Exhibitors Herald (Apr-Jun 1922)

THE THEATRE i§F PRACTICAL Employs "Box Office Record In R eview service Showmen who have inquired of this department as to the procedure by which Fred S. Meyer, Palace theatre, Hamilton, 0., qualifies himself to write a month in advance exhibitor-to-public reviews of pictures scheduled, as described on this page in the issue of April 1, are answered by Mr. Meyer in the foreword which introduces his second published installment of reviews. He quotes "The Box Office Record," the first issue of which was published by the "Herald" under date of March 1. The second list of Palace reviews, including comment as to the success of the innovation in its first month, is reproduced herewith. Mr. Meyer has made it clear that anv Herald subscriber can offer to his public a personal review service at no cost and with little effort. He has demonstrated in his usual brilliant manner a simple and effective method of extending Herald service directly to the public. To showmen who publish a house organ no expense whatever is attendant upon introduction of the review system. Others undoubtedly will find it profitable to use newspaper space or direct mailing for this purpose. In his second installment Mr. Meyer maintains the high standard of frankness that characterized his first reviews. It is apparent that the service has worked out as anticipated. Mr. Meyer, first of all a business showman, would not have continued it otherwise. We believe that by following his example and making it possible for theatre patrons everywhere to share in the benefits of Herald service American showmen can bring box office receipts up to a point very closely approaching, if not equalling, the best mark recorded. We recommend that readers refer to the April 1 issue and use it in conjunction with the present as a basis for the duplication of Mr. Meyer's service to the public. FOREWORD. On several occasions in the past, we quoted in this Magazine, certain commendations, etc.. of Exhibitors Herald, the Motion Picture Trade paper that finds its way into every theatre in America. Exhibitors Herald reproduced verbatim our monthly Amusement calendar, and editorially commends us upon this innovation. This prompts us to make this department a permanent fixture. Below you will find listed, according to schedule play date, attractions for the .current month. The opinion given, is our personal one. and represents an unbiased expression, which we believe you will find trustworthy and reliable. In cases where we did not personally review a forthcoming attraction, we offer the opinion of other theatre managers as voiced in "The Box Office Record." And in some instances, we intend to give you both — our opinion and that of the other fellow. It is our sincere belief, that you will find this guide accurate — -and the advance "dope" brutally frank, in every case. — The Editor. April 1— Mr. and Mrs. Carter De Haven in "MARRY THE POOR GIRL" A theatre man in Georgia "boosted this sky-high" and lost money; one in Montana reports: "Above the ordinary, my audience finds relief in this kind." Here's our personal opinion: If you want to kill time, this will answer the purpose; a farce comedy of familiar type. Light amusement, which, judging from past experiences, should please. Harmless — tho risque. Entertainment value 85. April 1— Harold Lloyd in "SEVER WEAKEN" Brought back for a return showing. In our last month's guide we put this among Lloyd's 5 best. We were wrong. "Never Weaken" created more laughter than any comedy we ever showed, Lloyd's or any other. And it's a safe bet, many will come to see it again. CORRECTED REPORT: As laugh producer absolutely 100. April 2. 3, 4 and 5— Talentino and Dalton in "MORAS OF LADY LETTY" Ever see a picture where the villain was the real star? Tou will, in this one. Walter Long does some wonderful work. Valentino gets into a fight and his shiny hair all mussed up; Dalton wears — waddyecall'em all thru the picture. A regular melodrama: nothing new as to plot, but plenty of action. Nearly all out-door" scenes. You'll like this one. despite its obviousness. Very nicely handled by George Melford, the man who made "The Shiek." Valentino's stock will go up considerably with the men, after they see this one. Entertainment value — as to action — 95. _ \pril 6, 7 and 8— Jack Holt in "THE GRIM COMEDIAS" Here's a beautiful offering for you; the story is good, the direction excellent, the cast can't be beat, and the suspense held throughout. The nearest thing we've seen to Frederick's MADAME X. Not a "movie ending" but life as it is. makes this a 95 per cent entertainment. April 6, 7 and 8— "MITTS." A Century Comedy A very clever entertainment, enacted entirely by animals. We urge you to see this splendid recreational fun-film. It's decidedly different. April 9, 10, 11 and 12— "COME OS OVER" Lo! and behold, we accord this 98. the highest possible rating. A story by Rupert Hughes as he and he alone can portray it. The Irish will see it time and again, and TOU will agree that it is one wonderful picture. Boy. if they could make 'em all like this. Mrs. Snow would have to look for new things to censor and reform. L.AST MONTH'S DOPE. — Everybody agreed with us on "At the Stage Door." The biggest disappointment, financially and otherwise was "Dream Street," which went "way over the head" of the majority. "Ladies Must Live" lived up to its advance review. April 13, U and 15 — "THEODORA" Never before has this attraction been shown at admission prices as low as ours. It is a massive spectacle that dwarfs all other achievements of its kind. Excepting for what we consider, terrible continuity, and too draggy an action in the first few reels, it is much too BIG a production to be described in just a few lines. DON'T FAIL TO SEE IT. The biggest of its kind ever shown. April 16, 17, 18, 19 and 20— "FOOL'S PARADISE" Six or more Paramount stars; a De Mille production, typically De Mille'an. We're compelled to RAISE admission prices, and honestly believe the picture is worth it. Should be the biggest drawing card of the month. — 90. April 21 and 22— Will Rogers in "DOUBLING FOR ROMEO" Did not see it. Unanimous opinion of 4 trade paper reviews "great stuff." In Illinois, The Record says "couldn't be better." In Kentland, Ind., it "went way (Concluded on page 54)