Exhibitors Herald (Dec 1924-Mar 1925)

50 EXHIBITORS HERALD March 7, 1925 West Coast (Cotttinued from page 39) F. B. O. STUDIOS, 780 North Gower street. Del Andrews directing Fred Thomson and Nola Luxford in "Quemado.” Wesley Ruggles directing George O’Hara and Alberta Vaughan in ‘‘The Pace Makers.” Marry Carson directing Lefty Flynn in ‘‘O You West.” FINE ARTS STUDIOS, 4500 Sunset boulevard. Steve Roberts directing Lige Conley in two reel comedy. Norman Taurog directing Nelson and Vance in Mermaid comedy. FOX STUDIOS, Western and Sunset. Lynn Reynolds directing Tom Mix in ‘‘Rainbow Trail.” Robert Kerr and George Marshall directing an all-start cast in ‘‘The Detective.” W. F. Van Dyke directing Buck Jones in ‘‘The Timber Wolf.” A1 Herman directing Jack Cooper m an untitled production. Emmett Flynn directing an all-star cast in ‘‘Painted Souls.” R. William Neill directing Edmund Lowe in “The Best Man.” John Ford directing George O Brien and J. Farrell Macdonald in “Once to Every Man.” Bryan Foy and Ralph Ceder directing stock comedies. HOLLYWOOD STUDIOS, 6642 Santa Monica boulevard. HUNT STROMBERG PRODUCTIONS: Scott Dunlap directing Harry Carey m “Silent Solverson.” , HAROLD LLOYD PRODUCTIONS: Taylor and Newmeyer directing Harold Lloyd in a feature comedy based on campus life. RENAUD HOFFMAN PRODUCTIONS: Renaud Hoffman directing an all-star cast in “Ledger of Life.” INCE STUDIOS, Culver City, Cal. PHIL GOLDSTONE PRODUCTIONS: Oscar Apfel directing Lou Tellegen. George Fawcett, Sheldon Lewis, Theodore Von Eltz, Dorothy Phillips and Danny Hoy, world famous jockev, in a production, temporarily titled The Thoroughbred/' METRO -GOLDWYN -MAYER STUDIOS, Ctdver City, Cal. Erich Von Stroheim directing an all-star cast headed by Mae Murray in “The Merry Widow.” . , John Stahl directing an all-star cast m Fashions for Men.” . Joseph Von Sternberg directing an all-star cast in “The Escape.” , , Alf Goulding directing an all-star cast in ihe Girl’s Rebellion.” • i j Frank Borzage directing a cast that includes Eleanor Boardman, George Fawcett Alec B. Francis, Eulalie Jensen, Otto Hoffman and Malcolm MacDowell in “The Circle. PARAMOUNT STUDIOS, 1520 North Vine street. Irvin Willat directing Warner_ Baxter and an all-star cast in “The Air Mail.” Sidney Olcott directing Pola Negri in Ihe v_nanrici. _ , , , _ Raoul Walsh directing Jetta Goudal and Raymond Cortex in “The Spaniard.” Clarence Badger directing an all-star cast headed by Betty Compson in “Eve’s Secret. Mai St. Clair directing Betty Bronson in Are Parents People?” ■ Frank Urson and Paul Iribe co-directmg Adolph Menjou. Florence Vidor, Raymond Grifath, Vera Reynolds, Wallace Beeir and Louise Fazenda in “The Midnight Club.” PICKFORD-FAIRBANKS STUDIO, 7100 Santa Monica boulevard. Donald Crisp directing Douglas Fairbanks and Mary Astor in “Don Q.” , ,, William Beaudine will begin Mary Pickford s new picture, “Little Annie Rooney, about March 1 . PRINCIPAL PICTURES CORP., 7250 Santa Monica boulevard. Louis Tolhurst is making another of the “Secrets of Life” series, depicting insect life. ROACH, HAL, STUDIOS, Culver City, Cal. James Home is directing Glenn Tryon and Blanche Mehaffey in two-reel comedy. _ Robert McGowan is directing “Our Gang” in a two-reeler. TvCO McCarey is directing Charley Chase in a two-reeler. Jay A. Howe is directing ‘‘The Spat Family. Nick Barrows is directing Jimmy Finlayson in a one-reeler. SENNETT STUDIOS, 1722 Glendale boulevard. Del Lord is directing Billy Bevan in an untitled comedy. Lloyd Bacon is directing Ralph Graves in comedy. Eddie Cline is directing Alice Day in comedy. Harry Edwards is directing Harry Langdon in a feature comedy. UNITED STUDIOS, 5341 Melrose avenue. FRANK LLOYD PRODUCTIONS: Frank Lloyd is directing an all-star cast in “Winds of Chance.” CORINNE GRIFFITH PRODUCTIONS: A1 Santell is directing Corinne Griffith and a supporting cast that includes Harrison Ford, E. J Radcliffe, Charles Lane and Edgar Norton, in “The National Anthem.” GEORGE FITZMAURICE PRODUCTIONS: George Fitzmaurice is directing an all-star cast in “His Supreme Moment.” SAM RORK PRODUCTIONS: Alfred E. Green is directing Anna Q. Nilsson and Lewis Stone in “The Talkers.” COLLEEN MOORE PRODUCTIONS: Irving Cummings is directing an all-star cast headed by Colleen Moore in “The Desert Flower.” UNIVERSAL STUDIOS, Universal City, Cal. King Baggott is directing an all-start cast in “Peacock Feathers.” Ernest Laemmle is directing Edmund Cobb and an all-star cast in “Road from Latigo.” Herbert Blache is directing Hoot Gibson in “Daughter of the Dawn.” Charles Brabin is directing Norman Kerry in “The Prince.” Harry Pollard is directing Reginald Denny fn "I’ll Show You the Town.” Clarence Brown is directing Louise Dresser and Jack Pickford in “The Goose Woman.” Harry McRae is directing William Desmond in “Ace of Spades.” Edward Sedgwick is completing “Lorraine of the Lions,” with Normany Kerry, Patsy Ruth Miller and Margaret Livingston featured in the cast. William Seiter is directing Laura La Plante and Pat O’Malley in “The Teaser.” Clifford Smith is directing Jack Hoxie in “The Demon.” Gil Pratt and Harry Sweet are directing tworeel comedies. VITAGRAPH STUDIOS, 1708 Talmadge street. J. Stuart Blackton is directing an all-star cast headed by Mae Marsh in “The Garden of Charity.” WARNER BROTHERS STUDIO, 5842 Sun. set boulevard. Roy Del Ruth is directing Irene Rich and Bert Lytell in “Eve’s Lover.” Herman Raymaker is directing June Marlowe and Rin-tin-tin in “Tracked in the Snow Country.” James Flood is directing Clive Brook and Helene Chadwick in “The Easiest Road.” William Beaudine is finishing “Hero Stuff,” with an all-star cast. Ernst Lubitsch is directing an all-star cast in a production as yet untitled. ^‘East Coast” BIOGRAPH STUDIOS, 807 East 157th. FIRST NATIONAL: Webster Campbell directing Doris Kenyon in “The Half Way Girl.” Lambert Hillyer will direct Milton Sills in “The Making of O’Malley.” George Archainbaud directing Ben Lyon and Viola Dana in “The Necessary Evil.” COSMOPOLITAN STUDIO, 127th street and 2nd avenue. FIRST NATIONAL: John Francis Dillon directing Dorothy Mackaill and all star cast in “Chickie.” FOX STUDIO, 55th street and 10th avenue. UNVERSAL: Will Nigh directing Glenn Hunter in “Once a Peddler.” JACKSON STUDIO, Bronx, New York. EAST COAST PRODUCTIONS: Charles Hines directing Johnny Hines in “The Cracker Jack.” PARAMOUNT STUDIO, Astoria, L. I. FAMOUS PLAYERS-LASKY: Frank Tuttle directing Bebe Daniels and Edward Bums in “The Manicure Girl.” Herbert Brenon directing Mary Brian and large cast in “The Little French Girl.” Victor Pleerman will direct Thomas Meighan in “Old Home Week.” PAR.4GON STUDIOS, Fort Lee, N. J. WILSON-WETHERALD: Edward H. Griffith directing Jacqueline Logan and William H. Powell in “The White Mice.” TEC-ART STUDIOS, 318 East 48th street. IVAN ABRAMSON: Ivan Abramson directing Clara Kimball Young and well known cast in “Lying Wives.” INSPIRATION: John S. Robertson directing Richard Barthelmess and Bessie Love in “Soul Fire.” ASSOCIAED EXHIBITORS: Tom Terriss will direct “My Buddy’s Wife.” UNIVERSAL STUDIO, Fort Lee, N. J. ASSOCIATED PICTURES: Phil Rosen will direct Barbara La Marr in “The White Monkey.” WHITMAN BENNETT STUDIO, Yonkers, N. Y. ASSOCIATED EXHIBITORS: Whitman Bennett directing Lionel Barrymore, Johnnie Walker and Marguerite De La Motte in “Children of the Whirlwind.” What an Exhibitor Should Know About Production: Rowland {Continued from page 48) conditions in his own city. They are more a supplement to his judgment than an absolute basis of judgment. The only fault I might find with exhibitor reports is that there are not enough of them. Exhibitor reports for another thing should be made more comprehensive. For instance, an exhibitor reports that a picture, highly heralded elsewhere, failed to meet expectations in his theatre. His report is caustic and sketchy, and tends to give that film a black eye without revealing the reason for the failure in this specific instance. The reason for its failure might be traced to exceptional conditions, such as inclemency of weather, heavy competition, oi" ^ thousand and one other things. Omitting mention of these conditions is unfair to the picture and to other exhibitors who look to the report for guidance in booking. Before sending a report to his trade paper an exhibitor should ask himself these questions: Did I do all that was warranted in putting over the picture? Did I exploit and advertise the picture as it should be advertised and exploited? Did I book the picture, place a conventional advertisement in my newspaper, put a three sheet outside of my theatre and let it go at that, or did I study the picture for its appeal to my particular community and advertise it accordingly? Pictures cannot be put over without proper exploitation. The exhibitor cannot open a theatre, book pictures without regard to the studied tastes of his community, and then sit back and expect the pictures to sell themselves. Who are the successful merchants in your town? Isn’t it true that they are the tradesmen who study what their patrons want, who get those articles and then exploit them by attractive window displays and advertisements? Operating a motion picture theatre is a form of merchandising. To make a success of it the exhibitor must do exactly as the successful storekeeper in his town does. He must find what his customers want for entertainment — and then let them know that he has it. And, while we are on the subject of merchandising wares: There is no such thing as an “all bad” picture. There is something good for some audiences in all of them. There are people, you know, who have never tasted caviar, and perhaps would not like it if it were served to them. The same people might relish corn beef and cabbage. Speaking metaphorically, if you get a picture “all caviar,” then talk to the caviar lovers. If it is a “corn beef and cabbage” audience, get them the kind of picture they enjoy and tell them so. But don’t make the mistake that is the biggest of all mistakes in exhibition — the mistake of trying to sell a “caviar” picture to a “corn beef and cabbage” audience.