Exhibitors Herald (Dec 1922 - Mar 1923)

February 3, 1923 EXHIBITORS H E RALD 53 ft ritlen and directed b\ Buster Keaton and Eddie Chnc Cut No. 3. Cvt, 35c: Mat. 10c Honeymoon begins to shape up like funny-moon when balloon runs out of gas. FIRST NATIONAL PICTURES SINGLE COLUMN ad mat from the ?irst National press sheet for exhibitors ising "The Balloonatic." nformation and various publicity mateial. The business of marketing the attracion to the public is put squarely up to he exhibitor. The material required is ilaced within his reach. The way to proved is made thoroughly clear. The vogue of Keaton comedies in the >ast year certainly is sufficient to warrant lse of special newspaper space for the advertising of his products. It is not. but hould be. the course of common procelure to bill good comedies and good feaure pictures proportionately. The First National service makes it easy to start he practice with this subject. Educational Subjects On Best Picture List James W. Dean, editor of the "Daily ■lovre Service." furnished by the Newsaper Enterprises association to hunreds of American newspapers, included our Educational attractions in his ecently published list of "twelve best hort subjects." "And Women Must Veep," Robert C. Bruce Wilderness ale.^ headed the list. A "worthy of mention" list which folnved included the Educational subjects. In Dutch." "Via Radio," "Cold Feet," Kailroadinp." "Tony Sard's Almanac," Torchy's Ghost." and "My Country." Edwin C. Hill Appointed Fox News Director Edwin C. Hill, "the best reporter in America," has left the New York Herald to become director general of Fox News. Mr. Hill's qualifications for the post are suggested by the des c r i p t i v c nickname applied by his associates in Park Row. Mr. Hill is a veteran newspaper man. bis experience including the reporting of many o£ the greatest news events of modern tinies for the New York Herald, the New York Sun and the New York Sun-Herald. The sinking of the Titanic, the Republic disaster, the murder of Herman Rosenthal, the political conventions of 1912, 1916 and 1920 are a few of his assignments. He also accompanied Presidents Roosevelt. Taft, Wilson and Harding on cross-country trips and has been referred to by the latter, because of the friendship between them, as "of my unofficial cabinet." Well fitted by his long and varied news-gathering experience for the task of building a newspicture upon a substantial foundation of news interest, Mr. Hill is looked to for a new standard of newspicture content matter. Hot-air romance gets lovers up in the air H* wm cru7 about i EDWIN C. HILL DOUBLE COLUMN ad mat from the First National press sheet for exhibitors using "The Balloonatic." lessly lessen the money-producing power of the advertisements. Numerous theatres gain and hold prestige and patrons by exploiting their orchestras. The orchestra is never more important than the short subject and seldom as dependable. If a good orchestra is not a part of the program the same results may be obtained by exploiting the short subject. If both orchestra and short subjects are on the program, the latter should be given premiere position for the reason that a short subject is a motion picture and an ad for the screen form of entertainment. An orchestra is only a band, with trimmings, and the opposition can hire it away if it is willing to pay enough. Short subject titles are especially significant. The character of the product admits of wide range in selection. The result is timeliness, punch and color. To omit mention of a short subject . itle in advertising a program is to need It is easier to write a treatise than a really funny story. It is easier to find a good novel than a funny joke. It is easier to sell a public whose daily life is mainly dramatic a funny short subject than a dramatic masterpiece. A good comedy ad is worth its weight in gold. NEWSPICTURES FOX NEWS No. 30: San Francisco CrossCity Race Run —Ohio Governor Inaugurated — World's Highest Concrete Building at Dallas — French Occupy Ruhr — Woman Ohio Supreme Court Judge — General Ivonoff Here — -Washington Bridge Collapse Fatal— Santa Fe Flier Wrecked at Orlando, Okla. — Chicagoan, 57. Bathes in Icy Lake — Torpedo Planes Join Fleet — Russian Refugees Barred from China — Horse Rescued from Newark Sewer at Cost of $4.000— Other Features. FOX NEWS No. 31: Oklahoma Governor Inaugurated— Largest Pigeon Farm at Hayward, Cal. — Barkentine Waterlogged Off Seatlle— Connecticut Cats Enioy Winter Sports — Rum Fleet Raided Off New York — Argentine Amhassador Arrives in Spain — River Seine Rises — Winter Carnival at Manchester — Steeplejack Inspects 33-Story Building — Other Features. INTERNATIONAL NEWS No. 7: Hayward, Cal., Pigeons Ready for Contest — Rich Indians Call at White House — Girl Scout Wins Bravery Medal — Oklahoma Governor Inaugurated — Identify San Francisco Dogs by Nose Prints — Coast Guard Saves Sinking Shio — Winter Carnival at Manchester — Willamette River Overflows Banks — Territorial Specials. INTERNATIONAL NEWS No. 8: Coast Guard Life Savers Cast Into Sea During Drill — Los Angeles Monkey Studies Music — Winter Carnival at Greenfield, Mass. — German Reichswehr Mass at French Advance — Territorial Specials. KINOGRAMS No. 2216: Oklahoma Governor Inaugurated — San Antonio Onens Municipal Pool — Smallest Typewriter Philadelphia Invention—Paris Starts Curb Jewel Market — Britain and V. S. in Debt Parley — Winter Carnival at Manchester — Name New Federal Reserve Board Head — Cleveland Names New Driveway for George Arliss — Territorial Specials. KINOGRAMS No. 2217: Climb Glacier Point — Indians Protest Land Bill — Gladys Cooper in U. S. — U. S. Repairs Ocean Buoys — Doughboys on Rhine in Farewell Fox Hunt — Ski Jumpers Compete at Grand Beach, Mich. — Territorial Specials. PATHE NEWS No. 6: Indians Protest Land Bill— Coon Hunting Season On — Snows Harass Lumbermen — Dogs Race in Florida Resorts — Paris from the Air — Fascisti Hails Mussolini — French Occupy Ruhr — Chinese River Overflows — Dallas Has Highest Concrete Building — Winter Carnival at Manchester— Territorial Specials. PATHE NEWS No. 7: New Boat Aids Coast Guard — Play Snowshoe Baseball at Manchester — Los Angeles Monkey Studies Music — Willamette River Overflows — London Unemployed in Protest — Greek Prince Here — Chinese Fish by Hand — Dayton Has Smallest Plane — Skaters Race at Plattsburgh — Territorial Specials. SELZNICK NEWS No. 1110: Paris Beats London at Rugby — Sail to Cring U. S. Soldiers Home — Women's Supplement — Frisco Has Infant Athlete — Women Meet in Washington — Dogs Race at Florida Resorts— With Troops in Coblenz — Oklahoma Governor Inaugurated — Greek King Visits Orphans. SELZNICK NEWS No. 1111:. Indians Prot?st Land Bill — Paris Has Flood Scare — Los Angeles Monkey Studies Music— Will Rogers on News of Day — Winter Fishermen Carry Houses — Summer at Miami — Valentino Visits Boston — Greek Prince Here — Ski Jumpers Compete at Grand Beach, Mich.