Exhibitor's Trade Review (Mar-May 1922)

1410 EXHIBITORS TRADE REVIEW Volume 11. Number 2(f SeriaFs Importance Never Greater So Says Joe Brandt, Head of Star Serial^ Who Insists Prejudices Have Faded Like the Blood and Thunder Films That the serial of to-day is relatively of greater importance and commands greater recognition and box-office returns than at any other period in the history of the industry is declared in a special statement by Joe Brandt, the motivating power in the affairs of the Star Serial Corporation, producers of the Eddie Polo serial, Cap'n Kidd. The old and unfounded prejudices against serials, the old-fashioned belief that its appeal was exclusively confined to children, the old idea that the chapterplay served only as a "filler" to round out an entertainment, has disappeared, according to Mr. Brandt, and he goes further by saying that the serial of to-day has become as important a part of the average motion picture theatre as the feature, comedy or news weekly. "Not so very long ago I prophesied that the time would come when the genuine, honest-to-goodness chapter play would be booked in some of the country's foremost motion picture theatres. At the time of the publication of that statement I was given to understand, in no uncertain terms, that my judgment was warped and that my serial conclusions were not alone unfounded but utterly ridiculous. Many film folk told me that my serial ideas were theoretically sound but that from a practical viewpoint they would not function. "To-day, however, the serial is being booked for long runs in some of the country's largest theatres. Its importance in the country's small motion picture theatres is not to be underestimated. Of course, I will concede to the admission that the type of 'blood and thunder' serials has passed and gone the way of the proverbial wooden Indian, but that, I maintain, does not represent the real reason for the long strides which the serial has taken and for the recognition which it now commands. "It has always been my belief that the serial has always filled an important part of the exhibitor's scheme of things. In the small town its prestige has grown to a point where I may safely say that in some instances it takes precedence to the feature attraction. "The serial has been the 'point of contact' with patrons and the theatre over periods of fifteen to eighteen weeks, and that the ex:hibitor is not unappreciative of its merits is evidenced by his desire to continue booking serials for as many as five and six days during the week. "For a long time I have watched carefully the results of the booking of serials in the country's representative theatres. My findings are that in some instances the large theatre which caters almost exclusively to a transient trade is not as successful as the small town or neighborhood theatre. And the reason is obviously apparent. If these large theatres would only give more time to the selection of their serial attractions and also give as much attention to their exploitation and presentation as they do to their feature offerings the theatres, which report that 'serials are not popular' would have a different and far more profitable story to tell." Second National to Unusually Exploit "Broken Shadows" Second National Pictures Corporation announces that the title of its fourth release, a visualization of the novel, "Nance," by Charles Garvice, will be Broken Shadows. It was selected, according to W. J. Auchterlonie of the corporation, not only because of its aptness as a descriptive title but also because it is in line with the Shadows advertising campaign conducted in trade publications through the past two months. This is an exploitation of the obvious fact that socalled "motion pictures" are produced simply by the play of shadows on a lighted screen, and from week to week new phases of shadow play are being dealt with in the advertisements of Second National. In Broken Shadows Isobel Elson, Mary Forbes, Ivan Sampson and James Lindsay are featured. The production was directed by Albert Ward. It is said to be romance strong in the elements of mystery, emotional appeal and love interest. The scenes are laid in Ireland. New and striking shadow effects will be employed in the advertising of this production. Di Lorenzo Sells Three Territories on "Blaze Away" Di Lorenzo, Inc., announced this week that the following sales were closed on Blaze Away, the first of a series of six Big Boy Guinn Williams features that are to be released in the independent market: Texas, Oklahoma and Arkansas sold to the R. D. Lewis Film Corporation of Dallas; North and South Carolina to the Continental Pictures Corporation of Charlotte, and foreign rigl^ts for Argentina, Paraguay, Uruguay, Chile, Peru and Bolivia to Max Gluckman of New York City. Pending negotiations on other territories indicate the next week will witness more than fifty per cent of all territories sold on the first of the new "Big Boy" Williams series, from the studios of the Frederick Herbst Productions and directed by W. Hughes Curran. In referring to the highly commendatory trade press reports on Blaze Away, Mr. Di Lorenzo said: "When we engaged Guinn Williams to star in a series of twelve productions we had every belief that our product would be gladly accepted in the state rights market, since we realized Williams' potentialities as an actor. According'ly it was with no sense of small pride that we read the highly praiseworthy comments of the trade press on his first story." The second of the "Big Boy" Williams series, titled The Trail of Hate, is believed by Mr. Di Lorenzo to have an even better story and greater possibilities than the first of the series. Pacific Offers Exchangemen a "Partial Payment Plan" John J. Hayes, president of the Pacific Film Co., producers and distributors, has placed in effect a new sales policy known as the "partial payment plan." Mr. Hayes invites subscribers to buy Pacific territories still unsold for the three current Pacific releases by paying 20 per cent of the territory cost down and 20 per cent every thirty days until the full price has been paid. By buying pictures under this plan, which will be in effect but a short time only, states Mr. Hayes, the exchangeman's capital need not be impaired at a time when the independent is having "rough sledding." E. K. Lincoln in Dillon Cast The initial Edward Dillon picture to be produced for the Genius Film Productions, Inc., will have in its cast Florence Dixon, E. K. Lincoln, Cyril Chadwick, Hedda Hopper, Margaret Seddon, Julia Swajme Gordon, Maude Turner Gordon, Charles Hammond, James Harrison, Richard Carlyle and Emily Fitzroy. The working title is Gold Plated. Mr. Dillon is still undecided as to releasing arrangements. The Adelaide Heilbron story is an original one and takes place on land and sea. ET OTHERS TALK! — ^we're modest WATCH the "BIG BOY" WILLIAMS SERIES Motion Picture News: Moving Picture World: Exhibitors Trade Review : Exhibitors Herald: WHAT THE TRADE IS SAYING ABOUT 61 BLAZE AWAY!" ... A sure-fire brand of entertainment. The BEST of Guinn U lUiams' features . . . pler-ty of VITAL ACTION. ... IT CARRIES THE) SPECTATOR ALONG THROUGH ITS HUMAN INTEREST ELEMENT and its DRAMATIC PUNCH: "Blaze Away," starring "Big Boy" Williams, is among the BEST and MOST ENTERTAINING productions released in the open market this season. "Big Boy" Williams doe.s HIS BEST WORK in "Blaze Away." . . . For horsemanship THIS PICTURE is EXCEEDINGLY CLEVER. . . . Continuity is smooth; photography good; lighting is excellent. NO STATE RIGHT BUYER SHOULD FAIL TO SEE "BLAZE AWAY"— IT IS A WINNER . . . packed full of suspense from START to FINISH. W. Hughes Curran, the director, has done a CRAFTSMANLIKE JOB. Molly Malone, playing opposite Williams, looks like a MILLION Dollars. It was a pleasure to view the work of Williams. A CLEAN WESTERN DRAMA. FULL OF ACTION and THRILLS. Well photographed. Will SATISFY lovers of true-to-tvpe Westerns. Williams has pleasing personality and CARRIES A WICKED PUNCH. Good, clear photography, well chosen locations and a LOGICAL CONTINUITY. Produced by Frederick Herbst Productions Pi LORENZO Nc 135 WEST 44TH STREET NEW YORK CITY Directed by W. Hughes Curran