Exhibitors Herald (Jan-Mar 1920)

52 EXHIBITORS HERALD March 20, 1920 iitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin iiiii miiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 1 1 1 1: nii n ii , mm m OF PICTURES OF THE WEEK miiUHiiiiiiiiiiini ' nil iii iiiiiiiiiiillillliiiiimiiiiiitiiiiiiiiiiiiiiiaiiiiiiiiiimiii iiiiin ii»iiiiii:iiiiii.iiiiiiiiiiiiiiiiuiliilliiliur:i II llillilil iiniiiiiiiiiiiiii l.lliili !.ill,n!;il .H'lIU THE blizzard, the flood, the earthquake, natural causes, and the transportation strikes, the power plant accidents, adverse legislation, etc., uncontrollable factors, are the only force that can prevent the exhibitor who uses this department properly from .enjoying three hundred and sixty-five successful business days each year. In this department the first step toward a successful engagement is taken. Here the pictures that have market value are pointed out. To read this department weekly is to keep informed of the publications that can be exhibited with certainty of pleasing the public. To reap full value from a subscription to Exhibitors Herald, however, the exhibitor who does not play pictures the same week they are published should file his copy and turn the following week to "What the Picture Did for Me." Here he will find the reports of the first-run exhibitors. His estimate in the picture, based on the original review, will be fortified by the reading. And this is valuable when the time comes to advertise the picture. At that time, which is a most important one, he can find in "Exhibitors Advertising"' accounts of the successful presentation of the picture by the firstrun exhibitors. If it were possible to give better service than this it would be given. But it is not possible. Every time a good picture is published it is called to the exhibitors attention, its merit is proved, and advertising pointers are given. By the extent to which the exhibitor utilizes this service his success may be measured. "THE STRONGEST" (Fox) contains a distinct surprise for the public that will come to the theatre to see the fiction work of Georges Clemenceau, "the Tigef of France." It is this surprise, a totally unexpected one, that will make the strongest impression upon the theatre patron. There are exploitation possibilities of great merit which should result in successful engagements wherever the picture is exhibited. "CIRCUMSTANTIAL EVIDENCE" (Arrow) is probably the best of the first of the series of Tex stories which Arrow is now presenting on the state rights market. It centers around a mysterious murder, the solution of which is in doubt until the last few feet. A spectacular prison fire not only lends strength to the production, but offers an excellent opportunity of novel exploitation. "THE THIRD WOMAN" (RobertsOrr-Cole) is another version of the love story of a half-breed. While not an elaborate production, it is well made and has many interesting scenes of life in Indian villages. It will appeal to women more strongly than to men. "THE LONG ARM OF MANNISTER" (Pioneer) is a graphic screen portrayal of E. Phillips Oppenheim's story with Henry B. Walthall in a role especially fitted to him. The sinking of a yacht at sea is one of the spectacular features. It lends itself readily to a thorough campaign of exploitation. "THE WOMAN GAME" (Selznick) is the screen version of a decidedly novel and interesting story in which Elaine Hammerstein has accomplished more than in any of her previous vehicles. The young star has been surrounded by an adequate cast, and with beautiful exteriors and interiors, the picture makes an ideal offering for any program. "TARNISHED REPUTATIONS" (Pathe) presents Dolores Cassinelli in a story that has been told well pictorially. An interesting theme was obtained for the production, and the screen version holds interest throughout. The small cast supporting the star handles the principal roles carefully. "THE DEVIL'S RIDDLE" (Fox) has given Gladys Brockwell every opportunity to do her best work in emotional acting. The settings chosen are very vivid. Miss Brockwell is given proficient support by the other players. The development of the story seems improbable in a few instances, but, as a whole, the picture is interesting and easily followed. "EXCUSE MY DUST" (Paramount Artcraft) is another of Wallace Reid's clever automobile vehicles. Some exciting action is offered in the picture, as well as good comedy and romance. Theodore Roberts is exceptionally fine in his portrayal. The production should meet with approval that is universal. "BURNT WINGS" (Universal) proves to be just the sort of picture the title indicates. It will, therefore, please the patrons attracted by that title and should succeed accordingly. Bayard Veiller wrote the story and W. Christy Cabanne directed. Frank Mayo, the star, is ably assisted by Betty Blvthe and Josephine Hill, the acting and production throughout being of the best. "TRAILED BY THREE" (Pathe), judging from the first three episodes, is a serial that will stand second to none. It is replete with excitement and intense moments. The action of the picture moves fast, and the leading players, Stuart Holmes, Frankie Mann and Wilfred Lvtell, are commendable in their portrayals. Theatres using serials will find "Trailed by Three" a boxoffice asset.