Exhibitors Herald (Dec 1921 - Mar 1922)

54 EXHIBITORS HERALD January 28, 1922 300 Mil es of Prizma Pictures Showing Here and Abroad Company Makes Great Progress During the Past Year in Field of Color Motion Photography AS evidence of the great progress being made in the field of color motion photography, Prizma, Inc., in a letter to Martin J. Quigley, publisher and editor of "Exhibitors Herald," states that "more than 300 miles of Prizma color positive are now running regularly in theatres in this country and in England." THE letter, written by H. G. Stokes, vice president of the company, states that in 1921 the organization produced a series of twenty-six short story subjects, "comprising the only regular short subject release in the world and made by color photography." * * * Continuing, the letter reads: "We released the first two-reel photoplay ever made on color positive stock, 'Heidi,' starring Madge Evans, and directed by Frederick Thomson. "We released the first five-reel feature travel story ever made of the South Sea Islands in color, Harold H. Horton's 'Bali the Unknown.' "We successfully competed with the news weeklies on Armistic Day by photographing the burial of America's unknown soldier and releasing it on Broadway with the current news weeklies. "We arranged a non-theatrical release comprising thirty-six specially selected Prizma subjects and thereby made educational color pictures available for use by colleges, schools, lodges, communities and other non-theatrical exhibitors." * * * Mr. Stokes also points out that the company has just completed in England, where Prizma was introduced last April, the photographing in color of J. Stuart Blackston's ten-reel production, "The Glorious Adventure." He states that this is the first full feature length photoplay to be made by color photography and using color-in-the-film positives. The Prizma process also has been available for other producers, the color effect having been used in "The Four Horsemen of the Apocalypse," "The Gilded Lily," "Passion," "Kismet," and a long list of other productions. William V. D. Kelley, inventor of the Prizma processes and technical advisor, reports that in many respects more progress in the development of the art of color motion photography has been made by Prizma during the past year than during the past twenty years. Indict Theatre Man 'On Charge of Arson (Special to Exhibitors Herald) PIPESTONE, MINN., Jan. 17.— The Pipestone grand jury has indicted Jerry Hines, theatre owner here, on a charge of arson. The charge against Hines contends that on the night of November 14 he attempted to destroy his $100,000 theatre by fire. All Star Program Is Given by McCormick At Wampas Meeting (Special to Exhibitors Herald) LOS ANGELES, Jan. 17.— An all-star program was offered by John McCormick, West Coast representative of First National, at the last meeting of the Western Motion Picture Advertisers. Speakers during the evening were Laurence A. Lambert, -^resident of National Motion Picture Finance Corporation; CharleRay and Richard Willis of Willis & Inglis and manager of the Ray studio. Lambert urged the advertisers to eliminate from their copy all reference to lavish expenditures and salaries; Ray told of his experiences during his recent trip and Willis spoke on publicity in the old days. Harry Ha mmond Beall, West Coast represents, tive of Exhibitors Herald, and chairman of the nominating committee, offered the following slate for this year: President, Arch Reeve; vice-president. Pete Smith; treasurer. Michael Boylan; secretary. Brail. The following were suggested to comprise the board of directors: Barrett Kiesling. Harry D. Wilson. Pat Dowling, J. A. Jackson, Harry Brand. Roy Miller, John Rankin." Robert Doman, Ted LeBerthon and Scoop Conlon. The election will be held on February 7. Report Keith Circuit Considering Purchase Of Two Ohio Theatres (Special to Exhibitors Herald) TOLEDO, O., Jan. 17.— According to J. J. Murdock, general manager of the Keith circuit, negotiations are pending with the stockholders of the Rivoli Company for the purchase of the EmpireRivoli block here, which includes both the Rivoli and Toledo theatres. The deal, if consummated, will be the largest one in the history of the local theatrical circles. Murdock states that if the Keith interests succeeded in purchasing the new property the Keith vaudeville will be changed from the present Keith house to the Rivoli and that the big road attractions of the K. & E. circuit and the Schuberts will be played at the old Keith house. The Toledo theatre would remain a stock house. The Rivoli management here claims it knows nothing of the proposed deal and if it is consummated it will be closed in New York. Big Motion Picture Theatre and Hotel For Columbus, Ohio (Special to Exhibitors Herald) COLUMBUS, O., Jan. 17.— A 12-story, 1.000 room hotel and a huge motion picture theatre, both to be the finest and most elaborate type, will be erected on the site of the Neil House here, according to announcement by Goodman-Hague Company, real estate brokers. Negotiations involving the property have been carried on for the past three months. In the deal just closed control of the property and title have been obtained by a syndicate of Cincinnati, Columbus nnd Cleveland capitalists, headed by Archibald S. White of Cincinnati. The announcement is significant because it will mean the establishment in Columbus of not only a new and fine hotel but a beautiful and modern motion picture theatre, which will rate as one «f the finest in the country, as well. MONEY MAKING IDEAS Which Have Been Exhibitors to Build By WILLIAM McNAMAR (Rex Theatre, Virden, 111.) Here are a few lessons I have learned in a small town : Don't sign non-cancellable contracts. Don't overbuy. There is always another day. Always go into solitude an hour or a day before signing any contract. Think it over. Go slow on "Specials." Half of them are not specials and the other half are good only in big* towns. Be very conservative in advertising. Fifty per cent of our advertising drives people away from our theatre. The backbone of our business is regular patrons and the "program" picture. Used Successfully by Up Their Patronage By CHARLES LEE HYDE (Grand Theatre, Pierre, S. D.) This is an old stunt but it works once a month with me. I slip the telephone girls season comps and then once in a while I ask them to connect me up with the town and spend a few hours telling someone at the end of the line what a good show 1 have at the theatre that night. I also have given the rural mail men season comps and they are inclined to think I have good shows and when they pass the time of day are able to talk about what shows I have coming through, having seen the advertising slides running in the theatre each night.