Exhibitor's Trade Review (Dec 1923 - Feb 1924)

Page 16 Exhibitors Trade Review ADMISSION MUST NOT BE INCREASED President of Hodkinson Corporation Says Failure Will Be Result INCREASED prices of admission for motion pictures, as advocated in some secticais of the industry, as a means of combatting the waste that has been characteristic of production, is not warranted under existing conditions, in the opinion of W. W. Hodkinson, president of the W. W. Hodkinsoin Corporation, and pioneer film man. Questioned as to the situation, Mr. Hodkinson saM: "I beHeve that any move intended to generally increase the admission prices of motion picture theatres at the present time, to offset the alleged waste in the industry, will result in failure. "Motion picture houses are having difficulty enongh maintaining attendances at the present admission scale, and it is my belief that increased quality in production is necessary in order to maintain even the present prices. ''The hope of increased revenue to support the picture industry is wider circulation of motion pictures at present or lower prices, rattier than any endeavor to force the public to pay for all of the waste that the prcBent competitive condition in the production field has forced on the industry.^ 'There must be drastic changes in the business if it is to continue to be the leading entertainment of the American people. "Occasional film production can run in socalfed legitimate houses at regular admission prit^, but I have no faith in the idea that this can be generally accomplished at this tinffi." Mr. Hodkinson concludes by saying, "the fact that it is proposed, or even rumored, is another one of the signs that the present line-up of the industry must be changed considerably if the business as a whole is to become profitable, which it is not at the present time." ARTCLASS 'AFTER SIX YEARS' FOR INDEPENDENTS IVIax Weiss, vice-president and general manager of Artclass Pictures Corporation, announces that his organization will release its Biblical production "After Six Days" on the independent market. The story starts with Adam and Eve and ends with the Songs of Solomon. Deals for the picture have been closed for the Greater New York and Northern New Jersey territory to the Kerman Films, for for Eastern Pennsylvania and Southern New Jersey to Standard Film Attractions, and the Dominion of Canada to Charles Lalumiere of Montreal. It is the intention of Mr. Lalumiere to organize five road shows for this picture, dividing the Dominion in five zones. SAM GRAND RETURNS FROM MID-WEST TRIP Samuel V. Grand, president of the GrandAsher Distributing Corporation, just arrived in New York City. He will spend a few days with Harry Asher before leaving for his Boston office. While in the West he conducted an investigation of the mid.western independent motion picture field, and tried to get expressions of opinions on its present condition, from the exchanges and the more prominent exhibitors. He expresses himself as well satisfied with the general business outlook and believes that the present is the time for which all independents have been waiting. "Now is the time," says Mr. Grand, "for the independents to put their best films on the market and to add as much as possible to the value of their service. GRANTLAND RICE TO PRODUCE SPORTLIGHTS FOR PATHE r^LOSE upon the heels of Pathe's recent an^ nouncement of its new series of sport pictures, to be released under the title "Sportlights," comes the news that a nation-wide exploitaton campaign is being organized in behalf of these single-reel productions. This important step has been made possible because of the association with the screen enterprise of Grantland Rice, prominent sport writer, whose articles are syndicated in over seventy leading dailies throughout the country. Mr. Rice's sport articles, which are syndicated through the Tribune Syndicate of New York, are published in each paper, under the caption of "Sportlights." This identity in name of both newspaper articles and screen subjects is of immense value in itself in the way of arranging effective tieups, Pathe points out. However, in addition to this William H. Johnson, manager of the Tribune Syndicate, New York, has addressed the editors of every newspaper of the syndicate system, advising them of the release by Pathe of Grantland Rice's screen "Sportlights." and telling them to co-operate in the local presentation of these productions in their respective communities. Such sport magazines as The American Golfer will also carry notices of the release of the series from time to time. Two instances in point are M.r. Rice's articles on golf appearing in the November 3rd and November 10th issues of the American Golfer, SHOWMEN GIVEN CHOICE OF NAMES BY WARNER There has been much divided opinion concerning the box-office value of the title of the Warner Brothers screen adaptation of Kathleen Norris' novel of flaming passion, "Lucretia Lombard," starring Irene Rich and Monte Blue. The Warners have therefore made a novel inauguration, and will give exhibitors the option of presenting the Warner Classic as either "Lucretia Lombard," the same title as the book, or as "Flaming Passion." For the benefit of exhibitors who desire to present the feature as "Flaming Passion," the Warners have created a special set of advertising material in addition to that which has already been issued for "Lucretia Lombard." There will be a special twentyfour sheet, a six-sheet, a three-sheet and a one-sheet ; and also a special slide advertising "Flaming Passion," as well as the necessary special film title for the picture and for the trailer. MRS. LUBIN PASSES AWAY Mrs. Emily Lubin, wife of Herbert Lubin, of Associated Pictures Corporation, died suddenly in New York City on November 6th. following a brief illness. Mrs. Lubin was extremely well known in society circles of Philadelphia, Los Angeles and New York. MONOGRAM CORPORATION SOUNDS WARNING Advises Showmen Against Signing Contracts With Imposters ANDREW J. CALLAGHAN, President Monogram Pictures Corporation, is in receipt of telegram from an exhibitor in Minnesota and also one from an exhibitor in North Carolina, stating that : "The representative of your concern. Monogram Pictures Corporation, has failed to return, or to advise concerning our contracts made with him, and we desire definite confirmation at once." Mr. Callaghan immediately got in touch with a leading detective agency and advised them of the facts, because Monogram Pictures Corporation sells to state rights buyers only, and at the present time has no road representative other than George H. Wiley. Evidently several imposters are taking advantage of the situation, and Mr. Callaghan issues this warning that no one is authorized to take contracts for Monogram Pictures except himself, Mr. Wiley or Mr. North of the home office. "All Monogram Pictures, inclusive of the Fred Thomson series of Westerns, are sold on the state rights basis only," said Mr. Callaghan, "and each buyer will equip his representative with proper credentials, showing he is authorized to accept ccintracts and deposits on Monogram Pictures. "Representatives of Monogram Pictures Corporation will call on state rights buyers only with proper credentials of authorization, and for the safety of all concerned it is my earnest desire that every state right buyer on whom these representatives call ask to be shown such credentials before comencihg any negotiations whatsoever. "The buyers of the different state rights will be announced as these rights are sold." STATES RIGHTS BUYERS TO HAVE RED SEAL'S 'BILL' In line with the recently announced plaa of the Red Seal Pictures Corporation, to supply exchanges and public with unusual and distinctive pictures, E^win Miles Fadman, president, announces that he has just closed a contract with the Legrand Films giving the Red Seal the distribution rights to the fivereel picture entitled "Bill." It is expected that the picture will be ready for release via the state right market in about two weeks. A book tie-up has already been arranged with Dodd Mead & Company, publishers of the novel by Anatol France, from which the picture was taken. The Red Seal Pictures Corporation, now has its offices on the tenth floor of 1600 Broadway. PHONOFILM READY FOR TRADE Dr. Lee De Forest's Phonofilm is ready to make its bow to the general public. The Phonofilm was flashed on to the theatrical world last Spring when Dr. De Forest personally demonstrated it before the New York engineering societies. It was far from being then in such shape as warranted its presentation to the theatre going public. But since then. Dr. De Forest and his corps of technical assistants as well as the. atrical advisors have labored night and day adding the refinements to make this scientific marvel an entertainment marve! as well. Countless experiments have been made, hundreds of productions have been made, each day bringing its improvement. A few weeks back it was the concensus of opinion among those who have been closely associated in the development of the Phonofilm that the necessary quality for theatrical circulation had been reached.