Exhibitor's Trade Review (Mar-May 1922)

March 18, 1922 EXHIBITORS TRADE REVIEW 1103 Pathe Reports Steady Demand for 1921 Features "In the present widespread agitation for better and cleaner pictures, the small cornmunity is making itself felt more saliently than ever before; showing breadth of judgment and a wholesome discrimination of which the largest centers might well be proud. This is manifested in the increasing demand for pictures of established matter, some of which have been released for nearly a year," says a Pathe statement. "Pathe is in receipt of testimony from exhibitors and from newspapers in various sections where these pictures have been shown. Kipling's Without Benefit of Clergy has shown a remarkable vitality and though it was released in June, 1921, the demand for it is still ready. "An organized campaign for better pictures is especially strong in the West and the Southwest, and concerned in the movement are trade associations and civic and educational centers. The press reception of the Kipling masterpiece indicates that it is fitted admirably to the general plan. The review printed by the Amarillo, Tex., Daily News, is typical of the mental attitude toward pictures and the appreciation of what fills the need, both from amusement and literary values as well as the artistic side. Joe L. Pope, the writer has been an earnest and consistent advocate of better and cleaner pictures and his influence extends over a wide territory. Mr. Pope said in part: "Delicately fragrant as pond lilies, tenderly musical as song of woodbirds, fresh and clean as a spring morning following April showers, is Without Benefit of Clergy, a Rudyard Kipling story, shown this week at the Fair Theatre. "Salacious insinuations and intimations are as foreign to the heart of this picture as is guile to the new-bom babe. There is a delicious appeal, a clinging fidelity, a thrilling devotion running down through the entire story that lends a near-enchantment to it. No, it may not be said that it is a great, or towering story, but it has exalted the most desirable characteristics found in human nature, and placed them where they belong — at the top, where all can see and admire." Strong demand is also reported for The Heart Line, featuring Leah Baird; Leonce Perret's The Money Maniac, The Orderly and The Lure of Egypt. Record Claimed for "Foolish Wives'' More Than 22,000 See Super-Jewel Picture at New York Capitol Between Noon and Midnight Constance Talmadge in Film Version of "East is West" A transfer to the films of one of the great theatrical successes of recent years was arranged this week when William Harris, Jr., signed contracts with Joseph M. Schenck for the picturization of East Is West. Mr. Harris, who produced that play at the Astor Theatre, with Fay Bainter in the leading role, and Mr. Schenck will jointly make a spectacular production of East Is West, with Constance Talmadge in the leading role. The picture will be made in California chiefly, with some scenes taken in China. Seadler Joins Goldwyn Silas F. Seadler, well known in the motion picture field, first as a member of the Realart publicity department, and more recently as director of advertising and publicity for Arthur S. Kane, has joined the Goldwyn staff under the direction of Howard Dietz, director of advertising and publicity. Mr. Seadler's particular work will be the preparation of press books. After a Broadway run of seven weeks at the Central Theatre, Foolish Wives, the Universal-Jewel picture made by Erich von Stroheim, opened a week's run at the Capitol Theatre last Sunday by breaking all box-office records established for that theatre, according to a Universal statement this week. "Between one o'clock in the afternoon when the theatre opened, and midnight, when it closed, 22,466 persons crowded their way into the auditorium to see Foolish Wives," says the statement. "The nearest approach to this great crowd was the showing made by Passion, Pola Negri's premiere offering in America, which drew 17,000 into the Capitol on its opening Sunday. The difference between the two showings, or 5466 persons crowded their way into the auditorium to see Foolish Wives. "Similar scenes were being enacted a few blocks down Broadway where Wild Honey, Priscilla Dean's latest feature, was in the seventh day of its run at the Central Theatre. So great was the crowds that pushed their way into the Central lobby, the box-office had to be closed definitely shortly after nine o'clock. An extra running of the feature picture was necessitated to accommodate the crowds." Even with this increase in the daily capacity of the house, it was necessary to turn many hundreds of persons away from the box-office, reports Andrew J. Cobe, manager. More than two hundred persons received their money back when it was found they could not be admitted to the theatre. Speaking of the success of Miss Dean's picture, Mr. Cobe, manager of the Central, says: "It appears that Wild Honey is even more popular than her previous successes from the showman's point of view. All box-office records of the Central Theatre were shattered for the three days, Friday, Saturday and Sunday." Wild Honey will continue at the Central Theatre for several weeks. After leaving the Capitol Theatre, Foolish Wives will be booked immediately to exhibitors in the metropolitan district. Its first showing probably vdll be at the Strand Theatre, Brooklyn, where it will be presented the week of March 19. Similar reports of business on Foolish Wives have reached the Universal home office from other cities where the picture is being shown. Gene Felt of the Aldene Theatre, Philadelphia, wired in enthusiastic terms to R. H. Cochrane, vice-president of Universal, telling of the great crowds being handled at the Aldene Theatre. A similar experience was enjoyed by Harry Hart, manager of the Butterfly Theatre, Milwaukee, where Foolish Wives established "new photo-play records." Winnifred Verina, winner of the Pathe-Hippodrome beauty contest. She is now working in the forthcoming Pathe serial with Charles Hutchison and Lucy Fox Thrilling Drama to Be Presented at A.M. P. A. Dinner For the first time in the history of the industry a producing company has been formed by the publicity and advertising men of the industry. Announcement of the new company has been made by C. L. Yearsley, who is acting as temporary president pending the first meeting of the board of directors. The company has started producing activities under the name of Belles Arts Film Manufacturing Co., Inc., with an assured capitalization of not more than $100,000. The stock is to be sold in small lots to prevent the big financial interests from getting control of the company. For its first offering, which will have an exclusive showing at the annual Naked Truth dinner of the Associated Motion Picture Advertisers at the Hotel Biltmore on March 25, the company is producing Returned Checks, a thrilling drama of every day life by Bob Dexter, well-known writer of short stories. The adaptation has been made by Lesley 'Mason. The titles will be by John Krafft. Speaking of the company's initial venture in the producing field, President Yearsley said: "I am sure that Returned Checks will find a response not only from any man ■ who has ever been in the motion picture business, but from countless hotel managers, bankers, soft drink bartenders and other men who have had vast experience on the subject. It deals with human life as we have found it in the picture business and is full of tender emotion and soul throbs." M. Blumenstock has the leading feminine role, with Tom Wiley playing lead as the devoted hero of Returned Checks. Other members of the small but competent cast include: Arthur Briliant, Lin Bonner, Paul Gulick and Charles Einfeld. A feature of the picture is the inclusion of Bob Dexter, the author, in the cast. Applications for ticket reservations give indications of a record crowd. In addition to Will Hays, who has signified his mtention of attending, the prospective guests include ex-Gov. Al Smith and Major F. H. La Guardia, former president of the Board of Aldermen.