Variety (December 1921)

FrUtoy, December ft 1921 PICTURES STORIES NOT STARS BIG NEED OF 'PICTURE BUSINESS TODAY Adolph Zukor Discusses Subject—Declares Condi- tions Will Be Worse Before They Get Better— What His Scouts Teil Him—Money Tighter GOLDWYN WITHDRAWS ROAD "THEODORAS" Will Be Turned Loose Through Regular Channels AUTOMOBILE ATTA( ■rr.iM, The Wm business is due for an- other turn-over. The return of things to normalcy, or something lit it. that a lot of people have *n prophesying, isn't going to topen. at any rate, not soon. The business, like all the other branches of the big tree of lndus- i will have to take a fresh squint -* index cards, sales sheets, credits, bank accounts and reserve resources if it wants to weather wors t trade and financial condi- tions that are coming. A producer, distjgibutor or ex- hibitor in the fourth largest com- Btrcitl activity in the world will ktrt to do two things if wanting to hunire maximum profit and mini- mum lots for the months immedi- ately confronting: Have to jam overhead scale down tone more. Have to make, sell or exhibit pic- tares that forget all about big name ttart, expensive or otherwise, and offer first, last and all the time from now on, stories the public wants. Adolph Zukor said these things to Variety the other day in a dec- laration that films -ere facing an- other crisis. ••We haven't yet reached the crest of hard times," said the Famous 'Players* president. "Our organisa- tion's returns from its exchanges and exhibitors for the past several months, comprising complete in- tensive investigation, brings us up against two overwhelming facts: Money is tight and getting tighter, and the ebb tide that Ft in a few years ago against stars and for stories will not return. Prom now on the story is going to be the thing, big stories. Big Names "Big names that helped bring clamorous popular attention to "films have lost their vogue. Now, in films, as in the theatres, it's again ►the .day's the thing. Film audi- ences took a long time to get where they're at, tumbling money in at ibox offices prodigally for years to isee again and again this, that or the pother star of the stage or screen 'offered in film plays. Something about photoplays, the enchantment of sccnics involved, the compara- tively cheap prices of admission, kept audiences coming back again and again to see their favorite players, irrespective of the merits of the screen medium in which they .appeared. In the early periods of films, when the rich fruits of the regular talking stage abounded in material, und the best dramas of our time tumbled into the hoppers of *h3 camera, film prosperity flamed. A great play and a big star and everybody came. Things went en this way for years, but the growing army of producers gradu- ally bit Into the stored harvests of precious play material, and then came observed changes In the quan- tity and quality of audiences. Busi- ness wasn't so good when the star was great an* the play indifferent, and when the star was talented but not of the first class the box office business boomed when the play wan great. "Notwithstanding that many peo- ple still aver that the film business *• a comparatively simple proposi- tion to master, the best minds in Photoplay making and photoplay attribution were a long time get- «ng at the hard facts that while w § and little stage stars were fconey drawers in films for a time regardless of their media, the time Janw when names counted no more ■ ( ne pla^r wasn't right. Our in- stigations aimed at making de- ductions written may consider it a hazardous inno- ] vatlon for the heads of big organi- zations at this time to) declare orj even admit that the depression from j which all business is suffering is not a transient indication, but is in- stead a natural, settled recession. But that's just what it is, and the financial patient will Just have to face the stroke of paralysis he's suffered and patiently let time re- cuperate him. "Everybody in films knows that exhibitors can no longer pay the big prices for big features they paid two years ago, or even one year ago. Everybody In films knows that the money that was ready cash down for any sort of film agreement two years ago or even one year ago Is now offered Instead often in con- versation or notes. Two years ago the low tide stage for films set in. The tide is still going out. The men In Washington handling the Peace Conference, with all their data, arc unable to predict when the return flow will set in. "The Famous believes that by the concentration of producers upon the selection of stories that will Pic- turize regardless of stars and a gen- eral change of front by distributors and exhibitors leveled down to the present depression, further embar- rassment* may be avoided by many in films who were caught in the recent irreat slump. "The public is nmre exacting in its play demands'than it was. Teem- ing with human drama's of all sorts, tomorrow CJoldwyn Is withdrawing all of the "Theodora" companies from the road. The Pittsburgh, Chicago and Detroit companies closed after three weeks in each of those towns; the show at the Astor, New York, closes on Dec. 10, while the company which opened in Iioston last week will re- main at the Shubert theatre there until about Christmas time. At that, there is a possibility that the Astor show may be moved to the Lyric, New York, after next week, but that arrangement is not definite as yet. For the last two weeks of the engagement at the Astor "educational tickets" were distributed about New York, per- mitting of a two for one rate of ad- mission for the house. It is barely possible that the tre- mendous flood of protest from the exhibitors which flooded all of the local exchanges in the towns where "Theodora" was played as an at- traction in the legitimate houses may have been the reason for the Goldwyn decision to turn the pict- ure loose through the regular chan- nels and withdraw the road shows. Or it might have been due to the fact that the picture may have been discovered not to have a drawing power that would stand up after the second week of its run in the regu- lar week stand legitimate towns. At tho Shubcrt in Boston last week the picture is said to have dn wn a little less than $9,000. while at the Astor, New York, a little more than $9,000 was the gross. Jack "Welch, who has been han- dling the routing of the films from the Goldwyn New York offices, finished with , the company on Wednesday of this W'-ek. Will A. Page, who has been handling the publicity for the films, will finish He returned from Bos- The sale of a motor car by Charles Walton, picture actor, to Harry L. Gates, of the Globe Productions, Inc., is concerned in a $769.71 suit Walton has started against Gates, representing two installments due on notes in payment for the car. Walton some months ago secured a $400 Judgment against Gates, also for an installment due, and now has the local sheriff out to levy an at- tachment on Gates' property. GRIFFITH PICTURE TRIED ON THE DOG" ROBBINS ADDS THREE TO UPSTATE STRING Buys Interests of Papayana- kos Bros, of Watertown 'Two Orphans" Shown in Con- necticut in 16 Reels poignant, startling, extraordinary, ] as was the war, the struggle edu- cated the public. What had passed as stories of engrossing complica- tion before the war seem empty, stale and uninteresting now with the higher standards for charm, curiosity and thrills that the war created." COAST PICTURE NEWS I.os Angeles, Nov. 30. Raymond McKec has been signed by Kcalart for the leading male role in May McAvoy's next starring vehicle. ton early this week after having put over the picture there. His advance work In New York made the picture stand up as an extraordinary at- traction for the first few weeks that it was on Kroadway. Page Is leav- ing for Cuba on Monday next for a ten-day vacation. On his return he may return to the Coldwyn staff to exploit another of their big foreign attractions for them. Griffith's new production, "The Two Orphans," was "tried on the dog" in a Connecticut town for days last week. It was projected In 16 reels before regular audiences, and the effect of each sceno noted as to its effects on the fans. On the basis of these observations it will be cut to 12 seels. Tha whole production will be taken back to Mamaroneck and re- edlted. Then it will be shown in two more out of town theatresT*ach showing being followed by more editing. Then it will come into the Apollo the first week In January. At Its first viewing the picture took three hours and fifteen minutes. Griffith, who was on David, Be- lasco's staff before he became a pic- ture producer, is the only film man who follows the stage' plan of "breaking In" a production before it is given a metropolitan premiere. Syracuse, N. Y., Nov. 30. Nathan L. Robbins, native of Syr** acuso and controlling factor in the Robbins-Syracuse Company and the Robbins Amusement Company, operating picture houses in Syra- cuse and Utica, adds another com* pany and three new houses to big string as a result of a deal closed for the purchase of the interests of the Papayanakos Brothers of Wat- ertown. The deal, involving $260,000, gives) Robbins the Olympic, the Palace and the Antique at Watertown. Ths) former but recently was remodeled to permit the presentation of vasjde* vllle. The latter two are devotef solely to pictures. The traneacttojt carried on tinder cover, was n ege* tlated by Julius Rothsteln. a direo* tor of the Robbins corporation. The Papayanakos Brothers will step down on Dec. 17. Back of the deal was a raco for the properties, with the Frank A* Empsall-Morton and Sesonsko in* terests as the other entry. The lat» ter have the A van theatre at Water* town and have but recently places) it on Its feet financially. They of* fered to lease, but Robbins offered) cash, and his certified check for the) full purchase, $250,000, closed the deal. Robbins also paid cash for the Eckel theatre and Vinney building in Syracuse about a year ago. Cullen Land is. Goldwyn star, is passing out the cigars in honor of a 13-pound daughter born this week. Betty Blythe has left for Colum- bus, Ohio, where she will appear at a special collegiate event given by Ohio State University. She will later go to New York. Both the Kinema and the Cali- fornia, picture houses, have inaugur- ated special Sunday morning con- certs. The California has aban- doned prologues and special acts in favor of straight pictures and music. Hal Roach and* his wife will ac- company Harold Lloyd on his forth- coming trip to New York. OPERA FILM CONTINUED The Rialto. Nev. York, this week holds over the three-reel version of "tdi Tosca,"'which Hugo Kiesenfeld is presenting to the musical score of the opera. On Sundny during the second afternoon performance the combination of the film with the usual overture music was an -ap- plause winner. Incidentally, It again gives the house an opportunity of advertising a double f"«'^ce b:!V. ai * l :^y have Pauline Frederick in "La Tosca" and .Tack Holt in "The Call of the North." FRENCH FILM NOTES opin- signed judg- along these lines elicited U, an d voiced opinions from «V m Playgoers and exhibitors in all Wrts of tin. country. These >ons represent h;i!« f 0nt8 c 'ontii njin K t] 1c . conclusions ,hr r.unoiiK r.iyns executives. ' Look st Broadway l(> ll.iS 1-1*1 In *;,'. \« y H,,. TVoad- t ,*\ n '--d of the |.:iM y».ir for fur- ■ - r ( '" , T l 'irn l .ili..fi of our cnriclii- • I" 18 ' I' I ■" s y ;iitir play, without Jj^wn i,:i,„p S ,, :i ..i. n; . ami. nees in extend^] (Mu'.^-cmiiits where J win, st:.is of International fj "l»d to draw where the plays A special invitational premiere of Mack Bennett's "Molly O" was held at the Mission Wednesday night. The film is in for an indefinite run. Henry R. Walthall has signed to play one of the two leading male roles In John M. Stahl's next pro- duction, 'One Clear Call." John Griffith Wrav has completed Thomas II. Inee's "Jim," to be re- lcavseil by Assoeinfcd Kirst Vntinnnl Milton Sills, Marguerite de la Motte and John Mowers are in leading roles. Moving pictures as propaganda for health preservation are to be used at Bordeaux in December. Will l'liytw ni:ij;.r/inc writer of industrial ai t it•!«■ v. has lieeh sicrned by Healart to i-o-ope-rate in stories with a liuj-ine** an^Ie for i lie Real- art stars. Charlie Cl 'att'St en filed' Ie:..e. Arthur V. lAih I 'a lit) apliu his ."-tat t» <1 his fur l'ii •-! N.i; ional )■•'- "O. lle.k. pi rodent of tile l'ro«iu< ■'. ion^. h.is com- pleted .if raliireineiii^ fe»r llie Jllmitir. <d •■ \\ li'::lii[« > sl.iniiiK Mi** I'i'inl. They y,j!| |t< made mi i he line lot a iid i iters. The subway has arranged with the exhibitors for a ticket seller of the company to attend the large movies during the intermission to issue tickets in order to avoid the rush at the subway booking offices at the time the places of amuse- ment close. The public can thus purchase a subway ticket In ad- vance in the halls of tho theatres and Important picture halls and not have to wait at the* station. The system was adopted at the Theatre Antoine some weeks ai;o and fonno convenient. leased |i\ A^oci i!«d K\)lib- C.M i\ le Ko'iniison. < 1 in's pi i \ .i f •■ . < en i ii y 1 his w f el\ known in 1 < ii hi ri 1 ..ill.'' t'l'.ip- M ;is in.i ii a d I .\ le A !len, \v id< I \ piet lire < ii . Ns. During the week ended Nov. Ifl there were 3K.M95 metres of films presented at tho trade shows (com- pared with 45.S67 metres the previ- ous week and 27.705 metres for the corresponding wVek of 1920); shown by c, a union t, 5/»a0 metres; Fox. 2,050 metre.; Paramount, 4.1B0 metres; Patho Consortium, 3.750 metres; Sep-, t, M.S57 metres; Phocea. 2.400 metres; Crandeg Pro duetions. 3.SO0 unties; A^em-c < Jen-- erah\ :..«;:» 2 lin-irc.-; Meric 2. <»:',(> metres; llari\. 2.'JI."» neire"--; l-'vin.- A iM ist inues. ;{,S.*i.'i nieir.vi; ]'r • r < J-:.-lair. 2,120 im-li- s. The ]iO]iul.ir nielodr i Mi i 'i ojn i'i- tH>Vele; le 4>f .lilies M e ; ■. . ' JNmo :' il Home." ]da\ed a' Mn Auiiiiu'i \'.:i-- .i :■ ii, i*-: to Peidiie d. O n e kiss — their first and last. A vision of Life at the Gates of Death A Stupendous Drama of the Loves of the Mighty None can forget the force of mob-hate, mob-love, mob-pas- sion that leaps from this mammoth production; nor the art - the wonderful, indescribable pantomime- of Europe's greatest artists, backed by players in thousands, and led by Kmil Janniugs, Master of Emotion. The kind ot picture the public is constantly looking for— the kind that exhibitors can offer in exclusive first runs when they hold a First National FRANCHISE Beginning December 4 at the r? --CV J. P.11 K e.- lte. mJ, .Jr.. Is vh< d?i!i d to Mart his latest production rot- First Nut ional. •Pawned." this wcel unpopular. . Soma pooplu-lxho .story is bpJfiaak Tackaid. i < OltKKSI'OMIKM I. FHUM AUSTRALIA Wll.l. 1IK FOI M> ON 1VH.K MKVKS' T^I^N A NATIONAL INSTITUTION DIRECTION BDWAY AT A7V\ ST. JOS-MJUNKSTB* There'll be a Franchise everywhere