Paramount Pep (1923)

7. PARAMOUNT PEP Brilliant Premiere for “Covered Wagon” Grauman’s Hollywood Theatre Scene of Marvelous Presentation of Big Picture By A. H. Shirk No more brilliant company ever gathered to witness a motion picture premiere than that which greeted the western opening _ of “The Covered Wagon,” the evening of April 10th at Grauman’s Hollywood Egyptian Theatre. Everyone was there — and that is literal. To enumerate the stars and famous folk generally, of the screen world, to say nothing of civic notables and society leaders of Los Angeles (including Hollywood and other environs) would take too much space. So let it stand — everyone. The press was represented by the leading critics who one and all vied with one another to see which could say the most delightful things about James Cruze’s immortal epic of the pioneers. Throughout the presentation applause was sustained. At the big moments— and they are plentiful— storms of handclapping burst forth. The introduction of the Arapahoe Chieftains and their families by Lieut. -Col. T. J. McCoy, Indian expert, who brought the Indians from Wyoming expressly for the opening, was impressive. The Chiefs in full regalia were a marvelous sight as they were shown on the brilliantly lighted stage. Followed a prologue of Indian dances and the entrance of covered wagons with pioneers indulging in their quaint songs and dances of olden days. The musical accompaniment was splendid and characteristic, the theme, “Oh, Susannah,” being carried out with great skill. The concensus of opinion was “The greatest picture ever made !” “The best picture I ever saw,” said Adela Rogers-St. Johns, western editor of "Photoplay Magazine.” And her opinion was echoed by one and all. The picture is destined to have a record run in Hollywood from every indication. Grauman Predicts Eight Months’ Run for “The Covered Wagon” Sid Grauman predicts that James Cruze’s production, ‘“The Covered Wagon,” will run at least eight months at his Egyptian Theatre in Hollywood, where the picture had its West Coast premiere April 10. This information was conveyed to S. R. Kent in a wire received from O. V. Traggardh, our Branch Manager in Los Angeles, who stated that the gross receipts for the first eleven performances, starting with the opening Tuesday evening and including Saturday night, were $18,785.75. At the first matinee the receipts were more than double those of the first afternoon performance of “Robin Hood,” which preceded “The Covered Wagon” at the Egyptian and which set a new longrun record for the West Coast. The capacity of the Egyptian is 1,741, and with two shows a day the house is now practically sold out for three weeks in advance. Increase Your Herald Sales Karl Krueger, Seattle Accessories Manager, has increased his sales of heralds by selling the idea of printing entire week’s program on the blank space provided on Paramount heralds. In one instance recently the exhibitor was showing the PRIDE OF PALOMAR two days. Karl sold this exhibitor heralds on the PRIDE OF PALOMAR which served as a program for the entire week with great success. Talks by “Bernie” Freeman Orders for lithographs are made direct to the Foreign Department, Home Office, New York, from whom we buy outright all lithographs, photos, etc. Since the first of this year we are working under an arrangement whereby a quota for accessories has been set for the whole of Australia and New Zealand for weekly releases and Long Run Productions. Batavia and Singapore receive only such lithographs as we have left over and can spare. The standing order that we have with America is the minimum that we require. As time goes on and we find it necessary to replenish our stock, we do so accordingly. We have found it necessary to do this on several occasions which shows that on pictures of merit exhibitors go out and boost them for their worth. For Australia the whole stock is held in Sydney and distributed on a three months’ basis to each of the Exchanges. In the past each Exchange was allotted certain quantities and each lot held for them regardless of whether they were used or not, with the consequent result that some Exchanges did not utilize all their supply, while others demanded more. Under the present system after the first six months we are able to gauge just what further supplies are needed and we order accordingly. In addition to lithographs, we also receive from America supplies of 11 x 14 photographs, set of 60 stills for each production, 22 x 28 photographs and fanfotos. Without any doubt whatsoever, the quality of the lithographs and photos we receive from America stands unsurpassed and we have on many occasions been complimented on them. Strange as it may seem, we are able to import lithographs, photographs and most of our accessories at a lower cost than by manufacturing same here. For instance, the 11 x 14 photos cost us less to land, including all charges, than the 8 x 10 photos which we reproduce from stills. However, there are a number of accessories that have to be made to suit local conditions, and we have therefore equipped our organization here to take care of such requirements. “BERNIE” FREEMAN. YOU STILL HAVE MAY TO DO IT IN. GO TO IT