The Moving picture world (July 1920)

THE MOVING PICTURE WORLD July 17, 19120 Fix Date of Xatiomil Paramount Week: Hope 'to Exceed $1,000,000 Sales Mark THE week of S< been designated ers-Lasky Corf annual "National Pj s the Third ne-cted -with the Paramount sale* organization, sets forth :he principal purposes of "Paramount Week" as follows to spread r-oaicast the message of Paramount: to get the greatest number of people to see Paramour: : s during that week . to help the exhibitor open the new season of theatre in the most auspicious manner. ' National Paramount Week" was inaugurated in September. 101SL the germ of the The Web of [ Scandal is a beautiful woman's most treacherous enemy. Young, dazzlingly beautiful — CORINNE. GRIFFITH in The WHISPER MARKET" presents a vivid picture of the result of gossip in the most beautiful of N e w World cities. Rio de Janeiro. Here, as Ermine North, she resigned as queen in the most exclusive social set, but faced disgtace because idal id thi is. anc Gossip said that A \ itagraph production of love, mystery and intrigue in one of the most romantic -•trings in the world. local ca theatre: fat. Las proache d ped this e d in the New York ! which con ducted a c similar lines ;n the >w York. So suceessfrience that it was reh most gratifying reabiished as an annual e sales for the week it is claimed and it is xeecd that total. To Double L*.*t Yurt A<H«rti»ing . The details of the campaign have nearly all been completed and involve a program of newspaper, trade paper and national advertising which will be practically double that of last year There will not he a town of any importance in the United States that that of Paramount exhibitors spread before its people in a manner calculated to make eertaia a record-breaking attendance throughout the week at all theatres participating. Within two weeks all the Paramount exchanges will have received the posters lave been la ad brief descriptioa of every picture, past releases as well as new ones and short subjects as well as features, that will be available, will be distributed to exhibitors. The establishing of the exploitation department during the past year makes the fall strength of this organization available as an added force in aiding exhibitors to obtain the maximum return for their cooperation. Exploitation Manager Saunders has already perfected plans for his field force which involve a number of new stunts, and his men are now making arrangements whereby practically every town in their respective territories will be introduced to some novelty of showmanship. The final details of the local newspaper campaign are now being worked out by Jerome Beany, director of publicity and advertising, and will be announced shortly. The supplementary trade paper campaign will start early this month and the Paramount salesmen have been assured that they will have the strongest kind of backing through this medium. Difficult to Find Girl Beautiful and Brave for Heroine of "Tarzan" Serial A PRINT of the prologue and first episode of the "Son of Tarzan." the animal and lungle serial which is being produced by the National Film Corporation for David P. Howells has arrived in New York and is declared to live up in details to the promises which were made by the studio before the filming of this fourth of the Tarran stones was started. Director Harry J. Revier writes that the company is well up on its production schedule and the episodes will come along regularly. Difficulty is being found in selecting just the right kind of a girl ior the part of Meriem, the heroine of the story, because of the haiardous character of the part. The Son of Tarzan" is considered by Edgar Rice Burroughs, the author of the Tarzan stories, to be the most adaptable of the series for pictures. It not only contains the thrilling jungle action that has characterized the other stories, but contains an exciting love story. The "Son of Tarzan" early in his jungle career rescues a girl from a band of Arabs and the two grow up together in the jungle, battling daily against both animal and man. With 6JM F«t of " ' T 1 11 I. The difficulty of finding the right girl for a part as hazardous as this is obvious. She must be beautiful in her owa right, because she will not have the advantage of stylish apparel to aid her natural charms. As Tarzan's companion in the jungle she is garbed only in a leopard skin. In order to find the best girl to fill the requirements. Director Harry Revier has started an elimination contest. Many are said to have applied and in some cases Director Revier has made a test picture He has now about wXO feet of tests and is still looking for the right girl. He is being assisted in this work by Mr. Burroughs and bv Rov Sommerville. who made the adaptation of the book. According to Director Revier practically all of the available feminine talent in Los Angeles is represented in his test library of beauties. He will not make his decision until ready to film the fifth episode. Rozeland and Brockliss Sail Together: Metro Head Will Return in September RICHARD A ROWLAND, president of Metro Pictures Corporation, sajjed on June 2o for England and the Continent. He departed "on Metro business," as he expressed it. saying that he expected to be away until September. Mr. Rowland was accompanied on his voyage by J. Frank Brockliss. the English motion picture magnate. The latter took with him the first completed positive print oi "The Mutiny of the Elsinore," produced by C. E. Shurtleff, Inc, for release by Metro. Mr. Brockliss is identified in a financial way with the Shurtleff organization and he will show the print of the picture in Great Britain. In this production, scenarioized by Albert Shelby Le Vino and directed by Edward Sloman, there is an all-star cast including Wallace Beery. Cason Ferguson and William V. Mong. The head of the Metro organization gave out no additional details concerning the purpose of his trip abroad. It is well known, however, that Metro's English distributors are Jury's Imperial Pictures, Ltd, of which Sir William Jury is managing director, and that the French distributor of the Metro product is the Mundus Film Company of Paris. Mr. Rowland will see Sir William Jury" of the English concern and Madame Schuepbach of the French agency while in Europe. A year ago almost to the day of his recent departure. Mr. Rowland went to Europe for a trip of some three months. In that time he signed up for the productions of Francesca Bertini. the eminent Italian actress: purchased five melodramas for screen production, entered into a contract with Jury's and made a comprehensive survey of the foreign film market.