Exhibitor's Trade Review (Mar-May 1922)

1628 EXHIBITORS TRADE REVIEW Volume 11. ISumber 2S "^Reported Missing'' Opens at Criterion Newspaper Praise Given Selznick Production, Starring Owen Moore, on Occasion of Its Broadway Showing Lewis J. Selznick's production, Reported Missing, with Owen Moore as the star, had its New York opening at the Criterion Theatre, Sunday, April 23, an event which, as later disclosed, proved to be the start of "a big week," in a box office sense, according to the Selznick announcement. The photoplay went over amid riotous laughter, and from 2 p. m., when Hugo Riesenfeld, managing director of the Criterion, started his first show going, until 11.30 at night, when the last laugh-exhausted crowd emerged from the theatre, the triumph of Reported Missing was climbing to a high mark which was maintained throughout the week, it is stated. Dr. Riesenfeld's co-operation with the Selznick forces included, among other important details, the arrangement of the program, which included Victor Herbert's "Panamei'icana" for the overture; the Criterion Magazine of news; song, "Mighty Lak' a Rose" (Nevins), sung by Miss Suzan Ida Clough; "The Resident Patient," from "The Adventures of Sherlock Holmes," by Sir A. Conan Doyle and directed by Maurice Elvey and Miss Lillian Powell, in an eccentric fox trot. A Sports Pictorial, done in Grantland Rice's best style, was on the program. The Criterion opening of Reported Miss Censorship Ordinance in Waco, Texas, Declared Void The ordinance creating a censor and regulating the picture shows in Waco, Tex., went down under the judicial snickersnee of Judge R. H. Kingsbury of the City Court, Monday, April 17, when it came before him on complaint. The case had been entered against Abe Levy of the Strand Theatre, a First National Franchise holder, and charged violation of the ordinance regulating the picture shows in refusing to comply with the provisions of the law. Attorney M. J. Ginsberg presented a motion to quash the complaint on the ground that the ordinance was unconstitutional in that it sought to delegate powers not authorized by the constitution. Judge Kingsbury said he agreed with much that had been said in the motion and in addition he could say a few things which rendered the ordinance a vicious piece of attempted legislation. In the first place, it conferred authority to enforce the ordinance upon "the director of public welfare." when in fact there was no such officer in the city. The ordinance, he said, was in contravention of every human right and seemingly the ingenuity of its framers was exhausted of individual freedom in the conduct of business. It attempted to delegate powers that belonged exclusively to the legislative branch of the city government, and he would dismiss the complaint. The ordinance, he said, was plainly unconstitutional and Mr. Levy was discharged. ing was preceded by a week of carefully planned newspaper advertising and publicity-campaign. The metropolitan newspapers carried a teaser campaign of more than usual interest, and the Sunday papers carried large space. Newspaper comment on Reported Missing included the following: "'Let it be said here and now that as entertainment it is a howling success. For sheer foolery and rdlicking comedy this film is a gem ... It is hilarious, irrepressible melodrama, when you are not chuckling at its amusing adsurdities you are interested by its genuine thrills. It closely approaches a new altitude record for high speed action." — Evening Mcuil. "If the title. Reported Missing, doesn't excite you, you may be sure the picture will ... To miss it . . . will be to forfeit an evening of genuine amusement." — Morning Telegraph. "Reported Missing . . . misses nothing when it comes to entertainment . . . There are so many laughs and so many thrills that the audience doesn't care when the central theme comes to the surface again." — Evening Telegram. "If the spectator takes it just for a high geared, swiftly moving satire . . . then he will laugh himself into spasms." — The Herald. "Five or six reels of slapstick is considerable, even if it is melodrama, but one certainly does not feel that Reported Missing is too long. The comedy is excellent and it has plenty of moments which furnish you vdth a good thrill." — The New York Tribune. "The situations are funny enough." — Evening Journal. "One grows a little tired after thii-ty minutes of loud laughter at clowning— but this does not alter the fact that there is riotous merriment in Reported Missing, that the antics of Owen Moore, in various ridiculous costumes, are amusing, that the smashing about of black^aced Tom Wilson is comical and that there are several ingenious situations in the pictures." — The New York Times. Plans Made by Fox for Filming "If Winter Comes" When Fox completes the special production If Winter Comes it will be flashed on the screen backed by extensive advertising campaign according to announcement this week. Arrangements have not been completed by the producer for the filming of the work, but plans are so far advanced that when the cameras begin to turn the director it is expected he will have in hand arrangements for a careful, elaborate and spectacular picture. While some of the scenes will be made in the Fox studios in New York and Los Angeles, many of the outdoor episodes will be photographed in England in the very localities which the author describes in his novel. Mr. Fox, in order to accomplish this, will leave for England soon, and, with A. S. M. Hutchinson, the author, he will go over the scenario and confer on all details of the production. First National N. Y. Exchanges Stage Clean-Up April was one of the most successful months in the history of the New York exchanges of Associated First National Pictures, Inc., due to the enthusiasm and' pep inspired in the sales forces of the New York, Buffalo and Albany offices by the inauguration of "Clean up Month." Plans for the month were outlined and' discussed at a preliminary meeting in New York, and the salesmen carried the spirit of the occasion into their territories with, such good results that an actual scarcity of prints was threatened daily. The basic insignia of "Clean up Month"^ was a broom, and in keeping with "Clean up" idea each office was liberally decorated' mth brooms of various sizes and designs. The meeting started at 11 o'clock in the morning and did not terminate until 7 in the evening, during which time a buffet luncheon was served. The iday was largely devoted to sales talks and discussions of business policy, together with outlining plans for "Clean up Month." Those present at the meeting were Manager R. H. Clark, E. J. Hayes, manager of the Buffalo office; A. J. Herman, manager of the Albany branch; Ben Levine, H. L. Mendelson, W. T. Wilson, A. R. Pollak, G. W. Blackman, Harry Levey, E. C. Markens. Sam Burger, Herman Goldman, Howard Levy, Dave Gross, Sam Zevin, Jack Enrich, Joseph O'Connor, Sam Lefkowitz, Lou Moskowitz, J. J. Unger, F. J. McKenna, T. A. Sachs, John Bissell, E. E. Rosecan. Sam Lewin, Harry Seid, Ed McNamee, Harry Metz, and Ralph Clark, Jr. P. A. Powers, of R-C, Bans Bedroom Scenes R-C Pictures Corporation announces this week the adoption of a production policy by its general manager, P. A. Powers, toward cleaner pictures. Mr. Powers has abandoned the generalities and issued a particular order which will apply to all^uture pictures made by R-C. Hereafter ^o bedroom scenes will be permitted m R-C productions. This written order, over the signature of Mr. Powers, was issued by him before his return to New York from the R-C Los Angeles studios, where he has been for the past month effecting a general reorganization of the production policy of his company. "Producers have cried cleaner pictures since the first censor cloud appeared on the horizon," said Mr. Powers. "Generalities are easy to say, but actual results from them are difficult to find. In issuing my order at the Coast studio I am particularizing. I am saying not only 'Let's have cleaner pictures,' but 'We are going to have cleaner pictures because there will be no bedroom scenes.' The good will of the public is an absolute necessity to the motion picture industry, and honesty and straightforwardness alone will win that good will. I intend to stand behind my order to the utmost. Anyone who attempts to break this rule will be summarily dealt with."