The Moving picture world (December 1920)

December 11, 1920 MOVING PICTURE WORLD 713 Shallenberger Announces Distribution of Walgreene Product Through Federated AN announcement is made by W. E. Shallenberger, general manager of the Federated Film Exchanges of America, Inc., of the closing of a contract between Walter E. Greene, president of the Walgreene Film Corporation for the distribution of the Walgreene productions through the Federated Exchanges. The closing of this contract was one of the most important matters arranged at the meeting of the Federated members in St. Louis, and is considered by many in the film industry to be one of the most important transactions of the year, securing as it does for Federated three important productions already completed by the Walgreene Film Corporation and provides for distribution of a number of pictures to be produced by Walgreene. The first three productions already completed and which are to be released before January 1, 1921, are "The Servant in the House," "The Good Bad Wife," and "Hearts and Masks." Enjoyed Big Run "The Servant in the House" is an H. O. Davis production of Charles Rann Kennedy's celebrated stage success of the same name, and is considered, by many who have seen it, to be among the most remarkable photoplays ever produced. As a stage production it enjoyed a remarkable run, having been successfully shown for over five years and in fact is now being played by a touring company in Canada. Federated members are most enthusiastic over this production, and it is confidently predicted that as a photoplay it will enjoy even greater success than it did in the spoken drama. "The Good Bad Wife" is a film version of "The Wild Fawn," a novel by Mary Imlay Taylor, which is one of the most successful novels of recent years. It appeared in Munsey Magazine, where it was considered the prize story of the year, and is said to be one of the strongest plots which have been obtained for the screen in some time. The cast is headed by Dorothy Green and Sydney Mason, who are capably supported by an excellent cast. The third production is "Hearts and Masks" from the novel of the same name, by Harold McGrath, the cast of which is headed by Eleanor Field and Francis McDonald. In commenting on the closing of this deal, Mr. Greene stated that it was the consummation of a long and careful investigation which he had conducted for several months past, investigating on releasing mediums and stated that he felt that the Federated Exchanges offered the best medium of distribution. Mr. Greene said that one of the principal reasons for this was that Federated is composed of a number of independent exchangemen, each one of whom owned their own business and had a vital interest in the conduct of the business of their exchanges, and that for this reason, if for no other, he felt that the success of Federated was an assured matter. Mr. Greene feels that an organization such as Federated, wherein each member owns his own business, is much more apt to successfully distribute a production than a big corporation wherein the managers of the exchange are simply employes working on a salary and who have no vital interest in whether a picture is a success or not. In Federated each member is spending his own money and in distributing a picture he knows that he has to stand or fall by that production and he therefore makes every effort to secure the widest possible distribution for same throughout his territory. Prints at Exchanges General Manager Schallenberger states that Federated members are most enthusiastic over the arrangement made with the Walgreene Film Corporation, for it secured for them three splendid productions which are ready for immediate release, and it assures them of a number of other important films which are now in course of production. An intensive advertising campaign wlil be launched by Federated in behalf of these three productions in the near future. Press books and all advertising accessories on "The Servant in the House" and "The Good Bad Wife" are completed and available for immediate distribution and work is being rushed on the advertising material for "Hearts and Masks." Prints on all three subjects may now be seen at every Federated Exchange. Sedler Theatre, East Pittsburgh Has to Turn Away Vast Throngs on Opening Day MANY of East Pittsburgh's show fans were turned away from the Sedler Theatre, East Pittsburgh, Monday, November 8, when the formal opening was held. Hours before the ticket taker and cashier took their respective positions a throng had gathered around the entrance. When the box office was finally opened the combined pushing and shoving forced the crowd past the ticket taker, breaking the guard rails and causing a miniature stampede. Within four minutes every seat in the house was taken, hundreds blocking the aisles. The house contains about nine hundred seats. Large Crowd There J. Howard Lichtenstein, managing director of the theatre corporation, not forgetting his presence of mind, jumped on the stage and made a direct appeal to the crowd to file out in an orderly way. The theatre was finally emptied of all the surplus fans. Telegram Received Professor E. H. Shakely, who for the past two years has directed the Olympic -Theatre orchestra, Pittsburgh, led the orchestra. Mr. Al Biederman, vice-president of the corporation, made a few introductory remarks, followed in turn by Managing Director J. Howard Lichtenstein, who introduced Mr. Louis Sedler, manager. Over one hundred congratulatory telegrams were received. The program consisted of "The Revenge of Tarzan," Screen Snapshots and Selznick News. Vaudeville was also on the bilL Shows are changed twice weekly. THREE NEW PICTURES THAT ARE BEING RELEASED BY THE FEDERATED FILM EXCHANGES I — "The Good-Bad Wife," <with Dorothy Green, made by Walgreene Corporation ; 2 — Scene from "The Servant in the House" ; 3 — Lloyd Bacon and Elinor Field in "Hearts and Masks," another Walgreene picture