The Moving picture world (November 1926-December 1926)

148 MOVING PICTURE WORLD November 20, 1926 "Mother Machree" Song in Big Tie-up by Fox THE most effective song tie-up on record for the exploitation of a motion picture has just been consummated by Fox Films with M. Witmark and Sons, publishers of sheet music, for the screen presentation of "Mother Machree." Every dealer handling sheet sheet, every store selling phonograph records and every player piano agent throughout the United States automatically becomes an exploitation agent for the motion picture as a result of the co-operative campaign which has just been arranged. A cover most eloquent of the song, posed by Belle Bennett and Philippe DeLacy, who play mother and son in the photoplay, has been executed for the Witmark music sheet. One of the biggest publicity mediums for the picture will come through the Kresge chain stores in all parts of the country. There will be special window displays for the Cameo Records which this company will handle. Are Making Recor<ls Records of the song are now being made by the following companies to take advantage of the publicity that the picture will ' bring: Victor, Columbia, Brunswick, Edison, Pathe, Okeh, Regal, Oriole, Federal, Grey Gull, Compo and Star. Eight music roll companies are manufacturing rolls on "Mother Machree" for the expected big volume of business from player piano owners. A radio tie-up — but one of many planned — has been eflfective with WEAF and fourteen other stations which pick up and broadcast from this station. And of much moment, too, is the fact that John McCormack, famous Irish tenor, is now on a national concert tour. "Mother Machree" is always featured in his programmes. He Started Something A' LL that "Pete" Smith, Chief of Studio Publicity for Metro-GoldwynMayer, did was to map out the intensive exploitation campaign on "The Fire Brigade,' and then sit back and watch hundreds of fellows put the drive over. All very nice ! "Pete" was ably assisted, down in New Orleans, by W. R. Ferguson, exploitation manager for M.-G.-M. Gil Pratt Signed Joe Rock lias signed (iil Pratt, comedy director, to augment his Standard Comedy directorial staff. Pratt has wielded the megaphone for Lloyd Hamilton, Harry Langdon, Harold Lloyd and many others. He 's On the Fence Cleve Goes to Work Colleen Moore's brother, Cleve is playing a supporting role in the First National star's current production, "Orchids and Ermine," which John McCorniick is producing. Cleve returned recently from Europe. Jack Mulhall plays the lead opposite Miss Moore. Trendle Praises "My Official Wife" Sam E. Morris, general manager of distribution for Warner Bros., is dady receiving words of the highest praise from exhibitors large and small in all part« of the United States on the early reteases of the Twenty-six Warner Winners. Among the letters received by Mr. Morris was one from George W. Trendle, secretary of the Kuiisky Theatres Corporation, one of the most powerful chains in the country. The letter follows: "We are pleased to advise you that the production, 'My Official Wife,' has been considered by our patrons to be a very excellent picture. We received many favorable comments, and we believe the attraction has pleased at least 90 per cent, of the patrons. It is very well done, and you are to be complimented upon it." "Alias the Deacon" Ralph Graves and June Marlowe have been added to the cast of "Alias the Deacon," another Broadway stage success wliich Universal is planning for its 1927 program. Jean Hersholt plays the title role, under the direction of Edward Sloman. Byers in Cast Charles Bycrs has been given an important role in Florence Vidor's newest Paramount starring vehicle, "Afraid ;o Love." Frank Tuttle will direct. Phone Film Dave Fleischer, of the Inkwell Studios, is directing an elaborate motion picture for the .-Xmerican Telephone & Telegraph Company. Dave prepared the script which features the telepiionc in an unusual and interesting manner. Charles Schettler is supervising the photography. Loew Books New Pathe Serial Pathe's newest mystery serial, "The House Without a Key," is now proving in the number of advanced circuit bookings already consummated, to be one of the greatest Patheserial boxofifice attractions released to date. In 22 House* When shown before special previewers representing the Loew Circuit, it was immediately contracted to run in twenty-two theatres. . In addition to this contract, "The House Without a Key" has been booked for such important New York circuits as the SmallStraussberg circuit, the Rosenswiecz and Katz, Meyer and Schneider, and the William Yost and Chrisedge Circuits. "The Golden Stallion" "The (k)ldcn Stallion," ten episode serial which Nat Levine is grooming for the State Right market, is in ts last stages of producton. Maurice ("Lefty") Flynn, Joe Bononio, Molly Malone, Joseph Swickard and Burr Mcintosh play leading roles. Miss Windsor Chosen Claire Windsor has been engaged by Universal to play the lead opposite Norman Kerry in "The Claw," the Cynthia Stockley story which King Baggot is producing. Forrest Stanley has one of the important roles in this production. Hollywood News AL.fj the nc^vN of llollyw<M>d nlll be found in T<»ni A\'nller*H Department In MOVING PICTIRE WOKI.D. In thiM iNHU* the D^^iinrtnient Im oxplinded nnd from nnw on yon ^tIII find in ItM o«»IiininN tiie very Intent jiiid nifMt alltlientie HiimIk-m from the A\ eNt ronxt lot. George Walsh, in the Excellent Picture, "A Man of Quality." Lois Moran, who is featured in "The Music Master," now being made for Fox by Allan Dwan.