Exhibitors Herald (Jun-Dec 1917)

18 EXHIBITORS HERALD Summary of Current Issue News of the Week Page First A. E. A. Session Opens in Virginia 19 "Five and Ten Cent Theaters Must Be Taxed," Says Ochs 19 Willard-Johnson Fight Films Burn with Decker Plant 19 Producers Protective Association Newest State Rights Concern to Enter Field 20 Monster Exhibitors' Mass Meeting Will Be Held in Detroit Sept. 5-6 by A. E. A 20 "Betsy Ross" Film with Alice Brady Appears Next Week 20 Noble Finishes New Film Drama for State Rights 20 "The Spy," a Fox Film, Is Held Up by Funkhouser 20 A. E. A. Brings Membership Application to N. A. M. P. I. to Issue 21 H. B. Varner Goes to Capital to Finish Death of Theater Tax.... 21 Alice Brady Quits World to Produce Independently; First Play _ for Oct. 15 21 "Sirens of the Sea" with Louise Lovely Showing at Broadway in N. Y 22 Last Scenes of Chaplin's "Adventurer" Being Taken at Coast 22 "Fringe of Society ' Film Will Prove One of Season's Successes, Says M. H. Hoffman 22 We Bury Ochs' League in Pity, Says Pettijohn 22 Sennett Comedies for Fall with Stars Announced 22 "The Conqueror," Big Fox Film with Wm. Farnum, Moves Into N. Y. Globe Theatre Sept. 10 23 Ochs Lays Plan to Keep A. E. A. from N. A. M. P. 1 23 $100,000 Blaze Razes Eastern's R. I. Plant 23 Henry Walthall Will Make Own Plays for Paralta 24 "Fall of Romanoffs" Film Shows History of Ex-Czar's Banishment 24 Mutual "The Lost Express" Serial with Helen Holmes Comes to Screen Sept. 17 25 "Queen of the Sea" Next Fox Spectacle Set in Ocean Features Annette Kellermann 25 New Circuit Formed to Fight A. E. A., Is Rumor 25 More State Rights to "Deemster" Sold 25 Wholesome Films Corp. Ad in "Herald" Brings Bombardment of Inquiries, Says Weisfeldt 26 "The Honeymooners," Based on Trip Around World, Started by Peter Pan Film Corp 26 Kyne's Story, "A Man's a Man," Starring Kerrigan, Enthuses Paralta Officers at First Showing 34 "Efficiency Edgar's Courtship," with Holmes, for Sept. 3, Leads Essanay's Fall Program 34 Fun-Art Film Co. To Make Two-reel Comedy Series 34 Universal Signs Rosemary Theby for New Comedies 34 "All About Bees" Will Be Issued by L. W. Brind 34 Canadian Rights to MacLaren Films Sold by Horsley 34 Jack Noble Studio Burns to Ground 38 "Mutt and Jeff" Comedy Rights Sell in Two States 38 Judge W. Brown, Juvenile Expert, Writes Film Play 38 J. C. Green, of Gault, Ont., Seeks Record with "Great White Trail" Film in Canada 45 "Jim of the 3-C Ranch," First Shamrock Corp. Film 45 "Scandal," Cosmo Hamilton's Serial Story Is Vehicle for Constance Talmadge 45 Reviews ''Polly of the Circus," Goldwyn C.-D., Five Parts, with Mae Marsh 27 'Wooden Shoes," Triangle C.-D., Five Parts, with Bessie Bar riscale 27 "Lust of the Ages," Ogden D., Five Parts, with Lillian Walker... 27 'Think It Over," U. S. Amusement Corp. -Art Dramas D., Five Parts, with Catherine Calvert 27 'The Marriage Market," World D., Five Parts, with June Elvidge. 28 'Efficiency Edgar's Courtship," Essanay-K-E-S-E C.-D., with Taylor Holmes 28 "Mother o' Mine," Bluebird D„ Five Parts, with Rupert Julian... 28 "Reputation," Empire-Mutual D., Five Parts, with Edna Goodrich 29 "His Wedding Night," Arbuckle-Paramount C, Two Parts, with Roscoe Arbuckle 29 "The Lady of the Photograph," Edison-K-E-S-E D., Five Parts, with Shirley Mason 30 "The Little Samaritan," Erbograph-Art Dramas, Six Parts, with Marion Swayne 30 "Every Girl's Dream," Fox C.-D.. Six Parts, with June Caprice... 30 "Wee Lady Betty," Triangle C.-D., Five Parts, with Bessie Love.. 30 Departments The Film Stock Market 33 Official Cut-Outs by Chicago Censor Board 33 This Week at Downtown Chicago Theaters 33 Synopses of Current Releases 35-36 Canadian Film News 37 Chicago Trade Events 38 About the Trade in New York 38 Changes of the Week 38 News of Exhibitors and Exchanges 43-44 Calendar of Feature Releases 39-42 An Exhibitor's Problem NEVER since the birth of the motion picture industry has the exhibitor been confronted with such a complex booking problem as the task now before him. There is a multitude of splendid productions being issued by companies everywhere. Pictures — and excellent ones — of every conceivable nature may be obtained. And the booking arrangements are almost as diversified as the themes of the pictures themselves. The only possible hope for the exhibitor to master trie booking problem before him lies in obtaining thorough and impartial information concerning the entire film market. » It is an axiom that the tastes of the amusement world are changing constantly, but it must be further realized at this time that the tastes of the amusement world of America have undergone a terrific change since the entrance of this nation into the War. And strangely enough many of the producers have not as yet awakened to this fact. But exhibitors, if they are to prosper during the ensuing Fall and Winter must recognize this fact and book their pictures accordingly. The American public will want more to be amused than to be grieved, frightened or thrilled. This public will have sufficient of these latter emotions in the ordinary course of its existence and will turn to the film theatre for complete diversion and relaxation. And the wise exhibitor will have his program afford what they are seeking. The great requirement upon the knowledge and information of the exhibitor at this time can only be successfully met with the aid of an impartial trade paper. The trade paper being a mirror of the trade and the products of the trade will reflect to the exhibitor what it is essential for him to know. Without such an auxiliary his task is practically hopeless. Martin J. Quiglcy