The Moving picture world (May 1922)

382 MOVING PICTURE WORLD May 27, 1922 MOVING PICTURE Arthur James, Editor-in-Chief Published Weekly by Chalmers Publishing Company 116 Fifth Ayenue, New York City Telephone: Murray Hill KIO Branch Offlce: Chlcag-o, 28 East Jackson Boulerard John F. Chalmers, President Alfred J. Chalmers, "Vice-President James P. Chalmers, Sr., Vice-President ■Ilsa J. Chalmers, Secretary and Treasurer Eryln L. Ball, Business Manager EDITORIAL DEPARTMENT John A. Archer, Managing Editor Epes W. Sargrent, Exploitation F. H. Richardson, Projection E. T. Keyser, Accessories Fritz Tldden, Reviews Roger Perrl, Independent Productions ADVERTISING DIVISION Wendell P. Mllllgran, Manager CIRCULATION DEPARTMENT Dennis J. Shea, Manager Publishing as well: Cine Mundlal — the picture authority In Latin America. Technical books on projection, theatfe construction, photoplay writing and allied subjects. ■otlKrlptlon Fries: nnltsd States and Itl P(sae8al«nl. MmIcs tnd Cuba, $3.00 a year; forelsn countries (postpaid), tS.OO a year. OopTTlEht, 1922, bj Chalmen PublishlnE Company. Cvpyrlgbt throughout Great Britain and Colonies under the pr* Tldons of the Copyilgbt Act of 1911. (All Blgbti Beserred. ) Member Audit Bureau Circulations Member National Publishers Association This publication is dedicated to the service of the moving picture industry in all of its elements. Its foundation is character, its watchword is enterprise, its aim is betterment. FAR and away the best announcement of the season to date is the Famous Players-Lasky ilUistrated statement in forty well printed pages of the season's plans of the pictures on which the exhibitor may count in arranging his bookings. As befits so important a presentation it was artistically contrived and readable in its entirety. Regarding the subject matter the Famous Players-Lasky plans are the most am bitious in its history. In the matter of stars, directors and subjects the announcement is most important, and we heartily congratulate this great firm upon its definite and splendid arrangements. Speaking of advertising, the page ad vertisement on The Curse of Drink, also appearing in our Convention Issue of last week, is one of the best pieces of advertising copy that has appeared in the trade in many months. We congratulate Mr. Louis Auerbach on this very intelligent and very effective piece of work. Excellent, Watson, Excellent! THE formula of this showman's addition reads thus — Sir Arthur Conan Doyle, plus Mr. John BaiTymore, plus Mr. Albert Parker, plus Sherlock Holmes, equals a really great box office attraction that satisfies all souls that yearn for melodrama in kid gloves. The screen production of the famous Doyle character is a big one made in a big way and directed and played beautifully. It has the disguises which the detective of tradition must wear if tradition is not to disappear from off the earth. It has excitement in concentrated tensity, charm in a love story that lifts but does not dominate, and the fascination that attends the war of wits between malefactors and magical detectives. With Sherlock Holmes has been added another smashing triumph of popular appeal. It has all the things in it that make for satisfying entertainment. The cast brims with talent, and Mr. Barrymore, with the whimsical art that is with every Barrymore, is as pallid as Poe, as certain as Fate and as attractive as ever. He plays a yery he part with delicac5% strength, feeling, nice manners and complete appeal. His yery fragility is an element of strength. If we knew where it should be done we would suggest a modified shortening of the presentation. It's a course dinner, gorgeously served, and each course is excellent, but the table groans with the quantity of it. From an advertising point of view the star, the author and the pla}^ are all household words, and the triple appeal holds many possibilities. The presence of Sir Arthur Conan Doyle in this country and his miles of newspaper space attention is another fortunate item. The director, Mr. Albert Parker, has had the sound sense to keep his characters in accord with the popular conception of Doyle's puppets and has scened his production in beauty, dignity and convincing accuracy. Although it is true that Sherlock Holmes and John Barrymore is as near a self -advertising combination as could be contrived, the wise showman will put hard effort back of this production because it will make the difference between satisfactory business and really big business. We extend our good wishes to those w^ho wrote, played and made it and those present in their theatres. ARTHUR JAMES.