Canadian Moving Picture Digest (Nov 1922-Apr 1923)

Page Eight CANADIAN MOVING PICTURE DIGEST GIVAN BROTHERS, SUSSEX, N.B., LEASE SUSSEX OPERA HOUSE THE management of the Imperial Theatre, Messrs. C. F. and E. A. Givan, have leased the Sussex Opera House for a term of years, and after March 15th, the latter house will be closed for the present, or until a definite operating policy has been decided upon. In the meantime, all ap‘plications for rental of the Opera House, for any purpose, are to be made to the Imperial management. This theatre is heralded as “the leading and best small town theatre in Eastern Canada.” This is part of a general scheme to vastly improve theatrical conditions here. Two of the very latest type of picture machines have been purchased and have already arrived. When these are installed the Imperial will have an equipment second to none in Canada. Hydro makes these machines possible. They are the last word in motor driven and automatically controlled mechanisms. As at least two of these machines will always be in use, all pauses between reels will be entirely eliminated. As a reel approaches its end in one machine, another machine takes up the next, the result being a continuous picture. It is also proposed to make considerable changes in the theatre itself. The balconies are to be continued down the sides, in the form of a horseshoe. This will not only add 100 to the seating capacity, but will vastly improve the appearance of the theatre. The Imperial has also bought out the equipment of the Colonial Theatre, Moncton, and all of such as can be used to advantage will be added here, the remainder being sold elsewhere. Good as the Imperial’s equipment has been in the past, these changes and additions will place it in the first rank of Canadian Theatres. These innovations, which represent an outlay of some $3,000.00, will no doubt be highly appreciated by the public. “DOROTHY VERNON OF HADDON HALL” “ROSITA,” MARY PICKFORD PRODUCT ARY PICKFORD announces that she is all ready to start work on a new photoplay production; and going to produce two pictures at once, neither one of which will be “Faust.” “My first new play is to be an original story,” said Miss Pickford, under the working title of ‘Rosita,’ but before this is complete I expect to have started work on ‘Dorothy Vernon of Haddon Hall,’ the script for which already has been prepared.” Asked why she had decided not to film “Faust,” Miss Pickford exclaimed : “Asa matter of fact, I have decided merely to postpone ‘Faust’. Each star, you know, has her own special follow Famous Players Releases _ Fine Representation, Montreal Famous Players are releasing a. Pola Negri picture, “Mad Love,” at the. Allen, here shortly. The recent showing of “Me and My Gal,” played to record business at that theatre and there was some talk of its being continued for an extra week. Standing room only was the slogan for the whole of the first week. Four other big releases by this exchange will be “Vanity Fair,” at the Allen; “The Christian,” which is on the way; “Brothers Under the Skin,” | at the Imperial; and “Broken Chains” at Loew’s. ing and it seems best after a careful analysis based on correspondence from those who are interested in my photoplays, as well as a survey made through our various exchange offices, not to step suddenly out of the type of story the public has been accustomed to associating me with, into anything quite so dramatic as ‘Faust.”” Miss Pickford’s new story, the final title for which will be decided upon later, is from the pen of a European dramatic editor and was brought to this country by Ernest Lubitsch, director. The scenario was prepared by Edward Knoblock, noted dramatist, who also wrote the script, in collaboration with Mr. Lwubitsch, for “Faust.” Officials of United Artists Visit Montreal Exchange United Artists exchange, Montreal, has lately been favored with a flow of visitors to the Montreal office. R. K. Evans, general manager for Canada, was one of these and with the assistance of Irving Sourckes, the local manager, closed a number of deals. B. Wolpin, auditor, is also there. A third is Joe Keller, of Cleveland, who landed here with the “Robin Hood” contract and sold it right away. Mr. Keller is going on to the Maritime Provinces, where he expects to do some lightning business. “Hazel From Hollywood” Gets Advance Exploitation The new Christie Comedy, “Hazel From Hollywood,” was given special attention at the Granada Theatre, San Francisco, by unusual comedy billing and advertising. The previous week the Granada, under the direction of J. A. Partington, ran a_ trailer specially for the comedy .attraction, while the week of the showing billboard space, electric lights in front of the theatre and newspaper advertising was devoted to this subject. During the same week, another first run theatre in the same city, the Imperial was advertising the Christie Comedy, “The Chased Bride.” Also during the same week new Christie Comedies were prominent in Cleveland. “Hazel From Hollywood,” underlined at Loew’s Park, while “Chop Suey” was billed.at the Mall, Alhambra and Metropolitan, while Allen was advertising “In Dutch,” in advance for the following week. Teaser Campaign Introduced “One Exciting Night” When D. W. Griffith’s mystery picure, “One Exciting Night,” a United Artists Corporation release, was booked for showing at the Circle Theatre, Indianapolis, Ind., the theatre management put through a tie-up with the Indianapolis Star, which had exceptional results in attracting attention of the public to the forthcoming Circle attraction. The tie-up took the form of a symposium, conducted for two weeks in advance of the play date for the picture, by the Indianapolis Star for the best letters from readers, describing the most “Exciting Night” in their experiences. Prizes of $1 each for the daily best letters were given by the Star. As the symposium closed, all letters were judged again and the best of all won an award of $50 cash prize. This contest ended one week before the play date for “One Exciting Night,” and immediately following it a teaser advertising campaign was started in Indianapolis newspapers, the copy referring mysteriously to “One Exciting Night,” and timed to tie-up with the display advertising and announcements just before the opening of the picture. Throughout the teaser advertising campaign a tantalizing atmosphere of mystery was built up to lead directly to the theatre engagement itself. The Regent in ‘Toronto, will present “One [exciting Night,” March 12th. Subscribe to The Digest $2.00 a year. Ss DOLE Pictures Read The Digest Alvertising Pages!