Exhibitors Herald (Jun-Dec 1917)

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H I B O R HER Attractive Booklet Being Issued by Fox Credit to Company Sixteen Pages of Scenes From "Cleopatra" Printed on Heavy Paper Makes Fine Appearance What is probably the most pretentious effort yet put forth by any producing company in the way of descriptive matter of a production has been attained in a booklet just issued by the Fox Film Company, treating with its latest spectacle, "Cleopatra," starring Theda Bara. From cover to cover it is a triumph of the artist*s and printer's work. It reflects to perfection the gorgeous FOX FILM CORPORATION PHOTO OF FRONT COVER OF HANDSOME BROCHURE ISSUED BY WM. FOX ON THE THEDA BARA SPECTACLE. ness of the picture itself. The design of the front cover, a reproduction of the sphinx, the features of Miss Bara replacing those of the world's greatest riddle, at once attracts the eye and compels investigation of the inside pages. The booklet is amply illustrated with half-tones and decorations, symbolical of the arts of the Egyptians of Cleopatra's time. Throughout this maze of adornment winds the cleverly written, descriptive matter of the Fox production. The brochure, as a whole, sets a precedent in the film industry and the Fox Film Corporation is to be congratulated. M. H. Hoffman Writes HandBook on Selling Among the forthcoming publications is a book on salesmanship entitled "Why," by M. H. Hoffman, president of the M. H. Hoffman, Inc. 'Why" is a hand-book for those interested in selling. Among the chapters may be found "The Science of Salesmanship," "Helpful Dialogues," "Advertising Mediums," "Answers to Objections," "What Constitutes a Salesman," and "Personality Plus Proof." "The Cinderella Man" With Mae Marsh Ideal Production for Holiday Season The publication date of the new Goldwyn production, "The Cinderella Man," starring Mae Marsh, which has been set for December 16, has been well timed for holiday showing at first-run photoplay theatres, the nature of the story making it particularly adaptable for the Christmas and New Year period. Importance of the holiday note to motion picture exhibitors throughout the country cannot be over-emphasized, for the Christmas period is notoriously slack for theatres, the money of the public being devoted to gifts rather than to theatre-going; and special inducements are required to keep up the average of attendance. In "The Cinderella Man" the entire action takes place during the Christmas season. It is full of Christmas cheer and good will to men. Although the story has an unusual number of elements that apply to the holidays, it is said to constitute a yearround appeal, a fact attested by the long run of the play on Broadway. According to a statement from the Goldwyn offices the play required but few changes to adapt it to the screen It is said, further, that Mae Marsh as Margaret Caner has not found a more congenial role in her entire screen ex perience. The play derives its title, "The Cin derella Man," from the circumstances that the hero is as poor as the little girl in the fairy tale, a poet living in garret and the heiress who reciprocates his love is a veritable fairy godmother bringing him riches in a mysterious way REPLICA OF GERMANY'S MAMMOTH DIRIGIBLES USED IN "THE ZEPPELIN'S LAST RAID" FILM The giant Zeppelin used by Thomas H. Ince in the making of his new spectacle, "The Zeppelin's Last Raid," recently published by the U. S. Exhibitors' Booking' Corporation, is of the same type the Germans now are using to spread death and destruction among the allies. The mammoth dirigible required about three months to construct. It is approximately 300 feet in length, with a diameter of 90 feet. It has an aluminum frame with longitudinal and horizontal ribs, covered with a stout interlaced cord over which is the outside cover of linen painted black. The shape is that of an exaggerated cigar. Two silk balloons fill the interior holding the hydrogen gas, which gives the lifting power. Slatted runways nine inches wide with guide rails extend the length of the ship, giving access to the sleeping quarters, an electric kitchen and the five great steel engines. In addition is shown how the death dealing bombs are released, how the mighty dirigibl is propelled, how altitude is reckoned and the operating of the intricate mech anism of the steering gear. Many Zeppelins in the war have been destroyed in the same manner as the one in the new Ince spectacle is sent to destruction. Every Teuton dirigible is equipped with a contrivance which ignites a charge of dynamite in the big envelope and blows it to atoms. The commanders are said to be under orders to destroy their own craft when in danger of capture to prevent the secrets of his construction from falling into the hands of the enemy. The inner workings of the giant dirigible in "The Zeppelin's Last Raid" affords a scientific treat. It marks the first time the secrets of Germany's great aero men o'war have been revealed on the screen H. $. Bickers to Write Plays for Mae Murray After purchasing two plays written for Mae Murray, Carl Laemmle has entered into an agreement with H. Sheridan Bickers, the English playwright and dramatic critic, to write exclusively for Bluebird's newest star. Mr. Bickers was previously a staff writer and title editor for Paralta, and later acted as scenario and publicity director for Lois Weber. Mr. Bickers was formerly well known in London under the sobriquet of "Yorick," and his dramatic criticisms have been featured in the London press and leading magazines. Work has already been started on the first of the Bickers stories for Miss Murray, which will be produced by Director Robert Leonard. The plot is being carefully handled, as it is intended as a novelty in photodrama and will, in part, mark the screen's incursion into the hitherto unexploited field of classic pantomine. v &*?rrthinfc vith brurh and pen'' CARTOON/ .ORIGINAL DEy:iCNy:|i d e a v. lUU/.TRATIONZ I IN LOB8V /UOV-CARD/: DIZPLAVa GAIETY THEATRE BLDG 1547 Bway. Room 614 Phone 6796 Bryant New York 44