The Moving picture world (May 1922)

May 6, 1922 MOVING PICTURE WORLD 63 In the Independent^Field To Excite Curiosity Is the Aim of True Exploitation, Says Burr VERA REYNOLDS Star in Arrow's Popular Broadway Comedies Equity Closes "Curse of Drink" Deal As was exclusively published in Moving Picture World two weeks ago, Equity Pictures Corporation, through Louis Baum, the sales manager, who shortly goes to Europe, announced this week that it would release the latest independent feature, "The Curse of Drink," written and directed by Harry Hoyt. The deal was closed Tuesday, April 25. The cast is made up of well-known screen and stage players. The picture was made in New York. "In the motion picture business, the term 'exploitation' is frequently abused," says C. C. Burr, president of Affiliated Distributors, Inc. "While exploitation is really a form of publicity, true exploitation actually shows some portion of the' entertainment to be offered in order to arouse the curiosity of the beholder to see the whole of it. "Curiosity is then the motive to which appeal must be taken. Perhaps the most efficient user of real exploitation is the circus. With a circus parade you usually see wagon after wagon pass with the shutters closed while occasionally one comes along with the occupants revealed. This is done to excite the curiosity as to what is in the closed wagons. "With respect to a picture," continued Mr. Burr, "I believe that stunts which have no connection with the picture should not be employed. For example : With T Am the Law' the Edwin Carew special, a jazz band or a train wreck in the lobby would be out of place. On the other hand, a northwest cabin scene with animals, skins, knives, etc., would be appropriate because such a scene is actually in the picture, and to stage some action, such as a struggle between two men, would add to the effectiveness. "Then there is a clever knifethrowing stunt that could be vsed in a store window, or the use of an Eskimo dog team where possible, or a man depicting a North west mounted policeman and illustrate what I believe to be the used for lobby or street work true idea of exploitation. If you would be effective and absolutely have the goods in a picture, show in keeping with the production. the public enough of it to arouse "There are many other exploita sufficient curiosity on their part tion possibilities in this picture, to make them want to see the but I have mentioned enough to whole." To Road Show Houdini Film After three' weeks, Houdini closed his New York engagement at the Times Square Theatre this week in his initial photoplay feature for his own company, "The Man From Beyond." During its run on Broadway, "The M&n From Beyond" was accorded high praise from press and public alike. Houdini plans to road-show "The Man From Beyond" in a number of key cities, appearing in person in conjunction with the picture in original feats of mystery that have made him famous the world over as an entertainer. Pennsylvania and Southern New Jersey. Federated Film Exchange of Omaha, for Iowa and Nebraska. McGovern-Egler Report Sales on Hamiltons McGovern & Egler announced this week that the two-reel westerns, featuring "Shorty" Hamilton, have been sold in four more territories. H. C. Simeral & Co., of Pittsburgh, for Western Pennsylvania and West Virginia. Federated Film Exchange of Kansas City for Kansas and Western Missouri. Screen Art Pictures of Philadelphia for Eastern Dillon Finishing "A Lady by Luck" Edward Dillon's first independent production, "A Lady by Luck," is now nearing completion and it is Mr. Dillon's intention to try out this picture as soon as it is finished, in some small town upstate without any advance heralding, and if it wins the approval of the audience, plans will then be consummated for its national distribution. "Wandering Boy" in Two Fox Houses Following its week's run at the Allen Theatre, Cleveland, where it did excellent business for the entire seven days, the Equity production, "Where Is My Wandering Boy?" has been booked by its territorial owners in the Washington Theatre, Detroit, and at the Liberty Theatre, St. Louis, for week runs. Between You and Me ALEXANDER FILM CORPORATION intends going the limit in seeing to it that its contracts with the various State rights exchanges that bought territorial rights on StoUs' Sherlock Holmes series of tworeel mystery plays are fulfilled. The Alexander people accuse Stoll of double dealing and with not adhering to the contract he had with the American distributor. This week, Alexander sent out letters to the buyers informing them that he would take steps to obtain an injunction. The actions of a certain State right distributor in the possession of a big box office possibility are hard to explain. This seller closed a deal with a certain exchangeman. The latter was made to understand that the territorial purchase price was $4,000. He planted $1,500 cash down when he bought and the remaining $2,500 was payable on delivery of the print, when he was to also pay for the print cost. The contract was signed. But for some reason known only to himself the distributor went into the exchangeman's town and tried to talk another exchangemen into buying a picture, the rights for which he had already sold in that territory. This exchangeman and the buyer, however, had a secret agreement between them that one was to lay off a picture so long as the other was dickering for it. So the second exchangeman, knowing that his friend had already bought the picture, listened to the visitors' chatter — and then called up the buyer, who had his little say. And he has the picture rights. The very first thing Harry Rapf, the Warner producer, did on his arrival in Los Angeles two weeks ago, was to wire Harry Warner ascertaining how "Your Best Friend" was going. And just to prove that he was on the level about it, Harry closed as follows, "Your Best Friend, Harry Rapf." Phil Selznick no longer is in active charge of the Cleveland excTiange that bore his name. Sam Green, his backer, has taken charge, although, according to the gossip this writer heard in Cleveland, Phil still retains a financial interest in the exchange. Selznick is now with the Select outfit in that city. Selznick over-bought. It will be remembered that Phil Selznick was given his start in the independent field by Dave Warner, w^ho operates the Warner Exchange in Detroit. Selznick was grabbing off $100 per week when with Warner, according to Dave. Sam Green at that time was putting up the money for Dave Warner. Selznick, however, got ambitious and soon went into business on his own with the result that Green soon got behind him. For a time the Selznick exchange was the talk of the field, but as time lapsed the exchange fell behind. Wesley Barry, star of "School Days," is a mighty hard-worked lad and the strain is beginning to tell on him, according to those in on the know. Though clever, this boy, envied as he is, is leading anything but a happy and contented boy's life, for the reason that he is kept much on the go and is given little or no time to devote to boyish enjoyments. He is drawing from $2,000 to $2,500 a week for his personal appearance act. There is a certain press agent, a newcomer in the independent field, who for the past few weeks has been dishirig out a lot of what he calls "press copy" that we wouldn't hand to a junk dealer. This chap has a funny idea that all he has to do to get space is to sit down and knock everybody's product. He also resorts to lengthy, but meaningless editorial comment, characterizing his pictures as "great," "stupendous" and those of the other fellow as "junk," etc. We want to inform this gentleman that we are for co-operation. We want to serve the independent man right. We will publish news and interesting information on pictures — but we will not tolerate junk. For the benefit of this gentleman we will say that his stuff is always welcome by our waste basket. Anybody who tells you the Weiss Brothers are not showmen, hand them a laugh. This crowd has a mob of good, big pictures that they are holding on to until the Fall when they expect to come out strong. As exclusively stated in this department last week Weiss will not release "After Six Days" until the Fall.