Exhibitors Herald (Jul-Sep 1922)

42 EXHIBIT O R S HERALD September 16, 1922 Zukor's Talk Is Broadcasted as Paramount Week Inaugural Company's Sales Department Reports That Number of Houses Participating Tops Other Years (Special to Exhibitors Herald) NEW YORK, September 5. — This week is Paramount Week, the fifth annual event which each year registers the high water mark of simultaneous showings of Paramount pictures, and as a formal preliminary to the opening of the week President Adolph Zukor, of the Famous Players-Lasky Corporation, spoke by radio to mere than a million people on Friday evening, September 1. MR. ZUKOR'S brief address, which was broadcasted from Station WJZ at Newark, N. J., was delivered at about 9:10 p. m. and was heard through amplifiers in a number of motion picture theatres located within hearing distance. * * * Mr. Zukor's speech was in the nature of a felicitation for picture patrons upon the fact that the motion picture industry is once more standing securely upon its feet and is now placing before the public the biggest and best pictures in its history. In delivering this message he sounded the keynote of Paramount Week, for although the fall publication schedule went into effect the first of August, in a big majority of the theatres participating Paramount Week marks the first presentation of any of the pictures listed among the "First Forty-one." The tremendous number of theatres participating in Paramount Week this year — the sales department reports it is greater than ever before — is held by Paramount officials as certainly indicative of the return of prosperity not only in the picture industry but throughout the business world in general. * * * August, they say, has been a remarkable month in the picture theatres, considering that it is the most popular vacation month of the season and has had its share of hot weather, and the heavy bookings for Paramount Week and the weeks following offer every indication that the fall and winter season will be a most prosperous one. The competition for first honors in the amount of Paramount Week bookings has been unusually keen this year among the various exchanges, and as an indication of the general distribution of the bookings it is stated that every section of the country is represented among the ten exchanges now leading. Particularly strong evidence of a return to big business is found in the bookings reported from the Pacific Coast, all four of the Coast exchanges being well up among the leaders. Entire Industry Looks For Big Season Survey By Joe Brandt Reveals (Special to Exhibitors Herald) LOS ANGELES, Sept. 5. — Every branch of the industry feels that the new season will be one of the biggest and most successful for some time past. This is the finding of Joe Brandt, president of C. B. C. Film Sales Corporation, who has arrived in Los Angeles following more than a month spent en route to the West Coast during which he interviewed exhibitors and executives of virtually every branch of the business. Big independent productions are in demand he reports, as well as two-reel comedies of a high standard. The same thought must be given to the production of comedies and other short subjects as bigger features he asserts. Mr. Brandt is here to go over production details and to apply the results of his observation for big pictures to follow "More to Be Pitied Than Scorned." Cosmopolitan Leases N. Y. Criterion for Marion Davies Film (Special to Exhibitors Herald) NEW YORK, Sept. 5.— Cosmopolitan Corporation, presenting Cosmopolitan productions, has leased the Criterion theatre from Paramount and will take over the house on September 10. The first attraction will be Cosmopolitan's picturization of the famous play, "When Knighthood Was in Flower," starring Marion Davies. It will remain at the Criterion indefinitely. Joseph Urban will remodel and redecorate the theatre to correspond with the period of the picture. A row of boxes will be built around the balcony and the entire interior changed. The orchestra pit will be enlarged to accommodate 52 musicians. If possible by working night and day shifts to complete Mr. Urban's plans, "When Knighthood Was in Flower" will open about September 15th. The Criterion's famous electrical display will also be entirely remodeled and made among the most beautiful on Broadway. Java Has Playhouse Which Seats 4,500: Like American Film (Washington Bureau, Exhibitors Herald) WASHINGTON, D. C, Sept. 5.— All the big motion picture theatres are not in America. Java boasts one which has accommodations for 4,500 persons, it is revealed in report on motion pictures in that country by Consul Parker. The theatre is built to seat 2,000 Europeans and 2,500 natives. In most of the 250 Java theatres a screen or curtain divides the house, the Europeans and foreign orientals sitting on one side and the natives on the other. The picture is projected from the side of the Europeans. Language presents a serious difficulty. Many films are now being shown with titles in both Dutch and English. The popularity of American motion pictures is unmatched in Java, says the report. Kane Adds to Staff of Associated Exhibitors (Special to Exhibitors Herald) NEW YORK, Sept. 5.— Two more men have been added to the growing sales organization of Associated Exhibitors by President Arthur S. Kane. R. H. Winn, recently manager of a theatre in Washington, Ind., has been assigned to the company's Memphis branch. Robert A. Bertschy will be connected with Associated Exhibitors' branch in New Haven. Goldwyn Opens Branch At Indianapolis, Ind, (Special to Exhibitors Herald) INDIANAPOLIS, IND., Sept. 5.— Goldwyn Distributing Corporation has opened a new branch office at 438-440 Illinois street, Indianapolis, situated in the business heart of the city. It is on the ground floor of a new building. The name of the manager has not been announced as yet. MONEY MA Been Build Which Have Exhibitors to By Mrs. M. D. WHITMAN (Princess theatre, Buchanan, Wis.) My business has been doubled recently owing to using admission coupons good for 50 per , cent reduction from regular prices on Mondays and Tuesdays. NOTE: Use of this policy in connection with serial exploitation has heen reported as successful in many quarters. Its extension is a new development. By CHARLES H. RYAN (Garfield theatre, Chicago, 111.) Under the heading "Worn KING IDEAS Used Successfully by Up Th eir P atron age en," I used the following copy on the front page of my program for the week of August 14: After canning all day in the hot kitchen, put on your street clothes and come on down to the Garfield, where you always find a good picture with a ripping comedy that'll make you forget the kitchen, the sticky fingers, the burnt sugar and the cracked jars. Yes, bring the children, too.