The Moving picture world (February 1920-March 1920)

2130 THE MOVING PICTURE WORLD March 27, 1920 iiail mi TO THE BANK in the Metro Thirty-Six 1920 Model, is part of tFe daily routine of the exhibitor of Fewer and Better Pictures. If you have too lean a mixture in your booking schedule, or the spark in your feature films is missing fire, or there's carbon in your cash register, try THE RIGHT OF WAY by Sir Gilbert Parker starring BERT LYTELL THE WALK-OFFS by Frederic and Fanny Hatton starring MAY ALLISON SHORE ACRES by James A. Heme starring ALICE LAKE OLD LADY 31 by Rachel Crothers starring EMMA DUNN THE VERY IDEA by William LeBaron starring TAYLOR HOLMES and start off on high along Box-Office Record Boulevard. METRO Associated Exhibitors Have Many Big Deals Pending; Want Highest Quality Pictures ASSOCIATED. EXHIBITORS, INC., announces that, with numerous important arrangements pending, no product for circulation by the organization as yet has been definitely decided upon. The machinery of the association is working toward the acquisition of only the biggest and best photoplays it is possible to obtain, and according to one of the officers, no product will be announced until there can be not even the slightest shadow of doubt in the mind of any one as to the product's attractiveness. This is in line with the Associated Exhibitors' announced intention and firm plan, according to the statements of Secretary H. H. Wellenbrink. It is known generally in film circles that all sorts of propositions have been put before the consideration of Associated Exhibitors. However, none of these possibilities as yet has materialized into concrete form. Many of them, it is said, may develop into most radical departures from antiquated motion picture precedents— precedents that in the past have proved weak in application, but strong in habit. No Reliance on Precedents. In the words of Mr. Wellenbrink, the Associated Exhibitors are not working on motion picture precedent. Rather, he says, are they building up and going forward on established values of business experience as applied successfully in any line of endeavor. He contends that chief of these business values, insofar as the motion picture industry is concerned, is the value of equitable dealing with the theatre owner. "The issue of equitable dealing with the picture showman is paramount," said Mr. Wellenbrink, "and the very beginning of equitable dealing with the exhibitor is the acquisition for him of the best pictures. That is the first thing to worry about, for when an organization has big attractions to circulate it has a commodity for which an eager market is waiting. This obviously means that such a commodity will show a handsome profit for everyone concerned in its production, distribution and presentation. Promise "Biggest Attractions." "Highest class motion picture entertainment is one of the pillars of the foundation on which this organization is builded — for it must be on such a foundation that any stable motion picture enterprise is erected. And this enterprise is composed of builders — the exhibitors — whose very business existence demands that they build with granite-planned blocks rather than promisecolored mud. "The Associated Exhibitors realize just what they are up against when they say that only the biggest attractions will carry their trade-mark. They know it is not a simple matter to live up to a promise of only the best. But they are wise men ; they are backed by the financial resources to carry the plan through, and whether their output consists of one or 100 pictures a year, the exhibitor can rest assured that Associated Exhibitors' pictures will be the best motion pictures obtainable anywhere." "Big Four" Receiving Many Contracts on Sennett Comedy A VERITABLE avalanche of contracts poured into the office of Hiram Abrams, of the United Artists, last week, immediately following the announcement of the early release in April of Mack Sennett's latest five-reel comedy sensation, "Down on the Farm," which has been her alded every where by the executives of the "Big Four" organization who have seen it as a most spectacular comedy. Louise Fazenda has the role of the rustic maiden whose charms excite the romantic impulses of a large-fisted, large-hearted farm hand and whose prospective inheritance no less excites the desires of the village Shylock trying to act like a Don Juan. Thrills, laughter, suspense, travesty, satire, a tinge of burlesque of high art, and spectacle are combined in this sensational comedy that is as delightful as it is inspring and thrilling, it is said. Hiram Abrams, of the "Big Four," has been most enthusiastic about this sensational comedy, and says that it is on a par with the type of production that has been distributed by United Artists. Little Detroit Girl Guessed New Realart Star's Identity RESULTS that were wholly unexpected are reported to have followed the three weeks' mystery campaign on Wanda Hawley which Realart Pictures Corporation conducted in the trade papers alone and directed solely toward the trade. A surprising number of queries was received from persons who are not exhibitors and not connected with theatres. Realart officials expected that many persons would guess the name of the new star from the data about her career furnished in the advertisements. They were surprised, however, that most of the correct guesses were based upon the parts of photographs which were published. In the first advertisement two pages of the colored insert gave glimpses of Miss Hawley's features, feet, hands and head. It was three clues that prompted most of the right answers. One of the most interesting answers was that of Miss Dora Tyler, 14 years old, of Detroit. Looking through the advertisements in a trade paper, she came upon the "Can You Put Her Together?" insert and immediately guessed Wanda Hawley from the eyes. She took her guess to Jacob Smith, editor of the Michigan Film Review, and together they called on Ralph B. Quive, Realart's Detroit manager. Mr. Quive refused to divulge any information. Thereupon Mr. Smith wrote to the home offices, as follows : "In my paper this week I am running a little item about Miss Dora Tyler, 14 years old, who guesses Wanda Hawley as the star. She saw your ad in one of the trade papers and guessed it by the eyes. Great, how these kids can figure these things out. It goes to prove how closely people follow the movies." Ziehm Reports Contracts Close«L Arthur Ziehm, manager of the foreign sales department of Goldwyn Distributing Corporation, last week closed several large contracts for the handling of the third year series of Goldwyn pictures — Spain, Portugal, Mexico, Central America and Japan. The arrangements for marketing the Goldwyn product in the last named country were made by Geoffrey Nye, who is now on a tour of the far East. The success of the first and second year Goldwyn pictures abroad has created a big demand for the new releases presenting stars who have already developed a considerable following in foreign lands. Distributors in Europe, Mexico and Central America are planning to back the star series pictures with extensive exploitation.