The Moving picture world (January 1922)

January 7, 1922 MOVING PICTURE WORLD 69 Says ''Miss Lulu Betf Proves Public Likes Artistic Pictures "The success being achieved by William deMille's picture, 'Miss Lulu Bett,' is gratifying because it is striking evidence that you do not have to play down to the American public," said Jesse L. Lasky, first vice-president of the Famous Players-Lasky Corpora- tion. "Because some pictures, well acted and well produced, have not gone over to tremendous suc- cesses," said Mr. Lasky, "a cer- tain section of the industry has apparently jumped to the conclu- sion that, to be successful, pic- ture producers must stick to hokum and claptrap. I have no patience with this theory, as it has been demonstrated that you cannot aim too iiigh in entertain- ment for the American people. "In producing 'Miss Lulu Bett' we not only took into considera- tion the powerful drama in Zona Gale's story, but the popularity of her novel and play. We saw im- mense possibilities, and we were strengthened in our belief by let- ters from leaders of various com- munities expressing pleasure that they were going to have a chance to see 'Miss Lulu Bett' on the screen. "The success of 'Miss Lulu Bett' at the Rivoli Theatre, New York, and other big first-run the- atres proves we were justified in our high hopes. Hugo R.esen- feld, managing director of the Rivoli, told me he thought 'Miss Lulu Bett' was one of the best motion pictures he had seen in all the years he had been in the business. He wanted to book this picture day and date in the Rivoli and Rialto, but other book- ings prevented. "Given to the public without clamor and hubbub, 'Miss Lulu Bett' has proved one of the big- gest box-office pictures we haye released. That it is possible to make a big box-office success and at the same time an artistic suc- cess is evidenced by the reviews on its opening in New York. "Alan Dale in the New York American called 'Miss Lulu Bett' a 'delightfully convincing picture,' and said that nobody who has as- similated Zona Gale's novel will hesitate to praise the film. "Heywood Broun in the World Pat he s ''Behold the Man" Is Film of Jesus' Life in Colors said: 'William deMille has done an excellent job in his production of Zona Gale's "Miss Lulu Bett." It is an excellent picture without lugs or dewdabs and is worthy of your attention.' "The New York Journal re- viewer said: 'Here is a splendid picturization of a fine book and play, and proof that character analysis can be transferred from book to screen, from screen to on- looker.' The New York Globe called the picture 'a screen mas- terpiece, 'and the Evening Post said, 'If you want to see a good photoplay go to the Rivoli, where they are showing "Miss Lulu Bett.'" "Too much praise cannot be given William deMille for his di- rection of this picture. Not only in the numerous details which built up the picture, but in his preservation of the atmosphere throughout. Not a little of the credit for the success of the pro- duction should be given to Clara Beranger, who did the scenario, and to Lois Wilson, who played the title role, as well as the other actors who made up an unusually well balanced cast. "Striking evidence of the power of this picture is given in the repetition of one fact in a large percentage of the numerous tele- grams we have received from ex- hibitors." First National production made by Allen Holubar, was one of the re- cent attractions shown under this policy. Acting in co-operation with Walter E. Lusk, manager of the Associated First National Cleveland Exchange, Manager Jack Kuhn gave a special showing of the picture a few days before its scheduled open- ing, to an invited audience of club- women at Loew's Euclid Theatre. "We thought this move wise be- cause the picture has a special appeal to women," said Mr. Kuhn. "Such a showing always awakens interest. People know that the picture must be good or the management would not risk holding such a screening and inviting comparison." Signs were also placed on the Euclid avenue street cars—mounted on the front just below the vestibule window. A special feature of all the advertisement was the carrying of the starting times of the picture— 11 a. m., 1, 3, S, 7 and 9 p. m. In addition window cards were used in nearby shops, and a 24-sheet was mounted in the lobby. The Stillman is situated only a few doors from the corner of Euclid' avenue and East Ninth street, said to be the second busiest corner in the country. "Behold the Man," Pathe's hand colored story of the Life of Christ, has received a notable tribute from James Dean, film critic of the Newspaper Enter- prise Association. To his audi- ence of more than a million the- atre goers, Mr. Dean said : "The 'best seller' of all times is the Bible. That is because, judged from a literary standpoint alone, it possesses more dramatic situations than have ever been en- closed between the covers of any other volume. "The Bible engages the imagi- nation more than any other work of literature. That is manifested by the number of creeds founded upon the Book, creeds that by their variance prove that life in all its phases, in all its tragedies and comedies, its hopes and its despairs, is reflected therein. "A number of film versions of the Bible have been made. Most of them have failed because they have not transferred the Bible to the screen in its dramatic phases only. But 'Behold the Man' is a short seven reels and is a work of rare dramatic merit." Vignola Making New Production While no definite announcement is forthcoming, it is understood that Robert G. Vignola's next production for Cosmopolitan, for which he is now preparing, will be a big spec- tacular picture requiring colossal sets and a large number of people. Mr. Vignola has just completed "Beauty's Worth" by Sophie Kerr, starring Marion Davies. Stillman Theatre, Cleveland Adopts Policy of Lo77ger Runs Peters in "The Storm" The Stillman Theatre, one of the largest and finest of Cleveland's downtown houses, has adopted the policy of long run showings of big pictures, putting" on three and four v;eek showings at 35 and 50 cents for matinees and 50 to 75 cents at night. The theatre seats 2,000. "Man-Woman-Marriage," the big House Peters will star in the Univer.sal-Jewel dramatization of "The Storm," Langdon McCormick's stage play. The story is simple in theme, but powerful, and concerns two men and a girl who are snow- bound in the North Woods. J. G. Hawks is writing the con- tinuity. SCENES FROM "TOO MUCH WIFE," STARRING WANDA HAWLEY. A REALART PICTURE RELEASED THROUGH FAMOUS PLAYERS-LASKY CORPORATION