Exhibitors Herald (Jun-Sep 1919)

EXHIBITORS HERALD AND MOTOGRAPHY Gay Theatre, Chicago Has Sure-Fire Stunt Attractive Booklet from Goldwyn Pictures Did you ever see a mother that didn't think her baby was the prettiest in the world? Did you ever see a mother that wasn't anxious that everybody in the world should know it? Of course not. Therefore, the Gay theatre, Chicago stands no chance of losing by the enterprise in which they are presently engaged. Heralds have been passed out in the neighborhood, in connection with other advertising matter, which inform the mothers of the community that by arranging with a certain photographer for an appointment they can have a camera man come to their home, photograph their baby, unless it is more than four years old, and see the pictures, on a given date, at the theatre. Where is the mother that is not going to take advantage of the offer? She need not be a motion picture enthusiast. She need not be a customer. That she is a mother is enough. She will not miss the opportunity. Incidentally, and it need be mentioned only as that, a prize is offered for the baby pronounced most beautiful when a collection of the short films are run off upon the screen. That adds the contest angle. But it is a very unessential angle. Mothers will be drawn to the theatre. Further patronage will result. But it will not be the offer of the prize that is responsible. It will be the appeal to the mother instinct. The Gay theatre would have gained prestige had it omitted the contest angle altogether. "Your Copy of the Important Announcement" is the information that appears in the upper left hand corner of a big, impressive looking manilla envelope which the current mails are bringing to the exhibitors of the country. "The Future of the Motion Picture" adorns the attractive title page of the forty-two page booklet which is to be found within the container, and Samuel Goldwyn is the author. Then follows the detailed announcement of the Goldwyn plans for the coming season, expected to be the biggest season the motion picture has ever experienced. The whole is printed on the best stock obtainable, beautifully illustrated, well worded and easy to read. It will not take long to read the whole, and all of it is worth reading. It is, at the same time, a splendid reference book and one fit for a place in any man's library. The convenience of the exhibitor has certainly been considered here. The book serves a double purpose for the Goldwyn organization. When an exhibitor seeks an especially notable production for a coming holiday or other occasion it is natural that he will look where that production is most readily accessible. For reference and emergency, the Goldwyn publication is invaluable. Rialto Books Comedies The Merit Film Corporation have contracted with the New York Rialto and Rivoli theatres for the playing of the Mack Swain single-reel comedies produced by the Frohman Amusement Corporation. , J DONALD CRISP AND HIS MERCER First Super-Bara Film "LaBelle Russe" Ready in Septembe As the first of the three super-Ba productions, announcement of whic has already been made, early in Sej tember, Fox Film Corporation will pn sent Theda Bara in "La Belle Russe an adaptation from the play of the san name by David Belasco. This pictui is said by Fox officials to be the greate production in which Miss Bara has peared. "La Belle Russe," the play, was 01 of Belasco's earliest productions, went far to establish his reputation as leading American dramatist and its su cess was phenomenal both at home ai abroad. Dramatic Tension High The point which is most stressed Fox Film Corporation in connecti with "La Belle Russe" is the hi dramatic tension which is maintain throughout. When the stage play u first presented the critics ot the count were unanimous in praising the drama qualities of the story. All of the high points of the story, of its gripping elements have been ca fully preserved by Charles J. Brah who made the screen version and a directed the picture. The climax, as it now stands, is e\' more powerful than was the climax the play. This was made possible unusual double-exposure photograf by which the good sister confronts " Belle Russe," her wicked twin, as latter is trying to foist herself on aristocratic family into which the gi sister has married. Double-Exposure Scenes This situation is shown with exctional force on the screen and double-exposure scenes are said by 1 1 Film Corporation to be among the ml telling in the history of screen dram; Many unusual incidents marked production of "La Belle Russe." ( of the untoward incidents would h ruined the denouncement of the | had it not been Miss Bara's seli'-pos Tin PlMOW Playen director recently run (hroiiKh » fence while koIiik 70 mil. * nn hour Hi laeot I'nrk inn'k. Loa Vnm'icw. hut came <>u( • the Occident nnacathed. l.ol» \\ Uanfl In ihf yuiinit lu*l> with >I p. CrlMp. 70 Schenectady Theatre Men Fight Showing Free Films in Pais SCHENECTADY, N. Y. — Gain g unfair competition, local theatre men t protesting against the giving of « motion picture shows in the public p:-* of the city. Twice exchanges supplying the y have heeded the objection of the <• hibitors and declined to furnish film " Park Superintendent Daniel J. Swee! He recently made arrangements J another exchange and the shows been resumed. With warm weather cutting intolfl tendance under normal conditions.'*! motion picture theatre owners arc d" ing it difficult to compete against he j free entertainments.