Motography (Jan-Jun 1918)

36 MOTOGRAPHY Vol. XIX, No. 1. led to believe that the art of obtaining publicity is understood only in the United States, would be interested in the series of photographs the Fox Film Corporation is receiving from its branches in South America. Some striking photographs have come from the Cinema Pathe in Rio de Janiero, Brazil. At the times these were taken, the house was showing "The Beast," starring George Walsh and Anna Luther, and "The Love Thief." The theater has a three-story front and most of this is covered with lithographs and painted signs on which the name of the production featured stands out so prominently, and is so many times repeated, that there is no possibility of anyone who conies within view of the building forming any misconception regarding the attraction. The display is arranged to catch the eyes both of persons passing along the sidewalk in front of the theater and those who may see the building from a distance. And, as indicative of what the source of a production means to theater patrons in Rio de Janiero, over and through the blaze of advertising runs the announcement that these are Fox films. "Ladrao de Amor," "George Walsh" and "Brutalidade" are given big display, but it is worth while also, even in faraway Brazil, that the public be assured in large lettering of the fact that there is a sterling mark on the silver which the Cinema Pathe offers. Production, plus star, plus producer, plus theater — that is the order of values as fixed by the management of this successful house. Need -Not EntertainmentAmusement President Arthur Cohen of the Ontario Exhibitors' Association took the trouble a few days ago to outline a few of the developments in Canadian moving picture circles during the past year, particularly where they seemed to be affected by the war. As Canada is now in her fourth year of hostilities, the present situation here may indicate what may be in front of the American people. "With long casualty lists in the papers every day," declared Mr. Cohen, "this is no time for amusements in the ordinary sense of the word. The people must have a diversion, however, in the way of an entertainment. We would go crazy if we could not entertain ourselves at this stage of the war. "It is being proved that moving pictures are supplying the entertainment for the people at home and the soldiers across the sea as well. This is no time to be hilarious but it is perfectly reasonable to go to a picture show to be enter tained. I would call a screen ball an amusement and you will not see one in Toronto under the auspices of the Exhibitors' Association with my approval until the war is over. It is not right for us to dance and be merry while blood is being shed for our cause. But moving pictures form the proper diversion under the circumstances." Changes Theater Name and Policy The name of the Savoy Theater in Duluth, Minn., was changed on December 24 to the Empress. A new electric sign has been installed, the front of the house has been re-decoratedand the policy of the theater has been changed. Hereafter, according to an announcement by A. E. Ableson, manager for the W. M. Abrahamson Theater Company, Inc., feature photo-plays will be presented in conjunction with tabloid musical comedies. The shows will change twice a week, and the pictures three times. On every Monday, Tuesday and Wednesday, Vitagraph features will be the attraction. On each Thursday and Friday, the new Vitagraph serial, "Vengeance and the Woman," will headline the picture program. On Saturdays and Sundays the management will offer Triangle features, together with two-reel Mack Sennett comedies. This doubleheader feature program will be presented at bargain prices, matinees 1 5c. nights 20c, these prices to include the government admission war tax. Camp Fire Scene Is Lobby Decoration A lobby display which may be duplicated by exhibitors booking Metro's "Draft 258" was erected by Manager Charles Englebrecht of the Regent Theater in Arlington, N. J., where the patriotic production played a two days' run to big business. The spirit of patriotism dominated this display. At one side of the lobby, the floor was covered with sand and a regulation army tent erected. In front of the tent were placed a bench, stacked guns and a tripod with a pot hanging over a pile of wood, which was lighted with a red electric light to give the effect of a fire. Brush wood was scattered at one side and a very good idea of a typical tent home of "our boys" in camp at home and abroad was presented. The properties used may easily be borrowed for the occasion at small cost. The lobby was tastefully decorated with American flags and red, white and blue bunting. Stills from the production were displayed on a lobby display stand. The entire display was commendable because of its fitness and dignity. There was no careless stringing of screaming three-sheets and sensational placards in the lobby, but just enough of suitable display to serve its purpose and maintain the sense of dignity of a theater in a fashionable suburban town. The Regent Theater is owned by Max Gold and Harry Hecht and managed by Charles Englebrecht. Norma Talmadge Starts New Play Norma Talmadge will shortly commence work on a new production, the present title of which is "By Right of Purchase." This picture will be made at Miss Talmadge's own studio and with her own company; it will be presented by Joseph M. Schenck and distributed by Select Pictures Corporation. Work on "By Right of Purchase" has been held up for a brief interval to give Miss Talmadge a short breathing spell after her strenuous performance in "Ghosts of Yesterday," adapted by Mildred Considine from the phenomenal drama, "Two Women," by the wellknown novelist and dramatist, Rupert Hughes. Norma Talmadge in a scene from "Ghosts of Yesterday." Giegerich Joins Pathe Charles Giegerich, who has had long experience in the motion picture industry and principally known as a sales and publicity promoter, is now connected with Pathe's publicity department.