Exhibitors Herald (1926)

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EXHIBITORS HERALD 23 April 10, 1926 story. (Unique, Anita, Iowa.) Good. We did a nice business on this one in spite of the fact that we felt Meighan was losing out in our town, play up Ireland in connection with your regular exploitation. Stand at the door when the show breaks. Listen to the Irishmen tell you what a fine picture it is. It even pleases the Snglish. (Strand, Eureka, Cal.) Had a lot of nice compliments from people as they went out. First Meighan that made me money. It’s a good bet. (Reel Joy, King City, Cal.) A splendid picture. Good clean story. Cast fine. Satisfied 100 per cent. This is the kind of picture it is a pleasure to run. Give us more like it and we will all stay in business. (Silver Family, Greenville, Mich.) A dandy picture. Beautiful scenes and well cast. Two days to good business. Seven reels. (Whynot, Greenfield, Ind.) IRON HORSE, THE. F, George O'Brien, J, Farreii MacDonald, Madge Bellamy, Gladys Hulctte, James Welch, Fred Kohler, 12,400.— William Fox certainly made a masterpiece when he made this, for it is the best picture that has ever been on my screen and, as the saying is. I don't mean maybe. If this had received the publicity that was given “The Covered Wagon” it would have topped “The Covered Wagon’’ by a long way. The people did not know that it was the picture it is, *nor did I think it could be as good as it is. O’Brien sure won a place in the hearts of the people by his work in this picture. If they had hunted the world over they could not have found one who could have taken the place of Madge Bellamy, and if Abe Lincoln had woke up and taken a peep at Charles Edward Bull he would have said right out loud, "There is my double sure enough.” And Corporal Casey kept the house in an uproar. He just about hogged the show. In fact I never saw a cast that came near playing their parts as good as the cast in "The Iron Horse.” This is a picture that ought to be preserved for future generations to view. I don’t think it will ever be possible to make a picture that will have the historical value which is presented in this picture. It was really too bad that they could not have got a herd of real old longhorns for the cattle scene. It would have added the right kind of color; especially when they had the stampede, it would have sure been real. The next day after the show here there were 21 people in the drug store and they got to comparing "The Iron Horse" with "The Covered Wagon” and I suggested that they vote on which was the best. Well, there were 10 voted "The Iron Horse," one “The Covered Wagon." and one voted even. I did not take any part in the voting. Every theatre ought to show this picture. He owes it to his people, even if he does not make any clear money on it. The picture is priced too high for the publicity it has had. I gave it a four day run here and made just about as much clear as I would have made on two program pictures. But I believe that I can bring this picture back in three or four months and pack the house for every show. My hat is off to William Fox for giving the world something to remember him by. And believe me, this picture will still be new in one hundred years to come. Thank you. Bill. (Community, Elgin, Neb.) Rained out on this but I believe it can be rated as one of the biggest pictures of the year. It is a pioneer picture, of course, produced in a big way but it differs from the rest in the fact that it does not drag and is filled with action from beginning to end. All exhibitors should run this picture. If you don't you are passing up a good one. (K. P., Pittsfield. III.) Absolutely the best picture this year. Pleased 100 per cent but did not draw. Lost money on it but no fault of the picture. Played day and date with Omaha and got advantage of their big advertising. Used orchestra. Can’t understand why it did not draw better. (Plainview, Plainview, Neb.) Splendid picture filled with action and historical interest. However, failed to do the business that I should have done considering rental paid and advertising put out. About half of the business on "The Horse" that was done on "The Covered Wagon" and "The Ten Commandments." at this theatre. Very few ^ our patrons had ever heard of "The Iron Horse' which may have accounted for the lack o attendance. Surely worth playing at increased rental. (Garden. Frankfort, Mich.) Proved to uo the biggest frost of the season at the box 0 ce. Three weeks of heavy advertising, covering all towns within a radius of twenty miles, ve piece orchestra playing the score perfectly, foads and weather perfect, competition running r inary feature. But dear brothers, they failed ^ arrive except to pass out for the litho stands. ere is the whole thing in a nut shell. The picture was never sold to the public. (Seelye, Abilene. Kan.) Is a real special. Fox has in this picture a real box office attraction. (Char-Bell, Rochester, N. Y.) This is a wonderful picture. The best of its type 1 have ever played on my screen. ’ Book it and boost it. it's a wow and a money getter. They will come to sec this one twice. (Warner, Circleville, W. Va.) This is a masterpiece and my patrons enjoyed it, but why in thunder didn't Fox sell it to the public? He seems to leave that to the exhibitor. (State. Tawas City, Mich.) A wonderful production, but we did not break any records with it. Fox made a masterpiece and then failed to sell it to the public. Would have been a big success if they had spent a few dollars advertising it. You can't make money on it, but it won't do you any harm to run it. (Youngs, Lexington, N. C.) They didn’t make any mistake when they called this “big." Believe me. it is big and in every sense of the word. Personally. I think it is better than “The Wagon.” (Amuse-U, Springfield, Dl.) A wonderful production. Liked it better than "The Covered Wagon.” Boys, book and play it : it is a box office getter. (Liberty. Dclavan, III.) Here is a real picture, although not any better than “The Pony Express,” which we bought for just half the rental. You will hear very few kicks on this except the admission prices. (Palace, Long Pine. Neb.) This picture came as near registering 100 per cent with our audience as anything we have ever shown. Consider it far the best of the big Western features made by various companies as it contains everything people want to see, action, comedy and historical facts. Show it and advertise it to the limit. (Crossett. Crossett, Ark.) A wonderful picture. None bigger or better. The least hokum of any big outdoor pictures we have played. Satisfactory tp all here. Nothing but praise from all that saw it. (Silver Family, Greenville, Mich.) The best picture ever shown here, the unanimous verdict. The senior class of our high school wrote essays after seeing the feature. Every theatre should show this great picture. (Wardwell, Stockton Springs, Mo.) As fas as this town is concerned, this is the best of all the big pictures shown here in the history of the house. A great picture, surely. Perfect print from Dallas. Splendid business and evei'ybody concerned tickled to death. (Star, Menard. Tex.) Better than “The Covered Wagon." Liked by everybody; 100 per cent picture. (Community, David City, Neb.) Here is, in our estimation, a better picture than “The Covered Wagon,” and many of our patrons told us they thought so. Ran it four days to an increase every night. It has a good story and everyone taking any prominent part in it was a real artist. Madge Bellamy and George O'Brien were refreshing in their part and J. Farrell MacDonald, as Corporal Casey, was a wow. Just enough comedy to relieve the audience from the strain of eleven long reels of action. It has story, action, heart interest and comedy. Fox sold it to us on a straight rental and we did our own selling it to the public and brought home the bacon. If you haven't bought it. do so and get behind it, and it will live up to anything you can say for it. Charged 25 and 60c and nothing but praise. (Twilight, Greensburg, Kan.) Greatest Western masterpiece to reach the screen. Made a wonderful week's run that trebled "The Covered Wagon.” (Majestic, Belleville. Kan.) Better picture than “The Covered Wagon” but I will say the same as others did. William Fox didn’t advertise it to sell it to the people but he did sell it to the exhibitors, and I will say that I have lost money on a two day run. A regular Western feature at regular 10 and 25 admission would pull in more people than this one at advanced prices. Very good picture to poorest business in three months. (Royal, Kimball, S. D.) A very good historical and educational picture. Just fair at the box office here. Not very entertaining. Some people have got a lot of nerve to class this with “The Covered Wagon.” (Liberty. Kalispell, Mont.). Would no doubt have broken record if we had not had one day of wind and rain. Patrons very well pleased. Picture will back up any advertising program at an advance admission. (Majestic, Findlay, 0.) Fox advertising reads: "If it's a question of entertainment, there's no question about 'The Iron Horse.' " Your patrons will say the same thing after seeing it. Fox has a real picture in “The Iron Horse.” but he overlooked the fact that it should have been sold to the public. If you buy it you will have to do all the selling to the public yourself. When you buy this picture just remember and make a deal accordingly with the film peddler. High priced film should mean something else besides “just film in the can.” (Firemen’s, New Hampton. Iowa.) There has never been a picture any better than this. It far excels "The Covered Wagon." That's the verdict of all who came to see it. However, it is not sold to the public. We believe 12 months from now this picture will repeat and bring more business than on first run. A wonderful production. (Palace, Mt. Pleasant, Tex.) Just cannot figure it out. Advertised it to the limit : admission only 10-35 cents. Picture pleased 100 per cent. Many said it the best picture ever made, but where was the business? It did a terrible flop. Why? Don’t know, unless it was lacking the national advertising that it should have had. (Highland, Guthrie. Okln.) This is a very fine picture and it broke my house record in the increase of business done the second night over the first night. Play this picture longer than you play any other picture, as it is the kind that people talk about and find better than they expect. 1 did not like the advertising paper on this and believe that is one reason it did not do the business it should have done, but I am more than satisfied with the production and don't blame Fox for the fact that I couldn't got to my patrons with the right kind of a message. (Grand, Pierre, S. D.) Held up three days to capacity business. Believe it as good as "The Covered Wagon." Would have played longer but could not do so. Fox made a real picture when he made this one. (Plainview, Plainview, Tex.) Quite the best thing I have seen this year. 1 lost big money on it, but the picture will please them if you can get them in. (Texas, Grand Prairie, Tex.) The kind of a picture every house that pretends to be first class should have. Our patrons proclaim it the best Western drama, bar none, that has been shown. It has every element that goes to make a great story and the people in it know how to put it over effectively. Filled with natural laughs, possible thrills, real heart interest. Capacity business for the run. (Temple, Bellatre, O.) Perhaps the best big Western feature ever produced, and 1 am not forgetting "The Covered Wagon" when I say this. Here’s a picture that you yourself must sell to the public, as Mr. Fox has not sold them the idea that this is a big one. However, the rental you can buy this one at will permit your plunging on advertising. I spent as much advertising as I paid for the picture. Result, packed houses for three days. Even the matinee business was double usual matinees. Get this one, boys, and go after the business. It pleases all classes 100 per cent. (Orpheum, Harrisburg, III.) This is the finest picture of its kind that I have ever seen. Not a draggy moment in it. Everything about this picture is wonderful. The acting of O’Brien is great, as well as the three musketeers. I did not make any money on this picture due to a general drop in business. If you can buy it right, play it. (Star, Tuckerman, Ark.) Four days to a disappointing business, mud and rain throughout engagement. Admission, 26-60 cents. Barely pulled out. A truly remarkable picture. "The Wagon” on rails. Did not create any undue excitement. Did not have the pulling power it is entitled to. Many expressed oiiinion that it was the best picture they ever saw. We believe it would have made a little money with weather half way decent. The price kept many away. It is the best thing Fox ever did by far. A picture that any exhibitor, big or little, should be proud to run. (Rex, Gilman City, Mo.) Fine. This is the biggest picture of pioneer days of them all. Will not do near the business "The Covered Wagon" did, but really a bigger picture. (Karlen, Monticello, Wis.) A wonderful picture. Big. strong, different. Takes lots of advertising to get them in but pleases when they come. (Rosewin, Dallas, Tex.) Most wonderful picture we have played. Pleased them all. Buy it and reap. (King Tut, Rising Star, Tex.) I believe this to be a better picture and more entertaining picture than "The Covered Wagon,” but it sure fell flat at the bo.x office. Didn’t make expenses on it. It must be that the public is getting tired of the big Westerns at a big admission price. (Electric, Chillicothe, Mo.) Great picture of eorly history of the West. Better than "The Covered Wagon” or "The Pony Express.” This picture was made in a big way, which isn’t tme of most Westerns. Eleven reels. (Liberty, Hardin, Mont.) Best picture iJaycd in a long time. Bought right and made more clean money than any picture played in several years. Ten reels. (Dawson. Dawson, Tex.) Most patrons classed this far ahead of "The Covered Wagon.” but did not draw, as it was not sold to the public. Eleven reels. (Princess, Traer. la.) ISLE OF HOPE, THE, FBO. Richard Talmadge, Helen Ferguson, James Marcus, Bert Strong, Howard Bell, Eddie Gordon, 6. — An action picture that is filled with action. Dick sees to that. But he sure is being put in some weak stories. There's absolutely nothing to them. Same old stuff. We ran this on double program with “Caliber 46.” which was only fair. (Castle, Havana. III.) Dick has lots of new stunts in this picture and, with the colored and Chinese cooks who furnish a lot