Variety (May 1918)

34 MOVING PICTU K'E S GERARD NOT SUING JEWEL. Executives of the Jewel Productions, Inc., producers of "The Kaiser the Beast of Berlin," treat with small con- sideration the published report that James W Gerard, former Ambassador to Germany, contemplates bringing an action against that company lor the reason that he had been impersonated in their production. As against the likelihood of the tor- mer Ambassador taking any such step, the Jewel company say, on the first presentation of the production, Mr. Gerard attended and expressed his opinion of the story as "Its a good picture and it will do a lot of good. A singular incident in connection with the production and the rumored suit is the fact that the former Am- bassador is portrayed in the picture by Joseph W. Girard. The similarity of names in a measure led to the belie that there had been some attempt at subterfuge. SYRACUSE HOUSES INCREASE Syracuse, N. Y., May 29. The local picture houses have agreed upon an advance in admissions, from one to two and five cents, according to the grade of place, but all of the same class to be uniform on the price list. BOOKING "CRUSADERS." The report that George Bowles, who has charge of booking "Pershing s Crusaders" in the legitimate theatres, was routing the government film, ex- clusively in the Klaw & Erlanger houses, is unfounded. He is arranging time wherever he can. The feature opens in Washington at Poll's June 2, and plays the Shubert, Boston, June 10. RECURRING RUMOR. The rialto is again excited over re- current rumors of a hundred million dollar distribution amalgamation. Most of the exchange systems connected with the last rumor of this nature are again involved. It is also said that John R. Freuler is one of the prime factors in the movement. A report associated with the talk on the subject is that veiled overtures were extended to Hiram Abrams, managing director of Famous Players-Lasky Corp., to head the en- terprise, but that he refused to attend a solicited conference, stating he could have no connection with the proposed coalition, however remote, as long as he was associated with Paramount Art- craft. AIRDOMES HARD/HIT. National reports indicate that the airdomes are having a hard struggle because of the davlight saving regula- tion and that fully two-thirds of the number operating by this time last summer have not yet opened. 1 he closed theatres, however, are gaining attendance in proportion, and it is pre- dicted that the summer receipts of pic- ture theatres this season will equal the fall income of any other year. Drury Lane Wanti "Sporting Life." The management of the Drury Lane. London, has cabled to New York to endeavor to secure the Tounicur film production of "Sporting Life with which to inaugurate a summer season of feature pictures at that house. The picture, however, won't be completed in time. . . "Sporting Life" was originally pro- duced in dramatic form at Drury Lane. Myron Selznick, Talmadge Manager. Myron Selznick. who has been act- ing ;is manager of the Norma Talmadge studio in Last 4St h street for the past two months, has been appointed gen- eral manager of the Norma Talmadge Film Corporation, succeeding Roland West, who retired after the comple- tion of Miss Talmadge's recent release, "De Luxe Annie." WILL FORM S. P. CO. John Cecil Graham, general foreign representative of Famous Players- Lasky. sailed for Chili last week to form a corporation, to be known as the South Pacific Paramount Co., which will handle Paramount and Art- craft films in Chili, Peru and Bolivia. The headquarters will be at San- tiago, Chili, and a number of promi- nent local capitalists, including the Hon. Eduardo Suares, formerly Chilean Ambassador to the United States, are interested in the enterprise. When your Mayor reads "MY FOUR YEARS IN GERMANY." The Gerard feature, "My Four Years in Germany," which went intd the For- rest, Philadelphia, for a four weeks' run, closed after a fortnight there. In the middle of the second week of its engagement at the Knickerbocker the management suggested to Klaw & Erlanger that the attraction pay rent instead of the original sharing agree- ment, which was agreed to, after which business began to sag. "CUDDLES" IN FILMS. "Cuddles," the protege of Mr. and Mrs. Gus Edwards, has been engaged for Lasky films. Mrs. Edwards and "Cuddles" will start June 7 for the coast. In pictures the girl, who is now 13 years old, will be known as Lila Lee. She was last with Edwards' "Band Box Revue." Lasky intends starring her. An immense pipe organ has been installed in thf Imperial, San Francisco. The latest film "buy" by the Frank Hall Productions is "Men," which the Backer Film Co.v made, with Gertrude McCoy and Charles Walker among the principal film players. —will he think of YOUR theatre? CONSIDER the psychology of adver- tising. You read the national magazines such as The Saturday Evening Post, don't you? When you see a motion picture adver- tisement in a magazine, you instinctively think of Paramount and Artcraft Pic- lures, for they are the nationally adver- tised pictures. Thousands of persons in your com- munitv read these advertisements. Their thought is "Where can I see these Para- mount and Artcraft Pictures?" The advertisements tell them what and whv. You must tell them where. The folks in your community, the Mayor, the school children, the fathers and the mothers, the girl who lives across the street from you, the farmer at the edge of town— they all want to see Paramount and Art- craft Pictures. This advertising is yours if you make it so. Use the trademarks in your an- nouncements. Display copies of the "ads" in your lobby. Announce "I show Paramount and Artcraft Pictures!" Make them think of your theatre when they read the national advertising. Thousands of theatres have increased their business by "tying up." How about yours? FAMOUS PLAYERS-LASKY CORPORATION ADOLPtt ZVKORPrvs. JESSE L.LASKYZfcv/V«& CECIL B.VE ^aUZDrrvdorOtmrnil '""NEW YORIO • J