Exhibitor's Trade Review (Nov 1924 - Feb 1925)

Page 38 Exhibitors Trade Revieiv The Value of Comedies THAT theatre owners and managers are many times overlooking items on their programs which are real money-makers while backing the wrong features of their bill with their advertising and exploitation, is the statement of E. W. Hammons, President of Educational Film Exchanges, Inc. "There is a growing demand for comedy," says Mr. Hammons in a recent interview. "Theatres include the two-reel comedy in their programs, but many — too many — fail to consider it as a possibility in drawing admissions into their box office. "The Short Subject is a real box-office asset and has been proven so times without number by progressive theatre managers who always devote a portion of their advertising space to mention of their two-reel comedy. These progressive showmen also include the name of the comedy, the brand name and the star in their marquee lights where space permits. They find that the comedy will draw hundreds of dollars to the box office and many times outdraw the feature. "Production o f quality two-reel comedies is carried on a scale that equals the production of many features. Many of them cost as much to produce as features. They present comedy stars whose names are real box-office magnets, but the short-sighted showman overlooks these assets because of the mistaken idea that any picture in five or more reels must be more of an attraction than any picture in two reels. "There are but few stars in dramatic features who will outdraw the better comedy stars. Comedians of the calibre of Lloyd Hamilton, Lige Conley, Walter Hiers, Bobby Vernon, Larry Semon, Jimmie Adams and Neal Burns have big reputations and their names are known in every town or hamlet in the country. The exhibitor who uses these names in advertising his program is adding to his gross receipts by advertising stars with established reputations. Other and more short-sighted exhibitors advertise their feature productions exclusively regardless of whether the star has any drawing power or not, on the theory that the people come to their houses only to see the feature, overlooking the fact that their patrons come to their houses for Entertainment." * * * Gompers Prints Rushed The International News Reel Corporation, headed by Edgar D. Hatrick, again demonstrated its news gathering enterprise and distribution efficiency, by its handling of the pictures of the funeral exercises of Samuel Gompers, the American labor chief. So well were the International News cameramen, the editing department, the laboratory and the Universal distributing agencies co-ordinated, that a complete special containing shots of the cortege, from the time it began its trans-continental journey, until the famous leader lay in state in the Elks Club, New York City, was on its way to leading theatres all over the United States early Wednesday. At the same time these special Gompers 300 foot subjects were put aboard the airmail planes for the West Coast and aboard fast express trains for other sections, they were released to New York theatres. Even while the body lay in state in New York, the Broadway screens near-by were showing International's sad chronicle of its last cross country journey. The Gompers special put out by International News really was not a special, but a pre-release section of International News No. 104, due for release December 20th. It was supplied to International News patrons at no additional cost, but as a new earnest of International's high standard of news service. has been supplying comedies for some An amusing scene Roach made for from one Pathe. of the famous "Our Gang" comedies which Hal This series has met with universal success. For New Century Comedy Trilby Clark, an Australian beauty of considerable prominence in that country, has been engaged by Julius Stern, President of Century Comedies, to play the part of the artist's model in "It's All Wrong," latest Century production featuring Hilliard Karr and Billy Engle. Miss Clark's career in Australia was on the musical comedy stage with such productions as "The Million Dollar Girl," "My Lady Frayle" and "Officers' Mess." In these productions she played the ingenue lead. In New York she won considerable praise through her work in "The Greenwich Village Follies." On the screen Miss Clark has played in several comedies with Fox and in two or three feature productions. Her role in "It's All Wrong" is one of the most important in the production. She plays opposite Hilliard Karr in the leading feminine role. "Don't Worry" Word comes from Hollywood, located the studios of Century where are Comedies, that the title of Wanda Wiley's latest completed picture, "What's The Use?" has been changed to "Nobody's Girl." At the same time and from the same place comes word that William Watson, who directed the last named picture, has started work on another in which Wanda Wiley will also be starred. This is to be known as "Don't Worry," and will have several prominent comedians in the supporting cast. Most notable among these comedians are Max Asher, who played a prominent role in "East and Run," a Century comedy starring Harry McCoy. Asher is famous as a delineator of Jewish character roles and his services are much in demand at the Coast. Hilliard Karr, Century's star comedian of huge proportions, will also be seen in the cast of "Don't Worry," as will Al Alt, the wiry little fellow who the laughs m Century time. Harriss in Sennett Comedy Georgie Harriss, "the man with the funniest face in all Europe," has arrived in Los Angeles and will soon start to work at the Mack Sennett 1 o t. Harriss is the product iof the English Music Halls and was discovered last summer by Jack Root in Northeast London. During his stay in Europe, Jack Root interviewed comedians in the British Isles, France, Germany, Holland, Spain, Italy and the Balkan States, on the look-out for motion picture comedy material. He finally selected Georgie Harriss from the thousands of candidates from the stage comedy field. The comedian is a small man, 5 feet 4 inches tall and weighing 102 pounds. He was born in Liverpool 26 years ago and at the age of ten first appeared on the English "kerosene variety circuits." Since then he has achieved considerable fame in his chosen field. * * * Fred Stone and Rex Beach in New SportHght One of the most interesting numbers of the Grantland Rice "Sportlight" series, distributed by Pathe, will be released in the near future under the title of "By Hook or Crook." It will prove a delight to the heart of the true fisherman because it is based on a fishing trip taken into the north woods by Fred Stone, the celebrated stage comedian, and Rex Beach, the renowed author. The photography is unusually good while the subject of the lucky beginner will appeal to every true lover of the field and stream. This is the third time that Fred Stone has ever appeared in pictures. A few years ago he made two feature-length productions, but the life at the studio did not agree with him and he soon returned to his old love, the stage. Fred Stone is well known to all theatregoers, and in his last production at the Globe Theatre, "Stepping Stones," his young daughter, Dorothy, made her stage debut with him. With a combination like Mr. Stone, Rex Beach and Grantland Rice, entertainment of a very high order is promised to the public.