The Film Daily (1923)

THE Friday, May 4, 1923 -2&*i DAILY Not In Control (Continued from Page 4) Replying to questions about "Paraiount Week," Ludvigh said all the oducers had imitated F. P.-L. in :tting aside certain weeks or months . the year for sales drives, so much > that "Paramount Week" was al;OSt in the discard from imitatic i. The defense then scored a decided )int on the subject of block-sales, here was considerable argument rer exactly what a subpoena addres:d to S. R. Kent called for. But ludvigh, giving his interpretation of hat was wanted, said that "The jorty-One" had been sold in block lly to first run theaters in Salt |ake and Portland, Ore.; and "The jhirty-Nine" had gone in block only i first run theaters in Des Moines ud Salt Lake. , Reviewing past seasons, he deared that there had been no comi.ete first run block sales in 19191)20. In 1920-21. Block 1 (covering ctures released in September, Ociber and November) was sold Dmpletely only to Saenger in New Irleans, the New Garrick, Min:apolis; the Capitol, Oklahoma City, e Empress-Queen in Salt Lake; le Walnut, Family and Strand in incinnati; and a theater in Seattle. Block 2 of that season (releases in le next three months) went cometely to the same first run theaters, mining the New Garrick, according ) Ludvigh. And Block 2 (coverig releases of the remainder of the :ason) went only in its entirety to le theater in Des Moines, and one ich in Oklahoma City, Salt Lake and eattle, and the Cincinnati group. In the case of Block 1, the New arrick had not even played the hole block, said Ludvigh. Three ictures were cancelled. The blocks, hich went to Saenger were divided p among five theaters, he added. nd the Cincinnati theater group so cancelled three pictures out of leir block-bookings, he said. Gaylord Hawkins, for the Governent, insisted that the information anted would cover all the bookings !■ ade by exhibitors, first run, and it J as finally decided to call S. R. Kent ji this point. | The defense scored again when udvigh declared: "It's a popular lllacy that you can force first run leaters to take pictures in block, /e couldn't even make Dr. Riesen:ld take all our pictures unless he lought they were good." Charles Goetz. New York exiiange manager for Warner Brothers, |;clared he had never attempted to '11 any pictures to the Broadway lamous Players house, because he olieved the Capitol and Strand, 'hich have booked Warner product, lere better for exploitation purposes. Le thought, however, he could secure ookings at the Rialto or Rivoli, but id never done so because he condered the arrangement with the j:rand and Capitol satisfactory, oetz was not given cross-examinam. The last witness of the morning, eorge H. Balsdon, Vitagraph New York exchange manager, underwent a severe grilling by defense counsel. He declared, on direct examination, that he had endeavored to book pictures into the Rivoli, Rialto and Criterion, but in every instance except one had been told by Joe LaRose, assistant to Dr. Riesenfeld. that there was no "open time." Swaine took up a list of Vitagraph releases, and asked the "witness if he didn't know that "The Sheik's Wife" (Vitagraph) was released after "The Sheik" (Famous Players) was being distributed. The witness said he "believed" it was, and added that he had offered it to La Rose. "How did you expect to put 'The Sheik's Wife' into the Rialto and Rivoli when it was released after 'The Sheik' and when the advertising of the picture was similar to that of 'The Sheik?' " Swaine demanded. Balsdon denied the similarity of advertising at first, and Swaine produced ads. of both pictures from the trade papers and the witness looked at them, finally admitting that in certain respects they were very similar. Swaine then showed the witness an ad. of "The Sheik" sent out by F. P.-L. to its exchanges as contrasted with an ad of the Vitagraph picture in the New York World, and Balsdon admitted that the form of lettering and other details were "the same or very similar." On redirect examination, Hawkins took up the list of releases and asked the witness, picture by picture, whether these had been offered to the Famous Players houses on Broadway. In some cases, the witness said he was not sure and would have to look up his records. Several of the pictures had been submitted, he said. Cross-examined again, Swaine brought out that "A Rogue's Romance" was a Vitagraph reissue, released after Rudolph Valentino had gained his popularity. He showed Balsdon a page ad. from a trade paper which advertised the picture as "Rudolph Valentino in a Rogue's Romance. A Vitagraph October Release." This was in October, last year, after "Blood and Sand" had been released. The witness admitted that the Vitagraph picture had originally been released some years before. "In other words, you did not advertise it as a reissue," Swaine said. The witness said he did not have direct charge of advertising and publicity at the Vitagraph New York exchange. "Well, did you tell the exhibitors it was a reissue?" Swaine persisted. Balsdon answered that the exhibitors were told the truth about the picture when they asked. At the afternoon session, several exchange managers were asked about their experiences in getting first-runs on Broadway. W. C. Herman, of the Universal, New York exchange, said he had submitted four or five pictures to the Rialto-Rivoli. One, "The Flirt" played the Rialto, and "Driven" went into the Criterion. On crossexamination, Hermann said Universal had sold numerous short pictures to the Rialto and Rivoli. Henry Siegel, New York district manager for Select, said none of his company's pictures had been booked by the Rialto and Rivoli for about three and a half years. For "Reported Missing" and "Love Is An Awful Thing" the Criterion had been leased on flat rental, he said. Cross-examined, Siegel said eight of the twelve Select pictures he considered entitled to first runs in recent years had got Broadway showings. He explained that he had approached Dr. Riesenfeld recently about getting the Criterion and was told that "the picture in there now would probably run till Fall." "If you owned 'The Covered Wagon' would you interrupt it^ run to book some other picture?" the witness was asked by Swaine. Siegel said he would not. George M. Dillon, Hodkinson's New York Exchange manager, declared he had not been able to get any of his pictures into the Rialto and Rivoli. He claimed he was trld there was no open time. One of these films was "Down to the Sea in Ships," which the witness said Dr. Riesenfeld considered a good picture, but was unable to give it dates. When he sought the lease terms on the Criterion, on one occasion. Dillon said the price asked was $2800 for "the four walls and the front of the house personnel." He would have had to pay extra for the electric sign, music and advertising, said the witness, who called the terms "not profitable." Charles Rosenweig, F. B. O. exchange manager for New York, and Rudolph Berger, of American Releasing, were also examined. The latter said he had submitted two pictures to Riesenfeld, but without success. Stoll Showing Next Tuesday Stoll's showing of "The Prodigal Son" will be held at the Capitol next Tuesday morning. Due to a regrettable error, it was stated in these columns that the showing was scheduled for the Tuesday of this week. Liberty, Muncie, Fire Loss $8,000 (Special to THE FILM DAILY) Muncie, Ind. — A short circuit is blamed for a fire that destroyed a great part of the Liberty theater on So. Walnut St. The house is operated by A. E. Beni.jtt. Ball for Atlantic City (Special to THE FILM DAILY) Philadelphia — Local exhibitors and exchanges are expected to participate in a ball scheduled for Atlantic City in August. Offer Cartoons Gratis Modkinson is offering a Max Fleischer cartoon free to every exhibitor who books "Fun from the Press." Ready Soon E. K. LINCOLN with an all-star cast The Super-Special "THE RIGHT OF THE STRONGEST" Zenith Pictures Corp.'n Chester Lyons will photograph all future Borzage Prod. WOULD EXTRA CASH BE A LIFESAVER NOW? This organization will finance your proposition in such an emergency. REASONABLE RATES AND CONFIDENTIAL, SPEEDY SERVICE Let's Get Acquainted CHROMOS TRADING CO. 1123 Broadway Suite 1207-8 'Phone Watkins 4522 Mfflwwms MADE TO ORDER Commercial Developing and Printing June Mathis, Greatest Editor in the World GoMwjm ***« Big Things !