Exhibitors Herald (Dec 1921 - Mar 1922)

January 7, 1922 EXHIBITORS HERALD 63 "What the Picture Did For Me" VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR Copyright, 1921 You are especially invited to contribute regularly to this department. It is a co-operative service FOR THE BENEFIT OF EXHIBITORS. TELL US WHAT THE PICTURE DID FOR YOU and read in the HERALD every week what the picture did for the other fellow, thereby getting the only possible guide to box office values. Address "What The Picture Did For Me." EXHIBITORS HERALD. 417 S. Dearborn St. Chicago. American High Gear Jeffery, with William Russell.— Pleased 100 per cent. Some of the re-issues which are coming out go over better than the new pictures. Did good on this one. Use it. Very entertaining. — J. L. Rappeport, Lovejoy theatre. Buffalo, X. Y. — Neighborhood patronage. Sunset Jones, with William Russell. — Just an average picture. The acting of "Sunset" was very tame. — J. E. Higgins, Majestic theatre, Cullom, 111. — Neighborhood patronage. Payment Guaranteed, with Margarita Fisher. — All remarks were favorable for this picture and for my part I liked it better than any I have seen of this star since Motherhood. — S. V. Wallace, Idle Hour theatre, Cambridge Springs, Penn. — Neighborhood patronage. Associated Exhibitors The Rider of The King Log, with a special cast. — Good picture; good drawing card; and pleased at least 95 per cent. — W. P. Perry, Rialto theatre, Cheyenne Wells, Colo — Small town patronage. The Butterfly Girl, with Marjorie Daw. — Fairly good picture, but poor business on account of local conditions. — Charles Kuchan, Idylhour theatre, Canton, 111. — General patronage. The Rider of The King Log, with a special cast. — Fine picture. Good story and some wonderful mountain scenes. More than pleased our patrons. — Auditorium theatre, Carelton, Nebr. — Small town patronage. First National Bits of Life, a Marshall Neilan production.— Too much can not be said. Director and actors deserve praise for such wonderful work. It's simply a great one. Make more as good as this one. — J. Carbonell, Monroe theatre. Key West, Fla. — Neighborhood patronage. Bits of Life, a Marshall Neilan production.— Liked by the majority. Did fair business all week but was increasing daily. Put out 5.000 postcards in addition to regular advertising. — Frank L. Browne. Liberty theatre. Long Beach, Calif. — Transient patronage. The Cup of Life, a Thomas H. Ince pioduction.— Went over big. — J. J. McHenny, Allen-Charette, Inc., New Bedford. Mass. The Sign or. the Door, with Norma Talmadge. — An excellent picture. — Mrs. R. G. Jordan, Hinsdale theatre, Hinsdale, 111. — Neighborhood patronage. Wife Against Wife, with a special cast. —Pleased but few. Some walked out. — Gem theatre, Waterville, Minn. — Neighborhood patronage. The Midnight Bell, with Charles Ray. — A good Ray oicture, but drew poor business. Star losing out here. Many people remarked that they were "tired" of Ray. — A. H. Creal, Suburban theatre, Omaha, Nebr. — Neighborhood patronage. The Child Thou Gavest Me, with a special cast. — A 100 per cent production. Good business. — J. M. Young, Apollo theatre. Los Angeles, Calif. — Neighborhood patronage. Peck's Bad Boy, with Jackie Coogan. — The people are still talking about this one. A great box office attraction. It will please and it will draw. I played to over 600 adults and never received one complaint. — W. E. Elkin, Temple theatre. Aberdeen, Miss. — Neighborhood patronage. Yes or No, with Norma Talmadge. — Pleased about "5 per cent. One scene should be cut out in this production. Too suggestive. — Giacoma Bros., Crystal theatre, Tombstone, Ariz. — General patronage. Not Guilty, with a special cast. — Farm She Exploits Pictures and Gets Results MRS. W. H. HELFER, Itasca theatre, Alice, Texas, selects her programs with care, reads this department for guidance in making her choice, and then actively exploits each attraction for its full value. She completes the handling of each picture by contributing a report of its success or failure and giving reasons for the same, occasionally adding details describing her exploitation. There are few masculine contributors to this department whose showmanship will bear comparison with that of Mrs. Heifer. You who read her reports each week know the measure of her ability and are guided by her findings. Mrs. Heifer's photograph is the 14th in this series. A. L. Picker has promised to contribute a likeness which may arrive in time to be made No. 15. Who do you want to see next? M0: ing community. A good picture and pleased a small house. — G. F. Rediske, Star theatre, Ryegate, Mont. — Small town patronage. Bob Hampton of Placer, a Marshall Neilan production. — Excellent. Too much praise cannot be said for this picture, which pleased large audiences, and proved a strong Empress drawing card. Short subjects: Educational comedy, Let Me Explain, Pathe News, International News. — William Noble, Empress theatre, Oklamhoma City, Okla. — General patronage. ManWoman-Marriage, an Allen Holubar production. — A mighty fine, elaborate spectacle. Sequence of story is remarkable. Star, photography and direction make it one of the few really big productions we have seen this year. — L. R. Moore, Roma theatre, Columbus Grove, O. — Neighborhood patronage. The Forbidden Thing, an Allan Dwan production. — Allan Dwan has a way of pleasing your patrons with any kind of a story and this one needed a master hand to make anything out of it. Even it went over all right. — S. V. Wallace, Idle Hour theatre. Cambridge Springs, Pa. Woman's Place, with Constance Talmadge.— Constance got them agoin'. She always makes them take notice. Picture was surely one of Constance's good ones. — J. Carbonell, Monroe theatre, Key West, Fla. — Neighborhood patronage. Gypsy Blood, with Pola Negri. — Played one week. Proved a box office winner, although title was against it. Everyone agreed that story was good. — Frank L. Browne, Liberty theatre, Long Beach, Calif. — Transient patronage. Pilgrims of the Night, with a special cast. — Generally liked. Business depression, due to holiday season. — J. J. McHenny, Allen-Charette, Inc., New Bedford, Mass. What Women Love, with Annette Kellerman. — Good entertainment. No kicks. — D. A. Kooker. Happy Hour theatre, Ewen, Mich. — Neighborhood patronage. Love's Penalty, with Hope Hampton. — A good picture to poor business. — E. J. Degenhardt. Princess theatre, Mendota. 111. — Neighborhood natronage. Mother O' Mine, a Thomas H. Ince production. — A good melodrama but not a "mother" picture as title would indicate. Did not do the business we expected, as several other houses reported big business.— A. H. Creal, Suburban theatre, Ohoma, Nebr. — Neighborhood patronage Courage, with a special cast. — Nothing to rave over. It's a good program picture.— Chas. Blaine, Morgan theatre. Henryetta, Okla. — General patronage. Serenade, an R. A. Walsh production. — A truly poor picture. All my patrons kicked. One of the poorest pictures ever