Exhibitors Herald (Oct-Dec 1921)

December 10. 1921 EXHIBITORS HERALD 65 STRONGHEART, the wonderful German police dog, who stars in '"The Silent Call," the H. O. Davis production, being distributed by First National. Newsboy Contest Packs 'em in During Show ing Of Mary Pickford Film Two morning performances were necessary to take care of the crowds attracted to the Majestic theatre. Louisville, Ky., during a showing of Mary Pickford's "Little Lord Fauntleroy." as the result of a newsboy contest conducted by Edwan Forrest Young, exploitationman for the Rialto and Majestic. "Slates" appeared in all newspapers announcing the contest for the most popular Louisville Herald newsboy. The idea was that the boys were to cut the "slates" from the newspapers, insert the names of their favorites, and the boy receiving the largest vote, or leading the bigest gang to the Majestic, got a $10 prize. There was a second prize of $5 and a third of $3. The answer was that the newspaper gave one and two column news stories on the contest, and that boys from all sections of the city stormed the Majestic. Lachmann Directs Special Exploitation for Big "U" Marc Lachmann has been placed in charge of the special exploitation and publicity department created by the Universal Big "U" exchange for exhibitors playing all Universal productions. This department will assist the exhibitor in exploiting and promoting public interest in the Universal-Jewel features, special attractions, Century and Star comedies, serials, weeklies and other products of the Universal organization. Select Next Reid Film "Across the Continent" is to be Wallace Reid's next Paramount Picture and Philip E. Rosen, who has just completed "The Champion," in which Mr. Reid stars, again will direct. In this picture the star returns to his old love — the automobile. Investing Public Buys Entire Pathe Bond Issue, Says President Brunet Declares Company ''Is Very Proud of Its Present Financial Condition" — Believes Lower Admission Prices Necessary Paul Brunet. president of Pathe Exchange. Inc.. announces that the American investing public has absorbed the bond issue of the distributing company which was made recently through Merrill, Lynch & Company. President Brunet states that the last $750,000 was snapped up in less than two weeks. Brunet Issues Statement The statement issued by President Brunet follows: "Pathe is very proud of its present financial condition. Its quick assets are now more than 385 per cent of its total liabilities. "Even before the beginning of the period of business depression, we employed extreme conservatism in that we refrained from making long term producer contracts for elaborate and expensive features, until today we stand in the position of having no embarrassing contracts of that kind. Thus our contingent liabilities are practically negligible. Company Is "Unfettered" "Being thus unfettered, we surely are in the best financial position imaginable for adjusting our future output in strict keeping with the demands of the exhibitors. "Xot only that, but contracts for big stars and producers during these times certainly should be written at figures that are very much different than the figures these same stars and producers would have been contracted for during the war boom period. Predicts Gradual Betterment "While we do not look for any tremendous betterment in general conditions, it is our opinion that the depression so far as the exhibitor is concerned, has just about hit bottom and we are sure to witness a gradual improvement. That improvement will be more noticeable in localities where the exhibitor himself has taken drastic steps in so adjusting his operating costs so as to enable him to establish an admission price well within the buying power of his public. "When I refer to exhibitors' operating costs. I do not refer alone to film rentals, because the government tax figures have already reflected a very considerable reduction in film rentals. Furthermore, even though film rentals, as a cost of operation, were removed, entirely, it could not replace the loss of business many exhibitors have sustained during the fast three or four months. Cause of High Admissions "There are today, however, theatre operating costs aggregating a couple of hundred million dollars annually that exhibitors did not find necessary a few years ago. It is the cost of such items which keeps up admission prices and which the average motion picture fan does not feel he can afford to pay for today, even though he is a more ardent picture enthusiast than ever before. "The picture business always has been a gigantic success, because it was so well within the means ot the poor people, and even the poor people could afford admission prices of twenty-five and fifty cents during the boom period of 1918. 1919 and early 1920. But they cannot afford those prices today, and if we would include in our patronage those multitudes we must keep our admission prices within their buying power, with the result that instead of staying away entirely, as many of them do now. they will come to the motion picture theatre as often as ever before." Entire Canadian Territory Sold by Sacred Films, Inc. Arthur Cohen, president of Regal Films, Ltd., of Canada has signed a five year contract with Larry Weingarten of Sacred Films, Inc., for the exclusive distribution of the Old Testament Narratives in the Dominion. The distribution rights in Great Britain and Ireland have been contracted for by Pearl Films, Ltd., of London. Sale and Fraser of Tokyo are distributing in the Japanese Empire. The United States has been sold 100 per cent and Raymond Wells, who is enroute to Mesopotamia for scenes for the forthcoming Biblical story "Abraham." will negotiate for the distribution of the Sacred Films product on the continent. Wichita, Kan. — B-C Amusement Company has purchased the Kansas theatre, which formerly was the Star. Charles Barron is managing the house. VICTOR HEERMAN, who has been signed to direct Selznick pictures.