Exhibitors Herald (Dec 1921 - Mar 1922)

March 25, 1922 EXHIBITORS HERALD 67 Associated Exhibitors Insists on Absolutely Clean Films, Says Kane Company Is Determined to Give Public Very Cream of Independently Produced Features, States New President Arthur S. Kane, newly elected president of Associated Exhibitors, in a statement just issued, places stress on the fact that' the company insists on the selection of absolutely clean pictures for distribution. He says: "To obtain and release the pick of all independently-produced features is the policy of Associated Exhibitors. Insistence will be placed always on the selection of absolutely clean pictures, not alone because of the unyielding preference of the Associated Exhibitors officials for the clean and the decent, but also because of the proven superior box office value of films of this character. This is our advice to the independent producers: make clean pictures. Wants Box Office Films "Associated Exhibitors is determined to give the public the very cream of independently-produced features. Our first concern, of course, regards the entertainment value of the productions we select. The primary mission of the motion picture is, of course, to entertain, and we have gladly assumed the responsibility of placing before the people the offerings which make the strongest appeal to them. "I cannot emphasize too strongly our preference for films which are of good moral value. It is one of the most gratifying signs of the times that the public is turning more strongly all the time to character. The productions of greatest entertainment value are those whose moral effect is unquestioned, hence in confining ourselves scrupulously to this type, we are influenced by our business sense as well as our natural inclinations. Demands Clean Pictures "That the demand of the public is for the clean and wholesome has been demonstrated over and over again, and in my own experience the fact has been impressed upon me indelibly. Already continuing for two years it is my good fortune to be in close personal, as well as business, association with Charles Ray, whose essential humanness and detestation of whatever is questionable has won for him not alone the admiration, but the affection of hundreds of thousands. "Of the same wholesome type is Harold Lloyd, the Associated Exhibitors star, who is high on the pedestal of popular favor as a comedian and whose wonderful comedies are gaining new friends for him dailv. Mr. Lloyd will have nothing to do with anything that carries even the GYPSY PASSION ADAPTED FROM . clEAN RICHEPINS FAMOUS GYPSY STORY M IDAER IIK A> The Child op rhe bear COMING_ TO THE — S'glMD BROADWAY & 4T» STREET faintest intimation of the suggestive, and this scrupulousness must be counted with his artistry as one of the secrets of his triumphs. Public Is Enthusiastic "And now comes Associated Exhibitors newest star, Florence Vidor, who embodies all that is admirable and lovable in womanhood. A devoted wife and mother, cultured and refined, and an artiste who was acclaimed a star by the public even before official recognition was given her. She literally exemplifies all that is best in pictured entertainment. "The enthusiasm of the picture-loving millions for the offerings of these players and others of the same character is indisputable evidence that the American people will be satisfied with nothing but the best, and of their unmistakable preference for players of high moral principles as well as for stories that are morally blameless. These stars and the vehicles in which they appear have proved, too. that cleanliness in pictures does not mean stupidity. Their offerings invariably combine cleverness with purity — faithful representation of the life which the average decent, respectable American leads." Thomas Meighan to Star In New DeMille Picture Thomas Meighan will play the leading male role in Cecil B. De Milk's forthcoming Paramount production, "Manslaughter," adopted from the novel of that name by Alice Duer Miller. Mr. Meighan's role in "Manslaughter" is that of Dan O'Bannon, the fearless district attorney who prosecutes the wealthy and reckless young Lydia Thorne, with whom he has fallen in love. Leatrice Joy will play the role of Lydia and a cast of typical DeMille quality will be chosen for the less important parts, Jeanie Macpherson has nearly finished the scenario and Mr. DeMille will start production some time this month. "My Wild Irish Rose" To be Issued in May "My Wild Irish Rose." the Vitagraph special production is going steadily forward at Vitagraph's West Coast studio, under the supervision of David Smith, and will be ready for publication in May. The picture was started under the working title of "The Shaughraun," from the Dion Boucicault play on which it is based. In the cast are Pauline Stark. Pat O'Malley. "Mickey" Daniels. Maude Emery and Helen "Howard. Browning Again to Direct Dean in Universal Picture Universal announces that Tod Browning has been selected again to direct Priscilla Dean, this time in "Under Two Flags," which was the greatest opus of Ouida, the French writer. IVY WARD, who plays an important part in "Ten Nights in a Bar Room" — (Arrow). Paramount Bookings Higher Second Week Predict Solid Week Showing in 10,000 Theatres During March Bookings of'Paramount pictures for the second week of the celebration of Paramount's tenth anniversary month are greatly in excess of the 5,000 theatres which were reported as booking the Paramount product for a solid week during the first week of the anniversary. Many continuances, it is stated, are included from the preceding week, representing in these instances solid bookings of two weeks. Two Week Booking in 5,000 It is estimated that between 9,000 and 10,000 houses will have booked Paramount pictures for at least one solid week before March is over, and that approximately half of this number for two solid weeks. The celebration will last throughout the month of March and it is pointed out by the company that many houses have been to obliged to defer bookings because of the heavy demands on the supply of prints. Is Advertised Nationally In addition to the extensive publicity campaign which has been carried on for the past weeks in newspapers and fan magazines the occasion was climaxed with a three-page advertisement in the Saturday Evening Post, the largest advjrtising contract for a single issue in a national publication ever made by a film company, according to Paramount. Second of Guinn Williams Specials Gets Under Way Word has been received from Los Angeles by Di Lorenzo, Inc., that Director W. Hughes Curran has started production on the second of the series of six special five-reel productions featuring "Big Boy" Guinn Williams. Molly Malone has been signed to play opposite Williams. Charles Stumar will be at the camera.