Exhibitors Herald (Apr-Jun 1922)

74 EXHIBITORS HERALD April 29; 1922 ELAINE HAMMERSTEIN, Selznick's "the star without a failure," in a scene from her new feature, "Evidence." Normalcy Point Almost Reached Says C. C. Burr of Affiliated Distributors C. C. Burr, president of the Affiliated Distributors, Inc., believes that not only has the low water mark of depression been reached in the motion picture industry, but that the tide of prosperity has risen to almost its normal level. By normal level, however, he does not mean the high water mark reached during and immediately after the war, but the point of normalcy where the industry might be said to have left off before the extraordinary conditions of the past few years. "From that point of view," said Mr. Burr, "we should really begin to reckon progress. If a man is making progress in any given line, gradually increasing his earnings and his savings, and suddenly a rich uncle dies and leaves him a fortune which he immediately begins to spend, that fortune cannot rightly be called a part of his normal progress. Should he dissipate his fortune he must return to where he was before its receipt, and count his steps from there. Production on Increase "So it is with the motion picture industry. It was making splendid progress strictly on its merits, when a world cataclysm threw a fortune in its way. That fortune is now gone, and the industry must begin again at the point just before the windfall occurred. The production of pictures has vastly increased during the past few months. This increase is particularly notable in the independent field, but old line producers established distribution have greatly increased production. Demand Exceeds Supply "Everyone now realizes that there is an actual shortage of good film on the market. The demand has finally outstripped the supply. I realized that this was bound to happen as far back as last summer. "Banking my belief on what I felt was inevitable, I prepared to go after a share of excess of demand over normal supply I made 'Burn 'Em Up Barnes' starring Johnny Hints when it looked as if there wasn't a chance to squeeze in another independent production. That was less than six months ago, yet every single territory has been sold on the picture. "I planned the Edwin Carewe special 'I Am The Law,' which has just been completed and already the entire foreign rights and the rights to six territories in the United States have been disposed of, and I haven't even given the buyers a look at the print. "My plans call for several more independent productions, and I have even gone so far as to take over the Glendale Studio on Long Island for my own use." Exhibitors Shopping Says Fineman Motion picture shopping is now the favorite pastime of exhibitors throughout the country, says B. F. Fineman, president of Edwin Carewe Productions, Inc., who has just returned to New York from Los Angeles with a print of the Edwin Carewe independent special "I Am The Law." "The period of readjustment in the picture industry through which we have just passed," he says, "has been a mighty good thing for the producer who honestly believes in making real pictures, for his product now stands a much better chance to get what it is really worth than even during the inflated period of the war. While business was rushing the theatre patron had no occasion to use discrimination in the selection of his entertainment. This relieved the exhibitors from the necessity of exercising discrimination in providing their entertainment. "Readjustment has changed this. Reduced wages has forced the patron to curtail his allowance for entertainment. The result is that he is more careful now to see that none of his allowance is wasted on inferior amusement. This has compelled the exhibitors in his town to do likewise." "Sheik of Araby" to Be Published by R-C May 15 "The Sheik of Araby," a revival of H. B. Warner's feature, "The Man Who Turned White," will be published by R-C Pictures May 15. Arrangements have been made with a publisher to publish a song of the same name, which, it is stated, will give wide exploitation to the film. 1,500 at Preview of "Reported Missing" Selznick Officials Are Elated Over Reception Accorded Moore Special More than 1,500 guests were present at a private showing of the Owen Moore production "Reported Missing" at the Ritz Carlton Hotel, New York. The event followed a series of previews of the film for the purpose of gaining first hand knowledge of the reception which would be accorded the picture when it was published in its final form. Arrange Early Showing As a result of the enthusiasm with which the production has been received at these advance showings it is predicted by Selznick officials that the film will stand out as one of the big attraction" of the year. Arrangements are now being made for the Broadway premiere o! the production and immediately thereafter it will be given a special showing in the larger cities throughout the coun try . . . More than 2,000 invitations were issued for the affair at the Ritz Carlton anc the large attendance necessitated run ning of the feature twice in order thai all who came might see it. Is in Seven Reels Tom Wilson, in the role of a blacl face has an important part in the pic ture which is in seven reels. The pro duction is said to have a strong humor ous vein with Moore in a role in whicl he is especially effective. The receptioi which has been given the film at thes> showings is confirmation in the opinio] of Myron Selznick of his belief tha "Reported Missing" will prove a stroni box office attraction. Big Special on Fox List for Next Fal Official Believes "The Tow That God Forgot" Excels "Over the Hill" Among the special productions to I issued by Fox Film Corporation ne season is another "family picture" th William Fox believes excels "Over tl Hill." The new picture is titled "Tl Town That Forgot God" and is said be another human interest story of gre appeal. It was directed by Harry M lardc, who made "Over the Hill." Points Many Lessons Hypocrisy, neglect of spiritual thuu "as ye sow, so shall ye reap," arc sor of the lessons running through the stoi It shows good folk what bad people c be like, and the bad ones that they cai carry on long in this world and not caught. Has Big Flood Scene Eight months were spent by Millar on the production at the New Yo studios of Fox and at Fort Lee, N. J where an entire village was built for t flood scenes. The flood is said to f urn: some of the biggest thrills ever shown the screen. An entire village is wip out by storm at night. Bunny Grauer, a twelve-year-old I)1 has one of the leading roles in the p: duction.