Exhibitors Herald (Jul-Sep 1922)

September 23, 1922 E X H I B I TO K S LI E KALI) 37 IS It A Beautiful Screen Version of the Famous Song and Stage Success MY WILD IRISH ME Presented With An All Star Cast, Inn eluding PAT O'MALLEY, PAULINE STARKE MICKEY DANIELS, The Freckled Kid Snub Pollard "Bed of Roses" "Emerald Isle" (. "solF" TniLZ Rath Jr at tbe Orjan. PlaylnJ ' Shamrock Medley." irjsh Pose' ST II Reproduction of two-column ad used by Isis theatre for Vitagraph production. Distinguished Audience Present at Premiere of Fox's Special at Lyric The world premiere of "A Little Child Shall Lead Them," the Fox special production, which was held at the Lyric theatre, New York, recently was attended hy an audience of the city's most prominent editors, authors, critics, artists, clergymen and society leaders. It will continue an indefinite run, as William Fox has leased the Lyric for the entire season. Newspaper reviews which followed the introductory presentation of the photoplay were characterized by their praise for both the story and direction of the giant attraction. "A Little Child Shall Lead Them" is a story dealing with social life in the average American family and the interesting question of whether a woman should have children or embellish her home with dogs. Race suicide is a very delicate subject to discuss in a motion picture, but the contrast of light and shade in this particular screen play has been done very adroitly and the picture has been admirably enacted. Names of Players Omitted "The House of Darkened Windows," Eastern Film Corporation's Chinese melodrama now offered on the independent market, is unique in respect of the simplicity of its exploitation details. "You will observe," says an official of tincompany, "that we arc not, in our publicity, featuring the name of the author of the story, the director, the cast, the art or technical aids, the cameraman, the title editor, or the supervisor. We arc just selling a story which we believe will please any audience and make money for the exchange and exhibitor." Music store window arrange to advertise Vitagraph's "My Wild Irish Rose" during run at the Isis theatre, Denver, Colo. 44 Wild Irish Rose Exploitation Feature Occasional feature publications cast a very definite shadow before them. Their career may be almost perfectly forecasted. Vitagraph's "My Wild Irish Rose," such a feature, has lived up to its promise. Issues New Holt Picture For September, 18, Paramount announces as its feature publications Jack Holt in "While Satan Sleeps," and an Irvin Willat production, "The Siren Call," with Dorothv Dalton. A SINGLE campaign, that of the Isis theatre, Denver, shows the dominant characteristics of the exploitation accorded the production throughout the country. There has been very little deviation from a strict outline laid down by circumstance. In Denver a music store window was decorated with records of the song from which the title of the picture was taken, the Isis announcement being placed quite properly in the center. This is precisely the thing that anybody could have predicted for the feature at the moment the title was decided upon. * * * \ ! In a two-column advertisement used b> the Isis shamrocks were used effectively to set off the very readable and direct copy published. Nothing could be more logical than that, not even excepting the bold type tor the Irish names of players in the picture. Especial notice must be given, however, to the lower right hand corner of the ad, where, in a shamrock, advance announcement is made of the Larry Semon comedy, "Golf." This is far and away ahead of the general run of theatre advertising in this country. It is sufficient material for a special story which lack of space prevents in this issue. But remember it. The Isis campaign, like all good campaigns for the picture, played up the Irish note strongly. To state that such a campaign attracts the Irish, most likely to appreciate the picture, is to voice the obvious. To state that the old saying, "The Lord loves the Irish," may in the theatre sense be changed to "Everybody is interested in the Irish," is to proclaim the fact really important in this instance. If you've ever featured an Irish story with strong emphasis on the Irish you know it. Fan Paper Readers Vote Wallace Reid Favorite Continuing evidence of the popularity of Paramount players is furnished by the October Classic, which announces that Wallace Reid has been voted the monthly favorite of its readers. In recogtition of this popuiaritv his portrait is being painted by Harry Roseland to appear on the cover of this magazine for its December issue. This is the third consecutive m^nth that Paramount players have won the popularity codtest for Classic covers. Others are Rodolph Valentino and May McAvov.