Exhibitors Herald (Dec 1921 - Mar 1922)

62 EXHIBITORS HERALD February 25, 1922 ing Jack Dart, and the roles of Morris, the Ambassador, and Senator Dart are well handled by William Courtleigh and Edward Martindel. Arthur S. Hull played Potter with fine understanding. Beautiful sets and beautiful photography mark the production throughout. HOLD THE LINE (FOX) This Fox comedy was directed by Slim Summerville, one time slapstick comedian and former Chicago boy. It has a lot of old stuff in it but the football game, which is a travesty on several film football games of late, is very well done and gets plenty of applause. The story opens with a youth working his way through college with a sour old professor repeating the line "You'll hear from this" after every prank. He is kidnapped by a tough who has stolen the football signals and faces death in a saw mill when saved by a squirrel which gnaws the ropes. Arriving on the field in time to save the game by crawling under the sod with the ball until he reaches the goal, he is declared a hero and wins the professor's daughter. A RAMBLING ROMEO (EDUCATIONAL) Neal Burns is the star of this latest Christie comedy, which was directed by Scott Sidney from a story by Frank Roland Conkin. It is an apartment house farce in which a young man attempts to pay attention to two girls living on different floors. Alice Maison and Helen Darling are the two girls. Earl Rodney, a jealous rival for the hand of one girl, figures prominently in the fun. There is a lengthy chase in and out of doors and up and down fire escapes and dumb waiters. It will satisfy. A Correction "Polly of the Follies," a First National picture starring Constance Talmadge, was erroneously headed "Polly of the Circus" in the last issue of the Herald. "Hail the Woman" Popular Anniversary Week Booking More than thirty theatres in widely scattered sections of the country have reported to the First National home office their intention of running "Hail the Woman," Thomas H. Ince's special production, during Anniversary Week. February 18 to 25. It is estimated now that every print of "Hail the Woman" will be at work every day during that period. Among the houses which will play the film that week arc: Metropolitan, Atlanta, Ga.; Alamo. Louisville; Madison Circle. Forest Park. III.; Vernon, Chicago; Fern, New Orleans; Trianon. Birmingham; Regent. Rex, Oakley, Paulina, Plaza and Clermont, all Chicago; Perry, Hazard, Ky. ; Paramount Miami; Burns, Colorado Springs; Boulevard, Thalia, Brighton Park, Plaissance, Karlor. Tiffin, Avon, Standard. Virginia and Crescent, all Chicago; Strand, H.mporia, Kan.; Lagoon and Princess. Minneapolis; Princess, Mt. Doro, Fla., and Opera House, Tucson, Ariz. Monsoon Office is Moved To Its Factory Building New York offices of the Monsoon Cooling System, Inc., have been moved from 147G Hroadway, (o the company's factory building at 71 North Sixth street, Brooklyn. N. Y. The move brings the executive offices and production units under one roof, an arrangement which it is stated will enable the companv to increase further its extensive service. 20,000 Exhibitors Participants In Fox Ninth Anniversary Week Messages Received at New York Offices Report Excellence of Business— Birthday Is Observed in Twelve Countries More than 20,000 exhibitors operating in twelve countries were participants in "Fox Anniversary Week," according to the branch reports received at the home office in New York. Anniversary Week, covering the period from January 29 to February 4, marked the eighteenth anniversary of the entrance of William Fox into the motion picture industry and the ninth birthday of Fox Film Corporation. Business on Increase The hundreds of messages received report on the prosperous business experienced during anniversary week in the United States, England, France, Canada, China, Siam, South America, Scandinavia, Dutch East Indies, Australia, Straits Settlements and the principalities of the Federated Malay States. According to reports from various distributing exchanges throughout the world, Fox anniversary Week emptied the vaults of prints. The solid sevenday run of Fox features was as widespread in foreign countries as it was in America (including Canada), it is said. In China and Siam, where it is said more than 100 theatres regularly show Fox productions, the exhibitors ran 100 per cent during the birthday week. Similar reports arrive from Java and the Straits Settlements and the Dutch East Indies. Is Advertised Widely Unusual advertising and exploitation campaigns preceded the week. Exhibitors with small neighborhood houses gave unusual importance to their display space in newspapers and other advertising media during the week. Hundreds of houses doubled their ordinary advertising schedules and publicized their week's program with elaborate street bally-hoo effects, the wide distribution of large circus heralds, decoration of the most prominent store windows in their communities, special matinees and children's parties. Mayors in several cities in the United States opened the week of Fox pictures with an address to the theatre audience. Boy Scout patrols in many cities gave parades in collaboration with the theatre proprietors and attracted the attention of entire populations. Newspapers throughout the world devoted front-page space to the story of Mr. Fox's progress in the industry. Magazines contained articles on the subject. Jumps 250 Per Cent Business in the United States averaged about 250 per cent above normal, according to statistics. That the figure will rise above this showing is indicated by a number of regional reports that have trailed in at the last moment. It is predicted by the company that final compilations will show that wherever showmen exhibited a full week of Fox anniversary features their gross business was greater ' than that of any previous week in the history of their houses. KATHERINE McGUIRE, pleasing ingenue, appearing in Mack Sennett's productions, being distributed through First National "Your Best Friend" Issued by Warners Vera Gordon Stars in New Film Based on Theme of Mother Love Harry M. Warner, of Warner Brothers, announces the publication of "Your Best Friend," starring Vera Gordon, which was made by Harry Rapf, and directed by Will Nigh. Is "Mother" Story "Your Best Friend" is declared to have furnished Miss Gordon with a story possessing humor and pathos, and a keen insight into the trials and tribulations of mothers the world over. Its subject matter is said to be a revelation of mother love in its most poignant phase. It is stated that the popularity attained by Miss Gordon in "Humoresque," and in her vaudeville tour throughout the key cities of America, will be enhanced following the screening of her picture in which she stars. Cast in Support A carefully chosen cast of players are in the supporting roles. Belle Bennett, who has starred in Triangle productions, is seen in the role of a society girl; Harry. Benham and Stanley Price, as brothers; Beth Mason, as a frivolous, money-crazed society woman, and Dora Davidson, as a kindly old bookkeeper. Gilbert in New Fox Film "In the Land of Beginning Again" _» the filming title of a picture on whicn John Gilbert, the Fox star, has begun work at Fox West Coast studios, which Jerome Storm is directing.