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In This Issue: The^Emhassy Theatre 





'The Man Who (I 
Found Himself f 


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

Scenario by 



Directed by ALFRED E.GREEN 



August 29, 1925 

HIS ISSUE 8,037 Copies 

Price 20 Cents 










The Doin's and Disasters of Young America 

(Released Every Other Week) 






(Released Every Other Week) 


Made by McKnight-Womack Productions, Inc. 


Davis Distributing Division, Inc. 

J. CHARLES DAVIS, II, President 

218 West 42nd Street 


New York, N. Y. 


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. 


Smashing! Flashing! Dashing! Crashing! 





Dare-devil Doug cracking a wbip ! 
Stunt* he never dared before! 
Fights, romance, m ystery, com edy. 

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

Roosevelt , 


Now Booking 


OMary Pickford Charles Chaplin 

Douglas Fairbanks D.W. Qriffiih 

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


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

and advertising of 



The First Monthly 


Number of 


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

Miss It! 





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

(JtUttcd by ■ -BENJAMIN CLA2ER 

din Directs' CEDRIC C1EBCNS, - 

CamtramtA - • FRANK. OQOS 


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 Pa g e 7 




%e Business %per of the Motion Victors Industrf 


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 



"The Gold Rush" _ i Frontispiece 

"The Merry Widow" _ _ : 34 


"The Embassy Theatre" _ t 35 


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 


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. 


Gish i 

directed by Henry King 

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


It's ' 
One of 



Page 8 

Exhibitors Trade Review 

in ''The Gold Rush" 
A United Artists Release 


AUG 25 1925 



9he dusiness Taper of the Motion lecture Industry 


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, 

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 

* -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 

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- 

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- 

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' 

"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 


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- 

"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 

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 

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. 


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. 

* # ❖ 


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 



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. 

% % £ 


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. 



"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 

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

* * * 


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. 


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- 

"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, 



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. 

* '* * 



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 

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 

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- 

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. 

♦ ♦ ♦ 


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. 


"Gold Rush" Tops 18,000 Paid 

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 

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. 

* * * 


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. 

* * * 


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 


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- 

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. 


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- 

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 



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 

* * * 

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." 

* * * 


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. 


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 

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 

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 


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 

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." 


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. 

* * # 


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- 

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. 


Story Entitled "The Moving 
Finger" for Paramount 

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- 

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. 
* * * 


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- 

"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. 

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- 

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 

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

Al Ferguson." 

August 29, 1925 

Page 15 


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. 

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- 

"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 



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. 


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 

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- 

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 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. 



Featuring "The Great Train Robbery' 


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 „J e an d j 

Was "Then The "feat,? Were cued/ 

th e Eaison * 1900 and * bery <" the 
the » , S , CUtJ, °s Th Produ et of 

stai »PJng anrt 0,6 *or e !fr fieei n- 

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

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729 Seventh Ave., New York City 


"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 

* * * 


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 

" '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 

"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, 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 

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. 


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 

August 29, 1925 Page 19 

Sales News and Personalities of the Week 

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

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


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. 

* * * 


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, 

* * * 

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

* * * 


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. 


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- 

* * * 

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. 

* * * 


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. 


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. 



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- 

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 


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 

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, 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. 



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 


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


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 

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- 

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, 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 

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- 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 ." 

* * * 


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£ 


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 

* * * 

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- 

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. 

* * * 


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. 

* * * 


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 

* * * 

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. 


^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- 

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 

* * * 



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 

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 

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." 

^ H 1 # 

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- 

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. 

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 

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. 

* * * 


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. 

* * * 


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

4= # sfc 


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- 

* * * 

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 

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. 


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 

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. £ £ ^-w 1 

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 


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. 

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 

* * * 

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

* * * 

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." 

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. 

* * * 

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

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 

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. 


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 

"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 








1, ■'-^^fcv^^.^^ 

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- 

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 


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 

" '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. 

* * * 


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 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- 

* * * 

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 


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 



There are many Added Dollars for YOU in 

the tie-ups it outlines 


"the Spice of the program" 


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


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. 


Felix Trifles with Time 


Watch Out Educational 

The Wrestler Fox 

My Own Carolina Fox 

The Sky Jumper Fox 

Educating Buster Brown 


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 

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. 


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 

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


'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 

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 

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 

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 

"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 

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 

* * # 


Fox 2 reels 


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- 

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 


Fox 2 reels 


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 

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- 

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 

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 

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 

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- 

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- 

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 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. 

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, 

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- 

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 

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 


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


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 

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- 

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 

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 

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. 


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


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. 


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


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 


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


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. 


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


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

Pierce Phillips o en T „ nn 

Rouletta Kirb P y . . .V::.'.':.' vIoTa Dana 

!«EjPn y ; Hobart Bosworth 
Poleon Doret victor McLaglen 

Tn^r"".' Dorothy Sebastian 
McCaskev Philo McCollough 
McLaskey ...... p red 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 

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 

• 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 


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


ifcwf 6 Sr r °^ PeCt ° r Charlie Chaplin 

R t I T CKay Mack Swain 

Black Larsen Xom Mur 

° lrl Geor S ia Hale 

Jack Cameron Malcolm Waite 

Hank Curtis H enry 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 

Exploit Charles Spencer Chaplin first, last 
and always. 

August 29, 1925 

Page 33 



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. 


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 


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 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 

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 wi 1 ! 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 


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." 

B 1 


production itself 

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 

"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 

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- 

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. 


{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. 


150 Broadway, New York, IS. Y. 

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


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- 

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- 


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 


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 

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 

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 

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 



qAs usual — 

J^ewest and 
£Most modern 


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 ;| 



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 




Strauss Signs point the 




u>ay fo better theatres. 


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




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. 





After Investigating Every Other Device of Its Kind on the Market. 






Factory and main office, 

1203 Loew BIdg., 
1540 Broadway, 

1204 Franklin Trust BIdg., 

109 Ponce De Leon Place, 

6054 Cottage Grove Ave., 

208 Insurance Exchange 

1630 Euclid Ave. 

Strand Theatre BIdg. 







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- 

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- 

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 


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 


August 29, 1925 

Page 45 







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 


NO. 17 EAST 47TH ST. 




National Projector Carbons 


Howells Cine Equipment Co., Inc. 



Page 46 Exhibitors Trade Review 


Practical Little Projector Makes 
Strong Bid For Popularity 

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


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 

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, 
4 T /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 


August 29, 1925 

Page 47 

. I-3CJ 





ioi aono 














Not an Encyclopedia or Book 

— BUT— 









1520 Broadway, New York 






(Flashes on and off) 




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 

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. 


833 W. Washington St. 



(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- 

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. 







A Marvelous New Device 
Send for Full Information 

Film Protector Corp. 

811 Prospect Ave. CLEVELAND, O. 


For Sale by 

Howells Cine Equipment Co., 

740 7lh kit.. Ntw York 

Page 48 

Exhibitors Trade Review 


Pat. Applied For 


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, 



Strauss Signs for Embassy 


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. 




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


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


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


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. 


317 E. 34th St., New York City 

Lattice Hanging Baskets 

Theatre Lobbys & 
Stage Set 

Booklet mailed upon request. 

Schroeder Art Flower 
Mfg. & Decorators, 

6023 Superior Ave., 
Cleveland, O. 

S. O. G. 






They are more highly polished than 

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- 



(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 

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 




130 West 42nd Street, 
New York 










with the 

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. 



Designers and Manufacturers 










New Catalogue 

AH the newest and 
most original designs 
for theatre lobbies. 

Send for Our New 

Stanley Frame Co. 

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

Page 50 

Exhibitors Trade Review 


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 



Is Cleaned and Dusted Daily 
Most Carefully With a 

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 

10,000 Typed Daily! 




Increasing Cloudiness 
and warmer 
Probably Followed by Rain 

Much Warmer Wednesday 

NOTE—TKis Theatre is 

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. 


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 

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% r n 
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 


-diliyiinu- .-jiiijLJiniL-. 



H*W Seats for Theatres from Coast to Coast 




1 fe:... ^JfK. 1 ^ 





IE" ^| 


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. 


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. 












O. C. 424 

O. C. 425 

frj IfL 

O. C. 417 




V %S *J REG. U.S. PAT. OFF. </ 



iiiys 1 r 



Page 52 

Exhibitors Trade Review 

Be Your Own Printer 



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

Write for estimates on our printing outfits 


956 West Harrison St. Chicago, Rl. 

Robert P. Carsen 
Scenic Studios 



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





1507 No. Clark Street 

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




Viner Organs Fill Every Requirement of 
the Motion Picture Theatre 






Optics, Practical Ideas and Electricity 

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 

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 Z T / 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 

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 

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




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. 



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


(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 

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 

you will find me on the job." 


— means economy to the 
small and large theatres 

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- 




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. 


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 


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) 


General Flower and Decorating- Co., 228 
West 49th Street, New York. 

The McCallum Co., Pittsburgh, Pa. 

Frank Netschert, 61 Barclay Street, New 

(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. 


O. C. Bucheister, 245 W. 55th St., New 


Brandt Automatic Cashier Co., Dept. U 
Watertown, Wis. 

(Illustrated booklet) 


Eastman Kodak Co., Rochester, New York 

(Illustrated catalog) 
Motion Picture Apparatus Co., 110 West 
32nd Street, New York. 
(Pamphlet on motion picture cameras) 


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. 


American Seating Co., 8 E. Jackson Blvd., 

Chicago, 111. 
Heywood- Wakefield Co., Boston, Mass. 
Mahoney Chair Co., Gardner, Mass. 
Automatic Devices Co., Allentown, Pa. 
J. H. Welsh, 270 West 44th Street. New 


E. J. Vallen Elect. Co., Akron, Ohio. 

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. 


Rochester Germicide Co., 16 Dowllng 
Place, Rochester, New York. 


Bachmeier & Co., Inc., 438 West 37th 
Street, New York. 


Eastman Kodak Co., Rochester, Nsw 

Fish-Schurman Corp., 45 West 45th 
Street, New York. 


Clinton Carpet Co., Chicago, 111. 
(Illustrated pamphlet on carpet aftd rug cushions) 


Stanley Frame Co., 729 7th Avenue, New 

(Illustrated catalog on display frames and bulletin 
boards ) 

Dwyer Bros., 520 Broadway, Cincinnati, O. 

Theatre Inter-Insurance Co., 137 South 
5th Street, Philadelphia, Pa. 

Robert Dickie, 247 West 46th St., New 

Reliable Decorative Co., Inc., 17 N. 10th 
Street, Philadelphia, Pa. 

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- 


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. 


Best Devices Co., 22 Film Building, Cleve- 
land, Ohio. 
(Illustrated catalog on motion picture equipment) 


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. 


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 


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- 

Dwyer Bros., 520 Broadway, Cincinnati, O. 

Moeschl-Edwards Corrugating Co., Cin- 
cinnati, Ohio. 
(Illustrated catalog on metal marquise, doors and 

The ProBert Sheet Metal Co., Covington, 

Edwin C. Reinhardt Mfg. Co., 326 2nd 
Street, Cincinnati, Ohio. 


Liberty Music Stand Co., 1960 East 116th 

Street, Cleveland, Ohio. 
I (Illustrated catalog on orchestra music stands) 

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 

Blaisdell Pencil Co., Philadelphia, Pa. 

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. 

Counsell Film Process and Chemical Co., 
236 West 55th Street, New York. 


Globe Type Foundry, Chicago, 111. 

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. 


Brenkert Light Projection Co., Detroit. 

(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 


(Illustrated catalog on projectors, accessories and 

Precision Machine Co., 317 East 34tn 
Street, New York. 
(Illustrated catalog on projection machines and acces- 

Superior Projector, Inc., Coxsackie, New 

(Illustrated catalog on protection machines and acces- 
sories ) 

Film Protector Corp., 811 Prospeet Ave., 
Cleveland, O. 


American Film Safe Co., 1800 Washington 

Blvd., Baltimore, Md. 
Russakov Can Co., 936 W. Chicago Ave., 

Chicago, 111. 


Theodore Kahn, 155 W. 29th Street, New 

United Scenic Studios, Inc., 30 Lake 
Street, Chicago. 111. 


National Screem Co., Film Bldg., Cleve- 
land, O. 


Double Disc Shutter Co., 2M0 Payne Ave 
Cleveland, Ohio. 


Cramblet Eng. Corp., 177 5th Street, Mil- 
waukee, Wis. 

DeLuxe Studios, 833 W. Washington 
Street, Chicago, 111. 


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) 


General Machine Co., 359 East 155th 

Street, New York. 
(Pamphlet on motion picture splicing machines) 


Peter Clark, Inc., 534 West 30th Street, 

New York. 
J. H. Welsh, 270 W. 44th St., New York. 


Mutual Electric & Machine Co., Detroit, 

(Illustrated catalog on electric switchboards) 

Wm. J. Smith & Co., 1457 Broadway, 
New York City. 


Solidhead Tack Co., 37 Murray Street, 
New York 

(Illustrated pamphlet on thumbtacks and punches) 

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 ) 


The Tork Company, 8 West 40th Street, 
New York. 

(Folder on time clocks) 


Hertner Elec. Co., 1905 W. 112 St., Cleve- 
land, Ohio. 


Typhoon Fan Co., 345 West 39th Street, 
Nsw York. 

Page 56 

Exhibitors Trade Review 


$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- 

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 

"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. 

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- 



Guaranteed Service— Good Work— Popular 
Prices — Send for Trial Order. 



Mailing Lists 

WO! Unffimii Mica 

Classified Opportunities 


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 

doO F eads 

St. Louis 


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 


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. 

CHAIRS, some upholstered. New goods made on 
contract to fit. Bankrupt stock, at a big saving. 
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, 

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. 

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. 


ii«fT7r*r^ ROLL C!?r> FOLDED 


CHICAGO, ILLINOIS ' hist tor tup itAsr moniy QirtCMSi wi'iwry correctniss eUA&wrrfo 

is a positive 
essential to 
every motion 
picture film 
and exchange 

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, 



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? 



Monthly Short Subjects Number 


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: 

That can 
And does 
Give you 
Good pictures 


And feast 
In the Land of Plenty 




The Next 


Monthly Short Subjects Number 



will be the first issue in October 





Remember — 


£ 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 


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 


The K[ews ^el ^uilt Like a ^wspaper 



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. 




v 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. 


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 

Don't keep it a secret. Advertise it. 

Pathe News 

what Max Graf did you can do 
If you use Pdthecomedies ! 


i Km*?? Ejects only- com- . 

I tor short saw t program i, H6rac e \ 
The most re Lang don « — , 
posed of ttar r y, Boys ^11 {or 
\ Greeley. J r r ' comedy- . co me- 
an Our Gang Lake-SennfU h 

dy.and Ye c Wen J e a r n e d three tori 
c e Xy y day 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 




— that — 

Secure Simoleons 





(Released Every Other Week) 

Made by McKnight- 





Full of Chills, Spills, Thrills, and Tense Suspense 







In Territories Nol 



218 West 42nd Street 



Supply Satisfactio 



The Doin's and Disasters of Young America 
(Released Every Other Week) 
Womack Productions, Inc. 




Produced By F. Herrick Herrick 



Intimate Glimpses of Film Favorites 1 
At Home, At Work and At Play \ 



Already Under Contract 


VIS, II, President 


Page 6 

Exhibitors Trade Review 


Produced by 


Directed by 

Distributed by 


"Adventures of Mazie 

.1. ft) 

^""Fighting Hearts" 
^Standard Comedies P 


Blue Ribbon Comedies f? 


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." 




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 


Wary Pickford Charles Chaplin 

D,W Griffith 

Oouglaj Fairbanks 

Hiram Qbramj, President Joseph M Jchenck, Chairm 

rd of Director, 





Adapted by FORREST HALSEY from a stage 


"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 


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." 


Exhibitors Trade Rev 


Remember it well 
for it is the release 
date of one of any 
yeark biggest hits/ 







Screen <emon bq FRANCES MARION 


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 


Oracle REVIEW 

Qhe Business fhper of the potion ftcture industry 


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 


"The Tourist" Frontispiece 


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 








Hutchinson Buys American Studio 21 


Editorials : 

Short Subjects Section 

National Tie Up Section 

Big Little Feature - 

Short Subject Charts 

Sales News and Personalities 

..„ 15 

.............. 24 





Exhibitor News 64 

Production Highlights 66 

Box Office Reviews 67 

Equipment News and Notes 71 

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- 
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cations to Executive Offices. Published weekly at 34 North Crystal Street, 
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The Front 
Page Picture 



The Midshipman 

By CareyWilson, Scenario by F.McGrew Willis 

Road— Show— Size 




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 

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 

"The Tourist" 

An Educational Com.edy Success 

- P -2 1325 



9he Susiness Paper of the Motion 'Picture Industry 


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 

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- 


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 

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 


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 

"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- 

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. 


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- 

John Powers, New Haven Paramount man- 
ager, who attended conferences, received his 
orders to "close up shop" while in New 

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. 


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 


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- 

The production will be made with an all 
star cast. Three principals have been selected, 
Laura LaPlante, Pat O'Malley and George 

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. 

* * * 


Robert T. Kane has changed the title 
of hig initial First National picture from 
"Invisible Wounds" to "The New Com- 

* ^ * 

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. 

* * * 


E. Lanning Masters, motion picture pub- 
licist, has added Arthur Kane, Jr., and B. A. 
Holaway to his Hollywood staff. 

Davis Asks 


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 


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 

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. 

* * * 


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 has been appointed exploitation 
director of Universal Pictures Corporation. 

ifc ♦ 


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 

$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 

". ■ . ■' * * * \ y . • 1 


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 

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. 


California Plant Works at 

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 

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. 



"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. 
# * * 



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 

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- 

^Kptember 5, 1925 

Page 19 


Team Will Appear in Goldwyn 

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- 

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. 

* * * 


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," 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. 
* * * 



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 Fred 1 


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," 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," 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. 


Fox Pictures Used to Illustrate 

Probably one of the most striking ad- 
vances in visual 1 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. 


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. 



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. 


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 

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. 


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 

"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 


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 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. 


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. 


"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. 


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. 


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 was signed to play the 
leading feminine role in Joseph Conrad's 
"Lord Jim," for Famous Players-Lasky. 

September 5, 192b 

Page 21 

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 

ON F. B. O. LOT 

Six F. B. 0. companies and ten indepen- 
dents are at work at the F. B. O. Hollywood 

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. 

* * * 


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 

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- 


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 

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- 


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 

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. 

* * * 


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 

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 


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. 

* * * 


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 


b ***** S« £S aGH ' 



the Wild Horse 


Page 24 Exhibitors Trade Review 



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- 

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? 




September 5 t 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- 

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- 

"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. 



(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 

* * *. 


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 

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 

Fred Peters, a six-foot- four "heavy" 
comedian, joined the stock campany, which 
Al Christie is enlarging. 

Short Releases Necessary 

for Perfect Program Balance 


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- 

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 

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 : 


"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 

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 


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 

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 

Emanuel Cohen, Editor Pathe News, 
spent his vacation with "Our Gang" 
Rascals at the Roach Studio. 

The Short-Su 

and the Greater Movie Season 

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- 

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 

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 



"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 

— I have found that it not only pays to spend 
money in advertising, but to go the limit on 

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. 

* * # 



"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 

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 

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 

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 



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 

"C 1 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 

"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 

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- 

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 

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- 

For Fox News and Varieties attractive 
stock and current issue one sheets and slides 
will be available. 

September 5, 1925 

Page 31 


(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 

"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, 

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 

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- 

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. 

* 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 

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 


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. 

+ * * 


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- 


(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. 

* * * 


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 

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, 

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 


(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 

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 has 1 
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 



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- 

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 

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 

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 



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 

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 

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 

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 

Another group of irrepressible youngsters 
featured in "The Fire Flies," a "Hey Fel- 
las" Comedy. A Davis Distributing Division 

"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- 

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 

September 5, 1925 

Page 35 



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." 


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 


"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- 

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 


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.'' 


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 

* * ^ 



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. 



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. „ 
* * * 


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 

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 - 

"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.' " 
* * * 


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 

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 


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- 

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 

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 

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) 


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 

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 

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. 




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. 


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 

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" 

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 

"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 

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- 4 s 


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 

September 5 a 1925 

Page 39 


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. 

* * * 


"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. 


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 

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' 

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. 


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 

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 


National Tie-Up 

Exploitation Sections 
on short subjects 
I s k For Reprints 


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. 

* # # 


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. 

* * * 


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? 


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. 

;(£ !(£ % 


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 

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 

* * * 

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 



Gducational Pictures 


M \\\\ M hw mm w« m w« mwiwtiiw imw wimn 


boob an p n b 


A Comedian ^lus A beauty 


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- 

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. 

Lloyd Hamilton — Educational laugh 

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 


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. 


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 

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. 


You are 

due for 
a Ticket 


Scene from a 

~ Playing at the Globe Theatre 



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 

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. 



a n 

Lloyd Hamilton — playing in a series 
of short comedies — Globe Theatre. 

Always Worthwhile 

Lloyd Hamilton — playing in a series 
of short comedies — Globe Theatre. 


Hair Tonic 


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 


ShaVe ^ 

Hair Cut 

10 c 

(Icyd Ham ilton in scene from Hook ed * 


You, won't get 'hooked"when you see Lloyd Hamilton Comedies 


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. 


Tuxedo Comedy 

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 

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. 


Mermaid 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." 



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. 

— " 



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 

Commended by 
yfyss Dorothy Seastrom -Co-star w 



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 

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 

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- 


W H f 

"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 


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" 

Worn and 


See her 

in the Lloyd Hamilton comedies 
— Globe Theatre — 


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. 


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- 

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- 


Cutting Down on Advertising 
Expenditures Does Not Mean 
That You Are Saving 




Dorothy Seastrom — in the Lloyd 
Hamilton comedies — playing at the 
Globe Theatre. 
Wedding Bells chime sweetly to 
the face with the pearly teeth. 


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- 


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. 



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- 

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 

Bobbed Hair 

is "Passe" 

Only three out of the 
one hundred entrants 
for the annual beauty 
contest at Atlantic City 
this year wear their hair 

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 


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 

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 


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. 


It's 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 


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 


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- 

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 

P a £ e - * * * 

% yfi yjp. 


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 


And What 
He Will 


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. 


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. 



K. 1 

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 

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 

Ploying at the Globe 


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. 







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 







Above is a scene from the Lloyd Hamil- 
ton comedies, playing at the Globe 


age 52 

Exhibitors Trade Review 



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 


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 


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 


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 
729 Seventh Avenue, New York, N. Y. 

eptember 5, 1925 

Page 53 

Lloyd Hamilton 


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* 


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 


"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. 


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. 


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. 


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. 



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 




• 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 

Lloyd HatniHc >nin 


'T 1 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. 



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. 




* * *. 

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 

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 
(Cuts and mats must be ordered by number) 

Program Shorts Have 
Their Place 

4N intelligent use of program short 1 ; 
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 

* * * 

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 

* * % 

In addition to the feature, 
two reels of cltever and hil- 
arious comedy. "Jonah 
Jones," with Lloyd Hamil- 

* * * 

"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- 

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- 

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. 


September 5, 1925 






Page 57 




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 

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 


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 

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. 

Wh a <- Others Think 


"As a whole, your material is very fine. 
The Ko-Ko Song Car-Tunes and Out-of-the 
Inkwell subjects are marvelous." 

729 Seventh 

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- 

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 

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 

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 5 4 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 

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 

Exploit this as one of the famous Van 
Bibber comedies adapted from Richard 
Harding Davis' character stories. Tie up 
with sporting goods stores. 

* * * 


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 

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 
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 

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- 

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 



6 New Bray Magazines . . 
26 Bray Nature Pictures . . 

13 Bray Romances 

12 Sport Travelogs 

12 Tense Moments of Opera 





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 



The Merchant of Venice . . 

David Garrick 


East Lynne 


Jane Shore 

The Lady of the Camelias 


Hunchback of Notre Dame 
Nancy (From Oliver Twist) 


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 



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. 


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 

2 reels 



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 


. 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. . 

.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 


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. 


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 



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 


Wake Up 

Going Great 

Baby Blues 

Props' Dash for Cash .... 

Look Out 


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 


Earl Hurd Cartoon Comedy 

Hamilton Comedy 

Juvenile Comedy 


Cameo Comedy 

Fables in Color 

Mermaid Comedy 

Walter Hiers Comedy .... 


L. H. Howe's Hodge-Podge 


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 .... Sept. 27 



. .Aug. 30 
..Aug. 30 
.Sept. 6 

.Sept. 13 



Monsieur Don't Care 

Pied Piper 

Screen Almanac No. 6 ... 

Hebie Jeebie 

West of Hot Dog 

Red Riding Hood 

Screen Almanac No. 7 .... 


Somewhere In Wrong .... 

The Captain's Kid 

Screen Almanac No. 8 .... 

Oh What a Flirt! 


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 


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. 



it 4. "Adventures of Mazie" Oct. 




Danse Macabre 

Road to Mandalay 


Soul of the Cypress 

Dav breams 

The White Chrysanthemum 

' 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 

T s1e 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) 


Honeymoon hiace 

Snows of Many Years .... 

An Alphine Paradise 

Heroes of Long Ago 

Lady of Bath 

Land of William Tell 

Top of the World 


Working the Scenery 

Where Firemen Grow Wings 
Nipping Them in Nipigon . . 

The Magic Rag 

The Land of Rivers 

We Parked in Ontario .... 

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 

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 







Masters . . 


Masters . . 


Masters . . 

Ludwig Van Beethoven . . 

. . Famous 


Masters . . 

. . 1 reel . 


Masters . . 

. . 1 reel 


Masters . . 

. . 1 reel . 


FOX— Continued 


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 . . 


In A China Shop 

Sweet Marie 

The Sky Jumper 

Love and Lions 

My Own Carolina 


With Pencil, Brush & Chisel 

All Aboard 

Transients in Arcadia 


Cuba Steps Out 

The Wrestler 


The Sky Tribe 


White Paper 

The Peacemakers 



The River Nile 




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 






Helen & Warren Nov. '2 

O. Henry Nov. 29 

Imner'al Nov. '9 

Varieties Nov.29 

Mar. Life, 


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 

Lightning Comedies 
Lightning Comedies 
Lightning Comedies 



Lightning Comedies 

1 ifhtning Comedies 
Lightning Comedies 
l.iehtning Comedies 
Lightning Comedies 
Lightning Comedies 
Lightn'r"' Cirnedies 

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 


12 Hand Colored Nov. Spe 

20 Screen Stars 

6 Nov. "Did This Ever 

Happen to You" 

15 Trick Reels-Iris 

9 Scenics 


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 




Sunken Silver No. 9 

Wine, Women and Song . . . 

Isn't Life Terrible 


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 


Madame Sans Jane 

Sons of Swat 

Pathe Review No. 32 

Topics of the Day No. 32 . 

Play Ball No. 5 


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 




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 

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 


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 


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 



Accidents Won't Happen . . 

Soda Clerks 

Invisible Revenge 

Where Am I 

Bear Facts 

Mixing in Mexico 


I Remember 

One Day in June 

Desert of Patience 

Unknown Mother 


The Lion Hunt 

The Rhinocerous Hunt .... 

The Water Hole 

The Cloud Cruiser 


Thirty Years Ago 

Old Time Movie Show .... 
Beware of Broncho Billy . . 
Old Time Serial Show .... 
Wild West Comes to Europe 

Boston and New England . 

Coney Island 

The Endless Caverns 


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 











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 



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 


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 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 

reel . . 
reels . 
reel. . 
reel. . 
reels . 
reel . . 
reel . . 


The Goldfish's Pajamas ... 

In a Cottage Garden 

The World in Color 

Thundering Waters 

A Floral Feast 


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 


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 


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- 

* * * 

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." 

* * * 


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 

* * * 

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 

* # * 

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. 


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. 

* * * 


The London address of Atlantic Union 
Films, Ltd., has been changed to 49 London 
Wall, E. C. 2. 


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. 


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 

* # # 

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 Raster 1 of New York City "has 
joined the Universal sales force. 


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. - 

* # * 


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- 

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. 


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 

* * * 


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. 


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 

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 

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 

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. 
* * * 


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 

"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 

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 

* * * 

$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 


New York Capital Buys Denver 

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- 

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 & 

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. 

:|: ^: * 



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. 

* * * 


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- 

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. 

* * * 


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, 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. 

* * * 


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 


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 

The Metropolitan is an 1800 seat house, 
situated on Pennsylvania Ave., Baltimore. 
Bernard Depkin will continue as the house 

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. 


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. 


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 

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 


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. 

* ^ ♦ 


have titled the Embassy picture, "Play- 
things," and will probably be retained to 
title all this company's productions. 

* * * 


completed "Heads Up," a comedy melo- 
drama of a South American revolution for 
F. B. O. 

* * * 

performers are appearing in support of 
Lillian Rich and Eugene O'Brien in Pro- 
ducers Distributing Corporation's "Simon 
the Jester." 

% % ^ 

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." 

* # * 


steel is being built at the Hollywood Stu- 
dios where Stromberg, Hoffman, Sebas- 
tian, Melford and Frances Marion make 
their Prod-Dis-Co. pictures. 


San Francisco will appear in Emory 
Johnson's "The Last Edition," which he 
is producing for F. B .O. 

% ^ ^ 

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 

* * * 


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. 

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. 

* % % 

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- 

=:< * * 

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 

♦ ♦ 

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. 


Associated Exhibitors, How r ard 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- 

"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 

* * * 


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. 


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. 

* * * 

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 


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. 


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- 

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. 


Ufa Films Photoplay. Scenario, Thea von 
Harbou. Adapted from Norse myth and 
Richard Wagner's opera. Director, Fritz 
Lang. Length, about 9,000 feet. 


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 

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 

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. 


Paramount Photoplay. Adapted by Sada 
Cowan from Bulwer Lytton's stage play, 
"The Lady of Lyons." Director, Howard 
Higgin. Length, 5,904 feet. 


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 

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- 

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 

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 


Columbia Picture Corporation Photoplay. 
Scenario, Douglas Daly. Director, Reeves 
Eason. Length, 5,184 feet. 


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 

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 

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 

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 


Banner Productions Photoplay,. Adapted 
from Izola Forester's novel "Salvage." 
Director, Scott Dunlap. Length, 6,000 feet. 


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. 


Rayart Pictures Corporation Photoplay. Au- 
thor and Scenarist, Arthur Hoerl. Di- 
rector, Duke VVorne. Length, about 6,000 


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- 

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 

September 5, 1925 

Page 69' 


Universal-Jewel Photoplay. Author, Edgar 
Franklin. Director, William Seiter. Length 
6,630 feet. 


Thomas S. Bedford Reginald Denny 

A "? Ia Stone Marion Nixon 

„ aure Pauline Garon 

? enr y ' ■ 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. 

f jpHIS 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" 

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 

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. 


Tiffany Productions Photoplay. Adapted 
from David Graham Phillips story "Garlan 
&■ Company." Director, James C. McKay. 
Length, 6,500 feet. 


Alice Garlan CIaire windsor 

Fred Garlan Eugene O'Brien 

Helen Ralston CIaire Adams 

Mrs. Kendall Edith Yorke 

Esther Hamilton Eileen Pe 

Harrison Morrill Anders Rando f f 

Jim Hamilton Robert Qber 

Fred Garlan is a prosperous manufacturer married 
° ( a 5 lo thes-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 "' mi t oi Fred ' s who has ac- 

cepted cables from the villainous woman trapper, 

nt°, ^ Ev ^ tUa,y u AIi ^ 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 ° m P a "y Mor ri" 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 

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 /, A e 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 

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. 



Paramount Photoplay. Adapted by Tom 
Geraghty from Booth Tarkington's story- 
Director, Alfred E. Green. Length, 7,350 


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 

Perhaps the most thrilling shots depict 
Tom in the act of taking French leave from 
the prison, and show him confronting Mor- 

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 

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 


Fox Photoplay. Author, Winchell Smith. 
Scenario, Edfrid Bingham. Director, Vic- 
tor Schertzinger. Length, 7,264 feet. 


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- 

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. 



Davis Distributing Division Photoplay. 
Author, Finis Fox. Scenario, William 
Lester. Director, J. P. McGowan, Length, 
4,950 feet. 


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 

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. 


F. B. O. Photoplay. Author and Scenarist, 
James Bell Smith. Director, Jack Nelson. 
Length, 5,800 feet. 


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- 

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 


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 

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, 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 


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. 


"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 


— 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. 


with nine years' experience in big houses. Married. 
Wants to locate at once. Address Operator, Box 
282, Mason City, Iowa. 



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 


cAjfiliaied with Jfolel 3£i4lpin 



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 

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. 

CHAIRS, some upholstered. New goods made on 
contract to fit. Bankrupt stock, at a big saving. 
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, 

ELECTRIC SIGN "LYRIC": Double faced, 
ready to hang; cost $100. Spot cash $50. J. P. 
Redington, Scranton, Pa. 


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 

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. 

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. 



Guaranteed Service — Good Work — Popular 
Prices — Send for Trial Order. 




Mailing Lists 

"'ou increase sale* 

Send for FREE catalog e-Wtm; 
co an ta an dprlceson classified namtc 
of yourbeat prospective cnatomera* 
National, State. Local- Individoala, 
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A ocus i icKrrr ROLL ( ™ D) rOLpED 


CHICAGO, ILLINOIS best eor the least money " quickest delivery correctness guaranteed 

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" 






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? 




^rade REVIEW 

9he Business Paper of the Motion Ticture Industry 



AN ALLAN DWAN Production 6 paramount Cpidure 


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. 


121 East 4th St. 

120 W. 42nd St. 

329 S. Wabash 

250 Stockton St. 

2106 Broadway 

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 




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Charles Puffy. A crowded thousand feet of spontaneous, 
side-splitting mirth in every reel. 


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. 


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. 


Page 2 

Exhibitors Trade Review 



Independence and Liberty 

for Real Showmen 

VITAL'S Slogan— "Th e Exhi bitor Be Pleased" 


Will serve you with 

Davis Distributing Division, Inc. 


"Better Pictures for Less Money" 


3 Super Specials 
30 Features 
12 Comedies 
10 Episode Serial 

3 "Fragments of Life" 



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: 


'The Merry Widow 1 is a 
whale of a picture" 





in Trstdc 

Watch for announcement of first 
issue date— in this space next week 

Page 6 

Exhibitors Trade Review 

**** Honed 



The screen is about to see 
the most stirring picture that 
has ever been photographed 



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 
Directed by 


Produced under the supervison of 


Members Motion Picture Producers km Distributors of America Inc.~Will Hays Pmidtnt 


< Foreign Rights Control lt-d bu V 
Firai Kamrul Pictures Inc. 
3 S3 Maditon Avenue. New 

Scenario by JOSEPH POLAND 

Photographed by ROY CARPENTER 
Editorial Direction MARION FAIRFAX 


SCP I ! 1925 


9hafc REVIEW 

9he Business Paper of the Motion ftcture Industry 


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- 

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 

Page .10 

Exhibitors Trade Review 

Machinery Inadequate To Enforce 
Connecticut's Tax Law 


SCENE: The Connecticut State Legislature. 
Time: 10 A. M. on the day before the Legislature closed its 

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- 

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- 

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 

"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- 

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 

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 


September 12, 1925 

Page 11 

Jos. M. Seider Presents 



| 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- 

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- 
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 

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 

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 

* * * 


The distributor warrants that this con- 
tract conforms in every respect and detail 
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 

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. 

Release Number 
Title of Production 

No. of Reels 
Play Dates 
No. of days 

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 


(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) 

hereto have hereunto set their signatures 
and seals this day first above written. 

Approved; for the 

Distributor. . . .-. .day of 19 

* * * 


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 

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 

(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 

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 

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 

(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 

(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. 


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- 

"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. 


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 

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 

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. 


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 

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- 

"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." 

* * * 



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. 

* * * 


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 

Page 14 

Exhibitors Trade Review 


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 

"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 

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 

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 

"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 

"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 

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 

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, 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 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. 


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 


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. 
f T' 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- 

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 + 


"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- 


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. 

* # * 


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. 

r F , 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 

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- 












Not an Encyclopedia or Book 

— BUT— 







1520 Broadway, New York 







Page 16 

Exhibitors Trade Review 


Was First Editor of Pathe 

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 

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. 

* * * 



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- 

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. 


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 Ingram to Make 

\ Another Abroad 


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- — — ■■ — ■■ — ■■ — ■■ — ■■ — ■■ — ■— — — — — ■■ — ■■ — ■■ — 


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." 
* * * 



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. 


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. 
* * * 


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 



Harold Lloyd gwp 

THIS ONE. Mr. Lloyd is certainly en- 
titled to feel proud. One is never al- 
lowed to stop laughing until the end." 


"A wow! . . Chock-a-block with laugh- 
ter. . . . Crammed with gags. THE 


"The biggest Lloyd has had. IT IS A 


"A great box-office bet — a combina- 
tion of laughs and thrills that will move 
any audience to cheer and cry with it. 


"Even the most frozen-faced patron 
will find himself rocking with laughter. 1 


"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 
You can bank on it to do capacity 




"Lloyd's funniest picture. A sure-fire 
knockout. WILL MAKE A WOOD* 


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 


Harold Llcpdotp 

iai old Llojd 


°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, 

It's the 'Brightest TtotinKle from 
the Screen's Biggest Start 

Page 18 

Exhibitors Trade Review 





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 


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 

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 

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 
to the 

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 


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 

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 


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? 



If They Sing the Song, They 
Will See the Picture 


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 

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. 


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 


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 

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 


$500.00 for the Best Answer 
to "What Is A Freshman?" 

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 

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 





Greatest Comedy by the Same Name 

I * I 




Page 22 

Exhibitors Trade Review 


Made to Order for "The Freshman" By 
Goodman and Suss, Rochester Clothiers 


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- 

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 

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 

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. 


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 — 


Exploitation Editor, 
Exhibitors Trade Review. 

Please get the Goodman and 
Suss tie-up working for me. 1 
will show "The Freshman" on 


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- 

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 

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 

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 

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 



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 

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. 



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 



Harold Uoydorp 

National Tie Ups 

and Merchant Co-operation 





Page 26 

Exhibitors Trade Review 



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 

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 

Every Lover 
of Sports 


Athletic Equipment 

It x the Best in The Wotld 

Thos E Wilson &Co. 

Athletic Sporty/** 



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 

September 12, 1925 

Page 27 


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. 


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 

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 

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 

+ -„„- 


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 th f 
""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 

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- 

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? 


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- 

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 

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- 

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. 



"The Freshman" 

Next Week 
Globe Theatre 

How Many Lloyds in this Picture 


Street Car Fronts and Side 
Frames in Hotel Lobbies 
Heralds distributed in Hotel 
mail boxes 
Cards in Hotel Rooms. 

Telephone Message Teasers 
College and High School 
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 

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 

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* 


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 

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 

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 

You will 



Harold Lloyd in 
"The Freshman" 
is Funnier Than 

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 




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 

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 

A Pafhe Picture 



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 


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 

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 

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- 

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- 


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- 


Crandall Company the tremendous buying 
power and prestige that naturally accrues to 
so huge a consolidation of exhibitors' re- 

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- 

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 

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 

* * * 



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. 

* * * 


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. 


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 

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 

* * * 

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 

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- 

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, 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. 

* * * 


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 


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 

"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- 

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- 

The picture will be listed as 
a Gold Bond Special on the 
1926-27 program. 

19 Fox Films 

Ready For 

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- 

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- 

John Griffith. Wray has completed "The 
Winding Stair," from A. E. W. Mason's 

Emett Flynn's version of "East Lynne" is 

Reginald Barker has finished his initial 
picture for William Fox, "When the Door 

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. 



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 % 


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. 


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 


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 

* * * 

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 

^ ^ * 



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 will 1 be the first time 
that films of this nature have been added 
as regular attractions to the Hippodrome 


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. 


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 

* * * 

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- 

* * * 

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. 

* ♦ ♦ 

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 



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. W T alters, 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 

* * * 

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. 


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. 

$ $ 


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. 


Merchant of Weenies Bischoff 
Hollywouldn't Bischoff 
Spooky Spooks Bischoff 
Oil His Beat Educational 
Wild Beasts of Borneo 

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 


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 

What Others Think 


"I can say with great gratification 
that Red Seal product has been 
consistently fine and a delight to 
my audiences." 

729 Seventh 

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 

♦ ♦ * 

"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" 


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- 

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" 


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. 

* * * 


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- 

* * * 

"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 

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. 

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 



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 

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 

^ % % 

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'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. 

* * * 


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- 

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. 
* * * 


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, 



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 

"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- 

"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 

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 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 P ears So ap Co., Ltd. 

rl? ♦ ♦ 


Century Film Corporation announces the 
release through Universal exchanges this 
week of the two-reel Century Comedy, 
"Crying For Love" made with Eddie 

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. 


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 

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 


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.. 


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 

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. 


William Fox Photoplay. Adapted by Edmund 
Goulding from the stage play by Henry 
Wall. Director, Rowland V. Lee. Length, 
9,283 feet. 


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 

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. 


First National Photoplay. Adapted from 
Richard Washburn Child's story, "The 
Game of Light." Director, Charles Hines. 
Length, 6,850 feet. 


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 


Patheserial. Scenario, J. F. Naiteford. Di- 
rector, Robert F. Hill. Length, Ten Chap- 
ters, two reels each. 


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- 

"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 

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. 


Metro-Goldwyn-Mayer Phoioplay. Adapted 
by Waldemar Young from Tod Browning's 
story. Director, Tod Browning. Length, 
6,147 feet. 


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. 


Universal Photoplay. Adapted from Harold 
Shumate's story, "Red Lawn." Director, 
Clifford S. Smith. Length, 4,661 feet. 

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 

THIS "Blue Streak Western" should please 
young and old in any community where 
folks are thrilled by red-blooded, actionful 

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 

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 

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- 

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 

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 


Producers Distributing Corporation Photo- 
play. Author, Ernest Pascal. Scenario, 
Leonore Coffee and Eve Unsell. Director, 
Rupert Julian. Length, 6,084 feet. 


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 

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. 


Universal- Jewel Photoplay. Authors, Harry 
Pollard and Byron Morgan. Director, Harrv 
Pollard. Length, 7,238 feet. 


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- 

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- 

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 


Paramount Photoplay. Adapted by James 
Creclman from Coningsby Dawson's novel. 
Scenario, Forrest Halsey. Director, Allan 
Dwan. Length, 7,001 feet. 


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 

* * * 

Happy Hour Theatre has purchased 

* * * 

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. 

* * * 



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 



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 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, 

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. 

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 

National, Btoto.T^cal-Jndivldoala, 
Ftofaaalons, Business Firms. 


St Louis 

Classified Opportunities 

Rate 2 Cents a Word — Cash With Copy 

At Liberty 


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. 


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. 


"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. 


The Motion Picture JUview 
•f the Orient 


"CINEMA" is the only picture publication 
circslating throughout tfce Orient. 



For Sale 

FOR SALE — Underwood Typewriter, 16 inches. 

Will consider an exchange. Write Box H. S., Ex- 
hibitors Trade Review. 

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. 

CHAIRS, some upholstered. New goods made on 
contract to fit. Bankrupt stock, at a big saving. 
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, 

ELECTRIC SIGN "LYRIC" : Double faced, 
ready to hang; tost $100. Spot cash $50. J. P. 
Redington, Scranton, Pa. 


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 

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. 

Guaranteed Service — Go6d Work — Popular 
Prices — Send for Trial Order. 











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" 



Sejvjve t t 


Alice T>av 

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 

Look at these new Alice Day comedies at the nearest 
Pathe exchange. When you get through laughing you'll 
sign 'em up. 





^rade REVIEW 

°the Business Paper of the Motion Victure Industry 



Victor Flemings great production 


Screen play by Anthony Coldewey 

A Son of His Father 

d <© Cparamount Cpieture 

September 19, 1925 THIS ISSUE 8,000 CopieS Price 20 Cent 8 


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 



Independence and Profit 

Super Feature 

Starring John Lowell and 

Evangeline Russell 

Arabian Nights Super Special 

"Tales of a Thousand and 
One Nights" 


Super Special 


Being produced by and with 


Super Feature 


(Working Title) 

By Clarence Buddington Kelland 
With John Bowers, Dan Mason, Marguer- 
ite de la Mote, Allan Hale 



Pictures from the Novels of 


Ready — - 

"My Neighbor's Wife" 
"The Gold Hunters" 


Frontier Features 


"Warrior Gap," "Fort Frayne" 
"Under Fire," "Tonio, SonoftheSierras" 
"A Daughter of the Sioux" 



and her intelligent horses 

"Star" and "Beverly" 

Ready — "Tricks" — Next — "Three Pals" 

Secret Service Stories 


"The Thrill Girl" 

Ready — "Peggy of the Secret Service' 


Productions Starring 



TARZAN, "King of All Horses" 
Ready — "$50,000 Reward" — "Fighting 
Courage" — "The Demon Rider" — 
"The Haunted Range" 



Ready — Seven Pictures 


Kid Komedies « 

"The Doin's and Disasters 
of Young America" 

(Released Every Other Week) 
Six Ready 


Comedies of 
(Released Every Other Week) 
Six Ready 

Episode Serial 
Ben Wilson and Neva Gerber 



Now Ready 

Society-Athletic Features 


Ready— "Hills Aflame"— "Youth's 

Episode Super-Serial, Nationally 
Advertised and Exploited 



Ben Wilson and Neva Gerber 

For Fall Release 

Two-Reel Herrick 
Unique Featurettes 

"Tales Told Without Titles" 

Four Now Ready 

"Better Pictures For Less Money" 

J. CHARLES DAVIS, II, President 

218 West 42nd Street 

New York, N. Y. 

oA Great 'Daily Newspaper 


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. 


[And one of many you won't want to miss] 

Monday, October 5 

for the Whole Film Industry 


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. 



$5 a year 

Page 4 

Exhibitors Trade Review 

- all roads in Newlfbrk. 
led to the Capitol Theatre 
Sunday- where 


"GRAUSTARR a love stonj of 

to-day, was voted by the great crowds as 
being one of the greatest pidures ever made. 

■Presented by 



scttin vcmon by FRANCES MARION 


Vvdhte iy ETHEL T. CHAFTIN, Msistatt Director WILLIAJ4 "COWAN 

A liul 

Portion Rjghu Conuolk-d t 

Members of Motion Picture Producers *nd Distributers of America Inc^-Wlll Hays 


trade REVIEW 

9he Business Paper of the Motion Before Industry 


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 

* * * 

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 

Page 8 

Exhibitors Trade Review 

Irving G. Thalberg 

Hunt Stromberg 

Harry Rapf 



New Contract For 


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 

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. 

* * * 

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. 


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 

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- 


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 

September 19,1925 

Page 9 


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- 

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 

* ,i * ; * , . 

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. 

* * * 


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 


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 $2.16 l / 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 


'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. 



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 

* * * 


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. 


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- 

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 W T on't Tell," the fourth episode 
of the Mazie series. 

* * * 


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 


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!- 

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 

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 


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- 

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 

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. 


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. 


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 

London Office and Eight Branches 

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 

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- 

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 

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. 
* * * 



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 

THIS ONE. Mr. Lloyd is certainly en- 
titled to feel proud. One is never al- 
lowed to stop laughing until the end." 


"A wowl . . Chock-a-block with laugh- 
ter. . . . Crammed with gags. THE 


"The biggest Lloyd has had. IT IS A 


"A great box-office bet — a combina- 
tion of laughs and thrills that will move 
any audience to cheer and cry with it. 


"Even the most frozen-faced patron 
will find himself rocking with laughter. 


"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 
You can bank on it to do capacity 




"Lloyd's funniest picture. A sure-fire 
knockout. WILL MAKE A WOODM- 


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, 
roared, and mopped their eyes. 

It's the brightest ttvinKlejYom 
the Screen's TMggest Star! 

A Pafhe Picture 


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 

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 

* * * 


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. 


x'aul Whitcomb has been engaged by 
Whitman Bennett, to take charge of the 
Glendale Studio, as Manager. 

Page 18 

Exhibitors Trade Review 


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 : 


| 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 


Mrs. G. Lawrence Wood, of Tulsa, Okla- 
homa, was winner of the second prize, a 
choice of two trips to Los Angeles or Miami. 


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. 


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 

"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. 

* * * 


Fred Schuessler has been appointed cast- 
ing director at Universal City to succeed 
Fred Datig, resigned. 

* * * 


Matt Moore has been selected to play the 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 


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 

* * * 

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. 

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. 

* * * 


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. 

* * * 


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 

* * * 

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 

* * * 

LTLYAN TASHMAN. one of the fp a - 
tnred players in Marshall Nei'an's "The 
Sky Rocket." designed most of the gowns 
she wears in the production. 

* * * 

Llovd) will make her return to the screen 
i*i "T^e Two Soldiers." a Sntwday Enen- 
;-* n F> r <-* ■ ct^rv *>v w n<7h Wilev, which 
p^oe^red under the tit He, "The Spoils of 

* * * 

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." 

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- 

* * * 

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- 

* * * 

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 


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 

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. 


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 

* * * 


"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. 


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. 


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 



"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. 

* * * 

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." 


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. 

3rd. — A exceptionally fine 
showman's title: 

4th. — A well-known producer 
of successful pictures: 

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 often * * ~ ~ cidapted by Benjamin Qlazer 

A liiat national Picture 


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 

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 

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 

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. 


T last the 
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 


Raymond Griffith, as snappy as they come, 
as "Oscar" in First National's film, "Fine 

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- 

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 

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. 



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 


Percy Marmont as "Peter' 

Lewis Stone, as Earl of Denham 

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 


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. 


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 


^tine Ciothes" 

At the $tt>and 

all ihts uOeek^ 


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 




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 


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 


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. 


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 

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." 


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 


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 

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". 




Another dramatic bombshell by 
the man who made "'Why Men 
Leave Home" and "Husbands and 
Lovers" — 





Cu No. 21 

Lewis Stone, Percy Marmont, 
Alma Rubens, Raymond Grif- 
fith, Eileen Percy, Wm. V. 

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. 

* * * 



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. 


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 


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 

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 

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 


fitratid "theatre 



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- 

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 

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 

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- 



Fine Clothes 

'JHoxjO platfttMf at the Qtrand 

Omar Pearls 

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 



















! 1 


























t>s 1 
















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. 



i— Famous movie producer whose 
first name is Louis B. 

6 — Popular First National movie di- 
rector who directed ''FINE 
11 — Positive terminals of electric bat- 

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 

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 

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 



















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 




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! 




Just Arrived 
from Hollywood 



Er3 included 



CLOTHES" 1 Clothes" 



That's when 


is indispensible 
Store Name 

&a The picture will play h 

g s 

1 all week at the Strand 




fn-^ibh HAIR NETS 

Excellent When Motoring 
On Sale at Store Name 













The Finery of 




"Fine Clothes" 






is incomplete 

Vanity Fair 




Exquisite— CAPPI 




For the lady who 
"Fine Clothes" 

Get It At Store Name 




Your Taste in 
Clothes — 
The "GGG" Brand 

Will Meet It— 
'Fine Clothes" Only 

Store Name 











September 19, 1925 

National Tie-Up and Exploitation Section 

Page 33 



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- 

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- 

. 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 

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. 



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 

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. To f 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 

It sure is a great little sheet, and 
the exhibitor that does not refer to 
it before playing the picture loses 

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." 



hiki na 


Riches vs. Poverty 

Beauty's Problem 



* • 

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. 


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 



%Yhrt A/f fttiJTil 

JlJLLi.JL IVA ^OC/Cvlll 



MKT 9 



6} rom the famous stage play "fashions for Men" by .FRANZ MOLNAR 


dirt Director CEDRIC GIBBONS 

Cameraman FRANK. GOOD 

Jsst. director. .............. SIDNEY ALGIER 


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 



A Hut national Picture 

Members of Motion Picture Producers mi Distributors of America lnc.~Will Hays Jhtsident 

n %if^Greatest Thrill 9 ' 
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 

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 

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 


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 *— «■ 


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 


Page 38 

Exhibitors Trade Review 

News of Exhibitor Activities 



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- 

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 

Dave Bader, special representative for 
Carl Laemmle, cooperated with the ex- 
change executives in arranging the party 


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. 
* * * 

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. 



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. 


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 

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. 

* * * 


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 


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- 

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?" 

* * * 


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. 

# * * 


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, Niagara 1 
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- 

(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 

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 

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 

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 

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 

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 

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 inte