Exhibitors Herald (1927)

20 EXHIBITORS HERALD September 17, 1927 “What Price Glory” Confirms Sheehan Is Ace Showman Risked Own Reputation Against Chorus of Advice on “Names” and Tieups — “7r/« Heaven ’ and “ Sunrise ” //is Latest (Special to the Herald) NEW YORK, Sept. 13. — “What Price Glory” having chalked up the record of attracting 480,000 persons and 408,000 dollars to the Roxy box office in three weeks, with “7th Heaven” hitting on all six along the same road to success and with “Sunrise” about to make its debut for a long Broadway run, it is time that the biography of Winfield R. Sheehan be brought up to date. IT is just under two years since the vice president and general manager of Fox Films pulled stakes at the Fox offices on Tenth Avenue and pitched a permanent camp in Hollywood. One reads, in the “canned copy” which tells of his life, about his early days in Buffalo, his enlistment during the SpanishAmerican war at the age of 15, his rise as a newspaper man on Park Row, and his work as an organizer with Fox. But, because his biography has not been revised since he went to Hollywood, mention of the real flowering of his genius as a showman is omitted. Began Under Big Handicaps Even previous to his dropping other activities to take hold of production he was no stranger to that branch. He had organized the Fox publicity staff, had built up the domestic sales force, had been first American to go after foreign markets for pictures, bought stories, chosen casts, discovered directors and edited and cut pictures when occasion demanded it. There are very few, if any, other leaders who have had as intimate connections as his with all the ramifications of the business. But the proof of his genius as a showman has come in Hollywood. “What Price Glory” was its first bloom. “7th Heaven” was the second. The third will be “Sunrise.” And the recent trip which he made to Europe will be productive of those to follow. Right here, as illustrative of his show manship, it may not be amiss to give a little “inside stuff” regarding the making of “What Price Glory.” Fox Films began production work on the Stallings-Anderson script under a great handicap. The whole industry knows that part of the story. In addition, there was the certainty that its cost would be enormous. Artistically and financially, therefore, there was a tremendous risk. Mr. Sheehan staked his own reputation as a showman in addition to what the Fox organization already was risking. The production would prove the manner of showman he was. Four very prominent directors applied for permission to do “Glory.” Raoul Walsh, who had hopes but who kept silent, was chosen — because Mr. Sheehan knew he was the one man for the job. Everybody in the business volunteered advice about casting. “Big names” would be the salvation of it. But, true showman that he is, Mr. Sheehan insisted the finished product must stand on its own merits and not on what it might borrow from “names.” Shouts of derision arose when Edmund Lowe was named for the part of Quirt. But Lowe’s performance was one of the assets of the picture. Two unknowns were cast for the other important roles. (In a million dollar production!) But now that the thing is history it is realized that better choices than Victor McLaglen and Dolores Del Rio could not have been made. The volunteers kept up their volleys of advice. “Tie up with the Marines.” “Tie up with the American Legion.” “Make it a war picture.” “Don’t make it a war picture.” “Glorify the soldier.” “Make it pacifist propaganda.” But Mr. Sheehan’s instructions were: “ ‘What Price Glory’ is strictly an entertainment enterprise. It must stand on its own merit as an amusement and must ( Continued, on page 48) Theatres in Four Cities Yield to Union Demands to Avert Trouble The impending strike of theatre operators, musicians and stage hands of Hollywood was averted last Saturday when a new three years agreement was signed by the Theatre Managers Association and representatives of theatre employes. A flat increase of 16Y/\ per cent in salary was granted. Operators and stage hands will receive two dollars and a half raise per week the first, a similar raise the second year and one dollar and a half the third year. Musicians will receive seven and a half per cent raise in salary the first year and two and a half per cent more the second year. They will be allowed one day off each week but must pay substitute musicians. The settlement affects 2,800 men. It is retroactive to September 1. In Dallas, Tex., although contracts have expired between theatres and the operators, and a new deal has not been arranged to the satisfaction of both parties, operators are working pending further negotiations. In Houston and San Antonio calmness has again settled down, with the granting of the operators’ demands. Owners and managers of theatres in Woonsocket, R. I., have agreed upon a wage scale for operatives, stage hands and other employes for 1927-28. One theatre owner declined to sign but his theatre at present is dark. The scale is practically the same as last year. “Fore” Beats “ Camera ” For Day; 200 Tee Off in Film Slicing Tourney Old Man Par Makes Faces at Film Men at Bonnie Brier (Special to the Herald) NEW YORK, Sept. 13. — More than 200 golfers and near-golfers are out on the course at beautiful Bonnie Brier, some playing golf and more playing at golf. If you don’t happen to know Bonnie Brier, it’s in Larchmont, which is a part of Jim Beecroft’s town of Mamaroneck. And if you don’t believe the word “beautiful” fits, run out and take a peep for yourself. The scores being made are not producing any rivals for Bobby Tones, and even Walter Hagen, Chick Evans and a few others are not in danger of being worried. Bonnie Brier is a sharpshooters’ course, and there are a lot of the film golfers who are not wearing any medals of this kind. War Horses Tee Off All the old regular war horses are on hand, all ribbed up to carry away a lot of trophies. Tom Moore came up from Washington, and Christy Deibel is here from Youngstown, Ohio. Victor Shapiro and a lot of the other almost golfers are rejoicing in the fact that the tournament is being held on the Thirteenth of the month. Shapiro says this is a readymade alibi for him if he fails to lower his former mark of 162. Here’s Interesting Foursome One of the interesting foursomes will include Henry King, the director who shoots a mean game; Tom Meighan, who cannot be considered a slouch no matter how you look at it; Nathan Burkan, the attorney who throws golf clubs about with as much facility as he does law books and legal statutes, and Hal Roach who, despite the fact that he earns his daily bread by producing comedies, can still see the funny side of the ancient and honoroble pill-swatting pastime. At least 20 of the entrants are trade paper men. Among others well known in the industry who are slicing this way and that are : Earle W. Hammons, Howard Deitz, R. H. Cochrane, Tom Gerety, Jack Cohn, Earl and Paul Gulick, Walter Futter, Edward Halperin, A1 Lichtman, Ned Marin, Jerome Beatty, Pat Garyn, Arthur W. Kelley, Lee Marcus, Si Seadler, Lee Ochs, Bruce Gallup, R. T. Cranfield, Charles Einfeld, E. Oswald Brooks, Walter Green, Harry and William Brandt, Mike Glynne of the Patchogue theatre, Joseph X. Schnitzer, Hal Hodes, R. V. Anderson, Rex Beach, Harry and William Brandt, Harvey Day, Raymond Pawley, Walter Green, Joe Horenstein, Charles Moss of the Ritz theatre at Port Richmond, Eugene Picker, Hal Roach, William Vogel, Walter Wanger, Nat Rothstein, Herman Robbins, Frank Pope, Victor Shapiro, Carrol Trowbridge, A. W. Smith, Jr., Stanley Waite. Renee Craven Will Marry E. S. Young (Special to the Herald) ALBANY, Sept. 13. — Miss Renee Craven, manager of the Bond Photo exchange, will shortly resign her position and on October 26 will become the bride of Edwin S. Young, of Saugerties, N. Y., proprietor of a silver fox farm at that place. Miss Craven has been identified with Albany’s Film Row for several years. Paramount Declares $2 Dividend for Quarter ( Special to the Herald ) NEW YORK, Sept. 13 — The Paramount directors yesterday declared the regular quarterly dividend of $2 a share on preferred stock payable in November to stockholders of record October 15.