Exhibitors Herald (Jul-Sep 1922)

40 EX If f B I TORS H KRALD September 23, 1922 Day-and-Date Runs For Big Features Detroit Success Forty-six Detroit theatres played Universalis "Foolish Wives" within a fourteen-day period recently to test the day-and-date policy of exhibiting big attractions under cumulative or mass exploitation. Harry E. Nichols, "Herald" field representative, covered the event and contributes the following account of its success. As this method has been tried out in various places with generally satisfactory results and may therefore be expected to play an important part in future theatre history the story is worthy of every exhibitor's careful attention. By HARRY E. NICHOLS Detroit showmen have uncovered what the great majority of them believe to be one of the greatest box office stunts of the year in their mass exhibition of "Foolish Wives," just brought to a highly successful close. The feature was exhibited in forty-six theatres within a fortnight period, mass exploitation working out very favorably for all concerned. As it seems logical to believe that exhibitors in every city will be interested in the event as a new development in the treatment of big productions, I have obtained the following reports from showmen taking part in this endeavor. Foolish Wives — Attendance on a par with "Four Horsemen" and "Queen of Sheba," but not nearly as good attendance as "Over the Hill." While a good many may criticize it, it is surely worth seeing. Patrons made no comments and no complaints on advanced prices. The day and date idea worked out exceptionally well in my case. I paid more for films than otherwise and picture drew much better with the publicity given.— J. E. Stocker, Myrtle theatre. Foolish Wives — Capacity business matinee and night. Played to 2.200 admissions, my house seating 000. — O. D. Baker, Crystal theatre. Foolish Wives — S. R. O. sign for two nights. Sorry we did not have a four-day booking. No unfavorable comments. Great box office attraction. — W. W. Slorum, Library theatre. Foolish Wives — Two days to capacity at regular admission. Broke record held by "Over the Hill." A sure box office attraction.— A. Kuttenberg, New Home theatre. Foolish Wives — Made me a lot of money and pleased everyone. Don't let it get away from you. — C. Kain, Castle theatre. Foolish Wives — Broke all records. Wonderful business. Pleased everyone. Kour-day run. — J. Cosco, Stratford theatre. Foolish Wives — Very satisfactory business. A real super special. — G. E. Kdwards, Oakman Boulevard theatre. Foolish Wives — I wish I had played this longer. A good bet for any house. — W. Haynes, LaVeeda theatre. Foolish Wives — A fine picture-. My people liked it very much. Big business. — A. Martens, Fairmont theatre. Foolish Wives — Did wonderful business. A great attraction. — M. Buck. Strand theatre. Foolish Wives — We mopped up with this. Played it two days. — Jack Cairns, Brooklyn theatre. Foolish Wives Th biggest clean-up this year. Some picture. — Mike I.asko, Merrick theatre. Foolish Wives -Capacity business. Pa UniversaUs Viewpoint EXHIBITORS HERALD, Chicago. Gentlemen: After playing "Foolish Wives" for four weeks, first and second run, in downtown theatres in Detroit, I tried to figure out what would be the best method of releasing this picture to the subsequent runs, or residential theatres. I hit upon the plan of playing the picture in all these theatres within two weeks, not asking all the theatres to play the picture on any particular days but letting them choose days within a two week period commencing August 20. Forty-six theatres were so booked. In a period of fourteen days these theatres presented the picture. Every theatre, with hardly an exception either broke house records or played to capacity business. It was surprising to note the happiness that seemed to permeate among the exhibitors that had shown it. In some cases words failed when they came to the office to report business done. The Universal office cooperated in exploitation and publicity, chiefly by newspaper advertising in Detroit papers daily. JOS. FRIEDMAN, Universal Film Exchanges, Inc. trons all well pleased.— L. B. Stewart, Mack theatre. Foolish Wives — Packed them in with this. A great attraction. No kicks — S. Xathanson, Victoria theatre. Foolish Wives — Broke house record and pleased all. Book this and you will clean up. — S. Kulinski, Farnum theatre. Foolish Wives — Capacity on two-day showing. Patrons like it very much. — W. A. Haynes, Harmony theatre. Foolish Wives — Stood them out. A real box office attraction. — S. Ackcrman, East Side theatre. Foolish Wives — Best picture 1 have played for a long time. Broke attendance record in my house.— R. Fisher, Holbrook theatre. Foolish Wives -Universal has done it again. Everybody satisfied. One of the eery best. — John Cutler, Lake-wood theatre. Foolish Wives — ] always do well with Universal, but this one beats them all. No kicks and lots of business. — A. J. I'etersmark, Blue Bird theatre. Foolish Wives — Two days to capacity. Patrons spoke very well of the production.— T. D. Lancaster, Grande theatre. Foolish Wives — Played two days. Did way over average business. People liked the picture— T. D. Wiliams, Ferndalc theatre. Foolish Wives — A knockout. You can't miss if you play this. Cleaned up. Pleased everyone. — H. R. Pfeifle, Priscilla theatre. Foolish Wives — One of the best. Broke house record for two-day run. — Geo. Slucksa. Park theatre. Foolish Wives — Broke my house record. Don't be afraid to book it. Everyone satisfied. — H. H. White, Beechwood theatre. Foolish Wives — A clean-up. Remark able business two days. Pleased everyone.— T. W. Minckley. DeLuxe theatre. Foolish Wives — Biggest thing this year. Played to more people than "The Four Horsemen" or any other special. — F. S. Wadlow, Virginia theatre. Foolish Wives — Stood them up four days. Wonderful business. No kicks. Don't be afraid of this one. — Alec Schneider, Blackstone theatre. Foolish Wives — Cleaned up. — C. Kain. Arcade theatre. Foolish Wives — Played two days. Sorry 1 did not have it longer. No unfavorable comments. — E. W. King. Lancaster theatre. Foolish Wives — Pleased everyone. Extremely good business. — E. V. McGrath. Knickerbocker theatre. Foolish Wives — Packed the crowds in all day. Beating all records. — F. W, Martin. Kagle theatre. Flynn Starts Production Of New Wm. Farnum Film Emmett J. Flynn, who directed "A Fool There Was" and "Monte Cristo," two Fox specials for the season of 19222:!, has begun work on "Without Compromise," the next William Farnum vehicle, with a cast composed of Tully Marshall. Robert McKim. Hardee Kirkland, Alma Bennett and others. The picture, which will be a screen adaptation of the widely read stovy by George Hubbard and Lillian BennettThompson, was purchased by William Fox prior to his departure for Europe. Three Prominent Child Players in Fox Picture Three prominent child actors have been chosen for the cast to support Mary Carr in "Penzie," a William Fox oroduction of Florence Bingham Livingston's novel, "The Custard Cup." The three are Miriam Battista. who scored in "Humoresque:" Jerry Devine, who appeared in the prologue of "Over the Hill," and Ernest Hilliard. Universal to Dispose of Studio at Auction Sale The contents of Universal's Coytesville. N. .1., studio are to be auctioned off September 14. The auction, to be conducted by J. Mott Allaire, will be held at the studio, on Lemovne avenue, Coytesville. The varied assortment of articles to go under the hammer include studio props of all kinds, costumes and some electrical equipment.