Moving Picture World (Dec 1920)

December 4, 1920 MOVING PICTURE WORLD 585 Associated Exhibitors Making Plans for Longer Runs for Popular Films PHIl RYAN, of Associated Exhibitors, says that on his recent trip through Eastern territory he learned that longer runs for motion pictures, runs that will terminate only by virtue of the decision of the public, have come to stay and that this exhibitor policy will be a fundamental principle of the industry in the future. Exhibitors who have been prominent in the affairs of The Associated Exhibitors are said to be moulding their plans for the future on that basis and in accord with the announced determination of the Associated to release only such pictures as will merit, by their quality, long runs in the key cities of the country and in all communities where the theatre going population will permit of runs longer than prevail at present. New Theatre Planned John P. Harris of the Associated will soon begin construction on a new playhouse in Pittsburgh, which will be devoted to the principle of longer runs. The theatre will be one of the finest in the country particularly adapted, because of its limited capacity, to longer runs. In Cincinnati, Ike Libson, also a member of The Associated Exhibitors, is preparing to devote one of his four theatres to the exclusive policy of longer runs for better pictures. All of his theatres in Cincinnati are classed among the finest in the country. In the Southwest, J. H. Cooper, a member of the Executive Committee and of the Board of Directors of The Associated, is just completing the building of a $1,000,000 theatre in Oklahoma City. Only Superior Pictures The principle of booking only picture of superior merit, capable of long runs, and of continuing them as long as public favor dictates will prevail in Mr. Cooper’s new house. The Doric Theatre, of Kansas City, just purchased by Sam Harding, another member of the Executive Committee of the Board of Directors of Associated, will also be immediately placed in the indefinite run class of houses. , Men of importance in production are said to have made it increasingly clear in interviews and in announcements of policy that it was becoming more and more difficult to produce exceptional pictures while exhibitors were willing to run them for but two, three and four days. From reports to_ The Associated Exhibitors, it has been made evident, it is said, TELEGRAPHIC communication from California reports that Shirley Mason, now an established Fox star, has just started work on the first scenes of a new story from the pen of Pearl Doles Bell. This is the third vehicle for Miss Mason, written by the same author, this artiste having been introduced to her public as a William Fox star in the screen adaptation of Mrs. Bell’s "Her Elephant Man,” a book which achieved phenomenal success as a photoplay with the tiny star in the role of a circus performer. The second Bell story in which Miss Mason made her bow was called “Love’s Harvest,” adapted from the author’s novel entitled “His Harest,” which gave her a role a different sort. AN exploitation campaign surpassing in extent that accorded any of Harold Lloyd’s pictures appears to be assured, says Pathe in connection with his latest offering, “Number, Please?” which will be released December 26, it is announced. Members of the Associated Exhibitors’ organization, which includes many of the largest exhibitor enterprises, are preparing to launch extensive newspaper campaigns for the comedy. It is said an increasing growth in Lloyd’s appeal to the showmen as a subject for an advertising drive by theatres has been noted with each of his releases since the inauguration of his Pathe two-reel specials. that exhibitors realize that a flood of mediocre motion pictures have been coming to the market, and most of them realize that longer runs are an important factor in making possible the distinctive picture necessary to the continued holding of public favor. The new story on which she is at present engaged brings her to the silver sheet in still another type of character, surrounded by an atmosphere again distinctly different. The title under which the picture is being staged by director Howard M. Mitchell is “Chin Toy.” This is a working title, however, and may be changed before release by Fox. The author, Pearl Doles Bell, who recently returned from a trip to the Hollywood film colony, where she made the acquaintance of Shirley Mason, is highly enthusiastic over the prospect of seeing this star in her third story and is busily engaged upon still another original play with Miss Mason in mind for the stellar role. His first Associated Exhibitors production, which will follow “Number, Please?”, is expected to set a precedent for exploitation. Continuing Policy Ever since “Bumping Into Broadway,” Lloyd has claimed for himself a large portion of the “spread” advertising indulged in by the larger picture houses. A continuance of this practice on a notably larger scale is promised for “Number, Please?” and the Pathe officials are convinced that the resultant publicity will firmly establish Lloyd as unquestionably the greatest box-office attraction the screen comedies have developed. Shirley Mason Starts on Third Story from Pen of Pearl Doles Bell — Mitchell Directing “Number Please?” Pathe Picture , Is to Be Given Benefit of Much Exploitation SCENES FROM THE NEW PEARL WHITE PICTURE, CALLED “ THE THIEF," AND RELEASED BY FOX Scene three show the recovery of the money and proves that there really is a thief in the picture