Exhibitor's Trade Review (Sep-Nov 1921)

1508b EXHIBITORS TRADE REVIEW Volume 10. Number 22. Trade Press Praises " His Nibs" Reviewers Joined by Editorial Executives in Commending "Chic** Sale and Exceptional Pictures Corporation for Unique Feature Immediately after the premier presentation of His Nibs at the Hotel Astor, New York City, on the evening of October 6th, letters and telegrams of congratulation by the score were received at the office of the Exceptional Pictures Corporation, commending Alexander Beyfuss, vice-president and general manager of that company, for the unique way in which this first Chic Sale production was offered to the motion picture trade. William A. Johnston, President of the Motion Picture News, the day following the showing, wrote Mr. Beyfuss as follows: "I want to extend my sincere compliments on the masterly manner in which you presented the Chic Sale picture, 'His Nibs' at the Hotel Astor last evening. The picture is fine. It is a distinct novelty very well handled, and has many points of popular appeal. Not the least of its assets, however, are its exploitation angles, and these you brought out with remarkable skill. Your country store lobby, the costuming' of the ushers and orchestra, and the music — all of these accented the rare personality of Chic Sale, and the homely appeal of the picture. You not only introduced 'His Nibs' to New York in the best possible style, but you have given a criterion for all other exhibitors to follow. If the exhibitor who books this picture does half as well, and takes advantage at all of the widely known name of Chic Sale, there won't be any question at all about his boxoffice profits." Mr. Arthur James, Editor-in-Chief of the Moving Picture World, in the editorial columns of his publication, has this to say: "Alexander Beyfuss has demonstrated his showmanship and insured for himself and his associates of the Exceptional orzanization a feature picture that will make money for exhibitors and give to their audiences a most satisfying feast of fun. We loik for more of Mr. Sale — we need him on the screen." Miss Marion Russell, of The Billboard, took the occasion to write Mr. Beyfuss as follows: "I so thoroughly enjoyed the picture 'His Nibs' that I am sending you under separate cover a copy of The Billboard, in which the review appears, with my compliments. "If we had more pictures of this type it would work toward the betterment of the industry." George D. Gould in "The Motion Picture News" writes: "With each moment replete with real humor, really artistic characterization, and undisturbed, continuity flow, a picture is bound to 'get over..' 'His Nibs' is in that class. Charles 'Chic' Sale is the picture. From start to finish he puts over the 'hokum' of his rule characterizations, so well known to vaudeville audiences throughout the country, in rapid-fire fashion. Presenting myriad leads for striking and successful exploitation, exploitation which need not be accompanied by any but a modicum of expense, the exhibitor, small or hi-?, country or city, is assured of a boxoffice medium which mav well be classed with 'Down on the Farm' and The County Fair.' To the wise exhibitor no more need be said. And, in addition to equal exploitation advantages, it is better entertainment than the two mentioned." In the "Exhibitors Trade Review His Nibs receives the following comment: "This offering is a distinct novelty. There is comedy and plenty of it, and it is upon that the picture makes its bid for popularity. Fpw pictures have ever contained such ciearly indicated opportunities fo'' showmanship and at comparatively little expense." C. S. Sewell in "The Moving Picture World" states: "Altogether nevel and very entertaining is 'His Nibs,' sta'-rinT Charles (Chic) Sale, distributed by Exceptional Pictures Corporation. Here is a production that is entirely different from anything vet presented on the screen. His nrotrayal of 'His Nibs' is one of th^ best r'hnracteri7itions ever seen on the screen. Pis mnke-un in this role is exo^ent, his humorous tnueh"S sure and his interpretation so real that even while you are enjoying th<> nuaint sid° of his character you feel a strong sympathy for the old man." Arthur James. ^di+^-in-Chiof of "The M^vino Picture World" has this to say editorially: "Charles Sale, otherwise '"'hi" Pele of vaudeville, is the newest and best recruit to t>"» <?e're«Vs actors of importance and he has succeeded in <iie Exceptional Picture. 'Hi" Nibs.' in contriving n clmrm'n'? noveltv that is as clean <ig a hinnfl'*. tooth and a« downright fnnnv as a"Yt.hinir that he featured its way into our view f"T a long time. b . "Portt-ayino seven roles in on* P'etive" and doing them all well is a feat, but better than that is the sum total of the feature's effect upon an audience. At the Hotel Astor showing this effect was to provoke hearty laughter in waves that rose high and it was demonstrated that Mr. Sale in 'His Nibs' is splendid entertainment. We look for more of Mr. Sale — we need him on the screen." John Spargo of "Exhibitors Herald": "We have had close to an overplus of dual roles in pictures recently, but it remained for Chic Sale, long a favorite of the vaudeville stage, to give us a picture in which the star plays seven parts, and makes each character a distinct personage with an artistry that is little less than marvelous. 'His Nibs' is in a class by itself. All in all, the initial venture of Mr. Sale in pictures has provided a classic in comedy which will undoubtedly set a mark that even this gifted fun-maker will be long in passing." Miss Marion Russell in "The Billboard" praises His Nibs in the following manner: "This is the acme of droll comedy, unique characterizations and rural typ-?s such as the cinema has never before presented. Charles Sale outshines all previous efforts of screen stars thru his picturization of seven distinct roles. Hats off to the producer of this most humorous film. The picture carries one hundred laughs. "This type of picture stands in a class by itself. There have been innumerable rural comedy dramas oh screen and stage, but this clever comedian has gone one better and made 'His Nibs' a classic of the celluloid. His impersonation of seven different types has not been surpassed in my recollection. Such a picture is worth the highest praise and we are confident that the public will not be slow to express its appreciation." Malcolm Strauss Is Slated to Head New Picture Corporation Announcement of the formation of the Associated International Pictures Corporation has just been made. It is organized for the purpose of distributing the products of both foreign and American independent producers. Those who have been elected to serve on the Board of Directors, at a meeting held in their offices at 6 East 39th Street. New York City, are Malcolm Strauss, author, artist and motion picture producer; Louis Meyer and Paul Meyer, publishers of Theatre Magazine; George S. "Son of Wallingford" Going Big in Los Angeles The run of Vitagraph's special, The Son of Wallingford, at the Kinema Theatre, Los Angeles, was only a few hours old when the management of that theatre was impelled by the capacity crowds and general satisfaction to wire its congratulations to the Vitagraph Co. in New York. The Kinema Theatre in Los Angeles is one of the finest motion picture theatres in the country, but it was hardly large enough to accommodate the crowds turning out for the first "Wallingford" performance there. An additional telegram from Vitagraph's Los Angeles manager on Tuesday stated that the big crowds were continuing to flow into the Kinema. In his telegram to Vitagraph, Edward A. Smith, the Kinema's managing director, said: "Congratulations on The Son of Wallingford. It opened at the Kinema Theatre yesterday to enormous business. Am glad to say that the verdict of our patrons agrees with ours — namely, that it is a great picture." Hellman, treasurer of the Hugo Ballin Productions, and Charles Presbrey, vicepresident of the Malcolm Strauss Productions. The officers of this new corporation have not, as yet, been elected, but it is rumored that Malcolm Strauss is slated for the presidency. Commenting on this newly formed organization, Mr. Strauss had the following to say: "For years the exhibitor ignored independent distributors and flocked to the big program productions. And what was the result? He became tied up with the big corporations and contracted for a stated number of films before they were even photographed, trusting, however, that after he viewed the first, the ones that followed would maintain the same high standard. But they did not. The subsequent films were often lacking in human interest, adequate 'sets' and good acting. Now I do not say that all films that Mr. Exhibitor contracted, lacked merit. But I do contend that frequently inferior productions were palmed off on him. The exhibitor holding such a contract must take whatever picture the big distributors tender him. Then it becomes a case of paying or playing and so he is forced to play an inferior production while he knows it to be diametrically opposed to the psychology of his patrons. Moreover, when a good independent production is available, his hands are practically tied, for he must abide by the terms of his" contract and furnish his patrons something which they fail to esteem. Thus it appears that the only way for the exhibitor to procure something different is to book pictures from the independent producer who makes only a limited number of pictures annually. In this manner it enabled him to donate more time and thought and study; not alone to all the minute details but to the story in its entirety, and again remember that he is not bound to rush his production by a certain date as is the case with the program producers. "But time has brought a change. The exhibitor has come to appreciate the real value of the independent distributor just as the latter has come to realize that without the patronage of an independent exhibitor his business cannot progress. Therefore it is the intention of our newlyformed organization to supply the independent exchanges with the best pictures obtainable from independent producers. It is our aim to distribute films for the clean-minded millions and we shall concentrate our efforts upon the independent market with screen productions containing the highest type of story, superb direction and gifted principals in an environment that will present every facility that goes to ake up a successful motion picture vehicle. Our company has been organized to distribute productions from the independent producers in both this country and abroad. In addition to the American products which we shall offer to the exhibitor, we have arranged with several foreign independent producers to make pictures which they will distribute through us. according to American conceotions. Heretofore foreign productions have not been suitable for the American market. In some cases it is the players or the 'sets' that* do not conform to our conception or again their storips fail to receive our sympathy. The foreign producers who are affiliated with us have agreed to utilize American ideas in their productions as to casts and stories. The combination of their marvelous dramatic power, their artistic locations which are new to us. coupled with our American standards will give to the public of this country the very best found in the realm of the motion picture art. "Our initial offering will be 'Tears of the Sea." a spectacular super-production now in the final process of titling preparatory to an early release.