Variety (August 1925)

Wednesday, August 9, 1928 PICTURES VARIETY t7 CAPITOL WITH $63 JO LAST WEEK " GOT RECORD-^) ROXY OUT t- *>... 3tr&nd in Second Money with ''Half-way Girl"— Rivoli Holds Up but at Lesser Gross—Rialto's Poor Week with Vita Feature Last we«k Broadway's picture theatres In the Times square dis- trict had a boost In receipts that •eemingly was a pre-Greater Movie Weeic send-off. All along the line was something of an upward trend In box office takings wiih the weather giving the houses an un- usually good break, it remaining cool all of the week. A heavy rain Friday also helped somewhat, hold- ing In some of those who usually dash away over the week end. The Capitol with the Cosmopoll- tan-M.-O. release, "Never the Twain Shall Meet," took the honors and really did what might be called a mid-season week. The receipts were $68,300, all the more remark- able In the face of the space de- voted the week before to the fact that Roxy was leaving the theatre Saturday. This week the house started off on what appears to be another record week for mid-sum- mer. The Strand got second money last week with "The Half-Way Girl," surrounded by a corking en- tertainment, the box office showing fJT.MO. Ben Bemle for his third week at the RIvoll dropped off somewhat in receipts, the fea:ure being "Not So Long Ago," generally rated but a fair picture. It may have beea that the picture was to blame for a por- tion of the falling off. The week showed 124.744. At the Rialto the business took a nose dive with a Vitagraph feature, "The Ranger of the B4g Pines," get- ting only 19,104. Getting Overflow Both the Colony and the Pic- cadilly picked up somewhat. The proximity of the two houses to the Capitol may have gotten them part of the overflow from the big house The Colony had "A Woman's raith," turned out by U., which got $11,720, while "Eve's Lover." at the Piccadilly, played to $3,900. The Cameo has "Night Life of New York" for the week. The picture had already had its Broadway showing and pulled fairly. "Don Q.," the Doug Fairbanks feature is finishing Its run at the Globe this week. Last week was $16,400. The Criterion Is still dark await- ing theadvent of "The Wanderer" due late In the month, while the little Kmbassy, which Loew has under lease, and which is to be opened with "The Merry Widow" as Its initial attraction with a $2 scale for the entire 600 seats that it has, is having its finishing touched put on. £2. J. Bowes is locking after the detail of completing the house in addition to acting as man- aging director of the Capitol and likewise going over the plans for the Astor, which is also a Loew house now, with a view to pre- senting some of the M.-O. specials there. Estimates for Last Week Cameo—'Night Life of New York" (F. P.) (616; 60-86). This picture previously played Rivoli, so not first run. Business about average for house of late. $3,780. Capitol—"Never the Twain Shall Meet" (Cosmo.-M-G.) (5,450; 50- $1.66). Early last week conceded Capitol would turn record week's business for summer time. Borne out when feature got $63,300 on week. Standing room «very night. The manner in which "The Unholy Three' started off current week In- dicates another tremendous week. Colony—"A Woman's Faith" (U.) (1,980; 60-86-99). Business took slight upward tilt, going to $11,730. Universal came In with guarantee to house. Globe—"Don Q." (Fairbanks-U. A) (1,312; $2.20). Final week in l«r gitimate house. $16,400. Picks Up in New Enghiid Providence, Aug. 4. (Drawing Population, 3(X),000) Cool weather during the early part of last week helped with grosses. The Strand had a phenomenally good summer week, almost hitting the average fall week mark. Last Week's Estimates MaJ««tie (3,800; 10-40)—"Sun- down" (1st Nat.). Film well bally- hooed and didn't go bad. Over $5,000 claimed. Strand (8,200; lS-40) — "Rugged Water" (F. P.) and "Fighting Youth." Week's gross almost hit autumn average. Nearly $6,000. Victory (1,950; 15-40) — "Miles Standish" and "$50,000 Reward." Costume film went well in New England town. Over $4,600. Rialto (1.448; 10-40)—"The Talk- er" (lat Nat.) and "Tearing Through." $8,800. This Week MaJeaUc, "The Lucky Devil" and "Anything Once"; Strand, "The Ranger of the Big Pines" and "Tides of Passion"; Victory, "The Teaser" and "Under Fire" RlaHo, "The Wom- an Hater" and "Quick Change." 2 RECORDS IN CHI; McVICKERS, $33,000; RANDOLPH LOST UM Chicago Played to Over $56,000 with Inferior Fur Show—Paul Ash Big Noise Around McVickers—* "Sally's" Second Week at Roosevelt, $15,000 Piocadilly—"I^e's Lover" (War- ners) (1.880; 80-86-99). With rather poor picture Piccadilly picked up somewhat In business. Overflow from turnaway at Capitol helped. $8,900. Rialto—"The Ranger of the Big Pines" (Vtta.) (1.960; 60-86-89). $9,104 tella the story. Rivoli—"Not So Long Ago" (F. P. (2.200; 60-85-99). Third week of Ben Bemle as added attraction, with gross somewhat off. Al>out $6,000 under previous two weeks, but still far ahead of average summer busi- ness tbia house does. Seemingly RivoU management is not taking advantage of box office draw it has in Bemle by exploiting him as It should. Bemle Is a draw. That is admitted on the strength of first two weeks at house, and good showman- ship would have taken advantage of this fact by following it with inten- sive exploitation right off the bat instead of letting his pulling power wear itself out against lack of pub- licity. Real box office cards for pic- ture houses are too few and far between to let a good one go to waste when right o.i top. Last week Rivoli did $24,746.76, Just about com- fortable capacity of house without crush of standees. Strand—"The Half-Way Girl" (1st N.) (2,900; 86-66-86). Last week the business here took a tilt In keeping with the greater part of the hous«»s along the street. The take was $27,200. Chicago, Aug. 4. While It has become the custom for theatres to phone in and press agent their receipts and the tremen- dous profits they have made, the reverse was when the Randolph theatre, the Universal hosue here, announced one of their biggest weeks, $3,600, and the loss to the firm of only $1,000 for the week. This house, situated In a cream spot with two entrances, has been a con- sistent money loser since taken over. Last year It chalked up a loss of $75,000; this i^ar it should be $100,- 000. At $3,600 gross the house did more by $1,600 than it usually does. In comparison to the Randolph stands the Chicago with $66,600 last week. This was gotU^ with the aid of the fur show sponsored by the Chicago Fur Association. The Fur Association previously staged its shows with a large cafe, but for the last two years has turned it over to B. and K. Although the exhibit waa declared to have been very cheap and not participated In by the best of Chicago's fur houses, the tremendous publicity proved enough. Paul Ash has proven a superior drawing card for McVlckers, and last week's super presentation which was accorded the major portion of the advertising space drew capacity audiences throughout Its engage- ment. The capacity of the house being small for present-day cine- mas, no phenomenal figures could be pstahllshed, but it is safe to say that McVlckers procured about all the business that could be attained with Its present capacity, getting a trifle over $33,000, which shattered the records for the house for all time. It Is doubtful if this business will ever be attained again by Ash or any one else, as the business wa.<4 materially helped by perfect show weather which kept the customers In line for an hour «t a time with- out being dscomforted. Everything around the theatre seems to be Ash. One would pre- sume that Paul Ash actually owns and operates the theatre. If a patron usks for a favor of an undesirable nature he or she Is politely Informed Mr. Ash doesn't allow It. etc. This irlves the eccentric leader an unlim- ited amount of mouth-to-mouth advertising. Estimates for Last Week Chicago—"Slave of Fashion" (M- a>M) (4,600; 50-75). Bolstered by annual fur exhibit with title of tea- . ture. Got $56,500. La Salle—"The Naked Truth" I Public Welfare, 6th week) (885; 50). Varied little from last week's estimates, going along at pace fast enough to show a profit. Again fig- ured around $6,000. McVickers—"Street of Forgotten Men" (F. P.) (2,400; 60-76). An- other corking good week's business, with presentation credited for draw. House exceeded all previous rec- ords. Neighborhood of $34,000. com- plete capacity. Monroe—"Lost Battalion" (Me- Collum, 2d week) (978; 60). War feature stirring things up, giving it plenty of publicity. Fell slightly off from Its Initial gross,, getting $7,600. Orchestra Hall—"Cyrano d« Ber- gerac" (F. P.) (1,600; 60). One week sufllclent. Nothing seems to get over at this house, with Ust week's takings falling below $6,000. Orpheum—"Drusllla with a Mil- lion" (P. D. C.) (776: 60). Two weeks usual run here unless ex- ceptional or bolstered by strong name. Comedy features seem to hit more so than others. Betted'' than $6,000. Roosevelt—"Sally of the Sawdust" (Orlfllth, 2d week) (1,400; 60). Took drop from opening week despite get- ting overflow from McVuckers and Chicago. Fell to $16,000. Randolph—"Thousand and One Tales" (U.) (660; 26-35). Manage- ment well satisfied with last w^'s business, best of four preceding weeks. Grinded In $3,200, only giv- ing house loss of $1,000 on week. EVERY WISE YAUDEYILLE MANAGER WILL READ EYERY WORD OF THIS AD It means happy, contented crowds, week after week and big money in the box-office! 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