The Moving picture world (November 1921)

December 10, 1921 MOVING PICTURE WORLD 673 First National Pictures Break Records in Many Sections; Indicate Prosperity Despite the efforts of the pessimists, there are thousands of exhibitors in the country who are unaware that the times are hard and conditions in the industry "bum," because they are so busy selling tickets and counting the box-office receipts that they have not the time to listen to the calamity howlers. The dire prophecies which were current some months ago, that the motion picture business is "going to the dogs," having failed to materialize, the pessimists have now changed their tune and are merely criticizing the optimists, overlooking the significant fact that the optimists are making money because they know how to make it. This state of affairs is revealed through an analysis of reports gathered by Asociated First National Pictures, Inc., through the medium of its corps of correspondents throughout the country. These reports, being based on solely exhibitors' statements, are a valuable barometer of conditions in the exhibition field and furnish some highly interesting information. While not all of them breathe an air of optimism, there are sufficient encouraging reports to indicate a healthy revival of business in practically all sections of the country. Box-office and attendance records are being broken. Capacity houses are again becoming the rule. The people have not gotten out of the film habit, but they have demonstrated that they are interested in only good pictures. The mediocre picture is the backbone of the pessimists' argument. Public taste has improved to such a degree that the poor picture doesn't stand a chance to make money. The theatregoer wants value for his money, and the showman who realizes this fact is not worrying about the proverbial wolf at the door. The First National reports indicate that Charles Chaplin is maintaining his record as the champion of box-office and attendance record breakers. Whether new or old, his pictures guarantee crowded houses and bring out the S. R. O. signs. Here are some fascinating statistics : "The Kid," Chaplin's sensational six-reeler production, was shown on November 5 at the Gem Theatre, Olean, N. Y., for a return engagement, and shattered both the boxoffice and attendance records. "Shoulder Arms,'" one of his older pictures, broke attendance records during a third run at the Scenic, of Sioux City, la., whose manager, Morris Smith, wrote : "Chaplin is an A-l favorite with my patrons." "The Idle Class" was shown October 20-22 at Thielen's Majestic, Bloomington, 111,, and turned the same trick. Manager A. G. Schade eliminated his usual three act vaudeville bill to star the two-reel comedy. The picture was likewise shown for seven days at the Mary Anderson Theatre in Louisville, Ky., resulting in the biggest week of the season for this house. And there was such a demand for it in Scotts Bluff, Neb., that W. H. Osterberg, Jr., manager of the Orpheum, in augurated a 10 a. m. matinee to accommodate the night shifts of the sugar factory in the town, and was rewarded with a packed house. " 'The Kid' pulled big ; broke recent box-office and attendance records," reported Albert Deutsch, manager of the Standard at Lorain, O. "Fine box-office receipts" characterized its showing at the National, in Cincinnati, O., November 10 and 11, according to Mrs. Emma Shakespeare, the manager.. "A Day's Pleasure" elicted "good attendance ; good box-office receipts," says Manager William Eppstein, of the Strand, Laredo, Tex. Constance Talmadge's "Woman's Place," during October broke attendance records in two theatres, the Luna at Lafayette, Ind., and Forrest's in Boonville, Ind. "Bits of Life," a Marshall Neilan production, broke the records of the New Alhambra, Canton, O., November 6 to 9, and broke "good" box-office receipts at the Strand, Cincinnati, O. The Rialto, of Glens Falls, N. Y., is cherishing some new house records, due to the showing there of "Scrap Iron," Charles Ray's epic of the prize ring. This picture likewise set up new records in the Crescent, Pontiac, 111., November 3 to 5. Anent it W. K. Richards, manager of the New Royal, Findlay, O., remarks : "Business was big." "The Child Thou Gavest Me" is another picture which is meeting with instantaneous success in all parts of the country. "Attendance records equaled ; box-office receipts splendid," epitomizes the results of its showing at the National, Cincinnati, O., while W. L. Newberry, manager of the Alhambra Theatre in Los Angeles, 1 writes : "It went over with a bang. Business mounted steadily. A very pleasing picture. Give us some more such pictures and we won't kick." And the verdict of the Boulevard Theatre, also in Cincinnati, was : "Box-office receipts better than usual normal ; stood them up in line every night." "Good attendance at all shows" summarizes the showing of "Playthings of Destiny" at the Grand, Jonesboro, Ark., and "good box-office receipts" at the Orpheum, Cincinnati, O. The list of reports on some other First National attractions follows : "Salvation Nell," Crescent Theatre, Pontiac, 111., "excellent boxoffice receipts; S. R. O. on second night." Thielen's Majestic, Bloomington, 111., "excellent box-office receipts." "The Cup of Life," Jewel, Fremont, O., "set new marks for the prevailing period of depression, both as to attendance and box-office receipts;" Boulevard, Cincinnati, O., "fine box-office receipts." "One Arabian Night," Walnut, Cincinnati, O., "exceptional business, considering business conditions;" Strand, Milwaukee, Wis., "better than average business." "Two Minutes To Go," Princess, Sioux City, la., "very nearly broke attendance and box-office records ; played to capacity from 3 o'clock opening to late close." "The Girl in the Taxi," Empress, Owensboro, Ky., "did splendid business." "Gypsy Blood," Luna, Lafayette, Ind., "equalled attendance and boxoffice records." "Habit," National, Louisville, Ky., "played full capacity." "Man-Woman-Marriage," Rialto, Glens Falls, N. Y., "broke attendance and box-office records." "The Oath," Empress, Owensboro, Ky., "good business." "Nomads of the North," Majestic, Streator, 111., "excellent receipts." "The Old Swimin' Hole," Queen, Knoxville, Tenn., "almost equal to first-run some months ago." "Mother O' Mine," National, Cincinnati, O., "splendid box-office receipts." "Lessons in Love," Kentucky, Louisville, Ky., "played full capacity." "Peck's Bad Boy," Bijou, Xenia, O., "fine receipts." "Stranger Than Fiction," Thielen's Majestic, Bloomington, 111., "excellent box-office receipts." "Greater Than Love," Lyric, Cincinnati, O., "good receipts." "Foolish Matrons," National, Cincinnati, O., "fine receipts." "Serenade," Thielen's Majestic; Bloomington, 111., "excellent receipts." "The Forbidden Thing," Irvin, Bloomington, 111., excellent boxoffice total." "The Sign on the Door," Strand, Fremont, O., "Strand records all but broken." "The Ten Dollar Raise," Majestic, Streator, 111., "excellent box-office record." "A .Perfect Crime," Castle, Bloomington, 111., "excellent receipts." "The Oath," Jewel, Troy, O., "twenty per cent, increase in boxoffice receipts." Gumbo, Mo., is to have a picture show. The community hasn't many inhabitants but those that are there like their movies. Universal's Historical Serial Claims 60 Per Cent. Bookings Universal reports that its new "thrillsf rom-history" serial, "Winners of the West," has already been booked in more than 2,800 theatres — a figure more than half of the number of theatres in the United States which use serials. This booking has taken place within thirty days from the release of the first episode. The serial, called a "continued feature" by Universal, is written around the Gold Rush days of '49 and the adventures of Capt. John C. Fremont. Sales experts of the Universal organization assert their astonishment at the success of the historical se rial, and prophesy that the first of the year will see the Art Acord serial booked in almost all serialshowing theatres, as well as in many houses which heretofore have not used chaptered photoplays. The number of non-serial houses which already have booked "Winners of the West" is said to reach well into the hundreds. Letters of commendation have been received by the hundred regarding the new style serial, the Universal home office reports. These not only come from editors, school principals and other educators, but from exhibitors. (£) Harris dc EvHng PRESENTATION OF REPORT OF MOTION PICTURE INDUSTRY'S AMERICANISM WORK From left to right: Congressman Simon D. Fess and Senator William S. Kenyon, chairman of the Joint Committee on Education of the Senate and House; Colonel Arthur Woods, chairman of the Americanism Committee of the Motion Picture Industry