The Moving picture world (May 1922)

162 MOVING PICTURE WORLD May 13, 1922 ''Ruling Passion'' Comments Give Arliss Clue as to Public Taste How to hit the public taste in motion pictures has been a longstanding problem for both producers and stars, but George Arliss believes he has solved it. A volunteer "exhibitors' advisory committee" of showmen who have played "The Ruling Passion" with Mr. Arliss as the star, and released through United Artists, have told Mr. Arliss bluntly what their audiences want most to see. These men have registered their impressions because of their strong interest in Mr. Arliss' artistry, and because he wrote them that he was anxious to do the kind of stories that the public appeared most to like. . "I think these views," said Mr. Arliss, "constitute a valuable index to popular movie taste, and I give them gladly to my colleagues in the studios. If every studio would, this coming summer, yield one picture with absolute popular appeal, what a boost it would be as a whole, for the industry this fall" Harold B. Franklin, of Shea's Hippodrome, Buffalo, N. Y., informs Mr. Arliss that his public overwhelmingly is for drama interlaced with comedy, "and with plenty of heart interest," he adds: "I believe that you will find," says Mr. Franklin, "that statistics show the greatest success has attended more plays of a more serious nature, relieved by comedy." Confirming Mr. Franklin's views. and coming from another section of the country, Mrs. M. L. Kiplinger, of the Opera House, San Bernardino, Calif., declares that "drama with touches of comedy appears to be best liked." "There is enough of tragedy in life," says Mrs. Kiplinger, "and farce comedy, on the other hand, is soon forgotten. The public likes real stories, with a touch of pathos — the smile, the tear, the thoroughly human depiction." But from Tampa, Fla., the exhibitor report favors strictly light entertainment. C. D. Cooley, who has five Tampa theatres, says : "The public likes pictures and entertainment of a light order. Still, they want a consistent theme, one not entirely farce." C. B. Swartz, a partner in the — — — ^— — — Stockton Theatre, Stockton, Mo., , _ T* i iaSr^ph'ir "i^o^ ^o^r'T;. Jackte Coogau Has Leading Role people like spontaneous, unexpected humor. Even the children seem 'to get' it. A drama containing homely pathos, spontaneous humor and clean wit, rings the bell here. Pungent, good-natured, stingless repartee gets applause always. Heavy, stilted, pedantic stuff not wanted. Quick action, with no draggy intervals, pleases." And from Wayne, Neb., through Elmer Gailey, Crystal Theatre, comes the percentage form of report, thusly: "Tragedy pulls 50 to 60 per cent. Comedy drama, 80 to 90 per cent. Real comedy, 90 to 100 per cent." Wyoming wants drama, provided the theme ends cheerfully. E. A. Gross, of the Empress Theatre, Glenrock, says : "You must send them out with a great big smile, and they are sure to come back. You did it, Mr. Arliss, with 'The Ruling Passion' and you can do it again just as often as you please. "People have been intrenched too long behind that drawn and sober look, and want to be shaken out of the mood of the war days and hard business conditions since. The exhibitors of the United States will have to put new life into the public, and it can be done only with a smile — something to laugh at ; nothing to make them cry. It is really a sacred duty and you should tell the country's exhibitors so." Airplane Used to Procure Crowds Filming "Nero," the big Fox screen spectacle recently completed in Rome, Italy, presented many new problems for Director J. Gordon Edwards to solve — not the least of which was the question of obtaining the huge mobs that the story called for. The usual supply of professional extras utilized by the Italian motion picture companies whenever they had a big spectacle in progress was found entirely inadequate, it is said and two aeroplanes were engaged, and for a week prior to the day on which a big scene was to be taken flew over Rome and the surrounding country side, dropping thousands of circulars which offered the finder and his family a chance to take part in the picture. Amusements were provided for the crowds which came while they waited their chance in the film. in the Film of ''Oliver Twist*' Richard Dix Cast as John Storm for Goldwyn's *'The Christian" Richard Dix has been selected by Goldwyn to play the role of John Storm in Goldwyn's forthcoming screen version of the novel that established Hall Caine as one of England's outstanding novelists. It is through this novel, "The Christian," that Sir Hall became known throughout the world. It has sold more copies than anything else that he has written and still finds an eager public. Casting EHrector Robert L. McIntyre. Director Mauricel Tourneur and Goldwyn's production chief at the .studios, Abraham Lehr, canvassed the entire field of screen stars and leading men and "Oliver Twist" will be a massive production according to a statement from Sol Lesser and Jack Coogan, Senior. It is stated also that an exceptional cast of players will be seen in the finished production. Jackie Coogan will enact the role of young Oliver and Lon Chaney will be seen in the role of Fagin. This characterization of Mr. Chane/s is said to be the finest in his brilliant career. Gladys Brockwell is playing the part of Nancy Sikes and big George Siegmann will be seen in the role of Bill Sikes. Frank Lloyd is in complete charge of direction with Harry Weil assisting. Glenn McWilliams is handling the camera with Robert Martin assisting. McWilliams held the cameras down for the "My Boy" and "Trouble," productions made by Jackie Coogan. Shirley Vance Martin is in charge of the still photographing and Irene Morra is in charge of the cutting. Toumeur Off to Film "Christian" With preparations practically completed so that he can begin actual work of photographing a new screen version of Sir Hall Caine's novel, "The Christian," for Goldwyn, soon after his arrival in London, Maurice Tourneur sailed last Saturday. He took with him J. J. Cohn, production manager at the Goldwyn studios in Culver City, to act as business manager ; Charles Van Enger, cinematographer. and other members of his technical staff. the best of the younger actors of prominence on the speaking stage before selecting Mr. Dix for the part. He left Los Angeles for New o 7 Ti . A rr\ • . York and London on Sunday last JSaUnUerS KetUmS Jijter 1 rtV and will reach London by the time Director Maurice Tourneur is ready to begin photographing the production. Oddly enough, "The Christian" was the first play that Dix ever saw on the stage. His parents, being of a religious trend, frowned on his early interest in the theatre, but relented to the extent of letting him go to the theatre for the first time when "The Christian" was played in St. Paul. in Interest of Metro Releases "Orphans of the Storm'* Turns Away Thousands in St Louis "Every single night we have to turn thousands away from the theatre, have stood them every night at both shows, and it is absolutely impossible to get into the house after 9 o'clock," is the report that comes to the United Artists home office from the management of the Fox-Liberty Theatre, St. Louis, where D. W. Griffith's "Orphans of the Storm" is being shown for an indefinite engagement. Eugene Quigley, manager of Ascher's Capitol Theatre, Cincinnati, telegraphed to United Artists : " 'Orphans of the Storm' opened tremendously. In my opinion it is by far the best of all Griffith films. The audiences at the Capitol were simply staggered with the picture's tremendousness, charmed with its simplicity, and appalled by ints real-, ism, and above all found no fault with the advanced admission price for the first time in the history of this theatre." All house records for the opening performances, the opening day and for the week, were broken at the Strand Theatre, Seattle, when the picture was shown there recently. Edward M. Saunders, general sales manager of Metro Pictures Corporation, returned to the home offices of the company in New York this week after a flying trip to the west coast in the interest of special Metro releases. Important Conferences Chief among his aims was conference with district and branch managers regarding bookings of "Fascination," the new Tiffany photoplay in which Robert Z. Leonard presents Mae Murray, and to discuss plans for the disposition of the Rex Ingram production, "The Prisoner of Zenda," which will be distributed in the fall. This picture is a screen version of Anthony Hope's novel, as dramatized by Edward Rose. ture. have tion, Miss ' Reports of persons who had previews of the producher second as a star, move Vidor's sponsors to predict that in it she will make a greater appeal for popular favor than in her first Associated Exhibitors success, "Woman, Wake Up!" "The Real Adventure" is a fivereel picture from the well known novel by Henry Kitchell Webster. Vidor Films Webster Novel President Arthur S. Kane, of Associated Exhibitors, announces that May 28 has been fixed as the release date for Florence next feature, "The Real Vidor's Adven Making Plans for More Productions Lloyd Hamilton, star of Educational-Mermaid Comedies, and Jack White, supervising director _ and partner of Hamilton in HamiltonWhite Comedies, Inc., are in New York, accompanied by their new general manager, E. H. Allen. Hamilton and White are arranging with E. W. Hammons, president of Educational, plans for production work during the coming year. Hamilton-White Comedies, Inc., have made thirteen Mermaid Comedies for Educational during the current season.