Variety (Apr 1927)

rcdnMdajr, April 27. 1S27 PICTURES VARIETY EECTRIC LANE'S QUIET SMASH IN 'KINGS'; ROXY'S TOP MARK-PARAMOUNT, $72,000 *'Big Parade" b TSth We«k Hop* Above $16,000— Capitol Did $57,100 With ''Uvera"—Strand Went Over $30,000 in Easter Week—"Camille" Doing Fidl Capadty---"Ro«igh iUden'' Jih^^ $S,' III I Baiter week eent up Broadway's film blood preaeure ao that 16 Ileuses turned in a total of $445,708 for the seven days following Lent. With the schools hut and the women entertaining their offerings, nieces, nephewa and grandchildren, matinee husineaa went ahead with a •iMli. In some casea the afternoon trade topped tha eTettlnff attend- ance. Electric liana has a dignified and quiet smash on Its hands—"King of Kings." When discussing it, it's in hushed tones. Probably the re- ligious theme Is responsible. With- out any hurrah or fireworks the Cecil B. De Mllle special clicked off $8,661 In eight performances for it- aelf. The picture publicly started •i the box office Wednesday matinee due to a Monday night press show- ing and an invitation follow up the next night. That $8,661 means, over-capacity from Wednesday to Saturday with a house limit on atandlng room. Besides there ll a $6,000 advance sale at the window. The mob seems to tone down when It hits the lobby, stays that way throughout the running and comes out as quietly—but impressed. This la so trua that Its difficult to pick up lobby comment at the finish. SThey wont or can't talk—just awed. No special exploitation, although a morning sliowiiig for about four or 600 of the clergy on Monday, and Broadway Isn't used tb ft. i^yW- ever, pedestrians are fully aware the film is at the Gaiety for the house is belnjir plastered with signs to offset the "Parade's'* terrille bulb display next door. **Knockout Reilly" took the Para- knount to $72,000, and "Lovers'* gave the Capitol $57,100. At the latter house "Rookies" got away to a nice Start by doing over 118.000 Sunday, $7,800 of which cnme In after six p. m. The Roxy went about $450 ahead of its former top record_by getting a gross of $129,502. This moans a net of $124,500, and that 158,580 people found time to wait In line or drop In. Previous high attendance was 152,635. This Is one of the houses where the after-sup- per crowds out-smartQd the matinee throngs by not showing up in such '^hnimbers. • $31,000 for "Divorce" Colleen Moore pushed the Strand ahead $800 to gross $30,200 with "Orchids and Ermine^** If the leap doesn't appear to cover much finan- cial distance it should be taken into account that the Strand was an ex- ception to the rule of Holy Week. The Colony also got its head above water by doing $8,486 111 havlllff •*The Brute' as its main guest. An- other "grind" stop off to get its finger in the pie was the Utile Cameo where "Monte Crlsto," tabu- lated $6,112 for its third and final week. "Children of Divorce** open- isd to $31,000 at the Rialto. ^ Among the nine specials New York is playing host to the *<Pa- rade" gave evidence that there's life in the old dame or guy yet by coming back at $16,357 and leading the string. "Whon a Man Loves." at Warner's, was right behind with $16,176, while "Glory" had an edge over "Ironsides" for third place at 115.820 and $15,350 respectively. The Embassy rose to the bait to get $9,670 for "Slide. Kelly, Slide." and ' Rough Riders" galloped fast enough to reach |12.02f» almost $5,000 incroase in pace over the previous week. "Geste" got its last crack at a full week In the Cri- terion and pulled $11,848. It leaves tonight (Wednesday) with "Iron- sides" moving down and tha Rivoli dark Thursday befora raoalving "Chang" Friday. "CkmiUe** only got In live per- formances on the week, opening Thursday, but did $10,400. "Irish Destiny," continuing at Daly'a, was tinder $3,000. Estimates for Last Week Astor, —, "Klg Pftradfl" (M • O) , .120; $l.$2t (75tb week). Street's "Old Faithful" shook itaolf, oiled its Joints and drum-maJored tpwn's parade of nine specials by tuning MP $16,357; sliding past few weeks. Cameo —"Monte Cristo" (Fox) fMt; 50-7B). Revival containing John Gilbert and Ronce Adoroe in cost totaled $17,248 In three woks; best gross of Tisit at $6,112; "Varl- fty" (rfa-P.ir) cunoTit. with • •Broadway After Dark" (F. N.) du* Thursday. Capitol-^'Ijovera'* (M-O) (l,4«05 "SAUY LEVY" TAKES FRISCO FOR $2^00 ''Cabaref' Not So Hot at Qninada, $19,900—CaO- fornia Doing Something 60-$1.65). TTp the ladder to reach $57,100; Increase of $8,000 over Holy Week; "Rookies" away fast this week, havM Mtaf tlMyi flt^ooo Sunday. Cohan — "Rough Riders" (Par) (1,112; $l-$2) (Tth we^). Bnjoyed b. o. rejuvenation to $12,029; almost $5,000 jump; expected to linger eight or 10 weeks more. Col6ny—"The Brute" and Vita (W. B.) (1.980; 60-76). Increased around $1,800 for gross of $8,486; dailies not paying much attention to Vita profframs outside of "Mir- ror.** Criterion—"Beau Geste" (Par) (812; $l-$2). In 35th and final full week got $11,848; leaves tonight (Wednesday) In favor of "Iron- sides," opening here Thursday; "Geste" due for Rialto at "grind" when "Children of Divorce" quits. Daly's — "Irish Destiny" (Ind.) (1.050; 50-$1.50> (4th week). Re- stricted to class appeal; under $3,000 and leaving May 7; "Katy Did," musical, to follow. Embassy ~-'*Sllde. Kelly, Slide" (M-O) (596; $l-$2) (6th week). Drawing favorable comment from those who see it; last Week not tar from $10,000 at $9,669. Gaiety—"King of Kings" (P. D. C.) (808; $l-$2) (2nd week). Bread- way's unusual "smash"; no wild enthusiasm, but plenty of awed word of mouth; religious thime, credited with checking ardor; they don't even talk coming out; excel- lent notices from dallies as whole, some finding fault with treatment of subject; only eight performances last week, due to initial box-offlce showing Wednesday matinee; $8,- 661, over capacity, with house limit on standing room; $6,000 advance sale to Monday. Globe—"Camille" (F. N.) (1,416; $l-$2) (2nd week). Norma Tal- madge pictura» BOt generally rated as in $2 class; very well liked on normal basis; opened Thursday night, so only five Shows te Whieh to Rather $10,400. Harris — "What Price Glory" (Fox) (1,024; $l-$2) (23rd week). Got big play Easter Monday and held up remainder of week; steady and substantial at $15,820. Paramount — "Knockout ReiUy" (Par) (3,600; 40-76-90). Had Street HAtlng about it and drew sport crowd; DIx film okay with $72,000; "Special Delivery" beat it on com- parison of Initial two dairs* but Borah MInevItch and harmonica band credited with helping Cantor film. Rialto —"Children of Divorce" (Par) (1,960; 86-60-75-99) (2nd week). First Week fetr Clara Bow Esther Ral.ston combo, $3liOOO; big and will stay as long as It can; "Geste" to follow. Rivoli —"Old Ironsides" (Par) (2.200; $l-$2) <20th week). Last full we^ hera showed 116.850; house dark this Thursday to re- Install sidewalk box-offlce and sim- ilar policy to Rialto; **Chang'* com- ing In "cold" Friday noon. Roxy—"Ankles Preferred" (Fox) (6.250; tnkti tO-fl), eves. 76-11- $1.65) (2n(l wook). TTouse boat for mer record by $460 in getting gross of $129,502; In attendSnce that spells 15>?,580. with rainy Thursday night blamed for keeping house from going over $180,000; actual net (loss tax) for week placed at $124,500; fox's Movietone coming In Saturday, with "Yankee Cllpp«^ (P. D. C), "Love Thrlir (TJ) after that; hasn't used Vitaphone in two weeks. >Strand—"Orchids and Ermine" (F. N.) (2,900; 35-50-75). Colleen Moor© got about average gross of $30,200. Warner's—"When a Man Loves" and Vita (W. B.) (1,360; $1.65-$2) (ISth week). Got around $3 ooo Impetus and clicked In at $16,176; no kicks and settling down for ex- ported long ptav. (Copyright, 1927, by Variety, Inc.) Syd Cha piiD and U. A. Los Angtlcs. April 26. Ills contract having expired with Warner Brothers, Syd Chaplin is said to be propared to sign with United Artists. It fs Ukoly that Charlos "Chuck" R( !snor. directing the C!iai»lin pic- ture* for Warners, will also leave with his star. Reisiier'a contract expired ta Jnn^ San Francisco, April 26. Commercial lines all over town are not good. Tha department stores report a • pfr aaat* mit in business in Maroh firam tha month before, and yet tha movies ramble along at a stifC pace, holding on to what they have and gaining in the face of tha reported buatnsaa da* pression. Estimates for Last Week Warfield— "'Frisco Sally Levy" (M.-G.-M.) (2,630; 35-60-65-90). No reason for this little program pic- ture to click except that It wma tied up with all the hokum successes from "Abie's Irish Rose" down to "McFadden's Flats." They started to buy it from the opening and kept on until the finish of $26,200. Stage continues to featura tlube Wolf and his band. Granada—Gilda Gray in "Caba- ret" (Par.) (8,786; H-lf^-90). Didn't stampede 'em any to speak of. Gilda may be a rave in some parts, but out hera^ since she played another movie house in personal appearance and didn't wow them, shimmying one rather titt Vavara featured leader wlt^ acts. Not good at $19,900. CaHfernia—'^Telephone dfiV (F. P.) (8,200; 35-50-75). Worm turn- Ins M»d Joe Magee of PubUx suing making brbthem farther up line take notice. Just enough thrill In this one to get mystery lovers for $16,400. ^ ■ : St. Franci*—"Marines- (M.-O.- M.) (1,376; 86-65-90). Final week tapered off to $11,800. "Night of Ivove" opened ?3d. (Copyrighti 1827«>y Variftyy InoO Split Week in Providence Good and LivM Grosses Providence. April 26. (Drawing Pop., 300,000) Rusinoss picked up somowiiat at tlio tlieatI leal liouscs l\oio la.^t wt i k after a long slump over the Lcnton .season. Tiie prros^sos wouUl luivo taken a greater rise, but warm weather and the opening of the lo- cal baa'eball .<?o.ison (Eastern League) combined against the flourish. "What Price Glory," at the Opera house, registered close to $9,000 at the box offlca, which led the attrac- tions for th». past week, but was only fair. In the first week of pictures at the Modem (Fay), ".Mic-haol Str(»- eofl" did only a fair business with continuous performances. Estimates for Last Week Opera House (Wendelschaefer) (1.876-66-1.65).—"What Price Glory" opened light early In week. Ended first week to capacity last three nights. Fair weather blow to this theatre. Film closes this week, with road company to follow. Last week, $8,800. Albee (K-A) (2.500-15-75) "Whito Gold" (P.D.C).—Vaude bill ono of best In past season. Good at $8,000. Summer stock opened Monday. Victory (K-A) (l,9r)0-15-40) "Den- ver Dude" (U.J.). and "Altars of Desire" M.O.M.).—Hoot Gibson In former and Mae Murray In latter well liked. Fair biz; $6,000. .Modem (Fay) (1.400-33-50) "Mi- chael Strogoflf" (IT) did well In bringing films back to this house after almost year's absence; $6,000. Majestic (Fay) (2,500-15-40) "Or- chids and Ermine" (F. N.).—Well liked and stood up better than most features In warm weather and base ball opening. Vitaphone helped. Fair at $6,600. Rialto (Fay) (1.448 - 10 - 25).— Empty week at this se$;ond'«un house. Under $1,000, Emery (Fay) (1,474-15-50) "Some- where In Sonora"—Ken Masmard usually a favorite, but turned down in poor week; $3,500. Fay's (Fay) (2,000-15-50) "Mould- ers of Men" (F.B.O.).—Didn't make mucT) of ImprasBion. Slumpad fllMis at $3,500. Strand (Ind.) (2,200-16-40).—Clara Bow got away to good start In "Children of Divorce" (Par.) and finished well. "Broadway Drifter" (Tnd.) merely flller-ln. GoOt at $7,000. (Copyrloht, 1927, by Variety, Ine.) lONG PANTS'$3U00AT.STATE, LA BMT METS TASK BY $6.01)0 "Mr. Wu" Per Ckaney Drew $16,500 to Forum at $1.50 Top—"Casey" at Million $ Did $%7,300, ltt WMk~^lr«Midi«'^ Skidded fpr SU Los Angeles, April 26. (Drawtno Population, 1360,000) Thouph all of the picture houses here got a great start the early part of last week the final attd proved not so good, with trade dropping off about 40 percent on these days In eomparlson with that of tha com- parative days the week before. Weather grew warm after Saater Sunday, with folks rather praCer- rlng the roads and seashore. lioew's State again led the town with '^ong Pahti.^ Thia Langdon picture, though not getting a record breaking start on Its first two days, picked up as the week went along and led Its nearest competitor. Mil- lion Dollar, by better than $4,000, and the Metropolitan by $6,000. "Casey at the Bat," at the Million Dollar, started oflC on a run to big business from the opening day with things only letting Up a bit on the week-end. It did about $8,000 less than ez- poctod for the first week. With women always interested In fashions around this tima of the year they must have thought "Fash- ions For Women" at the Metropoll- .tan was not Just What they wanted. The picture got a pood play on first four days but then slumped. This was Eddie Paabody's third week there on the staga for ft rsturn engagement. "Mr. Wu," In for a run at the Forum, proved loader of the $1.50 BLUrRQ^ivna in ihfl. cinema palftcgg with the name of Lon Chaney used to sell the picture. It looked like a pushover from the trade the house did on first week by nosing out over the Kpyptinn and Carthay Circle by almost $4,000 on the week. Those who went there could not under- stari'l how a nirdlr.r-rr* Tdi.s'^lan type musical prolog was being us( d fur a Chinese picture. This prolog, long and trrlioii^j, did n^t at all put tho audience In too recoptive a mood for tha screen feature^ "Old Ironsidesb" aftor ••ttlac ft heavy play from the children who were away from school the week before, skidded very fast at Grau- man's Egyptian. Though the young- sters came In on a flat 60e. gate they did not arrive fa.st and often enough to make the box ofilce click heavily. Carthay Circle, with "What Price Glory" n^ar tho <'n<l of its run. ran along at consistent pace, doing about equal to week before. Edwin Carowe's "Ro surroctlon" hit close to $16,000 on its first week at the Criterion. This seems to be coTKsiMtent attraction that will prob- ably hit better than $50,000 on a four-week stay In this house. "Bitter Apples" at T'ptown was fortunate in, having Abe Lyman with hia sweet tunes On stage to balance off Its title. Folks never care for things "bitter" in this neighborhood section and this pic- ture got a great break when r.,yman brought the gross close to $10,000. FIgueroa, for some unknowrt rea- son, deoldod that W. V. M. A. "Death Trail" units were better for the house than presentations. They tried the first last week with "Don Mike" on the screen, and from box offlce results It looks as though house dabbod quite a little red Ink on its weekly statement. Warner Brothers' "What Every Girl Should Know" wa.s not any too enticing to draw thorn In at tlio Broadway Palace, which has best downtown location but dof.s worst ^ti8{n^»a of all flrat run hnu^os on the street Last week no excop tion. Estimates For Last Week Qrauman's Egyptian (U. A. CIr.) "Old Ironsides" M'.ir.) n.HOO; 60- $1.60). With kiddies lii.stor vaca- tion over this one ttimblcd fast and hit nr'.'ind f i'00, ril.<,iif ev n broak. Carthay Circle (Krod Miller) "What Priee Glory" (F'>x) (1.500; r,0-t]J,n). itan ulunc: at « v<ri raoo with thone who h.'ive missoj it rushing to get look; $18,000. FariMn (U. A H. Cir.) "Mr. Wu" MRe wu; OFF, $11,000; IIESURRECTW $15,000 Tough Easter Week In Mil- waukee—"Let It Rain" Too Timely, ^,000 Milwaukee, ApHi 26. (Drawing Population, 650,000) Two torrid mid-sumnier dayn^ Saturday and Sunday of last week, were enough to knock what might have been a good week for the two big houses. Following, came a ses- sion of winter with snow and alL The only business of Uio Kialto was recorded by the Alhambra and the Wisconsin. Palace with Its combo policy did well enough. Other houaea ara atlll on tha sreasad pole. Bstlmatea For Lsst Week Alhambra (U.) "Kesurrectlun" (U. A.) (3,000; 26-50-75). Started poorly but picked up great. With better break in weather might have shat- tered house records. Did well enough to hold over. Nl-Lo Five, of "Student Prince." helped in staaa show. Around $16,000. Gardar (Ulhlein) "Let It Rain" (Par.) (1.000; 25-50). Took terrible lacing. ;ritle fitted weather during mo.st of week. Good to make $3,000. Majestic (Orpheum) "Mountains of Manhattan" (1,600; 16-26-40). Another house on toboggan despite combo grind policy. About $6,100. .J^V/'*^* (Saxe) "Afraid to Love- (F. N.) (l,m; 26-60). Still goinff down from once sensational upward SPU/.V. Lucky to get $6,000. Miller (Saza) -A Little Journey^ (M-G-M) (1,400; 15-25-40). On grind with Loew acts, around $5,000. Palaea (Orpheum) "Ma tinea Ladies" (W. B.) (2.400; 25-50-76). Big Orpheum house slid some laa$ week. Beat la around $18,000. etrsnd (Saxe) "Amateur Gentle* man" (P. N.) (1,200; 26-60). Bar- thelmeas, usually fair draw here, not too good lait weak. Xniaky ta get $7,000. «P Wisconsin (Saxe) "Mr. Wu" (M- G-M) (3.500; 30-50-(J0). For some unknown reason this house shoved in Chaney picture after "Tlllle tha Toiler" exploited for Ekister Week by ail Hearst sheets. Must bare made switch to buck "Resurrectioa." At that Chaney failed to hit usual stride. Ku.dy Wledhoeft on staga must be given soma eredit for draw, close to $11,000. (Copyri ght, 1027, by Vari ety, In*^ '^Special Delivery^ Got $?0«400. at Met, Boston, B Boston, ApHl 26. Metropolitan, with a new policy that called for a much livelier enter- tainment, and the State and Or- pheum with bills that made them eome In. did very well last wealL despite there were weather bradka against big business. Local picture houses are Inclined to follow the lead of the Met and spruce the bills up so that it will ba possible to overcome the general lot-down which features tha aw^ mer months. Estimataa for Laat Week Metropolitan (4.000; 60-65)—With Eddie Cantor in "Special Delivery" for picture release and Oene Rode- mirli's orchestra as star stage at- traction, house turned ov«r bl# gross, $30,400. Orpheum (4,000; 35-50)—Jackie Coogan in "Johnny Get Your Gun" for picture release, with Mclntyra and Health on sta^,'e. Good at $20,000. State (3.500; 35-60)—John Gilbert in "The Show" and Frank Silvar'a orrho.«?tra on stage. $17,000. (Copyright, 1927, by Variety, Ina^ (M. O. M.) (1,700; 50-11.50). Though this one is selling for $1.60 and toot of that typOb Lon Chaney proved personal draw with arottttd •lf,H9 on opening week. Loew's State (W. C.-Lo«w) "Long Pants" (P. N.) (2.200; 25-$l). Only down-town house that had line each night and led first run pictures with intake around $31,500. Metropolitan (Publix) "Fashions For Women" (Par.) (3.696; 26^H). Not type picture they want OfMjr about, as $25,500 shows. Million Dollar (Publlx) *'Casey at the Dal" a\ar.) (2.200; 25-85). Thia Beery opus another one of his bog office knockouts with $27,300 reg- istered on first week. Looka Uka tliree more. Uptown (West Coast) *^ltter AppbiH" (Warner) (1,750; 25-75). Took plenty of Abe Lyman to over- come bitter title picture, with grosa edirlng arotmd S^.NOO. Crittrion (Wrnt Coast) "Rftftiirs. rectlon" (U. A.) (l.COO; 26-76). This r^rirowe opus looks like b. 6. natural with first week $15,900. FIgueros (Par West) *T>on Mike* (P. IJ. (>.) (1 600; 25.76). Stage t how of t> t)e Kiv( n here was handi- cap to good picture aa #6,800 da- not»'M. Broadway Palace (Orpheum) •What Every Olrl Should Know* (1.515; ].'-40). GIriH did not seem inclined to lenrn what. Takings were Hientrer, rot over $3,000. (Copyright, 1927, bty Varial;j% Ina.)