Exhibitor's Trade Review (Sep-Nov 1921)

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1510 EXHIBITORS TRADE REVIEW Volume 10. Number 22. Ince Aims at New Standard Producer Tells of Effort to Advance Motion Picture Art Through His Production, "Hail the Woman" Discussing world conditions reflected upon sand by motion pictures, Thomas H. Ince this week issued a statement from the executive offices of the Ince Studios at Culver City, Cal., in which he details the reasons why he has produced Hail the Woman, his forthcoming special, for x-elease by Associated First National Pictures. Mr. Ince's statement follows: "We are living in a period when people in all walks of life from one end of the world to the other are turning critical eyes upon well established and accepted standards. The spirit of the renaissance is upon us; the world is struggling for a rebirth of ideas, and old standards are being carefully weighed so it is not surprising that we motion picture producers should have been called upon to establish a new standard. "Tritely expressed, the challenge of the public has been 'To produce bigger and better pictures.' Thus it is that in the spirit of accepting this compelling challenge for a higher standard that has steadily grown in volume during the year, I have produced Hail the Woman. "To me, Hail the Woman symbolized the answer of the entire motion picture industry to the world-wide cry of newer and higher standards in all lines of human endeavor. And I say this with a full realization of the enormity of the task I have undertaken, the establishment of a new standard in an entire field of art. "Yet, I offer Hail the Woman as a new standard where the standard has already been placed high, with every confidence that it will be so accepted unhesitatingly by critics both within and without our art industry. "This production has been created with universal audience requirements. If my judgment is of any worth, this picture will attract and completely satisfy not the urban clientele or the rural audience or any particular, individual class, but everyone, everywhere, and at any time. I am further convinced, basing my conclusions on years of experience and a careful analysis of the trend of the times, that it will meet with more complete pubMc approbation and will give rise to more word of mouth advertising than any production with which I have ever been connected. This unique story is unf'^dfl like the book of life itself, through the genius of a brilliant company of screen players. Florence Vidor, Madge Bellamy, Theodore Roberts, Lloyd Hughes, Tully Marshall and others have given their best in an almost religious interpretation of the characters of flesh and blood that live through this deeply emotional play. I am proud of their splendid achievement. "I need not dwell upon the wonderful theme of this tremendous drama of American life as woven into Hail the Woman. I need only reiterate that in Hail the Woman I confidently submit what to my mind will be greeted as a new standard in the art of the motion picture. For myself, I know that it is my supreme effort, and I can only ask in all sincerity that every individual having the future of our great industry at heart carefully notes the manner in which this production is received by the great mass of picturegoers. Then let a verdict be rendered as to whether this is the type of production for which picturegoers in general have been groping." "Theodora" Opens; Gold w vii Also Has Second Foreigner The engagement at the Astor Theatre, New York, at the regular theatrical scale of prices, of Goldwyn's Italian spectacle, Theodora, made by the Unique Cinematog aphica Italiana, under the direction of Signor Ambrosio, from Victorien Sardou's celebrated drama, did not begin on Monday night, Oct. 10. It was postponed until Friday night, Oct. 14, to give more time for the arrangement of the elaborate and complex musical presentation which is being prepared for it. The accompanying musical score was arranged by Erno Rapee and William Axt, under the supervision of S. L. Rothafel, Dresentation manager of the Capitol Theatre, under whose general direction Theodora is being screened at the Astor Theatre. It was found that more time was needed for orchestral rehearsal of the score in order that smooth presentation might be given. Theodora was made by the same people responsible for the first big screen spectacle, Cabiria, the story of which was written by D'Annunzio, author of The Ship, another spectacular film which Goldwyn has imported from Italy, and is said to outdo Cafeiria in the magnitude of its production, the number of persons employed in filming it and in dramatic and thrilling suspense. "Morals" Announced as Next Vehicle for May McAvoy An announcement from Realart is to the effect that Morals will be the next May McAvoy production to followEverything for Sale. A preliminary announcement from J. S. Woody, Realart's general manager, who reviewed this picture while at the coast, is to the effect that it surpasses anything heretofore produced by his company. While Mr. Woody insists that Morals is of such merit as to place it in a classic with "specials," it will not be handled as such, however, taking its place with the regular releases and being made available for all franchise owners. The story is an adaptation of the novel, "The Morals of Marcus," by William J. Locke. Julia Crawford Ivers prepared the continuity from which William Desmond Taylor worked. "But it is on May McAvoy," Realart says, "that the greatest praise will descend for her triumph as 'Carlotta,' the little English girl reared in a Turkish harem, who, through a combination of dramatic circumstances becomes the ward of an English peer. In Morals Miss McAvoy gives the same wonderful portrayal that characterized her historical Grizel and duplicates the marvelous acting seen in her earlier production of Sentimental Tommy." The male lead is played by William P. Ca-rleton, who. perhaps, will best be remembered for his portrayal of the hero role in The Inside of the Cup. Others of the cast are Kathlyn Williams, William E. Lawrence, Sydney Bracey, Bridgeta Clark, Starke Patterson, Nicolas de Ruiz and Marian Skinner. James C. Van Trees had charge of the photography, and Harry Fellows assisted the directer. Fred Niblo Signed to Direct Anita Stewart Fred Niblo, director and erstwhile stage star, has signed a contract with Louis B. Mayer to direct Anita Stewart. Mr. Niblo was the director of The Three Musketeers as well as many other successes. He is now assembling his staff at the studio, where he is making preparations for filming Herbert Bashford's The Woman He Married, a famous stage play, which has been adapted for the screen by Josephine Quirk. The work of production will be started as soon as Anita Stewart returns from New York, which will be about Oct. 15. The Woman He Married will be presented by Louis B. Mayer through Associated First National. The development of moving picture theatres Since moving pictures were in their infancy we have been building piclure theatres. One of the first to be built was ck signed and supervised by us. And we have kept pace with the deve'opment of this great business in all its phases. Hoffman-Henon Co., Inc. Architects and Engineers Finance Building Philadelphia, Pa. Theatre Inter-Insurance Exchange A Specializing Organization writing Fire Insurance on Motion Picture, Vaudeville and Legitimate Theatres only If your theatres meet the requirements you can secure real protection at a large saving in insurance cost. W rite for information THEATRE INTER-INSURANCE EXCHANGE 137 South Fifth Street Philadelphia, Pa. Index to Reviews in This Issue Page 1554