Exhibitor's Trade Review (Sep-Nov 1922)

1366 EXHIBITORS TRADE REVIEW Volume 12. Number 21 ing painted from curb to curb with letters two to three feet high. More publicity. Cards on all trolley and telegraph poles. Press Comments. — "It is De Mille's best photoplay effort. "—" News. " "Does not impress us as being anything new or startling."—" Plain Dealer." "The audience seemed to like the imprisonment of the keroine. But we haven't much faith in the regenerative influence of imprisonment as represented in this picture." — "Press." LOEWS ORPHEUM, BOSTON, MASS. — Admission, 25 cents bottom afternoon to 60 cents top evening. Played to excellent business. Exploitation. — Window cards, three sheets, one sheet to cover the city, lobby, advance flashes on screen, regular newspaper ads with Sunday specials, posters in all subway and elevated stations. Short Subjects. — Educational comedy, "Look Out Below," Pathe News reels and Loew's Local News. GEAUMAN'S RIALTO THEATRE, LOS ANGELES. — Admission, 35-55 cents. In the fourth week and doing excellent business, a line most every night. Usual weekly advertising continues through the run. No exploitation used. Short Subjects. — Pathe News and Weekly Film Novelty, Urban Movie Chats. MERRILL, MILWAUKEE, WIS.— Admission, 50 cents. Excellent business at all performances during the fifteen days of its run, which is a record in Milwaukee. Exploitation. — Special lobby display, extensive newspaper advertising, street car signs and billboard ads. "THE MASQ UERADER" ALHAMBRA, MILWAUKEE, WIS. — Admission, 35-50 cents. Drew favorable business at all performances. Short Subjects. — Literary Digest, Pathe News reels. Daily Press Comments. — "So truly a work of merit that criticism in any particular is not only presumption but useless. ' ' — ' ' Journal. ' ' "MONTE CRISTO" (Fox) SHEA'S HIPPODROME, BUFFALO. — Admission, 20-50 cents. Jammed the big house to the doors all week and the theatre was opened an hour earlier each day to accommodate the ru3h. Exploitation. — Augmented newspaper campaign, billboards, window cards lobby a*d marquee displays and special stories in press. Short Subjects.— " The Tin Broncho" (Comedy). Hippodrome Review; Topics of the Day and hand colored scenic. Daily Press Comment. — "Whoever, among movie patrons, has experienced a yearning for 'something different' from the usual eternal triangle type of photoplay ought to find it in 'Monte Cristo.' " — "Evening News." If Alexandre Dumas could come to Buffalo this week and edge his way through the crowds at Shea's Hippodrome he would have a thrill awaiting him in the lavishness of the production William Fox gave his novel, 'Monte Cristo.' " — "Express." "A stupendous spectacle." — "Courier." "A wonderful picture." — "Times." "MOONSHINE VALLEY'9 (Fox) LELAND, ALBANY, N. Y. — Admission, 28 cents. This picture did about the ordinary business. No extra exploitation. Remainder of bill made up of news weekly, comedy and sport review. "MORAN OF THE LADY LETTY" (Paramount) GRAND, HAZELTON, PA.— Made week's run with good business. Exploitation. — Devoted entirely to Rudolph Valentino, plot and Dorothy Dalton. "MORE TO BE PITIED THAN SCORNED" (C. B. C.) BOSTON, BOSTON, MASS.— Played to good business all week. Exploitation. — Lobby; posters in all subway and elevated stations, and regular run of newspaper ads. Advance screen flashes. Short Subjects. — Fox comedy "A Pair of Aces." Good. Aesop's Fable and News. "NANOOK OF THE NORTH" (Pathe] LINCOLN, TROY, N. Y.— Admission, 2535 cents. Against particularly heavy competition, this picture did a most satisfactory business in this newest of Troy theatres. It pleased 100 per cent. Exploitation. — Newspaper space. Short Subjects. — Buster Keaton in "Cops," International News and Travelaugh. "NERO" (Fox) PARK, BOSTON, MASS.— Admission raised to 85 cents top for this. Played to excellent business all week. Exploitation. — Feature ads in all papers, window cards, three and one sheets, and posters in all subway and elevated stations. Very good publicity. Special lobby. Advance flashes on screen. Short Subjects. — Mutt and Jeff in "Riding the Goat," International News Reel, Movie Chats (Hodkinson). Daily Press Comment. — "It sweeps us away in an ecstasy of admiration. It is also a mighty spectacle compelling our homage. ' ' — ' ' Advertiser. " " The settings and the scenery are magnificent except for certain supposed panoramas of the city from a distance, and colored scenes of the fire, which are crude and artificial. The galloping hoofs of the cavalry sweeping down on Rome leave you suspended on the edge of your seat." — "Traveler." "A combination that makes for sure impressiveness and the providing of dramatic thrills. ' ' — ' ' Telegram. ' ' "THE NIGHT ROSE" (Goldwyn) POLI, WILKES-BARRE, PA.— Went big. Exploitation. — Playing up Lon Chaney as star and Scott as author. GRAND, HAZLETON, PA.— Fair business for three days. Exploitation. — Newspaper space, featuring author. "THE OLD HOMESTEAD" (Paramount) LOEW'S STATE, BOSTON, MASS.— Admission, 25 cents bottom afternoon to 60 cents top evening. It was coupled with "Youth to Youth." Fair business. Exploitation. — Billboards, colored window cards, one sheets cover the city; lobby display advance week and for run; flashes on screen, and posters in all subway and elevated stations. Fair publicity. Short Subjects. — Educational comedy, "Look Out Below"; Pathe News and Topics of the Day; Loew's Local News Reel. Daily Press Comment. — "It is seenically superb, but the story drags. ' ' — ' ' Telegram. " " It is, of course, old stuff, and the purest kind of hokum, but then it is so well made that you can not help enjoying it."— "Traveler."" "ORPHANS OF THE STORM" (United ArtltU) MARK STRAND, ALBANY, N. Y.— Admission, 30-60 cents. Drew well and held up through the entire week. The Strand uses the same amount of newspaper space for every picture. Short Subjects. — Topical Review. Daily Press Comments. — "Never in history of Strand has such enthusiasm greeted a production as has been given 'Orphans of the Storm.' "—"Times-Union." "A wonderful story filled with dramatic suspense and exciting scenes." — "Journal." ' ' D. W. Griffith has started a revolution — on the screen — and one which every resident of Albany should see." — "Knickerbocker Press." "PENROD" (First National) CRITERION, ATLANTA.— Return engagement of "Penrod" received rousing welcome. Business was good. Short Subjects.— An encore of "The Rainmaker" and Kinograms. "PINK GODS" (Paramount) ROYAL THEATRE, KANSAS CITY, MO. — Admission, 10-35-50 cents. This one played to good crowds for a week's run. Exploitation.— Usual newspaper, billboard and lobby display space. Short Subjects.— " The Sleuth" (comedy), Royal Screen Magazine (Current Events). Daily Press Comment. — ' 1 Has its strong points and its weak ones." — "Star-Times." MISSOURL ST. LOUIS, MO. — Admission, 30-50 cents. Drew good crowds all week. Exploitation. — Billboards, window cards, regular newspaper space with display on Sunday. Short Subjects. — Overture, Missouri News, "Heads of Oak" (comedy). Daily Press Comment. — "Bebe Daniels makes a serious bid for consideration as an emotional actress. The story is set against an interesting background." — "Star." "THE PRIMITIVE LOVER" (First National) RIALTO THEATRE, BIRMINGHAM, ALA. — Admission, 10-20 cents. Patronized very well. Exploitation. — The usual newspaper publicity and advertisements. Press Comment. — "Good comedy with a clever star." — "Birmingham News." "THE PRISONER OF ZENDA" (Metro) LOEW STATE, LOS ANGELES. — Admission, 30-40 cents; children 15 cents at all times. In the second week and doing good business. The house seats 2800 and is some size to run more than a week's booking but the second week on this feature surprised the management. STRAND, MILWAUKEE, WIS.— Admission, 50 cents. Excellent business for the whole week. Matinee and night performances crowded. Exploitation. — Extensive lobby display, newspaper advertising, street car signs. Short Subjects. — First National Kinograms and Sketchograms. Daily Press Comment. — "It is a classic. Don't pass it by." — "Journal." "FROM RAGS TO RICHES" (Warner Brothers) CIRCLE, INDIANAPOLIS.— Admission, 25-40 cents. Business opened big Sunday, capacity afternoon and night. Exploitation. — Billboard and card advertising and usual newspaper space, playing up Wesley (Freckles) Barry. Short Subjects. — Mutt and Jeff cartoon, a varicolored travelogue of France, Topics of the Day, and Pathe News. Press Comment. — "A photoplay of rare quality, with Wesley Barry as the star. It is well put together, with component parts."— "The Star." "With Wesley Barry, Niles Welch and a splendid supporting cast in the picturization of 'From Rags to Riches,' a stage presentation, a comedy cartoon of the rip-roaring kind and music that covers the widest range, Circle patrons are getting more than their money's worth this week."— "The News."