Variety (November 1922)

PICTURES I* ■ Friday, November 84, IMt COMBINATION BOOKING IDEA GROWS AMONG EXHIBITORS General Trend Toward It by Independent Picture Houses—Activity in Middle-west — 2,500 Film Theatres Closed Within Year The combination booking idea is growing:. A survey of the country, conducted by a number of interested picture men. discloses that within the last few weeks there . eems to bo a general trend on the pj^rt of the Independent exhibitors to get to- gether against the bigger circuits In their respective territories. These independents, while stand- ing alone, have been forced into the position where their theatre prop- erty Is "second run" through the bigger circuits demanding and ob- taining "protection" to from four to six months on a picture. The inde- pendent can not get first run on any of the better products, and only the most mediocre of pictures are available for Initial showing in his territor>'. Thls~ situation, which not only prevails In New Xork (where the A. B. C. has been organized by in- dependent exhibitors to combat it) but the country over as* well, is compelling the independents to get together to save their ever-falling receipts. In the middle west the exhibitor activity In this particular regard, outside of New York, where the scheme is already an aotuality, seems to be the greatest. In -Ne- braska, Missouri, Iowa and Kansas the matter was discussed at the recent meetings of the state organi- zation and while no definite plan has been outlined for the introduction of the combination plan of booking as a part of the state organizations of exhibitors, it is the belief the forma- tion of the combination will not only have the .sanction and backing of the bodies but that the national body of the M. 1\ T. O. A. will in- dorse the move. - It is only In those sections of the country where exhibiting is prac- tically on a non-competitive basis that thcro is any lack of interest in the new order of film buying. There are sometlung lik^ 8,000 non-com- petl.tive play dates In the country among the 11,000 picture theatres supposedly operating at this time. A check-up on the number of hou8e5» that passed out during the box ottioe slump that has been going, along for almost a year shows that approximately 2.500 have given up and been turnod Into respectable garages and butcher shop.«. The co-operative booking project developed with many angles this week. The members of the allied booking group laid plans to pool their total advertising costs for *'Te83 of the Storm Country" so that the separate campaigns cduld be merged into a single drive cov- ering the whole city. It was figured that in this way individual cxlrib- itors would receive the benefits of mass publicity and the whole cam- paign would benefit from relative cheapness of mass advertising. The project will have a thorough trial for the Pickford booking and there- after may become the settled policy of the group. ^A big billboard and newspaper campaign will be carried on in ad- dition to the regular exploitation of the United Artists. Neighborhood exhibitors figure they cannot but receive returns from a campaign that covers the whole city, and the individual cost will be considerably reduced when all the single neigh- borhood drives are consolidated and all the elwnents of the group In dif- ferent parts of the city are playing the pl<;ture at about the same time. A large number of prints will be issued to the A. B. C. members as soon as the i)irture is rdo.ised fi»r their use. All meifib^i 'a .11 have the film simultTinoously uml all will get whatever advantage comes from the all-city advertising. Another angle to the srheme Is that this ad- vertising in figured .as an investment which will yield returns to the pro- ducer and releasing company. The jiublicity gained for the i»ir uro will Add to Its value when the A. B. C. group has flniithed playing^lt and it U released to the second-run houses. The allied ex^<i)>ilors count on this benefit as a "sales argument" In negotiations between the A. B. C. and producers for material. If the co-operative exhibitors can help to "make" a picture by elaborate ad- vertising immediately upon its re- lease in the metropolitan district it will take that much of the weight of exploitation from the shoulders of the producer and distributor, and the plan is regarded as an attractive detail i|\ the relations of the A. B. C. and independent producers. The booking of "Teas" will give a valu.ible demonstration of the mer- its or demerits of simultaneous play- ing of a picture via the release of nrHiny prints. This policy has been debated. On one hand it makes for a quick cleanup of territory at first- run prices, but is ex|>cn8ive from the producer's side because of the costs involved in laboratory work apd stock. The Chaplin pictures have always been put out for a quick turnover by the old General Film Co. as well as b)^ First National, but the method of distribution never has been adequately tested In reference to other stars. Marcus Loew was prompt In his reply to the challenge of the inde- pendent bookers. He has taken over a reissue of a Mary Pickford film produced by Carl Laenamlc. and Monday advertised it for the New York theatre for Nov. 30, the even date of release of "Tess of the Storm Country." with which it will be in competition throughout the greater city. The billing, makes it plain that the Laemmle plcttire is a re- Issue. The star's name is in heavy type/ but in prominent but subordi- nate letters it states the picture shows Mary Pickford as she was 12 ycArs ago. COAST FILM NEWS By ED KRIEO Ijos Artgeles, Nov. 22. Ralph Graves is to be Gloria Swanson'a next leadiii£ man. Frank Woods was banqueted by 100 of his studio friends befpre he left for the eazt. : Richard Dix has bought a bunga- low in Hollywood. Ann Forrest, having seen every- thing to oe seen in Europe, is en route west. She will reappear in pictures. > : . Lew Cody is out at Goldwyn's. He remarked that "he went eaat to do westerns and now is west to do easterns." * '^NE ExcrriNG mm" FOR RELEASE DEC 24 * »i Out of Apollo in Two Weeks— Won't Transfer—Opens at Strand, New York STANLEY CO. IN BALTO. TakM R«mftdtt VIetorta for Pi«* turts \ I .•>. Joe Citron has come back to Los Angeles after an absence of three years in the east. He couldn't re- sist the Chamber of Commerce folders. , „ ^ "\'era Lewls'went to work at War- ner Bros, the day after her return from Honolulu. Didn't have time, she says, to change her clothes. She's cast in "Brass." Clarke Irvine is doing Warner Bros.' publicity. The Lasky studio publicity gang "put oVer" several pages of pub- licity on Paramount convention week. Christie Comedies have secured the most prominent Chinese actress in the industry in the person of Anna May Wong, who had big parts in many feature productions. Knid Bennett has belftn signed by Arthur Sawyer for the S-I for the leading feminine role In "Your Friend and Mine," for Metro. STOCKS LOWEB (Continued from page 3) back of Goldwyn let its stock re- main idle. Several sessions went past without the .stock appearing on the ticker. Wednesday, when everjrthlng else was off under a vio- lent bear drive. It reappeared for a few trades at 6. a fraction up, but this was so obviously Inspired that nobody paid much attention. The times are bad for dressing stock market windows. Technicolor dis- appeared from the Curb table for three sessions out of five. It boljbed up Tuesday for one 100-share sale at ISVs, which Is not without Its touch cvf hiimor, but dropi)ed back to 24%i on another sale of a like lot. A campaign to effect public distribution by the underwriters Is In pro<?peot, and to this end exhibi- tions of the new color process will be given shortly. The public knows very little about the capital plans of the organization, and market transactions up to now have pre- sumably been among I(|^iders, and, in part at least, for publicity pur- poses. The summary of transactions Nov. 16 to -2 inclutiive: STOCK EXCHANGE Thursrlay- .SrIbb. •HIrJi I.owr. Lasf ChJT. Film. IMay-L... 4,.'iOO 02% 81»\4 W —1% C.ldwyn fi()0 0 r.\ , 6% — «; t.oow. Inc 2.700 19V» 18S '19 + ',i l>rphi'um 000 \0% 19 19 HoHton saia 720 Orpheum nt lO^lOli. FriiJav— Fam. Play-T,,.. 9;40O 92'.; 89?i 91^i 4H4 r>o. pfd 100 1)7 07 07 + W Ooldwyn 100 r>\ Zi^i 5%i T.oew. Inc 1.000 19\4 184 18Vi —'4 (.)rph«»um noo 19Vi 10"* Ift'^ + '/» BoBton nuia -IJS Orpheum at 19®ia%. Saturday— Fam. riay-I.... 100 9m ©m Ol'i — »4 r.oldwyn 2<M) f>>i 5^4 r.y* Loew. Inc...... 100 18S 1H% IN*^* +>4 Orpheum C.7(H) 20Vi 19 'JO + % Itoaton «old Oi; Orpheum at 20. Monday — Fam Play-L... 2,100 O'-'H 01'4 92 ■'- li I.oew. Inc J)00 19 Ig^i 19 , «4 <^>rphpuni fiOo 20'v 20 20 liostoii sold 100 Orpheum at 20. TupHday — Fam. IMuy-L... 1.800 02*i 91«,; 92'; -I- U Coldwyn .TOO :>\ Zi\ ri% -f- 'C r.oow. Inc .Vto lit 19 19 . Orpheum 100 lU»i 10«>i 19*, — % Wodncsdiij — I""" I'l ay-T.. . ■ fi.OO O 92'^ 89 9<l —2'.i 1 '■> pfJ..——5nn' OS 97 irr —■ • joi.rivyn 2o«» (i ft*; :,\ ~~ 'i I.«.e>v. Inc 2..*J(HI 1!» ^H^ IH", — 1, "-•rphoum '.iOM 1!>», 19'.^ l'.»'« — ',.■ THE CURB Thurjulay - .s »lefi lliRh Lyw Last. Chs* N "> Ha U'» Friday — T<-i-hnir<»lftr. vr I. MO 21^^ 2I\ 2t\ — \i Saturda) - >i^) Hales - . .^ Monday — No aalea Tiio.i<lay- T.chnlcolor-» kv I 200 2G't 20* 2I\ Wertnevl«> - .No lalM . Hollywood is to have a new Pan- tages theati'e. Preliminary plana for the establishment of a theatre there, which, it is understood, will represent an investment of approx- imately $1,000,000, are now under way. This announcement was made yesterday by Hollywood real estate men who have been instructed" by Alexander Pantages to get a site for the proposed structure. tfrenik. Mayo, film star, whose stepfather, Harry Butler Palmer, dropped dead on the deck of the White Star liner Baltic (hitbound from New York, was marooned in a storm-swept area beyond Hunt- ington Lake yesterday, and Palmer's death became known to him only when he stepped oft the train in Los Angeles. More than $7,000,000 will be added to Los Angeles picture payrolls in 1923. Los Angeles has again tri- umphed over New York and con- tinues to maintain Its lead as the film capital of the world. Confirma- tion of the reports that the Asso- ciated First National Pictures, Inc.. is going Into the production end of the motion picture industry was Qiade here. Phil Fabello, v^ho has been or- chestra leader at the New Mission theatre, a big residential district picture house, has signed a two years' contract with Kahn & Green- field and probably will be sent to Honolulu by that firm ^ to direct the orchestra In their big new the- atre Just opened In the island city. William "Bill" McStay. publicity dlrectoi^ for Thomas Wilkes, with headquarters at the Alcazar, San Francisco, has severed his connec- tion with that concern and joined Jack Brehany to exploit "Hunting Big Game in Africa With Gun and Camera," that Is to be shown here this week at the opening of the re- modeled Century. The film waq taken by the H. A. Snow Exploring Expedition and is eIaboratel> heralded. ''NERO'' WITHDRAWN JUKY FOR "SUNDAT^' CASE Blnghamton, N. Y., *^'ov. 22. Harold F. Albert, Endlcott-John- son Co.'s musical director, who was arrested Sunday, Nov. 12, charged with taking part in a concert on Sunday after he had booked John Phillip Souaa's bind to play on that Suiulay in the Ringhamton theatre, will be given a jury trial Monday afternoon. The case is a test case to deter- mine whether concerts such as were given by Souaa's band In the Bing- hanUon tlvealre under the club pl»n on that Sunday are Illegal. Grimth's "One Exciting Night" will be available for first run via United Artists Dec. 24. It is In Its last two weeks at thj Apollo, New York. The run at that house was cut short two weeks, the owners buying the Griffith lease for the final two of ten weeks in order to close the house ^or changes made necessary for "Johan Krelsler.'' new starring vehicle for Een Ami. Griffith will take two weeks' occu- l>ancy of the Selwyn Instead of the Apollo ti^e. and for that occasion will revive "Intolerance" and "The Birth o^ a Nation" for one week each. First run terms on One Eneitlng Xlght • alr«»ady have been made, the report being that terms equal to "Way Down East" have been secured. The comedy will play pre- release engagements In the big cities before It goes Into the regu- lar release channels. The New York Strand will have It on Broad- way, and It will :;o to the exhibitors after the expiration of the usual two weeks. > FILM ITEMS John Stahl is leaving for the coast in a day or so. 'On his arrival in Los Angeles he will start on "Money, Love and the Woman," w^hlch Is to be the title of the next John Stahl production which Louis B. flayer will present. '» . . . Baltimore, Nov. 22. v The formal entrance of the Stan« ley Co. of America Into Baltimore theatrical circles will be marked soon with the reopening of Nixon's Victoria as a picture theatre^de luxe. ' ' .''/.'■ ■•, This hou^e. which was badly damaged on the Interior several months ago when a fire razed the place, has had $100,000 spent to make It look like new. Always a- big theatre irom both a drawlnifc- and capacity standpoliit, it jf ill make a strong bid fcr better clasis patronage with its new prograntiT*^ which *will be second runs of the better grade- films, mostly specials. "Broad .^ay Roce*^ will bt the first attraction at the house. Harry A. Henkle. the Erlanger representative at Ford's and who also represents the Xixon-Nlrd- linger firm, is in c!»arpe of the Vic- toria and ha>. Ueen supervising tho repair work. t "TESS" GOES IN Between Two "Hoods" in Loe : Angeles Metro will be the agency through which the Reginald Barker produc- tion which Is being presented by Louis B. Mayer Is to be released. The picture is an adaptation of the novel "Timber." tcTwhlch the title of a former play was attached. Henry Ginsberg, general sales manager for the Llchtman corpo- ration, returned to New York this week after a fortnight's tour of the country. He visited exchanges as far west as St. Louis and Denver. Fox's Special Plays But Half Time in Syracuse Syracuse, N. Y., Nov. 22. Billed to remain here fft* the full week, the Fox special, "Nero," was taken out tonight, after opening Sunday at the Kobbins-lk'kel. "Handcuffs or Kisses" has been substituted. * The will of Charles E._ Eldrldge, dramatic and screen actor, who died Oct. 29, leaving no relatives, filed for probate last week in the Surro- gates' Court, New York, gives his estate of less than $500 in realty and less than $5^0 In personalty, after all debts are paid, to MrS. Myra T. P. Suydam, nee Mussatter, of 1270 Hancock street, Brooklyn, N. Y., and names her also as the executrix. Mr. Eldrh'Te, who lived at 347 West 87th street. New York, dle4 at the age of 68 at the Post Graduate Hospital, a victim of can- cer. His career on the stage cov- ered a period of 50 years. "^ Loa Arij^eles, Nov. 82. ^ "Knighthood" and "Robin Hood" continue to hold the film "spot"' here. The Cosmopolitan production and Fairbanks* last super-picture are drawing big at Grauman's Rialto and Grauman's new Hollywood, re* spectiveli'. The latter foil off slight-, ly on matinee burliness, but renewed publicity cami>aiga appears tn be bolstering business. "Tess."» Mary Pickford's revised version of her earlier feature. Is going so well Fred Miller has an- nounced a double showing—one at the California (where it originally opened) and one at his other house. Estimates for last week: Grauman's.—'The Top of New York* (Paramount) and Max Linder comedy. ^ "The Three Must-Oet- Therea." Mae McAvoy toplined in feature. Takings, $15,070. California.—"Tess" (Mary Pick- ford Productions). Revival with great deal publicity pulled big audi- ences. Grossed $18,300. Grauman's Rialto.—"When Knight- hood Was in Flower" (Cosmopoli- tan). Nights as well as matinees going strong. Took In around $13,000. "Grauman's Hollywood. — "Robin Hood" (Fairbanks). Fairbanks ex- ceedingly popular if box office Is any barometer, and it certainly is. Sell- ing of reserved seat» in advance making hit with patrbns. Gross, $16,000. Mission.—"Dr. Jack" (Roach). Harold Lloyd featured. Matinees fell off noticeably, but nights holding up. Ran around $10,000. Kinema.—"Brawn of the North*- (Laurence Trimble Production), Strongheart, famous dog, in leading role. Business picked up from first day. Grossed $15,850. Losw's.—"The Five-Dollar Baby" (Metro). Anniversary week, witli its attendant features and extra ad-t verlising, helped the gross mate* rially. Takings $15,900. I I INSIDE STUFF - ON PICTURES Vf CASTING "THE NET" .T. (iordon Edwmrds. for Fox, started casting this week for the Fox super production of 'The Net.'' Picture men are commenting on a curious coiiicidencc in connection with some inside stuff. One of the incidents in the Frank Borzage pic- ture, "The Pride o^ Palomar," at the Rlvoll, New York, this week, has the Japanese heavy scratching a match across the face of a marble b\ist of George Washington and expressing warlike sentiments against Amer- ica iT Japanese colonization schemes In California are balked. It is related that when Von Strohelm produced "Foolish Wives" for Universal, the picture had a similar Incident, except that the match scratcher was an Austrian. When tho Universal officials gave the first print the once- over, they decided the episode was a little too strong for American fans and ordered the incident out. That particular footage never got even as far as the censors. The affair was common gossip In the California, picture community at the time. * Elmer Clifton, director of the independent productfon. "Down to the Sea in Ships," which has beon completed and Is awaiting release, has found a system to beat tho exploitation costs. The picture hag been shown in a few New England reaboard tovyiis where there is a big sea- going population, among them New Bedford, where the production com- pany has its studio and home olfice.'?, and the running expenses are being met by profits from the.^e showings. Clifton has been bargaining for a Broadway theatre In ;\liirh tn start th? film, hm haw !.• <ii unaUl^^Jo geW a housi^ for les.s than a flat $4,500 weekly ri'iilal, .a ligiirc Ik- refu^iCH to pay. The picture runn a little over two hours and i.s taiil to have cost less than $125,000 to produce. : ' ' . The cnthu.^ia.vm of the HeartJt people for the 'Kulshlhood ' picliu'e at' the Park, Boston, was dcmon.stratf«l Infi week. A fur thief was shot down by ;i jolice ofilrer in \\ai<ir.ngtoii Ktroct. and the rewrite man worked into the story: "He staggered and fell under the clocirlc light sign on the Park theatre odv-rtising 'When Knighthood Was in I'ljwer." And the wi^e copy reader let It ride. 1