Exhibitors Herald (Apr-Jun 1922)

76 EXHIBITORS HERALD April 15. 1922 LETTERS From Readers A forum at which the exhibitor is invited to express his opinion on matters of current interest. Brevity adds forcefulness to any statement. Unsigned letters will not be printed. Safe From Press Agents N'ELIGH, NEB.— To the Editor: I like the Herald from cover to cover but 1 personally believe that the departments ot the most interest to exhibitors are W hat the Picture D.id for Me" and "Letters from Readers," for through these departments we get unbiased first-hand information that we can rely on, as we know they are not tempered by any influence and are free from press agent bull and tinLord knows we are fed up on press agent bull enough. . . A forum for the free discussion ot the needs of the small town exhibitor seems to me to be of vital interest. I don't write much along this line myself for the reason that 1 feel that others can. and are, covering the ground better than 1 could hope to. I have received much benefit from these letters and often times I feel like shouting "Amen" to much that has been said. It seems to me also that producers could get some very valuable information for their guidance by scanning these letters closelv, for the small town exhibitor is an important factor to them or should be and his needs should have their attention.—J. C. Jenkins, Auditorium theatre, Xeligh, Neb. Wants Paper Price Cut SPANGLER, PA.— To the Editor: 1 like the Herald very much. Can't a drive be made to bring down the cost of advertising which we buy from exchanges? It ought to be reduced at the very least fifty per cent— Joseph Gray, Tru Art Theatre, Spangler, Pa. Welcomes Big Specials IRONWOOD, MICH.— To the Editor: I find that during the present depression the only thing that saves my neck is big specials that are already put over in the cities because the audience will not give up their money unless they know you have a sure-fire good picture. These specials must be bought right and sold right at the box office. Don't kid yourself. The audience is just as wise or wiser than you.— A. L. Picker, Rex theatre, Iron wood, Mich. On Pathe ThreeReelers PENDLETON, IND. — To the Editor: I find by booking the Pathe three-reel Playlets with the serial "Winners of the West" and Rolin Comedies, it gives a varied program so that some part will suit each individual patron and it has increased my attendance to a great extent. This especially gives the small town exhibitor a wonderful and varied program to suit all at a reasonable feature price and helps keep service rental down. One gets as much in the three-reel playlet as in most five or six reel features.— L. G. Benefiel, Mars theatre. Pendleton, Ind. Appreciates Price Reduction SUPERIOR, WIS. — To the Editor: You apparently have neglected to compliment Universal film service on having cut prices on all advertising to be bought ALICE CALHOUN in a scene from "The Angel of Crooked Streets," a forthcoming Vitagraph production. by the theatres hereafter. Are the others going to do the same? — Frank Buckley, Theatre Princess, Superior, Wis. Wide Exploitation Planned For "Cap'n Kid," First Of Polo Starring Serials An extensive and far-reaching advertising, publicity and exploitation campaign, designed to serve the state rights buyer in the marketing of his product and the exhibitor in playing the product, has been begun in conjunction with "Cap'n Kidd." the first of six special serials which are to be made featuring Eddie Polo, wellknown serial star, and which are to be distributed on the state rights market. A large appropriation has been set aside by Star Serial Corporation for publicity and advertising purposes, which, according to present plans will embrace adequate representation in all of the trade and regional journals in this country and abroad. An elaborate and unusual press book, to number thirty-two pages, is being prepared in behalf of "Cap'n Kidd." Exploitation suggestions, advertising matter, press stories, feature articles and sundry printed "copy" will be embodied in this press book, which it is felt will assist exhibitors materially in exploiting the serial. Marcus Made Chief of Metropolitan Exchanges Nathan Marcus has been made manager of Metropolitan National Exchanges. 7:29 Seventh avenue, New York City. Jerome Wilson has been made special representative. Norman L. Sper is the third of the triumvirate. Metropolitan National Exchanges is handling National Exchanges, Inc. productions in Greater New York. "Why Not Marry" is scheduled as the next publication. Report Many Bookings For Baby Peggy Comedy Heavy bookings are reported by Century comedies for "Peggy Behave" starring little Baby Peggy. This film is now playing at the Cameo theatre, New York and is booked for Sid Grauman's Million Dollar theatre on the West coast. It recently played the Central theatre on Broadway. film laughs from TOPICS DAY SELECTED BY TIMELY FILMS Inc Miss Flap — She swears that no young man's lips have ever touched hers. Miss Flip — Well, that's enough to make any girl swear, I think. — New York Sun. * "Willie, can't you be quiet for a bit?" "No, ma ; two bits is my lowest figure." — Boston Transcript. * Ray — I just adore the way your roommate dresses. May — Oh, dear! Has she been leaving her window shades up again ? — "Topics of the Day" Films. * "Awful accident in the train today." reported Willie. "What was it ?" "A woman had her eye on a seat and a man sat on it!" — ll'cstcrfield (.Y. /.) 1. coder. * Teacher — What was the Sherman Act?" Tommy — Marching through Georgia. — Saturday Evening Post. * Sweet Young Thing — I can't marry you. You are penniless. Young Fellow — That's nothing, the Czar of Russia was Nicholas. — Vaudeville News. * "Did you telephone the plumber that the hot water pipes are leaking?" "Yes, my dear." "What did he say?" "He said he'd put us on his waiting list." — Xew York Sun. * Teacher — Willie, what is a cubic yard? Willie — I don't know for sure, but it must be a yard that them Cuban kids play in. — New York American. * Hobson — Sir, I am a self-made man. Dobson — Who interrupted you? — TitBits. "Foolish Wives" at Six Theatres on Same Dates What is said to be one of the most unusual day and date runs took place in Jersey City and its vicinity where six competing theatres simultaneously played "Foolish Wives," the von Stroheim Super Jewel production. The six houses pooled their advertising and created one of the biggest advertising splashes in the local newspapers ever attempted for motion pictures in that vicinity. The theatres were: the Roosevelt, West Hoboken; the Central, Jersey City; the Pastime, Union Hill; the Lincoln, Union Hill; the Tivoli, Jersey City; and the Fulton theatre, Jersey City. Peter B. Kyne Stories Obtained for Paramount Jesse L. Lasky announces the acquisition of a series of stories by Peter B. Kyne for Paramount productions, to star Jack Holt under the direction of Joseph Henabcry. The screen versions will be written by Albert Shelby LeVino. Among them arc "The Lost Kingdom," which Mr. Kyne and Mr. LeVino are adapting from the former's Red Book story; "Humanizing Mr. Wihsby" and "The Land Just Over Yonder," which appeared in the Saturday Evening Post. Later on another Cappy Ricks story is to be produced.