The Moving picture world (October 1920)

1088 MOVING PICTURE WORLD October 23, 1920 cian. His wife, a brother and a sister re main to mourn his loss. Special Campaign Exploits First National Trademark A new advertising campaign was started by the First National Chicago exchange on Monday, October 4, for the purpose of familiarizing exhibitors as well as the public with the First National trademark. From twenty-five to thirty Chicago theatres which booked this company's product, used the trademark in connection with their advertisements in the daily papers last week. In addition to these, which appeared on the Motion Picture Directory page, a special advertisement was placed in each of the dailies by First National, in which the names of all their big stars were listed. This campaign, which will last indefinitely, was instigated by Sam Katz. It was the outgrowth of his opinion that the public in general ought to know what producers to thank for the many popular features now showing, in which some of the best-loved stars appear. The plan has appealed to exhibitors, and letters from them, expressing a desire to co-operate with First National in the matter of advertising, are constantly being received at the exchange offices. More elaborate advertisements will be used during the week of October 10. A border of photographs of the well known stars, including Norma and Constance Talmadge, Charles Ray, Anita Stewart, Charles and Mildred Harris Chaplin, Lionel Barrymore, and Katherine MacDonald, will be used in connection with each of the First National advertisements. The Chicago exchange reports a notable increase in business since the new arrangement was made with sub-franchise holders, by which those in small towns are protected by a twenty-five year mortgage from unfair competition. According to the terms of the new contract, their exclusive right to show First National features is inviolate, and competitors who bid higher for this product can secure the right to these features only by a legal transfer of contract. The fairness of this policy is contributing largely to the reputation of First National. One of the most popular of recent subjects was Charles Ray's "Forty-Five Minutes from Broadway." This had a run of five weeks on Madison street and is now showing in a number of the outlying houses. Splendid box-office reports accompany this feature wherever shown. "Passion," said to be the biggest First National production of the season, will probably have its pre-release showing in Chicago early in November. This super-special is taken from the well-known drama, "Mme. Du Barry," and is enacted by a cast of 5,000, headed by Pola Negri, an actress of international reputation. It is said to rank with the finest achievements in the history of films. Another big feature, "Nomads of the North," will be released in Chicago on November 14. This was written and supervised by James Oliver Curwood and is played by a strong cast, including Lon Chaney, Betty Blythe and Lewis Stone. David M. Harford directed it. Terrace Theatre, Danville, Opens With Realart Picture The Home Theatre Company, of Danville, 111., of which Thomas P. Ronan, is manager, opened the new Terrace Theatre on Thursday, October 14. It is a beautiful structure of a unique style of architecture, which will rank among the finest in the country. Its cost is placed at $250,000. The company also owns the Palace Theatre in Danville. Manager Ronan opened the Terrace with "39 East," a Realart release which features Constance Binney, who is a big favorite in Danville. An orchestra of twenty-two pieces and a well known singer were used at the opening, which Manager Ronan exploited extensively in Danville papers. Superior Service Moves Superior Screen Service, of which Harry Weiss is president, moved from the old Film Exchange Building, 207 South Wabash avenue, into new quarters at 25 East Seventh street, Monday, October 11. The new site is in a good location close to the corner of Wabash and Seventh street. With a floor space of 10,000 feet, it affords a vast improvement over the former quarters. John Marshall Here John Marshall, general sales manager for Special Pictures Corporation, visited the Chicago offices on Friday, October 8. Mr. Marshall, who is in charge of sales in the eastern territory, was on an inspection tour of the middle-west exchanges. After Chicago, he will visit Cleveland, Toledo, Cincinnati, Buffalo and Toronto. Attends New York Meeting J. L. Friedman, president of the Federated Film Exchanges and of Celebrated Players Film Corporation, left Chicago on Sunday, October 10, for New York, to attend a meeting of the board of directors of the Federated, scheduled for October 14. Mr. Friedman will return to Chicago in about a week. Irish Propaganda Picture Runs for Week in Chicago "For the Freedom of Ireland," Creation's six-reel feature, was shown for the first time anywhere on Sunday, October 3, at the Bandbox Theatre, where it ran for one week. The picture is unique in that it is the strongest preachment on Irish politics ever screened in the form of drama. For the most part it is historical and propagandistic, but is not without dramatic value. A love story imbued with the usual wealth of Irish sentiment tends to soften its rugged character. Harry Weiss, owner of Superior Screen Service, holds the Illinois and Indiana rights to it. He reports extensive bookings throughout both states. Starting with Sunday, October 10, the picture will be shown in Chicago neighborhood houses. Many theatres in the southwest part of the city, in the section largely populated by Americans of Irish birth, have signed up for early bookings. Mr. Weiss has made use of the general interest attached to the physical condition of Terrence MacSwiney, Lord Mayor of Cork, in exploiting this picture. Harry Levey Begins Editing Fairy Tale Filmed by Young In line with the announcement that Harry Levey Productions will regulate production on a definite, time schedule basis so far as possible, so as to comply with the company's original plan of releasing eight feature dramatic photoplays a year, comes word that actual production has been completed on "The White Bottle," second of the Harry Levey Productions feature releases, and the picture is now in process of cutting and editing. The final scenes of the picture, the fairy episodes, were "shot" this week. It is said that some unusual photographic effects were achieved in these scenes, and that by means of the use of double and triple expostures the fairy players appear and disappear in good old "once upon a time" style. Much of the action in this part of the picture is carried on by children, Mr. Levey believing that only children can enter thoroughly into the spirit of the fairy tales and portray such roles with the naturalness that they demand. Lillian Bonnie, Leslie Hull and the Carr kiddies — Tom and Rosemary— plav the leading roles in "The White Bottle." Free Film Weekly to Assist Anglo-American Unity League Arthur Levey, founder and organizer of the Anglo-American Unity League, exporter and pictorial representative in America of the Associated Newspapers, Ltd., having having completed organization work for the "Division of California,'' with strong chapters established in Los Angeles, San Francisco, San Diego, Santa Barbara and other centers, has arrived in New York to align the motion picture industry of America and Great Britain on behalf of the organization. Reciprocal branches will be established in the British Isles, Canada, Australia, New Zealand, India and Africa. "Public Opinion," the official film weekly of the Anglo-American Unity League will shortly be released for free exhibition in the picture theatres of America and Great Britain. This film weekly visualizes the opinion of the foremost American and British newspapers that we may, through a reciprocity of ideas, develop a greater harmony. IF YOU CONCENTRATE ON THIS PICTURE LONG ENOUGH YOU WILL LEARN THE ART OF OSCULATION A silhouette taken from "Just Out of College," with Jack Pickford, and to be released by Goldwyn «