The Moving picture world (November 1925-December 1925)

228 MOVING PICTURE WORLD November 21, 1925 MAURINE POWERS HAS A BIG FOLLOWING AMONG THE FANS The screen "discovery," brought out by Will Nye, and starred in a number of specials, is seen here zt'ith Fred Parke in a scene in "Wanton Kisses," a J. Ray Friedf/en production for independent release. Director Friedgen used an original story by Lewis Allen Browne. "Peter Pan" Xmas Film Fixture; Merchants WelcomeTradeTie-ups PETER PAX," Paramount's production of Sir James M. Barrie's story of the boy who sought eternal youth, which lends itself so readily to the Holiday spirit of the Yuletide program, is being booked by exhibitors throughout the country for presentation this Christmas. The success of this picture in more than 200 theatres playing it day and date last Christmas stamped it as a picture with eternal life as a holiday offering. The spirit of youth permeates every household at Christmas time, and it is this message of youth around which Barrie has woven his story that makes "Peter Pan" fit so admirably into the holiday program. That both old and young are imbued with this spirit of youth after viewing Betty Bronson's great vehicle is attested to by exhibitors themselves, one theatre owner having written : "It is wonderful the way the children respond to it and the grownups are the biggest children of all." Many successful tieups have been offered on "Peter Pan" b} Leon J. Bamberger, assistant exploitation manager of Paramount, to enable exhibitors to conduct a comprehensive Christmas campaign on the picture. There are Peter Pan Kids Clothes, Peter Pan Dresses, Peter Pan Cravats, Peter Pan Fountain Pens, the book "Peter Pan" and the tieup with the Oldsmobile automobile. Paramount exploiters will advise exhibitors desiring information of the manner in which these tieups may be used advantageousl) to the box-office. In exploiting the picture theatre owners may conduct essay contests, resemblance contests, children's writing contests, drawing contests and jingle contests. Peter Pan whistles may be given aw-ay by dealers. Effective window displays should be arranged. Cooperating advertising may be effected w-ith dealers handling Peter Pan merchandise. Among the valuable catchlines which may be used in advertising are : "The story of every child's dream and every mother's love." " "Peter Pan' will stir golden memories and bring back your youth." " 'Peter Pan' takes you on a delightful flight of fantasy to a land of boundless joy." "Come, let Peter Pan take you from the workaday world to a fairyland of dreams." "The boy who wouldn't grow up is here in the storj that never grows old." Many of the contracts for presentation of the picture this Christmas are repeat bookings, prompted by the earlier success of Herbert Brenon's masterpiece. Friedman Exchanges Busy Five Salesmen Covering Albany and Buffalo Territory Dick Fox of the Friedman Film Corporation, of Buffalo, was in town recently closing negotiations for the Vital product for his territory. The Friedman exchange has just opened a new office at No. 4 Clinton street, Albany. The Buffalo and Albany zones will be covered by five salesmen. In addition to Vital product the Friedman exchange will handle the product of the Arrow Film Corporation, consisting of twentj'-four Golden Arrow specials and thirty-eight Arrow Westerns. With the above product available for the coming season, this exchange is the busiest in the up-State territory. New Lobby Photos Beautiful New Process Used for Cecil B. De Mille's Drama Something especially beautiful in lobby displays will be seen with the release of Cecil B. De Mille's prsonally directed production, "The Road to Yesterday." The lobby photos for this production have been made under a newly developed photographic and color process that makes each still a real -work of art in the most brilliant, yet softlj' and delicately blended colors. The sets, mounted in frames, form the most attractive and the richest looking lobby display yet devised for motion picture exploitation. Samples of these remarkably effective stills \vere on display in the lobby of the Embassy Theatre last week in connection with the liremiere trade presentation of the production. Goldbeck Made Director The elevation ot Willis Goldbeck to the position of director, marking the newest phase of the rocketlike rise of this twentyseven year old scenarist was announced by Jesse L. Lasky, first vice-president of Famous Players Lasky Corporation in charge of production. Mr. Goldbeck will direct Michael Arlen's "The Ace of Cads" which will be Adolphe Menjou's starring vehicle. Mr. Arlen is now at the Paramount studio engaged in adapting this story for screen use, aided by Mr. Goldbeck. Walter Nieland With Warner Walter Xeiland joined Warner Bros, this week to take charge of exploitation in the Middle West with headquarters in Chicago. Mr. Xeiland is an exploitation man of many attainments, having for three years been in charge of Goldwyn's work in Chicago, and for the last two years has handled the advance work for Rubin and Cherry's Circus. He takes charge of his field at once. Warner Bros, are slowly shaping their exploitation force with the right men and expect to have a full and competent crew in the field l)efore long. '7A' CONFERENCE" Marx Pickford confers with C. Gardner SuUivan. the famous scenarist, regarding details of "Scraps," Miss Pickford' s forthcoming production for United Artists' release.