Exhibitors Herald (Apr-Jun 1922)

June 3, 1922 EXHIBITORS HERALD 57 Universal Announces Its Program Of Jewel Pictures for Next Year Nine Definite Productions on Schedule With at Least Three More to Come Laemmle States; Exchanges to Have Some Prints by June Offers Solid Program Plan A new plan, whereby various of its pictures are grouped together tc form a solid program, has been inaugurated by Carl Laemmle, president of Universal. Under the arrangement a series of complete shows, comprising a feature, a comedy, another short subject and a news reel are being assembled and will be distributed as a complete evening's entertainment during the summer. The result of this system, it is pointed out, will lessen rental costs and transportation charges during the summer months. The complete programs will include the best selections from Universal's successes of the immediate past and from the attractions to be published within the next few months. Universal Jewels, special attractions, Westerns, serials, Century comedies, Star comedies, International News Reel and other special productions will constitute the make-up of the solid programs. "There will be no attempt to force any kind or class of pictures on the exhibitor with these shows," says Mr. Laemmle. "An exhibitor will be able to buy a comedy-drama program, or a straight Western program or an-of-doors picture program. There will be all sorts and combinations of features, Westerns and comedies to be had." There are more than a thousand Universal pictures of comparatively recent date available for the solid programs. Under the method of assembling full week shows of films featuring any particular stars can be obtained. Apollo Exchange Acquires Important Territory for Carewe's "I Am the Law" Bobby North of the Apollo Exchange. Inc., 1600 Broadway, New York, has purchased from Affiliated Distributors the territorial rights of the Edwin Carewe special "I Am the Law" for the Metropolitan district of New York, which includes Westchester County and everything in the state of New York south of that point. The disposal of the Metropolitan district of New York means that about seventy per cent of the United States .territory has already been sold on the picture, and the entire foreign rights. Arrow Picture Exploited By Star's Song Via Radio A novel exploitation stunt was effectec! jby J. Charles Davis, publicity director of Arrow when he arranged to have John Lowell, star of "Ten Nights In A Barroom," sing the song which forms the central theme of the photoplay "Father, lear Father, Come Home to Me Now." iver the radio at a broadcasting station it Cumminsville, O. Support Jones in Film Charles Jones will be supported by ■ielen Ferguson and Irene Fenwick in lis latest Fox picture titled "West." The .full quota of Universal-Jewel productions for next year has been announced by Carl Laemmle, president of Universal. The program includes nine definite publications, with three more to be decided upon later. AH but two of the nine pictures are in production and most of them entirely completed. Three of the films will be in the exchanges before the end of June. Universal is in the strongest position it has ever found itself on its Jewel pictures, it is declared. Three Now Under Way The three pictures which are being made at the present time are "The Storm" with an all-star cast headed by House Peters; "The Flame of Life" starring Priscilla Dean, and "Human Hearts" featuring House Peters and a star cast. The line-up of the Universal program includes the following pictures: "The Storm," "Human Hearts," "Under Two Flags," "The Kentucky Derby," "The Flame of Life," "The Flirt." "Trimmed in Scarlet," "Oats for the Woman," and two Jewels by Von Stroheim, one of which is already in production. House Peters Heads Cast "The Storm" has an all-star cast headed by House Peters which includes CARL LAEMMLE, president of Universal who has announced the next year's Jewel program of the company and a new plan of "solid programs" of Universal publications. Virginia Valli, Matt Moore and Josef Swickard. It is from the stage play of the same name. "Human Hearts," directed by King Baggot, is from the Hal Rcid melodrama. House Peters has the leading role, supported by Edith Hallor, former Follies beauty, Mary Philbin, George Hackathorne. Russcl Simpson, Ramsey Wallace and Gertrude Claire. "Under Two Flags," starring Priscilla Dean, by Ouida, was directed by Tod Browning and is said to surpass the previous best efforts of the star. The cast includes James Kirkwood, Stuart Holmes, Ethel Grey Terry and David Johnson. Film Dazey's Melodrama "The Kentucky Derby" is trom Charles T. Dazey's melodrama "The Suburban Handicap" which Universal has owned for some time. The film was directed by King Baggot and includes many scenes made at the Kentucky derby and other race-track classics. It is a Jewel picture with Reginald Denny. Lillian Rich, Emmett King, Gertrude Astor. Kingsley Benedict, Lionel Belmore 'and Walter McGrail. "The Flame of Life" is from Frances Hodgson Burnett's romance "That Lass o' Lowries." Priscilla Dean is the star in this Jewel film, which was directed by Hobart Henlev. The cast includes Wallace Beery, Robert Ellis, Frank Lee and others. Two Films by Stroheim "The Flirt," with Eileen Percy and Helen Jerome Eddy in important roles, is from Booth Tarkington's famous novel. It was directed by Hobart Henley. Others in the cast are Edward Hearn, Lydia Knott. Buddie Messenger, Lloyd Whitlock, George Nichols and Bert Roach. "Trimmed in Scarlet" is William Hulburt's Broadway play which will star Priscilla Dean. The other Jewel feature will be Fannie Hurst's novel, "Oats for the Woman." Von Stroheim will add another production to the schedule. The picture has not as yet been titled although it is announced that the cast will include Stroheim himself, Mary Philbin, Ceasare Gravina, Maude George, Dale Fuller and Al Edmundson. Virtually Entire World Sold on Lincoln Serial; New Chapterplay Planned Louis Weiss has announced the sale of "Adventures of Tarzan," the fifteen-episode serial starring Elmo Lincoln, to every territory in the world with the exception of two in this country and two abroad. This serial was sold via the state right market in this country. At the present moment the territories unsold are New England and Washington, Oregon, Northern Idaho and Montana. The film has been sold to every foreign country except Spain, Portugal and Scandinavia. Weiss Brothers' will announce shortly the completion of plans for the production of a new Lincoln serial, dealing with an entirely new theme.