving  for  a 
twelve  months'  lecture  tour  of  Australia 
and  New  Zealand. 


Sam  Goldwyn  and  Henry  King,  the  di- 
rector of  "Stella  Dallas"  made  for  re- 
lease, present  Lois  Moran  with  a  large 
traveling  case  inscribed  "in  appreciation 
of  a  wonderful  performance  by  a  won- 
derful little  girl." 


his  newest  picture 

e  is  a  real  sailor.  Mildred  Davis  is 

briny  deep  were  ing  until  some 

Gloria  (the  real 


We  don't  often  lay  any  stock  in  the 
winners^  of  beauty  contests.  But  in  the 
case  of  Miss  Laura  Lacaillade  of  New 
York  City,  who  won  the  second  prize 
in  a  Pathe  contest  in  conjunction  with  a 
showing  of  "Sunken  Silver",  we  take  our 
hats  off  to  the  keen  eyes  that  picked  her. 


returning  to  the  screen.    She  was  only  wait- 
Df  the  responsibilities  of  taking  care  of  Baby 
head  of  the  Harold  Lloyd  household)  wore  off. 


It  could  be  labeled  "Beautiful  but  ", 

but  we  have  an  idea  that  Shirley  Mason 
is  only  kidding  Ray  Hatton.  They  were 
at  work  on  "Lord  Jim"  for  Paramount. 


Here  is  the  young  "boy,"  none  other  than 
the  granddaughter  of  Gene  Stratton  Por- 
ter   who    played    a    wonderful    part  in 
F.  B.  O.'s  "Keeper  of  the  Bees". 


November  7,  1925 


Page  25 


"On  my  way",  says  Walter  A. 
Rivers,  once  publicity  agent  for 
Colleen  Moore  and  now  scenarist 
for  First  National.  He  is  going  to 
spend  6  months  in  globe  trotting 
while  looking  into  the  manners  and 
customs  of  strange  lands. 


Irene  Rich,  who  plays  the 
role  of  Mrs.  Erlynne  in  the 
Warner  Bros,  picturization  of 
Oscar  Wilde's  "Lady  Winder- 
mere's Fan".  Lubitsch  di- 
rected the  film. 


One  of  the  first  to  give  New  York's  new  Mayor  a  send  off — 
Dick  Barthelmess,  First  National  star  and  "Jimmy"  Walker, 
mayor  elect. 

Roland  West  read  no  less  than  five  hundred  books  and  plays 
before  selecting  "The  Bat"  for  United  Artists  release. 


Anything  with  a  saddle  is 
a  horse  to  Bill  Hart,  and 
he  rides  one  as  easily  as 
the  other.  Won't  be  long 
now  before  we  see  Bill  in 
"Tumbleweeds"  under  the 
United  Artists'  banner. 


Already  facing  the  Kliegs, 
is  Miss  Fay  Lamphier, 
who  got  herself  a  Para- 
mount contract  in  "The 
American  Venus"  because 
she  was  chosen  "Miss 
America"  in  the  recent 
Atlantic  City  beauty  pag- 
eant. 


Do-re-mi-fa,  or  in  other 
words,  Sills,  Nilsson, 
Mackaill  and  Lyon  (all 
First  National  stars)  try 
to  imitate  four  nightin- 
gales at  a  recent  rally  of 
the  A.  W.  A. 


Page  26 


Exhibitors  Trade  Review 


It  looks  all  right  to  us, 
but  the  teacher  up  at  the 
Paramount  acting  school 
says  that  none  of  these 
three  shots  shows  the  cor- 
rect way  of  kissing.  They 
ought  to  pass  a  law  show- 
ing the  right  way,  so  that 
no  one  could  go  astray. 


i 


If  Lew  Cody  only  knew 
how  we  feel  towards 
him — him  enjoying  him- 
self in  his  private  pool 
in  between  shots  on 
Metro's  "Paris",  and  we 
looking  out  in  the  bleak 
morn,  seeking  inspira- 
tions. 


Perhaps  they  are  ex- 
pecting trouble,  or  per- 
haps just  envious  of  the 
athletic  stars,  these 
members  of  the  First 
National  scenario  staff 
are  taking  a  rigorous 
course  of  training  in 
the  studio  gym.  Left 
to  right:  Clifford, 
Yearsley,  Poland,  and 
Harris. 


This  is  a  special  shot  taken  on  location  for  Bill  Hart's  comeback  feature  "Tumbleweeds"  for  release  under  United  Artists.  The' 

are  just  lining  up  for  the  great  land  rush. 


November  7,  1925 


Page  27 


Inspiration  Announces 
Expansion  Program 

J.  Boyce  Smith,  General  Manager  of  In- 
spiration Pictures,  Inc.,  stated  this  week  that 
the  company  has  been  steadily  reorganizing 
with  a  view  toward  expanding  production 
activities.  Walter  Camp,  Jr.,  is  President  of 
the  company.  Emil  Jensen  has  been  ap- 
pointed sales  manager.  The  Scenaria  De- 
partment includes  Mrs.  Violet  E.  Powell, 
Mr.  Don  Bartlett  and  Air.  C.  Graham  Baker, 
all  of  whom  bring  to  the  company  long  and 
successful  experience  in  motion  picture 
work.  Mabel  Livingstone  who  recently 
handled  Glenn  Hunter's  publicity  and  who 
has  been  associated  with  many  prominent 
stars  of  the  stage  and  screen  has  just  been 
engaged  to  act  as  director  of  publicity. 

In  reviewing  the  rapid  advance  which  has 
been  made  by  the  Inspiration  Pictures,  Inc., 
within  the  last  few  years,  Mr.  Boyce  Smith 
said : 

"When  Lillian  Gish  was  with  the  Com- 
pany it  had  two  units  in  operation,  one  in 
Italy  and  one  in  the  United  States.  Then 
following  reorganization,  the  company  re- 
turned to  a  one  unit  basis.  The  unit  has 
operated  most  successfully  for  the  past  fif- 
teen months,  producing  in  that  period  five 
Barthelmess  pictures,  two  of  which,  "Class- 
mates" and  "Shore  Leave"  were  outstanding 
successes  and  have  added  materially  to  the 
fame  of  this  popular  star. 

"Beautiful  City,"  which  has  just  been  re- 
leased, has  been  heralded  as  a  distinct  box 
office  success  and  in  the  opinion  of  the  com- 
pany "Just  Suppose,"  which  is  now  in  pro- 
duction, will  exceed  in  all-around  picture 
value,  any  production  in  which  Mr.  Barthel- 
mess has  yet  appeared.  Lois  Moran  playing 
the   lead  is   sure  to   please  and  she  will 


F.  B.  O.  Launches 

Western  Drive 

That  westerns  are  the  most  popular  and 
staple  product  in  pictures  is  proved  anew 
with  the  announcement  from  General  Man- 
ager B.  P.  Fineman,  in  charge  of  produc- 
tion at  the  F.B.O.  studios  in  Hollywood,  that 
Film  Booking  Offices  is  making  a  particu- 
lar drive  on  western  subjects  in  its  big  cur- 
rent production  program,  embracing  more 
than  sixty  pictures. 

In  addition  to  the  Fred  Thomson  pictures 
which  features  the  popular  star  and  his  fam- 
ous horse,  Silver  King  F.B.O.  has  two  other 
units  out  of  six  working  steadily  on  west- 
erners. Another  unit  is  contemplated  to 
augment  the  demand  for  westerns  through- 
out the  exhibitor  field,  but  plans  have  not 
been  sufficiently  matured  to  make  any  defi- 
nite announcement  yet  concerning  it. 

Fred  Thompson  is  now  making  "The 
Tough  Guy,"  with  Dave  Kirkland  directing 
the  picture  and  Al  Worker  as  his  assistant. 
The  story  was  written  by  Frank  M.  Clifton, 
and  Buckley  Fritz  Oxford  adapted  it  to  the 
screen. 

Tom  Tyler,  the  new  "Surprise"  Star,  has 
started  work  on  his  second  F.B.O.  produc- 
tion, entitled  "The  Wyoming  Wildcat."  Bob 
De  Lacey  is  directing  the  picture. 

Dol  Andrews  has  just  finished  putting 
Bob  Custer  through  his  paces  in  "No  Man's 
Law,"  the  second  production  of  his  new 
series  for  F.B.O.  He  expects  to  start  on 
another  picture  within  a  week  or  ten  days. 


J.  Boyce  Smith 


probably  be  seen  in  other  Inspiration  produc- 
tions. 

"We  have  several  excellent  vehicles  for 
Barthelmess  to  follow  "Just  Suppose",  each 
different  and  each  rich  in  story  value  about 
which  we  will  have  some  interesting  an- 
nouncements to  make  in  the  near  future. 

"Having  definitely  established  itself  on  a 
firm  foundation,  the  company  is  now  planning 
to  operate  two  units,  one  continuing  with  the 
Richard  Barthelmess  productions,  the  other 
starring  Miss  Dorothy  Gish  under  the  super- 
vision of  one  of  our  foremost  directors. 

"Dorothy  Gish  is  now  in  England  playing 
the  star  part  in  Nell  Gwynn  by  courtesy  of 
Inspiration,  and  we  have  received  word  that 
she  is  most  enthusiastic  over  the  part  and  is 
confident  that  it  will  be  a  splendid  produc- 
tion. It  is  being  produced  by  Herbert  Wilcox 
in  co-operation  with  First  National  Limited 
of  London. 

"We  are  planning  a  production  schedule 
calling  for  six  or  seven  pictures  for  the  com- 
ing year  and  in  addition  to  Mr.  Barthelmess 
and  Miss  Dorothy  Gish  there  are  several  out- 
standing stars  whom  we  intend  to  sign  up." 

*  *  * 

JANS  CLOSE  INDIANA 

A  telegram  from  Herman  F.  Jans  to  his 
New  York  office  announces  the  fact  that  he 
has  closed  contracts  with  Celebrated  Players 
of  Indianapolis,  for  the  Indiana  territorial 
rights  to  the  Jans  productions  for  1925-26 
and  with  Security  Pictures  Corp.,  of  Cleve- 
land, for  the  state  of  Ohio.  The  contracts 
cover  the  Jans  pictures  produced  so  far  this 
season,  "Playthings  of  Desire,"  "The  Mad 
Dancer,"  "Married?"  "Ermine  and  Rhine- 
stones," and  the  two  shortly  to  go  into  pro- 
duction, "The  Roaring  Forties"  and  "Indis- 
cretion." The  Security  contract  was  made 
with  Mr.  Chapman,  who  handled  the  earlier 
Tans  productions,  produced  several  years  ago. 

*  *  * 

JANS  COUNSEL  INJURED 

Henry  Stohldrier,  counsel  for  Jans  Pro- 
ductions, Inc.,  was  badly  injured  in  an  auto- 
mobile accident  last  Friday.  On  his  way  to 
try  a  case  in  Bronx  court  the  taxi  in  which 
he  was  riding  was  driven  into  an  elevated 
railroad  pillar  and  Stohldrier  thrown  out.  An 
artery  in  his  wrist  was  severed  and  his  life 
was  saved  only  because  the  accident  happened 
within  two  blocks  of  a  hospital,  where  he 
was  rushed  and  given  immediate  attention. 


EDUCATIONAL  GETS 
FAR  EASTERN  FILMS 

B.  W.  Hammons,  President  of  Educa- 
tional Film  Exchanges,  Inc.,  announces  that 
the  management  of  Educational's  news  reel, 
Kinograms,  has  just  closed  what  is  said  to 
be  the  biggest  contract  for  news  reel  pic- 
tures on  record. 

The  contract  was  made  with  Eugene 
Lamb,  of  Shanghai,  China,  and  provides  for 
a  continuous  supply  of  news  reel  subjects  in 
their  original  negative  from  China,  Japan, 
Mongolia,  Indo-China,  Turkestan  and  Tibet. 
The  agreement  covers  a  period  of  three 
years  with  an  option  on  an  extension. 

Besides  having  a  staff  of  cameramen  of 
his  own  stationed  throughout  the  Orient, 
Air.  Lamb  is  at  the  head  of  the  Trans-Asia 
Photo-Scientific  Expedition  exploring  lands 
never  before  visited  by  white  men  in  the 
Chinese  Interior,  remote  Tibetan  cities,  and 
the  heart  of  Turkestan.  Mr.  Lamb  is  a  well 
known  explorer  and  lecturer  besides  being 
an  expert  news  reel  photographer  with  more 
than  six  years'  experience  in  news  reel  work 
abroad. 

All  subjects  sent  to  Kinograms  by  Mr. 
Lamb  are  guaranteed  brand  new.  A  few  have 
already  arrived  and  the  Kinogram  editors  are 
said  to  be  wildly  enthusiastic  over  them.  As 
each  important  subject  is  received  it  will  be 
subjected  to  an  intensive  advertising  cam- 
paign in  trade  magazines,  newspapers,  fan 
magazines,  etc. 

The  first  subjects  received,  it  is  said,  por- 
tray some  of  the  weirdest  ceremonies  ever 
photographed  for  the  screen.  These  were 
obtained  in  districts  of  Tibet  and  Turkestan 
forbidden  to  the  white  man. 

The  opening  gun  in  this  picture  offering 
will  be  fired  in  Kinograms  No.  5135,  whicn 
will  be  released  by  Educational  on  Novem- 
ber 15.  This  is  a  picture  of  the  ceremony  of 
the  "SunniKg  of  Buddha"  never  before 
photographed  by  a  motion  picture  camera 
and  seen  by  less  than  a  dozen  white  men. 
It  is  one  of  the  holiest  ceremonies  of  the 
Buddhists,  and  was  only  obtained  at  the  risk 
of  the  cameraman's  life  and  after  overcom- 
ing untold  hardships. 

In  the  Buddhist  monastery  in  Kumbum, 
Tibet,  is  kept  a  marvellous  piece  of  silk 
tapestry  30,000  square  feet  in  size.  Exqui- 
sitely embroidered  in  the  centre  of  this 
enormous  piece  of  silk  is  a  portrait  of  The 
Buddha,  while  around  it  are  embroidered 
pictures  showing  important  incidents  in  his 
life.  Once  a  year,  on  a  warm  sunshiny  day, 
the  priests,  or  Lamar,  of  the  monastery 
carry  forth  the  silk  on  their  shoulders  to  a 
hillside  where  it  is  spread  out  in  the  noon- 
day sun.  This  is  believed  by  the  faithful  to 
give  Buddha  an  annual  glimpse  of  the  world 
where  he  once  dwelled  so  that  he  will  not 
forget  his  followers.  For  hundreds  and 
hundreds  of  miles  the  Tibetans  travel  each 
year  for  this  ceremony. 

In  the  Kinograms  picture  a  throng  of 
from  fifteen  to  twenty  thousand  of  this 
strange  people  is  shown.  The  picture  is 
said  to  show  one  of  the  most  awesome 
spectacles  in  the  world. 

On  all  of  his  travels  Mr.  Lamb  is  accom- 
panied by  his  bride,  Mrs.  Corinne  Lamb. 
Less  than  a  year  ago,  while  they  were  on 
their  honeymoon  trip,  which  consisted  of  an 
exciting  dash  into  the  interior  of  China  to 
photograph  some  special  news  reel  subject, 
they  were  captured  by  bandits,  and  were 
released  only  when  the  bandit  chief  became 
convinced  that  he  could  not  obtain  an  enorm- 
ous ransom  for  his  hostages. 


Page  28  Exhibitors  Trade  Review 

PRODUCTION  HIGHLIGHTS 


MILDRED    HARRIS   and  STUART 

Holmes,  both  well  known  to  every  movie 
fan,  are  the  latest  screen  celebrities  to  be 
signed  by  Hal  Roach  for  important  roles  in 
two-reel  comedies  for  Pathe  release.  Miss 
Harris  will  appear  opposite  Charlie  Chase 
and  Stuart  Holmes  is  working  with  Clyde 
Cook  in  his  current  comedy  production. 

HAVING  COMPLETED  AND  SHIP- 
PED to  the  F.  B.  O.  Home  Office  the 
master  print  of  "The  Last  Edition,"  his 
"tribute  to  the  profession  of  journalism," 
Emory  Johnson,  F.  B.  O.  producer-di- 
rector, and  Emilie  Johnson,  his  mother, 
have  left  for  the  High  Sierras,  where  they 
will  prepare  the  scenario  for  their  second 
special  for  the  F.  B.  O.  1925-26  program 
now  under  way. 

LILA  LEE  INSISTS  that  her  best 
work  has  been  done  in  "Broken  Hearts"  the 
Jaffe  Art  Film  production  to  be  released 
shortly.  She  declares  that  the  picture  shows 
evidence  of  that  divine  spark  that  ran  through 
"Humoresque"  and  htat  the  superb  direction 
of  the  picture  and  the  excellent  dramatic  in- 
terest of  the  story  itself  ought  to  make 
"Broken  Hearts"  a  big  drawing  card  from 
the  box  office  point  of  view. 

*  *  * 

UNDER  THE  DIRECTION  of  Wes- 
ley Ruggles,  Evelyn  Brent  has  begun  work 
on  her  forthcoming  F.  B.  O.  production,  "A 
Broadway  Lady"  at  the  studios  of  that  or- 
ganization. Mis  Brent  had  barely  stepped 
off  the  train  from  New  York  when  General 
Manager  B.  P.  Fineman  had  her  back  be- 
fore the  camera,  starting  in  the  new  pic- 
ture. 

*  *  * 

"I'LL  NEVER  GET  TIRED  of  play- 
ing Western  roles,"  declares  Harry  Carey, 
who  is  now  making  "Driftin'  Through,"  the 
first  of  a  new  series  of  Western  features  for 
Pathe. 

"I  like  Westerns  and  the  public  likes  them, 
too.  Some  people  claim  that  the  Western 
will  gradually  die  out — but  there  is  little 
chance  of  it,  so  long  as  the  audiences  get  ex- 
cited over  wild  horseback  rides  and  fast  gun- 
play." 

A  2,000  FOOT  FILM  showing  activi- 
ties of  students  of  the  Paramount  Picture 
School,  Inc.,  has  been  prepared  and  will  be 
shown  at  the  convention  of  branch  and  dis- 
trict managers  of  Paramount  exchanges  at 
Chicago  the  first  week  in  November. 

*  *  * 

TOD  BROWNING  HAS  BEGUN  pro- 
duction of  "The  Mocking  Bird,"  Lon  Chan- 
ey's  new  starring  vehicle  for  Metro-Gold- 
wyn-Mayer,  based  on  an  original  story  by 
Director  Browning  adapted  to  the  screen  by 
Waldemar  Young.  The  opening  scenes  of  the 
story  have  the  London  Limehouse  district  for 
a  background,  and  elaborate  sets  have  been 
constructed  for  the  taking  of  these  scenes. 
Chaney  here  appears  as  the  underworld  char- 
acter known  as  "The  Mocking  Bird."  He 
plays  two  roles  in  the  production,  appearing 
also  as  a  Bishop.  Renee  Adoree  and  Doris 
Lloyd  are  in  the  supporting  cast. 

*  *  * 

CECIL  HOLLAND  has  signed  a  year's 
contract  with  Metro-Goldwyn-Mayer  as 
make-up  artist,  and  has  already  begun  work 
at  the  Culver  City  studios.  The  addition  of 
Mr.  Holland  to  the  enormous  staff  already 
employed  by  M-G-M  in  various  capacities  at 
the  studios  has  been  rendered  necessary  by 
the  constantly  expanding  production  program 
under  way  there,  and  is  an  indication  of  the 
rapid  development  still  being  registered  by 
the  largest  motion  picture  studios  in  the 
world. 


Raymond  Keane,  a  discovery  of 
Dimitri  Buchwetzki,  who  plays  a 
leading    role    in    Universal's  "The 

Midnight  Sun." 


ROBERT  CAIN,  well  known  on  stage 
and  screen  for  his  interpretations  of  villain 
roles,  has  been  added  to  the  cast  of  "Too 
Much  Money"  which  First  National  is  mak- 
ing in  New  York.  Anna  Q.  Nilsson  and 
Lewis  Stone  have  the  featured  roles.  John 
Francis  Dillon  is  directing.  Cain  has  the 
part  of  Dana  Stuart,  one  of  those  gay  bach- 
elors who  love  only  other  men's  wives. 

WORD  COMES  FROM  the  Fox  lot  in 

Hollywood  that  Arthur  Hoyt  has  been  added 
to  the  cast  of  "The  Golden  Butterfly,"  which 
John  Griffith  Wray  is  directing.  Bert  Lytell 
and  Alma  Rubens  head  the  company,  which 
includes  Frank  Keenan,  Herbert  Rawlinson 
and  Vera  Lewis. 

*  *  * 

SALLY  LONG,  former  Follies  beauty 
and  recent  screen  sensation,  is  once  again 
a  freelance  player.  Negotiations  begun  by 
A.  H.  Sebastian  to  place  her  under  contract 
for  Belasco  productions  have  fallen  through 
due  to  failure  to  agree  on  pictures  in  which 
she  was  to  appear.  A  story  that  the  con- 
tract had  been  signed,  printed  a  fortnight 
ago,  was  premature,  it  now  appears. 

THE  FIRST  PLAYER  to  be  announc- 
ed for  Cecil  De  Mille's  second  personally 
directed  independent  production,  "The  Volga 
Boatman"  is  Victor  Varconi  who  arrived  in 
Hollywood  from  Vienna,  Austria,  last  week 
to  play  the  Russian  prince  in  the  story  as 
written  by  Konrad  Bercovici. 

*  *  * 

WORK  HAS  BEGUN  at  the  Culver 
City  studios  on  "Paris,"  the  new  Carey  Wil- 
son story  which  Paul  Born  is  directing  for 
M-G-M  from  the  screen  adaptation  made  by 
Jessie  Burns. 

VALENTINE  MANDELSTAM,  form- 
er member  of  the  French  government  film 
commission,  has  joined  the  scenario  depart- 
ment at  the  Metro-Goldwyn-Mayer  studios, 
according  to  an  announcement  just  made  by 


Louis  B.  Mayer,  executive  in  chief  of  the 
Culver  City  Studios.  Mr.  Mandelstam  will 
write  both  adaptations  and  original  scripts 
for  M-G-M. 

*  *  * 

JOSEPHINE  NORMAN  has  been  bor- 
rowed from  the  Cecil  B.  De  Mille  stock 
company  by  Metropolitan  Pictures  for  a  role 
in  "The  Million  Dollar  Handicap"  which 
Scott  Sidney  is  directing.  Miss  Norman  re- 
cently completed  an  important  part  in  "Fifth 
Avenue,"  a  Belasco  Production  produced  by 
A.  H.  Sebastian  at  the  Metropolitan  studios. 

*  *  * 

BLANCHE  SWEET,  First  National 
feature  player,  who  has  been  in  the  East 
working  opposite  Ben  Lyon  in  the  Robert 
Kane  production,  "The  New  Commandment," 
is  on  her  way  to  the  West  Coast  to  prepare 
for  a  leading  role  in  First  National's  forth- 
coming production,  "The  Far  Cry,"  which  is 
to  be  made  under  the  direction  of  Sylvano 
Balboni. 

*  *  # 

JAMES  K.  AIMAN  has  been  appoint- 
ed Production  Business  Manager  of  the  Ce- 
cil De  Mille  unit  at  the  De  Mille  studio. 
Mr.  Aiman  will  assume  at  once  all  business 
details  in 1  connection  with  Mr.  De  Mille's 
forthcoming  production  of  Russian  and 
American  life,  "The  Volga  Boatman." 

*  *  * 

"THREE  FACES  EAST"  from  An- 
thony Paul  Kelly's  highly  successful  war- 
time secret  service  play,  was  completed  at 
the  Cecil  De  Mille  studio  this  week  and  di- 
rector Rupert  Julian  is  now  at  work  cutting 
and  editing  the  subject  for  early  release 
through  Producers  Distributing  Corporation. 

*  *  * 

SEENA  OWEN  is  busily  engaged  in 
searching  for  a  story  to  be  used  as  the  first 
of  her  starring  productions  for  Metropoli- 
tan Pictures.  The  star  is  establishing  the 
unusual  precedent  of  working  with  the 
scenario  staff  in  this  connection  instead  of 
waiting  for  them,  and  to  date  has  read  some- 
thing in  the  neighborhood  of  three  hundred 
books  in  her  search. 


Edna  Murphy  and  Niles  Welch  share 
honors    in    "Ermine     and  Rhine- 
stones," a  Jans  production. 


November  7,  1925 


Page  29 


Embassy  Amusement 

Active  in  St.  Louis 


ST.  LOUIS. — Another  major  motion  pic- 
ture theatre  deal  has  been  swung  here. 

On  Sunday,  November  1,  the  Ashland 
Theatre,  3522  North  Newstead  avenue,  and 
the  Newstead,  4366  Lee  avenue,  were  taken 
over  by  the  Embassy  Amusement  Company, 
and  on  December  28th  the  same  company  will 
assume  charge  of  the  Mikado  Theatre,  Ham- 
ilton and  Easton  avenue. 

The  company  is  to  pay  Joseph  Litvag  an 
annual  rental  of  $16,000  for  the  Ashland  and 
Newstead,  while  Henry  and  William  Scher- 
rer  will  receive  a  rental  of  $24,000  annually 
for  the  Mikado.  The  Mikado  lease  will  run 
for  twenty  years  and  the  leases  on  the 
Ashland  and  Newstead  for  ten  years  each. 

In  addition  the  Embassy  Amusement  Com- 
pany has  announced  plans  for  a  1,200  seat 
theatre  to  be  erected  at  Marcus  and  St.  Louis 
avenues  at  a  cost  of  approximately  $150,000, 
and  will  also  let  contracts  in  the  very  near 
future  for  the  2,000  seat  Sanford  Theatre 
at  Union  boulevard  and  Ashland  avenue. 

The  company  also  operates  the  Embassy. 
4924  Delmar  boulevard,  an  850  seat  house 
and  an  adjoining  airdome  of  1,380  seats;  the 
Plaza,  Clara  and  Etzel,  735  seats,  and  the 
Union,  Union  and  Easton  avenue,  1147  seats. 
The  Mikado  seats  1,608;  the  Ashland,  900, 
and  the  Newstead,  665.  The  combination 
seating  capacity  of  all  its  houses  will  be 
10,500.  It  is  also  dickering  for  two  other 
houses  in  St.  Louis. 

The  deal  gives  the  Embassy  Amusement 
Company  a  dominant  position  in  the  north- 
western section  of  St.  Louis. 

The  officers  of  the  company  are  A.  Laven- 
thal,  president ;  Ruby  Laventhal,  treasurer ; 
Louis  Stahl,  vice-president ;  George  A. 
Lubelly,  secretary,  and  Maurice  Stahl,  gen- 
eral manager. 

Maurice  Stahl,  general  manager  of  the 
company,  has  the  distinction  of  being  one 
of  the  youngest  and  at  the  same  time  one 
of  the  oldest  in  point  of  service  in  the  St. 
Louis  exhibition  field. 

He  started  his  film  career  back  in  1908  as 
an  usher  for  his  father  in  the  old  Liberty 
Theatre  on  Easton  avenue.  He  served  in  gen- 
eral utility  capacities  for  a  few  years,  when 
he  entered  the  employ  of  the  General  Film 
Company  as  a  booker.  Later  he  was  made  a 
salesman. 

Since  then  he  has  served  as  salesman  for 
Paramount,  First  National  and  various  other 
national  distributors. 

During  the  World  War  he  was  in  the 
motion  picture  department  of  the  army  be- 
ing stationed  at  the  Pathe  studios  in  Paris. 

He  has  had  experience  behind  the  motion 
picture  camera. 

In  more  recent  years  he  worked  for  the  St. 
Louis  Amusement  company  as  manager  of 
its  leading  houses.  He  opened  the  Tivoli 
Theatre  in  University  and  the  Arsenal  Thea- 
tre in  South  St.  Louis  for  that  company,  anc1 
also  handled  the  run  of  "Robin  Hood"  at 
ibe  Pershing  Theatre  for  that  company. 
Other  houses  he  managed  were  the  Pageant, 
Shenandoah  and  Grand-Florissant. 

In  addition  to  being  general  manager  of 
the  Embassy  Amusement  Company  he  is 
interested  with  George  Skouras  in  the  Aubert 
Theatre,  Aubert  and  Easton  avenue,  and  an 
adjoining  airdome,  and  also  in  the  Chippewa 
Theatre,  Broadway,  near  Chippewa  street. 


Although  he  has  been  in  the  business  for 
seventeen  years,  Maurice  Stahl  is  but  thirty- 
one  years  of  age  today. 

The  Embassy  Amusement  Company  has 
announced  managers  of  its  various  houses,  as 
fellows :  Embassy  Theatre,  Donald  M.  Ross, 
former  treasurer  for  Loew's  State  Theatre; 
Mikado,  Maurice  Stahl ;  Union,  Louis  Stahl ; 
Plaza,  Wilton  Colonna ;  Newstead,  Joseph 
Litvag,  and  Ashland,  Roy  H.  Hughes. 
*    *  * 

Buster  Brown 

Makes  Broadway 

The  Buster  Brown  series  of  two-reel  com- 
edies, adapted  by  the  Century  Film  Corpora- 
tion from  the  famous  R.  F.  Outcault  car- 
toons and  released  by  Universal,  will  be  seen 
on  Broadway  regularly  for  the  rest  of  the 
season,  as  the  result  of  arrangements  just 
completed  by  G.  H.  Dumont,  general  manage i 
of  theatres  for  Warner  Brothers,  and  W.  C. 
Hermann,  general  manager  of  Universal's 
New  York  exchange.  The  series  has  been 
signed  by  Dumont  for  monthly  appearance  in 
Warner's  Theatre,  Broadway  and  Fifty- 
second  street. 

Similarly,  the  Buster  Brown  series  also  has 
been  signed  up  for  Warners'  Pittsburgh 
Theatre.  The  arrangement  was  made  by  H. 
M.  Herbel,  the  new  sales  manager  of  Uni- 
versal's Pittsburgh  office.  The  series  will 
start  in  the  New  York  and  Pittsburgh  houses 
within  a  week  or  so. 

+    *  ♦ 

CLOSING  BOOKINGS 

Norma  Talmadge's  "Graustark"  and  the 
First  National  special,  "The  Lost  World," 
produced  in  collaboration  with  Watteison  R. 
Kothacker,  under  the  supervision  of  Earl 
Hudson,  have  been  booked  by  First  National 
Pictures  in  Richmond  and  Norfolk,  Va. 
These  two  cities  were  among  the  few  key  city 
points  in  which  "Graustark"  and  "The  Lost 
World"  had  not  been  played. 

*  *  * 

"PETER  PAN"  BOOKED 

AS  CHRISTMAS  SPECIAL 

"Peter  Pan,"  Paramount's  production  of 
Sir  James  M.  Barrie's  story  of  the  boy 
who  sought  eternal  youth,  which  lends  it- 
self so  rapidly  to  the  Holiday  spirit  of  the 
Yuletide  program,  is  being  booked  by  ex- 
hibitors throughout  the  country  for  presen- 
tation this  Christmas. 

The  success  of  this  picture  in  more  than 
200  theatres  playing  it  day  and  date  last 
Christmas  stamped  it  as  a  picture  with 
eternal  life  as  a  holiday  offering. 

*  *  * 

EDINBURG,  IND.— The  Masonic  Opera 
House  is  being  remodeled.  J.  H.  Bradley, 
manager  of  the  theater,  recently  visited  In- 
dianapolis and  arranged  for  Golden  Arrow 
and  other  pictures. 

*  *  * 

MAPLEWOOD,  MO.— Construction  of 
the  $200,000  Marshall  Theatre  is  being 
pushed.  The  home  will  seat  1600.  It  will 
open  about  January  1. 


Warners  Active 
In  Two  Cities 

Open   Houses  in   Pittsburgh  and 
Chicago 

Warner  Brothers  have  taken  over  and 
opened  two  more  theatres  in  the  last  few 
weeks.  The  well  known  State  Theatre,  on 
Fifth  avenue,  Pittsburgh,  became  Warners' 
State  the  night  of  October  19th,  when  the 
producing  company  took  formal  possession. 
The  Orpheum,  on  State  street  in  the  Loop 
district  of  Chicago,  became  Warners'  Or- 
pheum last  Sunday  night. 

Syd  Chaplin,  in  "The  Man  on  the  Box," 
was  the  opening  week's  attraction  at  the 
Pittsburgh  house.  The  premiere  witnessed 
also  the  introduction  of  Ralph  Harrison's 
jazz  band  of  twelve  pieces  as  the  theatre's 
regular  orchestra.  This  aggregation  of  mu- 
sicians is  a  recognized  institution  in  Pitts- 
burgh and  its  acquisition  by  the  Warners  is 
regarded  there  as  a  ten  strike. 

On  Tuesday  nights  Harrison  is  now  broad- 
casting the  musical  program  of  Warners' 
State  through  Station  WCAE,  Pittsburgh, 
and  the  theatre  also  is  using  a  radio  truck  in 
Fifth  avenue  each  evening.  Howard  Foerste, 
who  has  been  managing  director  of  Warners' 
Cameo,  in  Bridgeport,  has  been  transferred 
to  Pittsburgh  to  fill  the  corresponding  post 
there. 

Rin-Tin-Tin,  in  "Below  the  Line,"  has  been 
the  opening  attraction  at  Warners'  Orpheum, 
in  Chicago,  this  week.  George  H.  Moore,  who 
has  long  been  managing  director  of  this 
former  Jones,  Linick  &  Shaeffer  house,  will 
remain.  When  all  the  changes  contemplated 
for  the  Pittsburgh  and  Chicago  houses  are 
effected  the  usherettes  in  both  will  be  garbed 
in  costumes  exactly  like  those  worn  by  the 
girls  at  Warners'  Theatre,  New  York,  and 
the  company's  other  houses. 

Mr.  Dumond  announced  this  week  the  ap- 
pointment of  Fred  Holzworth,  once  manager 
of  the  Allen  and  later  of  the  State  Theatre, 
Cleveland,  as  managing  director  of  Warners' 
Cameo,  Bridgeport,  succeeding  Howard 
Foerste,  transferred  to  Pittsburgh.  He  also 
has  appointed  Ray  Goldberg,  formerly  of  St. 
Louis  and  of  Youngstown,  Ohio,  to  be  house 
manager  of  Warners'  Circle,  Cleveland,  as- 
sisting Martin  Prinz,  the  managing  director 
there. 

*  *  * 

F.  B.  O.  IN  TEXAS 

The  Dent-Musselman  Enterprises, ^through 
L.  E.  Harrington,  manager  of  the  F.  B.  O. 
exchange  at  Dallas,  Texas,  have  contracted 
for  two  F.  B.  O.  Gold  Bond  productions, 
"The  Keeper  of  the  Bees"  and  "The  Last 
Edition,"  for  early  showing  in  ten  towns  on 
their  circuit. 

The  theatres  include  the  Palace  at  Denton, 
Texas,  the  Palace  at  Breckenridge,  the  Queen 
Theatre  at  Abilene,  Conellas  at  Eastland, 
Wigwam  at  El  Paso,  Parisian  at  Paris,  this 
Liberty  at  Ranger,  the  Arcadia  at  Tyler, 
the  Strand  at  Wichita  Falls,  and  the  Fair  at 
Amarillo,  all  in  Texas. 

*  *  * 

ST.  LOUIS.— Olson  &  Green,  local  con- 
tractors, have  been  awarded  construction  of 
Fred  O.  Diering's  new  theatre  in  Crystal 
Lake,  111.    It  will  cost  $85,000. 

^       *  * 

BILOXI  MISS.— Max  and  Jack  Yellen 
of  New  Orleans,  La.,  plan  to  build  a  $500,- 
000  theatre  and  office  building  on  Lameuse 
street. 


Page  30 


Exhibitors  Trade  Review 


Hines  Getting 
Big  Bookings 

The  highly  enthusiastic  manner  in  which 
the  representative  first  run  theatres  have 
been  booking  "The  Live  Wire,"  Johnny 
Hines'  initial  starring  feature  for  First  Na- 
tional affords  ample  evidence  of  the  pop- 
ularity of  this  star  and  the  success  of  his 
first  picture. 

Included  among  the  latest  bookings  on 
this  Johnny  Hines  production  are  the  fol- 
lowing key  city  theatres :  Capitol,  St.  Paul ; 
State,  Minneapolis ;  Golden  Gate,  San  Fran- 
cisco ;  Orpheum,  Oakland,  Calif. ;  American, 
Salt  Lake  City;  Olympia,  Boston,  Olympia, 
New  Bedford ;  Strand,  Hartford ;  Olympia, 
Lynn ;  Broadway,  Lawrence,  Mass. ;  Olym- 
pia, New  Haven ;  Karlton,  Philadelphia ; 
Central  Square,  Cambridge,  Mass. ;  Olym- 
pia, Brockton,  Mass. ;  Strand,  Dayton ; 
Rialto,  San  Antonio ;  Strand,  Grand  Rapids 
and  the  Dome,  Youngstown,  Ohio. 

With  "The  Live  Wire"  doing  excellent 
business,  and  "Rainbow  Riley,"  Hines'  next 
for  First  National  promising  to  become  an 
even  more  elaborate  and  more  humorous 
production  than  its  successful  predecessor, 
the  Johnny  Hines-First  National  series 
should  prove  to  be  a  most  remunerative  one 
for  the  distributors,  the  producer,  the  star 
and  exhibitors. 

"WINDS  OF  CHANCE" 

GETS  BIG  BOOKINGS 

.  Practically  all  of  the  key  city  points  hav- 
ing been  closed  for  the  Frank  Lloyd-First 
National  special,  "Winds  of  Chance,"  this 
picture  one  of  the  outstanding  successes  of 
the  t all  season,  is  being  made  available  for 
the  smaller  cities  and  towns. 

Among  recent  deals  closed  are  those  with 
the  Strand  Theatre,  Schenectady  N  Y  •  the 
Avon  Utica  N.  Y. ;  the  entire  Ruben 'and 
hmkelstem  chain;  the  West  Coast  Circuit 
and  the  Famous  Players  Circuit.  Negoti- 
ations are  now  in  progress  with  Nathan's 
circuit  m  Canada  for  the  release  of  the  pic- 
ture in  that  territory.  One  of  the  most  im- 
portant bookings  of  the  past  week  is  for  the 
Balaban  and  Katz  Roosevelt  Theatre  in 
Chicago,  where  "Winds  of  Chance"  will 
open  for  an  indefinite  run,  November  16th 

in  almost  every  instance  where  "Winds 
oi  Chance  has  been  played  it  has  been 
backed  by  extensive  advertising  and  exploi- 
tations campaigns,  which  have  been  more 
than  justified  by  results. 

*  *  * 
WARNER  BRIEFS 

C.  R.  Osborn,  of  Montreal,  and  J  N 
Klein,  of  Albany,  N.  Y.,  both  Warner  Bros 
branch  exchange  managers,  were  in  New 
York  a  few  days  last  week  conferring  with 
Sam  E.  Morris,  general  manager  in  charge 
of  production,  and  other  executives. 

Sam  Warner,  of  Warner  Bros.,  who  re- 
turned recently  from  an  extended  trip  to  the 
Pacific  Coast,  is  now  on  a  tour  of  Warner 
exchanges  and  theatres  in  the  Atlantic  coast 
states.  He  expects  to  go  as  far  south  as 
Atlanta. 

*  *  * 

"BETHLEHEM"  AT  EASTMAN 

"Bethlehem,"  the  first  of  the  new  Pathe 
Biblical  series,  "A  Pilgrimage  to  Palestine," 
has  been  booked  for  early  showing  by  the 
Eastman  Theatre,  Rochester,  which  is  famed 
for  its  fine  programs. 

*  *  * 

INDIANAPOLIS. — George  Landis  has 
been  transferred  from  Washington,  D.  C.  to 
the  Indianapolis  managership  of  the  Fox 
Film  Corporation.  H.  J.  Bailey,  former 
manager  has  been  transferred  to  Buffalo 
branch. 


Sunday  Shows 
Possible  in  N.  J. 

Governor-Elect  Moore  Reported  in 
Favor  of  Opening 


One  of  the  most  important  results  of 
Tuesday's  election  in  New  Jersey,  in  which 
A.  Harry  Moore,  the  Democratic  candidate, 
was  elected  Governor,  is  the  probability  that 
the  theatres  of  the  state  will  be  opened 
Sundays.  Moore,  who  ran  on  a  liberal 
platform,  has  indicated  that  he  believes  the 
state  should  not  restrict  Sunday  showings 
of  pictures  which  he  regards  as  altogether 
desirable. 

The  New  Jersey  legislature  remains  in 
the  control  of  the  Republicans  and  the 
Essex  County  Republican  delegation 
pulled  through  safely,  in  spite  of  the  fact 
that  Moore  carried  the  county.  It  is  gen- 
erally conceded  that  Mayor  Hague,  of  Jer- 
sep  City,  who  is  widely  known  as  a  friend 
of  the  motion  picture  theatre  owners,  was 
one  of  the  chief  factors  in  carrying  the 
Moore  campaign  to  victory. 

The  M.  P.  T.  O  of  N.  J.  took  an  active 
part  in  the  whole  campaign.  Under  the 
leadership  of  President  Seider  members  of 
the  organization  presented  a  series  of  effec- 
tive campaign  trailers  that  are  given  credit 
for  clarifying  the  issues  of  the  campaign  to 
a  large  part  of  the  state's  voting  population, 
making  clear  to  the  public  the  fact  that 
Moore's  election  would  go  far  toward  elim- 
inating the  anti-Sunday  legislation  that  has 
driven  residents  of  nearby  counties  to  spend 
their  money  in  New  York  theatres. 


Utica  Gets 
New  Theatre 


ALBANY,  Nov.  6 — There  is  considerable 
activity  at  the  present  time  in  theatre  build- 
ing in  Utica  and  vicinity.  In  Ilion  a  par- 
ticularly beautiful  theatre  known  as  The 
Capitol,  with  sixteen  hundred  seats,  is  near- 
ing  completion,  and  will  be  opened  on  No- 
vember 16.  The  house  is  being  constructed 
by  Whitney,  Young  and  Pierce  and  Mr. 
Pierce  will  act  as  manager.  John  Angello 
is  building  a  new  theatre  in  Utica  to  take 
the  place  of  the  Family  theatre  which  is 
being  remodeled  into  stores.  Sam  Slotnick, 
who  formerly  run  a  theatre  in  Mohawk,  is 
building  a  house  in  Utica.  W.  H.  Linton 
is  also  erecting  a  large  theatre  in  Utica  to 
replace  the  one  that  was  destroyed  by  fire 
last  spring,  shortly  after  it  was  opened. 
*    *  * 

SCHINE  CIRCUIT  CONTRACTS 
FOR  WARNER  BROS.  OUTPUT 

Warner  Bros,  added  another  to  the  long 
list  of  exhibitors  signing  for  their  1925-26 
output,  a  few  days  ago,  when  the  Schine 
Circuit  closed  a  contract  to  show  this  prod- 
uct in  all  its  fifty-one  theatres  in  central 
New  York  State. 

The  deal  was  arranged  by  E.  J.  Smith, 
former  eastern  sales  manager  for  Warner 
Bros.,  assisted  by  Harry  L.  Hollander  and 
Jacob  N.  Klein,  branch  sales  manager  at 
Buffalo  and  Albany,  respectively.  Meyer 
Schine  signed  the  contract  at  Gloversville, 
N.  Y.,  the  headquarters  of  the  circuit,  in 
the  presence  of  both  Messrs.  Hollander  and 
Klein. 


Alice  Lake,  the  pretty  Pathe  star,  was  the  honored  one  at  the  ceremonial 
ground  breaking  at  Jamaica,  L.  I.  recently.  Miss  Lake  turned  up  the  first 
shovelful  of  earth,  so  starting  the  operations  on  the  million  dollar  Capitol 
Theatre  of  which  Robert  A.  Wolfe  is  the  lessee.  The  theatre  will  be  one  of 
the    show    places    of    Jamaica,    which  means  a   great  deal,   for  Jamaica  is 

stepping  along  fast. 


November  7,  1925 


Page  31 


XPLOITATI 

A  Section  of  Ideas  for 
Bty  and  Little  Exhibitors 


Bill  Brandt  Makes  News 
Thriller  Program  Feature 

WILLIAM  BRANDT,  prominently  connected  with  the  Theatre  Owners 
Chamber  of  Commerce,  and  the  owner  of  three  big  theatres  in  Brooklyn, 
has  just  completed  an  unusual  showing  of  the  International  Newsreel 
novelty  two-reeler,  "Life's  Greatest  Thrills"  in  his  theatres,  in  which  he  fea- 
tured the  novelty  picture  above  all  parts  of  his  programs.  The  experiment 
was  so  successful  that  several  house  records  were  broken.  The  crowds  which 
flocked  to  see  "Life's  Greatest  Thrills"  topped  those  on  record  for  some  of  the 
biggest  productions  ever  made,  Brandt  reports. 

Brandt's  three  theatres  are  the  Duf- 


Painted  Poppies  put  over  this  un- 
usual   lobby    front    on  "Declasse", 
the  First  National  attraction.  The 
idea  was  well  received. 


Painted  Poppies  for  "Declasse" 

The  Empress  Theatre,  Owensboro, 
Ky.,  has  a  very  successful  three  day 
run  on  "Declasse,"  First  National's 
Corinne  Griffith  picture.  Exploitation 
measures  for  this  feature  were  a 
black  and  white  12  foot  banner  swung 
from  the  marquee  which  passersby 
could  not  miss  both  coming  and  go- 
ing; a  lighted  billboard  atop  the  mar- 
quee and  in  the  curbing  in  front  of 
the  theatre  a  12  foot  French  basket 
of  poppies  with  6  sheets  of  stars  on 
basket  body. 


field,  the  Carlton  and  the  Bunny.  In 
building  up  his  program  during  the 
running  of  "Life's  Greatest  Thrills,"  he 
added  an  ordinary  program  five-reeler 
to  his  show  and  then  put  his  entire  ex- 
ploitation campaign  behind  the  Inter- 
national two-reeler.  As  a  result  of  the 
success  he  had  with  this  move,  he  char- 
acterizes "Life's  Greatest  Thrills"  as 
"one  of  the  biggest  box-office  attrac- 
tions of  .the  year."  He  expresses  his 
surprise  that  other  exhibitors  have  not 
taken  advantage  of  the  two- reel  novelty 
for  similar  featured  showings. 

Following  his  successful  run  of  the 
International  patron-builder,  which  is 
being  released  gratis  to  International 
Newsreel  accounts,  Brandt  wrote  the 
following  punchful  letter  to  Edgar  B. 
Hatrick,  general  manager  of  the  Inter- 
national Newsreel : 

"Just  a  line  to  tell  you  that  'Life's 
Greatest  Thrills'  is  one  of  the  biggest 
box-office  attractions  of  the  year. 

"We  recognized  this  fact  and  made 
it  our  feature,  although  it  was  only  two 
reels  in  length,  just  adding  an  ordinary 
program  feature  with  it. 

"By  word  of  mouth  advertising  sev- 
eral weeks  in  advance,  each  patron  was 
requested  first  by  the  cashier,  then  bv 
the  doorman,  then  by  the  usher  not 
to  miss  "Life's  Greatest  Thrills,"  and  in 
that  manner  we  worked  up  a  campaign 
which  packed  all  our  theatres  to  the 
doors  and  broke  several  house  records 
in  which  some  of  the  biggest  produc- 
tions ever  made  have  been  shown. 

"What  gets  me  is  why  other  exhibi- 
tors have  not  taken  advantage  of  this 
wonderful  subject  in  the  same  manner. 

"If  I  had  to  pay  a  great  deal,  I  would 
be  glad  to  book  another  subject  of  the 
same  calibre." 


FARINA'S  GETTING  RESTLESS 

We've  been  sitting  back  here  and  waiting 
for  some  live-wire  to  get  something  started 
on  Farina,  one  of  "Our  Gang."  B.  F. 
Keith  theatres  have  begun  to  feature  him 
on  the  boards.  He's  a  natural  for  ex- 
ploitation, that  boy.  Come  on,  now,  ex- 
hibitors, let's  swap  some  ideas  on  him. 
He  is  going  to  be  one  of  your  box-office 
attractions  before  long.  Get  ready  for 
the  cash-in. 


Page  32 


Exhibitors  Trade  Review 


ELECTION  IS  NOTHING  BUT 

STUNT  FOR  EXPLOITEER 

So  Nat  Rothstein  Thought  when  he  Plastered  City  with 

"Last  Edition" 


ONE  of  the  most  effec- 
tive tie-ups  origi- 
nated by  Nat.  G. 
Rothstein  since  his  affilia- 
tion with  F.  B.  O.  as  direc- 
tor of  publicity,  advertising 
and  exploitation  was  con- 
ceived by  this  exploitation 
expert  when  he  tied  up 
"The  Last  Edition,"  Emorv 
Johnson's  new  production, 
with  the  election  day  re- 
turns on  November  3. 

Taking  for  granted  that 
the  Democratic  nominee 
for  Mayor  would  win  by  an 
overwhelming  majority, 
Nat  had  100,000  newspa- 
pers printed  bearing  the 
title  "The  New  York  Eve- 
ning Views"— with  a  flash 
heading  across  the  entire 
sheet  "The  Last  Edition"— 
"Walker  Wins."  A  large  3 
column  photograph  of 
Senator  Walker  adorned 
the  front  page  with  a  de- 
tailed blurb  about  his  po- 
litical aspirations,  while  the 
bottom  of  the  sheet  was 
given  over  to  straight  F. 
B.  O.  publicity.  Leave  it 
to  Nat  not  to  miss  a  bet ! 

On  the  reverse  side  of 
the  sheet  stills  from  "The 
Last  Edition"  adorned  the 
page,  with  another  blurb 
about  the  New  York  pre- 
miere of  the  production  at 
B.  S.  Moss'  Cameo  Theatre 
on  November  8. 

Two  hundred  newsboys 
distributed  these  newspa- 
pers on  Election  Day, 
starting  fully  six  and  seven 
hours  before  the  returns 
came  in.  The  boys  went 
tearing  down  the  streets  of 
New  York,  distributing  the 
newspapers  and  'shouting 
at  the  top  of  their  lungs : 
"The  Last  Edition  !  !  !  ! 
Uxtry!  Extry!  The  Last 
Edition!  Walker  Wins!" 

The  film,  needless  to  say, 
was  brought  to  the  atten- 
tion of  hundreds  of  thou- 
sands of  New  Yorkers  and 
out  of  town  visitors  who 


TUESDAY.  NOVEMBER  3"—  I92S 


WE 
HOPE 


WALKER  WINS 


TREMENDOUS  POPULARITY  OF 
CANDIDATE  SHOULD  BE  EVIDENCED 

BY  LANDSLIDE  OF  VOTES 


NEW  YORKERS  DEMONSTRATE  THEIR  PREFERENCES 

SPECIAL  (Nov.  3):  -  -  -  "The  New  York  Evening  Views"  again 
scooped  the  town  when  it  got  the  jump  on  all  its  rivals  and 
presented  its  readers  with  the  first  prediction  of  today's 
election-struggle.  We  hope  Jimmie  Walker  will  be  elected 
over  Frank  D.  Waterman  as  Mayor  of  New  York  City  by  a  tremen- 
dous majority. 


r»  m)m  oBk*  Wt  *m  ***** 


si  Mwiptpu  pndutlu  of  wUtl 

twi-lium,  paiku,  «UadM  cku- 
H-mo  ■UnllHl.  TBI  U57 

toau  uiaj  Uum  in  auMi  of 

"^bTTIlST  EDITION "  .jmi| 
hl(-t  Lnk,  U*  muri 

Entjb-tir  U«i  Emit  Jiluo. 

TEE  LAJft  EDITION  u  b  j  ii. 

fJrt^Lun.  To. 


MRS.  VALENTINO  TO  BE  STARRED 

IN  BIG  F.  B.  O.  PRODUCTION 


Smttj  O.  Stjt,  *k> 


■  •11(^1  u  E  =  i  jlpi  V 


rU4  tnUrt  BmUst,  it.  potu. 


EVELYN  BRENT 
STEALS  MARCH  ON 
PARIS  SHOPS 

Tkoick  I>«r>  Inn  (Mill 


•k.  ntou4  (*  iii .' r»»>:  lu>  vat 


Daff*uk,wu' il  Iktgu^tt*  • 


RAILROAD  OFFICIALS 
HELP  IN  FILMING 
F.  a  O.  DRAMA 


•  Uek  udi  "TV.  ItldUftl  rV*T.' 


PnaUtml  flunTtF  ud  uku  • 


■  Boyd  in  Stuxkrd 

Ftl  Man  Coaxd? 


b7  Jo.  ■ 


.  '..i      'J         VU1  k 


•  panku.  »f  Mn^Jtllt 


Ik.  *£fr«U.  ; 


This  is  not  news  but  an  advertisement  for  The  Last  Edition"  published  by  F.  B.  O. 


jammed  the  streets  of  New 
York  from  early  morning 
till  late  at  night  on  Elec- 
tion Day.  The  cost  of  print- 
ing the  newspapers  was 
small  compared  with  the 
results  achieved,  and  the 
publicity  obtained  for  the 
production. 


REPRODUCTION  of  the  front  page  of  two- 
page  newspaper  "issued"  by  F.  B.  O.  a  good 
deal  in  advance  of  the  election  returns.  New 
Yorkers  fell  for  it  like  regular  fellows,  and  the 
result  is  that  "The  Last  Edition"  is  being  talked 
about  all  over  the  city.  It  was  a  grand  hoax, 
proving  that  to  a  real  exploitation  man  there  is 
nothing  anytime  or  anywhere  that  was  not  meant 
to  be  the  basis  for  an  exploitation  stunt. 


November  7,  1925 


Page  33 


"Put  'Em  Over  With 
Hank" 

WHEN  it  comes  to  Exploita- 
tion ideas  and  how  to  put 
'em  over  "Hank"  is  right  there 
with  "many  bells  on."  Hank 
Linet  is  Exploitation  Editor  of 
Exhibitors  Trade  Review,  and 
Exhibitors  DAILY  REVIEW. 

He  gives  you  Exhibitors  real 
picture  merchandising  ideas 
that  are  new — clever — inex- 
pensive, and  that  sell  your  pic- 
tures. Hank  has  a  real  flair  for 
showmanship  and  just  watch 
and  see  his  stuff  and  you  will 
benefit. 

If  you  want  the  real  lowdown 
on  how  to  bring  in  the  cash 
customers,  in  flocks,  read 
Hank's  "Selling  the  Picture." 
If  you  don't  see  the  "dope"  on 
the  picture  you  want,  just  write 
him.   He'll  answer  P.  D.  Q. 

Hank  wants  ideas  of  yours 
that  have  "brung  home  the 
bacon."  He'll  use  them  with 
full  credit  to  you. 


Savings  Bank  Publicity 
on  "The  Gold  Rush" 

THREE  savings  banks  in  Canton, 
Ohio,  went  into  large  newspaper 
space  to  tie  up  with  the  run  of 
Charlie  Chaplin  in  "The  Gold  Rush" 
when  this  United  Artists  Corporation 
release  was  showing  at  the  Valen- 
tine theatre.  The  effect  was  to  give 
the  engagement  of  the  Chaplin  com- 
edy an  unusual  send-off. 

All  three  of  the  banks  took  large 
newspaper  space  on  the  opening  Sun- 
day, averaging  a  quarter  of  a  page 
each.  In  this  the  banks  featured  the 
picture,  the  theatre,  and  matched  the 
space  used  by  the  Valentine.  In  two 
of  the  ads  the  theatre  was  given  as 
much  prominence  as  the  banks,  and 
in  one  a  Chaplin  cartoon  dominated 
the  display. 

In  connection  with  the  advertising 
angle  of  the  banks,  the  Dime  Savings' 
copy  said:  "His  interpretation  of  this 
epic  scramble  for  fortune  by  its  very 
hilarity  on  top  of  tears  emphasizes  a 
truth  dear-bought  by  the  many — that 
for  every'  fortune  laid  on  a  basis  of 
luck  there  are  hundreds  of  thousands 
based  on  simple  and  savings  bank  de- 
posits." The  First  Trust  and  Savings 
Bank  argued  thusly :  "Proving  that 
to  one  fortune  based  on  a  'get  rich 
quick'  stroke,  hundreds  of  thousands 
have  gained  wealth  in  safety  and  com- 
fort through  the  way  of  the  wise." 


Calla  Strikes  a  Natural 
In  "Keeper  of  the  Bees" 

Uses  Two  Bee-hives  to  Ballyhoo  Picture 

JOSEPH  CALLA,  Manager  of  the  Strand  Theatre,  Canton,  Ohio,  in  con- 
junction with  Louis  Geiger,  Manager  of  the  F.  B.  O.  Exchange  at  Cleveland, 
evolved  a  clever  and  inexpensive  exploitation  stunt  for  "The  Keeper  of  the 
Bees"  which  drew  capacity  crowds  to  the  theatre  not  only  during  its  week's  run 
but  for  a  solid  week  before  the  showing. 

These  smart  showmen  secured  from  the  A.  I.  Root  Bee  Company,  of  Medina, 
Ohio,  the  largest  apiary  in  the  world,  two  cases  of  live  bees,  consisting  of  eight 
thousand  of  the  insects.    These  cases    The  presidents  of  the  women's  clubs  in 


of  bees  were  placed  in  the  lobby  of  the 
theatre  one  week  before  the  opening  of 
the  picture  and  attracted  enormous 
crowds.  The  bees  were  held  over  for 
a  second  week,  during  the  run  of  the 
film,  and  the  managers  attribute  the 
capacity  business  not  only  to  the  excel- 
lence of  the  production  and  the  drawing 
power  of  Gene  Stratton-Porter's  name, 
but  to  the  unique  bee  display  in  the 
lobby,  which  aroused  curiosity  and  in- 
terest in  the  passersby. 

MR.  CALLA  also  secured  the  co- 
operation of  all  the  women's  clubs 
in  Canton.  Seventy-five  percent  of 
Mrs.  Porter's  readers  are  women  and 
are,  of  their  own  accord,  willing  to  act 
as  unpaid  exploiteers  whenever  and 
wherever  a  picture  of  hers  is  shown. 


Canton  arranged  matinee  parties  for 
their  members,  and  each  afternoon  dur- 
ing the  run  of  the  production  at  the 
Strand  Theatre,  various  groups  of  club- 
women of  the  town  made  up  the 
greater  portion  of  the  audience. 

THE  school  teachers  in  Canton,  all 
ardent  admirers  of  Gene  Stratton- 
Porter,  did  their  share  by  advising  their 
pupils  to  see  the  latest  Porter  opus,  and 
made  up  parties  for  after-school  mat- 
inees of  prize  pupils.  Notices  of  the 
showing  were  posted  on  the  bulletin 
boards  of  the  schools. 

The  wise  salesman  and  exhibitor 
should  take  full  advantage  of  these 
money-making  tie-ups,  which  cost  little 
or  nothing. 


Tom  F.  McDonald,  manager  of  the  Florence  Theatre  in  Pasadena,  one 
of  the  West  Coast  Langley  Circuit,  secured  these  two  racing  cars  which 
were  used  in  making  "California  Straight  Ahead,"  Reginald  Denny's  latest 
Universal  Jewel,  to  ballyhoo  the  Denny  picture  for  him.  Car  No.  7  is 
driven  by  A.  Kansas,  a  stunt  driver,  and  No.  3,  by  Bud  Lyon,  another 
stunt  driver.  Mr.  McDonald  is  standing  behind  No.  7  and  Assistant  Man- 
ager Spurr  is  behind  No.  3.  The  sign  on  the  marquee  is  6  feet  square  and 
revolves,  being  driven  by  an  J/%  hp.  motor. 


Page  34 


Exhibitors  Trade  Review 


Flivvers  Exploit  "Zander  The  Great " 
For  Granada  Theatre,  Santa  Barbara 


CONCENTRATION  on  the 
Ford  automobile  angle  was  the 
highlight  of  the  exploitation  of 
"Zander  the  Great,"  when  this  Cos- 
mopolitan production  recently  playea 
the  Granada  theatre  in  Santa  Bar- 
bara. . 

Through  an  arrangement  with 
M.  Fillmore,  Ford  distributor,  a  Ford 
Assembly  Contest  was  held  on  the 
Granada  stage  in  conjunction  with 
the  showing  of  the  picture.  This  not 
only  proved  good  entertainment,  but 
was  an  added  advertising  angle,  the 
Ford  dealer  sending  out  2,000  letters 
to  Ford  owners,  calling  attention  to 
the  stunt,  the  picture,  and,  of  course, 
his  car. 

A  world's  record  of  one  minute  and 
seventeen  seconds  was  established 
during  the  engagement,  with  G.  A. 
Martin,  managing  editor  of  the  Santa 
Barbara  Morning  Press  acting  as 
official  time-keeper.  This  brought  on 
a  national  challenge  to  any  Ford  As- 
sembly team  in  the  United  States,  re- 
sulting in  much  excellent  local  pub- 
licity. 

A  parade,  composed  entirely  of 
Ford  automobiles,  properly  bannered, 
paraded  the  down-town  streets.  The 
banners  called  attention  to  the  fact 
that  Marion  Davies  crossed  the  coun- 
try in  a  Ford  in  "Zander  the  Great," 
while  other  slogans,  such  as  "Don't 
Miss  Zander — it's  Great,"  were  also 
used  to  good  advantage. 

Five  twenty-four  sheets;  15  three 
sheets,  200  tack  cards,  4,000  heralds 
and  liberal  newspaper  advertising 
completed  the  campaign,  which  was 
conducted  by  J.  F.  Churchill,  Man- 
aging Director  of  the  Granada,  and 
H.  D.  McBride,  publicity  chief  of  the 
California  Theatre  Co.,  operators  of 
the  Granada. 


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Every  Doorknob  Was  a 
Ballyhoo  for  "The  Freshman" 

To  the  management  of  the  Y.  M. 
C.  A.  at  Morenci,  Ariz.,  where  Harold 
Lloyd  in  "The  Freshman"  was  played, 
every  door  in  the  city  was  a  door  of 
opportunity  as  a  ballyhoo  for  the  Pathe 
feature. 

On  every  doorknob  there  was  hung  a 
colored  card  shown  above. 

Other  sales  copy  was  also  carried  on 
the  card.  The  result  of  this  little  ex- 
ploitation stunt  was  that  the  house 
played  to  capacity  and  established  a 
new  record  for  gross  attendance. 


Each  day  shows  an 
increased  usage  of 
window  displays  for 
exploitation  of  pic- 
tures. Here  is  a 
sporting  goods  tie-up 
on  Metro's  "Pretty 
Ladies"  when  it 
played  at  Loew's 
State  in  Los  Angeles. 


Boston  Telegram 
Springs  a  New  One 

Live    Newspaper    Stunt  Worked 
to  Perfection  on  "Iron 
Horse"  in  Boston 

ALMOST  every  kind  of  contest 
under  the  sun  has  been  worked 
in  newspapers  to  assist  some 
motion  picture  production  on  its  way 
to  box-office  glory,  but  it  has  re- 
mained for  the  Boston  Telegram  to 
let  us  in  on  something  new  in  the 
way  of  contests. 

For  several  weeks  of  late,  the  above 
named  newspaper  has  been  running 
a  box  at  the  top  of  one  of  their  news 
pages,  across  the  top  of  which  ap- 
peared the  line — "Their  Hero  Son.'' 
Then  followed  a  few  lines  about  hero 
sons,  and  below  this,  an  article  ex- 
plaining that  the  three  words  of  the 
title  comprised  a  new  kind  of  contest, 
in  which  all  boys  and  girls  were  in- 
vited to  participate,  stating  further — 
"The  heading  above  this  little  story 
is  composed  of  three  words.  When 
the  letters  are  transposed  they  form 
the  title  of  what  many  critics  call  the 
world's  greatest  picture  now  playing 
in  Boston  to  big  audiences. 

"To  give  boys  and  girls  a  chance 
to  show  their  brightness,  The  Tele- 
gram makes  this  proposition :  Take 
the  letters  forming  'Their  Hero  Son' 
and  transpose  them  so  as  to  spell  the 
title  of  the  great  picture. 

"Every  boy  and  girl  correctly  nam- 
ing the  picture  will  be  given  a  free 
ticket  to  see  the  picture  during  its 
present  run.  There  is  only  one  con- 
dition— the  boy  or  girl  must  come 
with  parent  or  guardian  with  their 
ticket  of  admission.  Send  replies  to 
Movie  Editor,"  etc. 

For  the  benefit  of  anybody's  boy  or 
girl  who  happens  to  be  "stuck"  try- 
ing to  solve  the  title,  we  merely  state 
that  the  contest  took  place  during  the 
run  in  Boston  of  a  picture  called  "The 
Iron  Horse." 

*    *  * 

Greatest  Publicity  Free 

There  is  no  better  conveyor  of 
word-of-mouth  advertising  than  a 
child. 

On  this  premise,  the  Best  Theatre, 
Parsons,  Kan.,  in  cooperation  with 
the  Parsons  Daily  Sun,  gave  a  free 
morning  matinee  to  the  children  of 
the  city  during  the  run  of  Para- 
mount's  "The  Lucky  Devil." 

This  valuable  stunt  drew  hundreds 
of  kiddies  to  the  Best  and  was  given 
generous  notice  in  the  press.  Pre- 
ceding the  matinee,  the  Sun  published 
a  full  page  advertisement  announcing 
the  performance.  A  coupon  clipped 
from  the  paper  admitted  every  child 
under  12. 


e 


November  7,  1925 


Page  35 


The  <Bic^  Little  Feature 


REVIEWED  IIS  THIS  ISSUE 

Fire  Away  Educational 
Amundsen  Polar  Flight  Pathe 
Voice  of  the  Nightingale 

Educational 
More  Mice  Than  Brains  Pathe 
The  Adventures  of  Mazie  No.  4 

F.  B.  O. 

Hot  Doggie  Educational 
Hot  Feet  Educational 
Cleaning  Up  Educational 
TheUneasy  Three  Pathe 
Sweet  and  Pretty  Educational 
Pathe  Review  No.  46 
In  Tulip  Land  Cranfield  and  Clark 
Ko-Ko  Song  Car-Tune  Red  Seal 
Out -of -the  Inkwell  Red  Seal 

The  Scarlet  Streak  Universal 
International  News  Reel  No.  91 
Kinograms  No.  5132  Educational 


"Fire  Away" 


Educational  2  reels 

AI  Fresco,  a  mining  engineer,  on  his  way  West, 
meets  Lolo  Jinks,  who  is  returning  to  her  father's 
ranch.  Al  foils  two  bandits  who  attempt  to  kidnap 
Lolo  in  the  hope  of  securing  "The  Hot  Dog,"  Lolo's 
father's  gold  mine.  They  do  finally  get  Lolo,  but 
Al's  appearance  is  timely  and  the  rescue  is  made. 

Sure  to  please.  "Fire  Away"  possesses  ac- 
tion, comedy  and  an  interesting  theme — all 
that  is  expected  of  any  two-reeler. 

Al  St.  John  acquits  himself  creditably  in 
the  role  of  Al  Fresco  and  Lucille  Hutton  does 
well  as  Lolo. 

There  is  a  very  funny  situation  on  the 
train  when  the  jerking  causes  Lolo  to  move 
close  to  Al,  who  later  does  not  rely  on  the 
train,  but  uses  his  cane  to  draw  Lolo's  chair 
toward  him.  Lolo  notices  this  ni  time  to 
change  seats  with  the  girl  beside  her,  and 
when  Al  pulls  the  cane,  he  is  very  much  dis- 
appointed to  find  a  colored  girl  perched  on 
his  lap.  The  fat  man,  climbing  to  the  upper 
berth  with  difficulty,  some  chasing  around  in 
pajamas,  are  train  situations  which  no  di- 
rector overlooks.  But  they  always  produce 
laughs. 

Play  up  Al  St.  John. 


'The  Amundsen  Polar  Flight" 


"The  Voice  of  a  Nightingale" 

Educational  1  reel 

("The  Voice  of  the  Nightingale"  was 
awarded  the  Reisenfeld  Medal,  presented 
annually  to  the  most  novel  short  subject 
of  the  year.  There  could  hardly  be  any 
choice  in  the  matter  of  award  this  year, 
for  "The  Voice  of  the  Nightingale"  seemed 
almost  in  a  class  by  itself.  ISot  that  the 
competitive  subjects  were  lacking;  on  the 
contrary,  they  were  far  better  than  ever 
before. — Editor.) 

A  charming  little  story  that  could  be  run 
as  an  added  feature.  It  is  virtually  a  fairy 
tale,  done  in  natural  color,  that  will  delight 
the  children,  and  will  prove  no  less  delightful 
to  the  grown-ups.  The  beauty  of  the  life  of 
two  birds  is  vividly  portrayed,  and  is  truly 
inspiring. 

"The  Voice  of  a  Nightingale"  is  the  story 
of  a  little  girl  who  keeps  as  a  plaything  a 
little  nightingale,  who  is  a  fairy  bird,  charm- 
ing the  child's  dreams.  As  she  slumbers,  he 
takes  her  through  the  Kingdom  of  Flowers, 
giving  her  an  insight  into  his  life,  and  show- 
ing her  how  by  holding  him  captive,  she  is 
breaking  the  heart  of  his  mate.  On  waking, 
she  immediately  sets  the  nightingale  free, 
and  as  a  reward  for  her  kindness,  the  nightin- 
gale loans  the  little  girl  his  voice.  She  goes 
about  the  fields,  singing  beautifully,  the  hap- 
pier for  the  kindness  she  did  the  nightingale. 

That  grown-ups  are  interested  in  these 
beautiful  fairy  tales  is  proven  by  the  popu- 
larity which  the  introduction  of  Oscar 
Wilde's  "The  Nightingale  and  the  Rose"  and 
"The  Unhappy  Prince"  met  when  introduced 
in  one  of  Broadway's  most  successful  musi- 
cals. 

Being  a  beautiful  fairy  tale  with  a  moral, 
you  should  have  no  difficulty  tieing  up  with 
the  schools. 


Pathe 


2  reels 


Should  prove  a  very  interesting  news  pre- 
sentation. This  is  the  authentic  motion-pic- 
ture log  of  the  Amundsen  polar  expedition 
in  the  first  attempt  to  reach  the  North  Pole 
by  airplane. 

It  depicts  the  hardships  endured  by  Capt. 
Raold  Amundsen,  discoverer  of  the  South 
Pok,  and  Lincoln  Ellsworth  and  their  crews, 
in  their  valorous  battle  against  adverse  con- 
ditions. It  shows  their  departure  and  their 
return  home.  Having  been  given  up  as  lost, 
their  welcome  home  is  most  touching,  and 
they  are  honored  by  the  King  of  Norway. 

Due  to  the  interest  which  this  flight 
aroused,  this  will  undoubtedly  go  with  the 
average  audience. 


"More  Mice  Than  Brains" 


Pathe 


2/3  reel 


This  edition  of  "Aesop's  Film  Fables"  does 
not  measure  up  to  the  high  standard  of  en- 
tertainment value  previously  established,  but 
is,  nevertheless,  pleasing. 

The  farmer  is  greatly  grieved  by  the  antics 
of  the  multitude  of  mice  on  his  farm.  The 
cat  offers  to  get  rid  of  them  for  which  the 
farmer  is  very  grateful.  The  mice  follow 
the  cat  into  the  lake  and  it  is  supposed  that 
they  are  drowned.  When,  however,  the 
farmer  opens  the  faucet  to  take  a  drink,  all 
the  mice  run  out,  and  the  farmer's  troubles 
start  anew. 


The  SkVs  the  Limit! 
THE  SILVERY  ART' 

One-reel  Skiing  Thriller 
Sensation  at  the 

RIALTO,  N.  Y. 


Exhibitors  Teade  Review  and 
Exhibitors  DAILY  REVIEW 
readers'  losses  are  small  in- 
deed when  they  follow  our  re- 
views on  pictures  and  buy  ac- 
cordingly, because  our  re- 
views are  fearless,  honest  and 
impartial  reviews  of  pictures. 
Exhibitors  who  have  not  done 
so  in  the  past  and  will  do  so 
from  now,  can  reduce  by  90 
per  cent  of  the  poor  pictures 
they  have  run. 

What  we  do  in  the  Review- 
ing Department  is  to  furnish 
a  guide  to  the  exhibitor  when 


he  books  his  picture 
makes  up  his  program. 


and 


"The  Adventures  of  Mazie" 
No.  4  or  "Mazies  Won't  Tell" 

F.  B.  O.  2  reels 

Mazie  St.  Clair  is  interested  in  her  employer, 
George  Dorsey,  who,  however,  is  pledged  to  another. 
Through  a  misunderstanding,  Dorsey  accuses  Mazie 
of  being  aggressive  and  Mazie,  offended,  quits.  She 
becomes  associated  with  her  friends,  Tripp  and  Fall, 
private  detectives,  and  attends  a  party  in  that  ca- 
pacity where  she  finds  Dorsey  and  his  betrothed 
among  the  guests.  The  latter,  jealous  of  Mazie, 
"plants"  her  jewels  in  Mazie's  room  and  announces 
their  loss.  Ma^ie  is,  however,  exonerated,  the  other 
being  shown  up  in  her  true  colors,  and  Mazie  and 
George  become  friends. 

Another  edition  of  "The  Adventures  of 
Mazie"  series  which  will  please.  This  series 
is  bound  to  make  friends  and  be  of  actual 
box-office  value. 

It  is  done  in  the  usual  fast  tempo  and  the 
high  calibre  of  the  previous  ones.  There  is 
sufficient  plot  and  appeal  to  hold  the  interest 
throughout,  and  Alberta  Vaughn's  vivacity  is 
still  refreshing. 

Flash  advance  announcements  on  your 
screen  for  they  won't  want  to  miss  any  of 
this  series.  Advertise  it  along  with  your 
feature. 


'Hot  Doggie' 


Educational  2  reels 

Walter,  a  poor  but  well-meaning  soul,  is  in  love 
with  Duane,  whose  father  strenuously  opposes  the 
match.  When,  however,  he  learns  that  Walter's 
uncle  wrote  stating  that  on  his  arrival,  if  he  found 
Walter  married,  he  would  give  him  a  million  dollars, 
father's  attitude  changes.  The  wedding  preparations 
are  made  and  the  ceremony  takes  place  immediately. 

A  corking  good  comedy,  crammed  full  of 
laughs. 

Buddy,  the  dog,  almost  steals  away  the 
honors  from  Walter  Hiers.  He's  a  real 
buddy  to  Walter,  sharing  his  every  joy  and 
sorrow.  His  intelligence  and  understanding 
will  win  the  hearts  of  everyone. 

When  Walter  makes  preparations  for  his 
role  of  bridegroom,  Buddy,  in  the  true  spirit, 
discards  his  everyday  collar  and  takes  from 
the  cupboard,  another  with  a  big  white  bow 
(Continued  on  next  page) 


Page  36 


Exhibitors  Trade  Review 


'Hot  Doggie" 


(Continued  from  Preceding  Page) 
which  he  dons.  His  expression  of  joy- 
quickly  changes  to  one  of  disconsolation  when 
Walter  tells  him  that  doggies  can't  go  to 
church.  He  removes  his  be-ribboned  collar 
and  is  a  most  pathetic  figure  as  he  sadly 
watches  the  departure  of  his  master. 

Walter  Hiers  furnishes  all  the  comedy,  of 
course.  His  wedding  day  is  a  very  hectic 
one  for  him,  and  the  ceremony  is  finally 
performed  in  the  bathtub,  with  the  shower 
curtain  as  his  only  protection,  his  clothes 
having  been  stolen  by  burglars. 

Duane  Thompson  is  very  sweet  and  pretty 
as  the  bride. 

Play  this  one  up  as  being  one  of  Walter 
Hiers'  best;  and  Buddy  will  offer  many  sug- 
gestions for  exploitation.  You  might  effect 
a  tie-up  with  a  dog  shop. 

*    *  * 

"Hot  Feet" 

Educational  1  reel 

Here's  another  good  one-reeler  as  one- 
reelers  go. 

It's  the  old  story  of  the  hick  aunt  and 
cousin  from  the  country  come  to  visit  the 
city  relations  and  they  certainly  are  the 
greenhorns. 

Cliff  Bowes,  as  the  sophisticated  city  chap, 
has  to  act  his  part,  so  his  contribution  toward 
the  comedy  development  is  not  very  generous. 

The  Charleston  is  the  rage,  and  there's  no 
denying  it.  They  all  do  it — the  hosts,  the 
guests,  the  butler,  the  cook  and  her  little 
piccaninny.  Therefore,  a  Charleston  contest 
would  be  most  appropriate  to  run  in  conjunc- 
tion with  the  showing  of  "Hot  Feet." 


'Cleaning  Up" 


Educational  2  reels 

Wifey  becomes  infuriated  because  hubby  is  always 
belittling  her  duties  as  housewife.  When  he  is  fired 
for  coming  late,  he  laments  the  fact  that  he  hasn't 
the  easy  life  of  a  housewife.  Wifey,  in  indignation, 
goes  to  mother  and  hubby  assumes  the  duties  of 
the  household,  with  the  result  that  their  home  is 
nearly  ruined. 

This  one  will  please.  It  is  not  screamingly 
funny,  but  the  plot  is  woven  of  such  stuff  as 
will  hold  the  interest.  The  helplessness  of 
newly  married  people  always  is  a  source  of 
amusement. 

Johnny  Arthur  as  the  husband  gets  into 
every  conceivable  predicament,  but  he  never 
for  a  moment  becomes  nonplussed,  and  his 
placidity  and  failure  to  become  aroused  in  the 
most  terrible  situations,  only  adds  to  the 
humor. 

Helen  Foster  is  very  cute  as  the  wife,  and 
George  Davis  deserves  special  mention  as  her 
"sap"  brother. 

^    *  * 

"The  Uneasy  Three" 

Pathe  2  reels 

Charlie  Chase,  Katherine  Grant  and  Bull  Montana 
aspire  to  be  society  crooks.  As  their  first  job  they 
decide  to  nab  the  Kadir  brooch  which  they  read 
has  been  given  fey  Mrs.  Van  Courtland  to  her  daugh- 
ter. The  three  start  out  for  the  Van  Courtland 
home  and  collide  with  an  auto  carrying  the  Metro- 
politan Trio,  who  are  to  entertain  at  a  party  at  the 
Van  Court'and  home.  The  crooks  persuade  them 
the  party  has  been  called  off  and  proceed  to  the 
party,  announcing  themselves  as  the  performers. 
They  do  steal  the  brooch,  but  reform  before  the 
final  fadeout. 


An  interest-holding  two-reeler  that  will 
prove  satisfactory  on  any  program. 

If  there  is  such  a  thing,  it  is  really  a  com- 
edy crook  melodrama,  and  will  therefore 
satisfy  those  who  like  thrills,  as  well  as  those 
who  prefer  laughs. 

The  ending  is  essentially  melodramatic, 
Katherine's  tenderly  holding  the  Van  Court- 
land  baby  being  conducive  to  their  reforma- 
tion. 

As  the  entertainers  the  three  are  particu- 


larly funny.  Charlie,  the  pianist  pro  tern, 
finds  it  convenient  to  complain  of  an  injured 
hand,  pretending  to  be  unable  to  play,  when 
in  truth  _  the  baby  has  only  pulled  out  the 
plug  which  disconnects  the  electric  player 
piano.  In  the  midst  of  his  complaining, 
when  the  baby  connects  it  again,  he  is  com- 
pelled to  pretend  playing,  and  a  repetition  of 
this  action  is  good  for  some  big  laughs. 

Katherine  Grant,  Bull  Montana  and  little 
"Husky"  Hanes  all  do  their  bit  with  the  re- 
sult that  "The  Uneasy  Three"  is  an  altogether 
entertaining  two-reeler. 

*   *  * 

"Sweet  and  Pretty" 

Educational  \  reej 

Good  fast  entertainment  There  is  much 
action  and  many  laughable  situations  crewded 
into  this  one  reel  comedy. 

Cliff  Bowes,  as  the  student  of  nature,  has 
great  spirit,  and  plunges  from  one  situation 
into  another  with  zest.  Helen  Marlowe  is 
very  "sweet  and  pretty"  as  the  French  maid. 

The  most  frequent  shortcoming  in  one- 
reelers  is  lack  of  speed,  in  which,  however, 
this  one  abounds. 


Pathe  Review  No.  46 


Pathe 


1  reel 


This  offers  a  diversity  of  entertainment. 
"Walking  on  the  Water,"  one  of  "The 
Magic  Eye"  series  is  a  microscomV  studv 
that  will  prove  most  intertsting  "Belles  of 
the  Black  Forest,"  a  fashion  show  in  four- 
teenth century  style  makes  our  present-day 
styles  seem  ouite  same  in  comparison.  The 
new  series  of  American  Wild  Flowers  in 
Pathecolor  deals  with  the  "Brown-Eyed 
Susan." 

*    *  * 

"In  Tulip  Land" 

Cranfield  &  Clark  2  reels 

This  is  the  first  of  the  series  of  3  pictures 
which  Cranfield  &  Clark  produced  in  Hol- 
land. The  primary  subject  embraced  was 
the  filming  of  the  first  Annual  Dutch  Flower 
Show  to  be  held  in  fifteen  years,  and  its 
secondary  purpose  was  to  produce  a  film 
that  would  help  to  beautify  the  parks  and 
homes  of  America,  through  the  best  exam- 
ples of  horticulture,  afforded  by  Holland. 
_  Col.  Clark  was  in  charge  of  the  produc- 
tion while  Abe  Meyer  directed  the  actual 
filming.  Various  types  of  tulips  and  hya- 
cinths of  Dutch  gardens,  narcissus,  wind- 
breaks, airplane  views  of  the  citv  of  Bos- 
koop,  the  city  of  Middachten  built  in  1200 
A.  D. ;  the  castle  of  Weedam  and  the 
estates  and  gardens  of  Count  William  Ben- 
tinck  and  De  Goeyen  were  all  shown  in  a 
most  fascinating  manner. 

This  noteworthy  little  picture  should  find 
a  wide  range  of  interest,  for  aside  from  the 
love  of  flowers  which  every  woman  patron 
of  the  motion  picture  has,  both  men  and 
women  of  every  community  in  the  country 
have  some  interest  in  gardens  of  some  sort 
or  other.  Pictorially  the  film  is  all  that 
could  be  desired. 


The  Adventures  of  Mazie  No.  5 
"So's  Your  Old  Man" 

F.  B.  O.  2  reels 

Mazie  tries  to  interest  her  employer  into  investi- 
gating a  fake  motion  picture  school  that  has  in- 
veigled her  friend  into  parting  with  some  of  her 
hard-earned  cash.  It  turns  out  he  is  attorney  for 
the  school,  so  she  gets  two  boy  friends  to  join  her 
■  in  getting  evidence.  They  pretend  to  take  the  course, 
and  manage  to  '  get  the  goods"  on  the  fakers,  who 
in  _  an  attempt  to  make  a  get-away  set  fire  to  the 
building.  Mazie  is  rescued  by  her  good-looking 
employer,  and  they  become  friends  again. 

This  number  of  the  Mazie  Series  carries 
out  in  spirit  and  in  movement  the  general 
character  of  these  diverting  shorts.  Mazie's 
two  gentlemen  friends  are  amusing  with 
their  vaudeville  divertissements,  and  the  situ- 
ation at  the  movie  studio  is  ripe  for  a  num- 
ber of  laughs.  Best  of  all,  however,  are  the 
wise-cracking  titles,  without  which,  much  of 
the  backbone  of  the  series  would  be  lost. 
*   *  * 

"Dixie — Ko-Ko  Song  Cartune" 

Red  Seal  1  reel 

This  edition  is  of  unusual  merit.  If  they 
have  any  sense  of  rhythm  at  all,  "Dixie" 
will  "make"  them  join  in. 

The  clever  introduction,  the  novel  presen- 
tation, the  ball  beating  time  over  the  syllables 
which  is  bound  to  set  them  off,  supplemented 
by  the  unique  introduction  of  characters  to 
carry  out  the  thought,  makes  for  a  most  en- 
tertaining feature. 


News  Reels  In  Brief 


International  News  Reel  No.  91 

GALAPAGOS,     PACIFIC     OCEAN— Queer 
galapagos  natives  cordial  to  visitors.  NEW 
YORK    CITY — Introducing    the  champion 
heavyweight  sisters  of  U.  S.    PILOT  ROCK, 
ORE. — Thousands     of     turkeys     join  the 
growing  legion  of  gobblers  bound  for  holi- 
day   boards    in    American    homes.  CAL- 
CUTTA, INDIA. — King  and  Queen  of  Bel- 
gium cheered  bv  thousands  on  tour  of  In- 
dia.    WASHINGTON,  D.  C. — The  new  Red 
Cross   Christmas   drive    opens    with  Mrs. 
Coolidge  signing  up  the  President.  WASH- 
INGTON,  D.  C.    —    Mrs.    Coolidge  meets 
sturdy  Joe  Hevin,  picked  as  the  "typical 
Washington  boy"  from  a  host   of  Capital 
lads.    MADRID,  SPAIN — The  young  Prince 
of  Asturia,  heir  to  the  Spanish  throne,  at- 
tends a  celebration  in  honor  of  Spanish- 
American     friendship.      U.  S.  Ambassador 
Moore   voices   this    nation's    good  wishes. 
FARNBOROUGH,  ENGLAND  —  Successful 
test  flight  for  new  "flapper"  of  the  air.  Few 
days  after  these  pictures  were   made  the 
machine      crashed.       WADHURST,  ENG- 
LAND— Paris-London  plane,  carrying  Amer- 
ican tourist  meets  disasters  in  fog.  PHILA- 
DELPHIA,  PA. — (Omit   Chicago,  Minneap- 
olis,   Milwaukee,    Detroit,    Atlanta,  India- 
napolis,   Philadelphia,    Albany,  Rochester 
and  Syracuse)  "Red"  grange,  wonder  man 
of  gridiron  thrills  vast  crowd  with  sensa- 
tional    runs  as     Illinois     team  conquers 
Penn.    NEW  YORK  CITY  (New  York  City 
only)    Election    Extra!    James    J.  Walker 
elected  Mayor  of  New  York  City.  Mayer- 
elect     and     Mrs.    Walker    at    the  polls. 
SALEM,    N.    H. — (Omit    Boston   and  New 
York  City)     Speed  demons  break  records 
in    death    defying    race.     Peter    De  Paolo 
clinches  1925   championship  by  shattering 
previous  mark. 


Kinograms  No.  5132 


'Ko-Ko  Steps  Out" 


Red  Seal  J  reel 

Up  to  standard  is  this  "Out-of-the-Inkwell" 
series. 

Ko-Ko  has  taken  to  dancing,  and  dissatis- 
fied with  the  dancing  master  he  draws  him- 
self a  charming  dancing  mistress  who  goes 
into  the  variations  of  the  Charleston,  which 
arouses  the  query,  "What's  rarer  than  a 
comedy  without  the  Charleston?"  The  girl's 
pep  is  contagious  and  they  all  start  a-doing 
it— Max  Fleischer  himself.  Ko-Ko,  the  dog, 
the  cat,  even  the  shoes  on  the  floor,  the  chairs 
and  the  table. 


NEW  YORK  —  Walker  Wins  —  Former 
State  Senator  and  regular  Democratic  can- 
didate elected  mayor  over  F.  D.  Waterman. 
NEW  HAVEN — Mid-Season  Classics  Thrill 
Football  Fans — Yale  bawl  packed  by  78,- 
000  fans  who  see  the  Elist  beat  the  Cadets 
by  score  of  28 — 7.  NEW  YORK — Here's  A 
Real  King  Going  Back  Home — Chief  Amoah 
III,  native  ruler  of  African  Gold  Coast 
says  good-bye  to  U.  S.  SAN  FRANCISCO, 
— Start  Campaign  for  funds  for  appeal  to 
Congress  to  oust  squatters  on  Pueblo 
tract.  LIVINGSTON,  MONT. — This  Dog 
Caters  to  Modern  Barbarism — With  his  pal 
"Smoky"  he  makes  regular  visits  to  ton- 
sorial  emporium.  — WASHINGTON — Un- 
known Soldier  is  Honored  by  Italians — 
Members  of  Debt  Commission  place  wreath 
on  otmb  dedicated  to  America's  hero  dead. 
PARIS — She  Shoes  You  How  to  Keep  From 
Growing  Old — Mile.  Andree  Peyree,  who  is 
still  a  flapper,  would  rather  flirt  with 
death  than  mere  man. 


November  7,  1925 


Page  37 


THE  DAY  OF  THE  SHORT 

SUBJECT  HAS  ARRIVED 

Cooperative  Movement  Planned  by  Producing  Companies 
To  Put  Over  National  Laugh  Month  Assured 


rT)  WO  meetings  were  held  this  past  week 
in  the  furthering  of  the  concentrated 
efforts  of  the  short  subject  producing  com- 
panies in  putting  over  a  big  national  cam- 
paign on  their  products.  The  first,  held  last 
Wednesday,  was  a  round  table  talk  of  the 
leaders  of  the  industry,  with  P.  A.  Parsons 
of  Pathe  Exchange  as  head  spokesman. 
The  second  was  a  committee  meeting  of  six, 
chosen  by  the  whole  body  at  the  previous 
gathering,  with  Gorden  White,  of  Educa- 
tional as  chairman.  This  committee  will  put 
up  to  the  larger  body  the  definite  plans  of 
the  campaign,  which,  according  to  the  last 
minute  word  on  them,  will  be  started  with 
a  rousing  cheer  in  January  of  next  year. 

The  report  is  current  that  nothing  defi- 
nite has  been  done  by  any  of  the  bodies  con- 
cerned. That  report  must  be  taken  with 
several  grains  of  salt.  If  the  exhibitor  is 
to  measure  the  efforts  of  the  organizations 
work  by  the  amount  of  increased  business 
he  has  had  in  the  past  week,  then  the  com- 
mittee and  the  mother  organization  has  done 
nothing. 

But  if  the  exhibitor  could  have  been  pres- 
ent at  the  meeting  last  Wednesday  and  had 
seen  with  his  own  eyes  the  enthusiastic  man- 
ner in  which  the  collected  body  of  men,  all 
leaders  in  their  respective  callings,  argued 
the  pro  and  con  of  every  little  detail  of  the 


campaign,  every  pitfall  that  must  be  avoided ; 
if  he  had  seen  the  sincerity  in  which  each 
man  there  accepted  the  particular  duty  as- 
signed him  for  the  National  Drive,  then  he 
would  say  that  there  was  plenty  done. 

The  real  drive  started  last  Wednesday,  re- 
gardless of  the  fact  that  the  first  evident 
signs  of  the  campaign  will  not  be  seen  till 
January  next.  The  ideas  are  being  collected 
for  one  of  the  greatest  drives  ever  put  over. 
There  will  be  straight  publicity,  and  there 
will  be  an  exploitation  campaign  of  a  mag- 
nitude that  will  keep  subsequent  drives  of 
a  similar  nature  on  the  jump. 

Special  programs  will  be  planned  for  the 
exhibitor,  and  plenty  of  paper  accessories 
will  be  afforded  him  to  get  the  most  out  of 
tnese  programs.  Very  probably,  the  cam- 
paign will  be  pointed  for  the  most  accessible 
part  of  the  human — the  funny  bone.  The 
shorts  will  be  of  a  nature  to  bring  on  laughs 
and  pleasure.  There  will  be  no  attempt  to 
educate  the  public  to  appreciate  something 
new — it  will  simply  be  a  matter  of  calling 
its  attention  to  something  that  it  already 
knows :  that  the  laugh  is  often  the  most  en- 
joyable part  of  the  program. 

What  is  influencing  the  special  efforts  for 
short  subjects  in  the  direction  of  a  "laff" 
month,  is  the  fact  that  the  scope  of  the  drive 
will  be  broadened  by  taking  in  such  entities 


Riesenfeld  Medal  Winner 


It  is  but  fitting  and  proper  in  a  Special 
Shorts  Subject  Number  of  this  kind  to  give 
space,  even  though  it  involves  repetition,  to 
a  few  facts  concerning  the  most  novel  short 
subject  of  the  year.  At  least,  so  it  has  been 
declared  by  Dr.  Hugo  Riesenfeld,  who 
awarded  it  the  gold  medal  for  superlative 
merit.  The  contest  made  an  exception  of 
comedies.  • 

"The  Voice  of  the  Nightingale"  is  a  one- 
reel  subject,  the  first  of  a  group  of  three 
"Fables  in  Color"  released  by  Educational 
Film  Exchanges,  Inc.,  early  this  year.  It  was 
produced  by  L.  Sterevitch,  the  Polish  artist, 
for  Pathe  Consortium  of  Paris. 

Like  the  others  in  the  "Fables  in  Color" 
group,  "The  Voice  of  the  Nightingale"  was 
made  with  miniature  models  of  birds  and 
insects,  but  in  this  picture  there  also  appears 
a  human  actor,  a  little  girl  who  is  rewarded 
for  an  act  of  kindness  to  the  nightingale 
by  receiving  the  nightingale's  beautiful  voice. 

The  bird  is  unwittingly  caught  in  a  trap, 
and  the  little  girl  puts  it  in  a  cage  which  she 
keeps  in  her  room.  During  the  night,  how- 
ever, the  child  dreams  of  the  bird's  mate, 
waiting  at  their  trysting  place  grief  stricken 
through  the  loss  of  her  mate.  In  the  morn- 
ing the  child  released  the  nightingale  to  re- 
turn to  its  life  of  freedom  and  song.  As  an 
expression  of  its  thanks,  the  bird  lends  its 
voice  to  the  little  girl  to  use  during  the  day- 
time—and that  is  why  the  nightingale  sings 
only  at  night. 


a.bley.rv  (olor 

if 

TAeVOIG^t&  ^ 
NIGHTINGALE* 


ft  <\,....,i,.„.,i(iu..t:>\ 


EDUCATIONAL    FILM     EXCHANGES.  INC. 

F-C-l 


A  special  <6ne  sheet  that  was  put  out  by 
Educational   on    the   prize   winner  "The 
Voice  of  the  Nightingale." 


as  national  comic  magazines  of  every  kind, 
newspaper  cartoonists  who  specialize  in  hu- 
mor, noted  wits  and  humorists,  and  this 
added  cooperation  will  tend  to  make  the 
drive  one  of  universal  appeal  for  everybody. 

Before  many  days  are  over,  the  plans  wil) 
be  more  defined :  but  in  the  meanwhile 
there  is  plenty  of  discussion  going  on— dis- 
cussion of  a  nature  that  will  culminate  in 
the  greatest  aid  exhibitors  have  ever  had 
towards  exploiting  a  natural  money  maker 
for  their  theatres. 

♦   *  * 

THE  BIG  BUSINESS  OF 
LITTLE  FEATURES 

By  R.  T.  Cranfield 

Our  business  in  this  line  of  product  is 
daily  becoming  more  important  and  over- 
shadowing our  feature  movements,  in  fact, 
now  we  devote  most  of  our  time  to  our 
"Gems  of  the  Screen"  and  other  single  reels. 

Two  years  ago,  we  hardly  ever  had  an  en- 
quiry for  such  material.  An  interesting  side- 
light on  the  growing  importance  of  short 
subjects  is  the  interest  of  people  entirely 
outside  of  the  large  army  of  "movie  fans." 

Let  jne  illustrate :  A  few  months  ago,  we 
were  invited  to  a  conference  of  important 
business  interests  at  a  luncheon  on  board 
one  of  the  big  Transatlantic  liners. 

There  was  a  big  flower  show  being  held 
in  Europe,  and  thousands  of  garden  lovers 
and  owners  wanted  to  see  it.  So  we  were 
commissioned  to  go  to  Holland  and  bring 
back  this  Flower  Show ! 

On  our  return,  a  National  magazine  told 
its  readers  of  our  three  Flower  show  pic- 
tures, and  interested  all  the  Garden  Clubs  in 
the  country.  We  have  been  flooded  with  let- 
ters and  telegrams  from  theatres  in  every 
section  of  the  United  States  and  Canada 
calling  for  dates  to  book  "Tulip  Land"  and 
its  companion  pictures. 

In  every  case  the  Women's  Club  or  Gar- 
den club  had  asked  their  neighbourhood 
theatre  to  show  the  pictures.  When  one 
realizes  that  a  large  proportion  of  these  peo- 
ple are  not  "movie  fans",  one  can  visualize 
the  growing  influence  of  short  subjects  in 
the  industry.  Since  then,  we  have  been 
consulted  by  other  influential  persons  in- 
terested in  hobbies  or  pursuits  that  they  be- 
lieve should  be  screened  and  distributed  for 
the  benefit  of  everybody. 

A  widespread  interest  is  growing  in  this 
phase  of  the  motion  picture,  and  with  it,  a 
return  to  the  picture  theatre  of  many  pa- 
trons who  were  dropping  the  habit  of  vis- 
iting their  local  house  because  they  were 
not  interested  in  the  average*  features  chos- 
en by  their  theatre  as  a  "box  office  attrac- 
tion." 

I  was  in  a  theatre  in  my  home  town  one 
night  last  week,  and  noticed  that  the  au- 
dience applauded  the  news  reel  and  the 
scenic,  but  the  feature  left  them  cold,  and 
it  was  not  a  bad  feature  at  that !  ! 


Page  38 


Exhibitors  Trade  Review 


Hotel  Menu  Teaches 
"Short  Product"  a  Lesson 

By  FRED  J.  McCONNELL 
Short  Product  Manager  Universal 


SHORT  Subjects  Editor,  EXHIBI- 
TORS TRADE  REVIEW:  Your 
invitation  in  the  last  monthly 
Shorts  section  in  regard  to  short 
subjects  and  arrangement  of  pro- 
gram strikes  me  as  being  very  fine. 
I  am  an  ardent  advocate  of  short 
reels.  As  "variety  is  the  spice  of 
life,"  so  a  diversified  program  is  an 
entertaining  program. 

I  believe  that  without  short  reels 
all  our  picture  shows  would  close 
down.  The  interest  would  soon  be 
lost.  I  can  always  say  this  with  cer- 
tainty, as  I  formerly  disregarded  the 
short  reels  and  ran  just  a  feature 
and  comedy.  Our  crowds  were  very 
poor.  We  noiv  run  lots  of  short 
reels,  and  it  is  wonderful  how  our 
attendance  stays  up. 

Ours  is  a  small  town  and  a  small 
theatre,  but  that  does  not  mean  that 
we  use  "small  town"  methods  and 
showmanship.  For  a  small  town 
program  I  think  the  six-reel  feature 
is  long  enough.  Then  I  would  ar- 
range my  program  as  follows:  1 
reel  Educational,  1  reel  comedy,  1 
reel  news,  2-reel  comedy,  6-reel 
feature. 

Sincerely  yours, 
(Signed)  JAS.  A.  McMAHON, 

McTodd  Theatre. 


LEW  SEILER  BEGINS 
ANOTHER  FOX  COMEDY 

Lew  Seiler  has  started  production  on  his 
latest  Fox  Film  Imperial  Comedy,  "The  Fly- 
ing Fool,"  with  Marion  .Harlan  and  Sid 
Smith  in  the  leading  roles. 

"The  Flying  Fool"  is  Director  Seiler's 
eighteenth  production  for  William  Fox  and 
from  all  indications  it  is  going  to  be  very 
funny. 

Supporting  Mr.  Smith  and  Miss  Harlan 
are  Harry  Woods,  William  Cartwright  and 
Harry  Tenbrook. 

"The  Flying  Fool"  is  being  screened  under 
the  personal  supervision  of  comedy  director 
in  chief,  George  E.  Marshall. 

#    *  * 

Burns  Starts  New  Comedy 

Neal  Burns  has  started  on  his  new  comedy 
at  the  Christie  Studios,  under  the  direction 
of  Harold  Beaudine.  Yola  D'Arvil,  formerly 
of  the  Parisian  stage  and  of  the  Follies,  is 
appearing  opposite  Burns  in  his  current  ve- 
hicle. "Household  Hints"  is  the  working  title 
of  the  production,  which  Educational  will 
release. 


Four  production  units  are  busily  engaged 
in  the  making  of  new  two  reel  comedies  for 
Pathe  release  at  the  Mack  Sennett  studios  in 
California.  Alice  Day,  Harry  Langdon  and 
Ralph  Graves  head  their  companies  in  their 
respective  series  and  Billy  Bevan  leads  in 
the  film  being  made  by  the  all  star  unit  for 
the  "Mack  Sennett  comedies  series." 

Alice  Day  is  being  directed  by  Eddie  Cline 
in  a  new  two  reeler,  and  she  is  supported  by 
Danny  O'Shea,  Joe  Young,  Mary  Ann  Jack- 
son, Andy  Clyde,  Barney  Helium,  Edward 
Quillan,   Irving  Bacon. 

Harry  Langdon  is  being  directed  by  Harry 
Edwards,  who  has  guided  this  famous  come- 
dian in  most  of  his  popular  screen  successes. 
Harry  plays  the  role  of  a  musician.  The  cast 
includes  Ruth  Hiatt,  Vernon  Dent  and  Frank 


While  at  lunch  yesterday,  in  glancing  over 
the  menu  card,  my  companion,  a  well  known 
film  man,  remarked  : 

"McConnell,  you  are  always  hopping  us  up 
on  Short  Product.  The  way  you  tell  it,  there 
is  nothing  else  like  it  in  the  world.  Take  a 
look  at  this  menu,  and  you  will  find  a  cork- 
ing sales  talk  for  Short  Product."  and  here's 
what  he  pointed  out  in  detail  'I'll  not  try  to 
use  his  language,  but  will  give  you  the  gist 
of  it: 

"Entertainting  people  is  like  feeding  them. 
It's  an  appeal  to  the  senses.  A  menu  gives  as 
an  "entree,"  a  nice  roast,  a  fowl,  or  a  well- 
cooked  fish,  but  no  one  ever  thinks  of  making 
an  entire  meal  out  of  the  entree.  Neither  does 
anybody  going  to  a  picture  theatre  consider 
they  have  gotten  their  entertainment  out  of  a 
feature  picture — not  by  any  means.  The 
"menu"  tells  you  that  the  coffee,  dessert  and 


Pathecolor  gets  this  exceptional  shot  of 
Old  Faithful  geyser  in  full  eruption.  It 
is  a  most  unusual  photo,  probably  the 
only  one  to  ever  appear  on  the  motion  pic- 
ture screen 


YVhitson. 

Ralph  Graves  is  being  directed  by  Lloyd 
Bacon  in  a  fun  film  involving  a  dental  par- 
lor. Thelma  Parr,  seen  opposite  Graves  in 
several  of  his  recent  Pathe  two  reelers,  is 
again  the  star's  leading  lady.  Others  in  this 
picture  are  Marvin  Lobach,  Eugenia  Gilbert, 
Lee  Willias  and  William  McCall. 

Billy  Bevan  and  the  Mack  bcmiett  two- 
reel  unit  are  being  directed  by  Alf  Goulding 
in  a  boarding  house  story.  Natalie  Kingston, 
Dave  Morris,  Patsy  O'Byrnc,  Sunshine  Har 
and  Barney  Helium  are  in  the  cast. 

Comedies  completed  include  an  Alice  Da 
comedy  directed  by  Eddie  Cline  and  a  Mack 
Sennett  two  reeler  directed  by  Gilbert  Pratt. 
Final  titles  on  these  new  Pathe  comedies  have 
not  been  announced. 


soup  are  very  important  parts  of  that  meal. 
Many  a  wonderful  meal  is  spoiled  by  poor 
coffee  and  dessert,  and  many  a  mediocre 
meal  sends  a  person  away  happy  if  they  have 
a  nice  dessert  and  tasty  coffee.  What  hap- 
pens at  the  dinner  table  happens  in  the 
theatre. 

"A  knockout  comedy  has  saved  many  a 
ieature  director's  reputation,  even  the  News 
Weekly  has  become  in  itself  a  business  build- 
er, and  you  should  hear  the  yells  at  the  box- 
office  if  it  is  left  off  the  program  for  any 
reason. 

"There  is  no  use  talking,  3'ou've  got  to 
recognize  Short  Product.  You  can't  take  it 
as  a  matter  of  course,  or  a  necessary  evil. 
You've  got  to  have  Short  Product  because 
people  demand  it.  If  people  didn't  demand  it 
many  exhibitors  wouldn't  run  it. 

"Pick  your  Short  Product  with  as  much 
care  and  intelligence  as  the  average  housewife 
selects  her  soup  and  dessert. 

"Remember,  that  a  roast  may  be  tough,  but 
a  good  cup  of  coffee  will  leave  90  per  cent  of 
the  people  happy  and  complacent. 

"Remember,  a  program  must  be  schemed  to 
appeal  to  100  per  cent  of  the  people.  This 
means  that  it  must  have  variety.  It  is  a 
cinch  that  the  feature  picture  has  a  varying 
appeal  to  different  people.  Therefore,  for 
those  people  that  don't  fall  so  hard  for.  the 
feature  you  must  give  them  a  well  handled 
topical  review  and  a  comedy  with  plenty  of 
laughs — a  novelty  reel. 

"Each  of  these  Short  Subjects  have1  in 
themselves  a  distinct  appeal  and  this  appeal 
satisfies  people  one  way  or  another." 

'Reelviews'  and  'Searchlights', 
Two  New  Series  By  Urban-Kineto 

Edwin  Miles  Fadman,  President  of  Red 
Seal,  signed  a  contract  this  week  with  I.  M. 
Bortman,  President  of  Urban-Kineto,  where- 
by Red  Seal  will  release  two  new  series 
being  prepared  at  the  Urban-Kineto  Studios 
under  the  supervision  of  Max  Fleischer. 

•  "Reelviews"  will  be  a  film  magazine  of 
current  topics.  Arrangements  have  been  com- 
pleted so  that  Fleischer  will  have  a  man  in 
almost  every  part  of  the  globe  ready  to  go 
out  and  take  needed  scenes.  In  addition, 
Fleischer  is  kept  informed  by  cable  of  just 
what  important  events  are  going  on,  so  that 
he  has  his  finger  on  every  important  event 
that  has  film  interest. 

"Searchlights"  is  the  name  given  to  a  ser- 
ies of  one-reelers  on  popular  science,  edited 
and  titled  by  Fleischer  in  accordance  with 
the  standard  he  himself  set  with  the  "Ein- 
stein" and  "Evolution"  films.  All  of  the  ser- 
ies will  be  made  with  the  assistance  of  ex- 
perts, and  Fleischer's  contract  gives  him 
scope  to  engage  the  best  man  in  his  line,  re- 
gardless of  where  he  may  be.  Through  Dr. 
S.  E.  Witt  the  New  York  physician  who  in- 
troduced the  "Animasa"  treatment  for  high 
blood  pressure  and  arteriosclerosis  into  this 
country,  Fleisher  has  already  concluded  ne- 
gotiations with  Dr.  H.  H.  Wirtz,  the  Ger- 
man scientist  who  discovered  "Animasa,"  to 
come  to  this  country  and  supervise  a  health 
film. 


Four  Units  Busy  for  Sennett 


November  7,  1925 


Page  39 


Shorts  Can  Be  Made  the 
Biggest  Bet  in  the 


industry 


Letter  from  Exhibitor  Expresses  Belief  That  Field  Is  Big? 

Showmen  Must  Help  Along 


But  That 


BETTER  COMEDIES 
BEST  CHANCE  FOR 
PRETTY  NEWCOMER 


Dear  Editor 

I  believe  serial  pictures  can  be  made  into 
one  of  the  biggest  box-office  bets  in  our  in- 
dustry. 

Before  this  can  be  accomplished,  how- 
ever, the  producers  have  a  lesson  to  learn, 
that  is  that  the  average  adults,  attending 
motion  picture  theatres,  to-day,  have  ad- 
vanced somewhat  beyond  the  mentality  of 
children.  Some  of  the  situations  in  serial 
pictures  to-day  are  an  insult  to  the  intelli- 
gence of  our  patrons.  When  people  are 
thrown  over  cliffs  four  or  five  hundred  feet 
high  and  get  up  and  walk  away  with  hardly 
a  limp,  I'll  say  the  thing  has  pretty  nearly 
reached  its  limit.  Even  the  children  at  the 
matinees  have  a  good  laugh  at  these  scenes. 

I  recall  screening  a  serial  recently  where 
the  same  thing  happened  and  the  dummy 
actually  landed  on  its  head  and  the  next 
scene  showed  the  hero,  for  whom  the  dummy 
was  used,  getting  up  and  mounting  his  horse 
and  riding  away. 

I  have  always  used  serials  when  it  was 
possible  to  get  one  that  I  thought  I  could 
show  without  having  any  of  my  patrons 
murder  me  after  the  first  episode,  but  I  have 
found  that  the  right  kind  of  serials  are  as 
scarce  as  hen's  teeth. 

To  prove  my  contention  that  serials  prop- 
erly made  can  be  made  one  of  our  best  box- 
office  bets,  let  me  mention  two  serials  which 
just  happen  to  come  to  my  mind,  namely, 
"Buffalo  Bill"  and  "Into  The  Net."  Both 
of  these  serials  outdrew  any  feature  I  ever 
played,  and  not  only  for  one  or  two  days, 
but  for  ten  and  fifteen  weeks.  We  could 
bank  on  the  days  these  were  showing  every 
week,  regardless  of  weather  or  opposition. 

It  seems  to  me  that  some  of  the  so-called 
super-productions  now  being  made  in  twelve 
or  fourteen  reels  might  well  be  made  into 
serial  pictures.  People  are  beginning  to  pro- 
test against  sitting  through  twelve  reels  of 
a  feature  and  getting  little  else  with  it.  I 
understand  that  with  some  of  the  recent  big 
productions  the  producers  have  found  it 
very  difficult  to  cut  them  down  to  even 
twelve  reels.  If,  instead  of  cutting  and 
hacking  the  pictures,  to  get  them  down  to 
the  required  footage,  they  were  released  in 
serial  form  the  exhibitors  could  use  them 
and  still  give  his  audience  a  five  or  six  reel 
feature,  a  news  reel  or  educational  subject, 
and  two  reel  comedy  and  stimulate  his  box- 
office  with  a  variety  of  program. 

It  may  be  possible  that  with  a  little  ap- 
plication of  common  sense  and  a  little  less 
thought  of  the  eternal  dollars  and  cents,  we 
may  bring  to  the  box-office  some  of  the  mil- 
lions we,  of  all  branches  of  the  industry, 
have  ourselves  driven  away,  and  then  blamed 
the  radio  and  dozens  of  other  agencies  for 
doing  it. 

The  producers  are  to  blame  inasmuch  as 
the  motion  picture  public  are  getting  tired 
of  the  hopeless  drivel  that  is  being  ground 
out  for  them  day  after  day  and  week  after 
week. 

We  have  seen  plenty  of  examples  of  this 
in  the  past  few  years.  For  instance  one 
producer  made  a  picture  characterizing 
modern  jazz  and  the  modern  flapper  which 
happened  to  appeal  to  the  public  fancy  and 
was  an  instantaneous  hit.  Immediately  the 
market  was  flooded  with  fifty  to  a  hundred 
features  of  the  same  type  and  the  poor  ex- 


hibitor, who  is  forced  to  buy  in  a  block,  and 
is  still  running  some  of  them,  is  still  won- 
dering what  is  the  matter  with  business. 

The  exhibitors  are  to  blame  inasmuch  as 
they  have  gone  wild  building  theatres  and 
converted  good  show  towns  into  poor  show 
towns  by  overseating  them.  It  looks  as 
though,  in  the  year  of  our  Lord  1925,  that 
the  greatest  showman  in  the  country  is  the 
man  who  controls  the  most  theatres,  regard- 
less of  whether  or  not  they  are  all  making 
money.  Don't  forget  this  however,  Barnum 
only  owned  one  circus. 

To  sum  it  all  up,  I  thing  that  anything 
ripht  now  that  will  build  up  business  is  the 
thing  we  need  most  and  we  might  try  mak- 
ing some  real,  good,  sensible  serials  that  are 
within  the  realm  of  possibility  and  see  what 
happens. 

Sincerly, 
(signed)  Joseph  W.  Walsh. 


There  was  a  prize  of- 
fered for  the  best  cos- 
tume appearing  at  the 
Grand  Theatre,  Cen- 
tralia,  Washington.  The 
costumed  children  were 
to  stage  a  parade  be- 
fore the  showing  of 
"The  Fighting  Rang- 
er." The  returns  were 
bigger  than  expected. 


Hal    Roach,    Star-Maker,  Says 
"Eligible  1%"  Are  Knock- 
ing at  Wrong  Door 

A  paradoxical  situation  confronts  motion 
picture  comedy  makers  in  regard  to  the  em- 
ployment and  retention  of  pretty  leading 
women,  according  to  Hal  Roach,  producer 
of  fun  films  who,  at  thirty-three  years  of 
age,  has  thirteen  years'  experience  in  the 
role  of  film  producer. 

Here  it  is  :  Comedy  producers  want  pretty 
girls,  need  them  badly  in  their  work,  yet, 
thousands  apply  for  work  who  can't  be  used, 
while  at  the  same  time  the  girls  these  pro- 
ducers really  want  may  be  seen  every  day  rid- 
ing past  the  comedy  studios  and  getting  off 
the  busses  or  street  cars,  or  out  of  their 
flivers,  to  apply  for  a  chance  at  the  gates  of 
the  dramatic  studios. 

The  fault  is  that  in  the  minds  of  practically- 
all  of  the  "  one  out  of  a  hundred"  type  of 
girls,  whose  chances  in  pictures  is  good,  is 
{Continued  on  page  40) 


Christie  in  Greatest  Year 

Alternating  His  Directors 

28  Two-Reel  Comedies  on  Way  for  Educational  Release 


The  season  1925-26  will  mark  the  greatest 
in  the  history  of  the  Christie  Comedy  Com- 
pany. Production  is  well  under  way  on  a 
schedule  which  calls  for  twenty-eight  two- 
reel  productions,  all  of  which  will  be  released 
through  Educational  Film  Exchanges.  The 
new  shedule,  the  largest  thus  far  attempted, 
includes  four  separate  series  with  Bobby  Ver- 
non, Neal  Burns,  Jimmie  Adams,  Billy 
Dooley  and  Walter  Hiers  as  the  stars. 

But  it  is  not  only  in  numbers  that  the 
Christie  program  is  big.  Whatever  the  Chris- 
tie stars  ma)'  have  offered  during  the  past 
year,  their  new  vehicles  will  be  entirely  dif- 
ferent than  anything  they  have  ever  at- 
tempted. Variety  of  characterizations  in  their 
offerings  is  the  keynote  of  the  new  schedule, 
with  one  or  more  pictures  released  in  each 
series,  and  thus  far,  they  have  adhered  strict- 
ly to  this  rule. 

This  has  been  made  possible  partly  through 
an  exchange  of  directors  with  each  produc- 
tion. 

Earl  Rodney,  erstwhile  Christie  comedian, 
has  been  raised  to  the  rank  of  director,  and 


with  William  Watson,  Robert  Thornby  and 
Harold  Beaudine,  comprises  the  directorial 
staff. 

Scott  Sidney  has  been  loaned  to  Metropoli- 
tan Pictures  for  one  production.  This  will  be 
"The  Million  Dollar  Handicap." 

It  is  rather  a  difficult  procedure  to  follow 
the  Christie  comedians  in  their  respective  ef- 
forts. Hiers'  last  effort  was  as  a  policeman; 
Jimmie  Adams'  most  recent  vehicle  casts  him 
as  an  immigrant ;  Bobby  Vernon  in  his  latest 
is  an  American  doughboy  who  returns  to 
France  four  years  after  the  armistice  in 
search  of  his  former  sweetheart.  Neal  Burns 
has  just  finished  enacting  the  part  of  a  Swed- 
ish maid. 

With  the  plan  of  alternating  directors  and 
a  class  of  stories  built  around  each  of  the 
stars,  despite  the  enlarged  production  schedule 
each  production  will  be  distinctively  humor- 
ous. 

Frank  Roland  Conklin  is  editorial  supervis- 
or. Sig  Herzig  and  Hal  Conklin  are  also 
working  with  Frank  Conklin.  Norman  Mc- 
Leod  is  chief  gag  man  at  the  studio. 


Page  40 


Exhibitors  Trade  Review 


Patheserial  "Wild  West"  Greets 
Return  of  Old  Star 


"COMEDIES  FOR  NEW- 
COMERS" SAYS  ROACH 

(Continued  from  page  39) 
the  conviction  that  only  dramatic  studios  can 
help  them  to  win  fame  and  fortune,  and  that 
work  in  comedies  is  inferior  to  work  in  the 
big  features. 

The  other  girls,  the  99  out  of  100,  whose 
chances  are  dubitable,  simply  are  sent  away 
because  there  isn't  enough  "extra  work"  and 
"bits"  to  keep  them  busy.  They  aren't  needed. 
The  entire  country  floods  Hollywood  with 
them  constantly. 

There  are  perhaps  200  girls  in  Hollywood 
at  any  one  time  who  "have  a  chance,"  and 
yet  are  unknown  and  just  seeking  that  chance. 
They  have  the  qualifications,  but  with  them 
they  have  a  conviction  that  the  difference  be- 
tween two  reels  and  five  reels  means  the 
diffrence  between  inferior  and  unrecognized 
work  and  big  work  that  people  will  notice 
This  conviction  in  newcomers  is  unexplain- 
able,  because  it  is  well  known  that  of  the 
biggest  stars  of  today  the  great  majority  got 
their  chance  in  the  comedies. 

In  Culver  City,  where  the  Hal  Roach  stu- 
dios, the  DeMille  studios  and  the  Metro- 
Goldwyn-Mayer  studios  are  located  on  one 
boulevard  within  a  few  blocks  of  each  other, 
the  girls  will  go  past  the  Hal  Roach  studio 
to  the  other  two,  with  visions  of  being  a 
dramatic  star  in  gorgeous  settings. 

As  a  matter  of  fact,  here  is  the  actual  truth 
regarding  their  chances.  Even  in  the  old 
days  of  ordinary  slapstick,  hokum  comedies, 
a  girl  "in  stock"  in  a  comedy  studio  would 
make  fifty  appearances  on  the  screen  in  one 
year,  perhaps  more.  This  in  contrast  with 
perhaps,  six,  eight  or  ten  roles  in  dramatic 
features — with  good  fortune — at  (he  most, 
sometimes  only  four  or  five.  The  difference 
not  only  is  a  radical  difference  in  experience 
and  valuable  training,  of  which  comedies  give 
several  times  as  much  as  features  within  a 
definite  period,  but  an  important  difference  in 
how  well  the  public  will  know  the  girls'  faces 
at  the  end  of  the  period.  The  comedy  girl 
will  be  better  known,  and  to  a  wider  and 
more  diversified  audience. 

Today,  with  Hal  Roach  and  other  comedy 
producers  hiring  the  same  big  players  who 
play  in  the  best  features  to  fill  the  casts  of 
their  two  reel  comedies,  an  innovation  which 
gained  its  biggest  impetus  within  the  past 
three  months,  although  it  has  been  formulat- 
ing for  a  year  or  two,  if  comedies  offer  a 
girl  opportunity  to  "break  in"  it  is  a  better 
opportunity  than  dramatic  work.  Today  the 
difference  between  comedies  and  features  in 
quality,  aside  from  those  comedies  which  are 
still  running  but  were  produced  many  months 
ago,  is  merely  the  same  difference  as  be- 
tween a  high  class  vaudeville  act  and  a  high 
class  full  length  play — a  difference  in  length, 
only.  The  casts  and  quality  of  production  are 
on  a  par.  Hal  Roach  himself  has  adopted  a 
concise  slogan  to  govern  all  production,  de- 
claring that  it  must  be  worthy  of  being  called 
"half  the  bill  on  any  program." 

Katherine  Grant,  Martha  Sleeper  and  Sue 
O'Neil  are  three  girls  under  contract  with 
Hal  Roach.  Their  contracts  are  for  a  period 
of  years  and  at  their  conclusion  these  three, 
practically  newcomers,  will  be  getting  the 
same  graduation  of  salary  that  extremely 
lucky  dramatic  actresses  would  achieve  in  the 
same  period  of  time.  They  have  the  added  cer- 
tainty of  being  under  contract  and  having 
the  "star  maker"  of  comedies,  who  has 
trained  many  like  Harold  Lloyd  and  Bebe 
Daniels,  as  their  guide. 

*    *  * 

LANGDON  THREE  REELER 

Harry  Langdon's  first  three-reel  special 
comedy  made  by  Mack  Sennett,  entitled, 
"There  He  Goes,"  will  be  released  by 
Pathe  on  November  29th. 


The  Educational-Christie  International 
beauty  squad — (Upper  left.  Marion  An- 
dre, born  in  St.  Petersburg,  of  Russian 
and  French;  (Upper  right)  Jean  Lor- 
raine, whose  grandfather  was  a  pure 
blooded  Cherokee;  (Lower  left)  Yola 
D'Avril,  formerly  of  Paris  and  Lisbon; 
(Lower  right)  Stella  Doyle,  who  hails 
from  London,  England. 


Virginia  Warwick,  former  Mack  Sennett 
player,  returns  to  the  screen  in  an  important 
role  in  the  thrilling  Patheserial  production 
"Wild  West,"  which  features  Jack  Mulhall 
and  Helen  Ferguson. 

Miss  Warwick,  who  plays  the  second  femi- 
nine lead  in  the  Pathe  chapter  film,  gives  a 
highly  commendable  characterization  as  Elsie 
Withers,  a  jealous  circus  performer,  ever 
seeking  to  defame  the  show's  beautiful  star, 
portrayed  by  Helen  Ferguson. 

Ten  years  ago  Miss  Warwick,  accompanied 
by  her  parents,  left  St.  Louis  and  settled  in 
Los  Angeles.  Virginia  began  her  motion  pic- 
ture career  as  many  celebrities  before,  with 
Mack  Sennett.  She  was  one  of  the  beauty 
background,  which  then  included  Betty  Comp- 
son,  Phyllis  Haver  and  Gloria  Swanson,  and 
at  that  time  was  the  youngest  girl  playing  in 
Sennett  productions.  With  the  completion  of 
her  Sennett  contract,  Virginia  signed  to  art- 
pear  in  Century  comedy  offerings,  at  which 
lot  she  met  and  married  Jimmie  Adams,  the 
comedy  star. 

Displaying  unusual  dramatic  ability,  Mis« 
Warwick  was  chosen  to  enact  important  parts 
in  the  Richard  Talmadge  picture,  "The  Speed 
King"  and  "Hands  Off,"  with  Tom  Mix.  She 
finally  Worked  her  way  up  to  a  leading  role 
with  Rudolph  Valentino  in  "The  Four 
Horsemen." 

Miss  Warwick  is  said  to  have  given  the 
best  screen  portrayal  of  her  career  in  "Wild 
West,"  which,  in  addition  to  being  a  serial 
production,  is  also  released  as  a  feature  to 
exhibitors  throughout  the  country.  The  first 
chapter  of  the  serial  version  was  launched  on 
September  27,  and  is  enjoying  tremendous 
popularity  among  picture  fans  wherever 
shown. 


Big  Month  for  Universal 


Julius  and  Abe  Stern,  officials  of  the  Cen- 
tury Film  Corporation,  announce  an  unusual 
schedule  of  releases  for  the  month  of  No- 
vember. Five  two-reelers  will  be  released  in 
all,  including  a  new  Buster  Brown  comedy 
and  a  Century  Special  entitled  "Little  Red 
Riding  Hood." 

"Red  Riding  Hood"  is  a  screen  adaptation 
of  the  famous  fairy  story  and  was  made  with 
an  all-star  cast.  Included  in  those  who  took 
part  in  this  production  are  Arthur  Trimble, 
now  popular  as  Buster  Brown,  Baby  Peggy, 
Louise  Lorraine,  and  Peter  the  Great,  the  fa- 
mous dog-star.  Peter  the  Great,  not  to  be 
confused  with  Pete  the  dog  comedian,  now 
playing  Tige  in  the  Buster  Brown  comedies, 
is  seen  in  "Red  Riding  Hood"  as  the  Wolf. 

The  Century  release  schedule  includes  com- 
edies by  Edna  Marian,  Wanda  Wiley  and 
Eddie  Gordon,  in  addition  to  the  two  afore- 
mentioned. 

The  first  release  for  the  month  will  be 
"Nursery  Troubles,"  an  Edna  Marian  Cen- 
tury comedy  directed  by  William  Watson. 
It  depicts  Edna  as  a  nurse-maid  in  a  baby- 
checking  establishment.  Besides  containing 
several  amusing  and  entertaining  baby  se- 
quences, in  which  a  dozen  or  more  of  lusty 
infants  provide  sentiment  and  comedy,  "Nur- 
sery Troubles"  shows  Edna  in  a  delightful 
role,  filled  with  humor  and  laughable  esca- 
pades. It  is  scheduled  for  release  Novem- 
ber 4th. 

The  next  Century  release,  on  November 
11th,  will  be  "A  Taxi  War,"  in  which  Eddie 
Gordon  is  seen  as  a  belligerent  taxi-driver, 
whose  chief  rival  is  played  by  Larry  Rich- 


ardson. Their  troubles  and  battles  will  af- 
ford great  satisfaction  and  amusement  to 
anyone  who  ever  harbored  vengeance  against 
a  taxi-driver.   It  was  directed  by  Noel  Smith. 

On  November  18th,  a  new  Wanda  Wiley 
Comedy  will  be  released.  It  is  "A  Speedy 
Marriage,"  and  was  directed  by  Edward  I. 
Luddy.  Miss  Wiley's  chief  support  in  this 
two-reeler  is  Charles  King.  Its  action  con- 
cerns her  escapades  in  dodging  a  group  of 
persistent  motor-cycle  cops,  and  the  various 
disguises  and  occupations  she  takes  to  throw 
them  off  the  track. 

The  Century  Special,  "Red  Riding  Hood," 
will  be  released  November  21st.  It  is  an 
ideal  picture  for  children,  and  makes  the 
fairy  story  thrilling  and  graphic,  while  at 
the  same  time,  including  many  comedy  scenes 
and  laughable  situations.  Baby  Peggy  makes 
an  ideal  "Red  Riding  Hood."  Some  of  the 
film  is  in  color,  and  the  tie-up  with  the  title 
is  doubly  effective. 

The  last  Century  release  of  the  month,  on 
November  25th,  will  be  "Oh,  Buster."  the 
third  of  the  Buster  Brown  comedy  series, 
and  said  to  be  far  better  to  the  first  two 
which  now  are  establishing  new  records  for 
Century  Comedies.  "Oh,  Buster"  was  di- 
rected by  Gus  Meins,  a  newcomer  to  the 
Century  lot.  He  has  obtained  the  maximum 
comedy  out  of  the  ability  of  Pete  the  dog- 
comedian,  and  has  made  Tige  a  very  laugh- 
able and  important  figure  in  the  picture. 
These  comedies  are  adapted  from  the  famous 
R.  F.  Outcault  newspaper  cartoons,  but  are 
played  by  real  people.  Buster  is  played  by 
little  Arthur  Trimble,  Mary  Jane  by  Doreen 
Turner,  and  the  butler  by  Pinto  Colvig. 


November  7,  1925 


Page  41 


"EVOLUTION"  PRESS  SHEET 
MADE  UP  OF  TRIED  AND 

PROVEN  FACTORS 

Edwin  Miles  Fadman,  president  of  Red 
Seal  Pictures  Corporation,  has  just  had  pre- 
pared in  connection  with  his  feature,  "Evo- 
lution," what  he  believes  is  one  of  the  most 
unusual  press  sheets  ever  offered. 

The  publicity  stories  therein  have  all  met 
the  test  of  breaking  into  the  metropolitan 
dailies  of  these  cities  where  the  film  was 
pre-released  A  tremendous  number  of  pub- 
licity stories  were  prepared  well  in  advance 
of  the  first  showings  of  "Evolution."  Only 
those  that  got  by  the  film  editors  of  the  New 
York,  Los  Angeles  and  other  first  run  towns 
have  been  retained  for  the  press  sheet. 

Similarly,  with  the  advertisements,  the  her- 
adds,  the  teaser  campaigns,  the  advance  stories 
and  the  press  reviews.  Only  those  that  the 
big  showmen  used  have  been  retained.  This 
means  that  every  single  item  in  the  sheet 
from  the  first  page  to  the  last  has  met  and 
passed  the  most  critical  standards,  and  that 
every  bit  of  publicity  therein  should  pass  the 
film  editor. 

It  is  Mr.  Fadman's  belief  that  this  is  the 
first  press  book  to  be  compiled  under  such 
circumstances.  He  is  convinced  that  the 
exhibitor  will  hail  such  a  press  sheet  and 
may  bemand  one  with  each  feature. 


Exploits  First  of  Serial 

By  Half  Price  Admission 

An  exploitation  idea  that  gets  the  children 
was  put  across  recently  very  profitably  by 
Reuben  Spivack,  of  the  Lowell  Theatre,  St. 
Louis.  To  induce  the  children  to  attend  the 
opening  of  "The  Great  Circus  Mystery,"  a 
Universal  serial,  he  reduced  the  admission 
charge  for  the  first  episode  from  a  dime  to 
five  cents. 

Handbills  telling  of  the  show  and  of  the 
five  cent  admission  charge,  were  distributed 
at  the  three  schools  in  the  neighborhood  of 
the  theatre.  Results  are  stated  in  figures. 
Over  300  children  attended  the  oj««..iig  in 
stead  of  the  usual  fifty  or  sixty  at  ten  cents. 
The  number  of  youngsters  played  to  on 
subsequent  episode  at  the  regular  ten  cent 
price    greatly  exceeded  his  regular  house. 


Colored  Poster  for  Newsreel 

Meets  With  Exhibitor  Approval 

International's  Innovation  Sure  to  Become  Permanent 


n  EWSREEL  advertising  and  exploitation 
is  gradually  broadening  out.  The  Inter- 
national Newsreel  Corporation  has  inaugur- 
ated a  new  style  one-sheet  poster,  illustrated 
with  still  pictures  of  the  events  shown  in 
the  newsreel.  This  is  the  first  time  in  the 
history  of  newsreels  that  such  a  poster  has 
been  put  out. 

The  new  International  Newsreel  poster  is  a 
striking  two-color  sheet,  with  block  type  cap- 


This  special  one  sheet  was  prepared  by 
the  International  Newsreel  for  the  ex- 
ploitation of  its  two  reel  thriller,  "Life's 
Greatest  Thrills,"  saying  the  ground  work 
for  the  furtherance  of  the  idea  of  getting 
up  a  regular  line  of  poster  accessories  for 
newsreels  in  general 


Right 
house 


along  with  the  other  "Headliners"  on  the  boards  at  B.  F.  Keith's  Riverside 
in  New  York  is  the  Title  of  the  "Our  Gang"  Pathe  Comedy  of  tthe  week. 
It  is  a  rgular  feature  in  many  theatres. 


tions  setting  forth  the  more  important  sub- 
jects in  the  newsreel  and  three  illustrations, 
reproduced  in  full  8  by  10  inch  size. 

International  has  found,  by  careful  study, 
that  a  picture  is  by  far  the  best  way  of  ad- 
vertising the  newsreel.  Fortunately  for  this 
newsreel  company,  they  are  well  supplied 
with  stills  of  all  subjects  included  in  the  In- 
ternational Newsreel.  The  new  style  poster 
was  devised  as  a  means  of  enabling  the  ex- 
hibitor to  take  full  advantage  of  black  and 
white  photography,  not  only  in  his  lobby  but 
in  every  place  where  he  can  put  a  poster. 

In  addition,  many  exhibitors  are  getting 
wise  to  the  fact  that  by  clipping  out  the 
headlines  on  the  front  pages  of  trieir  local 
papers,  especially  those  which  mirror  the 
events  of  national  importance,  and  pasting 
these  headlines  up  on  a  bulletin  boara  rn  theii 
lobby,  a  great  deal  of  passing  attention  can 
be  attracted.  The  tie-up  is  affected  by  the 
display  of  the  big  headlines  and  the  running 
of  newsreels,  the  one  being  read  by  patrons 
in  their  morning  or  afternoon  papers  and  the 
other,  the  newsreel,  bringing  the  headlines 
to  life,  shown  in  the  theatre  in  the  evening. 
Jt  is  an  inexpensive  means  of  exploitation 
and  very  effective. 


Pathe  Comedies  Continue 
Breaking  on  Front  Pages 

Remarkable  Run  in  the  Editorial 
and  Advertising  Columns  of 
Newspapers  a  Check-up  on 
Popularity 

More  and  more  space  in  the  newspapers  is 
being  given  screen  comedies  and  Pathe  sub- 
jects, in  particular,  are  continuing  to  com- 
mand a  generous  amount  of  attention  m  both 
editorial  and  advertising  columns. 

In  an  article  in  the  Wilmington  Morning 
Star,  Wilmington,  N.  C,  the  publication 
comments  on  the  contract  of  the  Royal  Thea- 
tre of  that  city  for  the  series  of  Pathe  come- 
dies by  stating  that''it'was  one  of  the  most 
important  of  the  coming  season's  bookings 
made  by  the  theatre  management." 

Continuing,  the  publication  says :  "The 
Royal  management  has  been  waiting  for  the 
past  year  for  two  reel  comedies  to  reach  such 
a  plane  that  they  could  be  presented  satis- 
factorily along  with  the  great  motion  pic- 
ture features  and  not  until  this  year  hav? 
comedies  reached  such  a  point.  The  Pathe 
comedies  are  of  the  highest  type  made,  play- 
ing the  finest  theatres  everywhere.  It  is  be- 
lieved that  they  will  be  a  welcome  attraction 
at  the  Royal." 

Another  indication  of  the  rise  of  the  corn- 
edy  as  a  factor  in  the  exhibitors'  advertising 
scheme  is  shown  in  a  page  advertisement  ap- 
pearing in  the  Muskogee,  Okla.,  Daly  News. 
In  announcing  its  advanced  selections  of  pro- 
ductions, the  Broadway  Theatre,  Muskogee, 
gives  approximately  one-fourth  of  the  page  to 
the  Pathe  comedies.  The  featured  player  in 
each  series  of  comedies  is  named,  as  well  as 
the  producer.  A  streamer  across  the  page 
reads : 

"You  see  a  Pathe  two-reel  comedy  every 
time  you  come  to  the  Broadway." 


Exhibitors  Trade  Review 

"Felix,  the  Cat"  Crashes 

Sunday  Supplement  Section 


Page  42 


Many  Additions  to 

Fox  Comedy  Players 

O.  HENRY  UNIT  STARTS  WORK 

Am  ong  the  latest  comedy  players  to  b 
signed  to  play  various  roles  by  Fox  Films 
are : 

Florence  Gilbert,  the  "Van  Bibber  Girl," 
Carroll  Nye,  William  Colvin  and  Maine 
Geary  will  be  seen  in  featured  roles  in  Daniel 
Keefe's  latest  Fox  O.  Henry  corned}-,  "Cupid 
a  la  Carte."  Production  will  start  immedi- 
ately. 

Kathryn  Perry  and  Hallam  Cooley  as 
"Helen  and  Warren"  in  the  fifth  of  the  new 
Married  Life  Series  with  Grace  Goodall, 
Grace  Darmond,  Sidney  Bracey  and  Micky 
McBan  in  support  have  been  chosen  by  Di- 
rector Tom  Bickingham,  who  will  wield  the 
megaphone  over  this  production.  Director 
Bickingham  and  Albert  Ray  will  alternate 
in  the  direction  of  the  "Helen  and  Warren" 
series,  under  the  personal  supervision  of 
Comedy  director  general  George  E.  Marshall, 
at  the  William  Fox  West  Coast  Studios. 

*       *  * 

THREE  DIRECTORS  AT 
WORK  IN  ONE  COMEDY 

Two  directors  are  being  put  through  their 
paces  by  a  third  in  Joe  Rock's  Blue  Ribbon 
comedy,  "A  Peaceful  Riot,"  which  is  now 
being  filmed. 

Tweedy,  known  to  millions  as  a  comic  of 
rare  ability,  is  handling  the  megaphone,  while 
his  cast  includes  Slim  Summerville  and  Lean 
Kent,  who  are  directors  as  well  as  actors. 


"OUR  GANG"  RECOGNIZED 

Long  recognized  in  the  world  of  motion 
pictures  as  one  of  the  most  amusing  and 
entertaining  companies  in  the  profession, 
"Our  Gang/'  the  Pathecomedy  juveniles' 
sponsored  by  Hal  Roach  recently  achieved 
the  distinction  of  having  their  talents  ap- 
preciated in  three  of  America's  foremost 
national  publications,  including  the  Satur- 
day Evening  Post  and  the  Woman's  Home 
Companion. 

*    *  * 

UNIVERSAL  CONTEST 
PROVES  TO  SHOWMEN 
EXPLOITATION  PAYS 

That  exploitation  on  serials  pays  in  in- 
creased returns  at  the  box  office  has  been 
proved  to  showmen  by  the  $5,000.00  Serial 
Exploitation  Contest  recently  conducted  by 
Carl  Laemmle.  For  20  weeks  he  awarded 
prizes  ranging  from  $10  to  $100,  for  clever 
campaigns  on  Universal  serials.  That  the 
prize  checks  were  only  one  of  the  benefits 
derived  from  these  campaigns  is  shown  by 
many  letters  he  has  received  from  the  110 
showmen  who  won  prizes. 

Here  is  what  two  have  written: 
Fahnley  Bridges,  Artcraft  Theatre,  Frank- 
lin, Ind. :  "I  certainly  want  to  thank  you  for 
the  prize  and  to  say  that  what  I  did  in  ex- 
ploiting the  serial  has  benefited  me  greatly 
in  added  revenue  at  the  box  office.  Every- 
one enjoys  the  picture  ("The  Fighting  Ran- 
ger") and  it  has  brought  much  added  busi- 
ness." 

Jed  Buell,  De  Luxe  Theatre,  Los  Angeles : 
"I  personally  believe  that  your  contest  is  one 
of  the  greatest  ideas  ever  conceived  for  the 
proper  exploitation  of  this  sort  of  picture 
and  thereby  securing  the  'full  box  office  val- 
ue' out  of  the  picture." 


"Felix"  imitates  the  fly  that  parked  on  a 
king's  nose,  and  becomes  a  beauty  spot  on 
Miss  d'Avril's  pretty  face. 

"Fighting  Hearts"  to  Start 

Upon  "Mazie"  Completion 

With  work  on  the  F.  B.  O.  "Mazie"  series 
by  Nell  Martin,  speeding  toward  completion, 
plans  are  under  way  for  a  new  two  reel 
series  by  Sam  Herman  called  "Fighting 
Hearts,"  at  the  same  lot,  according  to  an 
announcement  by  B.  P.  Fineman,  "general 
manager  of  production. 

F.  B.  O.  promises  to  take  a  leading  part 
among  independent  concerns  in  the  two  reel 
field.  Following  "Fighting  Hearts"  it  will 
film  "Hill  Grimm's  Progress,"  by  H.  C. 
Witwer. 


Jed  Buell,  noted  exhibitor,  gets  the  Serial 
Exploitation  Contest  check  for  $1,000, 
offered  by  Universal.  Jed  worked  a  cork- 
er on  "The  Circus  Mystery,"  Universal  film. 


More  persons  than  usual,  330,000  more  in 
ract,  had  an  opportunity  to  laugh  at  the 
antics  of  "Felix  the  Cat,"  the  comical  feline 
star  appearing  in  Educational  Pictures,  when 
the  rotogravure  section  of  the  Herald-Trib- 
une on  Sunday,  October  25,  featured  a  series 
of  "Felix"  photo  caricatures. 

Felix  "crashed"  his  way  into  the  picture 
pages  of  this  great  metropolitan  Sunday 
newspaper  in  the  manner  that  would  do  jus- 
tice to  Tammany  Young  himself.  Not  only 
did  Felix  "crash  in"  but  he  also  "strutted  in," 
in  his  own  inimitable  feline  way — via  "The 
Charleston." 

On  the  Sunday  afore-mentioned,  the  fa- 
mous Pat  Sullivan  character  dominated  one 
of  the  picture  pages  with  four  views  of  his 
version  of  the  dance  as  taught  him  by  Vir- 
ginia Vance,  leading  lady  of  Educational- 
Mermaid  Comedies. 

Not  to  be  outdone  by  the  "thousand  and 
one"  celebrities  who  have  been  breaking  into 
print  these  days,  by  showing  pictorially  the 
"fad  fond"  multitudes  how  they  do  the 
"Charleston"  and  having  himself  a  few  new 
ones  up  his  pelt,  Felix  decides  to  broadcast 
evidence  of  his  skill  to  the  world. 

That  he  does  this  satisfactorily  is  borne  out 
by  the  fact  that  following  the  use  of  this 
pictorial  feature  by  the  Sunday  Herald-Trib- 
une, another  great  news  organization,  King 
Features  Syndicate,  requested  the  use  of  the 
pictures  for  distribution  to  about  fifty  of  the 
principal  newspapers  throughout  the  country 
subscribing  to  this  Hearst  feature  service — 
a  most  decided  publicity  "beat"  for  Felix. 

This  and  many  other  Felix  publicity  ideas 
may  be  used  to  advantage  by  Exhibitors  who 
have  booked  the  Felix  cartoon  series.  For 
instance,  the  photo  of  a  pretty  local  girl 
could  have  a  small  cut-out  of  the  cat  pasted 
on  her  cheek — call  it  a  new  beauty  spot  fad 
or  what  you  will.  A  prominent  boxer  could 
be  posed  boxing  and  Felix  afterward  inserted 
as  a  sparring  partner.  Felix  directing  traffic 
could  be  inserted  in  place  of  the  regular 
officer  over  a  photo  of  the  busiest  corner  in 
your  town. 

Think  up  a  few  of  these  trick  photographic 
stunts  yourself,  Mr.  Exhibitor.  Send  any- 
print  you  desire  Felix  inserted  into,  to  the 
exploitation  editor  of  this  publication  and 
they  will  be  returned  promp'. ly  with  a  quaint 
figure  of  the  cat  carefully  inked  in.  This  is 
the  sort  of  picture  material  that  your  local 
new  spaper  is  usually  willing  to  print — it  has 
humor  and  local  interest,  a  most  ideal  com- 
bination. 


An  Exhibitor's  Opinion 

Exhibitors  Trade  Review: 
Dear  Editor 

In  answer  to  your  recent  letter  regarding- 
my  opinion  of  short  subjects,  I  wish  to  con- 
firm the  following : 

My  frank  opinion,  through  my  experience 
as  an  exhibitor  is  that  short  subjects  are 
of  great  aid  to  the  box  office. 

For  instance,  as  an  experiment,  I  have 
advertised  a  two  reel  comedy  to  a  far 
greater  extent  than  I  have  the  feature,  and 
not  only  has  that  proven  a  box  office  attrac- 
tion, but  has  pleased  my  patrons,  who  now 
look  forward  to  the  short  subjects  with  keen 
interest. 

I  will  advise  you  later,  as  to  other  means 
of  advertisine  short  subjects,  which  I  found 
to  be  successful. 

Very  truly  yours, 
(Signed)  Harry  F.  Narix,  Mgr. 


Page  43 


1 


Advance  Slides  for  Shorts 

N  considering  all  the  helps  that 
will  tend  to  make  your  patrons 
exhibit  much  interest  in  their  fa- 
vorite short  subjects,  do  not  overlook 
the  use  of  ordinary  house  slides. 
Trailers  put  out  by  producers  and 
distributors  of  shorts  are  just  the 
thing,  but  where  trailers  are  not 
available,  slides  are  the  next  best 
thing. 

You  use  slides  profusely  to  adver- 
tise the  coming  of  features  and 
special  serials.  Why  not  use  them 
liberally  to  advertise  the  coming  of 
a  novelty  subject,  or  a  comedy,  a 
news-reel,  fun-films,  scenic  or  adven- 
ture short.  There  are  favorites  in 
short  reels  as  well  as  in  features  and 
movie  goers  will  avidly  read  a  slide 
on  the  coming  of  one  of  these 
comedy  favorites  as  they  would  a 
slide  concerning  their  feature  favor- 
ites. Educate  your  patrons  to  expect 
good  things  of  the  shorts  you  boqk 
and  a  majority  of  the  shorts  you 
play  will  be  bound  to  have  the  good 
things.  Thus  you  need  not  fear  of 
over-playing  your  hand  on  a  short 
release  or  program.  Shorts  cost  you 
less,  therefore  they  should  be  ex- 
ploited most,  to  increase  the  natural 
return  thereon.  Features  can  better 
take  care  of  themselves,  than  shorts. 


Wholesome  Two  Reelers 
in  Demand,  Says  Rock 

A  greater  demand  for  entertaining  short 
film  subjects  exists  today  than  ever  before 
in  the  history  of  the  motion  picture  business. 
Exhibitors  throughout 
the  country  are  clamor- 
ing   for   wholesale  two 
reel  comedies  that  can  be 
featured   on    their  pro- 
grams, but  at  the  same 
time  there  is  no  demand 
for  ordinary  "fillers. 

This  is  the  contention 
of  Joe  Rock,  producer  of 
Standard,  and  Blue  Rib- 
bon comedies,  who  but 
recently  completed  a  sur- 
vey of  the  short  subject 
market. 

"Such  two  reelers  as 
are  now  producing  are 
extremely  popular  with 
showmen  everywhere,  as 
they  are  clean  and  enter- 
taining and  have  a  gen- 
uine appeal  with  adults 
and  children  alike,"  says 
Rock.  "No  longer  will 
the  producer  of  sugges- 
tive comedies  find  a  mar- 
ket for  his  product,  as 
exhibitors  have  found  out 
that  this  class  of  so-called 
entertainment  is  neither 

profitable  nor  appealing."  Rock  recently 
mailed  a  questionnaire  on  the  subject  of  com- 
edy films  to  500  leading  exhibitors  in  this 
country,  and  he  bases  his  conclusions  on  the 
replies  he  received  from  this  campaign. 


Alberta  Vaughn,  the  "Amazing 
Mazie"  Who  is  Fast  Winning  a  Fol- 
lowing in  the  Lively  F.  B.  O.  Series. 


Sam  Bischoff  Short  Subject 
Schedule  Ready  to 

Start  Action 

(  N  the  production  of  short  reel  comedies 
A  Samuel  Bischoff,  president  of  Bischoff 
Inc.,  and  the  California  Studios,  has  torged. 
to  the  front  rapidly  among  the  producers 
in  Hollywood  because  of  the  quality  and 
excellence  of  his  offerings.  He  has  dis- 
played a  picture  genius  in  forming  his  organi- 
zation and  setting  the  rights  to  such  notable 
stories  as  H.  C.  Witwers  "Classics  in  Slang." 
This  was  considered  a  masterstroke  in  view 
of  the  fact  that  a  dozen  other  producers  were 
after  the  same  series.  Bischoff  is  an  organi- 
zation man  and  believes  in  placing  each  pro- 
ducing unit  on  its  own  responsibility. 

Since  Bischoff  got  his  units  in  operation 
he  has  produced,  a  total  of  seventeen 
comedies.  At  present  Bischoff  has  completed 
another  Witwer  "Classic  in  Slang,"  "Ac- 
count of  Monte  Cristo,"  a  travesty  on  'The 
Count  of  Monte  Cristo."  Ed  Luddy,  one  of 
the  best  comedy  directors,  handled  the  mega- 
phone. Charlie  Delaney,  Ed.  Phillips  and 
Charlottee  Morgan  have  the  leading  roles. 

Another  comedy  for  the  Bischoff  organiza- 
tion already  finished  the  Biff  funmakers  is 
titled  "Holly wouldn't."  Johnny  Sinclair  and 
Billy'  Jones  are  the  chief  funmakers  with 
Charlie  Ring  and  Dorothy  Dorr  aiding.  This 
is  a  real  thrill  comedy  in  which  Sinclair 
and  Jones  actually  did  stunts  without  any 
safeguards  on  the  roof  of  the  thirteen  story 
Taft  Building  in  Hollywood  where  a  crowd 
of  20  000  watched  them.  A  new  Gold  Medal 
comedy,  "Spooky  Spooks"  also  is  ready  with 
Jack  Cooper  and  Jack  Richardson  iurmsh- 
ing  the  comedy.  Betty  Hay,  John  Singleton, 
Tad  Ross  and  Gilbert  Emory  are  also  in 
the  cast.  Other  comedies  already  finished 
are  ■  "Working  for  the  Rest,"  a  Biff  comedy, 
"Roomers  Afloat,"  "The 
Starvation  Hunter,"  Biff 
comedy,  "Cured  Hams." 

Bischoff  has  arranged 
to  produce  at  least  thirty- 
six  comedies  this  year.  He 
now  has  an  organization 
that  is  capable  of  turning- 
out  twice  that  number.  He 
is  meeting  with  such  suc- 
cess he  is  thinking  of  in- 
creasing his  output. 

"Mazie"  Carves 
a  Niche 

The  series  of  "Adven- 
tures of  Mazie,"  released 
through  the  Film  Booking 
Offices,  are  making  a 
name  for  themselves  in 
the  hall  of  fame.  Alberta 
Vaughn,  who  plays  the 
part  of  Mazie,  and  her 
male  co-star,  Larry  Kent, 
have  shown  a  way  to- 
wards clean  comedy  with 
hardly  a  trace  of  slap- 
stick, which,  at  the  same 
time,  are  capable  of  pro- 
ting  a  great  deal  of  commendation  from  audi- 
ences wherever  they  are  shown,  and  exhibi- 
tors, quick  to  note  their  warm  reception,  are 
playing  them  up  to  the  limit. 


November  7,  1925 

Newsreels  Chosen  with 
Same  Care  That  Is 
Given  to  Features 

DROMINENT  exhibitors  throughout  the 
country  consider  the  news  reel  to  be  just 
as  important  a  factor  in  their  programs  as 
the  feature  is  the  report  brought  back  by 
Mr.  Harvey  Day,  general  sales  manager  for 
Kinograms,  the  news  real  released  by  Educa- 
tional, on  his  return  from  a  six  weeks'  tour 
of  Educational  exchanges. 

"The  position  of  the  news  reel  on  every 
exhibitor's  program  is  firmly  established,  and 
it  will  continue  to  remain  so  as  long  as  there 
are  motion  pictures.  This  has  come  about  in 
two  ways,  first,  through  the  wonderful  strides 
made  in  the  last  few  years  by  the  news  reels 
themselves  in  quality  of  production,  speed  in 
getting  the  news  on  the  screen  and  higher 
entertainment  value,  and,  second,  because  the 
public  has  created  a  demand  for  news  reels 
by  increasing  interest,  which  has  been  brought 
to  the  attention  of  the  exhibitor. 

In  Milwaukee  I  talked  with  Tom  Saxe,  of 
the  Saxe  Amusement  Co,  and  in  Philadelphia 
with  Frank  Buhler,  managing  director  of  the 
Stanley  Co,  both  of  whom  have  devised  val- 
uable systems  whereby  they  are  in  constant 
touch  with  their  customers. 

"In  every  report  received  from  patrons 
there  was  mention  of  the  news  reel,  showing 
that  this  portion  of  the  program  remained  in 
their  minds  as  vividly  as  the  feature.  Both 
Mr.  Saxe  and  Mr.  Buhler  told  me  mat  their 
selection  of  news  reels  was  given  exactly  as 
much  care  as  that  of  their  features,  which  is 
as  high  a  compliment  to  the  progress  of 
this  branch  of  the  industry  as  one  could  ex- 
pect." 

Mr.  Day  reported  that  business  contracted 
for  made  it  certain  that  the  coming  season 
would  be  a  banner  one  for  Kinograms.  He 
brought  back  with  him  a  report  of  renewed 
contracts  amounting  to  virtually  98  per  cent 
of  those  in  the  1924-25  season,  and  a  report 
of  new  business  of  40  per  cent  more  than  last 
year  during  a  similar  period. 

*    *  * 

Fleischer's  Daughter  Makes 
Her  Screen  Debut 

Ruth  Fleischer,  the  young  and  talented 
daughter  of  Max  Fleischer,  the  famous  film 
cartoonist,  makes  her  film  debut  in  the  next 
"Out-of-the-Inkwell"  release,  "Ko-Ko  Steps 
Out,"  issued  by  Red  Seal. 

Although  Miss  Fleischer  made  an  en- 
trance into  Keith  vaudeville  several  months 
ago,  she  has  never  before  appeared  on  the 
screen.  "Ko-Ko  Steps  Out,"  incidentally  will 
capitalize  on  her  vaudeville  success. 

She  jumped  into  spotlight  almost  imme- 
diately on  making  her  stage  debut,  being 
recognized  sJ  once  as  a  unique  dancer.  Her 
beauty  and  charm  have  been  commented  on 
by  reviewers  throughout  the  country. 

In  "Ko-Ko  Steps  Out,"  Miss  Fleischer  is 
seen  doing  the  Charleston,  together  with  her 
own  variations  of  it.  In  addition,  further 
comedy  touches  are  secured  when  she  is 
seen  teaching  it  to  her  father,  who  again 
steps  out  of  the  inkwell  to  the  screen,  to  a 
dog  and  to  that  great  film  clown,  Ko-Ko 
himself. 

Max !  Fleischer  promises  that  the  film  will 
be  the  liveliest  and  funniest  ever  turned  out 
by  his  studios.  That  would  seem  to  be  a 
hard  task,  but  with  his  own  daughter  in  it, 
the  celebrated  artist  has  probably  put  more 
work  in  on  the  conception  of  this  picture 
than  even  the  best  of  his  other  efforts.  Dave 
Fleischer,  Max's  brother,  will  do,  the  camera- 
work, so  that  the  film  promises  to  be  a 
family  affair. 


Saenger  Books  Century 

The  Saenger  Amusement  Company,  Inc., 
owners  and  operators  of  one  of  the  biggest 
chains  of  theatres  in  the  South,  have  com- 
pleted a  deal  with  W.  M.  Richardson,  man- 
ager of  Universal's  New  Orleans  office,  and 
Ned  E.  Depinet,  "U"  sales  director,  for 
showing  the  1925-1926  Century  Company 
product  over  the  entire  circuit. 


Sixty  from  New  Company 

Tennek  Film  Corporation  has  been  formed 
to  produce  approximately  sixty  short  sub- 
jects of  comedy-drama  type.  The  prime 
mover  of  the  new  organization  is  Kenneth 
J.  Bishop,  of  California.  Bishop  is  an  ex- 
perienced producer  of  shorts  and  features, 
having  made  productions  for  Chadwick,  Selig 
and  others. 


Page  44 


Exhibitors  Trade  Review 


BOX  OFFICE  REVIEWS 


CLASSIFIED 

First  National  Photoplay.  Fiom  the  story 
by  Edna  Ferber.  Directed  by  Al  San- 
tell.    Length,  six  reels. 

CAST  AND  SYNOPSIS 

Babs  Comet   Corinne  Griffith 

Lloyd    Whiting   Jack  Mulhall 

Spencer  Clark   Ward  Crane 

Mart  Comet   Carroll  Nye 

Old  Man  Comet   Charles  Murray 

"Maw"  Comet   Edythe  Chapman 

Jeannette  Comet   Jacqueline  Wells 

Weinstein  George  Sidney 

Bernstein   Bernard  Randall 

Babs  Comet,  a  "poor,  but  not  so  proud"  type  of 
telephone  operator,  dreams  of  the  day  when  a 
"Prince  Charming"  will  lift  her  out  of  her  corned 
beef  and  cabbage  environment  to  the  sables  and 
pearls  to  which  she  aspires.  She  goes  through  a 
variety  of  experiences  which  frequently  befall  the 
girl  "who  thinks  she  can  take  care  of  herself,"  and 
finally  is  involved  in  an  imprudent  situation  with 
a  designing  millionaire.  At  the  very  moment  when 
it  seems  she  must  succumb  to  the  strategy  of  the 
villain,  her  good  sense  and  natural  chastity  come  to 
her  aid.  She  escapes,  glad  to  accept  the  proposal  of 
a  wholesome  hard-working  member  of  her  own  class. 

B3/  Michael  L.  Simmons 

'J1  HERE  is  not  a  doubt  in  my  mind  but 
that  this  picture  will  be  heartily  received 
by  most  audiences.  Corinne  Griffith's  contri- 
bution alone  would  go  a  great  way  to  put 
the  picture  over  if  it  had  nothing  else  to 
recommend  it ;  but  as  it  is  rather  fortunately 
endowed  with  other  virtues,  the  whole  may 
be  summed  up  as  a  good  box-office  bet. 

Al  Santell  has  wielded  his  megaphone 
well,  assisted  by  a  cool,  calculating  eye  for 
smooth  effects.  The  title,  "Classified,"  is 
intended  to  convey  the  symbol  that  each 
person's  station  in  life  is  pigeon-holed,  and 
that  it  is  futile  to  attempt  to  change  from 
one  hole  to  another.  Nevertheless,  Babs 
Comet,  telephone  girl  in  a  classified  ad  of- 
fice, makes  a  determined,  if  unsuccessful 
stab  at  it.  Unsuccessful  it  is,  so  far  as  the 
story  has  it;  but  successful  to  a  charm  as 
Corinne  Griffith  does  it,  and  a  delight  at  all 
times. 

There  are  excellent  character  bits  con- 
tributed by  Charles  Murray,  as  the  father 
who  wants  to  see  his  girl  land  on  Fifth 
Avenue,  so  that  he  can  wear  a  white  collar 
three  times  a  week,  and  George  Sidney,  an 
aspirant  for  "butter  and  egg"  honors.  The 
titles  for  the  most  part  are  humorous  and 
diverting.  Jack  Mulhall  brightens  the  pic- 
ture with  his  knowing  smile  and  snappy 
wooing. 

The  supporting  cast  does  its  bit  with 
convincing  sincerity. 

An  exploitation  stunt  that  immediately 
suggests  itself  is  a  tie-up  with  a  newspaper. 
Free  tickets  for  readers  finding  typographi- 
cal errors  among  the  classified  ads  would 
seem  to  be  the  logical  basis  of  a  co-operative 
merchandising  effort  between  newspaper 
and  exhibitor.  Radio  dealers  will  also  find 
subject  matter  that  might  induce  them  to 
capitalize  the  presence  of  the  film  in  the 
neighborhood. 


SEVEN  KEYS  TO 

BALDPATE 

Paramount  Photoplay.  Adapted  from 
George  M.  Cohan  s  Stage  Play  of  Earl 
Derr  Biggers'  Novel  of  the  Same  Name. 
Directed  by  Fred  Newmeyer.  Length, 
six  reels. 

CAST  AND  SYNOPSIS 

William  Halowell  Magee  Douglas  MacLean 

Mary  Norton   Edith  Roberts 

J.   K.   Norton   Anders  Randoll 

Bentley   Crawford  Kent 

Bland   Ned  Sparks 

The  Hermit   William  Orlamonde 

Cargan   Wade  Boteler 

Lou  Max   Edwin  Sturgis 

Myra  Thornhill   Betty  Francisco 

Mrs.  Rhodes   Maym  Kelso 

Sheriff   Fred  Kelsey 

Quimby   Fred  Lockney 

Mrs.   Quimby   Edith  Rorke 

A  young  author  in  love  with  his  publisher's  daugh- 
ter is  due  on  an  ocean  liner  with  a  completed  manu- 
script of  a1  novel  that  the  publisher  has  advertised 
widely  in  advance.  His  mind  is  so  saturated  with 
thoughts  of  his  beloved  that  he  forgets  to  write  the 
book.  On  learning  this,  the  publisher  forbids  the 
marriage  to  his  daughter  unless  the  author  can  write 
the  story  in  24  hours.  This  the  latter  attempts  to 
do  at  Baldpate  Inn,  reputed  to  be  haunted,  with  an 
amazing  interlude  during  which  the  material  of  the 
book  furnish  the  basis  of  many  grotesque  adventures. 

By  Michael  L.  Simmons 

£)  OUGLAS  MacLEAN  rides  his  initial 
vehicle  for  Famous  with  a  good  grip 
on  the  comedy  wheel  and  a  fast-moving 
performance  that  will  probably  find  favor 
everywhere.  It  is  a  picture  that  elicits  many 
smiles  and  titterings,  never  the  kind  of 
laughter  that  makes  you  double  up.  For 
all  that,  it  is  consistently  entertaining. 

Fred  Newmeyer,  who  has  directed  most 
of  Harold  Lloyd's  successes,  was  the  gag 
merchant  behind  the  scenes.  His  fine  hand 
is  evident  throughout,  and  as  a  consequence, 
smooth,  uninterrupted  teamwork  reaps  its 
just  reward.  Newmeyer's  direction  takes 
an  original  twist,  never  borrowing  from  the 
bag  of  tricks  he  used  so  successfully  with 
Lloyd. 

In  the  main,  of  course,  it  is  MacLean 
who  is  the  "works."  He  can  be  best  de- 
scribed in  the  simile  of  a  sound  advertise- 
ment. He  unfailingly  attracts  the  attention, 
holds  the  interest,  and  sells  himself  de- 
cisively on  entertainment  appeal. 

The  settings  are  all  that  could  be  desired 
and  the  rest  of  the  cast  hold  up  their  end 
in  a  thoroughly  workman-like  fashion. 
There  has  been  one  departure  from  the 
original  play,  in  the  addition  of  a  real  girl 
and  a  real  romance,  which,  if  anything, 
gives  the  screen  version  the  best  of  it,  if  I 
know  anything  about  audience  psychology. 

You  can  strike  an  exploitation  note  kin- 
dred with  the  theme  of  the  story  by  shroud- 
ing your  lobby  in  green,  ghastly  lights,  and 
other  fixtures  savoring  of  mystery  and  mid- 
night. A  "key"  tie-up  with  hardware 
stores  and  locksmiths  offers  good  oppor- 
tunities. 


PROUD  HEART 

Universal  Photoplay.  An  Edward  Sloman 
Production.  Story  by  Isadore  Bern- 
stein. Adapted  by  Charles  Whittal?er. 
Scenario  by  Alfred  Cohen.  Length, 
8,983  feet. 

CAST  AND  SYNOPSIS 

David  Cominsky   Rudolph  Schildkraut 

Rose  Cominsky  Rose  Rosanova 

Sammy  Cominsky   George  Lewis 

(Child,  Bobby  Gordon) 

Morris   Cominsky   Arthur  Lubin 

(Child,  Albert  Busholano) 

Mamie  Shannon   Blanche  Mehaffey 

(Child,  Jean  Johnson) 

Kate  Shannon   Kate  Price 

Ruth   Stein   Virginia  Brown  Faire 

Chaim  Barowite   Nat  Car 

Judge  Nathan  Stein   Bertram  Marburgh 

Thomas  Nolan   Edgar  Kennedy 

The  Cominsky  family  struggle  to  live  an  upright 
life  in  the  Ghetto  and  raise  their  two  sons  to  become 
worthy  citizens.  The  father  is  a  devoted  student  of 
Talmudic  learning,  but  a  business  failure.  He  en- 
deavors to  instill  his  love  of  learning  in  both  sons, 
Morris  and  Sammy,  but  Fate  interferes  with  his 
plans.  Only  Morris  achieves  success  in  that  direc- 
tion, through  the  legal  profession,  while  Sammy  be- 
comes a  prize  fighter.  Eventually,  Papa  Cominsky 
learns  there  is  a  stronger  force  than  his  own  will, 
for  it  is  not  Morris  who  reveres  and  honors  his  par- 
ents, but  Sammy,  who  comes  across  in  every  pinch. 
He  demonstrates,  as  David  puts  it,  that  even  "Box 
Fighting  may  mean  Success  in  America."  Morris, 
who  is  about  to  marry  a  judge's  daughter,  is 
ashamed  of  his  parentage,  and  denies  his  father  pub- 
licly. Sammy  finally  brings  him  to  his  full  senses, 
and  everything  ends  well. 

By  A.  Bernstein 

J£  DWARD  SLOMAN  achieved  his 
principal  purpose,  that  of  making  a 
human  heart-interest  drama  with  laughs  fol- 
lowing upon  the  tears,  joys  following  upon 
the  sorrows. 

He  has  taken  for  his  emotional  portrayal 
the  life  of  an  average  East  Side  family  in 
New  York's  Ghetto,  bringing  out  the  up- 
standing righteousness  and  love  for  the  edu- 
cational, uplift  of  their  children  as  his  theme. 

The  dominating  force  in  the  picture  is 
Rudolph  Schildkraut,  the  internationally 
celebrated  dramatic  actor.  He  runs  through 
every  gamut  of  human  emotions,  from  bur- 
lesque to  tragedy.  His  is  a  delicately 
shaded  performance  at  all  times,  and  not 
the  least  bit  overacted. 

Of  the  remaining  cast,  the  best  work  was 
done  by  Rose  Rosanova,  Blanche  Mehaf- 
fey and  Kate  Price.  Arthur  Lubin,  de- 
picting the  unfaithful  son,  made  himself 
thoroughly  hated,  while  George  Lewis, 
playing  Sammy,  the  prize  fighter,  was  not 
allowed  to  rise  to  his  opportunities. 

For  the  most  part  Sloman's  direction  has 
proper  suspense  and  poignancy,  but  the  ex- 
terior scenes  of  New  York  Ghetto  were 
rather  artificial  and  poorly  lighted.  Laugh 
producing  tides  were  numerous,  but  on  the 
other  hand,  many  were  inane.  Any  house, 
short  of  those  catering  to  Western  and 
straight  adventure  pictures,  can  make  money 
with  this  film.  Its  basic  emotions,  though 
placed  in  a  Ghetto  setting,  will  have  a  uni- 
versal appeal.  Exploit  Schildkraut,  and 
play  up  the  appeal  to  the  family. 


November  7,  1925 


Page  45 


BOBBED  HAIR 

Warner    Brothers  Photoplay.  Adapted 

from  the  novel  of  the  same  name  by 

twenty  famous  authors.     Directed  by 

Alan  Crosland.  Length,  six  reels. 

CAST  AND  SYNOPSIS 

Connemara  Moore   Marie  Prevost 

David  Lacy   Kenneth  Harlan 

"Sweetie"   Louise  Fazenda 

Saltonstall  Adams  (Salt)   John  Roche 

Aunt  Celimena  Moore   Emily  Fitzroy 

Bingham   Carrington    ("Bing")  Reed  Howes 

The  "Swede"   Walter  Long 

"Pooch"   Francis  McDonald 

Mr.  Brewster   Tom  Ricketts 

Pal   The  Dog 

Connemara  Moore,  heiress  to  millions,  is  in  a 
dilemma,  as  to  which  of  her  two  suitors  to  suit.  One 
wants  her  with  bobbed  hair,  the  other,  with  the  full 
length  of  her  silken  tresses.  Her  own  wishes  in  the 
matter  are  modified  by  the  thought  that  if  she  bobs 
her  locks  she  will  be  left  out  of  her  rich  aunt's  will. 
To  be  eligible  as  a  beneficiary  in  the  will  she  must 
be  betrothed  no  later  than  12  midnight  of  that  day. 
To  bob  or  not  to  bob  is  her  problem,  which  is 
finally  decided  by  Lady  Fate,  who  with  the  sudden 
instrument  of  adventure  brings  a  new  cavalier  across 
her  path.  At  the  show-down  it  is  discovered  that 
Connemara  has  bobbed  one  side  of  her  hair,  and 
allowed  the  other  side  to  remain  unshorn.  This  is  a 
symbol  that  both  of  the  original  suitors  have  lost, 
while  the  newcomer  wins  the  prize. 

By  Michaf.l  L.  Simmons 

J  F  those  who  like  smashing  brawls,  dash- 
ing auto  chases,  and  splashing  water 
fights,  accept  these  devices  of  the  action 
builder,  regardless  or  story  form,  continuity 
and  coherence  of  plot,  then  "Bobbed  Hair" 
is  going  to  give  them  a  whale  of  a  time. 
Otherwise  there  will  be  much  blinking  of 
the  mind's  eye,  and  cudgeling  of  wits  as 
to  what  all  the  shooting  (and,  oh!  there's 
loads  of  it)  is  about. 

The  original  story  was  a  collaboration 
by  twenty  famous  authors,  with  obvious  in- 
tent to  produce  a  satirical  symposium  on 
the  American  novel.  Whether  this  intent 
has  been  transferred  to  the  screen  with  the 
analogous  object  of  satirizing  film  farces, 
each  author  giving  a  new  twist  as  the  story 
advanced,  or  whether  the  plot  simply  went 
awry  under  too  many  cooks,  is  something 
that  I, — and  the  rest  of  the  audience,  as  1 
couldn't  help  observing, — was  never  sure 
of.  Nor  could  anybody  be,  with  anti- 
climaxes fairly  swarming  all  over  the  story, 
and  action  so  crowded  with  incident  and 
detail  as  to  bewilder  the  ordinary  mind. 

Probably  there  are  some  who  like  this 
sort  of  thing.  The  customers  on  Broad- 
way seemed  to  give  it  a  fifty-fifty  break  in 
comprehension  and  interest,  judging  by  the 
usual  manifestations  of  audience  response. 
There  are  gags  enough  for  occasional 
laughs;  Marie  Prevost's  good  looks  help  a 
lot,  and  the  antics  of  Louise  Fazenda  with 
her  slap-stick  bag  of  tricks  help  make  the 
going  somewhat  diverting.  The  dog,  "Pal," 
contributes  a  wonderful  performance. 

The  most  striking  selling  point  in  this 
picture  is  its  great  possibilities  for  tie-ups, 
and  its  natural  attributes  for  getting  free 
newspaper  advertising.  Such  names  as 
Carolyn  Wells,  Alexander  Woolcott,  Elsie 
Janis,  George  Barr  McCutcheon,  Dorothy 
Parker,  H.  C.  Witwer,  Sophie  Kerr,  Per- 
mit Roosevelt,  Wallace  Irwin,  Rube  Gold- 
berg, John  V.  A.  Weaver  and  George 
Agnew  Chamberlain  figure  in  the  author- 
ship. What  a  "natural"  for  a  tie-up  with 
libraries,  book-shops  and  news  agents. 


LIGHTS  OF  OLD 

BROADWAY 

A  Cosmopolitan  Production.  Released 
by  Metro-Goldwyn-Mayer.  Adapted 
from  the  play,  "The  Merry  Wives  of 
Gotham,"  by  Carey  Wilson.  Directed 
by  Monta  Bell.    Length,  six  reels. 

CAST  AND  SYNOPSIS 

Fely  )  •      ™  - 

Anne  )   Manon  Davles 

Dirk  De  Rhondo   Conrad  Nagel 

Lambert  De  Rhondo   Frank  Currier 

Andy   George  K.  Arthur 

Shamus  O'Tandy   Charles  McHugh 

Fely,  daughter  of  O'Tandy,  squatter  on  the  De 
Rhondos'  property  around  24th  Street  and  Fifth 
Avenue,  is  a  dancer  at  Tony  Pastor's,  and  attracts 
the  attention  of  young  Dirk  De  Rhondo.  He  falls 
in  love  with  her  and  asks  her  to  give  up  the  stage. 
She  consents,  but  later  is  forced  to  retract  her 
promise,  since  her  family  is  being  dispossessed  by 
Dirk's  father,  and  they  have  no  means  for  support 
except  Fely's  earnings.  In  the  meantime  Dirk  is 
disowned  by  his  father  for  refusing  to  give  up  Fely. 
A  sudden  change  in  the  fortunes  of  both  families  re- 
verses their  positions,  and  after  much  conflict  and 
tribulations,  all  are  happily  reconciled  to  each  other. 

By  Michael  L.  Simmons 

'JP  HIS  offers  rather  more  than  average 
entertainment  all  the  way  through, 
with  now  and  then  a  highlight  of  unusually 
good  stuff.  It  supports  the  contention  that, 
given  a  proper  vehicle,  Marion  Davies  can 
act  in  a  way  that  rides  her  straight  into  the 
hearts  of  an  audience.  Though  far  from  a 
"big"  picture  in  the  epic  sense,  it  is  thor- 
oughly diverting  and  good  for  all  types  of 
houses. 

A  novel  human-interest  device  is  attained 
by  working  figures  into  the  story  who  have 
achieved  national  eminence.  In  order  to 
give  verisimilitude  to  a  realistic  depiction 
of  New  York  as  it  was  a  half-century  ago, 
such  public  characters  as  Tony  Pastor,  the 
then  young  "Teddy"  Roosevelt,  Weber 
and  Fields  in  the  embryo  of  their  genius, 
Thomas  A.  Edison,  and  so  on.  These 
characterizations  furnish  some  of  the  most 
interesting  matter  in  the  film.  The  New 
York  audience  fairly  "ate"  this  portion  of 
the  fare. 

The  scenes  of  New  York  in  the  late 
'60's  are  full  of  interest,  from  a  historical 
point  of  view,  stirring  the  imagination  to 
inevitable  conclusions  on  the  march  of  prog- 
ress in  general,  and  the  growth  of  America's 
"Cosmopolous"  in  particular.  Through- 
out, the  figure  of  Marion  Davies,  as  the 
daughter  of  an  irrepressible  brick-throwing 
and  land-squatting  Irishman,  is  productive 
of  a  sweet,  romantic  charm  that  means  much 
to  the  women  fans  in  the  audience.  Con- 
rad Nagel  gives  her  adequate  support. 

Shamus  O'Tandy,  with  his  wicked  shil- 
lalah,  is  good  for  a  laugh  every  time  he 
shows. 

The  transition  from  the  use  of  gas  to 
electric  plays  a  strong  part  in  the  story,  and 
this  could  be  capitalized  in  an  exploitation 
way  by  obvious  means.  Marion  Davies 
plays  a  dual  role  by  the  simple  device  of 
wearing  different  hair  dress  in  each  part, 
and  this  too  could  be  brought  into  play 
in  luring  the  co-operative  efforts  of  hair- 
dressers. Use  the  names  of  the  celebrities 
mentioned  as  a  box-office  magnet. 


GO  WEST 

Metro-Coldwyn-Mayer  Photoplay.  Slory, 
scenario  and  direction  by  Buster  Keaton. 
Length,  6,256  feet. 

CAST  AND  SYNOPSIS 

The  Drifter   Buster  Keaton 

Ranch   Owner   Howard  Truesdale 

His  Daughter   Kathleen  Myers 

The   Cow   Brown  Eyes 

The  forlorn  Buster  drifts  West  to  the  Diamond 
Bar  Ranch.  The  only  creature  with  whom  he  can 
make  friends  is  Brown  Eyes,  a  kind  faced  cow.  He 
does  lots  of  favors  for  the  animal,  and  she  in  turn 
reciprocates  by  saving  his  life.  She  is  included  in  a 
big  cattle  shipment  to  the  stock  yards.  Buster  hates 
to  lose  her  and  journeys  along.  A  rival  ranch  owner 
intercepts  the  train  to  prevent  the  sale  of  the  cattle. 
Buster  thwarts  the  villain  and  alone  convoys  the 
shipment  safely  to  its  destination.  The  faithful 
Brown  Eyes  always  at  his  heels.  The  ranch  owner 
in  gratitude  offers  him  anything.  Buster  asks  for 
Brown  Eyes.  His  wish  is  granted.  The  ranch 
owner,  his  daughter,  Buster  and  Brown  Eyes  drive 
away  in  an  automobile. 


By  Herb  Cruikshank 

'JPHIS  time  Buster  is  a  screamingly  funny 
cowboy  in  a  picture  that  should  prove 
as  big  a  box-office  success  as  any  of  his 
previous  efforts. 

Co-starring  with  Buster  is  "Brown 
Eyes,"  a  Jersey  cow  who  contributes  much 
to  the  hilarity  of  the  story.  She  is  the  one 
creature  who  gives  the  pathetic  Buster  a 
kind  look.  They  become  inseparable  pals. 
Wherever  the  sad  comedian  goes,  the  faith- 
ful "Brown  Eyes"  trots  patiently  at  his 
heels. 

In  one  funny  sequence  the  director  makes 
use  of  Buster's  reputation  of  never  smiling. 
Our  hero  with  his  pancake  hat  enters  a 
poker  game  to  win  the  cash  necessary  to 
purchase  his  cow.  In  the  course  of  the 
game  an  argument  arises.  One  of  Buster's 
hard-boiled  opponents  confronts  him  with 
a  gun  and  the  demand,  "When  you  say 
that,  smile!"  Buster  tries  but  can't.  Fi- 
nally he  effects  a  compromise  by  lifting  the 
corners  of  his  mouth  with  thumb  and  fore- 
finger. Of  course  he  loses  in  the  poker 
game. 

Buster's  colossal  ignorance  of  everything 
a  cowpuncher  should  know  is  played  up 
with  ludicrous  effect.  There  are  hundreds 
of  laughable  gags.  For  instance,  his  arma- 
ment consists  of  a  twenty-two  calibre  pearl- 
handled  revolver.  This  he  carries  sus- 
pended on  a  string  in  a  regulation  forty- 
four  holster.  His  mount  is  a  mule.  He 
gains  the  saddle  by  means  of  a  rope  ladder. 
But  his  seat  is  never  sure,  and  generally  he 
slips  over  the  animal's  haunches  to  the 
ground. 

There  are  some  ridiculously  funny  things 
happen  when  Buster  attempts  to  lead  his 
thousand  head  of  steers  through  city  streets 
to  the  stock  yards.  The  animals  enter 
shops  of  various  kinds  and  create  havoc. 
Buster,  unaware  of  the  commotion  he  is 
causing,  calmly  marches  ahead,  and  with 
"Brown  Eyes"  finally  brings  the  herd  to 
harbor  in  time  to  save  the  day. 

Keaton  carries  the  burden  of  the  pro- 
duction on  his  own  shoulders.  The  re- 
mainder of  the  cast  has  little  to  do.  This 
excepts  "Brown  Eyes,"  who  seems  a  real 
screen  find. 


Page  46 


Exhibitors  Trade  Review 


Short  Subjects  Chart 


AMBASSADOR  PICTURES  CO. 


Title 

6  New  Bray  Magazines  . . 
26  Bray  Nature  Pictures  . . 

13  Bray  Romances   

12  Sport  Travelogs   

12  Tense  Moments  of  Opera 


Subject 


Length 


Released 


ARROW 


.Aug.  15 


The  Dumbwaiter    Bobby   Dunn    2000. 

The    Hypnotist    Tom  and  Jerry  Cartoon....  1000   

The  Wrong  Groom    Eddie  Lyons    2000  Aug.  1 

That's  That    Billy  West   Aug.  15 

Don't  Slip    Billy  West   Sept.  1 

Her  Other  Husband    Eddie  Lyons    2000  Sept.  1 

Days  of  '49    2000   

Desert  Hawk  Oct.  25 

Riders  of  the  Plains    2000  Oct.  1 

ARTCLASS  PICTURES  CORPORATION 


The 


Title 

Merchant  of  Venice 


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 


Subject  Length  Released 

Tense  Moments  from  Famous  1   reel  classic   . . 
Plays    and    Great  Authors 


AYWON  FILM  CORPORATION 


Title 

A  Tough  Night   

On  the  Isle  of  Sap   

The  Poor  Millionaire   

A  One  Man  Woman   

The  Huckleberry  Gulch    .  . 

A  Wonderful  Wallop   

October  Morn   

A   Lucky  Dog   

His  Future  Father  in  Law. 


Subject 

Jimmy  Callahan  Comedies. 

Jimmy  Callahan  Comedies. 

Jimmy  Callahan  Comedies. 

Jimmy  Callahan  Comedies. 

Jimmy  Callahan  Comedies. 

Jimmy  Callahan  Comedies. 

Jimmy  Callahan  Comedies. 

Jimmy  Callahan  Comedies. 

Jimmy  Callahan  Comedies. 


Length 
2  reels 
reels 
reels 
reels 
reels 
reels 
reels 
reels 
reels 


Released 


BISCHOFF,  INC. 


Title 

Mac's  Beth    H. 

Battling   Romeo    H. 

Merchant  of  Weenies    H. 

Taming  of  the  Shrewd   ...  H. 

Account  of  Monte  Cristo  .  .  H. 


Subject 
Witwer  Comedies 
Witwer  Comedies 
Witwer  Comedies 
Witwer  Comedies 


Live  Agent    Biff  Comedi 


C.  Witwer  Comedies 


Six  Miles  to  Go    Biff  Comedies 


Snookv  Spooks    Gold  Medal  Comedies 

Play  Ball    Cold  Medal  Comedies 


Cured    Hams    Oold   Modal  Comedies 

Last  of  the  Mohegians    ...   H.   C    Witw»r  Comedies 


Length 

Released 

.  2 

reels. 

.Aug. 

.  2 

reels. 

.  .Sept. 

I 

.  2 

,  ,  .Oct. 

1 

.  2 

reels. 

.  .Nov. 

1 

.  i 

reels. 

.  .Dec. 

1 

2 

reels. 

.Aug. 

10 

2 

reels. 

.Sept. 

10 

2 

reels. 

.  .Oct. 

10 

.  .  2 

reels. . 

.  .Nov. 

10 

2 

reels . 

.  .Aug. 

20 

? 

reels . 

.Sept. 

20 

2 

reels . 

.  .Oct. 

20 

2 

reels. 

.  .Nov. 

20 

2 

reels . 

.Dec. 

10 

.  .  2 

reels 

.  .T>ec. 

20 

.  .  2 

reels 

.  Jan. 

1 

.  7. 

reels 

.  .  .Jan. 

10 

CRANFIELD  &  CLARKE,  INC 

Subject 


Title 

In   Tulip   Land   c<*enic 

I  et's  Go  Fishing    ^enic 

Wooden    Shoes   ^<-enic 

Heroes  of  the  North  Sea  .  .  Scenic 


Length 

•  ••••••  2  reels.  ..  .Sept. 

•  ••«•••  1  reel   .  . .  .Sept. 

•  ••••••   1   reel   .  .  .  .Sept. 

•  ••••••  1  reel   .  . .  .Sept. 


Released 


CUMBERLAND  PRODUCTIONS 

On  the  Go    Billy  West   1810  Jan.  1 

Bel  ieve  Me    Bobby  Dunn  Jan. 15 

So  Simple    Billy  West   1851  Feb.  1 

Hard  Hearted  Husbands   ..  Bobby   Dunn   Feb. 15 

Stick   Around    Billy  West   iS4b'  ....Mch.  1 

Rivals    Bobby   Dunn  Mch.lt 

Hey    Taxi    Billy  West    1758  ...  .-ir,r 

Brass   Button    Billy  West   Aoi  is 

Dog  'On   It   Billy   Dunn   May  . 

West  Is  West   Billy  West   May  15 


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"   

Fcggy's  Reward    "Sheiks  and  Shebas" 

It  Might  Happen  to  You  ...  A  Tale  Told  Without  Titles  2000  fi  

The   Mystery   Box    Serial    10  Episodes  . 

The  Promise    Tales  Told  Without  Titles..  2  reels   

The  Invention    A  Tale  Told  Without  Titles  2000  Ir  

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  Stor\ -Teller   

Who's  Which   

Be  Careful   

Fair  Warning   

A   Misfit  Sailor   

Felix  the  Cat  on  the  Farm 

The  Movies   

Dog  Daze   

Baby  Be  Good   

Felix  the  Cat  on  the  lob.. 

Knicknacks  of  Knowledge.  . 

Scrambled  Eggs   

Snot  light   

Felix  the  Cat  in  Gold  Rush 

Slippery  Feet   

Sweet  and  Pretty   

A  Goofy  Gob   

Fire  Away   

Fellow  Members   

Felix  Cat  in   Eats  are  Wets 

Hot  Feet   

Cleaning  Ud   

Magical  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 

10U0  May  3 

2U00  May  3 

2U00  May  3 

1000  May  3 

10U0  May  10 

1000  May  10 

2O0U  May  10 

2000  May  10 

1000  May  10 

1000  May  17 

1000  May  17 

1000  May  24 

2000  May  24 

1U00  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  Sept.  27 

2  reels   

2  reels   

2  reels   Oct.  4 

1  reel   Oct.  4 

2  reels   Oct.  4 

1  reel   Oct.  1 1 

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.  ! 

1  reel   Nov.  S 

2  reels  Nov.  8 

2  reels  Nov.  8 

2  reels  .  . .  .Nov.  15 
1  reel   Nov.  15 

1  reel   Nov.  22 

2  reels  Nov.  22 

1  reel   Nov.  22 

1  reel   Nov.  29 

2  reels   Nov.  29 


FILM  BOOKING  OFFICES 

Title  Subject  Length  Released 

Monsieur  Don't  Care    Stan  Laurel  Comedy    2000  Dec.  1 

Pied    Piper    Dinky  Doodle    1000  Dec.  1 

Screen   Almanac   No.   6    ...  Broadwav  Beauties   1000  Dec. 10 

Hebie    Jeebie    Aubrey  Comedy    2000  Dec.  15 

West  of  Hot  Dog    Stan  Laurel  Comedy    2000  Dec.30 

Red   Riding  Hood    Dinky  Doodle    1000  Jen.  4 

Screen  Almanac  No.  7  ....  Studio   Secrets   1000  Ian. 10 

Hypnotized    Aubrey  Comedy    2000  Jan. 15 

Somewhere    In  Wrong   ....  Stan  Laurel  Comedy    2000  Jan. 30 


November  7,  1925 


Page  47 


Production  Chart  of  Short  Subjects — Continued 


FILM  BOOKING  OFFICES— Continued 


Title  Subject 

The  Captain's   Kid    Dinky  Doodle   

Screen  Almanac  No.  8  ....  Hollywood's   Close- Ups  ... 

Oh  What  a  Flirt !    Aubrey  Comedy   

Twins    Stan  Laurel  Comedy   

Dinky  Doodle  &  Cinderella.  Cartoon   

Welcome  Granger    Comedy   

He  Who  Gets  Rapped   ....  Peacemakers   

Merton  of  the  Gooties   ....  Peacemakers   

The  Great  Decide    Peacemakers   

The  Fast  Male    Peacemakers   

The  Covered  Flagons   

or  Hooch  Mon  !   Peacemakers   

Madam   Sans  Gin    Peacemakers   

April's  Fool    Peacemakers   

Oscar's  Wild    Peacemakers   

Miss   Me  Again    No.  12  "The  Pacemakers" 

Book   Bozo    Jimmy  Aubrey   

Babes  in  the  Woods    ft  12  Dinky  Doodle  Cartoon 

Lame  Brains    Blue    Ribbon  Comedy 

Amazing    Mazie    ft  1  "Adventures  of  Mazie" 

Tailoring    ft  1  Stand.  Fat  Men  Com. 

The  Bad  Man   ft  1.  Bray  Cartoons   

The   Constant   Simp    ft  2.  "Adventures  of  Mazie' 

Three  Wise   Goofs    ft  2.  Stand.  Fat  Men  Com. 

How  Elephant  Got  Trunk  .  .  Novelty  Bray  Studios   

" — Or  What  Have  You?"  .  ft  3  "Adventures  of  Mazie" 

2nd    Blue  Ribbon   

3rd  Bray  Cartoon   ■  ■  ■ 

"Mazies  Won't  Tell"    ft  4.  "Adventures  of  Mazie" 


Length  Released 

.000  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  Manaalay   

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  Sea 
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  Falls  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 

Ouaint  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  Subject  Length  Released 

Franz  Schubert    Famous  Music  Masters  ....  1  reel   

Felix    Mendelssohn    Famous  Music  Masters  ....  1  reel   

Stephen  Foster    Famous  Music  Masters  ....  f  reel   

Ludwig  Van  Beethoven  ....  Famous  Music  Masters  ....  1  reel   

Franz  Lizt    Famous  Music  Masters  ....  1  reel   

Frederick    Chopin    Famous  Music  Masters  ....  1  reel   

George  Frederick  Handel  .  .  Famous  Music  Masters  1  reel   June  13 

Richard  Wagner    Famous  Music  Masters   1    reel   Sep.  1 

Haydn  and  Mozart    Famous  Music  Masters  ....     1    reel   Oct.  2 

Guiseppe  Verdi    Famous  Music  Masters   1    reel   Oct.  15 

FOX 

Title  Subject  Length  Released 

The  Perfect  View    Fox   Varieties    1000  Mar.  15 

From  Mars  to  Munich    Fox   Varieties    1000  Mar.  29 

Where  the  Waters  Divide  ..  Fox   Varieties    1000  Apr.  15 

The  Brainless  Horsemen   ..  Sunshine  Comedies    2000  Apr.  19 

When  Dumbeils  Ring    Sunshine  Comedies    2000  May  3 

The  Scientific  Husband    Sunshine  Comedies    2000  May  17 

The  Honeymoon  Limited   ..  Sunshine  Comedies    2000  May  31 

Papa's  Darling    Imperial  Comedies    2000  Apr.  26 

A  High  Jinx    Imperial  Comedies    2000  May  10 

Concerning  Cheese    Fox  Varieties    1000  Apr.  26 

Steam  Heated  Islands    Fox  Varieties    100  May  10 


FOX— Continued 


Title 

The  Big  Game  Hunter 

On   the  Go   

The    West  Wind   

A    Business    Engagement    .  . 

Shoes   

In   A   China  Shop   

Sweet  Marie   

The  Sky  Jumper   

Love   and  Lions   

My  Own  Carolina   

Cloudy  Romance  

With  Pencil,  Brush  &  Chisel 

All  Aboard   

Transients  in  Arcadia   

The  Heart  Breaker   

Cuba  Steps  Out   

The  Wrestler   

Strong  For  Love   

The  Sky  Tribe   

White  Paper   

Heavy  Swells   

The  Peacemakers   

Failure   

The   River  Nile   

A   Parisian  Knight   

Iron  Trail  Around   

The  Whirlpool   


Subject                 Length  Released 

Van  Bibber   2  reels  Aug.  16 

Imperial   2  reels   Aug.  23 

Varieties    1  reel   Aug.  23 

Mar.  Life,  Helen  &  Warren  3  reels  Aug.  30 

O.   Henry    2  reels  ....Sept.  6 

Varieties    1    reel    ....Sept.  6 

Imperial    2  reels  ....Sept.  6 

Van  Bibber    2  reels  ....Sept.  20 

Imperial    2  reels  ....Sept.  0 

VarieVies    1  reel   Sept.  20 

Imperial   2  reels   Oct.  4 

Varieties    1  reel   Oct.  4 

Mar.  Life,  Helen  &  Warren   Oct.  11 

O.  Henry    2   reels   ....Oct.  18 

Imperial    2  reels   ....Oct.  18 

Varieties    1   reel   Oct.  18 

Van   Bibber    2  reels   Nov.  1 


Imperial   2 

Varieties    1 

Varieties    1 

Imperial   2 

Mar.  Life,  Helen  &  Warren  2 

O.  Henry   2 

Varieties    1 

Van  Bibber   2 

Varieties    1 

Varieties    1 


reels 
reel  . 
reel  . 
reels 
reels 
reels 


.  .Nov. 
,  .Nov. 
.  .Nov. 
.Nov. 
.Nov. 
.Nov. 


reel   Nov.  29 

reels   Dec.  13 

reel   Dec.  27 

reel   Jan.  10 


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    Th<* 

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  . 


Length 
.  2  reels 
.  2  reels 
.  2  reels 
.  2  reels 
.  2  reels 
.  2  reels 

Length 
.  2  reels 


Released 


Released 


.  2  reels 

.  2  reels 

.  2  reels 

.  2  reels 

.  2  reels 
Length 

.  2  reels 

.  2  reels 

.  2  reels 
. .  2  reels 


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   


Released 


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 


PATHE 

Title  Subject  Length  J 

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  Ful 

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  Jul 

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  Jul 

Pathe  Review  No.  29    Educational   1000  Jul 

Topics  of  the  Day  No.  29  .  Timely  Films  Inc   334  Jul 

Yes,  Yes,  Nanette    Roach  Comedy    1000  [ul 

Play  Ball  No.  2     Drama   2000  Jul 

Bugville  Field  Day    Fables  Pic.  Inc   1000  Jul 

Boys  Will  Be  Joys    Our  Gang    2000  Jul 


Why  Kids  Leave  Home    Grantland  Rice    1000. 

Pathe  Review  No.  30    Educational   ..   1000. 

Topics  of  the  Day  No.  30  .   Timely  Films  Inc.   ..7  L334. 

Play  Ball  No.  3    Drama    2000. 

A  Yarn  About  Yarn    Fables  Pic.  Inc  1000. 

Innocent   Husbands   Roach    2000. 

Tee  for  Two    Mack  Sennett    2000. 

Pathe  Review  No.  31    Educational   1000. 

Topics  of  the  Day  No.  31  .   Timely  Films  Inc   334. 

Play  Ball  No.  4    Drama   2000. 

Bubbles    Fables  Pic.  Inc   1000. 

Madame  Sans  Jane    Roach    2000. 

Sons  of  Swat    Grantland  Rice    1000. 

Pathe  Review  No.  32   Educational    1000. 


•  Jul 
.Jul 

•  Jul 
.Aug 
.Aug 
.Aug 
.Aug 
.Aug 
.Aug 
.Aug 
.Aug 
.Aug 
.Aug 
.Aug 


eteased 

5 

5 

5 

5 

5 

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 


PATH  E— 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   

Cojd  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  'Em  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  . . 
WBat  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  Length  Released 

Timely  Films  Inc   334  Aug  9 

Drama    2000  Aug  16 

Fables  Pic.  Inc   1000  Aug  16 

Harry  Langdon   2000  Aug  16 

Roach    2000  Aug  16 

Educational    1000  Aug  16 

Timely  Films  Inc   334  Aug  16 

Drama    2000  Aug  23 

Fables  Pic.  Inc   750  Aug  23 

Mack  Sennett    2000  Aug  23 

Our  Gang    2000  Aug  23 

Grantland  Rice    1000  Aug  23 

Educational    1000  Aug  23 

Timely   Films,   Inc   334  Aug  23 

Drama    2000  Aug  30 

Fables   Pic.    Inc   750  Aug  30 

Mack   Sennett    2000  Aug  30 

Mack  Sennett    2000  Aug  30 

Educational    1000  Aug  30 

Timely  Films,  Inc   334  Aug  30 

Drama   20OO  Sen 

Hal    Roach    2000  Sep 

Grantland  Rice   1000  Sep 

Stereoscopik    1000  Sep 

Educational    1000  Sep 

Fables  Pic,  Inc   750  Sep 

Timely  Films,  Inc   334  Sep 

Hal  Roach   2  reels   ....Sen.  13 

Hal    Roach    1  reel   Seo  13 

"Play  Ball'  No.  9    2   reels    ....Sep.  13 

Aesop's  Film  Fables   2/3  reel  .'."..Sen.  13 

Mack  Sennett   2  reels   Seo.  20 

Mack   Sennett   2  reels   Sep.  20 

Hal  Roach   2  reels   Seo.  20 

"Play  Ball"  No.   10   e  reels   Seo  20 

"Sportlight"   1  reel   oeo.  20 

Aesop's  Film  Fables   2/3  reel  ....Sen.  20 

"Wild  West"  No.    1   3  reels   S*d.  27 

Our  Gang   2  reels   Seo.  27 

Mack  Sennett   2  reels   Sep.  27 

Hal  Roach    l  reel  Seo.  ?7 

Aesop's  Film   Fables    2/3  reel  .  . .  .Seb.  27 

"Wild  West"  No.  2   2  reels   Oct.  * 

Aesop   Fable   2/3  reel  ....Oct.  4 

Hal  Roach  -  Cook   , .    2  reels   Oct  4 

"Wild  West"  No.  3   2  reels   Oct.  11 

Hunkey  Dorrey    1  reel   Oct.  11 

Aesop   Fable    2/3  reel   Oct.  11 

Mack   Sennett   2  reels   Oct.  11 

Hal    Roach-Chase   2  reels   Oct.  11 

"Wild  West"  No.  4   2  reels   Oct.  18 

Aesop   Fable    2/3  reel   Oct.  18 

Hal  Roach-Tryon   2  reels   Oct.  18 

Sennett-Graves   2  reels   Oct.  18 

"Sportlight"   l  reel   Oct.  18 

"Wild  West"  No.  5   2  r»els   O-f  25 

Aesop   Fable   2/3  reel   Oct.  25 

Roach   2  reels   Oct  25 

Sennett-Day   2  reels   O-r.  25 

Roach-Hunkey  Dorrey   i  ree|  ..Oct  2* 

"Wild  West"  No.  6   2  reels  Nov.  1 

Aesop   Fable   2/3  reel  ....Nov.  1 

Our  Gang   2  reels  Nov.  1 

Mack  Sennett   2  reels  Nov.  1 

"Sportlight"   i  reel  Nov.  1 

"Wild  West"  No.  7   2  reels  Nov.  8 

Aesop   Fable   2/3  reel  Nov.  B 

Hal  Roach-Cook   2  reels  Nov.  8 

Roach-Parrott    l  reel  ......Nov.  8 

"Wild  West"  No.  8   2  reels   Nov.  15 

Roach-Charley  Chase   2  reels  Nov  1? 

Aesop   Fable   2/3  reel  !.!.Nov.  15 

Sennett-Graves   2  reels  Nov.  15 

Sportlight    i  reel  '.  '..  '.'.'.ttov.  15 

"Wild  West"  No.   9   2  reels   Nov.  22 

Aesop   Fable   2/3  reel  Nov.  22 

Roach-Glenn  Tryon   2  reels   Nov.  22 

Mack  Sennett    2  reels   Nov.  22 

Sennett-Alice   Day   2  reels   Nov.  22 

Charlie   Chaplin   3  reels   Nov  22 

Roach-Parrott   l  reel  .Nov.  22 

"Wild  West"  No.  10   2  reels  Nov  29 

Aesop    Fable   2/3  reel  Nov  ?9 

Hal  Roach   2  reels   Nov.  29 

Sportlight    i  reel   Nov.  29 

Sennett-Langdon   3  reels  Nov.  29 

"The  Green  Archer"  No.  1.  2  reels  Dec  6 

Aesop   Fable    2/3  reel   ...Dec.  6 

Our  Gang    2  reels  Dec  6 

"The  Green  Archer"  No.  2.  2   reels    ....Dec  13 

Aesop  Fable   2/3  reel  Dec.  13 

Roach-Clyde  Cook    2   reels   Dec  13 

Mack  Sennett   2   reels    ....Dec  13 

Sennett-Ralph  Graves   2  reels  Dec  13 

Sportlight    i   reel   .....Dec.  13 

"The  Green  Archer"  No.  3.  2  reels   Dec.  20 

Aesop   Fable    2/3  reel  ...Dec.  20 

Roach-Charley  Chase    2  reels   Dec.  20 

Sennett-Alice  Day    2  reels   Dec.  20 


RED  SEAL  PICTURES  CORP. 

Title  Subject  Length  hReleased 

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 

Title  Subject  Length  Released 

The   Cure    (Out-of-the-Inkwell)   Nov.15 

The   Storm    (Out-of-the-Inkwell)   Dec. 20 

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   ,  


RAYART  PICTURES  CORPORATION 


Title  Subject 

Artists  Blues    Rayart  Pictures 

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 


Length 


Released 


Corp  July  1 

Corp  Aug.  1 

Corp  Sept.  1 

Corp  Oct.  1 

Corp  Nov.  1 

Corp  Dec.  1 

Corp  Sept.15 


Title 

Accidents  Won't  Happen   .  . 

Soda  Clerks   

Invisible  Revenge   

Where   Am  I   

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  . 

Coney  Island   

The  Endless  Caverns   

Title 

Betty  and  Her  Beasties  .  . . 
Orphans  of  Mother  O'Phew 


SHORT  FILMS  SYNDICATE 

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 


Released 


Released 


Released 


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  ....  1  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 


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  Lengtn 

Irving    Berlin    350    feet  ... 

Irving    Berlin    350  feet 

Leo    Feist    350  feet 

Leo    Feist    350    feet    . . . , 

Leo    Feist    350    feet    . . . 

Watterson,  Berlin  &  Snyder  350    feet    . . . 

Watterson,  Berlin  &  Snyder  350  feet 

Watterson,  Berlin  &  Snyder  350  feet   

Shapiro,  Bernstein  &  Co....  In  Preparation 

Shapiro,  Bernstein  &  Co....  In  Preparation 

UNIVERSAL 


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  Luckv  Accident   

The  Fiehting  Ranger  No.  9. 

A  Rough  Party   

The  Knockout  Man   

Discord  in  "A"  Flat   

The  Fighting  Ranger  No.  10 
Just  in  Time   


Subject  Length  ^Released 

Western    2000  Mav  1 1 

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 

Century  Comedy    2000  May  20 

Edmond  Cobb    2000  May  23 

Serial    2000  May  25 

"The  Gumps"    2000  May  25 

Century   ?000  May  27 

Mustang   2000  May  30 

Jack   Daugherty    2000  Jun.  1 

Edna    Marian    2000  Jun.  3 

losie  Sedgwick    2000  Jun.  6 

Tack   Daugherty    2000  June  8 

Eddie  Gordon    2000  June  10 

Tack  Perrin    2000  June  13 

Serial    2000  Jun. 15 

Century   Comedy    2000  Jun. 17 

Mustang  Western   2000  Jun.20 

Serial   ""000  Jun  21 

Century   3000  Jun  24 

Vlustang   2000  Jun  27 

Serial    '000  Jun  29 

Century    2000  Jul  1 

Mustane   'OOO  Jul  4 

Bull's   Eve   1000  lul  6 

Serial    2000  Jul  6 

Centurv    2000  Jul  8 

Mustane   X>00  Jul  11 

Bull's  Eye    1000  Jul  13 

Serial    2000  Jul  13 

Century    2000  Jul  15 


November  7,  1925 


Page  49 


Production  Chart  of  Short  Subjects — Continued 


UNIVERSAL  (Continued) 

The  Battle  of  Wits   

The  Milky  Way   

The  Fighting  Ranger  No.  .1 1 

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  Gal   

The  Gold  Trap   

Muddled  Up   

Piping  Hot   

The  Road  from  Latigo  .... 

Winning  Pair   

Absent  Minded   

Buster  Be  Good   

Winds   of  Fate   

The  Rock  of  Revenge   

The  Rescue   

The  Fatal  Card   

Shootin*  Wild   

Half  Fare   

No  Greater  Love   


Subject 

Vlustang  

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  Eiye-Arthur  Lake  . . . 
Century- Eddie  Gordon  ... 
Mustang-Josie  Sedgwick  .  . 
Bulls  Eye-Charles  Puffy  .  . 
Century- Edna  Marian  .... 
Mustang-George  Larkin  . . 
Blue-Bird-Charles  Puffy  . . 
Century-Eddie  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  .... 

Mustang-Ben  Corbett  

BlueBird-Neely  Edwards  . 
Century-Ddna  Marian  .... 

Mustang- Fred  Humes  

Bluebird-Charles  Puffy  . . . 

Century-Al  Alt   

Mustang-Edmund  Cobb  ... 
Century-Wanda  Wiley  .... 
Rluebird-Neely  Edwards  .  . 
Century-Trimble  &  Dog  .  . 
Perils  of  the  Wild  No.  8. 
Perils  of  the  Wild  No.  9. 
Perils  of  the  Wild  No.  10 
Ace  of  Snades  No.  1  .... 
Mustane-Corbett-Holmes  . . 
Blue  Bird-Arthur  Lake  ... 
Ace  of  Spades  No.  2  


Length  Released 

2000  Jul  18 

1000  Jul  20 

5.000  Jul  20 

2000  Jul  22 

2000  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  ree's   Oct.  5 

2  reels   Oct.  12 

2  repls   Oct.  19 

2  reels   Oct.  19 

2  reels   Oct.  24 

1  reel   Oct.  26 

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   

Blue  Bird-Charles  Puffy  .  . 
Ace  of  Spades  No.  3  .... 
Century-Edna  Marian  .... 
Mustang-Edmund  Cobb  ... 

Blue   Bird- Edwards   

Ace  of  Spades  No.  4  .... 
Century-Eddie  Gordon  ... 
Ace  of  Spades  No.  5  .... 

Blue  Bird-Lake   

Century-Wanda  Wiley  .... 

Blue  Bird-Puffy   

Ace  of  Spades  No.  6  .... 
Special  Century — Baby  Peg 

gy-Peter  the  Great   

Buster  Brown-Art.  Trimble 

Gumps  Series   , 

Gumps  Series  

Gumps  Series   

Blue  Bird-Neely  Edwards  .  . 

Ace  of  Spades  No.  7   

Century-Al  Alt   

Mustang-Corbett-Holmes  . . . 

Blue  Bird-Arthur  Lake   

Ace  of  Spades  No.  8   

Century-Edna  Marian   

Mustang-Fred  Himes   


2  reels   Oct.  31 

1  reel   Nov.  2 

2  reels  Nov.  2 

2  reels  Nov.  4 

2  reels  Nov.  7 

1  reel   Nov.  9 

2  reels  Nov.  9 

2  reels  Nov.  11 

2  reels  Nov.  16 

1  reel   Nov.  16 

2  reels  Nov.  16 

1  reel  Nov.  23 

2  reels  Nov.  23 

2  reels   Nov.  21 

2  reels  Nov.  25 

2  reels   Oct.  26 

2  reels  . . .  .Nov.  16 

2  reels  Nov.  30 

1  reel  Nov.  30 

2  reels  Nov.  30 

2  reels  Nov.  3U 

2  reels  Nov.  30 

1  reel   Dec.  6 

2  reels   Dec.  6 

2  reels  Dec.  9 

2  reels   Dec  12 


SERING  D.  WILSON 


Title 

The  Goldfish's  Pajamas  .  . . 

In  a  Cottage  Garden   

The  World  in  Color   

Thundering  Vl/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  Wait  and  Lizzie   

Kidding  Captain  Kidd   

Honeymoon  Heaven   

Love's  Tragedy   

A  Ripe  Melodrama   

The  Flying  Elephant   

An  Ice  Boy   


Subject  Length 

Kid  Noah  Comedies    1000  .  . 

Color  Shots    1000  .  . 

Color  Shots    1000  .  . 

Color  Shots    1000  .  . 

Color  Shots    1000  .  . 

Color  Shots    1000  .  . 


Volume  1 
Volume  2 
Volume  3 
New  Red 


Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red  Head  Satires 
New  Red   Head  Satires 

Karlo  Kolor   Komics    1000 

Karlo   Kolor   Komics    1000 

Karlo  Kolor   Komics    1000 

Ebony   Comedies   1000 

Ebony   Comedies   1000 


1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 
1000 


Released 


A  GREAT  NEWSPAPER 

l^OU  can't  take  a  few  people,  a  typewriter 
and  some  printing  machinery  and  turn 

Requires 

out  a  Great  Newspaper. 

News  is  one  of  the  most  elusive  things  in 

the  world.    It  crops  up  where  and  when  you 

A  GREAT  ORGANIZATION 

least  expect  it. 

If  you  are  going  to  run  a  newspaper,  you 

must  be  where  the  news  is  when  it  happens. 

Exhibitors  DAILY  REVIEW. 

That  takes  organization. 

45  West  45th  St.,  New  York. 

Put  me  down  for  a  Year's  Subscription  to  Exhibitors 
DAILY  REVIEW  ($5)  and  mail  your  bill. 

Exhibitors  DAILY  REVIEW  has  the  or- 
ganization, the  resources,  to  cover  motion 
picture    news     throughout    America  and 

Europe. 

Address   

One  of  the  reasons  why  it  is  a  Great  News- 

Theatre or  Company  

paper. 

Page  50 


Exhibitors  Trade  Review 


THEATRE  EQUIPMENT 

AND  ACCESSORIES 


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


Theatre  Owners  Recognize 

Value  of  Floor  Coverings 


Floor  Coverings  play  an  important  part  in 
helping  to  create  an  atmosphere  of  luxury 
and  quiet  that  is  much  desired  in  the  the- 
atre. Nothing  is  more  conductive  to  the 
proper  frame  of  mind  for  the  theatre  patron 
than  to  walk  over  thick  and  soft  floor  cov- 
ering as  he  enters  the  theatre.  Theatre 
owners  everywhere  have  recognized  this  fact 
and  are  continually  spending  large  sums  of 
money  for  expensive  carpets  for  their  the- 
atres so  that  they  may  have  the  advantage 
of  atmosphere  to  help  them  please  their 
patrons. 

It  is  for  this  reason  that  OZITE  Carpet 
and  Rug  Cushion  is  of  such  vital  impor- 
tance to  the  theatre  owner  for  it  saves  him 
money  in  many  ways.  A  cushion  of  felted 
hair  laid  under  either  carpets  and  rugs,  ac- 
tually doubles  their  life  and  their  softness. 
This  is  due  to  the  fact  that  it  cushions  the 
tread  and  prevents  the  destructive  friction 
between  the  grinding  heels  above  and  the 
unyielding  floor  beneath.  It  makes  inexpen- 
sive floor  coverings  seem  as  thick  and  soft 
as  the  most  expensive  carpets  or  rugs.  It 


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 


FRENCH  LICK  SPRINGS  HOTEL 

"Home  of  Pluto  Water" 

J?    h 


really  feels  like  walking  on  velvet  when  car- 
pets are  underlaid. 

OZITE  is  an  underlay  made  from  pure 
hair,  that  has  been  thoroughly  cleansed, 
sterilized  and  ozonized  by  a  special  pro- 
cess. It  is  absolutely  odorless  and  sanitary. 
It  is  even  specially  treated  against  moths 
and  is  absolutely  guaranteed  against  moth 
damage.  The  hair  after  it  has  been  so  care- 
(Continued  on  page  47) 
*    *  # 

New  Theatres  Reported 

CHICAGO.  ILL. 

Archt:  Benjamin  H.  Marshall,  612  Sheri- 
dan Rd.,  Willmette,  111.  Prem.  plans  on  thea- 
tre, (2)  studio  and  shop  bldg.  at  S.  W.  Cor. 
Michigan  Ave.  &  Ohio  St.,  Chicago.  Own- 
ers :  Syndicate,  Murray  Wolbach,  105  Dear- 
born St.,  Chicago. 

Archt:  Levine  &  Rupert,  822  W.  70th  St. 
Plans  to  be  started  on  theatre,  stores  (7)  & 
Apt.  Bldg.  at  S.  E.  Cor.  Neva  &  Grand. 
Owners:  Montclair  Bldg.  Corp.,  c/o  Archt. 

EVANSTON,  ILL. 

Archt:  J.  E.  O. 
Pridmore,  38  S.  Dear- 
born St.,  Chicago. 
Plans  will  be  com- 
pleted on  theatre  at 
Church  &  Sherman 
Aves.  about  Dec.  15. 
Owners :  withheld, 
c/o  Archt. 

GLEN  ELLYN,  ILL. 

Archt :  Belts  & 
Holcomb,  155  N. 
Clark  St.,  Chicago, 
111.  Finishing  plans 
on  theatre  and  stores 
at  Glen  Ellyn.  Own- 
er .  Roy  V.  Spailding, 
Main  St.,  Glen  Ellyn. 

KANSAS  CITY,  MO. 

Archt:  Geo.  M.  Sei- 
mans  &  Selby  Kur- 
fiss,  1202  Scarritt 
Bldg.  Drawing  plans 
on  Office,  Theatre  & 
Store  Bldg.  at  5th  & 
Walnut  Sts.  Owner : 
The  Scarritt  Estate 
Co.,  c/o  E.  L.  Scar- 
ritt, 231  Scarritt  Bldg. 

TOPEKA,  KANSAS. 

Archt :  Thos.  W. 
Williamson  &  Co., 
Peoples  National  Bank 
Bldg.  Plans  drawn  on 
theatre  at  7th  &  Jack- 
son. Owners :  Topeka 
Hotel,  c/o  Archt. 
DETROIT,  MICH. 

Archt:  C.  W. 
Brandt,  1114  Kresge 
Bldg.  Finishing  plans 
on  theatre  at  Michi- 

(Continued  on  p.  47) 


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  auditor ium  of  1500 
seating  capacity.giving  this  hotel 
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. 


Four  New  Theatres 

For  Lower  East  Side 

Four  new  theatres  with  a  combined  seat- 
ing capacity  for  8,500  will  be  erected  in  the 
lower  East  Side  of  New  York.  Eugene  De 
Rosa  is  the  architect.  His  plans  will  be 
worked  on  by  the  Longacre  Engineering  Con- 
struction Co.  for  the  Delancey-Clinton 
Realty  Co. 

These  theatres  will  be  located  at  the  south- 
east corner  of  Avenue  B  and  12th  Street ; 
one  at  the  southwest  corner  of  Delancey 
Street;  another  at  No.  11  Clinton  Street,  and 
the  last  at  105  Rivington  Street.  Completion 
is  expected  by  July,  1926. 

%    ^  ...» 

Enlarge  House 

SALT  LAKE  CITY,  Utah.— The  Star 
Theatre,  opposite  the  ola  Salt  Lake  Theatre, 
is  being  enlarged  to  twice  its  present  size. 
The  Star  was  re-opened  as  a  motion  picture 
house  of  the  popular  class  about  a  year  ago. 

+   ♦  '      *-  ■ 

Pennsy  Strong  for  M.  &  G. 

Pennsylvania  bids  fair  to  become  a  Marr 
&  Colton  stronghold.  The  Marr  &  Colton 
Company,  of  Warsaw,  report  the  installa- 
tion of  four  more  organs  for  this  state, 
namely : 

Witmer  &  Vincent,  the  well-known  exhib- 
itors, have  recently  installed  a  large  3-manual 
Marr  &  Colton  Organ  in  their  New  State 
Theatre  at  Altoona,  Pa.  This  instrument 
will  lie  one  of  the  feature  attractions  at  this 
theatre. 

At  Mahanoy  City,  Pa.,  the  company  is  in- 
stalling a  2-manual  organ  in  the  Elks  Thea- 
tre and  Messrs.  Oppenheimer  and  Sweet  are 
installing  a  2-manual  Marr  &  Colton  organ 
in  their  theatre  at  Shenandoah,  Pa. 


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. 


November  7,  1925 


Page  51 


Factors  Entering  Into 
Satisfactory  Programs 


'Next  to  the  type  of  attractions  and  pro- 
grams offered,  nothing  goes  so  far  to  set  the 
stamp  of  true  character  on  a  theatre  or  audi- 
torium as  the  style  and  quality  of  the  seating 
with  which  it  is  equipped.  There  can  be  no 
gainsaying  that  comfortable,  substantial, 
handsome  theatre  chairs  are  fundamental  to 
a  theatre's  real  and  lasting  business  success. 
The  consideration  thus  shown  for  the  com- 
fort and  well  being  of  your  audiences  will 
pay  extra  dividends  in  good  will  and  loyalty 
to  your  house  for  years  to  come.  It  is  the 
tribute  the  public  in  the  long  run  always  pays 
to  character  and  service. 

Fifty  years  of  actual  experience  in  seating 
problems  is  the  background  of  the  success  of 
the  American  Seating  Company  of  Chicago 
in  supplying  the  largest  theatres  in  the  world 
with  equipment.  The  American  theatre  chairs 
are  at  once  comfortable,  durable  and  beauti- 
ful, designed  by  architects  to  fit  the  particu- 
lar requirements  of  each  theatre.  A  theatre 
chair,  unlike  seating  in  the  home,  is  a  built- 
in  and  integral  part  of  the  theatre  structure. 
It  is  therefore  both  an  engineering  and 
architectural  problem,  not  one  merely  of 
chair  design  and  structure.  The  American  is 
always  at  the  service  of  your  own  architects, 
without  obligation  to  you. 

Extensive  manufacturing  resources,  a  high 
achievement  of  efficiency  in  producing  a 
quality  product  in  mass  quantity  and  an  or- 
ganization geared  to  give  100  per  cent  service 
to  theatres,  are  responsible  for  the  pre- 
eminence of  this  concern  in  the  seating  field. 


$300,000  House  for  Wawatosa 

Wawatosa,  Wis.  — •  Plans  have  been  filed 
for  the  erection  of  a  $300,000  theatre  with _ a 
seating  capacity  of  1,200.  The  building  will 
also  house  a  recreation  center,  apartments, 
stores  and  bowling  alleys.  The  plans  were 
drawn  by  John  Topzant,  architect,  and  the 
financing  company  was  formed  by  C.  C.  Giles 
of  that  city. 

*    #  # 

Hertner  Business  Booming 

Orders  for  installations  by  the  Hertner 
Electric  Company  were  receivtd  this  week 
from  Portland,  Ore. ;  Gettysburg  Theatre, 
Gettysburg,  Pa. ;  Grand  Theatre,  Newark,  O. ; 
Aldine  Theatre,  Wilmington,  Del. ;  Fraternal 
Order  of  Eagles,  Buffalo,  N.  Y. ;  Phillips 
Theatre,  Springfield,  Mass. 

Checking  up  on  these  orders  on  the  Hertner 
Transverters  incidentally  show  the  rapid  im- 
provement of  the  industry,  both  East  and 
West. 

Recognize  Cover  Value 

(Continued  from  Page  46) 

fully  prepared  is  compressed  under  tons  of 
pressure  to  the  desired  thickness  and  is  re- 
inforced through  the  center  with  a  webbing 
of  strong  burlap.  It  will  never  mat  down, 
creep,  bunch  up  or  tear  when  handling. 

OZITE  is  used  throughout  the  country  in 
the  leading  theatres,  hotels,  clubs,  stores, 
offices,  churches,  steamships  and  Pullman 
cars. 

Some  idea  of  what  the  leading  theatre 
owners  of  the  country  think  of  OZITE  is 
shown  by  the  following  theatre  chains  that 
are  now  using  OZITE  in  their  theatres — 
Keith  Circuit,  Orpheum  Circuit,  Balaban  & 
Katz  Theatres,  Loew's  Theatres,  West  Coast 
Theatres,  Sanger  Theatres,  Saxe  Theatres, 
Butterfield  Theatres,  Lubliner  and  Trinz 
Theatres,  Ascher  Bros.,  Theatres  and  hun- 
dreds of  other  theatres  throughout  the 
country. 


Wurlitzer  Sales  Reported 

Philadelphia.— Old  Style  H.  Unit  No.  0057, 
to  Victoria  Theatre,  Stanley  Co.,  913  Market 
street,  Philadelphia. 

Chicago— Sold  Style  105,  Unit  No.  1181,  to 
M.  H.  Garvin,  Hamilton  Theatre,  6006;4 
Hamilton  street,  Omaha,  Neb. 

San  Francisco. — Sold  Stvle  235,  Unit  No. 
1182,  to  West  Coast  Theatre,  Inc.,  Grand 
and  Lake  streets,  Oakland,  Cal. 

Cleveland.— Sold  Style  F,  Unit  No.  1153, 
to  Loew's  Ohio  Theatre,  Inc.,  Alhambra 
Theatre,  East  105th  and  Euclid  avenue, 
Cleveland,  O. 

Howell's  Cine  Sales 

Grand  Theatre,  Hartford,  Conn.,  purchased 
a  Hertner  generator  from  Joe  Hornstein. 


if.  % 


Capitol  Theatre,  Haverstraw,  recently  be- 
ing purchased  by  Irving  Lesser,  has  pur- 
chased complete  equipment  consisting  of  two 
Simplex  projectors,  one  Hertner  generator, 
two  Peerless  lamps  and  one  Gold  Fibre 
screen  from  Howells  Cine  Equipment  Co., 
Inc.  Will  have  the  opening  on  Nov.  6. 
*    *  * 

Greenwich  Theatre,  Greenwich,  Conn., 
purchased  two  Peerless  lamps  and  Hertner 
generator. 

^      i£  % 

Tivoli  Theatre,  Newark,  N.  J.,  one  of  the 
Dave  Hennessy  chain,  purchased  a  high  in- 
tensity screen. 

'M     *  * 

Sam  Baker,  Hollis  Theatre,  Hollis,  L.  I., 
has  been  under  construction  and  will  be  ready 
on  December  1st.  Capacity  is  1,500  seats 
and  wil  have  the  Howells  Cine  Equipment. 

New  Theatres  Reported 

(Continued  from  page  46) 
gan  bet.  Cicotte  &  Gilbert.     Owners  with- 
held, c/o  Archt. 

Archt :  Henry  Kohner,  H.  A.  Payne, 
Assoc.,  405  Kresge  Bldg.  Plans  drawn  on 
theatre  at  Lawrence  &  Dexter.  Owners : 
Harry  Brown,  1674  Atkinson. 

DEARBORN.  MICH. 

Archt :  Stahl,  Kinsey  &  Hartwick,  628  Mc- 
Kerchey  Bldg.,  Detroit,  Mich.,  contemplating 
plans  for  theatre,  stores  (4)  and  apt.  bldg. 
at  Michigan  nr.  Military,  Dearborn.  Owner : 
Mutual  Investment  Co.,  J.  F.  Jenkins,  Pres., 
538  Dime  Bank  Bldg.,  Detroit,  Mich. 

BUFFALO,  N.  Y. 

Archt:  Geo.  Rapp,  190  N.  State  St.,  Chi- 
cago, 111.  Drawing  plans  on  theatre  at  622 
Main  St.,  Buffalo,  N.  Y.  Owners :  Famous 
Players-Lasky  Corp.,  Harold  B.  Franklin, 
Gen.  Mgr.  Theatre  Dept.,  485  5th  Ave.,  New 
York  City. 

MINEOLA,  N.  Y. 

Archt  :  Geo.  Keis^er,  56  W.  45th  St.,  N.  Y. 
C.  Plans  drawn  on  theatre  at  1st  St.  & 
Mineola  Blvd.  Owner :  Mineola  Theatre  Co., 
Inc.,  Pres.,  Ralph  Latham,  Mineola. 

ARCADE,  N.  Y. 

Archt :  Private  plans :  M.  P.  Theatre  & 
Odd  Fellows  Temple  at  Main  St.  Plans 
drawn.    Owner :  Arcade  I.  O.  O.  F. 

JERSEY  CITY,  N.  J. 

Archt :  Hyman  Rosensohn,  188  Market  St., 
Jersey  City,  N.  J.  Plans  drawn  on  theatre, 
stores  and  offices  at  71-72  Newark  Avenue, 
Jersey  City.  Owner :  Alfred  Gottesman,  Ex- 
change PI.,  Jersey  City. 


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.  ' 


Seeburg  Distributors  Open  New 
Organ  House 

Going  in  for  Dallas  market  representation, 
Herbert  Bros.  &  Wolf,  factory  distributors 
for  Seeburg  organs,  orchestrions  and  electric 
pianos  in  Texas,  New  Mexico  and  Califor- 
nia, have  just  opened  a  large  display  room  on 
Film  Row  at  313  South  Harwood  street.  The 
Seeburg  line  consists  of  fourteen  different 
styles  of'  instruments,  ranging  from  the 
smallest  cabinet  piano  to  the  large  organ. 
*    *  * 

A  Big  Throw 

Boasting,  the  longest  throw  for  reflector 
lamps  in  the  southwest,  officials  of  the  new 
State  Fair  Auditorium,  Chicago,  have  in- 
stalled Peerless  reflector  lamps  to  handle  the 
200-foot  problem  in  that  big  house. 

America, s  Theatre 

Hippodrome,  Buffalo,  N.  Y.  John  Lannen 
&  Sons  built  this  2,500  seat  theatre  accord- 
ing to  the  plans  of  architect  Leon  Lempert. 
It  is  constructed  of  brick  and  cement,  while 
the  interior  decoration  is  marble,  scagliola 
and  ornamental  plaster.  A  mechanical  ven- 
tilating apparatus  supplies  and  exhausts  the 
air.  Heated  by  both  direct  ad  indirect  radia- 
tion, with  a  direct  lighting  system.  Music 
furnished  by  Wurlitzer  organ  and  an  orches- 
tra of  35  men.  A  Simplex  projector  is  used. 
The  program  calls  for  full  weeks. 


THINK  IN  COLORS 


SEE  IN  COLORS 


DO  IN  COLORS 


WIN  WITH  COLORS 


L 


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


FILMACK  COMPANY 

736  S.WABASH  AVE.  CHICAGO 


lar  ■ 


Page  52 


Exhibitors  Trade  Review 


Classified  Opportunities 

Rate  2  Cents  a  Word — Cash  With  Copy 


Hotel 
Knickerbocker 

120-128  West  45th  St. 

Just  East  of  Broadway, 
Times  Square 

New  York's  Newest  Hotel 

A  location  unsur- 
passed. A  few  sec- 
onds to  all  leading 
shops  and  theatres. 
Away  from  the 
noise  and  bustle 
and  still  conven- 
ient to  everything. 
Between  Grand 
Central  and  Penn- 
sylvania Terminals. 

RATES 

$3  to  $6  per  Day 

400  Rooms — 400  Baths 


m 

1J3 

i)i 
Hi 

i  13 

m 


3i  21 
33  21 
33  iS 

sj 

Si  ii 

mi 


22  22  Hi 
» li  Jl 
JJJi  JJ 
H  S3  33 
53  ii  Si 
2212  22 
313UH 


At  Liberty 


FEATURE  ORGANIST — Young  man,  desires  po- 
sition. Union.  Library.  Address:  "Organist," 
Apt.  3,  3606  13th  St.,  N.  W.,  Washington,  D.  C. 

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. 

EXPERIENCED  PHOTOGRAPHER  desires  op- 
portunity to  demonstrate  in  moving  picture  studio. 
Phone  Caledonia  2340. 


For  Sale 


FOURTEEN  HUNDRED  NEW  OPERA 
CHAIRS,  some  upholstered.  New  goods  made  on 
contract  to  fit.  Bankrujpt  stock,  at  a  big  saving. 
EIGHT  THOUSAND  YARDS  of  government 
Standard  Battleship  Linoleum  and  Cork  Carpet  at 
less  than  wholesale  prices  for  theatres,  churches, 
clubs  and  lodges.  Guaranteed  goods.  Not  less  than 
one  roll  sold.  J.  P.  REDINGTON  &  COMPANY, 
SCRANTON,  PA. 

VENEER  SEATS  and  backs.  1200  for  any  size 
chair,  never  used.  Will  fit  to  suit.  Redington  Co., 
Scranton,  Pa. 

2  MOTIOGRAPHS  COMPLETE  with  motor-drive. 
54  good  5-ply  veneer  chairs.  3  by  10  inches  blue- 
white  enamel  changeable  letter  sign.  Rewind  ma- 
chines. Complete  box  office.  Very  cheap  if  taken 
at  once.  Mrs.  LeVitt,  6201  Woodlawn  Ave.,  Chi- 
cago, 111. 

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

FOR  SALE — 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. 

FOR  SALE:  Pa  the  Camera;  good  as  new;  with 
new  Bell  Howell  tripod,  complete  $450.00.  Also 
new  200  foot  Universal  Camera  with  7  magazines. 
$250.00.  Or  both  outfits  for  $600.00.  H.  Berger,  197 
Hamilton  St.,  Dorchester,  Maes. 

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  Studios, 


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

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   DAILY  REVIEW. 

WANTED — 6  Powers  6B  t  machines.  State  serial 
number  and  condition.  White,  24  Sixth  St.,  Bris- 
tol, Tenn. 

HIGHEST  CASH  PRICES  PAID  for  Picture  Ma- 
chines.   C.  G.  Demel,  845  South  State,  Chicago,  111. 


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. 


^eNEIL 


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. 


Mailing  Lists 


Will  heJi^ymMncrease  a_ 
connU  «nd  priced  ?B  cu£&mlsf?£vm 

FrofeMloM,  Boaineea  Firma* 

99%by<S3ond*J  5  ^eacb 


Sr  Louis 


Motion  Picture  Headquar- 
ters in  Los  Angeles. 

Wire  our  expense  for 
reservations. 


CINEMA 

The  Motion  Picture  Review 
of  the  Orient 

Manager:   R.  ATHANASSOPOULO 
Editor-in-Chief : 
JACQUES  COHEN-TOUSSIEH 

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

Adtrets: 

"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. 


MACK.  SEJVJVET 


presents 


ALICE 


in 


"The 
Soapsuds 
Lady" 


■  6< 


Paftecomedy 

."TV 

TRADE       f  UA)  MARK 


A  tale  of  wooden  shoes — and  heads;  of  soft  hearts  and  sappy 
domes;  of  an  inn  where  anything  might  happen  between 
midnight  and  dawn,  and  it  ail  did. 

Another  fast  one  from  Alice  Day  that  goes  around  the  end 
for  a  touchdown.  As  bubbly,  bright  and  sparkling  as  ;ts  titf.2, 
floating  like  a  cake  of  soap  on  the  tides  of  laughter. 


Exhibitors  DAILY  REVIEW  Section,  Page  9 


EXHIBITORS 


Oracle  REVIEW 

9fc  Business  "Paper  of  the  Motion  "Picture  Industry 


Ojf 


•So 


bef^fzs  «//ADOLPHE 


I 


^/MENJOU 


IN  A 


4  ,      6^t'  S?#MONTA  BELL 


P  R  O  D  U  CTI  O  N 

WITH 

GRETA  NISSEN 
BESSIE  LOVE 

FROM  'THE  WfN  C*- ADAPTED  BY 
LEO  DITRICH  STEIN  FROM  THE 
PLAY  BY  C.A.de  CAILLAVET, 
ROBERT  deFLERS,   SAMUEL ARENE 

SCREEN  PLAY  BY  DOUGLAS  DOTY 

PRESENTED  6V 

ADOLPH  2LIKOR    JESSE  LLASKY 


d  Qaramount  picture 


Nov.  14,  1925 


Price  20  Cents 


The  chief  concern  'of  every  exhibitor  is  not  what  ei 
tertainment  will  cost,  but  what  it  will  bring  him.  Ti 
public  is  hungry  for  quality  entertainment  and  the 
go  where  they  can  get  it.  A  Wurlitzer  Organ  in  yoi 
theatre  not  only  assures  better  music,  and  better  p 
tronage,  but  greater  Box  Office  Value. 


Write  for 
Beautiful 
O^gan 
Catalog 


WURLlTZER 


Write  foi 
Wurlitzei 

Piano 
Catalog 


UNIT  ORGANS 

CINCINNATI  NEW  YORK  CHICAGO  SAN  FRANCISCO  DENVER  LOS  ANGELES 
1  East  4th  St.    120  W.  42nd  St.   329  S.  Wabash     250  Stockton  St.      2106  Broadway   814   S.  Broadw 


READERS  OF 


Exhibitors  Trade  Review 

and 

Exhibitors  DAILY  REVIEW 
Are  Always  Well  Informed 

CjThey  know  the  man  whose  photo  appears  here 

If  They  know  about  the  new  appointment  he  received 

CflThey  have  their  opinions  on  the  appointment 

There  is  a  full  month's  subscription  for  these  papers  FREE — Because  you  are  well  in- 
formed,— Because  you  are  a  real  exhibitor,  producer,  salesman,  actor — Because  you  take 
an  active  interest  in  your  chosen  work. 

♦ 

Fill  in  the  coupon  and  mail  it  now — 
before  December  15,  1925 


Exhibitors  DAILY  REVIEW 
45  West  45th  Street,  N.  Y. 

This  man,  whose  name  is  was 

recently  appointed  of  the 

  Concerning  this  appointment 

I  think  

Yours  for  a  Greater  Annual 

Name 

Address 

Theatre 


Published  weekly  by  Exhibitors  Review  Publishing  Corporation  at  34  North  C  rystal  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  Stroudshurg,  Pa.,  under  act  of  March  3.  1879. 


The 


th 


e 


Season! 


The  Annual  Number 


Hi! 


of 


Exhibitors  Trade  Review 


A  Magnificent  Example 
of  Publishing  Progress 


OUT  DECEMBER  26,  1925 
PRICE  ONE  DOLLAR 


.41 


[But  free  to  Regular  Subscribers,  of  course] 


Give'em  pace  and 
pep^  burn'em  up 
with  the  thrills 
and  speed  of  it! 


Foreign  Rights  Controlled 
Rim  NationaJ  Picmres  li 
\  383  Madison  Avenue.  Nc 


AUrAt  nationol  Picture 

Members  of  Motion  Picture  Producers  and  Distributors  of  America  Jnc.~Wlll  Hays  JhsUenl  *  , 


ft/01/2  9  '25 


EXHIBITORS 

CTrade  REVIEW 

9he  Business  Paper  of  the  Motion  ficturelndustry 

Give  Laemmle  the  Credit! 


~T  AST  summer,  when  Carl  Laemmle's  high 
I  1  pressure  sales  organization  went  out  with  the 
so-called  "Complete  Service"  idea,  I  asked  a 
good  many  exhibitors  what  they  thought  of  it. 
The  majority  reply  was  distinctly  unfavorable,  as 
the  letters  I  printed  at  that  time  showed.  And  I 
am  prepared  to  admit  that  after  seeing  the 
Laemmle  gesture  at  Milwaukee,  where  he  gave 
$50,000  in  support  of  the  "cause  of  independence," 
I  wag  rather  doubtful  of  the  merit  of  the  "Com- 
plete Service"  plan  and  of  the  sincerity  of  the 
Laemmle  policy,  as.  far  as  the  independents  were 
concerned.  f 

A  good  deal  of  film  history  has  been  made  since 
then,  affording  tangible  opportunities  to  check  up 
on  Laemmle. 

For  example,  the  $50,000  he  offered  the  ex- 
hibitors at  Milwaukee  proved  to  be  real  money. 
The  records  do  not  show  that  any  other  distributing 
organization  or  group  of  distributors  has  done  as 
much.  So,  if  we. are  to  take  the  $50,000  episode 
as  a  gesture,  we  must  admit  that  it  had  something 
of  magnificence  about  it.  And  there  is  no  denying 
either,  the  fact  that  financial  support  was  what  the 
exhibitors  needed  more  than  pleasant  words.  So 
on  this  score,  Laemmle  has  made  good. 

As  to  the  "Complete  Service"  idea,  it  still  has  its 
opponents,  but  I  have  met  up  with  a  good  many 
small  exhibitors  who  say  it  is  keeping  them  in 
business.  Its  objectors  say  it  is  merely  a  selling 
dodge,  whereby  Universal  manages  to  get  more 
money  out  of  a  lot  of  product  that  wouldn't  pro- 
duce that  additional  money  otherwise.  Well,  if 
that  is  the  case;  if  Universal  can  get  more  money 
out  of  its  product  by  supplying  a  service  that  is 
really  helpful  to  the  small  exhibitors  of  the  country, 

*  Reprinted  at  the  Request  of  a  Prominent  Independent 
Exhibitor; 


I  am  inclined  to  think  it  will  be  a  good  thing  to  let- 
Universal  go  ahead  and  get  that  money.  s 

Now,  a  word  about  the  theatres  Universal  has; 
bought.  The  latest  story  deals  with  a  first-run; 
house  in  Dallas,  about  which  certain  recollections' 
are  pertinent.  The  owners  of  the  Capital,  last 
summer,  found  themselves  in  serious  difficulties; 
because  of  inability  to  get  product.  They  had  been' 
forced,  for  some  time,  to  book  most  of  their  pic-;; 
tures  through  the  office  of  Harold  Franklin,  of jj 
Famous.  According  to  the  story  that  came  to  me^ 
they  had  the  temerity  to  go  after  arid  secure  some, 
pictures  through  one  of  their  local  exchanges,  which; 
brought  a  threat  from  New  York  to  cancel  virtually, 
everything  they  had  under  contract.  This  brought' 
one  of  the  owners  to  New  York  in  a  hurry.  He. 
knew  he  had  to  placate  the  powers  or  go  out  of; 
business.  So  he  boarded  the  train  and  on  arrival 
in  New  York  went  to  see  Mr.  Franklin.  His  card, 
was  returned  to  him  by  that  gentleman's  secretary; 
with  the  statement  that  "Mr.  Franklin  is  too  busy) 
to  see  you."    So  he  went  home  to  Dallas.  ) 

Now  it's  nothing  more  than  surmise,  but  I  have; 
the  suspicion  that  when  Carl  Laemmle  steps  in  and 
buys  the  Capital  Theatre,  of  Dallas,  he  is  really 
helping  an  independent  exhibitor  out  of  a  rather 
tight  hole.  And,  again,  we  can't  charge  Laemmle 
with  anything  very  shameful. 

We  have  had  a  good  deal  of  shouting  about  "in- 
dependence" since  that  epochal  meeting  in  June. 
But  most  of  it  has  meant  exactly  nothing.  And, 
of  the  relatively  few  organizations  that  have  given: 
evidence,  by  their  performance,  that  they  are  en- 
titled to  be  regarded  as  "independents,"  I  am  in- 
clined to  believe,  today,  Universal  stands  first.  So 
I  think  it's  time  to  give  Laemmle,  the  credit  that, is, 
coming  to  him,  strictly  on  performance. 


'•  •  .    ■  i'V  .   .. .; .  J 


'Page  8 


Exhibitors  Trade  Review 


"Talk  About  Excitement " 

BY  MIKE  NEWMAN 

Who  Made  the  Record hreakin  g  Trip  Across  the  Continent 
and  Back  in  Christie's  "Seven  Day  Car' 


EyEN  DAYS"— from  Hollywood  to  New  York,  in  seven  days — and  now 
^  the  whole  bloomin'  world  knows  about  it ! 

A  great  feat  in  the  eyes  of  some  people,  but  to  me  just  a  jaunt  over  the 
boulevards  of  America.;  a  trip,  made  somewhat  irritating  by  the  fact  I  was  not 
able  to  use  all  the  speed  and  power  available  in  the  Studebaker  standard  six 
coach.  Otherwise  the  trip  might  just  .as  well  have  been  made,  in  four  days, 
with  plenty  of  time  to  spare.-  For  in  just  96" hours  and  15  minutes  of  running 
time  after  leaving  Hollywood,  .the  old  car     were  spent  in  resting  at  "this  ptant,  .and  here 


carried  me  up  Broadway  with  a  roar— <and 
I  j  .the': deed  was  done.-  -  •,•    Hp  "I 

It .  all  began  when  Al  Christie  transferred 
the  characters  of  .Mary  Roberts  Rinehart's 
famous  story  and  stage  play,  "Seven  Days," 
to  the  speechless  drama.  Even  before  the 
.- ;  seventh  day  of  production  had  witnessed  its 
.  .setting  sun,,  a  fuse  cap  let  loose  on  an  idea, 
arid  even  before :  the  dust  settled,  Pat  Dow- 
ling,  Christie  publicity  director,  had  laid  out 
a  program  of  exploitation  that  blanketed  the 
United  States.     ...  ;;,  , 

■  Through  that  invisible  intelligence  bureau 
t  .0  which  publicity  directors  have  at  their  com- 
-     mand,  Director  Dowling  was  informed  that 
ax:  a1  certain  chap  who  could  lay.  a  .publicity 
blanket  so  that  all  corners  matched  the  map 
might  be  prevailed  upon  to  carry  out  his 
plan.    Imagine  his  surprise  when  he  found 
"yotlrs  truly"  was  the  man.    Known  each 
other  for  years.    So  there  were  no  formali- 
ties.   Just,  this  from  Pat;  , 

"Get  a  film  here,  'Seven  Days.'  In  ex- 
actly seven  days  from,  the  day  you  leave 
Hollywood,  Mike,  you  shall  deliver  to  the 
Moss  Colony  Theatre  at  Broadway  and  52nd 
Street  in  New  York  a  print  of  'Seven  Days.' 
Can  it  be  done?" 

"ORDERS  IS  ORDERS" 

■  _  "Orders  is  orders,"  says  I,  grabbing  a  gold 
inlaid  pen  and  asking  for  the  necessary  docu- 
ments. With  these  signed,  other  arrange- 
ments were  immediately  completed.  Stude- 
baker furnished  the  car.  Pat  furnished  all 
the  stars.  Mayor  Cryer  consented  to  leave 
his  desk  long  enough  so  the  honorable  edit- 
ors would  have  a  legitimate  excuse  for  run- 
ning a  picture. 

The  Studebaker  was  parked  in  front  of 
the  Los  Angeles  City  Hall  on  August  26th 
.,  and  every  celebrity  worth  while  ill  pictures 
had  gathered  to  wish  "yours  trrily"  God 
Speed.  Al  Christie,  who  tried  to  shy  away 
from  the  camera,  came  reluctantly  forward, 
handed  the  Mayor  a  gun  and  with  an  ad- 
monishing warning  said,  "Don't  shoot  your- 
self." The  Mayor  gently  fingered  the  in- 
strument of  warfare,  closed  his.  eyes,  turned 
his  head,  and  fired  the  shot  that  officially 
sent  the.  "Seven-Days"  Car  on  . its  iherry  way. 

I  was  given  a  driver,  an  extra  special 
"iron  man"  known  as  "Endurance  Charley*' 
who  had  trained  for  three  weeks  in  advance 
to  get  himself  into  perfect  physical  form 
tp  stand  the  "terrible  strain"  that  was  to  be 
endured  on  the  successful  making  of  the  trip. 
Charley  had  plenty  of  endurance,  but  he 
wasted  most  of  it  in  calling  on  "yours  truly" 
to  take  the  wheel  so  he  could  take  a  little 
"shut  eye"  in ,  the  back  seat.  Between  his 
"shut  eye"  and  other  duties  I  had  to  per- 
form, I  really  forgot  that  seventy-two  hours 
had  elapsed  and  I  had  failed  to  take  any 
!  sleep  for  myself,  but  we  arrived  in  Kansas 
City,  and.  were  escorted  by  motorcycle  police 
through  the  fair  city,  were  feted  by  the 
Mayor  and  Chief  of  Police  (why  the  latter 
I  haven't  found  out)  and  all  in  all  were 
given  a  very  royal  reception.    Twelve  hours 


is  where  the  realization  of  *  losing  a  real 
"died  in  the  wool"  endurance  driver  was 
brought  home  to  me.  "Endurance  Charley" 
became  more  temperamental,, than  could  the 
most  popular  of  feminine  stars,  and  so  tem- 
peramental did  he  become  that  it  became 
necessary  for  me  to  use  a  little  of  that  cross 
between  Irish  and  Jewish  that  I  was  gifted 
with  that  I  "threw  him  into  the  street." 

THE  GRIND  STARTS 

Then  the  terrible  grind  commenced.  I 
left  Kansas  City  two  hours  behind  time, 
knowing  nothing  about  endurance  driving 


field,  Indiana — as  I  was  rolling  through  the 
town  I  was  headed  off  by- a  state  traffic 
policeman  driving  an  opposition  car,  who 
halted  me  and  said  that  he  had  been  chas- 
ing me  for  twenty  miles  and  if  I  were  to 
tell  you  the- make  of  car  he  was  driving  it 
would  not  be  good  advertising  for  the  other 
car.  He  demanded  that  I  turn  and  go  back 
for  Sthe  heavy  sentence  that  would  hang  over 
my  head  when»L  would  appear  before  the 
village  Judge.  After  arguing  with  him  for 
all  the 'ospare  mornents' I  thought  I  had  and 
all  thisl  bejng  of.  no  avail,.  I  turned  my 
Studebaker -back  towards  tciVnl'*and  prepared 
myself  for  the  hanging  I  figured  was  com- 
ing.. When  the  home  of  the  Judge  was 
fdund  he  appeared  at  the  door  with  a  kero- 
sene lamp  in  one  hand  and  the  train  of  an 
old  fashioned  night  gown  in  the  other. 

$5.00  AND  COSTS 

After  judicial  perusal  of  the  charges,  I 
was  fined  $5.00  and  costs,  the  latter  amount- 
ing  to   $8.50,   which   made   my   total  fine 


The  ''Seven  Day 
Preview"  car  all 
set  to  go  in  front 
of  the  Christie 
Studios  at  Culver 
City,  California. 
Mike  Newman  did 
the  trick,  which  at 
the  outset,  was 
thought  well  nigh 
impossible  to  suc- 
cessfully accom- 
plish. But  he  did 
it,  in  spite  of  re- 
ported accidents, 
and  real  ones. 


and  with  only  one  thought  in  mind  and  that 
was  that  I  was  instructed  by  Pat  Dowling 
to  deliver  this  print  to  Moss  Colony  The- 
atre in  New  York  at  a  given  date  from  the 
time  I  left  Los  Angeles.  I  stepped  into  the 
car,  opened  the  throttle  wide,  and  trusted  to 
God  and  good  luck. 

AHEAD  OF  SCHEDULE 

Leaving  Kansas  City  two  hours  late,  I  ar- 
rived at  St.  Louis  two  hours  ahead  of  time 
and  this,  the  first  of  my  experience,  gave  me 
courage.  So  I  took  the  liberty  of  resting 
and  left  St.  Louis  five  hours  behind  time. 
Although  late  and  behind,  I  had  recouped  my 
strength.  I  figured  to  trust  to  luck,  step  on 
the  accelerator  and  make  up  as  much  as 
possible  the  lost  time  and  I  am  frank  to 
state  I  was  doing  wonders  and  was  just 
within  a  stone's  throw  of  Indianapolis  {to 
be  exact  15  miles)  and  to  let  you  in  on  my 
confidence  the  name  of  the  place  was  Plain- 


$13.50.  This  over  with,  I  proceeded  to  break 
all  Indiana  speed  laws  so  I  arrived  at  In- 
dianapolis and  after  late  lunching  with  my 
dear  friends  Constantine  Bakalinikof,  the 
director  of  the  Circle  Theatre  Orchestra, 
and  Fritzi  Ridgeway,  his  wife,  a  former 
well  known  Hollywood  motion  picture  star, 
I  was  prepared  to  get  myself  some  much 
needed  rest  which  I  did  at  the  Lincoln 
Hotel.  Arising  at  six  the  next  morning  I 
was  on  my  way  again  to  New  York  and 
with  the  determination  to  make  it  in  "seven 
days."  That  afternoon  I  reached  Columbus, 
Ohio,  and  just  in  time  to  grant  the  request 
of  a  Studebaker  Agent  to  visit  the:  official 
opening  of  the  Ohio  State  Fair,  and  to  say 
that  the  car  created  a  sensation  would  be 
putting  it  mildly.  Three  hours  were  spent 
at  the  fair  grounds  and  I  was  again;  .on  my 
way.  Another  night's:  rest  at'  'Cunijberland, 
Md.,  and  I  proceeded  to  Baltimore  where  I 
(Continued  on  page  25) 


November  14,  1925  Ppge  9 

EXHIBITORS 

DAI  LY  REVI E W 

sl  Newspaper  Devoted  to  the  Motion  Picture  Industry 


NEW  YORK,  SATURDAY,  NOVEMBER  14 


UNIVERSAL  GETS 
'LES  MISERABLES' 

Domestic   and   English  Territory 
Purchased  on  New  French 
Film 


Carl  Laemmle  has  purchased  the  rights  for 
the  United  States,  Canada,  Great  Britain  and 
other  territories  of  the  negative  of  "Les  Mis- 
erables,"  recently  .produced  in  France,  prot>- 
ably  the  most  famous  of  Victor  Hugo's 
thrilling  romances.  "Les  Miserables"  will  be 
the  third  of  this  great  master's  works  to  be 
released  by  Universal.  Mr.  Laemmle's  tre- 
mendous success  with  "The  Hunchback  of 
Notre  Dame"  impelled  him  to  produce  "The 
Man  Who  Laughs"  and  to  distribute  "Les 
Miserables." 

Continental  authorities  have  appraised  the  ^ 
current  film  version  of  "Les  Miserables"  as' 
"one  of  the  most  valuable,  outstanding  pro- 
ductions of  modern  times,"  according  to  E. 
H.  Goldstein,  treasurer  of  Universal.  The 
picture  was  produced  by  Les  Films  de 
France,  a  subsidiary  of  La  Societe  de  Cine- 
romans,  under  the  direction  of  Henri  Fes- 
court. 

Sandra  Milovanoff,  the  noted  Russian  stage 
and  screen  star,  enacts  the  role  of  Fantine, 
while  Gabriel  Gabrio,  one  of  the*  most  bril- 
liant of  Continental  artists,  is  cast  as  Jean 
Valjean. 

It  is  of  interest  that  Albert  Capellani,  one 
of  the  first  European  directors  to  be  brought 
to  the  United  .  Staies,  obtained  his  first 
American  contract  on  the  strength  of  his  di- 
rection of  the  original  French  production  of 
"Les  Miserables"  many  years  ago.  The  pic- 
ture has  been  made  since  by  several  com- 
panies, always  proving  a  decided  success 
wherever  shown. 


Valentino  Sails 

^^^^^^^^^^  bc^  London 

States  for  several  weeks. 
His  next  picture  will  be  directed  by  George 
Fitzmaurice  according  to  current  report. 
The  nature  of  it  has  not  yet  been  announced. 

Incidentally  "The  Eagle"  has  attracted  such 
crowds  to  the  Mark  Strand  here  that  the 
picture  will  be  held  over  for  a  second  week 
beginning  tomorrow. 


Woody  Resigns 

From  Associated 

John  S.  Woody,  general  manager 
of  Associated  Exhibitors,  stated  yes- 
terday that  he  had  resigned  from 
that  organization,  the  resignation  to 
take  effect  immediately.  He  will  an 
nounce  his  future  plans  shortly. 

Woody  was  president  of  Asso- 
ciated up  until  the  time  that  Oscar 
Price  and  P.  A.  Powers  assumed 
control  of  the  company.  Price 
stated  then  that  he  wanted  Woody 
to  remain  as  general  manager  of 
the  company. 


Robertson  Quits 

Meador  Company 

John  S.  Robertson,  well  known  director, 
who  has  produced  many  outstanding  film  pro- 
ductions in  the  past  few  years  and  who  also 
directed  several  of  the  recent  Richard  Bar- 
thelmess  photoplays,  'ias  withdrawn  from  all 
connection  with  the  Meador-Robertson  Pic- 
tures Corporation,  according  to  an  announce- 
ment by  Joseph  P.  Bickerton,  Jr.,  his  at- 
torney and  personal  representative.  The  lat- 
ter returned  from  England  on  the  Majestic  on 
Wednesday,  following  conferences  in  London 
with  Mr.  Robertson  and  the  leading  British 
and  Australian  financiers  and  film  magnates. 
Mr.  Bickerton  also  has  withdrawn  from  the 
Meador-Robertson  organization. 

All  plans  for  the  proposed  filming  of 
"Queen  Calafia,"  the  Blasco  Ibanez  novel,  in 
Nice,  France  and  in  Spain,  have  been  called 
off  in  so  far  as  Messrs.  Robertson  and  Bick- 
erton are  concerned.  Mr.  Robertson  will  re- 
turn to  New  York  within  the  next  few  weeks. 


Pro-Dis-Co.  Heads  on  Tour  to 
Urge  Bookings 

H.  O.  Duke,  assistant  secretary  of  Produc- 
ers Distributing  Corporation  and  James 
Flinn,  manager  of  the  b  ooking  department, 
are  on  tour  of  the  company  branches  in  the 
eastern  and  mid-western  sections  for  the  pur- 
pose of  setting  play  dates  on  all  Pro-Dis-Co 
releases  now  under  contract. 

Duke  will  visit  the  mid-western  branches 
while  Flinn  will  cover  those  in  the  east.  This 
is  probably  the  first  instance  in  which  home 
office  department  heads  have  gone  into  the 
field  especially  on  play  date  business.  This 
departure  from  the  customary  routine  of 
leaving  play  dates  to  the  branch  bookers, '  is 
caused  by  the  extensive  plans,  perfected  by 
Producers  Distributing  Corporation  for  the 
especial  exploitation  of  its  pictures,  direct  to 
the  public  through  fan  magazine  and  newspa- 
per advertising  and  publicity.  , 


OHIO  GOVERNOR 
AT  CONVENTION 

Donahey    to    Make    Address  of 
;  Welcome  at  Columbus  on 

Dec.  8    .  I . 


Columbus,  Ohio — Governor  Vic  A.  Dona- 
hey,  of  Ohio,  was  selected  to  give  the  open- 
ing welcome  address  of  the  M.P.T.O.O.  an- 
nual convention  in  Columbus  December  8  and 
9,  by  the  executive  committee  of  the  organ- 
ization which  met  this  week.  [M 

As  the  first  step  in  arranging  the  program 
William  M.  James,  and  P.  J.  Wood,  presi- 
dent and  business  manager  of  the  group  re- 
spectively who  have  been  acting  as  )the  tem- 
porary committee  were  made  the  members  of 
the  permanent  one. 

Headquarters  for  the  conclave  will  be  es- 
tablished at  the  Neil  House.  All  meetings, 
banquets  and  dances  will  be  conducted  there. 

Invitations  to  the  meeting  have  been  ex- 
tended to  Will  Hays  and  all  directors  and 
officials  of  the  M.P.T.O.A. 

Only  members  in  good  standing  will  be  al- 
lowed to  participate  in  the  business  meeting. 

Features  for  the  program  will  be  secured 
from  the  Columbus  theatres,  according  to 
Wood. 

Thirteen  new  directors  of  the  organization 
will  be  chosen  at  the  December  meet.  In- 
stead of  the  entire  convention  selecting  the 
president,  vice-president  and  secretary-treas- 
urer, the  new  board  of  directors  will  be  in- 
vested with  this  power. 

About  300  of  the  500  members  are  expected 
for  the.  occasion.  The  membership  has  doub- 
led since,  its  reorganization ,  under  P.  J. 
Wood,  last  January. 

The  executive  committee  will  hold  its  next 
meeting  on  the  evening  of  December  7 

Barstyn  Arrives  i ..  ■ 

A.  G.  Barstyn;  largest  film  operator  in  Hol- 
land, arrived  yesterday  on  the  Berengaria. 
He  has  had  much  success  with  United  Artists 
pictures  in  his  territory; 


Every  Exhibitor  in  the  country 
is  welcome  to  apply  to  the  EX- 
HIBITORS TRADE  REVIEW 
or  Exhibitors  DAILY  RE- 
VIEW! for  advice  or  informa- 
tion. Whatever  your  problems 
or  difficulties,  they  will  have  the 
attention  of  seasoned,  successful 
exhibitors,  men  who  have  met 
and  surmounted  the  problems  of 
the  theatre  themselves. 


Page  10 


Exhibitors  Trade  Review 


CANADIANS  SEE 
PICTURE  BOOM 


English  Quota  Proposals  Looked 
on  as  Stimulus  to  Picture 
Making  There 

OTTAWA. — Various  moving  picture  men 
of  Canada  are  worked  up  to  a  high  state  of 
interest  over  the  proposal  in  Great  Britain 
for  the  adoption  of  the  Kontingent  Plan  to 
encourage  -British  production  of  pictures  and 
to  erect  a  restriction  against  a  percentage  of 
American  moving  pictures  which  have  be- 
come predominant  in  the  British  Isles. 

Canadian  officials  are  very  much  interested 
because  they  see  in  the  British  development 
an  immediate  prospect  for  the  making  of 
many  productions  on  Canadian  soil  by  United 
States  companies  in  order  to  qualify  the  pic- 
tures under  proposed  English  requirements. 
The  opinion  is  expressed  by  a  number,  in- 
cluding R.  S.  Peck,  director  of  the  Canadian 
Government  Motion  Picture  Studio,  Ottawa, 
who  has  studied  the  situation  with  particular 
care  because  of  the  Government's  interest  in 
the  matter,  that  the'-  moment  that  Great  Bri- 
tain adopts  a  Kontingent  Plan  quite  a  num- 
ber of  important  U.  S.  producers  will  imme- 
diately turn  to  Canada  for  a  broadening  out 
of  industrial  activities.  This  would  enable 
the  producers  to  take  advantage,  as  well,  of 
British  Empire  preferential  tariff  with  other 
British  Dominions  and  colonies  and  would 
provide  the  opportunity  of  employing  the 
advantageous  trade  relations  between  Canada 
and  France,  Canada  "and  The  Netherlands, 
and  other  countries. 

The  establishment  of  producing  facilities 
in  Canada  would  not  require  extensive  in- 
vestment beyond  what  is  already  maintained 
in  the  way  of  equipment  and  the  short  dis- 
tance between  New  York  and  Eastern  Canada 
and  between  California  and  the  Canadian 
Rockies  would  enable  the  U.  S.  companies  to 
keep  in  close  personal  touch  with  working 
organizations  in  the  Dominion. 

Reference  is  made  to  the  manner  in  which 
the  Canadian  automobile  industry  has  been 
built  up,  Canada  being  the  second  most  im- 
portant automobile  producing  country.  Ex- 
cise requirements  encouraged  the  U.  S.  mak- 
ers to  open  Canadian  factories  and  in  these 
cars  are  made  which  are  shipped  to  scores 
of  countries,  largely  through  tariff  prefer- 
ential arrangements,  trade  treaties  favoring 
Canada  and  other  factors.  To  be  called  Ca- 
nadian, an  automobile  must  have  65  per  cent 
Canadian  construction.  Some  such  plan 
would  undoubtedly  be  worked  out  for  Made- 
In-Canada  pictures  to  enjoy  special  entree 
into  Great  Britain,  Germany,  France  and 
other  countries.  A  considerable  number  of 
important  film  executives  and  directors  have 
visited  Canada  in  recent  weeks  to  look  over 
the  possibilities,  it  is  pointed  out. 


Universal  May  Produce 

Swedish  Prince's  Story 

Prince  Wilhelm,  of  Sweden,  one  of  the 
most  versatile  members  of  Sweden's  talented 
Royal  Family,  is  eager  to  have  Universal  film 
his  African  romance,  "Kinangozi."  In  sub- 
mitting the  script  to  Universal,  Arvil  Paulsen 
declares  Prince  Wilhelm,  a  sincere  picture 
enthusiast,  expressed  his  admiration  of  Carl 
Laemmle's  ability  as  a  producer,  and  voiced 
a  hope  Universal  would  be  the  company  to 
produce  his  story. 

"Kinangozi"  scored  instantaneous  success 
when  played  on  the  Swedish  stage,  and  ran 
for  "several  seasons  at  the  Royal  Theatre, 
Stockholm.  In  book  form  it  proved  the  most 
popular  of  the  many  books  published  by 
Prince  Wilhelm. 


Calendar  of  Coming  Events 


Nov.  14. — Hotel  Plaza,  N.  Y.,  dinner  in 
celebration  of  15th  anniversary  of  Pathe 
News. 

Nov.  15. — New  York,  Apollo  Theatre,  pre- 
miere Samuel  Goldwyn's  "Stella  Dallas." 

Nov.  17-18.— Dallas,  Texas,  Baker  Hotel, 
Texas  M.  P.  T.  O.  convention. 

Nov.  19. — Paterson,  N.  J.,  meeting  Board 
of  Directors  N.  J.  M.  P.  T.  O.,  as  guests  of 
Peter  Adams. 

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


Lloyd  Dearth  Succeeds 

Bostick  in  Seattle 

SEATTLE.— Appointment  of  J.  Lloyd 
Dearth,  as  personal  representative  of  Alex- 
ander Pantages  and  manager  of  the  Seattle 
Pantages  Theatre,  was  announced  here  this 
week  when  Dearth  arrived  to  assume  his  new 
duties.  He  is  widely  known  throughout  the 
South  and  East,  having  been  associated  with 
the  Lubin  interests  in  Philadelphia,  the  Carb 
Bailey  Amusement  Company,  operating  a 
chain  of  theatres  in  Texas  towns,  and  com-i 
ing  direct  from  five  years  as  manager  of, 
Pantages  Theatre  in  Memphis,  Tenn.  Mr," 
Dearth  has  just  completed  a  tour  of  inspecy 
tion  in  the  East. 

Dearth  succeeds  E.  C.  Bostick,  who  re- 
signed to  accept  an  executive  position  with, 
the  Loew  interests  in  New  York,  involving 
the  management  of  a  chain  of  twenty-five 
houses.  This  is  one  of  the  biggest  execu- 
tive offers  that  has  ever  been  made  to  a  Pa- 
cific Coast  theatrical  man.  During  his  stay 
in  Seattle,  Bostick  put  into  effect  many  im- 
provements, and  it  was  under  his  capable 
management  that  the  house  was  recently 
completely  remodeled  and  redecorated.  He 
was  also  the  first  to  put  into  effect  the  policy 
of  feature  photoplays  in  addition  to  the  com- 
plete vaudeville  program. 


Kerr  Gets  Elco  in 

Charleston,  S.  C. 

CHARLESTON,  S.  C— The  Elco  Thea- 
tre on  upper  King  Street  has  been  purchased 
by  Basil  R.  Kerr,  and  will  be  operated  under 
the  management  of  John  M.  Kerr,  who  for 
many  years  has  been  connected  with  the 
Bijou  Theatre,  of  Brooklyn,  N.  Y. 

Last  February  Mr.  Kerr  acquired  the  three 
story  brick  building  housing  the  theatre  and 
recently  he  added  to  this  the  purchase  of  the 
theatre  holdings.  The  theatre  has  been  com- 
pletely remodeled  and  improved,  with  new 
decorations  and  an  entirely  changed  seating 
arrangement. 


ST.  LOUIS. — William  Goldman,  owner  of 
the  Kings,  Rivoli  and  Queens  theatres,  St. 
Louis,  Mo.,  announced  November  11  that  he 
had  secured  twenty-five  years  leases  on  the 
Kingsland  Theatre,  6457  Gravois  avenue,  and 
the  Woodland  Theatre,  5015  Gravois  avenue, 
owned  by  Freund  Brothers. 

Goldman  will  assume  charge  on  November 
21. 

He  plans  to  construct  a  1500-seat  airdome 
adjoining  the  Kingsland  at  a  cost  of  $50,000. 
He  also  announced  plans  for  a  2000-seat 
house  on  Hodiamont  avenue  near  Easton  ave- 
nue, and  also  stated  that  he  will  start  con- 
struction shortly  on  a  1500-seat  house  on 
Union  boulevard  near  St.  Louis  avenue.  The 


SAX  STOPPING 
AT  EXCHANGES 

Will  Announce  Season's  Program 
on  Arrival  in  New  York 

Sam  Sax  left  Los  Angeles  last  week  en 
route  to  New  York  to  prepare  the  ground- 
work for  the  Gotham  Production  program 
for  1926-27.  " 

Mr.  Sax  will  stop  over  at  various  exchange 
centers  on  his  way  East  to  < '  f  *■  v  h  ,<p. 
various  distributors  and  exhibitors  in  each 
territory  as  to  exactly  the  type  ana  quan- 
tity of  pictures  desired. 

The  final  four  pictures  oh  the  current  sea- 
son's schedule  of  twelve  Gothams  -1  e  i  w 
in  production  work  and  before  the  formula- 
tion of  future  plans  is  comolete  a  direct  rei 
port  from  the  men  on  the  firing  line  will  be 
carefully  checked  over  and  the  concensus  '-t 
opinietn  will  decide  the  new  production  sched- 
ule. 

Mr.  Sax  has  a  very  definite  program  in 
mind  and  this  will  be  submitted,  with  actual 
titles  of  pictures  to  be  made,  to  the  people 
most  concerned,  exchangemen  and  exhibitors. 

At  the  New  York  office  of  Lumas  Film 
Corp.,  distributors  of  Gotham  Productions  it 
was  announced  that  a  weahh  of  story  ma- 
terial had  been  carefully  reviewed  in  the  past 
twp  months  and  that  a  large  number  of  pros- 
pective stories  were  still  under  consideration. 
It  was  stated  that  the  exact  amount  of  pic- 
tures to  be  released  next  season  under  this 
trademark  would  be  announced  upon  the  re- 
turn of  Mr.  Sax. 


Pawley  Back  From  Eurpoe 

Raymond  Pawley,  first  vice  president  and 
treasurer  of  Producers  Distributing  Corpo- 
ration, returned  to  America  yesterday,  after 
an  absence  of  almost  two  months  in  Europe. 

Mr.  Pawley  made  an  extensive  tour  of  all 
of  the  continental  countries  as  well  as  Eng- 
land, and  while  the  trip  was  really  a  honey- 
moon 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,  Scotland  and  Wales. 


Day  and  Date 

The  Rivoli,  Rialto  and  Strand  Theatres 
here  will  run  "Koko's  Thanksgiving,"  the 
week  of  November  22nd.  This  is  a  Red  Seal 
product.  Ninety-five  other  first  run  houses 
throughout  the  country  have  already  con- 
tracted for  the  specialty. 


Hodiamont  avenue  house  will  cost  $175,000 
to  $200,000  and  the  Union  boulevard  theatre 
about  $150,000. 

Last  spring  Goldman  secured  a  lease  on 
the  Union  Theatre  property  at  Union  and 
Easton  to  take  effect  in  1927.  Goldman  also 
stated  he  has  a  half-interest  in  the  Congress 
Theatre. 

He  is  negotiating  for  other  second-run 
houses  in  St.  Louis  and  vicinity  and  contem- 
plates building  in  district  in  which  he  cannot 
secure  a  suitable  house. 

Goldman  stated  that  his  deal  for  the  sec- 
ond-run houses  would  not  disturb  his  first- 
run  booking  arrangements  with  Skouras 
Brothers. 


William  Goldman,  Latest 
To  Branch  Out  in  St  Louis 


November  14,  1925 


Page  11 


NEWS  OF  THE  WEEK 

As  Reported  in  Exhibitors  DAILY  REVIEW 


SCHROCK  STAYS 
AT  "U"  CITY 


Laemmle     Persuades  General 
Manager  to  Withdraw 
Resignation 


ZEHNER  HIS  ASSISTANT 


Word  has  been  received  at  the  Universal 
home  office  that  Raymond  L.  Schrock,  gen- 
eral manager  at  Universal  City,  the  big 
studio  plant  of  the  Universal  Pictures  Cor- 
poration, has  renewed  his  contract  with  Uni- 
versal for  one  year.  His  resignation,  handed 
in  several  Ayeeks  ago,  has  been  withdrawn. 

He  will  have  as  his  first  assistant  Harry 
H.  Zehner,  who  for  the  past  several  years 
has  been  the  personal  secretary'  and  aid  to 
Carl  Laemmle,  the  Universal  president. 
Zehner  is  one  of  the  best  liked  men  in  the 
organization. 

Production  at  Universal  City  now  is  re- 
ported to  be  humming,  and  many  big  jewels 
are  going  into  work  for  the  coming  season. 
Carl  Laemmle,  who  arrived  on  the  Coast 
two  or  three  weeks  ago,  is  supervising  the 
early  season  activity  and  is  conferring  with 
Schrock  on  next  year's  program. 


British  National 

Plans  Eight  Studios 

LONDON. — Eight  studios  unde'r  one  con- 
trol and  in  one  centre  are  planned  by  the 
British  National  Pictures,  Ltd.,  according  to 
an  announcement  made  here  recently  at  a 
press  luncheon  by  George  T.  Eaton,  chairman 
of  the  directors. 

Plans  of  the  studios  have  already  been 
prepared. 

From  the  ambitions  of  the  company,  as 
announced  by  Mr.  Eaton,  it  would  appear 
that  this  organization  has  delegated  to  itself 
the  scope  of  activity  previously  planned  for 
a  Government  Studio,  had  this  prospect  ma- 
terialized. 

British  National  Pictures  will  use  but  two 
of  its  contemplated  eight  studios,  while  the 
others  will  be  leased  to  outside  British  pro- 
ducers who  will  receive  all  the  benefits  and 
advantages  accruing  to  the  company's  own 
directors. 

Aside  from  Mr.  Eaton,  the  other  officers 
of  the  company  are  announced  as  J.  Dixon 
Williams  (known  in  the  States  as  Jaydee), 
managing  director;  Cecil  A.  H.  Harrison,  di- 
rector; T.  H.  Eslick,  architect  and  engineer 
to  the  company. 


Pincus  With  Short  Films 

Joseph  Pincus,  a  big  timer  in  the  motion 
picture  business,  has  been  appointed  general 
manager  of  the  Short  Films  Syndicate,  the 
most  important  post  in  that  organization. 
Hal  Hodes,  of  the  same  organization,  is  a 
stockholder  and  a  member  of  the  board  of 
directors. 


F-P-L  Challenges 

Trade  Commission 


WASHINGTON— The  power  of  the  Fed- 
eral Trade  Commission  to  order  the  Famous 
Players-Lasky  Corporation  to  sell  its  thea- 
tres, valued  at  $100,000,000,  was  challenged 
in  a  brief  filed  with  the  commission  by  the 
Famous  Players-Lasky  Company  and  two  of 
its  affiliated  .  exhibiting  companies — the  New 
England  Theatres,  Inc.,  of.  Boston,  and 
Southern  Enterprises,  Inc.,  of  Atlanta. 

The  brief  was  filed  in  connection  with  a 
complaint  issued  by  the  commission  two  years 
ago  charging  certain  unfair  methods  of  com- 
petition, such  as  a  block  booking  system  and 
a  conspiracy  to  create  a  monopoly  in  the  mo- 
tion picture  industry.  Final  arguments  in  the 
case  are  to  be  held  by  the  commission  No- 
vember 24  and  25. 

Further  denial  was  made  in  the  brief  of 
findings  of  the  commission's  examiner  dur- 
ing the  investigation  covering  many  sections 
of  the  country,  and  to  arguments  of  chief 
counsel  for  the  commission  in  his  brief  call- 
ing for  an  order  upon  the  defendants  to 
abandon  the .  alleged  unfair  practices  and 
upon  Famous  Players  to  separate  its  pro- 
ducing and  distributing  functions  from  its  ex- 
hibiting business  and  dispose  of  one  or  the 
other. 


Woodhull  Honored  Guest 

National  president  R.  F.  Woodhull,  of  the 
M.  P.  T.  O.  A.,  will  be  the  guest  of  honor 
at  the  opening  of  the  Hawthorne  Theatre, 
Newark,  N.  J.,  the  night  of  November  17th. 
Murray  Bratter,  leading  Newark  exhibitor, 
owns  the  house. 


Stone  Leaves  Warners 

ATLANTA. — Ira  P.  S'one,  who  has  been 
a  familiar  figure  on  Film  Row  since  he  came 
to  Atlanta  several  years  ago  as  manager  of 
the  Vitagraph  exchanges  and  who  continued 
in  that  office  when  Warner  Brothers  absorbed 
iVtagraph,  is  leaving  this  week  for  a  long 
and  much-needed  rest.  He  will  be  succeeded 
by  O.  P.  Hall,  who  assumes  managerial  duties 
Monday. 


REAT  BRITAIN'S 
QUOTA  PLAN 


Proportion   Begins   at  10 
Rises  to  Twenty-five 
Per  Cent 


an< 


OCTOBER  1,  1926,  IS  DATE 


LONDON.— The  sub-committee,  appointed 
by  the  committee  representing  the  various 
branches  of  the  film  business  in  the  United 
Kingdom;  has  reached  the  following  conclu- 
sions on  the  film  quota  plan  to  be  adopted 
by  England  : 

1.  — On  and  after  October  1,  1926,  no  renter 
can  rent  foreign  films  unless  he  acquires  and 
exploits  a  quota  of  British  films. 

2.  — On  and  after  January  1,  1927,  every 
exhibitor  must  exhibit  a  quota  of  British 
films  in  his  programs,  which  shall  be  com- 
puted at  intervals  of  three  months. 

3.  — The  following  quotas  shall  apply: 
For  every  foot  of  British  'film  exploited 

by  renters  or  shown  by  exhibitors,  not  more 
than  the  following  number  of  feet  of  foreign 
film  may  be  exploited  or  shown. 

3  months  ending  Renter  Exhibitor 

December  31,  1926                   9  nil 

March  31,  1927                       9  9 

June  30,  1927                          6  9 

September  30,  1927                  6  6 

December  31,  1927                   6  6 

March  31,  1928....                  6  6 

June  30,  1928  4  6  ■ 

September  30,  1928                  4  4 

December  31,  1928                  4  4 

March  31,  1929                      4  4 

June  30,  1929                         3  4 

After  June  30,  1929......       3  3 

Thus  the  quota  begins  with  10  per  cent 
and  rises  to  25  per  cent  in  1929. 


THE  HIT  OF  THE  SEASON  READY  NOW! 


IX  MAS  FILM  CORPORATION 

SAM  SAX,  Pres.,  1650  Broadway,  N.  Y.  City 


Page  12l 

CONN.  EXCHANGES 
RESUME  TRADE 

Moved    Back    Into    State  Last 
Thursday  and  Are  Now 
Operating 


Final  details  for  the  resumption  of  business 
relations  and  film  deliveries  in  the  State  of 
Connecticut  were  settled  at  the,  meeting  of 
producers,  exhibitors  and  state  officials  at  the 
office  of  the  Motion  Picture  Producers  and 
Distributors  of  America. 

All  film  exchanges  opened  for  business  last 
Thursday,  November  12th.  Joseph  W.  Walsh, 
president  of  the  Connecticut  M.  F.  T.  O., 
will  confer  with  the  Hays  organization  and 
will  announce  the  arrangements  that  have 
been  made  with  the  State  of  Connecticut. 

Great  satisfaction  was  expressed  by  film 
distributors  generally  at  this  quick  resump- 
tion of  business  with  the  theatres  in  Connecti- 
cut, and  by  theatre  owners  likewise. 


NEW  ST.  LOUIS  CHAIN 

OF  25  IS  HINTED 

ST.  LOUIS. — St.  Louis  is  to  have  another 
large  chain  of  neighborhood  houses  to  work 
in  conjunction  with  a  first-run  picture  palace, 
according  to  gossip  along  Picture  Row. 

During  the  week  two  men  from  the  East 
arrived  in  town  to  study  the  local  motion 
picture  situation.  One  is  a  financier  and  the 
other  a  builder.  They  let  it  be  known  the 
interests  they  represent  stand'  ready  to  buy 
or  build  25  or  35  theatres  in  St.  Louis  and 
vicinity. 

The  exact  identity  of  the  interests  they 
represent  has  not  been  revealed.  Gossip  has 
it,  however,  they  are  the  advance  men  for  a 
very  prominent  producer  and  distributor  of 
motion  pictures  who  has  not  a  desirable  first- 
run  outlet  in  St.  Louis. 

It  is  known  that  the  visitors  inspected  a 
number  of  the  more  prominent  independently 
operated  neighborhood  houses  of  the  city. 
Whether  negotiations  have  been  opened  look- 
ing to  the  purchase  of  any  of  them  has  not 
been  disclosed. 

Men  in  the  know  say  that  St.  Louis  will  be 
the  center  of  some  gigantic  moves  on,  the  film' 
chess  board  during  'tjbe  next  six  months.  Ap- 
parently the  forces  are  being  organized  for  a 
real  life  or  death  struggle. 


Pivar  Replaces  Lawrence 

At  Universal  City 

Morris  Pivar,  formerly  of  the  Universal 
home  office,  who  was  awarded  a  trip  to  the 
coast  to  join  the  title  editing  department  at 
Universal  City  for  his  good  work  in  cutting 
"The  Phantom  of  the  Opera,"  has  stepped 
into  the  shoes  of  Frank  Lawrence  as  editor 
in  chief  of  productions  at  Universal  City. 


M-G-M  Buys  3 

Three  new  stories  have  been  purchased  by 
Metro-Goldwyn-Mayer  for  early  production. 
They  are  "The  Strolling  Saint,"  by  Raphael 
Sabatini,  "The  Little  Journey,  by  Rachel 
Crothers,  and  "Frisco  Sal,"  by  Alfred  A. 
Cohn. 


Exhibitors  Trade  Review 

FAMOUS  STICKS 
TO  ARBITRATION 


Theda  Bara  Signs 

With  Hal  Roach 

LOS  ANGELES.— Hal  Roach  an- 
nounces that  he  has  signed  Theda  Bara, 
the  famous  vampire  of  the  screen,  to 
play  in  the  Hal  Roach  Two-Reel  Com- 
edies, which  are  playing  over  the  Keith 
Circuit.  According  to  the  Roach  an- 
nouncement, Miss  Bara  will  make  a 
hasty  trip  to  New  York  and  return  to 
Los  Angeles  to  start  work  early  in  De- 
cember. 

In  signing  Miss  Bara  for  two-reel 
comedy  work,  Roach  is  continuing  his 
recently  established  policy  of  engaging 
popular  dramatic  favorites  for  his  pro- 
ductions. Among  the  dramatic  players 
recently  engaged  for  Reach  comedies 
are  Eileen  Percy,  Mildred  Harris, 
Stuart  Holmes,  Walter  Long,  Gertrude 
Astor,  George  Siegman,  Cesare  Gra- 
vina  and  Lucien  Littlefield.  v 


Paul  Lazarus  Rejoins 

United  Artists  Sales 

Paul  Lazarus,  formerly  one  of  the  heads 
of  distribution  with  United  Artists,  has  re- 
joined that  organization  in  an  executive  ca- 
pacity. Lazarus  is  one  of  the  most  capable 
and  admired  executives  in  the  business. 

Lazarus  has  been  absent  from  the  film  bus- 
iness for  about  a  year,  devoting  his  time  to 
the  publishing  business  in  San  Francisco. 


Grimm  Succeeds  Morris 

George  Morris  has  resigned  as  publicity  di- 
rector of  Warner's  Theatre  to  take  up  new 
duties  with  the  Warner  organization.  Morris' 
future  activities  will  be  concerned  with  thea- 
tre-radio. Morris  is  succeeded  by  Ben  H. 
Grimm. 


Minneapolis  Exchange  Ordered 
to  Stand  by  Decision  in 
Legeros  Case 


MINNEAPOLIS,  1  Minn.  — The  -ase  of 
Legeros  vs.  Famous  Players-Lasky  Corpor- 
ation, which  was  decided  upon  last  week  by 
the  Arbitration  Board  of  Minneapolis,  in 
which  Legeros,  an  exhibitor,  was  awarded 
the  sum  of  $2,292.60  for  the  failure  of  Fa- 
mouis  to  supply  him  with  certain  pictures  con- 
tracted for,'  has  come  to  a  satisfactory  con- 
clusion. 

Instructions  received  here  by  the  local  Par- 
amount exchange  manager,  A.  B.  Leak,  indi- 
cate that  the  Paramount  organization  will 
abide  by  the  ruling  of  the  arbitration  board 
as  handed  down. 

Part  of  the  instructions  in  this  matter  re- 
ceived by  Leak  from  the  home  office  execu- 
tive division  were  as  follows : 

"We  have  carefully  considered  both  sides 
of  the  Legeros  arbitration  matter  and  after 
considering  the  matter,  we  have  decided  that 
regardless  of  whether  or  not  the  award  of 
the  arbitration  board  was  just  or  regardless 
of  any  legal  possibilities  in  the  case,  we  must 
abide  fully  by  the  decision  the  arbitration 
board  made.  Our  previous  and  present  atti- 
tude toward  arbitration  has  not  changed. 
Therefore  any  other  stand  than  that  of  abid- 
ing by  the  arbitration  board  decision  would 
be  inconsistent  and  wrong." 


FILM  EXPORTS  TO  BRITAIN 
SHOW  MARKED  DECLINE 


WASHINGTON,  D.  C— Preliminary  fig- 
ures just  released  by  the  Department  oi 
Commerce  show  that  while  United  States  ex- 
ports of  negatives  for  September,  1925,  have 
fallen  from  about  645,000  linear  iee:  in  Sep- 
tember, 1924,  to  500,000  linear  feet  with  a 
corresponding  decrease  in  value  of  from 
$115,000  to  $95,000,  American  exports  of  pos- 
itives have  increased  from  about  16,000,000 
feet  valued  at  $525,000  in  September,  1924, 
to  about  18,100,000  feet  valued  at  $142,000  in 
September,  1925.  With  respect  to  individual 
markets,  the  most  noteworthy  feature  of 
these  figures  is  the  large  drop  in  our  ex- 
ports of  films  to  the  United  Kingdom,  this 
drop  being  from  about  3,700,000  linear  feet 
in  September  ot  last  year  to  only  a  little 
over  600,000  feet  in  September  of  this  year. 
France,  on  the  other  hand,  which  took  about 
750,000  feet  of  film  in  September,  1924,  from 
us,  boosted  this  total  to  over  2,000,000  feet 
in  September,  1925. 

For  the  first  nine  :months  of"  the  calendar 
year  1925  there  has  been  a  substantial  in- 
crease in  our  exports,  both  of  negatives  and 
positives,  over  the  same  period  last  year.  The 
figures  for  the  first  nine  months  of  1925  be- 
ing approximately  8,000,000  feet  of  negatives 
valued  at  $1,500,000,  and  170,000,000  feet  of 
positives  valued  at  a  little  over  $5,000,000, 
as  against  about  6,300,000  feet  of  negatives 
valued  at  $1,000,000,  and  121,000,000  feet  of 


positives  valued  at  about  $4,500,000  for  the 
first  nine  months  of  1924. 

In  spite  of  the  fact  that  exports  of  motion 
pictures  to  England  dropped  off  during  Sep- 
tember, she  still  remains  by  far  oar  largest 
market  for  these  as  reflected  in  the  figures 
for  the  first  nine  months  of  this  year.  Her 
total  for  this  period  of  over  33,000,000  Efee't 
exceeds  her  total  for  the  same  period  last 
year  by  about  15,000,000  feet.  Australia,  with 
17,000,000  feet  for  the  first  nine  months  of 
1925,  as  against  about  14,000,000  feet  for  the 
same  period  in  1924,  comes  second.  Canada 
is  third  with  exports  for  these  two  periods 
of  about  16,900,000  feet  and  about  14,000,000 
feet  respectively.  France,  finally,  stands  in 
fifth  place  as  the  only  other  foreign  country 
which  has  taken  over  10,000,000  feet  of  film, 
her  total  standing  at  just  this  amount  as 
against  as  low  as  5,000,000  feet  for  the  fiist 
nine  months  of  last  year. 


Barthelmess'  Contract 

With  reference  to  rumors  that  are  being 
circulated  to.  the  effect  that  Richard  Barthel- 
mess is  to  go  with  Famous  Players,  Inspira- 
tion Pictures  announce  that  his  contract  with 
them  does  not  expire  until  next  fall. 

Mr.  Barthelmess  assures  them  that  there 
is  no  foundation  for  the  rumor  and  it  is 
expected  that  he  will  renew  his  contract  with 
Inspiration  for  two  years  more. 


November  14,  1925 


Page  13; 


A.  M.  P.  A.  Hears 
Joe  Seider 

The  following  is  the  address  of  Joseph  M 
Seider,  business  manager  of  the  Motion  Pic- 
ture Theatre  Owners  of  America,  at  the 
luncheon  of  the  Associated  Motion  Picture 
Advertisers,  Thursday,  November  12th,  1925, 
at  the  New  Hofbrau : 

As  Business  Manager  it  will  be  our  policy' 
to  conduct  the  affairs  of  the  organization 
along  strictly  business  lines. 

The  important  subject  of  the  moment,  con- 
tract and  arbitration,  is  nearing  adjustment. 
Legislative  problems  will  be  worked  out  and 
the  mass  of  detail  necessary  will  be  properly 
handled.  ,. 

And  although  there  naturally  .  must  result 
from  this  undertaking  a  certain  measure  of 
hope  and  confidence  to  the  theatre  owner,  . 
yet,  he  wants  to  know  that  he  will  be  per-  til 
mitted  to  remain  in  business-  and  enjoy,  ther< 
opportunity  to  caxxy  on  in- his  ,chosen-.  fuelfa&iKV 
endeavor.    He  wants  to  be  sure  of  his  futuhfrE 
in  this  industry. 

It  is  argued-' that  the  building  of  theatres 
cannot  be  stopped  because  the  "wheels  of- 
progress  cannot  be  blocked." 

Is  it  progress  to  overbuild  and  overseat? 
Especially  where  the  purpose  is  to  eliminate 
the  smaller  competitor  by  the  weight  of  larger 
financial  resources.  Is  it  progress  to  threaten 
a  small,  operator  with  opposition  unless  he 
purchases  a  certain  product? 

Shall  it  continue  impossible  for  a  small  , 
operator  to  purchase  quality  product  when 
he  has  for  _  a  competitor  a  large  influential 
purchaser?  Should  a  theatre  owner  who  has 
purchased  for  a  number  of  years  the  product 
of  a  ,  particular  distributor  lose  that  particu- 
lar product  without  opportunity  with  the  ar- 
rival of  a  more  influential  purchaser?  Or 
will  the  product  be  allocated  so  that  he  with 
"clean  hands"  may  live  ? 

These  are  the  problems  confronting  and 
disheartening  the  theatre  owner  and  these  are 
the  problems  we  have  presented  to  Mr.  Hays, 
and.,  these  are  the  problems  received  most 
sympathetically  by  Mr.  Hays. 

Columbia  Picture 

Outstanding  Success 

"When  Husbands  Flirt,"  the  latest  comedy 
to  be  released  by  Columbia  Pictures  Corp.,  is 
repeating  the  success  of  their  previous  fea- 
ture length  comedy,  "Steppin'  Out."  Tele- 
grams from  all  parts  of  the  country  from 
exhibitors  and  distributors  are  being  received 
daily  telling  of  the  receptions  accorded  this 
production. 

Independents  Have 

Chance  to  Get  Stars 

"What  is  one  man's  loss  is  another  man's 
gain"  is  an  old  adage  that  is  now  being  ex- 
emplified for  the  benefit  of  Arthur  F.  Beck, 
who  is  producing  a  number  of  pictures  which 
will  be  released  as  part  of  the  twenty-four 
Golden  Arrow  first  run  features  for  1925-26, 
in  the  matter  of  securing  unusually  well- 
known  screen  personalities  for  his  produc- 
tions. 

The  sudden  announcement  by  a  number  of 
the  large  national  producing  companies  that 
they  were  cutting  down  the  list  of  features 
they  were  going  to  produce  this  season,  has 
resulted  in  some  well-known  and  important 
screen  personalities  being  out  of  work.  In 
consequence,  artists  who  otherwise  would 
not  have  been  able  to  accept  engagements 
from  Independent  producers  are  now  scurry- 
ing to  get  jobs  wherever  they  can. 


i  First  National's  new  Sales  Cabinet.   Left  to  Right:  A.  W„  Smith,  Ji;.,  Ned  Marin, 
Ne4  Depinet.  Below:  Sam  Springy  Secretary -Treasurer  of  First  National,  who  also 
.        functions  "as  Chairnian  of  the  Sales  Cabinet. 


UNDER   the   new   sales   plan    adopted   by;  First  . 
National  Pictures,  -providing  for  a  sales  cabinet  / 
pf>  three  executives,  the  country1  has  been  divided} 
into  three  territories,  Eastern,  Southern  and  Western, ... 
with  one  of  the  sales  council  directly  in  charge  of 
each,  and  all  subject  to  the  supervision  of  general, 
manager  Richard  A.  Rowland  and  Sajmuel"  Spring, 
secretary-treasurer.  * 

According  to  a  statement  from  Mr.  Rowland,  the 
districts  will  be  managed  as  follows:   Ned  Marin, ■> 
sales  manager  Western  territory;  A.  W.  Smith,  Jr., 
sales  manager  Eastern  territory;  Ned  Depinet,  sales 
manager  Southern  territory. 

.  Following  are  the  First  National  branches  under 
the  present  territorial  division: 

Western  territory:  Chicago,  Denver,  Des  Moines, 
Detroit,  Los  Angeles,  Milwaukee,  Minneapolis, 
Omaha,  Portland,  Salt  Lake  City,  San  Francisco1, 
Seattle,  Calgary,  Montreal,  St.  John,  Toronto,  Van- 
couver and  Winnipeg.  -: 

Southern  territory:  Atlanta,  Charlotte,  Cincinnati, 
Cleveland,  Dallas,  Indianapolis,  Kansas  City,  Louis- 
ville, New  Orleans,  Oklahoma  City,  Pittsburgh  and  St.  Louis.  •.  ■ 

Eastern  territory:  Albany,  Boston,  Buffalo,  New  Haven,  New  Jersey,  New  York, 
Philadelphia  and  Washington. 

Hutchinson,  Producer 

Talks  On  Comedy 


An  analysis  of  comedy  in  the  abstract  is 
not  an  easy  task,  and  it  is  perhaps  not  often 
attempted.  Producers,  like  other  people,  are 
apt  to  go  by  a  sort  of  "sense  of  feel"  in  their 
estimates  of  the  value  of  comedy  and  comedy 
scenes.  What  appeals  to  one  sense  of  humor, 
of  course,  does  not  necessarily  appeal  to  all. 
But  Samuel  S.  Hutchinson,  veteran  showman, 
who  has  just  returned  to  production  activity 
as  head  of  the  Hutchinson  Film  Corporation, 
believes  that  alf  humor  can  be  grouped 
broadly  under  five  heads,  with  various  sub- 
divisions. Mr.  Hutchinson  is  producing  "The 
Nutcracker,"  starring  Edward  Everett  Hor- 
ton,  and  as  this  is  the  first  of  a  big  series 
of  feature  comedies  for  Associated  Exhibitor 
release,  his  views  are  very  interesting,  par- 
ticularly in  view  of  his  fifteen  years  of  ex- 
perience in  the  film  and  theatre  world. 

"It  seems  to  me,  that  all  comedy  elements 
can  be  classified  as  falling  under  one  of  the 
following  units :  Repetition,  Exaggeration, 
Incongruity,  Anachronism  and  Misery,"  says 
Mr.  Hutchinson.  "If  a  producer,  director  or 
writer  will  keep  those  four  divisions  in  mind, 
he  can  help  to  create  true  amusement  in  the 
literal  meaning  of  the  word.  And  it  is  not 
only  a  question  of  analysis.  In  his  ability  to 
tell  why  a  thing  is  funny,  or  to  see  clearly 
where  it  will  be  funny,  lies  much  of  the  suc- 
cess of  comedy  production. 

"Repetition  is  one  of  the  greatest  of  com- 
edy values.   ■  That  is  particularly  noticeable 


on  the  speaking  stage,  or  in  subtitle  comedy. 
It  is  not  quite  So  important  in  situation  com- 
edy, although  it  has  its  merit  there,  too,  of 
course.  The  mere  repetition  of  a  line4  or  a 
title,  even  though  it  is  not  intrinsically  amus- 
ing, will  get  a  laugh  the  third  or  fourth  time 
it  occurs.  I  recall  particularly  a  line,  from 
©on  Marquis'  play,  'The  Old  Soak'— the 
catchline,  so  to  speak,  of  the  production.  It 
was  simply,  'Al's  here  !'  •  Yet  that  line,  in 
repetition,  became  hilariously  funny.  The, 
Same  thing  applies  with  great  force  to  title 
humor  in  pictures. 

"Transposing  people  or  customs  away. from 
their  natural  orbit  and  putting  them  several 
centuries  in  advance  of,  or  behind,  their 
times,  always  makes  for  laughter,"  Mr. 
Hutchinson  avers.  "Such  Anachronism  is 
what  gives  most  of  the  comedy  to  a  picture 
like  'A  Yankee  in  King  Arthur's  Court.'  A 
gent  who  is  dressed  in  a  Crusader's  suit  of 
tin  B.  V.  D.'s,  who  exclaims  'Odds  Bod- 
kins !'  and  who  then  goes  out  and  leaps  on  a 
motorcycle,  for  instance,  is  typical  of  what 
might  be  called  anachronistic  humor. 

"The  pretenses  of  common,  everyday  peo- 
ple in  their  ludicrous  attempts  to  ape  their 
superiors  or  be  something  that  they  are  not 
is  all  a  part  of  the  Humor  of  Exaggeration. 
Falstaff,  with  his  bluff  and  boastfulness,  is  a 
fine  example.  Scores  and  hundreds  of  char- 
acterizations and  situations  in  our  modern 
pictures  can  be  classified  in  this  category." 


Exhibitors  Trade  Review 


Your  Tax  Problem 


Page  14 

Dog's  Life 
On  Nov.  22 

"A  Dog's  Life,"  one  of  the  four  Charlie 
Chaplin  Comedies  acquired  by  Pathe  under 
its  half-million-dollar  contract  with  the.  fam- 
ous comedian,  will  be  released  as  a  comedy 
special  on  November  22nd. 

In  this  Charlie  has  the  same  troubles  that 
befell  Old  Mother  Hubbard,  for  Charlie  finds 
no  bones  in  the  cupboard  for  his  dog  nor 
himself.  Charlie  is  a  wandering  son  who 
tramps  the  street  looking  with  searching  eyes 
for  a  "help  wanted"  sign.  Prospects  seem 
quite  blue  when  he  comes  upon  a  sign  in 
front  of  a  brewery  stating  that  help  is  wanted. 
Presto !     Charlie   takes  his   place  in  line. 

Then,  things  start  brewing  for  Charlie. 
Every  time  he  is  all  set  to  get  the  ticket 
that  will  entitle  him  to  punch  the  time  clock 
and  land  on  the  payroll,  Charlie  is  elbowed 
out  of  the  way.  Finally  the  clerk's  window 
is  closed  and  Charlie  shuffles  out  again  into 
the  cruel  world. 

1  He  seeks  solace  in  a  lively  dance  hall,  along 
with  his  only  friend  his  mongrel  dog.  As  a 
dance-hall  lizard,  Charlie  is  a  scream.  The 
usual  dancing  space  allotted  to  a  couple  isn't 
enough  for  Charlie  and  a  pretty  entertainer, 
who  sees  in  him  better  stuff  than  that  of 
which  garments  are  made. 
I  Charlie's  famous  feet  are  always  in  some- 
body's way.  If  his  baggy  trousers  had  been 
lined  with  bills,  Charlie  could  have  overcome 
that  handicap,  but  he  couldn't  buy  drinks  so 
he  was  given  the  bouncer's  exit.  But  the 
dance-hall  charmer  joins  him  and  happy  in 
romance  Charlie  rejoices  in  spite  of  all  his 
mishaps. 

Charlie  always  scores  with  his  tragic  mo- 
ments which  creep  in  between  the  rapid-fire 
chains  of  laughs.  Edna  Purviance  is  his 
leading  lady  who  portrays  the  dance-hall 
charmer  who  befriends  him.  Even  the  mon- 
grel dog  member  of  the  cast  contributes  his 
droll  moments  which  add  to  the  mirth. 

"A  Dog's  Life"  is  being  released  by  Pathe 
as  a  comedy  feature  special  in  three  parts. 
The  release  dates  of  the  other  Chaplin  come- 
dies acquired  by  Pathe  will  be  announced 
later. 

JANS  MAY  FILM 
HISTORY  OF  N.  J. 

Herman  F.  Jans,  long  a  resident  of  New 
Jersey  and  prominent  theatre  owner  and  ex- 
changeman  in  that  state  who  is  now  produc- 
ing, has  been  approached  by  several  officials 
with  a  view  to  making  an  historical  motion 
picture  production  of  New  Jersey. 

The  purpose  of  the  proposed  production  is 
to  bring  forcibly  to  the  attention  of  the  pub- 
lic the  many  historical  incidents  of  New  Jer- 
sey but  at  the  same  time  to  provide  film  en- 
tertainment that  would  be  highly  dramatic,  of 
deep  interest  and  in  no  sense  propaganda. 
State  officials  have  even  gone  so  far  as  to 
have  a  tentative  story  prepared  which  would 
show  many  of  the  exciting  incidents  of  the 
Revolutionary  War  with  the  love  story  of 
two  well  known  New  Jersey  characters  of 
that  time  furnishing  the  love  interest. 

New  Jersey  is  rich  in  historical  incidents 
and  places  and  its  early  history  could  very 
easily  be  made  into  a  most  entertaining  mo- 
tion picture. 

Mr.  Jans  has  two  more  pictures  to  complete 
for  his  1925-26  schedule,  "The  Roaring  For- 
ties" and  "Indiscretion"  which  are  slated  to 
go  into  production  very  soon.  After  these 
have  been  produced  it  is  more  than  likely 
Mr.  Jans  will  accept  the  invitation  of  the 
New  Jersey  officials  and  supervise  the  making 
of  the  proposed  picture. 

Mr.  Jans  was  a  Newark  theatre  owner  and 
exchangeman  and  for  some  time  has  been  a 
resident  of  Maplewood,  N.  J. 


By  M.  L.  SEIDMAN 

This  is  the  second  of  a  series  of  articles 
by  Mr.  Seidman  of  Seidman  &  Seidman, 
certified  Public  Accountants,  on  how  to  pre- 
pare income  fax  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  tliat  might  be 
directed  to  him  by  our  readers:  Questions 
should  be  addressed  to  him,  c/o  Seidman 
&  Seidman,  41  Park  Row,  Nezv  York  City. 
All  communications  must  be  signed  by  the  in- 
quirer, but  no  names  will  be  disclosed  in  the 
answers. 

The  previous  article  outlined  the  persons 
who  were  liable  to  the  income  tax.  It  was 
there  intimated  that  while  a  person  may  be 
subject  to  the  tax,  it  does  not  follow  that  he 
need  file  an  income  tax  return.  The  prin- 
ciples governing  whether  a  return  must  be 
filed,  therefore,  come  logically  up  for  discus- 
sion at  this  time. 

First  let  us  take  the  case  of  the  individual. 
For  this  purpose,  individuals  are  divided  into 
two  classes — married  and  unmarried.  So  far 
as  the  unmarried  individual  is  concerned,  a 
tax  return  must  be  filed  by  him  only  if  his 
gross  income  is  $5000  or  more,  or  his  net  in- 
come is  $1000  or  more.  If  his  gross  and  net 
income  are  less  than  these  respective  amounts, 
no  returns  need  be  filed  by  him. 

When  to  File 

Let  us  examine  these  requirements  a  bit 
more  closely.  In  the  case  of  an  individual 
having  a  gross  income  of  $500  or  over,  a 
return  must  be  filed,  irrespective  of  the 
amount  of  the  net  income.  Take  the  case  of 
an  individual  whose  only  income  is  a  salary 
of  $10,000  a  year.  It  might  be  that  during 
the  year  he  paid  out  for  interest  and  taxes 
and  sustained  bad  debts,  etc.,  amounts  aggre- 
gating over  $15,000,  so  that  in  fact  the  indi- 
vidual had  a  net  loss  of  $5000  for  the  year. 
Yet,  an  income  tax  return  would  have  to  be 
filed  by  him  since  his  gross  income,  his  total 
income  before  considering  deductions,  ex- 
ceeded $5000. 

On  the  other  hand,  an  individual  might 
have  a  gross  income  of  less  than  $5000,  and 
still  be  required  to  file  a  return.  That  would 
be  the  case  if  his  net  income  were  in  excess 
of  $1000.  For  example,  an  unmarried  indi- 
vidual whose  only  income  is  a  salary  of  $3000 
a  year  and  whose  deductions  amounted  to 
$500,  would  have  a  net  income  of  $2500.  His 
net  income  being  in  excess  of  $1000,  it  would 
be  necessary  for  him  to  file  a  return. 

Now  let  us  take  up  the  case  of  married  in- 
dividuals. To  begin  with,  in  determining 
whether  a  return  is  due  from  married  indi- 
viduals, the  income  of  the  husband  and  wife 
must  be  considered  together.  If  the  combined 
gross  income  of  husband  and  wife  is  $5000 
or  over,  or  their  combined  net  income  is 
$2500  or  over,  a  return  is  due.  It  makes  no 
difference  whether  the  husband  alone  or  the 
wife  alone  would  have  a  gross  income  less 
than  $5000  or  a  net  income  less  than  $2500. 
If  their  combined  gross  income  or  net  income 
equal  at  least  the  respective  amounts,  a  return 
must  be  filed. 

Single  and  Joint  Returns 

Another  characteristic  of  the  returns  of 
married  individuals  is  that  they  can  be  filed 
in  one  or  two  ways.  Husband  and  wife  can 
either  file  a  single  joint  return  on  which  is 
shown  their  combined  incomes,  or  they  can 
file  separate  returns  in  which  the  husband 
shows  his  net  income  and  the  wife  hers,  and 
the  tax  computed  on  these  separate  incomes. 
Because  of  the  different  tax  rates  depending 
on  the  size  of  the  income,  it  is  obvious  that 
under  certain  conditions  it  would  be  advisable 


to  file  joint  returns  and  under  others  it  would 
be  more  advisable  to  file  separate  relurns. 
That  particular  phase  of  the  subject  will  be 
made  the  basis  for  a  separate  article  later. 

It  will  be  noted  that  the  rules  with  respect 
to  returns  have  nothing  to  do  with  the  age 
of  the  individuals.  A  minor  must  file  a  re- 
turn in  the  same  manner  as  an  adult,  and  un- 
der the  same  rules.  There  is  one  peculiarity, 
however,  that  should  be  observed.  The  in- 
come of  an  unmarried  minor  child  who  lives 
with  a  parent  legally  belongs  to  the  parent 
and  must  be  reported  by  the  parent,  and  not 
by  the  minor,  except  where  the  income  is 
derived  from  property  belonging  to  the  minor. 
For  instance,  suppose  an  18  year  old  boy,  liv- 
ing with  his  parent  would  have  to  be  em- 
ployed at  a  salary  of  $1500  a  year.  This 
$1500  would  have  to  be  reported  in  the 
parent's  tax  return,  because  as  a  matter  of 
law  the  parent  is  entitled  to  the  boy's  earn- 
ings. On  the  other  hand,  if  the  minor  had 
income  from  any  property  standing  in  his 
own  name,  or  from  any  funds  held  in  trust 
for  him,  such  income  belonging  to  the  minor 
in  his  own  right  would  be  reportable  by 
him,  and  if  the  net  amount  is  $1000  a  year 
or  over,  or  the  gross  amount  $5000  or  over, 
he  would  have  to  file  a  return. 

Before  passing  the  subject  of  the  individu- 
al's returns,  another  point  might  be  made. 
Two  classes  of  individuals  have  been  men- 
tioned— married  and  unmarried.  To  come 
into  the  "married"  class,  it  is  necessary  for 
the  husband  and  wife  to  live  together.  If 
they  do  not  live  together,  each  spouse  is  re- 
garded as  unmarried  for  this  purpose,  and 
are  governed  by  the  rules  with  respect  to 
unmarried  persons. 

Let  us  now  proceed  to  consider  the  case  of 
a  corporation.  The  rule  here  is  simple. 
Every  corporation  subject  to  the  tax  must 
file  a  return,  irrespective  of  the  amount  of 
its  gross  or  net  income.  Whether  a  cor- 
poration makes  a  profit  or  a  loss  is  imma- 
terial. All  corporations  (unless  exempt) 
are  required  to  file  a  return. 

So  far  as  partnerships  are  concerned,  it 
was  pointed  out  in  the  previous  article  that 
they  were  not  liable  to  the  tax.  However, 
a  return  is  due  from  every  partnership,  no 
matter  what  its  income  might  be.  The  re- 
turn is  undoubtedly  required  so  that  the 
government  might  have  before  it  a  means  of 
checking  up  the  income  from  partnerships 
reported  by  the  individual  partners. 

It  will  also  be  recalled  from  the  previous 
article  that  estates  and  trusts  are  regarded 
as  taxable  persons  under  the  law.  Returns 
are  required  from  them  under  the  same  rules 
as  apply  to  unmarried  individuals,  that  is, 
if  the  gross  income  of  the  trust  is  $5000  or 
over,  or  the  net  income  is  $1000  or  over,  a 
return  is  due. 

The  next  article  will  discuss  the  question 
of  exemptions  allowed  by  the  law  in  com- 
puting the  tax. 

*    *  * 

GINSBERG  GETS 

PARIS  OUTLET 

Jeffrey  Bernerd,  representing  the  Henry 
Ginsberg  Distributing  Corporation  in  han- 
dling Banner  and  Royal  pictures  in  Great 
Britain  and  Europe,  has  opened  a  Paris 
office  in  charge  of  Mr.  T.  G.  Creighton 
Turnball. 

With  Wardour  Films  doing  splendid  work 
in  the  distribution  of  Banner  and  Royal 
pictures  in  Great  Britain,  Mr.  Bernerd  can 
now  give  the  greater  part  of  his  attention  to 
the  Continent  and  through  his  new  office 
keep  in  closer  contact  and  give  better  serv- 
ice to  continental  buyers. 


November  14,  1925 


Page  15 


Big  Coast  Premiere 
For  "Big  Parade" 


Crowds  in  front  of  Grauman's  Egyptian,  Hollywood,  on  the  opening  night 
of  Metro-Goldwyn-Mayer's  "The  Big  Parade." 


The  most  sensational  premiere  ever  ac- 
corded any  picture  in  the  history  of  the  mo- 
tion picture  presentation,  a  premiere  cele- 
brated by  the  holding  of  a  parade  a  mile 
long  containing  six  bands,  innumerable  floats, 
artillery,  fire-fighting  apparatus,  militia  men, 
police,  illumined  by  blazing  red  torches  at 
every  street  corner  and  escorted  by  a  fleet 
of  airplanes  overhead,  has  celebrated  the 
opening  of  King  Vidor's  "The  Big  Parade," 
starring  John  Gilbert,  at  Sid  Grauman's 
Egyptian  Theatre  in  Hollywood.  This  new 
Metro-Goldwyn-Mayer  film  is  a  new  and 
sensational  triumph  for  the  screen.  It  has 
won  instant  and  dazzling  recognition  as  the 
first  truly  great  film  dealing  with  the  war 
to  reach  the  screen,  at  its  first  presentation. 
All  Hollywood  was  there,  including  visiting 
notables  in  every  field  of  activity. 

One  of  the  biggest  feats  achieved  in  con- 
nection with  the  opening  was  the  broadcast- 
ing of  the  entire  proceedings  over  KNX  in 
a  tie-up  with  the  Kellogg-Dixon  chain  of 
some  twenty-two  newspapers  throughout 
Southern  California.  Five  microphones 
were  placed  inside  the  theatre  and  several 
outside.  Lew  Cody  and  professional  radio 
announcers  gave  a  word  picture  of  all  that 
was  going  on  and  described  the  silent  part 
of  the  entertainment.  Misses  Kay  and 
Marsh,  Metro-Goldwyn-Mayer  fashion  de- 
signers, described  gowns  worn  by  stars  as 
they  entered  the  theatre.  Musical  numbers 
were  broadcast  from  the  orchestra  pit  to- 
gether with  the  ceremony  of  introducing 
stars  by  Fred  Niblo. 

Music  by  bands  on  the  roof  of  the  theatre 
was  also  broadcast  together  with  a  minute 
description  of  the  military  maneuvers  which 
took  place  in  front  of  the  theatre. 

The  mile  long  parade  staged  by  the  mili- 
tary and  civic  organizations  of  the  city  was 
headed  by  Major  Chambers  of  Fort  Mc- 
Arthur  as  Grand  Marshal.  The  entire  line 
of  march  was  under  a  blaze  of  red  fire 
torches  at  each  street  corner.  Floats  from 
the  M-G-M  studio  and  from  various  civic 
societies  were  in  line  as  well  as  soldiers 
from  every  branch  of  the  army,  including 
flying  squadrons,  Third  Coast  artillery,  the 
One  Hundred  and  Sixtieth  Regiment  of  the 
California  National  Guard,  fire  department 


apparatus,  police  and  six  brass  bands. 

Upon  reaching  the  theatre  the  soldiers 
acted  as  a  special  guard  lining  the  entire 
block  in  front  of  the  Egyptian.  Fifty  red, 
white  and  blue  searchlights  stationed  on  and 
in  front  of  the  theatre  made  a  spectacular 
electrical  display. 

A  loud  speaking  system  told  the  crowds 
outside  the  theatre,  which  covered  the  area 
of  a  square  block,  of  the  arrival  of  various 
notables. 

The  most  spectacular  prologue  ever  staged 
by  Sid  Grauman  with  one  hundred  and  fifty 
people  in  the  cast  was  greeted  with  pro- 
longed applause. 

"The  Big  Parade"  itself  brought  cheer 
after  cheer  throughout  its  presentation.  All 
Hollywood  agrees  with  Grauman's  advertis- 
ing on  billboards  and  in  newspapers  stating 
that  "The  Big  Parade"  is  the  greatest  pic- 
ture he  has  ever  seen.  Fred  Niblo's  intro- 
duction of  King  Vidor,  the  director,  and 
John  Gilbert  the  star,  and  of  Renee  Adoree 
and  Tom  O'Brien,  who  clay  prominent  roles 
in  the  Lawrence  Stallings  story,  which  has 
been  adapted  to  the  screen  by  Harry  Behn, 
brought  roar  after  roar  of  applause.  The 
conclusion  of  the  picture  was  a  signal  for 
another  thunderous  demonstration  and  Louis 
B.  Mayer,  executive  in  chief  for  M-G-M, 
Harry  Rapf  and  Hunt  Stromberg,  associate 
executives,  were  cheered  enthusiastically  by 
the  crowded  house  when  they  made  their  ap- 
pearance before  the  screen.  Associate  Ex- 
ecutive Irving  G.  Thalberg,  who  is  recover- 
ing from  a  recent  illness,  was  unable  to  be 
present  but  heard  the  premiere  over  the  radio 
at  his  home  and  heard  the  demonstration 
when  his  name  was  mentioned  bv  Fred 
Niblo. 

Never  has  Hollywood  seen  such  an  open- 
ing. Everyone  from  Mary  Pickford  to  Bull 
Montana  was  there.  With  the  start  of  the 
parade  at  seven  o'clock  until  one  in  the  morn- 
ing excitement  ran  high  for  local  filmdom. 
Hollywood's  entire  police  force  was  unable 
to  handle  the  crowds  and  a  hurry  call  to 
Los  Angeles  for  additional  men  was  neces- 
sary before  traffic  could  be  adjusted. 

Grauman's  Egyptian  was  sold  out  for  the 
next  two  weeks  in  advance  on  the  day  of 
the  opening. 


Harry  Cohn  Will 
Take  Trip  Abroad 

Having  completed  production  on  this 
year's  entire  Columbia  program  Harry  Cohn, 
Vice-President  of  Columbia  Pictures  Cor- 
poration, will  take  his  first  vacation  in  five 
years.  With  Mrs.  Cohn  he  will  leave  on 
the  Leviathan  to  make  a  delayed  honeymoon 
trip  to  Europe.  Should  he  find  conditions 
favorable  he  will  make  one  picture  before 
returning  about  January  1st. 

In  completing  this  year's  output  ahead  of 
schedule  Mr.  Cohn  has  accomplished  a  rec- 
ord as  an  independent  producer.  While  other 
independent  organizations  were  curtailing 
production  Mr.  Cohn  forged  ahead  and  com- 
pleted the  entire  program  announced  to 
Columbia  franchise  holders  at  the  beginning 
of  the  year. 

Mr.  Cohn  has  earned  the  reputation  of 
being  one  of  the  best  production  men  in  the 
industry,  and  his  name  was  one  of  the  few 
on  the  list  of  independent  producers  for 
whom  the  large  producing  organizations 
were  negotiating  and  attempting  to  lure 
from  the  independent  field.  However,  with 
Columbia  Pictures  achieving  outstanding  suc- 
cesses everywhere  they  are  being  shown, 
Mr.  Cohn  was  not  to  be  inveigled  into  de- 
serting the  independent  cause  but  will  con- 
tinue to  produce  the  same  splendid  calibre 
productions  for  which  exhibitors  look  to 
him.  His  productions  have  triumphed  in 
fair  competition  with  the  best  to  be  made  by 
the  large  national  producing  organizations. 

*  *  * 

Elaine  Hammerstein 

In  Ginsberg  Film 

Elaine  Hammerstein  will  have  the  leading 
feminine  role  in  the  fourth  Banner  produc- 
tion "The  Checkered  Flag,"  the  Henry  Gins- 
berg Distributing  Corporation  made  known 
this  week. 

In  assembling  the  rest  of  the  cast,  which 
will  be  announced  shortly,  care  is  being 
taken  to  secure  players  as  popular  with  fans 
as  is  Miss  Hammerstein,  whose  power  as  a 
box-office  drawing  card  is  firmly  established. 

"The  Checkered  Flag"  will  be  the  screen 
adaptation  of  John  Mersereau's  novel  of  the 
auto  speedway.  The  racing  sequences  have 
already  been  filmed  at  the  Fresno  Automo- 
bile races  in  which  the  foremost  west  coast 
speed-demons  took  part;  among  them,  Fred 
Comer,  winner  of  the  race,  Peter  de  Paola 
Benny  Hill,  Jerry  Wonderlich,  Doc  Shattuc 
and  Leon  Duray. 

Shooting  on  the  story  will  be  begun  within 
the  next  week,  with  John  Adolfi  at  the 
megaphone. 

*  *  * 

Sheldon  Back  at  Studio 

E.  Lloyd  Sheldon,  supervising  editor  of 
Gilda  Gray's  first  Paramount  picture,  "Aloma 
of  the  South  Seas,"  directed  by  Maurice 
Tourneur,  has  returned  to  the  Long  Island 
studio  after  a  five  weeks'  stay  in  Porto  Rico, 
where  the  exteriors  for  the  picture  are  bein<^ 
made. 

*  *  * 

Arlen  Added 

LOS  ANGELES.— Richard  Arlen  has  been 
added  to  the  cast  of  "Behind  the  Front,"  it 
h^s  been  announced  at  the  Lasky  studio.  "Be- 
hind the  Front,"  a  comedy  of  the  A.  E  F 
features  Wallace  Beery,  Raymond  Hatton 
and  Alary  Brian.  Edward  Sutherland  is  di- 
recting the  picture. 

*  *  * 

At  Capitol 

"Bright    Lights,"  Metro-Goldwyn-Mayer 
comes  to  the  Capitol  Theatre  Sunday. 


Page  16 


Exhibitors  Trade  Review 


PRODUCTION  HIGHLIGHTS 


EVE  UNSELL  has  been  placed  under 
contract  as  a  regular  writer  on  the  Fox  sce- 
nario staff.  She  wrote  the  script  for  "Thun- 
der Mountain,"  adapted  from  John  Golden's 
play,  "Howdy,  Folks,"  and  the  scenario  for 
"The  Golden  Strain,'  'the  first  Peter  B.  Kyne 
story  written  for  Fox  Films.  Her  newest 
effort  is  a  Tom  Mix  picture,  which  is  still 
to  be  titled. 

DEREK  GLYNNE,  George  Henry, 
Dorothy  King  and  Cliff  Worman  were  added 
this  week  to  the  cast  of  "Too  Much  Money," 
which  John  Francis  Dillon  is  directing  for 
First  National  at  their  New  York  studios. 
Lewis  Stone  and  Anna  Q.  Nilsson  have  the 
featured  roles  and  Robert  Cain  has  the 
"heavy"  part. 

aSr  i         •  *  * 

EMMETT  FLYNN,  director  on  the 
Fox  staff,  has  been  elected  honorary  presi- 
dent of  the  "Irish  Cinema,"  a  movie  fan  club 
in  Dublin.  One  of  Flynn's  relatives  living 
in  Dublin  is  responsible  for  the  choice.  Flynn 
has  accepted  the  nomination,  with  the  pro- 
viso that  he  doesn't  have  to  do  any  work. 

%       %  % 

THE  PRODUCTION  of  "The  Man 
Upstairs,"  Warner  Bros.'  adaptation  of  Earl 
Derr  Biggers'  popular  story,  "The  Agony 
Column,"  with  Monte  Blue  and  Dorothy  De- 
vore  in  the  leading  roles,  was  finished  this 
week  at  the  West  Coast  Studios,  according 
to  information  from  the  Warner  offices  in 
New  York. 

HALLAM  COOLEY  has  completed 
his  work  in  "His  Own  Lawyer,"  the  fifth  of 
the  "Helen  and  Warren"  series  of  Fox  come- 
dies based  on  Mable  Herbert  Urner's  syndi- 
cated stories,  and  is  employing  his  vacation 
to  speed  up  the  work  on  his  new  home  in 
Beverly  Hills. 

*  *  * 

KATHLEEN  MYERS  has  been  cast 
in  a  role  supporting  Buck  Jones  in  "The 
Gentle  Cyclone,"  which  has  just  gone  into 
production  at  the  Fox  Films  studio  under 
the  direction  of  W.  S.  Van  Dyke.  Rose 
Blossom  will  play  the  feminine  lead. 
-      *   *  * 

EIGHT  MORE  players  were  added  this 
week  to  the  cast  of  "Men  of  Steel,"  First 
National's  big  steel  special  which  was  started 
last  week  with  Milton  Sills  in  the  stellar 
role.  The  additions  are  Taylor  Graves, 
Henry  West,  Harry  Lee,  Ferd  Obek,  Ed- 
ward Lawrence,  Frank  Hanley,  Pierre  Col- 
lose  and  Nick  Thompson. 

The  "Men  of  Steel"  company  is  now  in 
Birmingham,  Ala.,  shooting  scenes  in  the 
steel  mills  and  iron  mines  of  the  United 
States  Steel  Corporation.  About  six  weeks 
will  be  spent  in  Birmingham,  then  the  com- 
pany will  return  to  First  National's  New 
York  studios  for  the  completion  of  the  pic- 
ture. George  Archainbaud  is  directing  under 
the  supervision  of  Earl  Hudson.  The  com- 
pleted supporting  cast  for  Sills  in  addition  to 
the  above  players  includes  Doris  Kenyon, 
Mae  Allison,  Claude  Gillingwater,  George 
Fawcett,  Victor  McLaglen  and  John  Philip 
Kolb. 

♦  *  + 

SYLVANO  BALBONI,  whose  aid  in 
producing  "The  Viennese  Medley"  won  for 
him  the  contract  to  direct  "The  Far  Cry" 
for  First  National,  has  a  background  to  be 
envied  by  many  of  his  contemporaries. 

Balboni  has,  of  course,  had  experience  in 
the  director's  chair,  but  before  he  felt  quali- 
fied to  take  such  responsibility  on  his  shoul- 
ders, he  obtained  schooling  via  the  route  of 
assistant  cameraman,  then  cameraman. 

During  his  years  as  an  assistant  camera- 
man in  Italy,  Balboni  studied  lighting  effects, 


Constance  Bennett 
and  Glenn  Hunter 
in  a  scene  from 
Associated  Exhibitors' 
"The  Pinch  Hitter." 


and  when  he  achieved  a  camera  of  his  own, 
he  won  recognition  as  an  expert  on  lighting. 

Great  things  are  expected  from  Balboni  in 
his  initial  First  National  effort,  "The  Far 
Cry."  Blanche  Sweet  will  play  the  leading 
feminine  role  and  a  cast  of  quality  will  be 
assigned  other  roles  in  the  picture. 

*  *  * 

SEVERAL  ADDITIONS  have  been 
made  on  the  Metropolitan  unit  now  filming 
"The  Million  Dollar  Handicap."  Lon  Poff, 
well-known  character  actor,  has  been  added 
to  the  cast,  Norman  McLeod,  "comedy  con- 
structor," has  been  loaned  by  the  Christie 
Comedy  Company  to  supply  the  ideas  for  the 
comedy  touches  in  the  production,  and  Doug- 
las S.  Dawson  has  been  assigned,  as  assistant 
to  Mr.  .Scott  Sidney,  director.  "Dawson  acted 
in  the  same  capacity  on  "Steel  Preferred," 
which  picture  is  now  being  edited.  McLeod 
was  "comedy  constructionist"  on  such  well- 
known  successes  as  "Charley's  Aunt,"  "Seven 
Days,"  and  "Madam  Behave." 

*  *  * 

EDWIN  CAREWE,  First  National 
producer,  has  completed  all  photographic 
work  on  "Joanna,"  including  the  titles  and 
inserts,  and  is  now  cutting  and  editing  the 
photoplay  in  New  York.  In  the  cast  of  the 
production  are  Dorothy  Mackaill,  Jack  Mul- 
hall,  George  Fawcett,  Paul  Nicholson, 
Yvonne  Carewe,  Dolores  del  Rio,  and  Ed- 
wards Davis. 

*  *  * 

ANTHONY  COLDEWAY,  who  wrote 
the  scripts  for  such  notable  photoplays  as 
"Ruggles  of  Red  Gap,"  "The  City  that  Never 
Sleeps,"  "Beggar  on  Horseback,"  and  other 
James  Cruze  productions,  has  been  engaged 
by  First  National  to  write  the  script  of  Tif- 
fany Wells'  "Shebo."  Coldeway  has  evi- 
denced a  brilliant  career  as  a  scenarist  by 
turning,  out  photoplays  which  have  a  distinct 
audience  appeal.  His  latest  work  was  "Co- 
bra," for  Rudolph  Valentino,  which  was  fol- 
lowed by  a  James  Cruze  vehicle.  Coldeway 
will  begin  work  at  once  in  the  department 
of  First  National,  which  is  under  the  super- 
vision of  June  Mathis. 


LOLA  MACKEY  has  just  been  added 
to  the  cast  of  "The  Golden  Strain,"  the  out- 
door sequences  of  which  are  being  filmed  at 
the  10th  U.  S.  Cavalry  post  in  Arizona  under 
the  direction  of  Victor  Schertzinger.  Ken- 


neth Harlan  portrays  the  role  of  a  dashing 
young  cavalry  officer  in  this  story  of  the  old 
West  based  on  Peter  B.  Kyne's  story,  "Thor- 
oughbreds." It  is  the  first  of  the  four  Kyne 
stories  to  be  produced  by  Fox  Films  this 
season.  Madge  Bellamy  is  the  heroine.  Oth- 
ers in  the  cast,  previously  announced,  are 
Ann  Pennington,  Hobart  Boswarth  and 
Frank  Beal. 

*    *  * 

METROPOLITAN  PICTURES  have 
signed  Ralph  Dixon  to  head  their  film  edi- 
torial staff.  Dixon  is  one  of  the  best  known 
film  editors  in  the  industry,  having  been  asso- 
ciated with  the  late  Thomas  H.  Ince  for  six 
years,  and  more  recently  with  Hunt  Strom- 
berg.  In  addition  to  Ralph  Dixon  the  film 
editorial  staff  of  Metropolitan  Pictures  in- 
cludes Don  Hayes,  James  Morley  and  Ar- 
thur Huffsmith. 


WITH  THE  ENGAGEMENT  of  the 

complete  cast,  work  was  launched  yesterday 
by  Richard  Talmadge  on  his  new  production 
for  F.  B.  O.,  "So  This  Is  Mexico."  The 
story  is  by  James  Bell  Smith,  who  has  au- 
thored many  of  the  recent  Talmadge  comedy 
melodramas.  .  The  cast  includes,  besides  Mr. 
Talmadge,  Louise  Lorraine,  Charles  Clary, 
Henry  Hebert  and  Charles  Mailes.  Noel 
Smith  will  direct,  Albert  Mazetti  will  assist, 
and  Jack  Stevens  will  handle  the  cameras., 


"TUMBLEWEEDS"  is  completed.  Wil- 
liam S.  Hart's  first  production  for  United 
Artists  Corporation  release  is  now  in  the 
cutting  room  and  is  being  assembled  and 
titled.  The  picture,  say  those  who  have  seen 
parts  of  it,  bids  fair  to  be  the  superlative 
among  Westerns,  the  most  ambitious  of 
"Bill"  Hart's  offerings  to  the  screen. 

"If  the  utmost  care  in  production,  a  per- 
fectly selected  cast,  and  an  exceptionally  fine 
story  are  the  essentials  for  a  successful  pho- 
toplay feature,  then  'Tumbleweeds'  will  be 
the  Western  drama  par  excellence,"  Hart  is 
quoted  as  having  said  when  the  last  shots 
were  made.  King  Baggot  directed  the  pic- 
ture and  Barbara  Bedford  has  the  leading 
feminine  role. 

*   *  * 

"A  DOG'S  LIFE,"  Charlie  Chaplin's 
first  Pathe  release,  was  named  by  Harry  Lau- 
der, the  well-known  Scotch  comic. 


Members  of  the  Silk  Stocking  Club,  the  added  zest  to  the  cast  of  "Sally,  Irene  and  Mary,"  which  Ed  Goulding  is  directing  for 
Metro-Goldwyn-Mayer.    Left  to  right,  (or  vice-versa,  or  starting  from  the  fourth  from  the  left)  they  are  Cupid,  Sunshine,  Sweetie, 

Honey,  Babe,  Sis,  Darling  and  Sugar. 


Just  a  child  at  play  is  Dolores  Costello, 
who  plays  the  leading  woman  for  John 
Barrymore  for  Warner  Bros.  She  is  get- 
ting ahead  so  quickly,  that  her  spare  time 
is  always  in  demand  when  not  on  the 
Warner  lot. 


No,  no,  no — the  conversation 
is  not  shocking  Colleen 
Moore,  the  pleasant  little 
First  National  star.  It  is 
simply  that  she  called  a  cer- 
tain number, — and  got  it  the 
very  first  crack  out  of  the 
box.  That  should  surprise 
anyone. 


Dame  Fashion  decreed  that 
ostrich  feathers  should  be 
dropped.  Therefore  Sally 
Long,  one  time  Follies  girl, 
now  playing  in  "Fifth  Ave- 
nue" for  P.  D.  C.  dropped 
them — down  to  her  knees. 
No  wonder  Sally  plays  the 
part  of  the  New  York  flap- 
per.   She   must   know  how. 


Page  18 


Exhibitors  Trade  Review 


Close  harmony  (?).  The  first  public  appearance,  ladies  and 
gentlemen,  of  the  Paramount  laugh  quartette,  Mack  Swain, 
Wallace  Beery,  Chester  Conklin  and  Noah  Beery  (left  to  right). 
We  like  Wallace  the  best,  because  he  seems  to  be  making  the 
least  effort  to  sing.  In  fact  the  chances  are  that  he  isn't 
uttering  a  sound.    That  would  make  him  perfect. 


A  new  and  dainty  "Mimi,"  Lillian  Gish, 
as  she  appears  in  "La  Boheme"  for  Metro. 
John  Gilbert  plays  the  male  lead. 


Inspirational  stuff  for  Bill  Hart  at  work 
on    "Tumbleweeds"    for    United  Artists. 
This  shows  how  he  gets  into  a  mood  to 
commit  murder,  arson,  etc. 


Carl  Laemmle,  president  of  Universal,  presents  the  $10,000 
Laemmle  trophy  to  Ned  Marin  to  be  transmitted  to  the 
Universal  Omaha  office,  winner  of  the  1925  trophy  in  the 
summer  sales  contest.     H.  F.  Lefholtz  is  manager  of  that 

office. 


Norma  Talmadge  arrives  all  ready  to  start  her  work  on  the  new 
picture,  "Kiki,"  for  First  National  release.  (Are  your  costumes 
in  that  bag,  Norma?)  Connie  greets  her  in  the  way  sisters 
should  greet  each  other  after  having  been  separated  by  work 
for  a  long  stretch. 


November  14, 1925 


Page  19 


To  film  fans,  the  world 
over,  Noah  Beery  is 
Paramount's  beloved 
bad,  bad  man.  But  to 
Noah  B'eery,  Jr.,  of' 
whom  we  can  get  just 
a  glimpse  in  the  photo 
on  the  fire-place,  he  is 
the  best  dad  in  the 
world.  Beery  is  at  work 
at  the  present  time  in 
I  r  v  i  n  Willat's  Para- 
mount production, 
"The  Enchanted  Hill." 


Look  out  Mary!  Miss 
Pickford  seems  to  be 
in  a  very  precarious  po- 
sition while  William 
Beaudine,  her  director, 
and  her  manager  E.  deB 
Newman,  do  their  best 
to  weaken  her  support. 
But  it  looks  like  she 
will  be  saved  in  the 
nick  of  time  by  Wini- 
fred Dunn,  the  author 
of  "Scraps,"  at  which 
Mary  is  now  working 
for  United  Artist. 


The  favorite  salad  dish  of  King  Rameses 
provides  an  interesting  topic  of  conversa- 
tion for  Leatrice  Joy  and  Edmund  Burns, 
who  are  working  under  Paul  Sloane's  di- 
rection in  "Made  for  Love,"  in  the  Mojave 
desert.  Authentic  relics  of  the  Valley  of 
the  Kings  are  used  in  the  picture,  for 
P.  D.  C.  release. 


R.  H.  Cochrane,  vice-president  of  Universal  is  sworn  in  as  a 
Major  in  the  Signal  Reserve  of  the  U.  S.  Army.  The  im- 
pressive ceremony  was  conducted  by  Gen.  Peter  E.  Traub, 
who  commanded  the  35th  Division  in  France  during  the 
World  War. 


Two  of  the  first  to  inspect  the  Metro- 
Goldwyn-Mayer  Trackless  Train  upon  its 
arrival  on  the  coast  were  Charles  Ray  and 
Norma  Shearer. 


Page  20 


Exhibitors  Trade  Review 


News  of  Exhibitor  Activities 


Washington  Exhibitors 

in  Successful  Year 


SEATTLE. — Showing  a  substantial  gain 
in  membership,  finances  and  accomplishment, 
the  Motion  Picture  Theatre  Owners  of  the 
state  of  Washington  assembled  here  Nov. 
4th,  for  a  one  day  convention  which  was 
marked  by  enthusiasm  on  the  part  of  all  in 
attendance.  The  morning  session,  which  was 
presided  over  by  Vice  President  H.  W. 
Bruen  in  the  absence  from  the  city  of 
President  John  Hamrick,  opened  at  ten 
thirty.  Routine  business  was  in  order,  and 
the  comparison  made  by  the  reading  of  the 
minutes  of  the  last  convention,  and  its  finan- 
cial report,  with  the  accomplishments  of  the 
past  year,  was  an  interesting  one.  Twenty- 
four  new  members  have  joined  the  organ- 
ization during  the  year,  and  five  new  mem- 
bers were  unanimously  accepted  by  the  con- 
vention. They  were :  Anzier  theatre,  Seattle, 
F.  Barcus,  owner;  Community  theatre,  Seat- 
tle, O.  L.  Klawitter,  owner ;  Olympic  theatre, 
Sequim,  E.  A.  Prickett,  owner;  Grand, 
Leavenworth,  Wash.,  A.  C.  Barclay,  owner; 
and  Legion,  Walla  Walla,  Wash.,  F.  J. 
Talabare,  owner. 

Two  out-of-town  visitors,  Bob  White,  of 
the  Multnomah  theatres,  Portland,  and  W. 
C.  Roach  of  the  Selwood  and  Oregon  the- 
atres, Portland,  were  made  welcome,  and 
joined  into  the  spirit  of  the  meeting,  dis- 
cussed exhibitor  problems  and  their  solution 
with  brother  exhibitors.  The  Portland  boys 
have  been  watching  with  interest  the  phe- 
nomenal growth  of  the  Washington  unit 
since  its  beginning  two  years  ago,  and  Ore- 
gon is  ripe  for  a  similar  organization.  In 
fact  it  was  proposed  from  the  floor  of  the 
convention  that  the  four  Northwest  states  of 
Washington,  Oregon,  Idaho  and  Montana 
might  be  organized  along  similar  lines,  pre- 
senting a  united  front  from  the  Pacific 
Northwest.  This  matter  was  left  up  to  the 
trustees  for  discussion. 

A  letter  from  President  Hamrick,  regret- 
ting his  absence  in  New  York,  and  express- 
ing enthusiastic  good  wishes  and  faith  in 
the  growth  and  continuation  of  the  organiza- 
tion, was  read  by  Secretary  J.  M.  Hone. 
The  chair  then  appointed  J.  W.  LaVigne, 
F.  Barcus  and  Si  Danz  Credentials  commit- 
tee, and  Fred  Walton,  Frank  Edwards  and 
L.  A.  Drinkwine,  Audit  committee.  P.  E. 
Irving  was  appointed  Sergeant-at-arms. 

Secretary  Hone  reported  six  district  meet- 
ings held  at  Yakima,  Spokane,  Walla  Walla, 
Centralia  and  two  in  Tacoma.  These  dis- 
trict meetings  are  for  the  purpose  of  draw- 
ing in  exhibitors  from  all  over  the  state, 
who  do  not  frequently  come  into  Seattle 
where  the  organization's  offices  are  main- 
tained. Partly  as  a  result  of  bringing  the 
M.  P.  T.  O.  to  the  exhibitor,  there  are  94 
cities  in  the  state  represented.  Of  these  34 
are  east  of  the  mountains,  and  61  through- 
out the  western  portion  of  the  state.  This 
number  embraces  194  theatres.  There  are 
still  about  100  exhibitors  who  are  slow  to 
join  and  it  was  suggested  that  the  individual 
could  do  much  to  win  over  members, 
through  a  personal  effort  to  interest  such 
non-members  as  he  may  encounter. 

The  exhibitor  was  reminded  that  through 
the  benefits  of  this  organization,  his  inter- 
ests are  being  looked  after  by  the  legislative 


committees,  in  regard  to  the  music  tax,  cit- 
ing ten  adjustments  of  the  latter  through 
the  efforts  of  the  organization  during  the 
past  year,  saving  the  individual  exhibitor 
from  $8.00  to  $45.00.  Eighteen  theatre  own- 
ers were  represented  by  the  organization  be- 
fore the  arbitration  board  resulting  in  16 
decisions  favoring  the  exhibitor.  Mr.  Bruen 
stated  that  he  placed  his  membership  in  the 
M.  P.  T.  O.  on  a  par  with  the  various  kinds 
of  insurance  he  carries  on  his  theatres  and 
expressed  the  belief  that  it  was  a  lack  of 
knowledge  of  these  benefits  that  kept  ex- 
hibitors out  of  the  organization. 

Arbitration  Board 

J.  A.  Bradt,  secretary  of  the  Arbitration 
Board  which  is  composed  of  three  exhibitor 
members  and  three  exchange  members,  gave 
a  splendid  accounting  of  the  work  of  the 
board,  stating  that  it  was  a  liberal  educa- 
tion to  any  exhibitor  to  serve  on  this  board, 
and  one  that  should  be  compulsory,  inasmuch 
as  it  revealed  to  him  the  equitable  and  un- 
biased decisions  handed  down  by  the  boards. 
Seventy-four  cases  were  filed  before  the 
board  during  the  year.  Fifty-eight  of  these 
were  entered  by  distributors  and  16  by  ex- 
hibitors. In  22  cases  the  decision  was 
granted  to  the  exhibitor  and  42  favorable 
to  the  exchanges.  Ten  were  settled  before 
coming  to  the  board  for  decision.  Following 
the  acceptance  and  voting  thanks  to  Mr. 
Bradt  and  his  exhibitor  associates  on  the 
board,  election  of  three  new  Arbitration 
board  members  took  place  with  the  follow- 
ing results :  Joe  Bradt,  Seattle,  L.  A. 
Drinkwine,  Tacoma,  and  Walter  Graham, 
Shelton. 

The  following  were  elected  three  year 
trustees:  Fred  Mercy,  Yakima;  Walter 
Graham,  Shelton,  and  H.  W.  Bruen.  Two 
year  trustees  continuing  in  office  were:  John 
Hamrick,  Seattle,  Frank  Edwards,  Seattle, 
F.  B.  Walton,  Bellingham.  One  year  trus- 
tees :  C.  E.  Swanson,  Everett,  Ray  Grom- 
bacher,  Spokane,  L.  A.  Drinkwine,  Tacoma. 
Retiring  trustees  were:  H.  T.  Moore,  Ta- 
coma, J.  A.  McGill,  Port  Orchard,  and  H. 
W.  Bruen,  Seattle. 

During  the  noon  recess,  the  trustees  met 
and  elected  L.  A.  Drinkwine  president, 
Frank  Edwards,  first  vice  president,  and 
C.  E.  Swanson,  second  vice  president.  J.  M. 
Hone,  who  has  served  as  executive  secre- 
tary-treasurer since  the  founding  of  the  or- 
ganization, was  commended  for  his  excellent 
services-  and  reelected  for  the  forthcoming 
year. 

Afternoon  sessions,  following  the  comple- 
tion of  routine  business,  were  occupied  with 
general  discussion  of  exhibitor  problems  and 
their  solutions.  A  number  of  good  points 
were  brought  out.  At  4:30  the  convention 
was  adjourned  so  far  as  its  business  ses- 
sion was  concerned.  A  grand  banquet 
and  ball  in  the  Italian  Room  of  the  Olympic 
Hotel  completed  the  day's  activities.  In  this 
the  exhibitors  were  joined  by  exchangemen, 
who  had  cooperated  in  arranging  a  splendid 
program  of  events. 


William  James 

William  James, 
Ohio  President 

DURING  the  last  two  years  the  central 
Ohio  motion  picture  situation  has 
been  dominated  by  William  M.  James, 
President  of  the  James  Amusement  Enter- 
prises, and  the  M.  P.  T.  O.  of  Ohio  says 
there  is  a  logical  reason.  They  are  in  a 
position  to  know  about  James'  success  be- 
cause Mr.  James,  besides  directing  his 
private  enterprises  is  president  of  the  Mo- 
tion Picture  Theatre  Owners  of  Ohio. 

Starting  as  a  drug  clerk  twenty-five 
years  ago  in  Columbus,  his  home,  William 
M.  James,  an  Ohio  State  University 
graduate,  opened  a  cigar  stand  in  the 
downtown  section  which  became  a  ren- 
dezvous for  the  young  men  about  town, 
including  a  couple  of  stock  actors.  This 
led  to  the  formation  of  a  club  known  as 
"The  Jungle  Imps,"  which  put  on  a  min- 
strel show  and  made  James  the  manager. 
Great  success  was  attained  by  this  show 
which  became  an  annual  event  and  soon 
James  was  called  upon  all  over  Ohio  to 
produce  home  town  minstrel  shows. 

From  this  he  graduated  into  a  profes- 
sional vaudeville  manager  and  about  fif- 
teen years  ago  leased  outright  the  Broad- 
way Theatre  in  Columbus  which  has  been 
the  foundation  of  his  prosperity.  Having 
accumulated  a  modest  fortune  through 
showing  vaudeville  in  this  theatre,  Mr. 
James  planned  and  built  the  James,  Co- 
lumbus' largest  theatre,  with  a  seating 
capacity  of  close  to  three  thousand  which 
was  opened  in  1921.  At  first  this  house 
presented  a  first  run  picture  policy.  Later 
this  was  shifted  to  a  combination  policy. 
About  two  years  later  the  Grand  Theatre, 
showing  first  run  pictures,  was  taken  over 
by  James  and  a  little  more  than  a  year 
after  this  the  Grand,  an  old  house,  was 
made  into  a  modern  theatre  by  remark- 
able remodeling,  taking  place  within  a 
single  week,  and  making  the  house  the 
equal  of  the  best  theatres. 

At  the  same  time  the  State,  a  large  the- 
atre in  the  Ohio  State  University  District, 
(Continued  on  Next  Page) 


November  14,  1925 


Page  21 


SKOURAS-U 
DEAL  IS  OFF 


1000  Reserved  Seats 

in  Roxy's  New  Theatre 


ONE  thousand  loge  seats  in  the  magnifi- 
cent $9,000,000  theatre  which  is  being 
erected  by  S.  L.  Rothafel  (Roxy),  at  Sev- 
enth Avenue  and  Fiftieth  Street,  New  York 
City,  will  be  reserved  for  season  subscribers. 
The  most  devoted  of  Roxy  fans  will  thus  be 
assured  a  comfortable  seat  each  week,  and 
the  list  of  boxholders  for  the  various  nights 
will  be  an  index  of  the  aristocracy  of  the 
motion  picture  world.  This  is  in  accordance 
with  Roxy's  vision  of  the  motion  picture  as 
a  new  fine  art,  worthy  of  the  most  discrim- 
inating patronage  and  accompanied  by  all  the 
refinements  that  are  commands  in  other 
fields. 

"In  another  ten  years  the  motion  picture 
will  parallel  grand  opera  as  an  artistic  pro- 
duction," he  said,  describing  his  hopes  for 
the  new  theatre.  "With  the  finest  in  music, 
pictures,  song  and  the  drama,  at  the  service 
of  all  the  people,  America  should  become  the 
most  cultured  nation  in  the  world.  Already 
the  so-callled  'common  people'  appreciate  the 
best  in  music.  I  know,  for  I  have  heard  them 
applaud  the  production  of  the  old  master- 
pieces. Anybody  who  says  the  American 
people  like  only  jazz  music  doesn't  know, 
that's  all.  I  believe  that  the  man  who  puts 
the  whole  motion  picture  business  on  the 
same  high  plane,  drama,  photography  and 
housing,  will  win  the  applause  of  the  people, 
and  that  before  many  years  the  community 
will  recognize  the  motion  picture  as  a  great 
educational  force.  We  shall  have  state  sup- 
ported motion  picture  theatres,  just  as  we 
now  have  public  schools." 

Roxy  promises  for  his  new  theatre  the 
finest  type  of  motion  picture  productions. 
Free  from  contracts  with  any  one  producer, 
he  will  be  able  to  supply  his  patrons  with  the 
selected  best  of  the  silent  drama.  Similarly, 
the  musical  portions  of  his  program  will  be 
of  the  highest  order,  with  a  symphony  or- 
chestra of  one  hundred  and  ten,  cathedral 
chimes,  a  dance  orchestra  of  twenty,  and  a 
chorus  of  one  hundred,  in  addition  to  indi- 
vidual vocalists  and  instrumentalists. 

The  main  entrance  to  the  Roxy  Theatre 
will  be  on  Seventh  Avenue,  on  the  site  of  the 
old  car  barns,  which  are  now  being  demol- 
ished. Every  device  which  science  can  perfect 
for  the  comfort  of  the  patrons  and  the  suc- 
cessful projection  of  motion  pictures  will  be 
installed  in  the  new  building.  There  will  be 
seats  for  6,000  persons,  with  2,850  in  the 
orchestra,  and  2,110  in  the  uafcony,  m  addi- 
tion to  the  loges,  most  of  which  will  be  dedi- 
cated to  the  "diamond  horseshoe."  The  stage 
will  be  set  in  the  corner  of  the  auditorium, 
giving  an  opportunity  for  unusual  effects, 
while  a  grand  staircase  beside  it  will  afford 
impressive  entrance  for  the  grand  chorus  on 
state  occasions.  Behind  the  scenes,  of  course, 
will  be  the  broadcasting  studio  where  "Roxy 
and  the  Gang"  will  talk  to  their  unseen  radio 
audience. 

*   *  * 

Mudd  and  Colley 

Take  Over  Keith  House 

BIRMINGHAM.— By  a  merger  effected 
last  week,  Mudd  &  Colley  Amusement  Com- 
pany will  take  over  the  operation  of  the 
Keith  Lyric  Theatre  here.  The  Lyric,  which 
has  constituted  Birmingham's  link  in  the 
Keith  circuit  for  years,  is  the  only  theatre 
owned  by  the  Interstate  Amusement  Com- 
pany east  of  the  Mississippi,  the  Interstate's 
main  holdings  being  in  Texas. 


Independent  Would  Buy 
Victoria  Theatre,  Baltimore 

BALTIMORE,  Md.— Reports  are 
current  in  the  city  that  the  Indepen- 
dent Film  Exchange  is  negotiating  for 
the  purchase  of  the  Victoria,  a  large 
theatre  on  East  Baltimore  Street, 
owned  by  the  Nixon-Nirdlinger  inter- 
ests. Harry  A.  Henkel,  manager  of 
Ford's  Theatre,  is  the  Nixon-Nird- 
linger representative  in  Baltimore. 

It  is  said  that  the  Independent  Film 
Exchange  is  considering  the  construc- 
tion of  a  large  theatre  if  one  cannot 
be  purchased. 


The  comparative  isolation  of  the  Lyric  in 
this  respect  suggested  the  advisability  of 
merging  with  the  well  established  amusement 
concern  of  Mudd  &  Colley.  Under  the  new 
plan  of  operation  B.  H.  Mooney,  as  general 
manager,  will  have  complete  supervision  of 
the  Trianon,  the  Lyric,  and  the  new  Mudd  & 
Colley  house  now  under  construction.  W. 
S.  Mudd,  the  financial  power  back  of  the 
concern,  will  retire  from  active  participation 
in  the  operation  of  the  theatres,  but  will  re- 
lain  his  financial  interest. 

*  *  * 

Cassanve  Switches 

CHICAGO. — Cassanve,  who  has  been  book- 
ing manager  of  the  Lynch  Circuit  the  past 
year,  has  transferred  his  affiliations  to  the 
National  Theatres  Corporation,  owner  of  the 
Capitol  Theatre  and  several  others  in  Chi- 
cago. 

*  *  * 

The  Ohio  President 

(Continued  from  Preceding  Page) 

the  Vernon,  a  sizeable  theatre  in  the  Pan- 
handle shop  district,  and  the  Eastern,  an 
east  side  house,  were  added  to  the  string 
which  now  comprises  six  theatres.  There 
is  promise  of  at  least  three  or  four  new 
James  theatres  within  the  coming  year  or 
two  in  Columbus  and,  possibly,  else- 
where. 

James'  success,  it  is  reported,  lies  in  his 
insistence  upon  getting  the  best  possible 
attractions  for  the  least  money.  At  no 
times  does  he  raise  his  price,  which  is  a 
"top"  of  fifty  cents.  He  would  rather 
turn  down  a  picture  than  to  load  the  extra 
price  on  the  public.  Success  in  the  picture 
business,  from  an  exhibitors'  standpoint, 
Mr.  James  contends,  is  in  getting  better 
pictures  and  giving  them  to  the  public  at 
more  reasonable  prices.  He  believes  al- 
ways that  the  picture  is  the  thing  to  be 
emphasized,  not  the  advertising  nor  the 
mode  of  presentation  or  even  the  star. 
"Give  them  a  real  attraction  on  the 
screen,"  says  Mr.  James,  "and  they  will 
come  in." 

This  principle,  carried  out  in  large,  airy, 
well-cared  for  theatres,  has  spelled  success 
for  James.  If  one  will  add  also  the  James 
attitude  toward  the  public  which  is  always 
one  of  fairness,  civility  and  cheerful  serv- 
ice, he  has  part  of  the  formula.  Not  a 
small  part  of  the  success  won  by  this  man 
who  heads  the  Ohio  exhibitors  also  is 
due  to  his  own  personality  which  is  the 
personification  of  geniality,  honor  and 
businesslike  methods. 


More  Buying  Strengthens  St. 
Louis  Operators 

ST.  LOUIS. — Spyros  Skouras,  president 
of  Skouras  Brothers  Enterprises,  owners  of 
the  Grand  Central  Theatre,  the  West  End 
Lyric,  Lyric  Skydome  and  Downtown  Lyric, 
and  the  Ambassador,  now  under  construction, 
upon  his  return  from  New  York  City,  an- 
nounced officially  the  consummation  of  the 
deal  with  the  new  theatre  department  of 
Famous  Players  and  Balaban  &  Katz,  where- 
by the  Missouri  theatre  becomes  a  Paramount 
first-run  house  under  the  supervision  of  a 
new  Skouras  Brothers  Corporation,  to  be 
formed. 

Skouras  announced  also  that  the  deal  with 
Universal  Pictures  Corporation  involving  the 
Grand  Central  had  been  called  off.  Negotia- 
tions had  been  under  way  for  Universal  to 
take  over  the  Grand  Central  when  the  Am- 
bassador was  completed. 

The  Missouri-Grand  Central-Ambassador 
deal  will  not  affect  Skouras  Brothers'  affilia- 
tion with  First  National,  for  which  they 
hold  the  franchise  in  the  St.  Louis  territory. 
The  Skouras  houses  will  continue  to  show 
First  National  picture  first-runs. 

The  new  corporation  will  be  formed  im- 
mediately, and  plans  call  for  an  expenditure 
of  $250,000  to  improve  the  Missouri  Theatre. 

The  St.  Louis  Amusement  Company,  con- 
trolled by  Harry  Koplar  and  Skouras  Broth- 
ers, has  completed  a  deal  whereby  eight  more 
of  the  leading  neighborhood  houses  of  St. 
Louis  pass  under  control  of  the  organization. 
The  deal  also  includes  the  new  Columbus 
Theatre,  now  under  construction  at  Columbia! 
and  Southwest  Avenues. 

Two  of  the  houses,  the  Webster  and  Mont- 
gomery, formerly  were  operated  independent- 
ly as  the  individual  property  of  Harry  Koplar 
and  Associates.  The  Montgomery,  2701  North 
Fifteenth  Street,  seats  1,424  persons  and  has 
an  adjoining  1,381-seat  airdome.  The  Web- 
ster, 2119  North  Twelfth  Street,  has  935  seats 
and  also  has  a  1,750  seat  airdome. 

The  other  houses  taken  over  were  oper- 
ated by  George  Skouras,  who  has  been  made 
a  vice-president  and  director  of  the  St.  Louis 
Amusement  Company.  Sol  Koplar,  brother 
of  Harry  Koplar,  also  is  now  an  executive 
officer  of  the  dominant  neighborhood  exhibi- 
tion company  and  holds  a  place  in  its  di- 
rectorate. 

The  George  Skouras  houses  that  have 
passed  under  control  of  the  St.  Louis  Amuse- 
ment Company  are:  Powhattan,  Maplewood, 
Aubert,  Chippewa,  Congress,  King  Bee  and 
Columbus. 

Announcement  of  the  deal  for  the  houses 
named  was  made  by  Spyros  Skouras,  presi- 
dent, and  Harry  Koplar,  first  vice-president 
of  the  St.  Louis  Amusement  Company.  They 
stated  that  the  company  was  considering  the 
purchase  of  other  houses,  and  it  is  probable 
that  other  deals  will  be  completed  within  the 
next  few  days. 

Rapp  &  Rapp,  of  Chicago,  have  been  re- 
tained by  the  St.  Louis  Amusement  Company 
to  design  the  new  $1,000,000  theatre  and 
apartment  building  at  Hamilton  and  Easton 
Avenues,  and  it  is  probable  that  construction 
of  that  3,000-seat  house  will  get  under  way 
in  early  spring. 

*   *  * 

Florence  Mills  Exhibitor 

Florence  Mills,  Plantation  star,  who  turned 
$200,000  in  Florida  real  estate,  will  invest 
the  proceeds  in  the  erection  of  a  3,200-seat 
picture  theatre  in  the  Harlem  black  belt. 
First-run  pictures  with  modern  presentations 
will  be  offered.  U.  S.  Thompson,  colored 
picture  producer,  will  be  impresario. 


Page  22 


Exhibitors  Trade  Review 


Rembusch  To  Seider — 


Motion  Picture  Theatre  Owners  of  Indiana 

Affiliated  with  the  M.  P.  T.  O.  of  America 

Mr.  Joseph  M.  Seider, 

General  Manager,  Motion  Picture  Theatre  Owners  of  America, 
745  Seventh  Avenue, 
New  York,  N.  Y. 

Dear  Mr.  Seider: 

The  election  of  yourself  as  general  manager  of  the  Motion  Picture  Theatre  Owners  of 
America,  is  a  most  progressive  and  intelligent  act  on  the  part  of  the  committee.  In  my 
opinion  it  is  the  most  encouraging  step  made  by  the  National  Organization  since  the  famous 
Cleveland  convention.  It  should  be  the  means  of  bringing  every  faction  and  individual 
into  the  National  Organization.  You  have  the  capacity,  the  experience,  the  ability,  and 
the  sincerity  of  purpose  to  make  for  success. 

May  "Joseph  Seider,"  like  the  "Joseph  of  old,"  be  the  means  of  organizing  all  the  brethren 
to  enjoy  the  years  of  plenty  and  keep  away  years  of  famine. 

We  trust  that  the  Uniform  Contract  and  arbitration  courts  will  continue  to  receive  your 
attention.  The  Uniform  Contract  serves  no  good  purpose,  but  is  just  a  means  of  creating 
a  lot  of  red  tape  and  routine  to  keep  the  Hays  machine  organization  buzzing.  A  contract 
of  100  words  can  be  written  that  is  sufficient  to  buy  all  the  pictures  in  this  industry.  The 
present  contract  must  have  about  10,000  words,  which  is  9,900  too  many.  My  contention 
has  been  proven  by  the  results  since  we  took  over  the  office  of  president  of  the  Motion 
Picture  Theatre  Owners  of  Indiana  about  three  months  ago. 

At  that  time  film  companies  and  exhibitors  were  spending  most  of  the  time  in  the  arbitra- 
tion court.  Today  we  have  but  one  case  on  docket;  we  have  not  been  in  Chicago  for  over 
two  months,  and  I  have  a  wire  saying  they  will  have  no  more  hearings  until  further  notice. 
Our  secretary,  Mr.  Doody,  and  myself  have  worked  out  a  plan  whereby  differences  between 
a  theatre  owner  and  a  film  company  are  adjusted  without  going  before  arbitration  courts. 

I  will  always  be  against  the  clause  in  any  film  contract  whereby  an  exhibitor  gives  up  the 
right  to  his  day  in  court.  That  alone  condemns  the  present  contract.  The  kind  of  arbi- 
tration whereby  three  film  men  and  three  exhibitors  act  and  exercise  the  functions  of  a 
duly  organized  court  of  justice  is  wrong.  That  is  not  arbitration.  That's  going  back 
1,000  years  to  the  days  of  might  is  right. 

A  year  ago,  when  they  fined  me  $60,000  because  I  refused  to  play  pictures  of  a  group  of 
six  because  the  first  three  were  in  terrible  condition,  I  said,  "Hays  arbitration  is  the  most 
unnecessary  and  most  stupid  contract  that  was  ever  proposed  in  any  business  transaction." 

Let  me  cite  you  a  recent  case:  About  two  months  ago  an  exhibitor  appeared  before  the 
Chicago  Board.  He  had  bought  fifty  pictures  from  a  small,  practically  unknown  film 
company.  He  knew  nothing  about  the  picture  business.  He  lived  in  a  small  town  -near 
Chicago.  He  started  to  run  these  pictures,  the  people  started  to  run  him  out  of  town. 
They  said  "We  want  standard  product  and  stars,  such  as  we  see  in  Chicago.  We  do  not 
want  to  see  this  blood  and  thunder."  But  the  little  company  carried  him  before  the  Film 
Board  and  there  sat  the  representatives  of  Adolph  Zukor,  Carl  Laemmle,  Robert  Lieber, 
Marcus  Loew,  and  using  the  Uniform  Contract  and  Hays  rules,  they  said,  "This  man  must 
first  play  those  fifty  pictures  and  no  others."  He  is  only  open  two  nights  a  week,  that  meant 
26  weeks  of  blood.  He  was  ruined  if  he  played  the  pictures  and  if  he  does  not  play  the 
pictures  he  cannot  get  any  other  pictures. 

Here  in  a  little  community,  where  they  are  much  more  particular  about  the  motion  pictures 
and  about  everything  else  and  where  we  generally  have  our  most  trouble  from  cranks,  a 
theatre  owner  is  forced  to  play  fifty  pictures  unsuitable  and  undesirable,  or  go  out  of 
business. 

I  have  the  privilege  of  knowing  Messrs.  Zukor,  Lieber,  Loew,  and  Laemmle,  have  met  them 
many  a  time.  They  are  fine,  wonderful  men.  If  they  had  any  ide'a  how  stupid  this  arbitra- 
tion thing  works  out  they  would  not  be  a  party  to  it. 

Another  thing  we  found  out  in  these  days  of  independent  talk:  that  the  independent  pro- 
ducers bring  the  most  cases  before  the  Film  Boards— at  least  this  has  been  our  experience 
in  Indiana.  None  of  the  big  producers  seem  to  find  it  necessary  to  use  the  Film  Board 
of  Trade.    Well  it's  a  strangely  contradictory  industry. 

Again  I  want  to  wish  you  the  greatest  success  and  trust  that  every  theatre  owner  in 
America  will  rally  round  your  selection  as  general  manager.  I  believe  that  if  the  Detroit 
meeting  was  repeated  tomorrow,  under  yourself,  we  would  have  the  Theatre  Owners  of 
America  united  at  once. 

Let's  all  get  back  of  Seider. 

Very  cordially  yours, 

Frank  J.  Rembusch, 

  President,  Motion  Picture  Theatre  Owners  of  Indiana. 


SMITH  APPOINTS 
FOUR  MANAGERS 

Associated  Exhibitors  Will  Have 
Own  Bookers  in  Pathe 
Exchanges 

When  E.  J.  Smith  took  over  the  reins  of 
general  sales  manager  of  the  Associated  Ex- 
hibitors last  week,  one  of  his  first  official  acts 
was  the  appointment  of  bookers  to  work  in 
all  the  Pathe  exchanges  to  handle  the  book- 
ings on  Associated  product.  In  addition  to  the 
new  bookers,  four  branch  managers  were 
appointed  to  fill  vacated  posts. 

The  establishing  .of  their  own  booking 
service  marks  only  one  of  many  radical 
changes  that  have  been  instituted  by  the  As- 
sociated Exhibitors  since  that  organization 
was  acquired  from  Pathe  control  by  a  com- 
pany headed  by  P.  A.  Powers  and  Oscar 
Price.  Pathe  will  continue  to  handle  the 
physical  distribution  of  Associated  Exhibi- 
tors' product,  but  the  sales  control  and  sales 
service  will  be  under  the  direct  supervision 
of  the  new  organization. 

The  new  bookers  and  their  branches  are 
Dixie  Graham,  Atlanta ;  C.  D.  Touchon, 
Dallas ;  Louis  Schutt,  Chicago ;  Leslie  J. 
Vreeland,  New  York;  John  A.  Downing 
Boston ;  Blanche  Oviat,  Los  Angeles ;  J.  E. 
Schleiger,  Albany;  Ray  O'Toole,  Pittsburgh: 
Charles  Kratz,  Cincinnati;  Wm.  Z.  Porter, 
Cleveland;  Gladys  Libby,  Kansas  City; 
George  Lino,  Denver;  Doris  Maycock,  Salt 
Lake  City;  j.  A.  Bates,  Indianapolis;  John 
Daly,  Detroit;  Leo  Wedertz,  Des  Moines; 
Zack  Talley,  Charlotte;  A.  Teschmacher, 
Buffalo;  Miss  M.  E.  Newton,  Milwaukee; 
Lucille  Tuschl,  Butte ;  Herman  H.  Hunt, 
Memphis. 

The  four  branch  managers  newly  appointed 
are  considered  among  the  best  film  salesmen 
in  the  country.  Abe  Eskin,  appointed  mana- 
ger of  the  Albany  branch,  succeeding  Charles 
F.  Boyd,  was  for  years  associated  with  Fam- 
ous Players  in  its  sales  personnel  as  well  as 
special  work,  recently  resigning  as  sales  man- 
ager of  the  Washington  branch.  Prior  to  his 
entering  the  film  business  Mr.  Eskin  was  a 
practicing  attorney.  Mr.  Boyd  has  not  sev- 
ered his  connections,  but  will  be  appointed 
branch  manager  of  another  Associated  ex- 
change branch  office. 

W.  G.  Minder,  appointed  branch  manager 
of  the  Associated  Exhibitors'  Dallas  branch, 
has  been  many  years  on  the  Southwest  terri- 
tory, resigning  the  post  of  special  representa- 
tive for  F.  B.  O.  to  undertake  his  new  duties. 

Harry  Eskin,  for  years  an  independent  ex- 
change manager  in  New  England,  has  been 
appointed  to  the  New  Haven  post  of  branch 
manager  to  succeed  H.  C.  Spratly,  resigned. 
For  a  number  of  years  Mr.  Eskin  was  city 
salesman  for  F.  B.  O.  in  Boston. 

John  M.  Sitterly,  for  the  past  twelve  years 
a  prominent  film  man  in  the  Buffalo  territory, 
will  manage  the  Buffalo  offices  of  the  Asso- 
ciated Exhibitors.  He  recently  resigned  a 
managerial  post  with  the  United  Artists. 
*    *  * 

"The  Danger  Girl"  for  Dean 

"The  Danger  Girl"  is  the  new  title  of  Pris- 
cilla  Dean's  first  starring  picture  for  Metro- 
politan Pictures,  originally  announced  as 
"The  Bride."  This  is  a  picturization  of  the 
play  by  Stewart  Olivier  and  George  Middle- 
ton.  Finis  Fox  has  completed  the  scenario 
and  production  will  begin  next  week  under 
the  direction  of  Edward  Dillon. 


November  14, 1925 


Page  23 


XPLOITATI 


A  Section  of  Ideas  for 
Bif  and  Little  Exhibitors 


All  Sioux  City  Tied        Savings  Bank  Tie-up 

Up  For  "Phantom"      With  "The  Gold  Rush" 


NO  BETS  were  overlooked  by  Jack  Edwards,  Uni- 
versal exploiteer  in  Omaha,  when  "The  Phantom  of 
the  Opera"  opened  at  the  Plaza  Theatre  in  Sioux  City, 
la.  Everywhere  a  patron  turned  out  he  met  a  remind- 
er of  the  "phantom". 

The  campaign  opened  with  a  "Phantom"  face  draw- 
ing contest  in  the  Sioux  City  Journal  as  suggested  in 
the  Universal  Press  Book.  The  pa- 
per gave  generous  space  to  the  an- 
nouncement of  this  contest  and  for  a 
week  before  the  opening,  carried  a 
two  column  display  ad  containing  a 
drawing  of  the  "Phantom's"  face  with 
the  features  blocked  out.  Three  cash 
prizes  and  ten  tickets  were  offered  for 
those  who  could  best  fill  in  these  fea- 
tures as  the  Phantom  would  look  in 
the  picture.  More  than  175  entries 
were  received  in  this  contest,  some  of 
them  coming  from  distant  points  in 
Iowa,  South  Dakota  and  Nebraska. 

In  order  to  stimulate  matinee  busi- 
ness a  tie-up  was  made  with  a  local 
department   store   whereby    in  ex- 
change for  a  complete  window  display 
(Continued  on  following  page) 


SELLING  THE  PICTURE 

By  HANK  LINET 

In  these  days  when  your  prospec- 
tive audience  is  given  the  oppor- 
tunity to  hear  the  best  of  music 
nightly  over  the  radio,  it  is  business 
suicide  to  put  a  tin-pan  orchestra  to 
work  in  your  theatre  giving  its  ver- 
sion of  what  the  musical  interpreta- 
tions ought  to  be. 

If  you  can  not  afford  a  good  or- 
chestra of  twenty  men,  get  one  of 
ten  men.  A  good  trio  is  a  thousand 
times  better  than  a  poor  quartette. 
And  a  good  organist  is  in  a  class  by 
himself. 

At  the  same  time,  do  not  allow 
your  orchestra  leader  to  discount  the 
value  of  the  cue  sheets.  They  are 
arranged  by  experts  and  should  be 
followed  as  closely  as  your  orches- 
tra's library  permits. 

(From   Exhibitors  DAILY  REVIEW) 


AN  unusual  tie-up  with  a  comedy  film  by  a  savings 
bank  marked  the  first  run  engagement  of  Charlie 
Chaplin  in  "The  Gold  Rush"  at  the  Crown  theatre,  New 
London,  Conn.  Part  of  the  exploitaion  material  for  this 
United  Artists  Corporation  feature  is  a  gold  coin  novelty 
which  bears  on  one  side  a  stamp  of  Charlie  Chaplin  as 
the  Lone  Prospector  and  shows  a  bag  of  gold  on  the  other. 

In  the  advance  campaign  in  New 
London  the  Mariners  Savings  Bank 
became  interested  in  the  gold  coin 
feature,  and  declared  itself  in  on  the 
distribution,  and  had  a  special  design 
struck  for  the  obverse  side,  featuring 
its  Christmas  Savings  Club.  The  coin 
was  manufactured  with  the  bank's  im- 
print by  the  Grammes  Mfg.  Company, 
Allentown,  Pa.,  the  result  being  that 
the  Mariners  Savings  Bank  and  the 
Crown  theatre  were  both  tied  up 

The  distribution  was  through  the 
bank  itself,  which  issued  coins  as  a 
premium  for  new  accounts  in  the 
Christmas  Savings  Club.  The  theatre 
joined  in  advertising  that  the  bank 
was  giving  out  the  coin.  Between  the 
bank  and  the  theatre  it  was  arranged 
that  at  the  end  of  the  picture  run  one 
of  the  coins,  with  a  secret  mark  on  it, 
would  be  redeemed  with  $20  in  gold 
when  presented  at  the  theatre.  The 
bank  also  advertised  that  it  was  dis- 
tributing "The  Gold  Rush" 


coins. 


Shadow  Box  For  "The  Lady" 


Outside  billing,  showing  the  giant  "Phan- 
tom" cutouts  at  the  Plaza  Theatre,  Sioux 
City,  for  the  Universal  "Phantom.?' 


i4nn  HE  LADY"  at  the  Empress  The- 
A  atre,  Owensboro,  Ky.,  for  a  three- 
day  run,  was  exploited  by  an  illuminat- 
ed banner,  or  shadow  box,  the  frame 
having  been  worked  over  several  times 
on  different  pictures,  proving  an  inex-. 
pensive  method  of  exploitation.  This 
banner  is  ten  feet  long,  about  three 
wide,  and  about  eight  inches  between 
the  sides  of  the  banner,  with  enough, 
space  left  for  the  electrical  apparatus 
inside:  .  The  plain  part  of  .the  banner  is 
covered  with  a  heavy  coat  of  paint, 
while  the  lettering  is  in  lighter  paint. 

In  "The  Lady"  the  lettering  is  in 
blue  -and  red,  with  blue  trimmings,  the 
gfdund -freing  -white.-'- '  T  he;  head- -of 


Norma  Talmadge  used  one  on  each  side 
of  the  banner,  is  a  three-sheet,  and  a 
one-sheet  is  used  on  the  other  end, 

.  reading  the  same  coming  and  going. 

Also  the  letters  "The  Lady"  were 
cut  from  beaver  board,  thirty  inches  in 

-size,  and  painted  gold  with  blue  out- 
lines and  strung  on  wires  across  in 
front  of  the  theatre  above  the  curbing. 
The  lighted  billboard  on  the  edge  of 
the  marquee  carried  the  billing  a  half 
week  ahead  of  the  showing.  Manager 
G.  M.  Pedley  arranged  these  good  busi- 
ness getters.  The  banner  and  letters 
were  put  up  Sunday  night  preceding  the 

:  showing  on  Monday  for  three 'days." 


Page  24 


Exhibitors  Trade  Review 


AH  Sioux  Tied  Up  For  The  "Phantom 


99 


(Continued  from  preceding  page) 

the  theatre  would  give  each  woman 
who  purchased  a  copy  of  Leroux's 
novel  or  a  "Phantom  Red"  lipstick 
between  the  hours  of  8 :30  and  11  a.  m. 
on  Monday,  Tuesday  and  Wednes- 
day, one  complimentary  ticket  good 
for  the  matinee  performance  of  that 
afternoon.  The  window  display  con- 
sisted of  books  and  "Phantom  Red" 
lipsticks,  together  with  Harriet  Hub- 
bard Ayers  cosmetics,  with  photos  of 
Mary  Philbin  using  the  cosmetics, 
"Phantom  Red"  lipstick  cards,  stills, 
and  regulation  window  cards.  The 
store  carried  an  announcement  of  the 
stunt  in  its  Sunday  newspaper  adver- 
tisement. 

Through  the  Home  Office  "Phan 
torn  Red"  tie-up,  the  Fishgal  store,  an 
exclusive  woman's  specialty  shop,  put 
on  an  elaborate  window  of  "Phantom 
Red."  The  display  consisted  of 
"Phantom  Red"  dresses,  gowns,  coats 
and  hats  with  a  display  of  tie-up 
photos  and  a  card  calling  attention  to 
the  Plaza  engagement.  The  store  de- 
voted a  portion  of  its  Sunday  ad  to 
"Phantom  Red"  and  also  induced  the 
Journal  to  run  a  news  story  about  the 
window  display. 

The  "Showing  the  Making  of  a  Mo- 
tion Picture"  display  worked  out  by 
the  Home  Office  and  used  by  Scrib- 
ner's  during  the  New  York  "Phan- 


Draw  the  Phantom's  Face! 

How  will  Lon  Chancy,  the  master  character  actor,  look  In  his  sensatl 
new  role  In 

"THE  PHANTOM  OF  THE  OPERA" 

The  Universal  Super-Production  to  Be  Shown  at  the  Plaza.  Theater  the 
Week  ol  Oct.  1ST 

Draw  the  features  of  the  Phantom  and  win  cash  prizes  and  theater  tickets 

Tou've  seen  Lon  Chaney  as  "The  Hunchback  of  Notre  Dame."  You've 
seen  him  In  "The  Mlraflte  Man  "  "The  Shuck."  and  other  screen  produe- 
lions  in  most .grotesque  make-uo.  How 'will  he  makb-UD  for  hts  marvel' 
oua  Dart  In  -The  Phantom  of  the  Opera?"  ' 

Try  Tour  Skill 
When  you  have 
drawn  In  the  11: 
which  you  think 
will  make  the  ac- 
companying sketch 


All  Drawings  Must  Re  Entered  Before  Midnight, 
Saturday .  Oct.  17.    Winners  Will  Be  Announced 
Monday.  Oct.  It 


Cheney  as  " 
Phantom  of"  the 
Opera."'  elgn  youi 
name  and  address 
In  the  space  be- 
low and  mall  It  In 
to  "The  Phantom 
of  the  Opera"  Con- 
tent Editor,  care. 
The  Sioux  City 
Journal.  The  best 
illustration  will 
win  !5  and  two 
tickets  for  the 
Sioux  City  engage- 
ment. The  next 
best.  13  and  the 
third  best.  Tile 
next  ten  beet  will 
win  llckete  of  ad- 
mission.  Send 
your  drawings  In 
early. 


Name    Abdress   

Remember  This  Contest  Closes  at  Noon  Saturday  October  17 


Two  columns  by  6  inches  was  devoted  in 
the  newspapers  to  this  little  stunt.  The 
Sioux  City  Journal  cooperated,  and  both 
cash  prizes  and  free  admissions  were 
awarded  the  winners. 

torn"  campaign,  was  placed  in  a  kodak 
store  window.  The  tie-up  came 
through  a  card  announcement  that  the 
scenes  were  "made  with  an  Eastman 
Graflex  Camera.  We  carry  a  com- 
plete line  of  Graflex  cameras,  kodaks, 
and  photographic  supplies." 

Another  department  store  gave  a 


The  Zimmerman  Kodak  store  in  Sioux  City,  la.,  cooperated  with  Jack  Edwards, 
Universal  exploiteer,  and  the  Plaza  Theatre  management  on  exploiting  "The  Phan- 
tom of  the  Opera."  An  entire  window  was  given  over  to  photographs  and  advertis- 
ing material  and  featured  "Showing  the  Making  of  a  Motion  Picture"  display  pre- 
pared by  the  Universal  Home  Office. 


window  for  a  book  display.  In  fif- 
teen of  the  books  was  a  compliment- 
ary ticket  to  the  Plaza  for  "The 
Phantom  of  the  Opera."  A  card  read : 
"Fifteen  of  these  copies  of  'The 
Phantom  of  the  Opera'  contain  com- 
plimentary tickets  to  see  'The  Phan- 
tom of  the  Opera'  at  the  Plaza.  Come 
in  and  take  your  pick,  you  may  be 
lucky."  Large  art  photographs  of 
Mary  Philbin,  Norman  Kerry  and  a 
scene  from  the  picture  were  promi- 
nently displayed  with  the  books. 

Through  an  arrangement  with  the 
public  library,  300  "Phantom"  Book 
Marks  were  distributed,  and  another 
hundred  were  given  out  by  the  book 
departments  of  two  of  the  city's  de- 
partment stores. 

Five  thousand  of  the  roto  Heralds 
prepared  for  "The  Phantom"  were 
placed  in  the  Chicago  Sunday  news- 
papers which  were  sold  in  Sioux  City 
on  the  day  "The  Phantom"  opened. 

Other  tie-ups  included  drug  stores, 
radio  dealers  and  the  Postal  Tele- 
graph. The  prologue  soloist  broad- 
cast the  "Spinning  Wheel"  song  from 
Faust  just  before  the  Sunday  after- 
noon performance  of  the  opening  day, 
accompanied  by  the  orchestra  leader 
at  the  piano.  Announcements  con- 
cerning the  "Phantom"  engagement 
was  made  both  before  and  after  the 
number. 

Liberal  billing,  special  prologue 
and  a  special  lobby  display  completed 
the  campaign. 


Dancers  and  Artists 
In  "Don  Q"  Exploitation 

MILWAUKEE,  WIS.  —  A  prize 
"Don  Q"  cup  donated  in  behalf  of  the 
theatre  to  the  city's  champion  Charles- 
ton strutters.  Winning  contestants  were 
eligible  to  compete  for  representation 
in  the  national  Charleston  contest  to  be 
held  this  winter.  Contests  were  spon- 
sored by  a  newspaper. 

LAWRENCE,  MASS.— Art  con- 
test conducted  by  the  New  England 
School  of  Art  in  large  newspaper  ads 
in  cooperation  with  the  New  Victoria 
theatre.  A  sketchy  head  of  Douglas 
Fairbanks  as  Don  Q  taken  from  United 
Artists  Corporation  press  book  was 
printed  and  everybody  invited  to  draw 
something  as  good.  Prizes  were  two 
tickets  for  each  of  the  best  twenty-five. 
The  drawings  were  sent  in  to  the 
School  of  Art.  The  same  stunt  was 
worked  in  several  New  England  cities. 


November  14,  1925 


Page  25 


"Talk  About 
Excitement' 

(Continued  from  Page  8) 

arrived  five  hours  ahead  of  time.  From 
there  I  went  to  Philadelphia  and  at  this 
point  I  awakened  to  the  realization  that  I 
had  fifteen  and  one  half  hours  to  spare  be- 
fore my  arrival  in  New  York.  Then  came 
the  next  morning  when  I  arrived  at  the 
Twenty-third  street  ferry  of  America's  me- 
tropolis and  the  run  from  there  to  the 
Colony  Theatre  with  a  motorcycle  policeman 
(one  of  New  York's  finest)  to  escort  me 
and  clear  traffic  on  Broadway,  so  that  I 
would  not  be  impaired  in  my  speed,  and  at 
55  miles  an  hour  we  went  from  Twenty- 
third  street  ferry  to  Moss'  Colony  Theatre. 
This  was  one  of  the  great  thrills  of  my 
life. 

SWEET  DREAMS 

My  trip  was  at  an  end,  I  had  accom- 
plished what  Pat  Dowling  had  requested  of 
me  and  in  true  Irish  fashion  he  wired  me 
"Go  to  sleep,  boy,  you  have  done  your 
duty"  and  sleep  I  did  and  after  a  rest  of 
two  weeks  I  was  again  instructed  by  Pat  to 
return  to  Hollywood,  covering  every  im- 
portant city  in  the  United  States.  Pat  was 
insistent  that  I  should  learn  my  geography 
of  this  country  by  studying  carefully  the 
highways  and  byways  of  this  good  old  U.  S. 
A.  and  it  certainly  was  a  lesson,  and  I 
would  love  nothing  better  than  to  sit  down 
with  our  President,  Calvin  Coolidge,  and 
tell  him  MY  reasons  why  there  should  be 
a  boulevard  highway  between  here  and  the 
eastern  coast  (and  no  Jap  scare,  either). 

Then  came  this  hectic  trip  home,  and  so 
many  incidents  that  if  they  were  to  be  pub- 
lished it  would  take  more  paper  than  the 
ordinary  newspaper  carries  in  stock  to  get 
out  their  daily  editions.  I  must  admit  by 
making  the  fast  trip  of  "Seven  Days"  I  was 
filled  .with  courage  and  overlooked  many 
rules  of  traffic  that  should  have  been  ob- 
served and  was  admonished  for  many  in- 
fractions, but  my  past  reputation  of  the 
famous  "Seven  Days"  trip  helped,  and  I  was 
able  to  talk  myself  out  of  most  of  them. 

In  many  of  the  larger  cities  on  the  return 
journey  I  gave  demonstrations  in  coopera- 
tion with  the  police  departments  on  safety 
driving,  makirg  a  run  across  town-  breaking 
all  speed  laws  and  ignoring  traffic  signals 
and  then  making  this  same  trip  over  ob- 
serving all  laws  and  by  this  demonstration 
I  proved  that  in  a  run  of  four  miles  through 
any  large  city  and  by  ignoring  every  traffic 
law,  the  best  time  that  could  be  saved  was 
not  over  two  and  one-half  minutes  which 
was  not  sufficient  time  gained  for  the  risk 
to  life  and  limb  of  the  pedestrian.  This 
proved  a  valuable  publicity  stunt  as  in  most 
instances  it  received  front  page  notice  and 
usually  with  a  picture  of  the  car. 

I  AM  REPORTED  DEAD 

Then  came  a  night  in  Omaha  and  for 
some  unknown  reason  and  one  that  still  re- 
mains a  mystery  in  my  mind,  the  report  was 
sent  out  that  I  had  been  killed  and  the  car 
totally  wrecked.  This  incident  had  its  reac- 
tion on  man's  vanity,  because  all  angles  of 
information  were  taxed  to  the  utmost — As- 
sociated Press,  Police  Departments,  Studio 
Representatives,  and  I  really  believe  every- 
body in  Hollywood  was  busy  on  the  long 
distance  telephone  trying  to  reach  Omaha 
and  find  out  how  and  why  I  was  killed,  and 
I  have  found  out  since  that  many  nice  things 
were  said  about  me.    I  have  no  doubt  plenty 


If  You  Don't  Cry  "Wolf" 
Too  Often— Try  This. 


Telephone:  Tremont  6121 


BELMONT  THEATRE 

Tremont  and  Belmont  Avenues 
Bronx 


Dear  Patron : 


I'm  going  to  do  something  extraordinary. 

I'm  going  to  do  something  I've  never  done  before  in  all  my 
career  a»»a  Manager  of  a  motion  picture  theatre. 

Over  my  own  signature  I  am  making  a  statement  here  that 
stands  out  unparalleled  in  theatre  history. 

Here's  my  statement: 

"Without  equivocation,  without  any  hesitation,  and  without 
fear  of  contradiction  I  say  to  you  that 

"THE  LAST  EDITION" 

Emory  Johnson's  latest  and  greatest  photodrama,  which  will  play  the 
Belmont  Theatre  on  Saturday,  Sunday  and  Monday,  November  14th, 
15th  and  16th,  is  by  far  the  mightiest  and  most  thrilling  melodrama 
that  the  screens  of  America  have  seen  in  years. 

I  examined  this  huge  production  privately  and  in  a  cold  pro- 
jection room,  and  there  in  that  cold  room,  without  music,  this  picture 
thrilled  me  like  no  picture  has  in  years,  and  I  see  every  big  motion  pic- 
ture that  comes  to  the  screen. 

I  put  forth  extraordinary  efforts  to  secure  this  great  picture. 
1  know  our  patrons  will  hugely  enjoy  it. 

So  1  say  to  you,  over  my  own  signature,  come  to  the  Bel- 
mont Theatre,  and  bring  the  entire  family  to  see  "THE  LAST  EDI- 
TION." It  is  clean,  fine,  tremendous  in  theme  and  mighty  in  dramatic 
effects.  It  is  wholesome  and  inspiring  and  you  will  be  thrilled  to  the 
core.  Never  has  this  theatre  shown  a  greater .  entertainment  than 
"THE  LAST  EDITION."  It  is  wonderful. 

Most  cordially  yours, 

Manager  Belmont  Theatre 


[  F  you  are  the  exhibi- 
tor that  is  always 
crying  out  to  every 
body  in  sight  about  the 
greatest  picture  you 
ever  have  shown  or 
will  show,  etc.,  then 
this  letter  reproduced 
to  the  left  is  not  so 
good.  But  if  you  are 
of  the  semi-conserva- 
tive kind,  that  only 
blows  his  horn  every 
now  and  so  often,  can 
you  imagine  how  your 
prospective  audience 
would  flock  in  upon 
the  receipt  of  the 
genuine  sales  copy  that 
Louis  Gans  sent  out. 

It  would  be  a  wow. 
Size  yourself  up  now, 
in  regards  to  this  mat- 
ter of  crying  "Wolf." 
If  you  haven't  made 
your  third  call  as  yet, 
smash  in  on  this  one. 
You  won't  need  any 
help  when  you  are 
through. 


of  folks  are  sorry  they  said  them  now  since 
they  found  out  reports  of  my  death  were 
exaggerated.  But  all  this  leads  to  a  final 
climax  that  will  make  me  from  now  on  never 
miss  saying  my  prayers  every  night  before 
going  to  bed  and  thank  God  for  my  deliver- 
ance because  I  really  believe  he  had  some- 
thing to  do  with  my  being  alive  today. 

ALMOST  A  FATAL  REPORT 

Saturday,  October  23rd,  was  the  day  the 
report  was  received  in  Los  Angeles,  that  I 
had  wrecked  my  car  and  been  killed,  and 
Saturday,  October  31st — just  one  week  later 
— was  the  day  that  I  REALLY  had  my  acci- 
dent and  wrecked  the  car,  and  this  on  the 
last  lap  of  my  homeward  journey,  so  you 
see  there  must  have  been  a  great  power 
above  who  took  a  guiding  hand  in  this  mat- 
ter because  I  believe  he  wanted  me  to  con- 
tinue to  live  and  have  something  to  do  with 
the  production  of  pictures  and  help  tell  the 
public  which  pictures  they  should  or  should 
not  see.  So  here  I  am,  and  with  a  knowl- 
edge that  I  wish  every  exhibitor  of  America 
could  share,  and  if  he  did,  I  know  that  his 
first  thought  would  be  to  book  every  picture 
distributed  by  the  Producers  Distributing 
Corporation  for  the  years  1925  and  '26  as 
well  as  book  other  independent  product  that 
he  was  sure  he  was  making  good.  As  a  matter 
of  closing  may  I  quote?  "Oh,  death!  where 
is  thy  sting V  and  from  Shakespeare:  "He 
who  dies  pays  all  debts" — and  I  still  owe 
plenty. 


Big  Toy  Tie-Up 

On  "New  Toys" 

First  National  Pictures  has  made  a 
national  tie-up  on  its  new  Richard  Bar- 
thelmess  picture,  "New  Toys,"  with  the 
George  Borgfeldt  Company  on  its  Bye- 
Io  doll  which  is  shown  in  that  produc- 
tion and  in  some  scenes  substituted  for 
the  real  baby. 

The  Borgfeldt  Company  is  advertis- 
ing "New  Toys"  along  with  the  doll  in 
a  large  four-page  insert  in  its  own 
trade  papers  and  is  also  having  special 
window  cards  and  slides  made  to  adver- 
tise the  tie-up. 

First  National  is  suggesting  to  exhib- 
itors that  one  of  these  Bye-lo  dolls,  to- 
gether with  passes  to  the  theatre  show- 
ing "New  Toys,"  be  offered  as  prizes 
in  various  contests,  such  as  for  the 
doll  best  dressed  at  a  cost  of  not  over 
$2  by  any  girl  under  fourteen;  for  the 
best  newspaper  story  on  the  lesson  that 
"New  Toys"  teaches  and  others. 


Page  26 


Exhibitors  Trade  Review 


Why  Anniversaries? 


TN  as  brief  a  way  as  is  possible  to  treat  from  an  exploitation 
*  angle  the  recent  sixth  anniversary  of  the  Brooklyn  (N.  Y.) 
Strand  Theatre,  we  have  tried  to  show  the  poignant  highlights 
of  the  event.  Of  course,  the  Strand  is  a  fairly  large  house;  but 
nevertheless,  there  is  no  stunt  ever  pulled  that  can  not  be  pulled  in 
a  manner  to  meet  the  budget  of  any  theatre.    Keep  that  in  mind. 


HP  HE  sixth  birthday  of  the  Brooklyn  Mark  Strand  Theatre  was  observed  in  gala 
style,  Managing  Director  Edward  L.  Hyman  preparing  a  big  program 
which  was  designed  to  contain  a  wider  diversity  of  entertaining  incidents.  It 
fell  to  the  lot  of  First  National  to  provide  the  feature  photoplay  of  the  week, 
Richard  Barthelmess,  in  "Shore  Leave."  It  was  personally  chosen  by  Mr. 
Hyman  from  among  his  big  list  of  bookings  as  the  most  suitable  film  story 
for  this  important  occasion. 

With  "Shore  Leave"  was  presented  a  program  of  six  additional  incidents, 
not  the  least  of  which  was  the  atmospheric  prologues  in  special  setting.  P. 
Dodd  Ackermann  provided  the  scenery 
for  this,  the  back-drop  being  a  trans- 
parency showing  Brooklyn  Bridge  and 
the  Navy  Yard  with  some  of  the  battle- 
ships in  the  background.  As  this  drop 
was  a  silhouette  and  lighted  mainly 
from  behind,  a  most  stunning  effect  was 
secured.  Seven  people  worked  in  the 
prologue,  as  follows:  Four  girls,  as 
sailors'  sweethearts;  ukelele  player; 
harmonica  player,  and  a  baritone  who 
sang  the  selection,  "Three  for  Jack." 
The  lights  for  the  set  were  light  blue 
from  the  side  and  overhead,  with  a  light 
blue  Mestrum  flood  hitting  the  whole 
stage  from  the  dome. 

The  campaign  worked  up  for  the  an- 
niversary program  was  an  ambitious 
one  and  marked  the  beginning  of  Fall 
activities.  As  most  of  the  artists  ap- 
pearing in  the  prologue  and  other  pre- 
sentations have  become  favorites  of  the 
radio  audiences  through  their  appear- 
ances weekly  from  this  theatre,  a  spe- 
cial radio  letter  was  mailed  to  thou- 
sands of  Brooklyn  people  who  had  pre- 
viously sent  in  comments  on  the  radio 
programs.  This  letter  called  attention 
to  the  fact  that  Richard  Barthelmess  in 
"Shore  Leave"  had  been  chosen  with 
which  to  celebrate  the  sixth  birthday  of 
the  theatre  and  also  informed  the  read- 
er that  the  radio  artists  would  be  pres- 
ent to  do  their  stuff. 

One  week  before  the  play  date,  the 
Brooklyn  Mark  Strand  Bulletin  was 
published  devoting  one  full  page  to 
Richard  Barthelmess  in  "Shore  Leave." 
This  bulletin  is  mailed  to  a  selected  list 
of  six  thousand  and  has  a  reading  cir- 
culation of  at  least  thirty  thousand. 

A  full  page  of  cooperative  advertis- 
ing was  worked  up  by  the  Brooklyn 
Daily  Eagle  and  was  published  on 
Tuesday  during  the  run  of  the  engage- 
ment, the  Brooklyn  Mark  Strand  ad- 
vertisement in  this  group  playing  up 


ANNIVERSARIES  COME 

ONLY  ONCE  A  YEAR 


That's  why  they  are  called  "anniver- 
saries." And  that  is  the  one  day  of  the 
year  that  every  exhibitor  should  reap 
the  largest  profits.  Anniversary  day, 
or  week,  should,  if  handled  right,  mean 
a  continuous  full  house  till  it's  all  over 
but  the  shouting. 

Get  behind  the  civic  clubs  in  your 
town  about  a  month  before  the  anni- 
versary. Show  them  what  your  thea- 
tre has  done  to  build  up  the  general 
tone  of  the  town.  Find  all  the  mer- 
chants in  town  whose  anniversaries  hit 
about  the  same  time,  and  make  a  con- 
certed celebration,  sort  of  a  jubilee. 
The  more  the  merrier. 

I'll  be  glad  to  work  with  any  theatre 
on  such  a  campaign.  Drop  a  line  to 
me  here,  tell  me  your  plans  and  your 
limitations,  and  we'll  get  something 
started  in  a  hurry. — Hank  Linet. 


Clever  curtain,  showing  the  Brooklyn  Bridge,  used  in  the  prologue  for  First 
National's  "Shore  Leave" — the  picture  used  for  the  Anniversary  Celebration  at 
the  Brooklyn  Strand.  The  spirit  of  the  anniversary  is  excellently  brought  out  in 
this  idea.    The  full  story  of  the  prologue  appears  on  this  page. 


Barthelmess  and  "Shore  Leave"  prom- 
inently. Before  the  opening  special 
newspaper  stories  were  planted  with  all 
of  the  Brooklyn  papers  and  some  of 
the  New  York  papers.  Prominence 
was  also  given  to  the  fact  that  Judge 
James  A.  Dunne,  one  of  the  most  popu- 
lar men  in  Brooklyn,  was  to  be  the 
guest  of  honor  on  Sunday  evening,  the 
day  after  the  opening  of  "Shore 
Leave." 

Choice  Window  locations  throughout 
Brooklyn  were  secured  for  the  display 
of  some  of  the  painted  frames  on 
"Shore  Leave." 


On  the  Sunday  night  preceding  the 
opening  of  the  picture,  prominence  was 
given  to  the  engagement  over  the  radio. 
The  announcer  on  four  different  occa- 
sions, while  announcing  the  radio  pro- 
gram, brought  in  the  fact  that  Richard 
Barthelmess  in  "Shore  Leave"  would 
be  the  feature  photoplay  attraction  for 
the  sixth  anniversary  program  of  the 
Brooklyn  Mark  Strand  Theatre. 

The  results  of  the  exploitation  and 
publicity  campaign  were  most  gratifying 
as  business  for  the  sixth  anniversary 
turned  out  to  be  exceptionally  good. 


November  14,  1925 

Exploiting  Shorts 


TO  the  right  is  a  photo  showing  the 
manner  in  which  B.  F.  Keith's  River- 
side Theatre,  N.  Y.,  handled  a  stunt 
for  Pathe's  "Our  Gang.'  A  mechanical  . 
contrivance  allowed  for  Farina  to  move 
the  fan  in  her  hand.  Scene  is  from  the 
comedy,  "Better  Movies."  Below  we  have 
the  "Jester,"  employed  by  the  Egyptian,  a 
first  run  'Frisco  house,  as  a  ballyhoo  to 
carry  out  the  all  comedy  idea  during  the 
showing  of  the  "All  Pathecomedy  Circus 
Week." 


Page  27 


Big  Cities  Pitch  in 
on  "Gold  Rush" 


WILMINGTON,  DELAWARE  — 
The  Arcadia  theatre;  Chaplin  Gold 
shoes ;  a  pair  of  old  "dogs"  gilded  tip 
and  used  as  a  window  display,  con- 
trasting with  natty  footwear  in  same 
display.  These  gold  shoes  also  are  use- 
ful for  lobby  display  and  general  atten- 
tion attracters  in  a  number  of  different 
ways. 

CLEVELAND,  OHIO— Public  Li- 
brary Tie-up.  The  public  library  used 
stills  showing  Alaskan  atmosphere,  and 
put  out  books  relating  to  Alaska,  the 
Klondike  and  the  Yukon  territory.  The 
same  thing  was  done  at  Columbus. 

DES  MOINES,_  IOWA— The  A.  H. 
Blank  theatres  printed  a  small  folder 
containing  $1,000  bond  guaranteeing 
their  payment  of  that  sum  in  case  o£ 
death  by  laughter  while  witnessing 
"The  Gold  Rush"  at  Des  Moines  the- 
atre. The  bond  was  guaranteed  by  a 
big  surety  company  through  local  in- 
surance specialists,  and  the  folder  had 
all  the  appearances  of  a  folded  bond. 
It  was  distributed  to  all  ticket  holders 
of  the  theatre  during  the  run. 


Pathe  News  Art  Poster  Broadside 
Can  Be  Used  for  Lobby 

Beautiful  Colored  Poster  Proclaiming  the  15th  Anniversary 
of  Pathe  News  Makes  Corking  Display 


A  huge  art-poster  broadside  pro- 
claiming the  15th  anniversary  of  Pathe 
News  and  the  big  advertising  campaign 
being  conducted  in  the  newspapers  to 
aid  exhibitors  in  selling  the  newsfilm 
to  the  public,  has  been  mailed  to  every 
theatre  in  the  country. 

The  center  spread  of  this  big  broad- 
side is  a  graphic  art  depiction  repro- 
duced in  full  color  from  the  original 
painting  by  William  de  Leftwich 
Dodge,  the  famous  artist  whose  murals 
adorn  the  walls  of  some  of  America's 
greatest  public  buildings.  This  paint- 
ing illustrates  the  importance  of  Pathe 
News  and  in  its  symbolism  pictures  the 
progress  of  the  news  bearer  from  the 
days  of  the  ancient  Greek,  whose  fleet- 
feet  bore  the  tidings  of  distant  lands  to 
his  king.  The  pony  express,  the  ex- 
press train,  the  airplane  and  the  radio 
are  all  shown  as  disseminators  of  news. 
Grouped  below  the  painting  by  Mr. 
Dodge  are  sixteen  still  pictures  show- 
ing progressively  the  greatest  news 
highlight  of  each  year  from  1910  to 
1925,  vividly  setting  forth  the  Pathe 
News'  depiction  of  the  world  events  as 
exhibited  in  the  theatres. 

On  the  reverse  side  of  the  broadside, 
one-half  of  the  space  is  devoted  to  the 
national  newspaper  campaign  instituted 
in  behalf  of  Pathe  News  to  aid  ex- 
hibitors in  telling  their  public  of  their 
prestige  in  the  presentation  of  news- 


films.  These  newspaper  advertisements 
are  of  general  educational  nature  re- 
lating the  history  and  message  of  Pathe 
News,  and  a  number  of  them  are  de- 
voted to  the  local  editions  which  are 
being  prepared  in  thirty-four  exchange 
centers. 

After  the  exhibitor  has  read  the 
Pathe  News  art-poster  broadside  he 
can  make  excellent  use  of  it  by  placing 
it  in  a  lobby  frame,  as  his  patrons  will 
find  it  of  more  than  passing  interest. 
*    *  * 


LOBBY  SHOWS 

How  do  you  gather  material  for 
your  lobby  displays?  Do  you  al- 
ways depend  upon  what  the  producing 
companies  send  you? 

In  this  article  above  is  one  idea. 
You  can  apply  the  same  to  the  In- 
ternational Newsreel  by  clipping  the 
pictures  for  framing,  and  the  stories 
too,  right  from  any  of  the  Hearst 
newspapers.  And  why  not  a  "Movie 
chatter"  layout,  on  which  you  can 
paste  the  pictures  and  news  of  actors 
and  actresses,  using  clippings  from 
newspapers  and  fan  magazines?  Or 
maybe  you  could  use  the  weekly 
"Still  Life"  section  that  appears  in 
Exhibitors  Trade  Review?  There's 
an  idea. 


Page  28 


Exhibitors  Trade  Review 


HEAVY  BILLING  FOR  FUTURE 

PATRONAGE 


This  Wells  Fargo  Express 
Building  stood  on  the  main 
thoroughfare  at  the  Fresno 
Fair  Grounds.  An  usherette 
was  in  attendance  giving  in- 
formation about  "The  Pony 
Express'"  and  passing  out 
souvenir  star  stills  of  Ernest 
Torrence,.  Wallace  Beery,  Ri- 
cardo  cortez  and  Betty 
Compson.  The  stage  coach, 
shown  in  background,  was 
driven  about  the  grounds 
during  the  day,  and  through 
the    city    at  night. 


Altoona,  Pa.,  Gets 
Its  First  Tie-Up 

300   Window   Cards  Turn  the 
Trick  for  "Excuse  Me" 
Showing 

Tags  reading  "Back  Up!"  on  one 
side  and  "Excuse  Me"  on,  the  other 
were  recently  attached  to  parked  auto- 
mobiles in  Altoona,  Pa.,  and  created 
much  comment  on  the  showing  of  Ru- 
pert Hughes'  "Excuse  Me"  at  the  Capi- 
tol Theatre.  Several  thousand  throw- 
away  dodgers  also  proved  effective  in 
exploiting  the  run.  Window  displays 
featuring  clothes,  leather  goods,  travel- 
ing bags  and  drugs  were  achieved  by 
Richard  E.  Riddick,  Metro-Goldwyn 
exploiteer  in  charge  of  the  campaign, 
and  numerous  tie-ups  were  made  with 
barber  shops  and  shoe  and  hat  cleaning 
establishments. 

The  first  tie-up  ever  made  by  any 
theatre  in  Altoona  with  the  leading  de- 
partment store  was  a  feature  of  this 
campaign,  and  resulted  in  window  dis- 
plays and  full  page  ads  in  both  daily 
papers.  Special  stories  and  cuts 
achieved  space  in  the  foremost  local 
daily,  and  half-sheet  posters  were 
placed  on  all  public  waste  paper  recep- 
tacles by  special  permission  of  the  mu- 
nicipal authorities.  One  hundred  win- 
dow cards  were  placed  on  exhibition  in 
the  downtown  section  and  two  hundred 
more  displayed  in  the  suburbs  and 
neighboring  towns.  G.  Anatopolous, 
enterprising  manager  of  the  Capitol, 
energetically  backed  up  this  successful 
campaign,  with  the  result  that  excellent 
business  was  attracted  to  the  theatre 
throughout  the  run. 


(Below)  A  window  display  for  "The  Pony 
Express,"  in  one  of  Fresno's  largest  stores. 


GET  THE  AX! 

Thanksgiving  is  coming.  Are  you 
arranging  a  special  program  for  the 
day?  It's  going  to  take  something  of 
a  better  than  average  nature  to  pull 
your  audience  away  from  their  tur- 
key dinners. 

How  about  raffling  off  a  ten- 
pound  turkey — with  each  of  the 
tickets  announcing  the  showing  for 
your  Thanksgiving  show? 

How  about  organizing  a  local  fund 
to  make  up  Thanksgiving  baskets 
for  the  poor? 

There's  plenty  to  be  done.  Start 
now! 


REATING  interest  in  a  picture  over  a  radius  of  many 
-*  miles  was  the  aim  of  the  campaign  conducted  by 
Frank  W.  Purkett,  manager  of  the  Kinema  Theatre, 
Fresno,  Cal.,  and  Oscar  A.  Kautner,  Paramount  exploit- 
ed-, on  "The  Pony  Express"  which  played  the  Kinema 
during  fair  week. 

The  picture  was  billed  in  every  hamlet  and  town  as 
far  South  as  Bakersfield  and  as  far  north  as  Tracy  and 
Livermore.  Although  little  or  no  re- 
sponse was  expected  from  these  towns, 
it  was  felt  that  such  a  comprehensive 
billing  would  build  patronage  for  sub- 
sequent showings  of  the  picture. 

Another  thing  taken  into  account  in 
the  comprehensive  campaign  conducted 
was  the  fact  that  during  fair  week 
Fresno  had  500,000  visitors  from  all 
over  the  state,  and  especially  from  the 
San  Joaquin  valley. 

Used  in  the  campaign  were  100  1- 
sheets,  15  24-sheets,  3  sets  of  11  x  14's, 
1  set  of  mats,  5,000  heralds,  50  public- 
ity photos,  1  slide,  30  insert  cards,  2,000 
miniatures,  and  2,000  fan  albums.  Sup- 
plementing this  billing  were  25  window 
displays. 

A  letter  of  endorsement  from  Wil- 
liam John  Cooper,  city  superintendent 
of  schools,  was  influential  in  getting  the 
support  of  teachers  and  pupils  and  that 
group  of  people  which  seldom  attend 
the  motion  picture  theatre.  This  letter 
of  endorsement  was  given  excellent 
play  in  the  daily  press. 

Five  local  merchants  joined  with  the 
theatre  in  running  a  two  page  advertis- 
ing spread,  the  merchants  using  such 
slogans  as  "We  have  been  selling  shows 
to  pioneers,  their  children  and  their 
grand  children."  "Record.  Dating  from 
the  days  of  the  'Pony  Express.'  The 
pioneer  jewelry  business  of  the  San 
Joaquin  valley,"  etc. 

A  Wells  Fargo  Express  office  stood 
on  the  main  street  at  the  fair  grounds. 
In  charge  was  an  usherette  who  in- 
formed callers  about  the  picture  and 
presented  each  with  miniatures  of  the 
featured  actors. 

As  a  ballyhoo,  an  old  stage  coach  was 
driven  about  the  fair  grounds  during 
the  day,  and  through  the  streets  of  thf 
city  at  night. 

To  interest  children  in  the  picture,  a 
fair  whistle  was  given  to  each  child  at 
tending.     Announcement  of  this 
was  made  in  each  advertisement. 

An  outstanding  feature  of  the  cam- 
paign was  the  15  illuminated  24-sheet 
stands. 

Another  effective  campaign  on  "The 
Pony  Express"  in  which  Mr.  Kautner 
cooperated  with  the  local  management 
was  the  one  conducted  by  the  Senator 
theatre,  Sacramento,  a  West  Coast  the- 
atre house. 


gift 


November  14,  1925 


Page  29 


The  <Bkr  Little  Feature 


REVIEWED  IN  THIS  ISSUE 

Felix  the  Cat  Educational 
On  Edge  Educational 
Fair  But  Foolish  Educational 
The  Adventures  of  Mazie  F.  B.  O. 
Egged  On  Bowers  and  Muller 
Papa  Be  Good  Pathe 
The  Soapsuds  Lady  Pathe 
The  Great  Open  Spaces  Pathe 
The  Scarlet  Streak  Universal 

Wooden  Shoes 

Cranfield  and  Clark 

Let's  Go  Fishing 

Cranfield  and  Clark 


Kinograms 

International  Newsreel 
Pathe  News 


Felix  the  Cat  "Eats  Are  West" 

Educational  1  reel 

Here  is  Felix  again  who  expresses  more 
human  emotions  than  many  a  full-fledged 
actor.  This  latest  edition  of  the  Felix 
comedies,  promises  to  emit  chuckle  after 
chuckle  from  the  old  and  young,  as  the  hero 
goes  through  his  stunts. 

Poor  Felix  is  continually  being  chased ; 
first  by  hunger,  then  by  the  old  colored 
woman  of  the  pancake  ad,  then  cowboys  and 
finally  Indians.  Miraculously,  Felix  uses 
many  devices  to  escape.  Punctuation  marks 
are  his  greatest  aid,  but  after  he  has  suc- 
ceeded in  eating  all  the  grub  intended  for 
the  cowboys,  he  calls  on  his  guns,  and  con- 
tinues to  use  these  to  "shoot-up"  the  Indians 
— even  a  wooden  one.    Very  good ! 


"On  Edge" 


Educational  2  reels. 

Egbert  Eggleston  does  his  "daily  dozen"  with  his 
dog  before  taking  up  his  duties  in  a  sporting-goods 
store.  To  get  there  on  time,  he  arrives  in  the  fire- 
chief's  auto  and  hat.  After  having  trouble  with 
every  sporting-goods  device  he  handles,  he  is  finally 
dropped  out  of  the  window  on  to  a  safe  suspended 
high  in  the  air.  A  porter  meets  the  same  misfortune 
and  they  shiver  together  in  mid-air.  A  foolish  stunt 
of  a  foolish  man  finally  brings  success  and  once  more 
they  are  all  safe  on  solid  earth. 

"On  Edge"  features  Lige  Conley  in  several 
precarious  positions.  The  sight  of  two  men 
swinging  on  the  safe  in  mid-air  will  be  a 
thrill  enough  to  make  even  a  sophisticated 
audience  gasp.  The  probability  of  the  situa- 
tion must  not  be  taken  into  account.  Titles 
attributed  to  the  colored  porter  furnish  many 
of  the  high-spots  in  the  picture,  and  the  dog 
appearing  in  the  first  shots,  although  un- 
casted,  brings  his  part  in  the  picture  to  the 
A-l  grade.  Lige  Conley's  well-known  com- 
edy face  is  an  advertisement  in  itself. 


"Fair  But  Foolish" 

Educational  2  reels 

On  board  ship,  Jimmie  makes  an  assertion  that 
his  bags  are  never  examined  by  the  customs  officer 
and  so  two  smugglers  overhearing,  give  him  a  cigar 
box  and  old  shoes  to  put  in  his  trunk.  However, 
his  possessions  are  looked  over  and  as  the  box  and 
shoes  contain  jewelry,  he  is  locked  up  until  the  ar- 
rival of  the  police.  Here  he  changes  clothes  in  order 
to  escape  to  a  ship  leaving  for  Italy  on  which  his 


sweetheart  and  her  father  are  sailing.  The  immi- 
grant's clothes  contain  a  passport.  Records  show 
that  the  immigrant  is  to  be  deported,  from  which 
fate  Jimmie  tries  to  escape.  After  several  mishaps 
he  is  caught  and  deported  on  the  very  ship  carrying 
his  sweetheart.  The  wedding  takes  place  in  the 
steerage.  . 

This  comedy  is  a  good  filler,  but  should 
not  be  used  when  the  feature  is  of,  a  comedy 
nature  as  it  is  not  a  strong  enough  comedy 
to  stand  up  against  it.  The  gags  are  rather 
old.  However,  Jimmy  Adams  does  his  stuff 
in  a  way  that  makes  the  action  good  and 
snappy.  Molly  Malone  looks  very  appeal- 
ing throughout  her  part.  The  scene  wherein 
Jimmie  knocks  'em  cold  by  eating  Italian 
garlic  is  new  and  amusing.  It  seems  to  take 
quite  some  time  before  Jimmie  can  call  his 
girl  his  own,  so  the  happy  end  is  all  the 
more  welcome  when  it  arrives. 

♦     ♦  s|s 

"The  Adventures  of  Mazie" 

F.  B.  O.  2  reels 

The  fifth  episode  in  Mazie's  hectic  life,  this  time 
concerned  with  the  recovery  of  money  taken  under 
false  pretenses  by  two  men  running  a  fake  movie 
school.  Mazie  with  the  aid  of  her  never  failing 
strategy  corners  the  offenders  in  their  lair.  Going 
through  all  the  vicissitudes  of  fire  and  water,  she 
comes  forth  victorious,  exposing  her  victims  and 
saving  the  job  for  herself,  and  the  day  for  the  hand- 
some young  attorney,  her  employer. 

Four  times  before  in  the  role  of  devoted 
secretary  to  a  budding  lawyer  Mazie  has  at 
the  peril  of  her  young  life  traced  guilt  to 
its  lair.  In  this,  the  fifth  of  the  series,  from 
the  moment  Mazie  gets  on  the  job  with  her 
two  blundering  detective  friends  the  laughs 
begin  and  the  two  reels  are  alive  with  action. 
In  her  own  plucky  way  Mazie  comes  through 
a  serious  skirmish  with  a  man,  emerges 
from  a  threatening  blaze,  and  though  in  the 
end  slightly  smudged,  she  is  nevertheless 
armed  with  sufficient  poise  and  evidence  to 
deal  properly  with  the  two  offenders.  On 
the  whole,  Mazie's  adventures  have  good 
comedy  material  of  the  kind  that  will  stimu- 
late public  interests  in  her  further  flights  on 
the  wings  of  law. 


"Egged  On" 


Bowers  &  Muller  2  reels 

Just,  for  instance,  listen  to  this  incident. 
Our  hero  gathers  some  eggs,  and  for  safe 
transportation,  he  places  them  in  the  radiator 
of  his  Ford.  Arriving  at  his  destination,  he 
proceeds  to  remove  the  eggs.  The  accepted 
gag  would  be  to  see  a  lot  of  little  chicks  come 
out.  But  no ;  here,  in  "Egged  On"  we  have 
an  exodus  of  young,  honking  Fordlets.  And 
then,  when  Mama  Ford  clucks  and  honks, 
her  brood  comes  back  to  her,  and  in  a  really, 
motherly  fashion,  she  folds  her  wheels  over 
them.    It  got  a  big  laugh. 

That  is  only  one  of  the  many  unusual  gags 
used  in  this  exceptional  short.    "Egged  On" 


What  Others  Think 

9. 

EDWARD  L.  HYMAN 

Managing   Director  Brooklyn  Strand 

"Your  Ko-Ko  Song  Car-Tunes 
and  Out-of-the-Inkwell  subjects  have 
struck  a  responsive  chord  in  our 
audiences  that  spells  satisfaction. 
They  are  novel  and  altogether  enter- 
taining." 


729   7th  Ave. 


N.   Y.  C. 


Edwin  Miles  Fadman,  Pres. 


rP  ALKING  about  reviews  being  a 
booking  guide,  have  you  seen  Mike 
Simmons'  comment  on  "Shorts"  in 
the  BROADWAY  THEATRES 
column  of  Exhibitors  DAILY  RE- 
VIEW? Here  you  get  a  report  on 
the  picture,  giving  the  reaction  of  an 
actual  theatre  audience.  You  get, 
also,  a  showman's  reaction  as  to 
how  it  balanced  the  program  on 
which  it  was  billed.  That's  service 
from  the  firing  line  for  you. 


is  an  excellent  example  of  what  can  be  done 
with  trick  photography  when  applied  to  hu- 
morous sequences.  And  the  beauty  of  it  all 
was  that  even  were  all  these  tricks  of  the 
camera  eliminated,  there  would  still  remain 
a  better  than  ordinary  comedy. 

It  seems  that  "Egged  On"  is  laying  the 
groundwork  for  a  new  idea  in  shorts.  This 
particular  two-reeler  is  but  one  of  a  series 
that  will  soon  be  released.  If  it  is  a  fair 
example  of  what  the  others  are,  exhibitors 
will  have  something  genuinely  interesting  to 
look  forward  to. 


"Papa,  Be  Good" 

Pathe  2  reels 

This  concerns  itself  with  the  flirtations  of  two 
young  couples  living  in  apartments  facing  each  other. 
When  one  of  the  husbands,  a  judge,  tries  the  other 
husband  for  reckless  driving,  and  is  about  to  sen- 
tence him  to  a  long  term,  the  wife  of  the  defendant 
enters  the  courtroom  and  commences  practicing  her 
wiles,  with  the  result  that  the  case  is  dismissed. 

Glenn  Tryon  again  makes  out  of  a  rather 
ordinary  little  story  a  thoroughly  entertaining 
and  mirth-provoking  comedy. 

He  is  funniest  in  the  courtroom  scene  when 
he  pulls  a  bottle  out  of  the  pocket  of  a  man 
standing  alongside  of  him,  taking  a  long 
draught  of  the  "liquor"  which  turns  out  to  be 
benzine.  There  is  no  place  where  he  can 
dispose  of  the  nasty-tasting  liquid,  and  since 
he  is  unable  to  speak  with  it  in  his  mouth, 
he  resorts  to  facial  expression  which  is  the 
source  of  many  laughs. 

Play  up  Glenn  Tryon.  He  is  worthy  of 
special  billing. 


"The  Soapsuds  Lady" 

Pathe  2  reels 

Alice  is  the  daughter  of  a  laundress,  and  a  great 
help  to  her  mother.  Her  father  who  "believed  in 
giving  his  wife  a  new  washboard  every  Xmas,"  has 
selected  a  husband  for  Alice  whom,  however,  she 
cannot  "see"  at  all.  On  the  way  to  deliver  some 
laundry,  Alice  flirts  with  a  handsome  and  rich  young 
man  who  saves  her  from  a  runaway  horse.  He  la'ter 
rescues  her  again  when  she  is  fleeing  from  her  home 
where  preparations  are  being  made  for  her  marriage 
to  the  man  of  her  father's  choice.  Alice  and  her 
young  friend  run  off  together. 

A  good  fast  comedy  with  Alice  Day  in  the 
leading  role,  assisted  by  Sunshine  Hart,  who 
is  still  radiating  sunshine.  Alice  has  estab- 
lished a  reputation  for  herself  and  is  living 
up  to  it.  She  is  charming,  and  works  with 
such  abandon  that  there  is  nothing  forced  in 
her  acting.  There  is  a  good  deal  of  the  slap- 
stick in  the  make-up  of  "The  Soapsuds  Lady" 
which,  however,  stops  on  the  brink  of  being 
overdone.  This  is  a  good  opportunity  to  tie 
up  with  washing  machine  manufacturers,  for 
there  are  several  close-ups  of  Sunshine  Hart 
at  her  washtub. 


Page  30 


Exhibitors  Trade  Review 


"The  Great  Open  Spaces" 

Pathe  1  reel 

This  is  an  Aesop  Film  Fable  which  is  as 
clever  as  the  cleverest  of  this  series.  Here 
is  a  satire  on  Western  cowboys  and  their 
ever-readiness  to  distribute  gunpowder.  The 
familiar  cat,  as  a  tough  cowboy,  kidnaps  the 
mouse's  girl,  and  a  very  heated  fight  ensues. 
More  crooked  paths  were  never  seen,  and 
the  many  animal  cowboys,  racing  down  on 
horseback  at  breakneck  speed  is  good  for  a 
big  laugh. 

*  *  * 

"The  Scarlet  Streak" 

Universal  Serial  First  3  Chapters 

Looks  like  a  big  thing.  If  the  first  three 
chapters  of  "The  Scarlet  Streak"  are  any 
criterion,  this  is  an  exceedingly  fine  serial. 

With  plenty  of  action  and  thrills,  an  inter- 
esting plot  based  on  Leigh  Jacobson's  "Sal- 
vage" and  an  excellent  cast,  headed  by  Jack 
Daugherty  and  Lola  Todd,  it  has  all  the 
requisites  for  an  interest-holder  and  should 
prove  a  drawing  card. 

There  is  a  novel  twist  introduced  when 
a  lasso  is  used  to  control  a  train  run  wild, 
the  locomotive  which  has  been  tearing  down 
at  a  terrific  speed,  stopping  within  a  few 
yards  of  a  little  girl,  unconcernedly  playing 
on  the  track. 

*  *   *  ' 

"Wooden  Shoes" 

Cranfield  &  Clark  1  reel 

Third  in  the  series  of  Annual  Dutch 
Flower  subjects.  At  Dutch  youth  visiting 
his  sweetheart  leaves  his  wooden  shoes 
outside  the  door.  Tired  of  waiting,  the 
shoes  right  about  face  and  go  for  a  stroll 
through  Haarlem.  The  rest  of  the  film 
is  devoted  to  what  the  shoes  have  seen. 

First  they  wander  to  a  series  of  Dutch 
festivals  and  folk  dances  in  which  whole 
towns  join  in  joyously.  There  is  an  un- 
failing fascination  in  the  group  folk  dances 
of  any  country  and  Holland  is  no  exception. 
The  dances  are  rhythmic,  colorful  and  ex- 
pressive. The  titling  of  this  reel  is  excep- 
tionally well  done  and  the  photography  ade- 
quate. This  entire  series  should  be  welcome 
on  any  screen  in  any  part  of  the  country. 

*  *  * 

"Let's  Go  Fishing" 

Cranfield  &  Clark  1  ree, 

Second  in  the  series  of  short  films  de- 
picting the  Annual  Dutch  Flower  Show  at 
Haarlem,  Holland.  This  film  is  more  in 
the  nature  of  a  travelogue,  the  titles  in  a 
conversational  form  carrying  out  the  idea 
that  a  traveler  desires  to  go  fishing,  where- 
as his  wife  would  rathtr  go  sight-seeing. 
There  being  no  arguments  in  this  family, 
they  go  sight-seeing  through  the  canals  and 
huge  flower  beds  of  tulip  land.  In  addition 
to  the  scenes  of  Holland's  principal  indus- 
try, the  raising  of  flowers,  the  quaint  cos- 
tumes of  Dutch  boys  and  girls  are  brought 
out  in  detail.  At  the  end  of  the  tour,  Mr. 
Angler  must  forego  the  pleasures  of  Izaak 
Walton,  for  the  day  is  gone. 

*  *  * 

"A  PEACEFUL  RIOT" 

LAVISHLY  STAGED 

Lavish  sets,  unusual  in  a  two-reeler,  are 
employed  in  the  production  of  "A  Peaceful 
Riot,"  a  Blue  Ribbon  picture  produced  by 
Joe  Rock.  Part  of  the  action  is  supposed  to 
take  place  in  Russia  and  it  is  in  these  for- 
eign sequences  that  the  elaborate  settings  are 
featured.  According  to  Rock,  it  is  the  fast- 
est action  comedy  he  has  yet  produced  as  well 
as  the  most  elaborate.  Marcell  Perez  directed 
and  Alice  Ardell  and  "Slim"  Summerville 
are  featured. 


News  Reels  In  Brief 


Kinograms  No.  5134 — New  York 
Edition 

PRINCETON  TIGERS  CLAW  HARVARD 
TEAM— Princeton,  N.  J. — 59,000  at  first  of 
Big  Three  clashes  see  Orange  and  Black 
Defeat  Crimson.  10,000  KIDDIES  SEE 
YALE  WHIPFENPOOFS — New  Haven — Col- 
lege clowns  give  youngsters  show  between 
halves  in  game  with  Maryland.  PICKS  UP 
OCEAN  AND  PUTS  IT  BACK  AGAIN — Los 
Angeles — New  fireboat  is  ready  to  hurl  the 
Pacific  at  any  blaze  along  waterfront. 
CHORUS  GIRL  SINGS  HER  WAY  TO 
OPERA — New  York — Mary  Lewis,  who  was 
in  "Follies,"  movie  extra,  and  in  choir, 
sings  with  Metropolitan.  BUGLE  BLOWS! 
HUNT  IS  ON  IN  VIRGINIA — Suffolk,  Va. — 
Fifth  Annual  fox  chase  is  held  in  all  its 
glory  by  society  riders  of  the  South. 
WRITE  NEW  CHAPTER  IN  HISTORY  OF 
CATHEDRAL — New  York — A  noted  gather- 
ing attends  as  foundation  stone  is  placed 
for  nave  of  St.  John's.  $31,000,000  WORTH 
OF  SHIPS  GO  UP  IN  SMOKE — Mallows 
Bay,  Md. — Fleet  of  wooden  vessels  built 
during  the  war  burn  in  huge  marine  bon- 
fire. 


Charlie  Chase,  whom  Hal  Roach  is  pre- 
senting   in    a    series    of    Pathe  two-reel 
comedies,  and  Blanche  Mehaffey  go  in 
for  athletics  between  scenes. 

International  News — No.  93 

MILAN,  ITALY — Armed  hosts  of  Fascist! 
hail  Premier  Mussolini  as  assassination  plot 
fails.  BROUGH,  ENG.— Britain  tests  sea- 
plane firing  huge  torpedo.  Naval  battle 
tactics  of  tomorrow  forecasts  in  stirring 
demonstration.  MILWAUKEE,  WIS. — Wis- 
consin schoolmarms  hold  convention.  An- 
nual gathering  of  teachers  resembles  a 
beauty  contest.  MILWAUKEE,  WIS. — 
Rival  elevens  fight  battle  in  snow.  Thou- 
sands brave  blizzard  to  see  Kansas  "Aggies" 
and  Marquette  in  slippery  contest.  Spo- 
KANE,  WASH. — Gala  parade  concludes  In- 
dian Congress.  Visiting  braves  end  con- 
vention with  gorgeous  night  procession. 
FRISCO,  CAL. — Stars  of  rival  sports  in 
freak  foursome.  Flycaster,  golfer,  baseball 
thrower  and  archer  compete  on  links. 
INDIANAPOLIS,  IND. — Interesting  glimpses 
of  prominent  Hoosiers.  International  News- 
reel's  cameraman  calls  at  the  home  of  U. 
S.  Senator,  Arthur  Robinson.  PRINCE- 
TON, N.  J. — Princeton  Tiger  devours  Har- 
vard! 60,000  see  Crimson  eleven  smothered 
by  Nassau  in  annual  gridiron  classic. 
HANOVER,  N.  H. — Dartmouth  triumphs 
over  Cornell!     Powerful  green  eleven  de- 


feats Gil  Dobie's  Ithacans  62  to  13.  CAN- 
TON, CHINA. — Chinese  defy  powers  in  trib- 
ute to  martyrs.  Thousands  march  behind 
"patriots"  shot  down  in  anti-foreign  demon- 
stration. YELLOWSTONE  PARK,  WYO. — 
Strange  pets  adopted  by  Yellowstone 
Rangers.  Even  the  despised  coyote  acts 
friendly  for  park  guards.  N.  Y.  CITY 
— Foundation  laid  for  Nave  of  magnificent 
Cathedral.  Notables  attend  impressive  cer- 
emonies marking  important  step  in  build- 
ing of  St.  John's.  PARIS,  FRANCE — Fa- 
mous aerial  acrobat  in  dizzy  maneuvers. 
Alfred  Fronval,  noted  French  pilot,  gives  a 
remarkable  exhibition  of  his  skill.  FRISCO, 
CAL. — Golden  Gate's  finest  march  for  City 
fathers.  PIMLICO,  MD. — Canter,  10  to  1 
shot,  wins  $60,000  Pimlico  Futurity  in  neck 
and  neck  race.  QUANTICO,  VA. — 31  ships 
worth  millions  destroyed  by  fire!  Uncle 
Sam  applies  torch  to  once  prized  war  craft 
and  provide  a  thrilling  spectacle. 

Pathe  News— No.  92 

WASHINGTON,  D.  C— Tax  reduction  of 
$300,000,000  proposed!  New  bill  provides 
for  large  cuts  in  excise,  surtax  and  in- 
come levies  plus  marked  increase  in  per- 
sonal exemptions.  PRINCETON,  N.  J. — 
Princeton  crushes  Harvard  in  thrilling 
aerial  battle.  36-0!  Tigers  roll  up  great- 
est score  that  has  been  made  between  "Big 
Three"  rivals  since  1889.  BROUGH,  ENG. — 
Bomb-carrying  seaplane  may  lead  to 
winged  British  Navy — craft,  with  torpedo 
attachment  underneath,  makes  high  speed 
with  450  horsepower  engine.  SCHENEC- 
LYN,  N.  Y. — U.  S.  triumphs  over  Canada 
in  cross-country  dash  for  collegiate  title! 
Union  College  boys  risk  necks  and  tires  in 
Grand  Freak-Car  Trophy  Race.  IN  THE 
LIMELIGHT — Washington,  D.  C. — Coolidges 
help  Girl  Scouts  open  national  drive! 
President  and  Mrs.  Coolidge  greet  young 
workers  at  their  headquarters.  BROOK- 
LYN, N.  Y. — U,  S.  triumphs  over  Canada 
in  international  soccer  match!  Yank  play- 
ers show  fine  teamwork  on  rain-soaked 
field  to  win  from  rivals,  6  goals  to  1.  ' 
SANDY  POINT,  MD. — Merchant  Fleet  built 
for  war  goes  up  in  smoke!  31  vessels, 
which  cost  U.  S.  $31,000,000,  go  to  derelicts' 
graves  as  they  are  burned  for  salvage. 
PIMLICO,  MD. — Canter  captures  rich  Fu- 
turity in  spectacular  driving  finish!  Win- 
ner noses  out  Bubbling  Over  in  last  stride 
to  win  race  and  purse  of  $54,360.  EAST 
ORANGE,  N.  J. — Wno  said  football  was  a 
man's  game?  Upsala  College  beauties  or- 
ganize own  gridiron  elevens  but  can  find 
no  other  girl's  college  team  to  oppose 
them. 

*    *  * 

"OUR  GANG"  MAKING 
XMAS  COMEDY 

Other  Roach  Units  Busy  With 
New  Films 

"Our  Gang"  is  making  a  Christmas  come- 
dy under  the  direction  of  their  popular 
director  Robert  McGowan,  on  the  Hal  Roach 
lot  where  fun-films  are  made  for  Pathe  re- 
lease, and  all  the  other  units  are  bustling 
with  activity  on  new  pictures. 

Charlie  Chase,  directed  by  Leo  McCarey; 
and  Clyde  Cook,  directed  by  C.  R.  Wallace, 
likewise  are  working  on  new  pictures,  while 
Glenn  Tryon,  with  Fred  Guiol  as  his  direc- 
tor, is  preparing  a  new  vehicle.  The  Hal 
Roach  Two-Reel  Comedy  unit,  an  all  star 
idea  expressed  in  two-reel  length,  is  busy  un- 
der the  direction  of  James  W.  Horne. 
"Husky"  Hanes,  Martha  Sleeper,  Jimmie 
Finlayson,  Frank  Butler,  Vivian  Oakland, 
York  Sherwood,  Fred  Malastesta,  and  Acker, 
the  monkey  are  in  the  cast. 

"The  Devil  Horse,"  directed  by  Fred 
Jackman,  has  been  four  months  in  produc- 
tion, chiefly  in  the  states  of  Montana  and 
Wyoming.  The  company,  including  Gladys 
McConnel,  Yakima  Canutt  and  Robert  Kort- 
man,  besides  Rex  and  Lady,  are  preparing  to 
leave  the  Roach  studios  again  on  a  trek  to 
some  other  scenic  locations  to  complete  the 
elaborate  feature,  which  is  a  story  of  Indian 
and  pioneer  days. 

Lillian  Woods,  Ziegfeld  Follies  beauty  and 
player  in  many  musical  stage  divertissements, 
is  a  new  discovery  of  the  Hal  Roach  stu- 
dios. She  is  cast  in  Clyde  Cook's  current 
comedy,  in  which  Mildred  June,  Cesare 
Gravina,  Grederic  Kovert,  Fred  Kelsey,  Wil- 
kie  Mahoney  and  others  have  principal  roles. 


November  14,  1925 


Page  31 


Production  Booming  at 

Century  Comedy  Plant 

Julius  Stern  Supervising  Studio  Activities — 
Three  Comedy  Units  at  Work 


Now  step  inside  the  theatre 
and  laugh  at  the  rest  of  this  Oomedy 


.mwinaf  BRAY  PRODUCTIONS.  INC 

DISTRIBUTED  Bv    F.    B.  O. 


The  Hollywood  studios  of  the  Century- 
Film  Corporation  is  booming  with  early 
season  activity,  under  the  supervising  eye 
of  Julius  Stern,  president  of  that  comedy 
producing  organization.  Coincident  with 
his  arrival  at  the  Coast  recently,  three 
comedy  units  started  work  on  the  Spring 
releases  of  the  Century  Comedy  schedule. 

The  first  unit  to  go  into  production  was 
the  Buster  Brown  company,  making  the 
series  of  two-reelers  adapted  from  R.  F. 
Outcault's  famous  cartoons.  After  seeing 
the  success  of  these  comedies,  as  evidenced 
by  the  pre-release  presentations  of  the  first 
two  in  such  theatres  as  the  Granada,  San 
Francisco ;  the  Piccadilly,  Rochester ;  the 
Allen,  Akron,  O.,  and  the  Colonial, 
Indianapolis,  and  their  booking  into  such  big 
run  accounts  as  Warners',  New  York;  War- 
ners', Pittsburgh ;  the  Balaban  &  Katz  cir- 
cuit, the  Saenger  circuit,  Lubliner  &  Trintz 
circuit  and  the  Whitehurst  circuit  of  Wash- 
ington, D.  C,  Stern  took  the  lid  off  the 
Buster  Brown  unit. 

The  next  Century  Star  to  begin  work  was 
Edna  Marion,  who,  during  the  summer  had 
been  loaned  to  Universal  for  an  important 

JIMMY  ADAMS  STARTS 

NEW  CHRISTIE  COMEDY 

Jimmy  Adams  is  starring  a  new  Christie 
comedy  under  the  direction  of  William 
Watson.  Adams  will  make  "A  Busy  Bum." 
And  for  the  first  time  in  his  cinema  career, 
Jimmy  will  appear  as  "a  knight  of  the  road." 
"A  Busy  Bum"  is  the  working  title  of  the 
comedy.  Molly  Malone  again  appears  as 
Adams'  leading  lady. 

NEAL  BURNS  STARTS 

"THE  MAN  PAYS" 

Neal  Burns  has  started  work  on  his  latest 
Christie  Comedy  "The  Man  Pays"  under 
direction  of  Robert  Thornby.  Vera  Stead- 
man  again  appears  opposite  Neal  in  his  pro- 
duction. 

*    *  * 

NEW  PATHE  SERIAL 

"The  Bar-G  Mystery,"  is  the  newest  Pathe 
serial  in  work.  Dorothy  Phillips  and  Wallace 
MacDonald  are  featured  in  this  thriller  which 
Robert  F.  Hill  is  directing.  The  La  Aguerro 
Rancho  in  California,  the  largest  stock  ranch 
in  the  state  is  being  used  for  location  work. 


role  in  "The  Still  Alarm."  Miss  Marian  is 
scheduled  to  complete  twelve  releases  for 
the  1925-26  market.  Some  of  these  already 
are  completed.  She  was  put  to  work  under 
the  direction  of  Francis  Corby,  a  newcomer 
to  the  Century  lot.  The  first  Edna  Marian 
picture  made  this  fall  is  "The  Big  City,"  the 
funny  adventures  of  a  country  girl  on  her 
first  visit  to  a  big  city.  This  picture  already 
has  been  completed  and  the  little  come- 
dienne is  now  at  work  on  her  second,  "Say 
It  With  Love,"  also  directed  by  Corby.  "The 
Big  City"  is  for  release  early  in  February, 
1926.  "Say  It  With  Love"  will  probably  be 
a  March  release. 

Wanda  Wiley's  comedy  unit  also  has 
started  work  for  the  new  season.  Miss 
Wiley  will  contribute  twelve  two-reelers  to 
the  current  year's  output.  Her  unit,  for  her 
first  picture  was  headed  by  Corby  during 
the  period  between  his  Edna  Marian  pic- 
tures. Her  first  picture  is  entitled,  "Playing 
the  Swell."  Virginia  Bushman,  daughter  of 
Francis  X.  Bushman,  played  a  part  in  this 
picture. 

The  Buster  Brown  unit  is  working  on  the 
seventh  picture  of  the  Buster  Brown  series. 


Edwin  Miles  Fadman,  President  of  Red 
Seal,  announces  that  "Ko-Ko's  Thanksgiv- 
ing," a  Red  Seal  Out-of-theTnkwell  re- 
lease, has  been  booked  by  ninety-four  first 
run  houses  the  week  of  Nov.  22,  with  other 
bookings  rapidly  piling  in. 

After  the  success  of  "Ko-Ko  Celebrates," 
the  special  Fourth  of  July  film  made  by 
Max  Fleischer  and  handpainted  by  Brock, 
Red  Seal  was  asked  by  several  prominent 
exhibitors  to  prepare  an  even  more 
elaborate  film  for  Thanksgiving  Week. 

Thus  assured  of  many  releases  in  ad- 
vance, Max  Fleischer  set  to  and  prepared 
"Ko-Ko's  Thanksgiving,"  which  is  being 
promised  to  exceed  anything  ever  done  by 
Fleischer  and  his  famous  clown.  Then 
Brock,  whose  coloring  played  so  important 


This  reproduction  of  the  poster  on  the 
first  of  the  new  Bray  "Unnatural  History" 
Comedies,  aims  to  do  what  the  trailer  does 
for  feature  productions.  It  shows  the  first 
four  scenes  of  the  cartoon  portion  of  the 
film.     Note  the  catchhne  at  the  bottom. 


a  part  in  "Ko-Ko  Celebrates,"  was  once 
more  called  on  and  has  created  an  even 
more  lavish  display  of  ilors,  it  is  said,  than 
before. 

Among  the  famous  theatres  to  play  the 
film  Thanksgiving  Week  are  the  Rivoli  and 
Rialto,  New  York ;  Metropolitan,  Boston ; 
Finklestein  &  Ruben  houses  in  Minneapolis, 
St.  Paul,  and  Duluth ;  Krauman's  Metro- 
politan, Los  Angeles ;  Quimby,  Fort  Wayne ; 
Vendome,  Nashville ;  Capitol  and  Adams, 
Detroit ;  Newman,  Kansas  City ;  Wiscon- 
sin, Milwaukee ;  Shea's  Hippodrome,  Buf- 
falo ;  Miller  Theatre,  Wichita ;  Missouri,  St. 
Louis ;  Queen,  Houston ;  Palace,  Dallas ; 
Grenada,  L.  A. ;  Rialto,  Denver ;  Liberty, 
Portland ;   Liberty,  Seattle. 

"Springs  of  Steel" 

Nearing  Completion 

L.  W.  Hall,  of  Denver,  Colorado,  super- 
intendent of  the  Colorado  Division  of  the 
Bell  System,  collaborated  with  Henry  Mc- 
Rae,  director  and  William  Lord  Wright, 
head  of  Universal's  Serial  Department,  in 
making  "Strings  of  Steel."  Hall  is  one  of 
the  few  surviving  veterans  of  the  early  days 
of  the  telephone  and  knew  Alexander 
Graham  Bell  intimately.  The  picture  has  to 
do  with  the  invention  of  the  telephone  and 
is  now  nearing  completion  at  Universal.  It 
co-stars  William  Desmond  and  Eileen  Sedg- 
wick. 

Universal  had  the  cooperation  of  the  Bell 
System  in  making  the  picture.  It  was  al- 
lowed access  to  the  Bell  Company's  museum 
in  New  York  City  where  the  history  of  the 
telephone  is  told  in  photograph  drawings, 
old  switch-boards,  telephone  and  other  his- 
torical data.  Several  interesting  shots  were 
filmed  in  the  exchange  room  of  the  tele- 
phone company's  main  office  in  Los  Angeles. 


Billy  Dooley,  the  goofy 
gob  in  "A  Misfit 
Sailor,"  a  Christie 
Comedy,  appears  as 
though  he's  struck  a 
rough  sea,  though 
judging  by  his  bland 
expression,  it  doesn't 
seem  to  fease  him  any. 
Dooley  has  often  been 
taken  for  Harry  Lang- 
don.  INotice  the  re- 
semblance? 


"Ko-Ko's  Thanksgiving"  To  Play  At 
94  First  Runs  Day  and  Date 


Page  32 


Exhibitors  Trade  Review 


for  Shorts 


01  Lotion 


Century  Comedy  Heads 
Offer  Cash  Prizes 
For  Exploitation 

JULIUS  AND  ABE  STERN,  offi- 
cials of  the  Century  Film  Corpora- 
tion, announce  a  series  of  Cash  Prizes 
to  the  Universal  Exploitation  men  sending 
in  the  most  Exploitation  material  on  the 
Buster  Brown  Comedies  between  now  and 
December  1  st. 

Four  Prizes 

The  prizes  total  to  $  1  00.  They  are : 
First  prize,  $50;  second  prize,  $25;  third 
prize,  $15,  and  fourth  prize,  $10. 

This  handsome  prize  offer  is  in  line  with 
the  recent  call  for  more  exploitation  pictures, 
stories  and  other  material  on  Short  Sub- 
jects. 7  his  material  is  greatly  in  demand 
by  the  trade  papers  and  by  the  Universal 
Weekly. 

Material  Classified 

In  awarding  the  prizes,  the  various 
kinds  of  material  sent  in  will  be  classified 
as.  follows : 

Photos  will  count  for   35% 

Testimonial  Letters   25% 

Newspaper  Ads  20% 

Newspaper  Reviews   10% 

Use  of  Throwaways,  eic  10% 

What  to  Send 

Photos  may  be  of  marquees  showing 
special  Buster  Brown  billing;  Buster 
Brown  lobby  display  material  in 
use,  stunts,  window  display  tie-ups, 
billboard  attention  given  to  the 
Buster  Brown  comedies,  or  any 
other  scene  which  shows  exhibitor 
exploitation  of  the  Buster  Brown 
Comedies.  Send  negatives,  if  pos- 
sible. Where  not  possible  to  send 
negatives,  send  at  least  six  prints 
of  each  picture.  All  photos  should 
be  captioned. 


Testimonial  letters  should  be 
letters,  authentic  comments  or 
statements  by  the  exhibitor 
showing  the  advantage  gained 
by  exploiting  the  Buster  Brown 
Comedies. 


Newspapers'  ads  should  be  ads 
in  which  the  Buster  Brown 
Comedies  are  given  more  than 
the  usual  space  allotted  to  Short 
Subjects  in  the  exhibitor's  ads. 


Mary  Jane  helps  herself  to  some  of  Kel- 
logg's  Corn  Flakes — one  of  the  many  tie- 
ups    all    set    for    the    Century  "Buster 
Brown"  comedies. 

Tj*  AR  be  it  from  Exhibitors  Trade 
Review  to  steal  anybody's  thunder. 
This  paper  has  plenty  of  its  own.  But 
being  a  "Human"  sheet,  because  it  has 
long  recognized  the  fact  that  it  is  its 
duty  to  deal  with  humans,  it  has  that 
human  failing,  self  pride.  When  one 
of  its  pet  ideas  bears  fruit,  it  is  human 
enough  to  want  everybody  to  know 
that  it  started  right  here  in  its  original 
embryonic  form. 


(Continued  in  third  column) 


"Buster 
America 
over  on 


Brown"  Hosiery,  known  to  every  efficient  mother  in 
Every  dry-goods  store  will  help  you  put  this  one 
the  "Buster  Brown"  comedies,  released  thru  Century. 


Movement  Following  the 
Monthly  Shorts  Section 
Bears  Fruit 

WHEN  the  original  body  met,  not  so 
very  long  ago,  to  go  through  the 
details  of  the  how  and  why  of  put- 
ting short  subjects  across,  Mr.  Willard  C. 
Howe,  Editor  of  Exhibitors  Trade  Review, 
was  one  of  the  leading  factors  in  the  pro- 
posal to  stage  a  contest  among  exhibitors. 

Mr.  Howe  favored  a  contest  in  any  form, 
shape  or  kind,  just  so  long  as  the  producing 
companies  could  get  something  of  a  con- 
crete nature  to  offer  exhibitors,  and  to  bring 
the  matter  before  them  in  a  way  to  com- 
mand the  most  attention.  He  was  espe- 
cially in  favor  of  a  concerted  action  in  this 
contest,  if  it  was  so  possible  to  work;  that 
is,  to  offer  a  prize  for  the  best  exploitation 
idea  on  any  short  subject,  regardless  of  who 
the  producer  might  be. 

It  was  agreed  that  this  was  certainly  the 
best  way,  but  rather  than  to  take  the  time 
necessary  to  work  out  such  a  scheme,  the 
separate  producing  units  went  at  it  in  their 
individual  capacities. 

The  Universal  contest  on  Buster  Brown 
exploitation  is  the  first  to  find  its  place  in 
the  consideration  of  exhibitors.  Others 
will  soon  follow. 


Buster  Brown  Contest 

(Continued  from  first  column) 

Newspaper  reviews  should  be 
those  giving  more  than  usual 
space  to  the  Buster  Brown 
Comedies,  as  compared  with  the 
usual  attention  given  to  Short 
Subjects.  Get  to  work  on  the  re- 
viewers on  this  subject.  Throw- 
aways, etc.,  may  include  any 
additional  material  or  meth- 
ods used  by  the  Exhibitor  to 
exploit  the  Buster  Brown 
Comedies. 


Stories  Wanted,  Too 

A  brief  story  should  accom- 
pany each  subject  sent  in.  In 
case  the  stunt  or  material  war- 
rants, stories  of  any  length  may 
be  written. 


November  14,  1925 


Page  33 


BOX  OFFICE  REVIEWS 


OLD  CLOTHES 

Mctro-Goldwyn-Mayer  Photoplay.  From 
the  story  by  IVillard  Mack-  Directed 
by  Eddie  Cline.     Length,  six  reels. 

CAST  AND  SYNOPSIS 

Max  Ginsberg   Max  Davidson 

Mrs.  Burke   Lillian  Elliott 

Mary  Riley   Joan  Crawford 

Nathan  Burke   Alan  Forrest 

Dapper  Dan   James  Mason 

Timothy  Kelly   Jackie  Coogan 

Ginsberg  and  Kelly,  who  made  money  in  rags,  lose 
it  in  copper.  Kelly  uses  the  certificates  to  paper  his 
wall  with.  It's  back  to  the  rag  wagon  for  them. 
Into  their  lives  comes  Mary  Riley,  who  brings  a  ray 
of  sunshine  into  the  house.  Kelly  is  knocked  down 
bv  an  auto,  whose  owner  carries  him  home  and  falls 
in  love  with  Mary.  Burke's  social-climbing  mother 
refuses  to  sanction  a  marriage.  A  reversal  of  for- 
tune for  the  Burkes,  through  a  decline  in  stocks,  the 
very  ones  that  Kelly  has  on  his  wall,  alters  their 
respective  positions,  and  when  Kelly  comes  to  the 
rescue  with  his  stock,  all  ends  well  for  Mary  and 
Burke.  All  attribute  their  happiness  to  the  pro- 
digious little  Kelly. 

By  Michael  L.  Simmons 

gEFORE  this  one  was  half  through,  I 
mentally  calculated,  "Jackie  has  done 
it  again."  The  completion  of  the  story 
verified  the  prediction.  You  have  here  a 
characteristically  interesting  Coogan  per- 
formance, and  that  means,  by  the  same 
token,  a  chance  for  box-office  returns  that 
are  characteristic  of  all  Coogan  productions. 
You,  Mr.  Exhibitor,  know  better  than  any- 
one else  just  how  much  those  chances  are 
worth. 

When  we  say  a  characteristic  perform- 
ance, we,  of  course,  mean  a  production  re- 
plete with  all  the  premature  wisdom  of  the 
star,  the  laughable  antics  and  sprightliness 
which  have  brought  Jackie  fame  in  the 
films. 

If  one  wishes  to  rip  a  picture  apart  in 
order  to  find  defects,  these  will  be  found, 
no  matter  how  fine  the  performance  is  as  a 
whole.  In  this  respect,  "Old  Clothes"  has 
its  small  share  of  absurdities,  but  never  to 
the  extent  nor  obtruding  enough  to  detract 
measurably  from  the  entertainment  value  of 
the  picture. 

It  is  when  Jackie  is  launched  forth  to 
show  his  wares  guided  by  the  catalog  of 
"The  Whole  Gamut  of  Human  Emo- 
tions," that  his  director  errs.  Left  to  his 
own  devices,  the  "kid"  is  a  wonder,  in- 
creasing his  capability  to  give  a  striking  per- 
formance with  each  new  picture.  For  that 
reason,  I  like  Jackie  best  when  he  scampers 
about  in  happy-go-lucky  kid  style,  pulling 
clever,  loveable  tricks;  and  not  when  strik- 
ing an  attitude  to  register  pathos  in  the 
sophisticated  grown-up  manner. 

But  that  amounts  to  a  trifle  in  "Old 
Clothes,"  for  on  the  whole  young  Coogan 
carries  the  story  along  on  a  merry  tempo  of 
laughs,  mixed  with  gags  that  will  undoubt- 
edly elicit  the  inevitable,  "Isn't  he  cun- 
ning?" Humorous  by-play,  with  the  aid 
of  titles,  amplifies  the  entertainment  appeal. 
And  Max  Davidson's  portrayal  of  Gins- 
berg is  notable. 


THE  EAGLE 

United  Artists  Photoplay.  From  the  story, 
"Dubrovsfyy,"  by  Alexander  Pushkin. 
Directed  by  Clarence  Brown.  Length, 
7,200  feet. 

CAST  AND  SYNOPSIS 

Vladimir  Dubrovsky   Rudolph  Valentino 

Mascha  Troekouroff   Vilma  Banky 

The  Czarina   Louise  Dresser 

Kuschka   Albert  Conti 

Kyrilla  Troekouroff   James  Marcus 

Lt.  Dubrovsky,  sentenced  to  death  after  flouting 
the  Czarina's  love,  escapes  and  places  himself  at  the 
head  of  a  lawless  band.  His  essential  object  is  to 
kill  a  land-owner,  who  has  cheated  his  father.  He 
enters  this  person's  house  disguised  as  a  French 
tutor  to  the  daughter.  He  soon  falls  in  love  with 
her.  He  gives  up  his  originally  murderous  purpose, 
and  just  when  all  seems  well,  he  is  arrested  by  the 
Czarina's  troops.  At  the  very  moment  of  facing  a 
firing  squad,  he  receives  the  Czarina's  pardon  and  is 
allowed  to  depart  the  country  unmolested,  with  his 
bride. 

By  Michael  L.  Simmons 

J  HAVE  said  elsewhere  that  at  the  New 
York  premiere  of  this  film,  the  crowds 
seethed  against  the  box-office  like  ocean 
waves  against  a  break-water.  Now,  hav- 
ing watched  the  door-pressing  spectacle  for 
several  days,  I  can  add  that  the  human  tide 
has  been  consistently  high.  So  much  for 
"Rudy's"  box-office  power! 

Having  won  our  way  past  the  coveted 
doors,  what  do  we  see?  Frankly,  a  sur- 
prise. A  new  "Rudy."  One  who  has  been 
given  a  story  that  does  justice  to  his  better 
graces.  As  fine  a  lover  as  ever.  But  less 
according  to  sheik  standards.  "Rudy"  has 
been  given  (and  he  told  me  so  himself)  a 
freer  rein,  with  the  result  that  we  have  here 
a  portrayal  of  an  appealing  lover;  appeal- 
ing to  intelligent  womankind. 

Romantic?  To  be  sure.  But  with  a 
more  pleasing  technic.  He  is  the  man's 
man  here  as  well  as  the  woman's  ideal. 
Brave,  courtly  and  picturesque.  Nor  will 
he  lessen  any  in  the  eyes  of  the  idolizing 
"gum-chewing  stenog."  For  he  retains  all 
of  his  masculine  magnetism. 

The  big  point  of  this  new  manner  is  that 
he  will  probably  win  new  devotees.  The 
kind  that  (excepting  the  widely  accepted 
"Four  Horsemen"  and  "Mons.  Beau- 
caire")  were  wary  of  patronizing  a  sleek 
Valentino  presented  in  blood  and  thunder 
doses.  This  "intelligentsia"  should  now  be 
fair  game,  for,  Alexander  Pushkin,  on 
whose  story  the  film  is  based,  commands 
their  wholesome  respect. 

The  story  is  not  particularly  striking.  It 
is  quiet  and  restrained.  But  its  arrange- 
ment on  a  colorful  background  of  gorgeous 
settings  is  noteworthy.  Clarence  Brown 
has  made  much  of  the  moments  allowing 
for  humorous  touches,  which  quite  fre- 
quently have  the  picture  on  the  brink  of 
broad  comedy.  One  other  thing.  If  the 
women  have  Valentino,  the  men  have 
Vilma  Banky.  She  is  ever  a  delight  to  the 
eyes  and  an  admirable  contributor  to  the 
excellence  of  the  film. 


THE  ROAD  TO 

YESTERDAY 

A  Producers  Distributing  Co.  Photoplay. 
From  the  play  by  Beulah  Marie  Dix 
and  E.  G.  Sutherland.  Directed  by 
Cecil  deMille.    Length,  9,080  feet. 

CAST  AND  SYNOPSIS 

Kenneth   Paulton   Joseph  Schildkraut 

Malena  Paulton  Jetta  Goudal 

Beth  Tyrell   Vera  Reynolds 

Jack  Moreland   William  Boyd 

Dolly  Foules   Julia  Faye 

Adrian  Tompkyns   Casson  Ferguson 

Harnett  Tyrell  (Aunt)   Trixie  Friganza 

Kenneth  and  Malena  Paulton  are  on  their  honey- 
moon. Despite  her  love  for  husband,  she  has  an 
unfathomable  fear  of  him  and  cannot  bear  his  ca- 
resses. At  the  same  hotel  is  Beth  Tyrell.  She  meets 
Jack  Moreland,  a  young  minister,  and  falls  in  love 
with  him.  However,  she  cannot  bring  herself  to 
marry  a  minister.  By  a  strange  coincidence,  all  find 
themselves  on  the  same  train  to  Chicago.  The  train 
is  wrecked,  and  in  a  delirium  Beth  finds  herself 
carried  back  to  a  distant  past  in  which  Jack  is  re- 
vealed to  her  as  a  lover  of  old.  Awaking  from  her 
occult  dream  she  finds  herself  in  his  arms.  Ken,  in 
the  meantime,  rescues  Malena,  who  has  lost  all  tear 
of  him.    Happiness  comes  to  both  couples. 

By  Michael  L.  Simmons 
JjTGURE  it  out  for  yourself.  Picture 
the  premiere  of  this  film,  at  which  is 
present  a  mixed  audience,  mostly  showmen, 
reviewers,  press  men  and  kindred  members 
of  the  trade.  Picture  this  audience  rapt  in 
the  quiet  contemplation  of  a  deMille  spec- 
tacle. Then,  like  an  army  of  marionettes 
jerked  sharply  forward  by  a  giant  hand,  a 
surging  wave  of  emotion  electrifying  1  600 
hands  into  a  staccato  symphony  of  ap- 
plause ! 

Do  you  picture  it?  Picture  it  twice. 
That  is  the  number  of  times  the  audience 
interrupted  the  film  to  give  vent  to  tense, 
buoyed-up  feelings. 

The  above  is  no  attempt  to  play  with 
words.  It  has  a  definite  relation  to  my  re- 
view of  the  picture.  Its  point  is  to  give 
you  the  effect  of  "The  Road  to  Yesterday" 
on  one  audience — a  very  critical  one.  It 
offers  a  graphic  instance  of  how  it  may  be 
expected  to  affect  others — the  ticket-buying 
kind. 

My  contention  is  that  it  will  be  enjoyed. 
Everywhere.  That  the  train  wreck  scene 
will  pull  Tom,  Ike  and  Lizzy  forward  in 
their  seats  in  an  awed  wonder,  just  as  it 
did  the  Monsieurs,  Madames,  and  plain 
misters  at  the  Embassy.  That  the  beauty 
and  romance  of  the  story  will  find  wide  ac- 
claim. That  the  work  done  by  Joseph 
Schildkraut,  Jetta  Goudal,  Vera  Reynolds 
and  William  Boyd  will  satisfy  mightily. 

Last,  but  not  least,  I  believe  that  Cecil 
deMille  will  find  additional  devotees  burn- 
ing incense  on  the  shrine  of  his  genius. 
Glory  be!  If  this  film  doesn't  make  money, 
plenty  of  it,  then  I'm  ready  to  ride  up  and 
down  Broadway  on  a  nannygoat! 

The  clergy  are  rather  sensitive  to  partici- 
pate in  the  exploitation  of  a  film.  But  if 
they  ever  do  it,  very  little  trouble  should 
be  found  in  getting  them  to  beat  a  track 
from  the  pulpit  to  the  exhibitor's  door  on 
this  one. 


Page  34 


Exhibitors  Trade  Review 


THE  NEW  COMMAND- 
MENT 

First  National  Photoplay.  From  the  novel, 
"Invisible  Wounds,"  by  Col.  Fred. 
Palmer.  Directed  by  Howard  Higgin 
under  the  supervision  of  Robert  T.  Kane. 
Length,  six  reels. 

CAST  AND  SYNOPSIS 

Rene  Darcourt   Blanche  Sweet 

Billy  Morrow   Ben  Lyon 

William  Morrow   Holbrook  BUnn 

Mrs.  Parr   Clara  Eames 

Marquis  de  la  Salle   Effie  Shannon 

Countess  Stoll   Dorothy  Cummings 

Picard   Pedro  de  Cordova 

Red   George  Copper 

Ethel   Diana  Kane 

Henri  Darcourt   Lucius  Henderson 

Rene  Darcourt  finds  herself  alone  in  Paris,  when 
her  father,  whom  she  has  accompanied  there,  dies. 
She  is  saved  from  the  unpleasant  consequences  of  a 
cabaret  brawl  by  Billy  Morrison,  a  young  million- 
aire. He  falls  in  love  with  her.  To  prevent  him 
from  marrying,  his  father,  abetted  by  a  scheming 
aunt,  puts  him  in  jail.  Rene,  waiting  on  the  out- 
skirts of  the  city,  thinks  Billy  has  deserted  her.  The 
war  breaks  in  on  the  scene.  Billy  joins  the  colors 
and  Rene  becomes  a  nurse.  Fate  brings  them  to- 
gether when  Billy,  blinded_  in  action,  staggers  into 
her  arms.  The  reunion  brings  a  clearing  up  of  the 
misunderstanding,  and  the  lovers  come  to  their 
rightful  heritage. 

By  Michael  L.  Simmons 

JTORTUNATE  is  this  film  in  that  it  was 
produced  under  the  able  eye  of  "Bob" 
Kane  and  the  skillful  direction  of  Howard 
Higgin.  Otherwise  it  might  have  been  en- 
tirely swallowed  up  in  a  theme  that  most 
folks  have  been  trying  these  late  years  to 
forget.  .  .  .  War!  However,  as  it  stands, 
with  its  adept  touches  of  comedy  relief,  and 
the  good  acting  of  the  principals,  you  have 
here  what  should  prove  very  acceptable  en- 
tertainment for  most  audiences. 

The  Broadway  crowd  appeared  to  enjoy 
it.  Blanche  Sweet  and  Ben  Lyon  looked 
so  wholesome,  so  contagious  with  the  spirit 
of  undying  youth  and  shining  hope,  that  on 
this  score  alone,  "The  New  Command- 
ment" makes  palatable  entertainment. 

It's  quite  possible  that  in  some  of  the 
love  scenes,  the  more  squeamish  of  the  spec- 
tators will  make  grimaces.  But,  if  your 
house  predominates  with  that  kind  of  cus- 
tomer, it  is  easily  remedied.  A  use  of  the 
scissors  is  all  that's  needed.  I  doubt, 
though,  that  overlong  kisses  and  rapturous 
embraces  really  keep  customers  away. 

On  the  whole,  the  two  lovers  make  a 
very  pleasing  spectacle  to  the  eye,  and  un- 
doubtedly will  implant  an  ambitious  Eros 
in  the  breasts  of  those  whose  heart's  blood 
isn't  entirely  congealed. 

The  cast,  in  its  entirety,  looms  up  as  a 
rather  measurable  box-office  asset.  With 
such  names  as  Holbrook  Blinn,  Clara 
Eames,  Effie  Shannon,  Dorothy  Cummings 
and  George  Cooper,  to  augment  the  adver- 
tising appeal  of  Blanche  Sweet  and  Ben 
Lyon,  you  have  here  a  device  that  will 
justify  widespread  billing. 

Your  first  exploitation  angle  is  the  local 
Post  of  the  American  Legion  or  any  other 
post-war  societies.  The  story  offers  a  nat- 
ural approach  for  a  tie-up  with  agencies  of 
this  nature.  Then,  there  is  the  inevitable 
bookshop  angle;  something  you  mustn't 
overlook,  when  it's  known  that  the  story  is 
based  on  a  novel  by  one  who  faced  the 
music  when  shot  and  shell  screamed  their 
song  of  death. 


"THREE  PALS" 

Davis  Distributing  Division,  Inc.  Story  by 
L.  V.  Jefferson.  Directed  by  Wilbur 
F.  McGaugh.    Length,  4.994  feet. 

CAST  AND  SYNOPSIS 

Betty  Girard   Marilyn  Mills 

Larry  Wingate   Walter  Emerson 

Col.  Jefferson  Girard   Joseph  Swickard 

Major  Peter  Wingate   William  H.  Turner 

Uncle  Luke   Martin  Turner 

Colonel  Girard  and  Major  Wingate  are  two  South- 
ern friendly  enemies,  whose  hobbies  are  their  Ken- 
tucky horses  and  their  daily  chess  game  together. 
The  Major's  son,  Larry,  is  a  boyhood  sweetheart 
of  the  Colonel's  pretty  thoroughbred  daughter,  Betty. 
A  controversy  over  the  merits  of  their  respective 
horses  and  the  horsemanship  of  their  children  cause 
a  rift  in  the  lute,  with  the  Colonel  interfering  in  the 
love  match  and  ordering  the  Major  off  his  estate. 
Further  controversy  arises  over  an  indebtedness,  end- 
ing in  the  mysterious  murder  of  the  Major.  Girard 
is  accused  and  imprisoned.  Betty,  who  has  been  in 
a  finishing  school  abroad,  returns,  and  with  the  aid 
of  her  sweetheart,  two  marvelous  horses  and  a  dog, 
discovers  the  real  criminal  and  all  ends  well. 

By  A.  Bernstein 

JF  your  audiences  love  animals,  such  as 
horses  and  dogs  that  are  almost  human, 
and  what  audience  doesn't, — if  they  like 
to  see  a  pretty  girl  and  her  sweetheart  patch 
up  their  shattered  love  affair — and  if  they 
want  to  see  a  corking  horse  race — they'll 
like  this  picture,  despite  the  absence  of  a 
tremendous  cast  or  a  soul-stirring  story. 

The  film  contains  a  good  element  of 
mystery,  worked  out  through  the  murder 
of  Major  Wingate  and  the  false  accusation 
against  his  friend,  the  Colonel;  and  clever 
work  by  "Star"  and  "Beverly,"  Betty's 
two  favorite  horses,  in  first  hiding  the  re- 
volver and  bit  of  cloth  which  they  took 
from  the  real  murderer,  the  Major's  secre- 
tary, and  later  bringing  the  clews  to  light 
at  the  opportune  time,  as  Betty  and  the  Colo- 
nel are  about  to  be  forced  out  of  their  home. 

The  scenes  of  the  horse  race,  in  which 
Betty  rides  "Beverly"  and  wins  ten  thou- 
sand dollars,  thus  repaying  her  dad  for  his 
sacrifices  in  sending  her  abroad  to  a  finish- 
ing school,  are  most  excellently  photo- 
graphed by  Robert  DeGrasse.  The  shots 
are  taken  from  a  fast  automobile  in  front  of 
the  horses  and  gives  one  the  impression  of 
riding  with  the  racers.  Miss  Mills  actually 
rides  in  this  horse  race,  and  rides  well,  as 
more  than  one  close-up  is  shown  of  Marilyn 
am !  a  rival  jockey  racing  neck  and  neck. 

Joseph  Swickard  plays  a  misguided 
Southern  gentleman  of  the  old  school  in  his 
sincere  style,  though  the  part  is  a  severe 
and  unsympathetic  one.  Marilyn  Mills,  the 
star  of  the  picture,  looks  attractive,  wears 
clothes  well,  has  dash  and  spirit  and  is 
reminiscent  of  Madge  Bellamy  in  many 
shots.  But  it  is  "Star"  and  "Beverly"  and 
that  intelligent  dog  who  steal  the  picture 
and  send  them  away  marvelling. 

Exploit  this  film  with  all  lovers  of  horses 
and  horse-racing,  at  tracks  and  country 
fairs.  Create  a  horse-race  atmosphere  in 
your  lobby  and  play  up  the  names  of  Miss 
Mills  and  Joseph  Swickard. 

If  your  theatre  is  in  a  horse-racing  local- 
ity, you  can  create  interest  with  a  catch-line 
herald,  beginning  "No  Horse  Racing  This 
Year,"  and  in  smaller  letters,  "Will  be  as 
thrilling  as  that  in  'Three  Pals.'  " 


THE  ANCIENT  HIGHWAY 

Paramount  Photoplay.  From  the  story  by 
James  Oliver  Currvood.  Directed  by 
Irving  Willat.    Length,  six  reels. 

CAST  AND  SYNOPSIS 

Cliff  Brant   Jack  Holt 

Antoinette  St  Ives   Billie  Dove 

Ivan  Hurd   Montagu  Love 

Gaspard  St.  Ives   Stanley  Taylor 

John  Denis   Lloyd  Whitlock 

Ambrose   William  Carroll 

Angel  Fanchon   Marjorie  Bonner 

George  Bolden   Christion  J.  Frank 

Cliff  Brant,  long  thought  dead,  suddenly  appears 
on  the  scene  to  challene  Ivan  Hurd's  disposal  of  his 
father's  timber  lands.  He  meets  Antoinette,  who 
also  is  suffering  from  Hurd's  swindling  schemes, 
and  with  whom  he  falls  in  love.  Together  they  plan 
to  thwart  Hurd.  With  a  large  force  to  exploit  their 
own  tracts,  they  repair  to  the  woods,  and  there 
combat  the  evils  of  the  intriguing  Hurd  at  the 
source.  Finally,  after  a  marvellous  escape  from  death 
in  a  log  jam,  they  effect  the  villain's  defeat. 

By  Michael  L.  Simmons 

TAMES    OLIVER  CURWOOD'S 

brand  of  narrative  offers  good  oppor- 
tunities for  the  special  talents  of  Jack  Holt. 
With  a  chance  to  establish  his  character  of 
a  hard-hitting,  square-dealing  son  of  the 
lumber  country  in  the  very  first  few  minutes 
of  the  first  reel,  action  is  quick  and  of  the 
primitive  order.  The  film  should  be  satis- 
factorily received  in  most  houses. 

This  business  of  serving  a  climax  so  early 
in  the  picture  is  a  rather  clever  device  for 
catching  audience  interest  right  off  the  bat, 
and  putting  the  spectators  in  the  proper 
mood  to  appreciate  the  grim,  inexorable 
fighting  spirit  of  the  hero. 

And,  oh,  laddy,  laddy,  what  a  sweet 
shindig  he  stages  with  the  villain.  Of 
course,  the  advantage  was  with  Jack  right 
from  the  start,  for  his  unwilling  opponent 
was  far  too  big  around  the  girth  to  make  a 
showing,  whereas  Jack  was  in  the  very  pink 
of  condition.  Of  course,  the  customers 
won't  mind  that  in  the  least,  and  I  can  see 
them  now  wondering  how  many  ambulances 
will  be  necessary  to  cart  away  the  pieces  of 
the  battered  villain.  Certainly,  he  must 
have  stopped  more  upper-cuts  than  Battling 
Nelson  absorbed  in  his  whole  career. 

Holt  is  very  convincing  as  the  man  who 
is  as  hard  as  the  pine-knots  he  sleeps  on, 
and  just  as  admirable  as  he  is  hard.  Billie 
Dove  portrays  a  satisfactory  role  as  An- 
toinette, who  misunderstands  and  is  fright- 
ened by  the  grim,  primitive  tactics  of  her 
lover,  but  who  later  comes  to  appreciate  his 
fine,  gentlemanly  nature. 

There  are  masterful  shots  of  the  forest 
regions,  which  show  the  regal  glory  of  na- 
ture in  all  her  grandeur.  Scenes  of  log 
jams,  and  giant  red-woods  crashing  to  the 
earth,  felled  by  the  irrepressible  hand  of 
man,  follow  in  an  order  that  should  divert 
and  entertain. 

Again,  I  might  say  that  one  of  the 
strongest  assets  of  the  film  is  that  it  jumps 
into  fighting  action  in  the  very  first  reel. 

I  once  successfully  exploited  a  picture  of 
this  kind  by  tieing-up  with  a  tourist  agency, 
and  furnishing  stills  of  scenes  of  the  beau- 
tiful Northwest,  which  were  prominently 
displayed  in  the  agent's  windows,  and  used 
in  such  a  fashion  as  to  create  much  inter- 
est and  comment.  And,  of  course,  there's 
the  book  tie-up,  a  good  seller. 


November  14,  1925 


Page  35 


NEW  BROOMS 

Paramount  Photoplay.  A  William  De 
Mille  production.  Adapted  from  Frank 
Cravens  stage  play  of  the  same  name, 
by  Clara  Beranger.    Length,  six  reels. 

CAST  AND  SYNOPSIS 

Thomas  Bates,  Jr  Neil  Hamilton 

Geraldine  Marsh   Bessie  Love 

Florence  Levering   Phyllis  Haver 

Thomas  Bates,  Sr  Robert  McWade 

Thomas  Bates,  Jr.,  "a  bird  who  brings  his  father 
a  long  bill  at  the  first  of  every  month,"  is  brought 
up  short  by  his  dad  for  excessive  extravagance.  To 
show  him  how  hard  it  is  to  build  up  a  fortune — so 
easily  squandered  by  those  who  don't  have  to  earn 
it — the  parent  offers  to  exchange  places  with  the 
son,  placing  the  latter  at  the  head  of  his  broom 
factory,  while  the  father  becomes  the  dependent. 
This  "reverse  English"  plan  continues  for  one  year, 
after  which  both  return  to  their  former  stations, 
each  with  a  clearer  understanding  of  his  purpose  in 
life.  The  sudden  realization  of  a  good  girl's  unsel- 
fish devotion  brings  a  happy  climax  to  the  situation. 

By  Michael  L.  Simmons 

ENTERTAINMENT  that  is  really 
qualified  by  the  term,  "a  light  dish 
for  the  Tired  Business  Man,"  is  the  fare 
that  is  handed  out  in  "New  Brooms."  We 
have  here  a  smooth-running,  comprehensive 
satire,  with  the  humor  frequently  tele- 
graphed ahead  of  time,  but  none  the  less 
enjoyable  on  that  account. 

To  return  to  the  metaphor,  you  have 
here  a  dish  for  both  Broadway  and  Main 
Street  palates.  The  big-town  cynics  will 
like  it  for  its  sprightliness  and  clever  titles. 
In  the  "sticks,"  the  deMille  settings  and 
"upper  strata"  atmosphere  will  satisfy  the 
many  whose  mouths  rarely  fail  to  water  at 
the  illusion  of  wealth  and  luxury. 

Neil  Hamilton  makes  a  handsome-look- 
ing principal,  his  natural  dash  and  sincerity 
over-balancing  some  extravagance  of  ges- 
tures, when  mutilating  cigars,  much  after 
the  manner  of  Simon  Legree  gnashing  his 
teeth.  But  that's  simply  splitting  histrionic 
hairs.  On  the  whole  he  cuts  a  pleasing 
figure. 

There  is  a  light  note  of  entertainment 
throughout,  and  the  idea  of  the  plot  will 
hold  interest  to  the  end. 

Bessie  Love's  charm  is  a  good  foil  along- 
side the  bustling  aggressiveness  of  Phyllis 
Haver.  Miss  Haver  will  give  feminine 
patrons  some  interesting  moments  in  the  dis- 
play of  her  ample  wardrobe.  The  fact  of 
the  matter  is  that  this  film,  though  having 
no  really  big  moments,  has  enough  of  enter- 
tainment appeal  and  absence  of  poignancy 
and  "painful  drama"  to  qualify  it  for  that 
type  of  audience  which  in  the  net  rolls  up 
the  gross  for  its  owner. 

One  can't  think  of  exploitation  in  regard  to 
"New  Brooms,"  without  immediately  real- 
izing possibilities  for  "gag"  heralds,  tie-ups 
with  hardware  shops,  department  stores; 
and  newspaper  advertising  in  which  puns 
on  the  title  figure  prominently.  Even  as 
we  go  to  press,  we're  wondering  how  many 
lay-paper  reviewers  will  start  their  columns, 
"'  New  Brooms'  Sweep  Clean!" 

"Say  it  with  players"  should  be  part  of 
your  selling  slogan,  with  such  names  in  the 
cast  as  Neil  Hamilton,  Bessie  Love,  Phyl- 
lis Haver  and  Robert  McWade. 


HEARTLESS  HUSBANDS 

Sun  Production.  Released  by  Madoc 
Sales.  Directed  by  Bertram  Bracken. 
Story  by  Burl  R.  Tuttle. 

CAST  AND  SYNOPSIS 

Mary  Eileen  Gloria  Grey 

James  Carleton   John  T.  Prince 

Jackson  Cain   Thos.  G.  Lingham 

Mrs.  Jackson  Cain   Vola  Vale 

„  (  Albert  Kingsley 

Sonny    I  Waldo  Moretti 

Minnie  Blake   Edna  Hall 

Detective  Kelly  L.  J.  O'Connor 

Jackson  Cain,  criminally  wealthy,  mistreats  his 
wife  and  later  secures  a  divorce  on  false  grounds. 
Mrs.  Cain  dies,  her  baby,  a  newsboy,  all  alone  in 
the  world,  is  adopted  by  an  eccentric,  but  lovable 
ex-convict.  He  trains  Sonny  in  his  profession  of 
safe  cracking,  but  on  being  apprehended  implores 
his  son  to  forget  his  teachings.  Sonny  falls  in  love 
with  a  beautiful  young  girl,  now  the  adopted  daugh- 
ter of  Cain.  A  detective,  who  has  been  hounding 
Carleton  upon  his  release  from  prison,  interferes  with 
Sonny's  love  affair  by  disclosing  him  as  the  ward  of 
an  ex-convict.  Carleton,  knowing  Cain  to  be  king 
of  the  forgers,  and  also  desiring  to  secure  papers  in 
Cain's  office  establishing  Sonny's  legitimacy,  robs 
Cain's  safe.  They  are  surprised  at  work ;  Carleton 
is  shot  by  the  detective,  Kelly,  and  is  about  to  die. 
He  discloses  Cain's  identity.  Cain  is  forced  to  con- 
fess all,  and  everything  ends  well. 

By  A.  Bernstein 

44  JJ  EARTLESS  HUSBANDS"  starts 
off  with  a  brand  of  direction  popu- 
lar about  twenty  years  ago,  depicting  in  a 
crude  way  a  domestic  scene  between  hus- 
band and  wife;  the  director  even  resorting 
to  the  device  of  having  the  father  burn  a 
hole  in  his  unborn  baby's  clothes  with  a 
cigar,  to  establish  his  cruelty. 

However,  after  the  first  reel,  this  pic- 
ture develops  into  a  corking  mystery  melo- 
drama. One  of  the  chief  episodes  is  that 
in  which  Carleton,  the  expert  safe-blower, 
endeavors  to  teach  his  young  ward  the  pro- 
fession. In  this  there  is  a  dog  that  depicts 
in  dumb  fashion  great  fear  and  apprehen- 
sion of  the  young  boy's  future,  trying  also 
to  deter  Carleton  from  his  purpose.  Mo- 
retti's  work  is  notably  weak,  while  Prince, 
the  monocled  gentleman  of  the  old  criminal 
school,  steals  the  picture.  Gloria  Grey  as 
the  adopted  daughter  of  Cain  is  sweet  and 
appealing,  and  does  all  that  is  expected. 

The  final  episode  in  which  the  truth- 
telling  drug  is  employed  to  bring  things  to 
rights  is  especially  interesting  and  full  of 
suspense.  The  way  in  which  the  drug  is 
administered  and  the  confession  obtained  is 
very  well  handled. 

State  Right  organizations  handling  this 
picture  should  find  no  trouble  placing  it  in 
second  run  and  neighborhood  houses.  It 
should  make  money  for  themselves,  and  ex- 
hibitors. 


Exhibitors  DAILY  REVIEW 
prints  brief  reviews  of  all  new 
pictures  and  they  are  honest 
reviews  and  fair  criticisms  in 
order  that  they  shall  serve  as 
a  safe  guide  for  the  booking 
of  pictures. 

Exhibitors  Trade  Review 
published  Weekly  contains  all 
the  new  reviews  in  complete 
detail.  Watch  for  them  and 
read  them,  and  consider  them 
the  best  in  the  field. 


NO  MAN'S  LAW 

F.  B.  O.  Photoplay.  Produced  by  Inde- 
pendent Pictures  Corp.  Story  by  Wal- 
ter F.  Coburn.  Directed  by  Del  An- 
drews.   Length,  4,042  feet. 

CAST  AND  SYNOPSIS 

Dave  Carson   Bob  Custer 

Marion  Moore   Adalyn  Mayer 

Donald  Moore   Ralph  McCullough 

Monte  Mallory   Bruce  Gordon 

Nick  Alby   Ethan  Laidlow 

Monte  Mallory  runs  a  gambling  house  and  has 
"cold-decked"  Donald  Moore  into  huge  debts.  Don- 
ald's sister  is  enticed  into  Mallory's  office,  where 
she  is  given  a  dishonorable  alternative  to  cancel  her 
brother's  debts.  She  refuses,  and  is  saved  from  a 
physical  attack  by  a  stranger,  who  seems  to  have  an 
old  score  of  his  own  to  settle  with  the  villain.  The 
stranger  secures  Donald's  I.  O.  U.'s  and  destroys 
them.  Mallory  kidnaps  Marion.  The  stranger  goes, 
in  pursuit  a«d  after  a  terrific  battle,  rescues  her,  the 
villain  meeting  his  death  at  the  hand  of  retributive 
justice. 

By  Michael  L.  Simmons 

J^S  Westerns  go,  this  has  everything  the 
lover  of  the  wild  and  wooly  features 
usually  looks  for — hard  riding,  straight 
shooting,  bang-up  fist  fights,  the  villain 
foiled  and  the  handsome  hero  winning  the 
girl. 

The  film  has  been  made  by  a  man  who 
has  long  made  a  specialty  of  catering  to  the 
palate  that  desires  its  screen  fodder  gener- 
ously spiced  with  red-hot  action,  lively  gun- 
play and  sundry.  "No  Man's  Law"  is 
that  sort  of  offering.  Straight-forward 
cooking  for  those  who  swallow  whole  the 
legendary  stories  of  the  untamed  West. 

The  characters  are  generally  in  the  hard- 
hitting, "he-man"  style,  the  villain  justi- 
fying all  the  hisses  an  excited  audience  will 
be  able  to  muster,  and  the  hero  worthy  of 
the  rooting  and  feminine  adulation  that  will 
probably  fall  to  his  share. 

The  picture,  for  the  most  part,  is  con- 
fined to  one  or  two  interior  sets,  there  being 
very  little  attempt  to  weave  the  romance 
of  the  plains,  or  convey  the  epic  nature  of 
the  background.  The  screen  version  ap- 
plies itself  almost  wholly  to  the  action  of 
the  plot,  with  a  thrilling  horse-chase  giving 
some  diversity  to  the  setting. 

Do  not  infer  that  this  is  a  Western  on 
$  par  with  the  Tom  Mix  or  Hoot  Gibson 
brand.  It  is  fashioned  on  far  less  gorgeous 
lines. 

There  has  been  no  attempt  to  ornament 
this  film  with  any  of  the  frills  identified  with 
"a  better-than-thou  meller."  And,  quite 
right,  too,  for  in  its  simple,  undisguised 
state,  it  will  have  a  more  direct  appeal  for 
those  who  like  their  Westerns  in  the  un- 
alloyed, "shoot  'em  up"  manner. 

Bob  Custer  maTces  a  good-looking,  con- 
vincing gallant  of  the  cactus,  and  Marion 
Moore  tempers  the  roughness  of  the  bar- 
room and  gambling  house  settings  with  a 
certain  amount  of  sweetness  and  charm. 

Another  word  as  to  the  thrilling  horse 
chase.  Rocky  crags  and  sheer  straight 
cliffs  are  as  nothing  to  these  Western  cen- 
taurs, who  scale  these  in  a  manner  that  will 
find  hands  clutching  the  sides  of  chairs 
with  painful  tensity. 


Page  36 


Exhibitors  Trade  Review 
llllllllllllllllllllllllllllllllllllllllllira 


Production  Chart  with  Review  Dates 


fliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiw 


iiiiiniiiiiniiiiiiiiii 


,  .6821 
..6719 
.5548 . 


Oct. 
Oct. 
Oct. 

Nov. 

Nov. 

Nov. 

Nov. 

Nov. 

Nov. 
Oct.  25 
Oct.  25 
Oct.  25 
Oct.  25 
Oct.  25 
Oct.  25 


Nov.  29 


OCTOBER,  1924 

Title  Star  Distributor    Ltngth  Review 

Lily  of  the  Valley   Chrissie  White  Cranfield  &  C..6289  June  28 

Trouping  with  Ellen   Helen*    Chadwick.  Prod.  Dis. ..  .6452  Dec.  6 

Virtue'*  Revolt   Edith  Thornton  ..Wm.   Stelner  5175  Oct.  18 

Daring  Chance*   J.    Hoxie   Universal   4543  Oct.  18 

Story  Without  a  Name   ..  Moreno- Ayres    ...Paramount    ..5912  Oct.  18 

Circe  the  Enchantress  ...M.  Murray   Metro   6882  Oct.  18 

City  That  Never  Sleeps  .Cortex   Paramount    ..6087  Oct.  18 

Tarnish   May  McAvoy    ....  First  Natl.  ...6831  

Hearts  of  Oak   H.  Bosworth   Fox   6337  Oct.  11 

Turned   Up   Chas.  Hutchinson.. Sterner  Prod.  4990  Oct.  11 

Life's  Greatest  Game   ...Johnnie  Walker  . .  F.  B.  O   Oct.  11 

The  Clean  Heart   Marmont   Vitagraph    ...7950  Oct.  4 

Fast  &  Fearless   Buffalo  Bill,  Jr.     Artclass   4600  Oct 

The   Fast   Worker   Denny-LaPlante    ..Universal  ....6896 

Cornered   Prevost  Warner  Bros.  6400 

Measure  of  a  Man   Wm.  Desmond  ...Universal  ....4979 

i  Am  the  Man   Lionel  Barrymore  .Chadwick  ....7460 

Rldln'    Kid    from    PowderRiver   J.    Hoxie    .Universal   5727 

The   Silent  Watcher   G.  Hunter   First  Natl.  ..7575 

Dangerous   Money   Bebe  Daniels   ....Paramount  ..6864 

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   4611 

Rose   of  Paris   M.  Philbin  Universal   6320 

Welcome   Stranger   All-Star   Prod.    Dist.  .6700 

Her  Love  Story   Swanson   Paramount. ..  .6750 

Walloping    Wallace   Buddy  Roosevelt  .Artclass  -.   

Millionaire   Cowboy   Lefty  Flynn   F.  B.  0   4700 

Broken    Laws   Mrs.  Wallace  ReedF.  B.  O  

Dangerous   Flirt   Evelyn  Brent   F.  B.    0         4800  Jan.  10 

Thundering  Hoofs   Fred  Thomson  . . .  F.  B.  0  4700  Dec.  13 

Pearls  of  Paris   Pearl  White   . ....  P.  B.  0   4850  

The  Border  Legion  Moreno-Chadwick.  Paramount. ..  .7058  Nov.  15 

The  Warrens  of  Virginia.  .M.   Mansfield   Fox   6536  Nov.  15 

Midnight  Express  Fairbanks-Novak..  Shipman  Prod. 4570  Nov.  29 

Let  Him  Buck  Carter  Sanford  Prod  

The  Captivatin' Cannibal. .  .Franey  Sanford  Prod  

Stepping  Lively  R.  Talmadge   F.    B.    0         4800  Oct.  25 

Great  Diamond  Mystery. ..  S.  Mason  Fox    Nov.  22 

The  Hunted  Woman  Special  Fox   

Midnight  Secrets  G.  Larkin  Rayart   4500  

Hit  and  Run  Gibson  Universal    Aug.  30 

Rldln'  Mad  Yakima  Canutt  Arrow   577*  Nov.  22 

Christine  of  Hungry  Heart.  F.  Vidor  First  Nat'l  ..7495  Nov.  22 

NOVEMBER 

Tltl*  Star  Distributor   Length  Review 

Strangling  Threads  Alma  Taylor  Cranfield  &  C..5410  Sept.  20 

The  Tenth  Woman  Star  Cast  Warner  Bros.  .6544  Nov.  22 

The  Beauty  Prize  Star  Cast  Metro  6756  Nov.  22 

Romance  and  Rustler*  Hatton  Arrow  4947  Nov.  22 

Reckless  Romance  All   Star   Prod.  Dl*.   ..5530  Nov.  22 

The  Girl  on  th*  Stair*. . .  P.  Ruth  Miller  Prod.  Di*.  .6020  

Th*  Snob   Shearer-Silbert  Metro   6513 

Manhattan   Logan-Dix   Paramount  6415 

The  Only  Woman  N.  Talmadge   First  National  6770 

Border  Justice   Bill  Cody   Independent  ..5432 

Flattery   De  la  Motto  Chadwick  .  .6  reels 

Youth   for  Sale  May  Allison   C.  C.  Burr. .  .6100 

The  Sunset  Trait  Wm  Desmond  Universal   4920 

The  Rip  Snorter  Dick  Hatton   Arrow   4998 

The  Tornado   House  Peter*  ....Universal  ....6375 

Worldly  Goods   Agnes  Ayres   Paramount  ..6800 

A  Sainted  Devil   Valentino  Paramount  ..8633 

Wage*  if  v/lrtue  Swanson  Paramount    .  .7093 

He  Who  Gets  Slapped  Chaney  Metro   6600? 

Janice  Meredith  Davies  Cosmopolitan  1 2000 

The  Silent  Accuser  E.  Boardman  Metro   5883 

Along  Came  Ruth  V.  Dana  Metro   5161 

Barrier*  Burned  Away... Spec.  Cast   Assoc.  Exhib  

Th*  Bra**  Bowl   Lowe  Fox   4500 

Age  of  Innocence  B.  Bayne   Warner  Bros  

Trigger  Finger*   Bob  Custer  F.  B.  0   4795 

Sold  for  Cssh   Madge  Bellamy  ..F.  B.  O  

Hall  the  Hero   R.  Talmadge   F.  B.  O  

Greater  Than  Marriage. .  .Daw   Vitagraph  .. 

The  Beloved  Brute  de   la  Motte   ....Vitagraph  .. 

Outwitted   r>*afflODd-HoIme*... Independent 

Ju*t  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   h  Hines   East   Coast... 6700 

Law  or  Loyalty   Lawson-Harrl*    ...Elfert   E500- 

Left  Hand  Brand  Neal  Hart   Ambassador  .5000- 

Shootin'  Square   Jack  Perrln   Ambassador  .5000- 

My  Husband's  Wive*  S.  Mason   Fox   ........  .6000 

Gerald  Cranston'*  Lsdy.  ,Kirkwood-Rubens...Fox   6674 

Rip   Roarin'   Robert*  Buddy   Roosevelt.  .Artclass   4800- 

Meddling  Women   Lionel    Barrymore. Chadwick  ....6800 

Sundown   Bosworth -Love  ...First  Nsrlon.6700 

East  of  Broadway   Owen  Moore  Assoc.  Exhib.  5785 

I*  Love  Everything   Mm*  Ruben*  Assoc.  Exhib  

Hot  Water   Harold  Lloyd  ....Assoc.  Exhib.  4899 

DECEMBER 

Title  Star  Distributor  Length 

A  Soul's  Awakening  Flora  Le  Breton  Cranfield  &  C..5597 

The  Garden  of  Weed* ....  Betty  Compson  . . .  Fam.  Players  6230 


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. 


Review 
Sept. 
Nov.  22 


Review 

Jan.  3 


Jan.  10 
Dec.  13 


Dec.  6 


Aug.  23 


Dec.  20 
Jan.  3 
Dec.  27 
Dec.  6 
Dec.  6 
Dec.  6 
Dec.  6 
Dec.  6 
Dec.  13 
Dec.  13 
Dec.  13 
Dec.  13 
Dec.  13 
Dec  13 
Dec  20 
Dec.  20 
Dec.  20 
Dec.  20 
Dec.  20 
Dec.  20 
Dec.  20 
Dec.  20 
Dec.  13 
Dec.  13 
Dec.  20 
Dec.  20 
Dec.  27 
Dec.  27 
Dec.  27 
Dec.  27 
Dec.  27 
Dec.  27 
Dec.  27 
May  16 
May  16 
Feb.  7 
Mar.  28 


Title  Star  Distributor  Length 

Tongues  of  Flame   Meighan-Love    ...Fam.  Player*  6763 

Flaming  Fortie*   Harry  Carey  Prod.  Dis  5770.. 

Dixie  Handicap   C.  Windsor   Metro   6500 

The  River  Road    HaMiiiton-Allison.  .Ernest  Shipman   

The  Midnight  Express   ..E.  Hammerstein  ..C.  B.  C  4900 

Women   First   Fairbanks-Novak. .  C   B.   C  4797.. 

One  Glorious  Night  E.  Hammerstein  . .  C.    B.    C  5000.. 

$50,000  Reward   K.  Maynard  Elfelt   5000 

Under  Fire   Bill  Patton   Elfelt  

My  Neighbor's  Wife   Lawson-Harris   ...Elfelt   5300.. 

Love  and  Glory   Bellamy   Universal  ...6900 

Fighting  Odds   Bill  Patton   Ambassador    .4800.  . 

Playthings  of  Desire  Taylor-Hamilton  ..Jans   

White  Sheep   jlenn  Tryon   Assoc.  Exhib.  6800 

Barriers  Burned  Away. .  ,F.  Mayo   Assoc.  Eixhib.  6474 

Battling  Bunysn   Wesley  Barry  ....Pathe   4000 

Classmates  Bartheimess  Inspiration  ..6500 

Forbidden  Paradise  Star  Cast  Paramont  . .  .6991 

Cornered  Star  Cast  Warner  

White  Shadow  Star  Cast  Prod.  Dis.  ..5157 

Her  Night  of  Romance  C.  Talmadge  First  National.6990 

Isn't  Life  Wonderful?  Star  Case   United  Artists  8800 

Greater  Than  Marriage. . . .  Star  Cast  Vitagraph  .  . .  .6821 

The  Wise  Virgin  Star  Cast  Prod.  Distrib.  5951 

Thundering  Hoofs  Special   F.    B.    0   5033 

The  Dark  Swan  All  Star   Warner   6700 

Lighthouse  by  the  Sea  Faz'da  Rin  Tin  TinWarner   

Inez  from  Hollywood  Star  Cast   First  Nat'l  ..6919. 

Barriers  of  the  Law  Special   ....Independent  5000 

North  of  36  Holt  Paramount  ..7908 

In  Every  Woman'*  Life. ...  Virginia  Valli  ....  First  National  6325 

Her  Marriage  Vow  M.   Blue-B.   BayneWarner   6500 

Girls  Men  Forget  Star  Cast  Principal    .  ..4900 

Greed  Sa  Zu  Pitts  Metro-Gold.  10067 

The  Roughneck  O'Brien-Dove  ....Fox   7500 

The  Mad  Whirl  McAvoy-Mulhall. ..  Universal  .  ..6000 

On  the  Stroke  of  Three  Harlan-Bellamy. . .  F.  B.  0  5000 

Smouldering  Fires  P.Frederick  Universal  ...7356 

Passing  of  Wolf  McLean  Russell  Prod.  5000 

Air  Hawk  Al  Wilson  F.  B.  0  4800 

On  Probation  Edith  Thornton  ...Steiner  Prod. 4728 

Daughters  of  the  Night  Fox   5470 

1  over's  Lane  Star  Cast  Warner    . . .  .4300 

Last  Man   Star  Cast  Ufa   Films  ..6637 

l  egend  of  Hollywood  Special   Prod.  Distrib  

Two  Shall  Be  Born  Special   Vitagraph  ...5443 

Tainted    Money   William   Fairbanks  C.   B.   C  4906. 

Flashing  Spurs   Bob   Custer   F.  B.  0   5068 

Cheap   Kisses   Rich-Landis   F.  B.  0  6538 

Breed  of  the  Border  "Lefty"  Flynn  . . .  F.  B.  0  4700 

Courage   Franklin  Farnum     Independent  4756  

JANUARY,  1925 

Title  Star  Distributor   Length  Review 

The  Greatest  Love  of  All  Geo.  Beban   Ass.  Eixhib. ..  .6557   Nov  29 

Excuse  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  r 

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  ..First  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. 

The  Gambling  Fool  .....  F.  Farnum   Independent  ..4700. 

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.  ... 

On  the  Shelf   All  Star   Prod.  Dist.  ..5000. 

Soft   Shoes   Harry  Carey   Prod.  Dist.  ..5000. 

Off  The  Highway   Jacqueline  Logan  Prod.  Dist  

Midnight  Molly   Evelyn  Brent   F.  B.  0  5000 

The  Range  Terror   Bob  Custer   F.  B.  0   4800 

The  Street  Singer   Star  Cast   Chadwick    . .  .5500. 

For  Another  Woman  ....Kenneth  Harlan  ..Rayart   5000. 

Easy  Money   MaT  Carr    Rayart   5500. 

Super  Speed   Reed  Howes  Rayart   5000 

Capital  Punishment   Clara  Bow    B.  P.  Schulbere  . 

The  Hurricane  Kid   Hoot  Gibson    ....Universal  ...5296 

Fighting  Courage   |5en   Maynard    ...Davis   5000 

Verdict  of  the  Desert  ..  Neal   Hart   Ambassador  .5000 

A  Lost  Lady   R|CI>   Warner  Bros.  6700 

So  Big   %tar  Cast   First  Nsfl   .  .7427 

locked  Doors   Compson   ..Paramount  ..6221 

Fifth  Avenue  Models  . . .  .  Philbin-Kerry  ...Universal  ...65«1 

The  Narrow  Street   M"tt  Moore   Warner  Bros.  5500 

Youth  and  Adventure   . . .  R-  Talmadge   . . .  .  F.    B.    O.    .  .5KP" 

Ports  of  Call   Edmund  Lowe   ..  Fox   5*0° 

Women  and  Gold   Frank  Mavo   Gotham  ....6000 

Another  Man's  Wife   ...   Kirkwood-Lee    ...Prod.  Dist.  ..5015 

The  Redeeming  Sin  ....  Nazimova   Vitagraph  ...6227 

The  Triflers    Busch-Dexter   Preferred  ...6fi?6 

The  Foolish  Virgin  ...       "irnmersteln   Columbia  ...5628 

Curlytop   Shirlev    Mason    .  Fox   5«2S 

The  Fugitive   Re"   Wilson   Arrow   4050 

Man  Who  Played  Square  Ruck  Jones   Fox   6*00 

Troubles  of  a  Bride   R.    Agnew    Fox   4915 

Idle   Tongues   M"mont-Kenyon   .  F;rst  Nat'l  ..5300 

1  ast  Man  on  Earth   Earle   Foxe   Fox   6«37 

The  No  Gun  Man   Lefty  Flynn    F.  B.  0  4522 


Mar  7 
May  30 


Feb.  21 


Jan.  31 
Feb.  14 


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 

November  14,  1925 


Page  37 


Current  Production  Chart— Continued 


Title 


Star 


Distributor  Length 


Moccasins   Bill  Cody   Independent  4800 

East  of  Suez   Pola   Negri   Paramount  ..6821 

Tomorrow's  Love   Ayres-O'Malley    ..Paramount  ..5842. 

Sign  of  the  Cactus   Hoxie   Universal  ...4938 

Ridin'    Pretty   VP.  Desmond  ....Universal  ...4812 

The  Mirage   F.  Vidor   Prod.  Dist.  ..5770 

Peter  Pan   Betty  Bronson  ...Paramount  ..0593 

A  Two-Fisted  Sheriff  ...Canutt   Arrow   4537 

So  This  Is  Marriage   Nagel-Boardman    .Metro   6300 

Silk  Stocking  Sal   Evelyn  Brent   F.  B.  O.  ...5637 

Argentine  Love   Bebe    Daniels    .  . .  Paramount    .  .5970 

Courageous   Coward    ....Star  Cast   Russell  Prod.  4642 

Dangerous   Flirt   Evelyn  Brent   .  . .  .  F.  B.   O.  ...5297 

FEBRUARY 

Title  Star  Distributor  Length 

Baok  to  Life  Patsy  Ruth  Miller  Assoc.  Ex.  ..5817 

Cheaper  to  Marry   L.  Stone   Metro   5921 

Lady  of  the  Night   Norma  Shearer  ..Metro   5419 

Never  the  Twain  Shall  Meet  All  Star    Metro   8143 

Speak  No  Evil   Alma  Taylor  ...  .Cranfleld   5500 

Comln'  Thru'  the  Rye  ..Star  Cast   Cranfleld   6500 

Crimson    Circle   All  Star   Cranfleld   4500 

Dick  Turpln   Tom  Mix   

The  Folly  of  Vanity  ....  Special   Cast    . . . 

Top  of  the  World   Nilsson-Kirkwood 

Coming  Thru'   Thomas  Meighan 

The  Devil's  Caigo   Pauline  Starke  . 

Forty  Winks   Griffith-Roberts  . 

The  Swan   Adolph  Menjou  , 

tampered  Youlh   Landis-Calhoun  . 

Charley's  Aunt   Syd  Chaplin   Prod.  Dist 

Her  Market  Value   Agnes   Ayres   ....  Prod.  Dist. 

The  Girl  of  Gold   Florence  Vidor  . .  Prod.  Dist. 

On  the  Threshold   All   Star   Prod.  Dist. 

Salome  of  the  Tenements  Goudal-Tearle     ..Paramount  . 

Speed  Wild   "Lefty"    Flynn    . .  F.  B.  O. 

The  Cloud  Rider   Al   Wilson   F.  B.  O. 

Pirate  Peggy  O'Day   Evelyn  Brent   F.  B.  O. 

Forbidden  Cargo  Evelyn  Brent  ....F.  B.  O.  .. 

When  Winter  Went   Griffith -Mirriam  ..Independent 


Fox   6716 

Fox   5259 

Paramount  ..7167 
Paramount  ..6522 
.  Paramount  .  .7980 
.Paramount  ..6793 
.  Paramount  .  .5889 
.  Vitagraph  . .  .8640 
.7500 
.6000 
.6500 


Review 

Jan.  17 

Jan.  17 

Jan  17 

Jan.  17 

Jan.  17 

Jan.  17 

Jan.  10 

Jan.  10 

Jan.  10 

Jan.  10 

Jan.  10 

Jan.  10 

Jan.  10 


Review 

Feb.  28 
Feb.  21 
Mar.  2b 
Aug.  16 


Feb.  14 
Feb.  14 
Feb.  2S 
Feb.  21 
Feb.  14 
Feb.  21 
Mar.  21 
Mar.  7 
Feb.  2 1 


Dangerous  Pleasure 


N.  Welsh   Independent 


.7017. 
.5500 
.5500 
.4700 
.5000 
.5000 
.5800 


Who  Cares    D.   Devore   Independent  ..5000 

One  Year  to  Live   A.  Pringle   First  Nat'l  ..6064 

The  Fearless  Lover   William   Fairbanks  C.  B.  C  4700 

Siren  of  the  Montmarte  .All   Star   Elfert  Prod.  .5400 

Enticement   Mary  Astor   First  Nat'l  ..6224 

The  Lady   Norma  Talmadge  .First  Nat'l  ..7357 

If  I  Marry  Again   Bosworth-Mayo    ..First  Nat'l  ..7242 

The  Lost  World   Milton  Sills   First  Nat'l  ..9700 

Secrets  of  the  Night   Bellamv-Kirkwood  Universal   6138 

The  Monster   Lon  Chaney   Metro   6425 

Roaring  Adventure   Jack  Hoxie   Universal  ...4800 

The  Great  Divide   Terry-Tearle   Metro   7811 

Bad    Company   Madge  Kennedy  ..Assoc.  Exhib.  5551 

Learning  to  Love   C.  Talmadge   First  Nat'l  ..6099 

The  Salvation  Hunters  . .  O.   Hale   United  Art.  ..5930 

As  No  Man  Has  Loved  .Pauline  Starke    .  Fox    .  . .  .•  

New  Toys   R.  Barthelmess   . .'  First  Nat'l    .  .6000 

Oh    Doctor!    Reginald  Denny  ..Universal  ....6587 

Mansion  of  Aching  HeartsClayton-Landis  ..preferred  ....6147 

The  Last  Laugh   Frnil  Jannines  ...Universal   

The   Prairie  Wife   H.  Rawlinson   Metro    5SO0 

The  Summons   :  Eleanor  Boardman  Metro   5500 

Tale  of  1001  Nights  French  Cast   Davis    Corp.  6800 

Quo  Vadls   Emil  Jannings   ...  First  National  8745 

Playing  With  Souls   1.  Logan   First  National  5831 

Jimmies  Millions   R.  Talmadge   F.  B.  0   4157 

The  Right  Man   George  Larkin   .  . .  Rayart   4571 

MARCH 

Title  Star  Distributor  Length 

The  Adventurous  Sex  Clara  Bow   Assoc.  Exhib.  5120 

Hatton   Arrow   5000 

.6751 
.5814 
.6773 
.5000 
.6770 
.6796 
.5759 
.6976 
.6223 
.7080 
.5831 
.8694 
.6064 


Where  Romance  Rides  . .  D. 

The  Lost  Chord   Lake-Powell   .....  Arrow 

Fighting  the  Flames   Devore-Haines  . . .  C.    B.  C. 

Contraband   Wilson-Beery   Paramount 

Thundering  Herd   Holt- Wilson   Paramrunt 

The  Goose  Hangs  High   .Star  Cast   Paramount 

New  Lives  for  Old   Betty  Compson  ..Paramount 

Too  Many   Kisses   R.  Dix    Paranount 

The  Air  Mail   W.  Baxter-B.  Dove  Paramount 

Men  and  Women   Dix-Hamilton   Paramount 

Dressmaker  From  Paris  . Joy-Torrence    ...  Paramount 

Playing  With   Souls   M.  Astor-C.  Brook  First  Nat'l 

Sally  Moore-Hughes  ...Fiist  Nat'l 

One  Year  to  Live    Moreno-Mackaill    .F'ret  Nat'l 

The  Denial   All   Star   Metro   4791 

Seven  Chances   Busier  Keaton  ...Metro   51 T3 

Daddy  s  Gone  a-Hunting  Alice  Joyce    Metro   5851 

Confessions  of  a  Queen  Alice   Terry    Metro   5500 

Fighting  Courage   Ken  Maynard   Davis   4«0O 

The  Bridge  of  Sighs   . . .  Mackaill   Warner  Bros.  6604 

Fear  Bound   Daw-Nigh   Vitagraph 

The  Chorus  Lady  Star  Cast   Prod.  Dist. 

Miracle  of  the  Wolves   ..French    Cast   Paramount 

Crass  Paramount 

Man  Without  a   Heart   ..Harlan   Banner  .. 

Chu  Chin  Chow   Betty   Blvthe   Metro   6408 

The  Saddle  Hawk   Hoot  Gibson   ffn'Versal   4419 

The   Rag   Man   Jackie  Coogan  ...Metro   5968 

The  Star  Dust  Trail   S.  Mason   Fox   4fi»6 

Recreation  of  Brian  Kent  Harlan   Principal   .  ...fi<»7» 

The  Trail  Rider   Buck  Jones   Fox   5752 

On  Thin  Ice   Tom   Moore   Warner  Bros.  6?oo 

Riders  of  the  Purple  Sage  Tom  Mix   Fox   5"3 

The  Man   in   Blue    ....     Rawlinson    Universal  ...5634 

Mansion  of  Aching  Hearts  Clavton   Sr-n.tihorg    .  ..P"" 

Slow  Dynamite   Matty  Mat/ison   ..Sanford   POOfi 

Battlin'  Bill   All    Star   Sanford   5000 


. .5700 
. .6020 
, .8700 
.7000 
.  .6598 


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 


Review 


Jan.  3 

Sep.  15 

Apr.  11 

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 

July  11 

Apr.  11 

Mar.  7 

Mar.  7 

Mar.  7 

Mar.  7 

Mar.  7 

Mar.  7 

Mar.  21 

Mar.  21 

Mar.  21 

Mar.  21 

Mar.  28 
Apr. 
Apr. 
Apr. 
Apr. 


APRIL 

TitU  Star  Distributor  Length 

The  Sky  Raider   Jacqueline  Logan ..  Assoc.  Exhib.  5980 

Among  Those  Present  . . .  Harold  Uoyd  ....  Assoc.  Exhib.  5000 

My  Pal   Dick   Hatton   Arrow   5000 

Justice  Raffles   Henry  Edwards  ..Cranfleld  &  C.6000 

My  Neighbor's  Wife   All   Star  Elfelt   4800 

A  Kiss  in  the  Dark   Menjou. -I.  Rich  ..Paramount 

Code  of  the  West   Owen  Moore   ....  Paramount 

The  Spaniard   Cortez-Goudal  ...Paramount 

The   Charmer   Pola  Negri   Paramount 

Mme.   Sans-Gene   Gloria  Swanson  ..Paramount 

The  Crowded  Hour   Daniels- K.  HarlanParamount 

The  Night  Club   Grifflth-V.  ReynoldsParamount 

Adventure   P.  Starke-T.  Moor  Paramount 

Her  Husband's  Secret  ...Moreno-D.   Trenee First  Nat'l 

I  Want  My  Man   M.   Sills- D.  KenyonFirst  Nat'l 

The   Wolf   Man   John   Gilbert   First  Nat'l 

One  Way  Street   Lyon-Niteson  ....First 

Declasse   C.  Griffith-L.  Hu'esFirst 

My   Son   Naiimova-J.  P'fordFirst 

Heart  of  a  Siren   LaMarr-Tearle  ...First 

His  Supreme  Moment  . . .  Sweet-Colman  ...First 

Chickie   Mackaill-Bosworth  First 

The   Fool   All   Star  ... 

Gold  and  the  Girl   Buck  Jones 

Marriage   in   Transit    ....EL   Lowe   Fox  ........4800 

Champion  of  Lost  CausesE.   Lowe   Fox   5115 

Scar  Hanan   Vakima  Canutt  .  . .  F.  B.  0   4684 

That  Devil  Quemado   Fred  Thomson   ...F.  B.  0  4720 

Love's  Bargain   M.    Daw-C.    BrookF.  B.  0  5641 

Tearing  Through   R.   Talmadge   F.  B.  0  4714 

The  Ridin'  Comet   Yakima  Canutt  . . .  F.  B.  0  5287 

6000 


Nat'l 
Nat'l 
Nat'l 
Nat'l 
Nat'l 
Nat'l 

Fox   9500 

Fox   4512 


.5767 
.6777 
.5500 
.5988 
.9994 
.6558. 
.0752 
.6602 
.6150 
.6IT5 
.5000 
.5000 
.7869 
.7700 
.6700 
.6564 
.7600 


The  Sporting  Venus 


.  B.  Sweet  . . . '  Metro 


Zander  the  Great   Marion  Davies  ...Metro   6844 


The  Way  of  a  Girl   All  Star   Metro 

Man  and  Maid   All   Star   Metro 

Proud  Flesh   All  Star   Metro 

Beyond  the  Border   Harry    Carey     . . .  Prod. 

The  Crimson  Runner   . . .  Priscilla  Dean  ...Prod. 

Beauty  and  the  Bad  Man.  All   Star   Prod. 

Friendly   Enemies   Weber  &  Fields  . .  Prod. 

Stop   Flirting   All    Star   Prod. 


Dist. 
Dist. 
Dist. 
Dist. 
Dist. 


All   Star   Prod.  Dist 


..5025 
. .5307 
. .5770 
.  .5000 
. .5500 
. .5000' 
. .6288 
. .6161 
. .6132 


Private  Affairs 

The  Courageous  Fool  ....Reed   Howes    ....Rayart   oOOO 

Winning  A  Woman   Perrin-Hill   Rayart   4865 

Getting  'Em  Right   George    Larkin    .  Rayart   4669 

The  Boomerang   Stewart-Lytell     .  . .  B.  P.  Sh'lberg  6714 

Faint  Perfume   All   Star   R.  P.  Sh'berg  6228 


Straight    Through     ..     ..William    Desmond .  Universal 

Fighting  Back   William    Desmond .  Universal 

California  Straight  Ahead.  Reginald  Denny  ..Universal 

The  Price  of  Pleasure. ..  Valli-Kerry   Universal 

The  Phantom  of  the  OperaLon  Chaney   Universal 

Hangerous  Innocence  .  . . .  l-aPlante-O'Brien  Universal 

Roaring  Adventure   lack  Hoxie   Universal 

Barre  Son  of  Kazan     ...Anita   Stewart  ...Vitagraph 

Tides  of  Passion   Mae  Marsh   Vitagraph 

Waking  Up  the  Town  ...lack  Pickford  United  Artists  4802 

Gold  and  Grit   3.   Roosevelt   Artclass   4650 

On   the   Go   Buffalo.  Bill,  Jr. ..  Artclass   4825 

School  for  Wives   Tearie-Holmquist    Vitagraph   6182 

Sackcloth   and  Scarlet. ...  Alice  Terry   Paramount  ...6732 

Forbidden   Cargo   Evelyn  Brent   F.  B.  0    4850 

Lilies  of  the  Street   V.  L.  Corbin   F.  B.  O. 

O.    U.   West   Lefty   Flynn   F.  B.  0. 

Ranger  Bill   All  Star   Sanford   5000 

The  Silent  Pal   Thunder   (dog)    ..Gotham   6000 

The  Woman  Hate;   Chadwick   Warner   Bros. .6591. 


.4867 
.4750 
.7000 
.6600 
. .8464 
.6449 
.4657 
. .6803 
. .6335 


.. .7216 
. ..5000 


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 


MAY 

Title  Star  Distributor  Length 

The  Fugitive   Ben  Wilson   Arrow    4500 

Wolves  of  the  Road   Yakima  Canutt  ...Arrow   4500 

Lunatic  at  Large   Henry  Edwards  ...C.  &  C   6000 

The  Craoker  Jack   johnny  Hines  . ...C.  C.  Burr  ..  6700 

Alias  Mary  Flynn   Evelyn  Brent   F.  B.  0   5559  . 

Speed   Wild   Lefty  Flynn   F.  B.  0   4700. 

The  Bandit's  Baby  Fred  Thomson   .  .  .  F.  B.  0   5291 

Sporting  Grit   Richard  Talmadge  F.  B.  0   5470 

White  Thunder   Yakima  Canutt  . . .  F.  B.  0   4550 

White  Fang   Strong  Hart  F.  B.  0   5800 

The  Fighting  Demon  Richard  Talmadge  F.  B.  0   5470 

The  Texas  Bearcat   Bob  Custer  F.  B.  0   4770 

The  Necessary  Eivil   Ben  Lyon-V.  Dana  First  National  8307 

Fine  Clothes   Stone  Marmount  ..First  National  6971 

Soul   Fire   Barthelmess-Love  .First  National  8262 

Scandal  Proof   Shirley  Mason   ...Fox    4400. 

She  Wolves   Rubens-Mulhall    ..Fox    5783 

Wings  of  Youth   Bellamy-Clayton   ..Fox    5340 

Kiss  Barrier   Edmund  Lowe   ...Fox    5000. 

Everyman's  Wife. . . Hammerstein-Mulhall   Fox    4600 

The  White  Desert   All  Star   Metro  Gold'n  6345. 

A  Girl's  Rebellion   All  Star   

Return  of  a  Soldier   ....All  Star   

Prairie   Wife   Rawlinson-Devore 

Quick  Change   George  Larkin  ... 

The  Snob  Buster   Reed  Howes   

Golden  Trails   All  Star   

My  Lady's  Lips   All  Star   

Up  the  Ladder   Virginia  Valli  .... 

Burning  Trail   William  Desmond, 

Raffles   House  Peters  .... 

Saddle  Hawk   Hoot  Gibson   

Let  Her  Buck   Hoot  Gibson  ... 

A  Woman's  Faith   All  Star   

Dangerous  Odds   Bill  Cody   

Eve's  Lover   All  Star   


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 

Met.-Gold 
Metro  Go 
Met.-Gold 
Rayart  .  . 
Rayart  .  . 
Sanford  . 
Schulberg 
Universal 
Universal 
Universal 
Universal 
Universal 
Universal 
Independe 
Warner 


.  5000. 
ldwyn  . .  . 
, .  6478 
..  5052. 
..  5257. 
.  5000. 
. . .6609. 
.  6023 
..  4783 
,.  5557 
.  5468 
..  4700 
..  6023 
nt  . .5000. 
723". 


May  30 


Aug  1 
June  6 
Apr.  18 

May  30 
Mar.  21 
Jan.  31 
Aug.  8 


Aug  15 


Page  38 


Exhibitors  Trade  Review 


Current  Production  Chart — Continued 


JUNE 


...First  National. 7571 . 
.Gotham  ....  6000. 


Title  Star  Distributor  Length 

Introduce  Me   Douglas  MacLean.  .Assoc.  Exbib.  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  .  ...F.  B.  0  6003. 

High  and  Handsome  ....Maurice  Flynn  ...F.  B.  O.  ...5669. 
The  Human  Tornado  ....Yakima  Canutt  . . .  F.  B.  O.  ...4473. 
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   5236. 

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  ..  678© 


Review 
Mar.  21 


Jul  4 


Jul 
Jul 


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   .  .Independent  .  .5000. 

Bandit  Tamer   F.  Farnum   Independent  .5000 


,  First  National  7861. 
.  First  National  6837. 
.First  National  6363. 
.  First  National  6121. 
.Davis   4900 


June  13 
June  6 
June  20 
June  13 
June  20 
June  6 
June  6 
May  23 
Jun  20 
Jun  13 
Jun  20 
Sept.  19 


JULY 


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   5000. 

The  Thrill  Hunter   All  Star   Columbia   6000. 

The  Danger  Signal   All  Star   Columbia   5584. 

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. ..  .5000. 

Twenty  Years  After  Richard    Talmadge  F.  B.  0   4800. 

The  Bloodhound   Bob  Custer   F.  B.  0   4800. 

Fighting  Courage   Ken  Maynard   ...Davis  Dist.  ..5000. 

The  Marriage  Whirl   Corrinne  Griffith    1st.  Natl  7672. 

The  Lady  Who  Lied   Stone-Valli   1st.  Natl  7111. 

Lightnin'    Hunt-Bellamy    ...Fox   8050. 

The  Love  Gamble  Lillian  Rich   Ginsberg   6000 

Rugged  Waters   Wilson-Baxter   Paramount  ..  6015. 

Taming  the  West   Hoot  Gibson   Universal   ..  5304. 

Don  Dare  Devil   Jack    Hoxie   Universal   4838., 

Red   Clay   William  Desmond. .  Universal   4626.. 

Marry  Me   Vidor-Horton   Paramount  ..  5586.. 

Parisian   Love   Bowl-Tellegen    ...Schulberg  ..  6000., 

White  Desert   Windsor-O'Malley   Metro    6464. 

Pretty   Ladies   Moore-Pitts  Metro    5828., 

Grounds  for  Divorce  Florence  Vidor  ...Paramount  ..  5692.. 

Paths  to  Paradise   Raymond  Grffith  ..Paramount  ..  6741. 

Light  of  Western  Stars  ..Jack  Holt   Paramount  ..  6850., 

Lost — A  Wife   Adolphe  Menjou  ..Paramount  ..  6420., 

Beauty  and  the  Bad  Man  Mabel  Ballin   Produc.   Dis.  5794., 

Awful  Truth   Agnes  Ayres   Prod.  Dist.  ..  5917., 

Happy  Warrior   All  Star   Vitagraph   ..  7865., 

After  Business  Hours  E.  Hammersteln  ..Columbia....  5600., 

Man  of  Iron   L-  Barrymore  ....Chadwick   ..  6200. 

Before  Midnight   Win.  Russell   Ginsberg  Dis.  4895. 

An  Enemv  of  Men   Waldorf  Prod.    ...Columbia  ....6000" 

Timber  Wolves   Ke"  Mavnard  ....Davis   5000" 

Lady  Robinhood   Evelyn  Brent   F.  B.  0   5582" 

The  Mysterious  Stranger. . Richard  Talmadge.  F.  B.  0    5270" 

A  Little  Girl  in  a  Big  City  All  Star   Gotham   6000" 

The  Fightine  Smile  Bill  Cody   Independent  .5000" 

Rough  Going   F.  Farnum   Independent  .5000. 

AUGUST 

Title  Star  Producer  Length 

American  Pluck   Geo.  Walsh  Chadwick  ....5900., 

A  Slave  of  Fashion   Norma  Shearer  ...Metro   5906. 

Beggar  on  Horseback  All  Star   Paramount  ..6874.. 

Business  of  Love.  The  .  . Bellamy-Horton    ..Astor   6038.. 

Children  of  the  WhirlwindB-more-de  la  MotteArrow   6389.. 

Coming  of  Amos   Rod  LaRocque  ...Prod.  Dist.  ..5677.. 

Don  O   D.  Fairbanks  Unit.  Artists  10200.. 

Drusilla  With  a  Million  ..Kenneth  Harlan  .  F.  B.  0  7391.. 

Drugstore  uowDoy,  me  Farnum   Independent  .5000.. 

Everlasting  Whisper,  The  Tom  Mix   Fox   6000.. 

Girl  Who  Wouldn't  Work  All  Star   Schulberg  ....5979.. 

Gold  Rush,  The   C.  Chaplin   United  Artists  8700.. 

Graustark   Norma  Talmadge ..  First  National  5900.. 

Halfway  Girl,  The  Doris  Kenyon  ....First  National  7570.. 

Headlines   .Joyce-McGregor 

Her  Sister  from  Paris....  C.  Talmadge  . 

His  Master's  Voice   Thunder  (dog) 

In  the  Name  of  Love  .  . . . Cortez-Nissen  .. 

Isle  of  Hope,  The   R.  Talmadge   F  B. 

Kentucky  Pride   Walthall- Astor  ....Fox 


Review 


Aug  8 


Aug  8 


Jul  II 

Jul  11 

Aug  1 

Jul  18 

Aug  8 

Jul  11 

Aug  8 

Mar  14 


Aug  I 

Aug  22 

Jul  11 

Aug  8 

Jul  18 

Jul  11 

Jul  4 

Jul  4 

Jul  11 


Jul  18 


Jul  4 
Jul  18 


Review 
Jul  11 
Aug  8 


Oct  10 
Sep  19 


Jun  13 
Feb  14 


.Assoc.  Exhib.  6000. 
.  .First  National  7250. 

.Gotham   6000. 

..Paramount  ...5904. 

O  5240. 

 6597. 

Knockout,  The   Milton  Sills   First  National  7540. 

'over's  Oath,  The  Ramon  Navarro  ..Astor   58*5. 

Lucky  Devil,  The   Dix-Ralston   Paramount  ...5935. 

My  Pal   Dick  Hatton   Arrow   4621. 

Never  Twain  Shall  Meet.. All  Star  Metro   8143. 

Never  Weaken   Harold  Lloyd   Assoc.  Exhib.  2941. 

New  Champion,  The   ....Perfection  Prod.   .Columbia  ....5000. 

North  of  Nome   Arrow   5491. 

Off  the  Highway   Bowers-d'l  Motte..Prod.  Dist.  ..7641. 

Passionate  Youth   All  Star   Truart   6400. 

Penalty  of  Jazz   Waldorf  Prod.   ...Columbia   6000. 

Pretty  Ladies   All  Star   Metro   5828. 

Range  Justice   Dick  Hatton   Arrow   4973. 


Aug  22 
Aug  29 

Sep  21 
Aug  8 

Jul  7 
Aug  15 


Sep  5 


Aug  29 
Sep  26 


Jul  18 


Aug  15 
Jul  25 


Jul  18 
Aug  8 


Tttli  Star  Distributor  L 

Romola   Lillian  Gish   Metro   

Scarlet  West,  The   All  Star   First  National 

Seven  Days   Lillian  Rich   Prod.   Dist  . 

Shining  dventure,  The  .  .  .Marmont-Ballin  ...Astor   

S.O.S.  Perils  of  the  Sea.  .Columbia  Prod.  ..Columbia  ... 

Sporting  Chance   Lou  Tellegen   Tiffany   

Street  of  Forgotten  Men .  . Marmont-Brian  ...Paramount  .. 

Ten  Commandments   All  Sar   Paramount  .. 

That  Man  Jack  Bob  Custer   F.  B.  O  

Three  in  Exile   All  Star   Truart   

Thrill  Hunter,  The  Waldorf  Prod.  ...Columbia  ... 

Texan's  Oath,  The   Ken  Maynard  ....Davis   

Unholy  Three,  The   Lon  Chaney   Metro   

Unwritten  Law,  The   Columbia  Prod.  ..Columbia  ... 

Wizard  of  Oz,  The  Larry  Semon  ....Chadwick   

Wrong-Doers,  The   Lionel    Barrymore. Astor   


ength  Revien 

.5906   Aug  8 

8390  

.6974   Sep  12 

.5126  

.6000  

.5807   Aug  1 

,6366   Aug  8 

8000  

4993   Aug  8 

4446  

.6000  

4600   Aug  15 

6848  

6000  

6300   May  9 

6410  


SEPTEMBER 

Title  Star  Producer      Length  Review 

A  Man  of  Nerve   Bob   Custer   F.    B.   0   4452  

Amazing  Quest,  The  Alma  Taylor   C'field-Clarke  5500  

A  Son  of  His  Father  ....Love-Baxter   Paramount  ...6725   Oct  3 

Below  the  Line   Rin-Tin-Tin    (dog) Warner  Bros.  6053   Oct  10 

Bobbed   Hair   Prevost- Harlan    ...Warner  Bros.  7817  

Coast  of  Folly,  The   Gloria  Swanson  ..Paramount  ...7000   Sep  12 

Courage  of  Capt.  Plum... All  Star   Davis   4700  

Desert  Valley,  The   Buck  Jones  Fox   6000  

Fighting  Club,  The  .  All  Star  Truart   6267  

Free  to  Love   Mills-Tellegen   Schulberg  ...4825  

Galloping  Dude,  The  F.   Farnum   Independent  .5000,  

Greatest  Thing,  The   Tom  Moore  Assoc.  Ecxhib.  5400  

His  Majesty  Bunker  Bean.M.    Moore-Devore. Warner  Bros.  7291   Oct  3 

If  Marriage  Fails   Jacqueline  Logan.. F.  B.  0   6006   Jun  20 

Keep  Smiling   Monty  Banks   Assoc.  Exhib.  5800   Jul  25 

Knockout  Kid,  The   Jack   Perrin   Rayart   5000  

Lazy  Bones   All  Star   Fox   7234   Oct  17 

Let's  Go  Gallagher  Tom  Tyler  F.  B.  0  5182   Oct  3 

Limited  Mail,  The   All  Star  Warner  Bros.  7144   Sep  19 

Manhattan  Madness  Dempsey   -   TaylorAssoc.  Exhib.  5620   July  25 

Man  Who  Found  Himself .Thos.  Meighan  ...Paramount  ...7350   Sep  5 

Vlarried   Owen  Moore   Jans   6000  

Mystic,  The    Pringle   -   Nagle.  .Metro   6147   Sep  12 

Not  So  Long  Ago   Betty  Bronson   ...Paramount  ...6349   Aug  15 

Other  Woman's  Story  All  Star   Schulberg   6000   Oct  31 

Paint  and  Powder   E.  Hammerstein  ..Chadwick   6300   Oct.  10 

Parisian  Nights   H'stein  -  TellegenF.  B.  0  6278   Jun  6 

Primrose  Path,  The   Bow-MacDonald  ..Arrow   5473   Sep  26 

Riding  the  Wind   Fred  Thomson  . . .  F.  B.  0  7518  

Scandal  Street  Kennedy-Welch  ...Arrow   6923   Oct  24 

Ship  of  Souls   Lytell-Rich   Assoc.  Exhib.  6800  

Siegfried   Paul  Richter   Ufa   9000   Sep  5 

Souls  for  Sables   Windsor-O'Brien    .Tiffany   6500   Sep  5 

Stella  Maris   Pat  O'Mailey   Universal   6000  

Sun  Up   Starke-Nagel   Metro   5819   Aug  29 

Teaser,  The   LaPlante-O'Malley  Universal  . — .6000  

Three  Wise  Crooks  Evelyn  Brent  F.  B.  0   6074   Oct  10 

Trouble  With  Wives   Vidor  -  Menjou  ..Paramount  ...6489   Aug  15 

Wheel,  The   H.  Ford-C.  AdamsFox   7264   Sep  5 

Wall  Street  Whiz,  The...R.  Talmadge   F.  B.  0   5452   Oct  24 

Wife  Who  Wasn't  Wanted  Irene  Rich   Warner  Bros.  7125  

Wild  Horse  Mesa   Holt-Ralston   Paramount  ...7164   Aug  22 

Wild,  Wild  Susan   Bebe  Daniels   Paramount  ...5574   Aug  22 

With  This  Ring    Alyce  Mills   Schulberg   ....5333   Sep  26 

Wreckage   All  Star   Banner   6000.  Sep  5 

OCTOBER, 

Title  Star  Distributor  Length  Review 

A  Regular  Fellow   Griffith  Brian  ....Paramount  ...5116   Oct  10 

Beautiful  City,  The   Dick  Barthelmess. .  First  National  6466   Oct  31 

Big  Pal   Wm.  Russell  Ginsberg   4543   Oct  17 

Bobbed  Hair   Prevost-Harlan  ...Warner  7817   Nov  7 

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  River"-  JpBW-UBUunqxLee-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  B»tty  Bronson  . 

Grey  Vulture,  The  Ken  Maynard  .. 

Heads   Up   "Lefty"  Flynn  .  . 

Hell's  Highroad   l.eatrice  Joy   Prod.  Dist.   ..6084    Sep  12 

His  Buddy's  Wife   Glei.n  Hunter   Assoc.  Exhib.  5600  Jul  25 

Iron  Horse,  The   All  Star   Fox   10288    Sep  13 

Keeper  of  the  Bees   Robt.  Fraser  F.  B.  0  6712   Oct  24 

Lights  of  Old  Broadway.  . Marion  Davies  ....Metro   6437   Nov  7 

Lorraine  of  the  lions.  ...  Kerry-Miller   Universal   ....6750   Aug  15 

Little  Annie  Rooney  Mary  Pickford  United  Artists. 8850   Oct  24 

Lovers  in  Quarantine  ...  Bebe  Daniels  Paramount  ...6570   Oct  17 

Man  on  he  Box,  The  ....Syd  Chaplin   Warner   7481    Oct  3 

The  Midshipman   Ramon  Novarro  ...Metro   7498   Oct  17 

New  Brooms   Hamilton-Love   ...Paramount  ...5543  

Pace  That  Thrills.  The. . Lyon-Astor   First  National  6900   Oct  31 

Part  Time  Wife,  The  All  Star  Gotham   6000  

Paint  and  Powder   E.  Hammerstein  ..Chadwick  ....6000   Oct  10 

Peacock  Feathers   J.  Logan   Universal  ....6802    Aug  29 

Pony  Express,  The   Cortez-Comps-on  ..Paramount  ...9920   Sep  21 

Prairie   Pirate   Harry  Carey   Prod.  Dist.   ..4603   Oct  3 

Pride  of  the  Force,  The.. Tom  Santchi  Rayart   5000   Sep  5 

Red  Hot  Tires   Monte  Blue  ..        Warner   6660   Oct  24 

Seven  Keys  to  Baldpate  ..Dick  Barthelmess  .Paramount  ...6034   Nov  7 

Some  Pum'kins   Cas.  Ray   Chadwick  ....7000  

Starlight  the  Untamed  ...Jack  Perrin   Rayart   5000  

Storm  Breaker,  The  House  Peters  ....Universal  ....6093   Sep  21 

Thunder  Mountain   All  Star   Fox   7537    Oct  3 

Tower  of  Lies   Lon  Chaney   Metro   6849   Oct  10 

Two  Gun  Sap.  The    .  . .  .  F.   Farnum   Independent  ..5000  

Unchastened  Woman,  The  Theda  Bara  Chadwick  ....6500  

Under  the  Rouge   Moore-Percy   .....Assoc.  Exhib.  5600    Jul  25 

Why  Women  Love   Sweet-Frazer  ...J. First  Naional  6675    Oct  24 

Winding  Stair,  The  All  Star   Fox   5992    Oct  10 

Without  Mercy   Vera  Reynolds  ...Prod.  Dist.  ...6550  


Nov  7 
Oct  17 


Oct  10 

.Rayart   6000  

.Fox   6978   Sep  21 

.Paramount   ...6546   Sep  19 

.Davis   4800  

.  F.  B.  0    5842. 


November  14,  1925 


Page  39 


THEATRE  EQUIPMENT 

AND  ACCESSORIES 


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


Super-Lite  Lenses 

Periscope  Projection 

What  is  believed  to  be  the  most  novel  mo- 
tion picture  equipment  in  the  world  is  that 
found  in  the  ball-room  of  the  New  Mayflower 
Hotel,  Washington,  D.  C. 

In  order  to  avoid  the  removal  of  very 
costly  and  beautiful  chandeliers  in  their  ball- 
room, a  system  of  mirrors  was  installed  by 
which  light  was  periscoped  from  the  balcony 
to  below  the  chandeliers  and  then  on  to  a 
screen  145  feet  away.  This  engineering  feat 
was  accomplished  by  Mr.  Roger  M.  Hill,  en- 
gineer of  the  United  States  Army  Motion 
Picture  Service.  In  overcoming  the  loss  of 
light  through  refraction,  Mr.  Hill  had  a  pair 
of  4-inch  diameter  Super-Lite  lenses  made  by 
the  Projection  Optics  Co.,  Inc.,  of  Rochester, 
N.  Y.  These  are  believed  to  be  the  largest 
and  most  powerful  lenses  ever  used  for  pro- 
jection purposes. 

*  *  * 

Stage  Lighting  Most  Important 

Now,  when  so  many  of  the  theatres 
throughout  the  country  are  putting  on  special 
numbers  to  augment  their  pictures,  unique 
stage  lighting  plays  an  important  part. 

Mr.  Eddie  Altman,  of  the  Capital  Thea- 
tre Equipment  Co.,  626  10th  Avenue,  New 
York,  in  a  statement  made  to  the  Exhibitors 
Trade  Review,  said  in  part: 

"It  is  surprising  and  gratifying  to  see  the 
tremendous  advance  in  stage  lighting  on  the 
part  of  the  exhibitors.  And  what  is  more 
important,  it  is  not  the  larger  first  run  houses 
where  this  advance  is  being  noticed.  A  great 
number  of  the  smaller  houses  are  putting  on 
special  musical  and  vocal  numbers  and  are 
using  lighting  effects  to  help  put  over  their 
program.  It  is  not  necessary  to  have  a  large 
equipment  of  spots,  floods,  etc.,  to  secure 
very  effective  results — some  of  the  exhibitors 
with  but  small  equipment  are  doing  wonders 
by  using  their  ingenuity." 

Mr.  Altman's  firm  is  making  some  of  the 
largest  installations  but  they  are  also  very 
much  interested  in  the  small  houses  and  offer 
a  unique  service  in  aiding  the  smaller  ex- 
hibitor to  get  the  most  out  of  his  equipment. 
They  also  publish  a  complete  catalogue. 

*  *  * 

Wurlitzer  Organ  Consignments 

Buffalo  sold  Special  Unit  No.  1196  to 
Shea's  North  Park  Theatre,  Frontier  Thea- 
tres, Inc. 

Kansas  City  sold  style  260,  Unit  No.  1173, 
to  Newman  Theatre  Corp.  (Famous  Players 
Co.),  118  Main  Street. 

Detroit  sold  style  B,  Unit  No.  1176,  to 
Bijou  Theatrical  Enterprise  Co.,  Dawn  Thea- 
tre, 159  n..  Elizabeth  Street,  Hillsdale,  Mich. 


THINK  IN  COLORS 


SEE  IJ^TCOLORS 


pljomcCpJorQi 


Theatre  Building  Boom 

Spreads  Over  Country 


Every  issue  brings  us  one  week 
nearer  the  greatest  publication 
the  motion  picture  business  will 
ever  see — the  Annual  Equip- 
ment  Number  of  Exhibitors 
Trade  Review. 

December  26,  1925,  is  the  day. 
Get  your  announcements  in 
now. 


DO  IN  COLORS 


WIN  WITH  CQWRS 


Chair  Covering  Sales 

CINCINNATI,  Ohio.— The  Textile  Spe- 
cialties Co.,  manufacturers  of  theatre  chair 
covers,  have  recently  made  installations  in 
the  following  theatres : 

Times  Square  Theatre,  Loew's  81st  Street 
Theatre,  Loew's  State  Theatre,  Apollo  Thea- 
tre, all  in  New  York ;  the  Orpheum,  Wood's 
and  McKeers',  Capitol,  and  the  new  Keith 
Theatre  in  Cincinnati. 

The  Textile  Specialties  Co.  manufactures 
a  chair  cover  which  has  every  appearance  of 
an  upholstered  seat. 

*    #  * 

Capitol  Stage  Lighting 

The  Capitol  Stage  Lighting  Company  re- 
port the  busiest  season  of  their  existence. 
Recent  installations  include :  The  Metropoli- 
tan, Boston;  The  Strand,  Shrevesport,  La.; 
Mosque  Temple,  Newark,  N.  J. ;  Fabian, 
Elizabeth  and  Paterson,  N.  J.;  St.  James, 
Boston,  Mass. 

The  company  is  also  doing  a  good  deal 
of  work  for  the  Finkelstein  and  Ruben  cir- 
cuit, the  Southern  Enterprises,  etc. 


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  5  c  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. 
Cash  Must  Accompany  All  Orders. 


Construction  Boom  in  Worcester 

WORCESTER,  Mass.— In  addition  to  the 
new  Poh  Theatre  which  cost  over  $2,000,000 
to  complete,  it  was  announced  that  three 
other  theatres,  costing  about  $3,000,000  in 
aggregate,  will  soon  be  under  construction. 
These  will  all  be  ready  within  the  year. 

*  *  * 

$175,000  Theatre  for  Oakland 

Following  the  granting  of  a  building  per- 
mit for  the  new  $175,000  theatre  to  the  Ala- 
meda County  Title  Insurance  Company,  Oak- 
land, Cal.,  plans  were  laid  for  rapid  comple- 
tion of  the  project. 

*  *  * 

$500,000  House  for  Fresno 

FRESNO,  Cal.— After  paying  a  record 
price,  $1,500,000,  for  a  99-year  lease  in  the 
downtown  section  of  Fresno,  Alexander  Pan- 
tages  announced  that  plans  are  under  way  to 
build  a  new  theatre  on  the  site,  involving  fur- 
ther expenditures  of  over  $500,000.  This  is 
the  first  time  that  a  99-year  lease  was  ever 
consummated  in  Fresno. 

*  *  * 

Will  Rebuild  Burned  Theatre 

SONOMA,  Cal.— George  Fetters,  owner 
of  Fetter's  Spring,  has  laid  plans  to  replace 
the  theatre  that  was  recently  burned  with  an- 
other and  a  dance  pavilion.  It  is  his  con- 
templation to  make  a  complete  amusement 
unit  near  his  bath  houses. 

*  ♦  ♦ 

Blank  Chain  Increased 

FORT  DODGE,  Iowa.— The  A.  H.  Blank 
Theatre  Enterprises  have  announced  the  ac- 
quisition of  their  second  Fort  Dodge  cinema 
house.  The  Rialto  Theatre  was  purchased 
from  Wm.  Johnson  for  $40,000.  Johnson  re- 
tains ownership  of  the  building,  which  has 
been  leased  to  the  Blank  interests  for  ten 
years  at  an  annual  rental  said  to  be  $8,000. 

*  *  * 

New  Installations  Reported 

Mr.  Dwyer,  of  the  Theatre  Supply  Co.,  of 
Cleveland,  Ohio,  reported  the  following  new 
installations  made  by  his  concern  recently: 

New  Palace  Theatre  at  Toledo,  Ohio : 
Two  new  Powers  machines  with  mirror  ark 
reflector  lamp  and  a  master  gold  fibre  screen. 

New  Garden  Theatre  at  Portsmouth,  Ohio : 
One  Multigraph  de  luxe  projection  machine 
with  Mazda  lamps  and  a  Master  bead  screen. 


Mr.  Exhibitor:  Ask  at  the  Film  Exchanges 
for  the 


C/Aematic  Music 


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 


For  Sale 


At  Liberty 


ADVANTAGES 

OVERLOOKING  BELMONT 
YACHT  HARBOR  AN l> 
LINCOLN  PARK  GOLF 
COURSES  •  •  • 
ANEW  HOTEL-700  ROOMS 
OPENED  EARLY  IN  1924 
ALREADY  FAMOUS  FOR 
ITS  HOSPITABLE 
ATMOSPHERE  •  •  - 

SPECIAL 
MONTHLY  RATES 
WRITE  FOR  BOOKLET 

G.E.Billingslei) 


OPEN  AFTER 
AUGUST  25"l<W5 
-FREDERICK  W.BERGMAN 

A  Lii ■  atfit  'I  Duixtor 


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 


FOURTEEN  HUNDRED  NEW  OPERA 
CHAIRS,  some  upholstered.  New  goods  made  on 
contract  to  fit.  Bankrupt  stock,  at  a  big  saving. 
EIGHT  THOUSAND  YARDS  of  government 
Standard  Battleship  Linoleum  and  Cork  Carpet  at 
less  than  wholesale  prices  for  theatres,  churches, 
clubs  and  lodges.  Guaranteed  goods.  Not  less  than 
one  roll  sold.    J.  P.  REDINGTON  &  COMPANY, 

SCRANTON,  PA.  

VENEER  SEATS  and  backs.  1200  for  any  size 
chair,  never  used.  Will  fit  to  suit.  Redington  Co., 
Scranton,  Pa. 

2  MOTIO GRAPHS  COMPLETE  with  motor-drive. 
54  good  5-ply  veneer  chairs.  3  by  10  inches  blue- 
white  enamel  changeable  letter  sign.  Rewind  ma- 
chines. Complete  box  office.  Very  cheap  if  taken 
at  once.     Mrs.  LeVitt,  6201  Woodlawn  Ave.,  Chi- 

cago,  111.  

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

cago,  111.   

FOR  SALE — 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.  

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 

Box  1439.  Honolulu. 


WANTED.      Creart  Mudiu» 


Ttii£ATKK  WANTED  in  thriving  town  within  15u 
miles  of  Toledo,  Ohio,  preferred.  Will  buy,  lease  or 
rent.     Waid   Zeis,   1358   Elmwood  Avenue,  Toledo, 

Ohio.  

WANTED— GRAFLEX  CAMERA,  5x7  or  4x5, 
with  or  without  lens,  or  can  use  English  Reflex. 
Must  be  in  good  working  condition.  State  price. 
Address.  15.  Exhibitors  DAILY  REVIEW. 
HIGHEST  CASH  PKlCiiS  PAID  tor  Picture  Ma- 
chines.    C.  G.  Demel,  845  South  State,  Chicago,  111. 


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. 
TITJ^ES,  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. 


Mailing  Lists 

Will  help  you  increase  sales 
Bond  for  FREE  catalog  striae 
counts  andprlceson  classified  DB&MS 
of  yoorbeRtproBpectlvecoatom«f*= 
National,  State,  Local-Individual* 
Professions,  Business  Finns, 


iteed^  £ 


0  by  refund  I 


eact 


i  Oth  St 


ft  Louis 


SHIPPED  SAME  DAY  ORDER  IS  RECEIVED 

Guaranteed  Service — Good  Work — Popular 
Prices — Send  for  Trial  Order. 


FILMACK  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. 


Motion  Picture  Headquar- 
ters in  Los  Angeles. 

Wire  our  expense  for 
reservations. 


t  £  0  22 


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. 


|5-  .  .   .  ■ 


1 


HAL  'ROACH 


present** 


CLV-DE  COOK. 


tn 


Should  Sailors  Marry? 

He  was  a  good  sailor  but  not  on  matrimonial  seas. 

He  was  used  to  all  waves  save  those  which  were  permanently  stormy. 

He  located  a  bride  through  a  Matrimonial  Agency,  and  when  he  had  got 
hitched  found  that  he  was  supposed  to  assume  the  alimony  she  was  paying 
to  her  first  husband;  that  the  first  husband  was  to  be  their  boarder  and 
proposed  to  personally  see  that  the  alimony  was  paid. 

The  fun  in  this  one  is  side-splitting.  The  laughs  come  fast  and  furious.  It 
is  one  of  those  pictures  that  your  audience  thank  you  for  showing,  even 
those  with  ribs  fractured  from  laughing. 

It  would  make  a  dog  laugh. 

F,  Hichard  Jones,  Supervising  Director 
Advertise  it! 


99 


\ 


-A