Exhibitors Herald (1927)

July 2, 1927 EXHIBITORS HERALD 51 SALES EXECUTIVES who will place the United Artists product lor next season before the exhibitors include (left to right) A1 Lichtman, vicepresident and general manager of distribution; Moxley A. Hill, Eastern salesmanager ; Paul N. Lazarus, Southern and Western salesmanager ; and Cresson E. Smith, Midwestern salesmanager. Harry Brand is general manager of the Buster Keaton studio. Picture Is First, Says Lichtman The public still goes to the theatre primarily to see the picture and “the picture has to be in there clicking strong or the theatre won’t do the business’’, A1 Lichtman said last week in emphasizing that the productions on the screen are the barometer of box office receipts. While emphasizing that good music in accompaniments and overtures not only aids in public appreciation but also provides definite education, the vice-president and general manager of distribution of United Artists product declared the stars will be in the roles the public has shown it prefers. “Mary Pickford,” he said, “will be a happy litle girl in a five-and-ten, Norma Talmadge an emotional figure in a dramatic romance, Charlie Chaplin the Chaplin of old, rounding the corner on one leg, tripping a cop with his cane, giving lowbrow comedy to highbrows. Gloria Swanson as ‘Sadie Thompson,’ Douglas Fairbanks as a wild-riding Gaucho and Gilda Gray in ‘The Devil Dancer’ are right in the parts the fans want them in.” Salesmen of United Artists are under orders to keep on the road and stay out of offices, he said, adding that eight men who kept on the go in the last six months have been advanced to responsible executive posts. Competition will be keener than ever this year, he declared, and from production to exhibition selling points on the seventeen pictures are being driven home because “.^nnie Oakleys don’t pay off mortgages and scholarly dissertations on visual flow and rhythmic swing don’t pay the cashier’s salary.” Here^s Order of Releases From U-A AUG. 6 — Duncan Sisters in “Topsy and Eva,” their first motion picture; August 20, Caddo Production temporarily titled “Two Arabian Knights,” directed by Lewis Milestone, with William Boyd, supported by Mary Astor and Louis Wolheim. Sept. 10 — Buster Keaton’s “College;” Sept. 24, Samuel Goldwyn’s ColmanBanky film, “The Magic Flame,” a Henry King Production. Oct. 8 — Mary Pickford’s “My Best Girl ;” Oct. 22, Gorinne Griffitli’s first, “The Garden of Eden,” directed by Lewis Milestone. NOV. 12 — Gloria Swanson’s “Sadie Thompson,” direction of Raoul Walsh; Nov. 26, John Barrymore’s “Tempest,” direction of Frank Lloyd, and based on an original story by Vladimir Nemirovitch-Dantchenko, co-founder of the Moscow Art theatre. Dec. 3 — Herbert Brenon production of “Sorrell & Son,” with a cast including H. B. Warner, Nils Asther, Alice Joyce, Carmel Myers, Anna Q. Nilsson and Louis Wolheim; Dec. 17, Samuel Goldwyn’s production of Gilda Gray in “The Devil Dancer.” This is Miss Gray’s first picture for Samuel Goldwyn. ■Jan., 1928, is the only month in which three pictures are scheduled for release. Jan. 7, D. W. Griffith’s first United Artists production in three years will be released. It is based on the story “La Piava,” by Dr. Karl Vollmoeller, author of the book of “The Miracle,” and with Estelle Taylor featured. Jan. 14 — ■ Inspiration-Carewe produc All Bunk Is Out, Says Schenck The bunk of false production standards has been driven out of United Artists picture-making and the new product will be based on plays and novels which have served as the best “advance men” for films bearing the same titles. President Joseph AI. Schenck told I. C. Freud, builder of the United Artists theatres in Detroit and Los Angeles, en route to Hollywood. “There has been a lot of bunk in this business for years,” Schenck declared. “Certain stars, certain executives and certain press agents have been getting by with bunk consistently. As far as United Artists is concerned, this year the bunk is out. Exploitation has become a science in itself embracing psychology, showmanship and sociology, says Victor M. Shapiro, director of advertising and publicity for United Artists. Each pressbook is keyed to the tone and spirit of the picture, he said. tion, “Ramona,” starring Dolores Del Rio, and based on the Helen Hunt Jackson novel. Jan. 21 — Norma Talmadge’s “The Dove,” with Noah Beery and Gilbert Roland, direction of Roland West, and based on David Belasco’s presentation of the Willard Mack stage play. Feb. 4 (Tentative) — Charlie Chaplin in “The Circus;” Feb. 18, Douglas Fairbanks in “The Gaucho,” direction of F. Richard Jones, with Eve Sothern and Lupe Velez as leading women. March 10 — Fred Niblo production, “Laugh, Clown, Laugh,” based on the Belasco play by Tom Cushing. March 24, the first Morris Gest spectacle, “The Darling of the Gods,” based on the play by David Belasco and John Luther Long. Mr. Gest is now in Europe selecting an international cast. RESPONSIBLE FOR ADVERTISING AND PUBLICIZING United Artists productions are (left to right) Victor M. Shapiro, director of advertising and publicity ; G. Bruce Gallup, head of advertising and sales promotion ; Charles E, Moyer, head of foreign publicity and advertising ; Fred Schaefer, in charge of exploitation, and Warren Nolan, publicity chief.