The Moving picture world (September 1924-October 1924)

126 MOVING PICTURE WORLD September 13, 1924 The Play, From The Picture Angle -By Robert G. Lisman ttnpHE WEREWOLF," a comedy by Gladys Unger, presented by George B. McJL Lellan at the 49th Street Theatre on August 25. This play will doubtless prove one of the season's choicest morsels, but not for pictures. The motion picture censors would consider "Rain" a Pollyanna production in comparison to "The Werewolf." I cannot go into the details of the plot here. <t'T,HE EASY MARK," a comedy by J. Larric, presented by The Independent J. Theatre, Inc., at the 39th Street Theatre on August 26. In the first act "the easy mark" is promoted by local oil land sharps. In the second act he reluctantly admits the promotion. In the third act he successfully promotes the promoters to the tune of a hundred and ninety thousand dollars, — but just before the final curtain, "the easy mark" (to prove that he is not cured) is about to be promoted by a mining expert. Technically this play has all the ingredients necessary to make a picture. It has action, speed, suspense, "mother stuff," humor and even love interest; but what picture audience could tolerate a hero who is as much of a fool as "the Easy Mark?" <<"NJ O OTHER GIRL," a musical comedy presented by A. L. Jones and Morris IN Green in association with A. H. Woods, at the Morosco Theatre, on August 13th. Picture editors take notice. "No Other Girl" has so many new gags suitable for sub-titles as the one at the Morosco Theatre. The plot is No. 332. You know the one where the small town bum makes his home burg a metropolis. William Sully, the world's best and fastest whirlwind dancer, is in this production. If a speedy enough camera can be found his antics should be worth while filming. ttTTAVOC," a drama by Harry Wall, presented by the Shuberts at the Maxine AX Elliott Theatre on September 1st. This is the best picture material offered so far this season. It is a story of a real vampire — not just a "vamp." A man attempts to kill his best friend for love of her and when he only blinds his pal he commits suicide. All of which leaves the lady cold. It will make the best of them weep. The tale has a war background but it is too fine and original a story to let that make any difference. Fox Has Many Exploitation Novelties to Aid Showmen IX line with a policy to give the exhibitor every possible aid in the presentation of Fox Specials during the season of 192425, Fox Film Corporation has prepared exploitation novelties and special business pulllers for nearly every production. These novelties have been manufactured and will be distributed to exhibitors at a nominal cost, saving them time and expense of preparation and giving them the advantage of trained publicity minds. For instance, on "The Man Who Came Back" there have been prepared three distinct novelties. One is a duplicate of a long railroad ticket entitling the bearer to one trip between the points represented in the picture. The printing is so worded, however, as to contain strong selling copy. Another interest compelling novelty on this picture is a "forged" check and a third is a unique folder herald with half-tone inserts of dramatic points in the story, carrying the reader over the route of "The Man Who Came Back." A small key is one of the novelties for "It Is the Law." An attached tag carries the inscription : "The key to the mystery in 'It Is the Law' — Opens the door to excitement, romance and thrills." An automobile tag bearing the rules of the road and other advice to motorists, with the admonition that ■"It Is the Law," is another stunt. These are merely specimens of the many novelties that have been made. An arresting sticker on "The Last of the Duanes" represents a human hand pointing a six-gun at the observer; on "Teeth" there is a piece of chewing gum with fittingly printed wrapper; on "Gold Heels," a roll of bills that is bound to arouse interest; on "The Cyclone Rider" an accident insurance policy; a counterfeit book of etiquette on "Oh, You Tony!" etc., ad infinitum. Taken as a whole, the Fox collection of novelties is one of the most complete that has ever been assembled to exploit a season's product. It should aid the showman immeasurably in the presentation of his pictures and shows a commendable intent on the part of the producer for unlimited cooperation with his exhibitors. Scene from Pathe's "Alexander Hamilton," a three-reel Chronicle of America photoplay. Effective Ad. Stunt Special Douglas Mac Lean Lapel Button Proves Good Advertising One of the most effective stunts ever used with a motion picture is being put into effect by practically every first run theatre which plays Douglas MacLean's latest release for Associated Exhibitors, "Never Say Die." In conjunction with the distribution of special Douglas MacLean lapel buttons, issued with this picture especially because of the proximity of the election which will bring into play the vast distribution of lapel buttons, every first run thus far has used from ten to thirty girls, dressed in nurse's costume. These girls go on the busy downtown streets pinning the buttons on all male pedestrians and in each city the stunt has caused unusual comment, usually in the daily newspapers and much word-of;rnouth advertising. This stunt was effectively used in Los Angeles, where thirty girls from Douglas MacLean's studios passed among the crowds watching the Greater Movie Season parade. It was also used in Kansas City, Detroit and in Baltimore. Manager Milton H. Feld at Kansas City had a number of the prettiest girls in his city working on this stunt for an entire week. With the buttons the girls passed out a Free Button Insurante certificate. Over 200,000 buttons and certificates have already been distributed in this manner in half a dozen cities. Beverly Bayne Signs Beverly Bayne has signed a long term contract with Warner Bros., making her the latest addition to a list of important screen players in the Warner string which has been growing at the rate of one or more a week for some time. The Warner product for 1924-25 will provide many parts in which a player of Miss Bayne's capabilities and wide experience will be invaluable. Pola Negri in "Lily of the Duit," a Paramount production.