Exhibitors Herald (Apr-Jun 1922)

30 EXHIBITORS HERALD April 29, 1922 JVVARTIN J. QUIGLEY PUBLISHER/ &> EDITOR Published every Wednesday by Martin J. Uuigley. Editorial and Executive Offices: 417 South Dearborn street, Chicago, Illinois, (Telephone: Harrison 9248-9249.) Xew York Office: 1476 Broadway. (Telephone: Bryant 1368 and Bryant 5111.) Los Angeles Office: 453 South Spring St.. (Telephone 660-10.) All Editorial and Business Correspondence should be addressed to the Chicago Offices. Subscription Price: United States and lis Possessions, Mexico and Cuba, $3.00 a year: Canada, $4.50 a year; Foreign Countries (Postpaid), 95.00 a year. Single copy, 25 cents. Copyright, 1922. All Rights Reserved. Copyright throughout Great Britain and Colonies under the provision of the copyright act of 1911. Vol. XIV April 29, 1922 No. 18 Wider Distribution A correct and thorough understanding of some problems that are far from generally understood was evidenced in a recent discussion by Mr. Sydney S. Cohen. He pointed out that a great deal of trade advertising is not directed in such a manner as to assist distributors toward the very necessary goal of wider distribution, reciting the fact that advertising campaigns are almost exclusively concerned with announcements of pictures and that after the initial presentation of the subject nothing is done toward reaching and influencing subsequent runs — which bookings being the means toward wider distribution. Broadly speaking the exhibitor is not concerned with the advertising problems of the distributor; however, in this particular matter he has a very pertinent interest because the almost general lack of consistent advertising results inevitably in limited distribution and limited distribution means higher rentals. Mr. Cohen's contention in this respect is in direct accord with the frequently expressed opinion of this publication. In the same discussion Mr. Cohen also approved our often reiterated opinion on the subject of so-called national advertising. Mr. Cohen referred to motion picture advertising in national magazines as a short-sighted and wasteful policy, thereby adding to the record an authoritative exhibitorial statement on the subject. A Good Work Another constructive act goes into the record of the New York Theatre Owners' Chamber of Commerce with the appointment last week of a committee to inquire into the matter of the distribution of old pictures which are resurrected and sent out to compete with new and pretentious productions of like titles. This question was recently brought to the attention of the trade by Mr. Thomas H. Ince in connection with the forthcoming Maurice Tourneur picture, "Lorna Doone." The action of the New York exhibitors is thoroughly commendable; it manifests a praiseworthy consideration for the interests of established producers which is certain to produce excellent returns, at least along the line of encouraging producers to attempt the production of important classic stories with the assurance that leading exhibitors will work with them for protection against unscrupulous efforts to capitalize on someone else's prestige, popularity and advertising. IN THIS ISSUE OF SPECIAL INTEREST Exhibitor Pses "Box Office Record" as Service to Patrons 47 Warner Brothers tilve Exploitation Tips in Trade Paper Ads 38 M :\VS OF THE WEEK Hays May Deliver HIm MMMft at national Exhibitor Meet 31 Production Speeded l.'p to Meet Heturning Prosperity 88 President Harding Invited to Address m. P. T. o. A. Conclave 35 \r»\ S>ndlcnte Formed to Take Over mjlens* < levelnnd Theatre 35 Ooloraao Fanatics fall to Coavlcl tit lllue Law Trlnl 37 I r. < -f orA II Prevented at Industrial Picture I'onfnb 45 Pick Greatest All Stnr Cast for "Hollywood Follies" 46 Metro Announces "Prisoner of Zenda" Cost Million 69 DEPARTMENTS Pictorial Section 39 The Week In New York 44 Money Making Ideas 46 The Thentre 47 \cwNpicturcs 55 Reviews 57 Public Bights League 115 With the Procession in Low Angeles 76 Letters from Headers 7S TOplCfl of the liny 78 What the Picture Old for Me 79 Theatre Equipment 89 Chicago Trade Events 94 Culde to Current Pictures 96 Re -Takes J. R. M. It looks like a busy summer for Mr. Hays. * . * * With all the churches and Sunday schools in the country writing him letters and sending him telegrams. * * * Announcement Extraordinary Summer is almost here. We feel it in our bones. The arduous duty of writing this col. is going to be split up during the hot weather. Dan E. Daily, chief office boy for Re-takes, has been engaged at great expense to write, in his own inimitable way, live news of the fifth greatest industry*. Dan E. has a good nose for news. His nose knows news. And he has his ear to the ground — in fact its full of it — most of the time. So look out. Big doin's. Next week. * * * Christie News Pat Dowling radiophones us that Christie has erected a new two-story Christie Comedy incinerator right across the way from the office where they house the scenario editor. So watch yer step, ye scenarioists, and if your 'scripts come back smelling of smoke, you'll know where they've been. By the way, Pat says Christie isn't buying any stories now anyway, so save your postage stamps. * * * The same week Rutgers Neilson, news editor of "Topics of the Day" films, sends out a lot of sound advice about laughing at pessimists, he goes and gets married, thus giving said pessimists the ha! ha! right. * * * Plenty of It There is a reported scarcity of ivory. How can this be possible with the baseball season in full swing. * * * And Laugh a Bit Every time we read about a girl sacrificing a social career to become a screen star, we weep bitter tears — for pictures. * * * The jokesters are going to have a lean summer if they knock the "obey" out of the marriage ceremony. * * • Real News David Selznick, editor of Selznick News reels, won't stand for ship launchings unless they use real champagne and the bottle misses the boat's prow and hits a prominent citizen. * * » One thing the radio docs. It saves us the agony of looking at the misfit full dress suits of the nuartcts as they render "The Dying Golf Ball's Last Bawl." * * * Still Good A man may be down but not out these days with the home brew outfits removed to the cellar.