Exhibitors Herald (Jul-Sep 1922)

28 EXHIBITORS HERALD September 16, Y)22 .MARTIN J. OJJIGLEY PUBLISHER/ & EDITOR Published every Wednesday by Martin J. Quigley. Editorial and Executive Offices: 417 South Dearborn street, Chicago, Illinois, (Telephone: Harrison 9248-9249.) New York Office: 1476 Broadway. (Telephone: Bryant 1368 and Bryant 5111.) Los Angeles Office: 453 South Spring St., (Telephone 660-10.) All Editorial and Business Correspondence should be addressed to the Chicago Offices. Subscription Price: United States and Its Possessions, Mexico and Cuba, $3.00 a year; Canada, $4.50 a year; Foreign Countries (Postpaid), $5.00 a year. Single copy, 25 cents. Copyright, 1922. All Rights Reserved. Copyright throughout Great Britain and Colonies under the provision of the copyright act of 1911. Vol. XV. September 1G, 1922 No. 12 Valentino and Sand We must get accustomed to accidents like Rodolph Valentino. Also we must get hardened to such accidents rearing up when they are in the heyday of their success, power and prestige and raising a disturbance. Valentino, who but a short time ago would have been flattered with an offer of a job, has quit work, according to rumor. Also, according to rumor, he asserts that somehow or other he is being imposed upon by Famous Players. Just what he bases this imposition upon is of little importance: the vivid imagination of an actor like Valentino can always invent some alleged reason for a temperamental outburst. The power of affluence is usually disquieting to those who have just acquired it and irrespective of anything else it seems to cultivate a thirst for more of the same kind of power. Hence, Valentino's trouble probably is a keen yearning for money and more money and this, of course, without a becoming regard for any contractual obligation that he might be under at the moment. Valentino says, "I have been dissatisfied with the photography, management, direction and handling of my films." "They do not live up to my artistic ambitions," he adds with intriguing pride. In the first place, every production in which he has been presented by Famous Players has been a flattering setting in every respect on the basis of every iota of real ability we have been able to see in his work. He is a type, a character actor and nothing more. To consider his shortcomings as a finished actor would require more space than the subjectis worth. His complaint about the management and handling of the pictures which he modestly refers to as "my films" is ridiculous. Those who own the pictures in which Valentino has appeared, who have their money invested in them, know more about motion picture administration than he has ever dreamed about. Without close scrutiny of the case it is safe to say that the basis of it all is that Valentino, before he had gained his present popularity, sold his services at a figure which he now feels he could improve upon. In other words, Famous Players at a time he had no particular box office appeal ventured to pay him a sum of money over a period which must have been pleasing to him at the time he signed his contract. Now that the judgment of Famous Players — after much hard and intelligent work by them — has been justified he wants to club them into paying more money. If he had not proved a success he would, of course, have clung on to his contract until the last dollar was paid. If the Ha_vs' organization knows what it is about in this matter it will inform Valentino that he may either go back and finish his contract or get out of pictures. Such a dictum could only be ignored in case that Valentino would decide to accept wildcat offers with which he doubtlessly has been showered and which, by the way, usually are at the base of these kind of outbursts. In that case the exhibitors' organization should step in for the protection of its members who in the long run would have to pay the whole bill and thereby would be weakening the morale of the business. And only a miracle would give them as good pictures as Famous Players can make. Re -Takes J. R. M. Summer. It's almost over. * * * Except the hot weather which is an integral part of it. * * * There's a good word — integral. Wc must remember that one. Sounds like something a press agent dragged in. However, it's euphonious and the field isn't overcrowded with euphonious words. * * * 'S the Truth Eminent scientists state that wireless waves promote the growth of the hair. There's a good one for Paul Gulick to grab off when he starts to advertise "The Radio King." He can truthfully say his Universal serial is a hair raiser. Obediahs Are Back The Chicago Daily News says the world is growing better, because the exhibs. "have reinstated orchestras in some of the picture theatres where the attendance had fallen off." * * * PUBLICITY By Dan E. Daily See where one of our best little screen actors wants to jump. His contract Not enough publicity. He says. His correspondence fell off. Four hundred letters. In one day. Last week. Which is cause for concern. Some people don't like publicity. But others live on it. And get fat. But busting a contract. Is something else again. For the lawyers. To discuss. And haggle over. And in the meantime (as Swinnerton says). The shop girls. Won't have any pictures to go to. * * * Add Hi Cost of Films Five thousand cigarettes were consumed in making "Nice People" but no brand name was given. Tamar Lane says a dove ran amuck on the Selznick lot and savagely attacked Elaine Hammerstein. Tamar has been on the Coast six months. It took Paramount cameramen fifty minutes to get a parrot to laugh for a scene in "Anna Ascends," according to Sam Palmer. "Bill Johnson, property man, became hoarse 'he-hawing' or 'ha-ha-ing.' " says Sam. Why didn't Bill read to him from a trade paper? * * * To Clip the Films Speaking of aptronymics — the Chicago censor board has added a Barber to the committee. * * * "Says Mr. Gallagher " Mr. Johnston: "I have just finished reading your editorial, 'Another Milestone.' It is certainly a true statement of facts." — M. P. Nooz. In other words, "You're absolutely right, Mr. Shean." * * * Comedy to Some Harry Myers, who stopped off in Chicago on his return from Europe, says he's quite sure Mack Sennett designed all European railway coaches. There's more comedy pulled off trying to get a scat in one, according to Harry, than 'n four vaudeville acts. IN THI OF SPECIAL, INTEREST Seeing Before Booking Is Cure for Sick Box Office, Says Carl Laemmle 32 Full Announcement of Selznick Picture* Corporation 61 NEWS OF THE WEEK Valentino's Artistic Soul Is Jarred; Would Quit F. P.-L... 29 Hidden Treasure on Broadway Exploit* Fox Picture 30 Michigan Exhibitors' League Launches Insurance Division.. 31 Kansas Exhibitors to Consider Hoy and Arbitration 31 Eastman Theatre Is Opened at Rochester, N. Y 33 ISSUE American Releasing Corporation Obtains Bible Films 34 New Rorhelle Will Vote on Sunday Shows in November 41 DEPARTMENTS Pictorial Section 35 The Week in New York 40 Money Making Ideas 42 The Theatre 43 Newspictures 51 Reviews 53 Public Rights League 65 Letters from Readers 66 Topics of the Day 66 What the Picture Did for Me. ... 67 Theatre Equipment 83 With the Procession in Los Angeles 86 Chicago Trade Events 88 Guide to Current Short Subjects. . 90