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MOtiVWOOO C»LifOWt*
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•I W h e n this gentleman gets through chopping to hits old worn-out films, there will be little danger of them again descending on an unsuspecting public in the form of warmed-over movies.
If you have ever paid out your good theatre that you were looking at an old
know why
ovies
. HE coatless gentleman with poised hatchet in the accompanying photograph is doing a noble service to the motion picture industry. He is operating on old, worn-out films that have been returned to the laboratory, exercising pre-natal influence on possible monkey gland movies, so to speak. When he gets through chopping to bits the canned drama you see surrounding him, there will be little danger of those films descending upon an unsuspecting public in the form of warmedover movies.
So long as old films can be .purchased for a few dollars, unscrupulous dealers will re-hash them, insert a few new titles, play up any personality who may have acquired a box-office value, even though he may have been only "atmosphere" in the picture, and make a big profit at the ex
pense of the confidence of the public in motion pictures.
Rodolph Valentino has suffered perhaps more than any other actor from these warmed-over films. For several years Valentino had hard sledding in the picture game. He considered himself fortunate to get small bits in inferior pictures. Now that his name alone will bring out the S. R. O. sign at any theatre, all his early indiscretions are being dusted off and billed as new pictures, starring him.
How exhibitors do not seem to mind betraying their patrons' confidence is
RODOLPH VALENTINO vf»
''UNCHARTED SEAS" ISSFr
*J An example of how exhibitors cash in on the popularity of new stars. In this picture, Valentino only had a minor part. Alice iMkc starred.
shown in the advertisement of a Los Angeles theatre, reproduced on this page, advertising Uncharted Seas, a Metro production. Alice Lake starred in this picture. Valentino had a good part, that of the third point of the eternal triangle, but he was not the leading character. The exhibitor, however, featured Valentino's name in bold letters, mentioning the star only casually in inconspicuous type in the body of the ad.
ANOTHER instance:
In the illustration of the advertisement of The Isle Of Love, you will see the names of Julian Eltinge and Rodolph Valentino in lettering of the same size. You will probably not notice the statement that the picture is "revised from An Enchantress, the type is so small. From the posters
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