Exhibitor's Trade Review (Mar-May 1922)

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April 8,1922 EXHIBITORSTRADEREVIEW 1361 The Voice of the Box Office How the Latest Releases Are Being Received Throughout the Country ALLENTOWN, PA. COLOmAL "THE FOUR HORSEMEN OF THE APOCALYPSE," Rudolph Valentino and Alice Terry, (Metro). It was thought opposition house had taken off cream with this super-offering but Colonial was filled at all shows and did week's business in good shape, even though weather was not the best. Feature of local talent singers helped keep interest keen. RIALTO "BACK PAY," (Cosmopolitan Paramount). Made snappy break through booking up ten Allentown ex-service men to give minstrel show with the veterans calling themselves "Bonus Boys." Linking up of bonus question with "Back Pay" established a connection that was reflected in satisfactory business being handled. Weather bad however. Might have done better if conditions had been more propitious, as picture pleased all. HIPPODROME "ONE ARABIAN NIGHT," Pola Negri, (First National). Showing pictures at popular prices good stunt here it seems. Went across for fine attendance and made hit as good as the first time it was run at another house also in central business section. STRAND "DOUBLING FOR ROMEO," Will Rogers, (Goldwyn). Star has big following in this part of the State and picture drew well. Made excellent impression. ATLANTA, GA. GRAND ';RECEIVED PAYMENT," Corinne Griffith (Vitagraph). Management satisfied; audiences pleased. Short Subjects. — Mrs Sidney Drew Comedy, (Fox News). Chester Outing. (Last Half). "Extra, Extra!" Johnny Walker and Edna Murphy (Fox), type of story Grand audience likes. Went over big. Short Subjects. — Century Comedy "One Horse Town," Fox News, Goldwyn Sport Review. RIALTO "A CONNECTICUT YANKEE IN KING ARTHUR'S COURT," Harry Myers (Fox). Folio vsring the unqualified success of this subject as a first run in the Howard the return booking in the Rialto surpassed expectations of the management. Short Subjects. — International News Weekly. STRAND (First Half) "ANNE OF LITTLE SMOKEY," Winifred Westover (Associated Exhibitors-Pa the). Drew only fair business but pleased thoroughly those who saw it. Short Subjects. — Billy West comedy, "He's In Again." (Last Half). "THE RUSE OF THE RATTLER," (Associated Exhibitors). Management expected better business. Short Subjects.— "The Milk Maid." TUDOR Mon. and Tues. "A SCREAM IN THE NIGHT." All star cast, (Select). Fair business. Short Subjects. — Universal Star Comedy and International News. Wed and Thur. "A WISE KID," Gladys Walton, (Universal). Little star gaining in popularity. Good business. Short Subjects. — Luke McLuke Comedy; Chester Outing. Fri. and Sat. "THE MAN WHO LOST HIMSELF," William Faversham (Select). Second run, but even so the production was well received and drew good business. Short Subjects. — International News; Gaylord Lloyd comedy. METROPOLITAN "THE BARNSTORMER," Charles Ray, (First National). Good exploitation put this over, but audiences were not pleased with it. Comments generally placed it far below better Ray productions. Drew satisfactory business. Short Subjects. — Christie comedy, "In For Life," and Kinograms. Presentation. — Exceedingly clever musical score capitalizing every bit of business used by Ray as the trap drummer and piano player. HOWARD "GRAND LARCENY," Claire Windsor and Elliott Dexter (Goldwyn). The abrupt ending left audiences rather unsatisfied, but story unmistakably held interest. Fair business. Short Subjects. — Selznick News. CRITERION "THE FLOWER OF THE NORTH," Henry B. Walthall and Pauline Stark, (Vitagraph). Drew average business throughout the week and met cordial response. Short Subjects. — Educational-Campbell comedy "Assorted Heroes," and Kinograms. BETHLEHEM, PA. LORENZ "FOOL'S PARADISE," Dorothy Dalton, (Par amountWilliam De Mille Production). Run for entire week and made big hit. Houses past average and despite improbable plot, picture was pronounced success. LEHIGHORfHElJM "A FOOL'S PARADISE," Dorothy Dalton, (ParamountWilliam De Mille Production). Lehigh River separates two theatres and they did business with really different people in same community. Money maker at box office. PALACE "EXIT THE VAMP," Ethel Clayton, (Paramount). Ethel Clayton always seems to draw in Bethlehem. Steel workers and families turned out well. Say they liked picture very much. GRAND OPERA HOUSE "BILLIONS," Nazimova, (Metro). Picture would have been winner at any other tmie but opposition too strong. Those who saw film were quoted in its praise. Made nice impression and could be screened again with success. BUFFALO SHEA'S HIPPODROME "SCHOOL DAYS," Wesley Barry (Warner). Following an elaborate exploitation campaign put on by Harold B. Franklin, this piccure "knocked 'em for a goal," at the box office the first half of the week and was held over the last half at the matinees as a special added attraction. Exploitation. — Over 500 cut out slates were placed in store windows of the city advertising the store's products as well as "School Days." Hundreds of dunce caps and rubber tacks were distributed to school children. Dwig's cartoons were placed in the Times with a heading "Wesley Barry in School Days at Shea's Hippodrome." A week in advance, Mr. FranKlin put on a stage setting, showing a large slate, announcing the coming of the picture. Through a hole in this slate, Eldora Stanford sang the chorus of Gus Edwards' song. The slate idea was carried out in all the newspaper advertising. Short Subjects. — Larry Semon in "The Show." Scenes in Holland and Hippodrome Review. LAFAYETTE SQUARE "INTRIGUE," Pola Negri (Nu Art). Pola Negri's fame will not be added to by the exhibition of such pictures as this. Business was fair. Exploitation.. — Newspapers, window cards, lobby display. Short Subjects. — Snub Pollard comedy, Selznick News and scenic subject. LOEWS STATE "FOOLISH MATRONS," Hobart Bosworth (A. P. — First National). Business continues good at this house. The stars of this picture are popular in town. The story's entertaining qualities were commented on favorably by patrons. Exploitation. • — Big advertising campaign, lobby displays, window cards and bill boards. Short Subjects. — Snooky comedy, "A Home Run," Mutt and Jeff cartoon and Pathe News. MARK-STRAND "TEN NIGHTS IN A BARROOM," John Lowell and Baby Ivy Ward (Arrow). This picture recorded the best business in a long time at the Strand. The excellent advance publicity must be given much of the credit for the success at the box offi,ce. Patrons, however, it seems want this kind of picture just now. The crowds, continued all week. John Lowell, the star, appeared in person during the showing. Short Subjects. — Screen Snapshots and Kinograms. Exploitation. — Newspaper advertising big feature of campaign. Appropriation tripled for the attraction.