Exhibitors Herald (Dec 1921 - Mar 1922)

CHICAGO TRADE EVENTS Screens are Utilized In Combating "Flu" Chicago Theatre Men Pledge Their Support to the Chicago Officials A campaign has been launched in Chicago to prevent a recurrence of an influenza epidemic such as has hit this city, along with hundreds of other cities and towns throughout the country, during the past few years. Exhibitors Pledge Support Playing an important part in this campaign to keep the number of cases at a minimum are the exhibitors of the city under the leadership of John Silha, president of the local unit of the Motion Picture Theatre Owners of America, and Peter Schaefer, head of the Allied Amusement Association. Chicago theatre owners and managers have pledged their screens to the city health department, and messages of warnings will be flashed daily on the screens of the city's hundreds of theatres. No Noticeable Spread Thus far, the spread of the disease in Chicago has been slight, but preparatory measures are being taken owing to its prevalence in many other cities, especially in the East. City officials hold that use of the screens in th : past has had a perceptible effect because of the thousands that the warnings reach daily. Mayo at Cuban Theatre Having appeared in theatres in New York, Cleveland, Toledo and other cities, Frank Mayo will leave New York for Havana and return to his home in Los Angeles from the Cuban city, after having made a theatre appearance there. TRAILERS PAY FOR THEMSELVES They add dignity to your theatre and bring money to your box office. IRVING MACK & CO. 8O8 5. WABASH AVE. CHICAGO WESLEY BARRY, star of Marshall Neilan's First National attraction, "Penrod," and his double, Elmer Balaban, youngest of the Balaban brothers, members of the firm of Balaban & Katz. Wesley is appearing at the B. & K. houses. Greiver Has Acquired Associated Photoplay Franchise for District Greiver Productions, 81(1 South Wabash avenue, has acquired the Associated Photoplay franchise for this territory. In addition, the franchise for National Pictures also has been obtained. The Associated publications include: "Too Much Married." with Mary Anderson; "Crossing Trails," with Pete Morlison; "Wolverine," with Helen Gibson, and "Ghost City," with Helen Holmes. The first two National publications are: "David and Jonathan" and "Mr. Pirn Passes By." The company also announces that it will distribute in this territory the Pola Negri picture, "Polish Dancer." Goldman Opens Offices For New Warren Corp. Sidney Goldman has opened the American Releasing Corporation's exchange at 800 South Wabash, the quarters formerly occupied by Associated Producers. This new distributing company is controlled by Walter E. Greene, president, and Fred B. Warren, vice-president. Mr. Warren was at the local office on Monday. Two Big Features Play Eighty Houses Blanket Advertising Used^by Fox in Advertising Its Special Chicagoans in every locality were given an opportunity during the last two weeks to view either "Way Down East" or "Over the Hill." Plays Forty Theatres The United Artists special feature played three and four-day engagements in over forty theatres throughout the city last week and an equal number during the present week, while the Fox special, "Over the Hill," according to Clyde Eckhardt, local manager, played in fortythree theatres the week of Feb. 5-11 and is booked for as many more during the present week. Utilize Blanket Ads Hold-out crowds were the usual thing in every neighborhood all week. The blanket advertisements placed by the Fox exchange in the daily newspapers served to stimulate business for the Mary Carr feature, and many of the exhibitors took extra space besides to boost the attraction. Most houses, ranging in size from 500 to 900 seats, charged 35 cents and 22 cents admission. Martin Keeps Serial Sold in Loop Theatre Selling a serial in a downtown loop theatre is one thing and keeping it sold is another. H. O. Martin, city manager here for Pathe, has achieved both. Mr. Martin is a showman of long experience and once the chapterplay had been booked at Barbec's Loop the task was a comparatively easy one. The serial booked was "White Eagle." One of the stunts used in putting it over was to arrange for the personal appearance at the Boston store of Chief White Eagle. Publicity on the stunt was given by the store in its ads in the daily papers. Chief White Eagle also made the rounds of the many office buildings, thus advertising the Ruth Roland picture to thousands of potential Loop patrons. Mr. Martin's stunts were so effective that Manager Barbec ran the serial after every performance instead of only between the hours of 11 a. m. and 1 p. m. Stern Back at Office Herman Stem returned to his district manager's desk at Universal exchange last week, not much the worse for his recent trip to Michael Reese hospital, where he was operated upon for a car buncle.