Motion Picture News (Jan-Feb 1922)

Special Service Section on • ^ ' Conceit 4 * /''ONCEIT,” speaking in general terms, presents two different angle for exploitation. It can be sold, and perhaps should be sold, as a “ Northwoods ” picture, for the most important and vital of its scenes are laid in “ the great outdoors.” If, however, the exhibitor thinks that this class of picture can rise to only a certain height in the minds of his patrons, the theme of the picture, that of ego in a man, coupled with cowardice, presents distinct opportunities. For the theatre in which the first angle is deemed the best bet, there is very little new that can be suggested, but very much that has been used time and time again which can be counted upon to get business and bring out that class of people who like action, beautiful scenery, guns, animals, and fights. If the other angle is accepted, then the campaign will subordinate all of the above mentioned features that the picture possesses and talk about the story, ask questions concerning the vanity of mankind, and dwell particularly on whether or not any person is able to see himself as others see him. GENERAL INFORMATION CONCERNING THE PICTURE 6 6 /CONCEIT ” was first a Munsey Mag azine story, written by Michael J. Phillips, under the title of “ The Toll of the Wilderness.” In picture form it represents, so far as screen story goes, the work of the author, who rewrote the original to meet picture requirements, and of Edward J. Montagne, scenarioist of unqualified ability, whose recent picture, “ A Man’s Home,” is meeting with unusual success. The direction is by Burton George, who has many successes, among which is one of recent issue, “ The Valley of Doubt.” THUMBNAIL SYNOPSIS STORY — Egotist and coward, whose money has bought his way in the world, is thrown on his own resources in the Canadian woods to emerge regenerated. Cast — William B. Davidson as “ William Crombie,” Hedda Hopper as “ Mrs. Crombie.” Charles Gerard as “ Hurt Kilstrom,” Betty Hilburn as “ Jeanette,” Maurice Costello as “ Barbe la Fleche,” Patrick Hartigan as “Bowles,” Warren Cook as “ McBain,” Red Eagle as an “ Indian trapper.” Technical Staff — Directed by Burton George; story by Michael J. Phillips; scenario by Edward J. Montagne; settings by A1 D’Agastino; titles by Randolph Bartlett. Locale — An American city and Canadian forests and mountain country. Interiors — Home of a rich man in a big city; a hunting lodge in Canada; a log cabin in the mountains. Exteriors — Garden of an elaborate town house; Canadian Rockies. The cast secured for the roles were selected with care and are excellent types. The principal role displayed by William B. Davidson. He is a rich young man, filled with an unbounded conceit, but at heart a coward. There are two principal feminine roles, one, that of the wife of the conceited individual, being played by Hedda Hopper, remembered for her work in numberless big pictures, and especially as leading woman for William Faversham in “ The Man Who Lost Himself.” The other, that of a child of the forest, is portrayed by Betty Hilburn, an attractive ingenue who distinguished herself in “The Girl of the Sea.” Another prominent role is that played by Charles Gerard, who is a well known figure with all fans. Mr. Gerard is the villain of the play, but is assisted by Maurice Costello, famed leading man of a decade past, and still remembered by all fans who are out of their teens. The locale of the action of the picture is about equally divided into scenes of city life and in the fur country of the Canadian forests amd mountains. Great care has been taken to obtain correct atmosphere and there are numberless settings that show every evidence of no expense being spared and of great care in picking locations that will fit the scenes of the story. The picture screens in six reels. Art titles adorn the production and the plain titles are in keeping with the story. THE EXPLOITATION CAMPAIGN IF the “ Northwoods ” angle is used the newspaper advertising should stress the scenery, the action, the shooting of bears, the fight and merely mention the story and its theme. Good action stills should be used in framing displays, the type should be bold and the wording of sentences melodramatic. A lobby display of the “ log cabin ” type can be used to advantage. Stuffed bears and other wild animals are usually available and evergreen boughs will work in well at small expense. A live bear as a ballyhoo, with the keeper attired as a Northwoods guide, is always sure fire. Woodscraft practiced in the lobby, various kinds of traps explained and exhibited by boy scouts and a general campaign to educate people about the forest and its creatures is a good hint on any picture of this type. If you play the feature before the stores put away their furs, a tie-up with local merchants in advertising and a display of skins should be easy to put over. Most people are interested in the history of the animals which bear salable furs and fascinated by the sleek skins that are on display. {Continued on page 628) Giving a good idea of the attention to detail of “ Conceit ” and presenting the principal characters of the cast.