Moving Picture World (Jun 1919)

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1530 THE MOVING PICTURE WORLD June 7, 1919 William S. Hart in a Mood That Doesn't Savor of the Tea-Room. And in the title role of his Artcraft, "Square-Deal Sanderson," he doesn't patronize the charlotte russe emporiums to' a large extent. Elaborate Exploitation Campaign on Hampton Film ONE of the most elaborate exploitation campaigns ever planned for any picture has been inaugurated by Robertson-Cole and Exhibitors Mutual on the first Superior Picture starring H. B. Warner, "The Man Who Turned White." This production, which was made by Jesse D. Hampton, is expected to prove the biggest attraction ever released by RobertsonCole through Exhibitors Mutual. Every possible aid for exhibitors has been arranged for. The most pretentious exploitation book ever issued by Exhibitors Mutual has been published on the picture. It will be in twelve pages, printed in two colors, and contains a line of publicity which has been so arranged that it should pass the copy desk of any newspaper. The line of cuts will surpass in every respect any similar offering by Exhibitors Mutual. Instead of confining itself to the customary four styles of cuts for newspaper use, Exhibitors Mutual has arranged a series of twelve cuts, any one of which will give a splendid idea of the type of story. Will Carry Special Lobby Displays. Special lobby display sets, different and more elaborate than the usual line of displays, have been printed. The lithographs are beautiful. Nearly half a million sets of postal cards, eight to a set, have been ordered and, properly used by exhibitors, will make a most valuable promotion angle. Many other novel advertising features will go out with the production. "The Man Who Turned White" will have its premiere showing in June. Last week it was screened for many of the leading first-run exhibitors. Bookings are now being accepted by the various Exhibitors Mutual exchanges. large chain of stores, at a salary of ten dollars per week. Donald Crisp directed the picture. It is from an original story by George Weston and the continuity was written by Marion Fairfax. The supporting cast includes Shirley Mason, Adele Farrington, Winifred Greenwood, Edna Mae Cooper, Casson Ferguson, C. H. Geldart, Edward Alexander, Robert Dunbar and Guv Oliver. Kansas Showmen Praise a The Turn in the Road" ONE of the greatest of the many* tributes paid "The Turn in the Road," the Brentwood picture which Robertson-Cole is releasing through Exhibitors Mutual, was given the production recently by Roscoe C. Cuneo, proprietor of the Isis Theatre, Russell, Kan. Mr. Cuneo is rated one of the most conservative exhibitors in the Middle West, and the following letter from him to the manager of the Kansas City branch of Exhibitors Mutual is deserving of attention: "I want to tell you that 'The Turn in the Road' was the best buy ever. I have used quite a number of big features during the past eights years, and this one certainly got me the money. The great feature of it was that it was only in five reels, and the result was that I could give three shows each evening. Not a single objection was entered against the raise in prices." Mr. Cuneo, like a numbe/r of other exhibitors, was skeptical about booking the picture because it had no star to advertise, but he exploited it as the most entertaining and cleanest picture he had shown this year and the results startled him. Washburn in Role of Rube Joker. In his latest Paramount starring vehicle. "Putting It Over," which is released June 1, Bryant Washburn is said to prove that the country boy is as clever and ingenious as the city man. Mr. Washburn plans the role of Buddy Marsh, a young rube who get off all kinds of jokes on his townspeople. He goes to New York to make his fortune and gets work as a soda clerk in one of a Pushing Film Features in Brazil. Advices from South America, received by the Fox Film Corporation, announced that an elaborate and extensive publicity campaign is under way in Brazil to give special exploitation to "Cleopatra," the Theda Bara superproduction ; "Les Miserables," which features William Farnum, and "Queen of the Sea," the Annette Kel lerman spectacle. Panoramic Views of Circus Big Features of Metro Film BERT LYTELL'S newest endeavor, "One-Thing-At-a-Time-O'Day" is a story of the big shows, of the life of circus people, and in particular, the life of Stradivarius O'Day, who does one thing at a time in a special sort of a way, and William Dudley Pelley, the author of the story, as originally published in a popular weekly magazine. Metro announces that "One-Thing-Ata-Time-O'Day," with Bert Lyttel as its star, is the most comically appealing sort of a role ever written for him. The novelty of a complete circus, staged for motion picture purposes, served to draw several hundred residents of Hollywood and vicinity to the grounds on which the tents were pitched. This property, an entire block of lots rented by Metro, constitutes the same area as used by Barnum & Bailey or Ringling Brothers shows in their Metropolitan quarters, and on it Maxwell Karger, director general of Metro, has supervised the setting of the big main tent, the side show canvas, the animal tent and the wagon top. John Ince, directed Mr. Lytell, with Webster Cullison assisting him. Has Real Circus Lot Location. For the scenes inside the main tent, Mr. Ince prepared a battery of cameras in such positions as to catch various angles of the tiers of seats which were crowded with onlookers, while the opening parade was in progress. One of the photographers shot a complete panoramic view of the crowd with the three rings in full swing. With Bert Lytell are Eileen Percy, Joseph Kilgour, Jules Hanft, J. Carrol, Fred Heck and Bull Montana. Latest Outing-Chester Has Zulu Marriage Customs. "Here Comes the Groom," the latest Outing-Chester release, amply illustrates the marital emotions in the Zulu villages of South Africa emote about as they do at Atlantic City, Niagara Falls, or Reno, though with more abandon. The picture was played by Zulu tribesmen and women, who put their whole souls into recording the story of how a Zulu romance may develop. It holds a record of being the most difficult picture to arrange for that C. L. Chester Productions have turned out. First the lover appears, bent on courtship, and, shaking his spear, does an earnest little dance to express his emotions. Then he stalks his young lady, and they strike hands together. Here comes the rival, the chief's son, and after a fight between the men he perforce takes the woman for his wife, and the ceremony is performed. All the ceremonies shown, laughable though most of them are, are simply parts of conventional Zulu marriage customs. The lover meahs every cavort he makes, and it's all a part of the way they arrange things over there. Holmes Travelogue Shows Silk Industry of Japan THE May 25 release of the ParamountBurton Holmes Travelogue, "From Cocoon to Kimono," presents a marked contrast to the previous release, as it carries the spectator from sunny France to far-away Japan, where some of the wonders and entertaining features of the silk industry of that nation are revealed through the all-seeing eye of the camera. One sees the skillful pickers stripping the leaves from the mulberry trees and cutting up the food for the worms. The hatching of the silk-worms from the eggs and the development of the cocoons from which the silk thread is taken is shown upon the screen.