Exhibitors Herald (Dec 1921 - Mar 1922)

48 i EXHIBITORS HERALD March 25. 1922 Planning to Road Show Coogan's "Oliver Twist" at $2 Top Youthful Star Will App ear in Person at Premieres of Production in Larger Cities (Special to Exhibitors Herald) LOS ANGELES, March 14. — Jackie Coogan's next production following "Trouble" will be a screen version of the famous Dickens story, "Oliver Twist." Sol Lesser, who with associates is producing the Coogan pictures, announces his intention of road-showing the feature, playing the larger legitimate houses at $2 top. T T is the present intention of the pro■*■ ducers to have the youthful star appear in person at premieres of the picture in the large cities. It is possible that the star will appear in person at New York, Boston, Washington, Philadelphia, Chicago and other cities, according to his father, Jackie Coogan, Sr. * * * Direction of "Oliver Twist" has been entrusted to Frank Lloyd. Additional space has been leased at United Studios to accommodate the large sets which will be built for the feature. It is said that no changes of consequence will be made in the Dickens story. Great street scenes are now under construction. According to the producers, the cost of the picture will near the half million dollar mark. In announcing plans for the production. Mr. Coogan said: "I feel that this idea of road-showing 'Oliver Twist' is an excellent one, and I am highly enthused over the entire enterprise. Heretofore I have supervised my son's productions, but when I was informed that Frank Lloyd would consent to direct Jackie, a great load of responsibility was immediately shifted from my mind and I am giving Mr. Lloyd entire charge of the production, for I cannot think of another man whose knowledge of direction, whose education, whose temperament, and whose general ability is greater than that of Frank Lloyd's." * * * Frank Lloyd issued the following statement pertaining to his direction of the picture: "I am a lover of Charles Dickens and his wondrous works. I have studied to great length his works and some years back had the pleasure and privilege of filming "The Tale of Two Cities' in which William Farnum starred. In this Farnum production I had the opportunity of knowing Dickens as he should be known. I feel honored indeed with the thought that I can put into screen form another of his famous books. "I firmly believe that Jackie Coogan's 'Oliver Twist' will be one of our truly great pictures — one that will go down in history as a work of cinema art, and this statement is made only because of the wonderful possibilities in the story and the opportunities for little Jackie himself. "My plans for the coming season were firmly settled when Mr. Lesser approached me with regards to directing Jackie in this story and for a moment I hesitated. But I have arranged everything so that I can devote the entire season to the story. This was done because the possibilities were so tremendous and on account of my sincere respect for the 'author of Twist. My assistant is Harry Weil, a man who also is well versed with Dickens' books and who has been in the capacity of assistant director to me for over nine years." Hays is Honor Guest At Directors' Dinner Sidney Olcott Will Preside At Function at Hotel Astor in N. Y. (Special to Exhibitors Herald) NEW YORK, March 14.— The Motion Picture Directors' Association, which will have as its honor guest Will H. Hays, is confident that its dinner-dance which will be held day after tomorrow at the Hotel Astor will be the greatest social event of the year in motion picture circles. It has not been possible to obtain a list of the speakers at the hour of going to press. It is known that the guest table will seat thirty-five persons, among whom representatives of the most important branches of the industry, as well as the financial and political world, will be found. Olcott to Preside The director of the association, whose office is the same as president of any organization, Sidney Olcott, will preside. Mr. Olcott was in Europe when the plans were laid for the event. He was advised of his having been unanimously elected as president during his absence, and that he would be needed on the night of March 1(>, whereupon Mr. Olcott altered his plans and made haste to arrive in NewYork. He considers the occasion a milestone in motion picture history. This occasion will mark the fourth annual ball given by the organization. It is the first to entertain a single guest of honor and the first combined dinner and dance. This event, it would seem, is heralded by the directors as one of importance sufficient to set aside previous orders of entertainment. Emerson Toastmaster John Emerson, a well known factor in the motion picture world and an important one in many kindred industries, will act as toastmaster, introducing the guest of honor to the assembly, and presenting the speakers as they are called upon. St. Louis Distributor Starting on Fifteenth Year in Film Industry (Special to Exhibitors Herald) ST. LOUIS, MO., March 14.— "Dean" and "pioneer" are two names frequently used when reference is made to Sam Werner, genera! manager of United Film Service. Mr. Werner has been in the film business for fourteen years. In 1910 he was instrumental in the organization of Swanson-Crawford Film Company, becoming director and secretary of the company. Later he became president of the St. Louis exchange of Warner Brothers. Since then he has been operating an independent exchange and has handled some of the biggest productions published. In L920 Mr. Werner acquired a franchise with Federated Film Exchanges. His volume of business has continued to grow. His exchange is often referred to .is the "Honestrto-God" exchange. "Reckless Youth" Ready "Reckless Youth." fifth of the Elaine llammerstein star series pictures is being edited and titled for publication the latter part of March by Sclznick. MONEY MAKING IDEAS Which Have Been Used Successfully by Exhibitors to Build Up Their Patronage By BERT E. FAHRNEY (Electric theatre, Curtis, Neb.) The local telephone company (of which I am manager) has a scheme of giving a general or advertising ring over its lines. The operator rings a long and eight short rings, ringing a number of lines at a time. The subscribers take down their receivers and listen and the operator makes an announcement. W hen we think we have an extra good picture, we have the phone company make a brief announcement, usually 'luring the noon hour, as we catch more people at home then. The company charges S2.00 tor making this call to its 500 subscribers, so it does not have to draw many patrons to get our money back. By W. H. GOODROAD (Strand theatre, Warren, Minn.) We packed our house one night recently by putting on a debate on the question : "Resolved : That U n c 1 e I! i m Should Marry Mrs. Zander." The affirmative side was taken by two high school senior hoys and the negative by two high school senior girls. The judges stood 2 to 1 in favor of the negative. Each speaker limited to five niinute talks. I also had another senior high school girl give a vocal solo, accompanied by the orchestra. It went over big. Did not raise admission prices.