Moving Picture World (Jan-Feb 1927)

Last Minute News A MORAL NOTE That Iowa boy Latta, who warned home-town folks away from a poor picture, now is lecturing before middle western clubs, having sold his Shenandoah house. Several jobs are offered. Honesty pays. From Everywhere MOVING PICTURE WORLD JUST A COURTESY We herewith, give Canon Chase free publicity on his two books attacking films and charging domination of the President by Will Hays. The Canon may think himself well loaded but his priming is faulty. Vol. 84 New York, February 5, 1927 No. 6 Bitter Newspaper-Radio War to Involve Motion Pictures; Dispute Over Advertising to Be Fought Out in Washington WEAF, Seeking Wave-Length Rights, Promises Not to ‘Steal’ Ads — Hearst May Control Radio Movies By Sumner Smith D ITTER advertising warfare between the newspapers of the ■D country, particularly those in the large cities, and the radio broadcasting stations ultimately will become a three-cornered war through the introduction of the motion picture industry. The perfection of radio movies and their use by other industries will force film men to get into the argument in self protection. Whichever side — the radio or the newspapers — that motion pictures decide to ally themselves with will win the war. The radio is cutting in seriously on newspaper advertising revenue. Details of the fight, now in full sway and bitter, haven’t even been hinted at in the newspapers because they are considered “dynamite.” Yet it is curious that newspapers seemingly favor the radio as advertisers and penalize the films with the high amusement rate. New $750,000 Theatre Announced in St. Paul St. Paul is to have a new vaudeville and picture house costing $750,000, it was announced this week by Oliver A. Rowe and William A. Mustard, theatre and real estate operators. Work will start within the next month. The house will seat 3,000 and is to occupy a site on West Seventh street between Sixth and St. Peter streets. The recent anouncement that Publix was to invade Minneapolis with a $2,000,000 theatre hastened the St. Paul project, according to Mr. Rowe. Mr. Rowe and Mr. Mustard will have control of the house, although offers of financial aid have come from several large picture companies which are anxious to obtain an interest in it. The promoters have not yet contracted for pictures, but are negotiating with a number of agencies. StiU Investigating New York State authorities are still investigating theatres in determining whether or not changes must be made to reduce the fire risk. Last week the Potsdam Opera House was ordered closed until such time as an automatic ventilator was installed in such a way that it would carry any flames and smoke, in case of fire, to the outside, rather than permit the same to spread over the auditorium Denny Improving Rapidly Reginald Denny, Universal star, who was stricken with acute appendicitis two weeks ago and rushed to the Sylvan Lodge Hospital, Los Angeles, for an emergency operation, is recuperating nicely, Universal reports. He will be permitted to leave the hospital this week-end. Now It’s F. N. Joseph Menehen’s announcement that he has sold the screen rights to “The Miracle” to M.-lG.-M. are contradicted by First National, which says it has bought them from A1 H. Woods, who claims he bought them from Menchen “some years ago.” F. N. declares it will spend $2,000,000 in producing the picture. M.-G.-M. has made no announcement regarding “The Miracle.” Chicago Notes “Beau Geste” opened at the Auditorium Theatre to an enthusiastic capacity audience. The Plaza Theatre, Sioux City, one of the Frank chain, suffered a lire damage of $60,000. The new Patio Theatre of the Mitchell Brothers circuit opened to capacity business. Charley Ryan is managing the Julian Theatre. Samuel Insull has plans for a $15,000,000 theatre and business block. The Avon on Fullerton avenue was robbed of its Sunday receipts. The bandits escaped. Cold Hits Attendance With the coldest weather thus far this winter prevailing last week, motion picture theatres in New York State showed a slump in business in many sections. In Northern New York the mercury dropped to 20 below zero and for two or three days attendance at theatres reached the low ebb of the winter. “Sunya” to Open Roxy The initial attraction at the new Roxy Theatre in New Y'ork City will be Gloria Swanson’s first United Artists picture, ‘'The Love of S’unya.” The Roxy will open the first week in March. “Laugh Month” a Hit “Laugh Month” apparently was a complete business success. Practically all of the company report increased receipts. Universal Chain Theatrical Enterprises has acquired the Josephson Circuit, embracing five theatres in the Kansas City territory. This addition gives Universal an increased standing in that territory and helps to make it one of the most important holders of theatres in that section of the country. The newly-acquired houses are the Gilhan Theatre, 1,000 seats; Lincoln Theatre, 1,100 seats, and the Penn Valley Theatre, 750 seats, all in Kansas City, Mo., and the New Grand, 900 seats, in Mexico, Mo., and the Moving Picture World herewith presents an exclusive story founded on fact. It is especially pertinent at this time because of London Cable Moving Picture World Bureau, London F ebruary 1. “Michael Strogoff” was warmly received. “The Gorilla Hunt*' created quite a sensation. “Quarter Buck” was also well received. A bill is to be put through Parliament within the next week or so to prevent the system of blind booking. All studios here are very busy either producing or searching for good motion picture material. new Main Street Theatre, 1,200 seats, in Lexington, Mo. The Mexico and Lexington purchases place Universal in two new towns in tffat territory. The Lexington house is the best house in that town and is modern in every respect. The new deal gives Universal a total of forty-three houses in the Kansas City territory, including the Liberty Theatre, the Lynwood, the Gladstone and certain other theatres formerly of the Capitol Theatre Enterprise, as well as houses of the former Sears circuit. efforts within the motion picture industry to reduce the high advertising rates charged amusements by newspapers. This probably is the first frank story on the subject to appear in any publication anywhere. The crisis was brought about by two specific distinctions against newspapers and in favor of radio in the placement of advertising. The Willys-Knight company planned to abandon all newspaperadvertising and to advertise extensively over the radio. Magazine advertising was not affected. Newspapers, fearing that the decision was the handwriting on the wall, strenuously objected and even took the matter to Washington. It was made an issue, and an important one. The automobile company then modified its plan, splitting its advertising appropriation between the radio and the newspapers. Within the last few days the ( Continued on next page) Claim Big Grosses Warner Bros.’ claim for “The Better ’Ole,” playing the Colony Theatre, New York, for the first 98 performances a gross take of $231,898 exclusive of war tax. This house seats 1,900. “Don Juan,” at the Warner Theatre, New York, it is claimed, rolled up $199,560 exclusive of war tax and turned patrons away at every show. The theatre seats 1,240. The company expects each of these films to top $5,000,000 before shelved. “U” Buys Josephson Circuit of Five in Kansas City Territory