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Scanned from the collections of The Library of Congress
AUDIO-VISUAL CONSER\^'\TION at The LIBRARY .«/" CONGRESS
Packard Campus
for Audio Visual Conservation
www.loc.gov/avconservation
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Recorded Sound Reference Center www.loc.gov/rr/record
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EXHIBITOM
]ohn Gilbert and Renee Adoree together agam for the first time since "'The Big Parade."
WEEK!
LEO
NOW
ON
WORLD'S
TOUR!
Tremendous business at CapitoU N* Y* while other houses hit by the heat —
WHEN you ve got THE pictures YOU'VE got the business! WHILE others are TALKING pictures M-G-M keeps delivering! THE dependable outfit— YOU said it!
METRO-GOLDWYN-
,oIe Vol. 92, No. 1 (Vol. 34. No. 4) ^iT^'^^^/XTtS T'^ i:T^^ht: ^c^ "^c^^l^o '!!ye^''A %!^. '^^cLL July 7, 1928
1
,i|iii.:;i'iiii)::.;ii.iiii.i;iii]„,;iiii
CORTELLAPHONE
Perfect Synchronizcction.^
and ^^t-^^
Perfect Tone Qualities
jITHOUT ballyhoo or blare of trumpets we wish to announce that we have perfected a synchronizing device that will prove a boon to exhibitors throughout the world. Our method will speak for itself and we feel no need to crash cymbals or talk fasi to prove our product. ^ We have developed a combination device, using both the disc and film incision. The incision scoring is done by hairline on the film between the pic- ture and sprocket holes, yet does not reduce the size of the picture. There is absolutely no mechanical or scratching noise witli this method and the operation is so simple that it can be handled perfectly by any projectionist using any standard projection machine. ^Non-syn- chronous music may be played on CORTELLAPHONE discs. No adjustment is necessary and films not scored therefor may have suitable accompaniments by making a selection of any standard make records from Thematic Cue sheets. ^ The volume of sound can be regulated to fill the Roxy Theatre or a small projection room. Just turn the dial. CORIELLA DISC method is interchangeable with other leading disc methods and is leased, not sold, to exhib- itors. ^ The equipment can be installed for less than $500. The fact tliat the machine weighs less than 300 pounds and can be installed within three hours' time, shows its advan- tage for road showing. ^ There are being established branch offices of CORTELLA SYNCHRONIC PICTURES CORPORATION in each film center. ^We are prepared to furnish two standard short subject presentations weekly at small rental charges which will prove box-office builders for any theatre. We have expended more than a million dollars in perfecting our product and we are equipped to install 2,000 CORTELLAPHONES be- tween now and December 31st, 1928. We are in a position to synchronize pictures NOW, and in New York City, with all sound effects, such as airplanes, firing, street sounds, etc., to pictures already made.
A TIP FOR EXHIBITORS!
BUCK JONES chose CORTELLAPHONE because he wanted the best. No expense is being spared in putting the finest scores possible to his pictures.
THEYTL GIVE NEW LIFE TO THE INDUSTRY
Cortella oyncnronic Pictures Corporation
ED. D. TURNER, Distribution Manager
1776 Broadway - Suite 1111 New York, N. Y.
CIRCLE 1997
.'v:':' -i ii::'illliii;iiilliiJ!iii:lllili«iiiiiiil
YOUR WHOLE SHOW
IN
l^jflOT*^
SOUND
Paramount
Pictures 1928-9
SOt!^
Features, Paramount News, One-
and Two- Reel Novelties, Stage
Presentations, etc.
A history -making statement by Paramount Famous Lasky Corporation
Paramount Announces The Coming of Quality
I^OUND Jr ICTURES Backed by the one and only Paramount guarantee of perfection, not only in feature productions but in every other branch of screen and stage presentation as well, ^p •!* .^ 4-
X aramOllllt S piflnS for sound and synchronization in all phases including talking pictures, nearing completion.
1 Ills COmpflliy S Hollywood studios are fully equipped with sound devices. Our splendid production organiza- tion has many Paramount sound pictures actively in work.
i SramOUllt S Long Island studio has been reopened and is rapidly being made ready, under a large staflF of engineers and technical experts, for the production of those sound pictures which can be most advantageously filmed in the East. Located only a few minutes from Broadway, center of the world's finest speaking, dancing and singing talent, this studio offers Paramount facilities for production in sound that no other company possesses. ^^ + •!* •!*
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25 OR More Paramount Feature
Pictures in Sound Paramount wm produce I and release during the 1928-9 season between 25 and 30 feature productions in sound. These will be the cream of Paramount's new product synchronized with music score and the most advanced and complete sound effects, most of them with talking sequences. They include:
▼ ▼ J. 1 1 \y O No need to review its amazing success as a road show. Now
coming to picture houses with the same tremendous sound presentation that has enthralled $2 audiences. See and hear it for yourself! Hear the thrilling drone of the propellers and the zooming of the 'planes. Hear the stabbing rat-tat-tat of the machine guns as they spit death from Allied and German cockpits. The explosion of the bombs; destruction of bal- loons. Sound at its most startling best! A William Wellman production. With the screen's most popular girl, Clara Bow. The great coming star, Charles Rogers. Richard Arlen, Gary Cooper and others. Hh *i* 4'
THE WEDDING MARCH" ehch on st«.hew. «„,
geous masterpiece. Even without sound it would be one of the finest money pictures ever produced by Paramount. With sound — with the wed- ding music, bells and ceremonial trumpetings in the world's most luxu- rious cathedral — with its heart-throb bin g scenes heard as well as seen — it is incomparable! Not to speak of its dazzling Technicolor sequences and its mighty cast, which includes von Stroheim himself and adorable Fay Wray.
AolJli l5 11x115x1 KOI^lli Anne Nichols' great piece of screen
entertainment. Soon to go to picture theatres. Synchronized with one of || the finest music scores ever written, plus other thrilling sound effects. In addition to the best performance of Jean Hersholt's career, and Hersholt talking in many scenes, you hear Charles Rogers and Nancy Carroll, musi- cal comedy star, singing the lovely theme songs of the play. Directed by Victor Fleming. 4'4-'i'Hh4* + *Hh + 4- + 4-
X Ml WTj X a. 1 Jtvlv/ JL Ernst Lubitsch's wonder-picture starring Emil
Jannings. With Florence Vidor, Lewis Stone and Neil Hamilton. By far the greatest work of Lubitsch. By far the outstanding role for Jannings. Hear the wild, thunderous Russian marches. Hear the charge of the yell- ing Cossack riders as they terrorize the streets of Moscow. Hear the pistol shots — and see the innocents mowed down at the whim of a mad but fas- cinating Czar. Hear the incomparable Jannings and others in the cast talking in the climatic scenes !i^»J[«»{«^>{<»J*^>{<^
THE CANARY MURDER CASE"
Famous detec-
ff
LOVES OF AN ACTRESS"
A gorgeous special starring Pola Negri and directed by Rowland V. Lee, who made "Barbed Wire". With Nils Asther and all-star cast. A spectacular love story of the Parisian stage and boulevards. With music score and sound effects. ^"1**1**1*
^^WARMING UP"
Starring Richard Dix in his most important pic- ture in years. A lavishly produced comedy-drama of love, laughs and'Big League Baseball. For' the first time, a crucial World's Series game on the screen, in sound. At the most critical moment of the game, with Dix's career and love depending on fanning the batter, you hear the umpire shout, "Strike One I", "Ball One I", "Ball Two I", "Ball Three!", "Strike TwoT and then— I The swish of the ball; the crack of the bat. Fred Newmeyer production. With the new find, beautiful Jean Arthur, as the girl, t^ 4*
Just a tew of the new Paramount Quality Sound Pictures in work! There will be a total of 25 to 30 productions in the 1928-9 program filmed in sound with the same show- manship and care. Watch for further announcements!
tive mystery -melodrama that sold over 200,000 copies as a novel. One hun- dred times more gripping as a Paramount picture in sound! With William Powell (as the famous "Philo Vance"), Louise Brooks, Ruth Taylor, James Hall and others featured in the real all-star Paramount cast. Directed by Malcolm St. Clair. Mystery is the vogue of the hour. Paramount, as usual, ',4i?^|| first with the season's greatest mystery picture, enhanced by sound and music. With sensational talking sequences, sj^ »^ *p *J* *J« i^
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Paramount News in Sound The m.
dustry knows how Paramount News, in one short year, has leaped into unquestioned leadership of the news reel field. Nowcomes its next mighty development! Paramount News will soon rise to even greater heights as a box office attraction by presenting a large portion of its service in sound. ^ World events, epic-making happenings, scoops, special stunts, as only Paramount News can give them to you — heard as well as seen! The world's greatest news reel — on the screen in sound! ►{* •!* 4- 4* 4« ►}• 4*
Paramount Short Features in Sound* Christie Comedies in Sound* Stage Shows on the
»3v>4lVx!i-l!iii Paramount announces new and startling develop- ments in one- and two-reel short features that will mean big money to exhibitors. ^ Plans are completed for the introduction of sound effects in the famous Christie Comedies, released by Paramount. The class two-reel comedy product of the screen. Nationally advertised for years. 32 in Paramount's 1928-9 program. ^The first five Christies synchronized with sound in all its phases are:
"CONFESSIONS OF A CHORUS girl." "Skating Home." With Frances Lee and Christie beauties.
BILLY DOOLEY. In "The Dizzy Diver." The goofy gob on a roaring submarine.
BOBBY VERNON. In "Stop Kid- ding." The little comedian with the Big Noise.
"SANDY MacDUFF" Comedy. "Hot Scotch." With Jack Duffy, bagpipes and all.
BILLY DOOLEY. "Oriental Hugs." Fun and love with sound accompaniment
Startling new developments in Christie Comedies. Two i big special sound short features coming and more to be announced! •^►f>^Hh'i*'^^4*4**f''l'Hh4'
Paramount stage unit productions—big names— Wg time acts — lavish novelties featuring popular acting, singing and dancing stars. The pick of the world's stage and screen talent presented in special de luxe short reels, with sound, in the quality Paramount style. In- cluding the cream of the famous Publix stage units on the screen in sound. An innovation that will pack all classes of houses, first run and otherwise, by offering to the smallest theatres the same luxurious presentation units and surrounding bills that Broadway enjoys. Hh ^
A Hint of the Marvelous Future IN Paramount Sound Pictures
' Paramount, leader of the silent drama for 17 years, will in 1928-9 prove its undisputed leadership in sound. The sound pictures outlined in this announcement are but a sample of what are to come from Paramount. Q Soon this company will reveal important affiliations that will give you the masterpieces of Broadway's leading stage pro- ducers on the screen in sound— productions for which New York is now eagerly paying $15 a seat, i^* Hh "i* 4* •i'
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Paramount has alreadyacquired the rights to^^^Burlesque," )?^^
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the Broadway comedy-drama smash that has run nearly a ^ {| year in New York and is still playing to capacity. This will ^J& "^""^ be produced on a spectacular scale as a Paramount Sound '-f'!^
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Picture of the future. Other choice stage properties h will be bought as they prove their tremendous drawing / power and filmed by this company with all the distinctive qualities that make them prominent behind the footlights.
Only Paramount could Be The Logical Leader in This New
^*i'-^l-'i'JJW. Only Paramount has the background, the re- sources and the man power to make a history -making announcement like this come true, ►t* "^ •I* *{- •^ Hh
Paramount with its established reputation for quality. With its world-wide organization, mighty resources an*^^ superior production department. With the public firmly sold on its trade -mark by years of fine pictures an< national advertising, which will now be placed behind its program of sound. With its affiliation with the unexcelled Publix stage presentation units. With its ownership of the Charles Frohman Company, under the leadership ipf Gilbert Miller, producer of an unbroken line of stage successes. With its tie-ups with such well known stage wizards as Arthur Hopkins, producer of ^^ Burlesque.' With many more to be announced. •{* 4* •!• 4- •{•
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I Backed by Paramount^ there can be no doubt in the
mind of any exhibitor that all we promise here— and more — will be seen and heard upon your screen. We believe the greatest days this industry has ever seen are just ahead. We are confident box office receipts beyond the dreams of even the most optimistic showman will reward Paramount exhibitors this year. 'i**p'^-^Hh'i*4*'i''^«^
As last as tneatreS are equipped with sound, Paramount will keep pace with the one Quality Sound Whole Show Program of this business. ^ Make sure that your theatre shares this prosperity. Be ready to guarantee this New Era of Quality Sound Pictures to your patrons. ^ ^j- ^j.
^et Aboard the Paramount Band Wagon for the big- gest and best Money Ride in Film History.
i
ngn for PARAMOUNT'S
Vhole Show Program Today! ^«|
roX^^ives You
'^
William Fox
presents
The Ced Dance
6th of a series for release beginning in August
Charles Farrell
"No doubt that Charles Farrell has It, especially in those Russian uniforms. In 'The Red Dance', sup- porting Dolores Del Rio, he's the answer to many a maiden's prayer." —Variety
Dolores Del Rio
"One realizes that beauty is not Senorita Del Rio's only outstanding screen quality. Her fidelity to char- acterization, the facile changes of expression and her ability to catch the fleeting mood of a scene prove her
to be a real actress."
New York Evening Graphic
Ivan Llnoifv
"First acting honors go to Ivan Linow, who plays a vulgarian in the rough, and who suddenly finds him- self a general in the Red army. Linow is sincere, con- vincing and entertaining. He even plays his unpleasant moments humanly." —New York American
<••—••>
Raoul Walsh
"Raoul Walsh, remembered lor his direction of the film version of 'What Price Glory' and the more recent starring vehicle for Gloria Swanson, 'Sadie Thompson,' had done a piece of work that is superior even to those
^^°-" —New York Evening World
'"The Red Dance' is one of the most magnificent things of its kind which I have ever seen on any screen."
— Quinn Martin in New York World
Broad^vay Specials
Sold to the public
Twice Daily
at «2.00
or
Silent Print§
Now Ready
for Screening
Street Angel— Four Sons— Fazil Sunrise — Mother Machree
reserved'
I-^^^_ only producer of ^^ a««^«^^«. ^.T^^mmv f^QI^^ seat specials ... only actual \^S\V ^^^^^^ producer of Movietone 4 4 4-%-%^^ ^^ ▼ ▼
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
- - 150
120 - -
- - 110
100 -
80
- - 90
- - 70
60 - -
40 - -
EG -
0
20 - -
AO -
- 10
- - 10
30
- - 50
Outcall the outdoors ■%nth. tixeae sparkling, refresluii^
SHORT FEATURES
LUPINO LANE COMEDIES BIG BOY-JUVENILE COMEDIES
HAMILTON COMEDIES DOROTHY DEVORE COMEDIES
LARRY SEMON COMEDIES
MERMAID COMEDIES (Jack. White Productions)
TUXEDO COMEDIES
with JOHNNY ARTHUR
BOW^ERS COMEDIES KINOGRAMS
The Ne^vs Reel That Tops the Field
CAMEO COMEDIES FELIX THE CAT Cartoons
by Pat Sullivan
Lyman H, Howe's HODGE-PODGE
OUTDOOR SKETCHES hy Rohert C. Bruce
CURIOSITIES The Movie Side-Shotv
Produced by Walter. Futter
CARTER DeHAVEN in CHARACTER STUDIES
McCALL COLOUR FASHION NEWS
HOPE HAMPTON
in "The Call of the Sea"
and
**L,ove's Springtime"
in Technicolor
a
mr
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EDUCATIONAL FILM EXCHANGES, Inc.
President ■ —
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
|^«^g-^v.-;--r
malce it snappy
Miotber j^ave yoit snlpbtur andL molasses in the aprhkg l»ecaitse^«raxmL^«reatker calls for a tonic — a stinmilaitt. And a n&ental stimulus is just ajs necessaxry as a pKysical tonic*
Winter is tke tinte for fhe *1ieavy stuHJ' But irKen tke niLercary is sixjslin^ your pro-am skonld l>e spar- Uin^y cool.
As **Roxy" sayss **Style, color, cKan;ge» li^t» Brevity, contrast. TKese are tKe tltings tl&at stimulate people's minds — and speed is lar^dly a matter of mental stimulus."
Yon can ontcall tl&e outdoors if you put tltat stimu" latin^ style and punck into your pro^an& ^tritli plenty of the hest Sltort Features. And tbat means plenty of
Educational Pictures. For tkey are the hest.
For ei^t years tkey've dominated tl&e field.
* * * *
EDUCATIONAE is tlie world's Neatest producer* distributor of Sliort Features.
lember. Motion Picture Producers and Distributors of America, Inc., Will H. Ifays, President.
i
PROGRAM OF EVENTS!
That Began Leo's World Tour
JUNE 27
12 NOON — LEO'S BANQUET at National Press Club, Washington. Leo appears in person. Addresses by prom- inent Army and Navy Officials. Broadcast over WRC.
1 P. M. — Ceremonies in front of National Press Club transferring Leo to his palatial car.
1:30 P. M. — Ceremonies at Caravan Post in rear of White House.
2 P. M. — Presentation of replica of Leo, M-G-M trade-mark.
JUNE 28 12 NOON— Leo's parade through WasWngfon.
2 P. M. — Leo's banquet to the jungle beasts at Washington National Zoo
3 P. M. — Leo visits and stages exhibition in front of lead- ing Washington theatres.
5 P. M. — Leo starts on World Tour.
Leo's palatial car mil be preceded by one of tKc lafgest calliope's manufacturedl
LEO IS WAY!
the greatest hallyhoo of history starts: j^msi^i^om Washington, D* Q, launching M'-Q-'M^s hion on world-wide tour and M^Q^Ms '28 ^'29 product on year of greatest prosperity!
Below is Leo with travelling compan- ion Captain Phillips, world's youngest lion trainer.
Above is Advertisirxg Advance Car No. 2 for newspapermen ahd exhibitors, equipped as trav- elling office in advance of Leo.
Washington newspapers carry big daily stor- ies on Leo's activities. The greatest news- paper stunt ever conceived. T'ney love it!
-G-M THE TALK OF THE WORLD!
After a memorable season in which M^G'M gave the public pictures like "Ben^Hur^^^Big Parade'^ etc*, following through with "The Cossacks'' (Qilhert), "Telling the World'' {Haines) and many more big ones,nowM-G'M commands public attention for its '28 ''29 product with the most sensational stunt of history!
MEC^^JGOLDWYN - MAYER
^^^ST...nn^v^ THE COMPANY THAT DOES THINGS
3 SPECIALS — Show People (Davies, Hair.es) Carnival of Life (Gilbert, Oarbo) The LovCi of Casatiova
4 CHANEY 2 GILBERT
THE PUBLIC WILL LOOK FOR M-G-M'S BIG STARS IN '28-'29
3 COSMOPOLl.
TAN — Our Dancing Daughters; Breakers Ahead; Mothers and Sons
3ELECTR1C LIGHT HITS— The Bellamy Trial; Wonder of Women; Bridge of San Luis Rey 40 HAL ROACH COMEDIES 10 Our Gang 10 Laurel-Hardv 10 Chase 10 Roach All Sur
104 M-G-M NEWS
(twice weekly)
6 GREAT EVENTS
(Tecknicolor)
HAINES
DAVIES
GARBO
NOVARRO
SHEARER
1 GISH 4 DANE-ARTHUR
2 KEATON
3 CODY-PRINGLE 6 McCOY 2 FLASH (dog star) 26 M-G-M ODDI- TIES (UFA)
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
Jo Exhibitors
EVERYWHERE
Rumors to the contrary notwithstanding
1.
2.
3.
RCA Photophone is in quantity production. All the facili- ties of the manufacturing plants of RCA, General Electric Company and Westinghouse Electric and Manufacturing Company are being worked day and night to meet the nation- wide demand for this revolutionary sound reproducing apparatus.
As a result of the vast manufacturing facilities of these great organizations, millions of dollars worth ofPhotophone equip- ment will be delivered during the remainder of 1928.
Plans have been perfected whereby there will soon be a plentiful supply of synchronized and other type sound pic- tures made by the Photophone process.
The question of the interchangeability of sound films made by the Photophone process with those made by other proc- esses of sound recording on film, is settled.
RCA Photophone films can be run on existing licensed sound picture machines with perfect satisfaction, and recip- rocally, films made by other than the Photophone process can be reproduced on Photophone machines with the ut- most effectiveness. The only change required on either Photophone or other like machines to play sound films in- terchangeably, is in the aperture plate which requires but a few seconds to carry out.
The unparalleled tone quality of RCA Photophone apparatus is the sensation of the industry.
You can afford to wait!
CCA PH€T€l31i€NE, INC
411 FIFTH AVENUE, NEW YORK A Subsidiary of the Radio Corporation of America
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
WILL REVOLUTIONIZE
"ftii
''all-talking''
PICTURE
YOU CAN HAVE
WITH AN ALL-STAR CAST
STORY BY
HUGH HERBERT«^MURRAYROTH
Direcfed bij BRYAN FOY
A thrill-crammed, hair-raising melo- drama !
^No Titles! No Suhtitles! 100% Vita- phone all the way through!
^ So good that previews in California and in Chicago convince experts it's the cleanup picture of the year!
^Available for you now!
Coming/
W
NOAH'S ARK"
Made to top any picture ever made/
*J
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
THE industry/
MOE MARK SAW IT —
^nd Booked if on fhe spof/
OPENING MARK STRAND THEATRE NEW YORK, JULY 7— PRECEDED BY GALA MID-NIGHT SHOW AT ADVANCE PRICES
Also Available Nomt !
"THEiioif.TMOIJSEl
Abank-book.
"GlOmOUS BETSY
SmaL^h-md all record.^ /
"TENDERLOIN
Piauin^ to lineup
bu^ine^S /
WILIIAM BOYD
The Idol of
I
Boyd achieved new hei(^it8 of popularity in "Dress Parade".
"BILL" BOYD scores a triumph as the ironworker in "Skyscraper".
jBi// Boyd has struck a note on the popu- larity scale that is music to the box-office.
BIG, he-man, human roles, that's Bill's meat. Bill gets his clothes soiled, his hands and face greasy — looks licked, sometimes — but they love him out front. Boyd typifies the worker, labor, industry, pro- gress, as does no other star, and that's one mighty good reason why his acting and personality tug at the heart of Americans, builders,
Boyd is a sure bet today — and he's gaining new legions of friends. They'd walk a mile to see Bill smile.
Keep your eye on this Pa the star for the new season — watch him as the rookie cop, the hard-boiled leather- neck, the telephone linesman, the construction worker, the aviation me- chanic. You'll be sitting pretty for a clean-up if you book the new product with Boyd in these two-fisted roles.
^;
You'll be an set for a clean-up with this combination
Millions
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'^^se
'^ Sj
^^^iao
^^ith
All that the title implies
II
'-;P^
with JACQUELINE LOGAN and ALAN HALE
A Ralph Block Pro- duction. Story and Continuity by Tay Garnett. Directed by Howard Higgin.
A love-drama of industry, with scenes at
a great dam where the forces of nature
are harnessed for power.
'^^^^ /•o;''j!:«'/i
fy Ga" ""J.
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by
Eto«*
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that tie' "* •^-"-<'^*
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icitH
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tool"
to
trons-
eft
From the story "The Trouble Shooter" by Tay Garnett.
Ralph Block
Associate Producer
OITAOE
A big exploitation feat- ure built around the men who keep clear the silver threads of communication.
xi
With the Marines in Nicaragua in a story of international intrigue and adventure.
with
THE L'CATHERNtCK
UNA BASQUETTE, ROBERT ARMSTRONG and ALAN HALE
Directed by Howard Higgin. Ralph Block, Associate Producer. From original story by Elliott Clawson.
■ I
Note
I Watch for amazing new R. C. A. PHOTOPHONE musical r and effect accompaniment on certain forthcoming
effect accomp PATHE FEATURE
PRODUCTIONS
fc Season
1928-1929
FBO
DELIVERS FIRST REAL HIT OF 28-29
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Astounded the Critics
With its
Uncanny Perfection!
PERFECT Cast.' PERFECT Direction! PERFECT Story.' PERFECT Suspense! PERFECT Box Office! PERFECT UNANIMITY OF PRAISE FROM EVERY
CRITIC •
and . . . BACKED BY THE
MOST PERFECT EXPLOITATION ACCESSORIES THE TRADE HAS EVER SEEN!
14
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
inning
UNIVERSAL
The First Ten of Which Will Be
"UNCLE TOM'S "THE MAN CABIN" WHO LAUGHS"
"THE COHENS & KELLYS IN ATLANTIC CITY"
Laura LaPlante in "THAT BLONDE"
Glenn Tryon in
"THE LIFE OF THE
PARTY"
Reginald Denny in "RED HOT SPEED"
Laura LaPlante in "THE LAST WARNING"
Charles Rogers & Marian Nixon
in "RED LIPS"
Jean Hersholt & Sally O'Neil in
"THE GIRL ON THE BARGE"
Norman Kerry & Pauline Starke
in
"MAN, WOMAN and WIFE"
, ,W.v. Xi. ■■!■*'>**
July 7, 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD 15
Inunedjatejii///
SYNCHRONIZE
"UNCLE TOM'S CABIN"
and
"THE MAN WHO LAUGHS"
will be made with
MOVIETONE
"UNCLE TOM'S CABIN" WILL HAVE THE WORLD FAMOUS
Dixie Jubilee Singers
Also Erno Rapee's Augmented Symphonic Orchestra — and All the Other EfEects Made Possible by the Extraordinary Drama of This Great Production.
u
UNCLE TOM'S CABIN"— Ready July 20
Universal will also synchronize all short pro- duct that lends itself to synchronization.
'TT''^^^^ I ^t% /^ Universal will also synchronize all short pro-
Watch for Further Sensational Announcements by UNIVERSAL
^|^M^0^,
.i
%. '/■ '? ^'''^
3irAt national PicturGA
summer/j
studded with Tuntmy Laughs and' titillating titles. Gauged to beat the best figures you've ever shown with a Hines hit !~ Presented by C. C. Burr. Story by Jack Townley. Directed by Charles Hines.
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The
Independent
Film Trade
Paper
EXHIBITORS
HERALD
&i MOVING PICTURE
WORLD
Home
Office:
407 So. Dearborn Su
Chicago
IN THIS ISSUE
Musicians are called to map fight as use of synchronism rapidly grows; Exhibitors expect climax at salary parleys in September; St. Louis owners propose lower scale for musicians and projectionists; Detroit keeps ear to ground for new developments; Serious dispute is doubted at Kansas City; Or- chestra is taken out of McVickers in Chicago; Same policy at Roosevelt is expected.
COMPLETE INDEX TO CONTENTS
NEWS
Joseph P. Kennedy — and Progress; Outstanding figure in indus- try divulges his plans for four great enterprises he heads, in ex- clusive interview.
Report of apathy in exhibitor units brings zone plan appeal; organization need greater than ever before, says N. L. Royster.
Herald- World Readers' big time makes convention annual event; Three pages of pictures and complete story of gathering. Pages 23 to 26.
Kansas-Missouri M. P. T. O. convention attacks protection plan, re-elects Biechele — M. P. Club members gobble up bonds.
FEATURES
Service Talks by T. O. Service 52
Los Angeles by Douglas Hodges 40
Pictorial Section 31
Letters from Readers 58
Broadway 22
DEPARTMENTS
Synchronized Pictures 35
The Studio 39
Short Features 43
Presentation Acts 44
The Theatre 50
New Pictures 65
Classified Advertising 57
What the Picture Did for Me 59
Chicago Personalities by Whit 66
ADVERTISEMENTS
FILM AND EQUIPMENT— M G M, Cortellaphone, Paramount, Fox, RCA Photophone, Warner Brothers, Pathe, F B O, Univer- sal, First National, Buck Jones, Victor Schertzinger, Maria Corda, Excellent Pictures, Automatic Ticket Register, Eastman Kodak, National Program and Printing Company, Sentry Safety Control.
PRESENTATIONS— Jean Anthony, Milton Slosser, Bob Bill- ings, Brooks Costumes, Lassiter Brothers, Maxwell and Lee, Ransley Studios, Don Galvan, Jack Martin, Murray and Alan, Ulderico Marcelli, McNeil Smith, Sunshine Sammy.
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18
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
EXHIBITORS
HERALD
asi MOVING PICTURE
WORLD
Martin J. Quigley, Publisher 6^ Editor
Incorporating Exhibitors Herald, founded in 191S; Moving Pic- ture World, founded in 1907; Motography, founded in 1909; and The Film Index, founded in 1909
Published Every Wednesday by
QuiGLEY Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A. Martin J. Quigley, President Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer
Member Audit Bureau of Circulations Copyright, 1928, by Quigley Publishing Company All editorial and business correspondence should be addressed to the Chicago office Other Publications: The Chicagoan and Polo, class journals; and the follow- ing motion picture trade publications published as supplements to Exhibitors Herald and Moving Picture World: Better Theatres, every fourth week, and The Buyers Index, published semi-annually.
Whole Vol. 92. No. 1 (Vol. 34, No. 4) July 7, 1928
Mr. Hays Reports
AN interesting account of the present state of the indus- . try was recently given by Mr. Will H. Hays to the di- rectors of the Motion Picture Producers & Distributors of America, Inc., who are representatives of the member- companies of the organization.
Industry Investment — Mr. Hays declared that invest- ments in the field now total in excess of two billion dollars. In connection with the feature of man-power he cited the graphic example that the business is now employing a greater nmnber of men and women than are employed by the Ford Motor Company and the General Motors Com- pany, combined.
Studio Economy — In this connection it was pointed out that from reports being issued by a nationally-known firm of accountants it is revealed that the business is getting "a dollar in value for every dollar spent." Further advance toward stabilization is reflected in the economic saving ef- fected through the adjustment of trade disputes by the boards of arbitration and the healthy market which exists for motion picture company securities.
Sound Pictures — In his statement, Mr. Hays made formal acknowledgment of the sound picture as having arrived at the stage of commercial significance and characterized the development as a scientific contribution toward the ad- vancement of the business. The weight of Mr. Hays' opin- ion that the introduction of the sound picture would re- sult in no material confusion in the business also was recorded.
"Foreign Invitation" — With the use of this effective phrase Mr. Hays endeavored to depict the new order of affairs in connection with the industry's overseas business. "Ours is not a foreign invasion, at all," said Mr. Hays. "Our pictures go abroad by invitation. The people of the world want them, despite the activities of foreign govern- ments to lessen the effectiveness of the American industry by practically subsidizing indigenous film production. However, amicable adjustments are being effected."
In these references to a number of basic conditions Mr. Hays succeeds in presenting both an interesting and an encouraging picture of the present state of the industry.
With these basic conditions in their present flourishing condition, there is every reason for viewing the coming season with confidence — and with enthusiasm.
« » »
Shaw Movietoned
THE Movietone production of George Bernard Shaw, consisting of both an optical and an audible appear- ance of the celebrated British author, which was presented last week in New York in connection with the premiere of "The Red Dance," was an impressive demonstration of one of the finest uses of the synchronized picture.
This subject is of interest and importance in many re- spects in addition to the fact that the celebrity recorded was enabled to present a fine bit of entertainment. Mr. Shaw either in recognition of one of his long list of prejudices or for some other reason has never come to the United States. As a colorful personality of the day there is naturally great interest in seeing him and in hearing him, so great in fact that lecturers' bureaus are under- stood to have offered Mr. Shaw repeatedly huge sums of money for a series of appearances in this country. But the author has repeatedly declined these offers.
Now, however, comes the synchronized picture making it unimportant that these offers have been refused, because the picture realistically presents Mr. Shaw in form and in voice, satisfying the great public curiosity that has long existed.
Coming at this time the Shaw picture is a graphic in- dication of what the sound picture is enabled to accom- plish.
• ♦ *
The Sound Market
THE practical aspects of the synchronized picture are now absorbing a great deal of thought and study throughout the business. According to announcements from the various leading producers there will be some- thing in the neighborhood of 300 synchronized pictures available during the coming season. This represents a huge volume of product and if a reasonable degree of quality is maintained the supply should be quite adequate to the requirements of the year.
Approximately 500 theatres are now equipped or being equipped with sound devices. The demand greatly ex- ceeds the possibilities of rapid installation. Persons close to the developments report that 700 theatres will be equipped by September 1 and that by the first of next year there will be 1,000 theatres presenting sound pictures.
While even the figure of 1,000 theatres equipped with sound devices, alongside of the 14,500 theatres in the coun- try, may not look like an imposing total, still it may be noted that included within these 1,000 theatres will be virtually all of the leading houses and the total capacities will be such as to accommodate a substantial percentage of the theatregoing public.
» * »
THE Pathe Rooster, which has long crowed in silence, will soon be heard in the conventional paean of the barnyard as the result of the application of the synchroni- zation principle to this famous trade mark. However ef- fective this trade mark has been in the past, there is no doubt that it will now carry a tremendously greater effec- tiveness— so great, in fact, that the timid theatregoer may look to a future of crowing roosters, roaring lions and stampeding elephants with some trepidation.
« « #
WHILE the removal of the admission tax on tickets costing 75 cents and over, to $3.00, does not affect many theatres, still the new law may be hailed as another step in the return to normalcy, bringing substantial advan- tages to the industry at large.
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
19
Musicians Called to Map Fight As Synchronism Rapidly Grows
Exhibitors Expect Climax at Salary Parleys in September
How Musicians Are Lining Up On Sound Film
NEW YORK. — Weber calls meet- ing of musicians' leaders; protests sound Blms "debase musical art."
CHICAGO. — Musicians' action de- pends on results of New York con- ference.
ST. LOUIS. — Theatre owners pro- pose reduction of musicians' salaries.
D E T R O I T. — Musicians are ex- pected to present new demands Sep- tember 1, when wage negotiations will come up.
KANSAS CITY. — Serious con- troversies doubted; only two thea- tres have sound Blms, but two others prepare for them.
Lankford Measure Target of Attack At Rabbi Conclave
The Lankford bill before the last Con- gress and expected to be introduced at the next, was denounced by Jewish rabbis meet- ing in Chicago last week, at the 39th annual meeting of the Central Conference of Amer- ican Rabbis. The resolution passed to that effect endorsed opposition to the measure against Sunday amusements in the District of Columbia, previously declared by the Synagogue Council of America.
The stand taken by the rabbis and the council is that the use of the phrase "Lord's Day" in the bill is in exclusion of the Jewish religion.
"We feel the use of the phrase is un- constitutional, inasmuch as the law would establish a form of religion," said Dr. Solo- mon Foster of New Jersey.
Hays Starts West for
Semiannual Coast Trip
(Special to the Herald-World)
NEW YORK, July 3.— Will H. Hays, head of the M. P. P. D. A., left New York last night on a semiannual visit to the West Coast. He will be gone for a month and will stop off in Indiana to see his son and namesake at the Culver Military Academy.
F BO Home Office Goes On 5-Day Week Saturday
(Special to the Herald-World)
NEW YORK, July 3.— F B O's home office force will go on a five-day-week schedule for two months, starting Satur- day. The plan was inaugurated by Presi- dent Joseph P. Kennedy last year.
St. Louis Owners Propose Lower Scale — Detroit Keeps Ear to Ground — Clash Doubted at K, C.
Calling of a nationw^ide conference of leaders of organized musicians in New York the end of this week is expected to bring to a head the entire issue of the union's plan of action in the face of rapid increase in the use of sychro- nism in theatres.
Lines Drawn All Over U. S.
All over the country the lines are being drawn tightly over the problem, reports from correspondents of the Herald- World show, with the real fight to come in September, when new wage contracts are drawn. In some sections there have been definite clashes, notably at St. Louis, where the American Federation of Musicians in national convention voted a $10,000,000 defense fund, and in the Far Northwest, where one theatre was closed directly as a result of the union's demands for retention of musicians. At St. Louis the exhibitors are proposing lower wages for musicians and projectionists.
In Detroit, where heated discussions re- garding the effects of synchronized pictures on the orchestra pit were conducted secret- ly at the convention of the International Alliance of Theatrical Employes and Mo- tion Picture Operators, theatre owners are watching for new developments.
Biechele Doubts Kansas City Tilt
R. R. Biechele, re-elected head of the M. P. T. O. of Kansas-Missouri, doubts there will be any serious controversies, though some exhibitors attribute the ab- sence of any difficulties thus far to the fact that only two theatres in the Kansas City territory to date have installed the sound devices. In Chicago, any action awaits de- cision of the New York conference.
While one protest of the musicians is that synchronism will "debase the art of music," Arthur Brisbane, Hearst editorial writer, stated Sunday that synchronized music in reality "will create an unheard of demand for good music and really able musicians, and will pay them better than they were ever paid before," Brisbane says:
"What the musicians mean, and should say, is that they fear the musical film's competition. It will compete with inferior music and wipe out a lot of it. Heaven be praised. . . .
"Good New Idea Never Hurts"
"Musicians will play in one place and be heard by millions, and they, if they reach the top, will earn accordingly.
"No good new idea ever hurt anything or anybody, except rank incompetence."
Joseph N. Weber, president of the .\merican Federation of Musicians, who
called the meeting of the president of lo- cals in a dozen key cities, declared to the Associated Press that his organization would oppose synchronization as a substi- tute for personal appearances, holding that the sound devices "threaten the art of music with debasement."
"We are not opposed to talking movies because we realize that synchronization of words with actions on the screen is a scien- tific accomplishment of value," Weber de- clared. "But if the machines are used as a substitute for vocal and orchestral music in the theatres they will become a serious menace to our cultural growth, and just at a time when America has achieved rank as the world center of music.
"Music at its best reflects the mood of the artist. You cannot mechanize an art.
"If machine-made music displaces thou- sands of players and singers the individual's incentive to perfect himself will be mini- mized and music will no longer have the cultural value it now possesses. Any art is dependent upon the number of its enthu- siastic executants, and if their activity is restricted by competition with machine pro- ductions in time their number will be great- ly reduced."
A survey of patrons' reactions is to be made by the musicians.
Use Spreads in Kcinsas City
(Special to the Herald-World)
KANSAS CITY, July 3.— Although the
use of synchronized pictures steadily is
spreading among theatres in the Kansas
City territory that fact is no signal of an
(Continued on page 34)
Fire Destroys Theatre
(Special to the Herald-World)
CHARLOTTE, N. C, July 3.— The Vic- tory theatre in Salisbury, N. C, owned by the Piedmont Amusement Company of Winston-Salem, was destroyed by fire last week.
Stockholders Consider Court Fight On
Naming of Receiver for Cooney Chain
Stockholders of National Playhouses, Inc. (Cooney Brothers), Chicago theatre circuit, are contemplating a move to fight a receivership which was effected last week.
The Chicago Title and Trust Company was appointed receiver last week by Federal Judge George A. Carpenter following the £ling of foreclosure proceed- ings on behalf of the Guaranty Trust Company of New York, holder of mortgage notes against the company.
When Barret & Co. and Frederick Peirce & Co., bankers, took over the circuit early in June the arrangement was that the stockholders might regain control by raising $250,000 by July 1 to meet obligations. That agreement was not held to by the bankers, the foreclosure action being based on some judgments of com- paratively small sums, according to M. J. Ahern of Nash & Ahern, attorneys for the stockholders.
201
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
J. P. Kennedy -and Progress
^ Outstanding Figure Who Has Sped to Directing Head of Four Great En- j| tcrprises in Tivo Years Tells Industry His Plans in Exclusive Interview for the "Herald-World." The facts regarding Mr. Kennedy are revealed in the follozifinff article!
Joseph P. Kennedy
By PETER VISCHER
NEW YORK, July 3. — As the directing head of four great amusement enterprises, a position achieved with startling suddenness in recent months as the result of one of the most remarkable spurts in the film industry, Joseph P. Kennedy stands today as a figure of commanding interest and importance.
W. Brown in direct charge, Pathe expects a progressive, energetic year. If any detail could testify to the spirit of an organization, it might be found in the fact that Pathe has just made a sound strip of its trademark — the crowing cock.
Proceeding Slowly on K A O
For the K A O circuit, the Kennedy plans are apparently coming into maturity slowly. Here again there are no radical changes in contemplation, the first idea being to make a successful business-house of the organiza- tion, beginning on the inside.
The report that Mr. Kennedy has started negotiations with the Aaron Sapiro group of independents was denied. The report had it that Kennedy was seeking an agreement whereby the 79 houses of the Sapiro group would co-operate with the Keith circuit in buying film, preferably film made by the Ken- nedy companies : First National, F B O, and Pathe.
No Negotiations With Sapiro
"I have had no negotiations with anybody in the Sapiro group," said Mr. Kennedy. "That does not mean, however, that I am unwilling to have negotiations with Sapiro or anybody else. I am anxious to sell film at a fair price to anybody who wants it and Sapiro is as welcome as the next one. Furthermore, I am anxious that KAO shall have the op- portunity to bu3' at advantageous prices, but I have not had any negotiations as reported." Considers RCA Photophone
Regarding his studies of synchronization, Kennedy said that they have not yet been brought to a conclusion. The contract drawn up for use between First National and West- ern Electric before Kennedy entered that film organization is lying around unsigned, and Kennedy is at present considering the General Electric system, R C A's Photo- phone. Robert T. Kane recently became affiliated with R C A on behalf of Kennedy.
"No contracts have as yet been signed with anybody. We are making our first First National picture by the General Electric sys- tem, by Photophone, but we have not yet de- cided to use their method of recording and reproducing exclusively or even regularly."
Wv. Kennedy hoped to get away from New York tonight, for he has pressing engage- ments on the West Coast. His various works did not clear up in time for him to leave, however, and he is now hopeful of getting av\-ay at the earliest possible moment within ■ the next two weeks.
A LTHOUGH working more than fifteen ■^ hours a day in an effort to straighten out the New York affairs of his various companies, prepar- atory to starting for. the coast at the earliest pos- sible moment to delve "into further details, ' Kennedy paused -briefly to report progress to the industry through the Ex- hibitors Her.'\ld AND Moving Pic- ture World.
What is he plan- ning for First National ? What will he do with
FBO? How about Pathe? What are his plans for the Keith-Albee-Orpheum circuit, of which he is now chairman of the board? W^hat conclusions has he reached in regard to the synchronization of pictures for his three film companies?
"I am trying to make each one of these companies as good an outfit as it can be made," he said, dismissing it as obvious that he is only in the midst of his work at the present time.
Sweeping Changes Not Planned
"I ha\e no plans for sweeping changes in any of the companies. For instance, in First National I am going ahead slowly. We have a big program mapped out and I am seeing to it that this program shall be carried out as thoroughly and as efficiently as possible.
"I wish to emphasize that I have no in- tention of making radical changes all at once. If any changes come about, then they will be dictated by the progress of the work I am trying to do. I have no preconceived notions as to just what must be done to make any of the companies with which I am associ- ated effective.
Pathe Stays in First Class Field
"As to Pathe, it is ridiculous to say that I am planning to withdraw this company from the first-class feature field to make room for anybody, not even First National. We have written more first-run business to date than ever before in the history of F B O and this is a striking tribute to the merits of our new productions. Our six Special Attractions, the Tom Mix Series, and the 24 Gold Bonds will all be pictures of the highest grade made for first-run theatres. Sanity and practical showmanship are the watchword of the FBO studios and we are sparing no expense to give exhibitors the finest product ever made by FBO."
Regarding Pathe, Mr. Kennedy made it plain some time ago that this company would continue its present progress. With Colvin
Robert B. Mantell Dies
(Stccial to the Herald-World)
NEW YORK, July 3.— Robert B. Mantell, stage tragedian, died Wednesday at his country home at Atlantic Highlands, N. J. Mantell spent 52 years before the footlights.
U, 5. Films Nearly Equal To Domestic as German Renters Start Season
(Washington Bureau of The Herald-World)
WASHINGTON, July 3.— German film renters are beginning to open the coming film season, it is reported from Berlin to the department of commerce. According to figures at the present time there will be about 400 program films in Germany during the next season, roughly in the pro- portion of 50 German to 50 foreign films. To be exact, 366 feature films have been announced, of which 181 are German, 147 American and 38 from other countries. This list of films does not include any from several firms which were operating in for- mer years, Phoebus, Deutsch-Nordische Pantomim, etc.
The fact that more foreign films are in- cluded in this list than would be allowed under the contingent of 170, is accounted for by the fact that several firms include in their list films held over from the last season.
Hot Politics, Weather
Keep Customers Away
(Special to the Herald-World)
ALBANY, July 3. — Broadcasting of the Democratic national convention at Houston, coupled with warm, muggy weather, played havoc with the theatres of Albany and Troy during the week. It was the first really warm weather of the summer.
Most of Albany, as well as New York as a whole, was interested in Governor Smith's chances of landing the nomination. Each night, while the convention was in prog- ress, radios could be heard going full blast, and in many cases neighbors had been in- vited in.
Thugs Bind Manager,
Take $200 from. Safe
(Special to the Herald-World) DETROIT, July 3. — Two unarmed thugs overpowered John Lamont, assistant man- ager of the Strand theatre last week and forced him to give them the combination of the safe. Then they bound and gagged him and obtained $200 from the safe.
Lamont said he left the front door un- locked while he went nearby to a restau- rant and when he returned the two men were at the safe in the box office. Before he could run out, the men overpowered him. It took Lamont a half hour to free himself.
Leo Ditrichstein, Stage
Star, Dies in Austria
(Special to the Herald-World) VIENNA, July 3. — Leo Ditrichstein, actor long well known on the American stage, died of heart disease in a sanitarium at Auersperg last Friday.
Among Ditrichstein's greatest successes in America were "Trilby," "The Business Widow," "Are You a Mason" and "The Great Lover," in which latter he probably scored his biggest hit. The title later was often associated with the name of the late Rudolph Valentino.
Somes Joins Netoco
(Special to the Herald-World) BOSTON, July 3.— James R. Somes has joined the Netoco theatre circuit as special representative in New England.
,
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
21
Report of Apathy in Exhibitor Units Brings Zone Plan Appeal
Need of Working Organization Held Greater Than Ever Before
North Carolina and Missouri-Illinois Meetings Delayed — No Announcement of M. P, T, O. A. Plans
Pathe Rooster to Crow As Picture Starts
(Special to the Herald-World) NEW YORK, July 3.—Pathe's familiar trade mark is going to make himself heard. Synchronization will be used to make the rooster crow at the beginning of each Pathe picture. It certainly will be a novelty in the line of trade marks, for as yet even the Smith Brothers have not been heard to cough. But although the bird is more than likely to ballyhoo Pathe successfully, one wonders just what the effect will be when his crowing comes as a prologue to heavy drama. However, it is be- lieved that the rooster will not prove disturbing, inasmuch as he will not make his public appearances early in the morning, while patrons who fall asleep are generally thought out of order anyway. Even though the in- novation grows in favor, it is pointed out, synchronization of trade marks will always present a considerable problem to M G M.
$3,233,388, Greatest of All the Eastman Wage Dividends, Paid to 17,000
(Special to the Herald-World) ROCHESTER, N. Y., July 3.— A wage dividend of $3,233,388 was paid Monday to 17,042 employes of the Eastman Kodak Company. It is the largest in the 17 years that the company has shared its earnings. In addition, employes received their divi- dend on the stock they hold in the com- pany.
Jury Holds "Contribution And Refund" System at Dog Track Is Gambling
(Special to the Herald-World} WAUKESHA, Wis., July 3.— The "con- tribution and refund" system employed by the Mound Kennel Club, operators of a dog racing track near here, was held by a jury to be gambling and therefore illegal. Last year a jury decided the system was not gambling.
Avery Hopwood, Writer For Stage, Dies Suddenly
(Special to the Herald-World) PARIS, July 3. — Avery Hopwood, Ameri- can playwright, died at Juan-les-Pins on the French Riveria, after being taken suddenly ill while bathing in the sea.
Hopwood was one of the most prolific of stage writers and a millionaire as the result of his unique ability to measure pub- lic tastes. One of his most successful farces, "Ladies Night in a Turkish Bath," was recently turned into a motion picture by First National.
Censors Elect Officers
(Special to the Herald-World) SEATTLE, July 3.— Seattle's new board of theatre censors have elected Dave Himel- hoch, temporary president, and Mrs. J. Henry Robinson, temporary secretary.
Is interest in state and national exhibitor organizations declining as a whole? If that is true, is the establishment of a zone system the solution? Under the zone system, there would be an exhibitor association for the territory taken in by the exchanges of a particular key city. If those exchanges serve more than one state all exhibitors in those states would be sought as members of the zone organization. The plan is not new but the question of decreased ac- tivity in at least some of the present associations makes the proposal doubly pertinent now.
Need Greatest Now, Sayg Royster
The need of exhibitor organization never was more urgent than it is today, says N. L. Royster, secretary-treasurer of the. Theatre Owners Association of North Carolina, in a letter to the Herald-World. The North Carolina body's midsummer convention was postponed when only 17 of 126 questionnaires regarding the meeting were returned by theatre owners and but 11 of the 17 promised to attend.
The M. P. T. O. of Eastern Missouri and Southern Illinois postponed until the end of July the meeting which usually is held in May. The M. P. T. O. A. has made no announce- ment as yet regarding an annual convention. Offers Prizes for Members
Charles W. Picquet, president of the North Carolina association, is personally conducting a prize contest for paid-up membership before the annual meeting in December. The prizes are $50, $30 and $20 in gold.
Courageous, active exhibitors are needed to make any state or national organization func- tion smoothly, says Royster in his letter, which follows :
"For some reason, unknown to the majority of us, there seems to be less interest in state and national theatre organizations than at any time in their existence. Not only should there be a state and national theatre owners asso- ciation, but there is a crying need of both, more so now than at any other time in their history. We, of the North Carolina Theatre Owners Association, have postponed our mid- summer convention this year, for the main rea- son that not enough exhibitor members would pledge themselves to attend a convention which was to their best interests. The great need of a theatre organization is to protect the theatre owners before the various state legislatures, to cooperate in all arbitration matters relative to the contracts, and to take an active part in fair protection, as it relates to the theatre owners.
Decries Petty Jealousies
"The exhibitors should awaken to their con-
dition, should take an active part in their asso- ciations, and should not bicker over petty 'nothirtgs,' as most of them do at times. There are more petty jealousies among the theatre; owners and farmers, than any other class who belong to and constitute organizations.
"Some years ago, I advocated the establish-, ing of zone organizations for theatre men, to wit : Say that Charlotte, N. C, exchanges are serving as they do. North and South Carolina territories, then there should be the Theatre Owners Association of the Carolinas. If At- lanta, Ga., serves four states as it does, com- prising Georgia, Florida, Alabama and Tennessee, then there should be a zone organi- zation for theatre owners taking in those four states. These theatre owners associations should be divided into what we will call "zones." Each zone organization would en- list as members those theatres located in those states served by the exchanges in each zone. Each zone organization should have a presi- dent, first and second vice-president, a secre- tary-treasurer and a board of directors as they now have.
Would Give 26 Zone Units
"This zoning plan of theatre owners organi- zations would give us in the United States 26 zone organizations of theatre owners. Each zone should pay into their treasury a fixed per- centage of their dues which should go to the 'apkeep of a national organization. The offi- cers of the national organization should be elected by the majority of votes cast by the membersi ' of each individual zone organiza- tion, and the delegates are so instructed to
(Continued on page 58)
Lightning Ignites One Screen Theatre,
Threatens Another; Patrons Remain Calm
(Special to the Herald-World)
OTTAWA, June 3. — Lightning caused a £re in B. F. Keith's theatre and almost simultaneously struck a building adjacent to the Imperial theatre, half a mile away, during a storm here last Thursday evening.
Fire started in the basement of Keith's, smoke entering the auditorium through the cooling system and putting the house in darkness. Manager J. M. Franklin threw the lighting system over to another service and, entering the building through a side entrance, Bremen extinguished the blaze and no panic resulted. Patrons kept their seats until it was found that the projection machines had been put out of commission.
Meanwhile other fire trucks stopped near the Imperial and the staff prepared for emergencies, but the audience remained calm.
22
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
mm
NEW YORK. — You never saw them loosen up with quite as much willingness as they did the other night when the Motion Picture Club started its bond-selling act. . . . There wasn't a man there who wasn't willing to yell "One Thousand !" — for the guy on his right. . . . Sol Brill took the prize. . . . He didn't want any at all (his words) and ended by topping the list. . . . But there are other counties still to be heard from. . . . That thumping heard in Tin Pan Alley is caused by great tears of gratitude falling on weary pianos. . . . The finger-and-ivory boys have struck gold — in pictures. . . . "Ramona" has broken all records. . . . Irving Berlin has been signed to write for the screen. . . . Roxy wants George Gershwin to play his new symphonic piece first for the films. . . . It's called "An American in Paris" and sounds swell. . . . The Philharmonic? . . . Pfooey! ... In a few more weeks all the big music boys will be signed by the pictures. . . . Which recalls Jimmy Hiissey's explanation why he isn't going to Holh^vood : "I don't scream well." . . . King Vidor is back from Europe, on his way to the Coast. . . . Wonder how Fox missed "The Bridge of San Luis Rey," or maybe he's got another picture for the Peru- vians. . . . His newest, "The Red Dance," was for the Russians ; "Fazil," for the Ara- bians ; "Four Sons" for the Germans ; "Mother Machree" for the Irish ; "Street Angel" for the Italians; Al Smith at Governor's Island for the Democrats. . . . Agnes George de Mille, daughter of William- de Mille and granddaughter of Henry George, is the fea- tured dancer of the week at Roxy's. . . . The Motion Picture Artists League of America is giving its first exhibition of motion picture advertising art at the Hotel McAlpin, and there may be plenty to say about this just a little later. . . . John Monk Smtnders and Fay Wray, newh'weds, stopped in the Big City on their way from Washington to the West Coast. . . . "Dawn" having excited the generally imperturbable British public, what about the filming of "The Burgomaster of Stilemonde" now going on in Belgium with actors in German uniforms and all that sort of thing and not a sign of approval from Otto Jyahu? . . . Johnnie Semler is the latest inventor to enter the sound picture division. His machine is to be known as the Semotone. Johnnie is a man of many parts but his ma- chine, it is said, has less than any on the market. . . . Pat Powers is still testing out the Cinephone and he may yet have it playing the Anvil Chorus. . . . Ben Grimm is still at the Universal office but he gets down town pretty seldom. . . . George Harvey of the Pathe company leaves a week from today on his well earned vacation. And we wish him a dandy time. George is one of the regulars, both on the job and off. . . . The A. M. P. A. held its regular weekly meeting for the first time at the Hotel Lincoln, which is to be the regular place of meeting from now on. There was a good sized gathering of the clan at the meeting and the guests of honor were George Jessel and R. H. Burnside, one the actor and the other the producer. Everyihing that Bruce Gallup tackles seems to run off with a swing and a bang but not the same bang as is often heard from an auto tire. . . . What are the wild waves saying? They are calling the old reliable Si Seadler to the shore at Sea Cliff, L. I., that he may forget for a short time, trackless trains, flying lions and advising technique. . . . Warren Lewis, scribe and advertising manager of the Vitaphone company, is brown- ing up, down on the sands of Long Island on the South Shore.
PETER VISCHER.
With Janet Gaynor at Coney
ULEASURE bent was Janet Gaynor when a brief period ago she quit the picture ■^ precincts for a vacation in other parts. The Fox star, whose brightness increases by several light years with each of her new pictures, has had an active season, so she went East to rest as strenuously as possible for the work she's got to do during the coining months. Naturally, the secluded quiet of Coney Island proved alluring. And there she is —
Ready, it would seem, to purvey tickets
for a wild west show to the masses. And of
course it is well for a player to get
acquainted with the box office.
Above is Miss Gaynor with her mother on
that lively day at Coney, and at left, the
star ready to open activities at Fox's new
Brooklyn theatre.
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
23
Democracy's nominee for the presidency of the United States, Al Smith, dons a ten-gallon hat presented him by Tom Mix. Two stars, and both shining bright- ly in their firmaments, politics and pic- tures. Mix is starting with F B O.
Hoover and Smith Running Strong in U's Straw Vote
(Special to the Herald-World) NEW YORK, July 3.— Herbert Hoover and Governor Al Smith both are drawing heavy support in the national straw vote which Universal Chain Theatres is taking in its houses. Early returns are:
Granada, Norfolk, Neb., Hoover 546; Smith, 432. RivoH, Beatrice, Neb., Hoover 86, Smith 53; Capitol, Grand Island, Neb., Hoover 582; Smith 378; Granada and Rivoli, Indianapolis, Hoover 214, Smith 204; Casino, Marshalltown, Iowa, S.mith 260, Hoover 228; Plant City, Fla., Hoover 590, Smith 377; Star, Arcadia, Fla., Hoover 69, Smith 6; Capitol, Atlanta, Smith 190, Hoover 130; Virginian, Charleston, W. Va., Smith 332, Hoover 230; Kenosha, Kenosha, Wis., Smith 4110, Hoover 940; Venetian, Racine, Wis., Hoover 763, Smith 499; Sheboygan, Sheboygan, Wis., Smith 1,500; Hoover 500; Baby Grand, Winter Park, Fla., Hoover 56, Smith 6.
42 Films Will Be Shown
At Munich Festivities
(Washington Bureau of the Herald-World)
WASHINGTON, July 3.— Film festivities are planned next month at Munich, Germany, according to advices to the Department of Commerce from Trade Com- missioner George R. Canty at Paris. Ex- hibitions will be under the direction of the Bavarian organization, Landesfilmbuhne, with the cooperation of Ufa.
Superfilms of German, Russian, Ameri- can and Northern European production and the best educational films will be exhibited at the Munich exhibition. The program comprises a new superfilm for every day; these films will be shown three times on each working day and four times on Sun- days. In all, 42 films will be exhibited.
Signs 20 Seattle First-Runs
(Special to the Herald-World) NEW YORK, July 3.— Twenty first-runs have been signed in Seattle in 13 weeks by L. O. Lukan, First National's manager. Seattle stood first in the billing drive at the end of the third week.
Herald- World Fans' Big Time Makes Gathering Annual Event
Andy Anderson and Detroit Lakes, Minn., Will Entertain Readers
and Their Fish Yarns Next Summer — Pike and Bass
Fry Winds Up Week of Whoopee
By WILL WHITMORE
Such a rip-roarin' success was the Herald-World Readers Convention at Alexandria last week that this most remarkable gathering ever held by peo- ple of the motion picture industry is now an annual event. Detroit Lakes, Minn., and Andy Anderson will be hosts of the 1929 conclave, by unanimous decision of the exhibitors, who closed their chinfest with a luscious fish dinner Friday night.
Anderson Heads '29 Program Committee
The motion to meet at Detroit Lakes was made by B. J. Benfield of Morris, Minnesota, and seconded by Frank O'Hara of Elgin, Nebraska. Andy Ander- son of Detroit Lakes was named as chairman of the program committee for next year's convention to serve with the following committeemen : William Tragsdorf, Wisconsin ; Phil Rand, Idaho ; P. G. Estee, South Dakota ; John Filler, North Dakota; Claud Hanson, South Dakota; E. C. Potter New Hamp- ton, Iowa ; Frank O'Hara, Nebraska, and Sam Blair, Kansas. Each com^- mitteeman will be held responsible for interesting the exhibitors of his state to attend next year's convention.
This first convention just ended at Alex- andria began with a lying contest between Old J. C. Jenkins and Frank O'Hara and ended with the big fish fry on Friday at which everybody lied about the fish, they caught during the week. And before I go any farther with this report of the happen- ings at the convention, I want to say that I was the only one who did not tell a single lie during the entire week. It was evident at once that I wouldn't have a chance keep- ing up. with these old Master Liars who have had years of experience.
J. C. Is M. L. of Them All
J. C. claims he is around 70 years old, but no one would believe it by the way he goes fishing, plays golf and cavorts around in general like a two year colt, but when you hear him lie, you know he must be that old, for it takes at least 70 years of practice to lie like he does.
But what a time these fellows had at Alexandria! The town is almost sur- rounded by water and there are so many lakes they ran out of names for them. The country looks like a big Swiss cheese. And it seems that the lakes specialize in differ- ent kinds of fish. When you go fishing, you row out in one lake and catch a nice string of bass; then you just toss your line over in another lake and pull out a mess
Buys Chesterfield Rights
(Special to the Herald-World)
NEW YORK, July 3. — Chesterfield has added Film De Luxe, Ltd., Toronto and Montreal, to its list of distributors. This firm bought th-e-rights for Canada.
Hats Off to Thompson; Exhibitor Turns Author
Theatre owners, hats off to your fellow-exhibitor, Charles H. Thomp- son, author. We are in receipt of a complimentary copy of "Byzantine Love," by Mr. Thompson, operating the Opera House at Plattsburg, Mo. Just how an exhibitor finds time to be an author might be a mystery in itself, but Thompson demonstrates also that a good exhibitor can be a good author as well.
Exhibitors will concur in the com- ment of O. O. Mclntyre, Hearst Syndicate writer, who says:
"My native town, Plattsburg, Mo., has gone literary. Charles H. Thompson has written a brochure called 'Byzantine Love — A Love Narrative of the Fifth Century' — and has done a good job."
of croppies; when croppies begin to boi'e you, you simply turn around in your boat, throw your line over in another lake and pull out wall-eyed pike to your heart's con- tent. You can sit in your boat and fish in a half dozen lakes and catch that many different kinds of fish.
Besides lying, fishing was the most popu- lar sport with golf and swimming claiming a good share of attention. Elmer Gailey of Wayne, Nebraska, probably did more fishing than anyone else. He never took of): his rubber hip-boots all the time he was in Alexandria, and he was always either com- ing or going fishing. One morning Rabbi Frank O'Hara from Elgin, Nebraska, re- ported seeing a huge fish out in the lake feeding on three-pound bass. Elmer tore down three saplings trying to get down to the lake to catch him.
Rabbi'll Never Be the Same
Tragsdorf went out one morning and came back with the biggest fish caught dur- ing the week. It was an eight pound wall- eyed pike. Of course Trags will be mad when he reads this- for he claims the fish weighed at least eleven pounds. The rabbi went out another morning and caught a string of bass, and now the doctors are wagging their heads and saying that poor old Frank will never be the same again. And about that big fish, O'Hara claims to have seen. According to Frank the waves made by the fish when he flashed by almost tipped his boat over. "I just saw his head and a little of his body, and that much was this long," said Frank, holding his hands about two feet apart, and all out of breath from running up to the cottage. "His fins were as big as my hand and his head was so big it wouldn't go in a lard barrel."
Fish Too Long for Camera
By the time Frank had described him a few more times, the fins were bigger than his two hands and he spread his arms wide open to describe his length. Before next year's convention, Frank's fish will be as long as a sail boat and his head as big as a bass drum. It's too bad he didn't catch him with his moving picture camera. Frank shot 60 feet of film which every ex- hibitor will show in his theatre. The only fish I snagged was a dog fish that towed me at a sixty mile an hour gait through five lakes before the line broke. Ask J. C. (Continued on page 28)
24
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
The Herald-World Family Holds First Party
Gosh, but those Herald-Worlds sent especially to the conven-
tioners, were a treat to the boys. And of course each one
looked for his reports in W. T. P. D. F. M. right away.
A fish fibbing session, with Mae Godkin and Mrs. Walt Brad- ley tuning in. Frank O'Hara, Bill Tragsdorf, Jaysee, Elmer Galley and Cliff Carlson are the others.
In the front yard of J. C. Jenkins' Herald-World cottage,
which served as convention headquarters. In picking a place
to hang his hat, Jaysee knows his domiciles!
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Waiting for chow. Front row: Frank O'Hara, Jaysee, J. F. Fitzgerald, Elmer Gailey and J. Perlman. Rear: BiH Bowker, Mickey Larson, H. J. Longaker, Nels Benson and P. G. Estee.
The big fish dinner Friday afternoon, which proved a grand
and glorious climax to several days of real pleasure. (The fish
tasted much better than the stories.)
Every evening the gang "deadheaded" into Longaker's
charming State theatre, which is a model small town house.
Longaker says the conventioners helped the box office.
(Herald- World Photos)
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
25
Bass and Pike Co-star in Alexandria ^^Meller
yy
A lakeside gathering featuring Geraldine Scofield and May Godkin of Neligh, Neb.; Mr. and Mrs. William Tragsdorf, Neillsville, Wis., and Will Whitmore of the Herald-World.
No studio bass here — No, sir, they're fresh from the lake.
Jaysee, O'Hara, Longaker and his son, Chet, will boast long
and loudly of this catch.
"We'll round up those exhibs at Detroit
Lakes next year if we have to do it on
bicycles," declare Bonnie Benfield and
Andy Anderson.
J. C. Jenkins, the world's greatest "on paper" bass fisherman, pre- pares for a big haul. But the bass should worry!
Golfers in every sense of the word,
from the first to the nineteenth hole —
Andy Anderson of Detroit Lakes, and
Bonnie Benfield.
There's bass in them there waters, and if you rise at 4 a. m.,
as Frank O'Hara, Longaker and his son, Chet, did, you'll
get 'em — and how!
Returning after a morning's catch. Chet Longaker is running
the boat, while his dad and Frank O'Hara ^splay the bass,
and Jaysee complacently smokes his weed burner.
(Herald-World Photos)
26
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
''Why Care What the Picture Did for Me?"
Mrs. H. J. Longaker and daughter, Flora, who entertained the
women with a delightful afternoon tea; and H. J., himself,
who entertained everyone at his State theatre.
The inseparable Swedes from Oakland, Neb. — Nels Benson
and Mickey Larson, regular fellows who fished and slept and
enjoyed life every minute of the meet.
Mr. and Mrs. William Bowker of Ta-
camah, la., who made the convention
a part of a Summer's automobile tour
of the North country.
Mr. and Mrs. W. F. Bender motored
over from New York Mills, Minn.,
for the big fish dinner and a chat
with the conventioners.
H. J. Longaker and P. H. Unumb, sec- retary of Alexandria's chamber of com- merce— the men who did the real con- vention work.
The Rune stone, the pride of everyone in Alexandria. It
seems to prove that a boatload of Norwegians discovered the
American continent in 1362.
The swimming beach at the city park, of which Alexandria is
justly proud. This was the scene of Friday's fish dinner,
confab and general get-together.
(Hcrald-Wnrlcl Thntns)
Julv 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
27
At the New York Theatres
NEW FILMS
STRAND— "The Wheel of Chance,"' a First Na- tional picture starring Richard Barthelmess, directed by Alfred Santell.
ROXY — "The Michigan Kid," a Universal produc- tion starring Renee Adoree and Conrad Nagel, direct- ed by Irvin Willat.
PARAMOUNT— "The Big Killing," a Paramount comedy featuring Wallace Beery and Raymond Hat- ton, directed by F. Richard Jones.
FIFTH AVENUE PLAYHOUSE — "The City Without Jews," a German film directed by Karl von Santer.
55th STREET PLAYHOUSE— "Love Is a Lie," a German production starring Harry Leidtke and Lee Parry, directed by Erich Waschneck, revived for an- other week.
CAMEO — "Potemkin," and "The Last Laugh," re- vived for another week.
HELD OVER
"Wings," Paramount, opened
Metro-Gold wyn-
presented by Arch
End of St. Hammerstein,
Peters- opened
CRITERION -
August 12, 1927.
ASTOR— "The Trail of '98 Mayer, opened February 13, 1928.
CENTRAI^-"The Man Who Laughs," Universal, opened April 27.
EMBASSY— "Tempest," United Artists, opened May 17.
TIMES SQUARE— "Dawn,^ Selwyn, opened May 28.
HAMMERSTEIN S— "The burg," presented by Arthur May 29.
GAIETY — "Fazil," Fox, opened June 5.
WARNERS — "The Lion and the Mouse," Warner Brothers film with Lionel Barrymore, May McAvoy and Vitaphone. Opened June 15.
RIALTO — "The Drag Net," Paramount, opened June 16.
GLOBE — "The Red Dance," Fox, opened June 25.
CAPITOL — -"The Cossacks," Metro-Goldviryn-Mayer, opened June 23.
RIVOLI — "Uncle Tom's Cabin," Universal, opened June 23.
"Steamboat Bill, Jr." Is First on Release List of 19 United Artists Films
(Special to the Herald-World) NEW YORK, July 3.— "Steamboat Bill, Jr.," Keaton-Torrence production, out this month, heads the tentative release schedule of United Artists' 19 pictures. National selling started yesterday. The other release dates are: August, "Two Lovers" (Col- man-Banky) and "Tempest" (John Barry- more); September: "The Woman Disputed" (Norma Talmadge) and "The Battle of the Sexes" (D. W. Griffith); October; "Re- venge" (Dolores del Rio) and "The Awak- ening" (Vilma Banky); November: "The Love Song" (William Boyd and Lupe Velez) and "The Rescue" (Ronald Colman). November: (roadshow) "Hell's Angels"; December: "Nightstick," (Roland West Production) and "Lummox" (Herbert Bren- on Production); January: "The Swamp"
(Gloria Swanson — Erich von Stroheim), "The Man With the Iron Mask" (Douglas Fair- banks) and a Mary Pickford Production; February: "City Lights" (Charlie Chaplin) and "Conquest" (John Barrymore — Ernest Lubitsch); March: "Three Passions" (Rex
Ingram), "She Goes to War" (Henry King).
Herrmann Joins Brill to Sell 52 Ufa Productions Third of U. 5. Territory
(Special to the Herald-World)
NEW YORK, July 3.— William C. Herr- mann has joined with Dave Brill in selling Ufa productions in the East under the new name of Ufa-Eastern Division Distribution, Inc. Brill and Herrmann will have entire distribution in 3714 per cent of the United States, with 26 features and 26 single reels, all completed.
Headquarters will be at 729 Seventh Avenue. Branches will be maintained in Philadelphia, Pittsburgh, Boston and Buffalo.
K-M Exhibitors Attack Zoning; Elect Biechele for Fifth Term
Protection Situation Can Be Handled Only by Letting Distributor
and Exhibitor Continue to Barter for Terms, Says
President, Opposing Film Board Proposal
[By Special Correspondent of the Herald-World] KANSAS CITY, July 3.— For the fifth consecutive year R. R. Biechele, owner of the Osage theatre, Kansas City, Kan., was elected president of the M. P. T. O. Kansas-Missouri at the tenth annual convention of that organiza- tion Tuesday and Wednesday at the Broadview hotel, Wichita. A resolution, expressing a vote of confidence and approval of Biechele's policies, was adopted unanimously. With Biechele was re-elected his entire board of directors.
Zoning Plan Opposed
The convention was not all harmony, however, as the meeting had not been in progress long before a resolution was adopted, opposing the newly inaugu- rated protection zoning plan of the Kansas City Film Board of Trade. The- atre owners had looked forward to the convention as a factor which would determine the attitude of exhibitors towards the zoning plan. The contention of the M. P. T. O. Kansas-Missouri delegates was that no zoning plan could be arranged to have equal bearing upon all exhibitors. The resolution made it plain that no zoning plan at all was desired by exhibitors.
"No plan for zoning favors protection can sion price, should be made to concede an ad- vantage to a competitor which is unfair. It is not what an exhibitor charges at the box office, but the net profit he is able to make and the amount he is able to pay for pictures." Nontheatricals on Carpet
Nontheatrical enterprises also were pulled upon the carpet for inspection, but, after lengthy discussion, it was decided to leave ac- tion on that matter to the M. P. T. O. K-M directors.
Then there was the golf tournament in which Lawrence Bruenninger of the Cozy the- atre, Topeka, Kan., won first prize. The con- vention, in most respects, was among the best arranged meetings of the organization, there being no delay in the program wh'atever. Various legislative problems were discussed, but those matters, also, were left for the dis- position of the legislative committee.
be arranged, based upon the admission prices,
seating capacity or anvthing else," Biechele
said. "Although the
plan adopted by the .
Kansas City Film
Board of Trade was
not presumably based
upon admission
prices, it amounted to
that, nothing more or
less.
"For instance I know of a theatre in a certain neighbor- hood which charges ten cents admission. Another theatre about five blocks from that theatre charges 15 cents. Under the zon- ing plan adopted, the 15 cent house gets prior rights over the 10 cent house, but the 10 cent house pays more for films, advertises more in newspapers and, as a matter of fact, is entitled to priority over the 15 cent theatre.
"There is only one way the protection situa- tion can be handled. That is by allowing ex- hibitor and distributor to continue to barter for terms. No theatre which pays more for films than another house, regardless of admis-
R. R. Biechele
Columbia's New Branches Busy in Buffalo, Albany
(Special to the Herald-World) BUFFALO, July 3.— Joe Miller is man- aging Columbia's new branch here, while Austin Interrante covers the Syracuse ter- ritory and Walter Foster the Rochester area. C. R. Halligan is covering the Albany territory through the new exchange there.
Nine Counsel Engaged in Marks Trade
Battle; Sound Films Extend Rivalry
The list of attorneys as now completed in the suit of Marks Brothers, Chicago circuit, against Publix, affiliated parties and five producer-distributors now num- bers nine counsel of Chicago and New York, according to information from the latter city. They are as follows:
Publix, Balaban & Katz and their individual defendants — Sonnenschein, Berk- son, Lautnam & Levinson; Orpheum, W. V. M. A., Pathe and First National — Trude & Kahane; Metro-Goldwyn-Mayer, Henry J. Darby; Paramount, Winston & Shaw; Universal, Mayer, Meyer, Austrian & Piatt; Great States, Morris G. Leonard; William Morris, Lowenthal & Munns; Leo Spitz, representing himself; Marks Brothers, Tenney, Harding & Sherman, and Joseph and Benjamin Rosen- berg.
With the suit, in which Marks Brothers seek a temporary and permanent injunc- tion, charging certain illegal trade practices, awaiting its first battle July 6, Marks Brothers and Balaban & Katz opposed each other on fresh grounds last Friday, when the latter inaugurated Movietone and Vitaphone at McVickers theatre. Loop house. B. & K.'s Roosevelt will also begin sound pictures in two weeks. Marks Brothers has been presenting sound pictures for nearly two years at its two neigh- borhood houses.
Marks Brothers, in a lengthy trailer, point to the installation of sound-pictures by others at this time as a tribute to Marks Brothers' foresight, "other theatres" being readily identified as the rival circuit. Marks Brothers have also included in their trailer a reference to bad parking conditions downtown and the "dusty" Loop. (Pictures of ads appear on page 64.)
28
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
M* P* Club Members Qobble Bonds At Peppy Complimentary Dinner
Income When 500 Have Signed Will Permit Reducing Dues to $125, Says Lichtman- — All Ready But Decorating
(Special to the Herald-World)
NEW YORK, July 3.— When the new Motion Picture Club of New York issued invitations to its 200 charter members for a complimentary din- ner at the Park Central Hotel last Friday, exactly 80 of the group for- got all about the hot weather and the tough week to be on deck for a shore dinner with trimmings. The dinner proved to be an enthusiastic affair with all present quite delighted at the prospective opening of the club next month.
THE broadside that announced the dinner promised no speeches. Instead there were about eighty, perhaps even a few more, for some of the boys present spoke two and three times. It all came about when Al Lichtman, president of the club, informally reviewed the progress of the new organiza- tion, which seems to be thoroughly on the up and up.
Virtually Ready for Opening
The club is virtually ready for the open- ing, said Lichtman. Carpenters and plas- terers are on their way out and all that remains to be done will be done by decorators. The club, in the opinion of many experts, will be one of the finest in the Metropolitan District, one of which the film industry may well be proud. Every- thing— including the all-important chef — will be of the best.
Not only that, said Lichtman, but the finances of the club are shaping up in such a manner that when all 500 members have been signed, the income of the club will be sufficient to permit the dues to be set at $125 a year, instead of the previously an- nounced $150.
However —
In order to put the club on its feet as soon as possible, without skimping and worrying until all the 500 members are signed, Lichtman said the club's financial powers had decided upon a bond issue of $100,000, paying 5 per cent interest, with a certain percentage to be retired every year beginning 1931. The club would like to have every member of the club a bond- holder, but there will be no attempt to coerce any who didn't feel they could afford a bond into buying.
And How They Sign!
Well — and this will surprise you — bids began to be made. And before the meeting was over (and don't forget it was a very hot evening and the band played loud in- stead of well) the neat little total of $26,200 had been raised. Every man present signed
Maybe He Wanted to Help 'Em Out by Buying a Tag
(Special to the Herald-World)
DBS MOINES, July 3.— This gag was pulled in the crowd waiting to get in the Capitol theatre here one evening last week: A man who looked to be from the so-called effete regions East turned to another man who looked to be from the so-called oppressed Corn Belt and said, "You know, I was surprised when I ar- rived in Des Moines to find that it wasn't tag day. Why, I was told that every day in Iowa is tag day — for farm relief, you know." It proved to be popular with the waiting pa- trons, even though it wouldn't have gone so well with Eastern politicians.
something and the average was over $300, despite the fact that the socalled money men of the club weren't present.
Among those who dug down deep for bonds were the following:
E. W. Hammons, Arthur W. Stebbins, Jack Alicoate, Al Lichtman, Walter Camp, Jr., Alfred Gottesman, Sol Brill, Lou Blumenthal, Moe Mark, William Brandt, Lee Ochs, Felix Feist, S. H. Fabian, Ben Amsterdam, Joe Brandt, Jack Cohn, D. J. Chatkin, Harold Franklin, Walter Moore and Joseph Pollack.
Al Lichtman announced that every man in the club would be given an opportunity to sign for some of the bonds — and how — and that if the issue was oversubscribed, as he anticipated it would be, then the bonds would be prorated. The club knew just how much it needed to get on its feet, and had no intention of signing up any more.
Herald-World Chinfest
Is Made Annual Event
{Continued from page 23)
about that dog fish, but then you wouldn't believe him anyway.
Jenkins made Elmer Gailey believe that dog fish really have four legs and that on moonlight nights they crawl up on the shore and bark like dogs. That's the sort of fellow Jenkins is.
Herald-World Cottage Filled
During most of the day and night when the gang was just loafing, most of the men could be found at Jenkins' Herald-World cottage. The special interest was the cook- ing of J. C.'s daughter, Mrs. Walt Bradley, whose husband runs the theatre at Neligh, Nebraska, Miss Mae Godkin and Miss Geraldine Scofield also of Neligh. These three young ladies fed every hungry fisher- man at the convention about four times a day and contributed much more than their share in making the convention a success. And to show you what all around girls they are, they can fish and swim just as well as they can cook.
On the golf course, Bonnie Benfield of Morris, Minnesota, and Andy Anderson of Detroit Lakes did the real golfing. Andy shoots a mean 42 with maddening non- chalance, and Benfield made a 50 foot and a 30 foot putt as easily as George Benson of Minneota, Minnesota, drank — well you know what a big Swede usually drinks.
George and Mickey Inseparable
George Benson — what a great fellow he is. He owns the theatre at Oakland, Nebraska, and Mickey Larson operates it. They were in- separable and all they did was sleep, fish and — . If I ever go near Minneota, I'm surely going to drop in on those two birds. Their cellar is said to — .
Bill Bowker and his wife of Tacamah, Iowa, entertained royally at their place on Lake Mary and showed many of the fellows the right place to catch croppies. One
Men Use Theatre for Sunday Bible Class
(Special to the Herald-World)
ST. LOUIS, July S.—Skouras Brothers' Missouri theatre is used every Sunday morning by the Agoga Bible class of the Third Baptist church, which adjoins the theatre on the south. This class is composed of 300 men and was organized about 22 years ago. At that time a men's Bible class was something unique, but the idea spread quickly, and to- day there are 1,300 other Baptist churches in this country with similar classes.
afternoon all the ladies of the convention were entertained in a very charming man- ner by Mrs. H. J. LongaKcr and her daugh- ter, Flora, at their lakeside summer cottage.
Longaker Theatre Beauty
And H. J. entertained the whole crew every evening at his theatre. He didn't seem to mind all the deadheads at all, and he put on some fine shows every evening. You really ought to see that 700-seat house of Longaker's. It is a beauty and far ahead of the average small town theatre. His pro- jection is better than you will see in most city deluxe houses. After the evening show some of the fellows treked up to the hotel to listen to a lot of whoopee coming over the radio from Houston. You couldn't drag Crockett Brown of Nashwauk, Minnesota, away from that loud speaker with a twelve mule team.
The real occasion of the convention came Friday afternoon when a fish dinner was held at the City Park. What a red letter day that will be in the memories of every- one there. F. J. Fitzgerald, mayor of Alexandria, acted as master of ceremonies and the high school band added pep to the dinner with its good music.
All Alexandria Plays Host
The convention was made altogether at home the entire week by the charming hos- pitality of the entire town of Alexandria, but especial thanks should be given H. J. Longaker and P. H. Unumb, secretary of the Chamber of Commerce of Alexandria, and his stafif. These two men worked end- lessly to make the convention the wonderful success it undoubtedly was, and they re- ceived the thanks and appreciation of every person who attended.
Those of us who were there have many pleasant memories to look back on and many more pleasant things to look forward to when we all meet at Detroit Lakes next year. Andy Anderson and Bonnie Benfield are already offering many inducements to us to come to Detroit Lakes next year. They have already announced that they will give a fine trophy for the lowest medal score for 18 holes of golf at next year's Herald-World Readers' convention, and that's just one of the many things they are planning. Those of you who were unable to attend do not know what a wonderful time you missed, but there'll be no excuse for anyone missing the second annual con- vention.
Pathe Family Together Under Same Roof Soon
(Special to the Herald-World)
NEW YORK, July 3.— Pathe's home office family soon will be under one roof. Alterations now are being made at 35 West 45th street so that the sales force and execu- tive officials can move their offices from 1560 Broadway.
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
29
Glenn Expands Tieups For Warners on Radio; Covering Most of U. S,
(Special to the Herald-World) NEW YORK, July 3.— Allen S. Glenn, who is traveling for Warner Brothers with the objective of making radio hookups and serializations in newspapers, is ex- panding the chain of broadcasting s t a - tions that exploit Vitaphone produc- tions. Glenn is now in the East, but his itinerary calls for the covering of a large part of the United States. A tieup of particular importance is that with the Crosley WLW broadcasts. Following are the „ ^ , ,
, ■ ° , J p. Crosley, Jr.
hookups already ar- ranged: KFWB, Hollywood; WRNY, New York City; WOR, Buffalo; WLW, Cincinnati; KOIL, Council Bluffs; KOIN, Portland, and KOMO, Seattle.
First Division Will Stay In Business, Says Wells; Furst Now Owns Control
(Special to the Herald-World) NEW YORK, July 3.— First Division Dis- tributors will continue in the field, accord- ing to Raymond Wells, vice-president and production manager, who arrived last week from the coast to reorganize distribution following the resignation of Jesse J. Gold- burg. Robert S. Furst is the new presi- dent and he owns the controlling interest.
French Film Exports
Drop in First Quarter
(Washington Bureau of the Herald-World)
WASHINGTON, July 3.— Drop is shown in French exports of both positive and negative motion picture film the first quar- ter of this year, according to a report from Trade Commissioner George R. Canty, Paris, to the Department of Commerce.
Quarterly exports of film totaled 555 and 350 metric quintals of positive and negative compared with 780 and 481 quintals the same period last year. They were valued at 6,746,000 and 3,697,000 francs, against 9,396,000 and 5,349,000 francs last year. Quarterly imports of motion picture film into France, however, gained over last year. Negative stock dur- ing the 1928 period showed a gain of 127 metric quintals to 358 quintals valued at 2,362,000 francs and imports of positive stock a gain of 116 metric quintals to 214 quintals valued at 3,360,000 francs.
New Weiss Novelty Reel From Ideas of Audience
(Special to the Herald-World) NEW YORK, July 3.— Weiss Brothers' Artclass Pictures Corporation will release a series of 26 one-reel novelties under the title of "Embarrassing Moments" next sea- son. Embarrassing Moments Pictures Cor- poration^^will produce the series to be made from ideas provided by the audiences, $50 being paid for each idea filmed.
Lusty Aids Jensen
(Special to the Herald-World) NEW YORK, July 3.— Louis Lusty has been named assistant to Emil Jensen, sales manager for Art Cinema Corporation, dis- tributing through United Artists.
Talking Sequences in Big Part of Paramount's 25 Sound Films
Large Share of Newsreel and Short Product Also Will Be Synchro- nized, Likewise Publix Unit Shows, Opening These Presentations to Small Theatres
(Special to the Herald-World)
NEW YORK, July 3. — Of 71 Paramount feature pictures to be released next year beginning August 1, a minimum of 25 to 30 will have sound accom- paniment, most of them v^^ith talking sequences, according to an official state- ment made last week.
Paramount News will present a large part of its service in sound, and the one and two-reel short features, including the Christie Comedies, will have sound accompaniment. In addition, the company will sell a new type product, which will be synchronized pictures of stage unit productions such as appear on the stage of the Paramount theatre and other big theatres operated by Publix.
Smaller theatres of the country thus will have an opportunity to book big stage shows that are now featured in deluxe houses in the larger cities. Lavish novelties, featuring act- ing, singing, and dancing stars, the pick of the world's stage and screen talent, will be presented in these special short reels, Para- mount stated.
Production on Both Coasts
The major part of Paramount's sound ac- tivities will be centered in the company's studio at Hollywood, but reconstruction of the Para- mount Long Island studio for sound produc- tions is progressing rapidly. Adolph Zukor, president, said that those sound pictures which can be advantageously filmed in the East be- cause of the proximity of speaking stage talent will be made at the Astoria plant.
Among feature length productions with sound which either are in work or have been completed are: "Wings," William Wellman production with Charles Rogers, Clara Bow, Richard Arlen and Gary Cooper featured, which had a long run at the Criterion, New York, and at every other big city played thus far this year; Von Stroheim's '"The Wedding March," in which all great highlights such as the wedding music, bells, ceremonial trumpetings, will be heard as well as seen. Featured in the cast are Von Stroheim, also directing, and Fay Wray. Anne Nichols' "Abie's Irish Rose" will have, in addition to a music score, other sound effects, such as singing of the theme song by Charles Rogers and Nancy Carroll, who with Jean Hersholt are featured.
Sound in Russian Picture
"The Patriot," Ernst Lubitsch's greatest work, starring Emil Jannings, will have sound reproduction incorporated in the thunderous Russian marches, the charge of yelling Cos- sacks, the pistol shots as innocents are shot down, and in the dialogue of members of the
Films in Industrial Show
SPRINGFIELD, Mass., July 3.— Motion picture exhibits will be part of the Eastern States Exposition here September 16 to 22.
Want New Theatre — Ask Wesco — Get It
(Special to the Herald-World) VISALIA, CAL., July S.—A peti- tion circulated by the Visalia Cham- ber of Commerce and signed by many local business men was pre- sented recently to West Coast Thea- tres, Inc., asking that a new moving picture house be erected. Within a few days after the petition had been presented Howard Sheehan, vice- president and executive manager of West Coast, announced that con- struction work would be started in three months on a 1,500-seat house to cost $200,000.
cast in climactic scenes. Featured in support of Jannings are Florence Vidor, Lewis Stone and Neil Hamilton.
"The Canary Murder Case," detective mys- tery melodrama with William Powell, Louise Brooks, Ruth Taylor and James Hall featured under direction of Malcolm St. Clair, will have in addition to music and sound effects a number of talking sequences.
Music Score for Negri Film
"Loves of an Actress," starring Pola Negri, directed by Rowland V. Lee, with Nils Asther and an all-star cast supporting Miss Negri, will have sound accompaniment in the form of the music score and sound effects for dramatic sequences. In "Warming Up," a newly-pro- duced comedy drama starring Richard Dix, the sound accompaniment combines sound at- mosphere of a baseball game, the singing of the theme song, and music score. Jean Ar- thur has the leading female role; Fred New- meyer is director.
Paramount as announced, has acquired the rights to "Burlesque," Broadway comedy drama which has run nearly a year in New York. This will be produced on a spectacular scale as a synchronized picture. Paramount announced.
Christie Shorts Synchronized
Sound effects in voice and music score will be heard in the Christie series of short fea- tures to be released next season by Para- mount. The first five Christies synchronized with sound in all phases are "Skating Home," of the series, "Confessions of a Chorus Girl," with Frances Lee and the Christie beauties; "The Dizzy Diver," and "Oriental Hugs," of the Bill Dooley series ; "Stop Kidding," Bobby Vernon comedy, and "Hot Scotch," of the Sandy MacDuff series starring Jack Duffy. While in New York Charles Christie stated that in addition to the foregoing his company will produce two special sound short features.
Three Foreign Actors
Signed by Paramount
(Special to the Herald-World) NEW YORK, July 3.— Three foreign actors added to Paramount's forces for the coming season as a result of Jesse L. Lasky's trip abroad are Maurice Chevalier, Paris light comedian; Paul Guertzman, 15- year-old Russian refugee, and John Loder, former British cavalry officer.
*Funny Fix* Judges Picked
(Special to the Herald-World) NEW YORK, July 3.— R. F. (Pete) Woodhull, president of the M. P. T. O. A., Ned E. Depinet, First National's general sales manager, and Harry Hershfield, car- toonist, will judge the "Funny Fix" contest for Walter F. Eberhardt, editor of First National News.
30
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
^^Meph^^ Satan Was First Film Star^ Visual Educationist Declares
Industry Might Have Arrived Sooner If Such Trick Names As Zoopraxi- nographoscope Had Been Avoided, Conference Is Told
[By Special Correspondent of the Herald- World]
DES MOINES, July 3. — In this day of "star" exploitation, with the glit- tering- signs above the theatre entrances blazing forth the names we know so well, it is hard to realize that the first motion picture star about whom we have definite information was old man Devil himself. One advantage in this will occur to the average manager at once — the star could furnish his own "blazing forth" and his own hot advertising methods, and how !
WELL, this is how! Once upon a time there was a Jesuit from Geiss whose name was Athanasius Kircher. He had invented a sort of a magic lantern by means of which he entertained the nobles by pro- jecting crude handpainted pictures of the Devil on the wall of a darkened room by means of a smoky lamp. Satan was the star performer in these early religious dramas of the time. All this happened in Rome about 1640. At least that is what Dr. Ellsworth C. Dent of the University of Kansas told his listeners at a visual educa- tion conference held at Drake University in Des Moines all last week.
As Will Rogers said about the Demo- cratic party, "At the time Noah founded it they had two courses to follow. Right and Wrong, so they chose the right." This Kircher must have had leanings toward the party when he showed the wayward nobles his friend, Pluto, at his worst. And the Chinese —
And then Edison, it was learned at the sessions, would have had to look to his laurels had he lived in China about 1,000 B. C. because the Chinese had a magic picture box which gave in primitive form the same effect the animated cartoon pic- tures give with the modern apparatus. The old Chinese would pay a few grains of rice for a chance to look into the peep hole. Another Chinese would pull the ribbon through a slot at the other end of the box. On this ribbon would be 30 or 40 pictures, each differing a little, and the whole series forming an act.
There is nothing so new after all, about the business when one considers all Dr. Dent had to tell about the history of mov- ing pictures. He told how one of the Ptolemies of Egypt as early as 130 A. D. operated an apparatus with revolving discs which produced the impression of motion. And so on came the improvements until Edison entered the field, and here we are! What About the Zoopraxinographoscope?
Motion pictures, however, might have arrived sooner if some of the early experi- menters had known enough about human beings to avoid difficult and high sound- ing names for their discoveries. Wouldn't it be fun to have to teach patrons how to pronounce phenaketoscope, or phasmatrope, or zoopraxinographoscope, as some of the oldtimers christened their machines? The latter named device, we understand, came into existence as the result of a wager be- tween Leland Stanford and James R. Keen in the middle 70's. They argued as to whether a horse lifted all four feet off the ground at any point in its stride.
First Public Shows on Prizefights Life really began for the modern picture house manager, it seems, with the arrival of the first "story" picture. Edwin S. Porter, a camera man employed in the Edi- son studios, had long observed the audience value of thrill scenes such as fire engine runs, rescues and the like. It occurred to him that he could string some of these to- gether and make a new excuse for repho- tographing some of the wornout subjects.
He did this and produced the melodramatic picture, "Life of the American Fireman."
The plot was perfect. It showed the sleeping fire chief dreaming of home, wife and baby. He was awakened by the mid- night alarm, raced to the fire only to rescue his own small baby from the flames. This was a great success.
Another early story picture followed. This was "The Great Train Robbery." This was a whole reel in length and created a sensation in picture circles.
It might be well to remember, in this day of interstate transportation laws, that the first films made for public exhibition were of prizefights. The scenes had to be arranged in front of the camera. No one had ever heard of taking the big cameras to the scene of the action.
Managers aren't having such a hard time nowadays after all, considering all that has gone before. At any rate they don't have to wait until the undertaker gets through with a funeral before they can borrow the chairs to seat their patrons and it seems that such really did happen away back in the good old days.
FBO Exhibition of Film Art Is Given By Artists League
(Special to the Herald-World) NEW YORK, July 3.— F B O is holding an exhibition of motion picture art this week in the East room of the Hotel Mc- Alpin under auspices of the Motion Picture Artists League of America. The paintings, done in oil by eight American artists, were used originally as art illustrations in F B O's announcement of its 1928-29 product. The arrangement for the exhibit followed praise for their conception and technique by such artists as Abel Warshawsky, Raymond Thayer and Robert Phillips.
In the exhibit the following artists are represented:
Ralph Illigan, with "The Perfect Crime," "The Circus Kid," "Blockade," "Gang War" and "The Record Run;" Lew Kennerly with "Charge of the Gauchos;" George Giguere with "Singapore Mutiny" and "Lest We Forget;" Frederic Madan with "The Yel- lowback" and "The Air Legion;" P. J. Monaghan with "Hey, Rube;" Clinton Pettee with "His Last Haul" and "The Con- vict's Son;" David Strumpf with "Voice of the Storm" and Paul Stahr with "King of the Klondike."
O. the
Tattle at Charlotte
(Special to the Herald-World) CHARLOTTE, N. C, July 3.— T Tuttle, formerly branch manager of Universal exchange in Charleston, W. Va., .has succeeded E. F. Dardine as branch man- ager of the Universal office in Charlotte. Dardine has been with the Universal ex- change for the past 19 years.
U Florida Circuit Going to Sparks; 9 Cities Affected
(Special to the Herald-World)
ATLANTA, July 3.— Universal's circuit of Florida theatres is passing to the control of" E. J. Sparks, according to authentic ad- vice, confirming reports current two weeks ago. According to the news from New York, the deal will not involve the theatres in Leesburg and Lake City nor the Capitol in Miami.
The houses involved are in Orlando, Plant City, DeLand, St. Augustine, Braden- ton, Sarasota, Arcadia, Kissimmee and Fort Myers, the original Sparks circuit. It is not unlikely that these will become a part of the Publix-Saenger-Sparks chain. It _ is understood that the Universal theatres dis- trict office in Atlanta will be abolished. Rumors are that Universal is negotiating for sale of the Capitol, its deluxe house in Atlanta, and is dickering for disposal of its three suburban theatres in the Atlanta dis- trict— the Ponce de Leon, the Madison and the Fairfax.
Theatre Changes Heavy Past Week
Eaves Theatres lias taken over the Majestic at Mebane, N. C; Rivoli, Columbia, S. C. ; Imperial, Newberry, S. C, and Palace, Chester S. C. . . . Ray V. Powell is managing the new Saenger Tudor at New Orleans. . . . O. K. Mason and Myron Lehman have bought the Majestic and the Ashland at Wellington, Kan. . . . The Monroe City at Monroe City, Ind., has reopened with a two-a-week change. . . . The Dream at Indianapolis has been remodeled. . . . Architects are drawing plans for a new Moon theatre to be built at Vincennes, Ind,, for Theodore Charles. . . . The new Mishawaka, opened by O. J. Lambiotte at Mishawaka, Ind., has a Spanish garden motif interior, and a Moorish design exterior.
Arthur F. Perry, Jr., has been given the contract for the new Saenger at Biloxi, Miss. . . . Contracts have been awarded for a $50,000 house for H. E. Clifton, Circleville, Ohio. . . . The Anthony Wayne has been opened at Wayne, Pa., by Harry Fried. . . . Douglas Methodist Church in Montreal is giving way to a $165,000 United Amusements theatre. . . . The old Royal at New Westminster, B. C, is to be remodeled. . . . The $1,000,000 Mayflower in Seattle is to open August 15. . . . Donald Nease will build a Spanish type theatre at Waitsburg, Wash. , , , The United Artists theatre is now open again at Seattle, . . . T & D has bought the Redding and Market Street theatres at Redding, Cal.
Raymond Shrock Resigns As Associate Producer At Tiffany-Stahl Studio
(Special to the Herald-World) HOLLYWOOD, July 3.— Raymond L. Schrock, who for the past six months has been associated with Tiffany-Stahl as asso- ciate producer with John Stahl, has severed connections with the company.
It has been rumored that Schrock is con- cerned in several changes which have taken place at Hollywood studios. Last week Metro-Goldwyn-Mayer purchased from Schrock an original story to be used for William Haines.
During the past six months Schrock has produced eight pictures for Stahl.
Zellner Goes to Coast For Pickford, Fairbanks; Makes 2 Appointments
(Special to the Herald-World) NEW YORK, July 3.— Arthur Zellner, for several years Eastern publicity repre- sentative for Mary Pickford and Douglas Fairbanks, has been transferred to the West Coast as director in chief of their adver- tising and publicity department. Before leaving, he announced appointments of Louis William Smith as Eastern publicity representative for Miss Pickford, and S. Barrett McCormick for Fairbanks.
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
31
^e^
Film News in Pictures
PICTORIAL SECTION
Stories Told by the Camera
Paul Burger, who has been appointed assistant to AI Lichtman, general sales manager of United Artists. Burger will now specialize in organization, co-operating with Cresson E. Smith. He has been on M G M's sales staff eight years.
An ingratiating picture from Warner Brothers presenting one of the beautiful and talented sisters Costello. This, as doubtless you've noted, is Helene, whom the brothers Warner (to speak consistent- ently) are featuring on more and more frequent occasions. One new occasion is "Noah's Ark," in which she has an important role in support of Dolores, while another is "The Lights of New York," which will be the first feature to have speech throughout. It is now in production.
A new portrait of Alberta Vaughn, whose sense of humor has been a very definite asset to the screen for quite some time. She has been selected to star in F B O's new series of H. C. Witwer's Cosmo- politan stories, "Racing Blood."
How it's done or is not done. We confess rather complete ignorance in the processes involved in getting a picture cued. However, D. W. Griffith, United Artists director, is shown with Hugo Reisenfeld, who cues United Artists productions, and believe it or not, there's an organ between them. Reisenfeld, who is also director of all United Artists theatres, is scoring Griffith's latest picture, which has the extremely interesting title of "The Battle of the Sexes." The premiere thereof is expected shortly.
The Beery clan at Wallace's Beverly Hills home. The occasion was the golden wedding anniversary of Mr. and Mrs. Noah Beery, Sr., parents of the Paramount star and his brother screen player, Noah. Now to tell you which is who — Standing are Noah, Wallace, Noah, Sr., and William Beery, while seated are Mrs. Wallace Beery, Mrs. Noah Beery, Sr., and Mrs. William Beery. Down in front are Noah the third, Charlotte, daughter of William; and Burton, William's son.
32
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
ja^/ng IT h,asy
Above: One way to take it easy! It's difficult to slip a card under the table, but that's against the rules, anyway. They are Dorothy Sebastian and Anita Page, two of M G M's "Our Dancing Daughters," at Santa Monica.
Left: Time off for Fay Wray and Gary Cooper on Chesapeake bay, where they've been working in sequences for Paramount's "The First Kiss." And so they take a holiday excur- sion on and among the clutter of fishing craft.
Chester Conklin, Paramount player, presenting the per- petual Chester Conklin Cup signifying the tennis championship of Hollywood, to Martin Cornica, film developer (left) and William Welhnan, director, both of Paramount, who won the recent tournament. Pretty easy to take, eh?
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Waiting for something to happen? Nope — they're too sure of that. Just taking it easy between scenes for First National's picture of carnival life, "The Barker." This is the screen version of the 1927 stage play, which critic and public thought uncommonly good. Shown above in a study in lassitude, are several principals of the picture, Douglas Fairbanks, Jr., George Cooper, Dorothy Mackaill, who is fea- tured; Milton Sills, the star; and "One-Eyed" Connolly.
Hard job washing the ol' bus? Ask the man who does it! Big Boy does it. But he uses horse-sense around his car. Same way with his Educational comedies. No use over-working. Acting or wash- ing your car, sometimes you gotta take it easy. (And it's the same thinking up captions!)
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
33
Y^idures about new T^idures
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Slippery money — a scene from "Danger Street," F B O melodrama
telling the story of a rich young man who finds relief from boredom
and also love among those hardboiled. Martha Sleeper and Warner
Baxter, featured players, are shown above.
In Russia before their migration to America, Schmulka and Nickolai, twins of divergent destinies, with their family. This is a scene from "The Wheel of Chance," an emotional piece produced by First National as a vehicle for Richard Barthelmess. Alfred Santell directed.
Noah hailed by the people in an episode from Warner Brothers' pretentious ac- count of the Deluge, "Noah's Ark," now filming. Dolores Costello has the star- ring role. Paul McAllister portrays Noah.
Four who are participating prominently in the prep- aration of Pathe's 1928-29 program. At left is Phyllis Haver, so striking as the star of "Chicago," who will have three pictures, "Sal of Singapore," "The Shady Lady" and "The Office Scandal." Next to her is the lesser known but promising Eddie Quinlan, who will appear in "The Godless Girl," "Show Folks" and "Listen, Baby." Then comes the busy, busy scenario editor, Carl Hovey, who is directing 12 scenarists and continuity writers. And at right is the popular star, William Boyd, whose 1928-29 pictures are "The Cop," "High Voltage," "The Leatherneck" and "The Flying Fool."
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Politics in its more farcical aspects (and there are plenty of them!) is the theme of First National's "The Head Man." Shown in this scene are Charles Murray, the star, and Sylvia Ashton.
Three is a company, but it need not mat- ter, as it docs not in this love chat between Gladys McConnell and Ken Maynard, the star, in First National's "Code of the Scarlet."
34
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
South Opens Drive for Summer Attendance with Novel Ideas
Twenty-Four Sheets in Five Colors Have Right and Left Six-Sheets
in Stock on Cooling Plant and Bargain Matinee —
Tieups with Forecaster and Ice Company
[By Special Correspondent of the Herald-World] SAN ANTONIO, June 26. — The theatre is your best friend in the hot sum- mer months, the Texas exhibitors are telling their regular and prospective patrons, and how they're telling them!
Innumerable Devices Used
Summer exploitation — and equipment — has a large role to play in the South, with its mild winters and scorching summer months. Besides installation of high-powered cooling plants the campaign is on with inviting lobby displays, trick newspaper ads, billboards atmospheric of the North Pole, trailers exuding the spirit of mountain coolness and dripping with icicles, tackcards flooding towns with descriptions of the refrigerated conditions.
In the past two years — and especially "Despite the trouble in St. Louis, I can-
this season — managers and operators have not see where there will be any serious con-
been pushing their cooling plants for all they are worth. For example, under a new policy regarding billboards of the Publix theatres in Texas, John T. Friedl, district manager, devised a 24-sheet in five colors, with the right and left six sheets in stock on the cooling plant and the bargain mati- nee. A four-sheet spot in the center plugs the weekly picture attraction, and a seven- sheet streamer at the bottom of the stand announces the stage attraction. This paper is institutionalizing the cooling plant and the bargain matinee. The cost of the paper for a year about equals the cost of stock pictorial 24s over a period of three months — so there is a material saving.
Tieup With Forecaster
The San Antonio weather forecaster was taken through the refrigeration plant of the Texas theatre and the operation explained in detail to him. A picture was made of him at the huge switchboard, and this pic- ture, together with a feature story, ran in the local evening paper, to the effect that the weather man was safe in predicting a standard cool temperature for the Texas throughout the season.
A tieup was made with a Dallas ice com- pany, by the Palace theatre there and a dish of quarters were frozen in ten 300-pound blocks of ice, together with a card saying that those estimating correctly the amount of quarters in the plate would receive passes. Newspaper ads were run by the ice company to the effect that there were two ways of keepinpr cool — with their ice, and at the Palace. Each of their 50 delivery trucks carried banners on the stunt, which lasted a week. The blocks of ice were exhibited in big downtown windows, and added interest was created with awards to those best estimating the length of time it would take the ice to melt.
Musicians Are Called to Prepare Fight as Synchronism Spreads
{Continued from page 19)
approaching labor storm, in the opinion of R. R. Biechele, head of the M. P. T. O. Kan- sas-Missouri. The Globe theatre, a down- town house seating 2,000, and the Palace, Wichita, Kan., seating 1,400, are the only theatres using synchronized pictures just now, but the Madrid new suburban of Kan- sas City and the new Uptown in Wichita are making preparations for synchronism.
Thus far there has been no evidence of labor trouble from the musicians' unions, although some theatre owners believe this due to the fact that use of synchronized music has not progressed sufficiently yet.
troversies in the Kansas City territory," Mr. Biechele said. "Frankly, I believe the situation will be self-adjusting when the proper time arrives. When the safety razor was invented there was an awful howl on the part of the barbers, but I don't remem- ber of any barbers starving to death. Synchronism, quite naturally, represents a move of economy on the part of the thea- tre owner, just the same as previous inven- tions have been of economic value to the world in general. All inventions have in- jured some class of persons temporarily, but the world today would have a difficult time in remembering who opposed the in- vention of the cotton gin or the steam en- gine.
"There are liable to be petty squabbles here and there which will not amount to much, but no invention can be held back by the minority of people."
Detroit Sees Demands On Contract Renewals
(Special to the Herald-World) DETROIT, July 3.— Now that talking pictures are gaining more and more of a hold on Detroit's picture going public, thea- tre managers have their ears to the ground for the first rumblings of complaint from musicians and projectionists.
Heated discussions of sound pictures were held behind locked doors at the biennial convention of the International Alliance of Theatrical Employes and Motion Picture Operators, held here recently. What took place in those meetings has not, as yet, come to the attention of theatre owners here.
The John H. Kunsky theatrical interests are the only ones employing sound pic-
Free Circus Brings Crowd To F B O Lot in Filming
(Special to the Herald-World)
HOLLYWOOD, July 3.— Free cir- cus! That phrase, sounded through newspaper, radio stations, hotels and tourist information, brought several thousand to the F B O studio one day last week during the Glming of "The Circus Kid," being directed by George B. Seitz. F B O says several hundred paid extras were given their checks and released for the day to make additional room for the visit- ors. Poodles Hanneford headlined the performers' part of the entertain- ment, and there were free popcorn, peanuts and balloons for the young- sters.
tures. The State has been turned into a sound film theatre, but the symphony or- chestra has been retained for the overtures. Kunsky officials are of the opinion that no trouble will develop until September 1, when contracts must be renewed. It is ex- pected that some demands will be made on that date.
Orchestra Taken Out of McVickers in Chicago
Decision of the Chicago musicians' union regarding its policy on synchronized pro- ductions awaits the results of the confer- ence in New York. James C. Petrillo, head of the Chicago union, pointed out that the meeting is for formulating some practicable plan for the protection of members' interests and that this does not necessarily mean the launching of an irreconcilable fight on talking pictures. B & K opened with Movietone and Vitaphone last Friday at McVickers, and the Roosevelt starts show- ing synchronized film July 14. The orches- tra has been taken out at the McVickers and similar action is expected at the Roose- velt.
Pay Cut for Musicians Projectionists Sought
(Special to the Herald-World) ST. LOUIS, July 3.— With the most un- seasonable summer weather since 1873 and April showers in June; unemployment wide- spread and box office receipts far from what they should be, the theatre owners of St. Louis have taken the initiative in request- ing substantial reductions in wages from the musicians and projectionists. The wage contracts expire August 31.
Relief has been sought, in preliminary discussion, for the small theatres, employ- ing from one to three musicians. The pres- ent scale provides that where but one musician is employed he shall be paid $63 a week for three hours of playing. In two- men orchestras the leader is now paid $63 and the second musician $48 and in three- men orchestras the leader is paid $63, the others $48. In the scale proposed by the theatre owners the one-man house would pay $53; in two-men houses the leader's salary would be reduced to $55.50 and in three-men houses the leader would be paid $58. The wages of the other players would continue at $48.
Ask Drop for Projectionists
The projectionists have been requested to accept a straight 10 per cent reduction. The scale now ranges from $54 for 20-cent houses, $62 for 25-cent houses, and up to about $80 for the large first run houses.
It is probable that both the musicians and projectionists will reject the proposals.
The musicians and projectionists have been quick to realize that Movietone, Vita- phone and other synchronized pictures eventually will supplant many orchestras.
Under the leadership of Stephen Butler, business agent, the St. Louis musicians' or- ganization was perhaps the first to take a firm stand. When the Vitaphone was in- stalled in the Capitol the St. Louis musi- cians insisted the theatre employ a regular orchestra. At Skouras Brothers' Grand Central the musicians are paid the full union scale for playing two minutes a perform- ance.
Use Pickets and Trucks
The St. Louis musicians also have opened a determined drive against use of mechani- cal organs, phonographs and other substi- tutes at theatres. Pickets have been placed and automobile trucks have spread propa- ganda.
Butler was also the first union leader to utilize the radio to work up public senti- ment against mechanical music and regu- larly speaks over WIL. The St. Louis musicians were also among the first to raise a special fund to combat mechanical music and 1 per cent of wages are contributed by members of the union.
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EXHIBITORS HERALD and MOVING PICTURE WORLD
35
Y^
SYNCHRONIZED PICTURES
The Pathe rooster crows lustily into the microphone of the RCA Photophone re- cording instruments. The rooster has been known and seen for a quarter of a century; now his voice will be heard in Pathe synchronized pictures just pre- ceding the titles of Pathe Pictures.
Sound Films Revive 2 Indiana Houses from Sure Death
(Special to the Herald-World)
INDIANAPOLIS, July 3.— With the out- standing success of the Apollo theatre here in the realm of synchronized pictures, after having opened with them only a short time ago, more and more interest is being gener- ated throughout the central section of Indiana in this new form of amusement. The case of the Apollo appears to be indicative of the gen- eral situation.
Here is a theatre in the heart of the down- town district for some years that was just about making the grade in motion pictures alone. Bands were tried with only indifferent success insofar as the box office was con- cerned. And all the time the seating capacity in the downtown section was being increased and more money was being spent on presen- tations, bands and what not in an effort to draw crowds. The seating capacity of the Apollo is limited to about 800 and toward the last it was virtually impossible to draw the crowds with motion pictures. Competition be- came even more fierce.
Then the house was closed and equipped with Movietone and Vitaphone and reopened. Business picked up from the start, and has continued to pick up since and the house now is making money. James Kennedy, manager of the house during both eras, is a firm be- liever in the synchronized picture as a drawing card. News reels are particularly appealing.
Another example is that of the Grand thea- tre in Terre Haute. For years a legitimate house it finally became a part time picture theatre. At last it became virtually impossible to draw picture patrons to the house. Then synchronization was tried and the house now is playing to large crouds.
Ten Pathe Specials for 1928-29 to Have Photophone Synchronism
(Special to the Herald-World)
NEW YORK, July 3.— Ten of Pathe's specials on the 1928-29 program, in- cluding the '"The King of Kings" and "The Godless Girl" will be synchronized through the new RCA Photophone process, according to announcements from the company.
Magazine story by Elsie Janis and Gene Markey.
The premiere of "The Godless Girl" at the Gaiety theatre in New York and the Biltmore theatre, Los Angeles, in August, will be the first demonstration of RCA Photophone, the organization created by the combined engi- neering staffs of General Electric, Westing- house and Radio Corporation of America.
In addition to "The Godless Girl" and "The King of Kings," Pathe has selected the follow- ing specials and features which lend themselves to the new entertainment factors introduced by RCA Photophone :
"Show Folks," with Lina Basquette, Eddie Quillan and Robert Armstrong. "Show Folks" will be adapted from the original story by Philip Dunning, co-author of "Broadway," with Ralph Block as associate producer. "The Spieler," with Jacqueline Logan and Alan Hale. The adaptation is to be from an origi- nal story by Elliott Clawson. Ralph Block is to be associate producer of this special also.
"Annapolis," with Jeanette Loff and John Mack Brown. This special will be made from an original story by F. McGrew Willis. It is now in production at Annapolis under the direction of W. Christy Cabanne. "Ned McCobb's Daughter," with Anna Q. Nilsson and Robert Armstrong. Adaptation is to be by Beulah Marie Dix from the Theatre Guild hit by Sidney Howard.
"Noisy Neighbors," with Eddie Quillan and the famous Quillan family of eight. "Noisy Neighbors" is an original story by George Dromgold and Sanford Hewitt, to be pro- duced by Hector Turnbull. "The Leather- neck," starring William Boyd, with Lina Bas- quette, Robert Armstrong and Alan Hale. This special, with a Nicaragua setting, is from an original story by Elliott Clawson. Direc- tion will be by Howard Higgin, with Ralph Block the associate producer.
"Square Shoulders," with Junior Coghlan and George Duryea. The feature is to be made from an original story by Beulah Marie Dix. Direction is by Frank Urson.
"listen Baby," with Lina Basquette and Eddie Quillan. It is based on the Red Book
Stage Producer Gives His Actors Screen Tests
(Special to the Herald-World) NEW YORK, July 3.— Edward Sargent Brown, in order to antici- pate the possible future of players in his productions, has arranged to make talking-film screen tests of everyone in the cast of "The In- truder," a drama by Paul Eldridge, which opens late in July at the Bilt- more theatre.
He is one of the £rst Broadway producers to so recognize the grow- ing importance of the talking films. He feels that many future produc- tions will be transferred direct to the talking screen with the original New York casts intact.
Report All First Run Houses in St. Louis to Install Equipment
(Special to the Herald-World)
ST. LOUIS, July 3.— With Vitaphone playing the Grand Central theatre and build- ing up a bigger following for sound pictures daily it is reported along the Picture Rialto in St. Louis that every first run picture palace in St. Louis and its immediate vicinity will install the equipment needed for the presen- tation of synchronized pictures.
The new William Fox theatre on which brick work is now being placed is having Movietone equipment built in and will be the St. Louis first run house for the Fox sound pictures next season. This house will prob- ably open about Christmas Day and it is be- lieved "Four A. M." will be the initial offer- ing on its screen.
The Missouri and Ambassador, the Skouras Brothers first run houses, will be equipped be- fore Fall with sound reproducing devices, while it is said Loew's State theatre will be included among the Loew Circuit houses that are to get sound picture equipment. Harry Redmond of East St. Louis, Illinois, is said to have placed an order for Vitaphoae equip- ment for his new theatre recently opened. A number of the leading neighborhood houses of St. Louis are also considering reproduc- tion devices.
F. N. Gives Sound
to '' Good-Bye Kiss ''
(Special to the Herald-World) NEW YORK, July 3.— "The Good-Bye Kiss," the Mack Sennett feature production being distributed by First National Pictures, will be the second of the specials handled by this company to be accompanied by sound effects, according to an announce- ment just made by Richard A. Rowland, general and production manager. The first picture with sound synchronization is "Lilac Time," a special with Collee Moore as the star, which opens for a run at the Carthay Circle, Los Angeles, July 12.
36
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
George Bernard Shaw has for many years refused to come to America, but now he will be seen and heard all over the country via Movietone. Notice the sound track of Shatv's voice at the left side of the film. The Movietone picture of Shaw is being shown now at the Globe
theatre, New York.
Universal Will Synchronize 18 Films with Movietone This Year
■ - (Special to the Herald-World)
NEW YORK, July 3. — Eighteen pictures on the Universal program for 1928-29 will be given Movietone synchronization, according to an announcement made by Carl Laemmle. In addition, it is announced that all short product lending itself to sound will be synchronized. Furthermore, a contract has been signed with Joseph Cherniavsky, former musical director at the Colony theatre, for the production of 52 musical novelties a year.
Cherniavsky has also been signed as Cabin," "The Man Who Laughs," "The musical advisor to Universal in any of the Cohens and Kellys in Atlantic City," "The
Life of the Party," starring Glenn Tryon; "The Last Warning," starring Laura La- Plante; "Red Hot Speed," starring Reginald Denny; "The Girl on the Barge," with Jean Hersholt and Sally O'Neil; "Red Lips," with Charles Rogers and Marion Nixon; "Man, Woman and Wife," with Norman Kerry and Pauline Starke, and "That Blonde," starring Laura LaPlante.
Tudor Theatre in New Orleans Scores Hit with Vitaphone
(Special to the Herald-World)
NEW ORLEANS, July 3.^Without special editions, tieups and extravagant advertising, Vitaphone scored immediate success at Saenger's Tudor theatre, with "Glorious Betsy" last Friday, and ushered in for New Orleans this new development in amusement.
New Orleans is a trifle behind in accepting innovations, being practically six months after the date that Fort Worth, Texas, placed its stamp of approval on synchronized pictures. The people of the Crescent City gingerly ventured into the Tudor in search of some- thing new and entertaining and they found it.
The Saenger company through its organiza- tion ran a series of displays in the different newspapers, averaging seventy lines single column until about four days before the open- ing; then spread to 105 lines across three columns — 115 in all. The layout was simple but attractive and told the story in a few words. In addition to this newspaper adver- tising three and one sheets were used, notably in the outskirts supplemented by announce- ments on the various screens of the company's theatres.
synchronization plans which it now has un- der consideration. It is expected that he will do a large portion of the scoring of Universal pictures.
Ten of the 18 pictures to be given Movietone synchronization have already been announced and are "Uncle Tom's
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RING'S PENNfiVLVA> BIARV LEWIS
Buck Jones ' ''Big Hop " to B Synchroniz d
( special to the Herald-World)
HOLLYWOOD, July 3.— Synchroniza- tion of music and sound effects will be an added feature of "The Big Hop," the forth- coming special production starring Buck Jones. The picture is now in production at Universal City and will be the first to be made under Buck's own trade mark as an independent producer. The sound-on- film method of recording will be used.
Christies to Equip
2 Stages for Sound
(Special to the Herald-World) HOLLYWOOD, July 3.— It is expected that two stages of the Metropolitan studios will be equipped for sound at once by Al and Charles Christie, owners of the studios, and apparatus has been ordered from West- ern Electric for recording.
It is likely that part of Christie's own product will be filmed in the Metropolitan Studios, since it has been arranged for the entire group of Paramount-Christie Com- edies and Douglas MacLean pictures to be produced this season with sound. And it is also probable that other producing units will be able to use the Metropolitan stages when making synchronized productions.
Metropolitan is called the largest studio in California w.hich is devoted entirely to unit producers on a leasing basis, there being 85,000 feet of stage space in the four existing stages; and with the addition of the sound-stage eqitipment facilities will be available for the most advanced of the com- ing sj'nchronized and talking pictures.
A NAPOI.K'JIIC ROMA^rE OF ^^*i I/)VEB3 WnO DEFIED COSV'ENTIOV. I
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Ad used by Saenger's Tudor theatre. New Orleans, with the opening of Vitaphone. The ad has a note of sincerity; is modest in its claims and succeeds in creating in- terest and a desire to see the performance.
State to Play "All-Talkie"
(Special to the Herald-World)
DETROIT, July 3.— The State theatre, which opened three weeks' ago as the first mo ion picture house devoted exclusively to tallcing pictures, is to run the first all talking pic ure, "The Lights of New York," to open al out August 1. Preliminary publicity from the State sets forth that try as you may, you will not be able to find a single written sub- title in the film. "When the players talk they talk, and there are no silent moments in the auditorium once the film is under way," was he announcement of the publicity men.
Here Is Good Trailer for Inaugural Movietone News Opening in Your Theatre
In a former issue of the Herald- World, this department presented the outline of the campaign used by Marks Brothers in Chicago to put over Movietone News in the Granada and Marbro theatres. Here- with is the trailer copy used during the in- augural week of Movietone News in these theatres.
"Marks Brothers take great pleasure in presenting the first Movietone news reel to be given at this theatre. It is well to note that each week will see different subjects brought from the four comers of the earth with fidelity of sight and sound.
"The fascination of Movietone is that it combines educational and entertainment qualities. We feel sure that you will not want to miss any Movietone program."
The trailers used in the Marks Brothers theatres are made by National Screen Service.
Julv 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
37
Y^
ABC
CI A thorough, accurate, and authoritative explanation of synchronized pictures, written so that any man, woman, or child can understand it.
^ By Peter Vischer, New York Editor, in the next issue of EXHIBITORS HERALD AND MOVING PICTURE WORLD.
C| Explains to you in simple, untechnical language, the difference between the various systems of sound record- ing and sound reproducing.
C][ Who is using what? Why? How important is it? How much will it cost?
C| Done in A B C, so that even the author could under- stand it.
q DON'T MISS THE NEXT ISSUE IF YOU ARE WON- DERING WHAT IN THE WORLD TO DO ABOUT SYNCHRONIZED MOTION PICTURES IN YOUR TOWN.
38
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
SAMUEL ZIERUR
bvesents.
An ultra-modern story of life as r lived by girls of \ the richer classes
A step apart from a conventional path into realms of Bohemia., v^rith tragedy and the dominant human note of triumph- ant love.
V/^ PICTURES CORPORATION
SAMUEL ZIERLEPv- president
Advertising the Sound Picture
By DAN ROCHE
(Mr. Roche has been engaged in Chicago for many years in motion picture advertising and exploitation, and is considered one of the best publicity men throughout the Middle West.)
WITH the big producing organizations either engaged in making or prepar- ing to make so-called "talking pictures" and with exhibitors all over the country busily engaged in a mad scramble to secure in- stallations of equipment for showing this product it would appear that a radical change in moving picture entertainment is imminent. This radical departure from present methods of entertainment will call for a radical departure from present meth- ods of advertising and publicity on the part of the exhibitor.
An analysis of the situation confronting the exhibitor may be of value at this time. The initial cost of an installation is no small item of expense and the exhibitor finds himself in the situation of a merchant who has made extensive alterations in his place of business or is about to open a new department for the convenience of the pub- lic. Obviously it then becomes the ex- hibitor's duty to realize on his investment. The only way in which he can do this is by attracting additional patrons to his house just as a merchant must attract ad- ditional cutsomers to his place of business in order to meet the additional outlay made. This can be done only by advertising to the world just what changes are taking place. No exhibitor can expect the public to know what he is doing unless he tells the public what he is doing. That is how a merchant operates. As to the most advantageous manner of advertising this new and novel form of entertainment exhibitors may, and undoubtedly will, differ in their ideas.
Exhibitors who have been most success- ful in exploiting their "talking pictures" are those who have laid out a definite plan and stuck to it. As success is what every exhibitor desires, it might be well to fol- low the lead of these successful ones. These exhibitors have, immediately on con- tracting for an installation, started their advertising campaign in order to familiarize their public with this new form of enter- tainment. This has been done far in ad- vance of the opening show. Their adver- tising copy announced the advent of "The World's Greatest Invention" and empha- sized the fact that the public would "SEE AND HEAR" the world's greatest artists in grand opera, concert, drama, vaudeville and musical comedy. Nor did they spare ad- jectives in their copy using such words as "Marvelous — Astounding — Great — Mag- nificent— Inconceivable" — etc. At no time did any of these exhibitors fail to use the words "SEE AND HEAR" as a means of impressing on the minds of the public just
what this new form of entertainment meant.
The combination of words "SEE AND HEAR" have become closely identified with the presentation of synchronized pic- tures. The phrase "LOOK AND LIS- TEN" has been used to advantage. Others have advertised "EYE AND EAR EN- TERTAINMENT." The palm, however, must be awarded to the words "SEE AND HEAR" as best describing this new enter- tainment.
With the vast number of well-known artists constantly turning to the talking pic- tures and registering their talents on the screen and "talkies," any exhibitor would be lax indeed did he not take advantage of these names in this advertising and play them up to the fullest extent. He should impress on the public mind the outstand- ing fact that it can "SEE AND HEAR" wonderful artists who have been but a name to his patrons heretofore. When an exhibitor stops to consider that he is bring- ing to his town the greatest artists the world has known and that they will appear in a lifelike, realistic manner on his screen then he will begin to realize what marvel- ous form of entertainment he is providing for his patrons and he will also realize that he must acquaint them with this fact and "sell" them just as strongly as he himself is "sold" on this new entertainment. "Greater than the Radio — greater than the Airplane — Greater than the Wireless — Greater than the Automobile — Greater than the Phonograph — -Greater than any Other Invention known to Man — The Greatest of Them AH" — is the way to advertise this new entertainment and if an exhibitor does this he will find that the public will slowly but surely desert these other inventions, for one or two evenings a week at least, and attend his "SEE AND HEAR" shows.
Series of Articles on Advertising Sound Films
This article on "Advertising the Sound Picture" by Dan Roche marks the first of a series of articles on this important subject. Next week SYN- CHRONIZED PICTURES will pre- sent the second article. It has been written by J. S. O'Connell, who has had more than two years' experience with synchronized pictures as man- aging director of the Vita-Temple theatre, Toledo, Ohio. It is of vital importance to every theatreman pre- senting synchronized pictures. Watch for it in next week's issue of the HERALD-WORLD.
Sound Films Take Detroit by Storm; House Records Fall
(Special to the Herald-World)
DETROIT, July 3. — Talking pictures have taken Detroit by storm.
All house records at the State theatre here were broken during the first week that theatre operated under its new policy of all talking pictures. Officials of the John H. Kunsky Corporation, owners of the house, reported that more than 50,000 persons saw and heard "Glorious Betsy" during the first three days of its showing.
This is considered a record here for a 3,500 seat house. Throughout the, entire first week of the showing, the crowds con- tinued coming and the audiences for the week were about twice as large as the usual week's total during the time that silent pic- tures and presentations played there, the officials said.
In its first program, the State adhered to its policy of all talking pictures. Every- thing shown, right down to the trailers ad- vertising the next attraction, were sound films.
Over at the Madison theatre, another talking picture, "Tenderloin," is in its sixth week and has played to more than 400,000 persons. Its record has been exceeded at that house only by "The Jazz Singer" which played for nine weeks last winter.
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
39
Y^
THE STUDIO
Incorporated in this department of Exhibitors Herald is the Moving Picture World department^
"Hollywood."
ON A LOT OF THE LOTS
HOLLYWOOD.— Frank Roderick, assist- ant casting director of the William Fox Studios, under Joe Egli, is convalescing at the Osteopathic hospital, after an operation for appendicitis. Jimmy Townsend is pinch hitting until he returns.
Muriel DeLacy, ingenue, has completed the lead opposite Buddy Duncan in "So Tired" for Weiss Brothers. W. T. Lackey, on the "meg." *
Edmund Lowe has been making weekly trips to the mountains to practice on scaling the peaks, for this will be part of his work in Al Green's current picture, "Making the Grade." He is making slow progress, but is improving each trip, according to reports.
BoDiL Rosing will be featured opposite Far- RELL MacDonald in his next starring picture, entitled, "The Cop" (temporary), which John Ford will direct for Fox. This is; the seventh screen story for Miss Rosing this year, who has had more engagements than time to fill them, but is always in demand. She is being considered for "Lummox," written by Fannie Hurst, which is now being prepared for United Artists.
Upon completion of "The Fleet's In," which is being directed by Mal St. Clair, for Para- mount, James Hall will start on his seventh starring feature, with Ruth Taylor breaking even honors, in "The Canary Murder," a deep mystery story. William Powell and Louise Brooks will be in the supporting roles. St. Clair will handle the megaphone.
Arthur Rosson, Fox director, is cutting and titling his latest vehicle, "The Farmer's Daugh- ter,"' featuring Marjorie Beebe and Author Stone.
"It Can Be Done" will be Glenn Tryon's next starring vehicle, according to announce- ment this week. The story written by Mann Page and Eddie Montagne, will show the in- sight that started Universal City. "It Can Be Done" has always been the Laemmle slo- gan, saying it with a smile. Many of the feats responsible in the building of this or- ganization will be dramatized in the picture. Fred Newmeyer will direct. Incidentally, this epic will mark the beginning of Joseph Franklin Poland's career as a supervisor. Poland has gained the reputation as Univer- sal's right hand man.
Keeping together several members of Princeton's "Triangle Club," is no easy mat- ter, according to Frank Tuttle, who is di- recting Charlie Rogers' first starring picture for Paramount, with Mary Brian and Chester Conklin in the supporting roles.
FRAZIER.
13 Directors Begin Production; Many of Them Are Trying Out
Neilan Begins Direction of Bebe Daniels' Picture for Paramount;
He Is the Only One of the "13" Known West of Mojave;
Six Completed by Universal
(Special to the Herald-World)
HOLLYWOOD, July 3. — An interesting list of pictures went into produc- tion last week. Among the 13 directors who began work, Marshall Neilan is perhaps the only one whose name is known West of Mojave.
Two or three have become known in the trade for this and that reason, but Neilan is the one who has become known by the public because of a depend- able calibre of product.
It happens that the players are people of more or less note. Dorothy Sebastian be- gan work in "Morgan's Last Raid' opposite Tim McCoy. It is an M-G-M picture. H. B. Warner began work in a production being made at the Tec Art studios. It is named "Romance of a Rogue." Patsy Ruth Miller began in "Beautiful But Dumb" for Tiffany-Stahl. James Murray and George Fawcett began in a Warner Brothers pic- ture called "The Little Wildcat." Charles Delaney is in a big role of "Show Girl" with Alice White and Gwen Lee at First National.
The stars are well known, at least far better known than the men who direct them. A legion of new directors are being tried out and the old ones are resting up. Fox Retains Skilled Directors
It is largely a question of "studio policy." There are lots where it is an apparent policy to assure themselves of efficient pro- duction quality by employing the best talent in the directorial field. Fox has a great group of skilled directors. That company's list of directors now at work or preparing to shoot includes William K. Howard, J. G. Blystone, Alfred E. Green, David Butler, Raoul Walsh, H. D'Arrast, Frank Borzage, Albert Ray, R. Lee Hough and Jack Ford. Most of them are shooting at present. Six Universals Completed
Among the 16 pictures completed last week, six are Universals. Arthur Lake is in "Hollywood or Bust." Ted Wells is in "The Border Wildcat." Bill Cody is in "Phantom Fingers." Bob Curwood is in "Days of Daring." Edmund Cobb is in "Be-
Well, One Good Place Deserves Another
(Special to the Herald-World) HOLLYWOOD, July 3.— Holly- wood cinema celebrities have just added another rendezvous to their social life by taking over the Mad- rid Room of the Roosevelt hotel on Saturday afternoons.
yond the Smoke." Frank Merrill is in "Tarzan the Mighty."
Fay Wray and Gary Cooper are in the featured roles of "The First Kiss," a Para- mount picture directed by Roland V. Lee. Wallace Beery is starred in "Beggars of Life" at the same lot. Louise Brooks adds pulchritude to the cast and William Well- man directed.
Two big Metro-Goldwyn-Mayer pictures completed last week are "The Cameraman," starring Buster Keaton, and "Tide of an Empire." The latter was directed by Allan Dwan and features Renee Adoree and Bus- ter Collier.
Henabery Completes Gotham Film
Joseph Henabery completed the direction thisi week of a special made by Gotham. It is titled "The River Woman." Three big names are in the cast, Lionel Barrymore, Jacqueline Logan and Charles Delaney. Another picture completed by the same company was "The Man Higher Up," di- rected by Scott Dunlap and featuring Fran- cis X. Bushman and Gertrude Olmstead.
Bebe Daniels in Hospital After Collapse on a Set
(Special to the Herald-World) HOLLYWOOD, July 3.— Bebe Daniels was taken last week to the Hollywood hos- pital, where Dr. Philip Ayer diagnosed her case as intestinal influenza. Miss Daniels collapsed while working on the Paramount lot. Paramount officials have telegraphed Dr. H. J. Strathearn, consulting surgeon of tjie studio, who is in the East, asking him to return as soon as possible.
Arrest Brings $75,000
Suit Citing Holt, Others
(Special to the Herald-World) HOLLYWOOD, July 3.— Jack Holt, his wife, Peggy Holt, and four other persons are named defendants in a suit for $75,000 brought by P. W. Smyley, local business man. Smyley charges Holt with false ar- rest and imprisonment, declaring the de- fendant caused his arrest in August last year on a charge of embezzlement.
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40
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
Sills Provides Silver Tongue for Fox Films^ Corner Stone Laying
Press Surprises Dempseys with Supper — Howard Green to Do Film with
Sound Scenes — Martell Exhibits 2-Reel Drama
By DOUGLAS HODGES
HOLLYWOOD, July 3. — Milton Sills was the principal speaker at the cor- ner stone laying of the Fox laboratory Friday. Sills emoted on the same spot in the first feature Fox produced or fhe West Coast, "The Honor System."
THERE were other speakers but none of them held a candle to Milt. Although he had worked all night in Eddie Cline's picture at First National, Bob Yost was able to get him up at 10 o'clock in the morning, in time for the noontime ceremonies.
His speech was recorded by movietone. It was the only speech that was voluminous enough to combat the outdoor noises of the studio. A lot of fan magazine writers (who ought to be extras) and a lot of extras (who ought to be fan magazine writers) stood be- hind me and did their vocal best to keep me from hearing anything except this and that about prominent Hollywoodians. All of which would be deleted from this very public press.
Inside the cornerstone was sealed many things : One was a strip of film from "The Honor System," and another was a strip of Movietone film of the famed horned toad that recently emerged from another cornerstone in Texas.
* * *
Jack Wiggins Gets Fox Post by Promotion
Jack Wiggins, who was formerly a member of George Marshall's staff at Fox Film studios, has been put in charge of the research bureau in the comedy department. It is his business to chart, catalogue and compile gags, situa- tions and other data regarding comedies. He works in the department supervised by Chand- ler Sprague. Sprague presently will become an executive in the movietone department, in- cidentall}'.
* * *
A Surprise Party We Gave Estelle and Jack
Estelle Taylor and Jack Dempsey were honored guests Saturday night. Newspaper- men and a few sob sisters got together what money they had and pulled a buffet supper — surprise on 'Stell and Jack. The motive be- hind it was the wish to show the two that
their past behavior has been darn fine and that they merit feting and feeding — even though they neither need it nor want it. ^ ^ Hi
Edna May signed with M G M to play a role in "The Single Man," which Lew Cody is making for M G M.
A Genius Arrives with a Roll of Film
I saw Alphonse Martel's drama, "Hearts of Romany," at the Filmarte theatre last week, after every newspaper in town had lauded the picture to the skies. Martel is a European who was not expected to turn out master- pieces when he came to Hollywood ; he has had much technical experience but no produc- ing experience. He has, therefore, surprised us all. He is probably 1928's prodigy. His picture is worthy of a DeMille.
It is a complete love drama — menace, plot, comedy and all — in two reels. No place in it for wasted action. No time to lose. He has struck directly at the plot and told a long story quickly. The story is of gypsy bands in France. The scenery is especially beauti- ful. Characters in it who are unknown have been selected by Martel wisely and have been directed by him expertly.
He is selling the picture to state right markets, but while he sells it, I predict, he himself will be purchased by an enterprising producer on the Coast, who knows produc- tion genius when he sees it.
Howard Green to Write Story with Sound Scenes
Howard J. Green will probably settle down to work on a sound scenario soon. When his talents are put at rest on "Marked Money," DeMille-Pathe feature, his plans call for an- other picture at the same studio.
Plans Announced for Synchronization of All Roach-M G M Comedies
(Special to the Herald-World) HOLLYWOOD, July 3.— Plans for the synchronization of all Roach-M G M com- edies were announced at a dinner given last week by Hal Roach and attended by 35 players, directors, executives and de- partment heads of the Roach studios.
Laura LaPlante in Five; Given "Show Boat" Role
(Special to the Herald-World) HOLLYWOOD, July 3.— Laura La- Plante will be Magnolia in "Show Boat," which Harry Pollard will direct for Uni- versal, it was definitely decided today. La- Plante is now working in "Last Warning," but will go immediately into the other pic- ture July 16. This in no way cancels Uni- versal's previous announcement of four La- Plantes, but actually adds an extra LaPlante picture to the year's schedule. "Show Boat" will be a roadshow of great propor- tions because the importance of the picture interest has been extraordinary.
Jacqueline Logan and
Alan Hale Costarred
(Special to the Herald-World) HOLLYWOOD, July 3. — Jacqueline Logan and Alan Hale have been assigned the co-starring roles in "The Spieler," a carnival story which will go into production at the De Mille studios next week. Tay Garnet, who recently completed "Sky- scraper," will direct.
Luncheon Held to Honor Women in Jewish Drive
(Special to the Herald-World) HOLLYWOOD, July 3.— A luncheon in honor of the women's division of the United Jewish Appeal to raise $200,000 for the re- lief and reconstruction of numerous national and international Jewish institutions, was held last week at Paulais.
Charges Building Fraud
(Special to the Herald-World) HOLLYWOOD, July 3.— Fritzie Ridge- way appeared in court last week in a suit she brought against Anthony Miller, whom she accuses of defrauding her in the build- ing of her home.
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BUCK JONES In the first of his own special attractions |
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THE BIG HOP the romance of the West plus the perils of the air with |
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JOBYNA RALSTON and a cast of stars Directed by JAMES W. HORNE for remaining territories address Buck Jones Corporation 489 Fifth Avenue, New York City |
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Julv 7. 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
41
Howard Dietz (right), director of adver- tising, exploitation and publicity, of Metro-Goldwyn-Mayer, gives Trainer Phil- lips his final instructions as Leo, the M-G-M lion, embarks upon his tour
Leo Gets Off to Rousing Start on MGM World Tour
(Special to the Herald-World)
NEW YORK, July 3.— Leo has started his five-year tour around the world for Metro-Goldwyn-Mayer. Whether the Lions of the world are greeting him with their familiar "Roar, Lion, Roar" was not stated, but certain it is that Leo had every reason to put out a roar or two of triumph on his own account because of the crowd that his start in Washington attracted.
The start was made from the Zero Mile Stone in Wash- ington Wednesday following a luncheon
Frank W. PhilUps
and reception at the National Press Club, when Army and Navy representatives and Government officials were invited guests. Miss Hester Ann Lefever christened the lion wagon.
Thursday Leo was host to the inmates of the National Zoological Park with meat as gifts. Then he was escorted by Frank W. Phillips, his trainer, to Baltimore, Phila- delphia and New York, with Broadway viewing him yesterday. Next he goes to New England, thence to the Middlewest, with a year and a half of traveling in this country before he boards a boat in his spe- cial cage. Besides Phillips, four men are on the staff for the tour.
Al Green's Ade Story
To Have Sound Feature
(Special to the Herald-World)
HOLLYWOOD, July 3.— The first Fox feature-length production to have talking sequences will probably be "Making the Grade," with Edmund Lowe and Lois Moran in the leading roles. Al Green is directing. "Mother Knows Best," starring Madge Bellamy, is also being made with Movietone, but "Making the Grade" will be released first.
New England is having its peek this week at Leo, the globetrotting lion, after which the
living trademark of M G M goes through the Middlewest in a year and a half circling of
the United States preparatory to sailing for Europe. The world tour got underway last .
Wednesday with a banquet at the National Pes Club in Washington.
Name Barrymore's Next
(Special to the Herald-World)
HOLLYWOOD, July 3.— "Conquest," tentative title of an original story by Ernst Lubitsch, will be John Barrymore's next picture for United Artists. Production will start early in the fall, with Lubitsch direct- ing.
Taylor Writing Script
(Special to the Hcratd-World)
HOLLYWOOD, July 3.— Sam Taylor, di- rector of John Barrymore's "Tempest" and Mary Pickford's "My Best Girl," is writing the script for "The Love Song," which he will direct for United Artists.
Buck Jones Films Feast
in Color to Start With
(Special to the Herald-World)
HOLLYWOOD, July 3.— Buck Jones started work last week on "The Big Hop," his first independent production at Uni- versal City, by filming an elaborate banquet scene in color. Eight giant passenger planes, representing a valuation of $100,000, were used Sunday, when shots were taken of a trans-Pacific flight take-off at the American Airport.
"The Big Hop" is being directed by James Home with Jobyna Ralston playing opposite Jones.
MARIA CORDA
has returned
to this
country
to resume her work in
American Pictures
42
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
Butler Will Leave Soon For Fox European Epic
(Special to the Herald-World)
HOLLYWOOD, July 3.— Dave Butler, director, will leave next Monday for New York to sail for London to begin produc- tion of "Chasing Through Europe," his next directorial efiort under the Fox banner.
Work on the story has already started, Butler having sent Russell Muth, Fox Newsreel cameraman, over to pick loca- tions. Muth, who has been with Fox ijiore than five years, was the first operator to film Vesuvius while in action. He was in- jured in the attempt, his plane going dead when high above the crater. He was com- pelled to make a forced landing in the hills, where the plane crashed and was com- pletely demolished. Although injured, Muth saved the film, which was later shown in a Fox newsreel.
Butler also signed Douglas Doty to assist him on the script, and Sid Wagner to be at the camera. Together with his techni- cians and players, he will join Harry Brand and Muth in London July 23.
Gloria Swanson to Begin Her New Picture Aug. 15
(Special to the Herald-World)
HOLLYWOOD, July 3.— "The Swamp," Gloria Swanson's third independently pro- duced production for United Artists, will go into actual production around August 15. Eric Von Stroheim, who will direct the picture, is the author of the original story and is now writing the continuity.
Fej
ios to Direct Veidt In Laemmle, Jr.'s Next
(Special to the Herald-World) HOLLYWOOD, July 3.— Dr. Paul Fejos, director of "Lonesome," has been selected to wield the megaphone for Carl Laemmle, Jr., in his next supervising vehicle, "The Play Goes On." This is an original by James Creelman and will star Conrad Veidt.
To Wed on July 30
(Special to the Herald-World) HOLLYWOOD, July 3.— Jeanne Vachon, screen player, and Nate Watt, unit produc- tion manager of the Caddo Company, will be married July 30. The couple will sail for Honolulu on a two-weeks' honeymoon.
Old Pathe Plant in N. Y. Remodeled as Manhattan Studio
(Special to the Herald-World)
NEW YORK, July 3. — Following extensive remodeling and the installation of much new equipment, the Old Pathe studio at 134th street and Park avenue, is now in full operation under the name of the Manhattan Studios. Benny Berk, who is well known in production circles, is manager of the plant.
Two serials will soon be put under way at Manhattan Studios. John L. McCutcheon has just finished shooting "Where Am I" in which Natacha Rambova is starred.
The Manhattan Studios is equipped with one dozen stock sets and, according to Berk, is complete in ever>' respect for production of any kind of story. The studio is prepared to offer a complete architectural and contract- ing department for the design and building of all studio sets.
Manhattan Studios provides 14,000 square feet of floor space. Included in the new equipment installed are a modern lighting sys- tem and new scenery. Adequate dressing rooms have been provided for large casts. Ac- cording to Berk, $25,000 has been spent in thoroughly modernizing and equipping the studio in every department.
Sam Sax Signs Dunlap
to Direct Gotham Film
(Special to the Herald-World)
- HOLLYWOOD, July 3.— Scott R. Dun- lap has been signed by Sam Sax, president of Gotham, to direct "The Man Higher Up," with a cast which will include Francis X. IBushman, Gertrude Olmstead, Eddie Buz- zell, Carlton King and others. Sax recently went to a preview of "Smoke Bellew," which Dunlap had just finished directing, and after the first few reels, it is said, left the theatre and called Dunlap for an ap- pointment, which resulted in the signing of a contract.
Sound in DeMille Playlet
HOLLYWOOD, July 3.--William de Mille's first experience in making a talking picture will be with "The Man Higher Up," a playlet written by himself in which Theo- dore Roberts has appeared in vaudeville during the past five years. Roberts will star.
Bess Meredyth Injured in Vampire Auto Crash
(Special to the Herald-World) HOLLYWOOD, July 3.— Bess Meredyth is in the hospital today as a result of an automobile accident Saturday night. She was accompanied by her maid and chauf- feur, but neither was injured. The scena- rist's face is badly cut from a splinter of glass that pierced her lip and made several stitches necessary.
Her chauffeur saw an auto approaching and attempting to swerve to the side, was side-swiped. The offending motorist did not stop.
Rogers to Seek a New
Feminine Star Abroad
(Special to the Herald-World) HOLLYWOOD, July 3.— Charles R. Rogers, producer of features for First Na- tional and the Reed Howes airplane fea- turettes for Educational, will make a trip this month to Europe. Rogers will be gone at least three months and will visit the First National exchanges in Germany, France and England. He expects to return to Hollywood with the contract of a femi- nine player to star in a series of three special productions for next year's program.
Griffith, Nazimova Films on Art Theatre Screen
(Special to the Herald-World) HOLLYWOOD, July 3.— The attractions at the Filmarte theatre are "Salome," with Alia Nazimova, and "The Battle of Elder- bush Gulch," which D. W. Griffith made years ago with Lillian Gish and Mae Marsh.
Denny Picture May Be
U's First Talking Film
(Special to the Herald-World) HOLLYWOOD, July 3.— Universal's debut in the talking picture field will prob- ably be Reginald Denny's next picture. Denny is said to possess one of the finest stage voices of any actor on the screen.
Griffith Makes 'Love Song'
(Special to the Herald-World) HOLLYWOOD, July 3.— David Wark Griffith, not Sam Taylor, will direct the Boyd-Velez picture "The Love Song" for LTnited Artists.
^■^
Made for Your Box Office
" 'The Showdown' Is a Darn Good Picture!"
Directed by VICTOR SCHERTZINGER for Paramount Famous Lasky and starring George Bancroft.
THE SHOWDOWN : George Bancroft— Plenty of action. Well staged and well directed. Eight reels. — P. G. Vaughan, Sun Theatre, Kansas City, Mo. — Neighborhood patronage.
THE SHOWDOWN : George Bancroft— March 26-27. Very good pic- ture, that will stand exploitation. — B. V. McDougall, Amuse-U Theatre, Alonticello, Ark. — General patronage.
Schertzinger's Latest "The Perfumed Trap"
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
43
Y^
THE SHORT FEATURE
Incorporated in this department of Exhibitors Herald is the Moving Picture World department, "Little Pictures with the Big Punch," which has presented news, reviews and exploitation on
short features and serials.
Releases
WEEK OF JULY 8
EDUCATIONAI^— "Ladies Preferred," Jerry Drew, Mermaid, two; "Felix the Cat in Astronomeeous, one; Hodge-Podge, one. ^-r , a -ki
F B O— "Standing Pat," Standard, two; Newslafi No. 23, one. . , ,.t j
FOX— "Daisies Won't Yell," Imperial, two; Land of the Storks," Varieties, one.
M-G-M — "Cleopatra," Events. ^, . .
PARAMOUNT — "Slick Slickers," Burns, Christie, two; "Koko's Catch," Inkwell Imps, one.
PATHE — "The Yellow Cameo," Chap. 6, two; "The Huntsman," Aesop Fable, one; "A Fair Affair, Sportlight, one; Pathe Review No. 28, one; Topics of the Day No. 28, one.
UNIVERSAL — "Tall Timber," Oswald, Snappy, one; "Scarlet Arrow," Chap 6, two; "Cash Customers," Mike and Ike, Stern Bros., two; "The Card of Destiny," Western.
WEEK OF JULY IS
EDUCATIONAI^"Wild Wool-Night Clouds," Out- door Sketches, one; "The Lost Laugh," Cameo, Wallace Lupino, one; "Blondes Beware," Tuxedo, Arthur, two.
M-G-M — "A Happy Omen," Oddities.
PARAMOUNT — "Sea Food," Dooley, Christie, two; "The Companionate Mirage," Krazy Kat, one.
PATHE— "The Yellow Cameo," Chap. 7, two; "The Baby Show," Aesop Fable, one; Pathe Review No.
29, one; Topics of the Day, one. UNIVERSAI^"Sandwiches and Tea," Snappy, one;
"Scarlet Arrow," Chap. 7, two; "Big Game George," Stern Bros., two; "The Gold Claim," Western, two. WEEK OF JULY 22
EDUCATIONAI^-"Listen Children," Hamilton, two; "Felix the Cat in Jungle Bungles," one.
F B O — Newslaff No. 24, one.
FOX — "His Favorite Wife," Van Bibber, two; "Ore- gon— The Trail's End," Varieties, one.
PARAMOUNT— Novelty, two; "Baby Phases," Ink- well Imps, one.
PATHE— "The Yellow Cameo," Chap. 8, two; Aesop Fable, one; "Bunker Battlers," Sportlight, one; Pathe Review No. 30, one; Topics of the Day, No.
30, one.
UNIVERSAL— 'Sleigh Bells," Oswald, Snappy, one; "Scarlet Arrow," Chap. 8, two; "Good Scout Bus- ter," Stern Bros., two; "Yukon Gold," two. WEEK OF JULT 29
EDUCATIONAI.^-"Leaping Luck," Davis-Collins, Mermaid, two; "Roaming Romeo," Lupino Lane, two; Curiosities, one; "Hard Work," Wallace Lu- pino, Cameo, one.
M G M — "Nature's Wizardry," Oddities.
PATHE — "The Yellow Cameo," Chap. 9, two; Aesop Fable, one; Pathe Review No. 31, one; Topics of the Day No. 31, one.
UNIVERSAL— "Off His Trolley," Snappy, one; "Scarlet Arrow," Chap. 9, two; "Broke Out," Mike and Ike, Stern Bros., two; "Ropin' Romance," Western, Newton House, two.
Our Gang Talent Contest
in Loew Chain Opens July 2
Eighty-nine theatres and 25 newspapers have been enlisted in an Our Gang talent contest tieup with Loew theatres, starting July 12 and extending to August 4. On each of six nights in, the fifth week all aspirants for an Our Gang role will appear on the theatre stages, with the audiences to act as judges.
Topics, Fables Rebooked
Topics of the Day and Aesop's Film Fables have been booked for another year to play all Orpheum theatres. This is the tenth year of the arrangement, according to Amedee J. Van Beuren, president of Van Beuren Enterprises.
Shorts Get Business^ Build It^ Says Hoffman^ and He Proves It
All-Short-Feature Program Grosses More Than Some Specials, Kansas
Exhibitor Declares — Gives One to Three Reelers
Space in Ads, Heralds and Slides
There's many a real story hiding behind the more or less succinct reports by exhibitors in "What the Picture Did for Me." Such is the case in an all- short-feature campaign put on by Paul B. Hoflfman, of the Legion theatre at Holyrood, Kan.
Finds Short Feature Vital to Bill
But more important even than the detail of the drive by which Hofifman "built a program of short subjects and grossed more than on some of the so-called specials we have bought," is the fact that his creed reflects an abiding faith in short features as vital to the makeup of a successful program.
Short features are business getters and busi- ness builders. That is Hoffman's conviction. It is a conviction which he is willing to back up with action, and that is the only kind of conviction that amounts to anything.
Space in Ads, Heralds, Slides
Give your short features space — in your newspaper advertisements, in your heralds, in slides on your screen. .That policy, stated and restated by this department as a progressive route to better B. 0., is supported emphatically by Hoffman.
More than that, this exhibitor believes in allotting to short product even more than one-third as much advertising space as the long feature. Here again the instance fits closely into the subject of granting short prod- uct its merited proportion of the advertising budget of the theatre owner, a subject which was the basis of a survey conducted through this department among exhibitors in a number of _ states.
Produces Real Program
When Hoffman, in his report to "What the Picture Did for Me," wrote that with a group of short features he produced "a real pro- gram that pleased them all," this department asked him for further details. Hoffman re- plied as follows :
"We built a seven-reel program around this short feature ('40,000 Miles with Lind- bergh'), consisting of a two-reel Our Gang comedy, 'The Old Wallop,' and two of M-G-M's Oddities.
"Advertising accessories not being obtain- able we got a cut on the Lindbergh picture and had a number of heralds printed, and which we had distributed in all surrounding territory. In addition to this, we had the same printed as an ad in the local newspaper. The pictures were also advertised with slides on our screen. The result was a good house on both nights.
"Short features are very essential to any program and deserve space in your ad along with your feature. They are business getters and business builders. We give them space on our printed heralds and in our regular newspaper ads and also with slides on the
screen. I should judge that they receive bet- ter than a third of the space that the regular feature does.
"•i am sorrj^ that I do not have any of the heralds or ads used on this program and so cannot send any along with this letter." What Did You Do?
Short features, for Hoffman, have justified the confidence he has placed in them. The fact of giving a complete program of nothing but short product is an emphatic proof of that, but it is rather the week-by-week return on this investment in publicizing short features that tells the bigger story of the effective role they play in the all-around program that brings all-around good business.
Other exhibitors are welcome to use the columns of this department to comment on the short feature as a factor in their business, to describe methods they have used to put over short productions, to give detail of their outstanding campaigns, to make suggestions based on their experiences.
Newspictures
FOX NEWS NO. 79 — Bobby Jones loses open title play-off to Johnny Farrell — French throng sees grand steeplechase run on Auteuil turf — Girls' danc- in(? class frolics outdoors on Jersey's soft grass.
M-G-M NEWS NO. 91 — Children greet President Coolidge as he arrives in quarters at school house — President Doumergue wins grand steeplechase at Auteuil, France — Leo, M-G-M news lion, on tour of world. „
M-G-M NEWS NO. 92— Johnny Farrell wins open golf crown in sensational victory over Bobby Jones — ^Motorcyclists thrill in daring hill climbing at Washington — British acclaim brave Miss Earhart.
PARAMOUNT NEWS NO. 97— Farrell wins open golf crown from Bobby Jones — Dutch family walks 11,000 miles in 2^4 years — Byrd antarctic plane flies with six-ton load.
PATHE NEWS NO. 55 — Alfred E. Smith is nomi- nated for President — Grand steeplechase draws huge throngs at Auteuil track — John Coolidge plays golf with Governor Trumbull.
INTERNATIONAL NEWSREEL NO. 52— 480-mile marathon ends amid gorgeous settings — Governor Al Smith is nominated for President — Huge French throng thrilled by speedy grand steeplechase.
44
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 192fj
Y^
PRESENTATION ACTS
Incorporated in this department of Exhibitors Herald is the Moving Picture World Department,
"btir'o (iiK
I nr
Stage Presentations to Live Forever
STAGE SHOWS
Chicago Chicago
Week Ending July 1
H. Leopold Spitalny, conceived and conducted a splendid ovei-ture entitled "Gypsy Melodies" featuring Luella Frietag, soprano, and Raymond Koch, tenor. The music and vocal rendition received the greatest reception of the entire program, again proving, that this house has sufficient of the highbrow element left who really appreciate the better class music.
The stagehand presentation was called "Hey Hey" with a cast featuring Jack Powell, Frank Devoe and the Gibson Sisters. Although it had some clever talent it seemed that there was something wrong with the entire show for the various routines did not click. The opening especially was very weak and one of the poorest seen in a Publix Unit.
Eddie Perry who conducted last week also con- ducted this week and put the band through an' ar- rangement of "Happy Go Lucky Lane" accompanied by a male singer.
After this number followed the Gibson Sisters, one doing acrobatic and exceptionally good high kicks while the other gave a specialty of a mechanical doll tap dancer on a little box platform. Both girls were clever and won a very fine hand for their efforts.
The next specialty was offered by the Ballet with Frank Devoe who sang special lyrics that enabled the girls to do a specialty in double. It seemed rather un- necessary to keep Frank on the stage all through this routine, as there was hardly anything for him to do, but to look on. However, the girls displayed their versatility not only as good specialty dancers, but as a singing chorus.
Jack Powell, the blackface drumming fool, was next with his usual drum stick tricks and foolish antics that walked away with the entire honoi-s of this bill. Of course. Jack stopped this show and gave an encore.
The ballet came on again, this time with little dolls which almost danced like humans from the manner in which they were handled by the girls. A good novelty that seemed to be appreciated.
Following this, Frank Devoe came on again with his own accompanist, and offered his regular standard routine of comedy songs and smart chatter, he offered "You Have No Idea," "My Mammy" and "Mama's Getting Younger." At this ijerformance, he went over very well and took two encores.
The Finale came on next with the ballet assembled around stagehand as the background was decorated with the cast all doing some little stunt as revolving mirrows reflecting varied colored lights into the audi- ence.
This isn't what one would call really a bad show, for we have seen worse and we have seen much better.
New York Capitol
Week Ending July 6
"Blue Melodies," a new Boris Petroff stage revue, is a mellifluent and melodious musical presentation of rhythm and mirth. Walt Roesner sang "Blue Melodies," while the Capitolians played the medly of blue songs to open the show.
(Continued on page 4C>)
What a smile! whoever composed that song called "Way Down South in Heaven," sure knew his notes — this pretty bobbed hair girl looking right at you with her Irish smiling eyes is Irene Taylor now making a second tour of Publix — Irene comes from way down South — honest she does — if you don't be- lieve us listen to her lonesome ballads sometime — Oh, boy! she sure does warble some mean blues.
Hanson Writes Songs
Milton W^eil Music Company of Chicago has just published a new song called "Will You Always Call Me Sweetheart." composed by Eddie Hanson, popular featured organist of the Uptown and Tivoli theatres, Chicago.
Another number called "The Song of the Chimes," also written by Hanson, was just placed with Harold Rossiter, another Chicago publisher.
Chain Signs White
Through an announcement made by the executives of the National Broadcasting Company, it is learned that Lew White, chief organist at the Roxy theatre. New York, and head of the White Institute of Organ, has been signed to broadcast a series of recitals from his studio.
These recitals will be given over WJZ and affiliated stations of the National chain every Saturday evening at 9 P. M., Eastern Standard time.
Tabs and Plots Latest Vogue in Picture Houses
Talking Films Help Rather Thau
Hurt Acts and Stage
Offerings
By A. RAYMOND GALLO
There is considerable talk going on about the stagehand policy. Accord- ing to these rumors which are be- ing published by various theatrical sheets that class themselves as mouth- pieces of the amusement business, one would almost believe that the Presen- tation policy is about done for. There is no cause for alarm, for what was considered as a fad nearly four years ago, is today a very strong and essen- tial part of the show business. And Presentation, whether in stagehand form or otherwise, as long as it is be- ing presented in picture houses is a great part of the show business.
Of course, a few theatres scattered all over the country, may deem it advisable to cut down on their overhead and by trans- ferring their band from the stage to the pit, it saves the theatres a worthwhile sum. However, this happens only in cases where there may be more than one theatre in the same locality offering a stageband show policy. It is doubted if every deluxe house will eliminate a stageband for in reality, it was this very novelty that placed the high class motion theatres on a sound paying basis a little less than four years ago.
Many exhibitors are under the impres- sion that talking shoi-t subjects in film form will substitute for actual stage enter- tainment. This is not so. For no matter how many times a good film subject with a talking device is presented to the public, they are always ready and anxious to see the original and there is nothing more con- vincing than in the flesh. Talking films are a great novelty and a wonderful help to large and small theatres alike, more so, to the smaller theatres, who cannot afford to book acts and artists in person, but it does not necessarily mean that they will absolutely do away with the present sys-
i^^^T^eAM Amthonv
MARK'S BROs.
CHICAGO
July 7, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
45
LOSAYi
Sorneihins about
Everyone
Well, boys, it won't be long now! Pretty ioon we'll be grabbing- ourselves a hook 'n 'line and go afishing in the 'ole swimming hole — of course we can never be as good as our friend J. C. Jenkins (the Herald-World man), but we'll do our best — I might say that Sid Herman will supply the "line" and Larry Spier will supply the "hook" and I'll be com- pelled to dig up my own date, I mean "bait." . . . H. J. Longaker of Alexandria, Minn., sends word that I should try a hand there for some real wall- eyed pike and other kinds of pikes. . . . Anyhow, when July 21 arrives I'll bet anyone a new paper weight that they have never seen a faster runner than yours truly. ... It will be a relief to get away from stage bandshows and organ solos and the likes of all things Presentation. . . . Before we run out of space let's dish out some scandal. . . . The fii-st topic on the program is the marriage of Ben- jamin MuUer, manager of the California and Cline theatres in Santa Rosa to Ruth Johnson, also of the same city. . . . Willard C. Patterson, district man- ager of Publix Atlanta theatres, announces that Ernest Morrison has been transferred from the How- ard to the Palace in Dallas as manager. . . . Word is also received that James A. Carrier replaces Martin L. Semens as manager of Universal's Capitol in Atlanta. . . . Carrier is also in charge of all the "U" houses in the Southeast. . . . George E. Brown, for- mer manager of the Carolina in Greensboro, N. C, and his wife are motoring to New York for a few weeks. . . . Roland G. Hill has taken his place at the theatre. . . . Terrj- McDaniel is the district man- ager, who also takes charge of the Publix National, Imperial and Alamo of the same city. . . . Theodore Kosloff, of the stage and screen as actor and ballet master, is in Chicago and has oi>ened a dancing school to teach Russian ballet. . . . M. F. Concannon, for- merly manager of the Uptown theatre, Chicago, has been made manager of the Chicago. . . . O. F. Knight will act as first assistant and R. L. Kalver as second assistant . . . J. L. Lake has been made treasurer. . . . C. F. Strode!, formerly manager at the Oriental, Chicago, has been transferred to the Michigan in South Chicago. . . . Other B & K changes are R. C. Bruder, former manager of McVickers to the Oriental and R. L. Davis to the Tivoli in place of N. M. Piatt, who has been made manager of the Uptown. , . . G lu Brandt, former first assistant of the Chicago, has been made manager of McVickers. . . . Al Morey, band leader at the Worth theatre in Fort Worth, is to spend a four weeks' vacation in Chicago, his home. . . . Al will replace Jack Stanley at Howard in Atlanta next month. . . . Preston Sel- lers and family are back on the organ job at the Senate, Chicago, after three weeks' rest. . . . Henry B. Murtagh is playing at the Metropolitan, Boston, as guest organist. . . . Art Kahn completed his engage- ment at the Senate and Harding last week. ... He was replacing Mark Fisher while away on a vacation. . . . Ulderico Marcelli, musical conductor of the Up- town and Tivoli theatres, Chicago, both B & K houses, is spending a few weeks in Frisco visiting his family. . . . Irene Taylor writes that Publix' new house in Seattle is just beautiful. . . . And so are you, Irene. . . . Paul Small is still with Paul Ash at the Para- mount in New York. . . . Mose Gamble paid Chicago a visit last week and selected our own master of ceremonies, Willie Horwitz, as his Western representa- tive for the firm of Donaldson-Douglas & Gumble. . . . Lang & Voelk are now playing their fifth return en- gagement for Publix. . . . Bob Hope is doing the M. C. honors at the Stratford, Chicago, where Ted Leary became famous. . . . George Givot is back with Publix and is filling a few Western dates for the Chicago William Morris Agency. . . . Edward Gilmar- tin, manager of the popular Merry Gardens ballroom, is also managing the affairs of Miss Universe (Ella Van Hueson), a Chicago girl who won the Galveston Beauty Contest. . . . Harry (Dream Daddy) Davis, formerly manager for several music publishers and well known on the radio, has established a kennel farm called the Clare-Dav Kennel. ... He will breed Old English Shepherd Bob Tails. . . . Louis MeDer- mott, production manager of the Oriental theatre, Chicago, is back from his West coast trip. . . .
tern of stage entertainment and presenta- tion units.
Film Houses Need Stage Acts Every motion picture theatre may not run a stagehand policy but you can bet your bottom dollar that they will run some sort of a combination film and stage pro- gram which can be classed under the head- ing of presentation. In order to offer your patrons a presentation policy it does not necessarily mean you are compelled to place your orchestra on the stage. Good musical results and selections can also be given by a pit orchestra as well as a :tage band, depending entirely upon the theatre and the class of people who patronize it.
Picture house policies whether in Chi- cago, New York or Los Angeles or some place in Iowa, need not necessarily be of a stagehand nature. The principles of any entertainment policies are always the same, but the manner in which they are presented can be quite different from your neighbor, or competitor as you like it.
For quite some time, we have tried to convince every theatre manager through the channels of this publication that sooner or later some change would be made so that in case a circuit operating two or more theatres in one community would not conflict with a similar policy. In order to overcome this confliction which later would result in boring the public, we offered many suggestions among which one_ of them was the plan of injecting plots into bandshows.
Plots Are Coming Into Style It seems that condensed versions of musi- cal comedies or tabloids with original plots, would be the logical thing to offer in place of the weekly stagehand show. By staging a miniature musical comedy, one week with pit music and a stagehand show another week, or miniature operetta alternating along the lines of a film prologue, you will not only please your audience, hut would actually keep them satisfied and looking forward to the new offering at your thea- tre each week.
Presentation whether it is in specialty acts form, as a film prologue, musical or tabloid style, is a policy that is here _ to stay as a very important part of the motion picture theatre business. It is no longer a fad, it is a necessity and theatre man- agers of large capacity houses have found this out for themselves in the past four years.
Public Demands Stageshows Radio was termed a fad at one time and today ranks as one of the most enterprising industries in the world. There never will he the day when a motion picture theatre can depend entirely upon a motion picture to draw a crowd unless, they are super- specials or have some form of high-class musical offering that accompanies the silent program.
We all know there are not enough super- specials produced to keep the thousands of huge motion picture theatres all over the country open and paying off their tremen- dous overhead with just a program picture. The public is accustomed to extra enter- tainment. Picture houses have supplied it, and from now on, they will always demand it. That's the reason why vaudeville has been on the decline and picture houses have flourished. At one time, motion pictures were a novelty, the novelty part has now worn off. It represents real life and dis- penses education and like the proverbial saying, you can always draw a bunch of bees wherever there is a lot of honey, let your "theatre" be the honey and train your audience to be the "bees."
Presentation
LETTERS
In this open forum those interested in presen- tation may discuss important matters bearing upon this phase of theatre entertainment. Only signed letters will be published.
PRESENTATION ACTS— To the Editor: I have your letter of June 25th regarding the Keates article. You are entirely welcome to use this article with my name over it. I would like to talk to you sometime at the theatre or at my office regarding the exchange of advertising. I am usually at my oflSee between 4 :30 and 7 :00 on Wednesday and Thursday and from 11 until I on' Monday, Wednesday, Thursday and Saturday. Tbe balance of the time I can be found at the United Artists Theatre wher-e I am solo organist.
Perhaps it would be a good idea for you to drop over to the theatre and I will make you acquainted with Mr. Bloom and Dr. Riesenfeld, if he is in town. This would be of advantage and benefit to you all the way around.
Sincerely yours, — The Aesthete Magazine, Henry Francis Parks, Editor, Chicago, 111.
PRESENTATION ACTS— To the Editor: Certainly glad that you could use my article on "No Surprises Now." Also to see my solo reported.
This week I am using the set called "Mock Wed- ding." The songs used are "In My Bouquet of Memories," "Laugh, Clown, Laugh," "Will You Be Sorry," "I Told Them All About You," and "Happy Go Lucky Lane."
I want to say this is the best set of slides I have ever used, no exceptions. The applause con- tinued well into the feature picture, something which has never happened before. Any organist who wants to go over big should try to get a hold of this novelty. A series of German slides on the old Ger- man Schnitzel Bank song broke the ice and then there was no holding the house down for everybody sang. A great stunt.
Sincerely, — ^Mclvin Peacock, Organist, Sheboygan theatre, Sheboygan, Wis.
PRESENTATION ACTS— To the Editor: I will
very much appreciate having you send me the de- tails, etc., of the Bathing Beauty Contest as directed by Sam Herman.
Thanking you in advance, I am. — W. H. Gelling, res- ident manager. East Texas Theatres, Inc., Nacog- doches, Tex.
K-A-O Circuit Installs New Booking Rules
Since taking over the control of the Keith-Albee- Orpheum Circuit, Joseph P. Kennedy, its new head, has ordered many changes made. One of the most important changes is the regulating of business con- tact between an artist representative and the cir- cuit bookers. In the future, agents will have to con- duct their business transaction over railings in place of the usual warm seats and will have to take their turns in line, as one of the new rules Vidll not allow more than one agent from each agency at a time.
As stated before in this department, there have been many changes made in the executive booking staff, and now that the organization has been put on a clean-cut business basis, it is expected that the circuit can look forward to a very prosperous season. Ben Piazza in charge of the Western Office, and C. S. ("Tink") Himiphrey, now in charge of the Eastern Office, are responsible for many of the changes.
DON GALVAN
<t
The Spanish Banjo Boy''
Directing Publix Stage Band TEXAS Theatre, SAN ANTONIO
Organists Contesting
The WTMJ radio station of Milwaukee, Wis., is featuring a contest at the present time to find the best organist in Milwaukee. The station has invited all the theatre organists in the city to participate.
46
EXHIBITORS HERALD and MOVING PICTURE WORLD
July 7, 1928
STAGE SHOWS
(Continued from page 44)
A special adaptation of "My Heart Stood Still" from "The Connecticut Yankee" is next played by Walt and his boys, followed by the current feature "That's My Weakness Now."
Freddie and Eddie, from the play "Gay Paree," are unusual dancers of exceptional merit, and put over a clog, buck and wing, and eccentric routine to good returns.
Kitty O'Connor, the attractive girl with a deep man's voice, is indeed a novelty, but it must be said that her two songs were very inappropriate — two slow, draggy ballads that had no kick behind thera. This girl, lately featured with "Take the Air," could do much better with another retinue.
The Chester Hale Girls, who are improving, oflfer an unique dancing "blue" number, and costumed briefly, but cutely.
The hit of the program was an adagio dancing combination, billed as Howell, Hager and Theodore — also late features of "Merry-Go-Round." This act puts over some very beautiful artistic dancing, and etopped the show Saturday afternoon. Two boys and a girl.
Chicago Avalon
Week Ending