Exhibitors Herald (Oct-Dec 1920)

108 Predicts This Will Be Greatest Serial Year Shallenberger Says Episode Play Is Mainstay of Many Theatres The coming year will be the greatest serial year in the history of motion pictures, in the opinion of W. E. Shallenberger, president of Arrow Film Corporation. "I make this statement only after a very careful study of conditionSt and analyzing of the serial situation," he says. "Just as the continued story is the backbone of the magazine business, so is the serial the mainstay of a certain class of motion picture theatres," declares President Shallenberger, "and these theatres can no more do without serials than the magazine can do without the continued story. "The theatres referred to are the socalled neighborhood houses. To this type of theatre the serial is indispensable. It builds and holds patronage as nothing else can, and anyone who is at all familiar with the serial situation knows that more and better theatres are using serials at the present time than ever before in the history of the industry. "This I attribute to the fact that bigger and better serials are being made. I believe that the future of the serial lies in this class of production, and a continued photoplay will be the rule. As much attention will be paid to the production of serials as is now being paid to the production of features. "I look for a healthy growth in the serial business during the coming year, and Arrow Film Corporation has planned to devote special attention to this end of the business. We expect to have several special serials during the coming year, in fact we have already contracted for one, 'Thunderbolt Jack,' which is now being filmed by the Berwilla Film Company, which I believe will set a record for serials." EXHIBITORS HERALD Riesenfeld of New York Books Year's Output of The Christie Comedies Said to be the largest contract in the history of two reel comedies. Dr. Hugo Riesenfeld, managing director of the Rialto. Rivoli and Criterion theatres. New York, has booked the entire year's product of two reel Christie comedies from Educational Films Corporation. Twenty-four comedies are involved in the contract. This is the second series of comedies issued bv Educational for which Dr. Riesenfeld has signed for the year's production, the other being the Chesters. He is also showing the Bruce Scenics Beautiful and many of the Educational single reel specials. "The Big Show," the third Chester, is scheduled for an early showing. Every one of the Christies handled by Educational and issued to date has already been shown at the Rialto or Rivoli. A sec ond record has been made in that two Christies, the first and second Educational publications, were shown at the Rialto for consecutive weeks. Wallace Reid's Next Automobile Feature to Be Lewis' "Free Air" Wallace Reid will soon have an opportunity of driving a car again in a motion picture. The story is Sinclair Lewis' book, "Free Air," and the scenario is by Byron Morgan, author of motor stories, many of which appeared in the Saturday Evening Post, and have been former vehicles for the Paramount star. Also Mr. Morgan has recently hail a book of these stories published called "The Roaring Road." In this instance Reid has to be content for some of the time, at least, with driving a humble car, a mongrel of doubtful ancestry. J.ater he helps a lady in distress driving a "Gomez-Dep," supposedly a powerful motor, and so has a chance to show what he can do at the wheel of a big car. .Lick Ford Goes to Fox After Lniversal Career Announcement is made by William Fox of the engagement of Jack Ford as director for Buck Jones in his next picture, the working title of which is "Bimbo," the story an original one by Paul Schofield. Mr. Ford brings to Fox experience and reputation gained through his connection with Universal, with which company he had been affiliated as a director since *I014. Among his productions were "A Gun Fighting Gentleman." "Bare Fists." "Outcasts of Poker Flat," "Marked Men," and "The Roimd Up." He is a native of Portland, Me. Prior to his entry into motion pictures he was associated with several big stage productions. Buys Second Kansas House H I A W A T H A. KAN —Interstate Amusement Company has acquired the Royal theatre, started a short time ago by Bill Banks. J. W. Wendel, owner of the Victoria, represented the company in the deal. Miss Orchard, who is now managing the Victoria, will look .liter both houses. Mr. Wendel owns two theatres at Horton and one at Holton. DEAD MEN TELL NO October 16, 1920 Cecil DeMille to Stage One Play Within Another Cecil B. DeMille has temporarily returned to his former field of activity, the stage. He is at present at work on an elaborate stage production boasting of a notable cast, including Clyde Fillmore. Jack Mulhall, Margaret Loomis and others of note. Despite the literal truth of the foregoing statements, Mr. DeMille's latest venture in stage production will be seeii only on the screen. The play in question is a play within a play in the forthcoming Cecil B. DeMille special pro duction, "Forbidden Fruit." An elaborate theatre set has been built on the stage of the Lasky studio. A scene from a stage play has been especially written by Jeanie Macpherson, author of "Forbidden Fruit," and this scene placed in rehearsal by a specially selected cast or former stage players, including Forrest Stanley. Agnes Ayres. Theodore Rob erts, Kathlyn Williams, Shannon Day Bertram Johns, Clarence Burton and Theodore Kosloff. Buy Muskegon Property For Erection of House MUSKEGON. MICH. — William P. Smith, W. H. Burk and Mayor Paul R Bcardsley have purchased the property now occupied by the Newark Shoe Company and the Lion theatre. The buildings will be razed and a new theatre to ■seat 1,200 persons will be erected. CAMERA BARGAINS Motion Picture Camera* at cadi saving prices. Special professional discounts on UNIVERSALE. Immediate d*ll»«ry on all model* r»BH». IfeKrann*. Paths tod m*nr OCh«n dlisil ■ trau>d in our nhowroom. Sand for our oomplcta calalot at one*, f if on raqoaal. BASS CAMERA COMPANY Dept. H. 109 N. Dearborn St., Chicago, IS. ARCHITECTS AND BUILDERS J.B. DIBELKA COMPANY Parkway Bujo. 2743 West 22nd ST. CHICAGO GUARANTEED Mailing Lists MOVING PICTURE THEATRES Every State-total, 21,170 by States, iSM Per M. 1219 Film Exchanges S'.SO 313 manufacturers and studios 4.00 368 machine and supply dealers 4.00 Further Particulars: A. F.WILLIAMS, 158 W. Ataim St.,CMan