Motion Picture News (Mar-Apr 1924)

1450 Motion Picture N e ws Picture Paragraphs „,J,...li, u;:u;..Mi . , u,.;;t::.iri : :i i IllllllltllllllUUIIIIIIllllliUIliUUl THAT Metro's "The White Sister" is the most artistic and entertaining picture they have ever viewed, is the opinion of the Better Films Committee of Jacksonville. week from Joseph F. Marron, chairman of the committee. Mr. Marron wrote: "This is to advise you that at the meeting of the Better Films Committee of Jacksonville held today the members of the committee who saw Lillian Gish in 'The White Sister' were unanimously of the opinion that this is the most artistic and entertaining film that they have had the opportunity of viewing. They commend it most heartily to the public as one most worthy of seeing." GO L D W Y N COSMOPOLITAN'S exhibitors' press and service book on Elinor Glyn's picturization of her novel, "Three Weeks," is now ready for the trade. The book is physically one of the most beautiful which Goldwyn Cosmopolitan has ever prepared. The cover isi a reproduction of the window card showing the beautiful Aileen Pringle on the tiger skin which "Three Weeks" made famous. The book has been prepared with an eye to the service of the exhibitor. The advertising cuts are most attractive and compelling. In many instances, the same ad is used twice, but with different treatment. A great full page ad has been prepared, using the still of Miss Pringle and the tiger skin for the cut at the top of the page. Vitagraph has issued a new twenty-four sheet and compiled a new and supplementary campaign book on "Pioneer Trails." The new billing is a reproduction of the prairie caravan which is attacked and the riders massacred in a thrilling fight. Xew advertising illustrations and press stories have been prepared for the campaign book which will Through a tie-up arranged by Charlie Giegerich of the Hodkinson Corporation with ChappellHarms Inc., publishers, the latter have recalled and will shelve the present printing of their song, "Miami" and put out a new edition with a special Betty Compson cover. • The new cover design is an artistic pose of Miss Common in a Mi lg suit or moonlit From the exhibitor's standpoint these new front covers will be in effect displays of especially attractive posters permitting direct tie-ups without trouble or expense. To take advantage of this powerful advertising feature all that is needed is a window display of the songs at the time the picture is being shown. TPHE "Beau Brummel" press sheet, fresh from the press this week, is a testimonial to the way Warner Brothers have put themselves out to give the screen version of Clyde Fitch's play a fitting accompaniment in lithographs, accessories and advertising material. Beside being attractively gotten up, it contains an opulence of practical exploitation suggestions and publicity material. "Dandies of all Days" is the title of a long sixcolumn feature story containing a cut of John Barrymore surrounded by beaux of four different centuries. Distinction is in every one of the posters ; the same applies to the oil paintings, Barrymore and Carmel Myers photographing superbly. Both line and half-tone cuts are offered in the way of scene reproductions. CPECIAL posters and advertising ^ accessories are being made ready by Vitagraph to exploit "Borrowed Husbands," the picturization of the modern societv novel by Mildred K. Barbour which David Smith has just completed. The production lends itself particularly to attractive pictorial billing. Artists are at work upon sketches. A campaign book is now being compiled which will lie profusely illustrated with cuts of posters and other accessories. WITH the growing adoption of the policy of restricted feature lengths and the increasing use of short-subject attractions on theatre programs throughout the country, Pathe reports renewed interest in a group of one and two-reel scenics being distributed under the collective title of the Oregon Trail Series. These pictures, made by the Kiser Studios of Portland, Oreembody action themes associated with the great Northwest. There are six subjects in the series, as "The Price of Progress," a tworeel scenic-drama of the Northwestern timberlands ; "Weeping Waters," visualizing a dramatic Indian legend of the Northwest; "Royal Chinook," a portrayal of the high lights of salmon fishing along the Columbia and its tributaries; "Fleeced for Gold," an insight into the Northwestern sheep industrj : Dl" th )ictur the P. in all its grandeur of scenic beauty. VI/ARXER Brothers have issued »' an unusually attractive de ' luxe book on their latest release, "Beau Brummel," starring John Barrymore. The book is complete in every detail and splendid!) arranged. Its purpose is primarily to aid the exchange manager when he is selling the picture. It is a conversation saver because it tells readily its own comprehensive story. In addition the books are proving valuable as exploitation material, use. I in the theatre lobbies in advance of the showing. T ARGE and imposing outdoor *— ' electrically lighted signs are a feature of the extensive exploitation which is being accorded "Yolanda," the newest Cosmopolitan production starring Marion Davies which is playing at the Cosmopolitan theatre, Columbus Circle. Four of the largest of these advertising structures within the city limits have attracted considerable favorable comment. The most attractive of these extends the entire width of the New York American building in Columbus Circle and is a combination electric and painted bulletin on which Marion Davies is depicted as an armored knight after the remarkable painting by Lucien Bernhard, the famous Viennese aitist. Two other mammoth signs are located at 86th street and Broadway, and 103rd street and Broadway both densely populated districts. One of the largest of the "Yolanda" signs is located at Park avenue and 134th street on the roof of the Pathe Studio Building. YJU E. SHALLENBERGER, Ar' » row chief has the following to say regarding serials: "My experience with serials, now called chapter-plays, began with "The Million Dollar Mystery," the success of which marked an epoch in the history of screen entertainment." "Since then I have been a firm believer in this type of picture, which is proved by the fact that in the past four years we have distributed twelve serials. "The care used in obtaining a logical common-sense story is well repaid by the sustained interest in the development of the plot week by week. Weak stories disgust the audiences and make for dissatisfaction and loss. "The really meritorious serial will bring in the audience week after week with a most gratifying increase in the box office receipts. Every exhibitor who has booked good serials and displayed any degree of showmanship in exploiting them will agree that they are consistent profit makers." UTAUSE of what he termed "a variety of comment" pertaining to the showing of D. W. Griffith's "The White Rose," when this United Artists release was being shown at the Strand theatre, Birighamton, N. Y., an editorial writer B' of the Binghamton Morning Sun went himself to see the picture. The result^ of his viewing "The W hite Rose," brought out the following editorial : "Many. Binghamton people have witnessed the screening at the Strand this week of The White Rose,' and a variety of comment has been heard. One note that interested us was to the effect that somehow this is a 'suggestive' picture. Curiosity — we trust not morbid — moved an inspection. It revealed not alone that 'The White Rose' is by no means a 'suggestive' picture, in any sense of the term, but on the contrary, a highly valuable and for that matter a thoroughly conventional picture. "Valuable, that is, for the spectator who approaches it in a suitable frame of mind. For people prone to skim the surface of a presentation of this character, 'The White Rose,' of course, means next to nothing. The subject is too deep, vital and far-reaching to permit of casual consideration. It demands thought, serious, sober thought. Approached from this angle, Griffith's masterly production is one movie among ten thousand, as movies go nowadays. As for suggestion, it offers nothing of the sort except for those of minds more or less depraved." TX an official statement concerning *■ the William Fox production of "The Blizzard" which was released February 3rd, the National Board of Review gives exceptional praise to Elinar Hansson, the young Swedish star of the cast, comparing him favorably with the leading male stars of the American screen. "The Blizzard" was adapted from "The Story of a Country House," by Selma Lagerlof, noted Swedish writer, winner of the Nobel prize for literature. Mary Johnson has the leading feminine role. SOL Lesser, president of Principal Pictures, insists that replies and photographs of Baby Peggy be sent to each of those writing her fan letters. The result of this insistence is said to be that five secretaries are kept at work daily. Advices from the Coast are that the cutting and titling of "Captain January," Baby Peggy's next picture have been completed, and a print is expected in New York at anv time. Among the players in the cast are; Hobart Bosworth Irene Rich, Lincoln Stedman, Harry T. Morey, Barbara Tennant and Emmett King. An elaborate advertising, publicity and exploitation campaign has been mapped out by the Lessers and Mike Rosenberg, financial manager for Principal. A motion picture edition of the book will be put on the market, as the result of arrangements made with L. C. Page & Co. and Boston, publishers of the original edition. COSTUMES FOR HIRE New York's Newest and Foremost Costume Rental Organiza <bton BROOKS 1437 Broadway Tel. 55*1) Pen.