The Moving picture world (May 1922)

174 MOVING PICTURE WORLD May 13, 1922 In the Independent^Field Record First Run Showing Demand on ''I Am The Law'' Indicates Cry for Big Pictures The finished prints of "I Am the Law," the Edwin Carewe special released through Affiliated Distributors, are ready, and some of them have already gone to the state rights men in the territories already disposed of. Within two hours after receiving a print J. F. Cubberly, the Associated First National Pictures manager at Minneapolis, had secured a first-run date on the picture. It will be shown at the State Theatre the week of May 7. This is one of the quickest bookings of an independent special on record, and speaks well not only of the calibre of the picture, but of the energetic salesmanship of Mr. Cubberly. Cubberly was one of the men who bought the picture for his territory before seeing a single foot of the film, relying on the sure-fire directing of Carewe, the fact that the story was by James Oliver Curwood, and the cast included such well-known screen artists as Alice Lake, Kenneth Harlan, Gaston Glass, Wallace Beery and Noah Beery. That this confidence in what would be the result was not misplaced was proven by the picture itself when seen in its finished form. Cubberly declared that while he expected a big picture from the beginning, he had not dared to hope for such a splendid production as it proved. Gossip of the Trade LESTER SCOTT, 2d, C. C. Burr's sales representative, returned to New York early this week with an armful of contracts on Edwin Carewe's B. F. Zeidman-B. Fineman production, "I Am the Law." Sam Moscow of Moscow Exchange, Boston, also came to New York this week to look over pictures available for bis territory. This department this week came in receipt of an optimistic note from Joe Di ijorenzo, head of Di Lorenzo, Inc., who this week was in San Francisco. Joe is covering the exchange centres and, according to reports sent in by our correspondents, be is having little trouble disposing of territorial rights to the "Big Boy," Williams Westerns. Dave Warner of Warner's Exchange, Detroit, who spent ten days in New York In conference with Harry M. Warner, Is back In the Michigan metropolis. Dave reported good business back borne. The exchange centres next week will be fairly deserted, for reports pouring into this office indicate that no few of the independent exchangemen will be in Washington, D. C, looking on at the fireworks that are slated to be fired at the third annual convention of tbe M. P. T. 0. A. Sol Lesser and Max Ramisb are In New York, stopping at the Ambassador. They will be here for several weeks, closing Important deals. It 1b understood that Sol, who happens to head Western Features Exploitation Company of Los Angeles, Intends to make New York the headquarters of the concern, although he will continue to live In Los Angeles. George A. Oppenhelmer, Samuel Sax and Morgan A. Walsh have Incorporated the S. & O. Pictures Corporation in San Francisco, having established headquarters at 90 Golden Gate avenue. Tbe capitalization Is ):25,000. Eddie Dillon, the director. Is tbe latest convert to the State rights Idea. Eddie, according to talk on tbe big street, is planning to make a series ot pictures for this market. EDWIN CAREWE Director of "I Am the Lavf' Philadelphia exchangemen who make weekly trips to New York are : Lou Berman of Independent Film Corporation, Dave Segal of Royal Pictures, Inc., Ben Amsterdam of Masterpiece Film Attractions, Inc., and Tony Luchese of De Luxe Pictures Corporation. Second National Outlines Its Policy and Plans for Coming Season Louis Baum, sales director of Equity Corporation, sailed this week for England to push through a number ot Important deals. Joe Brandt of C. B. C. Film Sales Corporation Is back in New York following a successful tour of tbe exchange centres In the East and Mlddlewest. selling rights to "Cap'n Kldd," the Hallroom Boys Comedies and other C. B. C. features and short subjects. Second National Pictures Corporation, launched a few months ago with the avowed intention of applying organization and systeinatic methods to distribution of pictures, has isssued the following statement of policy, purpose and results achieved : "Realizing that tbe enormous expense of distributing pictures, due to the cumbersome mode of operation and the unorganized condition of the Industry, could be done away with to a great extent, a group of men who had devoted considerable time and thought to the situation formed the plan for establishing Second National Pictures Corporation as a systematic distributing concern. They believed the time to be ripe for putting in operation an organization free from entangling alliances, designed to get results without waste and with a small overhead. "From more than a hundred pictures offered by Independent producers, what we considered the twelve of strongest appeal, highest entertainment value and greatest box office drawing power were selected, as it was felt that the corporation. In order to secure the cooperation of Independent exchange managers throughout the country, must be in a position to release at least one picture a month through the first year. "It was deemed wise to enlist the men of greatest proved efficiency In the various territories to represent Second National, and those only. For this reason many early offers for territory were refused, as tbe policy adopted was to 'make haste slowly' rather than risk making mistakes. The 100 per cent, territory could have been sold many times over If Second National bad been content to accept any kind of distribution offered by applicants. "Tbe photoplays secured compare well with the average program pictures of the kind that' have been sold as features, yet, with the minimum overbead that Second National Is operating on, these can be released at an extremely low grossing. This will enable Second National during the year to have the closest co-operation with tbe men who handle Its product in tbe key cities, and will Insure tbe development of an organization that can go to Independent producers of the best In motion pictures with guaranteed gross showings surpassing those that can be offered by any existing distributing organization. "Tbe Second National exchanges so far established are : "Greater New York and northern New Jersey, headquarters In New York City ; New England States, Boston and New Haven ; northern New York, Buffalo ; eastern Pennsylvania and southern New Jersey, Philadelphia ; western Pennsylvania and West Virginia, Pittsburgh ; northern Illinois and Indiana, Chicago ; Michigan, Detroit: Maryland. District of Columbia and Virginia, Baltimore and Washington, D. C. ; North and South Carolina. Charlotte, N. C, and Ohio, Cleveland." Milton Crandall Is not exploiting M. J. BurnsIde'B "Yankee Doodle, Jr." Negotiations, according to Burnslde, were on, but Milton and he failed to connect. However. It's a fair certainty that Crandall will handle the Cleveland sbowlng ot that picture. Watch those Warner publicity hounds — Eddie Bonus, the p., a. and e. chief, and Lou Marangella — put over "Your Best Friend." ''Torchy Steps Out, " a TwoReeler Equals Cost of a Feature Joe Friedman Is a showman ; be proved It when he grabbed the tip from tbe Chicago Tribune and tied up that paper's front page yarn on tbe mother who sought lier wandering boy In New York, with his picture, "Where Is My Wandering Boy Tonight?" Joe Lee, one of tbe best, has a number of big propositions he Is considering. Joe is conducting a Service Bureau that will be an asset to any Independent who wants the services of a real, live-wire, hustling and experienced all-around showman. The manner in which C. C. Burr, producer of the "Torchy" Comedies, is concentrating upon his efforts to make the forthcoming "Torchy" subjects the very best possible, is evidenced by report issued from the Mastodon officials this week, when it was announced that the costs of the actual sets used in the latest "Torchy" comedy, "Torchy Steps Out," practically equalled that spent on Johnny Hines' feature, "Burn'em-up-Barnes." Instead of using one or two main scenes for the majority of the ac tion in this production, Ed. Thorpe, production manager at the Burr studio, utilized every possible means for giving Hines such sets as are really worthy of a six-reel production. In "Torchy Steps Out" there are no less than six big sets that were especially built to take in the action of this latest Hines vehicle. Included in these sets is an exterior of a church designed exactly after a Gothic cathedral, a Chop Suey restaurant, minute in every detail, a shoe store and elaborate street Jim Lahey has signed with C. C. Burr, president of Affiliated Distributors, Inc., to exploit and otherwise put over his new Edwin Carewe northwestern feature, "I am the Law." "Why Girls Leave Home" Is playing to remarkable business In the Northwest, which has been hard hit by the depression. This section has been unusually tight, the folks there being particular where, when and how they spend their money. But this one has been particularly attractive, say reports. Interesting news for exporters and Importers of film and the trade In general came In the form of an announcement made by the American Code Company that It has complied a new cable code exclusively for the Industry's use.