Exhibitors Herald (Dec 1921 - Mar 1922)

48 EXHIBITORS HERALD February 25, 1922 U. S. Warns Producers to Meet Foreign Requirements Commerce Report Says Manufacturers of This Country Lead Field in Argentina (Special to Exhibitors Herald) WASHINGTON, D. C, Feb. 14.— Although American producers now lead the#field in Argentina, they "should follow closely the requirements of the people" in the South American republic if they are to retain this hold, according to a report just made by the United States department of commerce. THE report continues: "Prices of American films in Argentina are so much higher than for the European that distributors often place one or more European films in the program in order to balance the cost," says the report. "The public likes the American photoplay, the selection of program, and allowing something for the emotional character of the Latin race, it can be said that the preference is much the same as with the American movie patron. The stars so popular in the United States, both comic and dramatic, are also popular in Argentina. * * * "The preference, if any, for European films is apparently not due to the acting, but to the fact that the theme may sometitmes be better planned. In spite of similarity in temperament, however, the Argentine apparently does not care for the more exaggerated emotional acting in the Italian and French films. "At present there are 128 operating motion picture theatres in Buenos Aires alone, with 2,250,000 paid admissions per month. Usually three films, sometimes four, constitute a complete show, and two shows are given each day. Only one theatre in Buenos Aires operates continuously. An interval of several minutes is allowed between reels and from 5 to 10 minutes between pictures, the public demanding these intervals in order to look around and greet acquaintances in the theatre. Entrance may be bought for one picture or for the entire show. * * * "There are not less than 15 established motion picture producers in Argentina. Since the successful production of the drama, 'Noblez Gaucha,' by the companyMartinez y Gunche in 1916, there has been a demand for local film production; but, with almost no exception, such plays have been poorly acted, and usually poorly set and managed. "Greater success has attended the production of current-event films, and one company (M. Gallo) produces 10,000 feet of these daily. But they are not only supplied regularly to the theatres throughout the Republic, but are also exported to Europe, the United States, and to the neighboring republics." " Ovation for DeMille Prevented by Illness (Special to Exhibitors Herald) LOS ANGELES, Feb. 14.— The illness of Cecil B. DeMille on his return from Europe prevented the big demonstration planned for his arrival here by his friends. Mr. DeMille was taken from the Limited on a stretcher, still suffering from rheumatism. CORINNE GRIFFITH, star of the Vitagraph picture, "Island Wives." Install Newly Elected " Wampas ' ' Officers at Birthday Anniversary (Special to Exhibitors Herald) LOS ANGELES, Feb. 14.— The newly elected officers of tl.e Western Motion Picture Advertisers, the organization of publicity directors of the West Coast studios, Los Angeles exchanges and theatres, are to be inaugurated at a "high jinks" installation, February 20, tendered the new executives by the outgoing officials. Arch Reeve is president; Pete Smith, vice-president; Harry Hammond Beall, secretary, and Malcolm Stuart Boylan, treasurer. The new board of directors includes Harry Brand, Joe Jackson, Barret Kiesling, Harry Wilson and Paul Hubert Conlon. The new officials serve for one year. The "Wampas" are just one year old and the celebration will also take the form of a first birthday party. Appointed Manager of Gunning K. C. Branch (Special to Exhibitors Herald) KANSAS CITY, MO., Feb. 14.— Joe Silverman, Kansas City representative for Will Gunning, has been named successor to Joe Bloom, former branch manager. Mr. Bloom, who was forced to resign because of ill health, has left for Modesta, Calif., where he and Mrs. Bloom will rest for several months. Burglars Wreck Safe (Special to Exhibitors Herald) KANSAS CITY, MO., Feb. 14.— Burglars who attempted to break open the safe of the Palace theatre, 1310 Franklin avenue, left the strong box in such shape experts were needed to get it open. It contained several hundred dollars. The burglars escaped with $25 from a cash register. MONEY MA (Which Have Been Exhibitors to Build By W. P. PERRY (Manager, Rialto theatre, Cheyenne Wells, Colo.) In exploiting "Bob Hampton of Placer," I got a lot of war relics, Indian goods, etc., and made a window display. With each article, I gave a brief history as to where it was found, used, etc., the owner's name, all of which made it intersting for those who stopped to read and I think that was everybody that passed. On an extra large cardboard they were informed that Custer's Last Stand was in this picture, the date that the picture was to be shown and that the price of admission would be the same as usual. This — • KING IDEAS sed Successfully by Up Their Patronage stunt can be pulled by almost any exhibitor at very little cost or trouble as the owners of such relics are glad of the chance to display them. While "Bob Hampton of Placer" was especially suitable for this kind of display, there are many other pictures on the market with which a similar tieup could be made. Another thing I would like to suggest to exhibitors in the smaller cities and towns: Get acquainted with the editors of your local papers. I feel that I am very fortunate to have the good will and support of the newspaper men in my city. They go out of their way to give me and my theatre a little boost.