Exhibitors Herald (Dec 1921 - Mar 1922)

28 EXHIBITORS HERALD January 21, 1922 DELEGATION OF ENGLISH EXHIBITORS, at Hollywood, Cal, looking over over the Brunton studios, where R. A. Walsh is producing "Kindred of the Dust" and Joseph M. Schenck the Talmadge and Buster Keaton pictures for First National. Left to right: R. A. Walsh, Stanley Ball, F. E. Adams, manager of Provincial Cinematograph theatres, Ltd. Hugh Turtle, Joseph M. Schenck and R. Atkinson. Test Shows Costly Prologues Not Vital, Says Riesenfeld Exhibitor Qualifies Assertion by Adding That Attractive All-Film Programs Not Always Obtainable (Special to Exhibitors Herald) NEW YORK, Jan. 10. — Dr. Hugo Riesenfeld's second experiment of an all-film, program, which was tried out at the Rialto theatre last week, has proved to the manager's satisfaction, that special numbers and elaborate prologues are not necessary to a successful week's business. Dr. Riesenfeld qualifies this by asserting that the class of pictures needful to make an all-film program sufficiently attractive are not always obtainable. "pjR. RIESENFELD docs not anticipate using programs similar to last week's bill at the Rialto as a regular feature at any of his New York houses, nor does he recommend it to others, except for the purpose of providing a change from the regular order of things. He states that the receipts of the Rialto, where the experiment was made, held up better for the week than did those of cither of his other two houses, the Rivoli and the Criterion. The all-film bill consisted of three features: "Just Around the Corner," a Cosmopolitan production, a re-issue of "Carmen," cut down and attuned to the music by Dr. Riesenfeld and his staff, and a Mack Sennctt comedy, "By Heck." The first trial of the experiment was made at the same theatre during the week beginning November 20. At that time the program consisted of "Fightin' Mad," with William Desmond, a two-reel version of "La Tosca," and "The Rattle of Jutland." The bill seemed such a pleasing one to the patrons, and the box office receipts were sufficiently generous as to cause Dr. Riesenfeld to repeat last week, of course, with a different bill. In commenting on the experiment, Dr. Riesenfeld said he wanted to make it clear that while the all-film program on the two separate occasions, appeared to fill all requirements, the music at his theatre was a big factor. He points out that on each of these bills he used as one of the features a picturization of a grand opera, arranged in such a way as to be almost as much musical as picture features. And, of course, the usual Rialto orchestral attractions were utilized. * * * What it did prove to the doctor's satisfaction is that elaborate prologues are not necessary to the successful presentation of pictures in a photoplay house, and this, he says, has been his belief ever since such elaboration of photoplay programs came into vogue. He contends that the creation of atmosphere is advisable, but this should not be done to the extent of putting the picture in the background. In connection with the experiment at the Rialto, and the satisfactory box office receipts, it should be pointed out that the attractions in competitive houses were unusually strong. "Theodora" was doing almost a record-breaking Business at the Capitol, so much so in fact that it is being kept there for a second week. "Tol'ablc David," generally credited with being one of the best pictures ever seen on Broadway, was playing to standing room at the Strand, and on Wednesday D. W. Griffith's "Orphans of the Storm" opened at the Apollo. Bronx Theatre Owners Contribute Film Rent Tax to M. P. T. O. A. (Special to Exhibitors Herald) NEW YORK, Jan. 10.— At the annual meeting of the Bronx Motion Picture Theatre Owners Association, John J. Wittman, was re-elected president for the tenth consecutive term. Vice president John C. Bolte was re-elected for the third term and executive secretary for the ninth consecutive year. Other officers elected are: Treasurer, Henry Suchman; trustees, Edward Falter, Morris Sussman and Isadore Rothman; sergeant at arms, William Wilson. The following resolution was adopted by the association and every Bronx theatre owner is responding heartily: "In recognition of the splendid service rendered by the Motion Picture Theatre Owners of America in having the 5 per cent film rental tax repealed effective January 1, 1922, every exhibitor of Bronx county will contribute the equivalent of the tax saved under the new law for the week of Jan 1 tq 7 inclusive, to the Motion Picture Theatre Owners of America." Exchanges Warned on Distribution of Films to Churches, Schools (Special to Exhibitors Herald) KANSAS CITY, MO., Jan. 10.— At a meeting of the newly created Kansas City advisory board of the Motion Picture Theatre Owners of Missouri, of which Frank L. Newman is chairman, a final warning against the practices of certain Kansas City exchanges was sounded, namely that of renting films to churches and non-theatrical institutions. At the last two state exhibitor conventions, resolutions were adopted, condemning this practice. Despite this fact, it is said, there are churches and schools in Kansas City which have been staging semi-weekly, and, in some cases, almost nightly performances. The members of the board decided to call upon the exhibitors to pledge themselves not to use the product of any exchange which continued to furnish fiilms to non-theatrical institutions. Florida May Be Scene Of Next Hampton Film (Special to Exhibitors Herald) LOS ANGELES, Jan. 10.— Hope Hampton, it is reported, has called off her trip to California and may make her next picture in Florida. Crowds Break Chains (Special to Exhibitors Herald) LOS ANGELES, Jan. 10.— Harold Lloyd may be assessed $87 for new chains for the lobby of the Symphony theatre. Crowds trying to see "The Sailor-Made Man" broke them in their efforts to enter t he house. Patrons Select Name (Special to Exhibitors Herald) PORTSMOUTH, VA., Jan. 10.— Patrons of the new theatre opened by Pcrithaion Development Corporation on the old Central House site, have been requested to suggest a name for the playhouse. The house seats 1,200.