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March 19, 1927
EXHIBITORS HERALD
57
BOX OFnCE TICKER
%e HERALD System for determining the definite attraction values of Motion pictures
Don’t Let
The Breaks Break You
Don’t let the breaks l)reak you. Figure them into the bargain. Use ■‘The Box Office Ticker.”
Exhibitors’ “What the Picture Did for Me” reports tell both sides of the story. The percentage rating tells what the picture did. Accompanying comment tells tvhy. Only the percentage ratings — telling what the pictures did in spite of bad luck and good — are compiled to produce “The Box Office Ticker.”
“The Cohens and Kellys” did 80 per cent of house record business in the 16 exhibitions reported with percentage ratings. You don’t care ivhat those 16 house records are; you know what yours is. It wouldn’t help you to know what “breaks” the picture had in those 16 engagements; because you can’t know what breaks you’re going to have with it. You do know that you stand to make more money with that picture regardless of breaks than any other picture among the 66 listed.
Look up a certain type of story, a certain company’s product, a certain star’s pictures, in “The Ticker.” It’ll tell you what that type of story, brand of pictures or star’s vehicles are worth against the breaks. Figure that knowledge into your bargain when you buy.
Individual reports containing percentage ratings, obtained by exhibitors as explained in Editor’s Note on page 47, are published as received. When 10 exhibitors have reported on a picture, individual ratings are added and the total is divided by the number of ratings to produce the current gross average.
THE COHENS AND KELLYS (U.)
LADDIE (F. B. O.)
THE BAT (U. A.)
THE ARIZONA SWEEPSTAKES (Fox)
THE TOUGH GUY (F. B. O.)
THE VOLGA BOATMAN (P. D. C.)
CHIP OF THE FLYING U (U.)
THE VANISHING AMERICAN (Para.)
SENOR DAREDEVIL (F. N.)
THE UNKNOWN CAVALIER (F. N.)
THE NIGHT CRY (W. B.)
ELLA CINDERS (F. N.)
UP IN MABEL’S ROOM (P. D. C.)
THE CAMPUS FLIRT (Para.)
LONE HAND SAUNDERS (F. B. O.)
THE QUARTERBACK (Para.)
THE SON OF THE SHEIK (U. A.)
WE’RE IN THE NAVY NOW (Para.)
THE BLACK PIRATE (U. A.)
FOREVER AFTER (F. N.)
THAT’S MY BABY (Para.)
UPSTAGE (M-G-M)
BROWN OF HARVARD (M-G-M)
SWEET DADDIES (F. N.)
BEHIND THE FRONT (Para.)
THE TWO GUN MAN (F. B. O.)
SUBWAY SADIE (F. N.)
THE WANING SEX (M-G-M)
THE MIDNIGHT SUN (U.)
IT MUST BE LOVE (F. N.)
THE ROAD TO MANDALAY (M-G-M)
THE FLAMING FRONTIER (U.)
MEN OF STEEL (F. N.)
THE TEMPTRESS (M-G-M)
WILD JUSTICE ( )
WHAT HAPPENED TO JONES (U.)
THE WILDERNESS WOMAN (F. N.)
WAR PAINT (M-G-M)
TONY RUNS WILD (Fox)
TIN GODS (Para.) ,
PRISONERS OF THE STORM (U.)
OLD CLOTHES (M-G-M)
THE RUNAWAY EXPRESS (U.)
BATTLING BUTLER (M-G-M)
FORLORN RIVER (Para.)
SPARROWS (U. A.)
MARE NOSTRUM (M-G-M)
THE WALTZ DREAM (M-G-M)
PARTNERS AGAIN (U. A.)
PARADISE (F. N.)
POKER FACES (U)
THE BARRIER (M-G-M)
THE FLAMING FOREST (M-G-M)
PADLOCKED (Para.)
BORN TO THE WEST (Para.)
THE MILLION DOLLAR HANDICAP (P. D. C.)
MISS NOBODY (F. N.)
EAGLE OF THE SEA (Fox)
HER HONOR THE GOVERNOR (F. B. O.)
THERE YOU ARE (M-G-M)
THE BROWN DERBY (F. N.)
SO’S YOUR OLD MAN (Para.)
LA BOHEME (M-G-M)
THE CANADIAN (Para.)
BLARNEY (M-G-M)
THE MAGICIAN (M-G-M)
16
Reports
80.12%
16
((
79.06%
11
H
78.90%
10
<<
78.80%
10
77.50%
16
75.06%
10
«(
74.30%
22
n
72.72%
12
i t
72.08%
13
it
71.23%
12
<(
71.16%
14
((
70.21%
... 11
ti
69.09%
20
i(
69.00%
13
tt
68.00%
_..27
tt
67.26%
18
a
67.16%
20
it
67.05%
19
ft
65.94%
10
tt
65.00%
it
64.27%
13
it
64.23%
21
it
63.76%
12
it
63.16%
11
it
62.81%
18
if
62.77%
12
tt
62.67%
_..16
it
61.18%
12
it
60.42%
17
it
59.88%
14
ft
58.64%
14
it
58.35%
19
it
57.10%
10
it
57.00%
10
it
56.80%
13
tt
56.69%
11
it
56.64%
16
ft
56.62%
11
it
56.27%
11
tt
55.81%
15
it
54.13%
10
it
53.18%
12
it
53.01%
16
it
52.94%
14
it
52.71%
12
ft
52.41%
19
it
52.36%
11
ti
51.18%
10
tt
50.60%
11
ti
50.54%
10
tt
50.03%
11
tt
50.00%
11
tt
49.45%
10
tt
49.207o
13
tt
47.30%
12
tt
46.33%
10
tt
45.80%
12
tt
44.66%
10
tt
43.70%
10
tt
43.30%
11
tt
42.45%
11
tt
42.09%
13
tt
39.31%
12
it
38.13%
10
it
36.50%
11
tt
35.63%