Variety (April 1922)

Friday, Ap ril 21, 1 922 STRONG DOUBLE BILL HELD UP STANLEY Philly's Pet House Got Beat for Holy Week—"The Golem" Falls Down rhiladelphla. Ai)ril 19. Holy Week was only i. repetition - poor filni business since about March 10. Stanley, witTi Chaplin, :n addition to Constance TalmaJge in -Womans Place." was the only one mt the bigger houses to hold up, and •ven here business was not up to what these two features would be rtpected bring. Aldine l«nd "Hail the Woman." and dH fairly well. con.sidering it vas a feature without big name, and no spcci:jl exploitation at- terapt*'d. The Stanton flopped onoe again, trd badly. This house ha.'s been a boodoo ail year. It is generally cpn- gidered the Stanley company'.s own policy of "Stanley Theatre First, No Ma.ter What," is the reason. In advertising, and even in th order and prominence of reviews in the dallle^ the Stanley company insists its big house gets the best play. This, added to the fact that the SUnton has been trying to charge the same admission, has led people to prefer to walk two blocks farther <m Market street and get the ad- vantase of the Stanley theatre music program and generally more commodious conditirn:. The .same goes for the Karlton. Neither house la ever boomed in preference to the I - -the Stanley. Estimates for last week: Stanley—"Woman's Place" and Tay Day" (First National). This combination held up what would otherwi.se have been an atrocious Holy Week business, but was below expectation by great deal. About 127,500. Capacity, 4,000. Scale. 15-GOc. matinees; 50-75c. evenings. Stanton- "The Oolem" ;Para- mount). Admittedly flop ca\ise of amazement to tho.se who knew of success in New "ork. Dailies called It big picture of year, but it froze from start. Hoodoo of hou.:e, plus tact film was stuck in without extra advertising or exploitation as if only ordinary program picturo, ascribed as reasons of failure. More of play being mado for next picture, •"Where Is My Wandering Boy To- night," th company puzzling brains for some means of reviving drooping house. (Capacit-, 1,770; •cale, 50-75.) *' Karlton—"On with the Dance," •Behold My Wife," and "Dont Cliange Your Husband" (Para- mount). Second week of revivals ' not so succes.sful as first. Last pic- ' ture was put In instead of "Old "WiT^es for New" because latter was ■ mangled from first by censors here, and nearer has had really general ehowing here when first released. Business last week fluctuated, with total of about $6,000. (Capacity. 1.100. scale 50-75.) Mdine—"Hail the Woman" (First National). House drifting along in ■ad condition since "Foolish Wives" •uccess. Two r.cek.s found too long ror 'Molly o," and .same Is pro- phesied for present picture. Society . draw from Kitt^nhouse squa/e, but 'this not enough, and also precludes showing of more snappy, loss artis. y pictur*'^. All of which puts in- dependent management botwfon deep sea. 'Hail the devi» anl Woman" did about $6,500. (Capa- <^"y. 1,500; .scale, 50-75.) Other downtov»n hou.ses also verv '^fak. -ith Norm.i *'Lovc Talm.'idge in ^es .(.doniption" at a\»lr.'e do- "K about best. Arcadia low with 'Or Those We Love." and Victoria v-n !^^^'^^ "^'^^^ "The Ri^ht That ^SLEY BARRY TOO YOUNG? Kanj :s City, ApriJl 19. ./l.^'*'*''"'^ were issued yesterday j' "'^^'^^'"TiaX'ty for the nrrrst of onn Sinour>o»i]o, man..per of th.- "jPhcum. and Tom P...]and. man;.- cifv , ^^^"^ Frnpress, borh of that laiv* I *'''''''^^»"'=f <bo child la>.or vn.^Jr ^'imittin^' Wesl.y- Huyry, >omhful film star, to appear .t ^Z ^^••^<'*-«. '"hr c:.jrgc s ap.iinst Lah'"'*"''^''^' w«re made by .*-'tate • '>r Commissioner Claudi' Con- nolly. f,,J'''' V«'>n;,' W.n .mtlst was h"r«- ij n. ' ''"'^ '^^ ^I*''' - ''"'^ apprnr- ni 111.- Newman an.I lloyal Uxm- ^n undor the manaRrmrnt of tho le't f"'^" '"'t^rests, after whi<h he P.iii^ <>»<lahonia. where it wa.-* ?*nnounood he had a number of .f*te« to fill. LOW TIDE REGISTERED IN BOSTON LAST WEEK Holy Week Not Wholly Re- sponsible—Loew's State Adds Vaudeville Boston. April 19. Following a week when the low tide of business registered as was expected, things began to look up Monday for the first run release house of this city. Easter Monday week has always been r banner one with the picture houses and tlil.'^ year it was no exception. One of the features of the condition last week was that business was better at all the film houses in the after- noon than at night, just the reverse (»f what is ordinarily the condition in most of those that have the first run privilege. Another surprise was recorded when Loew's State and the Park announced that as attractions they would have films that played as feature photo-plays in the legiti- mate theatres of the city earlier in the season. The Park booked in for a week, "Orpnans of the Storm." which ran over 10 weeks at the Tremont. The State booked in the "Four Horsemen," which played Tremont Temple for .several weeks. This is the fir-^t time either of these films has been played at popular prices in this district, and they may get over under the circumstances. When played here before they were at $2 and $1.50 top. The State .-sprung anoth<>r surprise v.hen. for this week, it announced as an added attraction, "In Argen- tina." a miniature musical comedy tabloid with nine per.sons. It is the first time the house has put on any- thing but fir.st run films, and it is believed the vaudeville was put in to bolster up the showing of the "Horsemen." and to overcome any effect of the film having played the city before. Estimates for last week: Loew's State—Sixth week with a seating capacity of 4,000 and play- ing 25-jO top. showing "I our Hor.se- men" with vaudeville. Last week house did fairly well at afternoons with Gloria Swanson In "Her Hus- band's Trademark" and the "Proph- ets' Paradise* to bolster up bill. Busine.-s between $9,000 and $10,000. off some, but not to any alarming extent. Park—40-60 top, showing "Or- phans of the Storm." (irifHth film with nothing else. Figured that at this scale there are enough people left who did not see it at the Tre- mont at $2 top to put it over for week. With revival policy of last week, daily change, did about $4,- 000. Was way below business done with "Foolish Wives.'' All the drop could not be placed on Holy week. Tremont Temple—'Monte Cristo" (2,400 capacity; 28-40). Now on its sixth week. Business off last week in company with all hou.-es in town, and it is said gross for film was In neighborhood of $4,000, lowest figure yet registered. Rebound from this /bsW is looked for this week. Modern —"The Face Between," with Bert Lytell, figured to bring the romantic bunch in and Wanda Hawley in "Bobbed Hair' as sup- port. Capvcity 800: 38-40. Did $4,000 last week with "The Worldly Ma- donna" and "The Vermilion Pencil." Beacon—Bill, capacity, and scale identical with Modern. Gross for last week corresponded v.ith that of the sister house. GRAUMAN OPENING TWO Met. Will Scat 4,400 and Cost $3000,000—Largest on Coast Los An.m'ics, April 19. ^^■ol K on (Jrauman's M<-tropolit.'in llnatMv is ncaritig compbtion. The tiicatrt; and oflice building, wbi'h will r»pr»sf'nt an ♦•xp*Midit\ir«- of $r.,000.0(10. is proniist-d for Jim*-. Till* lioii.vo is so planiKd that en- fraiic*' will be mad*' possible from tiirco street.*!, Sixth and Hill street.s and Broadway. The bou.'^f i.s id».il.y lor.itfd and will .-^lunv ParamoiiMt pirtuns r\- rlu.sivily. It will s at 4.100. by many lun)di*(d.-5 more tlian any o:h< r tli*'- ario oil I'll*' Pa. itic roast. Th^ nrw r)ridMuni. Jr. hw*' v(ats 2:0(k 'Jr.auman's llol!.vwoo<l th« atrc, whicii \n:11 be the larK« >-t tbcatrr' in th<' llfdlywnod district, is ;«lso ncaring flnalwor: . Sid Grauman. who con- trols several other local theatre.*, plans to have a double opening if po.«f.sible. PICTURES SAME DOUBLE FEATURE DRAWS AT TWO HOUSES Grand and Liberty, In Differ- ent Sections of Pittsburgh, Do Good Business Pittsburgh, April 19. The same double feature at the two largest picture houses proved a good business-getter here last week. The Grand had no especially Strong opposition, though the State, a mueii smaller house across the street, drew fairly heavy returns in the seiond week of 'Way Down Ea.«:t," at 55c. fl. t rate. K.^tim.ntes for last week: Grand—"Pay Day" and "Polly of the Follies"(First National). (Seats L'^jOO; scale, 25c., 40c., 55c.) Chaplin and Constance Talmadge, stars. Publieity comparatively light, man- agement counting on popularity of stars to attract. Week started strong, fell off in spots in middle, and finished mightily. About $18,000. O I y m p i c~' Find the Woman" (Paramount). (Seats 1.100; scale, 25-40e.) Alma Rubens, star. Hall Room Boys comedy, "From Soup to Nuts." Holy Week responsible for decrease in returns, with majority of fans patronising rival house. Grand. About $7,800. Liberty—"Pay Day" and "Polly of the Follies' (First NatiomU). (Seats 1.200; scale. 25c., 40c.. 55c.) Same program as Grand, did not detract from iiusiness at either house, lo- cated in different sections. Consis- tently heavy attendance noticeable all week. The Duquesne, formerly the home of Shubert vaudeville, which has been showing films for several weeks, is beginning to cut a heilthy swath into receipts at other largo houses. It is spending more on ad- verti.'ir.g in the dailies, and last week, with "Luxury," starring Rubye De Reymer, had extra attrac- tion in Anita King, local soprano. 49 FRISCO HOUSES IMPROVE DESPITE HOLY WEEK Granada Only Theatre That is Seriously Affected San FVancisco, April 19. At least two houses out of the five in the city .showed something of an improvement in business last week desjuie the usual Holy Week slump was i>resent in all amusement lines. As against the better gross busi- ness shown at the California and the Strand, the beautiful Granada registered tho worst week's busi- ness it has had since opening. "Orphans of the Storm." which opened Sunday, drew $3,500 on xhe day with the prices titled to $1. Ksttmated gross for last week was: California—"Find the Woman" (Cosmopolitan). Seats 2.780; scale. 50-75-90C.). Alma Rubens, star. Around $16,000; Improvement. Granada—"The Cradle" (Para- mount). Seat 8,100; scale. 60-75- 90c ). Ethel Clayton, star. Business fell off $4,000 as against previous week, getting around $12,000. Imperial—"Grand Larceny" (Cos- mopolitan). Seats 1,425; scale, 50- ♦•Oc). Featuring Elliott Dexter. Claire Windsor and Lowell Sher- man. Grossed about $S.OOO.^^ Strand-"The Sea Lion" (First National) (Seats 1.700; s«-ale, 25- 75« .). Jlobart B o s w o r t h, star. Jiirnjted $3,rj00 above previous we< k H gro;:S, statement showini: $ft.(t(io. Tivoll~"A Midnight IMl' (First .\atio:ial). (Seats 2,200; scale, 40- 7.je.). iharles Ray, .«tar. Figures went fo $t;.OoO. COOK COMEDIES CANCELLED Th«- Fo.x Film (>>rj)oration is suing the New York Hipj>odr(»me Coipo- ratiftii in the New York Siipiem« Coiit (»t« a contract of August H». r«2l, wlierehy the Hipp agreed to ho' k a number of ('l\de (V.ok C".'n- (•di*'< for .12 weeks at $I,(mjO pei \\r«k. Th«,' bo<»kii)gs w« re to h** »\\Iu.^i\e, eaeji comedy to be played at ba'-t live weeks. The jdiii.tifr ai:«tres that "Tb^ T'Teador" and Tlie Chatiffeur" ea( h rtin 10 week" at The IIii>jto<l!om^. foUowint; whieh the tlieatre refused to continue. Fox ;.sks $11.2S0 damages for the remaining period of the contract. BUFFALO WAY OFF Lafayette Only Holds Up In Barren Week Buffalo, April 19. Bottom out of local business com- pletely past week. Kn.ster shopping fever left theatres high and dry, with all houses affected. Closing of both legitimate theatres failed to relieve situation. Downtown houses helped out somewhat by good draw latter part of week due to Jewish holi- days. Lafayette got break on this end, house having big Jewish fol- lowing and reKitjtoring strong Thursday and after. Business estimated last week: Hip—"Three Live tihost.s," first half. "One Glorious Day." se<ond half. Capacity, 2,400; scale, mats., 15-25C.; nights, 30-50c. Got better part of week's business llrst half. Rogers picture appeared to lack draw. House running at even pace. Between $6,500 and $7,000. Loew's—"Iron to Gold ' (Farnum) and "I'olieeman and Baby. ' Cap- acity. 3.400; .scale, mats., 20c.; nights, 30-40C. Nothing sensational clespitc double feature and six-act vaudeville bill. Felt pre-Easter fall- off keenly due to cosmopolitan clientele. Dustin Farnum seldom draws here. Under $7,000. tolerable. Lafayette—"Why Announce Your Marriage." Capacity, 3,700; scale, mats., 20-25C.; nights. 30-50e. Did nicely in otherwise luirren week. Running on straight five-act policy. Paying real money for show.", but failing to get well-balanced bills, Hammerstein picture neat though failed to draw much fire. Around $8,000, with Minor, organist, still feature. PICTURE TRADE 'SHOT'; NEW ORLEANS' LOWEST Strand and Liberty $4,000 Holy Week — Lafayette, Capacity 1,400, $860 New Orleans, April 19. The picture business was blasted last week according to reports drift- ing Into this city from the southern territory, tho south establishing a new low in the matter of returns. For the first time In years the Strand and Liberty in this city fell below $4,000. Estimates for last week: Strand—"The Green Temptation" (Capacity 1,700; scale, 30, C5. 83c.) Last picture of William D. Taylor, with Betty Compson starred, failed to combat conditions and Holy Week; $3,900. Liberty—"The Four Horsemen" (Capacity, 1,500; scale, 30, 55, H3c.). Flopped at popular prices, getting less than average feature. Seven days. $3,400. Tudor—"Reckless Yotith" (Ca- pacity, 800; scale, 17, 28c.). Elaine liammerstein'a latest starring vehicle attracted only $1,800 last week. Lafayette—"Back to T e I 1 o w Jacket" (Capacity, 1,400; ."icale. 10, 2&C.). Htill struggling along with meager returns. "Back to Yellow Jacket" did little; $880. SHORTAGE OF FEATURE FILMS The i)icture exhibitor now is up against one of the worst com- bination of conditions that has faced him in practically his entire existence of catering to the public amusement demand. His bus- iness is just about shot to pieces as a result of the general financial depre.ssion whieh has affected the entire country as a reaction to the war-time prosperity, and atop of that there has como an acute shortage of feature pictures of a really worth-while calibre that ia threatening his very business life. • A shortage of pictures was predicted more than a year ago when the entire production end of the Industry practically shut up .shop and slopped shooting. At that time there was enough over supply on hand on the shelves of the producers to tide over the period that they were .slacking up on the making of new pictures. At the same time a number of foreign pictures arrived In the country which helped out for the time being, and production started again. But the producers did not resume on a scale that was anythinif like that which they were operating under prior to January of 1921. They made pictures but not in sufficient number to make it possible for the man with the house that Is using on the average of 365 to 450 pictures a year to keep him.self supplied. There is insnmcient regular program production to keep houses of this nature grinding with a daily change policy and a possible double feature day once or twice a week. The independent market with its extra features were the only means to filling out the gap. l?ut the independents stopped entirely on production when the bfgr fellows slowed down their operations. They could not afford to keep going in the face of the regular program competition. This was also true f>f the smaller releasing comionies. and for a time it looked as though the exhibitor through his shortHlghtedness was just about delivering himself into the hands of a few big distributing companies which would eventually bring about his collapse. That is almost the situation that Is staring him today. The ma- jority of the big companies have string of houses of their own. «r affiliated with exhibitor chains, and the smaller exhibitor has to whistle for pictures. Why? .Simply because he would not keep the little fellow in the producing game, who was In reality the .salva- tion of the exhibitor, alive. Bight row on the eve of the exhibitor convention, It Is time to start something that is gding to revive the little producer in pic- tures. The man that makes three or four productions a year, helps him and be will finally help you. One other word ^hat might be well to drive home at this time is that there are those shouting about tlje usual scare of tlie shortage of pictures, and warning the exhibitor against signing up contracts for the future.' Don't fogret that there is a ^hortage of pictures right now, and the shortgae Is going to continue un'e.'-fj the exhibitor comes to the rescue of the lit- tle fellow. The houst 8 the m.ijtirity of producers are grinding out pleturcs for are not fe«Iing tlje dearth of attractions. They are the houses that are playing .i weekly change of proj^ram. and consequently not affected to the .»:;ime extent that the man that must give his public sftmetiiinj: new every day Is. In this regard the producers are al.-o making the gnatf.^t miKlake of their lives. The big money in filnis does not corne fr«>m tlie one-a-week houses, but from tho th'atre \vh< re the daily grind in in \ogue. That after all Is picture bU'^inei's. It is the basis f.ii whieh liie entire industry Is founded, :?nd un- fo! tuii.itely a majority ftf those now in the produ«:ing ganc. and .«^ome of the exbibjforH, too, have lost sight of that fact. I'iftnr'- bnsiiie s is a n flie] .md dime btiKlne«»s. ItVas that n In n it sfartfil, it rro-peied «lnriiig tlie flush war ye.irs when ev<iylM»fly bad m(»re than tliey kii< w liow to spentl, and now wb«n the eonnfry is titrlitenmg u]> its purse .strings it in junt a.H .surely Kllppin;,- ha.-I; to wluie it li'Kan. Tli<re always will be r-iom for the big house vvliere Jir-t-run \\i')i .in • xceeOingly rx|-« n>^ive niu ieal and statro setting is riven the l.i;-'i:<'r f^atiiifs. and a hiKh pri( r-of adtnission jsehar««.d, but the general run of fheatns with the «• re^-n will go back nuain to 'b' adnii.vsion se.,li. basis which made it tli< poor mans amus'ni» nt l'rodiie«is w.ll have- to make pi<:tnr"< for th.it class «.f t'jeafrc, and gi'I'd 1 hem ou. wit)i »egulari?y, the l.igger houses with a one-a- we< k I r.lii y v. ,i\ have to have 51! a ye.ir made for them, but fhe lit- tle f« ||<»w Will false fli»>e ,ts his o'"'a.«-ional pi» Miie and r» ly on tlit; rank and lib; of piogram prodntion.s of a eln'ap« r gradi- to U*fp lilmself going, for liiese pi( tur. s will have to be given to him at a rental priee that wjII fnahb' him to cut down his admi-ssion scale and bring the public baek to his theatre. Ui :• I