The Moving picture world (November 1925-December 1925)

48 MOVING PICTURE WORLD November 7, 1925 Laura LaPlante, the Universal star. Tvitli Alc.wuidir Carr (left) and Harry Myers, in a scene in the forthcoming Universal-J czcel production, "The Beautiful Cheat." Peggy Hopkins Joyce to Make Three More for Associated WHILE Miss Peggy Hopkins Joyce is touring Europe, Associated Exiiibitors are forging ahead in their plans to make her the biggest star in fihiidom. If reports are credited, her first picture, "The Sky Rocket," a Marshal Neilan production, is a screen triumph. So pleased are the executives of Associated Exhibitors with the work of Peggy Hopkins Joyce in "The Sky Rocket," that Miss Joyce will make three additional pictures for the company. Her second production, as yet unnamed, will be started on her return from Europe where she went last week for a rest of two months. "The Sky Rocket," in which Miss Joyce made such a favorable impression on Associated officials, was written by Adela Rogers St. John and is based on the rise and fall of a movie star in Hollywood. P. A. Powers, chairman of the Board of Directors of the Associated Exhibitors, was the first to see Miss Joyce's qualities as a film star. At this time Miss Joyce was appearing in a Broadway musical com^^ at a high weekly salary and a percenta^e^f the gross of the show. It took considerable financial coaxing on the part of Mr. Powers to lure Miss Joyce from the footlights, but finally this was accomplished and after getting the star's name to a contract Powers set about to find suitable sto^^^ material. In the course of seeking the right vehicle, over seven Jjmvdred plays, short sfo^ies, and novels were?j|a»}sidered with the final selection of "Tlwl^ky Rocket," a book length novel which m3» with an overwhelniing success in the QSgSopolitan magazine.;"'' Marshall N^|m was next engaged'to direct the film and he surrounded himself with a strong supporting cast and quietly set about to make the picture. The first two selected were Owen Moore and Earle Williams. These two stars have the outstanding parts second in importance to the role portrayed by Miss Joyce. Supporting these players are Gladys Hulette, Sammy Cohen, Bull Montana, Ed Dillon, and many others. "The Sky Rocket" as a screen vehicle was actually in production almost three months. The actual shooting time covered a period of two months. Following the completion of the picture Miss Joyce returned to New York. The print of "The Sky Rocket" arrived in town three weeks ago for its final titling and editing. To Spend Over $150,000 In keeping with the plans outlined by P. A. Powers, over $150,000 will be spent on the production which will be released as a special and will not be included in the booking of the regular Associated Exhibitors' product. Under the supervision of John S. Woody, general manager, a s-pecial sales force is being organized to handle the sale of the pictiire, while Robert E. Welsh, director of advertising and publicity for Associated Exhibitors, is planning a special field force of exploitation men for the key cities and surrounding territory. The first advertised official announcement for "The Sky Rocket" was made last week with the release of the beautiful three-color insert in eight pages. This insert is only the beginning shot in the campaign and after having run in all the national motion picture trade newspapers and regional journals, it will be closely followed by a direct-to-theexhibitor series of broadsides. giiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiniiiiiiiiiiiiiiittiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiijiiiiiiiii^ I First National Breaks | I Sales Record | 1 Fortyfive days after delivery of the g 1 first of First National's Winner Group, % I tales on that product totalled in ex S 1 cess of $7,000,000 exclusive of spe | g cials, a record of which the district S m machinery of that company may well g 1 be proud. | g This volume of business is far in ex g g cess of that written during a similar g g period on any group of pictures in any g g previous year, including the Leader and g g Pacemaker Groups. It is interesting to g g note that all contracts bear dates for g g delivery of prints, thus insuring early g g playing time. g llllllllllllllllllllllllllllllllllllllllllllllllllllllUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIIIIIIIW Forrest Stanley in Columbia Picture Cast Forrest Stanley who has played opposite Dorothy Revier in several of her recent Columbia vehicles is again to be seen opposite this popular star in the latest Columbia production to be released, "When Husbands Flirt." This feature is one of the best comedies to be produced by this organization and will without doubt receive the same enthusiastic approbation from the public as was accorded the successful Columbia comedy "Steppin' Out." In addition to Miss Revier and Forrest Stanley, an all star cast was assembled for this production including Ethel Wales, Tom Rickets, Maude Wayne, Irwin Connelly and Frank Weed. New Racing Picture "The King of the Turf," formerly called "The Futurity Winner," from the joint pens of Louis Joseph Vance and John Brownell, home office scenario editor of F. B. O., will shortly go into production at the F. B. O. coast studios. It is a melodrama of the racing industry and will be developed along new lines. Several prominent turf men will doubtless appear in the photoplay, as well as a number of famous jockeys and horses. Booked in New Orleans The Palace Theatre, New Orleans, La., one of the houses on the Orpheum Circuit, has booked for early showing the Joe Rock series of Blue Ribbon comedies starring Alice Ardell and the series of Standard Fat Men comedies featuring "Fat" Karr, "Kewpie" Ross and "Fatty" Alexander, which F. B. O. are distributing. The first of these is now in work and is founded on the beautiful gowns and wardrobe in the picture worn by Miss Joyce. The second of the series of broadsides of which one each week will be released, is based on the endorsements of some of the world's greatest legitimate showmen and producers on Miss Joyce's ability as an actress. The art department in the office of the Associated Exhibitors are busy at work on ideas for a gigantic campaign book. This compendium is planned to be three times as big as the ordinary press book containing among many ideas a full page of publicity written from the woman's standpoint, such a? clothes and beauty hints.