The Moving picture world (November 1921)

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November 12, 1921 MOVING PICTURE WORLD 199 National Campaign on ''His Nibs" Starts with Saturday Evening Post 5 reverb^, iti this story by Harvey O'Higgins that when Miss Hawley, as tlie heroine, dons a "low-and-beold" gown and does a snappy modrn dance, she turns the hero completely against her. Alexander Beyfuss, vice president and general manager of Exceptional Pictures Corporation, issues a statement that in conjunction with the release of Charles (Chic) Sale in "His Nibs," the first of a series of Exceptional Pictures to be made with that star, a campaign will be instituted which will be nation-wide in its scope. In accordance with the plans now under consideration a series of advertisements will be used in the trade papers and in the regional motion picture publications, and in addition, national publicity mediums will be in the schedule. Foremost among the magazines to be used in assisting to bring the knowledge of this feature play to the attention of the public will be the Saturday Evening Post. Full page space will be used in this publication, this being the first time in the history of the industry that a production marketed on the State Rights plan has been advertised in this national publication. Charles (Chic) Sale in "His Nibs," as recently announced, will be distributed in the independent field by His Nibs Syndicate, Inc., of which organization L. L. Hiller, long known in this branch of the industry, is president. The splendid results he anticipates from this Exceptional Picture will be augmented by the fact that in the Saturday Evening Post alone in excess of two million pieces of copy in one issue will find their way into every part of the United States. It is variously estimated that from eight to ten million persons read every issue of the Saturday Evening Post. Many Inquiries Received Inquiries covering the entire territory of the United States, which is controlled by His Nibs Syndicate, Inc., have been received at the offices of that corporation, and prompt disposal of the rights are expected to be made. In order that the independent buyers may receive the benefit of the big campaign which has been planned, no time will be lost in putting it into operation. With the current issues of the various trade journals, as well as the regional publications, advertising pages will carry their messages to the exhibitors of the country. Because the unusually favorable features of Chic Sale's first motion picture will be made so obviously apparent to the theatre owners, the independent exchanges will find in their possession a feature which has already been sold for them — not only to exhibitors but to the public as well. The demand already evident for "His Nibs" has naturally been created, to a great extent by the advertising heretofore released, and when it is considered that up to the present time the campaign has merely been started, the criterion which has been established argues an overwhelming demand for the Chic Sale picture everywhere. Mary Pick ford Picture Wins Plaudits of Atlanta Crowds Mary Pickford and her latest United Artists production, "Little Lord Fauntleroy," won the plaudits of all Atlanta without the semblance of a struggle. This film feature, shown at the Howard Theatre to capacity audiences, quickly won enthusiastic praise from the critics and the public flocked to see the film version of the famous story and to view Miss Pickford in her equally famous dual role of the little lord and "Dearest," his mother. "In Mary Pickford's 'Little Lord Fauntleroy' the screen at last gives a coherent idea of just what a power for betterment it can be," wrote Fuzzy Woodruff in the Atlanta Georgian. "This picture should not be catalogued among those which have uplift as a mission. It has no such mission — it simply has certain inherent worths that bring instruction and teach morals by their own force. In the first place 'Little Lord Fauntleroy' comes mighty close to being classic literature. Miss Pickford has taken a story that has stood the test of time and screened it without recourse to the modernities. As a result she has come pretty close to putting real literature on the screen. And in it she scores an artistic triumph ; she reaches heights that are seemingly unscalable." Roy C. Flanagan, in the Atlanta Journal, declared that Miss Pickford in "Little Lord Fauntleroy" has given another film that is going to be placed in the libraries of the world and shown to future generations. Wanda Hawley in a Comedy Drama Wanda Hawley, in a "role of diverting humor and touching drama," is what Realart promises in Miss Hawley's new picture, "The Love Charm." The theory is expounded that a girl or woman can have the man she wants by using the almost infallible law of symbols, and playing upon his subconscious memories of the things that were dear to him in childhood and youth. In other words, the old time vamp who made use of her physical charms to ensnare the unsuspecting male has been succeeded by a new and subtle siren who uses her brains. Indeed, so complete has been the Rush Booking on Ray Football Film The showman sense that sees box office value in a football photoplay at this season is responsible for a stimulated booking record this week for Charles Ray's "Two Minutes to Go." The star's latest First National release had opening runs in New York, Atlanta, Oklahoma and Des Moines, in each of which the football appeal added appreciably to the normal drawing power of Charles Ray's name. Successful tieups in New York and Des Moines point the way to the exploitation possibilities for this subject in any town which has a school team, professional team or athletic society. The success of the film in New York City, in its initial screening by the Strand Theatre, is attested to by Manager Joe Plunkett, who put on one of the most elaborate exploitation campaigns ever undertaken by his house. A tie-up whereby the football teams of Columbia, N. Y. U., Fordham and C. C. N. Y. occupied boxes at the Strand on different nights during College Week resulted in a highly stimulated attendance by the student bodies of each university. Has Diversified List for Release Julius Stern announces that Century Film Corporation will release for November a diversified list of comedies. One will star Charles Dorety and Bartine Burkette, the new Century beauty, one Brownie the Wonder Dog, one Baby Peggy the two year old star, one Teddy the former Mack Sennett great Dane, and one Harry Sweet. SCENE FROM MARIE PREVOST'S NEWEST UNIVERSAL PRODUCTION, "NOBODY'S FOOL" AW GEE, MAW! THERE'S A UALLROON BOYS COMEDY SID SMITH AT THE MOVIES TONIGHT |i EVERYBODY'S COIN THEPEli DONt FORGET children's WEElf NOVEMBER ISth CETj^ HALLROOM BOYS COMEDY FILM EXCHANGES o/V\MERICA