Moving Picture World (Nov-Dec 1927)

November 5, 1927 MOVING PICTURE WORLD 19 PATHE CONQUERS BROADWAY! PATHE SYSTEM MAKES RECORD WEEK POSSIBLE Victory Credited to Efficiency of Personnel THE record-breaking achievement of Pathe in dominating the motion picture situation on Broadway this week is a brilliant plume in the helmets of the generals who have made it possible. In a brief time the men who form the new regime controlling Pathe affairs have demonstrated what may be accomplished by a combination of executives, each eminent in his own line, and all working in closest co-operation. The Pathe victory ceases to be a miracle when it is considered that Cecil B. DeMille is in direct charge of production. And that John J. Murdock is chief of the Pathe “big business” organization. Ably supported by officials of the calibre of Elmer Pearson, John C. Flinn, J. E. Storey, Phil Reisman, Harry Scott, Ray Hall, William Sistrom and all the mighty host, these men have perfected an organization which is functioning in i manner that is a revelation to 1 :he industry. Pathe Films Make Fans of “400” PATHE seems to have set the vogue for Knickerbocker soliciety to attend motion pictures where the play or the opera formerly served as “elite” entertainment. Mrs. Oliver Harriman, recognized leader of Gotham’s smartest set, entertained a bevy of quests at the Paramount Theatre I where Jetta Goudal is starring in Pathe’s “The Forbidden Woman,” while Mrs. W. K. Vanderbilt 2nd., scion of the world famous family, with a group of her Friends thoroughly enjoyed “The Main Event,” a Pathe photodrama starring Vera Reynolds, which is showing at the Roxy. The “ultra” United States Mili:ary Academy turned out in orce when three hundred West Point cadets applauded Pathe’s ‘Dress Parade” at the Strand, vith snecial enthusiasm for the itars, William Boyd and Bessie -ove. PHIL REISMAN, Pathe heavyweight sales champion, knocks the opposition for a long loop in booking eight Pathe features in New York’s main stem houses during one week. Variety in Pathe Indicates 'T'HE Pathe features shown on A Broadway this week may be considered as a cross-section slice of the entire program. As such, it is demonstrated that the Pathe product is being kept in nice balance as between comedy and the ‘‘meat" of film drama. “The Forbidden Woman,” for instance, is straight drama, while “The Angel of Broadway" skilfully combines laughter and tears, and “The Wise Wife” is straight comedy. To follow through, “The Eight Features and Host of “Shorts” Cheered by More than Million in Mighty Pathe Triumph p\THE has taken New York by storm. And the unprecedented A triumph of the Pathe rooster is echoing from Broadway to every byway in the nation. A conservative estimate reveals the fact that more than a million motion picture patrons have seen and applauded Pathe product during the seven days in which Pathe has literally tied up the amusement business on “the toughest street in the world" from a showmanship viewpoint. Not only has the record been broken simultaneously for showings of one company’s product on the big street, but never before has a single concern or any motion picture trade mark received the attention and the overwhelming “word of mouth” publicity which has accrued to Pathe-DeMille and the old Pathe chanticleer. Tremendous Grosses In the Broadway theatres alone over 100,000 persons per day have paid hundreds of thousands of dollars in box-office tribute to Pathe product during the week. And I when these amazing figures are Pictures Balanced Program Girl in the Pullman” is farce, “The Main Event” drama, and "Dress Parade” a combination of comedy and drama. “A Harp in Hock” plays both tear and giggle stops. And, of course, “The King of Kings” remains the all-time epic. It would appear that Pathe has set out to serve film fare to exhibitors which will enable them to offer patrons a diversity of motion picture entertainment, giving the theatre a change of pace with each change of bill. augmented by the attendance and receipts at playhouses in the entire Metropolitan area showing Pathe pictures, the totals for both attendance and receipts will be staggering. “Better and Best” Pictures Conspicuous in the extended comment made in the daily press is the unanimous opinion that the Pathe features monopolizing the amusement market for the week are far above the Broadway average in merit. Such statements emanating from the highly critical minds accustomed to the finest product released, indicates that Pathe has solved the problem of combining box-office pull with fine screen artistry. While it is natural that there are varying degrees of excellence in the eight features, the difference, as Will Hays says, is between “good pictures and better pictures,” or, in the case of Pathe, between “better pictures and best pictures.” JOHN J. MURDOCK, president of Pathe Exchange, Inc. (center); ELMER PEARSON (left) and JOHN C. FLINN, Vice-Presidents of Paithe, have been deluged with congratulatory wires on the success of one of the best showmanship demonstrations the industry has witnessed. Another remarkable feature is the laudatory comment on the star name material with which Pathe is equipped to turn cinema celluloid into box-office gold. This is especially true, as the names in the features on Broadway are only a portion of the star dust in the Pathe-DeMille heavens. Hundred Per Cent. Victory To make the week a complete victory for Pathe, and to attest the popularity of every class of Pathe product, the vastly important short subjects bearing the Pathe mark won approval all along the line. In addition to the features, the big shot showmen booked Pathe News, the Fables, Sportlights and comedies with a lavish hand. There is no doubt but what exhibitors throughout the country will cash in on the strength of Pathe’s conquest.