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106
Screen Opinions Tells the Truth
Percentage Figure Values
Masterful
.100%
Good
... 65%
Superior
... 05%
Average
50%
Excellent ....
.... 00%
Fair
40%
Very good
.... 80%
Poor
25%
Every picture reviewed in SCREEN OPINIONS is analyzed according: to definite standards before arriving at positive percentage value. The independent summary in “The Opinion” is submitted to you for final judgment, because in all cases you must have the last word when it comes to selecting the pictures. A thorough reading of “The Opinion” will give a clearer idea of the nature of the picture, so that you may be better able to judge its money-making possibilities for you, its entertainment value and suitability for your patronage.
“HEART BUSTER”— 65%
(Adapted from a story of the same name) Reviewed July. 1924
Theme — Adventures of westerner VALUE
Photography — Good — Daniel Clark. Moral standard — Fair.
Story — Good — Com.-Melo. — Family.
Star — Good — Tom Mix.
Direction — Good — Jack Conway. Technique — Good.
Spiritual influence — Neutral.
Moral — With a will there’s a way.
preventing marriage of girl to crook CAST
Tod Walton Tom Mix
Rose Hillyer Esther Ralston
Edward Gordon Cyril Chadwick
Justice of Peace W. Courtright
Producer — Fox. Footage — 4500 feet. Distributor — Fox.
THE OPINION
Ordinary western lacks punch of average Tom Mix production. Funny stunt shows hero rounding up clergymen of the district to outdo crook bridegroom elect. Another laugh shows jail where he is imprisoned carried away by team of horses and wrecked near the church where girl is on verge of disastrous matrimony. The horse Tony and a comedy dog are in the cast.
“IN FAST COMPANY”— 65%
(Adapted from a story of the same name) Reviewed July, 1924
Theme — Romance and Adventure of Athletic Youth
VALUE
CAST
Photography — Good — Not credited. Moral standard — Average.
Story — Good — Com.-Melo. — Family. Star — Good — Richard Talmadge. Direction — Good — James Horne. Technique — Good.
Spiritual Influence — Neutral.
Moral — None.
Perry Whitman, Jr Richard Talmadge
Barbara Mildred Harris
Craig Sheldon Lewis
Chichester Douglas Gerrard
Producer — Truart.
Footage — About 5000 feet. Distributor — State rights.
THE OPINION
Contains good sporting stuff in which Dick Talmadge exhibits boxing skill, has a vein of intrigue, a fair romance, and as the title indicates, fast action throughout. Mildred Harris looks pretty but has little to do, the cast is generally good, and in lower priced houses especially the production should go well.
The Necessity of Advertising
You must ADVERTISE — and the sooner you start, the better. You should follow a definite advertising plan — decide to spend so much money every week — to distribute a certain number of leaflets every week in the theatre — mail something every week to your mailing list — do periodical hous® to house advertising if you are in a suburban locality — do something to create interest among children — get the young people coming— fire every member of the family to go to YOUR theatre every week and bring the neighbors.
(Printed in U. S. A.)