Exhibitor's Trade Review (Sep-Nov 1921)

November 19, 1921 EXHIBITORS TRADE REVIEW 1719 The News of the Week Robertson -Cole Month Opens Big Reports from All Parts of Country Prompt C. R. Rogers to Characterize It as "Assured Success" R. S. Cole Month, the month of November, dedicated to the president of R-C Pictures by that organization as a mark of its appreciation of his leadership, has started with a bang, according to Charles R. Rogers, general manager of distribution. With the names of Pauline Frederick, Doris May, Sessue Hayakawa, William Christy Cabanne and L. J. Gasnier shining brilliantly in electric lights from hundreds of theatres throughout the country and with many exhibitors declaring their eagerness to book R-C subjects as a token of their personal respect for Mr. Cole and the high business ideals for which he stands, the November drive has begun in auspicious fashion, says R-C Pictures, Inc. Exhibitors in the New York district are responding handsomely to the idea of R. S. Cole Month, says Mr. Rogers. The Sting of the Lash, with Pauline Frederick has been booked widely in the metropolitan area, as have The Foolish Age, in which Doris May made her debut as an R-C star and The Swamp, in which Sessue Hayakawa proves again that he has few equals and no superiors as a motion picture pantomimist. Doris May in The Foolish Age played all the Loew Theatres in the New York district this week and her first starring vehicle was received in a flattering style, it is said. The Swamp held forth at all of the theatres operated by the Keith, Proctor and B. S. Moss interests, the engagement at the Broadway Theatre, New York City, attracting much attention to R. S. Cole Month as well as to the star himself. In Buffalo, R. S. Cole Month has created no end of interest among exhibitors. Always popular in that city, Pauline Frederick has scored again in The Sting of the Lash at Shea's beautiful Criterion Theatre, where the picture played an engagement of a full week. Other cities in New York State also have responded with the utmost enthusiasm. Bookings for R. S. Cole Month include a formidable list of R-C subjects among them: Pauline Frederick in The Sting of the Lash, conceded to be as fine a drama as the noted star has ever endowed with her talents; The Swamv and Where Lights Are Low, in both of which Sessue Hayakawa appears in congenial roles; Shams of Society, with an all-star cast headed by Barbara Castleton and Montague Love; William Christy Cabanne's The Barricade ; The Foolish Age, starring Doris May for the first time under the auspices of R-C Pictures; Possession, the French-made special produced by Louis Mercanton, who is being hailed as "the Griffith of Europe" and based upon the famous novel Phroso, by Sir Anthony Hope; the Gasnier specials A Wife's Awakening and Silent Years, the latter of which is scheduled for release on November 27. Another important feature of R. S. Cole Month is said to be the offer of free accessories made to all exhibitors who show R-C Pictures during the November drive. The judicious use of accessories is becoming more^ vital than ever in the successful exploitation of motion pictures and every R-C exchange manager has been instructed to see to it that every exhibitor booking R-C productions gets the fullest co-operation in publicity and advertising assistance. '•R. S. Cole Month is already a success," declared Mr. Rogers. "The exhibitors have responded eagerly, not only in New York, but throughout the country. Not only do they want to show their appreciation of the high grade productions distributed by a squareshooting independent organization but they also are anxious to demonstrate their respect for Mr. Cole and the splendid business principles upon which he is building his concern. "The idea of R. S. Cole Month has particular appeal to hundreds of exhibitors who have the interests of the industry at heart because they are glad of the opportunity of knowing Mr. Cole more intimately and of being able to show him how much they appreciate his efforts to help improve their business. "Mr. Cole is not a publicity-seeker. In fact he dislikes self-advertising. But despite his reluctance in this matter to feel the exhibitors of the country should know him better, should know of his good works and be given any opportunity to show their own appreciation. That was why we conceived the idea of R. S. Cole Month and already we have put it over with a smash." Many First Runs for Lloyd's New "Never Weaken" With S. L. Rothafel starting with its initial New York showing this week at the Capitol Theatre, Harold Lloyd's Never Weaken will have the best presentation in Greater New York ever accorded a Harold Lloyd production. For the week of November 13 Never Weaken will be featured at the Brooklyn Strand. On the week beginning November 20, no less than twenty-seven first run theatres from Forty-second Street north, all houses of the U. B. 0., Fox and Loew circuits will show Never Weaken day and date. After which their theatres in lower Manhattan will follow for a week's day and date showing. Then, in turn, the Brooklyn theatres will have their weeks day and date run. In addition to this huge circuit booking, the comedy will be shown at the Sheridan Square and the New Metropolitan, both independent houses, day and date with the circuit theatres in their respective zones. Lazarus and Moyer Promoted Just before leaving for Europe Hiram Abrams, President of the United Artists Corporation, made the announcement that Paul N. Lazarus, sales promotion manager, had been made assistant general sales manager for United Artists. Mr. Lazarus has been with the United Artists Corporation since its inception. He came into the organization as director of advertising and publicity. So strongly did his salesmanship abilities stand out in this capacity that a little less than one year ago he was made sales promotion manager, only to be further advanced as announced. Charles E. Moyer has taken over full charge of the publicity and advertising departments. Chicago Educators Praise Universale Western Feature Lauding Winners of the West, Universale first thrills-from-history serial, as the beginning of a new screen art, V. K. Brown, Superintendent of Playgrounds and Sports of the South Park Commission, Chicago, asserts that this type of picture can become the screen's greatest contribution to humanity. In a recent letter to J. J. Sampson, Universal representative in Chicago, Mr. Brown placed emphasis on the great value to America which can be obtained by holding the mirror to history, as has been done in Winners of the West, and inspiring the American youth to a sense of accomplishment through making past achievements real to him. Here is Mr. Brown's letter: "Film producers are so criticised when they DON'T, that it appears only just that they should be commended when they DO. "I have just seen the beginnings of your serial, 'Winners of the West.' Are you backing the theories of some of our social philosophers with your investment, or have you, too, tired of trappings, grease, paints and impossible artificiality? "As one interested in popular recreations in their social values, I personally must heartily approve, whatever your purpose, the effort to portray the romance of actual history. In your line, the departure from the accustomed trend of movie serials seems to me like Kipling's beginnings of poetry, or Pennell's in art. "You have, it is true, inserted a heart or two, and one knows of course that they will beat as one before it ends, but perhaps, that was force of habit. At all events, there is gripping interest in those pioneer days, and power in those pioneering men. There is romance in the actual. One must be glad that you have begun to exploit it "For history, like other studies, needs vitalizing. It must become living, visible, to most of us, if we are to profit as we should, from the past. No thrill is so deep as that which attends achievement. Make past achievements, real to our youth, set them thinking along achievement channels, cultivate in them an appetite for the sense of having accomplished things, and you have become an educational force. "Because I feel that you are on the proper trail, I can only say that if this picture succeeds, it will serve you right." Harry J. Kugel, principal of the Kohut School for Boys, Harrison, N. Y., is another educator loud in his praises of Winners of the West, which is an episodic picture of the adventures of Captain John C. Fremont and the Western pioneers in the gold rush days of 1848. Vignola Gives Party to Talmadge and Schenck Robert G. Vignola discarded the director's megaphone last Saturday night and played host to fifty-four guests at a dinner dance, which he gave in honor of Norma Talmadge and Joseph M. Schenck on the eve of their departure for the West coast. The affair was held at the Castle Cave in New York City. Vignola carried himself off successfully as the host, and Miss Talmadge and Mr. Schenck as the guests of honor, played their roles most effectively. The guests began to stream in about 7 o'clock, and the party was not in full swing until an hour later. Music was furnished by a four-piece string orchestra, and dancing was indulged in between courses. Other entertainers on the bill were Johnny Hines, who did an eccentric ^ -".e; and showed the guests how he could slide on his ear without skinning it, and Professor Krieger, sleight of hand artist, who showed some new tricks in black magic.