Exhibitors Herald (Oct-Dec 1922)

December 16. 1922 EXHIBITORS HERALD 53 NEWSPICTURES lyzing the symbol advertised "East Is West" for the Liberty and Strand theatres. INDIANAPOLIS— The old-fashioned treasure hunt was revived by the Circle for "East Is West." The tie-up was clinched by reversing directions, using the line. "Remember that north is south, south is north, west is east and EAST IS WEST." DAVENPORT— Fifteen thousand telegraph blanks announcing " 'East Is West' Showing at the Garden Theatre Sunday-' and signed "Constance Talmadge" were distributed to Davenport residents at meal time the week preceding the opening. Opportunity ■* FINAL EXTRA ★ FOX NEWS No. IS: Clemenceau in New York — Calexico. Cal.. Beauty Contest — Japanese Girl Athletes in Tournament — Pershing Statue Unveiled — "Fountain of Youth" Unveiled at Chicago— Install Chancellor of Syracuse University — Needlework Guild of America Donates Gifts — Archbishop Off to Rome — Fascisti Demonstration — Sultan Deposed — Seagulls at Home in Frisco — Princeton Beats Yale— "The Tattler"— Other Features. _ FOX NEWS No. 16: Armistice Day Observed on S. S. President Harding in Mid-Oc«an — Wild Ducks Avoid Hunters — Vancouver Universitv Students Demand New Buildings — Children View Detroit Floral Exhibit — French Peasants Hold Festival — Winter Market Opens at Jamaica — Ferryboat Launched — Clemenceau in Boston — Fire Sweeps Courtland, N. Y. — Airplane Carrier Demonstrated — Monkeys at St. Louis Zoo — Cincinnati Hen Mothers Puppies — Field Day at For* Henrv — "Newsettes" — Other Features. INTERNATIONAL NEWS No. 95: British Displav Force in Constantinople — Harding's Turkey Shipped from Chicago — Mrs. Carrie Chapman-Catt in Berlin — George Cohan Sails — Frank Bacon Buried — Hunting Season Opens in Pennsylvania— Army-Navy Football Game; — Other Games for Local Prints — Territorial Specials. INTERNATIONAL NEWS No. 96: Test Anti-Aircraft Guns — Stanford Colleee Honors Football Closing — Texas Cattle Rounded Up to Escape Drought — Fox Hunting in Virginia — Europe Leaders Confer on Near East Crisis at Lausanne. Switzerland — Territorial Specials. KINOGRAMS No. 2202: Mark Spot Where Armistice Was Signed — Turkeys Enjoy Day Before Thanksgiving — Harvard Beats Yale — Army Beats Naw — President Buys Christmas Seals — Kansas City Live Stock Ready for Stock Show — Three Hundred Work on Tank in Frisco — Brooklyn Women Clash With Razors — New Congresswoman Plavs Golf — Girl Scouts Present Flowers to Mrs. Harding — George Cohan to Europe — Territorial Specials. KINOGRAMS No. 2203. By Request of U. S. Picture Industrv Calls Attention to Educational Week— Ex-Army Refugees Here — Turkey Sent to Harding — Stanford Students in Football Rally — Cleveland Football Team's Oldest Man is 8 — Girls Take Up Hockey — Jacksonville Jazz Band — F.ne'ish Flier Writ«s Smoke Message Over New York — Territorial Specials. PATHE NEWS No. 96: America Promotes Physical Culture in Japan — Britain Honors War Dead — War Department in Meeting — U. S. Women Sail to Peace Conference — Winston Churchill Improving in Health — British Elections Interest Public — Harvard Beats Yale — Hoboken Man Has Flying Device — Chinese in Fete at Peking — Armv Beats Naw — Territorial Specials. PATHE NEWS No. 97: Constantinople Populace Ask Peace and Independence — British Aviator Writes on New York Sky in Smoke — English Unemployed Seek Audience with Bonar Law — Allies in Conference in Switzerland — Plane Flight Over the Alps — Territorial Specials. SELZNICK NEWS No. 1096: Non-Sinking Swimming Suits Demonstrated — Wilmington. Cal.. Has Clean-Up Week — "Women's Supplement"— Booklyn Man Says Women's Colleges Are Unnecessary — Alabama Mine Blast Kills 84 — Belgian King Honors Unknown Hero — Army Beats Naw. SELZNICK NEWS No. 1097: Cholera Scare in Yokohama — Bryan at Miami — British in Constantinople Demonstration — "Women's Supplement"— Open Air Exercises Prevents Colds — Sink • Huge Tank at Frisco — Near East Conference Opens — Will Rogers Remarks on News of Day — Christians in Panic as Last Day for Evacuation of Thrace Approaches. Opportunity, a persistent knocker at the door of the newspicture producer, is tapping gently with reference to the approaching Christmas-Xew Year holiday. The Monday-to-Monday week designated on the 1922 calendar may or may not be made a successful one from the box office standpoint, depending upon entertainment presented and the manner of its presentation. The rush for suitable product is on at this writing. The cream of the market undoubtedly has been signed for, and the supply, as always, is insufficient to meet the demand. The "early birds" may be considered as cared for, but the early contingent is always a minority. A good reel especially made for the occasion would find a ready market. On account of its timeliness it would bring a comparatively big price, for it would be worth it. This would offset, probably, the special expense incurred in the preparation of such a reel for the brief period of its value. There seems to be good reason to believe that the newspicture company should find in its archives a wealth of material suitable for inclusion in such a reel. The performance of International in its compilation of "The Mirror," three editions of which have been published, shows what can be done when a specific subject is singled out for treatment. Surely the sources from which this excellent matter has been drawn should yield ample material for such a holiday subject as theatres require. Doubtlessly the objection to such an undertaking, from the newspicture company's standpoint, would be that adequate return upon investment could not be gathered in the period of marketability. In all probability this is true, but it is hardly possible that any company will overlook the value of such a reel as a service advertisement to the trade and the public. If a single company were to make such a reel and supply it to exhibitors generally it is clear that the company as an institution, as well as its product, would gain infinitely in the esteem of exhibitors accommodated. The readiness of the newspicture companies to capitalize their periodical scoops indicate that the value of such esteem is keenly appreciated. Going beyond the exhibitor, the public thus accommodated may be depended upon to react in precisely the same manner. If there is any doubt as to the soundness of that statement the reader is advised to turn to "What the Picture Did For Me" and read a report this week on International Xews. Altogether, the proposition appears to be an opportunity for one or more companies to serve public, exhibitor and self notably and profitably with a special edition for the holiday week. We offer the suggestion in the interest of the exhibitor, the theatre and the motion picture. VAUDEVILLE IS VAUDEVILLE Drawn to a Chicago neighborhood house advertising an exceptional bill in observation of its anniversary we find third rate vaudeville interpolated, the picture program being shortened and, if not cheapened, certainly not enhanced The motion picture, accountable for whatever significance the anniversary may have had, is discounted perceptibly. Excellent as intentions undoubtedly were in this case, loss rather than gain of prestige was experienced. It should be definitely decided, once and tor all, that vaudeville is always vaudeville, never motion picture, and simply does not belong.