Exhibitor's Trade Review (Mar-May 1922)

April 8, 1922 EXHIBITORS TRADE REVIEW 1363 GRAVMAJS'S MILLION DOLLAR "TRAVELIN' ON," Wm. S. Hart (Paramount). Going over big. Bill Hart has big office value in Los Angeles. His pictures can always be relied upon as being clean and entertaining. The picture has pulled a good crovi'd all the week in spite of wind and rain and the beginning of the Lenten season. Short Subjects. — ^Grauman's Symphony Orchestra, Pathe Weekly, Murtagh at the Wurlitzer playing "Berceuse" from ■"Jocelyn," Grauman's World Visions. TALLY'S BROADWAY "'ONE GLORIOUS DAY," Will Rogers (Paramount). Only a small amount of advertising was used. If the feature had been pushed at any other theatre in town, it would undoubtedly have done better. Fair business. Short Subjects. — Scenic, third chapter of "The Cradle of Civilization," and solo. , KimMA "THE SEVENTH DAY," Richard Bartholmess (First National). Average amount of advertising was used. The picture did not do as well as the management expected, but the weather and Lenten season were partly to blame. Short Subjects. — Topics of the Day, "From Dawn to Dusk in Egypt," Kinema Pictorial Review; Solo, "Wyoming Lullaby," Jack White Comedy, "Step This Way." MISSION "FOOLISH WIVES," Von Stroheim (Universal). In the fifth week and the end not yet in sight. The attendance has builded from the first week. The advertising has been on the average amount; since the end of the first week, the picture, has carried itself. It has proven a big money maker. The picture has run a record all through this territory. GRAUMAWS RIALTO "FOOL'S PARADISE," Dorthy Dalton (Paramount). In the second week and will run five, it is expected. Short Subjects. — Grauman's Rialto Orchestra, Pathe Weekly. LOEWS STATE "EDEN AND RETURN," Doris May (Robertson-Cole). The feature was given half of the advertising space over the vaudeville bill. The star is liked by some in Los Angeles, but opinions are divided as to her popularity. Vaudeville completed the program. CLUNE'S BROADWAY " M ID N I G H T," Constance Binney (Realart). The star is not well known in Los Angeles and is not of great box office value. Short Subjects. — Kinograms; Comedy, "Stolen Glory." SYMPHONY "BORNEO JUNGLE ADVENTURES," Martin Johnson's. Only fair. It was expected that the feature would make a killing, but the Los Angeles public did not attend in any overwhelming numbers. MILWAUKEE ALHAMBRA "RENT FREE," Wallace Reid (Paramount).— Fine business. The combination of stars drew good crowds, regardless of the film itself. Exploitation. — Newspaper and lobby advertising. Short subjects. — Two act Torchy comedy, Pathe news, Literary Digest. BUTTERFLY "WILD HONEY," Priscilla Dean (Universal-Jewel).— Priscilla Dean has won warm admirers who never miss the chance to see her, always confident that there will be plenty of action. Business good. Newspaper criticisms and comments of audiences very favorable. Short Subjects. — Comedy "Mutts," featuring Brownie; Fox news and newsettes. MERRILL "HER HUSBAND'S TRADEMARK," Gloria Swanson (Paramount). — Business good. Gloria, nowever, can always be depended upon to draw them in. Exploitation. — Lobby display, street car signs and newspaper advertising. Short Subjects. — International news reels and Goldwyn short reel classic, "Tropical Tea Time," and Screen snapshots. SAXE'S RIALTO "THE ROUGH DIAMOND," Tom Mix (Fox). — Newspaper criticisms and public very enthusiastic about Tom's latest. Short Subjects. — Jimmy Savo in "Pardon Me"; Selznick news reels. SAXE'S GRAND "THE SILENT CALL," featuring the "wonder dog," Strongheart (First National) and Mack Sennett Comedy "Duck Hunters." Fair business. Short Subjects. — First National Kinograms and Literary Digest. TOY "PEACOCK ALLEY," Mae Murray (Metro). — Although a second run film in the downtown district, this played to capacity houses. Short Subjects. — Century comedy and Universal news reels. OKLAHOMA CITY CRITERION "PEACOCK ALLEY," Mae Murray (Metro). A novel lobby display and excellent exploitation of the title of a splendid picture resulted in crowded houses all week. Picture seemed to be just what patrons wanted. Short Subjects. — Special musical numbers by the Criterion orchestra, Snappy News from Everywhere; Comedy, "Wild and Woolly." Exploitation. — Live peafowls were placed in show windows of leading stores, street car, billboards, show cards, heralds and posters and in a wire cage in front of box office. CAPITOL "HER HUSBAND'S TRADEMARK," Gloria Swanson (Paramount). A splendid picture which pleased a big business for an entire week. Exploitation.— Special campaign newspaper advertising, billboards, window cards, lobby display. EMfRESS "FLOWER OF THE NORTH," Pauline Starke (Vitagraph). The picture enjoyed capacity business for first half of the week. Short Subjects. — "Torchy's Frame Up," Pathe Weeklyn News. "THE BARNSTORMER," Charles Ray (First National). Good attraction. One that was appreciated by large audiences. Exploitation. — Usual newspaper advertising. Window cards, posters, pictures and heralds. RIALTO "A VIRGIN PARADISE," Pearl White (Fox). Picture was success without any more effort than usual and some lobby stills. Made fine impression. BROADWAY "GET-RICH-QUICK WALLINGFORD," Special cast (Paramount). Good attraction with good business prevailing. NEW FOLLY "THE MYSTERIOUS RIDER." All star (Hodkinson). Fine picture with good business prevailing. TULSA, OKLA. RIALTO "BURN 'EM UP BARNES," Johnny Hines (Affiliated Dist.). Big business. Audiences well pleased with picture. Capacity houses. Exploitation. — Newspaper campaign one week before showing and during run. Billboards and heavy billing. PHILADELPHIA STANLEY "THE CHAMPION," Wallace Reid (Paramount). Wally's popularity drew good crowds all week. The picture was exploited as a screen version of the play, and Lois Wilson was advertised as costarring with Reid. It made a popular appeal, and gained momentum every day. Short Subjects. — Johnny Hines in "Torchy and Orange Blossoms," "Urban Movie Chats," Prizma, "The Enchanted City" and Pathe News. "SCHOOL DAYS," Wesley Barry (Warner Bros. — ^State Rights). The picture was given more novel exploitation than any other production that ever came to the Stanley. Ticket sellers, ushers and all house attaches were dressed in rube costumes. A Gus Edwards prologue was widely advertised and the combination resulted in good business throughout the week. Short Subjects. — Buster Keaton in "Cops" and Pathe News. ARCADIA "HER OWN MONEY," Ethel Clayton (Paramount). The title of the picture seemed to have wonderful box office value, and drew better than any other of the star's previous offerings. It was given no little praise by patrons and press. Short Subjects. — "Rambling Romeo," Burton Holmes Travelogue, "The First Families of America." "THREE LIVE GHOSTS" (Paramount). Picture did a good business. Story was well liked and pleased patrons, which rather than title of story helped to increase business as week progressed. Short Subjects.— "The White Mouse," Federated Screen Snapshots and Pathe News. "ONE GLORIOUS DAY' (Paramount). While the picture was highly praised from ever corner it was felt it did not get the patronage it deserved. Short Subjects. — Campbell comedy, "Monkey Shines," World Travel Picture, "The People of Bruges." REGENT "JACKIE," Shirley Mason (Fox).— Enjoyed fairly good patronage throughout the week, but gained strength toward the latter part. Star has no special following but the merits of the picture seemed to draw. Short Subjects. — Mutt and Jeff cartoon.