Exhibitors Herald (Jul-Sep 1922)

42 EXHIBITORS HERALD July 8, 1922 Exploitation Angles Of Picture Praised R-C to Prove Possibilities in New York Showing of Film The biggest picture is not big without exploitation. The best exploitation is nothing without the picture behind it. You must have a combination of the two. Exploitation is not a panacea for all ills of the motion picture industry. Exploitation temporarily will bolster up a poor picture but the reaction is inevitable. These are the opinions of Nat G. Rothstein, advertising and exploitation director for R-C Pictures, who announces a comprehensive campaign for the company's new special, "In the Name of the Law," which opens at the George M. Cohan theatre in New York on July 9. He says: Endowed with Qualities "There have not been many occasions in all my history that I have found this •celluloid marvel — a picture that is absolutely certain of giving entertainment and that can be exploited without limit. And I can say honestly and with the fullest conviction that no picture has been as richly endowed with these two qualities as 'In the Name of the Law,' the Emory Johnson production. "I've been in this business long enough to know that no one is going to take a man's word for such a statement without proof. R-C is going to give you proof — such overpowering proof that there will not be a shadow of doubt in the mind that 'In the Name of the Law' is the biggest winner of the year. We are going to show the industry during this month's run of this police drama in New York, that here, in a city entirely unreceptive to exploitation, there can be staged a campaign so broad and comprehensive that it will exceed anything ever before .attempted in the metropolis. Campaign Is Comprehensive "We will have huge stands in the most sought-after advertising spots in the entire world. We will have banners and placards in places that have not carried a line of advertising material since the Red Cross drives during the war. We will have street stunts for Broadway; window displays throughout the city. Those who motor, trolley or walk will find the words 'In the Name of the Law' before their eyes continually." Clark-Cornelius Obtains Three New Productions Three new productions have been added to the Clark-Cornelius list of publications. These features will be placed on the state right market on the franchise plan inaugurated by S. J. Rollo, general manager. The first production of these three is "The Snitching Hour," starring Arthur Housman and is a comedy drama in five reels. This picture is the first of a series with this star. It was directed by Alan Crosland. The other two pictures are of the Western type and bear the titles of "The Thoroughbred" and "The Crimson Clue." In "both of these productions there are prominent players including Miss Sedgwick and Jack Richardson. Binney in Clift Picture Constance Binney has gone to England to appear in Denison Clift's production of the Clemence Dane play, "A Bill of Divorcement." William Fox Selects Ann Forrest for Role In "If Winter Comes" Ann Forrest has where she will play the William Fox Ann Forrest teriors will be taken gone to England a principal role in production of "If Winter Comes," which w i 1 1 b e made under the supervision o f Harry Millarde. Another major role will be portrayed by Percy M a r m o n t, the well known stage and screen star. Mr. Fox will disc u s s production plans with the author of the opus before a single scene is shot. All exin England. Pyramid Finishes Third Production "Queen of the Moulin Rouge" Is for Distribution byAmerican Releasing "The Queen of the Moulin Rouge," the third production from Pyramid Pictures, Inc., for distribution through American Releasing Corporation will be ready for publication shortly, according to A. N. Smallwood, general production manager of Pyramid. Called a Special The picture is considered by those concerned in its production as a special in every sense of the word. It is based on Paul M. Potter's play. The plot of the picture is said to lead the character through a series of highly dramatic situations, laid against such picturesque backgrounds as are provided by the splendors of the Moulin Rouge itself, the contrasting atmosphere of the Cafe des Innocents, the quaint and twisting streets of the Montmartre district and the intimate asmosphere of a Parisian studio. Harmon in Cast The cast includes Henry Harmon, Joseph Striker, Martha Mansfield, Fred Jones, Tom Blake, Mario Carillo and Jules Cowles. A.nd They Say the English Have No Sense of Humor (Continued from page 28) 27. And they left the Lord Nozoo to his own thoughts which were giving him a pain — or so it seemed to me. 28. Yet do I greatly fear that ere long the Lord Nozoo will Gettittin Theneck with a helluva Biff and will desire exceedingly that he had never been born. 29. For if a man hold out his Hedd and desire all who pass by to Wallopitt Gudden Ard there be few who will refuse to pleasure him. ."SO. Nor can any man hide the Truth nor cover her Nakedness for long. For if he try then shall the last state of that man be worse than the first. "Trouble" Meeting With Great Favor National Publication Set for Coogan Film in Near Future The latest Jackie Coogan production, "Trouble," which has played many of the larger cities throughout the country, is meeting with much success, according to advices from the Coogan organization. Has Universal Appeal " 'Trouble' is a picture that carries a human touch that will strike the innermost lining of every soul," Sol Lesser declares. "It will please every class and is considered as Jackie Coogan's finest screen effort. Managers of theatres in Chicago, Indianapolis, New York, Brooklyn, Newark, Louisville, Portland, Seattle, San Francisco and many other cities have telegraphed how delighted they were with the offering and further stating how excellent business was." To Have Wide Distribution Within the next ten days arrangements will have been made by Lesser for national distribution of the "Trouble" production as only a limited number of cities were given the June bookings. Arrangements are now under way for the publication dates of England, France, and other foreign countries. Lichtman Tours Country Enroute to West Coast; Will View New Picture Al Lichtman, whose firm will distribute "Rich Men's Wives," is on an extended tour of the country with the coast as his ultimate objective, where he will confer with his partner, B. P. Schulberg, who is in charge of all production activities for the Al Lichtman Corporation and Preferred Pictures. By the time Mr. Lichtman arrives on the coast the first production scheduled for publication through the new company will be nearing completion and he will have an opportunity to see some of its most effective scenes. Use Eastman Color Film In Hampton Production Hope Hampton, First National star, is engaged in filming retakes at the Paragon studio, Fort Lee, for her forthcoming production, "The Light in the Dark," from the novel by William Dudley Pelley, which is scheduled for fall publication. This picture contains a reel in Eastman Kodak color film. Melford to Begin Picture George Melford will start his new production for Paramount, "Ebb Tide," about the third of July. It is a screen version of Robert Louis Stevenson's novel, in which Lila Lee, James Kirkwood, Raymond Hatton, George Fawcett, Noah Beery, Jacqueline Logan and others will appear. Make Gold Mining Scenes Jack Conway has taken William Bertram, Boyd Irwin and Jack Curtis to the Mojave desert for gold mining scenes of the Universal-Jewel all-star special production, "The Long Chance." It is from Peter B. Kyne's story.