Variety (June 1924)

.m VARIETY PICTUR ';n;3^"f;y^ Wednesday, June 4, 1984 OPS AND DOWNS ON rWAY LAST WEEK WITH HOLIDAY BIG MIMY GETTER Small Cameo Made 'em Talk With $10,053—Capi- tol Hit $46,750—"Dorothy Vernon'* Dropped Off $500 in 4th Week, With 12 More to Go Broadway's 11 picture attractions. | •iz In re^lar picture houses and five playing legitimate theatres, rolled up almost $190,000 last week in busi- ness, with Decoration Day given credit for having brought about a toost in receipts. The surprise of the week centered at the little Cameo theatre, with Ita E49 seats and a scale of 65-85. The week showed 110.053 for the Harold Lloyd comedy, "Girl Shy," in the house for 10 weeks. At the same time a decided nop was recorded for "The Spirit of the U. S. A.," at the Lyric, where it was in for two weeks at $1.65 top. The first week there was around $3,000, with the second no better. Mne Murray In "Mademoiselle Mid- night," at the Capitol, got the top money. Miss Murray has a draught it the box oflSce for this house, and she has proven herself with the lasi three or four pictures that have been shown there. Last week the Capitol did $46,750. At the Strand, with the second week of Waring's Pennsylvanians (orchestra), coupled with the screen production of "Cytherea," a book generally touted as "hot stuff," and therefore sure to be a draw at the box office for picture audiences, the business went to $32,325. "Buster" Kcaton at the Rialto In "Sherlock. Jr.," showed the top of the two Fa- mous Players weekly change houses, with $21,090, while at the Rivoli "The Code of the Sea" had $18,854. There was a little picking up In receipts in the legit houses, with "The Thief of Bagdad," at the Lib- erty, topping the field, $16,315. "The Ten Commandments," at the Cohan, next, with $10,748, very good when it is considered the picture is in its 26th week. "America," at the 44th Street, also hit Into the $10,000 class last week, with some help from schools, while "Secrets" finished its run at the Astor with $10,046. Mary PIckford In "Dorothy Ver- non," at the Criterion, did not hold the pace of its previous week, drop- ping a little over $500. The picture is in for 16 weeks, and, now that four have passed, it is believed the mati- nee business will lift with the ad- vent of the convention crowds. At the Astor Monday night "The Sea Hawk" opened, and the general reports were to the effect the picture Is "there." Just how long it will remain on Broadway is a question. It is understood F^rst National, pre- senting it, has contracted with the exhibitors for the picture and will have to deliver. Estimates for last week: Astor—"Secrets" (First National) (1.131; $1.50). Finished run Sund.-iy night, with final week showing $10,- 046. This week went to Brooklyn for two weeks at Shubert-Teller, legit house. "The Sea Hawk," another First National, opened at Astor Monday. Cameo—"Girl Shy" (Pathe) (549: 65-85.) Harold Lloyd comedy opened Sunday week ago for 10-week run. First week did $10,053, terrific busi- ness when small seating capacity house considered. Business talk of Broadway. Capitol—"Mademoiselle Midnight" (Metro) (5,300; 55-$1.65.) Holiday responsible for portion of big re- ceipts last week. Returns $46,750. Cohan—"The Ten Commandmeiils" (Paramount) (900; $l-$2). Receipts last week climbed about $1,000 over what they were previous week. Pic- ture going in 26th week. Last week $10,748. Criterion — "Dorothy Vernon" (Mary I'ickford) (608; $1.50). Last week got $9,013, drop of about $500 under previous week. Picture in best location on Broadway and ad- vertising flash plaster of pari.s "Iladdon Hall" gives, it should pull more money 44th St.—■'America" (D. W. Grif- 1th) (1,323; $1.50). Griffith picture using outside half-rate tickets and pulling ccn.sider.'ible business for b.'ilconles at m.itinees. Last week Juf-t over $10,000. Liberty—"The Thief of Bagdad" (Douglas Fairb.Tnks) (1,234; $1.50- $2). Business here last week went up about $740 over previous week. Holiday credited with lift, althougli this week looks fairly good. $16,315. Lyric—"The Spirit of the U. S. A." (F. B. 0.)( 1,40C; $1.50). Freak pic- ture was brought in for exploitation run of two wpi'ks, pulled decided box- cifice flop. First week around $3,000, ^d last week not any better. Rialto—"Sherlock, Jr." (Metro) (1,9C0: 65-85-99). Buster Keaton's comedy had strong box-oflflce pull, evidenced by $21,090. Riv(*:—"Code of the Sea" (Para- moiint) (^,200; €5-85-99j; ^manhandled; $21,000 in l a. last week "Miami" Got $27,000 at Met- ropolitan—New Forum Did $10,00 Los Angeles. June 3. Business in the picture houses last week, despite Memorial Day, ran along the same lines as during the past six weeks, and continued off from 25 to 40 per cent. It was expected the arrival of close to 50.000 tourists would help, but picture house managers over- looked that from 1,500 to 2,000 peo- ple were heading east at the same time, but a few more were enter- ing the city each day. Though kept'quiet, many of the mercantile houses and department stores have reduced their help 'rom 10 to 15 per cent, with this also af- fecting attendance. Tiie big event of the week was the opening of "Manhandled," star- ring Gloria Swanson. at Grauman's Million Dollar, Monday night. It was the premiere, and with Para- mount aiding in the exploitation and publicity the picture got oft to big business. The papers were lauda- tory, and the picture will probably remain for four weeks. "Miami" (Hodkinson) got oft to a big opening with the Saturday and Sunday business. In conjunction with the picture, a bathing beauty revue contest was run. When the dailies came out with the Monday notices on the picture and show In general, commenting that the lllm was not one the younger gen- eration should see. and also ex- pressed the thought that the revue was nothing out of the ordinary, business took somewhat of a tum- ble. "Maytime," another newcomer at the California, proved a big disap- pointment. If was conjured the reputation of the stage offering of the same name would have some drawing power, but It did not, and the picture got off to a regular .aver.age California Saturday and Sunday, failing to draw much dur- ing the week. "Ten Commandments," at the Egyptian, completed its first half year run," and a number of special stunts were pulled during the week which allowed the returns to jump over the previous week.- The 350th performance was given Monday night, quite a celebr.itlon. with bou- venips being given the patrons. In- dications point to this film remain- ing until the fall, when "Bagdad" Is scheduled to be shown. "Girl Shy," in its fourth week at the Criterion (being re-established as a continuous house), held Us own. It is likely this film will re- main another three or four weeks, as the grosses seem to satisfy the management. Hal Roach's "The King of Wild Horses," which began a run at Mil- ler's, got off with a bounding start on Saturday and Sunday, and kept up the pace through the rest of the week. The film grossed $3,300 on these two days, which almost equalled the gross of last week at this house. "America," at the Forum, does not seem to be catching on, and as the picture has a stop limit it Is likely to como out on a two-week stop clause notice. Endeavors are being made to hold special school children matinees and other stunt performances. Another two-week offering got oft at the Rialto Tuesday night, when Warner Brotheii presented Mae Marsh in "Daddies." The opening was fair, and business seemed sat- isfactory during the week. Estimates for Last Week California— "Maytime" (Pre- ferred). (2,000; 25-X5). Stage repu- tation of play same name as picture meant nothing, with result showed nothing from out of ordinary, $10,- 000. Million Dollar — "Manhandled" (I'aramount). (2,200; 25-65). Got flying start Monday and with favor- (Contlnued or page 27) IffiN" IN BALTO. FAIR AT f 12,000 LAST WEEK Weather Break for Better Business — "Dorothy Ver- non V 2(1 and Final Week Baltimore, June 3. Unuaually cool weather for this late In the aeaaon was responsible hurt w«ek for a great break In the local regular picture bouses. "Dorothy Vernon's" second and final week at tbe Auditorium at $1.50 top got aliont the aame reception looally mm elsewhere, and little was expected after the Initial week. "The Great White Way," the Cos- mopolitan picture at the New, was one of the biggest draws. The pub- licity of the local Hearst press aided to put it over. Bstlmates for last week: Auditorium — 'TDorothy Vernon" (3d, final week). Started week slow- ly, but picked up and finished to rathw fklr bi^lness. Low gross for Iwoae and scale, but better than ex- pected. About $6,600. Rivoli—(2,360; 25-76.) "The Gold- fi^." Good prees reception. Big week. Century—(3,300; 26-75), "Men." Critics acclaimed this beet Negri ve- hicle since "Deception." Did not prove sensational draw, however, al- though house grossed about $12,000. New—(1.800; 26-69.) "Great White Way." The who's who character of oast and exceptional newspaper pub- licity big factor. Held over. Excep- tional business, $13,000. Hippodrome—(2,800), "Chastity,'; and vaudeville. About $12,000. big. Garden — (8.100), "The Trouble Shooter," and vaudeville. Business steady and satisfactory. Around $10,600. Metropolitan—(1,600), "How to Ed- ucate a Wife." Com'blnation of good title and Glyn's notoriety for very satisfactory week. Parkway—(1.200; 25-44). "Gentle Julia." Tarkington film excellent type for this select uptown house. About $4,000. This Week Century, "Women Who Give"; RlvoIl, "The Marriage Cheat"; New, "The Cheat White Way" (2d week); Hippodrome, "The Law Forbids"; Garden, "The Lone Chance';; Metro- politan, "Woman to Woman"; Park- way, "Tou Can't Get Away With It." M.-G. SALES MEETS Llst*d for Thrsa Big Citis*—First in Nsw York Tbe Ifertro-Goldwyn Diatrlbutlng Corporation Is to hold a series of sales conventions in New York, Chi- cago and San Francisco, starting Thursday, when tbe district and sales managers of the exchanges In the East will convene at the Hotel Astor, New York. E. M. Saunders and James R. Grainger wHI preside at all tbe meetings. The district managers who are to attend the New York meetings In- clude S. Eckman, of New York; E. A. Golden of New England; F. Mendelseohn. in charge of the Phil- adelphia territory, and the follow- ing branch managers: A. Abeles. New York; M. Hill, Boston; R. Lynch, Philadelphia J. J. Maloney, Pittsburgh; G. Fuller, Washington; V. McCabe, Albany; H. W. Kahn. Buffalo; R. Berger, Charlotte, and William Scully, New Haven. The Chicago meeting Is to open June 9 with those present Including S. A. Shirley, W. C. Sachmeyer, C. £L Kessnich. L. Rozelle, S. Shurman, Joseph Klein, J. J. Burke, Jr.. C. J. Brlant. L. Bickel, C. T. Lynch, C. E. Almy, L. Strum, W- Wilman, A. H. Fischer, W. E. Bedford, L. B. Betz- ger and C. Werner. On the following Monday the San Francisco meeting will begin with J. E. Flynn. H. LusUg, C. Steam, L. Amacher, P. P. Brown, O. L. Clow- ard, B. F. Rosenlerg and F. W. Volgt of the sales staff present. It is for the purpose of starting the organization off in high gear on the sales campaign for the 1924-25 product that the meeting will be held. Metro-Goldwin announced yes- terd.ay there will be no releases by the company vlyring June, but dur- ing July. August and September eleven productions will be released. During July "The Arab." Rex Ingram's latest, and "Revelation." by George D. Baker, will be released. In August "Bread," directed by Victor Schertzinger, "Tess of the D'Urbervilles," "Little Robinson Crusoe" and "Broken Barriers" will be released in the order ni^med. The schedule of releases for Sep- tember calls for five pictures, in- cluding "The Red Lily," "Mary the Third," "Clrce^" "The Navigator" and "One Night in Rome." In these there Is a Mae Murray, a Buster Keaton and a Laurette Taylor star- ring feature. * Fox Sales Convention The annual sales convention of the Fox Film Corporation was held this week at the Empire Hotel. The heads of all Fox exchanges attended. $19,000 TIE LAST WEEK IN 2 FUSCO HOUSES FIVE PICTURES IN LOOP CONTINUING ON RUN BASIS Big Holiday Crowd Send Up Business LasI Week— Straight Picture Houses Made Best AII-Around Showing Granada and Warfield End Alike in Gross—California Third With $14,000 San Francisco, June S. Sex appeal spurred by sensational advertising along this line resulted in dominating the field among the downtown picture houses last week. The race for top receipts was be- tween the Granada, offering "Tri- un»ph." and the Warfield, with "Cy- therea." Both houses opened to un- usually big business, with attend- ance above normal throughout the balance of the week. The week ended a tie at $19,000 for each. The Warfield utilized drawings of a nude female figure in its advertising, the wording suggesting the power of Cytherea over men. The California dropped back into a rut with "The Breaking Point," featuring Nita Naldi. Opening ex- ceedingly light, and because pic- ture disappointing balance of the week failed to Increase any at the box office. The Imperial, with "Scaramouchc" held over for a third week, suffered a real drop in attendance. Feature really held over in order to permit a big publicity campaign on behalf of Norma Talmadge's "Secrets," scheduled to follow. The Strand had a Goldwyn-Cos- nnopolitan, "True as Steel," starring Aileen Pringle, but didn't even get a start. The Cameo offered "Love's Whirl- pool," starring Lila Lee and Jamea Klrkwood, and did a satisfactory week. Names of the two stars proved a box office magnet. Estimates for last week: California—"The Breaking Point," Nita Naldi. (Paramount) (2.400; 55-90). Opening ju?t ordinary and busines-s remainder of week no bet- ter. Picture disappointing. $14,000. Granada — "Triumph." Leatrice Joy (Paramount) (2,840; 55-90). Big opening day due to rather sen.sa- tlonal advertising plus Cecil De Mille's name. Attendance pace maintained at ctride that insured much better than usual week. Henry Santry and. Band added stage fea- ture. $19,000. Imperial—"Scaramouche." (Metro) (1.400; 65-00). Third week flopped. Business went .ill to pieces after second week. $5,000. Warfield—"Cytherea." (First Na- tional) (2.800; 65-90). Smashing big attendance opening .day, with drop through balance of week. Receipts, however, unusually heavy. Added feature Art Landrv's Band in big jungle stage act. $19,000. Strand—"True as Steel." Aileen Pringle. (Goldwyn - Metropolitan) (1.700: 30-65). Only average open- ing. $5,500. Cameo—"Love's Whirlpool." (900; 35-50). Satisfactory opening, with business through balance of week very satisfactory. $4,100. week's business, althou,Th not in ac- cord with usual pace at this house. $18,854. Strand—"Cytherea" (First Nation- al) (2.900; 35-55-85). Coupled with Waring's Pennsylvanians, who proved real attraction, feature much diRcu.<!sed because of ajipcai ol boylfc. Fair'$32,826 on week, . i c " ■ i Chicago, June 3. "Haddon Hall" opened at Or- chestra hall to encouragln,' busi- ness with plenty of paper distrib- uted. Lubllner & Trinz have leased the Michigan boulevard theatre and sponsor the PIckford "special." The house o{>ens at 11 a. m. and runs continuous. The location affords very few drop-Ins, depending on advertising to draw them. (n>lcago now has five theatres where pictures are in for a run. "Girl Shy," at the Orphcum, Is the only feature holding its own. "The White Sister," at the Roosevelt, on its fourth and last week, proved a disappointment, establishing the lowest gross of any picture that has played a four-week engagement at this bouse. "America," at the Auditorium, after going along at a set figur< for three weeks, fell off $2,000 on Its fourth week. "Ten Commandments," at the Woods, is practically played out here, having dropped In the past four Weeks from $11,000 to $7,000, falling off a thousand each week. The straight policy houses bene- fited considerably by the enormous holiday business. The parade brought over 300,000 people to the "loop," who Jammed the theatres. The name of tbe picture did not matter as long as there were seats available. , Bstlj^t«s for last week: , AM<«itorkim-^"ili>«rie«," viVfitted Artists). (3,«41; $1.66.) Fourth week. Fell $2,000 below previous week, getting $14,324. Chicago —"The White Moth' (First NaUonal). (4,600; 66-75.) House finally getting back former stride; better than $44,000. MeVicker'a — "The Sea Wolf" (Paramount). (2,400; 66-75.) Did not hold up as well as preceding week, barely reach|ng $23,000. Monroe—"LonWr Chance" (Fox). Helped considerably by holiday crowd, getting $4,107. Orchestra Halt—"Dorothy Vernon of Haddon Hall" (United Artists). (1,660; 60-65-75.) House gets 65c. before one and 75c. thereafter. On premiere week, with big capacity and steady grind, $11,346. Randolph—"Nellie, Beautiful Cloak Model" (Goldwyn). (685, 50.) With adverse conditions in and around theatre, reached $5,435. Considered big for this theatre Just now. Roosevelt—"White Sister" (Inspir- ation). (Last week.) (1,266; 65- 76.) Proved flop on entire engage- ment, getting little over $10,000. Woods — "Ten Commandments" (Par.imount). (1.347; $1.65.) Due to pull out any week. Eetabllshcd new low gross for its Chicago run. getting below $7,000. Orpheum-"Girl Shy" (Pathe). Third Week. Continued to hold up. with last week's receipts showing Improvement over previous week. LEON LEVY RESIGNS San Francisco, June 3. Leon Levy, managing director ^f the Granada and assistant to J. A. Partington, has resigned. Levy has held this post for several years. No announcement of a successor has 'been made. There had been rumors ot changes at the Granada for sev- eral weeks, but no formal announce- ment has been made. The Granada is one of the chain controlled by the Herbert L Roth- chlld Theatres, Inc. "MIAMI" EXPLOITATION A selected group of bathing girls, disporting In a glass tank on the stage, will be a feature of the show- ing of the Hodkinson picture, "Miami," In the Paramount theatres under Harold B. Franklin's super- vision. Franklin is arranging for prizes to be given "local talent" who partici- pate In the "tank" show. This detail Is one of a number of "business get-, ters" that will be used to exploit "Miami." "WAGON" IN AUDITOEIUM Brockton, June 8. Famous Players, failing to obtain a building suitable for the presenta- tion of "The Covered Wagon," se- cured permission from the school board to use the auditorium of the high school. The booking is for one week. CABL FIEBSON MA^RRIED Los Angeles, June 3. Carl Plerson, an executive at tb6 Lasky studios, was married to Minerva Jane Hcrbst at the Church of the Blessed Sacrament, here, this week. From Frisco to London San Francisco, June S. O. V. Traggardh. manager of th* local Paramount exchange, has been |i^sferr^d 16 the ^oi>don branch..