The Moving picture world (September 1922)

44 MOVING PICTURE WORLD September 2, 1922 Patersonians Set Record Seeing "Rich Men's Wives" Pittsburgh, CincinDatl, Detroit and Cievetaud. By ROGER FERRI PATERSON, N. J.—(Special) — That the picture is the thing with moving picture fans was again dem- onstrated here on Monday, August 21, when more than 6,000 persons paid their way into Peter Adams' United States Theatre to get a ghmpse at the initial release of Pre- ferred Pictures Corporation, "Rich Men's Wives," which was being given .a premier showing in this city. Despite the fact that Paterson is industrially paralyzed, factories here having been shut down for many months and strikes galore adding to the general disorder of things locally, the theatre, which is located in the extreme end of the main thoroughfare, was jammed to its doors at every show. "Rich Men's Wives," cleverly ex- ploited and substantiating every claim made by its distributors and €xhibitors, proved the greatest draw this house has had in many, many months. That it was the picture that attracted them, that that same picture satisfied and that people raved about that picture was evidenced by the fact that on Tues- day and Wednesday the patrons con- tinued coming into the house in as large numbers as they came on Monday. Foster Moore, exploitation man- ager for Jans Pictures, Inc.. which is distributing the Al Lichtman features—and "Rich Men's Wives," is a sample of what that genial showman's firm has to ofiFer, prom- ises great things for those who hold franchises and exhibitors who have signed for that product—in Northern New Jersey, did some splendid work in Paterson, for the initial turnout exceeded all expectations. To Manager Peter Adams this recep- tion recalled fonder memories of more prosperous days of yesteryear, but when the crowd continued to come on Tuesday and Wednesday, he knew that he had something that had satisfied the public, for it was word-of-mouth advertising more than anything else that brought the large attendances on those two days. Little newspaper space was used. The theatre ballyhooed the picture to the sky on the Saturday and Sunday previous to the opening, and then left the picture to put itself over, satisfying themselves with running only a three-inch ad. on Monday and Tuesday. The picture did the trick. On the opening night, the pic- ture was enthusiastically applauded. by the audience. The more gripping scenes in the production had the de- sired efifect, for we will venture to say, judging from the sniffing that was heard everywhere, there was not a dry handkerchief in the house. The picture went over with a bang, the work of Claire Windsor, House Peters and the little babe all scoring. Sid Franklin Will Direct Warner Film Sidney Franklin, one of the best known directors, has been engaged by Harry Rapf to direct the forth- coming Warner Brothers attrac- tion, "Brass." the Charles G. Nor- ris novel of marriage and divorce, according to report. Mr. Franklin, who has been di- recting Norma Talmadge, is re- sponsible for "Smilin' Through," "East Is West," and many other screen plays. But it is the financial possibilities of "Rich Men's Wives," as evidenced at the Capitol in New York on Sunday, when it played to about 20,000 people, and at the U. S. Theatre here on Monday, that makes this picture stand out as a sure- thing insofar as exhibitor investment is concerned. E(fdle Bonns has aiPaugmentec/^staff with tvhich to exploit the Warner [Irothers productions next season. Last year he and Lou Marangella did the trick, and did it well, too. The Weshner-Davidson exploitation and publicity forces are doing wonders with the various accounts that serylce bureau is handling. They are handling the C. C. Burr accounts to the satis- faction of that popular producer and distributor. Tom Bible, exploitation manager {or Royal Pictures, Inc., of Philadelphia, has ideas of his own on Affiliated Dis- tributors' "Sure Fire Flint," and the Lee-Bradford picture, "Determination," both of which will be exploited on an elaborate basis next season. Secrets of Paris" Is Almost Completed Frank Walters is now exploitation manager of the Independent Film Cor- porations exchanges in Philadelphia and Washington. The Charles C. Burr-Whitman Bennett production of the "Secrets of Paris," taken from Eugene Sue's romance, "The Mysteries of Paris" is about half finished. Kenneth Webb, who is directing the picture is more than pleased with the man- ner in which the big scenes have come out. With the assistance of John MacKnight, the two have stag- ed three big scenes that is sure to meet with the approval of all motion picture lovers. The biggest scene is the fight between the Prince (Lew Cody) and The Strangler (Montague Love). This battle takes place in the famous Rat Hole, a cafe so well known to all readers of both Sue and Victor Hugo. It was the hang-out of all th4 thugs, cut-throats, street women and the dreaded apache in Paris. In this scene Cody and Love give an exhibition of a fight that will cer- tainly bring an audience to its feet. The role of the Prince is one said to appeal to Mr. Cody. He claims it to be the best part he ever had and he is making the most of it. Another big scene is that of the cabaret and dance of the apache. In this Dol- ores Cassinelli as a true adventuress is shown in a part that gives her every opportunity to bring out all her Latin temperament. The scene in the dungeon showing the rising of the waters of the Seine, coming in this cellar in which the Prince and Mayflower (Gladys Huelette) are held prisoners, has been most cleverly carried out. Mr. Bennett has taken special care that this scene is realistic in every detail. Howe & Conlin are handling the publicity and exploitation on "Why Do Men Marry?" which Unity Pictures Inc., is State righting. This firm is also exploiting the enterprises of Franklyn Backer, head of East Coast Productions, Inc. George Proctor, one of the best known publicity men and writers in the business, is now associated with Harry Reichenbacker in an exploita- tion enterprise. The firm's offices are ill the Loew State Theatre Building, Broadway and Forty-sixth street. Room 1101. Mr. Proctor is open to consider the exploitation of indepen- dent pictures. Al Feinman, formerly an indepen- dent publicity man, is now connected with the short subject department of Fox Film Corporation. Bill Haggerty has again joined the exploitation force of De Luxe Film Corporation of Philadelphia. He is starting several big campaigns on De Luxe pictures. J. Charles Davis will personally conduct the exploitation on Arrow Film Corporation's big fall release, "Night Life in Hollywood," during the engagement at the Woods Theatre In Atlantic City, N. J. Frank Hard is now in charge of the publicity for all four branches of Har- ry Charnas' Standard Film Service in C. C. Burr Billboard Deal Boosts Independent Films Exhibitor and exchange congratulations are daily pouring into C. C. Burr's office on the intensive nation-wide out-door billboard campaign Burr has instituted in behalf of "Sure-Fire Flint." starring Johnny Hines. In New York City alone, the Thomas Cusack Company has erected two huge signs, one 40x60 feet at the corner of Broadway and Forty-eighth street, directly opposite the Strand Theatre, the other at Broadway and Seventh avenue. Both of these mammoth painted signs have direct illumination and represent two of the big high-lights of Broadway's White Way. In addition to these special signs, the Cusack Company has posted approximately one thousand bold type lettered twenty-four sheets on "Sure-Fire Flint" and its cast in every important spot in the city. These will be augmented next week by the addition of another thousand beautifully illustrated twenty-four sheets, bearing production portraits of Johnny Hines, Doris Kenyon, Edmund Breese, Effie Shannon, Robert Edeson and J. Barney Sherry. These posters have been executed by Ritchey under the advice of C. C. Burr himself and are said to be among the most striking creations made by them in many years. Coincident with the outdoor campaign in New York, Burr also con- tracted for campaigns of like immensity in every principal city throughout the country, with the result that exhibitors have received hundreds of requests from patrons who were desirous of knowing just when "Sure- Fire Flint" was to be played at their local theatres. In "Sure-Fire Flint" it is reported that Burr is making an even larger advertising expenditure than he did in "Burn 'Em Up Barnes" and "I Am the Law." Producing in San Francisco Word comes from San Francisco that Edward Belasco and Victor B. Fisher of the Belasco Produc- tioils. Inc., of that city, have signed their company, which will produce Anna Blake Mezquida's "Dancing Feet." Papal Film Here Jaxon Films, Inc., has acquired the American distribution rights to "The Chair of Peter," a fea- ture which is said to have met with the endorsement of Pope Pius XI. H. C. McCourt took the pictures abroad. Big Advertising DOESN'T MAKE A Big Picture A Ten-page iiuert instead of this five-inch ad wouldn't make "NOTORIETY" Any Bigrger Than It Is A B-I-G DIRECTOR A B-I-G STORY A B-I-G CAST MAKE A B-I-G PICTURE YOU'VE GOT IT ALL IN "NOTORIETY" WHAT A CAST I MAURINE POWERS MARY ALDEN ROD LA ROCaUE GEO. NACKATHORNE J. BARNEY SHERRY MONA LISA RICHARD TRAVER8 IDA WATERMAN WM. H. TOOKER ANDERS RANDOLF Ready for Independent Release in September by L. LAWRENCE WEBER and BOBBY NORTH 1(M Broadway N. Y. Oty