Exhibitors Herald (1927)

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38 EXHIBITORS HERALD April 23, 1927 “Chang” BringsThrills of Jungle With Trick Stuff Avoided Lya de Putti Almost Has Vacation — Four Players from ‘^The Miracle” Enter Pictures — Roxy Engages Mischa Levitzki, Pianist By JOHN S. SPARGO New YORK, April 19. — A lot of people in this film business will tell you that in order to be a success a picture must have a certain lot of ingredients among which are a young hero and heroine, a villain, sex appeal, et cet., and so forth, but don’t you believe it. At least don’t believe it all the time. ON Friday of next week a picture called “Chang” will open at the Rivoli theatre for an extended run, and it is a pretty safe guess that it WILL be an extended run. “Chang” hasn’t much in the way of the above mentioned regular formula stuff, but a lot of those who were fortunate enough to be invited to a preview last week are willing to go on record that it is a great picture. Produced by Makers of “Grass” Unless “Chang” is the ultima thule of wild animal life pictures, a lot of the best guessers in New York should matriculate at another guessing school and get themselves a new diploma. It was made by Merian Cooper and Ernest S. Schoedsack, who also made “Grass,” which was one of the startling surprises of last year. “Chang” is a story of the jungles of Siam and the makers of the production spent eighteen months there, and they certainly brought back action and thrills. It is a story of a jungle pioneer trying to make a home for himself, his wife and two children in the wilds of Siam, his labors, troubles, dangers and victories. Trick Stuff Avoided It is safe to say that never before have such shots of wild animal life and dangers been registered in pictures. Trick stuff is plainly not resorted to, it being convincingly plain that real pictures of real animals, real killings and real dangers were found and recorded. If you think you have troubles, go to see “Chang” and you will come away feeling that these are pigmy matters compared to the tribulations of the jungle pioneer trying to establish a home for his loved ones. If you haven’t any troubles and just want some thrills, go to see “Chang” and you’ll get them plenty. * * * Lya de Putti Loses Vacation Lya de Putti arrived in town early last week to enjoy a two weeks’ vacation after completing “The Heart Thief,” her latest screen vehicle, a Metropolitan production in which she plays the lead opposite Joseph Schildkraut, and which will have a premiere on Broadway very soon. She didn’t get the two weeks, for a hurry up call took her right back to the Coast. In this picture the famous Hungarian artist departs from the raven tresses wjiich made her famous with Emil Jannings in “Variety” and dons a blond wig. Her role is that of an unsophisticated blonde and more in line with the characters which she wants to play, rather than the stamped vampish types which she has portrayed since coming to America. Four Gest Players in Films With the signing of Orville Caldwell to a screen contract, four of the players of Morris Gest’s “The Miracle” have entered the motion picture field. With this number signed to motion picture contracts, it would appear that to have played a role in “The Miracle” were a stepping stone to screen fame. First, there is Elinor Patterson, who was signed to a long term contract with Universal; then, Fritz Feld, the Piper of “The Miracle,” and Olga Baklanova, who are playing featured roles in “The Dove,” Norma Talmadge’s picture at United Artists. Now comes the announcement of the signing of Orville Caldwell by F. B. O. to play the leading male role opposite Virginia Valli in Larry Evans’ story, “Judgment of the Hills,” which Leo Meehan is directing. The former title was “Down Our Way.” Caldwell will be remembered as The Knight in “The Miracle,” a role which he has been playing ever since the spectacle was first put on in New York, three years ago. Caldwell has also appeared in a number of pictures made in the West. * * * ‘^Ankles Pref erred**? Yes! “Ankles Preferred,” the first William Pox production to play at the Roxy theatre, is on for Easter Week and doing good business. This is an original story — a sprightly farce in holiday mood by James Hamilton, author of “Summer Bachelors,” adapted to the screen by Philip Klein and Kenneth Hawks and directed by J. G. Blystone. * * * “Irish Destiny,” the genuine Irish film that is now being shown to enthusiastic audiences, is to continue at Daly’s theatre for an indefinite period. * * * Mischa Levitzki, pianist, has been engaged by S. L. (Roxy) Rothafel, to play at the new Roxy theatre the first week in May. Four Pictures Set Gross, Booking Mark Four pictures, all from different companies, are setting up some interesting records in bookings and receipts. “McFadden’s Flats,” First National, will be shown in 200 theatres in Greater New York alone in May. Twenty prints will be used in the five boroughs. “Don Juan,” Warner Brothers, which has just terminated a 36week run at the Warner theatre in New York, grossed $789,963 from a total patronage of 511,754. The average admission was $1.55. Gloria Swanson’s, “The Love of Sunya,” United Artists, will have played at least 99 key cities before the end of May. It was shown in 32 cities in March, April’s schedule is 27 and 40 have been booked for May. “The Big Parade,” M-G-M, has played 33 “repeats,” and “Ben Hur” thirteen. Rogers to Start **Texas Steer** for Sam Rork in June United Artists Adopts Approved Publicity Rules (Special the Herald) NEW YORK, April 19.— United Artists announces adoption of the following rules governing policy in handling news stories. The rules are based on a year’s survey among editors and their adoption is inspired by an editorial in The Editor and Publisher. 1. No superlative adjectives. 2. No editorializing in stories. 3. No news occurring, no stories will be issued. 4. Only Sunday feature stories will be exclusive, although if editor gets story and phones for verification his confidence will not be violated. 5. No personal publicity. Each star has a representative. 6. No statement made without authority cited. 7. No story released until official, with contracts signed. 8. No editor will be asked to run story as personal favor. .9 Advertising will not be withdrawn because of sincere viewpoints in criticism. 10. No expense accounts for entertainment. 11. No editor violating release date will receive news thereafter. 12. No previews in projection rooms without music. Gotham Signs Marmont, Mae Busch for T wo Each (Special to the Herald) NEW YORK, April 19. — Percy Marmont and Alae Busch have been signed by Gotham for two pictures each. Rights have been purchased to Owen Davis’ “Through the Breakers” and Howard Rockey’s “The Chorus Kid.” M. C. Howard now is representing Gotham in the Middlewest and J. W. Sper is in the Washington, D. C., territory. Vitaphone Request Week Takes Care of Repeats (Special to the Herald) McKeesport, pa., April i9.— j. p. Harris hit upon a simple but effective means to exploit Vitaphone at his theatre. He distributed a card for the week of April 25, designated “Vitaphone Request Week,” with space for patrons to list six numbers they wish repeated. On the reverse side are named the numbers which have been given at the Harris. ( Special to the Herald ) NEW YORK, April 19. — Will Rogers will start production in June of Charles Hoyt’s “The Texas Steer” for Sam E. Rork. It will be a First National special, according to Richard A. Rowland, general and production manager. Titles will be written by the comedian. The production company will go to Washington, D. C., and Texas to obtain original locations for the picturization of the stage play, which ,(i|, R„ger, concerns a Texas cowpuncher who rides range on conventions when elected to Congress.