The Moving picture world (November 1922-December 1922)

428 MOVING PICTURE WORLD December 2, 1922 Unique Exploitation on ''East Is West'' One of the most unusual contests ever staged was run in connection with motion picture exploitation, for the showing of First National's "East Is West" at the Regent Theatre, Paterson, N. J. Seventy-three pretty winkers, ranging in age from three to forty, winked twice before the Paterson News' special photographers, one a still photographer and the other a motion picture cameraman. Seventy-three winkers, bold or blushing, had their picture reproduced in the News with the result that the Regent was tied up with 417 inches of free publicity space during the first six days that the contest was on. The same winkers were screened at the Regent Theatre, where crowded audiences cast their votes. The idea started with a determination to find the prettiest winker in Paterson; and the News sponsored the contest. For seven days it carried a first page caption: "Wink and Win," and every day a front page story and photographs. Every day its motor truck, bearing its photographers, toured the streets with signs announcing its search for "Paterson's Prettiest Winkers," announcing at the same time that the champion winker of the world was Constance Talmadge, who is appearing in "East Is West" at the Regent. Included in the visits made by this portable studio to discover winkers were: the high school, the court house, the city hall and banks and mills. Voting was done on ballots provided by the News and deposited in a box placed in the theatre lobby. All voting was done during the run of "East Is West." The special "Winkers" reel was exposed Saturday, delivered Sunday afternoon, assembled Sunday night and shown for the first time at Monday's matinee. Opening with a shot of the city, it went through a scholastic exercise of winks from 73 people with a slow motion picture camera finishing the reel to show what the wink did to Paterson. First National Has Thanksgiving Spirit Fox Specials Take Country by Storm The success attained by the Fox New York, continues to receive the series of special productions which f^ivor of fans all over the nation. , 1 1 u 1 J 'I rade paper publication of bo.\-of have already been released on the ,■ „( „, ;» •' lice reports oi the nlm prov; it to program for 1922-23, is attested by be above the average. As one exthe numerous fan letters which have hibitor in the Middle West put it, been coming into the general olTices "this feature is one of the line-it of the corporation in New York and shown on my screen and pleased by the reports from exhibitors who everyone." have exhibited the pictures. Similar praise has been accorded "The Fast Mail," the Lincoln J. "Monte Cristo," the screen version Carter melodrama which was the of Alexandre Dumas' immortal first of the series, has received the classic. After a long engagement unlimited praise of critics througii at the Forty-fourth Street Theatre, out the country and has already been New York, the photoplay was reshown in many of the large key leased for general distribution only cities. Exhibitors have been almost to be heralded as the best piece of I unanimous in their acclaim of the work resulting from the adaptation production as the best box-office attraction in many seasons. "Silver Wings," which was released on .A.ugust 27 after a long summer run at the Lyric Theatre, What of Thanksgiving for motion pictures in 1922? Have producers, stars and exhibitors cause for rejoicing. The past has written its own story. Is the future encouraging? Answers to these questions have been obtained from officials, producers, exhibitors and stars affiliated with Associated First National Pictures, Inc. They breathe the spirit of the motion picture industry— lusty youth, eternal hope, the will to work and a just pride in tasks performed. Here are the Thanksgiving messages from First National officials: R. A. Rowland, general manager: "We will eat our thrkey this year with the knowledge that better times are here, better times are coming. Conditions are on the steady upgrade. We should view the matter that way and work with that conviction, rather than in a sort of childish faith that there is going to be a prosperity miracle. While this year finds us on the steady upgrade, next year will find us planted firmly at the top." H. O. Schwalbe. chairman of the executive committee and secretarytreasurer: "Thanksgiving day, 1922, finds the industry working toward the accomplishment of better things." Robert Lieber, president : "The industry should be thankful this year because some of the greatest pictures in its history are being produced ; because people are demanding the best in the way of production, and in seeing their demands fulfilled are becoming strong friends, as well as patrons of the screen. We are entering an era in pictures in which there is a better understanding between all elements in the industry — the era of co-operation. To Show in London "Douglas Fairbanks in 'Robin Hood'" will be presented in London under the direction of Charles B. Cochran, one of the foremost theatrical managers of Great Britain, shortly before Christmas. of a famous novel. All housef i have expressed their gratification of i the turnstile results, which the worlc . of Emmett J. Flynn, the director, has brought. Universal Lists Its December Release I Universal's December schedule of releases includes pictures by such popular stars as Frank Mayo, Herbert Rawlinson, Gladys Walton, Colleen Moore and Cullen Landis. They were made by Universal's leading directors. "The first to be released will be "The Altar Stairs," a strong photodrama starring Frank Mayo. It is adapted from a story by G. B. Lancaster and was directed by Lambert Hillyer. The picture will be released December 4. The Universal release for December 11 will be a special cast feature directed by Emile Cliautard from a novel by Mary Lerner. It is called "Forsaking All Others." Colleen Moore and Cullen Landis are fea^ tured. "One Wonderful Night." Herbert 1 Rawlinson's December picture, willjl be released December 18. Ii is fromf the popular novel by Louis Tracey.'. Stuart Paton directed. Lillian Rich is the leading woman. The three foregoing pictures form the last three releases in the Prosperity Nine, Universal's second group of nine pictures for the 1922-19,"* season. "The first group, released in August, Septeml)cr ami October, is known as the Winning Nine. "A Dangerous Game," the final December release, and which will go to the screen on Christinas Day, is the first of a new group of nine. Business of Getting a Goat's Goat F. B. O. Catalogue The advertising department of the Film Booking Oflices of America has issued an attractive twenty page catalogue and booking guide which lists all its releases and gives a brief description of each. Exhibitors are offered a 10 per cent, discount for cash on any group of pictures booked therefrom. November 17, 193::. Mr. Robert E. Welxh, Editor. Movlne Picture World, 610 Fifth Ave., City. Denr lloiit S^vlplnBT Dnnny'pi ntnlT. ConBTntii. On yonr oditorlnl. About. An Kilitor'H troiilileM. S'tonch. An I hnve every rrnxi.n to knovr. To be heekled. All the time. By |iei»tlferoii« pri-nx nurnln. nut Hob. When «e worked tocether. On the \e«". Before I beennie nn Edilor-tionl. I.Ike you were. Anil nre. Von were a Smooth Kkis. In imaslne the buck. And klllini: the kick". And then. When yon left me n» "Allblcr." And Joined Gunnine. Yon nindc life mUernble. For as editors. By ernbbinc spnee. To the limit, neniember? Still. Even thoucb I. Am now n pnbllclst. And not nn editor. XeverthelcKK I rct.Tln. My »ymi>n«hy for the editors. And I don't kick much. Or iiMk for over-much i<piice. For ninybe sometime. If I nunin wns nn editor. 1 niluht fciir. Thnt someone. Would wrile me n letter. I.Ike this. And reni'nd me of "spnee hoeclnc" I>ike I'm reminding yon. And I'd blusk. At my turn-nbout-f nee. And anyhow. Thougrh the edltorlnl wns Kood. I think. Yom wrote It. Bccnuse yon hnd nothlne else. To write nbont. For n« I said before. You're always smooth. In klllluK press agent kicks. I am not. .A publicity seeker. So I don't ask. Thnt yon nam this. nnt when yon do. Please mention Murray W. CarasoB. Who you know. Has. The blsreest picture of the year. Im "SuccexK." Which Is nearly completed. And another. In "WmT Down South." Now in the mnkinsr. RetiriuKly yours, Ceornre n. Gould, Ml'RRAY W. GAnSSO>. INC., S23 nth Ave., City. <l Dead or Alive!