Exhibitors Herald (Dec 1922 - Mar 1923)

2(1 EXHIBITORS HERALD January 20, 192. "Third Alarm" Brings Cheers From Broadway Patrons New F. B. O. Special Given Premiere at Astor Theatre; Growds Turned Away at Opening By JOHN S. SPARGO {.New York Editor, Exhibitors Herald) NEW YORK, January 9. — Two things were demonstrated at the Astor theatre last night. One is that the clang of the fire engine and the hoof beats of the fire horses in their wild dash to a fire strikes a sufficiently responsive chord to bring cheers from an average Broadway audience. The second is that Emory Johnson has made for F. B. O. distribution a film offering which brings these cheers not only once but many times. THE occasion of the demonstration was the premiere of "The Third Alarm," which the F. B. O. officials have put forward as their most pretentious production. The enthusiasm of the big audience would make it appear that the judgment of the distributors has not been misplaced. The production is prolific in exploitation angles and these had been used to such good advantage by Nat G. Rothstein and his aides lohnny Walker and Ralph Lewi* in a tense scene from "The Third Alarm," the Film Booking Office special production. that the theatre was filled and many persons turned away long before the beginning of the showing. Many in the audience were famousfiremen who have heard the fire gong and answered it for many years. Many others were leading exhibitors from this section of the country and New England to whom the gong sounded like the jingle of cash in their box offices. The remainder of the audience was made up of just plain, people who received an hour and a half of excellent entertainment interspersed with enough thrills to last them for some time. Monday night was a big night for F. B. O., an infant company in the socalled infant industry, which has been able in the short period of ten months to reorganize and offer such special productions as "The Third Alarm." Cobe Directs Presentation Among the crowd that filled the Astor theatre to over-flowing long before the commencement of the evening's entertainment was Fire Commissioner Thomas J. Drennan, and many other fire department officials who saw depicted on the screen deeds of valor similar to those performed in the actual work by firemen. The presentation, under the direction of Andrew J. Cobe, was worthy of the production. The prologue was a firehouse scene with a quartette singing appropriate songs. This was interrupted by the ringing of the alarm and the scene faded into the opening of the film with clanging gongs, hoof beats of horses and the crackling of flames accompanying the feature. The remainder of the program consisted of a Mr. and Mrs. Carter DeHaven comedy, "A Ringer for Dad." Lichtman Organizing Special Field Force To Assist Exhibitors (Special to Exhibitors Herald) NEW YORK, Jan. 9. — A special force of sales representatives to work in the field and act as aids to exhibitors when such need may arise is ln?ing developed by Al Lichtman Corporation. The force, at present, consists of five men, all of long experience in motion picture sales methods. They arc I. con D. Netter, Edward Grossman, Foster Moore, Joseph Klein and V. P. Whitaker. The last two have just been added to the company. These special representatives will have duties taking them into every section of the country. Netter is in the Iowa-Nebraska territory, where A. H. Blank controls Lichtman distribution; Grossman is in St. Louis, where the Skouras Brothers own the franchise; Moore is in Chicago, where Celebrated Players handle distribution; Klein has been dispatched to Cleveland, the headquarters of the Charnas organization, while YVhitaker's first assignment will be Washington and, ultimatelv, Atlanta and New Orleans. Gets Post as Manager of Universal Exchange (Special to Erhibitors Herald) SALT LAKE CITY, UTAH., Jan. 9. — Robert Epperson, who started as a poster clerk in the Universal branch here six years ago has been appointed manager of the exchange by Edward Armstrong, assistant general manager. He is probably the youngest manager of a Universal exchange in the country. Mr. Epperson succeeds F. L. McNamee, who is returning east. Is Made Head of Plant Laboratory of Goldwyn (Special to Exhibitors Herald) LOS ANGELES, Jan. 9.— Roy H. Klaffli started in the business twenty years ago as a projection machine operator. Today he is head of the photographic department and laboratory of Goldwyn having signed a long term contract with that firm. First National Gets New Coogan Produc "Daddy" and "Toby Tyler" t. Be Booked on Open Market Basis (Special to Exhibitors Herald) LOS ANGELES, Jan. 9.— Jacki Coogan's productions will continue fo some time to go through First Nationa all rumors to the contrary. * Predicts Large Gross Sol Lesser has just announced consum mation of negotiations whereby the tw new Coogan features, "Daddy" an "Toby Tyler," will be handled by Firs National on an open market booking ba sis. Each of these specials should gros $750,000, says Mr. Lesser. "Daddy" was made from an origin; story which was directed by E. Maso Hopper. It will be published in Marcl "Toby Tyler" is based on the widel read circus story and was directed b Eddie Cline, who handles the megaphon on all Buster Keaton comedies. This lat ter picture will be published in June. Irving Lesser Goes East The deal for these two new Coogai productions was entered into during th recent First National meeting on th Coast and was completed immediatel upon the return of the company's execu tives to New York. Irving M. Lesser has returned to Nev York where he will handle the genera distribution for the new productions a well as pilot distribution for all of th former Coogan pictures. United Artists Export Official to Go Abroac (Special to Exhibitors Herald) NEW YORK, Jan. 9— Because foreig business of United Artists has develops so rapidly that additional facilities fo d i s t r i bution of product must be devised H. Wayne Pierson, assistant general manager of the foreign department will sail from Seattle Sunday, bound for the Orient on a tour of inspection of foreign offices. H i s itinerary will include Russia, Japan, China, the Straits Settlements, India. South Africa, Egypt, Phillipine Islands, Australia an other points. Its quota of prints to th Orient has doubled within the yea United Artists Corporation declares. H. Wayne Pierson Pathe Serial Chief to Make Business Surve. (Special to Exhibitors Herald) NEW YORK, Jan. 9.— E. 0. Brook manager of Pathe serial sales has left Ne York for an extended visit to Pacific Coa: key cities to be gone ten weeks, or longe He will make a detailed investigation c trade conditions in that territory. His headquarters during different perioc will be the Pathe branch offices at Lc Angeles, San Francisco, Portland an Seattle. He plans to confer with leadin exhibitors of those sections.