Exhibitors Herald (Dec 1921 - Mar 1922)

58 EXHIBITORS HERALD March 25, 1922 DIGES VPICTURES of fAeWEER A WORD of warning to exhibitors is. sounded by. Louis Auerbach of the Export & Import Film Co., with regard to exploiting poor pictures. "Exploit," says Mr. Auerbach, '"but be careful what you exploit. The public will "fall" for your exploitation, but if your picture doesn't warrant the ballyhoo the public will come back at you. "The matter of exploitation of motion pictures has begun to be a serious menace to good pictures," Mr. Auerbach believes, "especially is this true in the independent field. It is serious because exploitation is being carried on regardless of the merits of the film being campaigned. "Some producers will make a weak picture and then back it up with a tremendous campaign. The picture itself is lost in the shuffle. The enthusiasm created by the campaign sells the product. Another exploitation drive brings them into the theatre. It is there the great harm is done. The public can be drawn into a theatre by exploitation but it is the picture itself which has to entertain. If the picture is not good the previous exploitation acts as a boomerang. The condemnation becomes pointed. The people have been cheated. "No representative manufacturing concern would advertise their produce nationally, making extravagant claims for it, without backing up their statements with a real product. It would be business suicide for them to do so. They could not survive the reaction of public resentment. This same thing applies to motion pictures. Exploit — yes. But exploit 'big ones' only !" "I CAN EXPLAIN" (Metro) is light but amusing screen entertainment. It is about the weakest vehicle Gareth Hughes has had thus far, and although given good production, it will not advance the star very far along the road to success. Directed by George D. Baker. "BOY CRAZY" (R-C Pictures) is a flapper story, short on plot, and not very convincing. The star, Doris May, does the best she can with the material given her and is ably assisted by Harry Myers and others. Myers' work is excellent. Direction and sets are A-I. "A HOMESPUN VAMP" (Realart-Paramount) is a romance of a small town, with May McAvoy as the chief centre of attraction. The story is not new but despite its triteness Miss McAvoy succeeds in getting the atmosphere and spirit of the thing over. Five reels of fairly pleasing entertainment. "IRON TO GOLD" (Fox) a Western witli the usual good-bad man. Dustin Farnum is the hero, gentle with women but quick on the trigger and rough with men. The story was furnished by George Owen Baxter and was directed by Bernard J. Duming. Good character drawing and star given excellent support. "THE VERMILION PENCIL" (R-C Pictures) presents Sessue Hayakawa in a typical Japanese role and story replete with dramatic situations and a wellstaged volcano eruption. Bessie Love appears in support and besides the interesting love story, there are many beautifully photographed exteriors to hold your attention. "THE MISTRESS OF THE WORLD" (Paramount) a four-part melodrama of which "The Dragon's Claw" is the first part, is a German-made thriller, reminiscent of the early serials turned out in this country. It will probably please where serials are in demand, but the highly improbable story, the many hairbreadth escapes of the heroine and general make-up of the picture will not draw discriminating patrons. "THE RULING PASSION" (United Artists) will go down in film history as one of the most pleasing pictures of the year. It is clean, wholesome and thoroughly satisfying. The delightfully human portrayal of Arliss places him in the front rank of our best screen players. The story of Earl Derr Biggers made capital material for Arliss. "THE MAN WITH TWO MOTHERS" (Goldwyn) contains nothing startling nor original in theme or handling. It is just a pleasing bit of screen fiction, with Mary Alden, Cullin Landis, Sylvia Breamer and Hallam Cooley enacting the principal roles. It was directed by Paul Bern, a young director who shows promise. "A DOLL'S HOUSE" (United Artists) An adaptation of the famous Ibsen stage play, in which Nazimova scored a success several years ago. It provides the star with one of her best roles, follows the stage version closely and will appeal strongly to those who enjoy serious drama. "MAN TO MAN" (Universal) stars Harry Carey in a typical Western story with plenty of action and thrills. It hold a good amount of interest and is excellently photographed, cotaining many beautiful and realistic Western scenes. Length 5,629 feet. "HILLS OF MISSING MEN" (Pathe) Interesting Western story that holds the attention and proves good entertainment. Plot has valuable angle of mystery and the scenes are laid in picturesque surroundings in lower California. Six reels in length. "Till'. CRADLE ULSTER" (American Releasing) is a crisp, original little comedy, with Glenn Hunter, a new star, in the leading role. Hunter played "Clarence" in Booth Tarkington's stage success for two seasons and demonstrates his ability as a screen player in this new six reel feature.