The Moving picture world (November 1922-December 1922)

December 9, 1922 MOVING PICTURE WORLD 539 Atmosphere Without Plot Divulgence The musical prologue, built in tune with the feature, is the most graceful way of sliding into a picture without divulging its highlights or plot. Spoken words with a view to creating atmosphere for the feature invariably are very atmospheric, but also invariably and on their own initiative dim the effect of the picture's atmosphere and foretell its plot basis. Thus speaks Hyman, or Eddie, as he is popularly called, managing director of the Brooklyn Mark Strand Theatre. For "Tess of the Storm Country," wherein atni03'f)here lies thick, Hyman contrived a fetching prologue, or rather it was not a prologue, but merely an incidental vocal number that vaguely alluded to, and enhanced much, the feature. The set is a fl'slting village, consisting of two set houses, fashioned after those in a scene of the picture. These are on either side of the stage. A worn picket fence connects the two, while set rocks, rising sun against a blue neutral background, fishing nets, and oars, and a boat were the other properties. For the front lighting the Nestrum and Klieg floods are medium green upon orchestra; on both sides of the orchestra pit are two transparent windows, also bathed in soft green. Four green entrance spots are focused entirely upon the ceiling. Three people were used in this number, who are costumed as Tcss's father, "Tess" and Frederick Graves. Ideas From Two Dollars Up Is Wednesday night a poor night for you? No night ought to be a poor one if you show good pictures. There is bound to be some way to attract your crowd and make your weakest day into one of your strongest. In "Selling the Picture to the Public" you will find hundreds of such ideas. It is a department chuck full of ways for building up patronage. It is conceded to be the best of its kind. You are bound to find something useful in it every week. It isn't limited to ideas that pull for the big house : the small-town theatre man can find stunts and workable ideas that can be used as they are, or adapted to his particular needs. Your brother exhibitors are putting it over, and in "Selling the Picture to the Public" they tell you how it's done. Read it. Make use of the ideas and stunts. Dwan Starts Work on "Glimpses of the Moon" Production of "The Glimpses of the Moon," Edith Wharton's popular novel, which is being translated to the screen by Allan Dwan, was started at the Paramount Long Island studio last week in a blaze of color and an investiture of exotic drapings. The opening setting for this Paramount picture was a fashionable modiste shop in New York in which Bebe Daniels and Nita Naldi, the featured actresses, get an opportunity to wear the smartest hats and gowns and lingerie that were obtainable from fashionable Fifth Avenue shops. In addition to Miss Daniels and Miss Naldi, the cast for the picture includes such well known players as David Powell, Maurice Costello and Charles Gerrard. To Help Exhibitors by Big Advertising as Schedules Them "Exceptional" Six attractions released by Associated First National are among the twenty "pictures worth waiting for" "listed in "Exceptional Photoplays" issued by the National Board of Reviews for November. The pictures are Marshall Neilan's. "Minnie,^' "Oliver Twist," "Lorna Doone," "Brawn of the North," "The Masqucrader," and "Day Dreams." Lawrence Editing First National has engaged Frank Lawrence to cut and cdil the next Allen Holubar picture. "The White Frontier," starring Dorothy Phillips, and the new Maurice Tourneur production. "The Isle of Dead Ships," both of which are being made at the United Studios. Decided 1)y tlic results that followed the big national advcr'ising campaigns on Richard Barthelmcss in "The Bond Boy," Constance Talmadge in "East is West" and Strongheart, tlie dog, in "Brawn of the North," Associated First National will go in strong for this kind of advertising on its big releases. The five half-page advertisements written by Ellis Parker Butler in a magazine of national circulation on "East is West" hnve, it is said, given an extraordinary impetus to the patronage drawing power of this picture. Associated First National is '.'ow preparing national advertising for John Stahl's big production, "The Dangerous Age," made under the management of Louis Mayer, and for the Richard Walton Tully production, "Omar, the Tentmaker," in which Guy Bates Post is starred. Three pages will be used in the Saturday Evening Post not only to help exhibitors to sell "Omar, the Tentmaker" to the public but also to list those exhibitors who liook this production between Dec. 11 and Jan. 6, between Jap. 7 and Feb. 3 and subsequent to Feb. 3. Sunday newspapers are to be i,;ed in addition to the Saturday Evening Post in the heralding of "The Dangerous Age" throughout the country. For Cosmopolitan Film For the picturization of Vicente Blasco Ibanez's "The Enemies of Women," now in production under the direction of Alan Crosland. Cosmopolitan has engaged the Salzcdo Harp Trio^ one of the most celebrated ensembles on the concert stage. Be Sure to Read the ten pages on "The Dangerous Age," elsewhere in this issue. HQDKINSON /las it The Sensation Reports Arliss Picture Going Big Bert Adler, personal representative of Arthur S. Friend, president of Distinctive Pictures' Corporation, has returned from a trip to Chicago, Des Moines, Omaha, Kansas City, St. Louis, Indianapolis, Toledo, and Cleveland, where he visited the leading exhibitors in the interests of the current George Arliss production, "The Man Who Played God." Mr. Adler reports that conditions are improving, especially employment conditions, which directly affect theatre business in most of the sections visited. He found that the popularity of Mr. Arliss had been enhanced in the Middle West through the successful run of his stage vehicle, "The Green Goddess" in Chicago. This attraction with Mr. Arliss in person is now touring the West. Jack Holt in Three Corner Plot For the first time during his career as a star in Paramount pictures. Jack Holt is playing in a photoplay with a triangle love plot. Previous to "The Tiger's Claw," his current picture, Holt has been seen in fast action pictures. In "The Tiger's Claw," two women are in leading roles. One is Eva Novak, and the other is Aileen Pringle. Send .!n All the Reports You Can on Pictures You Show for Our "Straight From the Shoulder" Department. of a Centug^ .^st title Since '"^e Birth ofoiNation!" BULLDOii UKUMMUnu The Greatest Melodrama Since 'goandQetitl