Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD imHHiiimuuoiu " [ OF PICTURES OF THE WEEK Jiiilliilliimiiiiiniiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiii minimi r t u ■ r 1 1 1 1 1 1 h u 1 1 1 1 1 m n n u m i : : ; n u 1 1 1 1 m h e < i i u a 1 1 1 1 1 1 1 n I ! 1 1 1 n i n r ! : i l : 1 1 r n 1 1 1 ] 1 1 n 1 ! m 1 1 1 1 1 1 1 1 1 l 1 1 1 1 1 1 1 1 4 11 1 1 1 1 J I i [ I M : 1 1 1 1 1 n i ] ■ t l J J < e 1 1 s i [ i l j i : g l 1 1 1 1 1 1 1 REDUCED admissions, more than any other one cause, have been responsible for such failures as have occurred in the exhibiting business. To the generally healthy condition of the industry, rather than to any other circumstance, must be attributed the exceptionally low percentage of these failures. The reasoning which leads an exhibitor who is temporarily frightened by dwindling patronage to reduce his scale of admissions is simple and. so far as surface appearances go, logieal. It springs from economy, hinges upon conservation, operates by way of reduction of output and income. One reduction aggravates the other, the result being a general decline in ledger accounts eventually approximating zero. Exactly the opposite' course has exactly the opposite effect. When patronage slumps, as it is bound to do at times, that is the cue to increase admission prices, advertising and expense. Build a better show. If that is not possible, build a longer one. Advertise it as never before. Charge a higher admission. People respect a purchase according to the price they pay for it. That is an apparently arbitrary but an invariable rule. It is founded upon human nature. Exhibitor successes that stand out from the mass are largely clue to its observance. "THE MYSTEBY OF THE YELLOW BOOM" (Bealart) should be used as the initial Bealart production by exhibitors who plan to make this schedule a permanent feature of their program. It is mystery drama of the best sort, logical, mystifying, well plotted and interesting from beginning to end. Emile Chautard directed and his name is featured. A well chosen cast carry out his instructions to excellent effect. "COUNTERFEIT" ( ParamountArtcraft) is substantial and entertaining drama of the Elsie Ferguson type, yet a distinct improvement over her past half dozen or more publications. It has more plot body, more action, yet contains the fine atmosphere and eye-filling settings and costumes that have characterized all of her pictures. It should score an unqualified success. "A FUGITIVE FEOM MATRIMONY" (Jesse D. I lainpton-Bobertson-Cole) provides something new in H. B. Warner vehicles. It is comedy-drama, with the first section of the hyphenation heavily stressed. That the star, with the able assistance of Seena Owen and a capable cast registers complete satisfaction in it is a tribute to his acting ability. "THE ISLE OF CONQUEST" (Selznick-Select) maintains the high standard of Norma Talmadge pro ductions. The star appears to excellent advantage in a play admirably suited to her talents. Edward Jose directed, and his long career has brought the screen no better work. "DAWN" (Pathe) bears the mark of J. Stuart Blackton's handiwork. It is produced with the usual care and attention to detail which is his specialty. Sylvia Breamer and Robert Gordon, son of the well known Julia Swayne Gordon, are the featured players. Both make capital of the material given them. "'LASCA" (Universal) provides food for thought. It is a picturization of a poem, and poems have been touched upon but lightly by picture makers to date. Edith Boberts and Frank Mayo have the chief roles. The story is doubtless familiar. It has been done in characteristic Universal style. "ANNE OF GBEEN GABLES" (Realart) will amuse and entertain any and all types of theatregoers. It is small town fiction of the best type, and has book history that argues well for its patronage. Mary Miles Minter, if she continues in the manner of her first Realart production, will make her publications popular and profitable. "IT PAYS TO ADVEBTISE" (ParamountArtcraft) in addition to being a very fine Bryant Washburn comedy, holds unusual advertising and exploitation possibilities. It should be booked for a long run, exploited extensively and presented with suitable supporting features. It justifies such a procedure. "THE TOWER OF JEWELS" (Vitagraph) should fulfill expectations built up by "The Climbers" the recent Corinne Griffith-Vitagraph success. It is a crook story, but of the better class, admirably executed in all departments. "FIGHTING CBESSY" (Jesse D. HamptonPathe) brings Bret Harte's widely read book "Cressy" to the screen without loss of the entertainment qualities which made it popular. Blanche Sweet is the star and is well qualified for the work in hand. The play is well produced and should satisfy completely. "THE STEEL KING" (World) stars Montagu Love and June Elvidge in a play typical of the World studios. Both players perform with characteristic ease in roles well suited to their abilities. It is a story of love, men, money and revenge, and should please where plays of the jiature are the order of things. iiiM<iiitmmiiHiiii<tiiiiiii<i,r 78