Exhibitors Herald (Dec 1924-Mar 1925)

40 EXHIBITORS HERALD March 21, 1925 Lessers Enter Theatre Field With Playhouse, Great Neck Long Island Location Is Best Entertainment Centre — Fox Makes Three Versions of Stage Play “The FooF’ By JOHN S. SPARGO New YORK, March 10. — Irving Lesser, vice-president of Principal Pictures, last Thursday opened his own recently purchased picture theatre in the east. And this brings to the front again, stronger than ever, a rumor that has been current in the industry for the past year. This rumor was to the effect that the Lesser interests were contemplating the establishment of a chain of theatres in the East along the line of the West Coast Theatres. The theatre purchased by Irving Lesser is situated at Great Neck, one of the best entertainment centres on Long Island. By many here this purchase is looked on as a verification of the rumors of a plan for an eastern chain, although no official verification can be had of the plans of the Lessers. The theatre is known as the Playhouse, a new house opened about two months. It has a seating capacity of 1,250 and was built at a cost of $450,000. * * * “The Fool,’’ the William Fox picturization of Channing Pollock’s great stage play, will be the attraction to follow “The Man without a Country” into the Central theatre, and the presentation will settled a question that has been causing a lot of guessing among the talent. Harry Millard was the director chosen by Mr. Fox to make the picture and the work consumed a period of about five months. During this time nearly 500,000 feet of film was shot, and Mr. Millard himself cut this down to about twelve reels. Later Hettie Grey Baker, Fox scenario editor, took the original footage and made a version of “The Fool’ quite different from that left by Mr. Millard when he had finished cutting. Channing Pollock, author of the stage play, was then called in and made a third version, quite different from either of the other two, thus giving the Fox people three different “The Fool” pictures to choose from as the one to use. This has been fairly well known for some time among the Astor House talent, and there has even been some wagering as to which of the “The Fools” would see the light at a Broadway presentation. The inside information is that both the Millard and Hettie Grey Baker versions will be shelved and when the picture opens at the Central theatre, the Channing Pollock version will be the one shown. * * * On Tuesday evening, March 3, Bebe Daniels, Paramount star, was featured as the leading attraction on Hugo Risenfeld’s Rialto theatre radio program, broadcast direct from the studios at the Rialto theatre over radio station WNYC. Her appearance marked the beginning of a new plan in radio broadcasting, a plan by which famous screen artists are to be on every Tuesday evening concert arranged by Mr. Riesenfeld. Thousands of letters applauded Bebe’s initial effort, which was a short discourse on “cloths and colors for the movies.” Riesenfeld is highly enthusiastic at the reception accorded Bebe and announces Ernest Torrence as the screen artist to be featured on his program for Tuesday evening, March 10. * * * Ernest Torrence arrived in New York last Friday from Hollywood for an im portant part in “Night Life of New York” which Allan Dwan has begun to produce at the Paramount Long Island studio. Dorothy Gish and Rod La Roque are other featured players. George Hackathorne and Helen Lee Worthing have important roles and it is expected that the cast of principals will be completed this week. George Webber, recently returned from Paris where ' he photographed Gloria Swanson in “Madame Sans-Gene,” is the camera man for this new Allan Dwan production. * * * A twenty year record as the most consistently villainous person in motion pictures went to smash yesterday when Paul Panzer, dean of the screen villains, was cast to play the role of “pal” to Richard Dix in “The Shock Punch,” Dix’ latest starring production for Paramount. ^ ^ H* “Lena Rivers,” the Whitman Bennett production, which is shortly to reach the screen, via Arrow Pictures Corporation, was given a trial showing at the Picturehouse, Pelham, N. Y., on the evening of March 2. W. E. Shallenberger, president of Arrow and Whitman Bennett, the producer, headed a party of guests at the premiere. Reports are the audience on this occasion were particularly delighted with the production. * * * Herbert Brenon and his unit engaged in the production of “The^ Little French Girl” returned Thursday from Bermuda whither they went in quest of “atmosphere” some weeks ago. Alice Joyce, Mary Brian, Esther Ralston, Neil Hamilton, Anthony Jewett, Marie Marjoroni, Paul Doucet and the technical staff comprising in all thirty members were in the party. * * * Patsy Ruth Miller has been signed by Warner Brothers for five years. Her first screen vehicle will be “Rose” in “Rose of the World,” Kathleen Norris’ world famous story. Work will begin this week under the directorial eye of Harry Beaumont. Patsy Ruth Miller’s two most recent pictures were Universal Jewels, “Head Winds,” in which she played the lead opposite House Peters and “Lorraine of the Lion.” Miss Miller first came to fame in the female lead of Universal’s “The Hunchback of Notre Dame.” * * Who is the 1925 vampire? Does she live in New York? The Fox Studio is searching for an up-to-date vampire to sign a moving picture contract. J. Gordon Edwards, the director who successfully staged Theda Bara pictures, is daily making tests. The young woman selected will be placed under immediate contract to pose in Hollywood. Her first part will be the war vampire in the picture version of the stage play, “Havoc.” Kissing Scenes Will Not Boost Sale of Film Say Theatre Men {Continued from page 34) the others was halftone cut of the hero. I believe the style of paper can be improved on quite a lot. F. E. Moore, Liberty theatre, Lakeview, Mich.: Confine advertising more to the picture and less to the producer and director. Cut out the flaring, glariiig. misleading press sheets and tell us exactly what a picture is, so that we will not be afraid to u.se it. W. C. Jones, Palace theatre, Tuckerton, N. J.: To follow picture and have the human element punch, lay more stress on the author where pictures are made from good novels. Joseph Dondis, Strand theatre, Rockland, Me.: Better service. H. J. Ladcke, T.ndcke theatre, St. Peter, Minn.: The party who selects the scenes that are taken for paper should use better judgment and cut out so much of these kissing scenes. It seems about 60 per cent of posters are soch scenes and personally cannot see why they are used, as it brings too many of the plays to look too much alike and t(» sexey for any drawing power. This class of pictures or posters are all right for a few but not for majority of patrons in the smaller towns; Have watched this closely and hear the comments to justify my above opinion. In closing will say more care should be used to cover story without the mushy, kissing posters. I like it in its place but not to draw patrons. L. R. Moore, Roma theatre, Columbus Grove, O. : Some producers fail to show on their paper the proper kick that happens in a picture. Make the paper snappy and do not show so many scenes of kissing and embracing. The more action a poster shows the bigger the amount of money at the box office. E. O. Weinberg, Rialto theatre, Lockport, N. Y. : Made cheaply with idea of giving distributor a profit. Cost is brought down but distributor charges a profit on this department. Fourteen by 36 insert cards can be made on paper instead of cardboard and reduce price to 8 cents instead of 25 cents. Trailers should be furnished free of charge to exhibitor. F. Schlotterbeck, Elph theatre, Altamont, III. : Less display of just star photographs and more scenes of what is really in the picture that interests, namely action, novelty twists, heart interest, adventure and romance. Posters sell amusement and the average showgoer walks by just posing. Action seems to arrest attention today. P. G. Estee, S. T. theatre, Parker, S. D. : That for a year they do not make a one or a three with a love clinch or a knockout blow being administered. Some day they have got to come to the point of taking back slides, cuts and paper in first class condition at a discount of say, 50 per cent. H. A. Brumund, Lyceum and Princess theatre. Thief River Falls, Minn.: All suggestive scenes should be cut out. In most cases they are not as bad in the picture as they are on the paper and I prefer a good scene instead of a picture of the star . M. J. Babin, Fairyland theatre. White Castle, La. : Haven’t any to suggest. Julius M. Schmidt, Grand theatre, Breese, III.: Cut out all the flashy or loud stuff and print only posters that will catch the eye of a real man or woman. Try to build up and not tear down. Harry McClure. Strand theatre, Emporia, Kan.: Famous Players are woefully weak on the H by 14 photos they furnish. Believe these could be improved greatly, even if necessary to charge more for them. First National and United Artists 11 by 14 photos are much better. First National and Famous Players’ press sheets are excellent and their mats are always first class. Balance of paper consider very good, but believe all companies should get out more block stuff on outstanding productions, such as “North of 36.” "Abraham Lincoln,” “Sea Hawk,” “America,” etc. Should furnish a line of paper as used by pictures that are roadshowed. H. M. Face & Sons, Elmac theatre. Maple Rapids, Mich. : All paper should run true to the subject matter of the picture and not be so misleading. No paper should be put out that would lead patrons to suppose the picture to be a trifle shady when it is not. False impressions never pay. Edwin Lake, Lake theatre. Baker, Mont.: None. E. N. Oxton, Star theatre, Bracketville, Tex.: Use scenes on paper taken from picture advertised. A. Bendslev, Community theatre, Wellesley Hills, Mass.: That Famous Players-Lasky Corporation institute a trailer service, if not free or at cost, at a reasonable charge. Nearly all the other important distributors furnish them free, why not the most important one at a price ? N. M. Emmons, Eagle theatre. Eagle River, Wis. : Think if price was made more reasonable more would be used to the advantage of both. Mid-West Quits Board (^Special to Exhibitors Herald) OKLAHOMA CITY, OKLA, March 10. — The MidWest Film company has withdrawn from the Film Board of Trade here. No reason has been assigned for the withdrawal.