Exhibitors Herald (Apr-Jun 1922)

80 EXHIBITORS HERALD June 24, 1922 Lloyd Film on "Exceptional" List; Booked by Strand for Long Run Florence V id or Producing Fourth Picture of Her Series for Associated Exhibitors— Company Obtains Five-Reel Comedy "Grandma's Boy," the Harold LloydAssociated Exhibitors feature, is the kind of picture producers must make if they are to enjoy the favor of the American public, declares Exceptional Photoplays, the official publication of the National Board of Review of Motion Pictures. In the current number "Grandma's Boy" is one of three films listed for its exceptional merit. "Everything," says the bulletin, "is there (in 'Grandma's Boy') for those who are weary of life and of business and just want to laugh— and something more besides. That something is another signpost on the way that American producers must travel if they wish to keep the interest of the public, as' it is whispered they do, providing they could only find out how. And that something is also a little flag, not of truce but of defiance, to those godly souls crying in the wilderness for clean pictures while they whittle the brambles to sharper points in order to impale the motion picture with the thorns, so to speak, of censorship." Opens on July 23 Arthur S. Kane, president of Associated Exhibitors, announces that in his opinion bookings of "Grandma's Boy" will reach a new record for the comedian's subjects. M. L. Markowitz, owner of the Strand theatre, San Francisco, has obtained the first engagement in that city of "Grandma's Boy." The picture will open at this well-known Market street house on July 23, booked for an indefinite run. The contract is understood to call for the largest rental ever paid for a picture in San Francisco. At approximately the same time as the Strand engagement in San Francisco, "Grandma's Boy" will play also the T & D theatre, across the bay in Oakland, one, of the largest and finest houses on the West Coast. This is the first theatre in the important Turner & Dahnken chain to contract for the big feature. Completing First Series Gus Inglis, general manager for Florence and King Yidor, announces that production work on the fourth of Miss Vidor's features for Associated Exhibitors began on Monday, June 12, at Catalina Island, with Mr. Vidor directing. Following the finishing of this picture, which will complete the first series of four Florence Vidor films for Associated Exhibitors, .the star will take a short rest, during which time Mr. Vidor will direct Laurette Taylor in "Peg o' My Heart," for Metro, as announced. Upon her return in August to the King Vidor studio in Hollywood, Miss Vidor will begin the first of her second series of four for Associated Exhibitors, and King Vidor will again handle the megaphone in her productions. New Comedy Obtained Associated Exhibitors announces the publication on June 25 of a five-reel comedy film, "Up in the Air About Mary," which is declared to be a whole bundleful of laughs, while telling a story of romantic interest. John Howard Carr, president of Associated Authors Productions. Inc., arrived in New York City this week from Orlando, Fla., where he inspected the construction work on the two-unit studio building being erected for that organization. Mr. Carr is confident that the building will be ready for occupancy by September 1, when production will start on the second of the six pictures which Asso ciated Authors is to make, for Associated Exhibitors release. The first of these features will be produced in the neighborhood of New York, work starting about July 1. Mr. Carr expects to be able to announce the exact location and the cast within a few days. Point Out Publicity Angles of "Trouble" Chances for Exploitation Tie-Ups Enumerated by Coogan Organization That Jackie Coogan's current picture, "Trouble," offers many opportunities for exploitation and publicity is pointed out in a statement from the Coogan organization. The title itself, it is indicated, has numerous possibilities for stories in newspapers. Practically every city and town in the United States and Canada have merchants handling Jackie Coojgan articles with whom the theatre owner can co-operate in window displays and newspaper exploitation in addition to his own. Coogan Apparel on Market Chief among these articles are the Jackie Coogan clothes. The Jackie Coogan cap is another article that will be found almost everywhere Then there is Jackie Coogan dolls and statuettes which may be found in all department and toy stores. There is also a Coogan boys' coaster and in a few weeks Jackie Coogan shoes will be on the market. These assets can be utilized to unlimited advantageExtensive Tie-Ups Made As an example of the value in these commercial assets, the Kinema theatre, Los Angeles, having closed a successful two-week run with the "Trouble" film report that tie-ups were made with five down-town stores on Jackie Coogan clothes, seven stores on the caps, and ten toy shops with the dolls. Each shop devoted street frontage to the articles in practically every instance, the store advertising in the newspapers was devoted largely to the Coogan articles, mentioning the name of the current picture, the theatre where it was playing. Fox to Publish New Mix Starring Picture June 18 Fox's latest Tom Mix production, "For Big Stakes," is scheduled for publication June 18. In addition to the inimitable stunts displayed bv the star, the picture offers a selection of episodes featuring the famous horse, "Tony," Mix's steed. Untying knots, making long jumps, and considerable brain work are all in the category of the remarkable horse. Lynn Reynolds is the director of the picture. Patsy Ruth Miller plays opposite Mix. Madge.Titheradge Winning Acclaim as Screen Player Madge Titheradgc, featured in two of the four Second National Pictures corporation films now booking, is winning widespread popularity as an emotional screen actress, acording to reports received at the New York offices of the firm. It is only recently that Miss Tithcradge turned to the screen after winning fame on the speaking stage. The Second National pictures featuring Miss Titheradge are "Her Story" and "David and Jonathan," from the novel by E. Temple Thurston. A Complete Editing And Art Title Service For The Producer DIXON— McNITT— SCHNEIDER 959 Seward Street, Hollywood STANDARD FILM LABORATORIES RALPH H. DIXON Supervising Editor CARL W. SCHNEIDER RALPH C. McNITT Supervision of Art