The Moving picture world (November 1922-December 1922)

334 MOVING PICTURE WORLD November 25, 192i Rotogravure and Patronage Anything that helps to pull patrons into the house after the lobby has caught their attention is worth using. Anything that will make them remember a coming picture and want to see it when it comes is worth capitalizing. Moving Picture World put the Rotogravure Section into a practical form with the purpose of giving the exhibitor a lobby service. It isn't merely a series of pictures put in the paper to let you see what the stills are like: it is a working lobby service, ready for your use. You can get frames into which these pages will go. You can make them for yourself, or have your local carpenter put them up for you. Don't forget! Anything that helps to impress memory, that gets attention, is useful. Make use of this service. Hundreds of your brother exhibitors have done so. Rivaling in brilliancy a first night gathering at the opera are the audiences which are turning out in all the big cities of the country where the now famous Cosmopolitan picture, "When Knighthood Was in Flower," is opening. Limousines gliding up to the theatre doors ; rustle of silks and satins, gleam of jewels; all the animated, friendly conversation which one always associates with a big social event — these have been the fitting accompaniments to the opening of the picture in such cities as Los Angeles, Washington, Boston and Atlanta. The flower of southern aristocracy graced the bo.xcs of the Rialto Theatre in Atlanta, Georgia, on the opening night there. The names of prominent society people who attended took up space in the daily papers almost a column long the next day. The innovation of reserving seats ahead of time as for a legitimate theatrical production is welcomed, as this enables patrons to linger at dinner parties and arrive at the theatre just in time for the performance to begin. The custom is followed in all the cities just as it is in New York. The opening in Los Angeles was attended by all the notables of the cinema world and the one in Washington was made unusually brilliant by the presence of ambassadors, diplomats and officers of the army and navy as well as cabinet members and their wives. Theda Bara to Star in "The Easiest Way" The long awaited announcement of the vehicle to be used for Theda Bara has just been made by David O. Selznick, secretary of Selznick Pictures Corporation, who will supervise the production which is to be the first of a number of Selznick Pictures to be made by the company's newly organized Eastern Producing Unit, independent of the Pacific Coast Unit which has been working in Los Angeles for some time under the direction of Myron Selznick, president of the company. Miss Bara will star in "The Easiest Way," the famous play by Eugene Walter. Miss Bara's name was affixed to a Selznick contract many weeks ago. Since that time David Selznick and the Selznick scenario department have been combing the market for a play suited to the star's needs at this particular time. Fully a thousand scripts have been examined. Included in the number were numerous original stories submitted by leading writers for the stage and screen. Others were the scripts of big Broadway successes which were available. In every case some insurmountable difficulty seemed to present itself. David Belasco has insisted that 'The Easiest Way" is America's greatest contribution to the dramatic stage and, in this sentiment he has been cordially supported by many critics and reviewers. During this long period of selection Miss Bara has been in constant consultation with Mr. Selznick in considering various stories and her enthusiasm over the role of Laura Murdock in "The Easiest Way" is unbounded. "I am delighted beyond words," said Miss Bara. " 'The Easiest Way' is one of my favorite stage plays. I know that I can give my whole heart to the delineation of Laura Murdock and that I will enjoy every minute of the filming of this soul-stirring drama." Mr. Selznick has already started casting and expects to be able to announce the entire supporting cast within a short time, and he promises that each role will be handled by an artist especially qualified to portray the type. Selznick Co. Says Phil Is "the Goods' Phil Selznick is connected with the Select Pictures Corporation. His official job is to keep hitting the high spots where Select are selling pictures, keep the customers happy, and keep the Select field employees up on their toes. For a good many months he has been more than ma'<ing good on all of these important assignments — and has been doing a lot more. Phil pulled a great stunt not long ago when he hob-nobbed so successfully with the Goverror of the State of Washington that that obliging executive proclaimed a "Smile Week" just about the time Owen Moore in "Love Is an Awful Thing" was playing such cities as Seattle, Tacoma, and Spo'<ane, Wash. Xow Phil has a couple more big pictures in which he is greatly interested — and he's "P. A. — ing" again to beat the band. From far off Denver comes this interesting wire : "Here is a true press story, My print, 'One W'eek of Love,' was on Union Pacific train .N'o. 6 that was wrcked yesterday near Laramie, Wyoming, killing four and injuring twenty in a smash-up that demolished eleven tars Miraculous part is that I tried tQ bribe agent to give me accommodations on the train but he couldn't and so checked print through Get this angle: First print of special featuring big railroad wreck been in horrible smash-up. Ha vent learned y.et whether print lost. Great yarn but on the level." "Knighthood" Given Brilliant Openings Enemies of Women" Praised by Ibanez That the picturization of his latest story, "The Enemies of Women," now being made by Cosmopolitan Productions will be a most magnificent photoplay, following closely his famous story, is the opinion voiced by Blasco Ibanez in a letter sent to Cosmopolitan Productions. Ibanez's letter reveals the fact that, while the Cosmopolitan Company was making the exteriors of the film in France, the celebrated Spanish author gave up his literary w-ork to live the life of a film actor. "Lionel Barrymore and Alma Reubens came as the stars," h^; writes, "and I found the whole company very good. "For a whole week I abandoned my literary work to live the life of a film actor. I got up at 5 o'clock each morning and at 6 o'clock was at Monte Carlo, where I stayed with the company until night and always beside Mr. Alan Corsland, the director, to help on with the work. "I think they are going to produce a magnificent piece and one which will very much please the public." DeHaven Finished Another Comedy Mr. and Mrs. Carter Dellavcn this wee's completed the filming of "Baby Ben" for release through the Film Boo'<ing Offices of America. This is the first Carter De Haven comedy made under the direction of Henry Lehrman. who has succeeded Mai St. Clair as director of the DeHaven comedy unit. The working title of this comedy was "The False Alarm." Scene From Lobby Miniature Conceived By Arrow Film Corporation for Exploitation of their Burton King picture, "Street* Of New York."