The Moving picture world (November 1921)

672 MOVING PICTURE WORLD December 10, 1921 Big Bookings Are Being Listed for January, Wid Gunning Month Pa the to Re-issue One-Reel Lloyds on Weekly Basis Owing to the exhibitor demand Plav dates for Wid Gunning our sales force has to do is to sit run houses will stlil be playing "Our for a weekly release of the Harold Month, the spectacular tribute to around with its feet on desks shak Mutual Friend" in January and Lloyd one-reel comedies, Pathe an their chief which is being put across ing contracts out of envelopes. The practically all of the country's larger nounces this week that it will adopt during January by the exchange and film business isn't quite as easy as second-run houses will show it dur this policy of release beginning home office sales staff of Wid Gun that these days, even for Wid ing Wid Gunning Month. An un with the first of the second series, ning Inc.. are being reported in Gunning. But we do find that ex precedented demand, too, is develop In an announcement last week, large numbers from the branches, hibitors are keen about Wid Gun ing for prints of Lois Weber's spec Pathe stated that more than 5,000 according to a statement by one of ning pictures, and that when they tacular picture, "What Do Men exhibitors are now playing the the corporation officials here. find they can join in the organiza Want?" during January, and it may Lloyd re-issues. This number has "Wp find that the exhibitors of tion's tribute by piling up January be necessary for us greatly to in increased so rapidly that already the rnnntrv haven't forgotten the I'lav dates> thev do s0 crease our original supply of prints, there are indications that more time when Wid Gunning was sales "We are making some plans for The exploitation possibilities of this theatres will show the re-issues than manager of the Eclair Company and Wid Gunning Month which will be picture, together with the campaign played the comedies on their original Warner's Features," it was said, a surprise to the industry when they "and that they are all willing to are announced in a few days, and help the success of his company which will add further impetus to not only because they remember how this sales drive. The managers are fair he was to them in those old coming through 100 per cent, and days, but because they are sure that their enthusiasm is not forced down any picture on which Wid puts his from the home office sales depart stamp of approval is going to be a ment, but is spontaneous. which has been outlined by our exploitation department has made an especial appeal to exhibitors." release. Much interest has been shown in the supporting cast. sure fire box-office picture. "Every day we are rising to a higher pitch of enthusiasm about Wid Gunning Month, because of the aid exhibitors are giving us in putting it across. "We don't mean to say that all "The welcome which the public gave this week to the opening of Charles Dickens's "Our Mutual "Alfs Button" Suggests Many Exploitation Possibilities Exceptional opportunities for hance the pulling power of the news Friend" at the Lyric, shows that effective exploitation are afforded by paper advertising when the legend Wid made no mistake when he arranged for the distribution of this "perfect movie." Many big first Alf's Button," a Hepworth Picture breathes the proper air of mystery. Wagner Wrote Charles Rays Release Set for December 5 Play, which is being released by Associated First National Pictures, Inc., as a special production. The picture is a distinct novelty and peculiarly adapted to advertising. The outstanding exploitation symbol of the picture is the brass button around which the fantastic Exhibitors should stress the connection between the mystic button and Aladdin's lamp, because it will serve to create attention. The juveniles especially will be attracted by it, and there are very few adults who have forgotten the fascinating tale of the Arabian youth and his "R. S. V. P.," the next produc the possibilities of screen' work. story is built. The button is fastened adventures with the lamp, on the tunic of Alf Iggins, a British A ballyhoo dressed in the OrienTommy, and the first time that he tal costume worn by the genie or tion from the studios of Charles The theme of the picture concerns polishes it he makes a startling dis "slave of the button" in the picture, Ray, is announced this week by a struggling artist, and the author covery, for the button has been made including the huge earrings, scimitar Arthur S. Kane for release through has built his story with a view of out of the original Aladdin's lamp. First National on December 5. The getting every humorous idea con By rubbing it Alf is able to sumstory was written by Bob Wagner, ceivable out of the young man's mon the "slave of the button" and recognized authority on motion pic difficulties and his social aSpira to have all of his wishes fulfilled, ture subjects and well-known humor tions. The play is an out-and-out The Oriental atmosphere which ist, whose initial contribution to the comedy and is cited as one of the permeates a large portion of the picfilms proper is the forthcoming most uproarious things Mr. Ray 1 ture furnishes many chances to put has ever done. over appropriate stunts. ThrowSince the comic angle is upper aways and other pieces of small admost in Mr. Ray's new work, he vertising matter, printed to resemble has selected an accomplished partner a brass button and bearing teaser in hilarity in the person of Harry catchlines, should arouse interest and Mejers. The combination of these lure people to the theatre. Among two makes for a clean, quick brand the catchlines which suggest themIn making announcement of of fun, according to the sponsors of selves are: "Alf rubbed his button Charles Ray's latest First National the film. Mr. Ray, moreover, is and got a harem. Try your luck." production, Mr. Kane lays emphasis plentifully before the camera in all Cutout buttons from the advertison the fact that "R. S. V. P." was of his famous comic attitudes so ing matter will make an effective written especially around the per well liked by his admirers. His lobby display, and the button cuts sonality of the star by an expert in supporting cast does good work. supplied by the exchanges will en production. Mr. Wagner has written a second story for Charles Ray which will be released later. Like other recent productions from the Ray studios, it was directed by the star in addition to his activities as the central figure. and turban, will do much to draw patronage. Oriental trappings and decorations in the lobbies and foyers will assist materially. Cameraman Scott Is Re-Engaged When work is begun on the next starring vehicle for Mabel Normand, under the supervision of Mack Sennctt, Director F. Richard Jones will have beside him Homer Scott, his chief cameraman for more than a year. Mr. Scott turned the camera on "Molly O" with such good results that Mr. Jones decided to retain him for his future motion picture productions. SCENES FROM METRO'S "TURN TO THE RIGHT"