The Moving picture world (December 1920)

712 MOVING PICTURE WORLD December 11, 1920 Vitagraph's Large Business Aided by Big Additions to Working Facilities WHILE Vitagraph has been increasing its production facilities during the past year through the acquisition of additional land, the erection of new buildings and the installation of the most modern methods and machinery in its laboratories, so that now it is at the highest production point in its history, it has kept equal pace with its distributing chain, nearly every link of which has been Strengthened during the past year and a half. In a little more than a year it has added three new and important exchanges to its extensive system, and either built new homes or leased greatly enlarged quarters for nine other existing branch offices in the most important cities. Larger Quarters Needed The Vitagraph exchanges in the United States and Canada now number twentyseven, and the entire organization is at its highest point of perfection, it is said. In several cases the new quarters appeared to be more than the occasion required, but constantly increasing popularity of Vita graph's new productions have proved the advisability of taking time by the forelock. In ten of the largest cities it has been necessary to secure larger and more perfectly equipped homes for the branch offices. These are Philadelphia, Kansas City, New Orleans, Washington, D. C, Seattle, Denver, St. John, N. B., Dallas, Chicago, San Francisco and New York. In the lastnamed city the general offices moved to handsome new offices at 469 Fifth avenue. One of the Finest In Seattle, Dallas, Chicago and San Francisco new buildings were erected. The new Chicago exchange cost approximately $200000 and is not only one of the strongest links in Vitagraph's chain, but one of the most completely equipped buildings of its kind in the world. It serves to connect the East and the West. The new Dallas exchange is among the largest and bestequipped in the South and Southwest. In every instance, in the cities where new quarters were secured, the new exchange is greatly superior to the former building, not only in the floor area, but in the location and up-to-dateness. This is particularly true of the new home of Vitagraph in St. John's, N. B., one of the most important film centers in Canada; Philadelphia, Kansas City and San Francisco. Headway in Europe As reorganized and extended, the Vitagraph exchanges in the United States and Canada new include those in Albany, N. Y.; Atlanta, Ga.; Boston, Mass.; Buffalo, N. Y.; Chicago, III.; Cincinnati, Ohio; Cleveland, Ohio; Dallas, Tex.; Denver, Col.; Detroit, Mich.; Kansas City, Mo.; Los Angeles, Cal.; Minneapolis, Minn.; Montreal, Canada; New Orleans, La.; New York, N. Y.; Omaha, Neb.; Philadelphia, Pa.; Pittsburg, Pa.; St. John's, N. B., Canada; St. Louis, Mo.; Salt Lake City, Utah; San Francisco, Cal.; Seattle, Wash.; Toronto, Canada; Washingtotn, D. C, and Winnipeg, Canada. Vitagraph has also greatly extended its scope in Europe by purchasing the famous Ruffell's system of exchanges in England, through which it established contact with more than 800 additional theatres. This market completes a distribution field which includes all the principal cities of the British Isles. Fairbanks in United Artists Picture Draws Big Crowd to Capitol Theatre THE premiere of Douglas Fairbanks's latest United Artists' production, "The Mark of Zorro," was held at the Capitol Theatre in New York City, Sunday, November 28, when every record for box-office receipts and attendance in a single day in any theatre is said to have been smashed. According to the records given Hiram Abrams, president of United Artists' Corporation by Samuel Rothafel, there was a total of 19,547 patrons who paid admissions totaling the sum of $11,706.23. News of the spectacular picture spread rapidly and long before five o'clock, after the first matinee, the house was crowded to its capacity. Before the evening performance began it was impossible to jam any more people into the theatre, and the patrons stood in lines four abreast for a block long, waiting to purchase tickets. Police Reserves Called Police reserves were called out to take care of the crowds, which were extremely orderly, and at nine-thirty, despite the fact that there were hundreds still waiting, the box office was closed. The opening day was not the only record breaker, however, for the Monday following the opening was the biggest Monday in the history of the theatre, baring, however, holidays. Mr. Rothapfel said: "Besides being a corking entertainment, this picture, to my mind, is one of the greatest box-office attractions that the industry has ever had. 'Doug' certainly is to be congratulated most heartily on this, his greatest success." It will be released generally December 5. The story is an adaptation of Johnston McCulley's novel, "The Curse of Capistrano," which appeared in the All Story Weekly magazine. Old Los Angeles Reconstructed The background of the story is centered around early Southern California of nearly a century ago, when its destinies were zealously guarded by the Spanish settlers. In order to depict scenes that truly resembled life as it existed during the period of the story, a good deal of time was consumed in the research work by the Fairbanks' organization. A replica of the entire city of Los Angeles, as it existed during those days was constructed, and the costuming is of that time and place. It is a dual role that Fairbanks is called upon to essay. As Don Diego Vega, the young man, he leads a secluded life. He exhibits a fondness for books and quietness, and is amiable upon all occasions. Anything of an excitable nature was abhorrent to him and never was he found mingling with the populace in their various festivities. But when he became awakened to the oppression and persecution, without justification, of the natives by those in power, he felt that the time had come to act. Disguised as Senor Zorro, he is seen executing various exploits practically unaided in the attempt to free his peopel. There is a girl in the story that furnishes the strong love interest. Noah Beery, Robert McKim, Charles Hill Maiels and Marguerite DeLaMotte, leading lady, are in the cast. Things Worth Knowing That funds are being raised in Ottawa, Kansas, to purchase a moving picture machine for the High School. Address the principal for details. That Mecosta County and Village School District are raising funds to purchase a moving picture machine. For details address the clerk of the School Board, Big Rapids, Mich. 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