The Film Mercury (1926-27)

Hollywood, Calif. THE FILM MERCUR Y . RIDAY, APRIL 30, 1926 j~E Pago Fifteen '‘CHIP OF THE FLYING U,” a Universal-Jewel production, starring Hoot Gibson, directed by Lynn Reynolds. Critical Analysis. UniversalJewels will cease to be jewels if this picture is an example. The story contains no melodrama, usually considered so vital to westerns. The plot, although it might have been interesting and amusing if more deftly handled, is boresome. There is too much sameness of action. This picture may satisfy the adolescents, however. Hoot Gibson had better watch his diet; he is becoming a little heavy. His action is slow, and he lacks the vim which won him popularity in the past. . Box Office Angle. Not up. t<> the usual Hoot Gibson picture, but it will probably satisfy those youngsters who like westerns. — R. H. W. WEST COASTCUTTING DOWN ON EXPENSES West Coast Theatres, Inc., are cutting down expenses right and left. One hundred were reported let out in the past week. Billboard advertising has been curtailed and so has a lot of newspaper advertising on certain theatres. The twenty theatres scheduled to be erected by West Coast have been abandoned for the present. West Coast have lost the Hollywood Theatres from their affiliation it is said. Los Angeles is said to have too many theatres now, in fact an executive claims theatre building is ten years ahead of the population, there being more theatres now than patrons. The next month will see a lot of things happening in West Coast inner circles. The recent visit of Richard Rowland was in reference to this. • • • . Showmen Protest (Continued from page 1) house, is booking independent features for one night from various Los Angeles film exchanges and advertising these productions as previews. Among the features which the .Sherman Theatre claims have been booked into the Marquis under the guise of previews are: “Kit Carson Across the Great Divide,” “The Other Woman’s Story,” “The Courage of Wolf heart,” “Down on the Swanee River” and “The Taxi Mystery.” If there are any other exhibitors who have facts regarding similar practices, the Film Mercury would like to hear from them. DORIS SCHROEDER GEORGE GREEN Titling Current. Evelyn Brent Production for F. B. O. HOlly 7145 TAY GARNETT With HARRY LANGDON IOHNNY. WALKER SIGNS DIXIE DAVIS Dixie Davis, screen “discovL ” who recently arrived in Hollywood from New York, is reported as having been signed as leading woman by Johnny Walker. Richard Barthelmess has also made a test of the actress for a part in his next picture. Walker is expected to begin production on a series of films shortly, and has just bought screen rights to the stage play, “The Phantom Legion.” * * * Mathilda Comont is playing a role in the William Fox production, “What Price Glory?” Raoul Walsh is directing. TEC-ART TO REMAIN HERE PERMANENTLY Tec-Art Studios, . Inc., will locate permanently in Hollywood. They have taken a long term lease on the old Clune studios, 5356 Melrose Avenue. Tec-Art operate two studios in New York and have constructed all of the settings on the last five Barthelmess pictures and are doing his present productions. Albert D’Agastino is in charge. • • • WARNER RICHMOND IS ADDED TO FIRE FILM Warner Richmond has been signed for a role in the M-G-M production, “The Charge of the Fire Brigade,” in which Charles Ray has the leading male role. It’s Time to Think of Straw Hats HOLLYWOOD’S SHOP FOR MEN OFFERS THE NEWEST CREATIONS WEAVES AND MODELS IN STRAW HATS HABERDASHERS Jones & Barnes Hollywood’s Shop For Men 6507 Hollywood Boulevard at Wilcox (SX ©e (sX (SX m (SX @5? ®X (SX (§X (SX (SX ©? (SX ©? (SX ©e (SX ©? gx ©? (SX ©? ®x ©? (SX ©? (SX ©e gx ©e Engagements Are Secured ' By Our Service, Investigate! Screen Library “FILM THE BLUE BOOK % % MARCH ISSUE AVAILABLE ■GLadstone 2064 1606 N. Highland Ave.l FOR COURTEOUS CAB SERVICE DOW TAXI ^ GLadstone HOTEL PLAZA 2121