Exhibitors Herald (Dec 1921 - Mar 1922)

36 EXHIBITORS HERALD January 7, 1922 New Cameo Theatre Opens in New York House. Seating 600 to PlayBig Film Attractions Exclusively (Special to Exhibitors Herald) NEW YORK, Dec. 27.— The new Cameo theatre, the de luxe picture playhouse in the Bush building in Fortysecond street, opened last week with Mae Murray's "Peacock Alley" as the chief attraction. The Cameo is under the management of B. S. Moss, and while seating but 600, is one of the most attractive entertainment houses in the city. Inaugurates Indefinite Runs In handling the Cameo, Mr. Moss has departed from the policy obtaining in his other houses, and the Cameo will be used for indefinite runs of big productions exclusively. As Mr. Moss expresses it: "We will put into the Cameo the best pictures obtainable and keep them there as long as they will stand up." Offers Complete Program In addition to the feature film, the Cameo opening program contains a good comedy, a news reel and an unusually good musical prologue. The orchestra is under the direction of Gerald Carbonare. Transportation of Fight Film Brings $300 Fine (Special to Exhibitors Herald) GUTHRIE, OKLA., Dec. 20.— Charles F. Mynton was fined $300 in the United States court at Guthrie on a charge of transporting motion pictures of the Dempsey-Carpenter fight. One thousand dollars was the maximum fine that could have been imposed. Adler Joins Art Brand As Treasurer; Brandt President of Company (Special to Exhibitors Herald) NEW YORK, Dec. 27.— Bert Adler has joined the newly organized Art Brand Productions, Inc., as its treasurer. Joe Brandt is president of the corporation. Art Brand has expanded its activities to include not only the handling of the series of two-reel pictures starring Charles Ray, but also other important acquisitions for the independent market. No definite announcement is made at present regarding these pictures, but it is said that several features that will prove important box office pictures are scheduled. C. B. C. -Film Sales Corporation has been selected as the distributing medium for Art Brand Productions. Mr. Adler and Mr. Brandt have worked out a complete plan for state right distribution, and under their supervision it is said to be functioning in a manner that will prove very successful. Star Chosen As One Of World's Beauties (Special to Exhibitors Herald) LOS ANGELES, Dec. 27.— Katherine MacDonald, Associated First National star, has been selected by the directors of the Annual Photo Exhibit of the Most Beautiful Women of the World, to be held at the Swarner galleries, Kansas City, commencing on January 2, to represent the most beautiful woman in America. Miss MacDonald's photos will be hung alongside of the noted beauties of the old world cities. President B. P. Schulberg of Preferred Pictures, which produces the MacDonald features, has sent to the Swarner galleries three large, artistic portraits of his star. Wanted: New York's Most Beautiful Girl Will be Chosen at Dance of Laboratory Men for Warner Cast (Special to Exhibitors Herald) NEW YORK, Dec. 27.— The prettiest girl in New York is soon to have an offer of a place in motion pictures. Just who she is no one can state officially just now, although there are many who think they can. The momentous question is due to be settled on New Year's Eve at the Twelfth Regiment Armory, where and when the first annual ball of the Allied Film Laboratories will be held. Seek Prettiest Girl The prettiest girl — in fact manv pretty girls — are being sought by the association which is comprised of all the film laboratories in and about New York City. One of the big features of the ball is planned to be a beauty show, the prize for the winner being a place in the cast of the next production of Warner Brothers. Representatives of Craftsmen Film. Laboratory and Republic Laboratories, Inc. are the program committee for the ball, and they are already at work canvassing the American Legion Posts and the social clubs of the city, and urging that each send its particular queen of beauty to the ball. A new screen beauty is most certain to be discovered, as no one who has ever appeared in a picture will be considered by the judges. Plan Biggest Affair Among the members of the Allied Film Laboratories who are interested in making the forthcoming ball one of the biggest affairs ever given in the industry are: Biograph Company. Claremont Film Laboratory, Inc., Craftsmen Film Laboratory, Cromlow Film Laboratory, Inc., Dobbs Laboratory, Eclipse Film Laboratory, Erbograph Company, Evans Film Manufacturing Co.. Film Developing Corporation, Burton Holmes Lectures, Inc.. Nicholas Kessel Laboratory, Kineto Company of America. Inc., National Film Laboratory. Nick's Laboratory, Palisade Laboratory, Republic Laboratories, Inc.. Rex Laboratory, Inc.. Tremont Film Laboratories, Inc., William Horsley Laboratory and Lyman H. Howe Co. Realty Firm to Erect Play House and Hotel (Special to Exhibitors Herald) FT. WAYNE, IND., Dec. 27.— Consolidated Realty and Theatres corporation has taken over an old high school building in Wayne street and will erect in its place a $1,000,000 theatre, hotel and cafeteria building. The new structure will be six stories high with a frontage of 190 feet in Wayne street, and a depth of 150 feet. The building will be L-shaped with the hotel and cafeteria entrance at the southwest corner in Wayne street. The theatre entrance will be in Calhoun street. The theatre will seat 3,000. Mantzke Joins Force At Hodkinson Branch (Special to Exhibitors Herald) MINNEAPOLIS, MINN., Dec. 27.— Frank Mantzke has joined the sales force at the W. W. Hodkinson exchange here. He formerly was manager of R-C Pictures here and also director of the publicity department of General Film Company. During the many years Mantzke has been associated with the industry he has built up a reputation for fair dealing and honest business methods. MONEY MAKING IDEAS Used Successfully by Their Patronage Which Have Exhibitors to Been Build Up By R. J. RELF Manager, Star Theatre, Decorah, Iowa Here is how I ran "Way Down East" five days in a town of 4,000 people and had a swell house for every show. I advertised it. I used a great supply of paper, from cards to 24 sheets. I had 10,000 8-page herald program printed. The small amount of advertising carried paid the cost, $100, of these booklets. I had 1,000 tack cards printed here at a cost of $2.50. These programs and cards were used in about twenty-five towns — in fact every town within forty miles of here. In addition to this I carried ads in nearly thirty out-of-town papers. I had two rubes dressed up with signs make a big demonstration at Postville, near here. I had another bunch make a big blow-out at another nearby town. Then I put banners on the local sprinkler wagon, stretched one across the street in front of the theatre and had my bill posters' car bannered and cards on my windshield. I ran slides in every nearby theatre that would run them. I put personal letters in the papers from those who had already seen the picture. Then I co-operated with the local American Legion in helping them put over a Legion Day during the run. I hired the local Grand Opera House ten piece orchestra and added to this the best violinist I could get. We reserved the main floor for all five nights in advance. I had the biggest week I've had in years.