Exhibitors Herald (Apr-Jun 1922)

June 24, 1922 EXHIBITORS HERALD 81 Educational Points To Its Summer List Refutes Statement That Best Pictures are Held for Fall Publication Assertions on the motion picture page of Life that the producers and distributors were publishing their "weak sisters" during the spring and summer months and waiting for fall to publish worthwhile pictures, does not apply to Educational Film Exchanges, Inc., the cosnpany states. Educational's schedule of short subjects for June, July and August, if not stronger than the schedule for any similar peripd in the history of the organization, at least has never been surpassed, is its contention. Cite Films as Evidence As evidence of its statement Educational points to its program of the following productions which either have been or will be published in the coming months: "The Adventures of Sherlock Holmes." Two films of this series, "The Devil's Foot" and "The Dying Detective," have already been published. The next two are scheduled for July 9 and 23 respectively. "Poor Boy!" featuring Lloyd Hamilton, to be published during June. "Rapid Fire" and "Treasure Bound," Jack White productions in the Mermaid comedy series which will be published in July and August. List Three Christie Comedies "Cold Feet," the Christie comedy published the latter part of May. "Bucking Broadway" and "Mile-a-Minute" are other Christie comedies published in June and July. Among the single reel subjects for summer is "The One Man Reunion," a Robert Bruce wilderness tale. Educational will continue to publish its Torchy comedies during the summer months. It also has a two-reel special on the subject of radios for summer publication. Select to Publish Film From Oscar Wilde Story Oscar Wilde's "A Woman of No Importance" has been acquired by Select Pictures Corporation for publication June 20. The picture was shown for the first time to the newspaper reviewers June 2. In the cast are: Milton Rosmer, Fay Compson, Lila Walker, Daisy Campbell, Julie Hartley-Wilburn, Gwen Carton, Dorothy Fane, Hetta Bartlett, Gray Murray, Henry Vibart, Ward McAllister, Ralph Forster and George Traverse. Dennison Clift directed it. C. B. C. Film Sales New Feature Finished "More to Be Pitied Than Scorned," C. B. C. Film Sales Corporation's new feature production has been completed and is being brought East by Harry Cohn of the C. B. C. firm. Alice Lake, Rosemary Theby, J. Frank Glendon, Philo McCollugh, and the two" younger players Gordon Griffith and Baby Josephine Adair constitute the cast. Edward Le Saint directed it. Eighteen Houses in Lynch Circuit in South to Play Eddie Polo's New Serial The First National exchange in the South which is handling the Eddie Polo serial, "Captain Kidd," reports to Star Serial Corporation that eighteen theatres in the Southern Enterprise circuit have booked the chapterplay. Theatre managers are planning special exploitation to precede and accompany presentation of the picture. The Alpha theatre in Atlanta has started its first run on the serial, and reports tremendous success at the box office. A number of exhibitors in the South are preparing special lobby displays for "Captain Kidd." Manager W. E. Drumbar of the Majestic at Knoxville, transformed his lobby into the rigging of a sailing vessel. Advertising Ready For Paramount Week Coming Campaign to Surpass All Others in Scope Company States With the fifth annual Paramount Week, September 3-9, three months away, the Paramount advertising department already has its campaign completely mapped out, even to the preparation of the newspaper copy to be used. Use 1,200 Papers This year's campaign, according to the company, will surpass all others in size and scope. Last year, approximately nine hundred newspapers were used as the media for the company's direct contribution to the exploitation budgets of the exhibitors participating in Paramount Week. This year, the number has been increased 33J/J per cent., the plans calling for the purchase of advertising space in more than 1,200 newspapers in some 900 cities and towns. The largest space to be used will be full pages in about one hundred of the biggest newspapers in the country. The remainder of the papers on the list will run space ranging from six full columns to a minimum of 900 lines. Campaign in Magazines These advertisements, as before, will contain a full list of all the participating exhibitors in the territory covered and, wherever space will permit, the complete week's program of the exhibitor. This newspaper campaign will be supplemented by magazine advertising, which will start early next month. "U" Novelty Film Turns Industry Back 12 Years Universal has a new novelty film in the form of a reissue of a two-reel picture featuring Mary Pickford, made by Universal twelve years ago. It is titled, "Going Straight." The picture has been re-titled and interspersed with humorous and enlightening sub-titles despite the apparent seriousness of the story. A novel press sheet has been prepared urging presentation as it was presented twelve years ago, including intermission slides, an illustrated song, and other things in keeping with the old "grind show." Pathe to Distribute New Juvenile Series Johnny Jones and Gertrude Messinger Featured in McDonald Films J. K. McDonald Productions, Inc., has completed arrangements with Pathe Exchange, Inc., for the distribution through Pathe of a series of twelve two-reel juvenile comedies costarring Johnny Jones' and Gertrude Messinger. The first will be available on July 31. "Supply and Demand," the first of the series, was shown at the Capitol theatre, New York, the week of May 28 and it was upon the strength of the enthusiastic reception of the picture that the contract with Pathe was closed. Juveniles in Cast The series will be known as the Johnny Jones series. Johnny Jones was the featured player in Goldwyn's Edgar series and has starred in a number of films. Miss Messinger, who plays opposite him, starred in Fox juvenile productions for three years. Kenneth Green, the fat boy in "Dinty" and "Penrod," and Newton Hall, the tough dude in "Dinty," are among the better known of the other talented children in the company. Litson is Directing Mason N. Litson, former production manager for Goldwyn, is directing the pictures. Norbert Brodin, formerly with Major Hughes, is in charge of the photographic work. Mr. McDonald states that there will be no slapstick or hokum in the pictures. Each centers around a business deal, in which Johnny Jones is the master mind and his gang assists. Rockett-Naylor to Film Lincoln's Life Research Work Under Way for Making of Historical Special "The Life of Abraham Lincoln" is the tentative title of the first subject to be produced by Rockett-Naylor Productions, Inc., recently organized under the laws of Delaware with offices at 304 Security building, Hollywood. Officers of the Comoany are David H. Naylor, Jr., president; Ray H. Rockett, vice-president and general manager; Al Rockett, business and production manager and E. H. Christensen, treasurer. Portrays Lincoln's Life Work on the production will be started in about two months. The picture will portray, in original surroundings so far as possible, the many incidents in the life of Lincoln. Government officials, army and navy officers, members of Congress and historical and educational organizations will lend accurate information and relics of value in the making of the film. Obtain Accurate Data Research work, ic is stated, has been in progress for more than a year obtaining pertinent data. Present plans are to publish the picture as a roadshow under the management of the producers and to exhibitors by direct arrangement. Silas E. Snyder will retire from the managing editorship of American Cinematographer to handle exploitation of the Lincoln film.