Exhibitors Herald (1927)

March 26, 1927 EXHIBITORS HERALD 51 It’s Startling ((T 'p’g startling,” a new subscriber ^ writes, ‘‘to read: ‘27%. And excellent picture and drew good business.’” It is startling. But it is quite true that an excellent picture can draw “good business” without bringing in more than 27% of gross house record. (If it weren’t, how could a theatre operate between record-holders?) After a glance at “The Box Office Ticker,” however, the “startling” description is applied to that department’s accuracy and dependability. It can’t miss. THE WANING SEX: S^pecia! cast— 53%. February 19. This picture very jjood. Norma Shearer fine in her part. Lots of catchy gags but did not get any larger crowd out. Seven reels. — Scha-ghticoke Amusement Ass’n, Odd Fellows Hall, Schaghticoke, N. Y. — General patronage. THE TAXI DANCER: Joan Crawford— 65%. March 5. We can’t find any fault with Joan in this one, and the picture was pretty good. It at least depicted a side of life that is too often true in the city. A little too suggestive, possibly, for small town fans, a little indefinite at times, but, boy, the subtitles were snappy and right up to the minute. Paper fair. Good photography and print. Seven reels. — Wm. C. Griffith, Accola’s Bonham theatre. Prairie du Sac, Wis. — Small town patronage. THE SCARLET LETTER: Lillian Gish— 65%. February 22-23. Smooth direction and dramatic acting by both Miss Gish and Lars Hansen stood out all through this production. While some do not care for this type of picture, it cannot be denied that this production has a smoothness and class seldom equalled. Town of 4,000 ; 300 seats. — E. D. Miller, Y. M. C. A. theatre, Morenci, Ariz. — General patronage. THE TEMPTRESS: Greta Garbo— 25%. February 27. I thought this a good picture, but comments about 50% each way, so we are glad it’s all over. Metro does not hit as good here as they used to : unless we get a few better ones from them weTl not get them out to see any of their pictures, so we’d better look out, and Metro also. Eight reels. — R. Duba, Royal theatre, Kimball, So. Dak. — General patronage. WAR PAINT: Tim McCoy— 60%. March 5. This is an extra good Western Indian picture crammed with action that will please your patrons wanting thrills. Very well produced. Six reels. — B. C. Brown, Temple theatre, Viroqua, Wis. — General patronage. LOVE’S BLINDNESS : Special cast — 36%. February 27. Pleased a few women. Others did not seem to care for it. It’s a typical Glyn story. Seven reels. — A. G. Witwer, Grand theatre. Rainier, Ore. — General patronage. THE WALTZ DREAM: Special cast — 10%. December 29. Just another one of those nothings that people would pay more not to see than they would to see it. I think it is about as hard a knock on your house to run such junk as that as anything you can do, but when you have them bought and don’t know what they are you are up against it till you have seen them. Eight reels. — James A. Banks, Lyric theatre, Saratoga, Wyo. — Small town patronage. THE ROAD TO MANDALAY: Lon Chaney— 10%. January 18. A very good picture. I have had several tell me it was the best Chaney picture I have had here, and it is a good one, but I personally do not care for any of his pictures at all, although he is a wonderful actor. Seven reels, — James A. Banks, Lyric theatre, Saratoga, Wyo. — Small town patronage. THE MASKED BRIDE: Mae Murray— 20%. December 23. Now here is about the biggest piece of cheese we have had in a long time, and if we had to run many of this kind of pictures we would not be in business long. I cannot see why they make so many foreign pictures. We don’t need them, when we have so much better at home. Six reels. — James A. Banks, Lyric theatre, Saratoga, Wyo. — Small town patronage. BLARNEY : Special cast — 66%. March 1. Not much to this picture. Weak plot and too much fighting. Seven reels. — Hulda J. Green, Gem theatre, Greenriver, Utah. — General patronage. THE MIDSHIPMAN: Ramond Navarro — 50%, Another good one for Metro. This is a lively story of a boy’s experiences at a naval school. If all the world loves a lover, they’ll certainly love “The Midshipman,’’ even though they laugh at the embarrassing situations into which he stumbles. Wesley Barry, a fat boy and a Negro also provoke many a chuckle. Seven reels. — F. H. Whitted, Glendale theatre, Glenwood, Ark. — Small town patronage. THE UNHOLY THREE: Lon Chaney— 25%. March 5-6. A good picture, but did not draw for us. Had a fair attendance the first night but second night was almost a complete flop. Too many said they could not see through it. The ending is poor. And they sent us a poor print. Seven reels. — F. W. Kutil, Alex theatre, Alexandria, S. D. — General patronage. BATTLING BUTLER: Buster Keaton— 30%. February 5. Buster, your face is frozen, I know, or you couldn’t help laughing at yourself. This picture is a scream and the further it goes the funnier it gets. The heroine is simple and unadorned, quite a refreshing change from some of our overdone ones. Play this and advertise it if your house likes comedy. Seven reels. — F. H. Whitted, Glendale theatre, Glenwood, Ark. — Small town patronage. IBANEZ TORRENT: Ricardo Cortez— 15%. January 13. This is a very good picture and pleased all that saw it, but as usual, not many out. If the business is good at all it will please most all. Seven reels. — James A. Banks, Lyric theatre, Saratoga, Wyo. — Small town patronage. ZANDER THE GREAT: Marion Davies— 20%. January 4. Here is a very good one that pleased about 100% and has a real good story in it, just the kind we like to put up the pai^r for when we know what is coming. Seven reels. — James A. Banks, Lyric theatre, Saratoga, Wyo. — Small town patronage. THE UNDERSTA-NDING HEART: Joan Crawford— A real picture. Forest fire scenes were great, and the picture will hold any audience from start to finish. Rating 100%. Seven reels. — Earl Somerville, Opera House, Raymond, Minn. — General patronage. THE UNDERSTANDING HEART: Special cast — March 3-4. Very good outdoor picture. The picture would have been one hundred per cent better if the fire scenes had been done in color. Seven reels. — Leo J. Burkhart, Hippodrome & Grand theatres, Crestline, Ohio. — Small town patronage. THE FIRE BRIGADE: Charles Ray— February 27-28-March 1-2. This is a good picture but small town exhibitors who haven’t a fire department to sell this picture are going to learn the meaning of the word flop with a capital “F.’’ You can’t get a flapper within a mile of it. — Leo J. Burkhart, Hippodrome & Grand theatres, Crestline, Ohio. — Small town patronage. JOHNNY GET YOUR HAIR CUT: Jackie Coogan — March 3. This is by odds Jackie’s best show. It sure was a clever idea to use his hair cut to the advantage they did. There is a real story in this, with a horse race climax that looks like the real thing. The kids and the grown-ups liked Jackie very much in this one. It’s plenty good. Seven reels. — P. E. Morris, Regent theatre, Indianola, Miss. — Small town patronage. LA BOHEME: Special cast — Not a special but above program pictures. Did very fine business. Nine reels. — Mr. John Brown, Lyric theatre, Tulsa, Okla. — General patronage. LA BOHEME: Special east — Mr. Exhibitor, if you haven’t played this do not, for it’s the poorest picture I ever played on my screen. My patrons left in droves before it was half over. I only found three people that liked it. I had a good crowd the first night on the strength of John Gilbert and Lillian Gish, but this picture sure did ruin this town for these two characters. My comments were so bad they expressed themselves as though they were due their money back. — G. W. Belcher, Pick Wick theatre, Iowa Park, Tex. — General patronage. THE FLAMING FOREST: Special cast— Tliis picture was a knockout. I played it on Monday and Tuesday and did a good business. Step on it. Will stand all the advertising you can give it. Pleased everyone. — G. W. Belcher, Pick Wick theatre, Iowa Park, Tex. — General patronage. THE FOUR HORSEMEN: Rudolph Valentino — 95%. March 10. This proved to be a very good drawing card. Eleven reels. — Homer P. Morley, Princess theatre, Buchanan, Mich. — Small town patronage. THE AUCTION BLOCK: Special cast — This is a very fine program picture. Rex Beach story and, as well as others by this author, pleased our patrons 75%. Metro-Goldwyn pictures are as a whole good. Seven reels. — Stoddard Bros., Rex theatre, Madisonville, Tex. — General patronage. 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