Variety (May 1926)

Wednesday, May 5, 1 926 PICTURES VARIETY the runaway; weak picture, sent r1v0u down to $20,882 Broadway Houses Generally Off Last Week—"Other Women's Husbands" Made Good Showing at $16,671—Specials Dropping Off and Going Out Business generally along the .fit was off last week. The ex- rtans were the Strand, with Modiste," above $36,500, and JPftaven's Sake," at the Rlalto, •Mch ran about $100 ahead of what Z Ad the previous week. H"the Capitol "Beverly of Grau- did $45,411.80, giving It !!JfW2 for the two weeks. At the pitMl business was shot to pieces, Stli20,882 tor "The Runaway," •hosting the box office effect of a JEJ* picture. "Other Women's SoSands," at Warners, made a S3' good showing with $16,671, Ij2e at the Colony "The Midnight gun* In 17 performances drew $20,- A^Btrong hold on the box office on the part of "The Sea Beast" was shown at the little Cameo, where the picture, after its $2 run and two vetks at the Strand at pop prices, got $5,460 in the little house. Seemingly all of the specials are pretty well done with the exception of The Big Parade," which is con- tinuing at the Astor, finishing its 23d week with $19,424 to its credit. The picture has a balance on the profit tide of the ledger on the Astor ran alone of almost $130,000. Two of the others, "Stella Dallas" and "The Black Pirate," leave this week. "The Volga Boatman," at the Times Square, one of the later ar- rivals, Is faring better than thT most tt this time. "Mare Nostrum," at the Criterion, and "La Boheme," at the Embassy, teem to have shot their bolt and do not look as though they could con- tinue more than a couple of weeks at the irtost at the business they are now doing. "Ben-Hur," at the Cohan, dropped under $13,000. The success of the run of Harold Iioyd's "For Heaven's .Sake," at the Rlalto, seems to assure that house adopting a run policy at popular prices for the future. The picture on the first four weeks played to a total of $141,260, which showed close figuring on the part of the Publlx executives, who figured on $140,000 for the first four weeks. The picture has the current week and one more to follow, when Oilda Gray in person and her picture "Aleraa of the South Seas" come into the house. Estimates for Last Week Apollo—"Stella Dallas" (Goldwyn- V. A.) (1,300; $1.10-$2.20) (24th week). Final week. Business for Past six or eight weeks between $5,000 and $7,500 weekly, not enough to show profit. Last week slightly over $6,000. Capital gets picture May 1$. Astor—"The Big Parade" (M.-G.- M.) (l,120;e$1.10-$2.20) (24th week). No let up. Last week $19,424. First 10 weeks profit utilized to pay off advance expense of advertising, etc. On balance of run profit of almost $130,000. Cameo—"The Sea Beast" (War- ners) (549; 50-75). After having nad long $2 top run at Warners, two weeks at Strand at popular Pnccs, picture came to little Cameo and played to $5,460 first week. Held ov«r. Capitol—"Beverly of Graustark" JCosmo-M.-G.-M.) (5,400; 50-$1.65). haA^? weeks feature Just topped ond $46 4n lr8t Week| * 56 ' 551 ; sec_ ii2 0, l! , !rr 4 i^ on - Hur " <m.-g.-m.> a- $1.10-$2.20) (19th week). Busi- J«M dropped off last week with ur « touch of spring; $12,362. •so- ii n ?r^ ,,,niKht Sun " < U > O'- JSi IU °-*2.20) (2d week). Opened ■On iV nlght of week before last. ' Performances drew $20,332.75. 'inisnes week with revival of 8?ni" ye ! r " old "Outsldo the Law" ounday for grind at pop prices. 6nUnon-"Mare Nostrum" (M.- WeekV ti 60 ? ; *110-$2.20) (Uth shnWiJ: ? 0 UR,ne8s dropped off. total ""owing $8,033.50. embassy—"La Boheme" (M.-G.- \r v ,""^7 uoneme" (M.-G.- (600; $1.10-$2.20) (Uth week) if.** 6 alHO > 17.108.60. aioviV" , ^' or 1Ie aven'« Sake" StKl^,^ < 1 ^0; 35-50-75-99) comiJu V' Fourth ™ ek of Lloyd wii iu», oun<1 box om ce showing RohV ♦ e a . bove * 140.000, last week & to 0 ^7.970, lift over week lar nrw . niM run P°"cy at popu- WhiS I , la th,n * for thlM bouse. set f« A ,c< ' rs HOe wnat th<? y cftn ment «k e,r * nd on lhls arrange- Rilofe; 11 b f/valtlng in line. (2 200 7- T h0 Hunaway" (F. P.) "hot 5°- ; ' u -<'»-99). Business all *oak ,Vi 4 Wtck> showing effect of CksT - A ' J ; la(k Wrato" (Palr- •ks-i, a ^ (1 080 . | 110 .$L'.20) Final week. Last week Nth" 1 " 11 - A > S t *^ n I lf ' r $13,000 rtnd —"Mile. Modiste' 1 (1st N.) STREET BALLYHOO FOR ^UMSHMENT" PICTURE Got $1,800 for 0. H/s New Film Policy in St. John— Prices Up for Lloyd (Drawing Pop., 80,000) St. John, N. B., May 4. Keen competition marked last week among the local picture houses. Added to the regular houses was the Opera* House, nor- mally legit. Due to scarcity of legit bookings owing to unsatisfactory business, the house has been turned over to pictures temporarily. In exploitation the bright spot was the work in behalf of "Capital Punishment," a Preferred produc- tion at the Opera House. A motor truck was hired and what purported to be a prison cell was built on top of it. Bordering the "cell" were painted signs reading "Capital Pun- ishment" (deformed spelling prob- ably). Inside the cell was an old fellow wearing a suit in which heavy stripes in black on a white background predominated. Inci- dentally, he was burdened with a flowing coffee strainer. An iron football and a chain were coupled to one of his ankles. The truck was driven through the streets for several days and nights prior to the opening of the film, and each day and night during the three days' engagement. At times the truck was parked about the city, where the exhibit would attract the most attention. But for an unfeeling weather man the gent with the stripes and the impediment might have been more valuable. Tho cold forced him to wear an overcoat at times. The ballyhoo stimulated business, many wishing to sec If "Capital Punish- ment" were a preachment for or against the gallows and the electric chair. Increases in price scales were plentiful last week. • Estimates For Last Week Imperial—(1,600; 25-50) "Classi- fied" (Ind.). Opening two days, proved collection of closeups by Corinne Griffith. Supplementing were films of local scenes produced by Canadian Government. Mani- fested more draw than feature Wednesday. "For Heaven's Sake" (F. p.) balance of week. Top boosted to even half plus tax. Lloyd better draw here than Chap- lin. $6,000. Unique—(850; 25) "The Midnight Express" (Col.) plus "Adventures of Mazie" and Pathe Review, first half. "Winds of Chance" (Ind.) and "Scarlet Streak" final haif. Second showing of "Winds of Chance" with- in three months. $1,100. Queen Square—(900; 35) "Kiki" first half, "My Own Pal" (Tom Mix) latter half. Price back to 25c for final half. $1,800. Palace -~(550; 20) "The Fool" (Fox) for Monday-Tuesday; "Rug- ged Waters" (F. P.) for Wednes- day-Thursday; "The Bad Lands' (P. D. C), western, for final shift. *550. Gaiety— (500; 20) "Black Cyclone" Monday-Tuesday; "The Fool" (Fox) for Tuesday-Wednesday; "Rugged Waters" (F. P.) for Friday-Satur- day. $600. M Opera House—(1,200; 15-35) "Cap- ital Punishment" (Preferred) first half; "Under Western Skies" (U.) closing three days. Unusual ex- ploitation helped business substan- tially for first half. For return to pictures this houso advertising more heavily than regular local picture houses. $1,800. (Copyright, 1926, by Variety, Inc.) Lois Moran's Long Contract Los Angeles, May 4. Lois Moran has signed a contract with Jesse L. Lasky. tying up her services exclusively for several years. (2,900; 35-50-76). Pulled corking week's business. $30.53*. Times So.—"Volga Boatman" (De Mille-P. I>. C.) (1.03C; $1.10-$2.20) (4th week). Also dropped off little, picture drawing largely from Rus- sians of lower east side, with special advertising campaign directed at them. Around $8.fi00. Warner—"Other Women's Hus- bands (Warners) (1.360; 50-75-99). For single week. $16,671. (Copyright, 1926, by Variety, rnc.) Wonder Horse and Women Keep Army Man Busy San Francisco, May 4. Although he refused to consider a $30,000 contract to appear in motion pictures with his internationally famous horse, Captain Orville I. Clampltt, chaplain in the United States Army, says he has signed with a concern for the appearance of his horse, "Redhead," said to be the greatest jumping horse in the world. Several weeks ago Clampltt was acquitted of "ungentlemanly con- duct" with Lucille Swallow, a Kan- sas girl. Last week he occupied the front pages again following a raid upon a Santa Cruz, Cal.. hotel by an irate woman who charged that Clampltt was registered with an- other woman not his wife. Clam- pltt was in the hotel under the name of Jones. His alleged companion, a Mrs. Taber, was also in the hotel, in a separate room, registered a* ..Mrs. Helen Jones." Army officials are investigating this latest situation Involving the army chaplain. SUMMER PLUNGE FOR PHILLY, STANLEY, $23,000 III Fox Best Off at $16, "Parade" Leaving—Stan- ton, $11; in Philadelphia, May 4. Just when that old one about "hope springing eternal in the hu- man breast" had local film people beginning to figure on business con- tinuing at a winter and early spring pace, along came a slump which drew no distinctions and played no favorites. One reason given was d yllgltf saving, another was some unusually warm days and nights. But the reaction was bound to come, and last week happened to be the time. The Stanley felt the slump to the tune of $2,500 to $3,000, and although "A . Social Celebrity" got good notices and its star, Menjou, even better ones, the week's figure was only about $23,000, consider- ably under the house average. This week started equally as bad, the first show Monday having a pitiful attendance. The Aldine also skid- ded and so badly that It was finally decided to take out "The Big Pa- rade" this week, giving it 20 in all, and the city's long run record for a picture. Last week It hardly topped $10,500. The Stanton did not fare as badly as the Stanley and Aldine, but the Lloyd picture, "For Heaven's Sake," did not do as well as Borne recent Lloyd pictures. Just how much ef- fect "Grass," also on the bill, has would be hard to estimate. How- ever, it is probable that four weeks will be enough, possibly only three. The Arcadia expected to keep "That's My Baby," the Douglas MacLean farce, in indefinitely, but this, too, was hit badly, and despite bully notices was withdrawn at the end of the week. The Karlton was equally bad with $2,000 for "Bor- rowed Finery." The Fox had as its picture fea- ture "Yellow Fingers," but counted heavily, too, on Cliff Edwards - (Ukulele Ike) and Raymond's Fa- gan's orchestra. The combination managed to wield some influence, especially later In the week, and the gross was around $16,000. This week's layout Includes "Irene" at the Stanley, "The Crown of Lies" at the Karlton, "The Dancer from Paris" at the Arcadia and "Stella Marls" at the Fox. All four are in for single weeks only. The Stanley, in addition to the picture, has a program of more than usual variety. Josef Pasternlck returns as "guest conductor," and is heav- ily billed, while Helen Yorke has a vocal offering, and Albertlna Rasch presents a dance novelty. The Fox has "Ukulclo Ike," held over, and Irving Aaronson's Commanders (band). Next week the Aldine will offer "La Boheme," booked indefinitely, but hardly likely to make any such run as "The Big Parade" did. The scale of prices will be the same. There have been rumors flying around of the booking of "The Bln^k PirHt«i" to follow for a try at sum- mer continuamo, but nothing offi- cial as yet. The Stanton Is to get "Stella Dallas." so the reportH have It. probably after the Harold Lloyd picture, and "The Volga Boatman" Is another special supposed to come In this spring. Latest reports have all the Stan- ley downtown houses, Including the Arcadia and Aldine, trying to keep open through July and August, RECORD HEAT KILLED' FRISCO; GRANADA HIGH BUT LOW AT $17, Warfield, with "Monte Carlo/ 9 Couldn't Do Over $15,000—"Stella Dallas" Opened to Bad Break at Imperial, $10,000 MILWAUKEE; GOOD WEEK $18,000-$15,000-HIGHS Stage Orchestra Sends Wis- consin Into Lead — "Sea Beast" Took 2-Week Record Milwaukee, May 4. For the first time in many months Milwaukee is again becoming a "second week" town. Three pic- tures within the last month have been held over for a second week in the downtown sector. The Mer- rill started with "For Heaven's Sake," then the Aihambra held over "The Sea Beast" and now the Mer- rill repeats again with "Torrent." Weather is warm and attendance at theatres increasing. Aihambra—"Sea Beast" (3.000; 50). Second week. Close to $15,000. Biggest attraction at this U. house in years. Shattered all records for two-week stay. Garden—(1,200; 25-50) "Combat" Around $3,500, conservative esti- mate. This house has not done much -since opening but held steady patrons weekly. Merrill—"Torrent" (1,000; 25-50). Hearst advertising and publicity made holdover. Around $8,500 good for this smaller house of Saxe chain. Strand—"Unguarded Hour" (1,- 200; 25-50). Appearance of Mara- jah, mystic. In addition to picture program necessitated two morning matinees for women only. Shot gross around $10,000. One of best weeks of season. Wisconsin—"Dancer of Paris" (3,- 500; 60-60). Coon-Sanders' Orch- estra did much in building up Wis- consin business for week, putting it at head of Milwauk:e drawing list. Over $18,000. (Copyright, 1926, by Variety, I no.) 'KLONDIKE' AT $16,800 LOW AT STATE, N. 0. New Orleans, May 4. The stand-out among local films last week was "For Heaven's Sake," crowding the Strand for all night performances. It Is being held over. "The New Klondike," with Tom Mcighan starred, and written by Ring Lardner, failed to strike the fancy of the Loew State patrons, deflecting the receipts downward to under $17,000. "The Sea Beast" proved its worth during a second week, doubling the Liberty's usual gross. An added at- traction during the engagement was Don Philllpinl's augmented or- chestra, the Don being a feature all by his lonesome. Estimates For Last Week Loew's State—(3,600; 60) "New Klondike." Considered only fairly good here. $16,800. St ra n d—(2.200; 75). "For Heaven's Sake." Appealing to all. $9,300. Liberty—(1,800; 75) "Sea Beast" Did better second week than any otlier picture in years. Bettered $8,700. Tudor—(800; 40) "Johnstown Flood." Extra booming for this one sent receipts to $2,800. (Copyright, 1926, by Variety, Ine.) banking on the Sesqul and conven- tion crowds. Estimates for Last Week Stanley (4.000; 35-50-75)—"A So- cial Celebrity" (F.-P.). Fine notices, especially for star, could not hold this one up against existing condi- tions; result, $23,000; quite low for house. Aldine (1.500; $2)—"The Big Pa- rade" (M.-G.; final week). Com- pletes Just three days short of 20 weeks, local film record; slumped badly last week to about $10,500. 8tanton (1.700; 3:>-. r ,0-75) — "For Heaven's Sake" (F.-P.; 2d week). Took a drop, but not as bad as some; around $11,000, probably un- der; should stick four weeks in all; "Grass" also on bill. Arcadia (800; HO)—"That's My Baby" (F.-P). Kxpected to stick for run. but f illed uVspKe good no- tice*, und was withdrawn Saturday; under $2,500. Karlton (1,100; 50) — "Borrowed Firv ry"; also bad, with about $2,000. Fox n.000; 99) — 'Yellow Fingers" (Vox). Pictures held up by Ukulele Ike .v«d Raymond Fa can's orches- tra; did not suffer from nlump as much as others; around $16,000. (Copyright, 1926, by Variety, Inc.) San Francisco, May 4. Decidedly an off week among the first run picture houses last week. Not one got near the play at the box offices that might ordinarily be expected. The principal reason was the bad break at the beginning of the week when a hot spell, an- no jnced by the weather bureau to be the most torrid experienced In any April for 40 years, hit the town. The heat wave broke Friday. Sat- urday and Sunday immediately fol- lowing were genuine scorchers. Sunday saw its peak and the Waterloo of the picture house box office statements. It was not until Wednesday that normal coolness set in. The Granada, with "A Social Celebrity," held the lead by a slight margin, but it was nothing to brag about. Its gross was below a nor- mal average. The Warfield came second with "Monte Carlo," an in- different subject, mildly amusing. A great stage show failed to offset the competition of the heat. A disappointment was the open- ing week of "Stella Dallas" at the Imperial, where the first three daya totaled hardly more than $6,000. Estimates for Last Week California (2,400; 65-90), "The New Commandment" (F, N.). Busi- ness slipped back to normal aver- age. Heat hurt; $10,000. Granada (2,734; 65-90), "A Social Celebrity" (F. P.). Adolphe Menjou always a draw here. Under ordi- nary conditions feature probably would have grossed a substantial total. Gross little under average: $17,000. Imperial (1,300; 65-90), "Stella Dallas" (U. A.). Opening, expected to be rather sensational, proved failure In money. Critics raved, but public didn't respond. Heat wave / also kept them away. Week hardly up to average; $10,000. 8t Francis (1,400 ; 66-90), "Klkl" (F. N.). Third and final week con- tinued to, slip. Failure of subject to catch on unexplained surprise: $10,000. Warfield (2,840; 66-90), "Monte Carlo" (M.-U.-M.). Ordinary pic- ture of little interest, but fine stage act in conjunction called "Russian Ideas." Combination failed to get Warfield patrons to usual number and receipts slipped into second place; $15,000. (Copyright* 1926, by Variety, Ine.) ill 'BROWN' TOP AT $14, COLLEGE FILM STRONG Talmadge and Lloyd Hold- overs—'Sea Beast/ 3d Week at Rialto Washington, May 4. (Estimated White Population, 380,000) With two of the houses having hold-overs U was a battle between Norma Talmadge in "Kiki" at the Metropolitan, with a soprano, as an added attraction, and "Brown of Harvard" at the Palace with noth- ing extra on the stage, and the col- lege play turned In top money. "The Sea Beast." at the Rlalto, third week, did the normal, while Harold L,loyd in a second week at the Columbia showed sufficient strength by Wednesday to hold over. Weather broke beautifully, with several large conventions aiding. Estimates for Last Week Columbia—Harold Lloyd In "For Heaven's Sake" (F. P.). (1.232; 36- 60.) Topped any second week's) business of season. $11,500. Metropolitan — Norma Talmadge in "Kiki" (1st N.), with Doris Mor- row> soprano. (1,542; 35-50). (2d week.) $12,500. Palace—"Brown of Harvard" (M- G-M). (2,432; 35-50.) Exploited from every possible angle. Response Indicates demand for college pic- tures, If not overdone in number. Good. $14,000. Rialto--"Sea Beast" (Warners). (1.97X; 35-50.) Surprise at this house running anything for three weeks. Near $7,000. This Week Columbia, "For lleavm'i Sake* (3d w^ck); Metropolitan, "Other Woman's HusrbandN"; Palace. "The Runaway"; Rialto, "Gilded Butter- fly." (Copyright, 1926, by Variety, Inc.)