Exhibitors Herald (Oct-Dec 1920)

November 13, 1920 EXHIBITORS HERALD 93 Palace Inaugurates Seven-Day Runs Hodkinson Production Is First Played Under the New Policy at the Buffalo Theatre — Box Office Receipts for the Initial Week Establish a Record at Playhouse HOWARP J. SMITH, manager and one of the owners of the Palace theatre, Buffalo, N. Y., has inaugurated seven-day runs at his house, his previous policy being two or three changes of program each week. The exhibitor reports that during the first week after inauguration of the seven-day runs he took in more money than he had at any previous time. W. W. Hodkinson was instrumental in effecting the change of policy at the Palace, according to Mr. Smith. Prior to a conference some time ago with Mr. Hodkinson, Mr. Smith was of the opinion that a feature should be changed two or three times a week in a theatre of the capacity of the Palace — 750 seats. * * * "Love Madness" was the Hodkinson production which was selected as the first picture to inaugurate the new plan. While in New York recently Mr. Smith declared: "It is my intention from now on to play every Hodkinson released picture that I can get. To my way of thinking they compare more than favorably with any other product offered to the exhibitor today and I am going to let them make money for me. I never thought it would be possible to play a picture successfully for a week in my theatre until Mr. Hodkinson persuaded me to try and — well, from now on "The Hodkinson Way' is my way. "When I put this change of policy into effect I did more than just merely lengthen the run of the picture; I took increased space in the local newspapers and I gave the picture every possible bit of exploitation that I could. * * * "Also, I am a firm believer in the value of a well-dressed lobDy, for the lobby display does more than anything else, I think, to convince passers-by that you have a production that ne or she must see. The newspaper, after all, reaches what one might call a limited number — only those who read the papers, but your lobby makes its appeal to every man, woman and child that passes your theatre and for this reason a live showman cannot afford to neglect it. "For 'Love Madness' I draped the entire front of my theatre in bunting of a vivid crimson hue a nd had my carpenter erect a compo cut — cut of a heart before the ticket booth. I played up very strongly the mother love side of the story, but in order not to slight the Oriental atmosphere of this wonderful production, I also strung several Chinese lanterns and hired for tne occasion a bronze Buddha, which was most effective . My house attencants were dressed in Oriental costume and the results achieved were highly satisfactory. It took a little time and a little money, but the answer is that 'Love Madness' was a big success for me, in every way justifying the outlay that I made for it." FRAXCTS ELDRIDGE In "The Foreigner," the Winnipeg Productions, Ltd., production of Ralph Connor's book. Takes Managerial Office PITTSBURGH, PA. — Henry E. Wilkinson, new managing director of the Olympic theatre, formerly .in the local office of Realart Pictures, recently assumed his new duties. Practically Every Big Combination N. Y. House Books "Headin' Home VERA GORDOX Star of "Humoresque," who is also featured In the Goldwyn-Rex Beach storj "The Xorth W ind's Malice." B. Y. S. Films, Inc., which recently acquired the world rights to Yankee Photoplay's "Headin' Home," starring ' Babe" Ruth, has closed contracts providing for exhibition of the production in virtually every big combination vaudeville and motion picture theatre in New York, according to Herbert H. Yudkin, general manager. While no definite sum has been announced, in connection with this deal, it is declared that the figures run into six figures, and assure the feature the best presentation any picture has ever received. Says It Is Exception " 'Babe' Ruth, in 'Headin' Home.' " said Mr. Cornell of Eckel's theatre. Syracuse, "is one of the best film productions that I have ever seen. The story is human and that is saying a lot, particularly when you take into consideration the fact that the star was recruited from the sporting world. It has been the custom of film concerns to enlist the services of such sporting luminaries and starring them in short plays, but ■Headin' Home' is an exception. "The story tells the struggles of a grossly misunderstood lad with an ambition. The characters are humanly interesting and the production is so presented that it touches the heartstrings. It is the best box office bet I've seen in a long time, and it was principally for that reason together with a knowledge of the splendid drawing power of the star and heart-interest story involved that I booked it for a showing at my theatre." . Many Applications Received Mr. Yudkin announces that he has received many applications for territorial rights from the leading state right buyers of the country. The press book for "Headin' Home" was issued on Monday. October IS. It contains thirty-two neatly laid-out pages, attractive advertising copy, teaser campaign helps, press notices, sporting and women's pages stories, news stories, magazine features, cuts, mats, and in fact, it is said, everything necessary to aid the exhibitor in attracting his patrons to the box office. American Cinema Renews Its Production Activities With Mollie King as Star American Cinema Corporation, through Walter Xiebuhr, its president, announces the renewal of producing activities. Mollie King, whose last American Cinema nroduction, "Women Men Forget." has scored substantial success throughout the country, is the star and the vehicle selected is an adaptation of an original story by Elizabeth Ethel Donoher, "Her Majesty." Phillip Lonergan wrote the scenario. George Irving is directing the picture at the Biograph studio. Miss King has a dual role to portray in Susanne and Rosalie Bower, twin sisters. A supporting cast of particular ability is also announced.