Motion Picture News (Dec 1920-Feb 1921)

January 22, j g 2 1 871 Showing the eminent actor. George Arliss. star of Associated Exhibitors' forthcoming feature picture, "The Devil," in various poses and registering %-a-ious expressions Charles Ray's Feature Shown to Jackies The officers and men of the United States battleship Idaho, then at anchor off San Pedro, Cal., had a treat recently, when Charles Ray's picture, "Forty-five Minutes from Broadway," was shown aboard the ship by special arrangement with the Los Angeles branch exchange of First National. Commander C. L. Hussej was so delighted with the entertainment that he wrote in part as follows : " The picture was very well received by the officers and men. It's a pleasure to indorse a picture of this quality. It is a pity that there are not more photoplays on the market as clean and wholesome as this one." Boom for Educational in the Northwest J. F. Cubberly, manager of the Minneapolis exchange of Educational Film Exchanges, Inc., returned this week to his home after a week spent in conference with President E. W. Hammons. He predicted that the next two months would see the greatest gains in the history of his office. Educational comedies are now playing the principal first-run theatres in Minneapolis, Milwaukee and other key cities in the district. These pictures have been booked solidly by Finkel and Rubenstein and a number of other chains of il'.catres. "The Devil" Ready for Release ACCORDIXG to an announcement from the offices of the Associated Exhibitors, " The Devil," starring George Arliss, will be released to exhibitors throughout the country on Februarj 6th. Practically every leading theatre in the country has negotiated for the production following its pre-release showing at the Strand theatre. New York, the week beginning January 16th, Pathe announces. Several exceptional presentations are assured, and long runs in important cities are expected. The entire sales force of the Pathe Exchange, through which the picture will be distributed, report that the exhibitors who have seen the production have spread the word of its merit and they predict phenomenal success in every part of the country. With the premier of "The Devil" at the Strand theatre, New York City, unique exploitation aid will be utilized for the first time. Associated Exhibitors have contracted for a large quantity of portable electric signs. These signs are 36 X 22, set in a portable box and carrying a celluloid poster in four colors. Eight switch lights of various colors are set in the box and the ever changing color behind the celludoid screen gives a beautiful and striking effect. These signs will be shown first in New York. The story of " The Devil,'' briefly, is as follows: Dr. Muller, played by Mr. Arliss, was everyone's trusted friend. He visited people's homes and was the friend whom women doted upon and husbands trusted. But he was the devil incarnate. Out of the Goodness of others he made Evil. It was at the Champs Elysees Galleries that Dr. Muller met Marie Matin and her fiance, Georges Roben. She had been admiring the newly hung painting of " The Martyr — Truth Crucified by E\ il,'' and had remarked that the picture was WTong — Evil could never overcome Truth. Dr. Muller, while he pretended to agree with her contention, dial)oIically schemed to have her, Pathe to Issue Associated Exhibitors Picture February 6 Truth, o\ercome by him. Evil. To that end he chose as his puppets Mimi, a beautiful model, and Paul de Veaux, an artist who had always loved Marie and was heartbroken over her betrothal to Georges Roben, who was his friend. To bring Marie and Paul together. Dr. Muller arranged for Paul to paint a portrait of Marie as the true type of French woman. In Mimi he then aroused an interest in Paul, and a natural feminine jealousy, by insinuating that Marie was merely a heartless society woman who was trifling with Paul's affections and would ruin his wonderful career. Mimi's interest quickly turned to love, and Paul accepted it because it helped him to forget Marie. When Marie came to have her portrait painted she reproached him for using a woman's heart. Having caused Mimi to fall in love with Paul; kept flaming Paul's love for Marie ; awakened in Marie the knowledge of Paul's love, and roused suspicions in Georges of Marie's constancy, Dr. Muller mvited his human toys to a bal masque. It was amid scenes of mirth and frivolity that he particularly loved to further his evil designs. At the height of the gaiety Dr. Muller told Georges Roben that he w'as standing in the way of the happiness of two people who loved each other — his fiancee, Marie, and his friend, Paul. Because his love was great enough for the sacrifice, Georges released Marie from her engagement, but — Dr. Muller's little game had only begun, and accordingly the happiness of Paul and Marie was short lived. He so arranged that Marie found Mimi with Paul in his studio later that night. Believing Paul's love for her less than that of Georges, she went back to Georges, and hastened the wedding. Their marriage and happiness did not discourage the malevolently mischievous Dr. Muller. Mimi was disconsolate because Paul blamed her as the cause of his losing Marie. So Dr. Muller, in his guise as tender-hearted friend, beseeched Marie to use her influence over Paul to make him forget the past and be happy with Mimi. Alarie went. But, instead of her presence firing anew Paul's love, her goodness made him see the truth. Her visit was quickly followed by Georges, who had been told by Dr. Muller that his wife was with her lover. His anger melted when he found Mimi with Paul and both owing their newfound happiness to Marie. When the plan failed. Dr. Muller played his hisfhest card. He lured Marie to his house and, behind locked doors, told her that he was Evil and would overcome her — Truth. Marie's Truth and Goodness, however, were steadfast. Evil gave way and fell before her great faith. Truth — Marie — triumphed and fled to the arms of her husband. Novel Exploitation for Vitagraph Special Vitagraph's special production, " Dead Men Tell No Tales," has proven one of the best productions for exploitation and special advertising offered within the past two or three years, in the opinion of Vitagraph officials. The unusual title of the novel by E. W. Hornun.g has offered all sorts of possibilities, and coupled with local movements it has almost become a national catch phrase. Vitagraph paved the way with a nation-wide teaser campaign and exhibitors generally have followed up the lead. A local tie-up with the traffic safety campaign was cleverly worked by the mana.gement of the Moon theatre, Omaha, Neb.