Motography (Jan-Jun 1918)

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May 25, 1918. MOTOGRAPHY "Over the Top" Crowds Bring Out Police Opening Night at Majestic Theatre in Memphis Finds Mob Storming Box Office — Similar Success Elsewhere POLICE RESERVES had to be called out in Memphis to restrain the crowds seeking to see "Over the Top" at the Majestic Theatre, according to a telegram received by the Vitagraph Company from Charles McElvray, general manager of the Majestic Amusement Company. In Syracuse, N. Y., where it ran at the Hippodrome, the picture played to capacity business for two consecutive weeks, thereby recording the longest run of any attraction in the history of Syracuse, according to a wire from A. J. Sardino, manager of the Hippodrome. Syracuse is known in theatrical circles as a "two-day" town, so that this record for "Over the Top" would seem to indicate a remarkable appeal. "Over the Top," by showing at the Majestic in Memphis for nine days, also hung up a new mark, according to the telegram from Mr. McElvray. "Congratulations to Vitagraph upon your release of 'Over the Top,' which we ran for nine days with greatest of success," McElvray wired. "It is the only picture we ever ran for week successfully, four days being our maximum. After opening night it was necessary to call for police assistance to handle crowds. Results on 'Over the Top' were revelation to us." The Syracuse manager wrote in similar vein, his message reading: " 'Over the Top' the greatest picture ever made. I played it for two consecutive weeks to capacity business. This is the longest consecutive run of any attraction in the history of Syracuse. Some of my patrons returned four and five times. Am arranging for return engagement. Wish to compliment Vitagraph on its splendid publicity campaign, which was of immense assistance." "Over the Top" opened in scores of leading theatres all over the country last week and reports from various sections are along the same lines. It opened for indefinite runs in the Pitt Theatre, Pittsburgh; Majestic, Detroit; Globe, Boston; Alhambra, Los Angeles, and Doric, Kansas City. In Boston, the Massachusetts State Board of Censors made a special dispensation in favor of "Over the Top," permitting it to be shown in the Hub on Sunday. The Keith and Proctor circuit of theatres in the New York metropolitan district was added to the list of bookings last week, thus bringing into line another of the principal circuits in the New York territory. The big picture is now slated for showing in the Moss, Fox and Keith & Proctor chains. In several sections of the country patriotic exhibitors have used "Over the Top" in a practical way in aid of the Liberty Loan and War Savings Stamp campaigns. 1001 Manager Wolff of the Temple Theatre in Lawton, Oklahoma, in this way was instrumental in adding more than $40,000 to the Liberty Loan quota for Commanche county. He is scheduled to open with "Over the Top" for a fourday run on May 28. On April 25 he gave it a special screening at which he had four hundred of the leading business men of the town as his guests. After showing the picture, which aroused the audience to great enthusiasm, he turned the occasion into a Liberty Loan meeting and within fifteen minutes had obtained pledges which the Lawton News in a first page news story said "put Commanche county within sight of its quota." Many Book "Hearts or Diamonds?" The increasing popularity of William Russell is reflected in the first-run bookings of "Hearts or Diamonds?" the first production of his own company, William Russell Productions, Inc. "Fighting Bill's" strenuous type of action in such productions as "The Midnight Trail," "In Bad" and "New York Luck" has made him solid with exhibitors who are looking for pictures with a real "punch," and "Hearts or Diamonds?" has established a record for first-run bookings. Among the prominent theatres which have booked this drama for first run are: The Stanley, New York; Liberty, Seattle; T & D, San Francisco; Tom Moore, Washington; Strand, Denver; Butterfly, Milwaukee; Green Mill, Dallas; Rialto, Indianapolis; Park, St. Louis; Palace, New Orleans, and Strand, Cleveland. The Woodlawn and the Drury Lane theatres, new high-class neighborhood houses in Chicago, both opened with "Hearts or Diamonds?" and reported sold-out houses and enthusiastic comments. Billie Rhodes cures her husband of the tobacco habit in the new Strand-Mutual comedy, "My Lady Nicotine." Gradwell Now Heads World Ricord Gradwell, former vice-president and general manager of World Pictures, was elected president and general manager at the annual meeting of the board of directors last week. Joseph L. Rhinock, former president, has been named chairman of the board. Other officers elected are as follows: Vicepresident, E. J. Rosenthal; vice-president, Lee Shubert; secretary and treasurer, Briton N. Busch. The following were named members of the finance committee: Joseph L. Rhinock, Ricord Gradwell, Milton J. Work, Paul Stamm and E. J. Rosenthal.