Exhibitors Herald (Dec 1924-Mar 1925)

22 EXHIBITORS HERALD January 17, 1925 PRISCILLA DEAN on January 18 will begin a personal appearance tour of seven weeks in conjunction with the showing of her Hunt Stromberg attraction, "A Cafe in Cairo,” which Producers Distributing Corporation is handling. The tour opens at the Main Street theatre, Kansas City. She then goes to the Capitol, Detroit, and the Lafayette, Buffalo. Los Angeles’ Busiest Corner to Have Mammoth Theatre Miller Brothers Plan Another House — Mary Pickford Has New General Manager — Mayer Studios Lay Ojf Publicity Aides By HARRY HAMMOND BEALL 10S ANGELES, January 6. — Ered and Roy Miller, pioneer exhibitors of Los Angeles, plan the erection of a mammoth theatre at Santa Barbara and Figueroa streets which statisticians aver is the heart of heaviest motor traffic in Los Angeles. The Millers owned the California and Miller theatres which they sold two years ago to Metro-Goldwyn. C. deB. Neuman is the new general manager of Mary Pickford productions. Neuman came West as business manager for First National and later replaced Clark Thomas as business manager for Ince when Thomas was placed at the head of the Cinema Mercantile Company by the producers. For the present Neuman will continue to devote a portion of his time to the Ince interests. RCMORS that Von Stroheim might be pulled off “The Merry Widow” because of the flop of “Greed” in New York have been set at rest by Louis B. Mayer who has Von shooting away with all the speed of a program director on the Viennese operetta. ^ With Donald Crisp as his director Doug Fairbanks will be shooting again by the middle of this month on “Don Q,” a sequel to “The Mark of Zorro”. Being Doug’s director does not mean a great deal as every novelty is usually planned by the star personally and every story detail worked out under his supervision. * * * Florence Vidor has signed a long term Paramount contract. He ^ Edward Everett Norton has also been signed by Lasky to play the stellar role in “Beggar on Horseback.” He He He Paul Bern has been chosen to direct “The Dressmaker from Paris” in which Leatrice Joy will make her return to the screen. He He He Sol and Irving Lesser are making their first trip to New York together in many years. He He He Film stars with their mounts are to participate in the dedication of the Beverly Hills bridle path next Saturday. He He He Press agent circles were surcharged with excitement Saturday when Charles Condon of Mayer studios assembled his aides and announced that services of all were no longer needed. No reason for the general house cleaning has been assigned. Many New Companies Formed at YeaFs Close (Special to Exhibitors Herald) ALBANY, N. Y., Jan. 6. — With six companies incorporating during the closing days of 1924, the motion picture business in New York State showed a good record both as to number and capitalization. With but two exceptions the companies will maintain their headquarters in New York city. These companies were : Dan Quinlan All Star Players, Inc., of Elmira, $45,000; Western New York Theatrical Enterprises, of Buffalo, capitalization not stated; Hall and Connolly, Inc., $50,000; Wilson-Wetherald, Inc., $30,000; V. and H. Construction Co., Inc., $25,000; Schwartz Enterprises, Inc., capitalization not stated. Praises Press r^EORGE W. ROWELL, JR., advertisLJ ing manager for HeywoodWakefield, has resigned to become advertising and sales counsellor for Henri, Hurst and McDonald, one of the foremost advertising agencies of Chicago. His duties with Heywood-Wakefield will be divided between Raymond Reed, the new advertising manager, and Winfred Lent, sales service manager. Mr. Rowell was formerly advertising manager for Lloyd Manufacturing Company, Menominee, Mich., manufacturers of baby carriages. The entry of the Lloyd company into the national advertising field is said to have been the first instance of its kind in the industry, and within three years after the national advertising policy was adopted, the Lloyd company had become the largest manufacturing concern of its kind in the world. Shortly after the merging of the Lloyd company with HeywoodWakefield, Mr. Rowell was called to the executive offices at Boston to organize an advertising department for the parent corporation, which up to Mr. Rowell’s arrival had not made its debut in the national advertising field. In 1922 Heywood-Wakefield products were advertised in a nation wide campaign through the various trade papers of the furniture and allied industries. This magazine was selected to carry HeywoodWakefield advertising during the first year, and recently was scheduled for the 1925 campaign. Proof of the effectiveness of trade paper advertising is the fact that Heywood-Wakefield now ranks among America’s leaders in theatre chair manufacture, due in a large measure to the advertising campaign. ' “We found trade papers to be of the greatest assistance to us in making Lloyd Loom Woven products popular,” Mr. Rowell declared, “and it followed naturally that we should select trade papers to tell the theatre world about our opera chairs and rest room furniture. Much of our growth in theatre chair manufacturing during the last two years is due to the pulling power of the theatre trade papers. To them we owe also our admiration for the broad viewpoint we encountered in our relations with them.” In his new work Mr. Rowell will continue to be identified with problems affecting the theatrical world.