Exhibitors Herald (Dec 1921 - Mar 1922)

46 EXHIBITORS HERALD March 4, 1 922 New and Better Serials Being Produced, Says Board National Body Points Out That Two Companies Have Shown Marked Improvement Recently b w "V TO MORE serials," the statement made by scores of theatre men in the past, has had its effect in the production of new and better chapter plays, in the opinion of the National Board of Review. Two companies in particular, the board points out, have taken forward steps within the past few months in the production of this type of photoplay entertainment. The board's statement follows : k^\l/ITHIN tlle I,ast few months, » » members of the National Board of Review of Motion Pictures have noticed a decided effort on the part of producers to get away from the old form of chapter play, with results that have more than justified the attempt and which may eventually see serials and series of pictures lifted from the general slump into which thev have fallen and returned to the better houses. * * * "When the first serials appeared, they were novelties calculated to bring the public to a high pitch of excitement one evening and then leave them there with promise of relief if they appeared at the theatre the same day the following week. Gradually as picture patrons became more and more acquainted with the mechanics of these serials, the efforts of the producers to create suspense drew nothing but laughter. Better houses then saw fit to discontinue the chapter plays. "However, in spite of the fact that the exhibitors who were handling the better run of pictures said 'no more serials,' certain producers believed that the serial had its legitimate place in an evening of picture play entertainment, if only they could get the proper slant on the desires By CHARLES H. RYAN (Garfield Theatre, Chicago) Once a year celebrate the anniversary of the opening of your theatre or the date you took charge of it. Book in an exceptionally good program including comedies and other short subjects. Decorate your front with Hags during the week and call it "Anniversary Week" or "Birthday Week." Invite all of your patrons to come to your party. Spend a little extra money on the printing of your program and announce your big week with slides on your screen. Put a few vases or baskets of (lowers in the lobby. Put a (lower on of the public and the exhibitor. And. strange to say, two producers have arrived at what appears to be the beginning of a new and better serial. "Towards the end of 1921, volunteer committees of the National Board of Review, sitting in the review of pictures, began to find a note of real interest in two current serials, besides the eventual thrills from the stunts performed. Pathe, in a serial called 'Hurricane Hutch,' was touching on the romance of industry, with not a foot of gunplay in any episode, and Universal was screening the opening episodes of a chapter play called 'Winners of the West.' "But the directors of these pictures seemed to be still under the influence of the old school of serial picture making, for in both cases, eventually, these hopeful indications were lost in a sea of hokum. "And yet, so quick were both the exhibitor and the public to respond to these new offerings in serials that the picture makers realized they had taken a step in the right direction and followed it up admirably. Pathe's two new offerings in the field of serials, 'Go Get 'Em Hutch.' and 'The Timber Queen.' have so far made the workings of an industry an integral part of the plot. Lumber is the each usher and have signs announcing anniversary week in front of your theatre. The cost is small and the returns and advertising you receive is big. By CHARLES LEE HYDE (Grand Theatre, Pierre, S. D.) I got out a program for the month with merely the names of the pictures and stars on it and had it printed on a thousand blotters with the February calendar and find that my blotters are in use by most of the higli school children, and mi most of the office desks in town. Sent out a mailing list that got them onto the desks. Schools welcome them. CHARLES R. ROGERS, general manager of distribution for R-C Pictures, in an open letter to exhibitors has expressed his sincere appreciation of their splendid cooperation during R-C Week. subject of the latter, while the first named is built around the shipping business, building and carrying. "Universal following up the exploration theme has made tremendous strides with its new serial, 'With Stanley in Africa.' In the actual film, as well as the publicity, the historical thread and detail is given an equal amount of attention as the story. "In spite of the talk of the coming of multiple reel serials — huge photoplays to be released in four or five chapters — it would appear that the ultimate in the serial will be a dignified chapter presentation of some great happening in history, an exploration or a story too long 4o treat in a single evening, told in two-reel episodes and which will rely on real interest in the subject rather than episodic suspense to hold its audience." Pasmezoglu Family is Perilled in Collision (Special to Exhibitors Herald) ST. LOUIS, MO., Feb. 21.— The wife and three daughters of Hector M. E. Pasmezoglu, Greek consul for St. Louis, and owner of the Congress, Criterion and Delmar theatres had narrow escapes from serious injury when their automobile was struck by a car driven by William Jackson, 1936 Belt avenue, on Grand drive, Forest Park. Jackson was arrested for careless driving. All were shaken up but otherwise not injured. Warners Negotiate for Rights to Lewis Story (Special to Exhibitors Herald) LOS ANGELES. Feb. 21.— Warner Brothers are negotiating for the film rights to "Main Street," Sinclair Lewis' story. Marjorie Daw With Fox (Special to Exhibitors Herald) LOS ANGELES, Feb. 21.— Marjorie Daw has signed with Fox to play an important part in "A Fool There Was." MONEY MAKING IDEAS Which Have Been Used Successfully by Exhibitors to Build Up Their Patron age