Exhibitors Herald (Jan-Mar 1920)

March 13, 1920 EXHIBITORS HERALD 89 Miller Is at Work on Service Story As First Production for Mayflower As first of the series of productions he is ta make for Mayflower Photoplay Corporation, Charles Miller has selected "The Law of the Yukon," one of Robert W. Service's verse-stories of the frozen North. Work on the picture has begun along the Canadian frontier in Xew York state. The series of out-of-doors pictures are to be distributed by Realart Pictures Corporation. Several admirers of Mr. Service wrote to express their appreciation of Realart enterprise in picturizing the famous poetry of the Northwest, it is said, and describing the proposition as a "memorable stride in the art of motion pictures." Insert Is Reprinted The colored insert prepared by Realart to announce Mr. Miller's productions also came in for a share of favorable comment. It was accorded the honor of being selected for publication in the March number of Printing Art. a journal of the printing trade, as an illustration of the high class of advertising done in the motion picture business. In accordance with the Mayflower policy of giving a production the best possible mounting. Director Miller has built an entire village of the type of the Yukon when Cheechako and Sour Dough alike went mad for gold. Dog teams and sleds have been brought from western Canada and with them a former officer of the Royal Mounted Police, who will be seen in the picture. Locations Are Chosen Locations have been chosen both on Four-Story Building To House Exchanges ATLANTA, GA.— Work has started on the four-story building being erected at the corner of Marietta and Bartow streets, which will house film exchanges. Adolph Samuels, Atlanta motion picture man, is erecting the building, which will be entirely fireproof. The project will represent an investment of $135,000. Company Opens Offices OKLAHOMA CITY, OKLA.— The newly chartered • New State Film Corporation has opened offices in the film exchange building, 125 South Hudson. J. E. Foland is president of the company, with T. R. Richards and Mrs. O. S. Kelly as the other incorporators. [■■iiiiiiyiiii—Hiiiiii ■iiiimi i nrmir: — j | Church Selection Is Refused as Unclean | | BROWNSVILLE, ORE.— C a n | | you imagine this! I A local church selected a picture j | which it wanted screened at j | Thomas Miller's playhouse. I The exhibitor said the picture = | "was unworthy of a place on the j i theatre program." 1 He intimated that it was neither j | "clean, wholesome nor entertain | | ing." | fcwmi'l»wi,,inn; " " '!'■ ^ the American and the Canadian side of the frontier, and Mayflower reports it i> the plan to go out to Banff in the Canadian Rockies with a view to transferring the beauty of the mountains to the screen to round out the pictorial qualities. The same policy that was followed in casting "The Miracle Man" and "Soldiers of Fortune" has been followed in "The Law of the Yukon." it is said. The adaptation of the Service poem wa* made by Harry Chandles. Willis Directs Sales Of National Theatres Lloyd Willis has joined the National Picture Theatres organization as general sales manager. He has resigned as director of United Picture Theatres and as assistant to President J. A. Berst. Mr. Willis entered the film business as assistant general manager for Fox. Some extensive plans for the distribution and selling of National pictures will be announced by him at a later date. Unique House Planned PORTLAND, I ND.— Walter Swhier is planning the erection of a picture theatre which is to be built completely of odd-sized stones, matched in quaint and attractive fashion. Mr. Swhier will give hir last show at the Crystal on March 27. Breaking all attendance records during a week in which the influenza epidemic was at its height in Minneapolis, was the accomplishment of William Kotch of the New Aster theatre. The attraction was Mabel Normand in her current Goldwyn attraction. "Pinto." which, coupled to an aggressive exploitation campaign planned by Mr. Kotch and Max Doolittle. Goldwyn's local press and service representative, succeeded in turning the trick. Seek Transient Trade Restrictions imposed by the health board prohibited standing in the lobby or foyer and the sale of tickets after the house was full. The New Aster, situated in the downtown theatrical section, ordinarily draws most of its patronage from the outlying suburban districts. Realizing that the health board's restrictions would all but annihilate the flow of trade from the suburban districts. Mr. Kotch concentrated his advertising on transient trade. His initial step was to cut his newspaper advertising appropriation down, using only calendar "ads." The compaign to attract transient patronage was initiated with the distribution, a few days before the opening of the picture, of 20.000 novelty heralds announcing the engagement. This was followed with the posting of eight twenty-four sheets and a large number of ones and threes. Car cards were used extensively. MRS. SIDNEY DREW As "The Emotional Miss Vaughn," in the third episode of her ne\r domestic comedy series based on Julian Street's "After Thirty." Pathe is distributing. Number Two Is Opened B ELTON. TEN.— Electric Palace Number Two has opened under the management of W. E. Crow. The new playhouse has 450 seats. From Liberty to Okaw MATTOON. ILL.— The old Liberty theatre, renovated and remodeled, has been opened as the Okaw. H. E. Specker is manager. The New Aster's drive to attract the floating population of Minneapolis was strengthened by the erection of a novel lobby display. The cut-out Mabel Normand and her leading man. stationed at the entrance, were taken from the twenty-four sheet. The rope, one end of which was attached to Mabel Normand's hand, was strung on wire and spelled out the word "Pinto" directly over the boxoffice, with the other end forming a noose which was stretched around the figure of the hero on the opposite side of the lobby. Attached to the rope were electric bulbs which, when lighted at night, produced an impressive effect. The striking display drew thousands of passersby to the lobby of the New Aster and played a big part in the success of "Pinto." During the course of the showing. Manager Kotch resorted to the use of the ancient ballyhoo. He engaged a young woman, attired her in the "Pinto" cowgirl costume, and had her parade the vicinity of the New Aster mounted on a horse. Attached to the horse's saddle was a large oil-cloth sign. Barney Hahn to Increase Capacity to L100 Seats STURGEON BAY. WIS.— The Sturgeon Bay opera house is to be remodeled into a modern theatre and picture house. Barney Hahn, owner, announces that he will increase the seating capacity to 1.100. Concentrates on Transient Business And "Pinto" Sets BoxOffice Record