Exhibitor's Trade Review (Sep-Nov 1921)

October 29, 1921 EXHIBITORS TRADE REVIEW 1508c Rush Work on "Conflict" Fresh from Cutting Room, Big North Woods Picture Has Log Jam Thrill Never Before on Screen — Opens in Central Theatre Oct. 23 Associated Product Winning Exhibitors' Favor, Says Storey Exhibitors have expressed themselves as highly pleased with the product of Associated Exhibitors as typified by the three most recent announcements of that concern, according to a statement from the company this week. First: The Sin of Martha Queed, which is scheduled as an Associated feaature. Secondly: Never Weaken, which is the first of a new series of three Associated Harold Lloyd comedies, and Thirdly: Tropical Love, the Playgoers' feature, directed by Ralph Ince, starring Ruth Clifford. "We are highly pleased," said John E. Storey, sales manager of Associated exhibitors, in an interview, "that the exhibitors have found in our three distinct classes of pioduct, both features and comedies to their liking. Of course, it is a well-known fact that Harold Lloyd leads the world in his distinctive brand of comedy and affords the exhibitors box-office attractions which are comparable in money value with the best contemporary feature productions. Time and time again, you have seen a Harold Lloyd comedy featured over and above the five or six reel attraction on the same bill. The exhibitors regard Harold Lloyd as one of their best bets." With reference to The Sin of Martha Queed, which has just been announced as an Associated Exhibitor's feature, Mr. Story said, "We expect big things of this production. It is an Allan Dwan feature, and, by direct comparison, we are convinced that it is as valuable a box-office attraction as Mr. Dwan's other big productions. We prefer to make no further predictions about The Sin of Martha Queed, except to advise exhibitors to arrange their bookings at once." Questioned about the Playgoers Pictures' features, Mr. Storey expressed himself as highly pleased with the sucCess of Associateds three-a-month policy. "I need go no further," he stated, "than to say that every day I receive a great many contracts for the Playgoers' features booked on this basis." New Pauline Frederick Picture Is Completed Pauline Frederick's next R-C picture, The Lure of Jade, has been completed at that company's Hollywood studios and now is being cut and edited. The Lure of Jade depicts the story of a woman who is made the victim of jealousy and gossip, and who, in the end, saves herself from despair by the inherent goodness of her character. The early episodes of the story are laid in the United States Naval Base at San Diego, the officials of which gave every possible co-operation to Director Colin Campbell and his company when the opening fcenes of the picture were being "shot." Christie Now at Work on His Biggest Two Reeler E. W. Hammons, president of Educational Film Exchanges, is informed from the coast that the picture now in production at the Christie studio is to be the "biggest thing which Christie has yet turned out in two reels." A Barnyard Cavalier, as the comedy is to be titled, features Bobby Vernon with Viora Daniel. Miss Daniel, who is one of Christie's latest star acquisitions, has already worked in three pictures. After A Barnyard Cavalier she is to be starred in a situation farce. Conflict, characterized by Universal officials as the outstanding Universal picture of the year, and Priscilla Dean's greatest starring vehicle, has been received in the East and is being rushed to the screen before the impending railroad strike can hamper the distribution of prints and supplies. The picture will have its premiere in the Central Theatre, Broadway at Fortyseventh Street, on Sunday, October 23, where it will stay for an indefinite run. Prints also are being speeded to each Universal exchange, with instructions that the new Universal-Jewel production shall be placed at the convenience of exhibitors whose schedules may suffer from the probable rail tie-up. As a result of this change in plan, Conflict will be released simultaneously with The Fox, Harry Carey's first Universal-Jewel superWestern, now ready for release. The Fox was scheduled to go into the Central Theatre October 23, but, under present arrangements, it will be held for several weeks. The Carey picture, however, will go into the Central in time for the resulting exploitation to benefit the exhibitors who book it for a first run. Every effort is being made by Universal to get all materials and supplies for Conflict ready before the contemplated strike. The publicity, advertising and exploitation departments have dropped all other work for the time being and are concentrating on accessories for the new Dean picture. It is expected that a complete line of supplies will be in every exchange by October 30. This includes an elaborate campaign and press book, a full supply of posters of all sizes, and an unusual number of other accessories, such as oil paintings, cuts, mats, Send Film by 'Plane to Keep a Date Pathe's reputation has been built up in no small measure bv its efficient service, and nothing is permitted to interfere with this standing. Evidence of this is found in the story coming from Portland, Oregon, that the Hodkinson film, Man of the Forest, distributed through Pathe, had been carried by aeroplane from Portland to Baker City, Ore., a distance of 357 miles, in order that the Orpheum Theatre of that city could show it on the day advertised. Carrying films by aeroplane is rather a common-place incident these days, but in this instance the feat was out of the ordinarv, in that the flight was one of the longest ever made east from Portland, and was over two ranges of mountains. Man of the Forest arrived at the Pathe Portland office too late to make the shipment to Baker City in the usual way. Faced with the nroblem of disannointinec K. L. Burt, owner of the Orpheum, Baker Citv, or getting an aviator to make the hazardous trip from Portland, Branch Manager Normand immediately chose the latter course. There was no other way the film could have reached Baker City on time. window cards, lobby cards, post-cards, heralds and teaser material. Universal believes that Conflict will prove to be one of the few really big pictures of the year. It is said to be far better than Miss Dean's two previous successes, Outside the Law and Reputation. It was directed by Stuart Paton, who also directed Reputation, and who long has been known as a director of big pictures. The picture was made from the recent Red Book serial, Conflict, by Clarence Budington Kelland, one of America's most popular writers. It is laid in the big North woods, and most of its scenes were taken in the logging country of British Columbia. A dam was built across one of the small rivers of that locality for the picture. The dam created a large reservoir, backing up water for several miles. This reservoir was filled with newly-cut logs, thousands of them. One of the big thrills of the picture centers around the dynamiting of this dam and the resulting rush of millions of gallons of water down the almost dry stream bed, carrying the logs, other debris and even log cabins with it. Six cameramen were employed to get the effect of this flood, from various points along the stream course. The work of Miss Dean and her principal supporting player, Herbert Rawlinson, in riding small log-rafts and even individual logs down this flood was not only highly spectacular but exceedingly dangerous. They narrowly missed being swept into rapids. The thrill and suspense in this scene is said to be even better than the rescue scene in Way Down East. An unusually strong cast was engaged to support Miss Dean. Besides Rawlinson, the principal parts were played bv Edward Connelly, Martha Mattox, L. C. Shumway, Sam Allen. Others in the cast were Hector Sarno, Clah Norman. 0. E. Anderson, Knute Erickson, Bill Gillis and Peggy O'Dare. Changes in Title for Three New R-C Productions Three R.-C Pictures have undergone a change of title and are now going through the final stages of preparation prior to early release. Mam'selle Jo, the story by Harriet Comstock, which was filmed by Louis J. Gasnier with a cast headed by Rose Dione and Pauline Starke, becomes Silent Years. It is a drama laid in the picturesque country along the St. Lawrence River. Home, founded on the novel by George Agnew Chamberlain and directed by Gasnier, will be The. Call of Home. The story, which was adapted by Eve Unsell, is a simple one, describing the conflict between the ideals of the world and the ideals of the home and how a man and woman, after sorrow and humbled pride, come to realize what home really means — and go back. Mr. Gasnier has assembled his cast with great cnre. Irene Rich and Ramsay Wallace play the leads. Phroso, produced by the noted French producer, Louis Mercanton and based upon the famous novel of the same name by Sir Anthony Hope, will be called Possession. The theme of the story has to do with the fight for possession of an island in the Aegean sea.