Motion Picture News (Feb-Apr 1921)

1816 Jack Mower, one of the featured players in the first release of seven Westart productions, which is entitled " The Cowboy Ace " Asks Hodkinson to Arrange His Program In a statement from the W. W. Hodkinson headquarters in New York, the following letter is submitted as evidence of the reputation for reliability enjoyed by the Hodkinson organization. The letter was addressed to the New Orleans Hodkinson office by A. L. Gassett of the Meteor Theatre, West Monroe, La. " Here is a very severe test to which I am going to put you and your organization : I want you to arrange my program to suit yourself starring during the month of March. Book me with a feature on every Sunday and save the special productions that you have, booking them to me on a Monday." To Aid Smaller Exhibitors Universal Readjusts Exploitation Campaign on " Devil's Pass Key " hibitors of "The Devil's Pass Key," is an elaborate and complete resume and compilation of what the picture has done in other places and how it has been put over. Facts and figures concerning the successes of the picture in theatres of all sizes will be available to the exhibitor. On top of this he will receive new and additional exploitation ideas particularly suitable to his house and its patronage. Experts of the Universal Exploitation Department now are compiling all exploitation stunts and fruitful ideas used by various exhibitors throughout the country to put over " The Devil's Pass Key." These will be explained in clear and concise language, illustrated by pictures and grouped according to the size and patronage of theatres using them. r\L'E to a growing demand on the part of medium size houses for " The Devil's Pass Key," Erich von Stroheim's feature picture of Parisian intrigue, Universal now is readjusting its exploitation campaign on that Universal-Jewel production, the Universal sales department announces. The exploitation campaign originally placed behind " The Devil's Pass Key " was planned to help the big house exhibitors, for whom the picture was primarily designed. Although many big houses still are booking the Stroheim film, so many smaller houses now are putting it on their advance schedules, Universal faces the task of extending exploitation methods on this picture so as to benefit the small town and community theatres. The biggest asset which Universal hopes to offer to small town ex Press Book for "Don't Neglect Your Wife" A helpful press book has been isued by Goldwyn for exhibitors booking its new Gertrude Atherton picture, her first story written directly for screen production, "Don't Neglect Your Wife!" prints of which, if not already in all twenty-two Goldwyn branch exchanges, will be there within a few days. The press book consists of twelve pages, eight of them being printed on special coated paper and containing advertising and exploitation aids and suggestions. A four-page insert on newsprint paper contains advance notices, reviews, sketches of the players, special stories, short items and other material for the motion picture editor of local newspapers. Jose Film Set for Feb. 27 Anna Nilsson, Allan Forrest, Earl Majeroni and Jane Jennings Seen BELIEVING the new Edward Jose production, " What Women Will Do," to be a notable addition to the formidable list of photoplays which Associated Exhibitors, Inc., have launched under their banner, including such decidedly successful offerings as "The Riddle : Woman," starring Geraldine Farrar, and " The Devil," with George Arliss, this new special feature has been selected to headline the Pathe schedule for the week of February 27th. "What Women Will Do" is frankly melodrama, presenting the thrills and romance found in the underworld and cultured society. The gayety of the cabaret and the frenzied excitement of the race track also forms the background against which Charles A. Logue, the well-known screen author, has written this story of a woman's regeneration that is sensationally and humanly told, declares a statement from the Pathe headquarters. The cast is headed by Anna Q. Nilsson. Miss Nilsson will be remembered for her work in support of H. B. Warner in the Pathe feature, " One Hour Before Dawn." Allan Forrest plays the heroic male lead, and Earl Metcalfe plays the underworld lead who endeavors to reform. George Majeroni is the leader of the underworld gang and Riley Hatch gives one of his inimitable detective characterizations. Jane Jennings completes the cast in a splendid mother role. "What Women Will Do" has been pronounced a spectacular work from the standpoint of direction. Edward Jose further demonstrates his skill in manipulating the characters in the production. With the true eye of an artist, he has carefully chosen his wide variety of scenes and locations, declares the Pathe statement, his underworld settings giving an atmosphere of inscrutable mystery and his society settings breathing refinement and taste. Mae Murray to Attend Scenic Artist Ball Mae Murray and other film stars will appear at the annual ball of the scenic artists, to be held Wednesday evening, March 9, at the Waldorf. The ball will be held for the purpose of raising additional funds for the building of a new $75,000 headquarters for the scenic artists. The wielders of the paint brush are at present located at 161 West Forty-sixth street. They were organized in 1912 and the following officers are now head of Scenic Artists Local, No. 829: president, George H. Williams; vice president, Elmer Swart ; financial secretary, Charles Roman ; treasurer, H. Van Notte ; business representative, Walter S. Darrell. Dana Returns From Trip Arrow Sales Exchanges Now AFTER a two weeks' trip through the South, P. B. " Ted " Dana, sales manager of the Arrow Film Corporation, has returned with a number of big contracts for Arrow productions. Mr. Dana found the independent exchange men most optimistic as to the future. However, they are all inclined to be somewhat conservative as to their buy. Good pictures at reasonable prices can always be disposed of, but for the most part these independent men are not leading themselves up with expensive productions that require all of their time to exploit, and, while they might make a little money out Manager Finds More Optimistic of them, they do so at the expense of their other product. Mr. Dana had this to say regarding this situation : "There seems to be a tendency at the present time to lay off of expensive productions. During the past six or eight months the independent man has been splurging with some very costly pictures and their experiences have been somewhat sad. It is true that most independent exchange men are looking for a big picture to exploit, but the trouble has been that they have been fooled into believing that because a high price was asked for a production it was a big picture." Motion Picture New New Production Edith Roberts has started wor I on a new production called " Th I (~ Opened Shutters." The story wa r written by Clara Louise Burnham 1 and was adapted for the screen b} Doris Schroeder. Universal has supplied Mis Roberts with a strong cast, includ ing Charles Clary, Edward Burns' Joe Singleton, Joe Swickard, Mai Wells, Clark Comstock, Floy I Brown, Xola Luxford, Andy Wall dren and Lorraine Weiler. "Velvet Fingers" Episode Due March 6 " The Trap," the fourteenth episode of Pathe serial " Velvc Fingers," starring George B. Seit: and Marguerite Courtot, present* many thrills in most exotic ol oriental settings. The episode wil be released March 6th. The ma jority of the action takes place *ii the " House of Veils " which is tht rendezvous of "Velvet's" enemies Josephine Lovett Will Adapt "Footlights" Josephine Lovett has been chosen by Thomas Geraghty to prepare the continuity for " Footlights," a Rits Weiman story, which John S. Robertson will produce with Elsie Ferguson as the star at the Paramount Long Island studio, beginning in March. New Rolin Comedy Due on March 6th " Paint and Powder " has been selected as the title of the next Rolin Comedy in which the Vanity Fair Girls and Eddie Boland are featured, to be released by Pathe March 6th. "Ready to Serve" Due for April Release " Ready to Serve " is the title for the newest Chester two-red comedy, which has just been received by Educational for April release. " Just in Time " is on the March schedule.