Exhibitors Herald (Apr-Jun 1922)

60 EXHIBITORS HERALD Tune 3, 1922 BETTY COMPSON in a scene from "Always the Woman, production. a new Goldwyn are the order of tomorrow. The Middle West is divided. Indianapolis, Milwaukee, Minneapolis, Omaha and St. Louis are, as a whole, against extended runs. Cleveland, Cincinnati, Kansas City, Des Moines, Detroit, Louisville and Chicago favor them. The Far West strongly favors them, Denver being the exception. The East is divided on the question, New England opposing it, together with Eastern Pennsylvania, while New York State and Pittsburgh are eager for them. In the South, it is the southwest that believes in longer runs, while the Southeast is conservative in this respect. Certain territories, notably New England, feel that longer runs have not been generally successful because of business depression, the implication being that with a return to noimal conditions the longer run for the better picture will come into its own. 6. Are New Theatres Being Planned in Your Territory? As compared with the volume of theatre construction which was going on three or four years ago, building in the industry has almost reached the vanishing point. There is considerably less planned or under way than there was a year ago. Fifteen territories report that "a few" new theatres arc in sight next year. Thirteen announce that no theatre construction of any description i.-> going on, one or two adding that some remodeling is being done or projectea. The San Francisco, Louisville and Buffalo territories exhibit more activity than the others, yet of these, San Francisco reports a total of thirteen new theatres under way or in contemplation. Louisville about fifteen and Buffalo no definite number. It would appear that the saturation point has been reached so far as the number of morion picture theatres is concerned, and one or two of the territories complain that there are too many theatres in them as it is. 7. What Is the Volume of Business at the Theatres as Compared With Last Year? There has been a marked decline in the volume of business at the theatres this year, a* compared with a year ago. I -timati ■ raiiK'i all the from :.'<! per cent to 57 per cent. The average appears to be about one-third, but the very sharpness of the decline is an omen of an upward turn in theatre attendance between now and the first of the year. Some territories report an improvement in attendance during the past three months. One territory, Oklahoma City, reports that business is better than it was a year ago, and Detroit contends that the theatres have held their own as compared with last year. 8. Has the Big Special Affected the Regular Program Picture in Bookings? More than half of the territories agree that the big special has cut into the bookings of the regular program pictures in a decided manner, and has not only made fewer bookings for the ordinary picture, but has forced down rental prices on them. About a dozen territories insist that the big special has not interfered seriously with program pictures, among these being New York, Philadelphia, Washington, Des Moines, Louisville, Denver and the Pacific Coast. It is the extension of runs of big pictures that seems to have most seriously interfered with the program picture by cutting down the number ot open booking days. One particularly interesting analysis from a Middle Western territory contains this account of present conditions: "The big special has cut down the run on regular feature attractions and made them almost wholly ineffective as far as getting business is concerned. Without the big special, the theatre has been unable to do any business worth speaking of. This condition may change by next fall, so that we can get an average picture. As a period of depression becomes a period of adjustment, and the former high normal seeks its level with adjusted conditions, we will have a new normal business and be able to expect a certain amount of business for average pictures." Other territories contend that the smaller towns are and always will be in need of a plentiful supply of averagely good pictures, which can be had at a fair price, to sandwich in between such big specials as they can afford to book. "High Stakes" Is Screened in East Is First of Series of Six East Coast Productions Specials "High States," the Western special production in which J. B. Warner is supported by an all-star cast, reached New York from the Coast late last week, and was screened by Franklyn E. Backer for his staff. The picture was produced by Metropolitan Productions and is being published through East Coast Productions, Inc. It is the opinion of Mr. Backer and Jack Von Tilzer, general sales manager of East Coast Productions, that "High Stakes" will make the same hit with every exhibitor who sees it that it did when it was shown by George kreer at his Ambassador theatre in Los Angeles, where it had a preview showing. Is First of Series "High Stakes" was adapted from Earl Wayland Bowman's American Magazine story of the same title, and those who have read the printed version say that the best has been made of it in the film story. It is the first of a scries of six Western specials in which Mr. Warner is being starred. Others on Schedule Mr. Backer announces the titles of the other pictures which he has in preparation and in which Warner will be starred. They are: "Crimson Gold," "Flaming Hearts," "Wolf Man," "Danger Ahead" and "Red Courage." These are scheduled for production and publication in the order named. Broadway Strand Holds Warner Film Over for Second Week's Showing Warner Brothers' latest attraction, "Your Best Friend." a Harry Rapf production, starring Vera Gordon, declared by its distributors to be one of the biggest features of the season, is creating an unusual number of predecents since its publication, according to exhibitor and newspaper reports. The feature was held over a second week at the Broadway-Strand, Detroit. Miss Gordon appeared in person at the theatre. Many theatres, including the Strand, Cincinnati; Orpheum, Akron; Colonial, Columbus; and the Strand, Milwaukee, also will have the star appear in person during the showing of the attraction. Clark-Cornelius Detective Stories by Ross Whytock Ross D. Whytock, who was in charge of the New York port during the war and has also served as special investigator in the Secret Service, is author of the series of twenty-six two-reel detective stories which Clark-Cornelius is publishing on the state right market. The stories ate based on actual experiences of Mr. Whytock among criminals. First National to Publish Morosco Picture, June 12 The first Oliver Morosco picture, "The Half Breed." will be published by the Morosco Holding Company, through l ust National on June 12. By the terms of the contract with First National, lour Morosco pictures are to be delivered before January 1, L923.