Exhibitors Herald (Dec 1921 - Mar 1922)

28 EXHIBITORS HERALD January 7, 1922 -Ml ART IN J. QTJIGLEY PUBLISHER &> EDITOR Published every Wednesday by Martin J. Qnigley. Editorial and Executive Offices: 417 South Dearborn street, Chicago, Illinois. (Telephone? Harrison 9248-9249.) New York Office: 1476 Broadway. (Telephone: Bryant Sill.) Los Angeles Office: 543 South Spring St. (Telephone 660-10.) All Editorial and Business Correspondence should be addressed to the Chicago Offices. Subscription Price: Cnited States and Its Possessions, Mexico and Cuba, 93.00 a year* Canada, $4.50 a yean Foreign Countries (Postpaid), $5.00 a year. Single copy, 25 cents. Copyright, 1921. All Bights Reserved, Copyright throughout Great Britain and Colonies under the provision of the copyright act of 1911. Vol. XIV January 7, 1922 No. 2 Mr. D. W. Griffith can afford to write off the interest value of the title, "The Two Orphans," with respect to his forthcoming production and proceed, without regret, to call it "Orphans of the Storm." The world-wide publicity the production already has received, identifying it definitely as Griffith's motion picture story of "The Two Orphans," makes this possible. * * * Another factor in this connection is that with what the name D. W. Griffith stands for, with the public and with the trade, Mr. Griffith could almost designate his forthcoming productions like the music masters have done; as, for instance: "Griffith's Seventeenth Opus" and the box office result, in all probability, would be about the same. Griffith — and very likely Griffith alone— can do this. Hence his enforced abandonment of the original title of his story is to him a matter of small importance. However, the principle involved is the same as in the case of lesser producers whose late and pretentious efforts are traded upon in a thoroughly unethical manner by persons who seek only to ride into profit, upon the effort and investment of another. Just how this practice can be controlled is not altogether plain at this time, but for the advancement of the ethical reputation of the industry something eventually must be done. Exhibitors should not neglect proper recognition of the advantages to them in Universal's announced plan of making "Foolish Wives" immediately available to picture theatres throughout the country. If this production measures up in any reasonable manner to what is expected of it, it will afford exhibitors the type of attraction that will be a definite stimulus to business. The present time is particularly opportune for a reception of the kind of advantages that such a production can bestow. In the heart of Hollywood, Pat Dowling voices an opinion which, put briefly, is that the proper way to fool the public is with comedies — Christie, for instance — and not with talk of fabulous salaries which, from time \o time, are announced as compensation for stars. Mr. Dowling is right; ridiculous salaries which have been quoted to the public have not — as certain feeble minds seem to think — served to impress the public but have, instead, directed toward the industry much undesirable criticism. IN THIS ISSUE OF SPECIAL INTEREST AKnln — Two Feats of Leadership . . . 47 U. S. Official Tables on Film Export and Import 59 N I u s OF THE WEEK Government Issues Official Survey on l-'ilm Importation Theatre Men In Missouri and Canada Approve I'olieies l:\hil>itor Haps Plan to Get Data on Theatre Operation Eastern Exhibitor Challenges Crltlelsm of Prologues li t Statement I>enles Plnn to Close Hall] wood Studios Shaberts Will Piny Film Starring Fred lleauvals Prettiest Girl Sought at Allied Laboratories Ball 30 IVew Cameo Theatre Opens In New York With "Peacock Alley" 36 DEPARTMENTS The Week in New York 34 Money Making Ideas 36 The Theatre 37 Public Bights League 45 Be views 49 Letters From Benders 62 Topics of the Bay 02 What the Picture Did for Mc 63 Theatre Equipment 72 Chicago Trade Events 77 Guide to Current Pictures 80 Re -Takes J. R. M. 1 9 2 2 : May it bring you Prosperity, Health and Happiness. That's the wish of the HERALD staff. * The Rumor Hound didn't even take advantage of the two days' Christmas vacation. He was busy all the time. He had Metro consolidating with Famous Players; Pathe going through Vitagraph; Fox combining with somebody or other, and United Artists and Universal joining hands with other big firms. SANTA CLAUS WAS GOOD Gosh what a lot of presents for the Horse! Every mail brought them and if we bedeck him with all of them on Horse Week he'll look like Woolworth's front window. However, the little saw-horse, the step-ladder, the extra bit from Ralph Crocker, Elgin, the little whip from Ark. and the nifty bridle from way out West — Idaho — will all come in handy, and we'll bundle them all up and send 'em along, when the big presentation ceremony takes place. Don't make any engagements for HORSE WEEK. Everybody's invited. Beg Pardon We owe R-C Pictures an apology for printing pretty little Doris May's picture in the Xmas issue, and calling her Mabel Normand. We promise it won't happen again. How Do They Do It? You just can't outguess these press agents. Get this one: "Neal Hart (America's Pal), the well known Western motion picture star, was the first to disarm in Cinimanation." (The caps and the parenthesis are the press agent's also that last word. Great isn't it?) * Another Rumor at Rest We can now safely announce that Mary Garden and Bill Hart are not going to be married. * Jolly Expression, Eh? In England the exhibitor says "business is on the thin" when he means it's on the blink. * In China the women do not read subtitles aloud in theatres. But there's a reason. The majority of Chinese women cannot read. * These Dry Times A man with a basket of grapes was pinched last week in Chicago. A dry agent said he was a potential wine maker. By and by they'll arrest you for looking at a hop or a yeast cake and contemplating its ultimate kick.