Exhibitors Herald (Jul-Sep 1922)

24 EXHIBITORS HERALD September 23, 1922 SOL LESSER AND PARTY on their arrival in Chicago, September 10, en route to New York where Mr. Lesser will complete plans for rcadshowing "Oliver Twist." Left to right: Mr. Lesser, Mrs. A. L. Gore, M. C. Levee, president of United Studios, A. L. Gore, Mrs. Levee, John McCormick, Western representative of First National, Harry D. Wilson, advertising director for Mr. Lesser Forty Troupes to Take Coogan Production on Road Sol Lesser Planning Great Program o f Distribution and Exploitation on "Oliver Twist" SOL LESSER, now in New York City, in an interview with a representative of "Exhibitors Herald" while passing through Chicago on September 10, gave his plans definite form in so far as Jackie Coogan's forthcoming attraction, "Oliver Twist," is concerned. IT is Mr. Lessor's plan to give this Dickens screen classic one of the greatest programs of distribution and exploitation ever attempted on any picture " 'Oliver Twist' deni a n d every effort the pro d u c e r and exhibit o r c^a n place on it," said Lesser. "It is a production that JACKIE COOGAN in a scene from his latest feature, "Oliver Twist." will stand the greatest of great campaigns— and it will receive the biggest exploitation campaign ever attempted," he continued. "I expect to immediately settle arrangements whereby forty road shows will start on tour within thirty days. Chicago will be one of the big distribution centers and the exhibition of the 'Oliver Twist' production in Chicago will be one of the greatest in the country. * * * "I plan to lease one of the large downtown legitimate theatres and expect the Dickens film to make a record run. Chicago also will be the base for the releasing of many road shows and I am already planning to open offices in that city. "Chicago has long been termed one of the most important cities theatrically and I look forward to seeing this city develop into a like chief center for the motion picture industry as well." According to Lesser, there is a strong possibility of Jackie Coogan making a brief tour throughout the larger cities and being present at the big opening in each instance. If present plans work into shape, Jackie will, of course, be a guest in Chicago during the playing of "Oliver Twist" in that city. As a matter of comparison of "Oliver Twist" in roadshow form with that of other big features which have been roadshowed extensively, it should be remembered that Lesser put out ten companies of "The Spoilers" and twenty companies of "Hearts of the World." The "Oliver Twist" production with forty roadshows should prove to be almost unprecedented. Each roadshow will carry an augmented orchestra. An advance man, second man, and manager also will attend each show. Operator for the film will travel with each organization. Special scenic effects for the stage as well as dozens of exploitation assets also will be part of the show. Enlarged lobby displays and an abundance of cuts, mats, heralds, and beautiful lithographs will take active part in putting over "Oliver Twist." Mr. Lesser will be in the East from six to eight weeks, returning to his desk in Los Angeles after all plans for the roadshowing of the production are completed. St. Louis Playhouse And Office Building To Cost Two Million (Special to Exhibitors Herald) ST. LOUIS, MO., Sept. 12. — A twelvestory office building to cost $1,000,000 will be erected in the immediate future on the corner of Grand boulevard and Lucas avenue, to complete the Missouri theatre structure, Nathan Frank, president of the Famous Players Missouri Corporation, has announced. Mr. Frank also stated that $50,000 had been appropriated for further improvements to the Missouri theatre. Plans have also been completed for the $1,000,000 theatre-office-apartment building Charles H. Thimmig is to erect on his Midway theatre site at Grand and Washington boulevard. The theatre will have 3,000 seats. Story to Decide Place Of Making Production (Special to Exhibitors Herald) XEW YORK, Sept. 12.— When a picture demands an Eastern locale it will be made in the East at the Long Island studio and when Western scenes are called for the Lasky studio in Hollywood will be the seat of production. The predominating locale will determine whether the picture is to be a Western or an Eastern production. This, according to plans adopted by Famous Players-Lasky Corporation is the new basis upon which the production department of the company will function. The system has been inaugurated with the re-opening of the Long Island studio, whereby it is pointed out, facilities for technical excellence and atmospheric perfection in productions have been materially increased. Sax Joins Staff of Weber & North Firm (Special to Exhibitors Herald) NEW YORK, Sept. 12.— Sam Sax, has been engaged by L. Lawrence Weber and Bobby North as special sales representative and sales manager for the Will Nigh productions to be state-righted by that firm, of which "Notoriety" is the first. Mr. Sax assumes his new duties immediately. He is well known in the industry and for some time past has acted as special representative for a number of big independent productions. Prefers Licensing to Censorship of Films (Special to Exhibitors Herald) PORTLAND, ORE., Sept. 12.— Dean Charles N. Davis, executive secretary of the social service department of the Episcopal church, in a talk before the Portland city club denounced censorship, declaring that a system of licensing producers as saloons were licensed in preVolstead days would be preferable.