Exhibitors Herald (Apr-Jun 1922)

70 EXHIBITORS HERALD April 15, 1922 Fox Films "A Fool There Was 99 With Es telle Taylor Cast as "1922 Vamp Fox Film Corporation announces that a distinguished cast has been chosen for "A Fool There Was," with Estelle Taylor in the role of a "1922 vamp." The picture is based on Porter Emerson Browne's play, which was inspired by Rudyard Kipling's poem, "The Vampire." Production on the feature has started under the direction of Emmett J. Flynn, who was responsible for "A Connecticut Yankee in King Arthur's Court." Bernard McConville prepared the screen adaptation. Months in Preparation Preparations for this production have been under way since last December. More than fifty actresses were considered before the selection of Miss Taylor for the role of the vampire. Previously she had appeared in the Fox specials, "While New York Sleeps," and "Blind Wives." The remainder of the cast includes: Schuyler, the Fool — Played by Lewis Stone, one of the finest character actors on stage or screen. Mrs. Schuyler, the Fool's wife, played by Irene Rich, well known screen star. The Schuyler child— Played by Muriel Frances Dana, a promising 4-year-old player. Marjorie Daw in Cast Nell Winthrop. the Fool's sister — Played by Marjorie Daw, who has been featured in many Marshall Neilan pro ductions, and is known to screen fans wherever motion pictures are shown. Morgan — Played by Mahlon Hamilton, well known leading man. Parmalee — Played by Wallace McDonald, who has been featured in many productions. Boggs — Played by William V. Along, who played Merlin in "A Connecticut Yankee in King Arthur's Court," and is recognized as a leading character man on the screen. Parks — Played by Harry Lonsdale, noted for his character work with Mary Pickford and Douglas Fairbanks. Equipment Firm Opens St. Louis Branch Store Fulco-Schaefer Sales Company, theatre equippers, have opened a branch store in St. Louis, Mo., in the Plaza Hotel Building, 3301 Olive street. A full line of equipment for motion picture and legitimate theatres has been installed. Carl Bunce, formerly with the Exhibitors Supply Company at Milwaukee, Wis., is in charge of the store. Constance Talmadge Will Star in "East Is West" Motion Picture rights to "East Is West," one of the recent successes of the dramatic stage, have been acquired by Joseph M. Schenck as the next vehicle for Constance Talmadge. Sidney Franklin will direct. MAE MURRAY in a scene from her latest Metro production, "Fascination." Associated Exhibitors Films to Open Theatre Manager Sam Abrams has selected "Woman, Wake Up" and "A Sailor-Made Man." Associated Exhibitors features, as the first two attractions for the opening of his Rialto theatre, a first-run house in Houston, Tex. The Rialto, now almost ready for th< opening, is said to be one of the finest houses in its territory. New Nazimova Film May Be Roadshowed Charles Bryant to Arrange for Distribution While in New York Charles Bryant will go to New York to attend to the affairs of the newest Nazimova production, "Salome," which has been recently completed at United Studios in Hollywood. May Be Roadshowed It is not announced through what distribution agencies the production will reach the public, there being a possibility, says Mr. Bryant, that it will be handled as a roadshow proposition. Director Bryant, however, states that the distributing agencies employed will be of a distinguished and striking character in keeping with what he declares is the unique importance of the production. Called Nazimova's Finest In developing the narrative, original sources have been sought and neither the poetic drama by Oscar Wilde nor the lyrical version employed in the Strauss opera are exclusively used. Traditional versions, fragmentary biblical allusions and the free fancy of the scenario experts of the Nazimova Productions, working under the supervision of Mme. Nazimova and Mr. Bryant, plus the fantastic art conceptions of Natasha Rambova, have combined in the creation of the film version in which, it is said, the finest manifestations of the art of Alia Nazimova will be found. Introduction as Feature Is Plan Of Universal for "Crusoe" Serial Universal announces a new innovation in the presentation of serial pictures. Arrangements are being perfected so that, instead of showing "The Adventures of Robinson Crusoe," Universal's latest historical-educational serial in two reel episodes, week by week, many theatres will be able to start the serial off by showing the first three or four chapters at once. Length to Be 24 Reels This move by Universal it is said is in response to a desire on the part of many high class theatres which want to run the Crusoe serial but which are hesitant about introducing serials into their programs. "The Adventures of Robinson Crusoe" also will present a further serial novelty. It will be limited to twelve episodes, or a total of 24 reels instead of the usual 36 reels of serial plot. In the preparation of the Defoe classic for the screen, it was found that the story would not admit of 36 reel treatment. Even with certain additions to the plot, enlarged from actual incidents in the book, it was found that it would not run more than 24 reels without padding. Confers With Exhibitors Mr. Laemmle is said to have conferred with many prominent exhibitors on these matters before actually giving the word to mold the Universal serial policy again. In six months he already has turned Universal's serial policy upside down — changing the serial out-put from the old style of serial, to a new "thrills-from-his tory" brand of screen entertainment. It is pointed out that the shortenii of the serial and its initial presentati< by a group of three or more episode brings about a long sought reactio towards chapter pictures on the part first class theatres. The first several epi sodes of the serial, when presented tc gether, with certain repeated episo endings and subtitles eliminated about equal a five reel feature in leng Will Popularize Serials This will enable the theatre manage to feature the showing in a big way an entirely get away from the stigma, whic in the minds of certain photo-play fai attaches to the idea of a run-on pictur Subsequent installments of the picttn will consist of two reels each week a| though it is pointed out the entire seri in the new manner will be reduced ' almost half its ordinary running time. Two Big Foreign Deals Closed by Arrow Filr D. J. Mountain, manager of Arrow foreign department, announces the clc ing of two big foreign deals. One co tract calling for thirty-six five and six-r< features and fifty-two two-reel comedi has been closed with Argentine Forci'i Film Company of Buenos Aires for j4 gentina, Uruguay, Paraguay, Chile, B livia and Peru. The other important s; is that of eighteen Spotlight comedies a eleven Sport Pictorials for Scandinavia Himalaya Film Company.