The Moving picture world (February 1920-March 1920)

2162 THE MOVING PICTURE WORLD March 27, 1920 TO THE BANK in the Metro Thirty-Six, 1920 Model, is part of the 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. Herne 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-OfTice Becord Boulevard. METRO Mayflower Launches Great Exploitation for Features Released Through Realart AN invaluable method of motion picture exploitation has recently been established by the Mayflower Photoplay Corporation for the promotion of pictures presented by Mayflower through the Realart Pictures Corporation. Under the direction of John W. McKay, general manager,of distribution, Mayflower has launched an extensive exploitation campaign as a result of which exhibitors showing the Mayflower product will be afiforded the personal services of a corps of exploitation expects. Alanager McKay is now getting his staflf of exploitation men into the field and it is expected that within a few days Mayflower will have at least twelve publicity representatives co-operating with exhibitors in all parts of the country. Realart will lend every possible co-operation in carrying out this plan, in order to stimulate box office activity all along the line. Mr. McKay's men will work in conjunction with Realart exchange managers, covering all key cities and contiguous territory with elaborate exploitation drives. Each exhibitor will be favored with individual attention and campaigns especially suited to his particular requirements will be outlined and put into effect through cooperative work between the exhibitor and the exploitation man working that particular territory. At present, Manager McKay's forces will concentrate on Allan Dwan's "Luck of the Irish" being handled through Realart and Emile Chautard's "Mystery of the Yellow Room," also under the Realart banner. Edward Holland left New York early this week to exploit a showing in Cleveland of "The Mystery of the Yellow Room." .After this he will cover several Ohio first runs on "The Luck of the Irish." Ace Berry has been sent to Columbus to pave the way for a "Luck of the Irish" showing. Daily reports will be turned in to Mr. McKay by the exploitation men, thus enabling the Mayflower sales manager to keep very close tab on the productions. Crane to Plav Original Stage Role in "The New Henrietta" WILLIAM H. CR.\NE, for two generations one of the most distinguished stars on the American stage, will play his original stage role of Nicholas Van Alstyne in "The New Henrietta," the forthcoming all-star Metro production of that popular drama of business life. The continuity of the play, which was revised by Victor Mapes and Winchell Smith from "■The Henrietta," by Bronson Howard, is now being completed by J une Mathis. Winchell Smith, who recently joined the Metro forces at the company's studios in Hollywood, will personally supervise the picturization of "The New Henrietta." The production of "The New Henrietta," which was given at the Knickerbocker, December 22, 1913, was an enormous success. It was sotnething more than a revival— it was a new play, and the splendid cast that interpreted the roles lent an unusual distinction to the performance. After the stage production, Mr. Crane retired from the boards, having played for more than fifty years before the footlights. He has been in .California for some time, and already has a host of friends and admirers in the motion picture colony. the Colonial Theatre at Milledgeville, Ga. Mr. Flemister declares in a letter to Vitagraph, that Larry Semon's latest comedy^ "The Grocery Clerk" was the best laugb maker he had seen in years. "Larry is on top to stay," adds the exhibitor. "It's only necessary just to whisper he's coming on such and such a date, and! you will pack your house. Please allow me to congratulate you on this excellent picture." Vitagraph Blankets Country with Thousands of Posters VITAGRAPH has blanketed the United States and Canada with appealing twenty-four-sheet posters on "TheCourage of Marge O'Doone," James Oliver Curwood's well-known story. Thousandsof billboards from the upper reaches of the continent to the gulf as a result today present the spectacle of two enormous bearstearing each other to death. Vitagraphclaims that this is the first time any film company has ever posted its message so extensively in behalf of one single production. The posters have been placed on numberless high roads, railroad arteries and turnpikes in the land. The greatest proportion of the sheets are seen in the suburban towns lying at the gateways to the great cities and in the heart of these cities. The enormous task of placing the sheetswas completed by March 15 under rental contracts to remain in place from one to two months. The locations along Broadway, in New York City, at points where literally millions of eyes may see them, will be retained for the maximm period. Larry Semon Packs 'Em In. It is only necessary to whisper the name of Larry Semon in order to pack a theatre, according to M. M. Flemister, manager of "The Isle of Destiny" to Be First Character Production THE first of the new series of Character pictures will be "The Isle of Destiny," from the work of Mack .Arthur. Paul Gilmore, well-known stage star, who was recently signed by Character Pictures, will be featured in the production and will be his first vehicle for the company. "The Isle of Destiny" is a story different in type from the average run and considered a masterpiece in its delineation of characters. The story for the most part concerns several individuals who are cast upon a tropical island, but the plot departs radically from the usual type of island story and contains a new twist. Besides thrilling and dramatic situations, the story has a deep underlined theme which promises to be the big punch of the production. "The Isle of Destiny" will be produced on Oriental Island, where Character Pictures Corporation recently purchased several acres of land. Many parts of the island are so densely tropical as to resemble a jungle, and it is expected that this will provide opportunity for making beautiful photographic shots and effects. The supporting cast is being selected and production of the picture will start shortly. Rotchford Returns from Trip. John J. Rotchford, assistant general manager of the Select Pictures Corporation, has returned to the home office after a visit to Kansa.s City where he spent several days arranging for the new quarters of the Republic and Select branches in that city. While there Mr. Rotchford studied the sales records of the Kansas City territory and upon his return stated that a large amount of new business is being done.