Exhibitors Herald (Dec 1921 - Mar 1922)

34 EXHIBITORS HERALD March 4, 1922 jWARTIN J. QUIGLEY PUBLISHER ZP EDITOR Published every Wednesday by Martin J. Quigley. Editorial and Executive Offices: 417 South Dearborn street, Chicago, Illinois, (Telephone: Harrison 9248-9249.) New York Office: 1476 Broadway. (Telephone: Bryant 1368 and Bryant 5111.) Los Angeles Office: 453 South Spring St.. (Telephone 600-10.) All Editorial and Business Correspondence should be addressed to the Chicago Offices. Subscription Price: United States and Its Possessions, Mexico and Cuba, $3.00 a year; Canada, $4.50 a year; Foreign Countries (Postpaid), $5.00 a year. Single copy, 25 cents. Copyright, 1922. All Bights Beserved. Copyright throughout Great Britain and Colonies under the provision of the copyright act of 1911. Vol. XIV. March 4, 1922 No. 10 The fourth anniversary of the founding of the organization which is now known as the Associated First National Pictures, Inc., is signalized this week. Looking back over the four years since this company took form at a meeting in Chicago there appears a truly extraordinary record for a commercial organization in this or any other industry. The "First National" idea was launched against a formidable barrier of prejudice and skepticism. Many representative men in various branches of the business declared without qualification that the idea was not practical, that the plan of welding twenty odd exhibitors into a compact, workable organization simply could not be done. Few, if any, of the leading exhibitors who subsequently became identified with First National showed very much enthusiasm for the proposition. In the case of several, heroic efforts were re quired to finally get them into the body and, if the whole truth were known, it probably could be shown that a few went in not because they wanted to but because they felt that otherwise their opposition might get a good thing in case the First National idea happened to work out. * # # Enthusiasm for the idea led Mr. J. D. Williams to intensify upon the project of obtaining the product of Charles Chaplin and when this was accomplished it proved to be the biggest single factor in enabling the organization to weather the difficulties of getting under way. As First National stands today it is a powerful argument for the practicability of the co-operative idea when proper!}' managed. It is not extraordinary and it is, in fact, hardly notable that the company has been subjected to criticism and attack but it is both extraordinary and notable that the company has been subjected to so little criticism and attack because certainly the newness of the idea which was being worked out and the complexity of the machinery which had been set up to work out this idea afforded ample opportunities for misunderstandings and disagreements both within the organization and also with respect to those who were being dealt with on the outside. * # * First National as it stands today is a distinct and conspicuous credit to the industry. In only four years it has developed into a powerful factor in the commercial destinies of the motion picture in America and throughout the world. Whatever have been the accomplishments of First National — and they have been many — have, of course, been due very largely to the energy and ability of the officers and managers of the organization. While many of these have contributed in an important way there are two who are eminently entitled to a personal tribute on First National's fourth anniversary. They are: Mr. J. D. Williams and Mr. Harry O. Schwalbe. IN THIS ISSUE OF SPECIAL INTEREST Hc\lcw of "Cardigan," Initial offer Inn; <>r tmerlcjm Releasing corporation 59 Third of a Scries of A nicies on the M. P. T. O. A. by KontC \\ . Sohn.. 57 \ i :\\ B OF THE w E3BK \-k 10 Per < ml of Sales Made l»urIng Exhibitor Week 85 Nine Held i<> Grand .lory in Knickerbocker I'litsistrophr 35 "Catwalk" Lobby Exploitation is Latest In Australia 30 Hill to dull ET1 1 id 1*1 raCJ Is Proposed In New Vork state 30 Nn I Ion W ide Move to Cut Bentnls Seen In V \ . Act 37 A. M. P. A. Naked Truth Dinner to be Held March 25 37 Tirndcs of Beforiners Kail to Affect Legislative Hollies 45 \i iv and Defter Serials Being Produced Says Revte^l Hoard 40 DBF IRTHENTS Pictorial Section 39 W cck in \'cw York 44 Money linking Ideas 40 The Theatre 47 Public Hljshl* League 55 He views 59 Letters from Headers 88 What the Picture Did for He 88 Theatre Equipment Ri < hlcavo Trade Brente so Gnlde to t orrent Pictures 88 Re -Takes J. R. M. Comi-ig HORSE WEEK! * * * Don't make any engagements. We want you present. * * * 1922 is going to be chockful of weeks. A few of them have already slipped by R-C Week, Fox Week, First National, and now A. J. proposes an "Exhibitors' Week," in April. Chas. O'Reilly wires us, however, that Exhibitors' Week starts on Nov. 12. Evidently A. J. and Chas. didn't get together on the date. * * * Charles Chaplin's next picture is to be "Pay Day." Well, it usually is for the exhibitors. Horse Week Near Now that milder weather has arrived and he has been able to get out and exercise, the James Horse is . feeling his oats. He's gteftting anxious to be on his way, and Is clamoring for the white lights of Broadway and the "Go-Go" signals of Fifth Ave. It begins to look as though he would be well groomed en route, for the list of applications to accompany him are piling up. One colored gentleman from New Orleans who claims to have shot craps with Jesse James begs to be allowed to make a personal appearance with the horse on Horse Week. We are reserving our decision. However, it looks like a big week, doesn't it? Our Weekly Damli There was once a director who believed the leading man knew as much as he did. * * * "The Bootlegger" is a new film. What a swell crowd they'd get if they'd hold a Bootleggers' matinee. * * * Sounds Reasonable Mexico is kicking because we picture all Mexicans as bad men or bloodthirsty villains. Come to think of it, it may be possible there are a few that are not cut-throats clown there, else there wouldn't be anybody left in a short time. * * * More Important Anita Loos is telling the world via radiophone how to write scenarios. What most scenario writers would like to know is where to sell 'em. * * * Joe Weil Says: Won't it be great — when every poster isn't a knockout? One hates to get bowled over every time one passes a billboard.