The Moving picture world (November 1925-December 1925)

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December 19, 1925 MOVING PICTURE WORLD 655 Circulation of Gene StrattonPorter Big Factor in Sale of "Keeper of the Bees" THE definite reaction of the theatre box-office to the factor of circulation has never been proved so conclusively as by the performance of "The Keeper of the Bees," picturized by F. B. O. from the story by Gene Stratton-Porter, according to an analysis compiled by officials of F. B. O. They point to a consistent record of boxoffice results achieved by this picture during its first few weeks of release as conclusive evidence of the very certain relation of circulation and sales value. On the basis of the picture's actual performance in test engagements, it has just been booked by the Stanley Company of Philadelphia to play its finest theatre, The Stanley; by Sig Samuels and Willard C. Patterson for an early engagement at the Metropolitan in Atlanta; by the Loew Enterprises for a run in the Aldine Theatre, Pittsburgh, and Loew's Regent, Harrisburg. These engagements are in addition to the score of big first run dates that have been previously announced. In laying out the campaign of advertising and sales on "The Keeper of the Bees," F. B. O. proceeded on the theory that they had in the production an absolutely certain commercial value, and instead of rushing into promiscuous selling made no particular effort to close dates in the bigger key towns until they had a chance to prove that theory by the box-office test. "An analysis of the circulation of Gene Stratton-Porter's books made in conjunction with her publishers, Doubleday, Page & Company, showed us so many remarkable facts that we decided to merchandise 'The Keeper of the Bees' along different lines," said Colvin W. Brown, vice-president in charge of distribution at F. B. O., in discussing the picture and its success. "No writer of current fiction has maintained such a consistently high sale as Mrs. Porter, and the astounding figures of her publishers, multiplied as they were by the publication of her new story in McCall's Magazine, gave 'The Keeper of the Bees' a ready-made audience so far greater than the audience of the average best seller, that we were absolutely confident that the picture properly presented and properly advertised by the theatre to the public would be a sure-fire proposition. "There has been so much bunk about popular books and their value to the box-office, that our first problem was to convince the exhibitor that 'The Keeper of the Bees' had real and not fictitious circulation, and our second problem was to drive home to the exhibitor the value of this real circulation. Therefore, the selling and advertising campaign on the picture was developed in the direction of first, establishing with the trade the proportions of Mrs. Porter's circulation ; second, convincing the exhibitor that this circulation was not fictitious; and third, convincing the exhibitor that this circulation could be capitalized at the box-office automatically. "Therefore, it was decided that the picture should have an actual test under normal conditions in a few theatres to establish beyond doubt the contentions which have been set forth as to the value of the circulation behind it. Almost unheralded, the first run test engagement was held in the American Theatre, Salt Lake City, with surprisingly big results. This engagement was followed almost immediately by test runs in the Strand Theatre, Canton, Ohio; the Capitol Theatre, Raleigh, North Carolina ; and the Royal Theatre, Sioux Falls, South Dakota. "The result in these test engagements was the development of evidence of actual boxoffice results. The test was extended in widely scattered towns of varying population to a point where the drawing power of the picture was established beyond question in a variety of theatres under varying forms of presentation appealing to an assortment of classes, and under a widespread geographical territory. "From that point, the selling was based entirely upon evidence of actual performance." In addition to the circulation developed by ASSOCIATED EXHIBITORS. INC. has acquired for release from Worthy Pictures, Inc., "The Highbinders," which takes its place on the Associated schedule as one of that fast-stepping organization's "Triumphant Thirty." Principally featured with Marjorie Daw in "The Highbinders" is William Tilden, 2nd, better known as "Big Bill" Tilden, world's champion tennis player. "The Highbinders" was directed by George Terwilliger, and the supporting cast includes such well-known players as Ben Alexander, George Hackathorne, Walter Long and George Marion. Not only does "The Highbinders" mark the debut of "Big Bill" Tilden as a screen attraction, but it also brings him into tlie limelight as an author, the tennis champion haying written the story on which "The Highbinders" is based. This factor is said to give a double kick to the publicity value in the Tilden name, for "Big Bill" has hogged the sporting pages {and often the front pages) of dailies throughout the country. Associated Exhibitors point out that this is an excellent opportunity for showmen to cash magazine and book publication throughout the country generally, "The Keeper of the Bees" is currently being published in leading newspapers throughout the country, including such publications as the Kansas City Star, Philadelphia Bulletin, New Orleans Times Picayune, Hackensack Evening Record, Tacoma News Tribune, Newark Ledger, Dallas Farm and Ranch, Chicago Corn Pelt Farm Daily, Kansas City Daily Urovers Telegram, Omaha Daily Journa' Stockman, Daily Live Stock Reporter of Illinois, and the Winnipeg Tribune. While "The Keeper of the Bees" has proven an outstanding production in point of box-office value, it is merely an example of the production policy adopted by F. B. O. of putting into its pictures ready-made showmanship— of delivering to the exhibitor productions which have definite sales value which the exhibitor can sell or which have jilready been sold to the public. in on .thousands of columns of unpurchaseable publicity. Contrary to common belief, "Big Bill's" first screen offering is not based on tennis. It is a fast-moving story of the underworld and of society, rich in the color of the poorest and the richest cross-sections of a big city. "The Auction Block" William Orlamond has been signed by Metro-Goldwyn-Mayer to play a role in Hobart Henley's production of "The Auction Block," by Rex Beach, which features Charles Ray and Eleanor Boardman. Arthur Smith is again holding down the job of assistant to Director Henley on this picture. Cast for "Men of Steel" Casting of principals for First National's big special, "Men of Steel," was completed this week with the addition of Evelyn Walsh Hall who was sent to Birmingham, Alabama, from New York, to take part in scenes now being filmed in and around the iron ore mines and steel mills of the United States Steel Corporation there. The completed cast now includes Milton Sills, Doris Kenyon, Mae Allison, Victor McLaglen, George Fawcett, Frank Currier, John Philip Kolb, Evelyn Walsh Hall, Edward Lawrence, Taylor Graves, Harry Lee, Henry West and Nick Thompson. George Archainbaud is directing "Men of Steel," under the supervision of Earl Hudson. Associated's "The Highbinders" Features Champion Tennis Player