Moving Picture World (Jan-Feb 1927)

128 MOVING PICTURE WORLD January 8, 1927 Stern Bros. Generous “Laugh Month” Proposal Showmen May Select Their January Bookings From February, March, April and May Lists, to Build Programs WORD has just been received at the Universal Home Office from Julius Stern, president of the Stern Film Corporation, that the Stern Brothers stand ready to let exhibitors have any Stern Brothers Comedy now in the exchanges, regardless of release date, in order to build up Laugh Month programs. This offer embraces twenty-one new two-reelers scheduled for release during January, February, March, April and May. The extent of this offer is apparent when it is understood that the comedies include the latest two-reelers in the several popular Stern Brother series. Among them are five Buster Brown Comedies, now released as Universal Junior Jewels, four of “The Newlyweds and Their Baby,” three “Let George Do It” comedies, six of the popular “Excuse Maker” comedies, and three of the “What Happened to Jane” series. This decision on the part of the Sterns, in conjunction with Universal, means a sacrifice on the part of the producers and distributors, because the same comedies would amass greater rentals by spot bookings over a period of four or five months than they can possibly bring in during January. However, the Sterns and Universal are 100 per cent, behind Laugh Month, and are willing to go to great extremes to help the exhibitor in making Laugh Month programs of maximum box-office value. The five Buster Brown Comedies available for Laugh Month are “Buster’s Picnic,” “Buster’s Sleigh Ride,” “Buster’s Dark Mystery,” “Lookout Buster” and “Buster Don’t Forget.” Those Are Eyes Anne Cornwall in Christie comedies is a wistful girl to judge from this. The four “Newlyweds and Their Baby” comedies, with the adorable baby Snookums, supported by pretty Ethlyne Clair and Sid Saylor, are “Snookums’ Playmate,” “The Newlyweds Build,” “Snookums Disappears” and “Fishing Snookums.” The three “Let George Do It” corriedies, which like “The Newlyweds and Their Baby” two-reelers, are adapted from George McManus cartoons, are “By George,” “George Runs Wild” and “Backward George.” The six “Excuse Maker” comedies, starring Charles King with various Hollywood beauties, are “What’ll You Have?” y‘What’s Your Hurry,” “Some More Excuses,” “Be My Wife,” She’s My Cousin” and “Keeping His Word.” The three “What Happened to Jane” comedies for Laugh Month are “Jane’s Flirtation,” “Thanks for the Boatride” and “Jane’s Honeymoon.” (Continued from page 128) has more than the usual full quota of laughs. Hamilton is seen as a brow-beaten husband married to a pugnacious wife. William Goodrich, who has directed the big star in some of his best pictures, had charge of the direction of this comedy. Three snappy Cameo one-reel comedies have been completed for Laugh Mopth. George Davis is featured in “Hot Cookies,” the first of the month’s releases. Bud Duncan, who will be remembered as being co-starred with Lloyd Hamilton some years past, is the featured player in “Dear Season,” which includes such beauties as Aileen Lopez, Amma Styers and Audrey Ferris in the supporting cast. “High Spirits,” the third Cameo, gets most of its fun from a series of mystic seance sequences, with John Sinclair playing the role of the fake mystic. Three Life Cartoon Comedies and two Felix the Cat animated Seashore Comedienne Barbara Luddy in the Fox Imperial Comedy, “The Bathing Suitor.” Unusual Twists In Dooley Comedy Several unusual twists in the story for Billy Dooley’s new comedy for Educational, are promised by Hal Conklin, of the Christie scenario staff, who designed the laugh-producing plot for this two-reel fun vehicle. William Watson, who has directed all of the Educational-Billy Dooley Comedies, again will be at the directorial helm. Vera Steadman, who has just recently completed playing the leading feminine role in “Wild and Woozy,” which starred Jimmie Adams, will play opposite the sailor star. cartoons form a novel added laugh feature for the month in one-reel form “The Peaceful City,” “Mike Wins a Medal,” and “Soft Soap,” are the Life Cartoons, while “Felix the Cat Dines and Pines” and “Felix the Cat in Pedigreedy,” are the two new animated comedy subjects from the Pat Sullivan Studios. “A Cluster of Kings,” Lyman H. Howe’s Hodge-Podge subject for the month, also is suited for a Laugh Month program because of the clever and humorous touches given to what otherwise might be serious subject matter. Other subjects which will be released for January showing by Educational include one subject each in the Curiosities series, one in the Bruce Scenic Novelty series and the usual Kinograms news reels, released twice weekly. “Steamer Day” — “Tropical Twilight” is the new Bruce subject, while "Highlights” is the title of the Curiosities release. Educational’# Laugh Month Ad. Campaign In backing up its advertising and exploitation campaign for Laugh Month, Educational Film Exchanges, Inc., will carry in five national motion picture fan magazines a full page advertisement built around the sketch, “Suppose It Were Against the Law to Laugh,” which was specially drawn by Gluyas Williams, one of the country’s most famous cartoonists. The Williams cartoon sketch pokes fun at the idea of having a law to prohibit laughing and emphasizes the need of laughter. The plan to carry this novel advertisement in the national publications as Laugh Month gets under way is part of the comprehensive advertising campaign of Educational in the national fan magazines covering a period of twelve months, starting last September. Billy Dooley in Clever Store Tie-ups In connection with the “movie tie-up” with Educational-Billy Dooley Comedies, the May Company store in Los Angeles put across a personal appearance stunt that played to a record crowd recently. Billy Dooley, comedy star who appears in these two-reel comedies, demonstrated the Ted Toy-lers sailor models in the May store, thereby exploiting the toys made by this company and gaining considerable publicity for himself and his comedies. Dooley had the crowd on pins and needles waiting for him, for his personal appearance at the store had been widely advertised in the newspapers. This is a typical example of tie-ups with Educational comedies that actually tie up. That Hat Again Big Boy of Pathe juvenile comedies doffs his derby to the New Year. Educational Announces Comedies