Moving Picture World (Jan-Feb 1927)

February 5, 1927 MOVING PICTURE WORLD 409 T ^HE phenomenal growth of the Stanley Company of America has attention called to it this week because it so happens that the Stanley Theatre, its big Philadelphia house, is just completing the celebration of its sixth anniversary, with a record of never having had a losing week since it opened, according to John J. McGuirk, president of the company. by (he way Phenomenal Growth of Stanley Company Due To Fine Spirit Of Public Service Roxy Celebrates His Eighteenth Anniversary As The Husband Of Mrs. S. L. Rothafel DOWN at Mike Mindlin’s little Fifth Avenue Playhouse they have been making some new records this week, turning people away at nearly every performance, and with a picture that the big fellows turned up their noses at two or three years ago. T'HERE is more A this record than An Artclass-Ufa Picture, Once Shelved, Breaks Records At Fifth Avenue Playhouse Artistic Presentation of “Night Of Love ” Triumph Of Joseph Plunkett’s Stagecraft Progress In Plans For Industry’s Fund nr he 1 The behind appears at first sight, for the Stanley has maintained its leadership in the face of keen competition in past years, with a reputation for showmanship, public spirit and good faith with its patrons that has made it the most distinctive theatre of the Quaker City. • T T is the spirit behind the Stanley Theatre — a spirit of hne A ideals and an intelligent understanding of the public’s wants and welfare — that is doubtless responsible for the amazing expansion of the Stanley Company’s activities, which has resulted wihin a few years in increasing its theatre holdings from perhaps two score, when the Stanley was first built, to more than three hundred today. feature is “Beyond Wall,” a re-edited version of Fritz Lang’s LUa production, “Between Worlds,” with Lil Dagover, the famous German star lately signed by Famous PlayersLasky, in the principal feminine role. EISS BROTHERS Artclass Pictures Corporation are releasing “Beyond the Wall” and its distinctive screen success at the Fifth Avenue Playhouse should be a hint to showmen with discriminating audiences as to the picture’s box office possibilities. • T i only goes to show that you never can tell what a picture will really do, until you let an audience look at it — and back it up with showmanly presentation, as Mike Mindlin and his able aide, Joe Fliesler, have done with “Beyond the Wall.” • A ND seemingly, this is only the beginning of still further rapid extension, for President McGuirk has just announced, that before the end of 1927 at least 50,000 additional seats will be annexed by his company through the acquirement of old or new houses. T T is to men of the type of John J. McGuirk and his associates A in the Stanley Company of America, who are carrying forward the ideals and tremendously human qualities of the founders of this great organization, upon which its success has been so surely grounded — the late Stanley and Jules Mastbaum — -to whom this industry must look in coming years for its greatest development. C L. ROTHAFEL, soon to celebrate the opening of his great theatre, the Roxy, this week celebrated an event which to him must be even more important. • Tp IGHTEEN years ago in Forest City, Pa., Roxy, then quite unknown to fame, set sail on the sea of matrimony, a voyage, which both he and Mrs. Rothafel have found a most happy and inspiring one, and the anniversary of this was made the occasion for a gala gathering at the Roxy home on Riverside Drive last Monday evening. 0 OXY'S gang of the radio, members of his theatre staff, -*-'k officials of the Roxy Theatres Corporation, and many friends, all were there and presented a handsome silver after dinner coffee service to their host and hostess, together with a plentitude of good wishes that would have taxed the capacity of even Roxy’s newest and biggest theatre, could they have taken size and shape. • T T is eminently fitting here to note that one of the reasons 1 for Roxy’s great and essentially human and artistic success is now disclosed, being no other than Mrs. Rothafel, herself, and we make no bones about giving it away. ‘ • JF you don’t believe us — ask Roxy — -he’ll tell you. AX/E seldom find space for comment in this section about presentations, however artistic and effective they may be, this being somewhat out of our province, but we cannot refrain from handing a modest bouquet to Joseph Plunkett, Managing Director of the Mark Strand, for his exceptional handling of the prologue to “The Night of Love,” the Samuel Goldwyn feature, with V ilma Banky and Ronald Colman, which was held over at that theatre this week. "^O description of the prologue in this limited space is possible, but the amazing fashion in which Mr. Plunkett linked up his picturesquely staged presentation with the story on the screen, it is no exaggeration to state, made his audiences fairly gasp by its revealing fidelity and again signalizes the Mark Strand director as an outstanding genius in this type of stagecraft and artistic conception. r) OURTLESS this is one of the reasons why so many people get the “Mark Strand habit.” \\f E learn that the plans being formulated by the committee of the Associated Motion Picture Advertisers, to found a permanent fund for those in the film industry, who may be in need of help, similar to those funds in other lines which have long been established, are making rapid progress and that a definite announcement will be made shortly. • y^Swe see it, this splendid idea should have the earnest en^ dorsement of every man in the industry, for just as the fund,, to be of any service, will be for the benefit of all who may need its help, so it should receive the support of all. • QNCE the nucleus of this fund has been created, and a responsible and representative group formed to administer it, the fund’s usefulness will be so apparent that its permanency and growth will be assured.