Motion Picture News (Mar-Apr 1923)

1702 Motion Picture News Production -Distribution Activities "Hero" Proves Worth in L. A. House "The Hero," the Preferred Picture released by the Al Lichtman Coryporation, has closed a highly successful run at Miller's Theatre in Los Angeles where it had its western premier. Box-office receipts reached a proportion that persuaded the management to hold over the attraction a second week. Grace Kingsley in the Los Angeles Times reviewed " The Hero " with "The Famous Mrs. Fair" heading them, "They are human." Speaking of "The Hero"' she said: A man of ideals, Gasnier is not afraid to deal with human nature as it is. . . . And then the climax. Griffith himself never did anything finer." The Los Angeles Examiner classified it as follows: "Louis Gasnier has gone and done it. He has directed a picture that tells a story, tells it well and clearly, tells it dramatically and gets it over without recourse to extraneous hokum. Gasnier has given himself something ot live up to in 'The Hero.' " President Harding Sees Goldwyn Features President Warren G. Harding telegraphed Goldwyn Pictures Corporation last week asking that prints of three of its most recent productions be sent to him in Florida so that they could be screened for him on the train en route from Florida to Washington, according to the Goldwyn office. The three pictures were Maurice Tourneur's production of " The Christian," the Pola Negri film, " Mad Love," and R. A. Walsh's South Seas picture, " Lost and Found." Arrangements' were made by wire from Goldwyn headquarters whereby prints of the three pictures were placed aboard the Presidential train. w ISCONSI EXHIBITORS N — It's a Gold Mine for Profit TEMPTATION The Super-Special that will tempt your Patrons' dollars into your Box Office. What About Your Dates? TELEBRATEn ^ PLAYERS FILM CO. \j Milwaukee, Wis. "Fun from Press" Drive Winner Hodkinson Branch Offices Hang Up Remarkable Record in Sales Returns MUCH satisfaction is expressed by the W. W. Hodkinson Corporation over the results of their recent concentrated drive on The Literary Digest's " Fun from the Press." Some remarkable records were hung up, and tabulations of the returns, which have just been completed, indicate that the high score for the period went to the Denver office, in charge of Mr. H. O. Bartels. Mr. R. E. Nehls, Branch Sales Manager of the Cincinnati office, ran a close second. The quota assigned to each office was based upon the amount of sales of " Fun from the Press " made by each office during the preceding six months, so that each office was, in reality, competing with its past record. Some remarkable percentages were turned in during the four weeks of the drive. During the first week, Mr. L. J. Hacking, Branch Sales Manager of Boston, sold 135 per cent, of his quota; Mr. H. O. Bartels, Branch Sales Manager of Denver, sold 283 per cent., and Mr. R. E. Nehls, Branch Sales Manager of Cincinnati, 142 per cent. During the second week, Cincinnati achieved 130 per cent, while Cleveland (C. L. Peavey, Branch Sales Manager) subsequently turned in 160 per cent., and New Orleans (Mrs. A. H. Sessions, Branch Sales Manager) 128 per cent. Reports indicate that exhibitors throughout the country are strongly appreciative of the nation-wide advertising and exploitation given " Fun from the Press," by The Literary Digest. This campaign embraces advertising in some 600 daily newspapers throughout the country, with an approximate circulation of twenty million. The campaign conducted by The Literary Digest in conjunction with the Hodkinson efforts is considered to be one of the most extensive and far-reaching exhibitor-helps ever launched in the motion picture industry. As evidence of the enormous benefit to the exhibitor derived from this campaign, Mr. Post of the Hodkinson offices, states that figures have been compiled showing that the cost of booking the film is less than the cost of circularizing leaders of The Literary Digest in the exhibitor's own community. "Crashin' Thru" F.B.O. Release Romantic Western Drama Is Fourth Production Starring Harry Carey ing man of a score of big productions, has an important role. It is said to be distinctly different from anything in his motion picture career. His appearance as a lazy and weak-willed young cowpuncher should interest his large following of screen admirers. Vola Vale plays the leading feminine role and other principals in the cast are Myrtle Steadman, Charles LeMoyne, Nell Craig, Joseph Harris and Donald McDonald. Val Paul, who is responsible for all the Carey-F.B.O. productions, directed, and Beatrice Van, adapter of "Fighting Blood" and many past F. B. O. successes, scenarized the story. t^RASHIN THRU," the fourth V-d Harry Carey F.B.O. production, is the current feature release of the Film Booking Offices of America, following "The Fourth Musketeer," H. C. Witwer's-Cosmopolitan Magazine story, starring Johnnie Walker, on the F.B.O. schedule. "Crashin' Thru" is adapted from the Blue Book Magazine story by Elizabeth Dejeans, which was published under the title "If A Woman Wills." According to the announcement issued by F.B.O. "Crashin' Thru" rises above the ordinary Western drama by presenting an unusual romantic story developed with smashing thrills and climaxes. Carey, whose popularity is steadily increasing and who is a prime favorite among lovers of outdoor photoplays, is suited perfectly to the romantic and adventuresome role afforded him, it is claimed. "Crashin' Thru" is essentially a drama of rapid-fire action, including among its thrills such spectacular scenes as a stampede of horses; the burning of a ranch house, and a battle scene in which the dynamiting of an entire mountainside shown. Cullen Landis, the popular leadDavid A. O'Malley, Manager of Equity Pictures Corporation. Equity Closes Another Foreign Deal Continual progress was reported in the Equity Sales Organization during the past week, in the disposal of the foreign rights on their latest " Special " production, " Has The World Gone Mad." The latest foreign sale to be announced on this production is that one closed for the territory of Belgium with Soleil Levant Films, Brussels, Belgium. First National Issues Three Press Books Because of the magnitude of the productions, First National is issuing special press books on three coming releases, Maurice Tourneur's " The Isle of Lost Ships,'* " The Bright Shawl," starring Richard Barthelmess, and " Within the Law," starring Norma Talmadge. These press books will be delivered to First National exchanges and to exhibitors' this week. One of the features of "The Bright Shawl " book is a full-page drawing of Richard Barthelmess by the famous artist, Franklin Booth. This drawing is being used in one of First National's Saturday Evening Post pages which start with the issue of April 7. The requirements of all classes of exhibitors were considered in the preparation of the advertisements, exploitation suggestions and newspaper stories. Full campaigns are outlined in detail for showmen in small towns as well as those in the larger cities. " Is Divorce a Failure," Approved by Women Following a special preview in the educational department of the Crandall theatres in Washington, a few days ago, club women, representing a large number of organizations, gave hearty endorsement to the Associated Exhibitors feature, "Is Divorce a Failure?" the first of the Leah Baird 1923 Specials. The women invited to the screening are enthusiastic advocates of Senator Arthur Capper's bill for national marriage and divorce laws, and it was with the picture's possible influence on the proposed legislation in mind that the special showing was arranged. The guests, who were received by Mrs. Harriett Hawley Locher, director of public service and of the educational department of the Crandall theatres, , included : Miss Lida Hafford, director-general, Federation Headquarters; Dr. Amy Rule, District of Columbia Federation of Women's Clubs; Miss Park, National W Oman's Party, and Mrs. Jean Bond Chandler, Mrs. G. G. White, King Tut Rights Go to Shipman After months of negotiations Ernest Shipman is enabled to announce the exclusive rights for exploitation of the Pharaoh Tutankhamen animated pictures throughout the United States and Canada. The world-wide interest already created by this subject suggests that in this picture Shipman has landed a sensational " scoop." Ernest Shipman says : " Add to the regular fan about twenty millions who rarely, if ever, darken the doors of a picture house, and you will get an idea of the vast number of people who will view this exposition."